Marketing Strategies for R200 Revola Smart Phone - Research Paper Example

Marketing Plan for R200 "Revola" Smart Phone Executive Summary In the current world, communication has revolutionized by mobile phone communication. People have become busy and at the same time want to remain connected to their social life. As a result, the communication gadgets have been improved to perform several functions like accessing the internet and social sites, as a means of entertainment (Keegan et.al 200). This is why smart phone has been modeled with features like high resolution cameras and media player. They are also data enabled However, the smart phone models that are currently available in the market have several deficits. Storage memory is limited because the in built memory is limited and has a provision for just one microSD memory card slot. Due to the multitasking on the smart phone battery life is really reduced requiring one to keep recharging frequently. A majority of smart phones are recharged from an electric circuit which may be a barrier if one is not in a position to access electricity. Touch screen smart phone models have high sensitivity and easily damaged when in contact with dust and water. There is a potent market for the product R200 smart phone since consumers have raised concern that besides the great technological configuration of the regular smart phones, they are easily damaged. The introduction of a gadget that resolves this deficit would seal the gap in the market. Introduction Revola is a communication company dealing in the manufacture of such products like mobile phones, computer chips and operating system software. It a medium sized company considering its capital base and the market share in the communication industry. Revola has developed a smart phone R200 series to meet the current market need. This marketing plan describes our market share and the strategies we are applying to get customers and create a reliable revenue flow (Keegan et.al 200). We are not just any other smart phone manufacture. We have a unique dedication to creating smart phones with superior features makes us be at an advantage over our competitors by giving customers new models that are more efficient and competitive (Viardot 200). The R200 Revola manufactured smart phone seeks to resolve these challenges with the advanced technological feature that it possesses .This phone has 4GB in built memory, and two microSD memory card slots creating the capacity to hold a wider file capacity. The model uses a solar battery with a longer life. Besides its ability to utilize electric energy, the battery can also be recharged by solar energy. This saves on the inconveniences that a low battery can have and also on energy consumption. Dust and water proof technologies have also been incorporated reducing the risk for damage incase of contact (Keegan et.al 200). The company intends to generate revenue for the development of our smart phones by having a public offer of our company shares in the stock market to increase our capital base by shareholder funding. The company intends to offer consultation services to other manufactures who deal in the market of some of our other products such as computer chips and operating systems software (Viardot 200). In the initial stage of the smart phone business, we look forward to stock revenue and consultation returns to form a large part of our revenue flow (Hartline and Ferrell 200). Current Marketing Situation and market description The current global technology revolution has created a tremendous market for information gadgets such as the R200 smart phones. The coming up various social sites has encouraged dynamic socialization creating a greater market for gadgets that are portable and able to access the internet. People need smarter ways to plan and manage their daily activities and a mobile gadget with these provisions such as the R200 smart phone make the ideal example (Hartline and Ferrell 200). The company’s ideal target customer group includes the business class who has to manage a number of daily activities and also plan for the future and need a flexible gadget to help them do so. We are also targeting the dynamic youth who are increasingly using their mobile information tools to access the internet and social sites and also as an entertainment tool. These two groups have access to a wide range of disposable income (Keegan et.al 200). The current business class seeks efficiency at any cost since this is the only way to increase productivity. The youth make up of persons aged 16-35 years of whom some are teenagers living at home with parents while others are college students who are still in school getting allowances from their parent while they do not have a lot of financial commitments or those who have joined the workforce in the last 5 years who are still excited of independence that work creates and spend on latest technological gadgets such as smart phones. We have analyzed the market in terms of the large (macro) environment and the localized (micro) factors (Hartline and Ferrell 200). Macro-environment With the economic situation that is challenging to both the manufactures and consumers, people are more conscious of their spending. Consumers are keen on not spending their income on more expensive communication products especially when there are a variety