Group Members Piyush Pritam Sahoo Neo Shi Jun Manas Mohapatra PLANET SATURN PLANET SATURN SINGAPORE LAUNCH PROPOSAL SINGAPORE MANAGEMENT UNIVERSITY
May 26, 2015
Group Members
Piyush Pritam Sahoo!Neo Shi Jun!Manas Mohapatra!
PLANET SATURN PLANET SATURN SINGAPORE LAUNCH PROPOSAL
SINGAPORE MANAGEMENT UNIVERSITY
AGENDA
SITUATION ANALYSIS
ISSUES & OBJECTIVES
RECOMMENDATIONS
KEY SUCCESS FACTORS
Introduction
CONCLUSION
Your&KPI&&&Targets&
COMPANY PROFILE
PROFILE
COMPANY
!• Top 2 smartphone manufacturer in China""• Limited market presence – sold through
multiple channels but only within the China market"
"• Relatively low cost compared to other
smartphones in the market"
XIAN DAI
Introduction
2/9/14! 3!
2/9/14! 4!
PRODUCT SPECIFICATIONS
SPECIFICATIONS PRODUCT
Introduction
PLANET SATURN PLANET SATURN • Android OS"• 4.9” Full HD Touchscreen"• Built in front camera and 11mp back
camera"• Built in Wi-Fi and Bluetooth capabilities"• Lithium-ion battery lasting over 450
hours of standby time"• 8.0mm thin and weighing 150g"
Situation Analysis
Your&KPI&&&Targets&
2/9/14!
LAUNCH ASSESSMENT
? TO LAUNCH
LAUNCH OR NOT TO!
Situation Analysis
Your&KPI&&&Targets&
2/9/14! 7!
Situation Analysis MARKET POTENTIAL
ANALYSIS
QUANTITATIVE
.%#
50.%#
100.%#
150.%#
200.%#
250.%#
300.%#
2012# 2013# 2014# 2015# 2016# 2017# 2018#
Smartphone Users (% of mobile phone users)!
US# India# China# Asia8Pacific# World#
• Smartphone user base is ever expanding."• Growth of smartphone users in Asian counties and especially in
Asia-pacific is predicted to reach at all-time high levels. "• The industry offers a bright opportunity for making huge profits. "
Source: e-marketer"
Your&KPI&&&Targets&
2/9/14! 8!
Situation Analysis MARKET POTENTIAL
ANALYSIS
QUANTITATIVE
INDUSTRY POTENTIAL IN THE NEXT 6 MONTHS
Market Value (MV) = P X N X W"P: Potential Number of Customers !N: Number of Units bought annually !W: Weighted average price of a unit!
Market Value (MV) in the next 6 months = "
X $227 = $441,222,624
36%!of!the!popula5on!intends!to!change!from!current!phone!!to!a!smartphone!in!the!next!6!months!
1,944,000"
5,399,000"
Avg. price of smartphone"
2/9/14! 9!
Situation Analysis MARKET POTENTIAL
ANALYSIS
Your&KPI&&&Targets&
QUALITATIVE
• Culturally diverse""• Politically stable"
• Closer geographical location to China (greater degree of similarity/ large chinese population) "
• Global city (widely varied nationalities, ethnicities, occupations)"
• High smartphone penetration rate "
IDEAL TEST MARKET
Your&KPI&&&Targets&
2/9/14!
LAUNCH ASSESSMENT
YES TO LAUNCH
Situation Analysis
!
2/9/14! 11!
Situation Analysis BUSINESS ENVIRONMENT
ANALYSIS
1
2
3
4 PROMOTION CHANNELS ANALYSIS
COMPETITOR ANALYSIS
CONSUMER ANALYSIS
DISTRIBUTION CHANNELS ANALYSIS
TARGET MARKET
2/9/14! 12!
Situation Analysis PROMOTIONAL CHANNEL
ANALYSIS 1
0%!10%!20%!30%!40%!50%!60%!70%!80%!90%!100%!
PEOPLE!WHO!WATCH!
TERRESTRIAL!TV!IN!THE!PAST!
