1.0 executive’s summary

8/14/2019 1.0 Executives Summary

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1.0 Executives summary

This integrated marketing communications plan is designed for DreamDiz Companywhich provides mobile for the customer who want to purchase mobile of their choice. DreamDiz

is customized mobile providing company. The plan includes a promotions opportunity analysis,corporate strategies, IMC objectives as well as all relevant advertising, promotion, selling, publicrelations, sponsorship and database programs.

Overall objectives

The overall 2010 marketing budget is set to 100 crores Rs for customized mobile with thelargest portion being media costs.


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About us:

DreamDiz is the company which offers the customer to customize their choice of feature in theirmobile phone. DreamDiz is pioneering company in the Indian handset industry which in

providing this type of facilities. Company is just newly established public limited company.

Goal:

Our main goal is to provide mobile of the feature which are required by the customers with thebest quality. The greater performance in the mobile also we are going to provide world classtechnology to the customer in our mobile.

Features we offer at DreamDiz:

We offer mobile of different feature which are required by the customer. We are not tryingselling the mobile what we made but try to sell make the mobile wanted by the customer.

Lets go through the several features of our mobile:

1) Camera:

We offer the camera in several ranges of resolution:

1.3 megapixels

2 megapixels

3 megapixels

5 megapixels

8 megapixels

Memory:

The memory is offered in several range according to the choice of the customers.The rnge is from 1GB to 32 GB. It can be also expanded from 32 GB.

SIM facility:


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We offer dual sim facility in which it is also possible to have both the connections:CDMA+GSM, GSM+GSM, CDMA+CDMA according to the choice of the customers.

Music:

MP3 support facility, all sound track support facility, high quality music and supportfacility, speaker facility will be offered according to the demand of the customers.

Batterylife:

The battery life capacity will also be selected by the customers. The battery life will beoffered in several ranges from 5 days lasting battery to the one month lasting batteryeven in the high multimedia mobile.

Gaming:

The mobile will be supported with JAVA and SIS supported for the excellentaccessibility of the games. Several other softwares will also be installed for the betteraccessibility of the game according to the wishes of different customers.

The keypad will be designed in a remote control stage.

Internet Accessibility:

The phone will be designed for the better accessibility of the internet also. Thus it willbe deigned in such a way so that it can be operated by Microsoft, linux and otheroperating softwares. Thus the mobile here will work as a mini computer only. In suchtype of customized handsets the keypad will be in the same design of the computerkeyboard.

Outlook of mobile:

The outlook of the mobile will also be available in several ranges from the flipped,

slim, slider, compass etc according to the need of the customers.

Other facilities:

Availability of touch screen functionality.

Other technical and mathematical software support.


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The overall goals for this integrated marketing communication plan are to:

Increase sales of products to target customer groups.

Evaluate the current situation

Our primary marketing strategy is to inform people about customized mobile and to

convince them that company is superior to other mobiles. The main goal here is to

persuade consumers to make our co. their number one choice when it comes to mobile.

Build Awareness

Build company image

To remind consumers about existence

Uniqueness of the product


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2.0 Promotion Opportunity Analysis

DreamDiz is a Company providing Customized mobile is newly established company.Company offers customer the mobile which are of their own choice what they want flap, slim,business phone, gaming phone, multimedia phone etc.

Our primary marketing strategy is to inform people about customized mobile and to

convince them that company is superior to other mobiles. The main goal here is to persuadeconsumers to make our co. their number one choice when it comes to mobile.

The primary target for the co. are young, between 20 to 65 years of age, that are lowerupper to upper upper income, who have money to be able to afford the customized mobile.

The secondary targets for co. are business men of professional people who are interestedin mobile of their own choice or preference. The IMC program must convey this sense ofsuperior quality in every aspect of the campaign.

The same is true for pricing strategies. The target customer expects slightly higher thanaverage prices since she/he is able to pay for it and she/he relates upscale prices to superiorquality.

