N.L.

DALMIA INSTITUTE OF MANAGEMENT STUDIES

AND RESEARCH
MBA FINANCE | BATCH 2023-25 | GROUP ASSIGNMENT | TRIMISTER II

MARKETING MANAGEMENT - II

MARKETING PLAN FOR MOBILE PHONE: PIXLPRO

SUBMITTED TO: Dr. Baisakhi Mustaphi

SUBMITTED BY: AYUSHI GUPTA (C008)

BHAVYA DAVE (C0011)

DEVYANI SHARMA (C015)

CHIRAG BHATTER (C012)

HARSHAL AGARWAL (C020)

PRIYANKA IYER (C042)

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 EXECUTIVE SUMMARY

Everglow, a social media platform, is launching PixelPro, an AI Content Studio phone, to

address the limitations faced by their creators: poor camera quality, storage issues, and lack of
creative support. PixelPro boasts an exceptional AI-powered camera, intelligent assistant Aura,
and ample storage, seamlessly connecting to Everglow to boost engagement. Through an
influencer-driven launch, targeted campaigns, and community events, PixelPro aims to
empower creators, attract new talent, and solidify Everglow's position as the champion of
creatives, setting a new standard for mobile content creation.

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 HOW IT ALL STARTED

In the vibrant realm of social media, where fleeting trends

flicker like fireflies and attention spans shrink faster than ever,
one established platform named "Everglow" dared to do
something audacious. They weren't just another app vying for
downloads; they were about to redefine the content creation
PIXERPRO
game.
Everglow had witnessed the struggles of its creators - the
frustration of blurry visuals on inadequate cameras, the
constant juggling act of storage space, and the gnawing anxiety How this name
of missed moments. So, they decided to break the mold. Birth came?
was given to PixelPro: not just a phone, but an AI Content The name PixelPro wasn't just
Studio housed within a sleek metallic shell. tossed upon a whiteboard; it's
a story woven from threads of
PixelPro boasted a camera like no other. Its intelligent lens, creator passion, pixelated
empowered by AI, adapted to light and movement like a precision, and the insatiable
urge to push creative
chameleon, capturing every nuance of emotion and detail with boundaries.
breathtaking clarity. Whether you were scaling snow-capped
peaks or tracing the rhythm of a bustling street, PixelPro's
One sleepless night, huddled
sensor drank in the world, translating it into pixels of pure over prototypes and fuelled by
shared passion, the spark
magic.
ignited. "PixelPro," the name
But PixelPro wasn't just about capturing the present. It whispered into the air,
carrying the weight of their
envisioned the future. Its built-in AI assistant, Aura, became mission. It wasn't just a
your creative confidante. Need editing inspiration? Aura technical marvel; it was a
promise. A promise to elevate
conjured mood boards and curated music tracks, weaving a pixels beyond mere data
tapestry of possibilities. Stuck on a caption? Aura whispered points, to empower them to
become the language of
witty suggestions, igniting the spark of storytelling. Storage emotions, the brushstrokes of
issues? Aura became a memory maestro, seamlessly digital masterpieces.

compressing files and suggesting cloud solutions, ensuring

your creative journey never hit a wall.
PixelPro's launch wasn't just an announcement; it was an explosion. Everglow influencers
unboxed the device on live streams, showcasing its prowess from sun-drenched beaches to

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neon-lit cityscapes. The hashtag #PixelProLens took over social media, filled with breathtaking
landscapes, poignant portraits, and stop-motion masterpieces that sent chills down spines.
But PixelPro's reach extended beyond the confines of social media. Filmmakers hailed its
cinematic capabilities, musicians lauded its crystal-clear audio recording, and photographers
marveled at its manual controls, a nod to the artistry within the tech. It transcended trends; it
became a canvas for creators of all stripes, a tool that whispered, "Dream bigger, capture
bolder."
The story of PixelPro isn't just about a phone; it's about a revolutionary partnership between a
social media platform and its creators. It's about recognizing the power of community and
empowering it with the tools to shine. And as the #PixelProLens trend continues to ignite
imaginations, one thing remains certain: in the ever-evolving landscape of content creation,
Everglow and PixelPro have lit the way, not just for a phone, but for a new era of storytelling,
fueled by collaboration, innovation, and the boundless pursuit of capturing the extraordinary.
This is just the beginning of PixelPro's story, a narrative waiting to be written by the hands of
countless creators. What will they imagine? What will they capture? The answer, like the
possibilities Luman unlocks, is truly limitless.

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 ABOUT THE COMPANY

Vision:

To empower every creator to capture and share their story with breathtaking clarity,
boundless creativity, and seamless connection.

Imagine a world where:

• Every phone is a portal to stunning visuals, captured effortlessly by AI-powered

cameras.

• Creators are never stifled by technical limitations or lacking inspiration.

• Communities thrive on seamless collaboration and amplified exposure.story

• Stories unfold in mesmerizing detail, captivating audiences and sparking emotions.

This is the world that Lumen envisions.

Mission:

To forge a community-driven platform where technology and artistry collide, unlocking

the full potential of mobile content creation.

We will achieve this by:

• Developing cutting-edge AI tools that elevate storytelling from blurry phone footage
to cinematic masterpieces.

• Nurturing a vibrant creator community through integrated platforms, collaboration

opportunities, and ongoing support.

• Championing innovation by continually pushing the boundaries of mobile content

creation technology.

• Democratizing access to high-quality tools so anyone can become a master storyteller.

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 • Building a brand synonymous with inspiration and empowerment, a beacon for
creators of all walks of life.

Lumen's mission is not just about selling phones; it's about building a legacy of stories. We
believe that everyone has a story to tell, and through Lumen, we provide the tools and
platform to amplify their voices and ignite their creative spark.

Together, we can build a world where creativity reigns supreme, and every image and video
become a window into the soul of the artist.

Logo:

Pixel – the building block of every image, captured with meticulous precision, crafted to
perfection. Pro – not just for professionals, but for anyone who dared to dream, to push the
boundaries of storytelling, to be a protagonist in their narrative.

Tagline:
Unleash your Story.

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 UNIQUE SELLING PROPOSITION

1. Hyper-contextual AI Assistance:

Step into a new era of intelligent assistance. The PixelPro Phone's Hyper-contextual AI isn't
confined to voice or text commands; it's your anticipatory assistant. Analyzing real-time
context—from your calendar and location to health data and ambient surroundings—it
proactively offers suggestions, automates tasks, and adjusts settings. Whether it's booking a
rental bike upon arrival, setting reminders based on your location, or adapting to your sleep
patterns, it seamlessly integrates into your daily life.

2. Immersive Content Creation Studio:

Unlock your creative potential with our immersive Content Creation Studio. This isn't just
about capturing moments; it's about crafting experiences. Built-in high-fidelity audio
recording and editing tools, magnetically attachable professional-grade camera lenses, and
AI-powered editing features make this phone a pocket-sized content creation powerhouse.
Elevate your content effortlessly, from suggesting transitions and music to enhancing your
storytelling with sound effects. It's a versatile tool that enables high-quality content creation
without the need for external equipment.

3. Unified Social Media Integration:

Experience seamless connectivity with our established social media platform. The PixelPro
Phone bridges the gap between creation and sharing. Instantly share your creations, engage
with your audience in real time, and collaborate with fellow creators—all within the familiar
environment of our platform. It's not just about sharing content; it's about fostering a
community of creators where ideas thrive and connections flourish.

