Slide 1 Introduction
Slide 2 Brad Extension
Slide 3 The New Product
Slide 4 The Objective
Slide 5 The Target Market
Slide 6 The Main Competitor
Slide 7 Marketing Strategy
Slide 8 Price
Slide 9 Product
Slide 10 Place Strategy
Slide 11 Promotion Strategy
Slide 12 The most Influential Initially
Slide 13 Rough Sketch for the Packaging
Slide 14 Summary
Slide 15 Conclusion

Slide 1 Introduction

Slide 2 Brad Extension

Slide 3 The New Product

Slide 4 The Objective

Slide 5 The Target Market

Slide 6 The Main Competitor

Slide 7 Marketing Strategy

Slide 8 Price

Slide 9 Product

Slide 10 Place Strategy

Slide 11 Promotion Strategy

Slide 12 The most Influential Initially

Slide 13 Rough Sketch for the Packaging

Slide 14 Summary

Slide 15 Conclusion

 

Introduction

We are living in the era of the smart phone and the constant progressive innovations that phone manufacturers have to implement so as to sustain competitive advantage in the dynamic communication industry. The Samsung Company in its Smartphone strategy has produced the Samsung Infuse 4g phone which is a mix of technological innovation advancement and style with a view of staying ahead of the competition in this highly competitive arena. The phone has the latest touch screen technology and its main focus is the 4g speed. It is also powered by Android. With all this features the need has been identified to make the phone more secure and energy efficient. This is a proposal to produce the Samsung Infuse 4G Smartphone and enhance its anti-theft features by adding on a fingerprint pad, an anti-theft alarm and an attachable solar charged battery to make the phone more user friendly and practical.

 

 

Brad Extension

The innovation to add the security features of the Samsung Infuse 4G Smartphone has been prompted by the high rate of phone theft our customers experience and our endeavour to ensure that the company increases the chances of recovery and deters theft by having an in built system that has a tracking device and an alarm. The new phone with added accessories will be christened the Samsung Infuse 4G Smartphone EXT. On the touch screen technology a new innovation will ensure that the Samsung Company will pioneer the fingerprint security initiative in Smartphone. The feature will ensure that only the owner of the device will have the ability to operate the phone and any other individual attempting to use the touch screen will trigger an alarm that is inbuilt.

 The New Product

The phone will also have an attachable solar charged battery that will enable the device to be operated in remote areas and goes hand in hand with the company’s overall green strategy which advocates for the use of clean energy. The new enhanced phone will be even more stylish than the current one because of the new pop up touch screen with a finger print option. The phone will retail accompanied by two solar charged batteries which will enable the customer to independently charge one battery while they use the other.

 

 

The Objective

The idea behind the design and creation of the new phone is the enhancement of security features and the efficient use of energy by adding solar to the energy source options. The use of touch screen technology that has fingerprint security features will ensure that our customers have a high level of privacy in their gadgets which are built to suit their personality. The in- built alarm system will act as a deterrent to potential phone theft and also work to help in the recovery of the phone in case of theft. The alarm will be built into the mainframe of the phone so that its detachment will mean the destruction of the phone. We believe that the motivation to steal this phone will be eliminated. The solar battery will ensure that the customers who are environmentally sensitive and aware will have a sense of doing their share of energy saving by the use of clean energy to charge their phones. The fingerprint touch screen technology will eliminate the need to have passwords and PIN (Personal Identification Numbers) numbers that are often blocked or forgotten in addition to the fact that they are cumbersome and not user friendly. The passwords can be guessed by other people who can also have access to PIN numbers. The fingerprint touch screen will ensure that only the owner of the phone will have access to the device fact that will give the company a competitive advantage and will lay the platform for the standard manufacture of such phones in the future. In case of theft of the device the alarm will trigger a tracking frequency that will lead to the quick recovery of the phone. The marketing department believes that the resale value of the phone will be zero if it is stolen because it will be of no use to anyone.

The Target Market

The new Smartphone will target the” Fashionista market.” This according to the marketing department is the segment of the market that is composed of people who like to look stylish and fashionable in every aspect of their lives. The said target market has the inkling to attain the latest technologically advanced gadgets that are practical and at the same time classy. The target market will also include the greenmarket where customers are sensitive to the environmental impact from the various uses of energy. The solar battery is a new shift in the smart phone market. We believe that the two target markets will ensure the success of the Samsung Infuse 4G Smartphone EXT.

