EXECUTIVE SUMMERY

The Past
Md. Aminur Rashid(Chairman), Jakaria Shahid (Managing Director) & Mr. Rezwanul Haque
established Symphony a brand of EDISON Group is proud to enjoy indisputable leading
position in mobile handset industry. Within short period of time since its introduction at the end
of 2008 the brand Symphony has emerged as the fastest growing leading mobile handset brand in
Bangladesh. Relentless work of the company to ensure exemplary service at all times and ability
to provide stable and consistent solutions made Symphony the market leader in the handset
segment in 2010. Aggressive pricing strategy, contemporary features & styling, international
quality build a strong distribution network and after sales service have contributed to make
Symphony Mobile the preferred choice of Bangladesh customers. The core focus of the company
is to consistently provide outstanding customer service as it continues to explore new horizons to
deliver newer and better solutions to its most valued premium asset, its customers. EDISON
Group is also proud to be the country representative of world renowned brand SIEMENS for its
Home Appliance & Telecommunication System products. The Group has also a joint venture tie
up with Vibropower Pte. Ltd. Singapore that sells generator. Property is another business unit
working to ensure better living solution and to contribute to the national economy
The Present
Rezwanul Haque, the chairman and Managing Director of Edison Group, announces that
Symphony Mobile Incorporated would be known as mobile Incorporated. He also reveals the
long-anticipated Phablet, a combination of an Internet-enabled smartphone and the Tab. In June
2010, he announced that the Smartphone 3G already has been released in July 2013, this newer
version added support for 3G Networking and assisted GPS navigation, among other things.
The Future
Symphony mobile plans on focusing on satisfying personal consumer demands rather than
merely fulfilling a demographic requirement as well as, improving performance and stability
rather than introducing new features when releasing new versions of any product.
The Symphony mobile
Symphony mobile targets consumers who need to store information and communicate or people
who want entertainment on the go. Symphony target segments consist of professionals, students,
corporate users, entrepreneurs, and health care workers. Currently, the market for medium
phones like the Symphony mobile is big. Many people want Internet, video, camera, and PDA
features in one device because of the reasonable price. The smart phone market is still relatively
big compared with general phone market. The market will rapidly increase in coming years due

to lower prices and greater power. Symphony mainly focused in all classification consumer by
features and smartphone segmentation.

INTRODUCTION
Now-a-days, mobile phones are the most important device to communicate with each other. The
number of mobile users are increasing each and every day. According to different studies, mobile
users are increasing by 83% every year in Bangladesh and the major role player behind this is
enhanced 3G network and delivering smartphones with high-end specifications at a lower price
tag. Though Samsung take the number 1 position in global market, but in Bangladesh, the top
position is taken by company named Symphony. In Bangladesh, among the users of mobile
phones, 40% users are using Symphony mobile phones. Symphony started their business in
Bangladesh in the year 2008 under a company named Edison that started doing business in here
in the year 2005. Symphony, by now, managed to deliver their phones to over 3 crores of mobile
user in this 7 years of their business time.

%
symphony

walton

huawei

other

%
samsung

symphony

maximus

nokia

other

samsung

other; 15%
symphony; 36%

huawei;symphony;
10%
40%
other; 45%
samsung; 15%

walton; 20%

maximus; 5%
samsung;
6%
nokia;
8%

Market share of sympnony

SITUATIONAL ANALYSIS
Political Situation

Taxation is something that governments put and Symphony should be study this as
country by country case to anticipate profitability, and pricing strategy.
Importing laws in the world with GATT are in favor of trading.
Bangladesh are very variable in stability of, so we should study overall country situation.

Political Situation changing rapidly in Bangladesh. We should be monitoring the political

situation by time to time Economical Situation
Economic growth worldwide is in a big recession which need careful manipulation
Potentiality of the market is decreasing but it is higher than any others in the Telecom
sector

Socio-Cultural Situation

Population growth leading to expansion of the sector needs for cell phones.
People depend more and more on mobile communication everywhere.
There is educational growth in the Bangladesh.
Cultures perception of the technological devices is positive worldwide.
Literacy & illiteracy level is not affecting using cell phones but affecting high
technological cell phones, this fact needs to be considered.
Acceptance of imported products in some countries are less if there is local provider
There are different social views that may affect product should be considered (e.g.:
Boycotting American products in the Islamic world)

Technological Situation

Level of technology in the world is increasing.

Internet level of awareness & usage for individuals & industrial aspect are increasing
worldwide
Fixed phone lines capacity and development attempts.
New technologies in the cell phones are increasing.
Future plans for technological linkage between cities, universities, colleges, hospitals
and other institutes are increasing and can be connected to cell phones
Level of usage of the E- Technology (online bidding, billing, complaints, blogging etc)
are high and trendy.

