Dedication:

We would like to dedicate this project to our beloved parents, who showed
us the light in the darkness of life.
 Acknowledgement:

First of all we will be enormously thankful to God Almighty that has

endowed us with valuable abilities and qualities to perform things well for
good purpose. Secondly we are indebted to worthy teacher Mr. rafiq who
has taught us basic concepts of strategic marketing.
Why we have selected “Water Proof Cell Phones”?

After a little research, we can not find any mobile phones that claim to be
water proof...but water proof also means that you could leave it under
water for as long as you want and it would continue to work.
However, there are quite a few that claim to be water resistant which
means they will handle some water for some amount a time.

The names of few are given below:

• Ericson R250

• Ericson R1310

• Nokia 6250

There are however several companies that offer what they claim to be
waterproof mobile phone cases. They include:

• Wirelessground

• Scmsemitech

• Yellowpager

But these are not giving any water proof mobiles. That’s why we decide to
introduce water proof mobiles in order to eliminate the following
problems:

• Using mobile phones in rain.

• Using mobile phones by ladies during washing.

• Using mobile phones during swimming and diving

Introduction of the Company:

“Ocean Blue” (Oβ) a company is established for introducing entirely a

new idea of water proof mobile phones in the market. Few companies
already exist with such idea but the differential advantage of “Ocean
Blue” is that the mobile phones are water proof not up to a certain limit.

As we all know that, a high number of mobile phones are ruined just
because of water. So a new technology is introduced by us “Ocean Blue”
which makes the devices waterproof could be a God-send to both
consumers and the industry alike. Originally designed for the

• Military
• House wives
• Stubborn people (forget to remove mobile from clothing prior to
spin cycle)
• Careless people (drop mobiles in water, spill a drink on phones)

The new technology is called “Oβ”, and by being bonded to the surface
of mobile phones can allow them to repel water, keeping the delicate
internal circuitry safe and sound.
 MISSION STATEMENT:

“Provide society with better-quality products and services by developing

innovations and solutions that advance the quality of life and gratify
customer needs, and to provide employees with significant work and
advancement opportunities, and investors with a high rate of return”.

VISION STATEMENT:

“Our Vision is to develop our Company on moral and qualified basis in

order to steadily grow and become a treasured contributor to the
Economy.”

OBJECTIVES:

To be successful some targets in term of short term and long term are
being set. Their full fulfillment is considered as a measuring rod of
performance of company. Goals provide us ends and due to this we try
our level best to gather all the means to hit the targets.

The main purpose is to set target in term of quality, revenue, profits and
capacity utilization. Some are:

• Maintaining adequacy and liquidity of the company’s working

capital
• Start up sale of the company to be 20%-30% of initial investment
• Better customer services which include customer satisfaction and
customer respect.
• Training programs will be held semi-annually to keep the employees
up to date about the latest information
• To gather knowledge about market potential in order to improve the
our product more and more
• Profit maximization in the next 4-5 years.
• To Serve nation by having welfare programs annually
• Growth in term of business expansion is projected to be double in
coming years and the rate will be maintained 12%-14%
 CUSTOMER ANALYSIS:

The customer analysis allows an organization to identify and target the

most profitable customers with marketing campaigns directed at various
distribution channels. Integrating these channels allows for targeted sales
force management and the tracking and monitoring of campaign results.

The study of consumers helps our company “OCEAN BLUE” to improve our
marketing strategies by understanding issues such as:

• The psychology of consumers thinking, feelings, reasoning, and

selection between different alternatives (e.g., brands, products)
• The psychology of the consumer influenced by his or her
environment (e.g., culture, family, signs, media)
• The behavior of consumers while shopping or making other
marketing decisions
• Limitations in consumer knowledge or information processing
abilities influence decisions and marketing outcome
• The consumer motivation and decision strategies differing between
products that differ in their level of importance or interest that they
entail for the consumer
• The marketers adaptation and improvement in their marketing
campaigns and marketing strategies

COMPETITORS ANALYSIS:

Competitor Analysis is an important part of the strategic planning process.

