Situation Analysis
Marketing Strategy
Marketing Mix
Summary
Vision
Due to the growing interest humidity level and its consequences, we propose an innovative humidifier that combines efficiency with simplicity. It is so important, because it is possible that if the relative humidity drops below 40%, excess of static electricity may cause sparks which can damage servers and IT equipment. Moreover, this is controlled by web interface and allows for 2 day of autonomy. It is also environmentally friendly because it consumes a lot of energy and it is compatible with EU directives. We want to provide humidifiers mainly for data centers in order to maintain proper humidity.
Our firm
Our firm want to break into the Portugal market like a new firm and get the first position in the next 3 years. We sell humidifiers for data centers, we plan the whole humidifier system according to specific requirements with additional services. Specific requirements for example controlling system and web interface etc.
Target audience
Primarily we offer solutions for humidifying data centers, but we also undertake other specific needs.
Data centers are found the following locations:
Segmentation
Our ideal customer would me a small data center, which is cares about the safety of its IT equipment, environment and looks for savings.
Needs and Requirements
Our customers do not need very sophisticated humidifying system. They look for something which do not cause excess of water in air, because it is much more dangerous than too low humidity. These companies look for information in the internet for example on online forums. They have limited amount of money.
Current competitors
Humidifier market is very large, complex and quite saturated, many companies are present product on the household-, health-, agriculture humidification market. Humidifier market for data centres is very complex. There are few local seller, the bigest one is “JS HUMIDIFICADORES O ESPECIALISTA DA HUMIDIFICAÇÃO”, and there are so many import products from myriad countries. They are almost without exception, chose internet market to sale products.
SWOT Analysis
Strengths:
Weaknesses:
Opportunities:
Threats
Enter the market with new products, expand to the national market, designing products to solve the needs of all customers, develop specific control systems for each particular case.
Marketing Program
After finished the prototype for data center of ISEP we have our first specific product to solve the humidity problems in a 80 m3 data center. We make a website to throw our product to the market. We explain here, how operate and how to use our prototype and we can adapt the humidifier to solve different humidity problems either different size of data centers or for another applications. We offer guaranty for 1 year and we have doing the maintenance. In the first time we will have a promotion to the another universities, with concerting visit’s in ISEP’S data center and showing how operate our product. Then we conctact with the responsible of data centers of local hospitals, banks, medium and large companies….Explain that if they use our products they can extend the live of our machines and they solve a lot of money.
Strategy to be competitive
Participate in events where we can showcase our product
Facilitate the payment for the customers
Finding suppliers in China to lower the price of our product
Have personal contact with each client and each case
Goals
PRODUCT
PLACE
PRICE (I don’t know it – these are factors we have to take in account)
PROMOTION
It was observed that last few years people are more aware of influence of humidity level and due to that interest we decided to introduce a new humidifier, which is efficient, friendly to the environment and cheap to maintenance. Our humidifier has great potential – it can be suited easily to needs of customer, so it ensures customers’ satisfaction. To strengthen position of our company in the market we would like to provide also services associated with parts replacement and repair.