of similar products in the market. Currently focus from a majority of consumers is to get products that will offer the best value for their money. Revola R200 smart phone is a gadget that requires reduced maintenance compared to other similar products in the market. This makes it more desirable and affordable for the consumer. There has been vigorous campaign on environmental issues making it a key factor to consider when developing any product for the informed market that demand on the use of environmentally friendly products (Viardot 200). The R200 uses solar energy to recharge therefore making it environmentally friendly. A campaign to create awareness on these aspects of the smart phone would be a good idea for creating a wider market for the product. This would create room for selling the products due to its advanced features. Local factors Marketing policy- The management of Revola believes in the marketing as the basis for running a business. Business operations are run with the best interest on the customer needs and preferences. Our sales representatives in the various regions help the company to remain in contact with consumers and hence the market (Hartline and Ferrell 200). It’s our priority to ensure that we meet the quality assurance standard when developing the smart phones such as R200 to ensure that the consumer gets a final product that is up to date in terms of technology and also safe for use. Type of market- Revola usually trades on business to business basis. However we have established ways of remaining in constant communication with the consumer. We are therefore a two level distribution chain business since we sell to the mobile phone distributors who in turn trades with mobile phone dealers and then the dealers sell to the final consumers. Competition Competition currently is very stiff in the development of technologically advance smart phones. We compete with companies such as Apple, Nokia, Samsung, and Motorola among others (Viardot 200). However our advantage over these other composite companies is the use of green technology in solar rechargeable battery, large storage capacity and protection fro dust and water. Apple group was one of the first smart phone manufactures in the market, so they have a bigger brand image than most any other smart phone manufacturing company out there currently. This means therefore they command a larger market share along with some other companies. Our advantage over the other companies it the features of the R200 smart phone. Product Review The R200 comes with all the improvement you have wanted to see I a smart phone: a longer, larger water and dust proof screen, advanced high speed data processor, slim and lighter gadget for easier portability and improve strength and a great appearance of the R200. R200 is a completely new entry to the smart phone market. It offers unbelievably high quality for you money and gives the best picture and sound resolution. The large capacity is to store information allowing you to unlimited download capacity. Its QWERTY keypads enhance the texting and chat experience. If you love music, chatting online with your friends, and sharing files is your thing then the new R200 is just what you need to express the smarter side of you (Viardot 200). The longer lasting battery that is solar rechargeable ensures that the fun is not interrupted. The only deficit on the R200 is that its position location map application and the weather detector are not able to give actual picture of the environment, but instead give the aerial view of location map. Ensure you get yourself the Revola R200 today and get connected to the smarter side of communication. Competitive Review Revola Apple Nokia Samsung Overview: introducing R200 smart phone to the market Have several smart phones in the market such as iphone series Have several smart phone models like the Eseries and others Samsung galaxy series Additional value: besides all the other features similar in other smart phones R200 has a larger memory capacity and its battery is sola rechargeable Iphone maps and weather detector. Slim and feather weight Premium texting and chat feature Powerful media player and sound clarity Cost: below $ 200 $250 and above $ 200 and above Above $ 210 Channels and Logistics Review The distribution channel can be summarized as follows: SWOT Analysis 1. Size. Our competitors are big companies that are run through impartial bureaucratic structures making the communication barrier even when there are new ideas. The small size of our company enhances close interpersonal communication within the small working teams. Idea communication and implementation is therefore made easier (Viardot 200). 2. Relationship with the consumer. Our sales team on the ground establishes good rapport with the consumer by offering maintenance services for a period of 1 year, this way the consumer develop confidence in our products and company too. 3. The environmentally friendly aspect of our product and the convenience of solar charging make consumers attracted to buying our product. Weaknesses 1. Costs. The larger well established companies enjoy a broader capital base. Their per-unit costs of production and hence selling are quite low. They may not be offering what we have, but their low production cost allows them to give promotion offer clouding the entry of the R200 smart phone to the market. 