It helps management to understand their competitive advantages or
disadvantages relative to competitors, generate understanding of
competitors’ past, present (and most importantly) future strategies &
provide an informed basis to develop strategies to achieve competitive
advantage in the future.

 Competitors:

The competitors that are present in the market against our company
include:

• Nokia

• Sony Ericsson and some others too

Focusing mainly on these two competitors is so because they also

introduce some sort of water proof mobile phones but could not get the
market.

 Market Share:

Nokia is presently the leading mobile company followed by others like

L.G, Sony Ericsson, Motorola, Samsung, Nokla etc. the market share of
these is explained in the pie chart below:
 Samsung 13.8%
Motorola 13.4%
Nokia 30.9%
Seimens 7.6%
LG 6.7%
Ericsson 6.4%
others 21.2%

 Product portfolio & Prices:

 Nokia:

Nokia has a wide range of mobile phones products available in the

market. They include few categories according to the income of the
people NOKIA 1100, NOKIA 6030, NOKIA 1112, N-95, N-70, N-72 and
many others. The water proof mobile phone introduced by nokia was
Nokia-6250 having a price of Rs.25000

 Sony-Ericsson:

On the other hand Sony-Ericsson whose market share these days is on

the sixth number in the top six mobile companies in the market. It has
also large variety of mobile phones like W-220i, W-700i, W710i, W810i, P-
900, P910i, K-790i, K-800i, K-810i and many others according to the taste
and demand of the people. The water proof phones introduced by this
company viz. R250 & R1310 also unable to get any sort of market like
Nokia.

 Technology:

The technology of the mobile phones introduced by Nokia and Ericsson

are as follows:
  Nokia 6250:

It is GSM900/1800 dual-band, water, shock and dustproof, made primarily

for outdoor professionals, hobbyists and corporate users. It can withstand
temporary immersion in water, and it is also compliant with the Wireless
Application Protocol (WAP).

 Ericsson R250:

The R250 PRO is the first water, dust and shock resistant mobile phone
produced by Ericsson. It operates on GSM 900 and GSM 1800 frequencies
and supports both GSM phase 2+ technologies and the GSM Pro system.
This offers you the opportunity to combine all the advantages of a GSM
mobile phone with Private Mobile Radio (PMR) functionality. Finished in
eye-catching orange or a sober dark green, R250 PRO is the perfect
working tool for outdoor communications in tough environments.

 Advertising campaign:

In case of both Nokia and Sony Ericsson the major drawback lies in:

1. Poor advertising campaigns.

2. No knowledge of the mobile phones to the customers.

3. Distribution channels were very weak.

4. They are not introduced in Pakistan except Nokia.

Our company strategies “OCEAN BLUE”

From seeing all the above factors the company decided to take different
actions in order to promote our water proof mobile phones. The strategies
lie with the awareness of the people, advertising campaigns, distribution
channels and the easy accessibility of the mobile phones. Also the main
focus is on the outlook of the mobile phones and easy to use the software.

SEGMENTATION:

The division of market into different homogeneous group of consumers is

known as market segmentation.

There are three types from which segmentation can be performed

• Customer related

• Product related

• Competition related

As far as our company “Ocean Blue” is concerned it is entirely a new

company so in our view the market segment is very wide. At present it will
be the only brand in Pakistan having water proof cell phones (with no
fixed duration).

Target Market:

The target market of the company includes:

• Army people

It will help them to keep in contact with the army officers even they are
hidden in lakes and ponds. Also during the chemical wars.

• House wives

It will help them in using mobile phones during washing clothes or plates
in kitchen as wet hands will not ruin their mobile phones.
 • Stubborn people

People who forget to remove mobile from clothing prior to spin cycle or
forget to cover it in a rain are also targeted because this mobile phone will
have no effect of water even if they forgot. They can use them even in
rain.

