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Edison symphony marketing-plan

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Edison symphony marketing-plan

  1. 1. Project of Marketing Plan for SYMPHONY Mobile Launch MBA Group B A product of Name ID Md. Hasanur Rahman 498 Ayrin Sultana Priya 502 Md. Ariful Islam 500 Jannatul Mawya 491 Md. Abul Kalam Miazi 496 Presented to: M.M Mofiz Uddin Presented by:
  2. 2. • Executive Summery • Current Marketing Situational • SWOT Analysis • Objectives & Issues • Marketing Strategy • Action Programs • Budget • Control SYMPHONY Marketing Plan
  3. 3. Executive Summery The Past – Md. Aminur Rashid(Chairman), Jakaria Shahid (Managing Director) & Mr. Rezwanul Haque established Symphony – a brand of EDISON Group is proud to enjoy indisputable leading position in mobile handset industry. Within short period of time since its introduction at the end of 2008 the brand Symphony has emerged as the fastest growing leading mobile handset brand in Bangladesh. Relentless work of the company to ensure exemplary service at all times and ability to provide stable and consistent solutions made Symphony the market leader in the handset segment in 2010. Aggressive pricing strategy, contemporary features & styling, international quality build a strong distribution network and after sales service have contributed to make Symphony Mobile the preferred choice of Bangladesh customers. The core focus of the company is to consistently provide outstanding customer service as it continues to explore new horizons to deliver newer and better solutions to its most valued premium asset, its customers. EDISON Group is also proud to be the country representative of world renowned brand SIEMENS for its Home Appliance & Telecommunication System products. The Group has also a joint venture tie up with Vibropower Pte. Ltd. Singapore that sells generator. Property is another business unit working to ensure better living solution and to contribute to the national economy Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control
  4. 4. Executive Summery The Present – April 2015, Rezwanul Haque, the chairman and Managing Director of Edison Group, announces that Symphony mobile Incorporated would be known as mobile Incorporated. He also reveals the long anticipated Phablet, a combination of an Internet-enabled smartphone and the Tab. In June 2010, he announced that the Smartphone 3G already has been released in July 2013, this newer version added support for 3G Networking and assisted GPS navigation, among other things. The Future – Symphony mobile plans on focusing on satisfying personal consumer demands rather than merely fulfilling a demographic requirement as well as, improving performance and stability rather than introducing new features when releasing new versions of any product. Think Different Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control
  5. 5. Executive Summery The Symphony mobile targets consumers who need to store information and communicate or people who want entertainment on the go. Symphony target segments consist of professionals, students, corporate users, entrepreneurs, and health care workers. Currently, the market for medium phones like the Symphony mobile is big. Many people want Internet, video, camera, and PDA features in one device because of the reasonable price. The smart phone market is still relatively big compared with general phone market. The market will rapidly increase in coming years due to lower prices and greater power. Symphony mainly focused in all classification consumer by features and smartphone segmentation. Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control
  6. 6. Current Marketing Situational Political Situation • Taxation is something that governments put and Symphony should be study this as country by country case to anticipate profitability, and pricing strategy.. • Importing laws in the world with GATT are in favor of trading. • Bangladesh are very variable in stability of, so we should study overall country situation. • Political Situation changing rapidly in Bangladesh. We should monitoring the political situation by time to time Economical Situation • Economical growth world wide is in a big recession which need careful manipulation • Potentiality of the market is decreasing but it is higher than any others in the Telecom sector. Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control
  7. 7. Socio-Cultural Situation •Population growth leading to expansion of the sector needs for cell phones. •People depend more an more on mobile communication everywhere. •There is educational growth in the Bangladesh. •Culture’s perception of the technological devices is positive worldwide. •Literacy & illiteracy level is not affecting using cell phones but affecting high technological cell phones, this fact needs to be considered. • Acceptance of imported products in some countries are less if there is local provider •There are different social views that may affect product should be considered (e.g.: Boycotting American products in the Islamic world) Current Marketing Situational Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control
