1. LAUNCHING OF NEW MOBILE PHONE
This is the project report on the analyses of Marketing mix, PEST
analysis, STP analysis and SWOT analysis for launching a new
mobile phone in India by a Korean Company named “MobiMe”
Company Name – “MobiMe”
Category- Mobile Phone handsets
Sector – Telecommunication
Tagline – “Next-Gen Communication”
USP – Provides hi-tech mobile phones at moderate price
“Next-Gen Communication”

2. The Mobile Market in India
Samsung currently has a market share of 26 percent, which is a fall
given that Samsung had a 32.7 percent market share in Q1 of
2013. The report also notes that Samsung’s cash-back and zero
percent EMI worked in its favour, specifically for the Galaxy Note II.
Micromax remains steady at No 2 spot and crossed the 2 million
unit mark in shipments. Phablets and the Canvas Series helped
boost Micromax’s numbers. It now has a 22 percent market share
which is much closer to Samsung.
Karbonn is the second Indian-manufacturer which is on the top five
list with a 13 percent market share. In Q1 of 2013, Karbonn had a
10.9 percent market share. The report notes that the newly
launched Titanium range is doing well in the price-sensitive market.
Nokia is at number four on the list with a 5 percent market share.
Lumia 520 helped Nokia pick up volumes towards the lower end,
notes the report. Lumia seems to be emerging as a new option for
Indian consumers to choose from if they wish to avoid Android or
Apple.
Sony is at number five with a 5 percent market share. The report
notes that Sony’s mid-tier range of phones is doing well. This
includes Sony Xperia M (under Rs 15 k), Sony Xperia SP (under Rs
25 k) and Sony Xperia E (under Rs 10k) Sony needs to add more
phones to its portfolio, across a wider price-range, if it hopes to beat
Nokia.

4. THE 4P’S OF THE MARKETING MIX
Product:-
The product is the centre of the marketing mix and the
other three P's are based around it. Consumers purchase goods
and services for a variety of individual reasons and a company must
be aware of all o f t h e s e w h e n s e l l i n g a p ro d u c t ( th a t i s
w h y t h e y c o n d u c t m a rk e t research). Nokia does exactly the
same and comes up with innovative phones almost every six
months. The new phones that Nokia
launchesh a v e s o m e n e w fe a tu re o r p r i c e d i f fe re n c e , t
h u s a p p e a l i n g t o t h e consumer. Sometimes, Nokia
launches special and limited editions of its mobile phones, on
special occasions such as the Olympics. I n s h o r t t h e y o f fe r
v a r i o u s p h o n e s o f v a r i o u s d e s i g n s a n d v a r i o u s
v a r i e t i e s w i t h h i g h q u a l i ty .
Prices:-
Price is a key factor in the selling of a product, and is usually the
one that is open to most change based on different pricing
strategies, for example, competitor based, penetration or
skimming. The three main factors affecting the amount charged for
a product or service are cost of production, customer demand and
competition. We have to have different mobiles available of different
class of peoples at different prices, like sets should vary from Rs
1000-Rs 35,000.
Place: -
It refers to chosen outlets for a product or service, for a product to
be successful it must be easy to access. Now a day’s mobile phones
are easy to access as they are available in supermarkets, company

5. outlets (Nokia Priority, Samsung Smart Phone shops), specialized
outlets (Mobile Store).
Promotion:-
This involves providing information regarding the product to the
customers through various media platforms like Print Advertising,
Outdoor Advertising, Covert Advertising, Surrogate Advertising,
Celebrity Advertising and Broadcasting Advertising. The Promotion
also informs the customer about various offers and discount which
is offered. Advertisement should be made in such a way that it
appeals to the psychology of the customer and help them to recall
the product brand while the purchasing is done.
PEST ANALYSIS
Political Factors:-
It is important for a company to acquire resources from the
Government, such as Economic policies, Science and Technological
policies.
To operate efficiently, a modern knowledge- and technology-
based economy that is highly specialized, internationalized and
undergoing rapid structural change requires active support
from the public sector. In its widest sense industrial policy
and science and technology (S&T) policy comprise all those
measures by which the public sector shapes the operating
environment for business and thus public welfare. Both policies
used by Government and Parliament are crucial for the
development of the Economy and the national information society.
Government best facilitates the efficient functioning of the economy
by directing its resources to the reduction of market failures. The

6. State must also pursue an industrial and economic policy that
provides a stable microeconomic environment for the enterprises.
General microeconomics stability, low interest rates, stable
currency condition and international competitiveness of tax system
form the foundation of the growth of business an improvement in
employment. As a result of this not only the Government but also
the international companies play a very important role to develop
the information technology and the national technological strength.
Economical Factors:-
The second element of a PEST analysis involves a study of economic
factors.
All businesses are affected by national and global economic factors.
National and global interest rate and fiscal policy will be set around
economic conditions. The climate of the economy dictates how
consumers, suppliers and other organizational stakeholders such
as suppliers and creditors behave within society.
An economy undergoing recession will have high unemployment,
low spending power and low stakeholder confidence. Conversely a
“booming” or growing economy will have low unemployment, high
spending power and high stakeholder confidence. In this global
business world, organizations are affected by economies throughout
the world and not just the countries in which they are based or
operate from. For example: a global credit crunch originating in the
USA contributed towards the credit crunch in the UK in 2007/08.
Cheaper labour in developing countries affects the competitiveness
of products from developed countries. An increase in interest rates
in the USA will affect the share price of UK stocks or adverse
weather conditions in India may affect the price of tea bought in an
English café. A truly global player has to be aware of economic
conditions across all borders and needs to ensure that it employs
strategies that protect and promote its business through global
economic conditions.

