1. Contenido
PROJECT STATEMENT.........................................................................................................................2
MATRIX...........................................................................................................................................2
ASSUMPTION .................................................................................................................................2
DELIVERABLES. ...............................................................................................................................3
DESCRPITION..................................................................................................................................4
TEST THE PRODCUT....................................................................................................................4
THE LOCAL..................................................................................................................................6
PUBLICITY CAMPAIGN ................................................................................................................8
LOGISITIC..................................................................................................................................10
ACTIVITIES....................................................................................................................................12
TEST PRODUCT .........................................................................................................................12
THE LOCAL................................................................................................................................12
PUBLICITY CAMPAIGN ..............................................................................................................13
LOGISITCS.................................................................................................................................13
RISK & CONTINGECNY PLAN.........................................................................................................14
RISK1 ........................................................................................................................................14
CONTINGENCY PLAN 1 .............................................................................................................14
RISK2 ........................................................................................................................................15
CONTINGENCY PLAN 2 .............................................................................................................15
RISK 3 .......................................................................................................................................16
CONTINGENCY PLAN 3 .............................................................................................................16
SELECTION OF BETA TESTERS .......................................................................................................17
BETA TESTS...................................................................................................................................18
CAMERA TEST...........................................................................................................................19
SCREEN TEST ............................................................................................................................20
2. PROJECT STATEMENT.
Lexa, will be the first Smartphone developed by Vodaphonica. By the day x, this mobile phone will
be introduced in the in the market. The cost will be around x and x.
MATRIX
MATRIX Scope Resources Schedule
Less flexible X X X
Moderate
The most flexible
ASSUMPTION
Scope: It is the less flexible because we need to introduce the Lexa that day.
Resources: Are not flexible because we just have what “Vodaphonica” has given us, and
we have to adjust it to complete our aim.
Schedule: It is the less flexible because our customer has told us that it has to be that day.
The launching day is already defined and we have to focus it in order to have it ready.
4. DESCRPITION
TEST THE PRODCUT
DELIVERABLE TESTING AREAS
DESCRPTION
The will consist on giving some samples of our smartphone
in selected mobile shops. With this, we want to do a
market reaction research
IS/IS-NOT
IS
Distributing samples of
our device in selected
shops
Research to know how
will the market response
to our product before
launching it
IS NOT
The final launching
The sale of our
product
COMPLETION
CRITERIA
For doing that, we will distribute our device in selected
shops. We want their opinion in order to know how the
device will react
DELIVERABLE PRICE
DESCRPTION
We already have a defined price but before launching it,
we want to ensure ourselves in order to know if the price
we have fixed to our product is equal to value that the
customer has to that phone.
IS/IS-NOT
IS
A marketing price
experiment
IS NOT
The definition of
the price.
COMPLETION
CRITERIA
We have to be 100% sure to know if the price is the correct
and we will use this strategy to accomplish it.
5. DELIVERABLE CUSTOMER NEEDS
DESCRPTION
In the marketing plan, we defined we seek for the
customer needs. Now, we want to ensure ourselves if the
chosen are correct. we will bring some customers to
vodaphonica installations to see if their needs coincide
with the ones we have defined.
IS/IS-NOT
IS
Asking the customers
what they do expect
from our mobile phone.
Questions about their
needs
IS NOT
Giving them
mobile phones
COMPLETION
CRITERIA
We will ask the some different questions to analyze their
behavior. And we will need a Psychologist
DELIVERABLE
MODICIATION
DESCRPTION
Although we have a defined plan marketing, with the
previous activities we will determinate if we need to do
some modifications on what we have planned on the
marketing plan if necessary
IS/IS-NOT
IS
It consist in a
modification on what we
have done on the
marketing plan
An improvement of the
marketing plan
IS NOT
An integral
modification of the
marketing plan.
COMPLETION
CRITERIA
We will try to improve our marketing plan in order to cover
the customer needs as well as possible.
6. THE LOCAL
DELIVERABLE
STAFF
DESCRPTION
We have arranged to rent local for de launching day. For
that day, we will need to hire some staff whose knowledge
in devices is excellent
IS/IS-NOT
IS
It is a work or service
contract.
They will only work for us
during the launching day
IS NOT
It is not an
undefined
contract.
COMPLETION
CRITERIA
They will be informing to our guests about our devices and
its benefits.
DELIVERABLE
FURNITURE
DESCRPTION
For the launching day, we will need to have different
furniture arranged in our local, in order to create the
perfect atmosphere.
IS/IS-NOT
IS
Decoration, and different
kinds of furniture
IS NOT
It is not food or
staff.
COMPLETION
CRITERIA
We want our launching day to be perfect. To accomplish
that, the furniture will be essential and determinant
DELIVERABLE
STAFF
DESCRPTION
We have arranged to rent local for de launching day. For
that day, we will need to hire some staff whose knowledge
in devices is excellent
IS/IS-NOT
IS
It is a work or service
contract.
