htc mobile marketing-full n final ppt
TRANSCRIPT
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htc mobile….Presented
by Pranjil Agrawal Muneeb Sheikh Bhaskar Mishra
Vikrant NaikNavdeep Sharma
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HTC Corporation….
Type Public
Headquarter Taiwan
Founded 1997
Industry Telecommunication
Products Smartphones and Tablets
Area Served (market) Worldwide
CEO Peter Chou
Revenue $11.95 billion (2011)
Website www.HTC.com
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Mobile Market in India….
Indian mobile industry is the fastest growing in the world
Monthly Cell phone Addition: 7.79 million (Oct 2011)
An estimated 881.40 million mobile phone users in India
Nokia remained the top player in handset market in FY10-11
Revenues of the Indian mobile handset market grew by 15 per cent to
touch Rs 33,171cr in 2010-11
Indian mobile market is expected to touch $63 billion revenue 2014
The industry’s growth will be largely driven by Smartphones
(source: voice & data journal-telecom industry)
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Mobile Handset Market Share….
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Segmentation (STP)….
• Age group 24-45
• Developed and Developing counties
• Educated
• Upper middle class; office goers
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Target Audience (STP)….
Smartphone users
Android
Windows mobile 7
Touch Screen users
Technologically inclined users
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Positioning (STP)….
Position products to High innovation and High
functionality
–MultiMedia phones catered to higher resolution
– Business phones catered to email functionalities,
productivity tools, and Networking connections
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4 Ps of Marketing….
Product• Innovation• Performance• Aesthetic look• Build Quality• HTC smart software• PDA & smartphones• Customizable
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4 Ps of Marketing….
Price
Skimming Pricing Product line pricing
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4 Ps of Marketing….
Place Currently more
concentrated in America followed by Europe and Asia
Retail outlets
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4 Ps of Marketing….
Promotion
Promoted through retailers and service providers
Mass promotion through internet
Specialized periodicals
ATL:BTL ratio- 80:20
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PESTEL analysis….
Political factors
Dependent on the Telecom Industry The government’s conservative measures may inhibit 3G
and other licensing processes If migration were made easier, it would add pressure on
operators to retain existing customers
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PESTEL analysis….
Economic factors• Economic downturn in 2008
• The level of inflation Employment level per capita
• The global economic slowdown and rising costs could slow growth
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PESTEL analysis….
Social factors• Smartphones are Fashion
identity• Symbol of status• Networking
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PESTEL analysis….
Technological factors• In this industry, innovation is the key for differentiation
• Patent of technology thereby creating barriers to entry
• Technology is vital for
competitive advantage,
and is a major driver of
globalization
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PESTEL analysis….
Legal factors• Restriction on certain product usage creating
obstacles for market growth• Patent issues
Environmental factors• Dumping of old mobile handset
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Porter’s 5 Forces (Competitor’s Analysis)….
Competitive rivalry within industry
Existing Competitors
Brand Development
Innovation
Bargaining power of Suppliers
Intellectual Property
Quick Switch between Suppliers
Bargaining power of Customers
Retailers
Service Providers
End-users
Threats of New Entrants
Economies of Scale
Capital Requirements
Differentiation
Access to distribution
Threats of Substitute Products
PDA
Tablets
Mobile Phones
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Future….
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Future….
PRODUCT• Make Sleek and lighter phones• Modify their OS • Provide colour options • Improve Battery Life & Packaging
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Future….
PRICING & PLACE• Skimming strategy for the smart
phone category • Increase their distribution reach to
tier 2 cities• More tie-ups with local dealers• Website as a mode of making
purchases.
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Future….
PROMOTION• Brand Ambassador “ Need of the
Hour”• Create Hype• Launch an Advertisement
campaign targeting the Youth• Make effective use of social
media
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Thank you