Marketing Plan On HTC One

Submitted to: Dr. Abhinav Singh

Submitted By: Nirali Mehta, Harsh Desai, Sanjay Thacker, Ajay Sharma, Yograj Singh Chauhanin

Mobile Industry Of India

The mobile phones industry saw a slight increase in mobile phone revenues in 2011. However, the share of the total mobile and landline industry accounted for by mobile retail increased by 0.9 percentage points in 2011 and now stands at 62.8%. In recent years mobile phone applications have been a new revenue stream for the industries and companies concerned with this sector have certainly capitalised on it. Apple, HTC and Samsung have all strong market shares, while BlackBerry has failed to capitalise on its growth from a few years ago. Furthermore, companies such as Nokia and Motorola have found themselves struggling to compete in a market that is extremely fierce and it was easy for them to get left behind as technology advanced.

Future analysis of Mobile industry in India

more technological advances, no doubt drive the industry and convince consumers to continue to upgrade their hardware and ultimately result in high profits. Furthermore, the availability of 4G services will help the industry in upgrading technology.

Strength Huge wireless subscriber potential. Fastest growing mobile market in the world. Consumers are ready to pay for cutting edge services. India possesses cheap labour to attract foreign investments. Telecom software, telecom professionals, telecom infrastructure and telecom services are the key players in shaping todays economy. Revenue sharing strategies are leading to mergers and acquisitions, helping companies to enter new business opportunities, and generate employment, boosting the countrys economy. Government has started relaxing rules for foreign participants Lowest tariff rates in the world

SWOT Analysis of the Industry

Weakness M a r k e t s t r o n g l y r e g u l a t e d b y g o v e r n m e n t b o d y t h e t e l e c o m r e g u l a t o r y authority of India. Existence of entry barriers for private companies. High cost of service provision. Low income countries like India cannot afford to replicate expensive telecom infrastructure.

Opportunity India has Asias third largest economy is adding at least one million newmobile phone users every month Mobile phone users base hitting a saturation point in big cities. Income levels in the rural areas rising due to robust agricultural output. Share of the rural market in the countrys mobile population is, however, lessthan 15% Cellular phone now being viewed as a common mans phone Rapid growth expected in the telecom and related services Foreign investment in form of equity or technology Increased availability of bandwidth has open doors to new schemes making efficient usage, providing value added services and generating profits. Threats High level of risk uncertainty and cost associated with the cellular sector Weak intellectual property right protection Software and digital content piracy Political instability Cost of handset also deters a lot of buyers from opting for the service Threat from WLL service providers and also from

Company Profile
Founded in the year of 1997. Since 2006, introduces many critically-acclaimed mobile devices under brand and portfolio includes smart phones and tablets powered by the Android and Windows Phone operating systems. Creating a customized user experience.

With the Customer Strong recommendations from retailers, press reviews, consumer opinions, and friends and family, contribute to a high rate of product referrals, brand recognition and ongoing momentum.

champion the customer as the hero through every stage of innovation. Dedication to Experiential, Interactive Design Innovation through Collaboration

Empowering the Most Personal Experience

SWOT Analysis of HTC Corporation

Strength Significant R&D capabilities enhances sales growth and brand image Strong relationships with vendors enable it to address changing customer needs effectively. Chose the right partners ODM saved cost and avoid market entry risk.

Weakness Declining margins may affect Smart phone category will size 30%. US market is critical for global smart phone industry

Opportunity Strong growth in smart phone and tablet Positive trends in the tablets market Too related on Microsofts platform Strategic acquisitions enhance revenues and product portfolio Threat Intense competition may lead to pricing pressures affecting profitability. Exchange rate fluctuations may adversely affect Product cycles are getting short Price will come down

Product
Description HTC One is an Android smart phone with 4.7 Inch Full HD 1080p display. It runs on Android 4.1.2 with Sense UI. It is powered by Snapdragon 600 1.7 GHz Quad Core processor and 2GB RAM. Highlights Snapdragon 600 1.7 GHz Quad Core Processor 2GB RAM 4.7 Inch 1080p Display Android 4.1 32GB On-Board Storage HTC Zoe Ultra pixel Camera 2MP Front Cam HDR Video Recording Micro SD Slot Micro SIM 2300 MAh. Battery.