4. Elevating Creativity & Connectivity:

This isn't just a phone; it's an extension of your creative identity. The PixelPro Phone’s
immersive features redefine connectivity and creativity. From effortlessly capturing life's

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moments to instantly sharing your vision with the world, this device blurs the lines between
creation and consumption. It's a catalyst for elevating your digital experience and
empowering your creativity.

Hardware and Software Specifications

Hyper-Contextual AI Assistant
- Next generation AI processor for on-device machine learning
- Real-time contextual understanding from sensors like GPS, accelerometer, gyroscope
- Natural language processing for voice commands and text queries
- User learning engine that customizes to behaviors, preferences
- Proactive notifications and smart automation based on contextual understanding

Cameras:
- Quad camera system (wide, ultrawide, telephoto, depth)
- 108MP primary lens, 10x hybrid optical zoom
- Lidar scanner for subject and environment mapping
- Volumetric capture to create 3D models and holographic effects

Immersive Content Creation:

- Multi-track audio recording and mixing studio
- 360° panoramic photo/video capture
- AI video editor with effects suggestions, filters, transitions
- Augmented reality graphics/text/effects overlay
- Integrated streaming capabilities

Performance:
- Fastest mobile chipset available
- 1TB internal storage
- Quad speaker system with Dolby Atmos support
- 5G connectivity, WiFi 6, Bluetooth 5.1

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Design:
- Edge-to-edge cinematic display with 120Hz refresh rate
- Port for professional lens attachments
- MagSafe-enabled for specialized accessories
- Rugged design with IP68 water/dust resistance

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 COMPETITIVE LANDSCAPE
1. AI-Assisted Smartphones:
- Competition: Devices with AI assistants like Siri (Apple), Google Assistant (Android), and
Bixby (Samsung).
- Differentiation: The PixelPro Phone's Hyper-contextual AI goes beyond reactive responses,
offering proactive suggestions based on real-time context, surpassing the standard voice and
text-based AI assistance.

2. Content Creation-Oriented Phones:

- Competitors: Phones focusing on camera capabilities and content creation, such as the
iPhone Pro series and Samsung Galaxy Note series.
- Uniqueness: The PixelPro Phone's Content Creation Studio integrates AI-driven tools,
high-fidelity audio features, and magnetically attachable lenses, providing a more versatile and
streamlined content creation experience.

3. social media-Integrated Devices:

- Rivals: Phones that emphasize seamless social media integration, including devices from
OnePlus and Xiaomi.
- Distinguishing Factor: The PixelPro Phone's collaboration with an established social media
platform enables instant sharing, real-time collaboration, and a unified user experience, setting
it apart in fostering a dedicated creative community.

4. Customizable User Experience:

- Competition: Phones offering customizable UI elements, like some devices within the
Android ecosystem.
- Uniqueness:PixelPro Phone's tailored interface for content creators, including shortcuts,
interactive widgets, and workflows, provides a personalized and efficient experience
specifically designed for creative endeavors.

5. Security and Sustainability-Focused Devices:

- Competitive Devices: Phones that emphasize privacy, security, and sustainability, like
Fairphone and certain models from Google and Apple.

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 - Unique Proposition: The PixelPro Phone's AI-driven privacy controls, environmental
sensors, and sustainable design demonstrate a holistic approach towards both user security and
environmental impact reduction.

6. Multi-Modal Interaction Devices:

- Competitors: Phones exploring diverse interaction modes, such as gesture control or
advanced voice recognition systems.
- Standout Feature: PixelPro Phone's hybrid interaction modes and AI-enabled natural
language processing offer comprehensive and adaptable user interaction, catering to diverse
user preferences.

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 MASLOW’S HIERARCHY OF NEEDS
Maslow's Hierarchy of Needs is a psychological theory that categorizes human needs into a
hierarchical structure, often represented as a pyramid. The theory suggests that individuals are
motivated to fulfil specific needs in a sequential order, starting from basic physiological needs
and progressing towards higher-level needs for self-actualization. Here's how our product fits
into Maslow's Hierarchy of Needs:

1) Physiological Needs:
The phone addresses these needs indirectly by providing tools and capabilities for content
creation. While it may not directly fulfill physiological needs like food, water, or shelter, it can
enable individuals to create content that helps them meet these needs indirectly (e.g., creating
content related to healthy eating, home improvement, etc.).

Marketing Strategy - Highlight the phone's use in creating content related to health and well-
being, such as fitness videos, healthy cooking tutorials, or DIY home improvement for
comfortable living spaces.
Collaborate with fitness influencers to showcase workout routines or healthy living tips using
the phone's high-quality recording and editing tools.
2) Safety Needs:
The phone does not directly address safety needs such as personal security or stability.
However, it indirectly contributes by offering opportunities for users to create content that
educates or informs others about safety measures or techniques for personal security.

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Marketing Strategy - Promote content creation focused on safety tips, emergency preparedness
guides, or home security advice using the phone's capabilities.
Develop informative videos demonstrating safety measures or collaborate with experts to
create content about personal safety.

3) Belongingness and Love Needs:

The phone can support the fulfilment of these needs by enabling users to create and share
content that fosters connections, builds communities, or encourages social interaction. Content
creation can help individuals feel a sense of belonging through shared interests and interactions
with others online.

Marketing Strategy - Encourage content that fosters connections and community. Highlight the
phone's role in creating content that brings people together over shared interests.
Launch social media challenges or campaigns encouraging users to share their stories or
experiences using the phone for content creation, building a sense of community.

4) Esteem Needs:
The Immersive Content Creation Studio phone significantly contributes to esteem needs by
empowering users to create high-quality multimedia content. By producing content that garners
attention, recognition, and positive feedback from others, individuals may experience increased
self-esteem and confidence in their creative abilities.

Marketing Strategy - Emphasize the phone's ability to create professional-quality content,

boosting users' confidence and self-esteem. Showcase success stories of individuals who
gained recognition through content created on the phone.
Provide tutorials or workshops demonstrating how to use the phone's features to produce
visually stunning and engaging content.

5) Self-Actualization Needs:
At the top of the hierarchy, self-actualization represents the fulfilment of one's potential and
personal growth. This phone aids in self-actualization by providing the tools and resources for

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creative expression, skill development, and the pursuit of personal passions or interests through
content creation. It helps users express themselves and achieve their creative aspirations.

Marketing Strategy - Position the phone as a tool for personal growth and self-expression.
Encourage users to explore their passions, share unique perspectives, and pursue creative
endeavours.
Launch a campaign celebrating users' diverse content and stories, focusing on how the phone
empowered them to achieve their creative goals.

While the phone may not directly fulfil the most fundamental physiological and safety needs
in Maslow's Hierarchy, it plays a role in addressing higher-level needs by enabling self-
expression, creativity, and personal growth through content creation—a significant aspect of
self-actualization.

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 MARKETING ORIENTATION

HOLISTIC MARKETING
Social Responsibility
In current years, the international environment has been observing transformative changes,
stimulating a boosted emphasis on developing an environmental potential associated with the
Government's 2050 target of succeeding net-nil carbon emissions. A modification regarding to
balanced living has prevalently become more, with an extending prominence on recyclable
things and incorporating sustainability into diverse aspects of life. Accepting methods like
upcycling has appeared as a prominent approach representing people to influence to an
environmentally friendly world.