They will only work for us
during the launching day
IS NOT
It is not an
undefined
contract.
COMPLETION
CRITERIA
They will be informing to our guests about our devices and
its benefits.
DELIVERABLE
STAFF
DESCRPTION
We have arranged to rent local for de launching day. For
that day, we will need to hire some staff whose knowledge
in devices is excellent
IS/IS-NOT
IS
It is a work or service
contract.
They will only work for us
during the launching day
IS NOT
It is not an
undefined
contract.
COMPLETION
CRITERIA
They will be informing to our guests about our devices and
its benefits.
DELIVERABLE
STAFF
DESCRPTION
We have arranged to rent local for de launching day. For
that day, we will need to hire some staff whose knowledge
in devices is excellent
IS/IS-NOT
IS
It is a work or service
contract.
They will only work for us
during the launching day
IS NOT
It is not an
undefined
contract.
COMPLETION
CRITERIA
They will be informing to our guests about our devices and
its benefits.
DELIVERABLE
STAFF
DESCRPTION
We have arranged to rent local for de launching day. For
that day, we will need to hire some staff whose knowledge
in devices is excellent
IS/IS-NOT
IS
It is a work or service
contract.
They will only work for us
during the launching day
IS NOT
It is not an
undefined
contract.
COMPLETION
CRITERIA
They will be informing to our guests about our devices and
its benefits.
7. DELIVERABLE
GUEST LIST
DESCRPTION
For the launching day, we would like to invite some people
to make it more special. We are currently arranging our
guest list
IS/IS-NOT
IS
The selection of the
number of people who
will come to our device
launching day
IS NOT
The staff selection.
COMPLETION
CRITERIA
During the launching day, we want to be surrounded by our
beloveds
8. PUBLICITY CAMPAIGN
DELIVERABLE
PUBLICITY AGENCY
DESCRPTION
We have decided to hire a publicity agency in order to
expand the introduction of our new movile
IS/IS-NOT
IS
It is a publicity campaing,
which will help us to
reach our targeted
customers.
IS NOT
A massive
publicity, we want
to be in all spain,
but our main
objective is to
reach our target
(40-60, man and
woman).
COMPLETION
CRITERIA
We will spend Hours with the publicity agency because this
activity is essential if we want to be well known, and be
around Spain as well
DELIVERABLE
PUBLIC RELATIONS
DESCRPTION
Moreover we have decided to hire a PPRR to be closer to
our target. We want them to feel that we are close to them
IS/IS-NOT
IS
We will hire PPRR.
Marketing campaign
IS NOT
Human resources
Youtubers or
bloggers
COMPLETION
CRITERIA
We want to be well know everywhere we go through Spain.
So RRPP, will be efficient to reach our objetives
9. DELIVERABLE
PROMOTION CAMPAIGNS
DESCRPTION
For the launching of our device, we will make different
promotions.
IS/IS-NOT
IS
We will give presents an
stuff related to
vodaphonica and our
device.
Marketing campaign
IS NOT
Public realtions
COMPLETION
CRITERIA
We want to be well know everywhere we go through Spain.
With the promotion campaigns, we will be more wanted by
our clients
DELIVERABLE
PROMOTION CAMPAIGNS
DESCRPTION
For the launching of our device, we will make different
promotions.
IS/IS-NOT
IS
We will give presents any
stuff related to
vodaphonica and our
device.
Marketing campaign
IS NOT
Public realtions
COMPLETION
CRITERIA
We want to be well know everywhere we go through Spain.
With the promotion campaigns, we will be more wanted by
our customers
DELIVERABLE
CELEBRITY
DESCRPTION
We will hire a celebrity to be the ambassador of our device
and vodaphonica
IS/IS-NOT
IS
We will give a public
image to our make.
The selection of the
celebrity related to our
target
IS NOT
A casting for
recording a
commercial.
COMPLETION
CRITERIA
We want to reach our target perfectly. The use of a celebrity
who is related to our customer will help us to accomplish it
10. LOGISITIC
DELIVERABLE
LOGISITC SERVICES
DESCRPTION
In order to distribute our product we have hired a logistic
company.
IS/IS-NOT
IS
A service company that
will help us to distribute
our product.
Terrestrial logistic servie
IS NOT
Aerial logistic
service.
Maritime logistic
service
COMPLETION
CRITERIA
We want to distribute our device in Spain. The best way to
do it is by hiring a logistic service.
DELIVERABLE
TRANSPORTERS
DESCRPTION
As we hired a logistical service a part of the salary of the
transporters will have to be paid by us..
IS/IS-NOT
IS
The hire of some
transporters.
The payment of their
salaries.
IS NOT
Aerial transporters.
Maritime
transporters
COMPLETION
CRITERIA
During the duration of the contract, they will be under our
way to work, so we will need to pay them for their job
11. DELIVERABLE
TRUCKS
DESCRPTION
We have bought different trucks to distribute phones
towards our different industries when necessary.