WEEK!
PEOPLE!WHO!READ!DAILY!
NEWSPAPERS!IN!THE!PAST!WEEK!
PEOPLE!WHO!ACCESSED!INTERNET!IN!
THE!PAST!WEEK!
PEOPLE!WHO!LISTENED!TO!RADIO!IN!THE!PAST!WEEK!
PEOPLE!WHO!VISITED!
CINEMAS!IN!THE!PAST!WEEK!
Consumer Media Reach!
Consumer!Media!Reach!
• Channels with the largest volume of consumers lies in TV, Newspaper and Internet. "
• However, TV and newspaper spending are much costlier as compared to digital channel spending."
2/9/14! 13!
Situation Analysis PROMOTIONAL CHANNEL
ANALYSIS 1
IMPLICATION! 1 XIAN DAI SHOULD TAP ON SINGAPORE’S HIGH INTERNET, SOCIAL MEDIA USAGE AND MOBILE SUBSCRIPTION RATE AS PREFERRED PROMOTIONAL (COST- EFFECTIVE) CHANNELS .
2/9/14! 14!
Situation Analysis COMPETITORS
ANALYSIS • Nearly 91% of the smart phone
industry in Singapore is dominated by the five companies: ALPHA, EPSILON, IOTA, KAPPA and BETA. "
• The three major companies namely, ALPHA, EPSILON and IOTA occupy just less than 80% of the market share. "
• These companies can be considered to be the major competitors for Xian Dai and pose a potential threat to its entry into the Singapore market. "
0.7829!
0.9146!
0!
0.2!
0.4!
0.6!
0.8!
1!
1.2!
0"
0.05"
0.1"
0.15"
0.2"
0.25"
0.3"
0.35"
Smart!Phones! NonTSmart!Phones! Smart!phone!pareto!
Market#Share#
2
2/9/14! 15!
Situation Analysis COMPETITORS
ANALYSIS 2
88%! 94%! 91%! 91%! 82%! 75%! 83%! 86%!
0%!20%!40%!60%!80%!100%!
Brand!Awareness!
• Brand Loyalty is stronger for well established brands. "
"• This leads to lower costs and higher
margins Incumbent players in the market have a very strong brand awareness. (Chart: Brand Awareness) "
• The top three market share holders have very high brand awareness. "
• This gives them a very strong foundation to build their brand equity which ultimately drives their revenue models. (See picture)"
2/9/14! 16!
Situation Analysis COMPETITORS
ANALYSIS 2
• Not only that, the top three performers also posses strong perceived differentiating factors (Chart: Alpha, Epsilon, Iota). "
• For example, Epsilon has a perceived Quality and Ease of use, Battery Life, Size and Style which enhance its brand equity and drive the revenue. "
"• The new entrant, Xian Dai, must provide products that are better than the existing products in order for customers to
see value. The intangible benefits that the company provides a strong brand equity. "
Quality!&!Ease!of!
OS!&!App!
PriceTValue!
Mul5media!&!
Customer!Service!
Messaging!
Style!&!Innova5o
Size!
Ba\ery!Life!
ALPHA#
ALPHA!
Quality!&!Ease!of!
OS!&!App!
PriceTValue!Mul5media!&!Custome
r!Service!Messagin
g!
Style!&!Innova5o
Size!
Ba\ery!Life!
EPSILON#
EPSILON!
Quality!&!Ease!of!
OS!&!App!
PriceTValue!
Mul5media!&!
Customer!Service!Messaging!
Style!&!Innova5on!
Size!
Ba\ery!Life!
IOTA#
IOTA!
2/9/14! 17!
Situation Analysis COMPETITORS
ANALYSIS 2
IMPLICATION!
2
NEED TO DEVISE A STRONG DIFFERENTIATION STRATEGY BY LOOKING AT ITS CURRENT PRODUCT STRENGTHS AND LOOK TO EXTEND MORE UNIQUE OFFERING TO COMPETE WITH THE BIG PLAYERS
2/9/14! 18!
