Marketing Plan for a New Sim Card

Marketing Plan for a New Sim Card This marketing plan is designed for the launch of a sim card that is inserted into the phone. The sim card will then save all the data onto the card and will allow taking the card out and placing inside computer/laptop. Then it will be able to make calls, text and download items onto the sim card via the computer. It would be perfect if the phone battery ran out and need to make an urgent call. Mobile phones have turned from being a luxury item to now being considered an essential to have. This is one of the main reasons why there is need of such a product that is placed in such reliant on market. In 2009 1.2billion mobile phones where sold worldwide and during the last quarter 340million units were sold which was a year over year increase by 8.3%. This plan outlines in the following pages, a renewed vision and strategic focus of what it will take to run a successful and profitable communication service. A careful evaluation of the weekly customer flow and communication schedule served as the foundation for this analysis and the following marketing plan. The product will be sell business to business but to gain more market share the direct user will be targeted. The product will be sold through various mobile companies like Samsung and dell. Vision:- The vision is to capture the market in U.K and after some years and gaining customer loyalty launch it around the globe also to position the product as user friendly and cheap. Competitive Advantage:- Product is offering a unique service which is very easy to avail and easy to use. Sim phone card have the ability to make calls as well as store data as much as 64 GB.This is a unique product no other product have offered this service before. Production:- Production process will be outsourced to the with Giesecke Devrient.One of the main producers of sim cards in the world is the company Giesecke Devrient they have 13 worldwide production locations Dulles, USA Mexico City, Mexico Sao Paolo, Brazil Johannesburg, South Africa Wembley, UK Munich, Germany Barcelona, Spain Moscow, Russia Istanbul, Turkey Cairo, Egypt Huangshi, China Singapore Knoxfield, Australia The company handles and creates any type of Sim card required for your phone. They start the process with art work design followed by the creation of the Sim card body i.e. size and shape. Once the Sim card is then created they will then package the product and send it to either ourselves or the company we are selling it To.The Company ensure that we ourselves are in complete control of the decision making, in the production of the sim card. One of the main factors we chose this company to work alongside is that they have locations spread across the globe and more importantly one situated in Wembley England. Current Market Situation:- The current situation of market can be predict from these tables that mobile phone usage is increasing day by day and there is a lot of scope in telecom industry. UK Mobile Operator Statistics and Market Share Five mobile network operators are indentified in the UK by  The Worldwide Directory of Mobile Network Operators 2008. The UK market consists of 4 geopolitical areas, namely England, Scotland, Wales and Northern Ireland. For mobile phone purposes, various islands also have their own operators, such as the Isle of Man (located in the Irish Sea between North West England and Ireland); and the Channel Islands, notably Jersey and Guernsey. At the end of 2007 the UK had some 73.1 million mobile subscribers, which represented 9 percent of the  European mobile subscriber market. IE Market Research Corp.  in its  United Kingdom Mobile Operator Forecast reported that the overall subscriber base in UK is still increasing, and the number of total subscribers will change from our projected 75.9 million in 2008 to 78.0 million in 2010, with wireless penetration expected to reach 126.0% in 2010. The five primary operators are  3 UK,  Orange,  T-Mobile,  Telefonica O2  and Vodafone. In addition there are a number of  Mobile Virtual Network Operators (MVNO), the  MVNO Directory  claims there are some 41 organizations active in the sector. These range from conventional MVNOs through to resellers, and include well-known names such as  Virgin Mobile  and  Tesco.   Source:  The Worldwide Directory of Mobile Network Operators 2008 c. 2008 Vodafone  currently (1Q 2008) has the largest UK market share with 25.4% of the market.  Vodafone watch  provides an intimate snapshot of Vodafone, with SWOT, political analysis, market share, activities, communication opportunities, threats, political factors, company background and structure, management, revenue, market segmentation, market research on its peers, with a focus on Vodafone UK, its market share, and resumes of the Vodafone annual reports all presented in one handy monthly newsletter format! Source:  The Worldwide Directory of Mobile Network Operators 2008 c. 2008 Telefonicas O2  is a vibrant No. 2 in the market, only losing the the lead position in 3Q 2007. O2 is part of the Telefonica Group, and a new report -  The Telefonica Report 2008: Strategy and Outlook 2008-11   provides timely analysis and insight into Telefonica short- to medium-term strategy, incorporating a SWOT-type review. From Telefonica future strategy perspective, the report covers the four-year period from 2008 to 2011. Source:  The Worldwide Directory of Mobile Network Operators 2008 c. 2008 T-Mobile  takes third place in this highly competitive market. To learn more about T-Mobile, and its home market,  (The German Telecommunications Report 2008)  has been researched at source and features latest-available data covering all headline indicators; 5-year industry forecasts through end-2012; company rankings and competitive landscapes covering leading multinational handset manufacturers and equipment vendors, domestic fixed-line and mobile operators, and analysis of latest industry news, trends and regulatory developments. This shows that the 3 is the most growing mobile service company. SWOT analysis:- Strengths In a market which is increasing in customers Technology has risen, in 1995 0.4% of the population used the internet and technology and from September 2010 a total