• Careless people

It includes those people who drop mobile phones in toilet or in water or

even spill a drink on it.

Positioning:

Technology will bring next generation Location-based services to

mobile subscribers.

With new Location Based Services, mobile subscribers can access a range of
new, exciting services, relevant to their location. In the near future ONE
customer will have the opportunity to get information about shops and special
offers, relevant to their location, on their mobile device.

"Ocean Blue offers a complete end-to-end solution with intelligent applications,

multiple location detection methods, middle ware and mobile terminals. With the
Ocean Blue solution operators can offer their customers numerous revenue-
generating services and applications,"

Positioning can also be done with respect to use and application, so we will
introduce our product in specific target markets using the name “WATER PROOF
MOBILE PHONE”

OCEAN BLUE for WCDMA

The OCEAN BLUE for WCDMA offers a cost-effective, fast and smooth evolution
path from the current market Position for GSM solution, enabling operators to
introduce new value-added 3G services based on the subscriber's location.

The OCEAN BLUE market Position for WCDMA is part of the OCEAN BLUE solution
- a complete end-to-end solution with intelligent applications, multiple location-
detection methods, location middleware and mobile terminals. With this,
operators can offer their customers personal relevant services such as location
messaging, friend finder and traffic reports. Also, emergency services will be
supported by the OCEAN BLUE market Position Solution.

The OCEAN BLUE solution is both scalable and flexible, provides early market
access and a secure growth path from 2G to 3G with maximum reuse of existing
network elements. This offers operators a remarkable improvement in payback
time of up to 30% compared to separate location-detection technologies in 2G
and 3G networks.

The OCEAN BLUE for WCDMA supports various 3GPP standardized location
methods such as Cell ID based (SAI+RTT), OTDOA (Observed Time Difference of
Arrival) and Assisted Global Positioning System (A-GPS).

Marketing Mix

The marketing mix of mobile phone companies consist of four P’s that
include product, price, promotion and place.

1. Product:
 Water proof Mobile Phones (OCEAN BLUE)

Product Anatomy:

 Core: water proof Mobile Phone

 Actual: OB 22
 Augment: FM Radio, WAP, Games

Approximate Word Count: 5589

Approximate Pages: 23 (250 words per double-spaced page)

Target Market:

 Army people,
 House wives,
 Stubborn people,
 Careless people

2. Price:

We are going to use Skimming Price Strategy because of its specifications as:

[FM Radio, WAP, Games, Edge, Bluetooth, Infrared,3G service, Extended Memory
Slot, WCDMA, 3GPP standardized location methods such as Cell ID based
(SAI+RTT), OTDOA (Observed Time Difference of Arrival) and Assisted Global
Positioning System (A-GPS).]

Mobile phones which have such specifications are going to be ranged from
10,000 - 20,000. Mobile phones which are without the specifications of [3G
service, Extended Memory Slot, WCDMA, OTDOA (Observed Time Difference of
Arrival) and Assisted Global Positioning System (A-GPS)] will range from 4,000 –
7,000.

3. Place:
Regarding placement our Head office is established at Main Boulevard
Road (Lahore). And the production unit will also be at the same place
which will be convenient both for the manufacturer and the wholesalers.
The convenience for the manufacturer is that they should not have to bear
the transportation cost of bringing the mobile phone from unit to the head
office for verification, and for the wholesalers the convenience lies with
the clearance and the departure of the product from the same place.

4. Promotion:

We will mainly focus on two major methods of promotions.

1) Fixed percentage of sales

2) Specific object and task method

Fixed percentage of sales:

A fixed percentage of company sales allocated to promotion. This is the least

market oriented approach but it’s logical and easy to calculate. The allocated
percentage will vary from 10%-15% of sales depending upon the circumstances.

