Spark New

Created by Hitesh Malhotra for Spark Mobile

Spark Wild India Launch

Marketing Plan


Telecom Market Overview

In India, the mobile subscriber base has exceeded 400 million as of June 2009 and continues to grow at a healthy clip, which translates into a large mobile handset market (According to ORG Marg figures, 2009)

The Indian mobile handset market is flooded with multiple manufacturers, with Nokia leading the pack◦ Handset Market Share in India (According to ORG Marg figures, 2009)

Nokia: 59.5% Sony: 8.1% Samsung: 7% Motorola: 5.9%

◦ Out of the 79,000 mobile retail/ dealer outfits in India, Nokia handsets are available at 72,000 outlets making its distribution network the most robust in the country

With call rates on the decline and new technologies like 3G technology being introduced in the market abetted by a growing population and higher disposable incomes, mobile handset sales in India are on the incline


Situation Analysis

Opportunities• With mobile handset sales on a

consistent incline, there is plenty of room for new handset manufacturers to enter the market and sell exclusivity since today’s youth tends to shy away from ‘Me Too’ products

• Mobile phones in India have gradually evolved from being a luxury to an absolute necessity today and have replaced the conventional landline phones further expanding the market for handset providers

• Options for mobile handsets in the lower price band of Rs. 2000-6000 are plenty. However, there is scope for more products in this range to further expand the variety for customers.

Challenges• Nokia is an undisputed leader in most

of India due to features like user-friendliness, exclusive styling, long battery life and unique features all packed into one

• Due to the varying dynamics in India which change as per the demographic profile of Indians across regions, a one-size fits all approach cannot be adopted. Instead, product packaging and positioning has to be adapted as per audience location

• Though India is a price sensitive market, people don’t mind spending a little more than originally budgeted for to acquire that super stylish mobile handset their aspire for


Leading handset brand positioning comparative overviewHandset manufacturer Brand positioning

Nokia Human Technology that enables the consumer to get more out of life

Sony Ericsson Entertainment unlimited

Samsung Consumer-oriented breakthrough technology solutions

Motorola Trendy and stylish communication technology

Spark Wild ?


Introducing Spark Wild

Enter Spark Wild, a unique phone with unique features for those who like to stand apart

Shock Proof

Water Proof

Dust Proof

Break Proof

Built-in Altimeter

Built-in Compass

Built in Thermometer

Built-in Torch


Spark Wild Positioning ObjectiveCreate a separate niche for Spark Wild by highlighting a significant differentiator

between existing handset manufacturers and Spark Wild

Proposed PositioningSpark Wild,

The unbeatable phone for the unbeatable India

Positioning StrategyShowcase the ‘unbeatable’ features of the phone by

highlighting each feature distinctly through media outreach undertaken during the launch


Spark Wild Media Launch


PR Objectives

Near Term◦ To announce the launch of Spark Wild mobile phones in India

and create awareness and hype around the same ◦ To showcase the unique features of the phone made to suit

Indian conditions

Long Term◦ To sustain consistent visibility created during launch phase

around Spark Wild phones◦ To bring the phones into top consideration category in the mind

of Indian handset customers◦ To create a market environment conducive to near-term

launches of other variants of Spark Wild in India


Recommended Approach

Spark Wild 4-city Media Launch

Annual media campaign

Two pronged approach


4-city Media Launch


Clubbed with Press Releases

3 Phased Launch

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Main Launch Event

Host a large scale press conference in Mumbai

All relevant media to be engaged for the launch event, namely Mainline media, Financial Media, Online Media, Trade Media, Language Media and Electronic Media

Press Conference to be overlaid with a 10-minute entertainment event showcasing the main ‘unbeatable’ break proof feature of the phone

Press launch to be slated for month of September, post the Ganesh festival slated to take place from 23rd August to 3rd Sept


Deliver messages on differentiators and the launch announcement: (Indicative messages)

◦ i. Emphasize unbreakable featute of the phone with a mention of other features as well (water, dust resistance etc)

◦ ii. Plans and Strategy over the next two years◦ iii. Distribution Model◦ iv. Revenue Model◦ v. Investments

Touch both technology and lifestyle journalists across print, online and broadcast media

Translation of main press release into Marathi will be essential for language media

Media Partnerships To tie up with The Mumbai Times, city supplement of India’s leading mainline

daily (cities can be selected as per the requirement across 16 editions) for the lead photograph which would feature Salman Khan as the brand ambassador for the phone◦ The lead photograph could be accompanied with an interview of Salman Khan talking

about his new initiative


Launch Event Flow

Spark Wild LaunchEvent Flow (Mumbai)

The event to begin with a 10-minute performance by Kung-Fu drummers or Shaolin Warriors

Salman Khan to make an entry with a brief stunt; eg: rappling down the façade of a cliff, a wrestling

championship with a sumo-wrestler; to create connect between sturdiness of the phone and

the brand ambassador (to serve as a photo op for the media)

