Unmet Need

“INNOVATION”

2014

SUBMITTED BY SAHIL KHANNA

INSTITUE OF MARKETING AND MANAGEMENT | (GROUP) M2

More Control-Greater Savings-Less Guilt

013-III-331

INNOVATIONMore Control-Greater Savings-Less Guilt We all know that the cycle of electronics consumerism is broken. Because it's an endless money

drain for consumers to keep their gadgets current. Because the never ending desire to show off

new features leads to bloat and complexity of design. And because all our outdated, abandoned

gadgets have to go somewhere.

We wants the people of Earth to rise up and demand a new kind of cell phone, in which the

various components—camera, processor, GPS, screen—snap together like Legos.

This system would let you build exactly the phone you want. If you keep your files online, you

could remove the storage module and replace it with a bigger battery. If you are older, you could

unplug the camera and replace it with a bigger speaker.

Above all, this concept would dramatically cut down on e-waste. You wouldn't throw away a

phone every other year; instead you'd own just one phone that's built—and rebuilt—to last. If

one component broke or became obsolete, you'd just unplug it and replace it with a new one.

Clearly, this concept is consumer catnip. It offers the promise of staying current—without the

guilt. And of saving us money and of making it easy for anyone to build a customized phone.

Add on- Custom ROM

Yes now you can now install any custom ROMs out there in our market that too at free of cost.

What are Custom ROMs?

If you own an Android device, or for that matter visit any Android-related news site then you

will have heard about ROMs. Though a lot of people catch onto what ROMs are, for some

people it’s not such an easy thing to get your head around. If you aren’t quite sure what a ROM

is, hopefully I will clear things up for you today.

First I should explain what a ROM is. The term ROM is misused, and a pseudonym. Up until

recently, ROM’s were storage chips consisting of Read-Only-Memory. Ever played Gameboy

games? They were ROM’s. Sometimes there was a separate area in the cartridge where you

would save games to, but the game itself was Read-Only. You couldn’t modify it. The term

which is closer to being correct with reference to Android, is Firmware. You can easily replace it

all, if you choose to.

When people talk about installing ROM’s on their devices, they are referring to

erasing/overwriting old Android software/system files, and replacing them with new ones to alter

the behaviour of Android and the device. If you’ve ever reinstalled your computers operating

system (Windows 7, OSX, Linux), this is pretty much the same procedure. Wipe the disk or

‘memory’, then give the computer some new software for it to boot into.

A custom ROM is one that has undergone any modification from being a pure distribution of

Android. Google make the Android source code available for anyone to play around with, and

people take this code and alter it for themselves. Whether to add features they come up with, or

to redistribute it with fun tweaks and additions. So a custom ROM can range in definition from

some custom code modifications to make Android run better on a device, all the way to changing

the homescreen, background services, and default software.

Many software experts collaborate together in communities to build the fastest or most feature

filled ROM’s. The most popular today are CyanogenMod (which supports over 70 devices!),

AOKP (a lightweight ROM with plenty of customisation options), and Android Revolution, a

heavyweight ROM which often focusses on looking great. Just because these Android builds are

made by ‘ordinary people’ and not highly paid developers at HTC or Samsung doesn’t mean

they are full of bugs or risky to use. In most cases the software built by communities is ten times

better. Release cycles are much shorter, fun features can be put in, and anyone can contribute an

idea to the development.

The advantages of having Custom ROMS on your device

Regular Releases – Rather than waiting month after month for a new Android

distribution or a set of features from your carrier. Custom ROM developers can turn them

out within a few weeks. Keeping you on the very cutting edge of what Android is capable

off.

Interchange With Ease – Once you have Rooted your phone once to install a ROM,

you can easily install any other one afterwards. If you wanted to, you can even revert to

the stock build your phone came with, as most manufacturers release the software.

You have Root Privilege – To install a custom ROM, you need to root your device.

This allows you to remove and tinker with anything you like on your phone. It also

means that some applications require Root access such as overclockers can work.

Segmentation-Targeting-Positioning

Segmentation: In the real world of building products and attacking market opportunities,

market segmentation is the process of defining and sub-dividing the aggregate, homogeneous

market into addressable, targeted needs and aspirations buckets. Buckets that are in turn,

thresholded by demographic, psychographic and/or budgetary constraints.

Market segmentation strategy enables a company to drive complete, unified product solutions

that are harmonious with messaging, customer outreach, and channel strategies for selling and

supporting customers.

On the basis of demographics and psychology. Our product proper usage requires some level of

assembly knowledge i.e. if you want to update your hardware or firmware then you should have

some skills regarding this. Although, we provide this things to be done at service center also.

The segment using our product must be born after 80’s or they know someone of this generation.

Targeting: We provide you a differentiated solution to meet your current as well as future

need.

Target market: The consumers a company wants to sell its products and services to,

and to whom it directs its marketing efforts. Identifying the target market is an essential

step in the development of a marketing plan. A target market can be separated from the

market as a whole by geography, buying power and demographics, as well as by

psychographics.

Not all products and services are meant for all types of consumers. We are targeting those

customers who what a long term solution for a smart phone. As our major segment is college

going or office going peoples, so our targeting strategy should be concentrated for them. We can

target them in colleges, gyms, parking lots, food joints, malls, etc.

Positioning: It is all about the 'perception', and it may differ from one person to another. E.g.

What you perceive as quality, value for money, etc, maybe different to another person's

perception about it. Positioning defines where your product (item or service) stands in relation to

others offering similar products and services in the marketplace as well as the mind of the

consumer.

Our positioning statement is just one liner

“More Control-Greater Savings-Less Guilt”

Product Mix

Display 4.3’’ 4.8’’ 5.2’’ 6’’ 9.2’’

Ram 512mb 1gb 1.5gb 2gb 3gb

Processor Atom based Dual cores Quad cores Octa cores X64

Storage 8gb 16gb 32gb 64gb 128gb

Camera (5-22mp)

Fish eye Wide angle 1.2u sensor Slow motion Low light

Connectivity Wifi + Bluetooth

NFC

Battery 2500mah 3500mah 5000mah 8000mah 10000mah

Pricing strategy

Strategy: Providing customer as low(Cost leadership) and accessible(penetration) as possible.

Profit margin: 30% on cost of manufacturing.

Distributes/dealer’s margin: 15%

Place

Metro cities,malls,multi brand retail stores, Discount/wholesale markets

Promotion

Digital Marketing

Viral Marketing

Sponsored Marketing via tech shows, T.V. Channels

Print Media

Events

P.R. Stunts