7. Social Factors:-
The third aspect of PEST Social is about forces within society such
as family, friends, colleagues, neighbours and the media. Social
forces affect our attitudes, interests and opinions. These forces
shape who we are as people, the way we behave and ultimately
what we purchase. For example within the UK people's attitudes are
changing towards their diet and health. As a result the UK is seeing
an increase in the number of people joining fitness clubs and a
massive growth for the demand of organic food. Products such as
Wii Fit attempt to deal with society’s concern, about children’s lack
of exercise.
Population changes also have a direct impact on organizations.
Changes in the structure of a population will affect the supply and
demand of goods and services within an economy. Falling birth
rates will result in decreased demand and greater competition as
the number of consumers fall. Conversely an increase in the global
population and world food shortage predictions are currently
leading to calls for greater investment in food production. Due to
food shortages African countries such as Uganda are reconsidering
their rejection of genetically modified foods.
In summary organizations must be able to offer products and
services that aim to complement and benefit people’s lifestyle and
behaviour. If organizations do not respond to changes in society
they will lose market share and demand for their product or service.

8. Technological Factors:-
Unsurprisingly the fourth element of PEST is technology, as you are
probably aware technological advances have greatly changed the
manner in which businesses operate.
Organizations use technology in many ways, they have:
- Technology infrastructure such as the internet and telephone
- Technology systems incorporating a multitude of software which
help them manage their business.
- Technology hardware such as mobile phones, Blackberry, laptops,
desktops, Bluetooth devices, photocopiers and fax machines which
transmit and record information.
Technology has created a society which expects instant results.
This technological revolution has increased the rate at which
information is exchanged between stakeholders. A faster exchange
of information can benefit businesses as they are able to react
quickly to changes within their operating environment. However an
ability to react quickly also creates extra pressure as businesses are
expected to deliver on their promises within ever decreasing
timescales. For example the Internet is having a profound impact
on the marketing mix strategy of organizations. Consumers can
now shop 24 hours a day from their homes, work, and on the move.
Employees and consumers have instant access to the internet and
e-mails through smart phones and tablets such as the iPad.
The pace of technological change is so fast that the average life of a
computer chip is approximately 6 months. Technology is utilised by
all age groups, children are exposed to technology from birth and a
new generation of technology savvy pensioners known as “silver
surfers” have emerged. Technology will continue to evolve and
impact on consumer habits and expectations, organizations that
ignore this fact face extinction.

9. SEGMENTATION TARGETING AND POSITIONING
THE PRODUCT
We can segment the market according to the following ways:-
Gender- We can segment the market by gender by bringing out
cell phones of different colour as female are generally attracted
towards bright colour such as pink, red, white etc. Female
generally go for mini, slim, light weight phones.
Income- We can segment the market according to income by
bringing out cell phones of different price range as there are
different people in our country with different income level.
Ex- A rich person would go for a hi-tech phone, or a
multimedia set where as a poor person would go for a simple
black & white set.
Age- A person’s taste varies with his age, like an old person
would want a simple phone which would only serve his
purpose of calling where as a middle age person would look for
a business or smart phone which would keep him up-to-date
with his mail and business. Where as a teenage would be
looking for a hi-tech multimedia set with all facilities for
entertainment like camera, music player, internet facilities,
games etc.
Status- A person may buy goods to show his status. People
trend to buy costly items to show their status belonging.
TARGETING:-
The mobile phone we are launching are generally for the teenager as
it would be a multimedia set with many facilities like Android OS,
8MP camera, 2G & 3G supported, Super AMOLED capacitive touch

10. screen, 480x800 pixel, 32GB internal memory and 25 GB cloud
storage, Wi-Fi, Wi-Fi hotspot, music player, Secondary camera
available.
Young generation people would prefer such mobile as it a
multimedia set with hi-tech facilities available.
POSITIONING:-
Positioning of a product refers to creating a good image of the
product in the minds of the customer by bringing out a logo which
is easily recognized by the customer, also a standard ringtone &
message tone and try to highlight the advantages of the product.
This specific aspect must be embedded into the mindset of the
customer so that whenever they hear the ringtone or see the logo
they can associate it with our product.
SWOT ANALYSIS OF OUR MOBILE PHONE
Strength:-
1. Provide many functions at much lower costs, e.g. Android
OS, 8MP camera, AMOLED screen, Dual sim etc
2. Regional languages support, Easy to operate and phones
cabinets are made with fibre as it can easily be replaced at
low-cost if damaged.
3. Most phones are dual SIM/Triple SIM phones
4. Due to Android OS we can get a huge no of applications
from the android market.
Weaknesses:-

11. 1. After-sales customer service not present as the leading
brands like Nokia, Samsung
2. Many consumers in this group still trust Nokia,
Samsung as they have a good brand name and goodwill in this
section of market.
Opportunities:-
1.Low-end phones market has become very competitive
2. Cut-throat competition has made Dual-SIM phones
being available.
Threats: -
1. Threat from low price well known brands like Nokia,
Samsung, HTC, LG.
2. Other lower end phones brands like Karbonn Mobiles,
Micromax Mobiles, Lava Mobiles, Lemon Mobiles.
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THANK YOU

12. PROJECT DONE BY:-
Sayantan Bhattacharya
Promit Chowdhury
Ankur Chhetri
Saurav Roy
Daipayan Samanta
Amit Chowdhury