Currently, including the reveal of PixlPro Phone in 2023, we are extremely delighted to endure
the undertaking of advocating sustainability and innovation in our products and technology
PixlPro Phone, with its eco-friendly packaging designed for upcycling, empowers you to
transform the packaging into one-of-a-kind and practical items for your home, unlocking a
realm of creative possibilities.

PixlPro Phone is deeply dedicated to the reduction of its

environmental impact throughout every stage of its existence,
ranging from the initial design process to its ultimate disposal.
Our main objective is to encourage users to repurpose the
packaging into useful objects, thereby ensuring that waste is
kept to a minimum and making a positive contribution
towards a more environmentally conscious planet. The
packaging holds within it an abundance of possibilities, providing you with the opportunity to
transform it into myriad things such as an elegant bookshelf, a functional storage box, or even
imaginative creations like a whimsical pet tunnel or a versatile table console, and so much
more.

To ensure that the upcycling process is available to all, every package of the PixlPro Phone
comes with a QR code. When this code is scanned, it will lead you to a webpage that provides
detailed instructions, guiding you through each step. The design of the phone package is user-
friendly, and it incorporates the "Dot Pattern" innovation, which simplifies DIY projects and

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empowers individuals to craft their miniature furniture using materials that would otherwise go
to waste.

As the auspicious occasion of Earth Day draws near, I implore you to contemplate the notion
of upcycling as an entertaining and captivating endeavor for your entire family. By immersing
yourself in this transformative practice, you actively participate in the collective effort to foster
a greener and more sustainable planet. Rest assured, your invaluable contribution resonates
deeply with our Earth's
vitality. Moreover, if you
yearn for inspiration or
seek innovative projects
to embark upon, I direct
your attention towards the
esteemed PixlPro Phone
Eco Package Website,
where a plethora of
imaginative ideas await your perusal.

Let us not forget that the well-being of our planet is contingent upon the combined endeavors
of humanity. Come and join our cause to contribute positively towards the preservation of our
environment, one upcycled creation at a time. Embrace the opportunity to be an integral part
of the movement towards a greener and more sustainable Earth, commencing today with the
PixlPro Phone!

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 CONSUMER BEHAVIOUR

Why Should Consumers Choose the PixlPro Phone?

• Revolutionary AI Assistance: The PixlPro Phone stands out due to its advanced
Hyper-contextual AI, which surpasses traditional voice or text commands. By analyzing
real-time context and providing personalized proactive suggestions, such as automating
tasks and adjusting settings, it becomes an invaluable and intelligent companion in
everyday life.
• Comprehensive Content Creation Studio: The PixlPro Phone caters to users who
desire a complete content creation experience. With top-notch audio recording,
professional-grade camera lenses, and AI-powered editing features, it caters to
individuals who want to enhance their content creation without relying on external
equipment. It transforms into a compact powerhouse for creative expression.
• Seamless Social Media Integration: The PixlPro Phone's seamless integration with a
popular social media platform offers a unique selling point. Consumers seeking a device
that not only captures content but also enables instant sharing, engagement with an
audience, and collaboration with fellow creators will find the PixlPro Phone perfectly
aligned with their needs.
• Enhancing Creativity & Connectivity: Going beyond the standard phone
functionalities, the PixlPro Phone positions itself as an extension of the user's creative
identity. It emphasizes a seamless fusion between capturing moments and sharing them
with the world, elevating the overall digital experience and empowering creativity.

When Will Consumers Buy PixlPro Phone?

• The PixlPro Phone is expected to be purchased by tech enthusiasts who are eager to be
among the first to experience its cutting-edge technology and features.
• Content creators, including vloggers, influencers, and creative professionals, will also
be early adopters or continuous consumers of the PixlPro Phone, as they constantly
seek the latest tools to enhance their creative endeavors.
• Regular smartphone users who follow typical device upgrade cycles may also consider
purchasing the PixlPro Phone, enticed by its unique features and capabilities.

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Where Will Consumers Buy PixlPro Phone?
• Authorized Vendors: The PixlPro Phone can be bought from authorized vendors, such
as well-known electronics stores and mobile carriers.
• Internet Marketplaces: The phone is expected to be accessible on different internet
marketplaces, providing consumers with the convenience of purchasing through official
websites or e-commerce platforms.

How Often Will Consumers Buy and Use PixlPro Phone?

• Upgrade Cycles: The PixlPro Phone is often chosen by consumers to replace their
current phones within the regular upgrade cycles, which usually occur every 1-3 years.
• Content Creation Needs: To keep up with the latest technology and maintain a
competitive advantage in content production, content creators may choose to invest in
the PixlPro Phone as frequently as necessary.

How Will Consumers Dispose of PixlPro Phone?

• Exchange Policies: The manufacturer and authorized retailers of PixlPro Phone provide
exchange programs to facilitate the disposal of the device. These programs aim to
encourage responsible disposal practices and minimize electronic waste.
• Recycling Initiatives: Our company actively promotes recycling initiatives by
providing guidance to consumers on proper disposal methods and various recycling
options available for electronic devices.

FACTORS INFLUENCING CONSUMER BEHAVIOR FOR PIXLPRO

PHONE

FACTORS
INFLUENCING

Psychological
Cultural Factors Social Factors Personal Factors
factors

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Cultural (Subculture): Upper Class
Influence: The upper class within a cultural context may find the PixlPro Phone highly
appealing due to its cutting-edge technology and premium features. This particular social group
often seeks out exclusive and sophisticated products that align with their luxurious lifestyle.
Behavioral Impact: Individuals from the upper class may be more inclined to adopt the
PixlPro Phone as it reflects their social status and desire for high-end, technologically advanced
gadgets. The allure of owning such a prestigious device can greatly influence their purchasing
decisions.

Social Factors: Reference Groups

Influence: Reference groups play a significant role in shaping consumer behaviour. When
influencers, celebrities, or opinion leaders endorse the PixlPro Phone, it can have a strong
impact on potential buyers.
Behavioral Impact: Positive endorsements and recommendations from influential figures
within social circles can lead to increased adoption of the PixlPro Phone. Users may feel
motivated to align themselves with the preferences of their reference groups, further driving
their desire to own this device.

Social Factors: Family Roles and Statuses

Influence: Family dynamics and roles have a significant influence on purchasing decisions.
The PixlPro Phone's features, such as its immersive content creation studio, may particularly
appeal to individuals within families who are content creators or those who value creative
expression.
Behavioral Impact: Purchasing decisions may
be influenced by the roles and interests of family
members. For example, if a family member is
passionate about content creation, their
preference for the PixlPro Phone may heavily
influence the final decision.

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Personal Factors: Personality & self-concept

BRAND PERSONALITY
Excitement
The cutting-edge technology and innovative features of the PixlPro Phone create an atmosphere
of excitement. With its hyper-contextual AI and immersive content creation tools, every
interaction with the phone becomes a thrilling experience for users.

Sophistication:
The sleek design and advanced capabilities of the phone showcase sophistication. The use of
professional-grade camera lenses, high-fidelity audio recording, and AI-powered editing features
add an elegant touch, catering to users who appreciate a refined and sophisticated lifestyle.