Price
RS 42990 (32GB) RS 36660 (16 GB)

Place
All HTC store All electrics retail shops Croma Vijay sales Reliance digital Other 21 stores in over the India 50 stores in over the India 100 stores in over the India Thousands in over the India

Online stores http://www.salesindia.com www.ebay.in/Free-Shipping www.snapdeal.com/Mobiles-online-shop www.flipkart.com/mobiles www.themobilestore.in/ www.naaptol.com/buy/mobile_phones.html

Target Market
Total People 13,00,00,00 0
Less then 15 3,25,00,000 Youngsters 6,50,00,000 More than 50 3,25,00,000

Non Users children

Literate 4,65,00,000

Ill-literate 1,93,00,000

Non Users Adults

male working and students 2,50,00,000

Female 2,15,00,000

Non Users

Corporate Working Women students 65,00,000

House wifes 1,50,00,000

Non Users

There is 13 crore people whose income level is 500000. So we can find our target from this People

Market potential is Corporate working people and young students.

3,15,00,000
In this market potential there is 30% of the people who is already a User of HTC. 30,00,000 People is HTC user.

Promotion
Branding
branding for HTC one to corporate people and modern age young people who just want quality, new generation features because It's a common stereotype that Android devices are only made for those who don't care about design like businessman, corporate people or build-quality.
HTC one buying into that trend with its newest flagship Smartphone, the HTC One, which is made from all metal and glass with some durable plastic accents. It's bigger and arguably more beautiful than the iPhone 5 We are targeting corporations and young people like student because corporate people dont have time and HTC one give all service at time and young

IMC (Integrated Marketing Communication)

Objective To Increase HTC Ones awareness and recognition amongst Target Audience by 30 percent by three months To Increase Customer engagement by 30% in three months To Increase Products Internal Branding by 40% within 3 months.
Communication Theme: Synchronize Everything is related and Integrated with one another Slogan: Synchronize Your Sense Sense of Belonging, Sense of Direction, Sense of Excitement, Sense of Experience, Sense of securities.

Campaign list

Interactive Employee orientation Organize a Dealer Camp of two days Sponsorship of a technological Event SME Summit Which is organize by silicon India Events at 17 May. Sponsorship in IIM Event at 30 may Balloon day Hoardings In over the India Advertising: Television Advertisement Newspaper Times of India Direct Marketing: Website For HTC One Face book Popup Face Book Page HTC Blogs Sales Promotion: EMI Facility Free Insurance 1.5 Years warranty

Hoardings
Cities Name Ahmedabad Banglore Chennai Delhi Hyderabad Kolkata Mumbai Pune Surat Price Per Hording 10000 100000 70000 70000 70000 70000 70000 70000 10000 Total No. of Hoardings 15 5 5 5 5 5 5 5 10 Total 150000 500000 500000 500000 500000 500000 500000 500000 100000 4545000

Newspaper
Cities Name Ahmedabad Banglore Chennai Delhi Hyderabad Kolkata Mumbai Pune Surat Price Per Add 174000 1044000 590000 1278000 372000 428000 41600 560000 896000 Total No. of Add 1 2 2 2 1 2 1 1 1 Total 174000 2088000 1180000 2556000 372000 856000 41600 560000 896000 8723600

Event
Events Orientation Campaign Dealer camp City Delhi Goa Total 50000 1000000

Sponsorship
IIIM Event Balloon Campaign

Pune
Goa all Over the India

200000
100000 50000

Total

14,00,000

Advertisement

1, 20,000 20 = 24, 00,000 Per Advertisement (20 Advertisement per month) 2, 30,000 Advertisement Making Expense Total Expense = 26, 30,000

Total Budget
Event:
Hoarding Advertisement Hoardings

14,00,000
45,45,000 26, 30,000 87,23,600

Total

1,72,98,600

Competitors
There is a strong competition in the Market. But the Major Competitors are the following: Samsung: Galaxy Note 2 Black berry: Z10 Nokia: Nokia Lumiya920 Apple: Iphone 4S, Iphone5