Promotion of Camera Phone - Essay Example

Topic: BUSINESS PLAN FOR PROMOTION OF CAMERA PHONE Insert Insert Insert TABLE OF CONTENTS Executive Summary ______________________________________3 Product Analysis_________________________________________3 Market Analysis__________________________________________4 Market Objective_________________________________________5 Target Market___________________________________________5 Promotional Plan_________________________________________5 Factors contributed towards Success__________________________6 Conclusion______________________________________________7 Appendices______________________________________________8 EXECUTIVE SUMMARY: Our plan gives a realistic approach towards the promotion and marketing of Camera Phone of the company. Cell phone featuring mega pixel 3.4 cameras is an exclusive product our company is offering. The customer's who wants to have a strong fashion statement demands camera phone as compared to other customers. Following this it was then concluded that there is a clear understanding that people are very prone towards the innovating products and the range of 'cam phones' Our cam phone will be a break a new concept in the industry. So the company will follow a strategic marketing plan for advertisement and to reach to the target market. The detailed plan covers the techniques of marketing and promotional plan which can help the company to achieve its target market. PRODUCT ANALYSIS: Our product is exclusive and unique in its own way. Our cell phone is slider phone and its offer a 6.3 mega pixel camera. The camera automatically focuses and record videos as well. Following are the exclusive features of our cell phone: VGA camera at front face of the camera for video calling. Camera of 3.4 mega pixel to gives brighter and clearer images. Internal memory of 110 MB. Dual screen with separate views for business and personal uses. MicroSD card slot. Available in three different dual bands. Auto screen rotation. S80 third edition. Blue tooth 2.2with A2DP. Our exclusive camera phone gives clients many opportunities to have some funny and amazing things as they have camera with themselves all the times. Our camera phone is designed to replace your digital camera because of its exclusive technology of 6.3 mega pixels. The biggest feature of our company cam phone is its auto focus facility. The camera focus the image automatically and there is no need to do it manually or adopt close focus settings. The quality of our cam phone image is very high and the image has a plenty of sharpness, and it gives successful results even in difficult lightning. The memory card of our phone is 1GB MicroSD. It is a nice idea to spend on 1GB MicroSD cards which are very economical as well. Another interesting feature is its applications. Now the customer can browse internet easily through our cam phone through GRPS which is very easy. It also includes calendar items, contacts, synchronizing notes etc which are very effective. The sound quality of our cam phone is excellent. The ring tones and the voice quality both are significant. Moreover the life of batter is exceptional. One charged battery stays for more than a week. The biggest benefit you gain while having our company cam phone is that you can email pictures from our cam phone. This is the convenient way to send copies of pictures from our cam phone. The clientele has not to bear any additional cost for hardware or software. However, the client might be charged for such message at very nominal rate. MARKET ANALYSIS: From the research and studies we come to know that's there is huge potential of our company to excel in the market. The sales of installed base of camera phone increases rapidly. And it's around one billion by the end of 2008. The emerging market of first digital camera, results in continuous increase in sales. We are also of the opinion that the launch of our camera phone will be huge success as camera phone sales rising in the market from 3 million to 500 million. The market of camera phone enters in its third phase where the concentration moves from mega pixels and basic image to the quality of pictures taken. The sales of five mega pixels camera phones increase tremendously as compared to one mega pixel. Where as our phone mega pixels are 6.3 which simply reflect its unique features and it brings high yields for the company. Further more the sales of camera phone globally will grow and it is predicted as it will exceed $120 billion at the end of 2011. So we are of the opinion that there is huge potential for our company cam phone sales in the market which ultimately brings high yields as the demand of cam phone are increasing day by day. However it should be kept in mind that the company has to face a tough competition by some popular brands in the market. But our exclusive features can make us different and we can be on edge of competition. MARKET OBJECTIVES: Our prime market objectives are: To achieve excellence in terms of sales revenue. Managing the brand equity. Build an effective pull campaign, bringing in new customers. Concentrate on the requirement of target customer's demands. To create awareness of the product amongst potential customers and to establish brand loyalty. TARGET MARKETS: The target markets for our cam phones are younger generation. Basically the younger generation of this era is fashion conscious and fun love. Our exclusive products got all the features which makes their fashion statement complete. Further more in this fast moving and digital world, younger generation wants to have all the features in one cell. That's why we target younger generation first. Other targets are photographer lobby, artists etc. PROMOTIONAL STRATEGY: Following would be the promotional strategy of our company to increase its sales. It will help the management to reach its targets and bring high profits for the company from cam phone's campaigns: Our promotional strategy is comprised of the following approaches to pricing, product, place advertising and promotion and customer service: Pricing: This price of our product will be low as compared to other branded cam phones in the market according to research. As this product is innovative and is never seen before that's why the price speaks for the brand. The brand equity and profitability is kept in mind while deciding the price. The company's pricing scheme will be created by price competitive amongst our potential competitors. Product: The product matches the customer expectations and ensures that loyal customer will continue to have long term association with 'our cam phone'. It extends to the versatile features in order to satisfy customer's demands. Direct marketing can also be done through emails and mails which our relative department will manage. P-O-S will have special posters, displays, and advertisements which will be seen everywhere around the city, effecting the buyer's decisions. Place: Our product will be available at all markets store. Our Product will be available in stores before the advertisements and commercials go on air. While in smaller cities it will work as teasers. Later we will use our window display and online advertisements to which will give a closer look at the product and the market makes the decision of buying it. So the company will follow a strategic marketing plan for advertisement and to reach to the target audience. Promotion: The primary strengths of consumer sales promotions are their variety and flexibility. There are many promotion techniques that our product manager can use and combine to meet almost any objective. Sales promotion works for every business. So the targeted advertising is very important; it will use any of way to popularize our products/brand such as newspaper, public transportation, internet, magazine, media, and etc. For instance, unique product displays will catch the icon when walk through the public place. Main idea of our promotional campaign is that we have used teasers, danglers, posters and print advertisement. It will generate a buzz around the product.Consumer sales promotions are directed at the ultimate user of the good or service. They are intended to provide an incentive so that when consumers go into a store the will look for 'Our cam phone'. FACTORS CONTRIBUTED TOWARDS SUCCESS: Every management focus is to achieve their goals in minimum possible time. The factors which lead to the company's success and failures are its management and strategies. If good company strategy is adopted and the team is aggressive and committed towards attaining its goals then nothing can stop the company to achieve success. The success of our product in the market purely depends on our marketing and promotional strategy. If we offer a competitive price with exclusive features to our clientele it will boost up our sales. And in this way we bring high yield for the company. CONCLUSION: Cell phone with camera is in demand. Our exclusive product with enhancing features can be highly successful in the market if right strategy will be adopted. The development of effective communication tool will create a positive brand value on the part of products and attracting customers. Mobile consumer expects innovation and constant change, and in luxury phone in shorter product cycle. Our company will introduce the same shorter product cycle and investment in innovation will be introduced to meet the demands of the fast changing cell phone market. APPENDICES: Jay Conrad Levinson (1993) "Guerrilla Marketing, 4th edition: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business" Philips Kotler (1998) "Principles of marketing " - 12 Edition. Chris Murray. (2002) "The Marketing Gurus: Lessons from the Best Marketing Books of All Time "- 5 editions. Philips Kotler.(2003) "Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know" David Cole (2004) "The Complete Guide to Book Marketing" - 4 Edition. Read More