Specific object and task method:

We will set certain tasks and objectives for the sake of road map, and then
we will use promotional methods to achieve the targets. Targets can be
set in the form of;

• Enhancing sales

• Increase in Market share

• Increase in Brand loyalty

Following promotional tactics will be used by OCEAN BLUE;

We are making promotion for the sake of information through Brochure and
Flex Signs, and especially through:
  Fairs
 Concerts
 Exhibitions in Colleges

For the convenience of the OCEAN BLUE customers, the company has also
launch the website so that the customers can purchase online at any time and
the specifications, designs and prices will be available for customization. The
website address will be

www.Oceanblue.com

Quantitative Goals:

Ocean Blue Company has many quantitative goals to achieve. The research was
conducted in

 Market
 Colleges and Schools
 Door to Door
 Offices
 Distribution channels (chimera, mobile zone)

And it was found the 20% people are too much choosy in selecting of mobile
phones, 70% use mobile phones as the need of the day and rest 10% are those
that do not have mobile phones. These include much poorer people living in
ragged huts.

• Potential Customers:

Data from research showed that potential customers are almost 6 out of 10 as
we are targeting both men and women along with the army people. Our goal is
to cater these customers and then gradually increase the market of our mobile
phones. Considering the population of Pakistan which is round about 17 crores
our potential customers could be almost 8 crores. These customers also include
those people using mobiles of other companies.

• Sales:

Our next quantitative goal is to maximize our sales. The start up sale of the
company is expected to be 20%-30% of initial investment. Since our company
Ocean Blue has made a huge investment so we need to get maximum out of that
to remain in existence that’s why we consider our payback period of almost 5
years.

• Share in the market:

Sam sung 13.8%

Motorola 13.4%
Nokia 30.9%
Seim ens 7.6%
LG 6.7%
Ericsson 6.4%
others 21.2%

As it is quite visible in the above pie chart the market share of Nokia is 30.9%
and following it is Motorola with the market share of 13.4% our company Ocean
Blue is a challenger competing the other mobile phone companies so we expect
to have the market share of almost 12%-14% in the near future.
 BUDGET

(Total Initial investment)

Total Cost of Land @ Rs500, 000/4500 sq. Ft Rs. 2,420,000

Total Land & Building\Construction Cost Rs. 10,147,625

Total Machine & Equipment Cost (# of Machines64) Rs. 21,909,000

Advertising cost (2 Concerts and 1 Seminar) Rs. 2,850,000

Total Initial cost: Rs. 37326625

Structure
Devices are responsible for developing the best device portfolio for the
marketplace, including sourcing of components.

Services & Software reflects our strategic emphasis on developing and growing
our offering of consumer Internet services and enterprise solutions and software.

Markets are responsible for management of our supply chains, sales channels,
and brand & marketing activities.
The Corporate Development Office focuses on our strategy and future growth,
and provides operational support for integration across all the units.

Changes required:

As Ocean Blue is entirely a new company so we don’t want to make any change
in our structure. Because changes are made according to the feedbacks of the
product by the customers

Implementation of strategies

Formulating an effective strategy is very central thing to be done by any

company but it is more important than that that how the company will
implement those strategies. Effectiveness of strategy can be determined by
considering the following factors:

 organizational structure
The organizational structure of Ocean Blue is very comprehensive as well as
specific. The duties and responsibilities of employees are fully explained. This
structure helps a lot to the company in implementation of the strategies.

 Resources
Ocean Blue has competent financial resources to support the strategies. Human
resources are also well-managed as professional and competent labor is being
hired by Ocean Blue. Summation of all these factors will give efficient
implementation of strategies.

 support of organizational policies

Synchronization between finance, production, human resources, marketing and
sales department is required in order to successfully implement the strategies.
Ocean Blue will try to achieve coordination among all the departments and their
policies to get fruitful results.
 Quality:

We believe that quality is about meeting and exceeding customer

expectations. At Ocean Blue, we view quality holistically and as an
integral part of business management. The quality of products and
customer experiences depends on the quality of processes, which in turn
is tied to the quality of management.

