Contents

Executive Summary.................................................................................................................... 2 Current Marketing Situation ...................................................................................................... 2 Market Description .................................................................................................................... 3 Product review ........................................................................................................................... 4 Competitive Review ................................................................................................................... 7 Channels and Logistics Review .................................................................................................. 9 Strengths, Weaknesses, Opportunites and Threats (SWOT) Analysis. .................................... 11 Objectives and Issues ............................................................................................................... 15 First-year Objectives ................................................................................................................ 15 Second- year Objectives........................................................................................................... 15 Issues ........................................................................................................................................ 15 Market Segmentation .............................................................................................................. 15 Marketing Strategy .................................................................................................................. 17 Positioning ............................................................................................................................... 18 Product Strategy ...................................................................................................................... 18 Pricing Strategy ........................................................................................................................ 19 Distribution Strategy ................................................................................................................ 21 Promotion Strategy .................................................................................................................. 23 Marketing Communication Strategy........................................................................................ 24 Marketing Research ................................................................................................................. 25 Action Programs....................................................................................................................... 25 Budgets .................................................................................................................................... 26 Controls .................................................................................................................................... 27 References ............................................................................................................................... 28

Executive Summary
The mission of Casio's product development is to create something where there was nothing before. Casio adds fun and convenience to daily life and pioneers new cultural trends. Developing products that ensure ease of use for everyone by realizing new ideas with advanced technologies to creating new value in the customers mind has become our goal. Casio is preparing to launch a new product, Casio Multifunction-Glamour Moment watch. It provides a host of functions from digital timers to thermometers. These ranges are great for a variety of outdoor and everyday tasks when require a little more functionality than simple time. The features include general simple timers with extra features like compass, water resistant and large LCD screen displays. The primary marketing objectives is to achieve first-year 20,000 unit. The primary financial objectives are to achieve first-year sales revenues of, keep first-year losses to less than RM 1 million, and break even early in the second year.

Current Marketing Situation

Timepieces, one of Casio core businesses, boasts a stable share in world markets, and continues to achieve a high level of profitability. The world timepiece market, as a saturated market, cannot be expected to show substantial growth in the future. Our main strategy has been to develop a market for solar-powered watches; a high-value-added product that makes our product offers a competitively unique functionality watch. Casio will maintain its high market share by working to accurately identify its customers needs and develop products that incorporate the latest features. The Company has already made inroads in such markets as South Korea, Germany and Spanish-speaking countries, and now China. In this way, we are making steady efforts to cultivate new markets and expand existing markets. We are making full use of the know-how gained in the domestic market to identify potential demand in overseas markets.

Net sales by region in 2009 518,036 million

18.10%

Japan NorthAmerica

13.70% 16.50%

51.70%

Europe Asia and Others

Market demand is not always steady, and demand for Casio Multifunction-Glamour Moment watch maybe concentrated in short periods of time. To address this situation, production and sales teams at Casio must work together to provide a stable supply of products while carefully adjust for changes in demand.

Market Description
A watch is now looked at as a personal accessory, an extension of a persons lifestyle. The design of the watch and its additional combination of advances features influence a buyers choice. Consumers especially professionals and students always looking for multifunction, full face digital and analogue display provides them a wealth of at-a-glance information whenever they need it. They pursue on features like thermometer, world time, water resistant, electro-luminescent backlight, digital compass, and full function digital watch with alarm functions. Since a whole new range of technologically superior watches has also entered the market, we are going to design watch that employs power generated by a solar battery to charge a rechargeable battery that operates the watch functions. The solar power system is capable of operating high-load functions, such as alarms and sensors, with large power requirements. It is also eco-friendly because this watch never needs a battery replacement. Consumer buying habits are based on the quality and outlook on the product. Since the price of the product matches its quality, then customers will buy it and become consumers. So, the

price of this watch is matches its quality and its outlook is attractive, youngsters will decide to buy it too even the price is higher. Casio needs to handle its supply chain more successfully by introducing a regular monitoring system that ensures that these guidelines are properly fulfilled.

Product review
We named our product as Casio GLAMOUR MOMENT because glamour symbolised an appearance of enhanced attractiveness while moment represents time. The Casio GLAMOUR MOMENT watch is equipped with direction and temperature sensors function. Information appears on the large LCD screen making it easier to view essential information, even when the going is rough. This feature packed GLAMOUR MOMENT has just about every tool consumer could need wherever they are. The compass, barometer and timer functions are assigned their own buttons, allowing instant operation and providing the information you need at a moment's notice. All these powerful features and functions come in a streamline configuration that reduces the chance of becoming caught up in clothing.

