MARKETING STRATEGY FOR

MOBILE HANDSET
IN EUROPE
 CONTENTS
CONTENTS
 Marketing Strategy- an introduction.

 Our Marketing Strategy Objective.

 PESTEL Analysis.

 Our Target Market.

 Our Marketing Mix.

 WHAT
WHAT IS
IS A
A MARKETING
MARKETING
STRATEGY?
STRATEGY?
A statement of how a brand will achieve its
objectives. The strategy provides decisions and
direction regarding variables such as the
segmentation of the market, identification of
the target market, positioning, marketing mix
elements, and expenditures.
A marketing strategy is usually an integral

part of a business strategy that provides broad

direction to all functions.
How
How do
do II determine
determine my
my
destination
destination strategy?
strategy?
 What are my objectives?
 What is my product?
 Who are my targeting?
 Where are my going to find them?
 What is my budget?
 How am i going to communicate?
 OVERALL
OVERALL MARKETING
MARKETING
STRATEGY
STRATEGY PROCESS
PROCESS

 Set the Objective

 PESTEL analysis.

 Identify the target customer.

 Apply marketing mix.

 Objective
Objective

 Brand Positioning

 Market capture

 Profit by customer satisfaction.

PESTEL
PESTEL ANALYSIS
ANALYSIS

PESTEL

Legal Political

Environ Economi
mental cal

Technica
l Social
 Political
Political

 European Council

 A stable political regime with multi-party

system

 Political bottleneck is lesser

 Economical
Economical

 Single market

 Monetary union

 The twenty-seven member state EU had an agreed budget

 Per Capita income $29,729

 economy is based on services and industry

 The EU operates a competition policy intended to ensure

undistorted competition within the single market
 SOCIAL
SOCIAL

 Population 501,259,840 and total area is

4,324,782 km with a population density of 116
People/km2

 English is the most spoken language in the

EU, being spoken by around 51% of its
population

 The largest religious group is Christianity

 TECHNOLOGICAL
TECHNOLOGICAL

 Technological highly advanced.

 Developed Infrastructure with good

Communication facility
 ENVIRONMENTAL
ENVIRONMENTAL

 Environment Pollution is a big threat

 People are very concern about Green Products

 Industrialization has its own side effect

 The EU is the most ambitious player and self-

proclaimed leader in international climate policy

 EU has proposed at 50% cut in greenhouse gases by

2050
 LEGAL
LEGAL

 Since the creation of the EU in 1993, it has

developed its competencies in the area of justice
and home affairs, initially at an intergovernmental
level and later by superanationalism

 Fundamental rights

 The main legal acts of the EU come in three forms:

regulations, directives, and decisions
 TARGET
TARGET MARKET
MARKET

 Members of European Union.

 27 Countries
 Leading countries according to GDP
Switzerland
Luxembourg
Sweden
 Leading countries according to population
Germany
United Kingdom
Italy
France
MARKETING MIX
 An
ge
l

An
ge
l
My
MyDr
Deraem
amAn
Agnel
gel


 Memory-
Memory-Practically
Practicallyunlimited
unlimitedentries
entriesand
andfields,
fields,Photocall,
Photocall, 1GB
1GBROM,
ROM,Card
Cardslot
slot
(up
(upto
to32GB)
32GB)

 Data-GPRS,4G,
Data-GPRS,4G,WLAN,WLAN,Bluetooth,
Bluetooth,Infrared
Infraredport,
port,google
googleaccess.
access.

 Camera
Camera(15(15mega
megapixel),
pixel),Radio,
Radio,33DD

 Messaging-
Messaging-SMS,
SMS,MMS,
MMS,Email,
Email,IM
IM

 Colors-Black,
Colors-Black,pink
pink

 Battery-
Battery-Solar
Solarbattery,
battery,Stand
Standby(upto
by(upto700h,
700h,Talk
Talktime(upto
time(upto1010h)
h)
 Unique
Uniquefeatures-
features-4G,
4G,Solar
Solarbattery,
battery,Transparent
TransparentPackaging,
Packaging,Recyclable
RecyclableBody,
Body,

 Nearly
NearlyWeightless.
Weightless.
PRODUCT
PRICE
PLACE
PROMOTION
PEOPLE
PROCESS
PROCESS
Physical Evidence
Physical Evidence
than
ks