The document provides marketing and process documentation for the launch of the Vodaphonica JV smartphone. It includes an analysis of excel sales data to identify target customers, specifications and design based on top-selling competitors, cost/pricing analysis, sales forecasting, beta testing processes, and launch campaign details. Key aspects include targeting women ages 46-60 based on sales data, specifications mirroring the OnePlus 3T, a price of €445, forecasting over 150,000 units in sales to meet €10M profit goal, and a launch at the Mobile World Congress in March 2017.
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MARKETING PLAN
Our process begins with the conclusions on excel. We work on the data base that we
had and we got results. After that, we started to develop a marketing plan. We develop
the phone characteristics, according to the previous results we got on excel. Also, we
defined our target and we try to guess some characteristics that our target profile could
have. These characteristics will be very useful to analyse the customer behaviour.
Define the possible competitors was another task that we include on the marketing
plan too.
Excel Results
First of all, we decided to see the sales of all the phones to see which were the
possible candidates to be our prototype of mobile.
Applying the filter to show us the phones with a qualification greater than eight, we are
left with these possible candidates.
Figure 1:candidates
On the other hand, we wanted to know which was the best-selling mobile phone, which
age group was the one that most bought and the gender of these.
First of all, we removed all the phones that had a review grade lower than 8.
And we were left with 234000 mobiles
And with a simple "countifs" we looked for the age group that had bought more mobiles
in 2016.
We came out that the people that more phones had bought were between 46-60 years.
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Figure 2:customer age
Afterwards, we looked at whether men or women had bought more devices, and it
turned out that women bought more.
Figure 3: customer gender
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To know if the women from the age of 46 to 60 were the ones who had bought the
most phones, we relate age and gender.
Figure 4: man/age
Figure 5: women/age
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With this relation, we can affirm that the women of 46 to 60 years are the ones that
more phones bought with a review grade greater than 8.
Then we filtered all the data and stayed with the women from 46 to 60 years. We
looked for which was the telephone that more had bought, and it turned out that the
One Plus 3T was the most bought mobile.
Figure 6: sales W 46-60
Knowing that the One Plus 3T was the best-selling phone, with a review greater than 8,
we decided to copy the specifications of the phone and improve the phone, focusing on
women 46-60, but leaving both men and women of all ages to buy it, in order to
improve sales.
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Specifications
As we show before, we based our phone specifications in a big analysis of our
competitors. Basically, we focus our design on the specifications that the “ONE PLUS
3T” has and we followed their way to achieve their big amount of sales.
Figure 7: phone specifications
Figure 8: design
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Cost and pricing
In this section of our marketing plan, we needed to determine the cost for each
unit of our new mobile phone and then fixing a competitive price to reach the
objective of 10 million euros of profit in 2017, set by Vodaphonica.
Firstly, we focused on determining the cost of our new mobile phone, which will
have similar specifications to OnePlus 3T. To fix this unit cost, we focused on
mobiles phones with similar specifications and review grade to the ones by
OnePlus 3T, so we computed our unit cost by calculating the average cost of
OnePLus 3T and the Samsung Galaxy S6, which had similar specifications but
had a lower cost per unit. The ending computation gave us a unit cost of 384€.
Then, in order to fix our sales price, we needed to consider a value related to the
profit and total sales that each mobile phone was getting at the end of the year.
While calculating and comparing the final values between different phones we
identified a positive relation between the value obtained and the final profit and
total sales:
After calculating this value, we could see that a value between 51 and 54 would
be our main objective to get a 10 million € profit at the end of 2017. Then we
could fix our price, knowing that the “% Margin” had to be around 0.15 or 0.17, to
get our objective value, when dividing it by the review grade:
Figure 9: cost & price calculations
Figure 10: cost & price results
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Looking at the prices established by our competitors and calculating the average
price between similar cell phones to OnePlus 3T, we fixed our price at 445€,
getting a Unit margin of 66.5€, which means a %Margin equal to 0.15. So, when
computing our value, we got a value of 54.20, similar to the Samsung Galaxy S6
Edge, which had 227,000 units sold through 2016 and a profit of 15,679,000€,
but we kept a more competitive price than Samsung in order to break through the
market, given that we are a new entry on it.
