Go-to-Marketing Strategy Report for Handybuzz

Summer Final Evaluation
I LinchpinTechnologiesPvtLtdI
1
A REPORT
ON
"GO-TO-MARKETING STRATEGY FOR HANDYBUZZ"
By
Rohit Verma
14BSPHH011560
LINCHPIN TECHNOLOGIES PVT LTD.
A-82 Sector-57 Noida, Uttar Pradesh,201301

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A REPORT
ON
"GO-TO-MARKETING STRATEGY FOR HANDYBUZZ"
By
Rohit Verma , 14BSPHH011560
LINCHPIN TECHNOLOGIES PVT LTD.
A report submitted in partial fulfilment of
the requirements of
MBA program of
IBS Hyderabad
Submitted To:
Mr.Shyam Sundar Tullury Mr.Jitender Malik
(Faculty Guide) (Company Guide)
Date of Submission: 8th May 2015

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AUTHORIZATION
The project report on “GO-TO- Marketing Strategy for Handybuzz.”
framed by “Mr. Rohit Verma” is submitted as partial fulfilment of the
requirement of MBA Program of ICFAI Business School, Hyderabad. This
is the detailed original copy of the project report created by me. And
this copy belongs to “ICFAI Business School, Hyderabad” and “Linchpin
Technologies Pvt. Ltd.” only.
Yours faithfully,
Rohit Verma

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ACKNOWLEDGMENT
I take this opportunity to express my profound gratitudeand deep regards to my
faculty guide Mr. Shyam Sundar Tullury for his exemplary guidance, monitoring
and constantencouragement throughoutthe courseof this thesis. The blessing,
help and guidance given by her, time to time, shall carry me a long way in
the journey of life on which I am about to embark.
I also take this opportunity to express a deep sense of gratitude to Mr. Jitender
Malik (Director –LinchpinTechnologies Pvt. Ltd.), for his cordial support, valuable
information and guidance, which helped me in completing this task through
various stages.
I am obliged to staff members of LinchpinTechnologies Pvt. Ltd., for the valuable
information provided by them in their respective fields. I am grateful for their
cooperation during the period of my assignment. And my special thanks to Mr.
Prakash Rastogi (Director) for their constantsupportat all stages of my study.
Rohit Verma
14BSPHH011560

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TABLE OF CONTENT
Authorisation i
Acknowledgement ii
Abstract iii
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Foreword/ About the Company 8
Solution 10
Service Offering 10-15
Product Offering 15-16
B2B Marketing 17
B2B Marketplace Agencies 17-20
Benefits of Marketplace 20
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1.INTRODUCTION 21-24
1.1 Purpose of the Project 21
1.2 Go- to- Marketing Strategy 22
1.3 Benefits of GTM Strategy 23
1.4 Inside the GTM Strategy 23
1.5 Objective of GTM Strategy 24
1.6 Steps Involved in GTM 24
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2.Step1:Define the target market for Handybuzz 26-27
2.1Demographic 26
2.2 Psychographic 26
2.3 Online / Offline 26
2.4 Question 27
2.5 Review Feedback 27
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3.Step2: Define the Target Customer for Handybuzz 28-29
3.1 Survey 28
3.2 Solution 28
3.3 Referral Scheme 29
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4.Step3 : Define the Brand Positioning for Handybuzz 30-31
4.1 Brand Positioning Statement 30
4.2 Question to the Client 31
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5.Step4 : Your Offering for Handybuzz 31-33
5.1Product offering & Key Feature 31
5.2Mobile App Feature 32
5.3 Website Catalog Feature 32-33
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6.Step5: Define Your Channels for Handybuzz 33-34
6.1 Internet 33
6.2 Customer Service Call 34
6.3 Face to Face Salesperson 34
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7.Step6: Building the Budget Model for Handybuzz 35-36
7.1Know the customer 35
7.2 Know the cost 36
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8.Step7: Defining the Marketing Strategy for Handybuzz. 37-41
8.1 Marketing Strategy for Handybuzz
8.2 Identify the BusinessGoals 38
8. 3.Stating Marketing Goals . 39
8.4Researchthe Marketing strategy. 40

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8.5 Profile the potential customers. 40
8.6 Profile the competitors 41
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9.Findings 42
10.Recommendationfor Handybuzz 42-44
11.References 44
FIGURES :
Figure 1. 9
Figure 2. 16
Figure 3. 16
Figure 4. 17
Figure 5. 17
Figure 6. 18
Figure 7. 23
Figure 8. 27
Figure 9. 29
Figure 10. 31
Figure 11. 32
Figure 12. 34
Figure 13. 36
Figure 14. 37
Figure 15. 39
Figure 16. 39
Figure 17. 40

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ABSTRACT OF THE WORK DONE :
1.Study and complete analysis of Company product and services :
-Firstly the main aim of entering into any company as marketing Intern is to understand the
complete process and about the product and services that the company is delivering to its
customers .So in the beginning stage of the internship , we have to do the complete analysis of
the work that was been done in the company including the Product and services. As Handybuzz
is a B2B marketplace for the buyers and sellers , so mainly our task is to study the marketing
strategy and other offering by our competitors in the market place.
2. Maintaining a Databaseof the new emerging clients and the sales generation. :
After analyzing the products ,services and competitors in the marketplace. Secondly our task is
to help the company in generating new sales and leads for the company's growth. In order to
generate sales and leads , we had to make the proper database of the Emerging as well as
existing clients so that it would be helpful for us in the process of sales generation .Initially we
needed to be done cold calling to our emerging clients as per our target customers then after
fixing an appointment we need to visit the client's office to be provided with all the information
about our major product and services in the form power point presentation .
3.ProductPresentation to the new and emerging Clients
The Presentation of the product had been presented it to the client. The presentation involve all
the related information about the product and services that will be going to be provided by the
Handybuzz in the near future .The main aim of giving all the information to the client is to aware
with all benefits and advantages that the client is sharing during their product handling .we
needed to provide all the information including advantages, special features, marketplace .
4.C
ustomer feedback and their Requirements
and complaints
The main of any business personals is to make their existing
customer happy by fulfilling their requirements and
complaints on time and with the maximum precision .The
main task of ours in the middle of internship period is to
maintain the customer relationship by taken care of existing customers request for some new

