1. Pocket Projector
Gholamreza Borna ZP00803
Ali Kiani
ZP00822
Ong Al Ling ZP00603

2. 1
• 3M’s handheld projector, commonly known as Pocket Projector is an emerging
technology that applies the use of an image projector in a handheld device.
2
• “Marketing Strategy of 3M Pocket Projector”.
3
• describes about the marketing strategy used by 3M for the success of both product
and company
4
• A marketing strategy should be centered on the key concept that customer
satisfaction is the main goal
5
• 3M has been the leading brand for innovative products in the technology industry
6
• They face intense competition in the technology arena and strived hard to continue
to be the top leading brand
7
• This case study aims at introducing the new product of 3M, the pocket projector
which is called the OC-TOR (o-see-tor) in Malaysia.
Executive Summary

3. VISULIZE ACTIVITIES WITH TIMELINES!Company History
3M Company, formerly known as the Minnesota Mining and
Manufacturing Company, is an American multinational
conglomerate corporation based in Maplewood, Minnesota, a
suburb of St. Paul.
With over 79,000 employees, they produce over 55,000 products,
including: adhesives, abrasives, laminates, passive fire protection,
dental products, electronic materials, medical products, car care
products (such as sun films, polish, wax, car shampoo, treatment for
the exterior, interior and the under chassis rust protection), electronic
circuits and optical films.
3M has operations in more than 60 countries – 29 international
companies with manufacturing operations, and 35 with laboratories.
3M products are available for purchase through distributors and
retailers in more than 200 countries, and many 3M products are
available online directly from the company.

4. Mision Slogan
Vision

5. Situation Analysis
• Busy working adults tend to fond of convenient gadget
that could make their routine easier.
• Laptop vs Pocket Projector
Social culture
• Busy working adults who travel often to meet clients
would prefer lesser luggage or even devices.
• Setup of the presentation devices = time constraints
• Students showing off to their peers.
Behavior
Factors
• Both male and female.
• There are no age limit to this product, as long as the
user understands and able to operate it.
• Our main target market is working adults with
purchasing power, and students who are technological
geek.
Demographic

6. Situation Analysis
•Consumer nowadays become price sensitive.
•Targeted on buyer’s capabilitiesEconomic
•3M is a well-known company for its innovative and high
technology products.
•The LED light source in the 3M pocket projectors can be used
up to 20,000 hours and there are no replacement lamps.
Technology
•The pocket projectors are RoHS certified, which means they
do not use harmful materials such as lead or mercury.
•Environmental responsible packaging and made with
recycled materials.
•Mainly to save energy, reduces waste and saves on
materials.
Natural
Environment

7. Situation Analysis
• technological gadget trends are a never-
ending trend.
• was upgraded by 3M a few times for
improvements and better user friendly
• A new product and a new idea to
Malaysian market.
• businessmen and businesswomen save
hassles by carrying a smaller device.
• Believed to grow moderately fast in the
market, because Malaysian are curious lot.
• Predicted will successfully grab attentions
Market
for new
product

8. Competitive Analysis
1
• Scope and nature of the industry : Defining the industry that the products are in
2
• Strengths and weaknesses: How the product stacks up against the competition and
in what areas they have an edge over your product and in what areas the product is
superior.
3
• Opportunities and Threats : How the product becomes potential against the
competition
4
• Identify the competition: Verify who the primary and secondary competitors are.
5
• Improvements: How and in what areas the product, processes, and practices must be
improved to meet market demands or to stay ahead of the competition.
6
• Marketing: What improvements needed to make in the marketing approach and to
highlight why the product is ahead of the competition or the unique features that
consumers desire.
Can help to determine the following:

9. • Easy to be competed
• Technology obsolesce
• Complains from the
fragileness
• Fast decreased price
• More users
• Wider market
• Becomes essential
•Becomes a-must-have gadget
• Fragile
• Limited working hours
• More maintenances needed
• Hard to be repaired
• High technology
• Modern
• Stylish
• Useful
• Portable
Strengths Weaknesses
ThreatsOpportunities
General Pocket Projector SWOT Analysis
Scope and nature of the industry High technology and modern gadget