This numbers do fit our needs to accomplish the objective set by Vodaphonica
for the launch of JV:
Figure 11: cost & price final results
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Competitors
To analyse our competitors we look at the ones that have a similar price to our phone
and we make a brief summary of their characteristics. We found that our close threats
were: “ONE PLUS 3T”, “HTC 10”, “SAMSUNG GALAXY S6 EDGE” and “LG G5”.
Figure 12: competitor 1
Figure 13: competitor 2
Figure 14: competitor 3
Figure 15: competitor 4
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Customer profile
We realise that the interval that bought more phones with similar characteristics to our
Vodaphonica JV, were Women between the age of 46-60. For that reason we design a
consumer profile that could adapt well to the specifications of our design.
Figure 16: sales/gender
Figure 17: women/age
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WOMEN,46-60
§ Baby Boomers
§ Medium-high income
§ University graduates
§ Stable Job
§ They have sons, but their are independent now or they starting to do their lifes.
§ Active life, Gym or other sports
§ Culturally actives; reading, cinema…
§ Frequent social life
§ Frequent use of internet, work and free time.
§ Social media users, Facebook mostly.
Figure 18: target profile
With all this characteristics we can create a prototype of women, however this do not
mean that other customers with completely different characteristics are willing to buy
our phone. We think that our offer is open and addressed to everyone, nevertheless,
we find attractive to focus on this specific target.
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Sales forecast
In 2017, Vodaphonica has set an objective of 10,000,000€ profit, which means that
150,376 units need to be selled in order to reach this objective. So, how many unit will
be selling in each month of 2017? When will we have a sales peak?
Our selling will start concretely on: 1st of March, 2017 in the Mobile World congress of
Barcelona, where we will launch our mobile phone in Vodaphonica’s stand, where we
will show our project to our possible consumers and we will do our giveaway of 10 free
Vodaphonica’s JV to ten random consumers that will have answered our survey, as it
mentioned in our Launch campaign section. Thanks to the awareness created
previously and taking advantage of the hype created in our product presentation, we
expect our March sales to grow approximately a 52%, going from 14396 units to
22000. However, as Vodaphonica will only provide 1 million € as initial budget, we
expect to create a feeling of exclusivity as we will only have 2604 mobile phones in our
initial stock that will be sold during the first day of our Launch. Afterwards, we expect
Vodaphonica to increase their investment to launch this smartphone at a national level,
because March will be sales peak month, in which we need to take advantage of all the
marketing campaign used in the previous two weeks.
After March, the sales are expected to follow the pattern shown in 2016 by OnePlus
3T, but with some variations that we will create with a special promotion on May, in
which we want to give a 10% discount to all those mobile phones bought by women or
by the partners of the woman, sons that want to give as a present the mobile phone.
This promotion won’t create a huge sales peak, we are expecting a 37.9% increase in
our sales that month, but it will help us to establish and define even more our brand
image for the Vodaphonica’s JV, to get ready for october’s and christmas's peaks.
So, this is how our sales forecast for 2017 looks:
Figure 19: sales forecast table
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Figure 20: sales forecast chart
Also, in our sales forecast we wanted to create a supply plan for all the cities in Spain
distributing our smartphone, this plan was created from the city sales in 2016 so we
calculated the amount of sales in each city from the total, and depending on the
percentage of each city more or less mobile phones will be supplied to it. This is how
the supply plan would look for 2017:
Figure 21: supply plan
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Launch Campaign
The first thing that we consider on our launch campaign is the place and the time that
we want to launch our new model.
The answer for this question is very easy. Considering that we are in Barcelona and
that we have the biggest fair of information technology in the world. We will launch our
phone on the MOBILE WORLD CONGRESS, MARCH 2017.
