แผนการตลาดเครื่องตัดกระแสไฟฟ้าอัตโนมัติ ยี่ห้อ “เซนส์”/ อภิรักษ์ รัตนบัณฑิตสกุล = Marketing plan for “SENSE”, the residual current operated circuit-breakers with integral over current protection (RCBO) / Apirak Rattanabanditsakul
The aim of this special project is to develop the marketing plan of the Residual Current Breaker with over-current protection, RCBO, under the brand “SENSE”. To achieve its goals and objectives, the study of industry analysis, competitive market analysis, including analysis on the strengths, weaknesses, opportunities, and treats of the company (SWOT) have been conducted. Moreover, this project also studies on consumer behaviors by using questionnaire with a set of target consumer in Bangkok area. The research indicated that most consumers are aware of RCBO’s installation in their houses for safety purpose. However, they do not have good knowledge about their electrical systems in their own houses. The consumers are likely to buy RCBO through the department store by consulting an electrician before making decision and the most important decision key of purchasing is customer service, especially the product warranty. The outcome of the study also shows that the majority of consumers are not aware of the RCBO branded "SENSE".
Due to the high competition in sale price of the RCBO market, the profit per unit of sales has been decreased gradually. Diana Cameo Co., the manufacture and seller of "SENSE" RCBO, which has gained the majority of the sales from the Southern area, aims to increase sales volume by implementing market penetration and market development marketing strategy. The strategy will lead an increase in sales within the southern area and extend market to other regions in Thailand. With the development of new products and services, together with better product warranty, increase in distribution channel and use of integrated marketing communications, we would be able to enhance brand recognition and value of the product among the target consumers. After the implementation of the marketing plan, the company would expect sales increase by 20 percent in the year 2013. The company has defined the market indicators and control measures to monitor the success of the marketing activities. In addition, the contingency plan is presented to cope with the unexpected changes in the marketing environment.
