Team Name:

Team Members:
1.
2.
3.

A
B
C

RIKKI DAS (p14rikkid@iimidr.ac.in)

ABHIJEET

Institute Name: IIM INDORE

Instructions

Answer each question in 1 slide | Do not exceed the slide limit

Do not change the format and sequence of the slides
Use white as the text color
You can use images, SmartArt or charts to present your ideas
You can use external references
Last date of submission is June 28, 2015
Submit your solution on marketer@xolo.in

Channel

The channel initially to be used will be retail where the sales

person can demonstrate the specifications and usage of the
product to the customers.
This will include full functionality demo.
Moreover, the phone will be available in major retail outlets to
shops in malls across all big cities.
Sales will be probed for one month and upon achieving certain
threshold of sales, the product will be sold through E-Commerce
wherein various schemes and discounts will be levied for
boosting sales through the channel which will effectively be a
push strategy.
Content writing and advertising can popularize the product
following which it will adopt pull strategy.

Sale Method

After the initial launching stages, the method of flash sales is to

be used mainly to generate excitement, interest and awareness
of the product. Live demo will be provided in major malls outside
mobile phone outlets.
But flash sales will incur high costs and difficult to sustain over a
longer duration of time and hence will have to revert back to
normal promotional based sales only.
This will include special offers, loyalty card and coupons etc.
On special occasions like Dussehra ,Id or Diwali there can be
gifting out of free merchandise and contests.

Product Positioning
The product will be positioned as an affordable Big screen
mobile phone with tags like Larger Display, Better clarity.
Ab dekho kuch bhi kabhie bhi.
Great camera with 8MP rear and 2MP front facing camera.
OTG support at this range.
Yeh hai sabka mobile.
Heavy on features, Light on your pocket.

Pricing
Competitive pricing strategy.
Since this phone will be positioned as peoples phone, there can be
at max 200 - 300 rupees difference with other mobiles offering
similar features.
A high price will trigger a shift to other phones for customers.
At this price point , focus should be on quality and promoting
awareness.
Once considerable amount of phones being sold, prices can be
dropped by a small margin to bolster sales.
The initial price should be Rs.4800 with free 2GB micro SD.
After 5 to 6 months , prices can be dropped to Rs.4500.
This will suit to the price sensitive nature of Indian Consumers.

Marketing Strategy
Advertise on all major E-Commerce portals.
Offer discount on pre-launch stage and for all advance bookings.
Use pay per click ads on social networks.
Bid on right keywords for impressions on search engines so that
the ad occupies top line ads and is visible to the user
Consumer Promotions:

Money based: Reduced price, Rebates/Cash backs/Coupon

codes(In mails)

Product based: extra product (eg micro SD ) Free

Gift/Prize based: Self liquidating offer, Contest/Sweepstake,

Loyalty schemes

Store based: Special offer for a chain of stores, store discount

vouchers,
Ambient displays and banner ads
Warranty and 30 days exchange scheme, with accidental
damage cover for a year
The marketing scheme should create high involvement decision
process and trigger cognitive decision making for customers