Step 1 of the promotions opportunity analysis is to perform a communications market analysis,including

1. Competitive analysis2. Communication strategy analysis3. Opportunity Analysis4. Target market analysis


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2.2 Communication strategy analysis

Marketing Communication strategies for customized mobile are concentrated on print

advertising, Television ad and even more on word of mouth.

The print ads can be found in newspapers and local community magazines

Another medium that is becoming more and more affordable and rapidly establishing

itself as a major source of information is the Internet.

Broadcast media is most important part of IMC plan and consumes most of the part of the

IMC budget.

Communication Mix Elements

Since the primary target for DreamDiz product is college students and young adults whocurrently own or will purchase an customized mobile, we will be using several approaches toreach our target market.

The first is to inform 80% of the target market about the product and the companyDreamDiz.

The second step is to build awareness by 60% among the target market. The objective isto make the market aware of the products existence, its functionality, and its availability. Wewill be using various means to achieve this step. First all of, we will be printing ads in universitymagazines and newspapers and other popular magazines with high readership by our targetaudience such as business world,

Our most effective means of communicating with potential owners of customized mobilewill be through ads on MTV, and television services, and popular television shows gearedtoward the target audience.

DreamDiz website is also effective way to communicate with customer

The third step is to get most probable customer to get act as purchaser of mobile phone.


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2.3 Opportunity Analysis

Industry Growth Rates

The mobile sales graph in India has declined in the recent times and whilethe mobile market has seen a growth by 25 percent, the rate of growth in the saleshave come down by at least 10 %, compared to the previous fiscal year. But eventhough it is good enough for companys development.

Industry trends

The near-term future of the wireless space in which Nokia plays is characterized by severaltrends:

Commoditization of the handset Outsourced manufacturing of handsets

Technology trend towards always-on, always-connected devices

Commoditization of the handset

Increasingly, we are observing that handsets are following the pattern of typicalconsumer electronics; the trend is toward phones with improved features at lower prices.Simultaneously, there are more manufacturers who will deliver cheaper handsets to capture themass market. In early September, Ericsson announced plans to license its cellular technology to

virtually all comers. This means that state-of-the-art cellular technology, formerly the domain ofa small club of telecom equipment manufacturers, will now be available to any gadget-makerthat wants to turn a camera, PDA, or music player into a wireless device. At the same time, weare finding that handset differentiation is increasingly based on price as opposed to features. Inthe past few years, Nokia was able to succeed in the handset industry by implementing anaggressive branding campaign to effectively target the end-user market.

Outsourced manufacturing of handsets

Over the past six months, both Ericsson and Motorola have increased the use of contract

manufacturers to make its phones. In addition, Motorola, Nokia, and Ericsson have announcedlayoffs in handset manufacturing plants as they shift production between existing plants tomaximize the use of fixed assets.11 Specifically, we observe the following: Ericssonannounced in January that it would exit its unprofitable handset manufacturing business and letFlextronics make nearly all its phones. It is also using Arima and GVC in Taiwan to design andmanufacture its low-end product line. Last year in May, Motorola signed a $30 billion, five-yearagreement with Flextronics for mobile phones and messaging devices. In December, Motorolasold handset and messaging manufacturing operations in Ireland and Iowa to Celestica, and


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signed an agreement to outsource one billion dollars worth of equipment. In August, Siemenssigned an agreement to outsource the production of 33 million mobile phones to Flextronics for athree-year period. It currently outsources about 30% of its manufacturing volume.

Trend towards always-on, always-connected devices

The General Packet Radio Service (GPRS) is a non-voice service developed as part of theGSM path to 3G. The system adds packet data and the ability to use more than one of the GSMtime slots at a time. The packet-based network enables devices to always remain connected to thenetwork and provides for data speeds between 10Kbps and 100Kbps. The current wirelessInternet scheme requires the user to establish a connection to the wireless network operator,thereby burning up valuable minutes and raising connection costs for the end user. In addition tolower cost, a packet-based network enables the end user to receive real-time notifications fromthe Web. Imagine an Internet-based auction service that proactively sends real-time notificationsa potential buyer of the latest bids for a particular item. or imagine a stock quote service that

alerts the user to market activity.