Approx. battery operating time: 13 months on rechargeable battery (operation period with normal use without exposure to light after charge)

 34 months on rechargeable battery (operation period when stored in total darkness with the power save function on after full charge) 30 Telememo pages 8 letters and 16 numerals per page EL Backlight (with Auto Light) An electro-luminescent panel causes the entire face to glow for easy reading. Auto Light automatically turns on the EL backlight when the watch is tilted towards the face for reading. Temperature Measurement A built-in temperature sensor measures the temperature Display range: -10 to 60C (14 to 140F) Display unit: 0.1C (0.2F) *Interchangeable between Celsius (C) and Fahrenheit (F) Digital compass Measures and displays direction as one of 16 points) Measuring range: 0 to 359 Measuring unit: 1 Abnormal magnetic field detect function Bi-directional calibration and northerly calibration function Barometer Display range: 260 to 1,100 hPa/mb (7.65 to 32.45 inHg) Display unit: 1 hPa/mb (0.05 inHg) Atmospheric pressure tendency graph *Interchangeable between hPa and inHg World Time Displays the current time in major cities and specific areas around the world. Timer Counts down from a start time that have been specified. Input range: 1 second to 60 minutes Unit: 1 second Other: Auto-repeat function, reset time setting, with repeat timing, stopwatch automatically starts, when countdown is complete 1 second stopwatch operation when started from 0'00" display Measuring capacity: 99:59'59

 Measuring modes: Elapsed time, split times, 1st-2nd place times 5 daily alarms Hourly time signals 12 / 24 hour formats Daily Alarm, Hourly Time Signal The daily alarm sounds each day at the time we set. The value indicates how many daily alarms are available. The hourly time signal causes the watch to beep every hour on the hour. Full Auto Calendar Allowances are made automatically for months of different lengths, in case date corrections for leap years are required. 12/24-hour Timekeeping Times can be displayed in either a 12-hour or 24-hour format. Spherical Glass The surface of the glass is rounded. Stainless steel resin case and band Water resistance classification (10 bar / 100m) Perfect for swimming and snorkelling: the watch is water resistant to 10 bar / 100 metres. The metres value does not relate to a diving depth but to the air pressure used in the course of the water resistance test. (ISO 2281) Accuracy +/- 30 seconds per month Dimensions 44,20mm x 43,00mm x 14,10mm (H x W x D) Weight 43.00 g

Competitive Review
The emergence of lower-priced watches, stylish, multicoloured straps has increased competitive pressure. Key competitors include the following : 1) Fossil. The reasons why these Fossil watches are so popular could be the fact that these timepieces are accessible to those in the middle-class. These wrist pieces are priced reasonably and Fossil watches can be found in most department stores and retail stores. Teenagers and other younger people find these watches popular for the wellknown characters that these pieces are designed with. There are Fossil watches designed with Snoopy, Star Wars, Mickey Mouse, Pluto, Green Lantern and many other well-known characters. Another reason these pieces are popular is because of the watchs interchangeable dials and adjustable straps so that it can fit any wrist perfectly. The multicoloured straps and dials are extremely popular, and also perfect if buyer want their watch to match the outfit they are wearing. This is a demand in the world today. 2) Titan It has 60% of the watch market in India today because companies existing have a niche market. It gives the flexibility to the customer to choose a watch more or less than his budget giving buyer the same guarantee. Titan creates competitive advantage through differentiation. The first concentration is on technological leadership. They decided to manufacture only quartz (analogue and digital) and not mechanicals, and they would set up state-of-the-art plant to manufacture watches in a wide variety of designs and prices. They projected the watch as a fashion accessory. Style is a very evident factor in Titan watches and is a part and parcel of the company. 3 Gucci It has a promotion that if consumers buy a Gucci watch, then can get a free gift. Their product is quite expensive and only those in upper middle class would patronize it to reflect their role and status in company for an instance.

4Swatch This watch will selling fast at everywhere because of its outlook that is attractive and lovely for girls. Therefore, within the lifestyle of youngsters, Swatch is well-known brand, simple and has an easy function compare to Casio.

5) Citizen watches Eco-Drive wristwatches are powered by light. Eco Drive wrist watches never need a battery because these watches take light as the source for power. 6 Seiko Seiko believes that the wristwatch is an intimate accessory. The best watches live in harmony and interact with the wearer, and their functions offer a reassuring and emotionally satisfying bond. Seiko's technological development is focused on the creation of 'emotional technologies. The appeal of emotional technology strongly position this brand in the mind of buyer that Seiko creates the interaction between the wearer and the product.
Competitors Fossil Model Chronograph Brown Dial Watch Features Price

The bright and brushed hardware of this watch is a $105.00 bold contrast to the deep brown strap and graded three-eyed dial.

Titan Nevada Titan Watch

This superb quality timepiece features a quartz $149.95 accurate movement, stainless steel band and your favourite collegiate logo. The Titan Steel's stylish design enables wearer to express their loyal school spirit with a more formal flair.

