GROUP MEMBERS:

•Nayana Dukhande•Hetavi Thakkar•Netra Bangera•Austin Pancras•Pallavi Kumble•Shweta Rao

Horizon Mobiles

‘’Believe in something Better”

EXECUTIVE SUMMARY

HORIZON Mobile is an elegant line of mobile phone handsets. It is distinctive by its unquestionable quality, longer durability and eye-popping style. HORIZON maintains a strict quality control process to ensure flawless quality.

AIM

Short term – To redefine style at an affordable price.

Long term – To provide cutting edge technology for various segments of female population and incubate new markets.

BUILDING A STRONG CUSTOMER BASE!

International players were not addressing the needs of rural people.

Focusing on the needs of low end segment as India has a vast rural market.

First phone launched had a 30 day long battery Life.

MOBILE PHONE SECTOR IN INDIA

● India is one of the fastest growing markets for the mobile industry.

● 2006 - India witnessed sales of 69 million handsets, doubling from the 32 million mark reached in 2005. (Source: The Times of India Jan ’07)

● India added close to 20 million cell-phone subscribers in second quarter 2007, taking the total to close to 185 million. (Source: Telecom Regulatory Authority of India)

● Major players in India: ●Nokia●Karbonn●Micromax●Reliance●Lava●Samsung●LG

ANALYSIS OF INDUSTRY

General Competitors: Samsung LG electronics/LG Mobiles Panasonic Philips Micromax Nokia Motorola HTC Nikon Canon iphone

LAUNCH OF EVOKE

LAUNCH OF THE BUSINESS

Emails

Website

Social

Ad Media

Video

Digital Channels

Product Trial

Above The Line

Through The Line

BelowThe Line

Media & Awarenes

s

Activation Button

Try Me Now

Print Coupon

Horizon - Evoke Salient features

Display : 4.8-inch, Full HD

Processor : 1.5 GHz quad-core processor

RAM : 2 GB

Internal storage : 8GB, expandable up to 32GB.

OS : Android 5.0 Lollipop

Camera : 15 MP/ 5 MP

3G/4G LTE - Yes

Battery : 2800 mAh

Dual Sim – GSM/GSM

Dedicated SOS button which, when switched on, automatically dials five callers, signaling the caller is in need of help. The location of the user will also be sent out via message. 

PRELOADED APPS - CUSTOMIZEDSome preloaded apps to be better understand the needs of women.

Entertainment Shopping Others

Hotstar Flipkart Calorie counter

YoutubeFlipkart ebooks Workout trainer

Play Music Myntra Tarla Dalal Recipes

Networking Google Texting

Facebook Chrome Hangout

Twitter Gmaps Whatsapp

Gmail Hike

Target Markets

Medium budget

Lower budget

Youth

Professionals

MARKET SEGMENTATION VARIABLES – TARGET CUSTOMERGEOGRPAHIC REGION North, South, East, WestCATEGORY Urban, Semi Urban, RuralDEMOGRPAHIC AGE 16 years and above - concentration more on age group of 25-50GENDER FemaleINCOME 50K p.a to 5 lakh p.a

OCCUPATION College students, Housewife, Employed (professionals, clerical/salesperson, supervisory levels, officers/junior executives, middle/senior executives) Self employed, Skilled workersEDUCATION Non graduates, Graduates, Professionals

PSYCHOGRAPHIC LIFESTYLE Culture oriented BEHAVIOURAL OCCASSIONS RegularUSER STATUS Nonuser, Potential users, First time users, Regular users. BENEFITS Quality, Service, Economy and Speed

READINESS STAGE Unaware

Evoke will be positioned as a mobile phone catering to the demands of female population.

The product can be seen by consumer as a smart and user friendly product symbolizing easy-to-use.

Evoke is the ultimate solution to those females who need to be always tuned with the ever changing technology and style, and to stay connected with the fast moving world.

To target first time smartphone female users

POSITIONING STRATEGY

Micromax Unite Lava Iris X1 Grand Karbonn Titanium S2 Plus EVOKE-SPAN

Price Rs. 6019 Rs. 7100 Rs. 6490 Rs. 6499

Warranty

with 1 year manufacturer warranty for Phone and 6

months warranty for in the box accessories Micromax India Warranty and Free

Transit Insurance.

with 1 year manufacturer warranty for Phone and 6

months warranty for in the box accessories Lava India Warranty and Free Transit

Insurance.

with 1 year manufacturer warranty for Phone and 6

months warranty for in the box accessories Karbonn India Warranty and Free Transit

Insurance.

with 1 year manufacturer warranty for Phone and 6

months warranty for in the box accessories Horizon Ltd

Warranty and Free Transit Insurance.

Special offers

Carry your music with you, get an extra 5% off on

bluetooth speakers when bought along with this

phone!

