Promotion Strategy: Marketing Channels, Sales Promotions, Managing PR:-

Digital marketing channels and techniques will form the core of our promotional
strategy. Apart from that, MobiMe will use media events and social media
advertising to promote the model. Our website and social media accounts will be
a key part of our promotion strategy. MobiMe will also use sponsorships and
advertising in print media including technology magazines for promotion.

Mobile isn’t just the future; it has revolutionized business. Mobile devices are a
key communication tool for most consumers in the US and growing numbers
worldwide. There are various types and techniques of mobile marketing
strategies. Google always keen for developing new ideas and technique for better
user experience in world of web. These changes need some changes in marketing
strategies as well. So mobile marketing come in to existence to compete with
evolvement in technology for betterment in living style. Similarly Facebook also
introduces many terms and practices for better user experience and to help
marketers.

Brands can’t ignore mobile and neither can bloggers, software developers,
business owners … you get the picture. One way to get your brand out there is
with mobile ads, which you can run through social media and other channels.

1. Advertisement for specific Mobile device through Google Adword.

Google Adword enables advertisers so that they can start campaign for targeting
specific mobile devices. They can advertise for specific mobile platform and
devices. Also, CPC is increasing for mobile users in comparison of desktop users.
Combination of two facts i.e. increasing CPC and mobile uses leads to high ROI.

 Advertisers should research about user’s nature and their interest.

 Research to know the source of user traffic. This will help in targeting a
specific device, like: if most user traffic is coming from android user, then
target should be android user.
 Create mobile friendly website including use of light weight videos, audios,
text, images, etc.
 Make sure about navigation to correct mobile version of pages.

2. Launch Mobile apps or create responsive sites:

Develop an attractive and user friendly mobile app. Indispensible uses of
Smartphones in every aspect of life lead to increment in importance of
mobile users in marketing. Mobile users are main concerns in every
strategy because of these changes a marketer should also focus on mobile
users.
3. Mobile App advertisement through Google Mobile App Campaigns.
4. Advertisement in between a mobile app or game.
This is called In- game mobile marketing, add funded mobile game, or
mobile advergaming. This marketing strategy results in advertising brands
name. Game lover or app user fascinated by brand’s name results in sharing
to other peoples.
5. Use SMS services for business management
Marketing through SMS services becomes increases. It is popular and
effective way of advertising, selling, purchasing of products and services.
Some reasons of its popularity:

 Almost every people uses mobile.

 Mobile can be used anywhere and anytime.
 SMS is a popular service to interact with various people.
 Regular use of mobile ensures that message can be read in least time
or instantly.
6. Offline Marketing:
Highway hoardings, Vinyl on Buses & Metros etc.

Building the team - Organizational Plan

i. Org Structure, Functional Units, Size of Organization
ii. Creation of a customer-oriented culture
Company Environment: MobiMe is a smartphone company and our core
products include smartphones. MobiMe was founded in 2018 and started looking
for an entry in the smartphone industry. We have highly skilled human resources
and great technological capabilities. Apart from that we have partnered some
other technological firms to use their technological capabilities and resources.

Our products will be mainly sold in the Indian markets and we are planning to
release our new phon. Our supply chain and distribution networks are limited to
India. Our brand has excellent production and marketing capabilities. However,
we need to improve our distribution network before we can expand to Indian
Subcontinent region. This may require us to partner with the local firms.

Our business strategy is to find growth in the Indian markets by better utilization
of our supply chain and distribution network as well as other digital sales and
distribution channels. Our main focus currently is on the large cities in these
markets where the largest part of our customer audience is found.

The smartphone will carry a one year warranty as a part of our customer service
strategy. Our service centers at across all big cities in all the states will handle the
service and repairs through our distribution network partners. Our engineers have
especially trained a large group of technicians to handle such repairs. Moreover,
to measure customer satisfaction and to handle any kind of complaints and issues
related to manufacturing and design, we will conduct quarterly customer surveys
and monitor social media for such signals. Both retailers and customers will
receive round the clock technical support online as well as through toll free
numbers. Moderated forums and blogs will also provide technical support. Apart
from that we will motivate our sales staff and customer service staff through
incentives to reach the mark in sales and customer service.
For Customer Orientation:

The most successful companies continually experiment with

innovations that make life better for customers.
1. Create a customer value proposition (CVP): Decide at board level the sum total
of benefits which you as a vendor promise to deliver to your customer, in return
for the customer’s loyalty.

2. Recruit customer-friendly people: Hire for attitude, train for skills is the mantra
here. Empathy, good communication and problem solving abilities are the
qualities to look for.

3. Treat your employees well: How your employees feel at work has a much
bigger impact on how they deal with customers than any training will.

