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Launch Plan during my last job

Launch Plan during my last job

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    Spark New Spark New Presentation Transcript

    • Spark Wild India Launch
      Marketing Plan
      Created by Hitesh Malhotra for Spark Mobile
    • Telecom Market Overview
      In India, the mobile subscriber base has exceeded 400 million as of June 2009 and continues to grow at a healthy clip, which translates into a large mobile handset market (According to ORG Marg figures, 2009)
      The Indian mobile handset market is flooded with multiple manufacturers, with Nokia leading the pack
      Handset Market Share in India (According to ORG Marg figures, 2009)
      Nokia: 59.5%
      Sony: 8.1%
      Samsung: 7%
      Motorola: 5.9%
      Out of the 79,000 mobile retail/ dealer outfits in India, Nokia handsets are available at 72,000 outlets making its distribution network the most robust in the country
      With call rates on the decline and new technologies like 3G technology being introduced in the market abetted by a growing population and higher disposable incomes, mobile handset sales in India are on the incline
      Created by Hitesh Malhotra for Spark Mobile
    • Situation Analysis
      Opportunities
      • With mobile handset sales on a consistent incline, there is plenty of room for new handset manufacturers to enter the market and sell exclusivity since today’s youth tends to shy away from ‘Me Too’ products
      • Mobile phones in India have gradually evolved from being a luxury to an absolute necessity today and have replaced the conventional landline phones further expanding the market for handset providers
      • Options for mobile handsets in the lower price band of Rs. 2000-6000 are plenty. However, there is scope for more products in this range to further expand the variety for customers.
      Challenges
      • Nokia is an undisputed leader in most of India due to features like user-friendliness, exclusive styling, long battery life and unique features all packed into one
      • Due to the varying dynamics in India which change as per the demographic profile of Indians across regions, a one-size fits all approach cannot be adopted. Instead, product packaging and positioning has to be adapted as per audience location
      • Though India is a price sensitive market, people don’t mind spending a little more than originally budgeted for to acquire that super stylish mobile handset their aspire for
      Created by Hitesh Malhotra for Spark Mobile
    • Leading handset brand positioning comparative overview
      Created by Hitesh Malhotra for Spark Mobile
    • Introducing Spark Wild
      Enter Spark Wild, a unique phone with unique features for those who like to stand apart
      Created by Hitesh Malhotra for Spark Mobile
      Shock Proof
      Built-in Altimeter
      Water Proof
      Built-in Compass
      Dust Proof
      Built in Thermometer
      Break Proof
      Built-in Torch
    • Spark Wild Positioning Objective
      Created by Hitesh Malhotra for Spark Mobile
      Create a separate niche for Spark Wild by highlighting a significant differentiator
      between existing handset manufacturers and Spark Wild
      Proposed Positioning
      Spark Wild,
      The unbeatable phone for the unbeatable India
      Positioning Strategy
      Showcase the ‘unbeatable’ features of the phone by
      highlighting each feature distinctly through media outreach undertaken during the launch
    • Spark Wild Media Launch
      Created by Hitesh Malhotra for Spark Mobile
    • PR Objectives
      Near Term
      To announce the launch of Spark Wild mobile phones in India and create awareness and hype around the same
      To showcase the unique features of the phone made to suit Indian conditions
      Long Term
      To sustain consistent visibility created during launch phase around Spark Wild phones
      To bring the phones into top consideration category in the mind of Indian handset customers
      To create a market environment conducive to near-term launches of other variants of Spark Wild in India
      Created by Hitesh Malhotra for Spark Mobile
    • Recommended Approach
      Created by Hitesh Malhotra for Spark Mobile
    • 4-city Media Launch
      Created by Hitesh Malhotra for Spark Mobile
    • 3 Phased Launch
      Entertainment Event
      Showcasing phone’s features
      Celebrity Endorsement
      Launch
      Clubbed with Press Releases
      Created by Hitesh Malhotra for Spark Mobile
    • Main Launch Event
      Host a large scale press conference in Mumbai
      All relevant media to be engaged for the launch event, namely Mainline media, Financial Media, Online Media, Trade Media, Language Media and Electronic Media
      Press Conference to be overlaid with a 10-minute entertainment event showcasing the main ‘unbeatable’ break proof feature of the phone
      Press launch to be slated for month of September, post the Ganesh festival slated to take place from 23rd August to 3rd Sept
      Created by Hitesh Malhotra for Spark Mobile
    • Deliver messages on differentiators and the launch announcement: (Indicative messages)
      i. Emphasize unbreakable featute of the phone with a mention of other features as well (water, dust resistance etc)
      ii. Plans and Strategy over the next two years
      iii. Distribution Model
      iv. Revenue Model
      v. Investments
      Touch both technology and lifestyle journalists across print, online and broadcast media
      Translation of main press release into Marathi will be essential for language media
      Media Partnerships
      To tie up with The Mumbai Times, city supplement of India’s leading mainline daily (cities can be selected as per the requirement across 16 editions) for the lead photograph which would feature Salman Khan as the brand ambassador for the phone
      The lead photograph could be accompanied with an interview of Salman Khan talking about his new initiative
      Created by Hitesh Malhotra for Spark Mobile
    • Launch Event Flow
      Created by Hitesh Malhotra for Spark Mobile
      Spark Wild Launch
      Event Flow (Mumbai)
      The event to begin with a 10-minute performance by
      Kung-Fu drummers or Shaolin Warriors
      Salman Khan to make an entry with a brief stunt;
      eg: rappling down the façade of a cliff, a wrestling
      championship with a sumo-wrestler; to create connect
      between sturdiness of the phone and
      the brand ambassador (to serve as a photo op for the media)
      Spark Wild previews for the
      audience followed by
      Q&A session
