The mobile phone company plans to launch a new product - a smartphone with an integrated laser projector. This will allow customers to view high-quality multimedia without internet by projecting onto any surface. A proposal is requested to introduce this new product successfully. Key aspects of the proposal include developing the projector technology, seamlessly integrating it into the phone software and design, conducting user testing, and creating a marketing strategy to communicate the unique benefits to customers. The goal is to capture 10% market share and $35M in revenue on successful launch.

1. BITS Pilani, Pilani Campus
Introduction
1
Title The client, a mobile phone company, for the first time, plans to distribute multimedia to their customers via their mobile
phone, by creating new products to sell to their customers. The client is unsure of how best to go about achieving a
successful product and so has requested your consulting services. Prepare a proposal for the same
Your understanding of the
problem statement
The growing demand for a versatile and portable device that can deliver high-quality multimedia experiences has created a
need for a solution that can offer a seamless and immersive experience. Mobile phones, as the most widely used device,
have the potential to be this solution with the integration of a projector. However, current mobile phones lack the ability to
project high-quality visuals and videos, leaving a gap in the market for a device that can offer a truly immersive multimedia
experience. The problem statement for introducing laser projector multimedia in mobile phones as a USP is to design and
develop a compact and portable projector that can be seamlessly integrated into mobile phones
Your approach for writing
proposal
Raspberry is introducing their latest flagship product Raspberry plus, a smartphone with a unique feature of inbuilt
Projector in the market. This feature will enable the customers to view multimedia like Pictures, videos , movies etc
without the need for any type of internet connection whenever and wherever. This feature enhances the community
viewing and gives theater like experience be it at home or outdoors. Thereby , we can enable our customers to expand the
boundaries and indulge in the luxury of a bigger screen, viewing the stories and tales at enhanced sizes by transforming
happy life spaces without compromising on clarity and comfort. This provides a unique and unmatched multimedia
experience that sets it apart from other devices in the market.

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Introduction – Raspberry Plus
• Raspberry is introducing their latest flagship product Raspberry plus, a smartphone
with a unique feature of inbuilt Projector in the market.
• This feature will enable the customers to view multimedia like Pictures, videos ,
movies etc.. without the need for any type of internet connection whenever, wherever.
• This feature enhances the community viewing and gives theater like experience be it at
home or outdoors. Thereby , we can enable our customers to expand the boundaries
and indulge in the luxury of a bigger screen, viewing the stories and tales at enhanced
sizes by transforming happy life spaces without compromising on clarity and comfort.
• This provides a unique and unmatched multimedia experience that sets it apart from
other devices in the market.

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Background
 According to Gartner, Inc. it was reported that the Worldwide smartphone sales grew by 6% in 2021. Smartphone sales rebounded in Q1 2021,
following a 12.5% decline due to COVID. An improved consumer outlook, pent up demand in large markets, specifically India and China.
Innovation helps to drive sales in the first quarter of the year. Additionally, the introduction of 5G in the mobile market space at lower price
points to meet future proof needs influenced upgrade purchases.
 Apple has maintained its No.1 position among the top five smartphone vendors. It is also observed that strong growing demand for iPhones was
driven by 5G upgrades. The Competitive rival Samsung saw strong demand for its premium phones, and its sales increased 11% during Q4 2021
 With respect to market share analysis, Apple (21%),Samsung(16%),Xiaomi(11%),Oppo(9%),Vivo(8.4%) and 35%(Others). The smartphone sector is
a highly dynamic section (market sensitive) with the latest trends going out of style in an instant. Raspberry plus can attain immense growth by
setting the trend with great and innovative features enabling multimedia distribution like laser projector
Background

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Objectives
1. Launch “Raspberry plus”, gen X mobile phone in the market with competitive features and distribute multimedia
through compact and portable laser projector with minimal impact on the device's form factor, weight, and
battery life.
2. Offer a truly immersive multimedia experience to target customers through high-quality accurate color
reproduction, brightness, and resolution, meeting or exceeding industry standards for projectors in mobile
phone and hence capture target market share of 10% (+750 bps YoY)
3. To integrate the laser projector seamlessly into the Raspberry Plus smartphone's hardware and software,
ensuring smooth performance and minimal user interface friction thus positioning in the competitive market in
premium segments.
4. To conduct usability testing and gather feedback to improve the product design and performance, ensuring that
it meets customers' needs and expectations and hence achieve robust product launch with 100% FTR (First
time right)
5. Create marketing materials that communicate the product's features, benefits, and value proposition to potential
customers and deliver sales. A successful market penetration strategy to boost your business growth and
secure a target market revenue of $35 million (Market average 2022)
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Deliverables
 A compact and portable laser projector that can be integrated into the
Raspberry Plus smartphone without significantly impacting the device's
form factor, weight, or battery life.
 A laser projector that delivers high-quality multimedia experiences with
accurate color reproduction, brightness, and resolution, meeting or
exceeding industry standards for projectors.
 A software integration that seamlessly integrates the laser projector into
the Raspberry Plus smartphone's user interface and allows for easy
control of the projector's settings.
 User testing results and feedback that improve the laser projector's
design and performance, ensuring that it meets customers' needs and
expectations.
 Marketing materials, such as product descriptions, images, and videos,
that communicate the laser projector's features, benefits, and value
proposition to potential customers.
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Product Deliverables