4. Train your team: Frontline as well as back-office staff must gain a full
understanding of the customer, product and industry they support. Coaching
must also focus on the soft skills; communication and teamwork.

5. Walk the talk: Leaders must fully embrace the customer service orientation
process and take to the frontline from time to time. Companies that value a
culture of servant leadership will excel in this area.

6. Implement a CORE program: CORE is an acronym for: Customer Orientation,

Referencing & Engagement. In this program cross-functional teams focus on the
needs and behaviors of customers as well as internal procedures. An orientation
is built around customer needs and the customer profile forms a reference point
for the business.

7. Listen to the Voice of the Customer (VOC): An honest appraisal of how you are
doing in the eyes of your customer is critical. This can be achieved by conducting a
formal customer satisfaction survey or by gathering and recording customer
comments.

8. Define your standards: By analysing feedback obtained via your VOC program
you will be able to fine tune your service levels according to customer needs and
expectations. Create a Balanced Scorecard to measure your performance and
rectify any shortcomings.

9. Empower your staff: Make sure your team has the authority to resolve most
customer complaints without further escalation to a supervisor.

10. Co-ordinate functions: Avoid silo mentality by encouraging different

departments and functions to work closely together.

11. Know your customers at a granular level.

12. Treat your customers as assets that will grow in value.

13. Excel at delivery.

14. Reorganize around the customer.

15. Match your culture with your customer strategy.

Sale/ Distribution :-
The current demand patterns show that the market will remain profitable for the
smartphone brands. However, consumer preferences will remain a primary factor
affecting the sales and profitability of these businesses. Demand will rise
dramatically and to benefit from these patterns brands would need to invest in
research and development as well as marketing. Innovation will help brands profit
from these changes. In both developing and developed economies, the demand
for competitively priced smartphones will remain high. Apart from innovation,
pricing strategy will also affect level of sales of smartphones.

MobiMe will be priced closer to the average selling price at between ₹10,000 and
₹20,000 so as to achieve highest sales and maximum profits. This will also help
overcome the economic fluctuations and currency exchange rate fluctuations in
the global environment.
MobiMe as a product that helps both students and professionals increase their
productivity. It will be promoted as a fun and productivity tool that maximizes
user’s efficiency through its innovative features while also catering to their need
for fun and creativity. The phone is a slim light weight fun that comes loaded with
fun and productivity features and has excellent gaming features.

Value Proposition: A smart and light weight device with productivity features for
students and professionals as well as your own gaming partner and music
companion. All of these at a price that is better than your expectations.

Our primary distribution channel is online retail through which MobiMe will be
made available in key markets. In India, it will be available through our own
website as well as other e-commerce sites and our brand retail stores. Moving
forward in future, in Indian subcontinent, we are going to introduce the product
through online channels including international and local e-commerce websites
and in partnership with local brands.

Pricing Strategy:

MobiMe comes in two 64 and 128 GB capacity models that are priced
at ₹12699 and ₹17899. The competitive pricing is done mainly in order
to grow our market share. At the same time, tie up with leading banks
to offer cash back schemes – as much as 20% (a maximum of Rs 5,000
off) – for anyone who purchases with a credit card.

Skimming pricing scheme:-

Step1- Start by artificially inflating the price of a new, much-hyped phone. You can generate
hype by announcing the release of the phone way before it’s actually available. You can
generate hype by starting pre-orders for the device (without a declared final price). The pre-
order supposedly ensures that you get preference over others for delivery. You engineer ‘leaks’
in the press and social media, where a pricing is given out so that you can gauge reactions.
Step2- Launch the phone at the artificially inflated price but at the same time, tie up with
leading banks to offer cash back schemes – as much as 20% (a maximum of Rs 5,000 off) – for
anyone who purchases with a credit card. This works in two ways – people with tons of black
money don’t care anyway – they’ll just spend the extra cash. The early adopters with deep
pockets full of white money will get Rs 5,000 off on launch date.

Step3- Keep a close watch on sales – as soon as they start dipping, it means that the first
couple of layers of customers have been successfully ‘skimmed’. Then, announce a buyback
scheme wherein you get an absurdly high buyback amount for your ratty old phone – a price
that you never thought possible and in some cases, higher even that the price you originally
paid for it. This step also involved trying to convince everyone that there are limited stocks and
that this is a limited time offer. This layer has to be skimmed fast, you see? Wait too long and
the other genuinely interested people who want to pay a lower price will get put off and more
attracted by another new phone model. It’s been about 2 to 3 months since launch at this stage.

Step 4- Reduce the sticker price by a substantial amount – this is when the phone starts
looking like a good deal. This price reduction applies without any cash back or buy back
scheme. At the same time, interest free EMIs can also be announced – interested buyers can
split up the total cost into 3, 6 ot 9 EMIs without any added interest charges.