We want to take advantage of this opportunity. Launching the phone on this dates we
can get a biggest mediatic attention and raise our sales. After that event, sales should
ramp up, mirroring the last year results. So definitely, we are going to take advantage
of this and work for success in that dates.
In order to take a good a good decision on when and where to launch our new
smartphone, we needed to revise 2016’s seasonality and also revise in which cities in
Spain there had been more purchases of the Google’s OnePlus 3T.
Firstly, if we look at the city sales, we can see how the market in Spain is pretty much
focused in two cities: Madrid, with approximately 35000 units sold and Barcelona,
which is the top city with almost 60.000 units. Given this distribution, and knowing that
the Mobile World Congress takes place in the second city on March 2017, we can be
sure that our launching will be in: Barcelona on March 2017.
This launching will be supported by an Advertisement and a draw:
For the advertisement, we have scheduled to launch a TV and facebook ad two weeks
before the Mobile World Congress, to create awareness while we inform our possible
consumers about a draw that will take place in our launch day. In this draw, we will
raffle 10 “Vodaphonica’s JV” among all consumers that will have answered our online
survey: https://goo.gl/uGTfkN. This link, will be distributed through our social media
profiles (Facebook and instagram), to reach as many consumers as possible.
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PROCESS DOCUMENTATION
Beta testing
Vodaphonica wants to test the device before its release. In order to do this, we have
create a process to select the beta-testers, another process to identify how the devices
will be sent, and also a process to define how feedback will be received.
We realized that phones web forums will be the best option to search for testers, looking
at who has the maximum amount of visits and the top classification. If we use forums,
we will be able to share the testers feedback on the web so others will be able to look at
it and this will increase our marketing part.
HOW THE TESTERS WILL BE SELECTED
DISTRIBUTION OF DEVICES
Figure 22: beta testing 1
Figure 23: beta testing 2
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FEEDBACK
The candidates will be chosen regarding the consumer target and the number of
followers that they have in the forum, so then our feedback will be bigger.
Beta-testers will receive a complete package of the product with the device, a charger
and headphones, equally to the product that will be sold afterwards.
Feedback will include bug reports, suggestions, surveys, and comments.
After receiving feedback, we will decide among all the possible improvements which
ones will be applied.
Figure 24: beta testing 3
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§ Example:
Dear Marie Boringher,
Please find out your shipping confirmation regarding your purchase on the date
12/06/2018, in the following shopping distributor: Media Markt.
Here you have a support center in case you need any support
mediamarkt.vodaphonica.com with the following phone number 902789654 and the
following e-mail address: mediamarkt.support@vodaphonica.com
Please don’t hesitate to contact us if you have any problem,
We are strongly pleased for trusting us
Vodaphonica Project managers
Beta-tester Welcome
Here you have one example based on the excel sheet given:
§ Template:
4th
June, 2017
BCN
«Email»
Dear «Name» «Surname»,
Our project team is reaching to you because you have been chosen as a beta-tester
for our new device.
It is time to work now. In this e-mail we will give you two database URL that will allow
you to test our phone. You must test the «Module» of our device, and send us your
feedback.
Here you have a URL where you can get information «Knowledge_database_url», and
also a URL of a defect’s web portal: «Bug_tracking_portal».
Your user is «User» and your password is «Password».
Hoping to receive feedback soon,
Vodaphonica Project managers
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§ Example:
4th
June, 2017
BCN
oscar.smith@fakemail.com
Dear Oscar Smith,
Our project team is reaching to you because you have been chosen as a beta-tester
for our new device.
It is time to work now. In this e-mail we will give you two database URL that will allow
you to test our phone. You must test the connectivity of our device, and send us your
feedback.
Here you have a URL where you can get information
http://smartphone.km.vodaphonica.com/connectivity, and also a URL of a defect’s web
portal: http://bugtracking.vodaphonica.com/connectivity.
Your user is osmith and your password is 36506.
Hoping to receive feedback soon,
Vodaphonica Project managers