Environmental Situation

The global concern of the Global Warming issue & other pollution effects concerning the
packaging material and radiation of the cell phones
The demand of the international environmental approvals is a must (if there is any) Sales
Situation Cell phones imported are one of the most profitable imported everywhere and
the Market is increasing

MARKET DESCRIPTION
Symphony mobile hand set market consists of consumers and business users who prefer to use a
single device for communication, information storage and exchange, and entertainment on the

go. Specific segments being targeted during the first year include professionals, corporations,
students, entrepreneurs.
Targeted
Segment

Customer Needs

Corresponding
Features/Benefits

Non-professionals

Stay in touch conveniently and

easy useable, big screen, big key
faction, need camera, big battery
life.

High network sensor add

value,
easy
operating
systems.

Professionals

Stay in touch conveniently and

securely while on the go
Perform many functions handsfree without carrying multiple
gadgets

Built-in apps and push-totalk feature to communicate

anywhere at any time,
Android operating system.
Wireless e-mail/Web access
from
anywhere,
GPS
functionality and camera add
value

Perform many functions hands-

free without carrying multiple
gadgets
Express style and individuality

Compatible with numerous

applications and peripherals
for convenient, cost-effective
communication
and
entertainment, Variety of
smartphone cases

Students

COMPETITION SITUATION
There are 9 million cell phone imported in the Bangladesh, but there are more than 5 big
companies competing at the local Market The emergence of lower-priced smartphones, including
the Symphony mobile phone, has increased competitive pressure. Competition from specialized
devices for text and e-mail messaging, such as BlackBerry devices, is a major factor, as well.
Key competitors include the following:
Samsung.
Samsung, a global giant Value, style, functionSamsung is a strong competitor and offers a
variety of smartphones for consumer and business segments. Samsung Galaxy Xcover 3,
operating systems, Android OS, v4.4 (KitKat), planned upgrade to v5.0 (Lollipop)
Walton.

Walton, a local giant, has been losing all thaka level market share. Walton operating system
android and latest model Walton Primo.
Nokia
The market leader in mobile phones, Nokia offers a wide range of products for personal and
professional use. It purchased the maker of the Microsoft Windows Phone 8.1 operating system
and made Nokia Lumia 730 Dual SIM pictures.
Local Brand-Like- maximus, okapia is very popular in local market. Its many segment wise
hand set distribution in local market.

CHANNELS AND LOGISTICS REVIEW

Symphony-branded products will be distributed through a network of retailers in the all thana
level markets. Some of the most important channel partners are as follows:

Online retailers. daraz.com.bd will carry Symphony products and, for a promotional fee,
will give Symphony prominent placement on its homepage during the introduction.
Customer care. 46 Customer care all over the country
Operationally Exclusivity- 112 out of 117 partners.
Everybody work within the instruction of sales team
Maintaining equal price over the nation which is remarkable in BD.
85 Distribution officers are working with 40 ZSOs for quality distribution.

OBJECTIVES & ISSUES

SWOT ANALYSIS
Strengths

Innovative The Symphony Mobile has a high innovative touch screen & low
innovative. It also has many functions of other mobile products all in one device
Compatibility The phone will work with Tunes and with other Samsung/Nokia
products and OS software tools which means limitless potential for upgradeability.
Ease-of-Use The all-new touch screen interface recognizes multi finger gestures, just as
the human hand normally behaves.
Brand awareness Symphony mobile is 1st Brand awareness in local mobile market.
Symphony mobile 45% average share in Bangladesh
Price Symphony would be sold at a reasonable price for its value.
Quality Scratch resistant screen durable and light metallic finish - software suite
resistance to computer viruses.
Strong dealer channel- Our dealers are major professional player within the nation.

Coverage Market- Directly covering 64 districts by 117 distributors who are covering
525 thanas.

Opportunities

Increasing demand and expansion to a new target segment As technology advances

and smart phones get cheaper Symphony will attract consumers and get Smart phone
users to upgrade to Symphony.
Upgradeable Symphony software allows new exciting features to be brought in which
take advantage of the touch screen ability. Future versions will also be hardware
upgradeable.
Partnerships Symphony can collaborate with many powerful executive band let
mobile phone to flood the market with Symphony, which reduces costs in marketing and
increases revenue through long-term agreement deals.
Accessories Sales: Mobile accessories dept. is working as a support unit for symphony
mobile since November, 2011 Generating BDT 140 million sales in year 2014 with a
growth rate of 115%. Big accessories sales opportunities in Bangladesh market

Weaknesses

Image The Symphony brand is not targeted towards business people and does not have
a reputation as being compatible with the corporate world.
Price Symphony does not yet offer lower priced models for more cost-conscious
consumers.
User Interface Touch screen interfaces suffer from the problem of gorilla arm
Quality- Symphony hand set quality is not better than Multinational Brand likeSamsung, Nokia.