Competence (Intelligence):
The hyper-contextual AI of the PixlPro Phone positions it as a smart and anticipatory assistant,
showcasing its intelligence. It goes beyond being just a device and becomes a cognitive companion
that adapts to users' needs, making it the intelligent choice for those seeking a seamless integration
of technology into their daily lives.

Psychological: Motivation- Maslow's Needs (Esteem Needs)

Influence: According to Maslow's hierarchy, individuals strive to fulfill their esteem needs,
which include feelings of accomplishment, recognition, and prestige. The PixlPro Phone, with
its premium features and creative tools, perfectly aligns with these esteem needs.
Behavioral Impact: Consumers who are motivated by the desire for recognition, status, and
accomplishment may be strongly drawn to the PixlPro Phone. They perceive it as a tool that
enhances their creative identity and elevates their digital experience, fulfilling their need for
esteem.

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 SEGMENTATION, TARGETING & POSITIONING

Segmentation

To effectively introduce our cutting-edge product to the market, understanding and leveraging
segmentation strategies are pivotal. By dissecting the diverse consumer landscape based on
geographic, demographic, psychographic, and behavioral parameters, tailored marketing
approaches can be curated. These segmentation strategies ensure that the immersive
capabilities and versatile nature of the phone resonate deeply with specific target audiences.
We have segmented the market on the following parameters:

1) Geographic Segmentation
• Urban Areas - We have targeted urban areas where there is a high demand for
content creation and consumption, such as major cities in India, China, Japan,
South Korea, the US, and Europe. These markets have a large population of
potential customers who are interested in creating and sharing multimedia
content on social media platforms, blogs, podcasts, etc. Urban areas are also
more likely to have a diverse and dynamic culture, which can inspire your
customers to express themselves creatively through various forms of media. Our
phone can offer them local language support, cultural relevance, and exclusive
partnerships with local content creators. By choosing urban areas, we can also
benefit from the network effect, where your product becomes more valuable as
more people use it. For example, if our customers see their friends or celebrities
using your phone to create and share amazing content, they will be more likely
to buy it themselves.

2) Demographic Segmentation
• Age - According to a survey conducted by the Mobile Ecosystem Forum, the
highest penetration rate among smartphone users in India was in the age group
of 16 to 24 years, with 37 percent. This suggests that there is a large market
potential for our product among young adults in India. Similarly, according to
Statista, 96 percent of adults aged 18 to 29 in the US owned a smartphone in
2021 indicating a high demand for our product among this segment in the US.

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 16-30 years old who are more likely to be tech-savvy, creative, and social are
also more likely to have a higher disposable income and a willingness to pay for
premium features and services.

• Generation – Millennials or Generation Z who are the most diverse generation

in terms of lifestyle habits and interests. They were the first generation to make
smartphone adoption a mass phenomenon, and it’s estimated that 94% of
millennials will be smartphone users in 20241. When it comes to app categories,
social networking comes first (80% use these channels), followed by music
streaming, games and communication. They are also more likely to value
authenticity, social responsibility, and personalization.

• Income - High-income customers who can afford to buy your premium phone
and its accessories, such as camera lenses, microphones, or cloud storage. They
are also more likely to seek quality, performance, and status from our product.
Middle-income customers who have a moderate budget and are looking for a
balance between affordability and functionality. They are also more likely to
seek value, convenience, and reliability from our product.

3) Psychographic Segmentation
• Creatives who have a passion for expressing themselves through various forms
of media, such as music, video, photography, or writing. They are also more
likely to seek inspiration, feedback, and recognition from their peers and
audiences. Your product can offer them built-in high-fidelity audio recording
and editing tools, professional-grade camera lenses that attach magnetically, and
AI-powered editing features that suggest transitions, music, and sound effects.
• Innovators who have a curiosity for exploring new technologies, trends, and
opportunities. They are also more likely to seek challenges, learning, and
growth from their experiences. Your product can offer them a cutting-edge
design, a powerful performance, and a seamless integration with other devices
and platforms.
• Socials who have a desire for connecting and sharing with others. They are also
more likely to seek entertainment, communication, and collaboration from their

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 interactions. Your product can offer them an immersive content creation studio,
a large and vibrant display, and a easy access to social media platforms, blogs,
podcasts, etc.

4) Behavioural Segmentation
• Frequent creators who will use our phone regularly and extensively to create,
edit, and share content on various platforms. They are also more likely to spend
more on your phone and its accessories, and seek quality, performance, and
recognition from our product.
• Occasional creators who will use our phone occasionally and moderately to
create, edit, and share content on specific platforms. They are also more likely
to seek value, convenience, and feedback from our product.
• Consumers who will use our phone mainly to consume content created by others
on various platforms. They are also more likely to seek entertainment,
communication, and collaboration from our product.
• Non-users who have not used our phone or its features yet but have shown an
interest in our product or its benefits. They are also more likely to convert into
customers if we offer them incentives, discounts, or referrals.

Targeting

We are catering to a niche audience seeking a seamless, professional-grade multimedia

creation experience. Based on our segmentation, the target audience for our innovative
product are:

1) Content Creators & Influencers:

Individuals who actively engage in creating and sharing multimedia content across
platforms like social media, YouTube, TikTok, or blogging. This includes aspiring and
established content creators, vloggers, photographers, and musicians looking for on-
the-go tools to enhance their content quality.

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2) Digital Enthusiasts & Tech-Savvy Users:
People passionate about technology, who value innovation and are early adopters of
cutting-edge gadgets. They appreciate advanced features and seek devices that push
the boundaries of creativity and functionality.

3) Generation Z & Millennials:

Demographics aged between 16 to 35 years old who are deeply immersed in digital
culture and value self- expression through multimedia content. This audience
segment is likely to be highly active on social media and eager to explore tools that
simplify content creation.

4) Photography & Music Enthusiasts:

Individuals passionate about photography, videography, or music production who
seek professional tools in a compact device. This includes hobbyists or semi-
professionals looking for high-quality recording, editing, and enhancement features.

5) Entrepreneurs & Professionals:

Small business owners, freelancers, or professionals who require multimedia content
for branding, marketing, or presentations. They value convenience and efficiency in
content creation without compromising on quality.

6) Creative Students & Educators:

Students studying arts, media, or creative fields and educators interested in teaching
multimedia creation. They require accessible tools for learning, experimentation, and
skill development in content creation.

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 Positioning

Given the nature of our product—a mobile phone transformed into an immersive content
creation studio—multiple positioning strategies can be employed to effectively communicate
its value proposition to the target audience. Here's a breakdown of positioning strategies:

1) Attribute or Benefit Positioning:

• Attribute Positioning: Highlighting specific features like high-fidelity audio
recording, magnetic camera lenses, and AI-powered editing tools, emphasizing
the unique technological capabilities of the phone.
• Benefit Positioning: Focusing on the benefits derived from these attributes,
such as seamless content creation, professional-grade multimedia output, and
the convenience of minimal external equipment required.

2) Use or Application Positioning:

Emphasizing the practical applications and diverse uses of the phone, positioning it as
a versatile tool for content creators, vloggers, social media influencers, photographers,
musicians, and educators.

3) User Positioning:
Tailoring the messaging to resonate with the identified target audience, positioning the
phone as an essential companion for young content creators, tech-savvy individuals,
digital enthusiasts, creative professionals, and students seeking a powerful yet
portable content creation tool.