  8. 8. Technological Situation • Level of technology in the world is increasing. • Internet level of awareness & usage for individuals & industrial aspect are increasing worldwide • Fixed phone lines capacity and development attempts. • New technologies in the cell phones are increasing. • Future plans for technological linkage between cities, universities, colleges, hospitals and other institutes are increasing and can be connected to cell phones • Level of usage of the E- Technology (online bidding, billing, complaints, blogging etc) are high and trendy. Current Marketing Situational Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control
  9. 9. Environmental Situation •The global concern of the Global Warming issue & other pollution effects concerning the packaging material and radiation of the cell phones •The demand of the international environmental approvals is a must (if there is any) Sales Situation Cell phones imported are one of the most profitable imported everywhere and the Market is increasing Current Marketing Situational Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control
  10. 10. Market Description Symphony mobile hand set market consists of consumers and business users who prefer to use a single device for communication, information storage and exchange, and entertainment on the go. Specific segments being targeted during the first year include professionals, corporations, students, entrepreneurs Current Marketing Situational Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control Targeted Segment Customer Needs Corresponding Features/Benefits Non-professionals • Stay in touch conveniently and easy useable, big screen, big key faction, need camera, big battery life. High network sensor add value, easy operating systems. Professionals • Stay in touch conveniently and securely while on the go • Perform many functions hands-free without carrying multiple gadgets Built-in apps and push-to-talk feature to communicate anywhere at any time, Android operating system. Wireless e-mail/Web access from anywhere, GPS functionality and camera add value Students • Perform many functions hands-free without carrying multiple gadgets • Express style and individuality Compatible with numerous applications and peripherals for convenient, cost-effective communication and entertainment, Variety of smartphone cases
  11. 11. Product Review Our first product, the Symphony ZV, offers the following standard features with a Android operating system • Android 4.4.2 Kitkat 5” IPS HD Display (Dragontrail Glass) Corning Gorilla Glass on Back 13 MP + 2 MP 1.4 GHz Octa Core RAM 2 GB & ROM 16 GB 3G, EDGE, Wi-Fi,GPS G-Sensor, Proximity Sensor, Light Sensor, Accelerometer Sensor Built-in apps, Bangla and English Language supported. Free flip cover Current Marketing Situational Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control
  12. 12. Competition Situation • There are 9 million cell phone imported in the Bangladesh, but there are more than 5 big companies competing at the local Market. Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control Current Marketing Situational
  13. 13. Competition Situation The emergence of lower-priced smartphones, including the Symphony mobile phone, has increased competitive pressure. Competition from specialized devices for text and e-mail messaging, such as BlackBerry devices, is a major factor, as well. Key competitors include the following: • Nokia. The market leader in smartphones, Nokia offers a wide range of products for personal and professional use. It purchased the maker of the Microsoft Windows Phone 8.1 operating system and made Nokia Lumia 730 Dual SIM pictures. Samsung. Samsung, a global giant Value, style, function—Samsung is a strong competitor and offers a variety of smartphones for consumer and business segments. Samsung Galaxy Xcover 3, operating systems, Android OS, v4.4 (KitKat), planned upgrade to v5.0 (Lollipop) Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control Current Marketing Situational
  14. 14. Competition Situation The emergence of lower-priced smartphones, including the Symphony mobile phone, has increased competitive pressure. Competition from specialized devices for text and e-mail messaging, such as BlackBerry devices, is a major factor, as well. Key competitors include the following: • Walton. Walton, a local giant, has been losing all thaka level market share. Walton operating system android and latest model Walton Primo. Local Brand-Like- maximus, okapia is very popular in local market. It’s many segment wise hand set distribution in local market. Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control Current Marketing Situational