The Main Competitor

Apple is the main competitor of Samsung when it comes to the fight for the lucrative smart phone market share.

It is in no doubt that the main competitor to our android technology based is the apple Smartphone and in particular the iPhone 4 which is already in the market and has similar features but does not have the same level of enhanced security settings and alternative use of energy.

 

 

Marketing Strategy

The Samsung Infuse 4G Smartphone EXT targets consumers who are technologically savvy and also have inkling towards security and environmental sustainability.

Price

The initial price will be at $320 a price which we believe will enable the product to compete with the iPhone in terms of price. Subsequently there will be an upgrade to the phone which will include a pop-up touch screen. There will also be an initial offer of producing limited editions for special prices that will target our most loyal customers. It is our strategy to use these limited editions in the market to ensure that the device establishes itself concretely in the Smartphone market.

Product

The product design will be a major selling point for the product and will reflect on the stylish and classy characteristics that will entice our target market. The quality of the phone will be reflected on its technological advancement in terms of phone security. The additional product features of the phone will be a pivotal selling point for the phone. The fingerprint sensitive touch screen will set a milestone in the Smartphone market. The solar charged batteries will also increase the dimension of the product in terms of it being more than a communication device and a status symbol but also as a representation of the owner’s personal attitude towards the environment. In branding terms the product will be marketed as a Smartphone that is environmentally from the efficient and reliable Samsung stable differentiating it from that of our competitors.

Place Strategy

The Samsung Infuse 4G Smartphone EXT must be distributed to our customers at the right place in the right manner. There must be an efficient distributional mechanism that is effective so as to carry out the marketing strategy of the organization. Initially there will be a global roll out of the phone through Samsung approved retail outlets that will ensure that the customers get the device quickly and conveniently. This strategy will begin online in our official marketing website and also through the various showrooms in malls and other selected spots in addition to other handset retailers. All Samsung stores will be utilized for the launch of this product. The use of attractive displays of the product will distinguish it from other products.

Promotion Strategy

The strategy will encompass highlighting the new unique security features in the new Samsung Smartphone. The focus will be on the unique functionality touch screen which distinguishes the phone from all others. The message of Samsung’s revolutionary android technology will be integrated into the promotion of this new product. There will be a strategy market the product as a brand of Samsung which has a reputable background in Smartphone technology. There will be an aggressive advertisement campaign that will be aimed at keeping the product in the eyes of the potential customers regularly to dilute the efforts of our competitors. The powerful medium of the television will be utilized through the use of a celebrity to push the product to a global audience.

The most Influential Initially

Product will be the most influential initially for the Smartphone Samsung Infuse 4G Smartphone EXT this is because the premise behind the manufacture of this new product is the additional new technological features that are the focus point of the product. The new fingerprint touch screen technology in the product and the accompanying anti-theft alarm in addition to the solar charged batteries will be the main selling point making product the most important of all the four marketing P’s.

Rough Sketch for the Packaging

Fig

A sample of the packaging in which the product will be marketed

 

Summary

The new phone that has been proposed represents a milestone in mobile phone technology. The product which is an up market smart phone is practical and user friendly. The communication device uses android technology which has been tried and tested and the new security features only add to the value and experience when using the phone. The touch screen represents a milestone in mobile phone use. It eliminates the use of personal identification numbers and passwords which have proven to be unreliable and can be overridden by the use of advanced software rendering them unsafe. The fingerprint cannot be duplicated or overridden and ensures that people do not have to memorize  passwords and PIN numbers which have become a tiresome aspect of technology since individuals have to write down the many passwords and PIN numbers. The solar charged batteries are practical and save energy besides showing the commitment by the Samsung Company to the sustainable management of the environment through the use of clean energy.

 

 

Conclusion

The fight for the Smartphone market share is cut throat and is directed by technological innovation and advancement. The Samsung Infuse 4G Smartphone EXT is a practical phone and its production and introduction into the market will be successful and will increase the market share of Samsung in the highly competitive Smartphone market where constant innovation and creativity are required for success. The product has been thoroughly researched and it has been found to be a viable product that will be a success. The new features will pioneer the security of expensive Smart phones and enhance their usage in addition to increasing the levels of privacy buyers. The solar charged batteries will also be an added advantage when it comes to travel because the phone may be used in remote areas without power or electricity. The marketing department proposes that the product be designed, manufactured and marketed because it has been established that it is viable and practical in addition to being a useful innovation that will be adopted for the production of other similar products.