4) Product Positioning:
Positioning the phone as a premium, innovative, and cutting-edge product that
revolutionizes the way multimedia content is created and shared. Emphasizing its
unique selling propositions like an all-in-one content creation powerhouse and
professional-quality multimedia creation that will set it apart from traditional
smartphones.

25
In conclusion, a combination of attribute and benefit positioning, along with user positioning,
would be effective for showcasing the technological prowess, versatility, and user-centric
benefits of the mobile phone as an immersive content creation studio. This strategy will
effectively resonate with the identified target audience, demonstrating the value and
uniqueness of our product in the competitive market.

26
 SWOT ANALYSIS
The PixerPro Phone, with its innovative features and strategic positioning, has the potential to
carve a niche in the competitive smartphone market.

The PixerPro Phone has the potential to be a game-changer

in the smartphone market, but its success will depend on
STRENGHTS WEAKNESSES
effectively leveraging its unique strengths while mitigating
its weaknesses. Building on the established platform's
brand recognition, addressing potential privacy concerns,
and catering to the growing demand for advanced content OPPORTUNITIES THREATS

creation tools are crucial factors for overcoming potential

obstacles and achieving market success.

STRENGTHS

Hyper-Contextual AI Assistance:

The PixelPro Phone's AI assistance sets it apart from competitors like Siri and Google Assistant
by offering proactive suggestions based on real-time context, providing a more personalized
and anticipatory user experience.

Immersive Content Creation Studio:

The Content Creation Studio, with AI-driven tools, high-fidelity audio features, and
magnetically attachable lenses, positions the PixelPro Phone as a versatile and streamlined
content creation powerhouse, offering a unique edge in the market.

Unified Social Media Integration:

The collaboration with an established social media platform fosters a dedicated creative
community, providing seamless connectivity for instant sharing, real-time collaboration, and a
unified user experience, setting it apart in the competitive landscape.

Elevating Creativity & Connectivity:

27
The PixelPro Phone's features redefine connectivity and creativity, positioning it as an
extension of the user's creative identity and a catalyst for elevating the digital experience,
empowering creativity in a way that goes beyond traditional smartphones.

Innovative Hardware and Software Specifications:

The phone boasts cutting-edge hardware and software specifications, such as a quad-camera
system, high-capacity storage, Dolby Atmos support, and a rugged design, providing a
comprehensive and top-notch user experience.

Brand Loyalty:

The brand's existing user base on its social media platform may be more likely to purchase the
phone due to their loyalty to the brand.

Marketing Reach:

The brand's established marketing channels and social media presence can be leveraged to
effectively promote the phone to a large audience.

First-mover advantage in social media-integrated smartphones:

The brand has the opportunity to be a pioneer in the market for smartphones that seamlessly
integrate with social media platforms.

Strong competitive differentiators:

Proactive AI assistance, dedicated content creation tools, and seamless social media integration
offer features not readily available elsewhere.

WEAKNESSES

Market Entry Challenges:

28
The social media platform brand may face challenges entering the smartphone market, as it is
a departure from its core business. Building credibility in the highly competitive smartphone
industry may pose initial hurdles.

Learning Curve for Users:

The advanced features, especially the Hyper-Contextual AI Assistance and immersive Content
Creation Studio, may require a learning curve for users. Effective onboarding and user
education will be crucial to mitigate this weakness.

Dependency on Social Media Platforms:

The reliance on a specific social media platform for unified integration may limit the PixerPro
Phone's appeal to users who prefer other platforms, potentially restricting market reach.

Lack of Expertise in Hardware Manufacturing:

The brand may lack the expertise and experience in hardware manufacturing, which could lead
to potential quality control issues or delays in production.

Limited Distribution Channels:

As you mentioned, the brand may have limited distribution channels compared to established
smartphone manufacturers, which could make it difficult for consumers to purchase the phone.

High price point:

Premium features and specifications likely translate to a high price, potentially limiting market
reach.

Privacy concerns: Extensive data collection and AI capabilities might raise privacy concerns
among users.

Lack of control over the hardware supply chain:

The brand may be reliant on third-party manufacturers for the production of the phone, which
could lead to potential supply chain disruptions or quality control issues.

Potential for software bugs and glitches:

29
As a new entrant in the smartphone market, the brand may face challenges in ensuring the
stability and reliability of the phone's software.

OPPORTUNITIES
Strategic Partnerships:

Collaborate with content creators, influencers, and tech enthusiasts to showcase the PixelPro
Phone's capabilities, leveraging their reach to create buzz and credibility in the market.

Customization and Personalization Trends:

Leverage the customizable user experience as a key selling point, tapping into the growing
trend of users seeking personalized and tailored interfaces for their devices.

Global Marketing Campaigns:

Execute global marketing campaigns highlighting the unique features and benefits of the
PixerPro Phone, emphasizing its role in fostering creativity, connectivity, and a sense of
community.

Expanding the Social Media Platform's Ecosystem:

The launch of the phone could be an opportunity for the brand to expand its social media
platform's ecosystem and attract new users.

Collaborations with Other Brands: The brand could collaborate with other brands to offer
exclusive content or services on the phone, further enhancing its appeal to consumers.

Growing demand for foldable smartphones: The brand could explore the opportunity to
develop foldable smartphones, which are gaining popularity among consumers.

Expansion into emerging markets:

The brand could target emerging markets, where there is a growing demand for smartphones
and a large potential customer base.

Untapped Market: The smartphone market is still growing, and there is an opportunity for the
brand to capture a share of this market by offering a unique and compelling product.

Collaborations with Influencers:

30
The brand can collaborate with social media influencers to promote the phone and generate
buzz among potential customers.

THREATS

Intense Competition:

The smartphone market is highly competitive, with established players constantly innovating.
The PixelPro Phone must consistently innovate to stay ahead and differentiate itself in the
crowded marketplace.

Technological Obsolescence:

Rapid technological advancements may lead to the PixelPro Phone's features becoming
outdated quickly. Continuous research and development will be essential to stay at the forefront
of technological trends.

Privacy and Security Concerns:

The AI-driven features, especially those related to contextual understanding, may raise privacy
concerns. Proactive communication and robust privacy controls are necessary to address
potential apprehensions among users.

Platform Dependency Risks:

Relying on a single social media platform for integration poses risks if user preferences shift
or if the chosen platform faces issues. Diversification of integration options could mitigate this
potential threat.

Changing Regulatory Landscape:

The regulatory landscape for smartphones is constantly evolving, and the brand will need to
ensure that the phone complies with all relevant regulations in the markets where it is sold.

Economic Factors:

31
Economic downturns or fluctuations in currency exchange rates could impact the demand for
the phone, especially if it is priced at a premium.

Changing consumer preferences:

The brand needs to be mindful of changing consumer preferences and trends, and be prepared
to adapt its product and marketing strategies accordingly.

Data privacy and security concerns:

The brand needs to address data privacy and security concerns, especially given the phone's
focus on social media integration and data collection.

Changing Consumer Preferences:

Consumer preferences in the smartphone market can change rapidly, and the brand will need
to be able to adapt quickly to these changes to remain competitive.

Economic Downturn:

An economic downturn could lead to a decrease in consumer spending, which could impact
the demand for the phone.

Negative impact on platform perception: Failure of the phone could negatively impact the
perception of the social media platform brand.

