Smart phones are evolving out to be one of the basic needs for the societies and the market size for the smart phones is expanding rapidly.

1. Marketing
Management
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2. Introduction
• Smart phones are evolving out to be one of the
basic needs for the societies and the market size
for the smart phones is expanding rapidly.
• Due to the expansion of the market size of the
smart phones, the market competition is also
becoming very intense.
• This competition has forced the cellular
companies to develop effective and competitive
marketing strategies through powerful
management and planning

3. Consumer Analysis
• Consumers are the major asset for the
cellular companies as the products are
directly influenced by the consumers’
decision about buying and purchasing of
the smart phones.

4. Consumer Analysis
• The consumer decision for buying smart phones like
HTC One M9
Consumers’ Needs
– There are certain factors which drive the consumers to buy
smart phones rather than the typical cellular phones.
Need of Smart Features and Technology
– There are numerous features in smart phones which are
not provided by the typical cell phones and every new day
is introducing latest smart features.

5. Consumer Analysis
Psychological Needs
– There are several psychological needs of the smart phones
consumers that drive them to buy the smart phones and
also the priority and the level of need assist the consumer
to make decision in between a wide variety of the latest and
competitive smart phones.

6. Motivation of Consumers to Buy
Smart phones
• Motivation to buy smart phones can be defined as the
emotional attitude of the consumer associated with
fun or pleasure in using a technology.
• This motivation is important in determining the
technological acceptance and use through making
appropriate decision about the smart phone purchase.
• Motivation has been found to be a strongest predictor
in the smart phone consumer behaviours and attitude.

7. Unified Theory of Acceptance by
Consumer
• The acceptance of the consumer towards the new
technology and product greatly influence the decision
making of the consumer. The acceptance of the
product is based on the four key factors.
– Performance expectancy is the degree to which a
technology can provide maximum benefits to consumers in
performing certain prioritized activities.
– Effort expectancy is the degree of ease associated with the
use of technology by the consumers.
– Social influence is the extent to which consumers perceive
to be important for others i.e. family and friends, believe
and recognize that they should use a particular technology
– Facilitating conditions is the perception of the consumers
about the resources and supporting variables that are
available to perform a buying behaviour

8. Factors Associated with the Decision
making of the Smart Phone Users
Price
• The monetary price of the products is mostly
integrated with the quality of products to determine
the perceived value of products or services.
Experience and Habits
• Experience can be defined as an opportunity to use a
target technology and is typically functionalized as the
period to time from initial first time use by the
consumer.

9. Competitor Marketing Mix Analysis
• The current marketing strategy of the S6 edge is based
on the specifications and features present in it.
• The S6 edge is a latest smart phone that is built on
precision.
• It's a global brand realizing that it is a pretty much ideal
phone as compared to the other smart phones and
doubling down on its greatest strength to attempt and
win over the interest of more customers

10. Features of Samsung 6 Edge
• S6 edge has got the précised dimensions i.e. 5.59 x 2.76 x 0.28 inches
• It has got the thin body which is measuring less than 7.5mm/0.3inches
• There is a big display in S6 edge having dimensions of 5.1 inches X 5.0
inches and having high-resolution display contain 1440 x 2560 pixels and
1080 x 1920 pixels. There is extremely high pixel density screen including
over 430ppi (577 ppi vs 441 ppi).

11. Features of Samsung 6 Edge
• S6 edge has got the high-resolution camera of 16 megapixels X 20
megapixels
• The operating system of the S6 edge is based on the 8-core
processor due to which the networking speed of the device is very
fast.
• There is a lots of RAM in S6 edge i.e. 3072 MB RAM.
• S6 edge supports fast and speedy mobile data i.e. 4G.

12. Price of the HTC One M9
• The One M9 isn't cheap as in UK it's got a
Rate of Return Price of £749 for the
handset, with £10 per month extra on
taking the contract.
• The price of the product in US is $679
without subsidy and these prices seem
slightly out of kilter with the UK, but if the
consumer can shop around, then he can
get it for under £650

13. Proposed Marketing Mix Strategy for
Competing Product
• The marketing strategy for the promotion and
sales of the HTC One M9 should be based on the
consumers’ psychology, requirements and
interests.
• The consumer focussed marketing strategy can
be predicted to be successful due to the fact that
the consumer satisfaction and motivation directly
impacts on the brand sales and marketing.

14. Proposed Marketing Mix Strategy for
Competing Product
Goals of Marketing
• The major goal of the marketing strategy is to
develop the themes and planning in order to
present in HTC One M9 in cellular industry.
Objective of the Marketing Strategy
• The features of the product could be highlighted
effectively that can draw the attentions of the
consumers towards One M9 from other products
like Samsun 6 edge

15. Technological Highlights of the
Product
• HTC has got the microSD slot
for increased storage and
boosted the internal space to
be 32GB, which has ensured all
the issues of low memory.
• The internals of the HTC One
M9 are impressive which
include an octa-core
Qualcomm 810 chipset, 3GB of
RAM, 2840 mAh battery on the
top of a Super LCD screen.

16. Technological Highlights of the
Product
• It has got the HDMI connector for the TV out.
• It has dropped the maligned 4MP Ultrapixel
sensor that can bump it up to a huge 20.7MP
option in a bid in order to attract those
consumers that feel safer buying a phone with
higher numbers on the spec sheet.

17. Technological Highlights of the
Product
• Even the battery capacity is improved, something
HTC has struggled with in the past – now it's
beating Samsung's Galaxy S6
• The one-piece fascia is complemented beautifully
by the two tone metallic rim. The grey and gold
versions of One M9 look extremely decent and
impressive.

18. Psychology Affecting Features of the
Product
• The screen's 441ppi is perfectly sharp and doesn't
really offer a lot less than the QHD screens that
have been starting to flood the cellular market.
• It's not got the cachet of Samsung's Super
AMOLED display, but it's still color rich and seems
close to the glass, which is important for image
quality.
• The 20.7 Megapixel camera, now using the Ultra
Pixel sensor from the rear

19. Pricing Strategy for HTC One M9
• The price of the product is already low as
compared to the S6 edge and iphone 6, so the
marketing of the product can highlight the price
in a way the feels suitable to the consumers.
• The price of the Product is $649 whereas the S6
edge price is $679.
• The price of the product in the other countries
should be different according to currency value
and the demand rate of the consumers of
different regions

20. Promotional Strategies
• HTC can also arrange a promotional and
advertising event of One M9 so that more and
more public can be attracted towards the
product due to the entertainment which is
being provided by the event

21. Locations where HTC One M9 are
available
• HTC One M9 is available to the consumers in
almost every region of the world.
• The company has been distributing the HTC
products by the use of their global
distribution channels and the TV channels
for the HTC products.

22. Locations where HTC One M9 are
available
• This scenario has changed the accessibility and
availability of the latest products which are also
distributed easily throughout the world.
• This worldwide availability of the product will
gain the consumers’ interest and trust in HTC and
it is also conveniently approachable to the
consumer wherever they want the handset of the
product

23. Conclusion
• The selected product HTC One M9 can gain
the consumers’ attention by using the
efficient marketing strategies and can divert
the consumers’ attention from the
competitor nominated product i.e. Samsung
6 edge.
• The efficient marketing strategy is based on
the consumers’ needs, interests and
motivations which are discussed in the first
section of this report