MOBILE PHONE

Presented to: Prof. Surve B.G.I.M.S MMS - I / B

Team Members
Sr. No. 1 2 3 4 5 6 Names Farid Charania Abhinav Jain Seema Kalro Suchita Naik Ritesh Shirsat Krupa Vagal Roll No. 62 67 69 79 102 115

Where Innovation Starts!

Assumptions
 Market condition will remain constant through out the process.  Google decides to launch Google phones targeting the youth & business class in the Indian market.  Google is a conglomerate & Google phones is a part of it.

Market Research
 To determine the current market scenario and considering youth as a target audience we conducted a survey on social networking site facebook.  We also used few previous results.

Analysis
 Indian population 1.15 billon  In Urban India 32% of Indian population is youth
Market share
2009
Nokia Sony Ericsson Samsung HTC LG Others 58.7 6 14 3 4.7 13.6

2010
Nokia Sony Ericsson Samsung HTC LG Others 52.2 3 17.4 2 5.9 19.5

Preference Ranking
Camera(MP) 17-21 21-25 25-29 29-33 3 3 4 3 Music Quality 1 4 3 4 Fast operating system 2 1 2 2 Busines Feature 4 2 1 1

 Multianswer Question (unadied)

Camera(MP) 17-21 21-25 25-29 29-33 92% 89% 82% 92% Music Quality 90% 39% 47% 52% Fast operating system 78% 82% 87% 83% Busines Feature 27% 91% 93% 95%

Headquarters Bangalore

Music star

Music star

Music star
 Features
CAMERA WLAN OS CPU SOUND MEMORY BATTERY DISPLAY ADDITIONAL FEATURES 3.2 MP, 1200x 900 pixels with autofocus & LED flash Wi-Fi 802.11 b/g Android OS, v2.1 (clair) with G-UI Qualcomm 512 MHz processor Yes-with stereo speakers, 3.5 mm audio jack 2 GB Internal Up to 8 GB Expandable Standard battery, Li-Ion 1200 mAh TFT touch screen, WQVGA screen, 16M colors, 320x 640 pixels, 3.5 inches Multi-touch input method, Dual Speaker

Music star
 Accessories Mobile Stereo headset Data Cable

Value Added Service

1 year warranty Free Download up to 90000 Application

Music star
Price
Rs 8490

Pricing strategy
Perceived Value Strategy Value for Money

Music star
 Segmentation
Youth and Music lovers

 Age
17 to 25 Years

Target Market
Metropolitan Cities

Competing with
Nokia 5230 Samsung S5233 Star HTC P3400

Why Music Star?

Company
Music star

Nokia 5230
Rs 8490 Android OS, v2.1 (clair) with G-UI TFT touch screen, WQVGA screen, 16M colors, 320x 640 pixels, 3.5 inches 2 GB Internal Up to 8 GB Expandable Rs 8500 Symbian S60

Samsung wave S528

Rs 10000 Bada

HTC Smart
Rs 9800 Microsoft Windows Mobile 5.0 Pocket PC 2.8 inches, 240 x 320 pixels, 65K colors SD 1GB

Price OS

Display

640 x 360 pixels (nHD) with 16:9 picture. 3.2 inch microSD memory card slot, with hot swap max up to 16 GB 2 MP

240 X 400 pixels, 262K color, 3.0 Inch Upto 8GB microSD card Support 3.2 MP

Memory

Camera Additional Features

3.2 MP, 1200x 900 pixels with autofocus & LED flash Multi-touch input method Dual Speaker

2 MP

Pegasus

Pegasus
 Features
CAMERA 5 MP, 2592 x 1944 pixels with autofocus & LED flash, Smile and face detection, geo-tagging, blink detection, touch focus. HSDPA 900 / 2100 Wi-Fi 802.11 b/g Android OS, v2.2 (Froyo) with G-UI Snapdragon1 GHz processor 8 GB Internal and Up to 32 GB expandable Standard battery, Li-Ion 1500 mAh Super AMOLED capacitive touch screen, HVGA screen, 16M colors, 480 x 800 pixels, 4.0 inches, Gorilla glass display

3G WLAN OS CPU MEMORY BATTERY DISPLAY

ADDITIONAL Multi-touch input method, Accelerometer sensor, Proximity FEATURES sensor for auto turn-off, Optical track pad, Turn-to-mute and lift-to-dim-out a call, Swype text input.

