This document provides an executive summary and marketing plan for launching the HOMTOM smartphone brand in Bangladesh. It includes an analysis of the political, economic, social, technological, legal and environmental factors in Bangladesh. It also analyzes competitors and identifies HOMTOM's target customer segments. The marketing plan proposes strategies for positioning, segmentation, targeting, and promoting HOMTOM smartphones, with a focus on cost leadership and providing high specifications at affordable prices.
1. 1
Marketing Plan of “HOMTOM” smartphone
Prepared by-
Name ID
Rasna Nowsin 1120299030
Akash Bose 1421080030
Abu Naim Siddiky 1512552030
Md. Asfiqur Alam 1512804030
Mahmudur Rahman 1511608030
Araf Ibnee Sayeed 1510156030
Prepared for- Ms. Aunima Nazmun Nahar
Lecturer,
Department of Marketing and International Business
North South University
Course: MKT-460
Section: 08
Date of Submission- 16/08/18
2. 2
August 16, 2018
Ms. Aunima Nazmun Nahar
Lecturer,
Department of Marketing and International Business
North South University
Subject: Submission of the ‘Marketing Plan of “HOMTOM” smartphone.
Dear Madam,
With due respect, we are delighted to submit our report which is based on the marketing plan of
“HOMTOM” smartphone. We have completed this report by the knowledge we have acquired
throughout the ‘Strategic Marketing’ course. We have tried our best to make this report
meaningful and informative.
We would like to thank you for giving this amazing opportunity to make this report. We are
expecting that you will find this report informative and satisfactory.
Thanking you,
Sincerely,
Rasna Nowsin ____________________________________
Akash Bose ______________________________________
Abu Naim Siddiky ___________________________________
Md. Asfiqur Alam ___________________________________
Mahmudur Rahman __________________________________
Araf Ibnee Sayeed _____________________________________
3. 3
Executive Summary
HOMTOM is a Chinese smartphone brand which will start its journey in Bangladesh. We have
taken the plan to launch this smartphone brand in Bangladesh for the very first time. This report
has covered every detail about how are going to launch, how we are going to promote, our target
customers, our potential competitors and other areas. We have also analyzed the macro and
micro environment of ‘HOMTOM’ smartphone. The outcome of these analysis helped us to
know about the economic, political, socio-cultural and other factors of Bangladesh. This report
also covers the different strategies that we are going to take and the promotional strategies that
we are going to follow.
4. 4
Table of Contents
Sl
Name of the Content
Page
No. No.
1. Introduction 05
2. Environmental Analysis 06
3. P.E.S.T.L.E. 06
4. Porter’s 5 forces 07
5. Analyzing Competitors 08
6. Directional Strategies 09
7. Porter’s Generic Strategies 09
8. Bowman’s Strategy Clock 10
9. Ansoff’s Matrix 10
10. Competitive Positioning 10
11. Segmentation Strategies 11
12. Targeting Strategies 14
13. Points if differentiation (POD) 14
14. Point of Parity (POP) 15
15. Positioning Strategy 15
16. Brand Spectrum 16
17. The Brand Wheel 16
18. Action Plan for Converting the Clients to Supporters 18
19. Innovation Strategy 19
20. Product Lines 19
21. Line Stretching 20
22. Brand Elements 20
23. Communication Objective 21
24. Message Strategy & Execution 21
25. Promotional tools 22
26. References 25
27. Appendix 26
5. 5
Introduction
HOMTOM is a Chinese smartphone brand. It was founded by Shenzhen Zhouji Hengtong
Technology Co. Ltd. which is situated in Shenzhen, China. The company was founded in 2013.
In the initial stage, Shenzhen Zhouji Hengtong Technology Co. Ltd used to focus on the R&D
and manufacturing of the communication accessories and equipment. After that, they started
building grinding tool factory, battery factory and other subsidiaries through sole investment,
public operation, mergence etc.
Shenzhen Zhouji Hengtong Technology Co. Ltd would serve local and international
communication brands and operators by OEM, ODM customized services which would cover
more than 200 countries and many regions of Asia, Africa and Europe. Shenzhen Zhouji
Hengtong Technology Co. Ltd then apprehended the raising popularity of smartphones and tablet
PCs. Then they launched their new smartphone brand ‘HOMTOM’. Strict examination is
followed in every phases of the manufacturing process of HOMTOM smartphones so that the
quality can be assured and the users can have amazing experience. HOMTOM expects to
become one of the most popular brands in the world by providing exquisite appearance and
maintaining high-quality standard of the smartphones.
