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SOLMATE

Save Time. Save Power. Save Life

EXECUTIVE SUMMARY
I am planning to launch new concept phones S Series mobile phone S51 in the mature market with the changes in the charging system. NOKIA is a big company and big name so they have the target market and by launching this first objective is to cover the name and second we need to look after the company name. NOKIA main objective is to maintain the quality and then to boost the logo which is ''connecting people''. They are basically reducing the gap between the people. In order to keep this going they need to enhance the features and specifically for this mob adding the battery system and some of the features are like APPLE I phone. And it will considerably having the good reputation and the features. Our NOKIA S51 is one of the most advanced and modern mobile phone in the world and it is compatible with IPHONE and other leading telecommunication brands in the world. It has most advanced features.

INTRODUCTION
For this project I have been instructed to come up with marketing plan of the product line extension of an existing company. I have chosen NOKIA particularly mobile phone sector of NOKIA. NOKIA is a reputable brand all over the world and is famous for its technology, quality, features and innovation. I have selected of NOKIA concept mobiles phones and extending its line having a change in a battery system. This mobile can be charged by solar energy. It can easily be charged by placing it under the sunlight for some time or you can charge this by normal charger and it can give you the talk time 8 to 9 hours and standby time of this mobile is 10 to 11 days. The model is NOKIA S series.

PRODUCT OFFERINGS
This section explains and summarises the main features of company's various product offering. In case of SOLMATE the Ecotech offers the following features; * Concept phone with solar recharging mechanism * Battery standby time 11 days, talk time 9 hours. * It has 3.5 touch-sensitive widescreen display * 800 x 400 pixel resolution * It supports major European languages

* Integrated FM transmitter * Processor and 3D accelerator * 2GB of application memory * Weight 135g * 48GB memory extendable * Maemo browse powered by Mozilla * Adobe flash TM 9.4 support * Full screen browsing * Email and messaging * Call waiting, call diverter, call hold, speed dialling etc. * Operating system: Maemo 5 software on Linux * Music and audio playback * 10.1MP camera (Pictures and Video recording) * Built in GPS, preloaded map and rout guidance * Comes in black and silver colour * Games * Clock, calendar, PDF reader, RSS reader, Sketch and widgets * Application manager for downloads etc.

SITUATION ANALYSIS
Situation analysis describes the market, the company capabilities to serve the targeted segment of the market, competition, goals, focus, and culture of company. In this case of EcoTech we have to discuss about the its target markets, company environment and its competition .As EcoTech has launched its new phone SOLMATE with most of the modern features, it has to specify its target market first. The prices are set by comparing the competitor prices and other factors taking in consideration like type of the market segment. Internal environment of a company play vital role for success. EcoTech has to maintain its position as leading market brand in telecommunication sector by offering high quality product with more features relative to its competitor at low price.

MARKET SUMMARY
This section of marketing plan gives details about size, needs, growth and trends about market. Market Demographics:

Male and female Age 20-50, this is the segment that makes up 80% of Ecotech mobile phone. Professional and Collage student Every person has different income, so this Solmate targets the high involvement of person have high purchasing power.

Market Size: ECOTECH phones are basically concept base. Echo friendly technology and solar system. Market consist of customers and business who uses their phones and prefer mobiles phone devices with long life batteries, large information storage, playing music and taking pictures. First targeted segments for SOLMATE are professionals, students, corporations, entrepreneurs and medical users. In the introduction phase these users are willing to pay even high prices for the SOLMATE because of its features.

Market Needs: Customers surveys shows that most of them needs a mobile with a features of mobile that its battery time should be long, just because of many of the high brands are considered as a flop because their battery time is just 1 day. So SOLMATE is one of those sets that meets and satisfy customers needs. Market Growth: It comes with added new quality of solar charging techniques u can place your mob under the sunlight to charge and can easily work out for you in a better way.

Market Trends:

SOLMATE comes in two popular colours black and silver. It has 8 megapixel high quality camera and 48GB of memory. In the introduction phase it is making a very good sale and its demand is increasing day by day and becoming one of the most wanted mobile phone in the market.

