by group 2

By Group 2邓美君 陈玉婷 关颖仪

陆文霞 郭春媚 梁裕玲

Business plan of Intelligent toilet

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

• Global Environment

• Industry environment

• Needs unsatisified

Business environment

Development direction

• Environmental

• Sanitary

• Efficient

• Comfortable

• Intelligent and personalizedMajor problems•Water saving has not been completely solved.

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

Global Environment

Industry environment

•The current situation

•The developing direction

•The present major kinds

•The present major brands

•The market and the demand

•The industry competiton

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

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 compa

ny)• 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 manufac

ture

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

• People with reduced mobility

• Parent-Child( 亲子 )

• White-collar with high income

Target market

Product characteristicsCommonalities(共性）•Acupoint massage（穴位按摩） advantages: relieve constipation （便秘） and pressure

•Auto-temperature adjustmentadvantages ： adjust the temperature automatically (warm in winter and cool in summer)

•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 suctionadvantages ： save water ， reduce noise, collect organic waste to recycle ...

For people with reduced mobilityFunction: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...

Speciality (特性）

For White-collar with high income

•Auto-detection instrument detect excrement to know people's physical health

•Entertainment playing games ， watching movies ，listening musics.etc

Pricing Objective Pricing Objective-- profit-objectives Pricing Strategies-- skimming strategy prestige strategy

Price:Parent-Child:19,000 yuan People with reduced mobility: 22,000 yuanWhite-collar: 30,000 yuan

Pricing

Distribution Retailer-- specialty stores

Advertising media• Television

• Specialty magazines

• Outdoor (billboard）

Personal selling• Follow-up

• Special service

Promotion

Fallow-up• provide technical support （ installation con

sulting...)• a warranty period of 3 years; • recycle the toilets at a low price: if the toilet i

s used for a long time or the customer don’t want it anymore

Special service• provide the service of ordering certain shap

e 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