6. 6
Environmental and Internal Analysis
Doing environmental and internal analysis is essential before launching a brand in a new
country. Proper analysis of environmental and internal factors gives the proper direction of
whether one should enter the market or not.
P.E.S.T.L.E
Political Factor:
We have assessed the current political situation of Bangladesh and we have found out that the
political situation now is stable. So we are not likely going to face any kind of problem in
launching ’HOMTOM smartphone in Bangladesh market.
Economical Factor:
Recently Bangladesh has achieved the status of middle-income country. Currently the economic
situation is stable in Bangladesh and most of the people earn good amount of money (risingbd
2018). So if we educate our customers properly about our brand, it will be very much profitable
for us running the business here.
Social Factor:
The growth of the population is very high in Bangladesh (daily star 2017). Majority of the people
live in Dhaka. Cultural differences are less in Bangladesh which makes it easy for marketers to
deliver their messages. All people speak in the same language and that might add extra benefit in
delivering the message to the customers.
Macro Environment Analysis
7. 7
Technological Factor:
Young generation of Bangladesh is very much aware about the technological development and
latest gadgets and smartphones. Most of the people have access to the internet connection. The
government of Bangladesh is doing everything possible to make Bangladesh technologically
affluent. So if we do proper advertisements and make our consumers aware about our brand,
HOMTOM will have a good future in Bangladesh.
Legal Factor:
According to ‘Bangladesh Telecommunication Regulation Act 2001 [modified 2010]’, all the
importers of mobile phone handset have to be enlisted under ‘Radio Equipment Importer and
Vendor Enlistment’. In case of new brand, various documents including IMEI/MEID number
have to be submitted to the BTRC [Bangladesh Telecommunication Regulatory Commission]
and few other rules are there for launching a smartphone brand in Bangladesh. We will make
sure that these rules and regulations are properly followed and customers can feel secured in
buying HOMTOM mobile phone. (Bangladesh telecommunication regulatory commission 2018)
Environmental Factor:
We will strictly follow ‘The Bangladesh Environment Conservation Act 1995’ in case of our
operations and activities in Bangladesh. Our operations will be environment friendly and we will
have proper waste management system so that the environment doesn’t get harmed by us.
Porter’s Five Forces
1. Rivalry among Existing Competitors-
The rivalry among competitors is very high because of the price war among the
smartphone brands of Bangladesh. People in Bangladesh always prefer to buy phones
Micro Environment Analysis
8. 8
which give them lots of features in cheap price. Current smartphone brands in
Bangladesh like Xiaomi, Symphony, Itel, Lava and others are fighting to set themselves
top of the customers’ smartphone choices. So the rivalry among competitors is very high
in the smartphone market of Bangladesh.
2 Threat of Substitutes-
Threat of substitutes for HOMTOM smartphones in Bangladesh is very low because of
people are not interested in telephone and tablet and there is not any substitute product of
smartphone in Bangladesh. So smartphone are using in Bangladesh as a best media of
communication.
3 . Bargaining Power of Buyers-
Already the smartphone market of Bangladesh is filled with many brands. These brands
almost offer the same types of smartphones. The bargaining power of buyers is high in a
sense that the customers might switch to another brand if they find good alternative
options in their hand. So we have to do everything possible to create a deep connection
with the consumers.
4. Bargaining Power of Suppliers-
Being a Chinese company, the materials that HOMTOM use are mostly bought from
China. Bargaining power of suppliers is low because there are so many materials
suppliers from whom we can buy necessary materials for the manufacturing process.
Having lots of options in hand makes it easy to switch to another supplier anytime we
want.
5. Threat of New Entrants-
As entry barrier is low in Bangladesh, the threat of new entrants is pretty huge. There are
so many other smartphone brands which are planning to come and establish their
business in Bangladesh. So we need to be very much careful about the new entrants and
earn the trust of local consumers as early as possible.
Analyzing Competitors
Direct Competitors: Smartphone brands like Xiaomi, Lava, Itel, Symphony, and Walton.
Indirect Competitors: Tablet PCs, Smart watches.
