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Electronics industry is ripe to welcome the new product that would be launched very shortly, which is customised cell phone. A marketing opportunity study was made on developing a new product for the existing market of cell phones. Cell phones of popular brands have limited features. Customers are fed up of the popular brands tactics of providing new technology features in latest range where something is always left to be desired and not fulfilled by the mobile phone companies. Only customised cell phones can be the solution to satisfy the customer needs with an innovative product with dependable services can be the best available means to capture the market well in time when the idea is still new to capture the cell phone users’ attention.
What is a customisable mobile phone? A customisable mobile phone is a built-to-order phone that comes with the feature of snapping the unwanted functionality or adding the functionality as per the customer demand. It could be a GSM phone to be customised or the other. The customer will decide whether the phone should be touch screen, bar, flip or smart phone; whether it has a keyboard or the customer prefers a mobile phone without a keyboard. The customised mobile phone will offer the customers the choice to select the operating system of their choice from Google Android, apple, OS X or Microsoft and others. As per the marketing research plan, customised mobile is such an opportunity that can be instrumental in offering a cost-effective mobile phone of high quality. Customers would have the freedom to choose their preferred service provider; no need to subscribe to a particular service provider. The custom-ordered mobile would be available with warranties, after-sale service and repair (Elgan, 2008).
Under the concept of integrated marketing communication (IMC), which is a holistic approach to
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A marketing concept embraces the philosophy that good marketing strategy always has the needs and wants of the target market in mind. Marketing concepts are formed as creative approaches to the problem of how to get a product needed and desired by a group of consumers to be selected and purchased by this group.
The Marketing Teacher (2000) cited Barwell to expound on the term by indicating that “the marketing concept is a philosophy, not a system of marketing or an organizational structure. It is founded on the belief that profitable sales and satisfactory returns on investment can only be achieved by identifying, anticipating and satisfying customer needs and desires” (Marketing Teacher, par.
Hence marketing becomes one of the most crucial aspects of a business. Kotler et al (2007:7) has defined market as ‘a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others’.
The guerilla marketing campaign of the T-Mobile company was run for five consecutive months by sponsoring near to 25 events in the local festivals, state, and county fairs. T-Mobile has very well comprehended the importance of such marketing initiatives for the company’s success by activating 5,000 new accounts at such events and organizing more than 26,000 “Mobile Makeovers” (Chipps 1).
This is because the objectives of the issues involved can have resemblance. Whether large or small, most marketers if not all, always struggle to meet customer requirements and at the same time meeting their own commercial and marketing objectives. The marketing planning process needs the harmonization of open- based decisions at the peak of the commercial level with more closely distinct actions at the bottom.
It is in this reason that the proponent of this paper tries to gather information about the basic concept of marketing and the probable impacts of internet on the dominant logic of marketing. Considering that the traditional-based marketing has