This document outlines Aether Marketing's marketing plan for launching Spark Wild mobile phones in India. It provides an overview of the Indian mobile phone market and identifies opportunities for a new entrant. The plan proposes positioning Spark Wild as "The unbeatable phone for the unbeatable India" by highlighting unique durable features. A four-city media launch is recommended, beginning with a large event in Mumbai featuring a celebrity endorsement. Similar smaller events are proposed for Delhi, Hyderabad, and Bangalore tailored for local media. An annual communication roadmap includes ongoing PR, social media, radio, and college engagement initiatives.

1. Confidential document created by Aether MarketingSpark Wild India LaunchMarketing Plan

2. Confidential document created by Aether MarketingTelecom Market OverviewIn India, the mobile subscriber base has exceeded 400 million as of June 2009 and continues to grow at a healthy clip, which translates into a large mobile handset market (According to ORG Marg figures, 2009)The Indian mobile handset market is flooded with multiple manufacturers, with Nokia leading the packHandset Market Share in India (According to ORG Marg figures, 2009)Nokia: 59.5%Sony: 8.1%Samsung: 7%Motorola: 5.9%Out of the 79,000 mobile retail/ dealer outfits in India, Nokia handsets are available at 72,000 outlets making its distribution network the most robust in the countryWith call rates on the decline and new technologies like 3G technology being introduced in the market abetted by a growing population and higher disposable incomes, mobile handset sales in India are on the incline

3. Confidential document created by Aether MarketingSituation AnalysisOpportunitiesWith mobile handset sales on a consistent incline, there is plenty of room for new handset manufacturers to enter the market and sell exclusivity since today’s youth tends to shy away from ‘Me Too’ products

4. Mobile phones in India have gradually evolved from being a luxury to an absolute necessity today and have replaced the conventional landline phones further expanding the market for handset providers

5. Options for mobile handsets in the lower price band of Rs. 2000-6000 are plenty. However, there is scope for more products in this range to further expand the variety for customers.ChallengesNokia is an undisputed leader in most of India due to features like user-friendliness, exclusive styling, long battery life and unique features all packed into one

6. Due to the varying dynamics in India which change as per the demographic profile of Indians across regions, a one-size fits all approach cannot be adopted. Instead, product packaging and positioning has to be adapted as per audience location

7. Though India is a price sensitive market, people don’t mind spending a little more than originally budgeted for to acquire that super stylish mobile handset their aspire for Confidential document created by Aether MarketingLeading handset brand positioning comparative overview

8. Confidential document created by Aether MarketingIntroducing Spark WildEnter Spark Wild, a unique phone with unique features for those who like to stand apartShock ProofBuilt-in AltimeterWater ProofBuilt-in CompassDust ProofBuilt in ThermometerBreak ProofBuilt-in Torch

9. Confidential document created by Aether MarketingSpark Wild Positioning ObjectiveCreate a separate niche for Spark Wild by highlighting a significant differentiator between existing handset manufacturers and Spark WildProposed PositioningSpark Wild,The unbeatable phone for the unbeatable IndiaPositioning StrategyShowcase the ‘unbeatable’ features of the phone byhighlighting each feature distinctly through media outreach undertaken during the launch

10. Confidential document created by Aether MarketingSpark Wild Media Launch

11. Confidential document created by Aether MarketingPR ObjectivesNear TermTo announce the launch of Spark Wild mobile phones in India and create awareness and hype around the same To showcase the unique features of the phone made to suit Indian conditions Long TermTo sustain consistent visibility created during launch phase around Spark Wild phonesTo bring the phones into top consideration category in the mind of Indian handset customersTo create a market environment conducive to near-term launches of other variants of Spark Wild in India

12. Confidential document created by Aether MarketingRecommended Approach

13. Confidential document created by Aether Marketing4-city Media Launch

14. Confidential document created by Aether Marketing3 Phased LaunchEntertainment Event Showcasing phone’s featuresCelebrity Endorsement LaunchClubbed with Press Releases

15. Confidential document created by Aether MarketingMain Launch EventHost a large scale press conference in MumbaiAll relevant media to be engaged for the launch event, namely Mainline media, Financial Media, Online Media, Trade Media, Language Media and Electronic MediaPress Conference to be overlaid with a 10-minute entertainment event showcasing the main ‘unbeatable’ break proof feature of the phonePress launch to be slated for month of September, post the Ganesh festival slated to take place from 23rd August to 3rd Sept

