The document outlines a marketing strategy for a low-end Android smartphone targeting rural consumers in India, focusing on demographic, geographic, behavioral, and psychographic segmentation. Key features include solar charging, educational app subscriptions, and affordability at ₹3999 to address electricity shortages and enhance digital access. The plan emphasizes rural marketing through innovative awareness campaigns, direct customer engagement, and future growth opportunities in the expanding smartphone market among rural users.

1. SMART PHONE
A M B I T I O N
Khyati Jain
Priti Chanda Palta Singh
Shubham Rathi
Tijo George
Rohit Anand
Akshansh Chaudhary

2. DEMOGRAPHIC SEGMENTATION
• Age : 18 - 40
• Gender : Male & Female
• Family size : 1-2, 3-4, 5+
• Income : <1000 per month, <2000 per month, <2000-5000 per month
5000-10,000 per month
10,000 -50,000 per month
>50,000 per month
• Occupation : Agriculture / Non agriculture
• Education : Literate, semi-literate
• Casts : Upper casts & Lower Casts

3. GEOGRAPHIC SEGMENTATION
• Region : North, East, West and South
• Density : Semi-rural, Rural
• Climate : Moderate, Rainfall, dry and scanty rainfall
• Village Size : Under 500, below 1000, below 1500, below 5000, below 10,000,
10,000
and above

4. BEHAVIOURAL SEGMENTATION
• Occasions : Day to day use
• Benefits : Quality, Easy life, comfort
• User Status : Regular User
• Usage Rate : Medium user, Heavy User
• Loyalty : Strong
• Attitude to product : Enthusiastic, Positive

5. PSYCHOGRAPHIC SEGMENTATION
• Lifestyles : Imitating urban people, finding opportunities, changing attitude
• Personality : Ambitious, Dreamer

6. PRODUCT
o A low-end Android smartphone
• Long Battery Life
• Solar power charging support
• Good connectivity and 4G & 5G compatibility
• 2 years free internet connection
• 2 years free subscription to educational applications and skill enhancement apps such
as BYJU’s, Unacademy, etc.
• User Friendly interface with support for regional languages
• English learning tools
• In built Projector

7. ACCEPTABILITY
Functional
Acceptability
* A great source of information &
entertainment
* Basic phone functionality with camera
and web surfing, social networking
* Special features of solar charging,
Psychological
Acceptability
* The charm of owning a smartphone
* Perfectly tackles rural issues of electricity
shortage
* So many useful inbuilt apps with free
subscription

8. AFFORDABILITY
• Low range product - ₹3999/-
• Fits the budget- Economical Phone
• For lower to Middle class family
• Microfinancing scheme option- An easy payment scheme of ₹100 per week
over a period of time

9. AWARENESS
• Awareness through Radio
• Awareness through WOM (Word of Mouth)
• ‘Showroom on the wheels’, a rural marketing vehicle that will give a demo as well as
sell the phone
• Hoardings and banners in local language
• Wall paintings with ambitious ‘Ab apka bhavishya apke hath mein’ (Now your future is
in your hand)
• Leaflets regarding the roadshow and showroom on wheels mega launch event

10. ACCESSIBILITY
• Kiosk Marketing - a small, temporary, stand-alone booth
• Showroom on the wheels / Delivery van which can serve two purposes –
take the products to the customers in every nook and corner of the market
enables the firm to establish direct contact with them, and thereby facilitate sales
promotion
• Audio visuals must be planned to convey a right message to the rural folk
• The rich, traditional media forms like folk dances, puppet shows, etc., with which the rural
consumers are familiar and comfortable, can be used for high impact product campaigns
• Tie-ups with with general kirana store, electronic shops, mobile
• shops/mobile repair shops

11. FUTURE GROWTH
• A perfect product for Mature users and Ambitious users
• Ambitious users and next wave are amongst the growing segments in rural market
• ‘Among Internet users, the degree of digital influence is as high in rural areas as it is in
cities’
• Year by year price increase
• Use of Internet is increasing in the rural market hence the demand for smartphones
would increase
• 499 million mobile subscribers in rural India (June 2017) – 109 million users own
smartphones
• Urban has reached their saturation point and now the main growth prospect remains
the low tier cities and rural india
- BCG