Our key quality targets are:

 to be number one in customer and consumer loyalty

 to be number one in product leadership
 to be number one in operational excellence

The quality and reliability of our products and services are among the most
important factors driving customer satisfaction and loyalty. Designing good
quality products begins with understanding customer requirements and creating
the best user experience. The whole chain, from suppliers through to R&D,
operations, sales and distribution to customers, impacts the end-result –
everybody in the chain has a role to play in achieving quality.

Our products and customer experiences are the results of our everyday
processes. Process management means finding the simplest way of operating, in
order to create customer value in a lean manner. Our process thinking covers
everything we do, and processes are continuously improved based on the
measures and the feedback we receive from our customers.

Quality in management is vital for leveraging innovations globally and improving

productivity in general. Our approach to this is platform thinking, process
management and combining fact-based management with values-based
leadership. We have developed a key framework for improvement at Ocean Blue,
which we call the 'Self-Regulating Management System'. It's about management
practices that allow us to run our business in a consistent, effective and fact-
based manner.

Commitment to quality improvement is a continuous management process. It is

both a business strategy and a personal responsibility, and it is a part of our
culture and values. But at the end of the day, quality improvement is much more
than something we can quantify in words or pictures. It is an attitude – a
mindset. By taking quality personally we are able to deliver world-class quality to
our customers. It is our source of inspiration, energy and excitement.

Information System:

Talkitive TV guide:

The Program Guide Information System is an electronic call-in demo application

offering a variety of information about television programs over the phone. A
user may call the program guide and obtain the desired program information by
conversing with the system in complete natural sentences - just as one would
speak with another person. The current demo application is able to handle two
languages, English and Finnish, and can switch between them at any point in the
dialogue.

Speak freely with the system

The Natural Language Understanding (NLU) portion of the system handles the
voice interface and information retrieval. The NLU aims for human-computer
interaction similar to human-human conversation. The user is not restricted to a
particular vocabulary, but s/he may make a request using complete natural
sentences. The statistical approaches used for the speech recognition and
understanding enable the system to understand sentences that it has not
encountered before, but which are within the domain of the application. Thus,
NLU crucially differs from grammar-based implementations where users can only
use certain words or phrases in a pre-defined order. Natural Language
Understanding is, therefore, a step towards more user-friendly human-computer
interaction.

The development of a multilingual program guide, with which people can freely
use more than one language during a phone call, naturally sets further
requirements on the implementation, such as identifying the language that the
user is currently speaking, and consequently, providing the answer in the
correctly identified language.

Ask for what you want:

From the user's viewpoint, there are two steps in retrieving program information.
First, the user may request TV programs based on one or a combination of the
listing parameters. Then, s/he can either select a program from the list offered to
get further information, or s/he might choose to ask for a new listing. The
program guide information system is designed to allow the user to switch the
topic at any point of the conversation, i.e. the system does not require the user
to follow a certain dialogue path.

The Program Guide Information System also contains personalization features.

The user may set his/her preferences (e.g. program types, channels, performers)
via a web site, which can be recalled the next time she calls the system. By
taking into account the user's preferences, the NLU system can reorganize its
responses for enhanced usability. That means instead of providing the programs
in the chronological order, the programs best fulfilling the user's personal
preferences will be listed first.

The Program Guide System utilizes IBM´s ViaVoice toolkit, which contains the
telephony tools and a large vocabulary speech recognition engine (IBM's
ViaVoice Telephony Tools) as well as the tools for the NLU development (IBM's
ViaVoice Telephony Natural Language Tools).
Data base information system

Collection of data stored on a computer storage medium in a common

pool for access on an as-needed basis. The same pool of information can
serve many applications, even those not anticipated at the time the
database was created. In our company this system will be used. The
customer information is retrievable for each application from a shared file
that is not dependent upon the application programs for its structure.

Our focus for innovation and technology

We’re committed to developing simple, cost-efficient, flexible products,

services and solutions that deliver immediate improvements to our
customers’ networks and services.