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requirements and in house complaints due to technical reasons. By visiting the clients office ,our
first task is to collect all the necessary information of the clients problem and to give them a brief
of all the product's specifications and the their useful benefit. In order to get the maximum
feedback out of the customer, we as a sales and marketing Intern design a feedback form for the
existing clients to know them better and to resolve their problem as early as possible.
This is the sample screenshot of the feedback for the Handybuzz customers
Figure 1 : Feedback Form
5. Design different Go to marketing Strategy :
As per my project is concerned , i have been assigned the project of Go-To-Marketing Strategy
for the Handybuzz .As per my observation and findings i have been design the GTM strategy for
the Handybuzz , a Unit of Linchpin Technologies . Under the process of research and observation
,my finding are being moulded into various step of designing GTM Strategy .By considering the

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various measures in the B2B marketplace , the steps that followed to help the company in
growing are as follows
 Define the Target Markets for Handybuzz
 Define the Target Customer for Handybuzz
 Define the Brand Positioning for Handybuzz
 Define the Offering for Handybuzz
 Define the Channels for Handybuzz
 Build the Budget Model for Handybuzz
 Define the Marketing Strategy for Handybuzz.
6. Provide an Estimation cost for the Branding and Advertisement for
the various Media channels :
firstly , i needed to study the various media tools for the branding and advertisement
requirement and it has been found that being invested in the Advertisement is a Big investment
to do by the company in the initial days of the launching a new product in the market
As i studied the various media channels one by one i.e. (Newspaper, Magazine Radio, television,
cinema)
Newswpaper- It is the easiest way to book Classified & Display Advertisements for Times of
India, Hindustan Times, Hindu, Mid-Day, ABP & all other leading newspaper publications! Now
book Matrimonial, Property, Recruitment Newspaper Ads at lowest rates
Radio: It is the best way of advertising your brand , the small voice clips can help your business
to expand and also increase to the product visibility in the marketplace .
Magazines : Advertisement through magazine gives the company a great start to advertise the
brand .It is one of the best mean of media to advertise the brand of the company either through
the small columns paragraph or the picture in between the magazine.
Cinemas : It is the easiest way to book your Cinema Ad in all the leading Movie Theatres across
the country. It also captures the undivided attention of the relaxed and receptive audience and
also creates on-screen mute and audio slides which can take the business advert ahead by many
extra miles. Ads will be shown across all the leading cinema brands including Inox, Fame, Big
Cinemas, Fun Cinemas, Cinemax, Cinepolis,
About the Company - LinchpinTechnologies Pvt Ltd

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Linchpin Technologies Pvt. Ltd. is a growing industry in technology field. It started its operations
in September 2011.
They follow “Industry Certified Processes” to deliver quality services to their domestic clients
based in India as well as offshore from Australia, U.S, Europe, Canada and Spain. They are
associated with many companies as “Sole Outsourcing Partner”. Their glorious vision will surely
ignite our mind and capture our imaginations resulting into world class products. A perfect
platform aggregating knowledge and skills to deliver product the way we want it.
Their Mission is to enhance business effectiveness by providing cost-effective, innovative and
quality Information Technology solutions and services.
Their Vision is to create value for businesses through their talented and skilled team of
professionals and by using the latest information tools and technologies.
#Solutions
 A deep understanding of IT and web services.
 Proven experience in bridging design and sourcing perspectives.
 Extensive Website development & deployment experience.
 Workflows that apply advanced sourcing to globally outsourced development.
 Software Solutions specializing in Systems and Applications Software with unique value
proposition – Quality at an effective cost.
 Solutions for component based multi-tier architecture application development and systems
administration software under windows, UNIX, and Linux environment using ADSI, LDAP, C,
Shell Scripts and Schedulers.
 Solutions for web-centric, distributed computing requirements with its expertise in Windows
JAVA, EJB , ASP, JSP, XML, C#, VB and Microsoft, IBM, Oracle Web technologies.
#SERVICE OFFERING
1.Sap Solution
2.Mobile App Development
3.Software Development
4..Website Development
5.E-Commerce
6..SEO
1.SAP Solution
SAP Enterprise Mobility - Withincreasingproliferationof Mobile devicesandmore andmore
organizationsembracingthe “BringYourOwnDevice”(BYOD) policy –Enterprise mobilityissteadily
becomingaveryimportanttool for addressingbusinessneedsandchallenges.Linchpinempowersyour
organizationtoleverage enterprise mobilitytothe fullest.We have adedicatedteamof mobile experts
whocan helpyou – define yourenterprise mobile strategy,designinganddevelopingmobile apps,