Target Audience:
● The target audience for our phone is the entire youth population, not

just influencers.

● This includes young people who are passionate about content creation, social media,

and technology.

● The phone's focus on AI-powered content creation tools, high-quality cameras, and

editing software makes it an ideal choice for young people who want to create and share

engaging content.

32
 PRODUCT LIFE CYCLE: PRODUCT
The initial few years require substantial investment to establish the new product category and
build market momentum. But the established brand and differentiated capabilities help drive a
multi-year growth phase. Towards maturity, innovation slows down leading to decline, but over
a decade+ lifespan.

Introduction (Years 1-2):

● Slow sales initially as market gains awareness of new phone category

● Heavy marketing of phone capabilities to tech enthusiasts and creators

● Available in limited launch markets like US, China, India

● High pricing aimed at early adopters willing to pay premium

● Accessories and lenses sold separately to drive revenues

● Partnerships with carriers and retailers to push trial and promotion

● Profits are non-existent or low due to heavy expenses incurred during product development
and marketing.

● Focus on informing potential customers about the product's unique features and benefits
through advertising and social media campaigns.

● Offer trial programs or discounts to encourage early adoption.

● Secure distribution in retail stores and online marketplaces to make the product widely
available.

● Employ a skimming pricing strategy to maximize profits early on.

Growth (Years 3-8):

● Rapid sales growth as word-of-mouth and marketing expands reach

● Lower pricing and bundle offers make device more mass market

● Incremental updates to phone specs and cameras year-over-year

33
● Expand availability worldwide through online and retail channels

● Growing app and accessory ecosystem around device capabilities

● Brand recognition leads more mainstream consumers to consider device

● Substantial profit improvement as sales volumes increase.

● Additional customer segments start buying the product, expanding the target market.

● Shift from product awareness to product preference as consumers experience the value of the
AI Content Studio phone.

● Lower prices to attract more customers and gain market share.

Maturity (Years 9-12):

● Sales growth starts to stabilize as phone reaches broad awareness

● Profit margins decline slightly due to increased competition

● Focus shifts to retention through loyalty programs and incentives

● Trade-in offers help capture some upgraders to new models

● Exploration of adjacencies like wearables and smart home devices

● Focus on product differentiation and innovation to maintain a competitive edge.

● Offer additional features, accessories, and software updates to keep customers engaged.

● Explore new markets or customer segments to expand sales.

Decline (Years 13-15):

● Gradual sales decline as hardware innovations plateau

● Loss of consumers to new smartphone entrants and alternate platforms

● Last few years before termination of device lineup

● Final batches of inventory cleared out at heavy discounts

● Support tapered down towards end-of-life announcement

34
● Some lingering niche community of loyalists and creators

● Sales decline as newer and more advanced products enter the market.

● Profits erode as competition intensifies and prices continue to fall.

● Focus on offloading accumulated inventory and recovering as much value as possible.

● Consider selling off the brand or product line if the decline is significant.

Marketing Strategies:
Utilize social media platforms to connect with the target audience and promote the product's
features and benefits.

Collaborate with influencers and content creators to generate buzz and create authentic content
that resonates with the target audience.

Offer exclusive promotions and discounts to early adopters and loyal customers. Partner with
educational institutions and creative communities to introduce the product to potential
customers.

Create engaging marketing campaigns that highlight the phone's unique value proposition and
inspire creativity.

35
 PRICING STRATEGY: PRICE
By combining skimming pricing for the initial launch and value pricing for sustained market
presence, the phone can effectively navigate the product life cycle. This approach aligns with
the brand's innovative positioning, enables quick returns on initial investments, and ensures
long-term customer satisfaction and loyalty. The combination of skimming pricing initially and
transitioning to value pricing once the product is established will allow the brand to maximize
revenue, attract a wide range of customers, and position the AI Content Studio phone as a
premium product with exceptional value.

SKIMMING PRICING:

Justification:

● The phone is a premium product with innovative features and high-quality components.

● Skimming pricing allows the brand to recoup the high development and marketing costs
quickly.

● The target audience, young people who are passionate about content creation, social media,
and technology, are likely to be willing to pay a premium price for a cutting-edge product.

● Innovative Features: The phone boasts cutting-edge features such as Hyper-contextual AI

Assistance, an Immersive Content Creation Studio, and advanced hardware specifications.
Skimming pricing allows the brand to capture the early adopters and tech enthusiasts willing
to pay a premium for such groundbreaking technology.

● Brand Image: Skimming pricing aligns with the premium and innovative image the brand
aims to establish in the market. It positions the phone as a high-end, exclusive device catering
to a discerning and tech-savvy audience.

● Recouping Initial Investment: The initial phase of product introduction involves significant
expenses in research, development, and marketing. Skimming pricing enables the brand to
recoup these investments quickly.

36
Benefits:

● Generate high profits early in the product life cycle.

● Create a sense of exclusivity and desirability around the product.

● Attract early adopters who are willing to pay a premium for the latest technology.

Value Pricing:

Offering a product at a fair price that reflects its high quality and unique features.

Justification:

● Once the product has established a strong reputation and loyal customer base, the brand can
transition to a value pricing strategy.

● The phone's innovative features and high-quality components provide real value to
customers.

● By maintaining a competitive price point, the brand can attract a wider audience and increase
market share.

● Building Customer Loyalty: While initially launching at a premium, the phone can transition
to a value pricing strategy over time. This shift communicates to customers that the brand is
committed to providing a high-quality product at a reasonable price, fostering loyalty among
existing and potential customers.

● Broadening Market Access: As the product matures and competition increases, a value
pricing approach allows the brand to broaden its market reach. Lowering the price makes the
phone more accessible to a wider audience, including those who may have been initially
deterred by the premium price.

● Competitive Advantage: In a dynamic market, where competitors may introduce similar

features, value pricing helps maintain a competitive advantage. It positions the phone as not
only innovative but also as a brand that prioritizes delivering value to its customers.

37
Benefits:

● Win loyal customers who appreciate the product's quality and value.

● Increase market share by attracting a wider range of customers.

● Build a strong brand reputation for offering high-quality products at a fair price.

Marketing Communications Budget: Build-Up/Bottom-Up

Approach
Objective:

Create brand awareness among youngsters (80-100%)

Target Audience:

Youngsters (18-34 years old)

Strategies:

Advertising:

Wieden+Kennedy ad agency

Newspaper ads

Direct mail

Sales promotion

Digital marketing:

SEO, social media ads, influencer campaigns

PR & events:

Press releases

Product launches

Industry events

Estimated Cost:

38
Advertising:

Wieden+Kennedy ad agency: Rs 10 crores

Newspaper ads: Rs 1 crore

Direct mail: Rs 50 lakhs

Sales promotion: Rs 1 crore

Digital marketing:

SEO, social media ads, influencer campaigns: Rs 3 crores

PR & events:

Press releases, product launches, industry events: Rs 1 crore

Total estimated of above strategies Budget:

Rs 15.5 crores

Justification:

The budget allocation is based on the objective of creating brand awareness among
youngsters.

A significant portion of the budget is allocated to advertising, including Wieden+Kennedy ad

agency, newspaper ads, direct mail, and sales promotion, to reach a wide range of young
consumers through various channels.

Digital marketing is also a key component of the budget, as it allows the brand to target and
engage with young consumers online.