of 28.8% of the worlds population are technology users. http://www.internetworldstats.com/emarketing.htm Very unique and there is no other item that can do this Great for business men/women that travel a lot Heading into a market where new technology is being produced every month Apple are fetching out a iphone 3G and google are fetching out the new Nexus S http://www.google.co.uk/nexus/ http://www.apple.com/uk/iphone/compare-iphones/ Weaknesses In a very competitive market Will have to wait for new forms of phones a0nd laptops out for it to work Opportunities We are able to widen our product onto other phone companys We are able to advance our product if it is successful at the beginning Threats Potentially new technology could provide a better service than our product Future financial crisis could mean the pricing of the product could move up and down drastically PEST Analysis:- Political new government put in place could affect the price of the of items such as mobiles Economic With the current economic crisis that has occurred it has had a major effect on the price of products. This could make the pricing on the product very difficult. Potential items in the market could make pricing very difficult Consumer spending, less disposable income Social Behaviour towards our product Can everyone afford it Fits well with work and leisure times Technological Our product is in a very competitive technological market i.esim cards, USB and mobiles Will be sold separate from the phone and will be sold in Phone shops such as Phones 4 u. To increase the range of where we sell the product we will also sell it in computer stores alongside mobiles phones. The internet is also an aspect in which we will sell the product. Branding and Labeling:- The product will be branded as cheap and the name will be easy sim card and it will be label as go easy do easy Pricing strategy http://marketingteacher.com/lesson-store/lesson-pricing.html Price Skimming- Charge a high price because you product a substantial competitive advantage. However, the advantage is not sustainable. The high price tends to attract new competitors into the market, and the price inevitably falls due to increased supply. Manufacturers of digital watches used a skimming approach in the 1970s. Once other manufacturers were tempted into the market and the watches were produced at a lower unit cost, other marketing strategies and pricing approaches are implemented. Product Bundle pricing:- Here sellers combine several products in the same package. This also serves to move old stock. Videos and CDs are often sold using the bundle approach. Nokia n96 has memory card storage of 32 GB largest for phone (hold 7000 songs) Average price for 32 GB Kingston USB range between  £25 to  £150 for quality Average selling price:  £30 Boston matrix http://marketingteacher.com/lesson-store/lesson-boston-matrix.html We are a problem child because: These are products with a low share of a high growth market. They consume resources and generate little in return. They absorb most money as you attempt to increase market share. Hopefully become a star once we make a profit. The integrated production process starts with the artwork design, which is followed by the manufacturing of the card bodies, chip embedding, personalization, and the packaging and mailing of the cards. With GDs total fulfilment services, we handle the complete SIM supply chain on behalf of the network operator, i.e. every step from the transfer of the operators purchase order data to production to delivery. This process also covers GDs implementation of the most original packaging variations, e.g. a combination of mobile phone plus marketing material plus voucher plus SIM card plus CD-ROM or such. This can also encompass conducting an inspection of the goods received as additional packaging components. Delivery can be made either directly to final customers or to stores. Network operators can access inventory information as well as order status online from GD. They can also completely integrate GDs total fulfilment services into the network operators existing materials management system. Promotion:- To promote our product and to penetrate the market we will advertise it with different ways. For first 6 month magazine and newspaper, if we make a profit then look to then advertise on TV.Increase awareness in 70% of target market within 3months time period Enhance perception of superiority within 3 months time period. This is how the budget will be allocated to various fields to advertise. Advertising Objectives To position product as user friendly. To strengthen image of product in consumers mind. To create continuity within campaign. To differentiate product by our competitors. Advertising will be done by various ways some of those are below Print layouts and copy Radio scripts Television storyboards Theme lines, art, package designs, illustrations, and so on Brochure or catalog layouts Outdoor board designs Advertising specialties Sales promotion ideas Internet ads Market Segmentations:- Market will be segmented into 6 different groups Group 1: Group 2:    Age 25-45 Age 35-55 Sex Male Sex Female Income  £50,000  £100,000 Income  £75,000- £150,000 Education College Graduate Education Associates Race All Race Caucasian Social Class Upper Class Social Class Upper-class Family Size 3-4 Family Size 4-5    Geographical: Geographical: Group 3: Group 4: Age 25-55 Age 35-55 Sex Female Sex Female Income  £75,000  £170,000 Income  £15000  £25000 Education College Graduate Education Some College Race All Race All Social Class Upper Class Social Class Middle Class Family Size 2-3 Family Size 4-5    Geographical: Geographical: Product User: 1st Time Buyer Product User: Loyal to Brand Lifestyle: The Good Life Lifestyle: Soccer Mom Group 5: Group 6:    Age 45-65 Age 35-55 Sex Male Sex Both Income £50,000  £100,000 Income  £75,000  £150,000 Education Some Graduate School Education Associate Race Caucasian Race African American Social Class Middle Class Social Class Upper Class Family Size 3-4 Family Size 4-5 Target Market:- Target market will be the people aged 25-45 and middle and upper class of society more business orientated people, who travel a lot and will need constant communication access.