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2.4 Target market analysis

Demographic

Age: 20 to 65

Income: 20,000 and over

Occupation: students, Business Professionals, technicians,

Psychographic

Lifestyle: Achievers, high social status

Personality: Ambitious, innovative, risk taker

Pricing:

The pricing of the DreamDiz mobile will directly depend upon the complexity of thefeatures demanded by the customers.

As the range of different feature is increased the cost will also be increased. And thehandset is not produced as mass production so its manufacturing cost will also increase.

This will lead to the design of a high luxurious style of a mobile and it will be pricedhigh. The minimum price of the simplest customized DreamDiz mobile will be Rs.20000.

The price of the mobile phone will increase as the number of additional features areadded and the range of the additional features. Thus most of the DreamDiz mobilephones will lye in the range of Rs. 20000 to Rs. 100000. Some highly customized phoneshaving extra premium features may also cross the price range of Rs. 120000.


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3.0 Corporate Strategies

Our main goal is to provides high quality mobile in every feature through customized as

required by customer proving best product whatever they want game, music, camera, softwares

to the target market.

3.1 Corporate Image Strategy

Company just wants to inform target about the company and product for just three month.

Then and then we advertise for creating awareness in the market.

3.2 Brand Development Strategy

Name of the company is DreamDiz which say to dream about your desire what you want.

So brand name itself suggest about the product.

DreamDiz uses the tagline our dreams mobile match with brand name and product

feature so it will further enhance brand image.

3.3 Brand Positioning Strategy

As far as brand positioning is concerned positioning will be done on the base of dreams

mobile so it will matched and communicated through brand name, tagline. It will thus also thusincrease attraction of target market. By positioning thus we just approach to whom are seeking

customized mobile

3.4 Distribution Strategy

To distribution the product DreamDiz uses direct as well as indirect distribution channel.

Product directly from the website of company (www.dreamdiz.com) can purchase

mobile. On the website there are well equipped software are there with help of them potentialcustomer can customize mobile of their own choice. They can select their choice flap,, slimmobile, colour, cameras megapixels, music system. Or they can send an email to company withfull description of their requirement with or without image. The company will they approach tothe customer and can contact customer with the help of their expert from the nearest location.
http://www.dreamdiz.com/http://www.dreamdiz.com/


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Indirect Channel CompanyThe distributors will directly receive the orders from the customers; the distributors will

directly get 5% amount of the order given by the customers. The distributors will be spreaderthrough famous mobile stores; the distributors will be the owners of the particular mobile shoponly.

Company retail store end user

3.5 Businesses-to-Business Strategy

To promote the DreamDiz mobile the distributors of the mobile store will be givenspecial commission to suggest DreamDiz mobile to the customer. This owner will give one yearservice to the customer and for it they will be also given special benefits. This distributors willprovided with bonus and gift at the time of festivals.

3.6 Public Relations Strategy

Public relation agency will handle public relation externally by event making andsponsoring the program. One of Indias leading advertising and public relations agencies,We are estimating to spend 20 crores of Rs of the public relation. The is will be according to adagency. Agency will charge 15% for the of the total amount spent on media. That is 3, 00, and00,000Pressman Advertising Ltd. has wide capabilities and a substantial reputation built over threedecades. It is a full service agency and provides design and print, advertising, media planning

and buying, market research, public relations, web development and a range of specializedservices to our clients


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4.0 IMC Management

As statics shows the industry is growing the so there is lots of room for growth ofcompany. As DreamDiz is new company to pioneering in area of customized mobile in India thefirst and main objective of IMC plan is to inform customer about the product.

The overall budget for the IMC program will be around for the year 2010.The largest percentage of the media. Cost to fulfill these objectives for customer market.