Gucci

YA115203

Bracelet is black leather strap with crocodile $625.00 pattern. Crystal is made up of scratch resistant

sapphire crystal. Case material is polished with brushed steel and dial is black anthracite colour.

Swatch

Playa Look GZ215

Cassette Playa has created Playa Look the Club $85.00 Watch in a Special Packaging - a plastic eyeball case. By buying this watch you will become a Member of Swatch Club for one year.

Citizen Watches

Citizen Eco Drive AT0980-63L

Use the power of light to continuously recharge $ 189.00 their lithium ion batteries. This revolutionary process works so well that the battery is able to store enough power. Even if for some reason the watch does run completely down all you need to do to re-power it is to place it in the sunlight or artificial light for a few hours. This special battery type doesnt get affected during charging or discharging cycles and is durable enough for a long life cycle.

Seiko

Kinetic Direct Drive

The wearer automatically generates electrical $679.99 energy by her/his wrist movement. With Kinetic Direct Drive, however, the wearer can also generate energy by winding the crown. The wearer can see and feel, in real time, the direct transfer of power from his or her winding of the crown to the power reserve.

Table: Sample of competitive products and pricing

Channels and Logistics Review

Casio-branded products will be distributed and through a network of retailers in Asia. The subsidiaries include China-Guangzhou, India-New Delhi and Taiwan-Taipei. In Malaysia, Casio product is available through. CASIO products are available here as to where to buy and where to get technical support in our native language, Malay and English. Casio using selective distribution to choose the retailer according to region because this can develop good working relationships with selected channels members and expected a better-than-average selling effort. Casio has evaluate that the stores customers, location, and future growth potential. MARCO CORPORATION (M) SDN BHD is located in Kuala Lumpur and this location is suitable for distributing our product to: Watch Stores. Independent watch retailers will carry Casio products. Online purchasing. The online product catalogue also clearly indicates products that Casio is selling. Indirect distribution involves distributing product by the use of an intermediary.

Casio is also managing its supply chain more successfully by introducing a regular monitoring system that ensures that these guidelines are properly fulfilled.To promote more efficient procurement and logistical activities in the Asian region, Casio is cooperating with its parts vendors to improve its distribution routes. When procuring parts manufactured in Malaysia, Casio had previously been having items delivered first to Japan, which were then shipped back out to its plants in China. Now the company is shortening transportation distances by having those parts delivered directly to a warehouse in Hong Kong, and shipped from there to plants in China.

The parts had been delivered to Japan because parts transactions are handled by Casio

headquarters, but since this causes transportation loss, Casio switched to a system that bypasses Japan entirely, and allows parts to be stored at its Hong Kong warehouse. Reducing these transportation distances reduces costs by about 90% and CO2 emissions by 85%, yielding major reductions in environmental impact. This also reduces our expense by providing a better service or lower prices to our customer.

Strengths, Weaknesses, Opportunites and Threats (SWOT) Analysis.

SWOT analysis is a tool for auditing an organization and its environment. It is the first stage of planning and helps marketers to focus on key issues. SWOT stands for strengths, weaknesses, opportunities, and threats. Strengths and weaknesses are internal factors. Opportunities and threats are external factors. Casio company have several powerful strengths on which to build or maintain of high brand awareness and image and we have independent research and development on watches product line industry. However, our weaknesses are physical specification and lack of advertising efforts. The major opportunity is Increasing demand for multiple functions of watch and the political factors that encourage the sales growths. We also face the threat of ever-higher competition from consumer watches manufacturers, as well as the downward pricing stress and fluctuation of economy. Strengths 1. Brand awareness Casio has established higher brand awareness and image in customers mind. Brand awareness is a marketing concept that measures consumers' knowledge of a brand's existence. Creation of brand awareness is the primary goal of advertising at the beginning of any product's life cycle in target markets. In fact, brand awareness has influence on buying behaviour of a buyer. This is because brand has a reputation for value for money, glamour, distinctions and a wide range of products all in one store.

2. Innovative product

Due to Casio Company it has the independent research and development department, which cooperated together with the marketing department in promoting the new products. The R&D department also monitors the fashion of watch in Malaysia and in other leading countries. This allows them to benefit from being the first to produce according to consumers' needs and wants, thus having an ability to increase market share, as more consumers would purchase from Casio. 3. Application of advance technologies Uses latest computerized technologies in formulating appropriate designs, material selection, pattern and colour combinations for new accessories. This provides better service to consumers as Casio will produce high quality products that goes beyond consumers' expectations. From that, Casio GLAMOUR MOMENT watch is launching by offering a combination of features that would otherwise to fulfil the customers requirement. With advance technologies, the Casio GLAMOUR MOMENT watch is equipped with direction and temperature sensors function. In formation appears on the large LCD screen making it easier to view essential information, even when the going is rough. This feature packed GLAMOUR MOMENT has just about every tool consumer could need wherever they are. The compass, barometer and timer functions are assigned their own buttons. Since our product employ solar power system, wearers can enjoy unrestricted use of various watch functions - such as a full-auto backlight; advanced sensors for measuring the temperature, atmospheric pressure and direction as the watch recharges itself with solar energy through ultra-small solar panel featuring highly efficient electric power generation and a large-capacity rechargeable battery. 4. Pricing Our product price setting at lower level than competitor in the market even thought Casio GLAMOUR MOMENT have offers bundle of features. Since the price of the product matches its quality, then customers will buy it and become consumers. So, the price of this watch is matches its quality and its outlook are attractive, youngsters will decide to buy it.