PR and events are allocated a smaller portion of the budget, but these activities can be
effective in generating buzz and creating positive brand associations.

Note:

The marketing communications budget can be adjusted based on specific campaign

objectives, target audience size, and the competitive landscape.

The budget allocation for each strategy may vary depending on the specific tactics and
activities planned.

39
MARKETING BUDGET:
Product Development & R&D:

AI software development/licensing: Rs 14-20 crores

Hardware development (chipset, prototyping): Rs 7-14 crores

Product design, engineering, testing: Rs 7-14 crores

Marketing & Promotion:

Advertising:

Wieden+Kennedy ad agency: Rs 10 crores (assuming a 5% commission on the total

marketing budget)

Newspaper ads: Rs 1 crore

Direct mail: Rs 50 lakhs

Sales promotion: Rs 1 crore

Digital marketing:

SEO, social media ads, influencer campaigns: Rs 3 crores

PR & events:

Press releases, product launches, industry events: Rs 1 crore

Market research:

Focus groups, surveys, market analysis: Rs 50 lakhs

40
Sales & Distribution:

Retail margins & commissions:

Assuming a 20% margin for retailers: Rs 14-20 crores

Sales team & incentives:

Hiring and training sales staff, sales incentives: Rs 3 crores

Total Budget:

Rs 51-73 crores

Key assumptions:

Wieden+Kennedy ad agency will charge a 5% commission on the total marketing budget.

The focus on traditional advertising (newspapers, direct mail, sales promotion) is increased
due to the involvement of Wieden+Kennedy, known for its creative and unconventional
advertising campaigns.

The digital marketing budget is maintained to reach the target audience of tech enthusiasts
and early adopters.

Retail margins are kept higher to incentivize retailers to stock and promote the high-priced
product.

41
INTEGRATED MARKETING TOOLS (IMC): PROMOTION

ADVERTISING

42
43
 DIRECT MARKETING

DIRECT MAIL

Subject: Unleash Your Story with PixelPro: Your AI Content Studio in Your Pocket

Hi [Customer Name],

Remember the moments that ignite your passion? The breathtaking sunset you longed to capture, the electrifying
performance you wished you could relive, the masterpiece recipe you dreamed of sharing. Now, imagine capturing them
all with breathtaking detail and boundless creativity.

Introducing PixelPro, the revolutionary phone designed for you, the creator. It's your AI Content Studio in your pocket,
empowering you to tell your story like never before.

Say goodbye to limitations:

Grainy footage and cramped storage: PixelPro's intelligent camera adapts to light and movement, capturing every
nuance with stunning clarity. Endless storage lets you chase your dreams without boundaries.

Solo creative struggles: Your built-in AI assistant, Aura, becomes your creative confidante. Need editing inspiration?
Aura whips up mood boards and music. Stuck on a caption? Aura whispers witty suggestions.

Limited reach and engagement: Seamless Everglow integration connects you directly to your audience. Share your
masterpieces instantly, amplify your voice, and join a vibrant community of creators.

PixelPro is more than a phone; it's a canvas for your soul.

See further: AI-powered camera captures the world as you see it, with breathtaking clarity and detail.

Feel deeper: Endless storage keeps your memories alive, letting you chase your passion without boundaries.

Share brighter: Seamless Everglow integration connects you to your audience and amplifies your reach.

Pre-order your PixelPro today and join the #UnleashYourStory revolution!

Visit mypixerpro.com [website] for exclusive pre-order offers and discounts.

Join the #UnleashYourStory challenge on Everglow and showcase your creativity.

Let PixelPro help you paint the world with your vision.

Don't let limitations hold you back. Unleash your story. Unleash PixelPro.

Warmly,

The Everglow Team

P.S. Follow us on Everglow for inspiring creator stories, tips, and behind-the-scenes glimpses of PixelPro!

44
SALES PROMOTION

45
INTERNET

INFLUENCER MARKETING

46
The campaign revolves around the core idea of PixelPro empowering creators to unleash their
unique stories through its cutting-edge technology and seamless Everglow integration.

Behind-the-Scenes Videos:
• Offering exclusive behind-the-scenes glimpses into the creative process of top Everglow
creators using PixelPro.
• These videos showcase the phone's features in action and provide valuable insights into
storytelling techniques.
• Hosting Live Q&A sessions with creators on Everglow platforms to build personal
connections and answer audience questions.

ADVERTISEMENT AGENCY
Selecting Wieden+Kennedy as the advertising agency to launch the PixlPro Phone is a
strategic decision based on the agency's renowned creative excellence, global presence, and
innovative thinking. With a successful track record in the technology sector and a history of
creating impactful campaigns across various industries, Wieden+Kennedy brings a unique
combination of strategic expertise and creative flair. The agency's focus on cultural relevance,
ability to push creative boundaries, and collaborative approach with clients align well with the
dynamic and competitive nature of the mobile phone market. Wieden+Kennedy's award-
winning reputation further emphasizes its ability to deliver high-quality campaigns that can
enhance the visibility and credibility of the new mobile phone brand.

Wieden+Kennedy has been responsible for iconic and influential campaigns for leading
brands. Notably, their collaboration with Nike resulted in the creation of the legendary "Just
Do It" campaign, which has become synonymous with the brand's ethos of inspiration and
determination. The agency's work with Old Spice, particularly the "The Man Your Man Could
Smell Like" campaign, demonstrated their ability to infuse humor and memorability into
advertisements, attracting widespread attention. Wieden+Kennedy's innovative approach is
evident in the Honda "Cog" commercial, celebrated for its intricate portrayal of a Rube
Goldberg machine using car parts. Additionally, their global campaigns for Coca-Cola, such as

47
"Open Happiness," focused on spreading joy and positivity, while their work with Delta Air
Lines highlighted the airline's commitment to customer service.

Engaging a professional external agency to launch the PixlPro Phone offers several distinct
advantages. Firstly, these agencies possess specialized expertise and stay updated with industry
trends and best practices, which is particularly beneficial for a new entrant seeking guidance in
a competitive market. Furthermore, the
creative diversity brought by an external
agency can inject fresh perspectives and
ideas into the advertising strategy, ensuring a
unique and impactful campaign.
Collaborating with Wieden+Kennedy, with
their proven track record and innovative
approach, will undoubtedly contribute to the
success of the PixlPro Phone's launch.

48
 DISTRIBUTION STRATEGY: PLACE

1. Online Sales Focus:

- E-commerce Partnerships: Collaborate with major online retailers and establish a user-
friendly website for direct sales, offering exclusive deals and pre-order options.
- Educational Content: Create engaging and informative content on the website to showcase
features and provide tutorials, making it an informative hub for potential buyers.

2. In-Store Presence and Demos:

- Retail Partnerships: Form partnerships with tech retailers for in-store availability.
- Interactive Demos: Set up interactive displays to allow customers to experience the phone's
capabilities firsthand.

3. Influencer Marketing and User-Generated Content:

- Collaboration with Influencers: Partner with tech influencers and content creators to
generate buzz and showcase the phone's unique features through engaging content.
- User Engagement Campaigns: Launch campaigns encouraging users to share their
experiences with the phone, leveraging user-generated content to reach a wider audience.