Designer mobile pouch

In the box

-USB Cable -Battery -Data Cable -USB Cable

-Headset -Headset -Headset -Headset

-Handset -User Manual -Handset -Handset

-Warranty Card -Warranty Card -User Manual -Warranty Card

-Charger -Charger -Charger -Charger

PRODUCT DIFFERENTIATION

General featuresBrand Micromax Lava Karbonn Evoke

Call Features Loudspeaker Conference Call, Loudspeaker Hands Free, Loudspeaker Loudspeaker, Conference Call,

Hands Free

Model Name Unite 2 A106 (8 GB) Iris Titanium S2 Plus SPANNH

Touch Screen Capacitive Capacitive Capacitive

SIM Type Dual Sim, GSM + WCDMA Dual Sim, GSM + WCDMA, (Dual Standby) Dual Sim, GSM + GSM Dual Sim, GSM + WCDMA,

(Dual Standby)

Camera

Secondary Camera 2 Megapixel 2 Megapixel 2.5 Megapixel

Primary Camera 5 Megapixel 8 Megapixel 8 Megapixel 8.5 Megapixel

Flash Dual LED Dual LED

Zoom Digital Zoom Digital Zoom

Multimedia

FM with Recording with Recording

Sound Enhancement Dual Speakers Dual Speakers

Internet & connectivity

Preinstalled Browser Android, Opera Mini Android, Opera Mini, Google Chrome Android Android 5.0 Lollipop

Bluetooth v4 v4 Supported Profiles (A... Supported Profiles

Navigation Technology with Google Maps A-GPS, with Google Maps with Google Maps A-GPS, with Google Maps

Internet Features Email Email Email Email

Tethering USB, Wi-fi Hotspot USB Wi-fi Hotspot USB, Wi-fi Hotspot

Display

Resolution WVGA, 800 x 480 Pixels FWVGA, 854 x 480 Pixels FWVGA, 480 x 854 Pixels

Other Display Features Auto-rotate, Pinch-to-Zoom, IPS Display IPS Display, Multi-touch IPS Display

Type LCD LCD

Size 4.7 Inches 5 Inches 5 Inches

Color

16.7 M

Memory and storage

Expandable Memory microSD, upto 32 GB microSD, upto 32 GB microSD, upto 32 GB microSD, upto 32 GB

Internal 8 8 4 GB 8GB

Platform

OS Android v4.4.2 (KitKat) Android v4.4 (KitKat), Upgradable to v5 (Lollipop) Android v4.4 (KitKat) Android 5.0 Lollipop

Processor 1.3 GHz + MT6582M, Quad Core 1.3 GHz, Quad Core 1.3 GHz, Quad Core 1.5 GHz quad-core processor

PRICING STRATEGY Core of EVOKE lower cost value the money

Penetration Pricing in rural and urban market

Placing our product at lower cost make customer to rethink before buying other product

PRICINGPARTICULARS PRICE IN RUPEES

Slim phone body 1200

Snapdragon mobile processors 800

Long lasting Battery (2 years warranty) 900

Internal memory (1TB) 700

49 Mp Camera 800

Display 900

Speakers 200

Bluetooth 300

Wifi 500

MVAT 199

Total 6499

CHANNELSDistribution channels-:

Online – Discounted rates on purchase from Snap Deal

Exclusive Stores –At Pune, Gurgaon, Mysore

Retail Stores – Vijay sales, Big Bazar , Local Vendors

Distributors – Newspapers-DNA ,Mid Day, Magazines –Woman’s Era, Saheli, Femina.

MARKETING STRATEGY

• Improve the visibility in rural and urban market

• Improving awareness of customers for our products

• Building brand image

MISSION

Horizon mobiles mission is to provide the customer with the premium mobile phones and accessories available. Their motto is “Horizon mobile at every hand”. Basically horizon mobile wants to serve the customers with world class service.

MARKETING OBJECTIVES

Maintain positive, strong growth each year.

Achieve a steady increase in market penetration.

Decrease customer acquisition costs by 1% per quarter.

MARKETING STRATEGY

MARKETING RESEARCH

Horizon mobile has its own research team. This team is always in the search to find the opportunities, lacking and other activities of Horizon mobile.

MARKET SUMMARY

Companies try to attract customers of different levels through providing quality products. HORIZON mobile provide affordable price to mainly female customers

MARKET NEEDS

Quality products

Innovative features

Customer service

Android phone

MARKET TRENDS

PROMOTION AND ADVERTISING PLANS Aggressive advertising will be done to create awareness among the Indian

people through Events .

Series of print ads in Magazines and Newspapers.

Bill boards Advertisement on Railway stations and Bus Stops.

Higher emphasis on advertising using internet and social media channel.

BOOKINGS OPEN

21ST FEB.

HURRY UP!!