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Neozen mobiles

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Neozen mobiles

  1. 1. VIDYALANKAR INSTITUTE OF TECHNOLOGY, WADALA SUBJECT: INTEGRATED MARKETING COMMUNICATIONS & DIGITAL MARKETING LAUNCHING OF SMARTPHONE LAUNCHING OF SMARTPHONE
  2. 2. Introducing the New Generation phone
  3. 3. NEO ZEN Mobile YOUR POTENTIAL… OUR PASSION
  4. 4. BRAND ELEMENTS Symbol : EAGLE NAME : NEOZEN – meaning NEO ( New) , ZEN (State of Mind) PRODUCT : SMARTPHONE NAME : NEOZEN SLOGAN : YOUR POTENTIAL OUR PASSION
  5. 5. TARGET SEGMENT India Internet AudienceIndia Mobile Users Source: World Bank; Springboard Research India: Emerging Smartphone Market  Breaking out to Smartphone's from Featured phones  When there are about 650 million mobile users in India, only 12 per cent of them are Smartphone users. So the headroom to grow is tremendous.  Focusing the Youth  Younger generation are so fascinated towards Smartphone's.  They depend more on it, rather than PC for most of the work
  6. 6.  Urban  Individuals looking for Function ability and Mobility in their cell phones.  Businessmen  Young Professionals  Youth  Creamy Layer class TARGET SEGMENT
  7. 7. A look at the Competition
  8. 8. SAMSUNG Mobiles Word Cloud Social Media Fan Base Samsung Samsung continued to lead the Indian smartphone market with 25.1% share, registering 10.9% sequential growth over previous quarter and 15% growth from the same period last year. With updated versions of J2, J5 and J7 released in Q2 2016, J-series devices continue to drive Samsung’s shipments.
  9. 9. LENOVO Mobiles Word Cloud Social Media Fan Base At No. 3 in Indian smartphone market is Lenovo-Motorola combine. Lenovo Group (including Motorola) with 10.3% growth over the last quarter, vendor regained its third position during the quarter. Moto G4 plus and Vibe K5 Plus were the key drivers for the growth, accounting for over one-third of its total shipments. Lenovo Group has extended its presence in the retail contributing to approximately one-third of the shipments
  10. 10. OPPO Mobiles Word Cloud Social Media Fan Base Oppo At No. 8 is another Chinese Smartphone maker, Oppo. The company grew by as much as 602% year-on-year during the quarter. The company's shipments touched 3.3 million, up from 0.5 million in the previous quarter. The company's F1 Plus is reported to be the star performer during the quarter. The device's shipments are reported to have helped the vendor gain reasonable share in the market.
  11. 11. MICROMAX Mobile Word Cloud Social Media Fan Base Facebook Fans: 2.1 M, Twitter Followers: 42.4K At No. 2 position in the Indian smartphone market is Micromax. The company retained second position with 19.9% growth over the previous quarter. Slew of new launches backed by the new marketing initiatives helped Micromax gain the market share post two consecutive declines in Q2 2016. Vendor has re-gained share in $150-$200 segment with launch of Canvas 6 series and Yu Yunicorn.
  12. 12. REDMI Mobiles Word Cloud Social Media Fan Base Xiaomi At No. 7 is Chinese smartphone maker Xiaomi. The company grew sold 4 million units during the quarter vis-a-vis the 3.5 million in the previous quarter. The company's year-on-year growth stands at 21.60%. Xiaomi’s Redmi Note 3 was among the best selling models. It is reported to be the star product for the vendor, contributing majority of its total shipments in Q2 of 2016.
  13. 13. COMPETITORS
  14. 14. PRODUCT • Two layer screen – A Fibre Liquid Condensed Display(LCD) and a touch screen. • Nano technology used in battery for converting sunlight to charge – ADD ON plug—in charge PLACE • Available in supermarkets, company outlets (Nokia Priority, Samsung Smart Phone shops), specialized outlets (Mobile Store) • Online on e- tails PROMOTION • Print Advertising, • Outdoor Advertising, • Covert Advertising, • Celebrity Advertising • Broadcasting Advertising PRICE • 32 GB – 23,000 • 64 GB – 46,000 THE 4P’S OF THE MARKETING MIX
  15. 15. BRAND POSTIONING STEPS NEOZEN TARGET SEGMENT MASS CONSUMER BEHAVIOUR VALUE SEEKING NATURE OF COMPETITION Direct – Samsung,Xiomi,Oppo,etc.; Indirect – T.V, PLAYSTATION,etc. Broad – Party, Concert, Café,etc.. POP COMMUNICATION, NETWORKING, ENTERTAINMENT POD DUAL LAYER SCREEN, NANO BATTERIES (SOLAR) BRAND POSTION (USP) DUAL LAYER SCREEN phone with self charging SOLAR batteries TESTING THE POSTION DESIRABLE (NEW TECHNOLOGY), DELIVERABLE (Advance Feature –SOLAR CELL, DUAL LAYER SCREEN)
  16. 16. SALES PROMOTION ( Through PLC) Product Life Cycle STAGE 1 Coupon Discount, Bulk Discount, Social Media Lucky Draw STAGE 2 Mystery Customer, Lucky Draw, Redistribution incentives Shop salesmen incentives STAGE 3 Display windows, Shelf hiring, Sweepstakes Bundling offers STAGE 4 In-packs Price packs Redistribution incentives Shop salesmen incentives
  17. 17. ADVERTISING DESIGN  Understand customers – VALUE SEEKER  Purchase benefits – NEW TECHNOLOGY  Product-specific research  Key selling points – Dual Layer Screen, Nano Solar Cell Batteries
  18. 18. The Approach Announce - Activation by installing pre-launch posters and standees at Mobile Dealerships, Mobile Stores, Malls, Colleges, Institutes and other places where youngsters visit often Engage - Social Media contests - Start a Blogger Management Program for the build up so that the Bloggers start talking about the new phone to be launched in the market. They can talk about Tips and Tricks, Specs, Features, Price and other comparison with the competition brands to create a buzz about the product Promote - Social Media Campaigns and Sponsored Posts and Stories to promote the brand and do a Fan Acquisition on Social Media Platforms like Facebook and Twitter
  19. 19. NEO ZEN Mobile YOUR POTENTIAL… OUR PASSION * 23,000 onwards Join the new revolution in smart phones Dual Layer LCD screen Nano solar cell powered batteries 16 MP front,8 MP back camera Works in 16 language format *Bookings Open , Contact Nearest Smartphone Dealer
  20. 20. PRINT ADS
  21. 21. VISUAL ADS
  22. 22. CELEBRITY
  23. 23. REFERENCES  http://economictimes.indiatimes.com/slideshows/tech-life/8-best-selling-smartphone-brands-in- india/oppo/slideshow/53808190.cms  http://indianexpress.com/article/technology/tech-news-technology/idc-q4-2016-xiaomi-lenovo-chinese-players- dominate-indian-players-out-4522342/

Notes de l'éditeur

  • BECAUSE OF SMART INDIA CAMAPIGN OF PMO

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