marketing plan vodaphonica

1. 1.-Marketing plan
1.- Market analysis
2.- Market Segmentation
3.- Analysis of competition
4.- Marketing Mix
4.1 Product
4.2 Price
4.3 Distribution
4.4 Promotion
5.- SWOT(dafo)
6.- Positioning in the market

2. 1.-Marketing plan
1.- Market analysis
In the last decade, the telecommunications sector has undergone great transformations
becoming one of the most dynamic sectors of the economy.
In its report "The World Telecommunication Development", the International
Telecommunication Union describes the sector as private, competitive, mobile and global. It
was 20 years ago that it could be described as public, monopolistic, fixed and national .
Society has also changed quickly during the last few years, induced by technology, a fact that
stimulates the adaptability to a new public to get them to persuade them through the creativity
of technological innovations companies.
Mobile is becoming one of the most important channels for the merchant, not only for the
opportunities presented today, but also for the potential that is observed for the coming years
given the generalization in the use of smartphones.
To analyze the mobile telephony market, it is necessary to focus on the way in which
consumers interact with mobile devices in the current and probable evolution of their behavior
over time.
Mobile phone uses:

3. As we can see the graph, in 2014 there was a cutoff point that triggered the slope of the use of
mobiles, surpassing the trend until then that had been the desktop.
This is a change in the mentality that had had until then, because the mobile phone has
happened to be indispensable.
With the help of the following chart, we will see how much time consumers spend on mobile
media
The use of mobile means varies throughout the day. This is easy to understand as we meet.
This use of daytime media of the global Digital comScore in focus shows how desk is still
important to the public during the day, but Tablet and smartphone dominate at night.
With all this information, we have decided to launch a smart mobile phone that is adduced to
the market analyst, covering what consumers want.
In the following points, we will specify our proposal of the marketing plan, specifying all the
characteristics of this market, in order to reach the maximum of efficiency.

4. 2.- Market Segmentation
To be able to make an analysis of the segmentation as accurate as possible we will do it from
three parameters, which we consider essential.
These are Geographic, Demographic and Behavioral (Psychic).
Geographic
The location is for all Spain that is a transcontinental country located in the south-west of
Europe. Has 499,542 km ² of terrestrial surface, It is the fifth most populous country of the
European Union and has a density of population of 93,51 hab / km ².
But, according to the data collected in the exel document, it indicates that we have to focus
especially on the cities of Barcelona and Valencia, because it is where there are more sales.
Metropolitan area of Barcelona with an extension of 3,297 km².
This urban agglomeration is one of the largest in Europe, with a total of 50% of its urbanized
land, where 3,239,337 people live. At the Catalan level, the AMB is very important since it has a
population weight of 42.8%, this is not only demographic but also economic, with 70% of the
Catalan companies located here.
On the other side is the Valencian Community which is, with 5,004,844 inhabitants (INE 2014),
is also the fourth autonomous community of Spain by population, and represents 10.7% of the
national population.
Demographic
The target audience to which we focus our service is between 40 and 60 years, it is not required
that future users active in the digital world or connected to the latest mobile technology.
We want to capture the people who are looking for a mobile phone that is the last, with all the
facilities of the smartphone, but very simple, easy to understand and practical for day to day.
We want that any person is intuitively able to handle the mobile without much complication.
The service we offer does not discriminate in genders, both men and women are likely to be
captured as consumers.

5. Starting from this first premise, our analyzed population range comprises 30% of the total
population of the Spanish state, with 13% that make up men and 17% of women. These figures
lead us to estimate a target audience of about 14 million people over the total population.
These data are compiled by the Spanish statistical institute (INE).
Behavioral (Psychic)
The consumer to whom we address is a person who does not have to be technologically active,
that's why we have chosen an adult audience.
We want to demonstrate through our latest generation mobile devices that technology can
reach the entire population. Transmitting simplicity and usefulness with a mobile phone of last
generation.
Our goal is to attract this audience and satisfy that need through the course of the day with the
use of the telephone.

6. 3.- Analysis of competition
Our competition will be the companies and smartphones that have a similar price, and similar
internal specifications.
- Huawei P9: The huawei P9 is an important competence, because is a Smartphone with
some important qualities relationed with the Vodaphonica Lexa, besides the vodaphonica Lexa
has a better Ram, a better CPU and some other qualities that the Huawei P9 don’t have. The
price of the Huawei is lower but the quality is worse.
- Oneplus 3T: The Oneplus 3T is a smartphone with a good CPU, its storage capacity is
better than the Vodaphonica, but the weigh is higher than the Vodaphonica Lexa, and the
quality is also lower than our device.
“Techradar” say “It does everything really, really well, and while it may not truly excel in areas
such as screen resolution and camera quality, the OnePlus 3T is still astonishingly good value for
what is a serious flagship contender.” From this smartphone.
“Techradar” is a fiable webpage that takes the specifications and make a valoration of the
smartpohne.

