: Marketing Planning for Smart Phone

Company hTC
Product Smart Phone – One x
Vision To enabling a customized user experience based on the belief that each mobile device needs to fit its owner, and not the other way around
Mission To be a world’s leading Smart phone developer by 2015.

In today’s fast growing marketing of Smart phones where mobile phone life has become shorter day by day due to the technology and innovation and the consumer behaviour change. It is very difficult to keep your product alive for a longer period. In these days people are looking for a new product which is user friendly and fulfil their requirements. Consumers are looking forward for a product which has everything in it and is handy, so the hassle of taking several gadgets with them while travelling is removed. People in this growing market need a much faster, easy way of communication through different channels using one device. They look forward for the device which is status symbol and moves with today’s fashion.

Today’s marketing is not has changed a lot from which it was in 10 years back when mobile phones where rarely used. Even the marketing strategies are also changed; companies use different strategies to promote their product, using different channels. Previously mobile industry the competition was less and the manufacturers don’t have to develop different marketing strategies to promote their product. They just had to deliver their massage through a proper channel to the public. Like the old mobile phones, companies use to communicate their message to the large public as ‘reliable and easy source of communication, long battery life, strong signals’. But in now a days that is not enough. Manufacturers have to go beyond and promote their products. In a modern world where media and internet are strong source to convey your message, companies uses it positively and promote their product showing them the features of their new product, style, new innovation and how to use any new feature. By promoting product in this way it is far easier for the companies to sell their product than in the old period.

But the point of innovation remains their, if your product is not good enough to stand in strong competition your product won’t be able to do good sales. Main thing in marketing your product in current market is that you introduce it to the right market at right time in new attractive style, which ensures that your product is prominent and reaches the public eyes.

As in current period where the demand of smart phones are high; HTC introduces its new smart phone One Series which includes One x, One v and One s but here we’ll be talking about only One x.

Product Specification

HTC One x comes with new features different than those already available in the market. These new One series is complete different and unique and it makes the product to stand in market with the competitors products.

hTC one x – Brace yourself for lightning-fast web browsing, remarkable picture quality and seamless gaming visuals thanks to the powerful quad-core processor.

HTC One x comes with unique and slim design which is lighter and thinner.
Its body is made from aluminium which is scratch less.
Size: - 2.75 * 5.29”
Weight – 130 grams
Display – 4.7 “super LCD 2
CPU Speed – 1.5 GHz, Quad-core
Plate form – Android 4.0 with HTC Sense
Memory – 32 GB, RAM 1GB
Wireless
Sensors – Digital Compass, Ambient Light sensor
Camera with HTC Imagesense – 8 MP, auto focus, LED Flash, 1.3 MP front camera
Sound Enhancement – Beats Audio
Multimedia – supports all formats
Battery – 1800 mAh

What is HTC Sense?
HTC Sense is what makes HTC phones so special. A collection of tools, features, and innovative user interfaces, HTC Sense is our software and hardware innovation that enhances the user experience. Customizable, powerful and surprising, HTC Sense is at the center of the HTC experience, creating a device that’s less about technology and more about…well…you.

HTC ImageSense
With HTC ImageSense, you can expect great photos from your phone in almost any situation. An all-in-one solution with a complete range of features, HTC ImageSense has you covered. Features like HTC VideoPic allow you to shoot HD video while taking high-resolution photos at the same time. Zero shutter lag and continuous shooting ensure you never miss that special moment. Capture better photos in those low light conditions, and with Group Portrait, Smile Capture, Panorama, and Portrait modes you get optimized camera functions to create perfect shots. With so many great features, it's a true digital camera on your phone.

There are several new features HTC introduced, which you will love in this smart phone, they are

 Taking photos while shooting video
 Capturing moments in action
 Capturing photos in backlight conditions
 Enjoy photos and videos on big screen – connect with TV using HTC Media Link HD
 Bringing the HTC music experience to your car
 Car navigation with your phone
 Capturing a panorama
 Capturing the perfect group shot

Moreover HTC gives you a 25 GB drop box free for 2 years for free with purchase of any ONE series smart phone.

All above mentioned features are unique which makes our new product HTC One x special and new innovation in the market of smart phones for the consumers.

PESTLE
Political: These factors determine the extent to which a government may influence the economy or a certain industry. [For example] a government may impose a new tax or duty due to which entire revenue generating structures of organizations might change. Political factors include tax policies, Fiscal policy, trade tariffs etc. that a government may levy around the fiscal year and it may affect the business environment (economic environment) to a great extent.

Economic: These factors are determinants of an economy’s performance that directly impacts a company and have resonating long term effects. [For example] a rise in the inflation rate of any economy would affect the way companies’ price their products and services.

