ELITE  DEVELOPMENT  PROGRAM  2015    

 ASSIGNMENT  5.2  SEGMENTATION  

   

Trường  Liêm  –  Thanh  Thuỳ  -­  Khánh  Thy

LUMIA 640 LUMIA 640 XLPrice 3.700.000 vnđ 4.600.000 vnđScreensize 5 inches 5,7 inchesMemory 8 GBOperating System

Windows Phone 8.1 and the Lumia Denim update, complete with one-

swipe Action Center, Word Flow and Live Folders.

SIM 2Long lasting battery

Power through the work day, thanks to a long-lasting battery – 2500 mAhfor Lumia 640 and 3000 mAh for Lumia 640 XL.

Camera 8 MP 13 MP

Supporting  tools/  Experiences

Usage

Onedrive Cloud storageMicrosoft Office (Word, Excel, Power Point)

Work every where and take note idea instantly

Explore your own files and folders from many technology devices (laptop, computer, tablet,..) with Onedrive and Outlook

Glance Screen Keep up-to-date on the most important information

Skype integration and the front-facing wide angle cameras

Switch seamlessly between voice and video Skype integration and the front-facing wide angle cameras.

1GB of memory and powerful quad core Qualcomm Snapdragon

Smoothly and quickly access important documents or run all of your favorite websites, apps and games

KEY  SUPPORTING  TOOLS  OF  LUMIA  640  AND  640  XL    

LUMIA  640  AND  640  XL

CRITERIA

Basic Seeker (31%)

Optimum Seeker(25%)

Closed Budget (15%)

Wanna Be (13%)

Durability Seeker (8%)

Tech-Mania (8%)

Proportion of consumers paying for Smartphone below 5 million VNĐ 12% 36% 16% 13% 10% 40%Estimated market share of Nokia 62% 21% 41% 17% 39% 30%Market size (ready to buy) (million) 2.81 6.80 1.81 1.28 0.60 2.42Incidence of buying in next 1 year 29% 45% 27% 43% 36% 40%Smartphone Incidence (Penetration of smartphone in the future) 61% 98% 75% 93% 64% 100%

EVALUATING  SEGMENT

Attrative rateImportance Level

Basic Seeker (31%)

Optimum Seeker(25%)

Closed Budget (15%)

WannaBe (13%)

Durability Seeker (8%)

Tech-Mania (8%)

Proportion of consumers paying for Smartphone below 5 million VNĐ 0.3 1.2 3.6 1.6 1.3 1.0 4.0

Market size (ready to buy) (million) 0.3 4.7 11.3 3.0 2.1 1.0 3.7

Estimated market share of Nokia 0.1 3.6 1.2 2.4 1.0 2.3 1.8

Incidence of buying in next 1 year 0.15 1.1 1.7 1.0 1.6 1.3 1.5

Smartphone incidence (Penetration of smartphone in the future)

0.15 1.0 1.6 1.2 1.5 1.0 1.6

How attractive? 2.4 5.1 2.0 1.6 1.2 3.0

HOW  ATTRACTIVE?

Based on benefits that Lumia 640/640 XL offer, It's potential for students, white-collar workers who are just few experience years. Because Smartphone, to them, is not only entertainment tools but also supports for studying and working and the price is affordable.

Mentioned as people looking for things that can make their lives more comfortable, optimum seeker is the segment that Lumia 640/640XL can fulfill their needs.

Most of Tech-mania segment, which are students and enjoy many activities in life, maybe potential target consumers

BasicSeeker

Optimum Seeker

Closed budget

WannaBe

Durability Seeker

Tech-mania

Student Proportion

13% 26% 11% 17% 5% 33%

High budget

High technological knowledge

8%

25%

Tech-ManiaOptimum Seeker

46%Ooptimum Seeker budget for smartphone below 10 million VNĐ, while 100% tech-mania who have high technological knowledge budget over 10 mil

Market size of Optimum Seeker is bigger, which is suitable for launching smartphone in low-end instead of attacking into niche market like Tech-Mania

In term of CONSUMER NEED SATISFACTION OPTIMUM SEEKER VS TECHMANIA

CHOOSE  OPTIMUM  SEEKER  SEGMENT

NarrowlyDefined

Segment

Competewith strong

competitors

DifferentPositioning

N/A

CONCENTRATEDTARGETINGSTRATEGY

TARGETING STRATEGY

Segmentconcentration

Competitiveenvironment

Positioning

Resource

The optimum seekers

Asus Zenphone 5Mobiistar Prime 508 LiteOppo Neo 5

Business smartphone

N/A

Type 1Type 2

Type 3

Type 3 Type 4Type 5

Cost  leadership

Differentiation Focus

Larg

eSm

all

GENERIC  STRATEGIES

MARKET  SIZE

GENERAL EVALUATION

There are many ways to differentiate the product or service and many buyers perceive these differences as having value

Buyer needs and uses for are diverse

Few rival firms are following a similar differentiation approach – Windows Phone and related application is exclusive to Microsoft

TYPE 3

1

2

3

PORTER’S  FIVE  GENERIC  STRATEGIES

Focus on the different and unique features (not hardware) presented on Lumia 640/640XL, which fulfill the needs for working on smartphones

OFFICE SUIT

ONE CLOUD

VIDEO CALL

CONNECT TO PROJECTOR

1

Besides, include utilities features which enhance satisfaction when using smartphones like cameras, battery life

Differentiate further by showing a fashionable designs and color themes

2

3

Concentrate on Southern part of Vietnam where have 59% of Optimum seekers

STRATEGY IN DETAILS

PROPOSITION  

6P

Product:smart  phone  with  new  teachnique  tools

Price:Below  5millions  vnđ

Promotion:Focus  on  real  Experiences  of  usage  ofnew  techniquePlace:

-­Mobile  phone  retailer-­Big  electronic  center

Physical  Invironment:-­Smooth  display-­Nice  and  elegentdesign

Process-­Fast  and  convinient  purchasing  process-­Effective  help  center-­Easy  to  use

TARGET CONSUMER: Busy white collar workersMARKET DEFINITION: smart phoneBRAND PROMISE: enable consumer to achieve moreREASON TO BELIEVE-Giving consumers greater flexibility and freedom to choose when and where they get things done-Offer incredible productivity, keeping prepared for anything — for work, at home and on the go.-Constantly looking for a device to bring more flexibility to switch easily between work and play-Positioned to help us get back some of our scarcest commodity- time.

THANK  YOU