• The networks of the future

• The main challenges for today’s operators
• Major technological challenges yet to be solved in the telecommunications
industry
• What makes our vision different?

The networks of the future

Our aim is to ensure IP applications are as truly mobile as voice in all

mobile networks. We want consumers to be able to carry the full range of
Internet applications with them, wherever they may be. Consumers will
have access to services even if they change their access technologies. So,
they will always have access, i.e. to community services, peer-to-peer
applications, and a single phonebook and file system – whether they
choose to access it via GSM, DSL, WLAN, etc. Ocean Blue could call this
My Services Anywhere.
We believe Ocean Blue Services Anywhere will comprise four key
elements:

• Service mobility Consumers able to enjoy the same services over

various fixed and mobile networks, e.g. 2G/3G/LTE, xDSL/PON,
WLAN, WiMAX.
• User mobility The same services available via various devices such
as PC client, TV with Set Top Box, mobile device, fixed phone, etc.
• Terminal mobility Any device connecting easily to various access
networks, in the same way as mobile devices connect via GSM,
UMTS and WLAN access networks.
• Flexible business models Delivery of services can vary from via
own fixed and mobile access networks, partners’ access networks,
intranet/internet, own services, business partner services,
subscribers services, or services from unknown parties over the
internet.

The main challenges for today’s operators

The challenges operators face today are the main drivers for our
innovation and R&D activities planning. At present, the main challenges
include being able to:

• generate profitable new business from value-added services

• reduce management requirements despite increasing network
complexity
• cut costs in access, transport and service core
• improve the performance of services and networks
• bring about the smooth convergence of Telco and IT
Major technological challenges yet to be solved in the
telecommunications industry

We believe there are three major technological challenges yet to be

addressed:

• To build a system where new functions and applications on all layers

can be plugged in and out via simple software upgrades and can
scaled up and down from a couple of hundred to millions of users
• To base all telecommunications hardware on standardized platforms
• To develop a fully-distributed telecommunications architecture

Ocean Blue Network is committed to developing technologies that help

drive down our customers’ operating expenditure (OPEX). We aim to equip
them with the best tools to capitalize fully on emerging and niche
markets. And we are constantly evolving our services to help improve the
quality and variety offered to the customers. In general, our infrastructure
components are compatible with any end-user device.

Our View:

We believe the role of our technology is to always help simplify complex

issues for our customers. Innovative technologies must help our
customers adapt to quickly changing markets. As operator and service
provider business models flatten and become less monolithic, we believe:

• value-added functions in core networks will soon be pushed to the

edges
• service control will simplify and become distributed
• the IP transport layer will handle full user mobility

What makes our vision different?

Our vision is aimed directly at helping operators achieve seamless
convergence. We focus on providing our customers with precisely the
solutions they need to deliver a true end-to-end offering to consumers.
And we believe strongly that every innovation should help them diversify
their businesses effectively, efficiently and profitably.We draw on our
experience of delivering world-class fixed and mobile networks and
solutions and, of course, to transform these innovations into working
technologies that deliver outstanding results.

Tactics of control:

Following tactics will be used by Ocean Blue in order to control and compare
performance of the company:

1. administrative control
2. self control
In our company we will exercise administrative control through planning systems
which control the allocation of resources and monitors the utilization of resources
against the plan. It will be centralized system in which the standardization of
work procedure is paramount.

On the other hand oβ will try to implement self control based on their own
interpretation of correct behavior as the company is technology based so that
professional people are will work here under the professional code of ethics.

Performance measurement in nearby future

In coming years we will strive to achieve efficient level of performance.

In order to achieve this, Ocean Blue will use certain parameters:

• comparison with competitors sales

 • comparison with forecasted sales
• sale by type of customers
Since, our company is new we cannot actually give the explanation of how we
can measure the performance of the company. Therefore, we mention the
criteria on the basis of which we will measure the performance in the nearby
future.