1.
VIDYALANKAR INSTITUTE OF TECHNOLOGY, WADALA
SUBJECT: INTEGRATED MARKETING
COMMUNICATIONS & DIGITAL MARKETING
LAUNCHING OF
SMARTPHONE
LAUNCHING OF SMARTPHONE

2.
Introducing the
New
Generation
phone

3.
NEO ZEN
Mobile
YOUR POTENTIAL… OUR PASSION

4.
BRAND ELEMENTS
Symbol : EAGLE
NAME : NEOZEN – meaning NEO
( New) , ZEN (State of Mind)
PRODUCT : SMARTPHONE
NAME : NEOZEN
SLOGAN : YOUR POTENTIAL
OUR PASSION

5.
TARGET SEGMENT
India Internet AudienceIndia Mobile Users
Source: World Bank; Springboard Research
India: Emerging Smartphone Market
 Breaking out to Smartphone's from Featured phones
 When there are about 650 million mobile users in India, only 12 per cent of
them are Smartphone users. So the headroom to grow is tremendous.
 Focusing the Youth
 Younger generation are so fascinated towards Smartphone's.
 They depend more on it, rather than PC for most of the work

6.
 Urban
 Individuals looking for Function ability and Mobility in
their cell phones.
 Businessmen
 Young Professionals
 Youth
 Creamy Layer class
TARGET SEGMENT

7.
A look at the Competition

8.
SAMSUNG Mobiles
Word Cloud Social Media Fan Base
Samsung
Samsung continued to lead the Indian smartphone market with 25.1% share, registering 10.9% sequential growth over previous quarter and
15% growth from the same period last year.
With updated versions of J2, J5 and J7 released in Q2 2016, J-series devices continue to drive Samsung’s shipments.

9.
LENOVO Mobiles
Word Cloud Social Media Fan Base
At No. 3 in Indian smartphone market is Lenovo-Motorola combine. Lenovo Group (including Motorola) with 10.3% growth over the last
quarter, vendor regained its third position during the quarter.
Moto G4 plus and Vibe K5 Plus were the key drivers for the growth, accounting for over one-third of its total shipments.
Lenovo Group has extended its presence in the retail contributing to approximately one-third of the shipments

10.
OPPO Mobiles
Word Cloud Social Media Fan Base
Oppo
At No. 8 is another Chinese Smartphone maker, Oppo. The company grew by as much as 602% year-on-year during the quarter.
The company's shipments touched 3.3 million, up from 0.5 million in the previous quarter.
The company's F1 Plus is reported to be the star performer during the quarter. The device's shipments are reported to have helped the
vendor gain reasonable share in the market.

11.
MICROMAX Mobile
Word Cloud Social Media Fan Base
Facebook Fans: 2.1 M, Twitter
Followers: 42.4K
At No. 2 position in the Indian smartphone market is Micromax. The company retained second position with 19.9% growth over the previous
quarter.
Slew of new launches backed by the new marketing initiatives helped Micromax gain the market share post two consecutive declines in Q2
2016.
Vendor has re-gained share in $150-$200 segment with launch of Canvas 6 series and Yu Yunicorn.

12.
REDMI Mobiles
Word Cloud Social Media Fan Base
Xiaomi
At No. 7 is Chinese smartphone maker Xiaomi. The company grew sold 4 million units during the quarter vis-a-vis the 3.5 million in the
previous quarter.
The company's year-on-year growth stands at 21.60%.
Xiaomi’s Redmi Note 3 was among the best selling models. It is reported to be the star product for the vendor, contributing majority of its
total shipments in Q2 of 2016.

13.
COMPETITORS

14.
PRODUCT
• Two layer
screen – A
Fibre Liquid
Condensed
Display(LCD)
and a touch
screen.
• Nano
technology
used in
battery for
converting
sunlight to
charge – ADD
ON plug—in
charge
PLACE
• Available in
supermarkets,
company
outlets (Nokia
Priority,
Samsung
Smart Phone
shops),
specialized
outlets
(Mobile Store)
• Online on e-
tails
PROMOTION
• Print
Advertising,
• Outdoor
Advertising,
• Covert
Advertising,
• Celebrity
Advertising
• Broadcasting
Advertising
PRICE
• 32 GB –
23,000
• 64 GB –
46,000
THE 4P’S OF THE MARKETING MIX

15.
BRAND POSTIONING
STEPS NEOZEN
TARGET SEGMENT MASS
CONSUMER
BEHAVIOUR
VALUE SEEKING
NATURE OF
COMPETITION
Direct – Samsung,Xiomi,Oppo,etc.; Indirect – T.V,
PLAYSTATION,etc. Broad – Party, Concert, Café,etc..
POP COMMUNICATION, NETWORKING, ENTERTAINMENT
POD DUAL LAYER SCREEN, NANO BATTERIES (SOLAR)
BRAND POSTION
(USP)
DUAL LAYER SCREEN phone with self charging
SOLAR batteries
TESTING THE
POSTION
DESIRABLE (NEW TECHNOLOGY), DELIVERABLE
(Advance Feature –SOLAR CELL, DUAL LAYER
SCREEN)

16.
SALES PROMOTION ( Through PLC)
Product Life
Cycle
STAGE 1
Coupon
Discount, Bulk
Discount,
Social Media
Lucky Draw
STAGE 2
Mystery
Customer, Lucky
Draw,
Redistribution
incentives
Shop salesmen
incentives
STAGE 3
Display
windows,
Shelf hiring,
Sweepstakes
Bundling
offers
STAGE 4
In-packs
Price packs
Redistribution
incentives
Shop
salesmen
incentives

17.
ADVERTISING DESIGN
 Understand customers – VALUE SEEKER
 Purchase benefits – NEW TECHNOLOGY
 Product-specific research
 Key selling points – Dual Layer Screen, Nano Solar
Cell Batteries

18.
The Approach
Announce
- Activation by
installing pre-launch
posters and standees
at Mobile
Dealerships, Mobile
Stores, Malls,
Colleges, Institutes
and other places
where youngsters
visit often
Engage
- Social Media contests
- Start a Blogger
Management Program
for the build up so that
the Bloggers start
talking about the new
phone to be launched in
the market. They can
talk about Tips and
Tricks, Specs, Features,
Price and other
comparison with the
competition brands to
create a buzz about the
product
Promote
- Social Media
Campaigns and
Sponsored Posts and
Stories to promote the
brand and do a Fan
Acquisition on Social
Media Platforms like
Facebook and Twitter

19.
NEO ZEN
Mobile
YOUR POTENTIAL… OUR PASSION
* 23,000 onwards
Join the new revolution
in smart phones
Dual Layer LCD screen
Nano solar cell
powered batteries
16 MP front,8 MP back
camera
Works in 16 language
format
*Bookings Open , Contact Nearest Smartphone Dealer

20.
PRINT ADS

21.
VISUAL ADS

22.
CELEBRITY

23.
REFERENCES
 http://economictimes.indiatimes.com/slideshows/tech-life/8-best-selling-smartphone-brands-in-
india/oppo/slideshow/53808190.cms
 http://indianexpress.com/article/technology/tech-news-technology/idc-q4-2016-xiaomi-lenovo-chinese-players-
dominate-indian-players-out-4522342/