Assignment on Walton primo RX2

Based on a 2014 studyOf Walton Smart Phone

Assignment on Walton primo RX2

Prepared forShafayet mansoor RanaLecturer, DIU Department of Marketing

Prepared byNameID

Saikat sarker131-11-466

August 28, 2014

STUDENT DECLARATION

We do hereby soberly declare that the work presented in this Report has been carried out by us and has not been submitted to any other university for academic purpose. We are Saikat Sarkar, Id No. 131-11-446 declaring that this report on Walton primo RX2 has been submitted as a course requirement for Bachelor of Business Administration program at Daffodil International University. This particular report has been fully prepared by us.

The work we have presented at this report doesnt have any existing copyright and no portion of this report has been copied from any other work.

CETIFICATE OF SUPERVISOR

This is to certify that the report on walton primo RX2 is done by Saikat Sarkar, Id No. 131-11-446 as a partial fulfillment of the requirement of BBA course of BUS 202 in Daffodil International University.The report has been prepared under our guidance and is record of the work carried out successfully.

..(Shafayet Mansoor) Lecturer,Faculty of Business & EconomicsDaffodil International University. Uttara Campus.

Letter of Transmittal

August 28,2014Shafayet MansoorLecturerDepartment of BBAFaculty of Business & EconomicsDaffodil International University

Subject: Submission of assignment on Walton primo RX2Sir,It is pleasure to submit my assignment of Walton primo RX2 I lucky enough that I have got and experienced and efficient professional term at different of learn about the Android condition in Bangladesh. Recent assignment as well as. I believe that it was a fascinating experience to work in the Android Walton mobile; it has enriched both my knowledge and experience. I tried my best to show my skill, which is achieved my practical and secondary experience though this assignment.I beg your kind advice or suggestion regarding any mistake, which will help me academic and practical work in future.

Sincerely YoursSaikat Sarker

Acknowledgement

At first, I would like to express my deep gratitude to the almighty God who creates us in this transitory world. I would like to acknowledge the help of my honorable course teacher Shafayet Mansoor Rana who has given me valuable and far-reaching suggestion, guidelines for preparing assignment on Walton primo RX2

I am grateful to Daffodil International University, BBA Department, for giving me the opportunity to work outside for attaining practical and secondary knowledge.

Finally, I would like to convey my gratitude to my course teachers, friends and many others who extend their support to prepare the Assignment.

Table of Contents

Executive Summary (vi)

Introduction...(7)Walton primo RX2.(7-10)STP ..(10-11)Marketing mix ..(12-13)New product development ..(14-16)Integrated marketing communication....(16)Bibliography....(17)

Executive Summary

Imagine only the best from Walton Smartphone, when it comes to performance. Fast and powerful Processor, coupled with the latest Android operating system allows you to work smoothly. It allows you to enjoy extended multimedia use and longer talk time. Walton Smartphone offers a wide variety of services and functions that run at the same time to enrich your mobile experience.When it comes to the Smartphone industry of Bangladesh, Walton has made a significant dent even for industry giants like Samsung and HTC. Sensing the rising demand for Smartphone Walton decided to offer them with a price tag that the vast majority of the country can afford. Within, a very short span of time they became somewhat more than successful and captured a good chunk of the Smartphone industry of our country. These days you will rarely find anyone without a Smartphone. I personally feel Walton has played a vital role to achieve the goal . The moment they launched their latest wonder of the renowned Primo series, I rushed to my nearest Walton outlet to get a glimpse of the device.

Introduction:

Walton a brand of R.B Group of Industries is a conglomerate based in Dhaka, Bangladesh. It comprises numerous subsidiaries and affiliated businesses, most of them united under the Walton brand. The subsidiaries include Walton Motors, Walton Mobile and Walton Electronics. Walton produces electronics, motor vehicles, and telecommunications products.R.B Group of Industries was founded by S.M NurulAlamRezvi in 1977 as a trading company. Over the next three decades the group diversified into steel, textiles, electronics and automobiles. Walton entered into the steel industry in late 1970s and the electronics and automobiles in early 2000s; these areas would drive its subsequent growth. Since the 2000s Walton has expanded towards electronics and automobiles and these became its most important sources of income.