IS/IS-NOT
IS
The purchase of trucks.
IS NOT
The purchase of
planes.
The purchase of
boats
COMPLETION
CRITERIA
This will help us to have a better planned organization while
working.
12. ACTIVITIES
Once the deliverables are defined, we have broken down them into smaller activities, in order to
have a detailed information and reduce the margin of error for when Lexa gets introduced.
TEST PRODUCT
THE LOCAL
TESTING
AREAS
We will distribute
some samples of lexa
in some selected
shops
We have to
determnate which
shops will be, and
how many devicies
we will distribute
PRICE
we will do
differents polls.
Distirbute
them thorigut
spain.
CUSTOMER
NEEDS
Prepare the
vodaphonica
local
Hire a
psycologist to
analaze their
needs .
MODIFICATIONS
Contact again
with the
marketing
depratament to
rebuild the
marketing plan.
STAFF
Hire astaff team
for the launching
day.
Design uniforms
for them.
FURNITURE
According to the
budget, buy
different
fuenritrure.
Hire an interior
designer
GUEST LIST
Write the guest
list.
Hire a event
planner..
13. PUBLICITY CAMPAIGN
LOGISITCS
PUBLICITY
AGENCY
Hire a
Publicity
agency
Build up the
App.
PPRR
STAFF
Hire a PPRR STAFF
Do a
recruitment
process in
spain
PROMOTIONAL
CAMPAIGNS
Meet woth
the Marketing
departament
Think different
way to introduce
our promotional
campaign
CELEBRITY
Hire a celebrity
for the
commercial
LOGISITC
SERVICE
Hire a Logisitc
service.
Determinate the
places they where
they will operate.
TRANSPORTER
Hire trucks drivers.
Determinate the
time of their
contract
TRUCKS
Go to a trucks shop
Buy some trucks..
14. RISK & CONTINGECNY PLAN
Here we have defined our main risks. Also, in other to be covered if they befall, we have
developed a contingency plan.
RISK1
RISK We cannot hire any celebrity
RESPONSIBLE Marketing Departament
DESCRIPTION In case we do not find any celebrity, we are going to change our
publicity plan. Although it is our main, we do have a contingency
plab.
POSSIBLE CAUSES Any celebrity want to sponsor Lexa
CATEGORY Scope
PROBABILITY Low
IMPACT High
CONTINGENCY PLAN 1
RISK We cannot hire any celebrity
PREVENTION If it is not possivle to recruit any celebrity, we will open a casting in
order to find an anonymous person who will represent our image
CONTINGENCY PLAN .We are going to start a casting to recruit regular people to be the
public image Lexa
TRIGGER We will apply the plan if, a month before the launching day we have
not found any celebrity.
15. RISK2
RISK Guests do not come
RESPONSIBLE Marketing department
DESCRIPTION If there are not as much guests as we have expected, we will have to
redistribute all the furniture in the local
POSSIBLE CAUSES The invitation does not arrive to the guests.
They get ill in during the launching day
CATEGORY Scope
PROBABILITY Low
IMPACT Medium
CONTINGENCY PLAN 2
RISK Guests do not come
PREVENTION If guests do not come, we will reduce the space of our local by
running some walls.
CONTINGENCY PLAN .Rent a local which has the possibility to run it walls
TRIGGER We will apply the contignecy plan whether an hour before starting,
there is not as much people as we had expected..
16. RISK 3
RISK Testing areas report us that our mobile phone does not have
projection
RESPONSIBLE Marketing and Finances departament
DESCRIPTION If the testing areas report us that it our mobile phone won’t have
projection we will have to rebuilt the marketing paln
POSSIBLE CAUSES The mobile phone does not fix to the market needs
The mobile phone has issues in itself
CATEGORY Scope
PROBABILITY Super-Low
IMPACT High
CONTINGENCY PLAN 3
RISK Testing areas report us that our mobile phone does not have
projection
PREVENTION If our mobile does not have a market projection, we will try to
introduce it in another market.
CONTINGENCY PLAN We will analyse new markets and we will introduce our mobile
phone in a new market where it likely to be accepted
TRIGGER We will apply it if, at least, twenty testing areas tell us if Lexa is not
for that market
17. SELECTION OF BETA TESTERS
Although we have engineers in our company, our Marketing department has decided that we
must have external feedback. For that, we have gone to different universities all over Spain to
recruit them. Focusing ourselves on marketing, business and engineering.
18. BETA TESTS
We have defined three essential tests for Lexa, in which the beta testers will give us their feedback
in order to be more accurate with the expectations and need that our customer has in mind.
The first one is a camera test in which will help us to define whether what we have designed
matches, not only with our target expects, if not with what the market has designed.
The second test will consist on different analysis of the screen. Here, the Beta tester will check the
essentials of the screen; apps arrangement, size of the screen and so on.
The last test will be the software one, in which the beta testers, who have engineering knowledge,
will tell us what their opinion is.
