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GROUP MEMBERS:
•Nayana Dukhande•Hetavi Thakkar•Netra Bangera•Austin Pancras•Pallavi Kumble•Shweta Rao
Horizon Mobiles
‘’Believe in something Better”
EXECUTIVE SUMMARY
HORIZON Mobile is an elegant line of mobile phone handsets. It is distinctive by its unquestionable quality, longer durability and eye-popping style. HORIZON maintains a strict quality control process to ensure flawless quality.
AIM
Short term – To redefine style at an affordable price.
Long term – To provide cutting edge technology for various segments of female population and incubate new markets.
BUILDING A STRONG CUSTOMER BASE!
International players were not addressing the needs of rural people.
Focusing on the needs of low end segment as India has a vast rural market.
First phone launched had a 30 day long battery Life.
MOBILE PHONE SECTOR IN INDIA
● India is one of the fastest growing markets for the mobile industry.
● 2006 - India witnessed sales of 69 million handsets, doubling from the 32 million mark reached in 2005. (Source: The Times of India Jan ’07)
● India added close to 20 million cell-phone subscribers in second quarter 2007, taking the total to close to 185 million. (Source: Telecom Regulatory Authority of India)
● Major players in India: ●Nokia●Karbonn●Micromax●Reliance●Lava●Samsung●LG
ANALYSIS OF INDUSTRY
General Competitors: Samsung LG electronics/LG Mobiles Panasonic Philips Micromax Nokia Motorola HTC Nikon Canon iphone
LAUNCH OF EVOKE
LAUNCH OF THE BUSINESS
Emails
Website
Social
Ad Media
Video
Digital Channels
Product Trial
Above The Line
Through The Line
BelowThe Line
Media & Awarenes
s
Activation Button
Try Me Now
Print Coupon
Horizon - Evoke Salient features
Display : 4.8-inch, Full HD
Processor : 1.5 GHz quad-core processor
RAM : 2 GB
Internal storage : 8GB, expandable up to 32GB.
OS : Android 5.0 Lollipop
Camera : 15 MP/ 5 MP
3G/4G LTE - Yes
Battery : 2800 mAh
Dual Sim – GSM/GSM
Dedicated SOS button which, when switched on, automatically dials five callers, signaling the caller is in need of help. The location of the user will also be sent out via message.
PRELOADED APPS - CUSTOMIZEDSome preloaded apps to be better understand the needs of women.
Entertainment Shopping Others
Hotstar Flipkart Calorie counter
YoutubeFlipkart ebooks Workout trainer
Play Music Myntra Tarla Dalal Recipes
Networking Google Texting
Facebook Chrome Hangout
Twitter Gmaps Whatsapp
Gmail Hike
Target Markets
Medium budget
Lower budget
Youth
Professionals
MARKET SEGMENTATION VARIABLES – TARGET CUSTOMERGEOGRPAHIC REGION North, South, East, WestCATEGORY Urban, Semi Urban, RuralDEMOGRPAHIC AGE 16 years and above - concentration more on age group of 25-50GENDER FemaleINCOME 50K p.a to 5 lakh p.a
OCCUPATION College students, Housewife, Employed (professionals, clerical/salesperson, supervisory levels, officers/junior executives, middle/senior executives) Self employed, Skilled workersEDUCATION Non graduates, Graduates, Professionals
PSYCHOGRAPHIC LIFESTYLE Culture oriented BEHAVIOURAL OCCASSIONS RegularUSER STATUS Nonuser, Potential users, First time users, Regular users. BENEFITS Quality, Service, Economy and Speed
READINESS STAGE Unaware
Evoke will be positioned as a mobile phone catering to the demands of female population.
The product can be seen by consumer as a smart and user friendly product symbolizing easy-to-use.
Evoke is the ultimate solution to those females who need to be always tuned with the ever changing technology and style, and to stay connected with the fast moving world.
To target first time smartphone female users
POSITIONING STRATEGY
Micromax Unite Lava Iris X1 Grand Karbonn Titanium S2 Plus EVOKE-SPAN
Price Rs. 6019 Rs. 7100 Rs. 6490 Rs. 6499
Warranty
with 1 year manufacturer warranty for Phone and 6
months warranty for in the box accessories Micromax India Warranty and Free
Transit Insurance.
with 1 year manufacturer warranty for Phone and 6
months warranty for in the box accessories Lava India Warranty and Free Transit
Insurance.
with 1 year manufacturer warranty for Phone and 6
months warranty for in the box accessories Karbonn India Warranty and Free Transit
Insurance.
with 1 year manufacturer warranty for Phone and 6
months warranty for in the box accessories Horizon Ltd
Warranty and Free Transit Insurance.
Special offers
Carry your music with you, get an extra 5% off on
bluetooth speakers when bought along with this
phone!