Features Quality: Ecotech phones are solid. The quality of sound and the button make you feel ill at ease with the phone. Its materials and components are one of the most important factors that push the customers to buy it, the design too.

Speed: A Ecotech phone response and transfer quickly items for a phone to another. Also the short cut, easy, evident and simple to use.

Dependability: Ecotech phone will never let you down because of the high autonomy of the battery. In some phones, especially professional ones, they offer an extra battery to be always available.

Flexibility: They produce cell phone suitable to every kind of person. They have a wide range of style, from the basic use to the professional one. Depending on the status, the softwares are not the same. The features of phones for young people are not the same as the professional one as they differ in the complexity of their systems.

Cost: They produce a wide variety of products ranging from cheap to very expensive. Most of the people can buy a Ecotech starting from 300 Dh, for e.g. Ecotech 3310, to the expensive one like the Ecotech Sapphire that cost around 14,000 Dh.

SWOT ANALYSIS
This section of marketing plan gives details analysis of company strengths, weakness and its opportunities and threats outside in the market. Every company has these fours factors present in it. Strength and weakness are the internal factors of company while opportunities and threats are external factors. In case of ECOTECH the same situation exists and its details are as follows.

STRENGTHS
Concept Phone(PRODUCT):It falls in the category of concept phones . Ecotech is the global product and is available in most of the country of world. Ecotech mobiles phones are reliable and attractive that is the reason it is famous brand all over the world.

HIGH PRODUCT QULITY:


Ecotech is more concerned about quality and hence its product is more reliable in order to satisfy the customers' demands. In case of SOLMATE the Ecotech has maintained its quality standard and is more reliable at reasonable price for customers. Ecotech always adds more values by superior quality or differentiated features to the market. Ecotech uses Total Quality Management (TQM) which explains more about training work and makes the higher product quality.

..WIDE RANGE OF PRODUCT LINE:


Ecotech has highest range of product line as compared to its competitor (more than 10 models) and every year it extends its current product lines.

WEAKNESS
A comparison between Ecotech and others its competitors shows that Ecotech has highest prices in some product line as compared to its competitors which is a weak point. Ecotech has to overlook on some of its product and readjust the prices in order to compete with others.

OPPORTUNITY:
Ecotech is launching products continuously and adding value and more features in it like MMS for messenger, email, java, touch screen, high quality camera and much more features to suit the users. Ecotech has already joint venture with Hewlett Packard (HP) that has well reputation in the field of PC and with the help HP Ecotech has introduced almost PC functions in the SOLMATE.

THREATS:
Although Ecotech is one of the major market leader and owns large share of the market but still facing threats from its competitor like Sony Ericson, IPhone, LG. Now it's age of technology and every one in

market try to make their brands best and most wanted among their customers. They can do by using PC features into mobiles phones and can attract the customers. Ecotech already has realised that and using some of the it's characteristic in their new devices. Another threat Ecotech is facing a price war. In order to compete properly with other major competitor in the market Ecotech has to review its prices regularly and make sure that it does not loose any customers just because of high prices.

COMPETITORS
This section of marketing plan gives details analysis of key and major competitors present in the market and tells us about their market position, their strategies..

SONY ERICSON:
Sony Ericson is one of the major threats to Ecotech and is continuously evolving and bringing more features to its product. Sony Ericson Satio and Experian are major threats to Ecotech. These phones are most advanced and touch screen one. Their prices are low as compared to previous Ecotech modern's phones and their camera is 12.1 megapixels that is higher than Ecotech current camera ranges.

APPLE
Apple IPhone is another major threat to Ecotech and has been most attractive touch screen phone among the customers. For the first time apple introduced its 3.5 inch touch screen with all modern features. It is well equipped with audio, video, music, web access and contact management functions etc. It plays and contributes a major success to the apple industry. Apple has launched a new version of IPhone called 3GS that is most fast and also has enhanced version of its features.