7. - Iphone 7+: The Iphone 7 + is the most important competence for our device, because
the IOS 10 is a functional OS, that a lot of people prefer besides Android and Windows.
It brings a multitude of enhancements in key areas, including design, performance, and user
experience.
Normally this apple smartphones have a larger useful life than other smartphones.
“Techradar” say that it may not be the upgrade we were hoping for, but the iPhone 7 Plus is still
an excellent phone with improved cameras, super slick performance and a handy waterproof,
yet familiar design.
- Microsoft Lumia 950 XL: Is an interesting device, but as we’ve said before, there is only a
few people that prefer using a device with windows.
The Lumia 950 proves that there's a lot going for Windows 10 Mobile, though also a lot of work
to be done. Its best trick is that it blows up to desktop-like proportions with Continuum, but it
sorely needs apps. Dedicated Microsoft fans and willing beta testers need apply.

8. - Samsung Galaxy S7 Edge: Is our most important competitor, because it have the same
internal characteristics. Samsung Galaxy S7 edge made a good improve in relation about the
screen and other gadgets of the mobile like the Oculus that you should use with this device.
The majority the Smartphones that we’ve introduced are devices cheaper than our
Vodaphonica Lexa, but we introduce a better quality and an attractive design.
There are also the Iphone 7 + that have a higher price than our device and the Samsung Galaxy
S7 edge, that costs exactly the same.

9. 4.- Marketing Mix
4.1 Product
We are introducing a Smartphone with interesting internal characteristics and an attractive
design. Our idea is to sell to a target of 46 – 60 years. We are trying to get a simple device but
also attractive.
Our idea is seeking beauty in simplicity. We are going to sell a simple device with a simple
accessibility and a simple usage of it.
“Lexa”, the name of the smarphone want to Wants to convey a sense of modernity and
innovation. Our name was obtained by changing the letters of the name of a member of the
group "Alex", and we find “Lexa” that we think that is a catchy name.
Our product will have an stardard version which will include the necessary things, the
smartphone, the battery charger, the headphones...
- Our System on a chip will be an Snapdragon 820
- Our CPU will have a Dual Core 2.15 GHz Kryo
- Our GPU will be of Andreno 530
- Our storage capacity will be of 128 Gb.
- Our RAM will be of 4GB
- Our OS will be Android 6.0
- The smartphone size will be of 150.9 x 72.6 x 7.7 mm
- The wheight will be of 157 g
- The battery will be of 3600 mAh Li-Ion non-removable battery
- The screen size will be of 5.5” 2560 x 1440 mm
- The camera will be of 12 MP (rear camera), 5 MP (front camera)
- The cost will be 475 euros
- The price we will sell it in the market will be of 685 euros.

10. 4.2 Price
Our price is related to the price of the Samsung Galaxy S7 Edge, because we are selling the
same qualities of this smartphone. Besides the price is high “685” we will give to the costumer a
good quality and a good insurance for the Smartphone for one year.
We are selling at this price because we think that people like nowadays having a smartphone
that will have a good quality and they would like to keep it for more than two years, that if you
don’t give a good quality in all the intern items you will not get a good quality.
So finally, we are giving a considerable but not expensive price to the device because other
smartphones like the Iphone 7 are more expensive.
4.3 Distribution
The channels of distribution will be by the webpage and also by different online retailers and
shops.
By the online mode, you will sell them the smartphone with the insurance. And also we will give
the opportunity of buying some cases and screen protectors.
Buying it in retailer, we will not give the consumer the insurance. Normally the smartphones in
retailers are cheaper, this is why we will not give the consumer the insurance of one year.
Buying it in shops like “media markt”, “worten”, or other companies will be another
opportunity for improving selling.

11. Selling it in different retailers and shops will give us the opportunity of improving the sales. Is a
different way of doing marketing, because the people will see our product before searching it.
4.4 Promotion
This section focuses on how we have to promote the new mobile application and ensure that it
reaches more effectively our target audience.
For this reason we have designed a logo, this represents the image and vision that has the
society of the company and application, so it will help the consumer to remember in a more
visual way.
The tools used to reach our target audience are;
- Through social networks, through ads on Facebook. The appearance in these media can
be of great benefit for us; since they have many followers that are in our target, that in future
can become our users.
- Throught specialists of youtube who you gives to them a smartphone and they make a
review that it will be seen by millions of people. It will increase the sells.
- Also we have a promotional video for being showed throught social networks, like;
instagram, facebook... also in television and Youtube.
- And finally we will show our device in the mobile world congress, that attracts a lot of
people around the world and all the people will see our device.

12. 6.- Positioning in the market
The marketing strategy that seeks to have the product occupy a distinctive place, in relation to
the competition and in the mind of the consumer.
In order to have a clearer view of the positioning in the market, we have made a positioning
with two key variables. The price and the quality.