16. Confidential document created by Aether MarketingDeliver messages on differentiators and the launch announcement: (Indicative messages)i. Emphasize unbreakable featute of the phone with a mention of other features as well (water, dust resistance etc)ii. Plans and Strategy over the next two yearsiii. Distribution Modeliv. Revenue Modelv. InvestmentsTouch both technology and lifestyle journalists across print, online and broadcast mediaTranslation of main press release into Marathi will be essential for language mediaMedia PartnershipsTo tie up with The Mumbai Times, city supplement of India’s leading mainline daily (cities can be selected as per the requirement across 16 editions) for the lead photograph which would feature Salman Khan as the brand ambassador for the phoneThe lead photograph could be accompanied with an interview of Salman Khan talking about his new initiative

17. Confidential document created by Aether MarketingSpark Wild LaunchEvent Flow (Mumbai)The event to begin with a 10-minute performance by Kung-Fu drummers or Shaolin WarriorsSalman Khan to make an entry with a brief stunt; eg: rappling down the façade of a cliff, a wrestling championship with a sumo-wrestler; to create connect between sturdiness of the phone and the brand ambassador (to serve as a photo op for the media)Spark Wild previews for the audience followed by Q&A sessionBrief presentation by the CEO of Spark Gulf introducing Spark Wild and its India venture and Salman Khan as the brand ambassadorLaunch Event Flow

18. Confidential document created by Aether MarketingPoints to rememberThe media launch in Mumbai will be the key media outreach covering all relevant mediaSubsequent media initiatives in other cities will target very specific media types/ houses with a slightly different approach to be able to create news value once againA different strategy will be adopted in all following cities to keep the media engaged and a separate messaging approach will have to be adoptedPost main media launch in Mumbai, all other cities should be covered within a gap of maximum two days each to allow the news to remain fresh Weekends, Mondays and Fridays to be strictly avoided

19. Confidential document created by Aether MarketingRoll-out in DelhiStrategyDelhi enjoys a significant concentration of broadcast media which leads shows such as Gadget Guru (NDTv), Tech 2.0 (CNBC) etc. Hence media focus in Delhi to revolve mainly around engaging the electronic channels for their special programs through one-on-one interactionsA small press briefing to be invited with main focus on language media inorder to cover vernacular population in Delhi All other relevant media to also be invited. However, special programs on news channels and language media to be given primary importance as other media would have been covered through the main press conference in MumbaiA photo release of Salman Khan as brand ambassador alongwith the main press release translated into Hindi to be disseminated to language media

20. Confidential document created by Aether Marketing Delhi press engagement event flowSpark Wild media engagement in DelhiLanguage media outreach through small press briefing, including brief presentation by the CEO of Spark Gulf introducing Spark Wild and its India venture and Salman Khan as the brand ambassadorSchedule slots for one-on-one engagement with television channels at the venue or at their respective studios to demonstrate phone features and create platform for interaction with Spark Gulf CEOSalman Khan to enter with a Spark Wild phone and place it in a fish tank to showcase the ‘unbeatable’ water-proof feature. After a short 2-minute spiel on the ‘unbeatable’ waterproof feature of the phone, Salman Khan to remove the same and showcase its usability to the audienceSpark Wild previews for the audience followed by Q&A session

21. Confidential document created by Aether Marketing Roll-out in Hyderabad & BangaloreStrategyTo engage the local media through a small press briefing in these cities as tier I media would have been covered in Mumbai and DelhiAll other relevant media to also be invited. However, special emphasis to be laid on local media as other media would have been covered through the main press conference in Mumbai and DelhiTo create a local flavour by inviting a local sports champion/ a national champion from the city and peg the press briefing around gifting of Hyderabad’s/ Bangalore’s first Spark Wild phone to the personality at the briefingThis would make an interesting photo op for the local dailiesWhen engaging the local personality, communication to be explicit about Salman Khan being the only brand ambassador for the productSimultaneously a photo release of Salman Khan as brand ambassador alongwith the main press release translated into Telegu/ Kannada to be disseminated to language media

22. Confidential document created by Aether MarketingHyderabad/ Bangalore Event FlowSpark Wild Local Media Event FlowThe event to begin with a 10-minute cultural performance on Indo-Dubai fusionGifting of the phone by Spark Mobile to a local sports personality/ national sports personality from the city to create local flavour and association with ruggednessSpark Wild previews for the audience followed by Q&A sessionBrief presentation by the CEO of Spark Gulf introducing Spark Wild and its India venture and Salman Khan as the brand ambassador

23. Confidential document created by Aether MarketingExpected ROIProposed strategy to enable Spark Wild to engage effectively with all relevant media across locationsMedia splash covering different segments will provide Spark Wildappropriate visibility required with TAThe primary launch outreach willcreate a favourable environmentfor Spark Wild to once again engagewith identified media for future launches

24. Confidential document created by Aether MarketingOverview of Annual Media Campaign