Pegasus
 Accessories
Bluetooth Headset Mobile Stereo headset Data Cable

Value Added Service

1 year warranty Free Download up to 90000 Application

Pegasus
Price
Rs 17990

Pricing strategy
Perceived Value Strategy Value for Money

Pegasus
 Segmentation
Youth and Business Class

 Age
21 Years onwards

Target Market
Metropolitan Cities

Competing with
Samsung S8500 Wave Sony Vivaz HTC Legend

Why Pegasus?
Company Pegasus Price OS Display
Rs 17990 Android OS, v2.2 (Froyo) with G-UI Super AMOLED capacitive touch screen, HVGA screen, 16M colors, 480 x 800 pixels, 4.0 inches, Gorilla glass display Rs 23500 Symbian Series 60, 5th edition TFT resistive touchscreen, 16M colors, 360 x 640 pixels, 3.2 inches

Sony Vivaz

Samsung S8500 Wave

Rs 20500 Bada OS Super AMOLED capacitive touchscreen, 16M colors, 480 x 800 pixels, 3.3 inches 2 GB storage and microSD, up to 32GB 5 MP, 2592 x 1944 pixels, autofocus, LED flash

HTC Legend
Rs 22500 Android OS v2.1 (Eclair) AMOLED capacitive touchscreen, 16M colors, 320 x 480 pixels, 3.2 inches

Memory Camera

8 GB Internal and Up to 32 GB expandable 5 MP, 2592 x 1944 pixels with autofocus & LED flash, Smile and face detection, geotagging, blink detection, touch focus. Proximity sensor for auto turnoff Turn-to-mute and lift-to-dimout a call

microSD, up to 32 GB, 8GB included 8 MP, 3264x2448 pixels, autofocus, LED flash

microSD, up to 32GB,

5 MP, 2592 x 1944 pixels, autofocus, LED flash

Additional Features

Picsel document viewer Image editor

Pair Pack
Google Music Star
At 15990 Different colour combination available Attractive Packs

Google Pegasus
At 34490 Different colour combination available Attractive Packs

Differentiation

Google Cloud Service (G-sense)

Google will take care of email will integrate voice and your existing PBX so you can have full Unified communications with limited infrastructure or investment.

Security
Message Security Protect voice, fax, & email from malware and manage content policies. Web Security Block web based security threats. Manage web access.

Compliance
Message Discovery Archive, search and retrieve voice, fax, Recorded conversations & email for e-discovery. Message Encryption Encrypt sensitive messages based on policies and content.

Bridging the enterprise infrastructure to Google Applications and other Enterprise Services
Hosted services

CRM /SFA/ERP

Email/Calendar/IM/Presence

Conferencing and mobile devices

Enterprise phone system and applications

Enterprise

 Location & Market

Primary Market Mumbai, Delhi, Kolkata, Bangalore Plant Location Koparkherane, Okhla, Hugli, Banshankari Launching Date 1st of January 2011 at 12 AM (Midnight)

Distribution Network
Assembling Plant

Distributor

Retail Outlet & Google Gallery

Promotion Mix
Advertising
 Print media
Local Newspaper : TOI (Bombay Times, Delhi Times, Bangalore Times, Kolkata Times), Deccan Herald, Calcutta Post. Magazines: Lifestyle, Vogue, FHM, Loaded, The Economist etc. Outdoor advertizing like placing signs or paint logos on public transports such as Trains or Private Buses in 4 cities.

 Electronic Media
Broadcasting adds on TV Radios

 Others
Open Truck Rally

Promotion Mix
 Internet Marketing
Google Ad sense Social Website: Facebook, twitter, Orkut Business website: BSE India, ET, TOI. You-Tube

 Public relations
Tech Shows : Star Alive, Tech Guru, Cell Guru, Gadget & more etc. Press Product launch.

Promotion Mix
 Sales promotion
Sponsorships for special events e.g. College events, Car Rally, Cricket matches, Mumbai Marathon. Give- away (T-shirts with the Google logo) Placing a sidewalk sign, Hoardings, banners Providing Free Gifts on Christmas Eve and New Year celebration in 5 star Hotel

 Trade Promotion (Push Strategy)

Dealer discounts Credit terms Attractive Incentives

Promotion Mix
 Exclusively Available At
Google gallery

In Retail Store

The Mobile Store E Zone Vijay Sales Croma

Positioning
Brand Name Technology

Marketing Strategy
 NEW YEAR Marketing Strategy  Teaser advertisement before 15 days of Launching the Product  Pair Packs  Launching celebration in collaboration with Meriot Hotel  Sponsoring to news channel with countdown timing.