Walton smart phones: Imagine only the best from Walton Smartphone, when it comes to performance. Fast and powerful Processor, coupled with the latest Android operating system allows you to work smoothly. It allows you to enjoy extended multimedia use and longer talk time. Walton Smartphone offers a wide variety of services and functions that run at the same time to enrich your mobile experience.

Walton primo RX2: Primo Rx2 is a new era of ANDROID. It is beautiful and immersive Android 4.4 to get refined features and smart functionalities that will take you to the next level of smart phone browsing. Sync with faster multitasking and make your life simpler than before.

Design and Display:

Well when I first got my eyes on RX2, it seemed like just another Primo series phone. However the moment I started surfing the phone to get a deeper insight, my premonition slowly started to fade away. The predecessor RX, which we have seen last year, is a bit out of shape compared to this one. Measuring only 8.25mm in thickness gives the phone a bold and polished vibe that many devices are missing these days. It has a 5 inch display which is great when it comes to tapping out texts, with the keyboard. With a resolution of 1280720 and pixel density of 294ppi, the display seemed.. Meh. The capacitive touch screen is well protected by 2nd generation Corning Gorilla Glass. Below the display there are three brightly lit Android capacitive buttons. The power button is placed on the top right corner, the Volume keys are on the left side and the top contains a 3.5mm headphone jack. Frankly I wasn't very satisfied with the overall design of the phone. Not that it is obnoxiously designed but we have seen better-even from Walton.Hardware:

Although the display was quite a disappointment, I still decided to dig a bit deeper in to the hardware of the device. Nevertheless it all matters on what's on the inside Primo RX2 is well equipped with a 1.5 GHz Hexa Core ARMv7 processor, which is creating a lot of hype these days in the Smartphone arena. The chipset has a 6 core processor which is supported by a RAM of 1GB, which is not adequate if you compare it with the processor. In order to support a Hexa Core processor Walton should have amplified the RAM to make multi-tasking smoother. However, I was quite staggered to see even with a RAM of 1GB the phone didn't show much sign of laggings. For graphics it packs a Mail 450 GPU. OS:

After an agonizing wait Walton at last armed its device with the latest version of Android. Primo RX2 runs on the latest android 4.4 KitKat, which makes it completely unique from any of its predecessors. The OS is smooth and user friendly and the phone is stuffed with pre-loaded apps. Talking about apps, the phone contains a special feature, which is the main highlight of RX2. The feature known as Anti-Theft feature will protect your phone from theft or any sort of misuse. The feature is SMS based, works remotely and is capable to wipe out all the data your phone contains. To enable this feature you need to provide an alternate number, which will work as a remote in case you lose your phone. The moment a SIM is inserted in your phone a SMS will be sent to the number that you have provided. By sending some simple SMSs' you will be able to lock your phone or erase the data the phone contain.

Camera:

If only one word could describe it properly- it would most definitely be Bewildering. The 13 megapixel back camera and 2 megapixel front camera gives you yet another reason to go for this device. The 13 megapixel camera will allow you to relive the past moments and cherish the memories. The image quality is brilliant and the device allows you to record Full HD videos. With an expandable memory card slot of up to 32 GB it is highly unlikely that you will run out of space.Battery:

The Primo V1 is powered with a 2,220 mAH removable high density Li-polymer battery. That packs enough juice to run you device for One day in full mode. If you are a 3Gholic like me then this battery might seem a bit less, but at this price you arent getting anything better than this.

STP of Primo RX2Segmentation:The segmentation of the market for Primo RX2 is based on two things. The first one being based psychographic. Because RX2 segmented by consumer preference in personality and lifestyle. And other segmentation is behavioral because it is low in price and high services quality.Targeting: RX2 available in market from June, 2014.Middle majority are targeted for primo RX2 because it has better quality than any other smart phones. Majority of people are comfortable to use this smart phone.

