Marketing Plan On HTC One

Marketing Plan On HTC OneSubmitted to: Dr. Abhinav Singh Submitted By: Nirali Mehta, Harsh Desai, Sanjay Thacker, Ajay Sharma, Yograj Singh Chauhanin

Mobile Industry Of IndiaThe 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 Indiamore 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.

SWOT Analysis of the IndustryStrengthOpportunity Huge wireless subscriber potential. Fastest growing mobile market in the world. Consumers are ready to pay for cutting edgeservices. 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 worldIndia 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 dueto 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 addedservices and generating profits.WeaknessThreatsMarketstronglyregulatedbygovernmentbodythetelecomregulatory 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. 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 ofbuyers from opting for the service Threat from WLL service providers and also from satellite phonesCompany ProfileFounded 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 ahigh rate of product referrals, brand recognition and ongoingmomentum.

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 CorporationStrength

Significant R&D capabilities enhances sales growth and brand imageStrong 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 affectSmart 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 platformStrategic acquisitions enhance revenues and product portfolio

Threat

Intense competition may lead to pricing pressures affecting profitability.Exchange rate fluctuations may adversely affectProduct cycles are getting shortPrice will come downProduct 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)

PlaceAll HTC store All electrics retail shops Croma21 stores in over the IndiaVijay sales50 stores in over the IndiaReliance digital100 stores in over the IndiaOtherThousands in over the India Online storeshttp://www.salesindia.comwww.ebay.in/Free-Shippingwww.snapdeal.com/Mobiles-online-shopwww.flipkart.com/mobileswww.themobilestore.in/www.naaptol.com/buy/mobile_phones.html

Target MarketMarket 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.

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

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 theiPhone 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 generation want to new trend. IMC (Integrated Marketing Communication)

ObjectiveTo Increase HTC Ones awareness and recognition amongst Target Audience by 30 percent by three monthsTo Increase Customer engagement by 30% in three monthsTo Increase Products Internal Branding by 40% within 3 months.

CommunicationTheme: 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 orientationOrganize a Dealer Camp of two daysSponsorship of a technological Event SME Summit Which is organize by silicon India Events at 17 May.Sponsorship in IIM Event at 30 mayBalloon day Hoardings In over the IndiaAdvertising: Television AdvertisementNewspaper Times of IndiaDirect Marketing:Website For HTC OneFace book Popup Face Book PageHTC BlogsSales Promotion:EMI FacilityFree Insurance1.5 Years warranty Free Mobile Cover(MRP: 1199)

Cities NamePrice Per HordingNo. of HoardingsTotal Ahmedabad1000015150000Banglore1000005500000Chennai700005500000Delhi700005500000Hyderabad700005500000Kolkata 700005500000Mumbai700005500000Pune700005500000Surat1000010100000Total4545000HoardingsNewspaperCities NamePrice Per AddNo. of AddTotal Ahmedabad1740001174000Banglore104400022088000Chennai59000021180000Delhi127800022556000Hyderabad3720001372000Kolkata 4280002856000Mumbai41600141600Pune5600001560000Surat8960001896000Total8723600Event

Advertisement1, 20,000 20 = 24, 00,000 Per Advertisement (20 Advertisement per month)2, 30,000 Advertisement Making Expense Total Expense = 26, 30,000

EventsCityTotalOrientation CampaignDelhi50000Dealer campGoa 1000000SponsorshipPune200000IIIM EventGoa 100000Balloon Campaignall Over the India50000Total14,00,000Total Budget

Event: 14,00,000 Hoarding 45,45,000 Advertisement 26, 30,000 Hoardings 87,23,600 Total 1,72,98,600 CompetitorsThere is a strong competition in the Market. But the Major Competitors are the following:

Samsung: Galaxy Note 2Black berry: Z10 Nokia: Nokia Lumiya920Apple: Iphone 4S, Iphone5

Thank you