Weaknesses

1. Physical specification Due to the multiple features that incorporate in this Casio GLAMOUR MOMENT, causing this watch is slightly heavier and thicker than most competing models. To counteract this weakness, we will emphasize on our watch products benefits and valueadded pricing.

2. Lack of advertisement efforts Advertisement or promotion efforts will help increasing the customers awareness of latest launching of new products. Therefore, we will address this issue by aggressive doing the promotion occasionally. The advertisement efforts may be done through the mass media such as on internet, through television, radio and others methods. Opportunities 1. Political factors Malaysia has been made a shopping heaven when the government had implemented the Mega carnival sale to be held 3 times a year. This is to increase the sales and consumer spending because after the 97'crisis, consumers had been reluctant to spend. Furthermore, this would help Casio achieve it sales 2. Cost-efficient technology Better technology is now available in the market by offering at a lower cost than ever before. Thus, Casio can incorporate advanced features at a value-added price that allows for reasonable profits. 3. Increasing demand for multiple functions of watch The market for multifunction devices of watch is growing faster than few or single -use devices .Growth will accelerate as dual-mode capabilities become

mainstream .Nowadays, many watches also provide a great deal of information or more functions beyond the basic function of displaying the time and the date , which called a complicated watch . Casio GLAMOUR MOMENT has provided digital compass, EL Backlight (with Auto Light) and also lightpowered operating structure that giving customers the flexibility to make the watch more widely uses. Threat

1. Increased competition More companies are now entering the local market with offering the watch that having the equivalence features and benefits products at same prices or even more lower in price setting. This would create fierce price wars with competitors and only the best can survive. Thus, Casio company marketing strategy must be stressed on clear differentiation and positioning as well as the value added pricing.

2. Downward pressure on pricing Increasing competition and market share strategies are surely pushing down the watch product prices down. Competitors are considering a price reduction may wish to estimate the likelihood that competing firms would also lower their prices and possibly trigger a ruinous price war. This created a high degree of interdependence and need to be aware of what the other guy is doing or might do is to be contrasted with lack of interdependence in other market structures. Therefore, we are trying to achieve our objective of seeking a 10 percent profit on second year sales of the origin model is realistic, given the lower margin in this market.

3. Compressed product life cycle When Casio GLAMOUR MOMENT has reached the maturity stage of their life cycle, then we need to apply the contingency plans to keep the sales growing by adding new features, targeting additional market segment, and also may required prices adjusting as well.

4. Economic fluctuate Lately, there have been many economic downturns and mishaps that have affected businesses. It started with the 97'crisis, then the September 11 attack, the war on Iraq, and the situation will affect the market price as well as a threat to businesses are unable to grow due to fears of spending.

Objectives and Issues

We have set aggressive but achievable objectives for the first and second years of market entry.

First-year Objectives
During the Casio Glamour Moment watch product initial year on the market, we are aiming for unit sales volume of 20,000. The reason our company setting this objective is to investigate the global market and consumers responses on our new launching product, so that we can make a improvement if customer or market do not have any intense reaction or responses.

Second- year Objectives

Our second- year objectives are to sell a total of 30,000 units of our new model and achieve breakeven early in this period.

Issues
In reaction to product launching, our major issue is the ability to establish a high awareness of customer toward our products by taking a meaningful positioning and having a distinction differentiation from other company products. We will heavily promote our products by marketing our existence well know brand in the market place, which already have recognition of memorable and distinctive brand image projecting innovation , quality and as well as a beneficial value.

Market Segmentation
Markets consist of buyers and buyers may differ in one or more ways such as wants, buying attitudes and locations. Therefore, as a company, we will divide the large markets into smaller segments that can be reached more efficiently and effectively with products that match their needs. Our company will concern about what the consumers want, how they use the products and how to reach them. Main consumer market is the middle income professionals or working people who need a watch to improve their time management, recognizing the direction and measuring the barometer when diving with friends or

business partners .Besides, we will also target the consumers from the age of 21 to 35 who

have stable income. The segmentation variables used are geographic, demographic, behavioral and psychographic. Demography is the study of human population in terms of age, gender, household size, family life cycle, education and population age mix whereas demographic segmentation means dividing a market into groups based on their age, gender, income, occupation and nationality. Generally, the segmentation of demographic is based on consumers needs. We recognizes the need of business people who always busy for their work and sometimes may need to attend some social event, so our company decide to launch a new product in 2011 to fulfill their needs and create more customer values. Besides, we found that the middle income consumers will prefer some fashion in their watches but to them price did matter. While they had the capacity to pay the price required for a good watch, they would not purchase a watch without comparing various offers in the market. Students may need to watch the time when they are studying in school.