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Responsibility table
Deliverables Resources Responsibilities
1. Compact and portable laser
projector
- Manufacturing facilities- Quality control specialists-
Project managers
- Manufacture the laser projector in accordance with the design specifications- Test the
projector to ensure that it meets quality standards
2. High-quality laser projector
- Manufacturing facilities- Quality control specialists-
Project managers
- Manufacture the laser projector in accordance with the design specifications- Test the
projector to ensure that it meets quality standards
3. Software integration
- Engineers specializing in software development and user
experience design- Project managers
- Develop software that seamlessly integrates the laser projector into the Raspberry Plus
smartphone's user interface- Ensure that the integration allows for easy control of the
projector's settings and minimal user interface friction
4. Usability testing results and
feedback
- User experience researchers- Project managers
- Analyze usability testing results and feedback to identify areas for improvement- Use the
feedback to make changes to the projector's design and performance to better meet
customers' needs and expectations
5. Marketing materials
- Marketing specialists- Graphic designers- Copywriters-
Project managers
- Develop marketing materials, such as product descriptions, advertisements, and website
content- Ensure that the marketing materials effectively communicate the projector's
capabilities and encourage customers to purchase the Raspberry Plus smartphone

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Outline approach
• Market Research & Analysis
• Product Development
• Marketing Strategy
• Product Launch
• Monitoring & Analyzing Sales performance
• Build brand awareness and Loyalty
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8
Approach
 Comprehensive
 Customer focused
 Innovative
 Multi-channel
 Partnership-oriented

9. Product Launch
Success Strategy
 Target Market for Launch : Global (Preferably Asian markets)
 Target Price Point : 900-1100 $
 Target Customer Segment : Millennials & Gen X
 Target Features : Share multimedia, Compact, lightweight, long battery life
 Target Specification : 5G, Android, 8 GB RAM, snap dragon processors (4nM)
 Target Projector Capacity : 2k , 85''

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Cost table
Note : All costs presented are for representative purpose, to provide an approximated estimate and is not indicative of exact figure.

11. BITS Pilani, Pilani Campus
Cost table - continued

12. BITS Pilani, Pilani Campus
In Scope Out of Scope
Research on existing market and organize these market research
studies to analyze the findings.
Managing product inventory.
Determine marketing requirements and communicate the same with
client to be in-line with client's vision.
Addressing product security vulnerabilities if it appears in
product website or social media forums.
Provide ideas to develop a social media strategy including visual
content (photos, short videos, infographics etc.)
Legalities arising out of product patent and licensing.
Work with client to develop exclusive product website design and
content.
Client website management for other product lines.
Prioritize various social medias based on target audience. Conflict management with competitors.
Exquisite product launch campaign for Raspberry plus cell phone
latest version with projector support.
Any last-minute change request in pre-approved marketing
strategy or changes in pre-agreed deadlines.
Research and finalize on target audience as well as exclusive venues
for product marketing.
Any unforeseen budgetary constraints after scoping.
All third-party bookings and arrangements if any required during pre-
post launch sessions.
Using consultancy website to disclose product specific
information as part of marketing.
Organize survey questions based on client input to be used at various
stages of product lifecycle.
Handling client's board of directors' personal social media
accounts even for the purpose of product marketing.
Scope of the work

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Assumptions if any
The staff is trained to understand the
design of the new product efficiently.
The technology is properly
implemented by skilled
professionals.
The client possess the manufacturing facility
for the new product production.
The client has the knowledge of
the phone industry
The product design follows the local
regulatory bodies, and any discrepancies are
addressed before the launch.
The product has gone through rigorous
testing for any hardware/software
bugs.
No new entrant launches a similar
product during the time of launch.
There are no natural/political constraints
before or during the launch.
The product has cleared stability and feature
requirements with respect to shelf life and
customer in use satisfaction
The needs of the target consumers are
clearly understood.
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Work breakdown Structure

15. Product launch Process & Strategy

16. Product Launch
Success Strategy
 Right Product Mix
 Right Time
 Right Customers
KPI
 Launch campaign metrics
 Product adoption metrics
 Market impact metrics
 Qualitative feedback
Goals

17. Competitive Win Rate
Leads Generated
Promotional Channel
metrics
(Email, advertising)
Usage retention
News
Coverage
Customer Usage
Internal
Feedback
External
Feedback
Market Share
Website
traffic/Page views
Revenue
Product
trials

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Dependencies and risks(a table)
18
Dependencies
 Logical dependency
 Resource dependency
 Cross-team dependencies
 External dependencies
 Preferential dependencies

19. BITS Pilani, Pilani Campus
Risks
 Technology risks
 Performance risks
 Market risks
 Organization risks
 Supply chain risks
 Financial risk
Where NPI comes in: Bringing in experts from outside, such as
an advanced manufacturing partner to fill in knowledge gaps
and add capabilities to project team.
Where NPI comes in: During the Develop and Validate steps,
functional prototyping and testing are conducted to confirm
the product works as intended.
Where NPI comes in: During material selection, you can vet
suppliers for not just price but also reliability. Also, since the
plan encourages cross-department communication, your entire
team will stay updated on supply chain issues and make quicker

20. BITS Pilani, Pilani Campus
References
• https://www.gartner.com/en/newsroom/press-releases/2022-
03-01-4q21-smartphone-market-share
• https://www.counterpointresearch.com/global-smartphone-
share/
• https://www.crayon.co/blog/the-secret-to-product-launch-
success-kpis
• https://www.tapecon.com/blog/6-common-risks-of-new-
product-development-and-how-to-mitigate-them
• https://clickup.com/blog/project-dependencies/