9. 9
Strategic decision at corporate level
Directional strategies
Growth strategy
For the 1st
two years we are going to follow market growth strategy as we are new to market we
need to introduce ourselves and capture the market. So our target here is to increase the market
share in existent market. This will help us to focus on profit growth of our company. After
reaching the highest point of our market capture the market growth will not be same as the
beginning time. So our first idea is to follow the concentration concept with horizontal growth.
Stability strategy
The next 5 years the directional strategy is going to be stability strategy. As we can’t grow the
market share anymore so our focus will be to stable the market for us. To sustain in the market
we will follow pause and proceed with caution strategy. We need to follow cost reduction by
maintaining the supply chain and will also reduce the investments and we will increase the price
a bit after capturing our desirable market segment this make sure our stable profit.
Strategic Decision at SBU Level
Porter’s Genetic Strategy
We will follow cost leadership process as our target is to get highest mass market. Our brand is already a
good developed brand in china so it will be easy for us introduce our product in BD. We will do good cost
reduction and also follow our R&D. They will help us improve our strategies and to increase our sells.
We will also focus on strong advertisement as we need to introduce ourselves in market. This activates
will help us to give a tough competition with our competitors.
10. 10
Bowman’s strategy
We are focusing on giving our customers to give a quality product in lower price. This will take
us to follow low price strategy. That mean consumer perceive value is moderate and the price is
low.
Strategic Decision at Functional Level
Ansoff matrix strategy
In these criteria we are going to follow market development strategy as we are bringing new
product in Bangladesh. So our company is completely new in this area. We need to introduce
ourselves in the market. We also need make or develop our own distribution channels as we are
officially launching our brand in the market. We need to go cities to cities where our product is
still not introduced because we want to capture mass market. So for the first 5 years of Ansoff
matrix strategy that we are going to follow this market development strategy.
Competitive positioning tactics
According to our analysis we decided to follow market challenger tactics there do a lot of Phone
Company already exist in the Bangladesh’s market. So to do business we will use frontal attack
policy. We will have to compete with other brand like Xiaomi, Itel, Huwaei and others with
pricing and performance. We will compare us directly with them so that people can justify our
brand and decide to choose our brand.
11. 11
Segmentation, Targeting & Positioning
Segmentation Strategies
Geographic Segmentation:
Region Dhaka, Chittagong, Sylhet, Rajshahi, Barishal.
City size Major metropolitan area
Density of area Urban
Demographic Segmentation:
Gender Male female
Age 18-40 18-40
Income 0-45k 0-45k
Occupation Students, Service holder Students, Service holder
Social class Middle class, lower middle
class
Middle class , lower middle
class
Family life cycle Bachelorhood, Honeymooners,
parenthood.
Bachelorhood, Honeymooners,
parenthood.
Psychographic:
Lifestyle Economy minded
Behavioral Segments:
Rate of Uses Heavy and Medium user
Awareness Status Informative
VAlS Category
Strivers Thinkers
12. 12
Targeting
Kotler Differentiate targeting
Derek Selective specialization
Positioning
POD Notch display, Gaming and Rugged Phone.
POP Big display, Camera, Android OS, Calling, Internet access,
Communication etc.
Geographic segmentation:
Homtom is a chicness mark that has distinctive presence everywhere throughout the world. It is
difficult to snatch a market. First things organization need to do in the wake of presenting the
item in a market; make it accessible to the client. Hence Homtom will present their item and
show room distinctive area of Dhaka. They will set their showroom in such region where there is
as of now revoked versatile market exist. First showroom will be at Bashundhora city shopping
complex as it is biggest market in Bangladesh. Second one will be at Jatrabari samadsuper
market, i, Third one will be at mirpur and last one is on mailbag.
Demographic Segmentation:
➢
Age: People of given age group (18-40) will be main focus for them. At this people are
looking for phone with good look, latest design, and better configuration with spending
less.
➢
Income: They are focusing on people who earing in less than 45000 because of we are
giving smartphone at less price than our competitor. So medium income and lower
income people can easily effort Homtom.
➢
Occupation: Homtom mobile’s customers will be students, service holders. Students
have more enthusiasm to try latest design and service holders whose income less than
45000 will easily buy the product.
13. 13
➢
Social Class: As they have some expensive product they are targeting higher middle
class people among the social hierarchy and the reason of most of their phone is cheap
they are also targeting middle class.
➢
Family Life Cycle: Bachelors and honeymooners can use the place for social gatherings.