For geographic segmentation, Malaysia is generally warm throughout the year with temperatures ranging from 21C to 32 C in the lowlands. However, this can be as low as 16C in the highlands. Annual rainfall is heavy at 2,500mm (100 inches). Generally, Malaysia has two distinct seasons. The dry season occurs during the south-west monsoon from May and September. The northeast monsoon brings the rainy season to the country during midNovember till March. We change the function of GLAMOUR MOMENT watch to fit the climate of Malaysia. Besides, our new product will be firstly launched in the urban area. This is because we found that the people in urban area are style-conscious and trendy. They will prefer a watch which is stylish and possess everlasting quality. GLAMOUR MOMENT will be able to fulfill their needs as it is fashionable and sporty in appearance. The people in urban area can wear this watch in any functions or ball because this watch can be easily matched with the clothing. Besides, mostly young generation use watches to improve their outlook.

Apart from that, psychographic segmentation is dividing a market into different groups based on social class, lifestyle or personality. These characteristics can be general, such as conservative or liberal, outgoing or introverted, social or private. But psychographic profiles can also be quite specific. We segment our market by consumer lifestyles or personality. Sometimes, the working people share the same interest or opinion about an

activity. They go diving, playing golf or taking part in strenuous activity like rock climbing. Thus, they will prefer a watch which has multifunction and are able to provide the optimum convenience when they involve in outdoor activities. For this reason, we use psychographic segmentation to target them. Our new product possess many functions especially the digital compass and measurement of barometer.

Marketing Strategy
Casios marketing strategy is based on the positioning of product differentiation. Product differentiation means there is a little variation in the product produced or another extreme are the highly differentiated products. Such products can be differentiated on features, performance, style and design. Regarding to style, our company projected the watch as a fashion accessory. Style is a very evident factor in Casio watches and is a part and parcel of the company. Over the year, Casio had built a formidable distribution and support network. Casios customer orientation was reflected through their advertising campaigns. By providing a lifestyle product, Casio not only got a premium but also convinced consumers to buy multiple watches. Our company also guard against the leaders homogenization. We utilize managerial resources that are not possessed by the leader and implement the differentiation that the leader cannot homogenize.

Positioning
Positioning techniques are used to be sure that the image in consumers' minds about our company is the one we want them to have. Besides, positioning also means the ways that GLAMOUR MOMENT is defined by customers on important attributes or the place the GLAMOUR MOMENT occupies in our customers mind relative to competing products. We have positioned businesses that have maintained high market share and yield steady profits as Stable Businesses. We have positioned businesses that are expected to experience significant global market growth in the future, while also seeing intensifying competition as a large number of companies enter the market, as Expansive Businesses. We are following a successful strategy of securing stable profits from the Stable Businesses while increasing both sales and operating income in Expansive Businesses. This approach to management has been securing both growth and profitability, and is expected to continue to deliver superior sustainable results.

Product Strategy
Our product is aimed at the middle income customers and students. The Casio GLAMOUR MOMENT, including all the features described in the earlier Product Review section will be sold with 2 years warranty. We provide the customers with a fashionable watch. Building Casio brand is an integral part of our product strategy. The value of brands in todays environment is phenomenal. Brands have the power of instant sales, they convey a message of confidence, quality and reliability to their target market. We built the solar panel in the watch that will generate electricity when it senses light. This feature will enable us to obtain differential advantage over competitors when we offer the product to our customers. Since a whole new range of technologically superior watches has also entered the market, we are going to design watch that employs power generated by a solar battery to charge a

rechargeable battery that operates the watch functions. The solar power system is capable of operating high-load functions, such as alarms and sensors, with large power requirements. It is also eco-friendly because this watch never needs a battery replacement. Besides, we also utilise E-Product Strategies. When e walk into a shop and see a product we like, we can assess it, touch it. Online, this immediate tangibility disappears. Firstly, there are clear online facts about the product that consumers are purchasing. The buying process is also customised for returning visitors, making repeat purchases easier. Our organisation can also offer immediately ancillary products along with the main purchase.