4.1 IMC Objectives

Primary objectives of IMC plan are to inform customer about the product & company. Thefollowing will be the focus of this IMC plan.

1. To inform maximum possible target audience.2. Then increase product awareness

4.2 IMC Budget

We used affordable method for setting IMC budget.The overall 2010 marketing budget is

set to 100 crores Rs for customized mobile with the largest portion being media costs.

Times of india third half page every Sunday, 9 months for awareness only: 5, 55,525 Rs.per Sunday

Nine months from Jan 2010 to Nov 2010. So it will cost 1, 99, and 88,100.

IPL budget: For the IPL season 3, the ad will be showed for 2 times in each strategic breakbetween 10-10 overs in each inning, thus total 4 times in strategic breaks. The ad will beshowed at every 5 over, thus totally 8 times throughout the over in a match. Thus in a match thead will be showed for 12 times in each match. The 3rd IPL season will organize 60 matches.

Total 57 matches will be played in the first phase 1. The rate for the 10 sec ad is Rs250000. Thus for the first phase the ad expenses for the 30 sec ad will be: Rs. 513000000

Two matches will be played in the second phase of the semifinal. The rate for the 10 secad is Rs 700000. Thus the rate for the 30 sec ad will be Rs. 50400000.

For the final match the rate will be 1000000 for 10 sec, the rate for the 30 sec ad will beRs. 36000000.


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Thus the total budget for the IPL season 3 will be: Rs. 59, 94, 00,000

Hoardings budget

The marketing of the company through hoardings will be done in top 35 Indian cities.The top 6 cities (Delhi, Chennai, Bangalore, Mumbai, Hyderabad, and Kolkata) will be providedwith 4 hoardings each and the rate of each hording in these six cities is Rs. 500000 per hording.The next 2 cities () will be provided with 2 hoardings each and the rate of the single hording isRs. 100000. The remaining 27 cities will be provided with 1 hording each and the rate of a singlehording is Rs. 80000.

Thus the total budget of the hording marketing will be: Rs. 1, 45, 60,000

We are estimating to spend 20 crores of Rs of the public relation. The is will be according

to ad agency. Agency will charge 15% for the of the total amount spent on media. That is 3, 00,and 00,000

Advertising budget on the television:

The advertisement of the DreamDiz mobile will be shown on three channels.

1) Star plus:

The ad will be shown from 5 pm to 11 pm at every 30 mins for two days of theweek (weekends). Thus the ad will be shown for 24 times per week. The rate of

the ad on star plus is Rs. 120000 for 10 seconds. Thus the total budget for

showing the 30 second ad for 9 months is Rs. 311040000.

In the initial three months the ad will be shown for 10 seconds. Thus the budget

for these three months will be Rs. 34560000 thus the total budget og showing

the ad on star plus will be Rs. 345600000


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2) CNBC English:

The ad will be shown for 2 times between 10 to 11 Am and 2 times between 2 to 3 PM for

two days of the week. The rate of 10 second ad is Rs 60000. Thus the total budget of showing the

10 sec ad for three months is Rs. 5760000.

The budget for showing the 30 second ad for 9 months will be Rs. 51840000. Thus the total

budget for showing the ad on CNBC will be Rs. 57600000.

4.3 Agency Selection

Pressman Advertising Ltd. has wide capabilities and a substantial reputation built over

three decades. It is a full service agency and provides design and print, advertising, media planning and buying, market research, public relations, web development and a range ofspecialized services to our clients. It will charge 15 % of amount spent on the media, pr, ofadvertising.

4.4 Internet Web Site

Product directly from the website of company (www.dreamdiz.com) can purchasemobile. On the website there are well equipped software are there with help of them potentialcustomer can customize mobile of their own choice. They can select their choice flap,, slim

mobile, colour, cameras megapixels, music system. Or they can send an email to company withfull description of their requirement with or without image. The company will they approach tothe customer and can contact customer with the help of their expert from the nearest location.
http://www.dreamdiz.com/http://www.dreamdiz.com/


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5.0 IMC objectives (consumer)

The objectives of consumer segment of the market is to inform about the product first andthen create awareness

Objectives

1. To inform about the product2. Develop integrated advertising campaign

TV Ad

Print Ad

Direct Mail

PR Media

5.1 IMC methodology

Advertising will be the main pillar of our campaign it will be supplement by consumerpromotions and direct mail as well as public relation and sponsorship.