Psychographic Segmentation:
Their entire product in the market is comparatively lower price that’s why they are targeting
economic minded people.
VALS Framework:
From the VALS framework, the category that Papa Homtom will focus on the ‘innovators’,
‘thinkers’ and ‘strivers’ category.
The thinkers are looking for product that for the product that actually value for money. They
prefer long lasting and durable product. Most of the product of Homtom comes with high
specification with low price. Their product has also good reputation for quality. As because their
product quality is good and durable now they have cover a good amount percentage of market
share within few years.
The Strivers, Who don’t have enough recourses of it to meet their desire, Homtom Smartphone
company providing new technological and designing phone with a very low price. Example
notch display phone offered by competitor oppo ,vivo, huawei but the price is over 30000tk and
competitor companies not even offered notch display phone where Homtom offering notch
display phone only within 13000-14000tk. So striver can easily buy those phones.
Behavioral Segmentation:
• Awareness Status: All the promotion statuses include informative advertisement which
will give the customers information about the phone, feature and other necessary things.
14. 14
• User rate: Homtom Phone Company mainly produces smartphone for the heavy user.
Most of their phones have strong body and powerful battery. They also have some phone
such as S series for better camera and design for medium users.
Targeting Strategies
As Homtom has targeted different market segments, the Kotler targeting strategy would be that
of it would be using is ‘Differentiated’ strategy. For example, Homtom will offer different
products in different category and price range.
Derek’s Targeting Strategy:
According to Derek F A bell’s targeting strategies, Homtom will be falling under the ‘Selective
Specialization’ strategy as they will have various smartphones like stylish, better megapixel
camera, powerful battery as well as accessories. For camera they have h series phone and for
battery they are also offering Power series smartphone.
Point of Difference (POD)
• Desirable to Customers: As Homtom already has an established brand name in other
countries, customers will already be familiar with the brand and those who are not aware
about the brand, and they will also be informed through extensive promotion.
• Deliverable by the Company: Homtom is an established brand operating in multiple
countries all over the world, indicating a stable financial performance and possessor of
valuable resources. Thus, Homtom will definitely be able to provide what it will be
promising to deliver.
• Differentiable from the Competitors: Homtom unique in relation to its rivals in its term of
category classification. None of the smartphone mark in Bangladesh offering phones based
on design, high battery, gaming, durability and security.
15. 15
Design: Homtom is the only company in the market that providing notch display phone within
affordable price in Bangladesh. Some of the competitor doesn’t even have any notch display
phone yet. Example: homtom H series.
Rugged Phone: Homtom is the 1st
company that offering rugged phone officially in Bangladesh.
Rugged phones are mainly made of special material and meet military testing for the protection
against shock, water, extreme temperature. Example: Homtom Z series.
Gaming Phone: Homtom proving gaming phone in the Bangladeshi market which is completely
new concept. Previously in Bangladesh no company made any specific gaming smartphone.
Example: Homtom HT series
Point of Parity (POP)
Pops are the attribute or benefit associations that are not unique from competitors. The pops of
Homtom are big display, dual camera, android OS, calling, internet access, and media talk
processor.
Positioning Strategy
Homtom is holding their situating explanation in their customers mind from the earliest starting
point of the trip reliably by the nature of their smartphones. They are a popular brand in China
and also popular brands in the smartphone industry. They will have a high shot of outflanking its
rivals. Subsequently, this brand as of now holds a solid situating through its great quality items
and its selectiveness in 200 nations. On the off chance that they can hold its one of a kind upper
hands and work productively as it does everywhere throughout the world, it can perform
surprisingly and also in Bangladesh utilizing appropriate strategies. By offering of:
Smartphone they would definitely win the hearts of customers of Bangladesh by being able to
deliver what it portrays to give to its customers. The positioning statement of Homtom
smartphone is for population of 18-40. A brand that provides smartphone in different category
for different kinds of customer in a low price.
16. 16
Brand spectrum:
Homtom, a very new smartphone company which is china based that was established in 2015
under SHENZHEN ZHOUJI HENGTONG TECHNOLOGY CO.LTD. This foundation used to
provide at the beginning of this history R&D, production and sales of the communication
equipment and accessories. Then they started Homtom as their own brand as a smartphone
company. (Homtom , 2018)
We are going to launch Homtom in Bangladesh as a distributer that actually known as direct
exporting. Brand spectrum focus on brand architecture and brand management strategy so
Homtom actually fall under branded house because it is a manufacturer brand (Global Sources
2018) Homtom has various type of smartphone and accessories so it will not belongs to house of
brand because of house of brand means number of different brand under a single giant brand
with different name. Homtom does not endorse anyone and no one endorsed them and it has no
sub brand as well.