Pricing Strategy
The pricing strategy portion of the marketing plan involves determining how marketers will price their product or service; the price they charge has to be competitive but still allow us to make a reasonable profit. Accurate product or service pricing is key for maximizing profits, minimizing unsold inventory and meeting company sales goals. Through matching the product and current market conditions to an appropriate pricing strategy, marketer can gain market share or a price premium that enhances the company's revenue and profitability. The keyword here is "reasonable. Marketers can charge any price they want to, but for every product or service there's a limit to how much the target consumer is willing to pay. Thus, our pricing strategy needs to take this consumer threshold into account. We set our prices by examining how much it costs us to produce the product or service such as the fixed and variable cost and adding a fair price for the benefits that the customer will enjoy. In break even analysis, the price is set to break even on the costs of making and marketing a product or in other words setting a price to make a target profit. Casio consists of watches that cater to various segments and to various categories and so our pricing strategy is also in accordance our products and the features offered us cashing in on monopoly, unique features, outstanding performance and the name CASIO. The pricing strategies that we use for the new product Glamour Moment include competition based pricing and value based pricing. In value based pricing, the price is based on the buyers perception of value rather than on the sellers cost. As a company which always concern about the consumer perceived value on the products that we introduced, we are basing their prices on the products perceived value. And we can use it here as well as the consumers already dont have an image of this new product in mind so there is a need to base its new price on its value. We change the view

point of the customers by powerful and attractive advertising. For competition based pricing, we set the prices based on the prices the competitors charge for similar product. Customers will base their judgments of a products value on the prices that competitors charge for similar products. We base our prices largely on competitors prices, with less attention paid to our costs or to demand. We charge the same as competitors like Guess, Titan or Alba. However, we provide more benefits than the competitors so that we can satisfied the customers who seek for benefits from the watch they purchase. Glamour Moment will be introduced at RM340 wholesale ($100)/RM369 retail price per unit ($100). This price is quite reasonable for the middle income population and the high income professional. We use the high quality materials like stainless steel and water proof materials to make our watch, yet we sell it at same price compared to other companies. By using this pricing strategy, we will able to attract the desirable partners like wholesaler and retailers in urban areas in helping us to promote and sell Glamour Moment. Wholesaler and retailers are important partners for Casio because they are more familiar with the buying behavior of customers, thus can help us in setting the price of new products that meet the customers desire. Besides, we can take share from the competitors of our company like Guess, Titan, Alba and Titus as we set a lower price than them. As a result, more consumers will buy Glamour Moment from us. In addition, we also use penetration pricing in our pricing strategy. Penetration pricing can be used when introducing a new product in a crowded market of similar product, or for introducing a new type of product for the first time. This kind of pricing is suitable since we launch Glamour Moment for the first time. For this method, we place a low price on Glamour Moment or service to quickly gain market share. Once we have obtained market share, we increase the price to a profitable level. This pricing method is effective for products or services where there is consumer barrier to change. Apart from that, we will introduce a special package during celebration or occasion. We offer the customers with Valentines Day, Fathers Day and Mothers Day duo pack, which mean the customers are able to get a free watch by purchasing Glamour Moment during the day. We believe that this kind of strategy will able to attract the potential or new customers who looks for optimum benefits from the same price watch.

Distribution Strategy
When Casio manufacturer decides to adopt selective strategy, we have select a intermediary which has experience of handling similar products, credible and is known by the customers. For the distribution of our new product, we will firstly consider the distribution channels such as direct, retail and distributors. Our channel strategy is to use selective distribution since GLAMOUR MOMENT is a new product. When Casio manufacturer decides to adopt selective strategy, we have select a intermediary which has experience of handling similar products, credible and is known by the target customers. We will distribute GLAMOUR MOMENT via a number of well-known stores and retailers, where a place that consumer is willing to shop around and where manufacturers want a large geographical spread. Our retail operations are a mix of company-owned and franchised outlets, with the idea being to ensure a dominant presence in all market areas through different kinds of stores, and to assure the availability of every Casio product to all regions in Malaysia or other foreign countries when we introduce the products in global market during the second year. Our distribution channels include jewellery shop, ladies / gents fashion stores, watch shops, duty free shops, gift shops and so on. We concentrate on customer perspective, and have engineered the entire chain to suit different customers. The franchisee is a critical cog in our retail matrix. For this reason, we will organize various programs for franchisees, their managers and customer relationships officers. These include training workshops and seminars on market trends, visual merchandising, store operations and maintenance, and customer service initiative. However, the real challenge in retailing is managing the franchisee network through processes and systems that ensure a superior brand experience for every customer. Franchisee relationship management is important because of increasing competition, not only from the watch business but also from other business in the retail industry. Besides the franchisees and our own show rooms, we also sell our products in different outlets of the shopping centre such as Pavilion in Malaysia. A lot of business people like to go to Pavilion as they look for the star-rated or branded products there. We will make sure that our products occupied the shelves so that customers will easily be attracted by the appearance of GLAMOUR MOMENT. For our many customers, we aim to build relationships through rewards, regular discounts and special offers. Customers can also count on a service-centre

