1 SMARTNAV HAND FREE MOUSE – MARKETING PLAN

EXECUTIVE SUMMARY

The marketing plane to launch a hand free mouse called SmartNAV

from Natural Points Inc. a cursor controller using naturally head
movement while using computer, and its introduction in Pakistan in this
project initially we have described our product and its usage how it is
.working and its features

Then there is information about the situation analysis and need of this
product and we have segmented our market by selection some
.variables according to the need in Pakistan
After selecting variables we have further discussed about market
targeting and market positioning that how we can make an effective
.plan to launch this product in Pakistan

Marketing mix is also discussed for this product in this project we have
discussed about the product its description and nature, then we there
is information about the place that where we can launch this product in
Pakistan which are the best places to launch this product in Pakistan
after that there is detail about price strategy used for this product
along with the profit we want from this product. At the end there is
some detail about the promotion of this product that which strategies
.will be used to promote this product in Pakistani people

At the end we have done financial projection about its sale and units
order in initial days and also the profit of one year while launching this
.product according to the plane we have created for this product

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PRODUCTION DESCRIPTION

Hands-Free Cursor Control

NaturalPoint's SmartNav 4 is a reliable and
accurate, hands-free mouse alternative
that allows complete control of a computer
.by naturally moving the head
With an industry leading price point and
the most advanced feature set available,
the SmartNav cursor control solution
stands above the rest. Unlike other head
tracking systems on the market, SmartNav integrates an innovative
hardware design with an easy to customize software package,
resulting in a complete solution for both the ergonomic and
.assistive technology community

HOW SMARTNAV WORKS

SmartNav uses an infrared (IR) camera to
track your head movements. Learn
.more about the technology
You reflect IR light back to the SmartNav,
which sends instructions to your computer
.to move your mouse cursor
?HOW IS MY HEAD MOVEMENT TRACKED
SmartNav tracks reflections from a tiny dot, which you can place
.anywhere

Place our paper thin tiny reflective dot on the part of your body
:you'd like to control the cursor with. Preferred options include
Head•
Hand•
Hat•
Glasses•
Mic Boom•
You can also make your own reflective marker with NaturalPoint's
.high-quality tracking material available on our Accessories page

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?WHERE DO I PUT THE SMARTNAV

SmartNav mounts on top of your monitor, laptop or communication
device facing you. SmartNav can also be threaded onto a mini
tripod and sit next to your computer. The device can be placed
anywhere as long as it can see the reflective accessory you've
.chosen to wear
?HOW MUCH DO I MOVE
Less than an inch of head movement is more than enough to move
the cursor across your entire screen. This is also adjustable in the
software SPEED settings. SmartNav has a 45 degree Field of View
(FOV), and usually sits about 2 feet away from your head. Thus you
have almost two feet of free "head space" in which to move that
.simple inch
?HOW DO I CLICK
.SmartNav offers multiple clicking options
Hotkeys: Re-map keys from your keyboard and assign them to emulate•
.the Left, Right and Middle mouse buttons
Dwell-Clicking Software: Click by hovering the cursor in one spot for a•
small (and adjustable) amount of time. A full dwell-clicking system and on-
screen keyboard are included in the AT software package, allowing for
.total hands free operation
Ability Switches: Industry standard input switch support allows you to•
plug two click switches into SmartNav for more clicking options. Choose
from our full selection of hand and foot switches on our Accessories
.page
WHY IS SMARTNAV DIFFERENT FROM OTHER HEAD TRACKING
?DEVICES
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The SmartNav is both the fastest system on the market and the
.most adaptable to the users needs
Speed: The cursor position is updated at 100 frames per second,•
.resulting in precise cursor placement with real-time response
Resolution: A high resolution imager (1280 x 480) allows for pixel•
.accurate pointing and control that feels like a laser pointer
Lighting Conditions: Sunlight resistance and tracking technology allow•
the system to be used in almost any lighting environment. Sunlight is not
.a problem
Software: SmartNav is the only head tracking system with software•
.allowing for full configuration and adaptability of the device
Each package benefits from the same broad selection of special
software features, including: Gravity, Mouse Cooperative Mode,
Smoothing, Separate X and Y Scaling, Pause While Typing,
.Hotkeys, and many more
?DOES NATURALPOINT OFFER SUPPORT
Industry leading toll-free technical support is available for the life of
.the SmartNav and products are backed by a 1 year warranty

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SITUATION ANALYSIS

Computer mouse is used every where and its now a days a

accessory component of computers. But on the other hand it is also
creating some diseases in human being like RSI (repetitive strain injury) a
.wrist pain due to more use of computer mouse

This pain can be more harmful for people working in offices and at homes
on daily basis, because it’s the nature of there work and they have to
.work on computer wether they like or not

The handicap peoples who have ability to grow in computer field can also
get benefit from this handfree cursor controller. If there hand are not
working then there head can control the cursor of computer and they can
click using their foot by using foot clicking device included in package of
.SmartNAV handfree mouse