Primary role of advertising is to inform and aware about the product and the company.Consumer promotion will be done to get action from consumer direct mail also plays importantrole in creating awareness and getting action. Public relation enhance brand image and createawareness.

5.1.1 Advertising

The primary goal of advertising is to inform about company and product

5.1.1.1 advertisement budget

The advertisement budget is

Times of India1998810

0

IPL5994000

00

hoardings 14560000

Total budget for the advertising will be 63, 39, 48,100 RS


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5.1.1.2 Creative brief

ObjectivesInform target, create awareness

Target audience profile

Demographic

Age: 20 to 65

Income: 20,000 and over

Occupation: students, Business Professionals, technicians,

Psychographic

Lifestyle: Achievers, high social status

Personality: Ambitious, innovative, risk taker

Message themeThe primary message will be about the customization of mobile, so there is less direct

competition.

The supportDreamDiz is pioneering the india to provide customer mobile so there us less direct

competition.

Unique Selling Purpose (USP)DreamDiz provides mobile of any design or any feature required by customer

Product benefitCustomer can get all necessary feature inn their mobile and can avoid feature those they

are never going to use.


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5.1.1.3 Advertising design

Appeal

Emotional and rationale both the appeal will be used.In emotional appeal we use comfort, happiness, joy, statusIn rational appeal convenience, quality, performance etc

Or

Teaser ad

Or it also teaser ad we have used. Goal is to create curiosity, interest, excitement, about a productbrand or topic mention.

Ad execution Science & tech evidence

Demonstration

5.1.2 Consumer Promotion

Budget for consumer promotion isis to support the advertisement activities andencouraging traffic at retail store.

Direct mail (Amt)

5.1.3. Personal selling

The DreamDiz is having their own personal stores. From this store the customers get enough

information from the agents of the DreamDiz. Thus after gaining the knowledge regarding thecustomization features the customers are motivated to customize their mobile according to theirchoice and hobbies. Thus the agents receive the order from the customers and give them a periodof few days.

The customers having the DreamDiz mobile are also given services for free till one year, and thefeedback will be taken from the customers if they are satisfied or not. Thus in personal stores, the


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customers will be taken with extra cares. Thus the Customer Relationship Management is verywell focused.


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Sample logo


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Story borad

Only 10 sec ad..

here a man aged between 25-30 yrs in casual wares reaches the top of the effil towerwalking through the great wall of china looks at the taj mahal situated by the statue of libertyfrom the top.the ad is presented by a god melodious musicand finally the nameDreamDiz buzzes on the screen

This ad will be shown for three months.

The complete ad:

This scene is continued the man takes out DreamDiz mobile from pocketand takes the photograph of tajmahal with statue of liberty and the special jingles of DreamDizis started from the moment of taking out the mobile from the pocket.then he speaks: how well it happen when all your favorite things get together!! Signing towards hs mobile.Just choice your favourite features and customize your mobile.Experience the joy of youchoice..

DreamDiz.mobile of your choice. This is 30sec ad and will be shown for rest of the 9months.


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DreamDiz

Have all your WISHES come true in yourpocket!!!

Now you can select your choice of features for your mobile phone. Mobile phones

have become an important organ of your body & its functioning is very necessary.When passing 24 hrs with your mobile, it is very necessary that you should not get

bored from your mobile due to its inappropriateness. So customize your mobile

solve all the problems with DreamDiz

Experience theJOYof your choice.!!

DreamDiz,

Nr. Gurudwara,

301 Sahara complex,

M:9825726856

[email protected]

1.0 executive’s summary

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