The Brand Wheel
Key reward:
Approximately all smartphone company use communication as their key reward so Homtom is
not different them. Customer will use Homtom as their communication tool.
Personality:
Personality has a deep impact on customer mind and it reflects brand’s behavior and attitude.
Durability is the personality of Homtom because of they are focusing on long lasting product to
their customer. Powerful battery and strong metallic body also focus durability.
Values:
Values is the most important things of a brand it actually help to build a good relationship with
customer, create trust, being loyal as well. Business is not just a profit there is something that is
beyond the profit. Everyone has responsibility on society or surrounding people that are make
people happy. So Homtom will do something for values to create trust and relationship to the
customer.
17. 17
Sustainability:
Homtom will focus on environment. They will plant tree in every premises of their shop to keep
green environment.
Foot over bridge awareness:
Based on current situation of Bangladesh Homtom will arrange an essay competition for students
to increase awareness about using foot over bridge that will be segmented in three parts, parts a
for school level, part b for college level, part c for university level. Subject will be “which
activities will be more efficient to understand the importance of using foot over bridge”. The best
one will be awarded and submitted to the ministry of road and communication.
Benefit:
Benefit is the expected things that a customer expects from a product. Customer notice what type
of benefit you are providing to them in compare with competitors. Bangladesh is considered as a
developing country so maximum people fall under middle class or lower middle class level who
actually prefer to live an economical life so they want to use smartphone with more quality at
less price. Homtom are going to offer smartphone with moderately good quality with least price.
Our competitor are xaomi, Walton, LAVA, Huawei, Symohony etc in compare with them,
Homtom are offering good quality with less price.
Features:
Feature is also an important things of the brand wheel. Feature means extra something you are
providing that was unexpected. Homtom has long lasting battery that they will provide in
Bangladesh. In Bangladesh, in terms of battery Huawei, Asus and Xaomi are the best and they
are giving 4000mph battery generally and most powerful battery phone in Bangladesh is Doogee
s60 with 5580 mAh(Bangladesh.bestasiaprice.com) but Homtom will provide to their customer
5000 mAh battery generally and Homtom HT70 will give10000mah battery(Homtom ,2018) that
is unimaginable and favorable for those who love traveling. Homtom are providing very strong
metallic body as well.
18. 18
Action Plan for Converting the Clients to Supporters
Clients are regular customer of Homton these type of customer buy our product regularly and
they have some level of trust on seller but they are not loyal like supporters. Clients could be
terrorist or mercenaries or hostages or apostle so we have to satisfied them by fulfilling their
wants and demand and make them happy then they will be loyal to Homtom. Homtom will focus
following factors to convert clients to supporters:
Great service:
We will offer 2 years warranty for Homtom smartphone to our customer. Whatever customer say
Homtom’s stuff will try to lessen them with smiling face. We will welcome our customer in such
way that makes them feel he or she is very important to us.
Endearment to clients:
We will provide earphone to our regular customer after 1 years of buying as a gift because of
customer easily lost their earphone and they want an original earphone so when we will reach
earphone to our clients that will make them happy.
Giving reward:
When a client will buy product then Homtom will provide some extra things to the customer.
Homtom will provide t shirt, bags, jacket for our clients.
Emotional connection: It actually makes a customer very loyal to a brand. Emotional promotion
such as promotion on mother’s day, promotion about Eid or others festival.
Social responsibility:
We will help flood effected people in rural area, give Iftar to pedestrian in month of Ramadan.
We will aware people about traffic by messaging or billboards. Those things are nonprofit and
will create a very good image on clients.
Transparency:
Customer can easily compare our products with our competitor and we will suggest them to
compare our product with our competitors then buy.
19. 19
Coupons:
We will offer coupon code to regular customers to get discount or to get cashback on our
products
Innovation Strategy in Bangladesh
We are going to launch Homtom in Bangladesh so it is a new venture to this country. So we are
selecting some innovation strategy to run our business.
Addition to existing line:
We will come up with a new model in series Z within 1 or 1.5 years with various features. We
will provide 5G service in new model and advance function as well.