      Brief presentation by the CEO of Spark Gulf introducing
      Spark Wild and its India venture and Salman Khan
      as the brand ambassador
    • Points to remember
      The media launch in Mumbai will be the key media outreach covering all relevant media
      Subsequent media initiatives in other cities will target very specific media types/ houses with a slightly different approach to be able to create news value once again
      A different strategy will be adopted in all following cities to keep the media engaged and a separate messaging approach will have to be adopted
      Post main media launch in Mumbai, all other cities should be covered within a gap of maximum two days each to allow the news to remain fresh
      Weekends, Mondays and Fridays to be strictly avoided
      Created by Hitesh Malhotra for Spark Mobile
    • Roll-out in Delhi
      Strategy
      Delhi enjoys a significant concentration of broadcast media which leads shows such as Gadget Guru (NDTv), Tech 2.0 (CNBC) etc. Hence media focus in Delhi to revolve mainly around engaging the electronic channels for their special programs through one-on-one interactions
      A small press briefing to be invited with main focus on language media inorder to cover vernacular population in Delhi
      All other relevant media to also be invited. However, special programs on news channels and language media to be given primary importance as other media would have been covered through the main press conference in Mumbai
      A photo release of Salman Khan as brand ambassador alongwith the main press release translated into Hindi to be disseminated to language media
      Created by Hitesh Malhotra for Spark Mobile
    • Delhi press engagement event flow
      Created by Hitesh Malhotra for Spark Mobile
      Spark Wild media
      engagement in Delhi
      Language media outreach through small press briefing,
      including brief presentation by the CEO of Spark Gulf
      introducing Spark Wild and its India venture and
      Salman Khan as the brand ambassador
      Schedule slots for one-on-one engagement with
      television channels at the venue or at their respective
      studios to demonstrate phone features and
      create platform for interaction with Spark Gulf CEO
      Salman Khan to enter with a Spark Wild phone and place it in a
      fish tank to showcase the ‘unbeatable’ water-proof feature.
      After a short 2-minute spiel on the ‘unbeatable’ waterproof
      feature of the phone, Salman Khan to remove
      the same and showcase its usability to the audience
      Spark Wild previews for the
      audience followed by
      Q&A session
    • Roll-out in Hyderabad & Bangalore
      Strategy
      To engage the local media through a small press briefing in these cities as tier I media would have been covered in Mumbai and Delhi
      All other relevant media to also be invited. However, special emphasis to be laid on local media as other media would have been covered through the main press conference in Mumbai and Delhi
      To create a local flavour by inviting a local sports champion/ a national champion from the city and peg the press briefing around gifting of Hyderabad’s/ Bangalore’s first Spark Wild phone to the personality at the briefing
      This would make an interesting photo op for the local dailies
      When engaging the local personality, communication to be explicit about Salman Khan being the only brand ambassador for the product
      Simultaneously a photo release of Salman Khan as brand ambassador alongwith the main press release translated into Telegu/ Kannada to be disseminated to language media
      Created by Hitesh Malhotra for Spark Mobile
    • Hyderabad/ Bangalore Event Flow
      Created by Hitesh Malhotra for Spark Mobile
      Spark Wild
      Local Media Event Flow
      The event to begin with a 10-minute cultural performance on
      Indo-Dubai fusion
      Gifting of the phone by Spark Mobile to a local sports
      personality/ national sports personality from the city to create
      local flavour and association with ruggedness
      Spark Wild previews for the
      audience followed by
      Q&A session
      Brief presentation by the CEO of Spark Gulf introducing
      Spark Wild and its India venture and Salman Khan
      as the brand ambassador
    • Expected ROI
      Created by Hitesh Malhotra for Spark Mobile
      Proposed strategy to
      enable Spark Wild to engage
      effectively with all relevant media
      across locations
      Media splash covering different
      segments will provide Spark Wild
      appropriate visibility required with TA
      The primary launch outreach will
      create a favourable environment
      for Spark Wild to once again engage
      with identified media for future launches
    • Overview of Annual Media Campaign
      Created by Hitesh Malhotra for Spark Mobile
    • Annual Communication Roadmap
      Created by Hitesh Malhotra for Spark Mobile
      Product Placing
      & Reviews
      No Corp Announcements
      Relationship meeting exercise
      Encompass
      All media
      Corporate Announcements
      Press Briefing
      Interviews
      Press Release
      Profiling
      Industry Stories
      Authored articles
      Industry Leadership
    • Annual Ongoing Initiatives
      Created by Hitesh Malhotra for Spark Mobile
      College
      Contact
      Program
      Radio
      Onslaught
      Online
      Onslaught
      • Initiate programs with leading Radio Channels in India; eg: Radio Mirchi, Big FM,
      • Quiz contests revolving around facts on Salman Khan and his ventures; Spark Wild handsets to be won as gift prize
      • Do you have the spark? - A quiz show where participants will be invited to answer some wacky questions to show their wit and sense of humor; Spark Wild handsets to be won as gift prize
      • Create and leverage online communities to engage with Spark Wild customers and prospects through the use of channels like
      • Facebook
      • Twitter
      • Linkedin
      • Deli.cio.us
      • Digg
      • Run online contests and programs around the theme of ‘Ignite the Spark’ on these communities and create a real-time engagement model between Spark Wild and its customers
      • Host/ sponsor college fests at significant target colleges
      • Initiate tie-up with career counselors/ counseling organizations to host sessions at colleges at regular intervals in association with Spark Wild as the main sponsor
      • Host/ sponsor inter-college sporting championships that involve show of strength; eg: boxing, wrestling etc
    • Thank You…
      Created by Hitesh Malhotra for Spark Mobile