Social: These factors scrutinize the social environment of the market, and gauge determinants like cultural trends, demographics, population analytics etc. An example for this can be buying trends for Middle East countries like the UAE where there is high demand during the Holiday season.

Technological: These factors pertain to innovations in technology that may affect the operations of the industry and the market favorably or unfavorably. This refers to automation, research and development and the amount of technological awareness that a market possesses.

Legal: These factors have both external and internal sides. There are certain laws that affect the business environment in a certain country while there are certain policies that companies maintain for themselves. For example, consumer laws, safety standards, labor laws etc.

Environmental: These factors include all those that influence or are determined by the surrounding environment. This aspect of the PESTLE is crucial for certain industries particularly for example tourism, Telecom etc.

SWOT Analysis

The successful execution of a marketing plan can involve planning for elements over which you have no control. A SWOT (strengths, weaknesses, opportunities, threats) analysis is a comprehensive evaluation of how your company operates internally and how it addresses uncontrollable external factors. With every attempt to launch a new product or develop a new advertising campaign, there will be elements outside the company over which you have no control but yet will affect your marketing plans significantly.

Strengths
It is the leading maker of PDAs smart phones in the world. It is establishing in the world rapidly and attracting more and more customers from all around the world. It has successfully recognized its brand name and has got the good image about the product quality. Its products are considered as reliable products and its gaining more and more success rapidly. The research and development in HTC has been given more importance as it is the way to know what customers want. There is the strong set up of research and development in HTC. The portfolio of HTC is quite wide it has made 42 smart phones product up till now.
The customer base of HTC is also very wide as it caters the customer national and international both and the no. of customers also increasing as the time passes.
Weaknesses
As its weakness, HTC is not a very much recognized brand in the market. Its competitors, which are Nokia, Blackberry, Apple etc. are way much popular and have acquired a big share of market. Another weakness is that, they got a very small range of cell phones models as compared to their competitor, Nokia, which has got a huge variety of smart phones, from cheapest to most expensive one.

Opportunities
HTC is providing Touch Screen Cell Phones, which are very much in demand these days, most of the people, who use expensive cell phones, goes for Touch Screen. On the other side, Since HTC collaborated with Google and launched their cell phones with Google Android OS install in it, their market also got increased. It is also said that, because of the name of Google, HTC got popularity. Google popularity plays a huge role in the success of HTC. 3G technology has been launched all over the world, and is getting launched in other countries as well. Since HTC cell phones have got 3G technology support, so it is an opportunity for HTC company that where ever the 3G technology launches, HTC’s cell phones demands would raise their.

Threats
The major threat to HTC, or any other Smartphone company, is a very much popular and highly in-demand brand, Apple iPhone. It is a big hindrance in the demand of HTC cell phones. Apart from that, the financial crunch could also be the threat for the company. That’s because HTC smart phones are expensive and are not affordable for many of the smart phones users. On the other side Nokia’s smart phones are way cheaper. So lot of people prefers Nokia on HTC.

Marketing Strategy

Internet and Media will be used for the advertisement and product will be launched in a style at mobile conference. Apart from the normal campaigns used for the product awareness used by any company, this time HTC have taken a step further in marketing of its new One Series smart phones and that is one special offer and a unique photo shoot done by One x.

Special Offer: - HTC One series comes with beats audio and the product is bundle with the user friendly headphones by Beats itself for free. Where the market price of both smart phone and head phones is too high if purchased separately. So the HTC collaborated with Beats Audio and came up with this launch offer.

On the other hand HTC have done a Photo Shoot while on a sky dive with models and inexperienced photographer to test it camera and quality. And the video of photo shoot was made publicly on you tube which accessible by every person now a days of all age group. More information can be found at http://www.mandmglobal.com/news/30-03-12/htc-kicks-off-new-marketing-strategy.aspx OR www.htc.com

Target Market: - As the HTC works as per the requirement from its users and also this smart phone is a most user friendly phone till date. Because of phones user friendly behaviour, it can be used by all age groups specially the ones who are in their teenage or early 20’s.

Price of this smart phone would be kept between 700 $ - 750 $ with complete accessories. This is much cheaper than its competitors like Samsung and Apple.

Moreover it will giving its right to sell its product to the big network provider in different countries and with franchise with leading electronic brands which will enhance the sales and easily reach out its public.

Using product differentiation, we are positioning the HTC as the versatile, convenient, value-added device for personal and professional use. The marketing strategy will focus on the convenience of having one device for communication, but also music, pictures, and video, and full Internet access. The HTC will be promoted as both professional and trendy.

The One X is as large as mainstream phones should be. To some of you, it will definitely be too large to comfortably hold.