Brief presentation by the CEO of Spark Gulf introducing Spark Wild and its India venture and Salman Khan

as the brand ambassador

Spark Wild previews for the audience followed by

Q&A session


Points to remember

The media launch in Mumbai will be the key media outreach covering all relevant media

Subsequent media initiatives in other cities will target very specific media types/ houses with a slightly different approach to be able to create news value once again

A different strategy will be adopted in all following cities to keep the media engaged and a separate messaging approach will have to be adopted

Post main media launch in Mumbai, all other cities should be covered within a gap of maximum two days each to allow the news to remain fresh

Weekends, Mondays and Fridays to be strictly avoided


Roll-out in Delhi

Strategy◦ Delhi enjoys a significant concentration of broadcast media which leads

shows such as Gadget Guru (NDTv), Tech 2.0 (CNBC) etc. Hence media focus in Delhi to revolve mainly around engaging the electronic channels for their special programs through one-on-one interactions

◦ A small press briefing to be invited with main focus on language media inorder to cover vernacular population in Delhi All other relevant media to also be invited. However, special programs on news

channels and language media to be given primary importance as other media would have been covered through the main press conference in Mumbai

◦ A photo release of Salman Khan as brand ambassador alongwith the main press release translated into Hindi to be disseminated to language media


Delhi press engagement event flow

Spark Wild media engagement in Delhi

Language media outreach through small press briefing, including brief presentation by the CEO of Spark Gulf

introducing Spark Wild and its India venture and Salman Khan as the brand ambassador


Q&A session

Salman Khan to enter with a Spark Wild phone and place it in a fish tank to showcase the ‘unbeatable’ water-proof feature. After a short 2-minute spiel on the ‘unbeatable’ waterproof

feature of the phone, Salman Khan to remove the same and showcase its usability to the audience

Schedule slots for one-on-one engagement with television channels at the venue or at their respective

studios to demonstrate phone features and create platform for interaction with Spark Gulf CEO


Roll-out in Hyderabad & Bangalore

Strategy◦ To engage the local media through a small press briefing in

these cities as tier I media would have been covered in Mumbai and Delhi All other relevant media to also be invited. However, special emphasis to be

laid on local media as other media would have been covered through the main press conference in Mumbai and Delhi

◦ To create a local flavour by inviting a local sports champion/ a national champion from the city and peg the press briefing around gifting of Hyderabad’s/ Bangalore’s first Spark Wild phone to the personality at the briefing This would make an interesting photo op for the local dailies When engaging the local personality, communication to be explicit about

Salman Khan being the only brand ambassador for the product◦ Simultaneously a photo release of Salman Khan as brand

ambassador alongwith the main press release translated into Telegu/ Kannada to be disseminated to language media


Hyderabad/ Bangalore Event Flow

Spark Wild Local Media Event Flow

The event to begin with a 10-minute cultural performance on Indo-Dubai fusion

Gifting of the phone by Spark Mobile to a local sports personality/ national sports personality from the city to create

local flavour and association with ruggedness

Brief presentation by the CEO of Spark Gulf introducing Spark Wild and its India venture and Salman Khan

as the brand ambassador


Q&A session


Expected ROI

Proposed strategy to enable Spark Wild to engage

effectively with all relevant media across locations

Media splash covering different segments will provide Spark Wild

appropriate visibility required with TA

The primary launch outreach willcreate a favourable environment

for Spark Wild to once again engagewith identified media for future launches


Overview of Annual Media Campaign


Annual Communication Roadmap

Relationship meeting exercise

Press BriefingInterviews

Press Release

Corporate Announcements

No Corp Announcements

ProfilingIndustry Stories

Authored articles

EncompassAll media

Product Placing & Reviews

Industry Leadership


Annual Ongoing Initiatives

Radio

Onslaught

College

Contact

Program

• Host/ sponsor college fests at significant target colleges• Initiate tie-up with career counselors/ counseling organizations to host sessions at colleges at regular intervals in association with Spark Wild as the main sponsor• Host/ sponsor inter-college sporting championships that involve show of strength; eg: boxing, wrestling etc

• Initiate programs with leading Radio Channels in India; eg: Radio Mirchi, Big FM,

• Quiz contests revolving around facts on Salman Khan and his ventures; Spark Wild handsets to be won as gift prize

• Do you have the spark? - A quiz show where participants will be invited to answer some wacky questions to show their wit and sense of humor; Spark Wild handsets to be won as gift prize

Online

Onslaught

• Create and leverage online communities to engage with Spark Wild customers and prospects through the use of channels like

• Facebook• Twitter• Linkedin• Deli.cio.us• Digg

• Run online contests and programs around the theme of ‘Ignite the Spark’ on these communities and create a real-time engagement model between Spark Wild and its customers


Thank You…

Documents

Spark New