Situation Analysis CONSUMER
ANALYSIS 3 Gen Y represents approximately 20% of the economically active population of Singapore. ""Gen Y’s in Singapore are tech-savvy and prefer an unconventional approach.""Tobacco/alcohol, mobile phone and food are listed as top three items that Gen Y prefer to spend the most."
Gen Y is a generation like no other; for starters it’s the largest generation of them all and with access to huge social networks."
Age!16-24" 18" 19"25-34" 18" 20"35-44" 21" 23"45-54" 25" 24"55-64" 18" 15"Mean! 40" 39"
Total# Smartphone#
(n=566)! (n=409)!%! %!
Age Range of Gen Y- early 1980s to the early 2000s""• Represent more than half of the
smartphone users"
SMARTPHONE USER ANALYSIS
2/9/14! 19!
Situation Analysis CONSUMER
ANALYSIS 3
Smartphones-Users ! Market Potential"
SHORT TERM " 27% "LONG TERM " 45%"
! Current User Profile: No differentiation based on age, gender, use. Majority - Postpaid user, Employed, household income > $2500"
NON Smartphones-Users ! Market Potential"
SHORT TERM " 9% "LONG TERM " 18%"
! Current User Profile: No differentiation based on age, gender, use. Majority - Postpaid user, Employed, household income > $2500"
2/9/14! 20!
Situation Analysis CONSUMER
ANALYSIS 3
Smartphones-Users NON Smartphones-Users 1. Targeting Emphasis when Bundling with Telco"
• At monthly expenditure: All 5 price levels"• Special target at price level ($1-$30 ) & ($31-$60) "• Especially for age groups 16-24 & 25-44""
2. Potential Selling Points"• Open OS"• Upgrade to smartphones – at competitive price"• Battery life"• Exclusive Demand in general""
3. Target Segment Priority Needs"• Using mobile for Apps, GPS, Instant messaging,
Emails, Wifi, Hotspots, Sync, Mobile TV, Game (offline, online), "
1. Targeting Emphasis when Bundling with Telco"• At monthly expenditure: All 5 price levels"• Special target at price level ($31-$60)"
2. Selling Point"• High Features:Price ratio"• Higher Battery life"• Exclusive Demand in general""
3. Fulfill market gap "• Using smartphone as Hotspots, Modem, Sync,
Mobile TV"
2/9/14! 21!
Situation Analysis CONSUMER
ANALYSIS 3
0%!
5%!
10%!
15%!
20%!
25%!
30%!
35%!
1! 2! 3! 4! 5! 6! 7! 8! 9! 10!
Sa5sfac5on!in!General!
Smartphone!Users! NonTSmartphones!Users!
0!1!2!3!4!5!6!7!8!9!
Sa5sfac5on!!w.r.t.!Categories!
Smartphone!Users!(n=848)! (Mul5+Feature)!
Trends • Increasing trend for higher satisfaction with Smartphone"• Market Gap: Battery Life (for both)"
2/9/14! 22!
Situation Analysis CONSUMER
ANALYSIS 3
IMPLICATION!3
NEED TO DEVISE INNOVATIVE TARGETING STRATEGIES THAT MEET THE NEEDS OF TWO VARYING TARGET MARKET – CURRENT SMARTPHONE USERS AND NON-SMARTPHONE USERS WITH A FOCUS ON GENERATION Y.
2/9/14! 23!
Situation Analysis DISTRIBUTION CHANNEL
ANALYSIS 4 • 58% of the smart phone sales
takes place through mobile operator retail stores "
• The cost of this channel will be low as it avoids costs like setting up stores, hiring sales persons etc. "
• Gives Xian Dai the opportunity to leverage on the success of the telecom operators. "
58%!
4%!
20%!
11%!7%!
A!mobile!Operator!retail!Shop!
At!an!independent!telecom!shop!
Other!Offline!Stores!/!Loca5ons!
Online!
Others!(Second!Hand!etc.)!
Mobile Distribution Channels
IMPLICATION!4
NEED TO IDENTIFY THE BEST DISTRIBUTION CHANNELS TO WORK WITH AND WORK THROUGH IN ORDER TO REACH THE TARGET SEGMENT
Issues & Objectives
2/9/14! 25!