  15. 15. Channels and Logistics Review Symphony-branded products will be distributed through a network of retailers in the all thana level markets. Some of the most important channel partners are as follows: • Online retailers. daraz.com.bd will carry Symphony products and, for a promotional fee, will give Symphony prominent placement on its homepage during the introduction. Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control Current Marketing Situational
  16. 16. S/O Analysis Strengths Innovative – The Symphony Mobile has an high innovative touch screen & low innovative. It also has many functions of other mobile products all in one device Compatibility –The phone will work with Tunes and with other Samsung/Nokia products and OS software tools which means limitless potential for upgradeability. Ease-of-Use – The all-new touch screen interface recognizes multi finger gestures, just as the human hand normally behaves. Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control
  17. 17. S/O Analysis Strengths Brand awareness – Symphony mobile is 1st Brand awareness in local mobile market. Symphony mobile 45% average share in Bangladesh market & 46 Customer care. Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control SL Brand Name February Share March Share Market Share gain/Loss 1 Symphony 45% 46% 1% 2 Nokia 8% 11% 3% 3 Maximus 6% 9% 3% 4 Micromax 5% 7% 2% 5 Octenn 3% 2% -1% 6 Walton 3% 2% -1% 7 Samsung 1% 1% 1% 8 Others 30% 21% -8% Total 100% 100% 0%
  18. 18. S/O Analysis Strengths Price – Symphony would be sold at a reasonable price for its value. Quality – Scratch resistant screen – durable and light metallic finish - software suite resistance to computer viruses. Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control Segment wise Market size Segment Competitors Symphony Total Symphony Share Basic 343000 224066 567066 40% Feature 376500 272455 648955 42% Smart 115500 209543 325043 64% Total 835000 706064 1541064 46%
  19. 19. S/O Analysis Strengths Strong dealer channel- Our dealers are major professional player within the nation. Coverage Market- Directly covering 64 districts by 117 distributors who are covering 525 thanas. Operationally Exclusivity- 112 out of 117 partners.  Everybody work within the instruction of sales team  Maintaining equal price over the nation which is remarkable in BD.  85 Distribution officer’s are working with 40 ZSOs for quality distribution. Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control
  20. 20. S/O Analysis Opportunities Increasing demand and expansion to a new target segment – As technology advances and smart phones get cheaper Symphony will attract consumers and get Smart phone users to upgrade to Symphony. Upgradeable – Symphony software allows new exciting features to be brought in which take advantage of the touch screen ability. Future versions will also be hardware upgradeable. Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control
  21. 21. S/O Analysis Opportunities Partnerships – Symphony can collaborate with many powerful executive band let mobile phone to flood the market with Symphony, which reduces costs in marketing and increases revenue through long-term agreement deals. Accessories Sales: Mobile accessories dept. is working as a support unit for symphony mobile since November, 2011 Generating BDT 140 million sales in year 2014 with a growth rate of 115%. Big accessories sales opportunities in Bangladesh market. Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control Mobile Battery
  22. 22. W/T Analysis Weaknesses Image – The Symphony brand is not targeted towards business people and does not have a reputation as being compatible with the corporate world. Price – Symphony does not yet offer lower priced models for more cost conscious consumers. User Interface – Touch screen interfaces suffer from the problem of “gorilla arm”* Quality- Symphony hand set quality is not better than Multinational Brand like-Samsung, Nokia. * Gorilla arm is a side-effect that humans face when using touch screens for long times as humans are not built to hold their arms at waist or head-height, making small and precise motions. After a short period of time, cramp may begin to set in, and arm movement becomes painful and clumsy. This is now considered a classic cautionary tale to human-factors designers. Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control
  23. 23. W/T Analysis Threats Increased competition – Smart phones are easier to make now more than ever. More companies may enter the market, and competitors or even Symphony contractors can maneuver around patents to create similar devices. Downward pricing pressure – The Symphony is marketed as a high-end phone, but phone prices are almost certainly going to fall when other companies undercut the price of Symphony. Servicing – We should Increased hand set servicing issued. Political Violence – Impact political violence in Bangladesh for hand set Import & sales in local market. Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control
