Case Study Assignment 2

Course Instructor: Iffat Tarannum

Course ID: MKT 301
Section: 02

Prepared by: K. M. Sajib (13304050)

MD. Shahriar Haque (13304063)

Tanvir Hasan Prince (14104183)

Al Amin Akand (14104005)

Abdullah Al Noman (14104082)

Saleh Md. Abu Sinan (14104108)

Submission Date: 21st November 2016

Points of Parity: - Points of parity means those are not unique but have a connection with
other brands. The points of parity of G-Phone are

 Customer Loyalty
 User Friendly
 Amazing App Store
 Waterproof Screen

G-Phone has some basic features like android phones like music players, video etc. G-Phone is
loyal towards their customers like if anyone of our customer comes to our customer care with
some problems in their phones we solve those problems immediately. If there is any major
problem in our phones we will change our phones like other android phones. In terms of
customer satisfaction we will always provide better services like other android phone companies
like Samsung, Walton, Micromax, Symphony etc. G-Phone is user friendly as like other android
phones. If you are using a G-Phone than you will surely found that G-Phone is really very good
and people can easily use it. Both G-Phone and other android phones have awesome app store
with a lot of popular apps like dictionary, instagram, messenger, various games etc. People can
easily find whichever app they want from the app store. For example, if you want to play football
now you can easily find many apps for fulfilling your needs. Lastly, our mobile phone has
waterproof screen so that people can take photos on swimming pool or in ponds. This feature is
also helps you to protect your mobile.

Point of Difference: G-phone can be differentiated by the following futures:

High Security: We have our own cloud server. Top IT specialists manage this server. Customers
can upload their data without having the tension of hacking and also this is free for customers.
No mobile phone company is offering free cloud service in Bangladesh right now.

Extra Battery Life: With 4500mAh battery now customers can happily use their phones without
worrying about charging. Xiaomi is offering 4100mAh battery in Bangladesh right now. G-
phone has 400mAh more than that.

Unique Features: G-phone’s main feature is their customizability. Customers can now pre-order
their phones with their favorite color, RAM and Camera. G-phone will come with their favorite
color and needed RAM (up to 4 gigabyte). For some people front camera is much more
important than rear camera. Now, they can decide which camera will be the powerful camera for
them. They can make their front camera 13 megapixel and real 8 and vice- versa. In addition to
that, G-phone will now deliver their phones to their customers, which is first in Bangladesh.

Our POD is desirable because of its better quality and the ability to give each customer unique
product.

Brand Elements: We choose our brand name “G-phone”. It means Good-Phone; it is easy to
remember and goes with our product quality and service. Slogan for this phone is “Purely You”.
This slogan represents the customizability of G-phone by which each and every customer can
show their personality through their phones. The logo is green G inside a phone shape rectangle.
Green is the color of freshness. This phone is offering fresh concepts about mobile devices that is
why, we have chosen the color green. The packaging for this phone is completely made with
recycled paper. To preorder our customers can visit: https://www.g-phone.com.

Pricing Strategy: Al though the demand for customizable phone is very high right now, we
are not going to use market skimming pricing, we will use market penetration pricing for now.
The cost for each phone will be between 15-20 thousands, depending on the customer’s
preferences.

Product Differentiation Strategy

Businesses use the marketing strategy of product differentiation to distinguish their products
from those of their competitors. G-Phone will use the product differentiation to separate its
products from those of other phone manufacturers.

Form: G-Phone will have a curved edge 5.6-inch screen with resolution of 3840 x 2160 px
with a PPI of 576. G-Phone will be 4.74mm thin making it the slimmest phone on the market.
Features: A significant part of a product differentiation strategy comes from product features.
G-Phone will offer some features that will be unique to the existing product in the market. They
are mentioned on the next page:

• Customers can choose their phone color via website.

• They can choose ram, processor, and size. Both ram and processor are changeable before

Purchase.

• Customizable front and rear camera.

Customization: G-Phone has customizable ram and processor. They can choose and install
more powerful ram and processor from the G-Phone store when purchasing the phone.

Performance: As G-Phone is customizable, the primary task will vary from person to person.

Conformance: As G-Phone is just 4.74mm thin, it will be very lightweight, thus easy to carry
and hold.

Durability & Reliability: This phone is designed to be completely intact for at least 2 years
without any issue.

Reparability: The parts of G-Phone is easily repairable, so if any parts such as ram,
processor, or camera dysfunctions, they can just go to any G-Phone store.