network thats 550-strong and spread over 30-odd cities and towns across the country. The service centres have been deliberately kept apart from Casio show rooms. The customer shopping to suit him in a variety of ways which not only makes him to want to buy more but also to come back more frequently and to catch the customer to buy a Casio than the other brands, when we spend so much on our product development, our show rooms, the image of the brand support us very well to enhance the brand image. Casio is also managing its supply chain more successfully by introducing a regular monitoring system that ensures that these guidelines are properly fulfilled. To promote more efficient procurement and logistical activities in the Asian region, we are cooperating with vendors to improve our distribution routes. When procuring parts manufactured in Malaysia, Casio had previously been having items delivered first to Japan, which were then shipped back out to its plants in China. Now the company is shortening transportation distances by having those parts delivered directly to a warehouse in Hong Kong, and shipped from there to plants in China. The parts had been delivered to Japan because parts transactions are handled by Casio headquarters, but since this causes transportation loss, Casio switched to a system that bypasses Japan entirely, and allows parts to be stored at its Hong Kong warehouse. Casio's strategy is to popularize multimedia with innovative products that capitalize on new opportunities, that expand creativity for the users, and that can be used now--with existing infrastructure and new media--for reasonable prices. With unique functions and product concepts, we are expanding our product line up for various lifestyles and consumer groups. We are also helping businesses increase creativity and productivity with advanced data and communications equipment. Our experience and exclusive technologies via online allow us to create personalized devices that are light, compact, and energy efficient.

Promotion Strategy
The promotion strategy that we are going to use is push strategy. We will promote the product to wholesalers the wholesalers promotes to retailers, and the retailer promotes to consumers. A push strategy involves pushing the product through distribution channels to final consumers. We direct our marketing activities (primarily personal selling and trade promotion) toward channel members to induce them to carry the product and to promote it to final consumer. The promotion tool that we can utilize is advertisement. As a matter of fact, advertisement is the best tool to make the product known to our customers. We can at least convey the advantages or functions of Casio GLAMOUR MOMENT in the advertisement so that customers will have a preview of its colour, appearance and design. This will help in the evaluation of product by customers. However, the advertisement for our new product should be in such a manner so that it can attract our customer at first glance then they should be image retention in the mind of our customer. Continuous advertisement stimulates the customer for the purchasing of GLAMOUR MOMENT. Thus, we will invite Rain, the famous Asian Star in starring our advertisement and become the spoke person of GLAMOUR MOMENT. Rain, as the famous actor and singer, is always admired by the fans and the fans will always imitate his dressing and make up. If Rain wears GLAMOUR MOMENT during the advertisement or other occasion, customers will recognize our product. They will think that they may also become fashionable and stylish like Rain if they own a watch. Rain is the inspirational character or opinion leader that will help us to spread the goodness of our product to his fans or other people around the world. The favor in his mouth about our new product will soon affect the buying decision of customers especially the youth and adult. As a result, the sales of GLAMOUR MOMENT will increase. Apart from that, we will also promote our new product through the magazine such as Vogue,I Feel, Color And Men Uno. The colourful graphic of watch will stimuli our customers to buy our watch. Sometimes, the creator of magazine will hold an election about the 10 best brands of consumer products. We may become the lion among our competitors if we are able to achieve the title for best brand. We will also use the feedback form with different question about the product performance, its weaknesses (if any), and the need for quality improvement and other questions regarding service approachability, affordability etc will be available. The forms will be given to customers at time of purchase at our outlets. For

sales promotion at different occasions like birthday and Independence Day, greeting cards will be sent in order to stay in contact with our loyally and potential customers.

Marketing Communication Strategy

Marketing & Communication Strategies offers a full range of consulting, design and planning services to help our organization succeed. We will work with customers to find solutions that help us best reach our marketing and communications goals. It all depends on customers needs. A professional marketing and communication consultant will work directly with customers to help identify the services that best meet their needs and budget and will provide for the best use of our marketing resources. When customers patronize the Casio Shop, the workers of Casio Shop will explain and describe every features of GLAMOUR MOMENT to customers. Customers can also refer to the consultant about the price or functions of GLAMOUR MOMENT. This will enhance the relationship between Casio with customers. Besides, after sales service is essential. We will provide the customers with 2 years warranty on the purchasing of GLAMOUR MOMENT. Apart from that, advertising will appear on a pulsing basis to maintain brand awareness and communicate a great variety of differentiation messages. We use push trade sales promotions to motivate the retailers for push strategy. We also use direct mail to spread the information about Casio GLAMOUR MOMENT. Direct mail allows us to use our resources more effectively by allowing us to send publicity material to a named person within our target segment. By personalizing advertising, response rates increase thus increasing the chance of improving sales of Casio GLAMOUR MOMENT.