Situation Analysis OVERALL OBJECTIVES
SUCCESSFUL LAUNCH
OVERALL OBJECTIVES
80% 40% 25% 10%
PRODUCT AWARENESS
CONVERSION CONSIDERATION AQUISITION
IN THE FIRST 6 MONTHS ACHIEVE 4th POSITION IN MARKET SHARE
2/9/14! 26!
Issues & Objectives KEY ISSUES & OBJECTIVES
WHERE Xian Dai is WHERE Xian Dai WANTS TO BE Key ISSUES AT HAND
DIFFICULTY IN NEW MARKET PENETRATION
NEGATIVE PERCEPTION OF CHINA BRANDS IN GENERAL
NO UNIQUE PRODUCT/SERVICE OFFERING
TO BE GREATLY DIFFERENTIATED FROM ITS COMPETITOR AND
DOMINATE IN CERTAIN PRODUCT OFFERINGS
DO NOT POSSESS STRONG DIFFERENTIATION FACTOR TO STAND
OUT AMONG ITS COMPETITORS
TO BE A WELL KNOWN GLOBAL BRAND WITH STRONG PRESENCE IN
ITS OWN MARKET AND OTHER MARKETS
LIMITED PRESENCE IN OTHER MARKETS AND GENERALLY ATTACHED WITH
NEGATIVE PERCEPTION OF CHINA PRODUCTS
BECOME ONE OF THE LEADING SMARTPHONE LEADING COMPANY in
SINGAPORE & THE WORLD
AMONG THE TOP 2 SMARTPHONE MANUFACTURER IN CHINA BUT NO
PRESENCE IN SINGAPORE
2/9/14! 27!
Issues & Objectives STRATEGY OVERVIEW
WHERE Xian Dai WANTS TO BE Key ISSUES AT HAND STRATEGIES
DIFFICULTY PENETRATING NEW MARKET (SINGAPORE)
CHANGING NEGATIVE PERCEPTION OF CHINA
BRANDS
NO UNIQUE PRODUCT/SERVICE OFFERING 1
2
3
THE X FACTOR
GLOBAL- LOCAL ADVOCATES
BETTER TOGETHER
2/9/14! 28!
Issues & Objectives STRATEGY OVERVIEW
WHERE Xian Dai WANTS TO BE Key ISSUES AT HAND STRATEGIES
DIFFICULTY PENETRATING NEW MARKET (SINGAPORE)
PARTNERSHIP STRATEGY
CHANGING NEGATIVE PERCEPTION OF CHINA
BRANDS
NO UNIQUE PRODUCT/SERVICE OFFERING
DIFFERENTIATION STRATEGY
BRANDING STRATEGY
CONVERSION STRATEGY
PROMOTION STRATEGY
1
2
3 EXTE
RNAL
FACT
ORS
Recommendations!
2/9/14! 30!
RECOMMENDATIONS
1 2
THE
3
Recommendations
GLOBAL -LOCAL ADVOCATES X
FACTOR
BETTER TOGETHER
Recommendations!1
THE X FACTOR
2/9/14! 32!
Recommendations
1 OBJECTIVE & SELECTION
OBJECTIVE!
1
CREATING!
DIFFERENTIATE!
COMPETITIVE!ADVANTAGE!
STRA
TEGI
EY
TO IDENTIFY AND CAPTITALISE ON PRODUCT STRENGTHS AND EXPAND SERVICE OFFERINGS THEREBY DIFFERENTIATE AMONG ITS COMPETITORS
Recommendations
1 METHODOLOGY
Your&KPI&&&Targets&
2/9/14! 33!
THE X
FACTOR The “X” Factor "• Capitalizing on intrinsic product strengths""• Strengthening through unique software &
service offerings"- Unique applications that fulfills needs of smartphone users "
1
CREATING!
DIFFERENTIATE!
COMPETITIVE!ADVANTAGE!
2/9/14! 34!
