2. Mobile Phone Sector in India
• India is one of the fastest growing markets for the mobile industry.
• 2006 - India witnessed sales of 69 million handsets, doubling from the
32 million mark reached in 2005. (Source: The Times of India Jan ’07)
• India added close to 20 million cell-phone subscribers in
secondquarter 2007, taking the total to close to 185 million. (Source:
Telecom Regulatory Authority of India)
• Major players in India:
o Nokia
• Sony Ericsson
• Motorola
• Reliance
• Tata Indicom
• Samsung
• LG
3. Demands of a Differentiated Society
• Maintaining growth in the business arena • Users may not be able to afford a mobile
• Convergence phone
• Latest applications for the business user • Price is a factor but not the definitive
• Opportunity within the under 25 • Battery Life is important than web features
• Demographic • Shared Mobile Phone offered in local villages
• Style and applications • Network expansion
• Needs of the urban consumer’s lifestyle • Low tariffs
• High end camera • Strong second hand market
• music • Government subsidising roll-outs of mobile
services in rural markets
• web access etc.
• Limited availability of fixed-line services has
made mobile telephony the only source of
telecoms service
Intense competition – benefits vs. volume
Diversity – The need for smart phones with Indian language capabilities
4. Smartphone Sector in India
• What is a ‘Smartphone’?
Mobile + Personal Computer = Smartphone
• 2006 – IDC’s Multi-Client study and survey of Smartphone
subscribers across five countries revealed :
o Top global brands are in demand not only in developed countries, but also
in emerging countries like India and China.
o The relative influence of brand on product choice suggested that many
consumers seek out global brands and the prestige that they carry.
o High-end products like the iPhone, BlackBerry, etc. do well because they
show off how wealthy and successful an individual is.
o Users tend to be loyal to the Smartphone brands they carry.
o 69% of respondents in India are likely to recommend their Smartphone
brand to others. (Source: IDC Survey)
• 2009 - Worldwide mobile sales declined by 6%, but
Smartphones continued to rise with an escalating growth of
27%.
7. Situation Analysis
• The leading Smartphone manufactures together share more than 75%
of the Smartphone market in India.
• 25 % is shared by smaller players and Shanzhai manufactures, whose
presence is significant in this region.
• More than 5% of the phones sold are Smartphones.
8. Major Smartphone Brands in India
• Nokia Corporation
• Apple Inc.
• BenQ-Siemens
• HTC
• LG Mobile
• Mitsubishi
• Motorola
• Panasonic
• Philips
• Research In Motion (RIM)
• Samsung
• Siemens
• Sony Ericsson
• Toshiba
9. Competitor Analysis
• Nokia was the 1st foreign player to enter the Indian market in 1995.
• Gained its foothold by offerings basic mobile phones in affordable price
ranges.
• Recently, Nokia launched its latest range of touchscreen and hi-end
phones, which are getting quite popular with Smartphones lovers of
India.
• Brand Focus:
o Gaming options
o Multimedia
o GPRS
o Faster Internet options
10. • 2001 – Sony Ericsson enters the Indian market
• Introduced affordable Smartphones in the market such as hi-tech
multimedia features, camera phones, design phones, music phones,
and web and email phones.
• Motorola Smartphones are mainly focussed on data communication
and mobile entertainment features with its new range that includes the
Aura, A1600 and WX series.
11. • Apple iPhone is a revolutionary mobile device
• One of the modt hyped devices in history
o Complete web experience, wi – fi
o SDK. Creative apps
o iTunes marketplace
o Slick UI, Touchscreen
• AT&T
12. BlackBerry – The Brand
• BlackBerry is a line of wireless handheld device developed by the
Canadian company, Research In Motion (RIM).
• 1999 – Introduced as a two way pager. that was introduced in as a two-
way pager.
• 2002 - The more commonly known Smart Phone BlackBerry was
released.
• The Smart Phone supports the following features:
o Push e-mail
o Mobile telephone
o Text messaging
o Internet faxing
o Web browsing
o Multi-touch interface
o Other wireless information services
13. • BlackBerry first made headway in the marketplace by concentrating on
e-mail.
• BlackBerry PIN is an eight character hexadecimal identification
number assigned to each BlackBerry device. PINs cannot be changed
and are locked to each handset device.
• BlackBerrys can message each other using the PIN directly or by using
the Blackberry Messenger application.
• Blackberry models in India include:
o BlackBerry 8300 Series (Curve)
o BlackBerry Pearl
o BlackBerry 8800
o BlackBerry 8700g
o BlackBerry 7100g, etc.