Marketing Research
Using research, we are identifying the specific features and benefits that our target market segments value. We will also use the feedback form with different question about the product performance, its weaknesses (if any), and the need for quality improvement and other questions regarding service approachability and affordability will be available. We are also measuring and analyzing customers buying attitudes towards competing brands and products. Brand awareness research will help us to determine the efficiency and effectiveness of our messages and media .We will also analyze the market and find potential buyers during certain period. Finally, we will use customer satisfaction studies to gauge market reaction.

Action Programs
The Casio GLAMOUR MOMENT will be in introduced in February. Following are summaries of the action program we will use during the first six months of the next to achieve our stated objective. January we will launch a $150,000 trade sales promotion campaign and exhibit at the major industry trade shows to educate dealers and generate channel support for the product launch in February. In addition, we will create buzz by providing samples to selected product reviewers, opinion leaders, influential bloggers, and celebrities like Rain. Our training staff will work with retail sales personnel at major chains to explain the Casio GLAMOUR

MOMENT features, benefits, and advantages so that they can explain to customers when they deal with customers. February we will start an integrated print/ radio/ Internet campaign targeting professionals and consumers. The campaign will show Casio GLAMOUR MOMENT can perform well and emphasize its features. This multimedia campaign will be supported by point-of sale signage as well as online-only ads and video tours. March As the multimedia advertising campaign continues, we will add customer sales promotion such as a contest in which customer post the messages to our Website, showing the advantages that using this watch. We will also distribute new point-of purchase displays to support our retailers. April We will hold a trade sales contest offering prizes for the salesperson and retail organization that sells the most Casio GLAMOUR MOMENT during the four- week period. May we plan to roll out a new national advertising campaign this month. The ratio ads will feature celebrity telling Casio GLAMOUR MOMENT to perform function such as our product employ solar power system, wearers can enjoy unrestricted use of various watch functions June Our radio campaign will add a new voice-over tagline promoting the Casio GLAMOUR MOMENT as a graduation gift. We will also exhibit at the watch trade show and provide channel partners with new competitive comparison handouts as sales aid. In addition, we will tally and analyze the results of customer satisfaction surveys for use in future promotions and to provide feedback for product and marketing activities,

Budgets
Total first-year sales revenue Casio Company is projected RM8.5 million, with average wholesale price of RM340 per unit and variable cost per unit of RM200 for unit sales.

Casio Company anticipates a first-year loss of RM 0.5 million on the Casio GLAMOUR MOMENT. Break-even calculations indicate that Casio GLAMOUR MOMENT will become profitable after the sales volume exceeds 30,000 packets, early in the second year. Casio Company break-even analysis of Casio GLAMOUR MOMENT assumes per-unit wholesale revenue of RM340 per unit, variable cost of RM240 per unit, and estimated firstyear fixed costs of RM3 million. Based on these assumptions, the break-even calculation is:

Break-even =

30,000 units

Financial Projection for 3 Years Year 1 (25,000 units) Total Cost Per Unit Cost(RM) (RM) 8,500,000 340 6,000,000 2,500,000 3,000,000 -500,000 240 100 Year 2 (30,000 units) Total Cost Per Unit Cost(RM) (RM) 10,200,000 340 7,200,000 3,000,000 3,000,000 0 240 100 Year 3 (50,000 packets) Total Cost Cost Per Unit (RM) (RM) 17,000,000 340 12,000,000 5,000,000 3,000,000 2,000,000 240 100

Sales Revenues (-)Variable Costs Contribution Margin (-)Fixed Costs Net Profits

Controls
We are planning tight control measures to closely monitor quality and customer-service satisfaction. This will enable us to react very quickly in correcting any problems that may

occur. To offer products and services that please and impress customers, Casio is committed to making products that earn high marks in every possible aspect, including safety, of course, as well as function, design, price, reliability and durability, serviceability, and environmental conservation. Casio maintains a strong quality assurance system, based on its belief in Quality First. This system requires all employees to make quality their first concern in every task they perform, enabling the company to offer products and services that please and impress customers. The companys commitment to quality supports its corporate growth and makes social contributions possible, while at the same time winning customers trust and giving them peace of mind. We need to monitor the monthly sales and expenses by segment and channels to address fast-moving environmental changes.

References
1. Philip Kotler,2008, Principles of Marketing, 12th edition, Pearson (pg350-357) 2. http://www.stadiumcraze.com/st-co3-new-titanm-l.html 3. http://www.24diamonds.com/gucci-115-pantheon-mens-watch-ya115203_14373 4. http://www.casio-intl.com/products/ 5. http://world.casio.com/env/pdf/report_2009/CASIO-WEB_P20_P25_E.pdf 6. http://business-science.blogspot.com/ Education Inc.