MARKETING STRATEGY

1. Group T
U
F

2. 2
A Quick Look

3. 3
The perception Map

4. 4
About TUF-FONE
TUF Tech Ltd. lies in the top three most selling brands in India. We are a growing brand and we distinguish
ourselves by providing value to the customer.
The Market Share
Apple
4%
Samsung
20%
OnePlus
6%
Xiaomi
23%
Realme
16%
Vivo
15%
Oppo
9%
Motorola
1%
Asus
2% Sony
2%
Others
2%
Market Share
Apple Samsung OnePlus Xiaomi Realme Vivo Oppo Motorola Asus Sony Others

5. 5
MARKET DEMOGRAPHICS
About 72% of people between 25 and 34 years of age play online games and only 38% above the age of 55
years played online games and look for bigger screens while buying a smartphone.
People belonging to the age group of 30-60 use their smartphones more roughly than people in the age group
below 30
The population falling into the lower middle class and middle class i.e. 28% of 1.39 billion people in India is
middle class -- of which 14% is lower middle class, who look for easy to carry and rough use devices.
This population also looks for affordable devices which are easy to blend in with the budget line of the
expenditure

6. 6
MARKET TRENDS
Current Market Trends are “Adaptable Screens – Big is Better”, but there lies a
niche market that demands a compact screen phone in the budget range, we are
focusing on this niche market.
Bigger and Long Lasting Batteries are current market needs
Consumers prefer mobile phones with tough and durable screens
5G spectrum is the new buzz as customers are eagerly waiting for the 5G
experience

7. 7
SWOT ANALYSIS
STRENGTHS
In India, we are a leading brand and lie among the top 3 brands. Our relations with
customers and having the largest network for selling and distribution are its major
strengths. It has a past of above 90 years in the telecom industry which is also one of
its strengths showing its investment in R&D.
WEAKNESSES
A Lack of retailers who can give publicity to the newly launched phones. Customer
loyalty is very volatile.
OPPORTUNITIES
To create a new market of minimalist smartphones by entering the markets of older
age groups and making more long-lasting smartphones. To grab the market share of
Motorola which is falling day by day in the Indian smartphone market.
THREATS
Cheap established Chinese smartphone brands that focus on “more is always
better”. Companies like Xiaomi, Realme, Vivo & Oppo.

8. 8
PESTEL ANALYSIS
The ban on
Huawei has
demonstrated
that governments
are becoming
increasingly
sensitive to data-
gathering
policies. The
launch of 5G and
government
policies related to
it is something
that the company
has to look into.
Economical factors
are important to
keep into
consideration
because its
downfall will
somehow lead to
some negative
impact on sales.
The company
tries to cater
to the market
and add
value to the
purchase
they are
making.
Today the
smartphone
industry is
evolving faster
than the annual
seasons
throughout the
year. Every brand
has to be in
touch with the
technological
advancements
happening
around the world
Climate Change
is real and it is
happening. The
manufacturing
process used for
smartphones
today has to
follow the
environmental
standards and
sustainability
goals that are
set.
The
technological
advancements
come with their
own set of legal
issues. Today
the company
has to be wary
of the lawsuits
that follow if the
implementation
of technology
goes wrong.

9. 9
Segmentation & Targeting
Geographic Segmentation
We are going to cater to the population of India first, The
Indian subcontinent can be divided into different regions and
regional marketing campaigns can be run using this data.
Demographic Segmentation
We are going to cater to people in the age group of 35 years
above since they form the majority of the niche market which
demands compact smartphones with higher durability.
Psychographic Segmentation
We are going to target that chunk of the population who have
trouble adjusting to the constant change in the technology of
smartphones and who value quality time with their loved ones
more than staring at a never-ending screen filled with reels.

10. 10
MARKETING MIX
The TUF-fone will have a 5.43 inch,
1080x2400, 90 Hz OLED Display paired with
Corning gorilla glass which scratches at level
7 hardness, the phone will be waterproof
with an IP68 rating
The base model with 8GB of RAM
and 128GB of storage starts at
25,000
The wholesale price will be set at
22,000 allowing distributors and
dealers a fair margin.
Firstly we should make the online distribution
channels strong. We can conduct Flash sales
to increase the exclusivity of the product
Then we can increase supply chain
operations for offline market availability
Promotion will be done by giving out
incentives and by using “Through the
line” marketing techniques