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deployingof readymademobile solutionsforFraudmanagement,HR,Salesetc.Ourmobilityteamhasan
extensive experience inSAPandnon-SAPmobile solutionsacrossvarietyof domains –Android,iOS,
Blackberry,SAPUI5etc.Also,we candevelopendtoend“Fiori”like appsforyourorganizationasperyour
requirement.We have the complete expertiseforbuildingsuchapps,whichisSAPbackend,SAP
Gatewayand SAPUI5.
SAP HANA - More data can leadto betteranalysis.Betteranalysisinturncan helpinbetterdecision
making,reducedriskandmore efficiency.However,datainitself doesnothelpmuch,itrequires
hardware and software platform toenable nearreal time analysis.SAPHANA enablesbusinessusersto
instantaneouslyaccessandanalyze datainreal time.LinchpinofferingforSAPHANA enablescompanies
of all sizestoprocessenormousamountof dataat greatspeedsandProductdevelopment.
SAP Consulting - We provide expertSAPtechnical consultingtoseveral clients.Ourdedicatedteam
of SAPconsultants,have extensiveexperience intheir respectivedomain.Someof the technical domains
where we have expertise are:SAPUI5,SAPGateway,SAPHANA,SAPSMP, SAPWebDynpro,SAPHCM,
ABAPand HR ABAP,Integration,andDataMigration.
therebyprovide accurate analysisoncloudandmobile devices.Ourteamhasalsobeeninvolvedin
developmentof productsrelatedtoSAPHANA forour customerswhoare SAPPartners.Some of these
productsare nowalsoSAPcertifiedandavailableinSAPstore.
SAP HCM - We are well placed to provide SAP HCM expertise irrespective of the kind of
assignment be it consulting, new implementation, upgrade, support and maintenance etc.
Combining our SAP HCM expertise with technical (ABAP and HR ABAP) and UI (SAP UI5, Android,
iOS etc.) skills, we are confident in providing end to end service for your SAP HCM requirement
be it consulting or
2.Mobile App Development :
Mobile application development is the set of processes and procedures involved in writing
software for small, wireless computing devices such as smartphones or tablets.Mobile
applications (apps) are often written specifically to take advantage of the unique features a
particular mobile device offers. For instance, a gaming app might be written to take advantage of
the iPhone’s accelerometer. We are a global mobile apps development company with
experience in a variety of technologies and market segments, ready to develop your mobile
application according to your individual needs. These applications can be downloaded by
customers from various mobile software distribution platforms, or delivered as web applications
using server-side or client-side processing (e.g. JavaScript) to provide an “application-like”
experience within a Web browser..
Apple Android Windows Blackberry Cocos2Dx Phone gap
3.Software Development

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We help you in developing new products as per customer needs and redesign products by re-
engineering existing ones and develop value added solutions using state of the art-technologies.
We also accelerate application development and support by developing prototypes for proof-of-
concept using new architectures and technologies.
Our engineers are experts in the following web based technologies/platforms:
 Platforms: Java (J2EE, J2SE), MS.NET (C#, VB.NET), MS Win32 (C/C++, Object Pascal, Visual
Basic), LAMP (PHP), Flash, Flex, SQL (PL/SQL, T-SQL), Mobile OSs
5.Website Development
We work on Open Source web application like Word Press, Joomla, Magneto, OSCommerce etc,
and Framework like CakePHP, Smarty, and Zend etc. We also work on end to end portal
development. Our portal services include: Social Networking Portal, Tour & Travel Portals,
Matrimonial Portal, Advertisement & Media Websites, Auction & Bidding Portals, Blog and
Informatory Portals etc.
We use PHP, J2EE or .NET for web application development.
6. SEO
SEO strategy making and result-oriented approach, we ensure you the best services for your
website promotion. We provide all SEO services including SEM (Search Engine
Marketing) and SMO (Social Media Optimization).Our SEO Package includes:
Web Market Competition Analysis, The Best Keyword Research, Title Tag and META Tags
Optimization, XML Sitemap Creation, Robots.txt Creation, Google Analytics Reporting, On-site
content planning, social bookmarking, Blog commenting, Article syndication
7.Mobile Application Development :
Mobile application development is the set of processes and procedures involved in writing
software for small, wireless computing devices such as smart phones or tablets. Mobile
applications (apps) are often written specifically to take advantage of the unique features a
particular mobile device offers. For instance, a gaming app might be written to take advantage of
the iPhone’s accelerometer. We are a global mobile apps development company with
experience in a variety of technologies and market segments, ready to develop your mobile
application according to your individual needs. These applications can be downloaded by
customers from various mobile software distribution platforms, or delivered as web applications
using server-side or client-side processing (e.g. JavaScript) to provide an “application-like”
experience within a Web browser.
8.Resource Augmentation

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Figure 2:
Resource
Augmentation
#Product offering
1.Android
2.Iphone
3.Windows
4.Blackberry
5.Webportal
1. Android
Figure 3 : Product range in Android store

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2.iphone & ipad :
a) Make it Zero
b) Love Radio Ads
c) ICAI
d) Explore London
Figure 4 : Products range in Apple Store
3.Windows :
a) You Tube Downloader Plus.
b) Mp3 YouTube
c) Toll Free Numbers
Figure 5 : Products range in the Windows Store

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B2B Marketing
B2B (business-to-business) marketing is marketing of products to businesses or other
organizations for use in production of goods, for use in general business operations (such as
office supplies), or for resale to other consumers, such as a wholesaler selling to a retailer
B2B Marketplace
'BUSINESS TO BUSINESS - B TO B' MARKETPLACE
A type of commerce transaction that exists between businesses, such as those involving a
manufacturer and wholesaler, or a wholesaler and a retailer. Business to business refers to
business that is conducted between companies, rather than between a company and individual
consumers.
Figure 6 :Steps involved in B2B Marketing
B2B Market place Agencies In India& Their Product Offering
1.IndiaMart.com
IndiaMART.com is India’s largest online marketplace for Small & Medium Size
Businesses, connecting global buyers with suppliers. The company offers a
platform & tools to over 1.5 million suppliers to generate business leads from over

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10 million buyers, who use the platform to find reliable & competitive suppliers. The company
has over 2600 employees located across 40+ offices in the country. Its existing investors include
Intel Capital and Bennett, Coleman & Co. Ltd.
IndiaMART.com offers products that enable small & medium size businesses generate business
leads (online catalogs /store-fronts), establish their credibility (third party verified trust profile)
and use business information (finance, news, trade shows, tenders) for their business
promotion.
2013-2014
 Launches Android App and Mobile Site
 Wins Manthan Award for its Buy Leads service under E-Business & Financial
Inclusion Category
2012-2013
 Registers an increase in the supplier base to 1.2 million and in buyer base to 6.5 million
 Launches new product – Maximiser
2011-2012
 Completes 15 years of empowering SMEs’ growth & success
 Successfully completes 2nd edition of IndiaMART leaders of Tomorrow Awards’ launched in 2010
2010-2011
 Takes a giant leap in SME space & launches ‘IndiaMART Leaders of Tomorrow Awards’
 IndiaMART.com member base surges to 1 million suppliers
 Launches FREE tenders service – a first in India
1996-97
 IndiaMART.com, India’s first online B2B directory, launched
 Successfully introduces free listing & free-query forwarding concept to familiarize Indian SMEs
with benefits of Internet for business promotion
 Accomplishes India’s first e-commerce project for Nirula’s (http://nirulas.com)