• Not only that, the top three performers also posses strong perceived differentiating factors (Chart: Alpha, Epsilon, Iota). "
• For example, Epsilon has a perceived Quality and Ease of use, Battery Life, Size and Style which enhance its brand equity and drive the revenue. "
"• The new entrant, Xian Dai, must provide products that are better than the existing products in order for customers to
see value. The intangible benefits that the company provides a strong brand equity. "
Quality!&!Ease!of!Use!
OS!&!App!
PriceTValue!
Mul5media!&!
Gaming!Customer!Service!Messaging!
Style!&!Innova5on!
Size!
Ba\ery!Life!
ALPHA#
ALPHA!
Quality!&!Ease!of!Use!
OS!&!App!
PriceTValue!
Mul5media!&!
Gaming!Customer!Service!Messaging!
Style!&!Innova5o
n!
Size!
Ba\ery!Life!
EPSILON#
EPSILON!
Quality!&!Ease!of!Use!
OS!&!App!
PriceTValue!
Mul5media!&!Gaming!
Customer!Service!Messaging!
Style!&!Innova5on!
Size!
Ba\ery!Life!
IOTA#
IOTA!
RATIONALE OF METHODOLOGY Recommendations
1
2/9/14! 35!
Recommendations
1 RATIONALE OF METHODOLOGY Xian!Dai!Saturn!
Samsung!Note!3! iPhone!5s!
Opera5ng!System! Android!OS! Android!4.3! iOS7!
Screen!size! 4.9"!! 5.7"! 4.0"!
HD! Yes! Yes! Yes!
Touch!Screen! Yes! Yes! Yes!
Wifi! Yes! Yes! Yes!
Bluetooth! Yes! Yes! Yes!
Ba\ery!Life! 450!hours! 225!hours! 420!hours!
Ba\ery!! LithiumTIon! LiTPo! LiTIon!
Width! 8.0mm!thin! 8.3mm!thin! 7.6mm!thin!
Weight! 150g! 168g! 112g!
• The new entrant, Xian Dai can capitalise on its battery life feature to distinguish itself from its competitors. "
• They can also look into developing innovative improvement applications(able to produce in short term) to improve such as messaging and multimedia & gaming so strengthen its unique offering. "
Total#Messaging! 17%!Ba\ery!Life! 15%!Size! 15%!Mul5media!&!Gaming! 14%!Style!&!Innova5on! 13%!Customer!Service! 12%!PriceTValue! 11%!OS!&!App! 1%!Quality!&!Ease!of!Use! 1%!
Key Drivers"
Recommendations!2
GLOBAL-LOCAL ADVOCATES
2/9/14! 37!
Recommendations
2 OBJECTIVE
OBJECTIVE!
2 1
BUILDING!
ADVOCATES!ONLINE!GLOBAL BRAND!
LOCALISED STRATEGIES!
BRANDING! PROMOTION!
TO DEVISE THE BEST PROMOTIONAL AND BRANDING STRATEGY THAT WILL HAVE THE MOST IMPACT FOR SALES AND PRODUCT AWARENESSS
STRA
TEGI
ES
2/9/14! 38!
Recommendations
2 METHODOLOGY GLOBAL BRAND!LOCALISED STRATEGIES!
Adopting Global Branding (Made for the world) !• Renaming in multiple languages and include in all
promotional materials ""Localised campaigns that feature local celebrities/influencers and working with non-competing local brands!• Virtual life events features local gamers and Youtube
Singers "
Your&KPI&&&Targets&
GLOBAL LOCAL ADVOCATES
1
GLOBAL BRAND!LOCALISED STRATEGIES!
BRANDING!
2/9/14! 39!
Recommendations
2 RATIONALE OF METHODOLOGY
1
GLOBAL BRAND!LOCALISED STRATEGIES!
BRANDING!
GLOBAL BRAND!LOCALISED STRATEGIES!
• Brands made in China are perceived to have low, substandard quality Perceived as “imitation” of an original: because of the “spelling” of some Chinese brands, e.g., Alfa for Alpha "
• Willingness to buy is low BUT customers accept global brands that are marked “made in China” which means factory is “authorized” and quality control measures are in place."