Threats

Increased competition Smart phones are easier to make now more than ever. More
companies may enter the market, and competitors or even Symphony contractors can
maneuver around patents to create similar devices.
Downward pricing pressure The Symphony is marketed as a high-end phone, but
phone prices are almost certainly going to fall when other companies undercut the price
of Symphony.
Servicing We should Increase hand set servicing issued. Political Violence Impact
political violence in Bangladesh for hand set Import & sales in local market.
Competition (Palm) - Palm has the longest history in PDA market and has experiencedeveloping software for mobile devices. It is also a well-known brand for businesspeople.
Existing software is well established and compatible with many products for this market.
The market is familiar with Palm products; significant switching costs are involved in

going to a Symphony. Palm can add many similar capabilities to their products that match
the Symphony and expand to a wider market through lower cost and higher-power
products.
Competitor in Local Market-New coming competitor in local market lunching mobile
hand set like- ACI limited, PRAN-RFL Group, PARTEX Group, China company
GiONEE. We first find out us against competitor in local market Samsung mobile.

FINANACIAL OBJECTIVE
Set an aggressive buy achievable objective for the first and second years of market:

First-year Objectives - We are aiming for a 46 percent share of the B.T and Phone
market through unit sales volume of 96,00,000
Second-year Objectives - are to achieve a 50 percent share based on sales.

MARKETING OBJECTIVES

Extend on the Symphony brand name and link to the established meaningful
positioning.
Extend on Symphony image of innovation, quality, and value.
Measure the awareness and response in order to make adjustments to the marketing
campaigns as necessary.

TARGET MARKET
Symphony work hard to deliver quality mobile devices at a lower price tag in order grab the
market of people with less or lower income who does not usually go for buying smartphones
from renowned brand at a premium price. Symphonys target market is people from lower upper
class to upper middle class. They have different types of feature phones, smartphone and tablets
under the price tag starting from 920 Taka to 22,990 Taka. Under this price level, Symphony has
phones for different age group, income level and taste. For middle age to old age people who
does not like much complicacy operating a mobile phone, feature phones are for those which is
extremely easy to use. Then comes the android smartphones and tablet for those who loves to get
most of their things done in their smartphones using android operating system. Different color
choices are there too for people who love to hold colorful mobile devices in their hands.
Customer target

Primary customer targets are the middle-lower income professional to coordinate their
busy schedules and communicate with colleagues, friends and family.
Secondary consumer targets are high school, college and graduate students who need
one portable multifunction device.

Business target
Primary business target is to partner with:

large cell phone service providers, GP, Banglalink, Robi and Airtel.
large enterprise software firms where information is critical to the end user

Secondary business target is with

mid-to mid-size corporations that want to help managers and employees stay in
communication or access critical data on the go.
Market segment will consist of companies with Tk. 15000-18000 million in annual sales.

POSITIONING

Using product differentiation, positioning the Symphony as the versatile, convenient,

value-added device for personal and professional use.
Focus on the convenience of having one device for communication, but also music,
pictures, and video, and full Internet access.
The Symphony will be promoted as both professional and hip

IDENTIFYING MARKETING MIX (4PS)

1) Product: Symphony is a mobile phone company that have products for all kind of people
from different age group, income level and taste. This is why Symphony brought classic phones,
feature phones, smartphones and tablets for their customers.
2) Price: As Symphony trying to get all the customers from different income level, so they set
the price of their product based on the category Symphony launching the product for. Thus, price
for Symphony products start from 920 BDT (a classic mobile with audio, video and FM Radio
player, expandable storage and camera) to 22,990 BDT for their one of the most attracting and
premium looking phones Symphony Xplorer ZIV (an Android smartphone).
3) Place: Symphony has their only 53 outlets in whole Bangladesh. It does not sound that much
though but they have a lot of dealer in whole country as a result anyone can get Symphony
devices anywhere near the consumers live.
4) Promotion: For increasing the number of customers and the overall sales, promotions play
very important role. Symphony does their promotion through different data offers in partnership
with mobile carriers, occasional offers, promotional discount and CSR activities.
1) Product

Symphony Classic Phone

Symphony Smartphone

 Symphony Tablet
2) Price

Starting from 920 BDT to 22,990

BDT

3) Place

53 Outlets in whole Bangladesh

(according to website)

4) Promotion

CSR Activities
Data Offer with Carrier
Promotional Discount
Occasional Offers