Positioning:Positioning is the marketing activity and process of identifying a market problem or opportunity, and developing a solution based on market research segmentation and supporting data. Positioning may refer the position a business has chosen to carry out their marketing and business objectives. Positioning relates to strategy, in the specific or tactical development phases of carrying out an objective to achieve a business' or organization's goals, such as increasing sales volume, brand recognition, or reach in advertising.Local brands have been moving forward with success in the Smartphone market of Bangladesh. Selling of smart phones went up substantially before the launching of 3G services by the country's mobile phone operators, according to a renowned market research institution.Cyber Media Research (CMR), a South Asia-based media services group, in a market review says that Walton, a Bangladeshi brand of cell phones, has already moved one step ahead leaving international brand Samsung behind in the local mobile phone market. Walton now holds second position, while Samsung has slipped to the third in the local cell phone market.

Marketing mix of primo RX2

Product: the product RX2 is a smart phones. It has 13 megapixel camera and 2 megapixel front camera, 1.5 GHz Hexa core processor , android KitKat 4.4, 5 display, 1gb ram , 8 Gb rom and 2200Mah battery.Price: Walton primo has always adopted a competitive pricing strategy for primo RX2. Its price is 15990 tk.Place:The company has no any smart phones manufacturing. They contract with China Company to manufacture their product.

PromotionCreation of a strong brand is very important in the electronics industry. The media mix for any campaign for primo RX2 of TV, radio, print, and Internet. The advertisements are used to create and rocking with the consumers and hence are high on the rocking content. The print media is for making the consumers more knowledgeable about the brand and digital media is used for more targeted two way communication. Over the month primo RX2 has concentrated heavily on TV advertising but lately there is a shift towards digital media. The promotions have been done keeping in mind to increase brand loyalty and to encourage repeat purchases at the same time increasing market share.

New product development of primo RX2Idea generation:1. Increase the front camera because 2 MP cameras cannot capture high quality photo.2. Wireless charging.3. Constant health and fitnessmonitoring: Wearable biosensors4. Increase the battery power.5. Available in different color like red, blue, yellow, orange, black, white.6. Add Gorilla glass for protect the handset from dust, scratch and any other shock.7. Built in Projector.8. Mind Touch system so that consumers think and it will be written.9. Voice Lock, night vision camera.10. Changing color and design system.11. No more passwords: Biometric security.12. Flexible screen.

Idea screening: 1. No more passwords: Biometric security.2. Wireless charging.3. Constant health and fitnessmonitoring: Wearable biosensors4. Built in Projector.5. Flexible screen.

