Spark wild India launch

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Spark wild India launch

  1. 1. Confidential document created by Aether Marketing<br />Spark Wild India Launch<br />Marketing Plan<br />
  2. 2. Confidential document created by Aether Marketing<br />Telecom Market Overview<br />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)<br />The Indian mobile handset market is flooded with multiple manufacturers, with Nokia leading the pack<br />Handset Market Share in India (According to ORG Marg figures, 2009)<br />Nokia: 59.5%<br />Sony: 8.1%<br />Samsung: 7%<br />Motorola: 5.9%<br />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<br />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<br />
  3. 3. Confidential document created by Aether Marketing<br />Situation Analysis<br />Opportunities<br /><ul><li>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
  4. 4. 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
  5. 5. 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.</li></ul>Challenges<br /><ul><li>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
  6. 6. 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
  7. 7. 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 </li></li></ul><li>Confidential document created by Aether Marketing<br />Leading handset brand positioning comparative overview<br />
  8. 8. Confidential document created by Aether Marketing<br />Introducing Spark Wild<br />Enter Spark Wild, a unique phone with unique features for those who like to stand apart<br />Shock Proof<br />Built-in Altimeter<br />Water Proof<br />Built-in Compass<br />Dust Proof<br />Built in Thermometer<br />Break Proof<br />Built-in Torch<br />
  9. 9. Confidential document created by Aether Marketing<br />Spark Wild Positioning Objective<br />Create a separate niche for Spark Wild by highlighting a significant differentiator <br />between existing handset manufacturers and Spark Wild<br />Proposed Positioning<br />Spark Wild,<br />The unbeatable phone for the unbeatable India<br />Positioning Strategy<br />Showcase the ‘unbeatable’ features of the phone by<br />highlighting each feature distinctly through media outreach undertaken during the launch<br />
  10. 10. Confidential document created by Aether Marketing<br />Spark Wild Media Launch<br />
  11. 11. Confidential document created by Aether Marketing<br />PR Objectives<br />Near Term<br />To announce the launch of Spark Wild mobile phones in India and create awareness and hype around the same <br />To showcase the unique features of the phone made to suit Indian conditions <br />Long Term<br />To sustain consistent visibility created during launch phase around Spark Wild phones<br />To bring the phones into top consideration category in the mind of Indian handset customers<br />To create a market environment conducive to near-term launches of other variants of Spark Wild in India<br />
  12. 12. Confidential document created by Aether Marketing<br />Recommended Approach<br />
  13. 13. Confidential document created by Aether Marketing<br />4-city Media Launch<br />
  14. 14. Confidential document created by Aether Marketing<br />3 Phased Launch<br />Entertainment Event <br />Showcasing phone’s features<br />Celebrity Endorsement <br />Launch<br />Clubbed with Press Releases<br />
  15. 15. Confidential document created by Aether Marketing<br />Main Launch Event<br />Host a large scale press conference in Mumbai<br />All relevant media to be engaged for the launch event, namely Mainline media, Financial Media, Online Media, Trade Media, Language Media and Electronic Media<br />Press Conference to be overlaid with a 10-minute entertainment event showcasing the main ‘unbeatable’ break proof feature of the phone<br />Press launch to be slated for month of September, post the Ganesh festival slated to take place from 23rd August to 3rd Sept<br />
  16. 16. Confidential document created by Aether Marketing<br />Deliver messages on differentiators and the launch announcement: (Indicative messages)<br />i. Emphasize unbreakable featute of the phone with a mention of other features as well (water, dust resistance etc)<br />ii. Plans and Strategy over the next two years<br />iii. Distribution Model<br />iv. Revenue Model<br />v. Investments<br />Touch both technology and lifestyle journalists across print, online and broadcast media<br />Translation of main press release into Marathi will be essential for language media<br />Media Partnerships<br />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<br />The lead photograph could be accompanied with an interview of Salman Khan talking about his new initiative<br />
  17. 17. Confidential document created by Aether Marketing<br />Spark Wild Launch<br />Event Flow (Mumbai)<br />The event to begin with a 10-minute performance by <br />Kung-Fu drummers or Shaolin Warriors<br />Salman Khan to make an entry with a brief stunt; <br />eg: rappling down the façade of a cliff, a wrestling <br />championship with a sumo-wrestler; to create connect <br />between sturdiness of the phone and <br />the brand ambassador (to serve as a photo op for the media)<br />Spark Wild previews for the<br /> audience followed by <br />Q&A session<br />Brief presentation by the CEO of Spark Gulf introducing <br />Spark Wild and its India venture and Salman Khan <br />as the brand ambassador<br />Launch Event Flow<br />