4. Virtual Launch Events and Webinars:

- Online Launch Events: Host virtual launch events to showcase the phone's features,
benefits, and capabilities to a global audience.
- Educational Webinars: Conduct informative webinars focusing on specific features and
providing tips for users.

5. Targeted Digital Marketing:

- Social Media Campaigns: Utilize the established social media platform to target ads and
content to the existing user base, emphasizing the phone's advantages and innovations.
- Content Marketing: Create engaging content across various digital channels to highlight the
phone's unique selling points.

6. Partnerships with Telecom Providers:

- Collaboration with Carriers: Partner with telecom companies to offer bundled plans or
exclusive deals, increasing accessibility and attracting a wider customer base.

49
 REFERENCES

https://www.statista.com/statistics/1237411/mobile-device-and-app-usage-change-by-
generation/ accessed on 04/01/2024.
https://www.statista.com/statistics/1135692/india-smartphone-users-by-age-group/
accessed on 04/01/2024.
https://www.mordorintelligence.com/industry-reports/smartphones-market
accessed on 03/02/2024
https://core.ac.uk/download/pdf/80700625.pdf
accessed on 30/12/2023
Brand Personality: Definition, Examples, and How to Define Yours - The Branding
Journal
accessed on 1/01/2024
www.investopedia.com/terms/b/brand-personality.asp
accessed on 1/01/2024
What is Consumer Behavior? Definition, Example, Types & Factors | Marketing91
accessed on 1/01/2024
https://www.marketingtutor.net/what-is-consumer-behavior
accessed on 1/01/2024
www.upgrad.com/blog/what-is-holistic-marketing/
accessed on 1/01/2024
https://www.businessnewsdaily.com/4245-swot-analysis.html
accessed on 31/12/2023
https://hbr.org/1965/11/exploit-the-product-life-cycle
accessed on 28/12/2023
https://www.coursera.org/articles/pricing-strategy
accessed on 02/01/2024

50
 QUESTIONNAIRE
Form Link:
https://forms.gle/Bz1paxbj43VSr48RA

1. How often do you currently use social media apps on your smartphone?
Daily
Multiple times a day
Once a week
Rarely
2. What features or capabilities would make you interested in using a social media company's
smartphone?
Access to exclusive content
AI assistant
Integrated social apps
Integrated Media-editing software
3. Would you be interested in using an AI assistant on a smartphone to automatically capture
and organize visual content for sharing on social media ?
Yes
No
Maybe
4. On a scale of 1-5 how useful would you find an AI assistant that suggests the best
photos/video clips to post for maximum engagement ?
1 Least useful
2
3
4
5 Most useful
5. How important is having AI privacy controls regarding what smartphone data can be
utilized by the AI assistant and social apps?
1 Least Important
2
3

51
4
5 Most Important
6. In terms of design and aesthetics, what factors play a crucial role in your decision to
purchase a smartphone?
Sleek and slim design
Unique color options
Premium build materials
Innovative form factor
7. Would you consider a price range of INR 1,00,000-1,50,000 reasonable for a social media
smartphone with AI assistant and software focused on content creation?
Yes
No
Maybe
8. Would you pay an additional monthly subscription free ranging from INR 1000 to INR
1500 to have continuous upgrades to the latest AI assistant features and access to latest
editing software(s) ?
Yes
No
maybe
9. Are you interested in extra accessories for your smartphone, such as external lenses,
tripods, or customizable phone cases ?
Very interested
Interested
Neutral
Not very interested
Not interested at all
10. How much do environmental factors like economic downturns or personal budget
constraints override your interest in upgraded smartphone capabilities offered at premium
prices ?
1 Least
2
3
4

52
5
6
7
8
9
10 Most
11. What challenges do you currently face while creating and sharing content on social media
platforms?
Limited creative tools
Time constraints
Technical difficulties
Lack of inspiration
12. Which specific AI-assisted content creation tools or functionalities would you find most
valuable in a smartphone?
AI-driven filters and effects
Smart video editing suggestions
Voice-controlled content creation
AI-enhanced photography
13. What specific features would you expect in a mobile editing software to meet your
creative needs?
Advanced filters and effects
Professional-grade color correction
AI-driven enhancement suggestions
Seamless collaboration with other users
14. How likely are you to consider a smartphone with dedicated AI privacy controls
regarding what smartphone data can be utilized by the AI assistant and social apps ?
1 Very unlikely
2
3
4
5 Very likely

53
 INTERPRETATION

The overwhelming majority (77.5%) of respondents use social media apps on their
smartphones daily, highlighting its deep integration into daily routines. This suggests a
prime opportunity for smartphones focused on social media engagement.

Due to Smart Gadgets & People’s Perception towards Fast World , Nowadays people
have faith much on AI Assistant which can be seen in the chart of 67.5% of responses
having thought of smart initiative.
The demand for AI Oriented Products is Huge

54
Since after the AI Feature in certain Applications according to our survey the Demand for
AI In mobile is increasing in a Jiffy with 72.5% responses voting For AI-Assistant tools.

The response shows 4/5. Analyzing content for engagement potential is valuable, but the
success still hinges on context, audience, and platform specifics. Automated suggestions
would be a great starting point, but human judgment remains crucial.

55
Having AI privacy controls regarding what smartphone data can be utilized by the AI
assistant and social apps is important to users, with an average rating of 4.8 on a scale of
1 (highest) to 5. This suggests that users are concerned about their privacy and want to be
able to control what data is shared with AI assistants and social apps.

In summary, AI privacy controls are important to users and should be a consideration

when designing AI assistants and social apps.

When it comes to smartphone aesthetics, sleekness reigns supreme! A whopping 35% of

respondents prioritized a minimalistic and slim design, highlighting the value users place
on portability, ease of handling, and a modern look.

56
According to the Question, we can have a interpretation that People are having more
perception towards spending much on the upcoming AI-Oriented mobile phone.
More than 50% people are willing to spend more than 100000 price for the AI Oriented
Phone.

People are more satisfied when there is no extra price charged to them related to any
product.
As we can see with the chart that majority of them(42.5%) are not willing to pay extra
subscription, that states that , A product should have all the qualities inbuild or Non-
chargeable features once they have purchased the product.

57
 Since the graph determines the number of people interested in getting the extra
accessories, it can be stated that quality can be changed by installing these equipment ,
the look, features can be improved.
50% people have interest towards the getting extra accessories

However, analyzing responses (22.5%), in that price range could partially indicate some
hesitation due to financial considerations. Further analyzing user demographics and income
levels alongside this data could potentially shed light on the influence of economic factors on
their willingness to pay for high-end smartphones.

58
The Current Tools which are available in the Market is not sufficient for the People to get
satisfied .
The Creative tools are lagging & needs to be Improvised
We can see 37.5% of the reponses have voted that they are facing problem in creative
tools..

We can Analysize that 32.5% of the People have a Specified Perception that they want
AI-driven fillers & affects
Other questions have a similar thoughts which range around 20-30 %

59
As per the chart survey the Professional Grade color correction shows a 42.5% demand as
compared to other which have 37% & 15%.
Thus the introduction of professional Grade color collection nees to be Intrroduced.

Users are highly likely to consider a smartphone with dedicated AI privacy controls,
ranking its importance at Majority of voting 1 out of 5 & similarly 4 out of 5. This
indicates a strong demand for transparency and control over personal data used by AI
assistants and social apps.

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Responses:

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