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2. Tradeindia.com
Infocom Network Ltd. got established in the year 1990 and is identified by people at large as
tradeindia.com thanks to our very popular B2B website of the same name. Launched in the year
1996 to offer the Indian Business community a platform to promote themselves globally
tradeindia.com has created a niche as India's largest B2B marketplace, offering comprehensive
business solutions to the global EXIM community through its wide array of online services,
directory services and facilitation of trade promotional events. Our portal is an ideal forum for
buyers and sellers across the globe to interact and conduct business smoothly and effectively.
With an unmatched expertise in data acquisition and online promotion, Tradeindia subsumes a
huge number of company profiles and product catalogs under 0 different product categories and
sub-categories. It is well promoted on all major search engines and receives an average of 20.5
million hits per month.
Tradeindia is maintained and promoted by INFOCOM NETWORK LTD. Today we have reached a
database of 30,76,376 registered users, and the company is growing on a titanic scale with a
considerable amount of new users joining/registering every day, under the innovative vision and
guidance of Mr. Bikky Khosla, CEO.
3.FicciB2B.com
Established in 1927, FICCI is the largest and oldest apex business organisation in India. Its history
is closely interwoven with India’s struggle for independence, its industrialization, and its
emergence as one of the most rapidly growing global economies. FICCI has contributed to this
historical process by encouraging debate, articulating the private sector’s views and influencing
policy.
A non-government, not-for-profit organisation, FICCI is the voice of India’s business and industry.
FICCI draws its membership from the corporate sector, both private and public, including SMEs
and MNCs; FICCI enjoys an indirect membership of over 2,50,000 companies from various
regional chambers of commerce.
4.Exportersindia.com
Exportersindia is the destination where business enterprises have benefited by the much needed
promotion and exposure in the current scenario of global market. Exportersindia has become a
strong source of reliability because of the use of peerless technology and innovative measures.
This online B2B directory is the home of in numerous products and businesses across the globe
and hence it serves as the ideal destination for every one who wants to witness a bloom in the
global trade scenario.
Incepted in the year 1997, this portal is owned and managed by weblink .In Pvt Ltd., one of the
leading names in the realm of web design and development and e-commerce solutions. Backed
up by an invincible experience and dexterity, weblink .In Pvt Ltd. has provided this portal the
much-required exposure to the global business arena. For the same, this portal has become the
sure shot solution for all requirements of the buyers as well as the sellers.

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5.Handybuzz .com
Handybuzz- B2b Market place with handy services. is maintained and promoted by Linchpin
Technologies Pvt Ltd.
This online B2B directory is the home of in numerous products and businesses across the globe
and hence it serves as the ideal destination for everyone who wants to witness a bloom in the
global trade scenario.
 Benefits of B2B Marketplace
1.Cost Reduction on Purchasing
Companies that have adapted B2B e-commerce solutions have reported cost savings on
direct materials of up to 15 %. It is done by reducing waste and supplier margins and
retrieving price transparency on the market. Reversed auctions are a common way to
achieve price transparency. Buyers may also reduce search costs when catalogues or
matching of products are available. [B, H]
2.Lowering Transaction Costs
E-marketplaces often include standardisation and automation of agreement, inquiring,
paying/receiving and ordering processes. Such attributes reduce transaction costs and
streamlines business methods.
3.Find and Conduct New Business
Companies can find business partners that they previously did not know about or could not
trade with. The global span of the Internet allows many-to-many interactions. In addition
the costs of finding and promoting new customers are minimal through such e-
marketplaces.
4.The Supply Chain
E-marketplaces give companies the advantage to increase their efficiency of their supply
chain, by automated procurement processes. Companies can e.g. receive deliveries just in
time, reduce inventory and bring products to the market quicker. Such benefits often
require strong collaboration from both parties and an implementation of an e-
commerce solution.

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 Project Progress
INTRODUCTION
#Purpose of the Project:
Purpose of studying and making this project is that to develop the Go -to Marketing Strategy for
"HANDYBUZZ an Unit of Linchpin Technologies Pvt Ltd . So, I want to study that:
 WHO will we actively target within the market?
 WHAT will be our product portfolio for target customers?
 HOW MUCH will we charge for our products for different customers?
 HOW will we promote our products to target customers?
 WHERE will we promote and sell our products to target customers?
And now, when I came as a Marketing Intern in the organization, I wanted to know with this
project that:
1. Define Your Target Customer
2. Define Your Brand Positioning
3. Define Your Offering
4. Define Your Channels
5. Build Your Budget Model
6.Define Your Marketing Strategy
7. Define Your Target Markets

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v. Project Title - " Go-To Marketing Strategy for Handybuzz "
Go-To-Market strategy refers to the set of integrated tactics which a company will use to
connect with its customers /business and the organizational processes it develops (such as
pricing and contracting) to guide customer interactions from initial contact through
fulfilment.
Go-To-Market strategy is the mechanism by which they propose to deliver their unique
value proposition to their target market. That value proposition is based on the choices the
business has made to focus on and its investments in markets and solutions that they believe
will respond positively to the increased attention
A Go-To-Market strategy usually involves answering 5 key questions:
 WHO will we actively target within the market?
 WHAT will be our product portfolio for target customers?
 HOW MUCH will we charge for our products for different customers?
 HOW will we promote our products to target customers?
 WHERE will we promote and sell our products to target customers?
Figure 7 : GTM Strategy Pyramid

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Benefits of a Go To Market Strategy
A go-to-market (GTM) strategy has numerous benefits. It helps the Handybuzz in certain ways :
 Reduce time to market
 Reduce costs associated with failed product launches
 Increase ability to adapt to change
 Manage innovation challenges
 Ensure effective customer experience
 Ensure regulatory compliance
 Ensure a successful product launch
 Avoid the wrong path
 Establish path for growth
 Clarifies plan and direction for all
Inside the GTM Strategy
The goal of a GTM strategy is to improve key business outcomes. This is mainly accomplished by
aligning to the evolving needs of your customers.
To create an effective GTM strategy for your business, you want to create a detailed plan with
the following six ingredients:
1. Markets: What markets do you want to pursue?
2. Customers: Who are you selling to? Who is your target customer?
3. Channels: Where do your target customers buy? Where will you promote your products?
4. Product (or Offering): What product/service are you selling? And what unique value do
you offer to each target customer group?
5. Price: How much will you charge for your products for each customer group?
6. Positioning: What is your unique value or primary differentiation? How will you connect
to what matters to your target customers and position your brand?