10. Five Forces Analysis
Barriers to entry High To manufacture pocket projectors will need very high cost
of capital and also high technology which will make the
new entrants hard to enter the industry and compete
Power of Suppliers High Specific materials and components needed to produce
pocket projectors will make the numbers of suppliers
limited
Power of Buyers Medium The necessities of this product are limited and not
essential for everyone, so the people have their own
choice to buy or not to
The Threat of Substitutes Low Specific modern technology and function limit the
substitute
Rivalry among Existing
Competitors
High Most of the existing competitors come from strong and
famous brand manufacturers background which makes
the competition higher
General Pocket Projector Five Forces Analysis

11. 3M Odyssey Cinema Projector (OC-TOR) Product Features
Brilliant full color, 30 lumen SGVA
Image
32 GB built in memory.
Two integrated, three-quarter watt
stereo speakers with audio out
Compatible with virtually any device
with video output, including digital
cameras, laptops, DVD and MP3
players and game consoles and hand
phones, supports Bluetooth and has
a touch screen.
Can be connected to any USB device.
Projects up to 160” images
LED light source with 45,000 hour life
means the unit is environmentally
friendly and there is no need for a
replacement bulb
1280 x 800 pixels
High durability rechargeable lithium-
ion Battery
Dimensions:
2.2”x 3.5”x 0.9” (LxWxH)
Weight: 75 Grams
Available in 7 different colors
Life time warranty for any
manufacture mistake.
Built in Tripod which helps in making
a stronger stability for the projector
and also projecting a bigger and
clearer picture
Accessories (separate) :
Remote control
Laser pointer
21” folding portable screen
Headset
Leather case
Silicon case
Car charger
Branches cable
Sophisticated OC-Case

12. Pocket projector competitors in market:
Samsung
P410ME LED-
Based DLP
Pocket Projector
(2 lbs)
Toshiba unveils
Lumileo P100
pocket projector
LG HS102
Multimedia
Pocket Projector
Mitsubishi PK20
Pocket Projector:
Optoma PK301
Pico Pocket
Projector

13. General Pocket Projector Five Forces Analysis
No Competitors Strengths Weaknesses
1 3M Odyssey Cinema
Projector (OC-TOR)
 Widest projected picture
with size 160”
 Environment friendly
 Sensitive
2 Mitsubishi PK20 Pocket
Projector:
 Light in weight
 Longer working time
 Big in size compared to
others
3 Optoma PK301 Pico Pocket
Projector
 Very big memory
 Very high connectivity
 Heavy weight
 Not wide picture
4 Samsung P410ME LED-
Based DLP Pocket Projector
(2 lbs)
 Very good compressor
 High durability battery
 Aspect ratio is small
 Weak warranty
5 LG HS102G Multimedia
Pocket Projector
 Lightest weight
 Widest picture
 Short working time per
day
6 Toshiba unveils Lumileo
P100 pocket projector
 Longest expected life time
warranty
 Not good picture in bright
room

14. Product strategies comparison, 3M (OC-TOR) vs Samsung P410ME
No Criteria 3M (OC-TOR) Samsung P410ME
1 Product Claims Best Picture Pocket Projector Highest durability Pocket
Projector
2 Product strengths  Brilliant projected picture with
size 160”
 Different colors of the product
 Life time warranty for any
manufacture mistakes
 Can be connected to any device
easily
 Big memory
 High resolution
 High durability battery
 Built in tripod
 Attractive accessories availability
 Famous brand
 Very good compressor
 High durability battery
3 Target Market 13+ people Businesspersons
4 Positioning A-must-have Gadget Business necessities
5 Sales promotions Showing new designs and different
colors of the product
Well known brand
6 Distribution Starting from USA to All over the
world
All over Asia

