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Business plan of Intelligent toilet By Group 2 邓美君 陈玉婷 关颖仪 陆文霞 郭春媚 梁裕玲
Contents • Belief introduction • Business environment • Marketing plan • Summary
Introduction • Name: Aijia (爱家)toilet incorporated company • Type of business: C corporation • Time: 1980 • Product: toilet • Brands: more than 30 brands • Company scale: main office in Shanghai and six branch stores • Reputation: has good reputation and well known to public
Business environment • Global Environment • Industry environment • Needs unsatisified
Development direction • Environmental • Sanitary • Efficient • Comfortable • Intelligent and personalized • Major problems • Water saving has not been completely solved.
Global Environment • Great Demand • An indispensable necessity of life. • About two billion people have no toilets around the word. • The development of real estate industry and the global world economic
Industry environment The current situation The developing direction The present major kinds The present major brands The market and the demand The industry competiton
Industryenvironment the market and the demand • suturation point of ordinary toilet • small proportion of intelligent toilet in China ( more than 90% in Japan and Korean, about 35% in western country, less than 1/1oo in China) • Huge market share and great demand of intelligent closestool in China
Industry environment The current situation: the ordinary closestool is the mainstream Developing direction: environmental friendly, clean, intelligent The major kinds:straight type toilet(直冲式马桶） and siphon type toilet（虹吸式马桶）;seperate toilet（分体马桶） and Siamese toilet（连体马桶）
Industry competition • Internal competition among ordinary toilets • many competitors (about 3000 sanitary ware company) • slow growth, fierce competiton for the market shares • nearly similar product and service • price-war for the scale • External competition • negotiate price by customer and the supply manufacture
Needs unsatisified • is dirty for the bacterial and the dirt(污垢) • is easy to have dirt and hard to clean it • have a terrible smell • waste much water • creat loud noise when flushing the toilet • is inconvement for the old or disable to crouch(低头弯腰）
Marketing plan • Target market • Product characteristics • Pricing • Distribution • Promotion
Target market • People with reduced mobility • Parent-Child(亲子) • White-collar with high income
Product characteristics • Commonalities(共性） • Acupoint massage（穴位按摩） • advantages: relieve constipation（便秘）and pressure • Auto-temperature adjustment • advantages：adjust the temperature automatically • (warm in winter and cool insummer) • Deodorant function(防臭功能): clean regularly；special device to reduce odor • Vacuum Fecal Decomposer（真空化粪器）：clean the excrement（排泄物） by vacuum suction • advantages：save water，reduce noise, collect organic waste to recycle ...
Speciality (特性） • For people with reduced mobility Function: Full automation ： • Automatic lifting • Automatic cleaning • Voice control • For Parent-Child(亲子) • Shape: Cartoon(Doraemon, Hello Kitty...) • Function: sing children's songs, tell storys...
For White-collarwith high income • Auto-detection instrument • detect excrement to know people's physical health • Entertainment • playing games ，watching movies ， • listening musics.etc
Pricing • Pricing Objective • Pricing Objective-- profit-objectives • Pricing Strategies-- skimming strategy prestige strategy Price: Parent-Child:19,000 yuan People with reduced mobility: 22,000 yuan White-collar: 30,000 yuan Distribution Retailer-- specialty stores
Promotion Advertising media • Television • Specialty magazines • Outdoor (billboard） Personal selling • Follow-up • Special service
Fallow-up • provide technical support （installation consulting...) • a warranty period of 3 years; • recycle the toilets at a low price: if the toilet is used for a long time or the customer don’t want it anymore • Special service • provide the service of ordering certain shape or functions of different customers
Summary • A company with lots of capital and good • reputation • A new kind of high technological toilet • Specific marketing reaseach • Clear target market • Lots of special function