Concept development and testing: 1. No more passwords: Biometric security:Fingerprint, optical or voice security will soon replace tapping in passwords or swiping patterns on your smartphone screen.Here, Apple broadened the acceptance of fingerprint scanning with the iPhone 5S' Touch ID sensor, HTC added a less capable version in its One Max phablet, and both Samsung and LG are poised to add the capability to their next gen handsets, the Galaxy S5 and G3, respectively.Here in Walton RX2 it will introduce eye-scanning security via the Eyeprint App Lock from EyeVerify, and voice recognition systems.2. Wireless charging:Your home is likely cluttered with cables trailing out of wall sockets or outlet strips to which you connect your family's phones for recharging. Clear this cable clutter with third-party wireless charging cases, which use the same induction charging technology used to recharge your cordless toothbrush.Just lay your phone(s) on a recharging pad to rejuice your phone -- only the pad needs to be plugged into AC. 3. Constant health and fitnessmonitoring: Wearable biosensorsThe future of digital health and fitness monitoring are not in separate wrist bands or smart watches.Instead, biosensors will be integrated into clothing, shoes and accessories such as Sensorial smart socks, prescription Google Glass and smart workout gear from Athos.Just like wrist bands and watches, Bluetooth 4.0 will transmit bio data from your clothes to your Smartphone, then, if necessary, via the Internet to a care provider or monitoring service.In a few years, when buying clothes, you'll be asked what sensors you want embedded along with size and color. The only question: will these smart clothes be machine washable?4. Built in Projector:It features a built-in DLP (Digital Light Projection) WVGA projector that is able to project at up to 50 inches in size at 15 lumens. What good will this do? Well, for one thing, this smart phones can actually be turned into an interactive gaming consoles without a need for a TV screen; all youll need is a flat surface. Instead of a physical controller, you can use your body or your voice. Similar to Kinect, a smart camera and a voice control function can capture your movements and voice commands to let you interact with objects and -smart-phones/ on the projected screen.Of course, you can imagine the drainage rate on your smart phones battery life and theres also the other issue with luminance i.e. the amount of light it outputs. In-built projectors for smart phones must be small, and as the paradox sits: the smaller the projector is, the lesser light it will be able to give out. With better technology though, issues such as these will be addressed in time, making projectors a part of a new experience you can now engage with your Smartphone.5. Flexible screen.Screens can be folded and unfolded, all thanks to Organic Light-Emitting Diode (OLED) technology. This paper-thin screen can even project Walton RX2-smart-phones/ from both sides of the screen, so you can show pictures or videos to your friend on one side while using the other as a control With such physical flexibility for smart phones, in near future Walton even have plans on make wearable Smartphones for the masses. For instance, Nokia is currently conducting research on their concept device, Morph (http://research.nokia.com/morph), which offers users the option of wearing it as a wrist watch or unfold it to use as a typical handset as and when required. It all depends on the task the users are engaging with.

Marketing strategy: After develop the primo RX2 we can get the total idea about strategies, distribution channel, pricing, sale, revenue etc.

Business analysis: After develop primo RX2 other product of the company will be effected and business share and investment will be at risk. We should analysis that thing. We should also know about the product cost, profit and returns.Product development: when we amylase this product if we see that product is fair for us then we select this product otherwise we reject this.Test marketing:1. Alfa test: test the product by the employee of the company2. Beta test: test the product by the consumer.After testing the product we collect feedback and solve our fault.

CommercializationAfter finished all product development stage of primo RX2 we lounge our Walton primo RX2 in the market and give price tag, give which features we promised, give advertisement and give final product to the customer.

.Integrated marketing communication on primo RX2The most popular promotional tools are advertising, personal selling, sells promotion, public relationship, and direct marketing. Now we describe advertising, sells promotion, and direct marketing because these marketing tools are related our primo RX2.Advertising: Advertising is the most effective tool because it reaches large, geographically dispersed audiences, often with high frequency, low cost per exposure though overall cost are high. And consumers perceive advertised goods as more legitimate and people think its a brand.So we prepare advertising is most effective for primo Rx2. We can give the message about by television, newspaper, billboard, and radio etc.Public relation: its not popular wet for our country. But sometimes other tools are failure to make a good position then its too popular to build a better position. Public relation is highly credible and it has many forms like news story, news features, events, and sponsorship etc.Direct marketing: finally we apply direct marketing tool and it has many forms like telephone marketing, online marketing etc. and well suited highly targeted marketing efforts.Conclusion: Day by day our technology is developing. Those are the features which we can put in the RX2. Who know one day that latest technology will be replaced by the technology? The features which we inputted its just the demand of time. To sustain in the competitive market the cellular companies are coming up with new and new features. We cant relay on the Apps from Google paly. There should be some built in feature which will make the difference.

Bibliography:

1. http://www.waltonbd.com/index.php?route=product/category&path=852.http://www.thedailystar.net/bytes/walton-primo-rx2-331973. http://en.wikipedia.org/wiki/Walton_%28company%294.http://www.waltonbd.com/index.php?route=product/product&path=85&product_id=827

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