PEST ANALYSIS

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Political condition in Pakistan is better now after democracy. And there

are many opportunities arising for technological products. Pakistan is also
.a part of free trade market and it is easy to import and export products

Social condition of Pakistan is better because it is a capitalist contrary

and a target market for the other countries, and it is an attractive market
for the foreigner company to launch there product. Handicapped peoples
can also get advantage from this product and participate in the
.mainstream of society

Economical condition is better in Pakistan but not strong, because it is

an agricultural country and it has a growing economy launching of this
product may be beneficial because the people in Pakistan can afford this
.product according to the need and wants

Technological condition of Pakistan is very good because people of

Pakistan are able to quickly adopt and new beneficial technology
introduced and the government is also looking towards a technological
.progress in the country

SWOT ANALYSIS
Internal Factors

Strength

There are no restriction from Government on new I.T Products•

Normal price with easy to use to save energy•
Attractive for customers to control cursor easily•
Easily can be marketed and managed its sale throw computer•
markets
.Based on a new tracker technology•
There no more competitors in market so we can get more•
benefit

Weaknesses
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Little bit slow to control the cursor•

Always have to wear cap or place dot to use it•
We have to make awareness in people about this product•
It can be used to track head without any dot or cap•
.Price will be little bit high because of import•

External Factors

Opportunities

.Better alternative of exiting mouse•

Lower taxes in Pakistan from Government•
People are quickly adopting new technology•
People are good enough in income to buy these types of•
product

Treats

Economical Decline in Pakistan•

Political instability can harm market•
Increasing taxes in Pakistan•
Instability of Dollar price in Pakistan•

SEGMENTATION
Marketing strategy used for our product is Concentrated because we
are launching this product for middle-middle and upper classes

Identify the need for segment

People are using computers in their daily life. It may be for an

official use or may be for personal use. Students are using computers for
their education purpose any may be for play games to have
.entertainment

Using computer mouse on daily basis with hand and also moving
head naturally for looking objective on screen is making tired. Also using
mouse with hand for long time period is a cause of RSI (Repetitive strain
.injury) pain which is taking birth only because of more use of mouse

Special people who are handicapped in Pakistan who have capability to

participate in the growth of country and have right to live their life with
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full of fun can not use the current computer mouse because there hands
.are not working

So this product is very good for those peoples who are suffering from RSI
pain or worried about it. It is also good for other people who don’t want to
use their hand and head to gather to use computer, so its batter to you a
single head instead of using head and head together and become a RSI
.patient

Segment identification

SmartNAV is an I.T related product and it is used with computers so

the segmentation will be on the basis of people knowledge and usage rate
.of computer

It also falls in the income level of the people in Pakistan. Because the
price of SmartNAV is not the same price of normal computer mouse so
lower class of people can not buy it easly unless they have very high
.need

SmatNAV is also good for the institutes of handicapped people they can
attach this mouse with there computer for those people who are not able
to use computer with their hands and want to be a part of normal social
stream, so they can get more benefits by adding this device to their
.computer at their institutes

:So the segments for SmartNAV can be

Psychographic•
Interest○
People who are experiencers and who are interested to
play games without moving there head can use this
.mouse

Demographic•
Income level○
SmartNAV is not a cheap product according to its cost so
the income level or social class is also a main variable to
classify customers because it is not easy for all to buy or
experience this product and those people who are good
in their social class or in income they can purchase this
.product not all

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Occupation○
People with the occupation related to computer are also
selected in segment because they can use this product
.to easily control the cursor while using computer

Behavioral•
Usage rate○
A very strong variable of our segmentation because our
product is specially for those people who are using more
.computer mouse then any normal person
Benefit○

An other strong variable for segmentation of SmartNav

because people who want to get benefit and can ride of
tiredness and RSI pain can buy this cursor control to
.avoid any unwanted sickness

So the main variable for our product according to the benefit people get
from this cursor controller is usage rate and income level because the
targeted people are those who are working too much time on computer
and feeling tiredness and pain in their wrist also the gamers who are
.interested to play games for long time

Segment attraction

In Pakistan peoples are working on computer hourly on daily basis

and they get tired of using there hands along with the head to see the
objects on computer screen so launching of this product will be profitable
for us because official peoples can use and can save their energy also the
.gamers who like playing games can get benefit from this mouse

On the other hand institutes of handicapped people can also get benefit
from this product

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.So these people are easily reachable and profitable to launch our product

Segment profitability

New technology is always launched with Murphy's Law so the

profitability of our product will be also good because we are launching a
new product with a better technology for the official and home individual
users whose usage rate is high with compare of any normal computer
user and its good for them to save there hands and health instead of
money. Many organizations working on computer can also purchase this
mouse for there office because the health of the experienced people
working in that organization is much expensive then the price of this hand
.free mouse. So the %age we are getting on this product is 25%