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Objectives of GTM Strategies for Handybuzz
GTM strategy has several strategic objectives including to:
 Create awareness of your product or service offering
 Convert your initial customers
 Maximize your market share by encroaching on your competitors, entering new markets, and
increasing customer engagement
 Defend your present market share against competitors of Handybuzz
 Reduce cost and maximize profitability
Steps involved in formulating GTM strategy for Handybuzz in the
market place :
There are seven steps involved in formulating new GTM strategy for the handybuzz
Step 1: Define Your Target Markets
Step 2: Define Your Target Customer
Step 3: Define Your Brand Positioning
Step 4: Define Your Offering
Step 5: Define Your Channels
Step 6: Build Your Budget Model
Step 7: Define Your Marketing Strategy

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Step 1 : Define the target market for Handybuzz.
Ideal target market played an important role in formulating GTM Strategy for the company .
As per the data is concerned "Handybuzz ", a B2B marketplace is equipped with different target
markets .factors including for target market might consist of demographic, psychographic,
ethnographic, online/offline, an geography.
Handybuzz has wide range of target market in the market place ,factors helps in target :
I )Demographic Factor -.is one of the ways to target a specific group of consumers like age,
race, religion, gender, family size, ethnicity, income, and education. For example, Handybuzz
can market their product and services to different age groups, income levels, as well as
different scale of industries.
II) Psychographic Factor - is one of the ways to segment a target market in various
categories like
 Activity, interest, opinion (AIOs)
 Attitudes
 Values
 Behaviour
III) Online / offline :-
Online : With internet Access -
 Online Target Markets : IT companies , Start-ups , E-commerce websites
Attractiveness of group: Very high. This group represents those that are most likely
to benefit from the online B2B marketplace as they have the opportunities to
experience at some of the benefit of the Handybuzz an online marketplace for the
buyers and sellers nature of Handybuzz in that (a) content could be periodically
updates (and therefore improved/enhanced) and (b) there is the potential to buy or
sell target leads online.
 How to reach: online Advertisement , brochures ,online website banners.
Offline mean:without computer Access -
 Offline Target markets : Handybuzz has many a offline clients that deals in the
business of Instruments, apparels ,steel.
 Attractiveness of group: Medium-Though this is a fairly small group, this is the sub-
section of the population most likely to have Internet access in the nearer future.
.

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To Target Market more preciously , "Handybuzz" also uses the different metrics like market size,
growth trends, ability to compete, barriers to entry, the economics of each market.
IV) By considering different Questions it is easy tofindthe target markets more :
1. Which markets have the biggest and most urgent pain?
-As per the research and market segmentation , need for Manufacturing is the biggest
among all other markets in the marketplace
2.Where are there gaps in the market?
-The Gaps in the market leads to service industries, that are already providing services to
different companies on behalf of Giant market leaders firm.
3. Which markets are most aligned with your corporate strategy?
-As the market research , the markets that fulfilling the basic need of the Handybuzz are the
local geographic markets in the nearby region i.e. DELHI-NCR,NOIDA
4. Which markets can you most easily reach?
- It is easy to reach the Manufacturing markets in the marketplace.
V) Reviewfeedback :
Reviewing feedback from current and prospective clients by using customer's feedback
surveys as well as for the employee's in the front line.
# Handybuzz target Markets :" Steel , Instruments, packaging, plastics
Figure 8 : Handybuzz Existing client

26
Step 2 : Define the Target Customer for Handybuzz
The purpose of any business is to create a customers in the marketplace The driving force in
defining the target customer for Handybuzz in the current market is developing Customer
Intelligence .Handybuzz is becoming master at generating ongoing consumer insights through
web surveys, focus groups, one-on-one in-depth feedback visit, i house complaint solution and
interactions.
 As per the survey conducted by the in-house marketing team ,it has been found that the
most target customer for Handybuzz is lying in the category of manufacturing sector and
-
 For defining the target customer more preciously , it is necessary to know who is your
business especially for ?
 Handybuzz is a B2B marketplace forSmall &MediumSize Businesses,connecting local
buyerswithsuppliers.The company alsooffersaplatform&toolsto over 40 suppliersto
generate businessleadsfromover40-50 buyers,whouse the platformtofindreliable&
competitivesuppliers .Sothe target are customerboth private and publicsectors ,
includingSMEs and MNCs .
 As the Handybuzz is the platform and tool for generating business leads and to provide a
way to market their product well in the market place through Web catalogs as well as
mobile catalogs. The company is trying to satisfying the need of the target customer in
the following ways :
1. The company is providing the full technical support to the customer 24*7 in the
marketplace .
2. Handybuzz is also giving the full administration access to the customers so that they
can made necessary changes in their product and services , without being informing to
the technical maintenance team .
3. The company is trying to build up more in itself that the new and customers are
adding each day in the marketplace ,that symbolizes that in the coming days there would
be ample of suppliers and buyers will be helpful in generating new business leads
 The internal tension that are affecting the Handybuzz are the growing market
competition ion in the market place .
Solution :To resolve this matter of concern the company is trying to create a point of
difference in itself, that the other competitors will face some real competitive issues in
the B2B marketplace .
 The company is trying to create new experience for their target customers by introducing
referral schemes.
Referral schemes : is such that if the customer is providing the referrals to us,to create
new customers in the market then the parent company will provide the 1 yr free
additional access to our services on the Handybuzz platform.