MOTOROLA:
Motorola is also a leading brand in the market and has been introducing new mobile phones over period of times that also has been attractive to customers. Recently Motorola has come up with its new phones Milestone and Droid that are also well equipped with most modern features including touch screen, window operating system, keyboard, 5 megapixel camera etc.

SAMSUNG:

Samsung is also one of the leading brands in the market and people like it and think it a reliable product. Recently it has launched its new phones known as Samsung omnia II and Samsung omnia pro. These phones shows most advanced features like sliding qwerty, 3.5 touch screen, windows operating system, 5MP camera etc.

LG:
LG is also a leading brand and is constantly launching new phones in the market. LG New Chocolate BL40 Black has been designed to be the ultimate internet experience on the move. Its 4 inch wide screen is big enough to display full length web pages .It has 5 MP camera and built in GPS etc.

Ecotechs 4 Vs:

Volume: Ecotech has a medium to high volume because its produces a large quantity of cell phones but not everyday. People buy a cell phone once generally for a year or two.

Variety: Ecotech produces only cell phone and other software. The variety of the company is very low.

Variation: The variation in demand is very high. Ecotech attempts to meet the requirements of their customers both professional and ordinary ones.

Volume: Ecotech is located over 40 countries all over the world including shops. We can see the brand name everywhere and its much known. The company has a mass and cell production process. Its a mass because it produces a large quantity of cell phones and its a cell production because each cell phone is produced in a plant in China, Finland and Brazil. The manufacturing of each phone is done separately. STRATEGIES FOR GROWTH

Generic Strategy The term generic strategy was introduced by Michael E. Porter to find ways how companies compete in segmented market and gains advantage over its competitors. The firm can achieve competitive advantage over other players by differentiating its product and service offerings. There are three key generic

strategies that an organization can undergo to achieve competitive advantage over other firms. They are cost leadership, differentiation and focus.

Another tool to measure its marketing objective is through SMART i.e. Specific, Measurable, Achievable, Realistic, and Time bound.

Specific: It refers to be precise about what organizations marketing objectives. In case of Ecotech SIM cards, Ecotech needs to determine the target market which it will be focusing. It also needs to specify its positioning of SIM cards among the population such as teenagers, college students, professionals, etc.

Measurable: It refers to quantify a firms objective. In case of Ecotech SIM cards, it needs to measure the growth rate of the market and plan its strategies accordingly.

Achievable: It refers an organization to verify its objectives and to make sure that they are not expecting too much growth from the market. In case of Ecotech SIM cards, it needs to have a detail market as well competitor analysis so that they can accordingly plan its marketing objectives.

Realistic: It refers to availability of necessary resources to achieve the objective of an organization. In case of Ecotech SIM cards, Ecotech has necessary resources such as financial, R & D, Human resource, etc. Therefore, their objective is realistic.

Time bound: It refers to state the time when the objective will be achieved. In case of Ecotech SIM cards, as they have necessary resources and expertise R & D, they can enter the mobile network market within a short period of time. HARDWARE SPACIFICATION: * Dimension: 59.7mmx111mmx18.2mm * Weight: 135g * Display: 3.5 800x480 (WVGA) touch screen * Processor: OMAP3430 500/600Mhz processor * Bands: GSM Quad-Band 850, 900, 1800, 1900. WCDA 900, 1700/2100,2100 * Camera: 10.1 megapixel Carl zeiss camera with dual- led flash, autofocus and sliding cover

* Memory: 2GB total virtual runtime memory (512MB physical RAM * 48GB internal storage, expandable up to 72GB via external memory * Wi-Fi, HSPA * Battery: 1320 mAh * Video out cable * Micros USB adaptor FEATURES: * Maemo 5 operating system * Multitasking to run several application simultaneously * Video capturing at 800x480 in AVC/H.264 * Image tagging or geo tagging support * Cellular voice or VOIP supported * Firefox 3 web browser with flash 9.4 support * Video chatting.