Improvements and revision:
In series S H10 is very stylish for notch display but its battery is not like others Homtom
smartphone so first, we will do a survey to realize customer preference then we will improve
H10’s battery after 4 to 5 months of opening to create a tornado in late market.
New product line:
In Bangladesh, middle class people prefer to keep two mobile phone with them one is simple
feature phone and another is android or other expensive phone because of they have fear of
stolen and robbery. So we will offer new feature phone of Homtom to our target customer in
Bangladesh to fulfill customer’s preference. We will offer it after 1 years of opening when many
people will be informed about Homtom. Tab will be introduced after 1 year of opening.
Cost reduction:
We are offering better quality at low prices than our competitor. So it is easily affordable to our
target customer.
20. 20
Line Stretching:
➢We will stretch our product line In Bangladesh in near future. We will introduce new products
by down market stretch. We will add products like feature phone and tab at low price than the
existing line.
➢We take this decision for some reasons. In Bangladesh there are others mobile company such
as (Symphony, Walton, lava, tecno) which are our competitors. They have a wide range of
product line. And they are already established in our country. So it will be difficult to capture the
customer`s attention by selling mobile only.
➢In Bangladesh our competitor doesn’t sell mobiles that are upscale or cost too much. For this
reason we have to introduce new products at cheap price. Because if want to capture the market
or if we want capture the customer`s attention we have to stretch our product line at lower price
based on our competitor`s price.
➢As we know our competitors are already have a wide range of product line. So we have to
bring some uniqueness to our product. We will bring stylish gadget also. And from the
consumer`s point of view we will show our product`s uniqueness through the advertisement and
promotional activities. By this our targeted customer will get knowledge of our product.
➢So, in near future we will stretch our product line by down market stretch.
Brand Elements:
We will focusing mostly on our Brand name that is HOMTOM. Homtom this word is come from
Chinese word “Heng Tong”. Basically Heng means eternal & tong means mastery. (Homtom,
2018) So HOMTOM represent itself as a long lasting, continuous changing and innovative
brand. And we all know nowadays people believe in rapidly changing, uniqueness and
innovativeness. Basically we have different categories of mobile such as rock mobile, gaming
mobile, long time battery backup mobile, stylish mobile etc. These types of mobile launched by
HOMTOM under many series like (Series HT, Z, C & P) etc. But they mention the name
21. 21
HOMTOM in every series such as HOMTOM series H10, HOMTOM HT70, HOMTOM H7,
HOMTOM Z9 etc. We can see they use their brand name in every categories of mobile. For this
reason we focus on the brand name mostly.
Our products are long lasting, enthusiastic, appropriate for the recent trend & innovative as well.
These products elements are associated very well to our brand name. HOMTOM means
continuous changing and innovation to explore the eternal truth. Our product is also representing
that. We produce mobile for the customer which are very user friendly, battery backup is better,
enthusiastic, stylish, and trendy and finally the most important our mobile is long lasting. By
using our mobile consumer will understand the link between the brand name and our product.
Communication Objective
Homtom mobile’s primary communication objective is to create brand awareness in Bangladesh.
This brand is not so known to most of the people in Bangladesh so we need a proper introduction
throughout the country. Through utilizing distinctive media, for example, TVC, Print promotion
and Digital showcasing we need to relate the brand quality. So it will make a solid brand picture
of Homtom in Bangladesh. Also, by making solid brand picture, Homtom will have the capacity
to accomplish gigantic upper hand and can set up that HOMTOM resolved to be a Milestone
compose mark in its industry.
Marketing Strategy
Homtom advocates “Quality and experience”, so in order to build an effective message strategy,
we will be focusing on 2 major categories. Those are,
Cognitive Message Strategy: Our major concentration will be in Homtom mobile items'
technological advantages (i.e. features function and price so forth.) We are intending to
utilize print advertisements TVCs and online networking stages to execute this
methodology.
Conative Strategy: As this technique shows an activity or reaction, digital marketing
will assume a vital part here. We can take tremendous favorable position of the social
22. 22
media. We plan to design interactive campaign for the social media for the pop up ads on
different websites. We will ensure individuals' support in this campaigns by giving
different offers and promotions as prizes.
Message Execution
The message execution strategy will follow the followings:
Informative: As a new in the mobile market, the useful approach is an absolute
necessity. Despite the fact that this brand is well known to all over the world, yet
considering Bangladeshi market, it's another one. In this manner, therefore, enough
information about the function and features about the product should include in all the
campaign.