  18. 18. Confidential document created by Aether Marketing<br />Points to remember<br />The media launch in Mumbai will be the key media outreach covering all relevant media<br />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<br />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<br />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 <br />Weekends, Mondays and Fridays to be strictly avoided<br />
  19. 19. Confidential document created by Aether Marketing<br />Roll-out in Delhi<br />Strategy<br />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<br />A small press briefing to be invited with main focus on language media inorder to cover vernacular population in Delhi <br />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<br />A photo release of Salman Khan as brand ambassador alongwith the main press release translated into Hindi to be disseminated to language media<br />
  20. 20. Confidential document created by Aether Marketing<br /> Delhi press engagement event flow<br />Spark Wild media <br />engagement in Delhi<br />Language media outreach through small press briefing, <br />including brief presentation by the CEO of Spark Gulf <br />introducing Spark Wild and its India venture and <br />Salman Khan as the brand ambassador<br />Schedule slots for one-on-one engagement with <br />television channels at the venue or at their respective <br />studios to demonstrate phone features and <br />create platform for interaction with Spark Gulf CEO<br />Salman Khan to enter with a Spark Wild phone and place it in a <br />fish tank to showcase the ‘unbeatable’ water-proof feature. <br />After a short 2-minute spiel on the ‘unbeatable’ waterproof <br />feature of the phone, Salman Khan to remove <br />the same and showcase its usability to the audience<br />Spark Wild previews for the<br /> audience followed by <br />Q&A session<br />
  21. 21. Confidential document created by Aether Marketing<br /> Roll-out in Hyderabad & Bangalore<br />Strategy<br />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<br />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<br />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<br />This would make an interesting photo op for the local dailies<br />When engaging the local personality, communication to be explicit about Salman Khan being the only brand ambassador for the product<br />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<br />
  22. 22. Confidential document created by Aether Marketing<br />Hyderabad/ Bangalore Event Flow<br />Spark Wild <br />Local Media Event Flow<br />The event to begin with a 10-minute cultural performance on <br />Indo-Dubai fusion<br />Gifting of the phone by Spark Mobile to a local sports <br />personality/ national sports personality from the city to create <br />local flavour and association with ruggedness<br />Spark Wild previews for the<br /> audience followed by <br />Q&A session<br />Brief presentation by the CEO of Spark Gulf introducing <br />Spark Wild and its India venture and Salman Khan <br />as the brand ambassador<br />
  23. 23. Confidential document created by Aether Marketing<br />Expected ROI<br />Proposed strategy to <br />enable Spark Wild to engage <br />effectively with all relevant media <br />across locations<br />Media splash covering different <br />segments will provide Spark Wild<br />appropriate visibility required with TA<br />The primary launch outreach will<br />create a favourable environment<br />for Spark Wild to once again engage<br />with identified media for future launches<br />
  24. 24. Confidential document created by Aether Marketing<br />Overview of Annual Media Campaign<br />
  25. 25. Confidential document created by Aether Marketing<br />Annual Communication Roadmap<br />Product Placing <br />& Reviews<br />No Corp Announcements<br />Relationship meeting exercise<br />Encompass<br />All media<br />Corporate Announcements<br />Press Briefing<br />Interviews <br />Press Release<br />Profiling<br />Industry Stories<br />Authored articles<br />Industry Leadership<br />
  26. 26. Confidential document created by Aether Marketing<br />Annual Ongoing Initiatives<br />College <br />Contact <br />Program<br />Radio<br />Onslaught<br />Online<br />Onslaught<br /><ul><li> Initiate programs with leading Radio Channels in India; eg: Radio Mirchi, Big FM,
  27. 27. Quiz contests revolving around facts on Salman Khan and his ventures; Spark Wild handsets to be won as gift prize
  28. 28. 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
  29. 29. Create and leverage online communities to engage with Spark Wild customers and prospects through the use of channels like
  30. 30. Facebook
  31. 31. Twitter
  32. 32. Linkedin
  33. 33. Deli.cio.us
  34. 34. Digg
  35. 35. 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
  36. 36. Host/ sponsor college fests at significant target colleges
  37. 37. 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
  38. 38. Host/ sponsor inter-college sporting championships that involve show of strength; eg: boxing, wrestling etc</li></li></ul><li>Confidential document created by Aether Marketing<br />Thank You…Look forward to partnering with you!<br />

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