  24. 24. W/T Analysis Threats Competition (Palm) - Palm has the longest history in PDA market and has experience-developing software for mobile devices. It is also a well-known brand for businesspeople. Existing software is well established and compatible with many products for this market. The market is familiar with Palm products; significant switching costs are involved in going to an Symphony. Palm can add many similar capabilities to their products that match the Symphony and expand to a wider market through lower cost and higher-power products. Competitor in Local Market: New coming competitor in local market lunching mobile hand set like- ACI limited, PRAN-RFL Group, PARTEX Group, China company GiONEE. We first find out our against competitor in local market Samsung mobile. Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control
  25. 25. Objectives & Issues • Set an aggressive buy achievable objective for the first and second years of market : 1. First-year Objectives - We are aiming for a 46 percent share of the B.T and Phone market through unit sales volume of 96,00,000. 2. Second-year Objectives - are to achieve a 50 percent share based on sales. • Extend on the Symphony brand name and link to the established meaningful positioning. • Extend on Symphony image of innovation, quality, and value. • Measure the awareness and response in order to make adjustments to the marketing campaigns as necessary. Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control
  26. 26. Target Market • Differentiate the from other feature on the market. • Primary customer targets is the middle-lower income professional to coordinate their busy schedules and communicate with colleagues, friends and family. • Secondary consumer targets are high school, college and graduate students who need one portable multifunction device. • Primary business target is to partner with : • large cell phone service providers, GP, Banglalink, Robi and Airtel. • large enterprise software firms where information is critical to the end user. Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control Objectives & Issues
  27. 27. Target Market (cont.) • Secondary business target is mid-to mid-size corporations that want to help managers and employees stay in communication or access critical data on the go. • Market segment will consist of companies with Tk. 15000-18000 million in annual sales. Positioning • Using product differentiation, positioning the Symphony as the versatile, convenient, value-added device for personal and professional use. • Focus on the convenience of having one device for communication, but also music, pictures, and video, and full Internet access. • The Symphony will be promoted as both professional and hip. Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control Objectives & Issues
  28. 28. Marketing Mix Strategy Product •Full year warranty along with an optional service offer- handset exchange offer •Same taste as all other Symphony products •Special edition version to be launched (including the Symphony new edition celebrating their 8th anniversary) •Launching a cheaper version in 2015 with less advanced features along with a more advanced version for professional use •Adding the following features to the Symphony (large disk storage capacity, lower weight, thinner device, long battery life, 3G, Wi-Fi, EDGE, GPS and improved camera) Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control
  29. 29. Price •Set the base model at a cheap price of Tk. 920 •A more advanced model for Tk. 14990 •Special limited edition Beatles Symphony for special prices •Generally lower our prices to ensure we establish market dominance in as short of time as possible •Attractive Offer Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control Marketing Mix Strategy
  30. 30. Price •Product line pricing takes into account the cost differences between products in the line, customer evaluation of their features, and competitors’ prices that justify the price differences. •Captive-product Pricing involves products that must be used along with the main product. Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control Marketing Mix Strategy
  31. 31. Place •Massive rollout nationally at all reputable major retailers •Massive rollout Online, Showrooms and in all cell phone providers •All Symphony Stores the Symphony website will dedicate themselves to the Symphony •Eye catching displays will be found at all physical stores featuring the Symphony to make the product stand out from the pack •Symphony Stores will have the Symphony mobile on display a full month before its nationally release Marketing Mix Strategy Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control
  32. 32. Marketing Mix Strategy Promotion •New promotion with GP & Banglalink for discount & bonus. •Integrate Symphony message of revolutionary communications and audio/visual experience together in all media advertisements •Differentiate the Symphony against others is the touch screen functionality •Emphasize Symphony brand prominently and associate the Symphony mobile with the tab groundbreaking lineage •Original but tasteful advertisements at the same time •A massive TV campaign is planned before launching the Symphony featuring a soon to be legendary ad to be the talk of the country •Advertising will be appearing on a regular basis to maintain general public awareness Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control