27
 As per the feedback and survey's result the emotions that the customers are
experiencing was quite disappointing from the company's perspective .The problem that
they are facing is the incomplete knowledge of the product and services that the
Handybuzz is offering and the improper management from their side.
Solution :" Handybuzz "is now trying to create more buzz in the market place by
introducing new ways of interacting with the customers in day to day basic i.e., by visiting
the customers place or by taking proper requirement on complaints online.
 The main goal of the Handybuzz is to understand who your customers are, how they
behave, and what they experience. The better consumer insights you have, the better
chances you have for executing an effective GTM strategy.
Figure 9 : Target customer mapping

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Step 3 : Define the Brand Positioning for Handybuzz
Brand positioning is the process of positioning your brand in the mind of your customers. If
management takes an intelligence, forward-looking approach, it can positively influence its
brand’s position in the eyes of its target customers.
Create a Strong Brand Positioning Statement :
There are four essential elements of positioning statement:
1. Target Customer: Handybuzz's target customers lies in the geographic region of (Delhi-Ncr
, Noida ) and also lies in the category of the both the private as well as public sector
mainly including manufacturing and clothing department.
2. Market Definition: Handybuzz is the B2B marketplace which helps the manufacturerand
wholesalertoconnectwitheachotherthrougha platformthat providedthe customerwiththe
properlistof suppliersanddealer.Handybuzzliesinthe categoryof Marketplace whichgives
themthe platformas webcatalogsas well asmobile catalogswhichhelpsthe clientstoget
connectedwithnewbuyers.Handybuzz productandservicesare properlyconnectedwiththe
customersbyprovidinggoodservices
3. Brand Promise: Handybuzz is a B2B marketplace as like others competitors in the market
but in order to differentiate from other competitors' the company is provided some new
and different features to the customers in best price .If we compared Handybuzz with the
other B2b marketplace like ( Tradeindia.com, indiamart.com and exportersindia.com)
Handybuzz is giving customers a new feature of providing new option of the mobile
application together with the website of the company. This feature differentiate
Handybuzz from other service providers .
4. Reason to Believe: Handybuzz is providing state of the art services to their customer by
giving them the administration access to their customers , through this admin access they
can made necessary changes of their own .This provided the customers with the brand
believe and promises during their product handling time.
QUESTIONS TO THE CLIENT:
The following are the questions that were proposed, which can be asked to client to understand
the current existing process in the Marketplace .
Q1. Brief explanation of the existing system, how it works?
Understand the existing process with the mobile app
Q2. What are the major revenue drivers in the existing process?
Understand the major revenues drivers of existing process
Q3. Major cost drivers in the existing process (with the implementation of App)?
Understand the major cost drivers of existing process
Q4. Expected year-on-year growth on number of new customers ?

29
To know the year on year growth of patients expected by the healthcare with the existing
process
figure 10 : Login Page of Handybuzz
STEP 4 : Define Your Offering for Handybuzz :
1. ProductOffering and key Features
 Handybuzz is giving customers a new feature of providing new option of the mobile
application together with the website of the company. This feature differentiate
Handybuzz from other service providers .
 Handybuzz is providing state of the art services to their customer by giving them the
administration access to their customers , through this admin access they can made
necessary changes of their own.
These option brings you the clarity to the offering of Handybuzz. :
Handybuzz is B2B marketing services that help the suppliers and buyers to connect them directly
through a platform .In order to resolve need or tension Handybuzz needs to adopt the customer
with best of the best customer relationship management services , that fulfil the requirement
and need of the customer well .
 In order to address best the needs well , the Handybuzz has gave the new feature of Mobile
Application of their firm that proves to be the best option to connect with new emenging
customer and helps in expanding the business
 The extra feature of giving mobile application to the clients firm .The Handybuzz has given
the proper admin rights to the app holder , with the help of this customer is easily update or
add new products and services of their own without the help of the web developer agent

30
To help in determining the product’s unique value proposition, Handybuzz provides :
Unique feature given by Handybuzz to provide extra Mobile feature to their customer .In order
to differentiate from others Marketplace, Handybuzz is something that provides the clients
customer a new option of meeting :
1.Mobile Application Feature
2. Website Catalog Feature
Figure 11 : Mobile and website catalogs

31
The better insights of the customers, gives you the more effective defining of the offering by the
Handybuzz .
Solution: In order to get the market share in this world of competition ,Handybuzz need to
work on its service delivery and complaints services. The best way to get the maximum
satisfaction out of the customer are talk to them, listen to them, and get to know them. This step
will also help you create more effective marketing messages later on
Step 5: Define Your Channels for Handybuzz
Handybuzz is linking their offering to your customers through channels. Channels might
includes :
1. Internet,
2. A customer service call centre
3. Face to face salesperson.
1. INTERNET: It is the best and easiest mean to connect with the customers .It gives you the
platform to represent your product and services in the best possible mean. As Handybuzz is a
Online B2B marketplace for the people, it offers the customer a list of buyers and suppliers with
the mean of Website and the Mobile Application online.
Online website : http://www.handybuzz.com/
Handybuzz is also looking forward to connect with the world worldwide through :
1.Facebook Promotion
2. Google Ad words
3. Google Groups
4. LinkedIn Company Groups
5. Online trade promotion
2. CUSTOMER SERVICECALL :
In order to connect or listen customer's complaints and requirement .It has been suggested by
the GTM strategy that the company should start their 24*7 customer care service .Handybuzz is
soon looking forward to launch their service in coming days .
Customer service call can identified the best practices for the Handybuzz :
1. Build Relationship
2.Intergrate your Support Channel

32
3.Empower and engage customers
4.Focus metrics on your Customer
5.Deliver actionable data to the service holders .
3. FACETO FACESALESPERSON :
Handybuzz is Currently certified with its proper sales teamin the field market , that are looking
for the complete sales and leads generation. The sales teaminvolve the sales manager and the
field sales personnel's. Earlier the company is facing some serious problem in the distribution of
the service and the product clarification to the customers.
Solution :It has been suggested by the sales intern team after the customer's feedback that
there is great need for the new technical sales executives Handybuzz is now looking forward to
hire some technical executives that they will take care of all the Technical issues or requirement
that are being raised from the customer's side.
Figure 12: Different means of marketing channels

