GLO BUS Marketing Plans
Marketing Strategy -- Glo Bus
Summary- Glo-Bus is a U.S. based international digital-camera company with production operations in Taiwan. The industry is cyclical and highly competitive with a market growing 8-10% per annum and heavily price elastic due to volume and technological improvements in digital phone devices.
Target Customers- Digital camera customers are typically more sophisticated and technologically savvy than the general population. They research products thoroughly prior to purchase and fall within the Early Adapter or Early Majority segmentation model. Most are college educated (or equivalent) who are either professional photographers or highly skilled amateurs with household incomes in excess of $75,000.
Unique Selling Proposition- Because of the heavy competition and price wars between Smart Phones and other camera manufacturers, the USP for Glo-Bus is based on gleaning a competitive edge: "Glo-Bus -- Don't just shoot it -- experience it."
Pricing and Positioning- While Glo-Bus has entry-level camera models, the quality and technology of its products aligns more with mid-upper range units. Pricing is competitive, but not primary and focus is on quality, benefits, features, and warranty (long-term use). PS: "Glo-Bus -- quality and innovation when and where you need it the most.
Distribution -- Distribution remains primarily through retailers of all sizes focusing on shops or organizations that provide knowledge-based consultative services rather than one-size fits all.
Collateral/Promotions -- Focus on higher end collateral that acts as a soft sell by masking as a tutorial/educational piece with tips, instructions and advanced techniques. This combines with online forums, interactive web casts and web-based photographic...
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