Segment positioning

According to the usage rate and income of people in Pakistan there

are different people using computer mouse with different usage rate and
can be classified as

Usage rate of different people to get benefit from this product

hours 1 To hours daily 4

hours 4 To hours daily 8

hours 8 To hours 12

Income

25k To 50k

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50k To 100k

100k To Above

:to 4 hours 1

Users who are using computer at their business/homes for

work/entertainment their usage rate is low so they may be find it
unnecessary to purchase this product but if they are health conscious and
taking care of their health they will buy this product because they are
.using compute on daily basis and can may be get patient of RSI

:to 8 hours 4

Working people who are working in offices and using

computers for daily transactions to record and maintain there information
like banks, e-business and I.T related business there pay and experiences
are good and they are assets of any organization or business to run there
.health is also asset for organization

:to 12 hours 8

Peoples who are belonging middle class and working over

time in office to earn more income for their family these people are
working more then any normal working person so there usage rate is very
.high

:25k to 50k income

People working on middle-middle level in organizations or in

business who are working daily 8 to 12 hours including over time they do
they can be branch manager and accountants of branches. They may own
there own business who are running I.T related business in there area and
there shop time is from 8 to 12 hours daily

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:50k to 100k income

People working on middle-upper level in organizations or

having there own business of this level working for 4 to 8 hours daily on
computers they can be regional manager and area manager for a district
with this income level they are also a good asset for organization and if
.they are fine and healthy the organization can progress more rapidly

:100k to above income

People working in organization and belong to upper level they

can be province manager, executive manage, C.E.O's or large scaled I.T
related business professionals who are just maintaining daily record on
computers. There working time may be less as from 1 hour to 4 hour daily
but they can do there work with more efficiency and confident while
.having a healthy body and mind

SmartNAV is a unique product so we will use USP (Unique selling

.proposition) to sell it in market to attract people towards this product

:Segment acid test

After using this product people will be less tired while working
at offices or using computer at homes because it is based on naturally
moving head and can control cursor movement which is saving energy
.and also reducing chances of RSI or any related paint

Value proposition

There is only one offer for all customers because they all are
getting same benefit from this product and there is not any different
between we are launching only one version of this product with a single
.pricing strategy for all customers

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MARKETING MIX 4PS

:Product strategy

SmartNAV is a cursor controller and tangible product with a

unique technology for those people who are not any more interested to
use computer with head and hand to gether and also for those people who
are suffering from RSI pain or want to protect them selves from tiredness
.and RSI pain

The official name used for this product is SMARTNAV and the
.company launching this product is Natural point INC

According to the life cycle of this product it is on introduction

.level in Pakistan and will move towards growth and maturity level

:Pricing Strategy

The pricing of SmartNAV will be according to Murphy's Law

because it is already in international market but we are importing this
product from china so the price will be low as compared to the importing it
from USA so with this pricing strategy so the price in Pakistan will be Rs.
13,000 and with time when updated versions will be introduce its price
.will be pushed down

:Place Strategy

Placing of the product on computer retail shop is one of the

main place we selected to place the product in market but along that we
.will also use the online places for customers to buy the SmartNAV

Distribution channel will be traditional and mixed both and

.we are providing our product easy to buy

:Promotion strategy

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To make people aware about SmartNAV is our main object at

this point because we want to inform people about this new technology in
Pakistan so the promotion is based on advertising it using different
mediums in Pakistan

Advertisement will be Persuasive & comparative to

promote our product in market. We have to make people aware about this
new technology of cursor control while using computer. It is easy to
persuade those people who are already thinking of such type of product or
may suffering from tiredness of using old hand mouse or by comparing it
.with old styled mouse with this new technology by following mediums

Internet

Television

FM

SmartNAV is a new technology so its promotion is easy

because people in Pakistan are adopting technology rapidly so making
.them aware about this product will be more suite able by T.V and internet

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FINANACIAL PROJECTIONS

Rs. 9,000 Cost per unit

Rs. 2,000 Expenses

Rs. 2000 Profit

_____________

Rs. 13,000 Total price per unit

Initially we are ordering 500 units for Pakistan to start our for our 1st
quarter of year 2010

Rs.9000*50 units cost 25

___________

Rs.425,000 Total cost

Rs.50,000 Expenses

__________

Rs. 500,000 Amount invested

________________________________________________________________

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50 Units order

Rs.1000 Profit per unit

______________

Rs.50,000 Total profit in 1st Quarter

_________________________________________________________________

Rs.650,000 Total Revenue 1st year

Rs.450,000 Cost Of Units

___________

Rs. 200,000 Total profit in 1st year

CONCLUSION
At end its concluded that by this marketing plan we can launch
SmartNAV in Pakistan in profitable areas of Pakistan to target our
customers and make them aware to about this product the marketing mix
used in this marketing plan is specially focused on the segment we
. selected

Ghulam Muhiudin 351MBA-ITM/S09 Saqlain Abbas

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