15. 3M Odyssey Cinema Projector (OC-TOR) SWOT Analysis
SWOT analysis
Strengths  Brilliant projected picture with size 160”
 Different colors of the product
 Life time warranty for any manufacture mistakes
 Can be connected to any device easily
 Big memory
 High resolution
 High durability battery
 Built in tripod
 Attractive accessories availability
Weaknesses  Sensitive
 very modern so needs professional maintenance
Opportunities  More users
 Wider market
 Becomes essential
 Becomes a-must-have gadget
Threats  Hand phone with all the given features will be a threat
 Complains from the sensitivity
 Fast decreased price
 Technology obsolescence

16. The Fundamental Competitive Strategies
The fundamental
competitive strategies
Product Differentiation
Market-Orientated.
The objectives of the innovations are to differentiate the product, to widen the
market and to fulfill market expectations of the product.
Checking all the available specifications of the competitors of the product and
then developing them to be modernized and acceptable by all types of
customers makes it Market Orientated.

17. Product development
Brainstorming
• Make group
discussions to
generate new
ideas and listening
to all comments
without ignoring
any to get more
ideas and
encourage the wild
ones.
Problem
Analysis
• Review from
competitors’
specifications and
analyzing the
strengths and
weaknesses from
other products.
Gap Analysis
• Focus on product
qualities and
match with market
demand and
identify the
opportunities.
Scenario
Analysis
• Construct a role
play where some
of the group
members act like
the sales persons
and others as the
potential
customers.
Idea Generation
New product Ideas Identification : Idea Generating Techniques

18. Product development
Screening ideas
By using Screening Maps to ignore and remove the not applicable ideas then
adding and applying the essential ones to the product
Potential
market size
• Widen the
potential market
by adapting the
ideas which can
be used by all
customers from
different
demographic
backgrounds.
Avoiding
large
competitors
• Differentiate the
products lower
the competition.
Fit with
technical
know-how
• Make sure that all
of the ideas can
be applied,
engineered and
the products can
be produced with
all of the
specifications
from the idea
generations.
Estimated
development
costs
• Make sure that
the products will
be affordable.

19. Concept Development and Testing
Finding all
market
competitors
Getting the
details about
the
specifications
of each
market
competitor
Knowing how
to develop
each and
every
specification.
Applying all
the new
strengths to
the product
Improving all
the
specifications
from the
existing
products.
Product development

20. Product development
Concept Development and Testing
Suitable Concepts Selection
Gathering all the specifications and developing it
to make improvements then adding them to the
product to make it preferable on all the other
competitors.
Finding and gathering the information about the
designs of the competitors and other existing
gadgets then getting a different and attractive
design compared to the competitors.
Reviewing back and analyzing all of the concepts.

21. Ideas Inspirations
No Criteria Concept Inspiration
1 Name OC-Tor Odyssey: describes the portability of the product
Cinema: describes the wideness and clearness of the projected image
Tor: futuristic short form of projector instead of using “Pro”.
2 Memory 32GB Developing of the existing standard memory gadgets.
3 Resolution 1028x800 pixels Standard resolution of the PC monitor
4 Compatibility Compatible to all devices Adapting the idea of being connected easily to any device like a
computer in order to make it easy to use and have more connections.
5 Projected
image size
160” Improving the existing pocket projectors concept and doubling from
the previous product.
6 Life time 45,000 hours life Improving from previous products
7 Dimensions 2.2”x 3.5”x 0.9” Adapting the idea of the size from Hand phone and MP3 player
8 Weight 75 grams Lighter than the previous products
9 Color 7 different colors Adapting the ideas from famous existing gadgets and adding the
attractiveness for the product.
10 Warranty Life time warranty Improving the trust from supplier to user
11 Stability Built in Tripod Sustain the stability of the product and making sure unwanted
movements will not occur.
12 Accessories  Remote control
 Laser pointer
 21” folding portable screen
 Headset
 Leather case
 Silicon case
 Car charger
 Branches cable
 Sophisticated OC-Case
Adapting the concepts of existing headphones and gadgets and
raising the psychological necessities of the OC-Tor as a-must-have
gadget