WBS Highlights

 Identification of the need- here we will not only try to find out the need but will create the need
for the products at the local level.
 Discussion of the past scenario- we will talk about the past traditional methods used for the
marketing.
 Bridging up the gap- highlighting and analyzing the changing scenarios
 Execution of the plan- implementation of the final strategy developed.

Literature Review

In the earlier paper we have discussed about how we are going to set up a mobile shop and are going to
plan a whole new strategy to develop and formulate the marketing strategy at a local level which will
lure customers at local level. In this we are going to talk from the crux where we will focus on daily
problems faced by the retailers, what goes in market on day to day basis, how mouth of word can be
successful marketing strategy ever and how the steps can be taken to create the need for the product.
The whole motive of this paper is to shift focus from traditional approach of the marketing to the new
and dynamic approach of the marketing[ CITATION Sch99 \l 1033 ] where the focus will be to increase
the reach of the products and to ensure the availability of the products to each customer. The main
pillars for the success of our project will be to spread awareness about the products and establish
ourselves as a brand. We will try to work on a philosophy that will give maximum customer
satisfaction[ CITATION Eug04 \l 1033 ]. We will search a problem and will try to provide the solutions to
it. The idea is not to think from a seller’s perspective but from a customer’s perspective and to serve the
needs of the customer. When we talk about mobile phones these days we all know how popular and
important they have become in our life[ CITATION Kei18 \l 1033 ]. The sales of mobile phones have
rallied over last few years thanks to idle social life and more easier access to the internet. The mobiles
phones market has huge potential in India as India being the world’s second largest populated
country[ CITATION SOD20 \l 1033 ]. Many companies have tried to grab this opportunity and have
entered Indian market with their different models to offer. Though this large companies go through
extensive planning and execution processes before entering into the new market but the real execution
of their plans and strategies come in place at the ground level that is at a retail store of mobile phones.
For e.g. a person with least minimum knowledge of mobile phone is going to purchase a brand-new
phone from a shop then the retailer is in the control of making a decision instead of buyer and can easily
influence the consumer buying decision. Thereby, through this paper we will try to build and implement
a strategy that will influence customer decision and will explore the whole new segments of the mobile
phones.

Buying Decision Before 2017

We will say that if even one wants to sell the product in Indian market the price should be the top
priority i.e. even if the product is offered at one Rs less than i[ CITATION Mat01 \l 1033 ]ts Maximum
retail price it can become a sensation in the market as buying decisions of the consumers are completely
based on the prices. If the price of a product is less, it will be valuable to larger sections of the people.
Since India is a developing country and average per capita income is still very lower. Thereby, many
people tend to prefer mobile phone with a lesser price as it was not a necessity before 2017. Thus,
people were unwilling to spend more for a smartphone as it doesn’t carry value for them for which they
should pay more. Also, before 2017 the only need for buying the phone was for calling purposes and for
other recreational purposes[ CITATION Mes13 \l 1033 ]. Since the demand wasn’t much for other
purposes neither the companies were planning to build a phone with the exceptional features thereby,
even consumers never thought that they will be requiring the different features that would give whole
new reasons to purchase a cell phone[ CITATION Mua14 \l 1033 ]. There is also whole new section of
mobile phone users which was unexploited before 2017 i.e. the section of household ladies who earlier
were using only normal mobile phones not the smartphones as the only purpose to use the mobile
phones was the old convention use of calling. These scenarios changed quickly after 2017 as these
smartphones act as a device for the household ladies to connect with the outside world and to enter the
world of the internet. This also opened the door for the innovation in the models of the phones being
offered and a demand urged for the development of the, mobile phones that catered to the needs of
the users. The financial burden on the individuals also make an individual reluctant while purchasing the
higher price tagged smart phone also, there were no easy finance schemes available prior to 2017
making people shift to lower segment phones or to delay their purchase[ CITATION Bel15 \l 1033 ]. The
overall trend as it is in the world of economies is that a product should be value for money that means
the product value should compensate for the price it has been bought and since the mobile phones
were serving only one purpose of calling value attached to them was less and thereby, their demand
was staggered and local retailers were not able to develop a strategy to attract the larger section of the
societies[ CITATION Mes131 \l 1033 ].

Demand Behavior after 2017

After 2017, there was evolution of the internet as it was easily available and accessible and now to use
the internet one requires a smartphone[ CITATION Ala84 \l 1033 ]. Henceforth, there was surge in the
demand of the smartphones as they started to serve many other purposes to a user rather than only
being used for the calling purpose. There was not only increase in the demand of the normal mobile
phones[ CITATION Ani14 \l 1033 ], but it has raised the demand of mobile phones equipped with all the
advanced features. With technological innovation [ CITATION Jen05 \l 1033 ]and surge in demand soon
mobile industry became a multi-billion industry and since there was no restrictions to entry there were
plenty of companies with their multiple offerings again confusing the customers and due to increase in
competition price contraction and very less margin for the dealers in the end. Thereby, dealers at their
own local level tries to develop the market for the second-hand phones where they used to acquire very
less driven and in a very fine quality phones at a much lesser price and then should offer to the
customer but doing this would take a lot of effort as customers are never aware about the prices of the
second hand phones and have a perception that second-hand phones are of poor quality that’s why are
offered at a lower rates thereby while purchasing these phones customer feel cheated and unsatisfied.

Current Plan Model

Since we have discussed about all the scenarios of before and after of the current situation in the
market for mobile phones[ CITATION Pet \l 1033 ]. We will be discussing how we are going to operate as
a retailer of smartphones in a town with almost 20 lakhs of population. First and foremost, important
step will be to set up a shop in an area which is accessible to all, then we will invest heavily on the
infrastructure of the shop to make it look more attractive and to provide unique buying experience to
the customer. The next step would be to use of digital technology like screens and Tabs to display the
distinct features of the phone this will also act as temptation for the customer and he will enquire more
about the brand. The next step would be set up a YouTube channel under the shop’s brand name and
the main purpose of creating this channel will be to spread awareness about the stock available at the
shop and what all will be the price range. This video shall be shared through the network marketing
route which will have larger impact as everybody desires to purchase an expensive smartphone and if
that particular smartphone he can get in his budget he will certainly will be tempting to buy that phone.
Thereby, with the help of video message shared on social media platforms demand for the cellphones
will be created as the price showcased will have tempting effect on the customer. Further, there will
hope to fulfil this dreams of purchasing an expensive smartphone as the sales of these phones will be
supported by various finance schemes like zero interest finance, minimum and easy monthly
installments and on subscription basis. Since most of the customers desire to purchase a certain mobile
phone but failed to buy that phone as these phones seem to be out of their budget but the reality is that
there are certain schemes and offers under which one can buy any phone with easy finance options or
other lease options or even they can buy the used model of that phone. The whole idea of video will be
reduce this dilemma of the customer as the thumbnail of the videos posted on YouTube will highlight
the prices that will lure the customer and he will be tempting to buy that phone because the price
offered will be much lesser and also he has seen the quality of the phone in the video which will
influence his decision to buy the phone from the shop.

Now, one main question may arise that is how we will be able to give phones at a cheaper price? The
answer to which is that the acquisition of phones will be done at a very cheaper rate. This will be doe
from the tie up with the tech giants like Amazon and Flipkart. As these companies gets lakhs of mobiles
through their exchange offers and need a local vendor to distribute these phones in the market. Apart
from these there is also Cashify company which transfers cash within twenty minutes for a mobile
phone. Thus, we will be having a tie up with these companies from where we will acquire the phones at
a lesser price than the market and will share the prices with customers to fulfil their dreams.

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