14. Target Market Segment
• 25+ years
• Both males and females
• SEC A1 and A2
• Tier I cities
• Cosmopolitan Professionals
• Attracts attention from diverse range of businesses including, but not
limited to:
o Finance
o Legal
o Professional services,
o Retail
o Construction
o Manufacturing
22. Disruption Strategy for BuzzBerry
Objective:
• To create awareness about the BlackBerry brand in the youth market
segment.
• Positioning Blackberry as the ‘Smartphone’ of choice for the youth and
young professionals.
• Highlight BlackBerry’s beyond email capabilities.
23. Disruption Strategy for BuzzBerry
• SEC A1 and A2
• 18-24 years
Introduce BuzzBerry, for • Tier I cities
the new market segment • Youth and young professionals
• Cool; cosmopolitan lifestyle;
imaginative, dreams and aspirations.
• lifestyle;
• imagination;
• liberty regained;
Brand personality • innovation;
• dreams and aspirations;
• power-to-the-people through
technology.
• All the features of the parent brand
BuzzBerry Appeal • Funkier in look and display.
• Available in youthful colors.
24. Target Market Segmentation
User Profile:
• Karan who is 20 years old, studies Economics in St. Xaviers,
Mumbai. In his free time he likes playing basket ball or jamming
with his friends as he loves playing the guitar. He enjoys rock music
and watching realistic cinema.
• In the evening he likes catching up with his friends over a game of
pool or snooker. His favorite eateries are KFC, Café mocha, La
Pizzeria etc
• He recently went for a holiday with his friends to Bangkok. He loves
the play station and possesses an 8 GB touch I pod. He updates his
phone every 6 months with what’s new in the market and for him,
the brand and the look are important while making the choice!
25. Positioning BuzzBerry
Gap analysis suggested a Blackberry’s serious image Cool features, great look
position of a smart phone vis-à-vis Buzzberry’s cool, and low price..Buzzberry is
for the youth. funky image. the way to go!
27. Communication Plan for BuzzBerry
Advertising
PR &
Publicity
Communication Event
Marketing
Plan
New Media
Direct
Marketing
28. Communication Plan for BuzzBerry
1. Public Relations and Publicity:
o Create a fictitious character/mascot, Sid – The Techie, who would represent the
following characteristics: tech- savvy, young, peppy, rebellious, responsible,
traditional, positive, and confident. Sid would represent today’s tech-savvy youth,
and would be used in various communication material - ad campaigns/
posters/TVCs etc.
o Engage a youth icon, Ranbir Kapoor, as the Spokesperson and endorser for the
brand. The target audience would be able to relate to a young endorser and this
would leverage the positioning of the brand.
o RIMs young officials would also serve as the spokesperson for the brand.
o Create a lot of ‘buzz’ amongst the youth by employing the youngster as Buzz Agents
in colleges and youth clubs. The buzz agents would promote the brand through
online viral campaigns and word of mouth.
o Advertorials and articles about the brand in leading technical and youth
publications.
29. 2. Event Marketing:
o Launch Event: Launch the campaign with a youth cultural event, inviting school and
college students from across India.
o Sponsor engineering college fests such as Mood Indigo (IIT Mumbai’s Annual
Festival), which focus on technology, to reach to the niche tech-savvy target
audience.
o Sponsor cultural college fests like Malhar (St. Xavier’s Annula Cultural Festival), to
reach out to a wider target audience.
o Sponsor and conduct the industry specific workshops for young professionals.
30. 3. New Media:
o Communities and forums on social networking sites like Orkut, Twitter & Facebook.
o Interactive Website – www.buzzberry.in .
o Banner ads on social networking sites, sites frequented by the youth
(www.torrentz.com), and so on.
o Web articles and advertorials on the technological and electronic gadgets sites.
4. Direct Marketing:
o Posters & handouts/leaflets would be distributed in schools & colleges during
the launch event, and a database would be made of the participating students.
o Set up kiosks in the technical fairs and workshops to display the BuzzBerry and
create a database of the attendees.
o Reach the prospects on the database through various direct marketing channels
such as Direct Mailers, Catalogues, Direct Response TV commercials, Direct
Response Print ads, etc.
31. 5. Advertising:
o Hoardings near schools, colleges, BPOs and Corporate parks.
o Advertisements in magazines like JAM, JLT, tech magazines, etc.
o A print/poster campaign showing Sid in various aspects of life using and enjoying
his BuzzBerry.
o Commercials on television channels which are most viewed by the youngsters, like
MTV, Channel V, Star Movies, Zee Café etc. The campaign would have Sid in various
aspects of life using and enjoying his BuzzBerry.