Testimonial evidence: Tribute works best for our image. On the off chance that it speak
to legitimately then it can help deal to an extraordinary level. Our rival like Symphony,
Lava, Walton and Xiaomi are as of now set up in the market. To make it diverse to others
we unique surveys from customer. We can be utilized as a string limited time apparatus
where the buyers of Homtom will be requested giving their audits in our facebook and
other web-based social networking bunches by giving some offer (i.e. giving 5 – 10%
markdown in eateries, coupon for shopping). Following this, Homtom portable will be
extremely useful catching the market share.
Demonstration: Demonstration will be very helpful for our product to promote
exclusiveness of our features. We plan to create videos for social media where we will
show live demonstrate of the product like durability, water resistant, long lasting battery
and so on. And also our advertisement and campaigns consist of unique features and
functions.
The Promotional Tools
1. Advertising: Advertising is the place where the magic will happen. We will use some
standard mediums which are generally utilized by relatively every different organization.
23. 23
TVC: In conventional mediums, TVC is the most ideal approach to catch most
gatherings of people's eye. In this way, we are arranging 2 TVCs. We will execute those
TVCs at least one month before launching our first model in the market. Initially for 10
days, we will come up with a treasure TVC at fist Titled “More Power Last longer”. After
then, a proper TVC will be released based on unique feature where we spatially focus on
our target customer need and benefits. The TVC will broadcast for every available short
time. In this way, we will just demonstrate the TVC on some standard channels that has
relatively bigger group of watchers (i.e. NTV, Bangla Vision, Shomoy TV and so forth.)
Print Ad: Before launching our product in the market we rent some billboard in major
areas of Dhaka city for treasure to create a hint of coming an exclusive product. And after
launching those billboard are used for our new product with features. Beside these there
will be stand banners for mobile stores and also telecommunication centers. Primarily, we
are considering The Daily “Prothom-Alo”, “Ittefaq” and “The Daily Star” newspaper also
the Monthly “Anonodo” Magazine to place the advertisement.
Digital Marketing: Digital marketing is now most popular and effective promotion
strategy rather than any newspaper or radio because most of the target customer prefer to
spend time to the internet. So there will be an official page for HOMTOM for Bangladesh
in Facebook and also other social media. To catch maximum customer we need to boost
weekly basis (at least $500) initially.
Sales promotion: To compete with the existing market sales promotion plays a vital role
for our company. We will give a gift package with the product including a mobile cover,
screen protector, a t-shirt of HOMTOM and a selfie-stick. Also we incorporate with
online shop like daraz and pickaboo to sale our product with a discount rate.
Public relations: To build a relationship with the company via public we initially
sponsor some events like concert (university concert, noboborsho concert, folk fest etc.)
so that we are able to reach maximum audience.
Sponsorship:
Event: Bangladesh is country where almost every people have interest on game specially
cricket. It’s easy to get attention to the customer by sponsor cricket events. We would
24. 24
like sponsor Bangladesh vs. Zimbabwe and windis series which will take place after Asia
cup.
YouTube page: Now a day YouTube is a very popular media. Most of the people make
their purchase decision based on YouTube reviews. We will sponsor two popular channel
.Those are Android toto company and ami babu.
25. 25
REFFERENCES:
1. Homtom 2018, China, [online] available at: https://www.homtom.cc/Products. [Accessed
15 August 16, 2018]
2. The daily star 2017, Bangladesh headed for a population boom, [online] available at:
https://www.thedailystar.net/city/bangladesh-headed-population-boom-analysts-1434838
[Accessed 15 August, 2018]
3. Risingbd 2015, Bangladesh has upgraded to middle income country, [online] available at:
http://www.risingbd.com/english/Bangladesh-has-upgraded-to-middle-income-
country/52406
[Accessed 15 August, 2018]
4. Bangladesh telecommunication regulatory commission 2018, [online] available at:
http://www.btrc.gov.bd/news/instructions-establishment-mobile-phone-handset-
assembling-and-manufacturing-plant-bangladesh
[Accessed 15 August, 2018]
5. The Bangladesh environment act 1995, [online] available at:
http://extwprlegs1.fao.org/docs/pdf/bgd42272.pdf [Accessed 15 August, 2018]