• Brand as global brand"• Localised naming via language
translation"
Insights
Recommendations
2 REFERENCE CASE
Your&KPI&&&Targets&
2/9/14! 40!
LENOVO
GLOBAL BRAND!LOCALISED STRATEGIES!
• Already!the!largest!PC!company!in!the!world!since!July!2013,!Lenovo!is!on!its!way!to!achieving!its!goal!of!becoming!the!No.!1!company!in!smartTconnected!devices.!!
• With!opera5ons!in!more!than!60!countries!and!sales!in!about!160!na5ons,!Lenovo!has!become!a!mul5na5onal!company.!
• Lenovo!has!focused!on!developing!a!massive!and!sophis5cated!branding!strategy,!tailoring!its!marke5ng!to!different!local!markets.!
2/9/14! 41!
Recommendations
2 METHODOLOGY BUILDING!
ADVOCATES!ONLINE!
Your&KPI&&&Targets&
GLOBAL LOCAL ADVOCATES 2
BUILDING!
ADVOCATES!ONLINE!
PROMOTION!
Advocate Marketing "• Social media community building ""Digital and online membership system "• -Referral to stores “ points initiative”""• Gamified journey for the launch"
2/9/14! 42!
Recommendations
2 METHODOLOGY
BUILDING!
ADVOCATES!ONLINE!
GAMIFIED JOURNEYS
SOCIAL MEDIA ENGAGEMENT PLAN
Your&KPI&&&Targets&
GLOBAL LOCAL ADVOCATES
2/9/14! 43!
Recommendations
2 RATIONALE OF METHODOLOGY
2
BUILDING!
ADVOCATES!ONLINE!
PROMOTION!
• WOM and Displays are most effective promotional mediums"
• Our strategy will involve creating gamified journeys - product advocates to bring their friends/relatives to product displays and explain the product specifications and attribute to earn discount or membership points for discount at next purchase off related accessories"
• "• This will combine the two most effective promotional
channels "
BUILDING!
ADVOCATES!ONLINE!
15%$
13%$
12%$
12%$11%$
10%$
8%$
8%$
6%$5%$
Total&(n=163)&
Looked$at$phone$displays$in$shops$
Spoke$to$friends/colleagues/rela?ves$
Looked$at$adver?sements$
Looked$on$service$provider's$site$on$the$Internet$
Looked$on$manufacturer's$site$on$the$Internet$
Read$phone$leaflets/brochures$
Read$reviews$and$blogs$on$the$Internet$
Read$in$magazine$or$papers$
Spoke$to$a$phone$salesperson$
Via$an$event$or$roadshow$
2/9/14! 44!
Recommendations
2 RATIONALE OF METHODOLOGY BUILDING!
ADVOCATES!ONLINE!
Singapore has the world’s second highest social penetration rate in Singapore at 59 per cent, more than double the global average of 26 per cent. ""Social media users in Singapore spend 2.2 hours on average per day on all social media channels, slightly above the world average of 2.0 hours. ""The city state’s Internet penetration rate is 73 per cent, above the global average of 35 per cent.""The mobile penetration rate in Singapore stands at 148 per cent, smashing the global figure of 93 per cent.""Source: Wearesocial.sg"
0%#
10%#
20%#
30%#
40%#
50%#
60%#
Web surfing ! Social networking! Mobile online banking!
Mobile shopping! VOIP programs! I have not done any of the internet
activities listed above in the last
30 days!
Internet Activties on Mobile Phone!
0%#
10%#
20%#
30%#
40%#
50%#
60%#
70%#
80%#
90%#
100%#
Calendar#
WiFi/#WiMax#
Take#vid
eo#
MP3#player#
Sync#with#other#devices#
FM/#broadcast#radio#
Phone#as#internet#modem#
Turned#phone#into#hotspot#
Memory#expansion#
Review/#Edit#documents#
Conferencing#from
#phone#
Features Used!
Recommendations
2 REFERENCE CASE
Your&KPI&&&Targets&
2/9/14! 45!