33
STEP 6 : Building the Budget Model for Handybuzz
Handybuzz is a B2B marketplace with the handy services of providing mobile and website
catalogues to the clients .The only point of difference between other B2B ,marketplace and
Handybuzz is the Mobile catalogue application .The application gives the customer, the complete
information of the product and services offered by the provider. In order to sustain in the market
Handybuzz needs to build the budget for their product offering .
The price estimation of the product and services offered by the Handybuzz is the :
support of One year for Mobile and web catalog.
Cost of Product : Rs 5000 Per year
Web catlog pointed to your domain cost Rs 1000 per year
In order to develop the pricing model , Handybuzz need to consider :
1. The value offering by the Handybuzz to the target customers lies in the hands of the
Handybuzz Product offering .It is the services that will differentiate you from other competitors
in the market. In order to provide the core values to the customer , Handybuzz is providing the
handy services to its customer ,by providing full online support to its customers and also gives
the customers the full access to operate the services well on their own
2.The price that the company is taking for providing the handy services is the worth taking from
the customers ,because the product that the company is offering at this price is the best among
other competitors in the market. As the company has no price expectation for the customers .It
has been decided by the company that for the first hundred customers , product that are being
to the customer was at a lower rate , because to increase the visibility in the market as per the
GTM strategy.
3. Handybuzz is deciding price of the product relative to other competitors :
The first step is to get real clear about what you want to achieve with your pricing strategy is
that the company wants to earn money
a) Know Your Customer-
In order to decide the price of the product , the company should able to know the deeds of their
future and present customers .In order to well established in the market , The Handybuzz has
tried a lot in the market by providing their handy services and product within the price range
accordingly

34
Undertaking some sort of market research is essential to getting to know your customer. This
type of research can range from informal surveys of your existing customer base that you send
out in e-mail along with promotions to the more extensive and potentially expensive research
projects undertaken by third party consulting firms. Market research firms can explore your
market and segment your potential customers very granularly -- by demographics, by what they
buy, by whether they are price sensitive, etc.
b) Know your cost :
 The funds needed for labour and/or materials.
 For a new business, total start-up costs.
 Your costs of operations.
 The revenues necessary to support the business.
 A realistic estimate of expected profits.
Figure 13 : SEO Process

35
STEP 7 : Defining the Marketing Strategy for Handybuzz.
A good marketing strategy helps you define your vision, mission and business goals, and outlines
the steps you need to take to achieve these goals.
It is a wide-reaching and comprehensive strategic planning tool that:
 Handybuzz is an online B2B marketplace which helps the other small and medium enterprises
to grow at a faster rate by providing Mobile and website catalogs. The company also help
their customers by providing leads and other clients for their businesses .
 Handybuzz is newly introduced in the market with the current database of customers with
hundred and the numbers added. The product is playing an efficient role in the business by
providing cost cutting methods. The services that the company is offering is the best of their
own and improving on day to day basis .
 The profiles of the customer are from the every field of the market .As per the data collected
and found , it has been evacuated that the company has customer profile in the field of
manufacturing and clothing. The competition in the marketplace is very high and the
competitors and working and shifted the market by acquiring the maximum market share , in
order to differentiate from the competitors , company is adopting different measure by
providing their services well in the marketplace
 identifies the marketing tactics you will use - Handybuzz is using an innovative method to
differentiate well in the marketplace .The marketing strategy the company is adopting is
different of their own .
Figure 14 : Marketing strategy steps

36
Marketing strategy for Handybuzz :
1. Identify the Business Goals .
2.Stating Marketing Goals .
3.Research the Marketing strategy.
4.Profile the potential customers.
5.Profile the competitors
1. Identifying the Business Goals :
business goals might include:
 increasing awareness of the products and services
 selling more products by adopting new categories .
 reaching a new customer segment.
A simple criteria for goal-setting is the SMART method:
 Specific - state clearly what you want to achieve
The main aim of Handybuzz is to set up in the marketplace well with their handy services and
also have the large customer database to get the best out marketplace.
 Measurable - set tangible measures so you can measure your results
The only measure to the test the result out of findings is the customer database have with the
company, more is the customers more is the welfare of the company.
 Achievable - set objectives that are within your capacity and budget
The objective that the company is setting to get the maximum out of the marketplace is only
the new customer database which has been the optimum part playing in the company's
success .
 Relevant - set objectives that will help you improve particular aspects of your business
The company is trying to provide their product and services with the full dedication and
technicalities together with good after service management.
 Time-bound - set objectives you can achieve within the time you need them.
The main objective to achieve the goal in the given assigned period is to design the certain
methods ,that will maximize the customer database and added new core values and people
onto it.

37
Figure 15 : SMART Method
2. Stating Marketing Goals :
The company is initially using the market penetration strategy as the product and services by the
Handybuzz is at the lowest price charged as compared to the other competitors in the
marketplace. The company is also adopting Market development strategy to sell its product and
services in the new target markets so as to expand its market share in the workplace .Marketing
strategies adopted might take long time to get the best result out but it may results in to the
successful achieve. Handybuzz is defining its strategies as a measurable and practical . It has
been adopted by the company that for initial days of launching Handybuzz , the product and
services are been provided to the target customers for free three months of trial version, this
moves helps the company to expand their customer database and also to increase product
visibility in the marketplace.
Figure 16 : Goal Chart

38
3.Researchthe Marketing strategy :
Research is an essential part of your marketing strategy. The company has an intensive team of
personnel to get the research done about the market size, growth, social trend and
demographic .It has also been found that the Handybuzz is an online B2B marketplace which fills
the gap between the buyers and suppliers and also provide their handy services and product to
differentiate from their competitors
4. Profiling the Potential Customers :
The company is getting statistical data after having some customers in the marketplace and it
has been found that the profile of customer can be from any field of market and also it has also
been found that the company should try to focus on the categorical customer base to identify
their market need and target them properly . The profiling of the customer has revealed the
buying pattern including their buying techniques and thinking the process , so in order to achieve
maximum customer database , the company is relevant to their market message and their
product and service offering .
Handybuzz is trying to provide their product and services well in the market so as to make the
image in the marketplace and also to maintain good relationships with their clients .
Figure 17 : Potential Customer Profile

