urdujahcctv

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10 STEP Marketing Plan for URDUJA HOME CCTV

Nepthalie D. PasiliaoMarch 2012

www.slideshare.net/ndpasiliao/urdujahcctv

This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.

The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.

When appropriate, data are “masked” so as not to create unexpected conflicts.

The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.

Disclaimer


1. Urduja HCCTV PTM are Rancho Estate subdivisions in Concepcion II Marikina City

2. Who want to be secure inside and outside their homes and within the subdivision

3. Can use in-house CCTVs, subdivision-wide CCTVs, or just security guard personnel

4. Private and in-house CCTVs, though more sensitive to privacy issues, costs more and difficult to install and maintain

5. The market size consists of 4 subdivisions and 4 different homeowners associations.

Steps 1 to 5

Bringing Security to your HOME


6. Urduja HCCTV is a subdivision-wide centralized CCTV system 7. Estimated to be 90% cheaper than in-house CCTV system but may

add 5% more on homeowners’ monthly dues 8. Uses direct marketing and personal selling 9. Exclusively for USSI subdivision clients 10. Supply and distribution leverage and niche

Steps 6 to 10For a price-less security and peace of mind


1. Urduja HCCTV primary target market are Rancho Estate subdivisions in Marikina City

Four subdivisions with total household of around 2,000, annual family income ranges from P1.2M-P12M, mid-age family mostly with students-family member

Businessmen and professionals, with few government officials

Household with installed HCCTV will have a more secure feeling while inside their lot and within the subdivision


6Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler

We feel special when we know we have the most secure system there is in the market

We want to be safe


2. Homeowners’ needs, wants & demands

Homeowners need to be safe, secure, and protected specially their love ones and their properties

Homeowners want to be safe, secure, and protected specially if it comes in the least additional expense for them

Being among the first security companies to offer this unique system, Rancho Estate homeowners will experience novelty in terms of security system in the country


3a. Urduja HCCTV’s competitors Direct: personal CCTV users and installers Indirect: other security agencies of Rancho

Estate subdivisions Variable: price, promise of efficiency and

reliability


3b. Create 2 Positioning Maps

1st Map: 2 x 2 Matrix showing the 2 Most Critical Variables for Consumer choice

This 1st Map should allow differentiation/ non-clustering of the direct competitors

Example: Price vs. AgeSize of bubbles= represent relative market

shares of the brands2nd Map: Functional Benefit vs. Brands/ Variants


Price/ TrustworthinessMatrix

Highly compete

nt

Moderate Least competent

High price

Low Price

Price vs. Trustworthiness Matrix

as of 2011

PersonalCCTV users

and installers PersonalCCTV users

and installers

PersonalCCTV users

and installers


Benefit Positioning vs. Brand Matrix

as of 2011


4. Urduja Guards will have additional eyes for your security.

The primary target market are existing client of Urduja on its manpower security services. Providing additional Urduja product will increase service efficiency for security provision.

Urduja HCCTV will serve as additional eyes for the security guards roaming around, within, and outside the premises of guarded subdivisions.


5a. Market size using competitor data

Base on survey of homes with CCTVs, market size is P1,200,000.00

*estimate of 20 homes with CCTV


5b. Market size using company data

Base on estimate number of households and area covered by the four subdivisions, estimate market size is P12,000,000.00


5c. Market size using customer data

Base on inquiries from officers of homeowners associations as to chances of acquiring HCCTV, market size if P12,000,000.00


5. Market size for Urduja HCCTV

1. Competitor data=P1,200,000.00

2. Company data = P12,000,000.00

3. Customer Usage data = P12,000,000.00


Urduja HCCTV in your village


7. Price


8 Urduja HCCTV will use…

Direct Marketing and Personal Selling


9. Urduja HCCTV

EXCLUSIVELY from Urduja Security Services, Inc.


10. Urduja HCCTV is the niche leader for centralized CCTV security system for USSI’s security service clients


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SUMMARY


1. Urduja HCCTV PTM are Rancho Estate subdivisions in Concepcion II Marikina City

2. Who want to be secure inside and outside their homes and within the subdivision

3. Can use in-house CCTVs, subdivision-wide CCTVs, or just security guard personnel

4. Private and in-house CCTVs, though more sensitive to privacy issues, costs more and difficult to install and maintain

5. The market size consists of 4 subdivisions and 4 different homeowners associations.

Steps 1 to 5

Bringing Security to your HOME


6. Urduja HCCTV is a subdivision-wide centralized CCTV system 7. Estimated to be 90% cheaper than in-house CCTV system but may

add 5% more on homeowners’ monthly dues 8. Uses direct marketing and personal selling 9. Exclusively for USSI subdivision clients 10. Supply and distribution leverage and niche

Steps 6 to 10For a price-less security and peace of mind


urdujahcctv

Business

secure system

rancho estate homeowners

inhouse cctv system

terms of security system

direct marketing

security companies

properties homeowners

subdivisionwide cctvs