2. Brand power our product is a new entry in the market while the other company’s products have been there for quite some time. Aggressive marketing would be required to get the audience in the highly competitive market. Opportunities 1. Green revolution. The emphasis on green technology can create a basis for a stronger push of Revola R200 into the market 2. The Internet. The increasing opportunities of the Internet offer us another area of strength .we can use arena to market Revola R 00 smart phone by online advertising which is much cheaper. We can also create an online consumer enquiry platform to offer help to our customers. 3. Service. As our target market needs more service, our competitors are less likely than ever to provide it. Their business model doesn’t include maintenance service, and incase they have it its rarely implemented owing to the large size of their company. Threats 1. The larger price-oriented manufacturers. When they have huge advertisements of low prices in the newspaper, our customers may think we are not giving them good value just because we are not advertising to an equal extent. Objectives and Issues The main objectives of this marketing plan are: Introducing the R200 smart phone successful to the market and command some percentage of market share Creating proper interpersonal relationship and communication system with our sales agent and customers. Achieve the market target of distributing 2 million R200 smart phone model within the first 6 months. Marketing Strategy Revola’s mission is to provide the consumer with a cheaper and more efficient smart phone that requires minimum maintenance and provides a larger data storage capacity. The marketing policies and strategies shall build on this uniqueness of the product (Hartline and Ferrell 200). Positioning and Product Strategy The company intends to introduce the first bunch of the R200 model into the market during the Easter season next year 2013. However to create awareness for the product the company intends to launch an online campaign through the website and by partnering with other prospective distributor companies such as those already involved with the distribution of Revola’s products (Keegan et.al 200). This partnership shall be used as a platform to research further on the consumer needs so that the final products seeks to address these needs to the best level possible. Pricing Strategy The initial price will be an offer price to attract consumers to the R200 mode. The offer shall last for a fortnight during the Easter month (April). This promotion shall be subsidized by revenues fro the other products. Due to the reduced distribution chain it’s expected that the final price would be attractive to the consumer compared to that of similar competitor products that are selling within the range of $ 200 and above. Distribution Strategy The company’s distribution chain shall be as short as possible to reduce passing the added cost to the final consumer. Revola shall sell directly to the already identified mobile phone distributors. The distributors shall buy the R200 in large capacity to further sell to mobile phone dealers who are located at different strategic distribution centers in the market territory. The final consumer makes a purchase through the mobile phone distributors or directly from the company through the online (Viardot 200). Marketing Communication Strategy In order to establish means of frequent and efficient communication with the consumer Revola intends to develop an online enquiry in the already existing website where clients can submit their queries and get response form the company’s customer service desk. Some of the frequently asked questions can have a moderated response prepared in advance. Marketing Research Due to the current demand for smart phone several manufacturers have developed models to satisfy this need. There exists therefore still competition for market share especially among the bigger well established players. For the new comers like Revola in this field, they have to develop a model that builds on the already available technology. The inclusion of larger memory capacity and the green energy aspect of having a solar powered battery are the key selling points for the Revola R200 smart phone. Currently there exist no other models even from the main competitors. These features will therefore form the basis for the company’s promotion. Implementation The implementation process will include Scheduling of activities and the assignment of responsibilities Budgeting Internal marketing which include communication plan between the staff Communication of the plan to intermediaries and suppliers In the implementation of this plan, the organization will execute all the tasks in an efficient and effective manner. Budget Control For quality control and avoiding counterfeiting the company intends to release controlled consignments into the market. The software configuration and set up shall be developed in such a way that cloning does not happen. Work Cited Hartline M, Ferrell C. Marketing Strategy. Cengage Learning, 2010, PG 200 Keegan et.al. Marketing Plans That Work: Targeting Growth and Profitability. Elsevier, 2002, pg 150-200 Viardot, Eric. Successful Marketing Strategy for High-Tech Firms, Third Edition. Artech House, 2004, pg 200 Read More