  33. 33. •Four age groups will be targeted: 15-20 years, 20-25 years, 25-45 years, and 45 years and up •High School and College aged people will demonstrate social uses •The 25-45 years group will be used to determine business application and social/personal use •The 45 years and above will give us a plan to market to more senior well-refined group Action Programs Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control
  34. 34. •This research will be done through surveys (via email campaign through portals such as, iTunes and other on-line application developed for the Symphony) and interviews (in Symphony mobile phone stores) with the same age groups listed before. •To bring the Symphony to the front of the business nation it is important to research different ways to grow the 15-25 year old group into business uses of the product •Brand awareness will be an important tool in taking the Symphony brand from "social cool" to "business cool". Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control Action Programs
  35. 35. •We will ask for feedback on Symphony features, and implement those changes most important to the end user in the next generation Symphony •We will allow users themselves to design their own ideal Symphony on-line and use any useful ideas to further refine future Symphony models •We will continuously scour the Symphony fan websites to understand what the Mac faithful are saying, as they are our best customers. •We have already opened fun store entertainment to all Symphony Smartphone & Feature Phone users with the following genre: Entertainment & Fun, Information, Utility & Convenience Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control Action Programs
  36. 36. Implementation Compensation system •workers Tk.5 incentive pay for every non reject phone they produce •Tk.10 per phone six sigma quality program •each worker Tk.50000 each year for best practice training use control measures to closely monitor quality and customer service satisfaction consumers can contact the main headquarters about any possible technical problems – by using Symphony Customer Service Bar and a customer service phone number stored in the phone book Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control
  37. 37. Implementation In case of slow sales •Offer Symphony mobile to customers who have purchased other Symphony products Tk.10 per phone six sigma quality program, which will lead to: •demonstrate the product for consumers, it will promote synergy and lure buyers. •develop deep relationships with two very different segments: those who have it and those who aspire Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control
  38. 38. Budget •2015 Our break-even analysis assumes wholesale revenue of Tk.5000 per unit variable cost of Tk.2500 per unit and est. fixed cost of Tk.240 billion. Based on these assumptions the break-even calculation is Tk.240 billion divided by Tk.5000 minus Tk.2500 equals 96,00,000 units sold. •Break-even calculations indicate that Symphony will become profitable after the sales volume exceeds 9600k. After the 2015 year will make a profit of 455 billion minus 240 billion in fixed costs. •It is predicted that sales volume will increase at least 60 percent from this change; this will decrease the impact of fixed costs and improve opportunities to increase our production scale, which will further improve profits in the long run Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control Quantity (In Thousand) Q1 15 Q2 15 Q3 15 Q4 15 2015 Total Basic 862.62 618.45 716.74 458.51 2656.32 Feature 783.13 944.07 860.96 816.25 3404.42 Smart 569.76 714.10 916.86 908.35 3109.07 Total 2215.51 2276.62 2494.57 2183.11 9169.80
  39. 39. Control To plan our strategy we will meet monthly with the board of Edison Group, present our information, and make a proposal for continued marketing efforts. Before each meeting our team will meet in private, with each person presenting their own proposal based on the information they have learned. After the initial proposals, we will vote on the best one or come to a compromise. The final proposal sent before Edison Group is the result of that meeting. We are planning tight control measures to closely monitor quality and customer service satisfaction. This will enable us to react very quickly to correct any problems that may occur. Other early warning signals that will be monitored for signs of deviation from the plan include monthly sales (by segment and channel) and monthly expenses. Given the market’s volatility, we are developing contingency plans to address fast-moving environmental changes, such as new technology and new competition. Executive Summary Current Marketing Situational SWOT Analysis Objectives & Issues Marketing Strategy Action Programs Budget Control

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