XIAOMI
GAMIFIED JOURNEYS- FACEBOOK FLASH SALES
BUILDING!
ADVOCATES!ONLINE!
• Number!three!in!the!Singapore!market!amer!Apple!and!Samsung,!according!to!data!from!research!firm!IDC.!!
• Overtaken!more!established!rivals!like!Sony!and!HTC,!and!accounts!for!10!to!20!per!cent!of!all!smartphones!shipped!to!Singapore!in!the!second!quarter.!
• Decided!to!have!direct!sales!through!its!website,!and!also!oneT!and!twoTyear!subscrip5on!op5ons!through!telcos!locally.""
Recommendations!3
BETTER TOGETHER
2/9/14! 47!
Recommendations
3 OBJECTIVE
OBJECTIVE! TO IDENTIFY THE BEST DISTRIBUTION CHANNEL TO GAIN PRODUCT AWARENESS AND SALES PURCHASE
1
FORGING!
PARTNERSHIP!
STRATEGIC!PARTNERSHIPS!
STRA
TEGI
EY
2/9/14! 48!
Recommendations
3 RATIONALE OF PARTNER SELECTION FORGING!
STRATEGIC!PARTNERSHIPS!
0!
50!
100!
150!
200!
ALPHA! IOTA! EPSILON!
SQUARE!
CIRCLE!
TRIANGLE!FORGING!
PARTNERSHIP!
STRATEGIC!PARTNERSHIPS!
1 • Subscribers base for Circle is higher thus absolute
numbers for re-contract will be higher. "
• This suggests greater growth potential for purchase of more phones than other brands. "
• In addition, launching in phases will be able to help Xian Dai manage supply and inventory better as they are able to have real data to predict or forecast demand more accurately. "
2/9/14! 49!
Recommendations
3 POTENTIAL CHALLENGES
Bringing partners on Board
FORGING!STRATEGIC!PARTNERSHIPS!
Although, online sales is on the increasing trend, the proportion of smartphone sales via online platforms is very low compared to sales via mobile operator kiosks. !!While online channels are a must have, it is something that Xian Dai should focus in the long term and not for the immediate release of the Saturn Smartphone in the next 2 months. !
Convincing the service providers, CIRCLE, SQUARE and TRIANGLE to enter into the agreement might be a major challenge for Xian Dai.""This challenge can be resolved by putting forward a unique value proposition that will enhance Xian Dai’s brand equity and drive revenue."!NOTE
2/9/14! 50!
Recommendations STRATEGY OUTCOMES
BRAND LOYALTY & SUSTAINED ENGAGEMENT THROUGH TARGETED CHANNELS OF COMMUNCIATION & GAMIFIED JOURNEYS
MORE COST EFFECTIVE - DIGITAL AND SOCIAL MEDIA CHANNELS
BETTER INVENTORY MANAGEMENT THROUGH CONTROLLED SUPPLY
Key!Success Factors!
2/9/14! 52!
KEY SUCCESS FACTORS Key Success
1 2 3
Factors
BETTER THE
TOGETHER
GLOBAL -LOCAL ADVOCATES X
FACTOR
Conclusion!
2/9/14! 54!
Conclusion CONCLUSION OBJECTIVES CRITICAL ISSUES STRATEGIES BENEFITS
DIFFICULTY IN NEW MARKET PENETRATION
BETTER
GLOBAL-LOCAL ADVOCATES
TOGETHER
NEGATIVE PERCEPTION OF CHINA BRANDS IN GENERAL
TO ACHIEVE TOP 4 POSITION IN MARKET
SHARE
IN THE FIRST 6 MONTHS AFTER LAUNCH
NO UNIQUE PRODUCT/ SERVICE OFFERING
FAST, EFFECTIVE MARKET PENETRATION
IMPACTFUL BRAND BUILDING AND
SUSTAINABLE COMMUNITY ENGAGEMENT
ACHIEVE BOTH SHORT TERM AND LONG TERM
SUCCESS THROUGH DIFFERENTIATION
THE X FACTOR
Questions!
Answers!&!
Thank You!