MARKETING STRATEGY
Marketing strategy starts off with marketing objectives, target market, segmentation, marketing mix and marketing research. Distribution explains the channel through which the products are available to customers. For the success of company its distribution channels plays vital roles. Ecotech phones are distributed through a chain of retailers all over the world. The most important channels of distribution are as under: * Computers stores * Office supply superstore * Online retailer * Electronic specialty stores

OBJECTIVES Successful marketing plan of Ecotech has made it to reach all over the world. The objectives of marketing plan should be clear and legitimate. The following are some of the main objectives of Ecotech, * Customer satisfaction * Customer perception * Customer needs expectation * Generating income or making profit * Be aware of an environment

MARKETING MIX STARTEGIES


Marketing mix can be defines as: grouping elements in the marketing strategy of a company. These elements are product, price, promotion and distribution and also known as four P,s and can be explained further more as follows. PRODUCT: Product is the centre of marketing mix and other three P,s revolve around it. Consumers buy product and services for different uses and company must be of aware of all these when selling a product. In case of SOLMATE a proper research was conducted and it was then carefully developed by taking consideration of customers and potential customers. PRICE: Price is another key factor in selling any product. The company has to review their price policies and make adjustment as required per competition and customer's ability to buy. Ecotech is well aware its competitor and cannot ignore the fact the competitor are putting pressure and Ecotech has to cut their prices in order to compete with them accordingly. Our new handset price is reasonable as compared to major competitor. The price for SOLMATE has been set 385 pounds by taking considerations of all factors like customers ability to buy, competitor's prices and credit crunch that is affecting the sales of new product more adversely. PROMOTION: Promotion involves providing information to customers about new product or launch via variety of mediums like radio, TV, newspapers, magazines, online etc. Promotion is key tool for the success of company. As leading brand the Ecotech is spending lots of money on promotion of its new products like SOLMATE.

DISTRIBUTION:

Distribution is a channel that delivers the product or service to customers across all regions. Ecotech mobiles phones are generally available at car phone warehouse and other electrical retailer all over the world. Again for the success of company its well managed distribution channel plays vital roles.

MARKETING STRATEGY
Marketing strategy starts off with marketing objectives, target market, segmentation, marketing mix and marketing research. Distribution explains the channel through which the products are available to customers. For the success of company its distribution channels plays vital roles. Ecotech phones are distributed through a chain of retailers all over the world. The most important channels of distribution are as under: * Computers stores * Office supply superstore * Online retailer * Electronic specialty stores

OBJECTIVES
Successful marketing plan of Ecotech has made it to reach all over the world. The objectives of marketing plan should be clear and legitimate. The following are some of the main objectives of Ecotech, * Customer satisfaction * Customer perception * Customer needs expectation * Generating income or making profit * Be aware of an environment

MARKETING MIX STARTEGIES

Marketing mix can be defines as: grouping elements in the marketing strategy of a company. These elements are product, price, promotion and distribution and also known as four P,s and can be explained further more as follows.

PRODUCT:
Product is the centre of marketing mix and other three P,s revolve around it. Consumers buy product and services for different uses and company must be of aware of all these when selling a product. In case of SOLMATE a proper research was conducted and it was then carefully developed by taking consideration of customers and potential customers.

PRICE:
Price is another key factor in selling any product. The company has to review their price policies and make adjustment as required per competition and customer's ability to buy. Ecotech is well aware its competitor and cannot ignore the fact the competitor are putting pressure and Ecotech has to cut their prices in order to compete with them accordingly. Our new handset price is reasonable as compared to major competitor. The price for SOLMATE has been set 385 pounds by taking considerations of all factors like customers ability to buy, competitor's prices and credit crunch that is affecting the sales of new product more adversely.

PROMOTION:
Promotion involves providing information to customers about new product or launch via variety of mediums like radio, TV, newspapers, magazines, online etc. Promotion is key tool for the success of company. As leading brand the Ecotech is spending lots of money on promotion of its new products like SOLMATE.

DISTRIBUTION:
Distribution is a channel that delivers the product or service to customers across all regions. Ecotech mobiles phones are generally available at car phone warehouse and other electrical retailer all over the world. Again for the success of company its well managed distribution channel plays vital roles.

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