39
5. Profile the competitors :
In order to sustain well in the marketplace , Handybuzz is trying to profile their competitors in
order to identify their products , supply chain , pricing and marketing tactics .
Handybuzz is trying to identify the competitive advantage from their competitors in the
marketplace by studying the strength and weaknesses of the internal processes to help improve
the performance as compared with the competition.
Findings
The results of this projectreport through Market Analysis Survey and the
interaction with the Existing Clients the following findings:
 It has been found that the , the App found useful if it is make available to the right
person.
 During the feedback process , it has been found that the existing customers have less
knowledge of the products and service Handybuzz is offering
 Most of the clients found e-catalogs prefers “Mobile App”, as their device, due to low
cost, less maintenance, more varieties etc.
 Mobile users prefers Demo Free e-catalogs over "Paid Apps service”.
 Future updates of any operating system or an application, will be seen by to the clients
first, and them it has been shown to the customer through notification
 Developing an Technical sales teamfound useful in the proper presentation of the
products we are offering.
 Android app is a hassle-work for any clients, because it only save time but also save the
money used for paper catalogs print.
 Launching an scheme of providing free demo for the business , found useful for the
company in gaining customer database

40
RECOMMENDATIONSFOR Handybuzz :
 Technical Sales Force :
During the feedback and research , it has been found that the company is legging
in the process of telling the technical aspects of the product. so it has been
suggested that the Handybuzz should hire some technical representative from the
company to the emerging or existing customer .
 Advertisement and Branding Agency :
Advertisement and branding is the most important factor in the growth of the
company .It is helpful in increasing the visibility among the marketplace and helps
in the process of increasing new customers and clients to the company .so it has
been suggested that the company should hire an branding and advertisement
agency in order to increase the visibility in the marketplace
1.E-Mail Marketing:
Email marketing (or e-mail marketing) is a popular form of small business
marketing. It offers one of the best advertising returns for any small business. So,
Handybuzz can start sending e-mails to their clients about their new application,
keep them updating etc.
2.Marketing with Social Media:
Social media is the new buzzword that is used to describe a variety of Web-based platforms,
applications and technologies that enable people to socially interact with one another via the
Web. Some examples of social media sites and applications include Facebook, YouTube,
Del.icio.us, Twitter, blogs and other sites that have content largely contributed based on user

41
participation — that is, sites that organize and deliver user-generated content (UGC). Unlike
traditional PR and advertising, which can be costly, the main cost associated with social media is
time, not cash. And any business willing to spend some time on social media and networking
sites, building a community or fan base can benefit. So, Handybuzz can “TWEET and CATER
BLOGS” continuously for better hype, awareness and branding.
3.Marketing with Brand Advocates:
The big and famous brands use brand advocates — people who talk favourably about the brand
and pass on positive word-of-mouth (WOM) messages to other people. One things a small
business owner should know is that brand advocates are just as important to a small business as
they are to the bigger corporations out there. People like to buy from companies or people that
they know and trust, and they tend not to buy from those they don't. But how do you build that
trust, particularly online? How do you get customers to come to you without spending a lot of
money on advertising? With word-of-mouth marketing — it's free, and it works. So, Handybuzz
can contact more and more special reviewers to write about their products and services in their
business websites, keep them updating with latest features and versions, offer them the services
first and then make it live.

42
4.SEOs:
SEO, or search engine optimization is the process of increasing the amount of visitors to a Web
site by ranking high in the natural, organic search results of a search engine. Following best
practice advice for small business SEO can helps to ensure that your small business website is
accessible to a search engine and improves the chances that the site will be found by the search
engine. So, Handybuzz can increase their blog i.e. to boost their rank in search engine results
page.
5.Mobile Marketing:
Mobile marketing (or text message marketing) is a good way to communicate with customers
about your promotions, contests and other campaigns that are likely to interest younger mobile-
enabled consumers. So, Handybuzz can send free updates, new services and products, new
versions, past successful records to their clients/customers. It will create awareness in the minds
of the client’s 24*7.

43
6.Marketing with Blogs:
A blog is different from a website in that it is more like an online journal where the blog owner
(the blogger) posts short messages on a regular basis. These updates, called blog posts, are
usually organized chronologically with the most recent post showing at the top of the page.
Unlike most websites, blogs are indexed regularly by search engines, like Google. For small
business marketing this is important because the text and images you post could be indexed
within days and appear in search engine results more quickly than changes to your website
pages.
By posting details of new products and any changes you make to your store to your blog and
adding links back to your e-commerce site, you can feed customers to new Web site content well
before the new content has been indexed. So, Handybuzz can start marketing through blogs,
besides “TECHBIRDS”, like:
 Blogs telling their apps and services and inviting others to post on it.
 Blogs about their company’s reviews.
 Blogs which include visitors to post new ideas about marketing. This will help them to
know about various new ideas of marketing.
 Blogs with videos of company, products, services, clients etc.
 Blogs who invite Guest Writers, to write reviews and rank company and its productetc.

44
REFERENCES
http://www.lptpl.com
http://www.apple.com/
http://www.archimedesmg.com/google-is-waging-war-on-apps-that-attack-
and-steal-from-your-phone/
http://www.techradar.com/
http://www.flurry.com/
http://www.diffen.com/difference/Android_vs_iOS#Apps_available_on_iOS
_vs_Android
http://www.handybuzz.com/
http://www.bcg.com/expertise_impact/capabilities/marketing_sales/go_to_
market_strategy/default.aspx
https://www.b2binternational.com/publications/b2b-marketing/
http://www.tradeindia.com/
http://www.exportersindia.com/
https://www.business.qld.gov.au/business/running/marketing/develop-
marketing-strategy

Go-to-Marketing Strategy Report for Handybuzz

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