Team Name: Black Potato

Team Members:
1.
2.
3.

A
B
C

Sambit Dash
Ayan Panda
Puneeth Putcha

Institute Name:MDI Gurgaon

Instructions

Answer each question in 1 slide | Do not exceed the slide limit

Do not change the format and sequence of the slides
Use white as the text color
You can use images, SmartArt or charts to present your ideas
You can use external references
Last date of submission is June 28, 2015
Submit your solution on marketer@xolo.in

Channel
Online

Offline
Retailing
Robust sales an

Online shopping
done mostly by
GenY(19-24 year
s)
category which
is
not target
audience here.
E-commerce form
s
only 1% of tota
l retail
sales and in the
past
year only 4 mill
ion
mobiles were so
ld
online.

d
distribution ne
twork of
BERG with 900

00
retailers and 10
00
distributors.

Ease of purcha
si
major factor of ng is
buying
online.
Pricing of a prod
uc
generally set by t is
the
e-retailer and
in a
competitive m
arket
causes loss of
value.

Better suited fo
r th
target audience e
which in 4-5k
segment is pers
on
above age 45 an s
d
housewives.

Convenient afte
r
sales service as
1400 service
centres spread
across the coun
try

Target audience
being above the
age of 45 and to
tal
internet reach is
1/3 rd of total
population.

Major sales of m
obile
phones happen
offline and 243
million mobile
phones were so
ld
offline in the pa
st
year.

1. http://www.internetlivestats.com/internet-users
2. http://trak.in/tags/business/2014/04/04/indian-e-commerce-growth-stats/
3.
http://www.telecomcircle.com/2014/09/india-mobile-market-entry/

Sale Method
Already an
established brand
Limited sales by
in smart phone
volume
market 6%
Why not share
flash
sales ?
Target audience
Best way to sell
USPs ( unique
selling points)

Limited time
Opportunity to window of sale
connect
emotionally

Why
promotio
n based
sales?
Use of traditional
More effective
media for greater
with the target
reach
audience

not suited for

impulsive buying
strategy

Product Positioning
Product

Battery &
Ease of Use
Performanc (out of 10)
e
( out of 10)

Features &
Specificatio
ns
(out of 10)

Swan

8.5

G1

6.5

9.5

8.5

With the prized OTG

feature and a 5
screen, operating a
smart phone was
never so easier!

Pricing

Swan
S1
Ideo
G1
BERG
X

Faster processor of clock speed 1.3 GHz.

Better screen resolution 540x960 pixels.
Android 5.0 and less thickness of 9mm.
Price Rs 4999

Less processor speed and resolution similar to BERG X.

Lower battery power of 1730 mAh.
Price Rs 4999

Larger screen of 5 inches.

Battery life is longer with 2100 mAh.
On The Go Support which is a crucial advantage to
target audience.
Price Rs 4999

Marketing Strategy

The Gift your Mom! ad

salesacross
service is
not just another
TouchAfter
& Buy
90,000
campaign.
assurance.
Its
a
promise
delivered
outlets!

throughout the 1400 service centres.

GIFT YOUR MOM FOCUS POINTS:

The best gift one can buy with
his/her first salary.
The vibrant 5 screen, the untiring
battery, and the distinguishing OTG
feature which makes this smart
phone a sensible device as well!