INTEGRATED
MARKETING
COMMUNICATIO
N
Individual
Assignment
,TABLE OF CONTENTS
Introduction.......................................................3
Situational Analysis..........................................6
External Analysis........................................6
Internal Analysis..........................................7
2. Objectives...................................................10
Strategy..........................................................11
Segmentation............................................11
Target Market............................................12
Position.....................................................12
Tactics.......................................................13
Action..............................................................16
Cost...........................................................16
Appendix (To be completed)..........................18
ii
, INTRODUCTION
Product Selection
The product that product that I have thought of introducing in Oman is a technology hardware
which will be sold as a car accessory. The product idea revolves around solving the problem of
people falling asleep or feeling drowsy while they are driving a vehicle. According to statistics,
1,341 accidents were recorded in Oman in 2021, during these mishaps, 1,365 people got
injured and 371 people died. Reckless driving was the cause of 226 accidents while
negligence caused 206/ (ONA, 2021) Another research states that 1 out of 25 adult drivers
who are aged 18 and above report to have fallen asleep while in the previous 30 days while
national highway traffic safety administration of United States predicts that in 2017 drowsy
driving was responsible for 91,000 crashes. This clearly states that there is a major problem of
people feeling drowsy and even falling asleep while driving and the product idea that I have
come up with, aims to tackle this problem.
The product will be called ‘Hawkeye’ and it will have of a sensor which will fit onto the
dashboard or the air conditioning grill of the car, facing the driver. The sensor will be calibrated
to detect the head and eye movements of the driver and it will also consist of a speaker to
make sound to alert the driver. In the optimal functioning scenario of the product, if the head of
the driver starts to tilt down more than 15 degrees, the sensor will be detect this shift and
indicate a small subtle LED light and play soft alarm which will be the first alert for the driver to
recognize that they are getting distracted from the road. If the head tilt is equal to or more than
30 degrees, the sensor will start to make noise that will increase in decibels to alert the driver
and reposition their head signaling that they are looking back at the road. The smart eye
sensor with face feature recognition will keep a track on the eye movement to monitor whether
the driver has his/her eyes on the road or not. The smart sensor will have small image
processing unit to optimize its eye tracking feature to give more accurate readings of eye
moments and blinks of the driver. This optimization is necessary as different people have
different types of eyelids and blinking motion.
Business Selection
The business that I have selected is Xiaomi which is a business that specializes
in designing and developing smartphones, audio equipment and other consumer
electronics such as car accessories. The business is headquartered in Beijing,
China and it has over 33,427 employees around the world and recently recorded
3
MARKETING
COMMUNICATIO
N
Individual
Assignment
,TABLE OF CONTENTS
Introduction.......................................................3
Situational Analysis..........................................6
External Analysis........................................6
Internal Analysis..........................................7
2. Objectives...................................................10
Strategy..........................................................11
Segmentation............................................11
Target Market............................................12
Position.....................................................12
Tactics.......................................................13
Action..............................................................16
Cost...........................................................16
Appendix (To be completed)..........................18
ii
, INTRODUCTION
Product Selection
The product that product that I have thought of introducing in Oman is a technology hardware
which will be sold as a car accessory. The product idea revolves around solving the problem of
people falling asleep or feeling drowsy while they are driving a vehicle. According to statistics,
1,341 accidents were recorded in Oman in 2021, during these mishaps, 1,365 people got
injured and 371 people died. Reckless driving was the cause of 226 accidents while
negligence caused 206/ (ONA, 2021) Another research states that 1 out of 25 adult drivers
who are aged 18 and above report to have fallen asleep while in the previous 30 days while
national highway traffic safety administration of United States predicts that in 2017 drowsy
driving was responsible for 91,000 crashes. This clearly states that there is a major problem of
people feeling drowsy and even falling asleep while driving and the product idea that I have
come up with, aims to tackle this problem.
The product will be called ‘Hawkeye’ and it will have of a sensor which will fit onto the
dashboard or the air conditioning grill of the car, facing the driver. The sensor will be calibrated
to detect the head and eye movements of the driver and it will also consist of a speaker to
make sound to alert the driver. In the optimal functioning scenario of the product, if the head of
the driver starts to tilt down more than 15 degrees, the sensor will be detect this shift and
indicate a small subtle LED light and play soft alarm which will be the first alert for the driver to
recognize that they are getting distracted from the road. If the head tilt is equal to or more than
30 degrees, the sensor will start to make noise that will increase in decibels to alert the driver
and reposition their head signaling that they are looking back at the road. The smart eye
sensor with face feature recognition will keep a track on the eye movement to monitor whether
the driver has his/her eyes on the road or not. The smart sensor will have small image
processing unit to optimize its eye tracking feature to give more accurate readings of eye
moments and blinks of the driver. This optimization is necessary as different people have
different types of eyelids and blinking motion.
Business Selection
The business that I have selected is Xiaomi which is a business that specializes
in designing and developing smartphones, audio equipment and other consumer
electronics such as car accessories. The business is headquartered in Beijing,
China and it has over 33,427 employees around the world and recently recorded
3