Designer mobile pouch
In the box
-USB Cable -Battery -Data Cable -USB Cable
-Headset -Headset -Headset -Headset
-Handset -User Manual -Handset -Handset
-Warranty Card -Warranty Card -User Manual -Warranty Card
-Charger -Charger -Charger -Charger
PRODUCT DIFFERENTIATION
General featuresBrand Micromax Lava Karbonn Evoke
Call Features Loudspeaker Conference Call, Loudspeaker Hands Free, Loudspeaker Loudspeaker, Conference Call,
Hands Free
Model Name Unite 2 A106 (8 GB) Iris Titanium S2 Plus SPANNH
Touch Screen Capacitive Capacitive Capacitive
SIM Type Dual Sim, GSM + WCDMA Dual Sim, GSM + WCDMA, (Dual Standby) Dual Sim, GSM + GSM Dual Sim, GSM + WCDMA,
(Dual Standby)
Camera
Secondary Camera 2 Megapixel 2 Megapixel 2.5 Megapixel
Primary Camera 5 Megapixel 8 Megapixel 8 Megapixel 8.5 Megapixel
Flash Dual LED Dual LED
Zoom Digital Zoom Digital Zoom
Multimedia
FM with Recording with Recording
Sound Enhancement Dual Speakers Dual Speakers
Internet & connectivity
Preinstalled Browser Android, Opera Mini Android, Opera Mini, Google Chrome Android Android 5.0 Lollipop
Bluetooth v4 v4 Supported Profiles (A... Supported Profiles
Navigation Technology with Google Maps A-GPS, with Google Maps with Google Maps A-GPS, with Google Maps
Internet Features Email Email Email Email
Tethering USB, Wi-fi Hotspot USB Wi-fi Hotspot USB, Wi-fi Hotspot
Display
Resolution WVGA, 800 x 480 Pixels FWVGA, 854 x 480 Pixels FWVGA, 480 x 854 Pixels
Other Display Features Auto-rotate, Pinch-to-Zoom, IPS Display IPS Display, Multi-touch IPS Display
Type LCD LCD
Size 4.7 Inches 5 Inches 5 Inches
Color
16.7 M
Memory and storage
Expandable Memory microSD, upto 32 GB microSD, upto 32 GB microSD, upto 32 GB microSD, upto 32 GB
Internal 8 8 4 GB 8GB
Platform
OS Android v4.4.2 (KitKat) Android v4.4 (KitKat), Upgradable to v5 (Lollipop) Android v4.4 (KitKat) Android 5.0 Lollipop
Processor 1.3 GHz + MT6582M, Quad Core 1.3 GHz, Quad Core 1.3 GHz, Quad Core 1.5 GHz quad-core processor
PRICING STRATEGY Core of EVOKE lower cost value the money
Penetration Pricing in rural and urban market
Placing our product at lower cost make customer to rethink before buying other product
PRICINGPARTICULARS PRICE IN RUPEES
Slim phone body 1200
Snapdragon mobile processors 800
Long lasting Battery (2 years warranty) 900
Internal memory (1TB) 700
49 Mp Camera 800
Display 900
Speakers 200
Bluetooth 300
Wifi 500
MVAT 199
Total 6499
CHANNELSDistribution channels-:
Online – Discounted rates on purchase from Snap Deal
Exclusive Stores –At Pune, Gurgaon, Mysore
Retail Stores – Vijay sales, Big Bazar , Local Vendors
Distributors – Newspapers-DNA ,Mid Day, Magazines –Woman’s Era, Saheli, Femina.
MARKETING STRATEGY
• Improve the visibility in rural and urban market
• Improving awareness of customers for our products
• Building brand image
MISSION
Horizon mobiles mission is to provide the customer with the premium mobile phones and accessories available. Their motto is “Horizon mobile at every hand”. Basically horizon mobile wants to serve the customers with world class service.
MARKETING OBJECTIVES
Maintain positive, strong growth each year.
Achieve a steady increase in market penetration.
Decrease customer acquisition costs by 1% per quarter.
MARKETING STRATEGY
MARKETING RESEARCH
Horizon mobile has its own research team. This team is always in the search to find the opportunities, lacking and other activities of Horizon mobile.
MARKET SUMMARY
Companies try to attract customers of different levels through providing quality products. HORIZON mobile provide affordable price to mainly female customers
MARKET NEEDS
Quality products
Innovative features
Customer service
Android phone
MARKET TRENDS
PROMOTION AND ADVERTISING PLANS Aggressive advertising will be done to create awareness among the Indian
people through Events .
Series of print ads in Magazines and Newspapers.
Bill boards Advertisement on Railway stations and Bus Stops.
Higher emphasis on advertising using internet and social media channel.
BOOKINGS OPEN
21ST FEB.
HURRY UP!!