1. Project of Marketing Plan for
SYMPHONY Mobile Launch
MBA Group B
A product of
Name ID
Md. Hasanur Rahman 498
Ayrin Sultana Priya 502
Md. Ariful Islam 500
Jannatul Mawya 491
Md. Abul Kalam Miazi 496
Presented to: M.M Mofiz Uddin
Presented by:

2. • Executive Summery
• Current Marketing Situational
• SWOT Analysis
• Objectives & Issues
• Marketing Strategy
• Action Programs
• Budget
• Control
SYMPHONY Marketing Plan

3. Executive Summery
The Past – Md. Aminur Rashid(Chairman), Jakaria Shahid (Managing
Director) & Mr. Rezwanul Haque established Symphony – a brand of
EDISON Group is proud to enjoy indisputable leading position in mobile
handset industry. Within short period of time since its introduction at the end
of 2008 the brand Symphony has emerged as the fastest growing leading
mobile handset brand in Bangladesh. Relentless work of the company to
ensure exemplary service at all times and ability to provide stable and
consistent solutions made Symphony the market leader in the handset
segment in 2010. Aggressive pricing strategy, contemporary features &
styling, international quality build a strong distribution network and after
sales service have contributed to make Symphony Mobile the preferred
choice of Bangladesh customers. The core focus of the company is to
consistently provide outstanding customer service as it continues to explore
new horizons to deliver newer and better solutions to its most valued
premium asset, its customers.
EDISON Group is also proud to be the country representative of world
renowned brand SIEMENS for its Home Appliance & Telecommunication
System products. The Group has also a joint venture tie up with Vibropower
Pte. Ltd. Singapore that sells generator. Property is another business unit
working to ensure better living solution and to contribute to the national
economy
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control

4. Executive Summery
The Present – April 2015, Rezwanul Haque, the chairman and Managing
Director of Edison Group, announces that Symphony mobile Incorporated
would be known as mobile Incorporated. He also reveals the long
anticipated Phablet, a combination of an Internet-enabled smartphone and
the Tab. In June 2010, he announced that the Smartphone 3G already has
been released in July 2013, this newer version added support for 3G
Networking and assisted GPS navigation, among other things.
The Future – Symphony mobile plans on focusing on satisfying personal
consumer demands rather than merely fulfilling a demographic requirement
as well as, improving performance and stability rather than introducing new
features when releasing new versions of any product.
Think Different
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control

5. Executive Summery
The Symphony mobile targets consumers who need to store information
and communicate or people who want entertainment on the go. Symphony
target segments consist of professionals, students, corporate users,
entrepreneurs, and health care workers. Currently, the market for medium
phones like the Symphony mobile is big. Many people want Internet, video,
camera, and PDA features in one device because of the reasonable price.
The smart phone market is still relatively big compared with general phone
market. The market will rapidly increase in coming years due to lower prices
and greater power. Symphony mainly focused in all classification consumer
by features and smartphone segmentation.
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control

6. Current Marketing Situational
Political Situation
• Taxation is something that governments put and Symphony should
be study this as country by country case to anticipate profitability,
and pricing strategy..
• Importing laws in the world with GATT are in favor of trading.
• Bangladesh are very variable in stability of, so we should study
overall country situation.
• Political Situation changing rapidly in Bangladesh. We should
monitoring the political situation by time to time
Economical Situation
• Economical growth world wide is in a big recession which need
careful manipulation
• Potentiality of the market is decreasing but it is higher than any
others in the Telecom sector.
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control

7. Socio-Cultural Situation
•Population growth leading to expansion of the sector needs for cell
phones.
•People depend more an more on mobile communication
everywhere.
•There is educational growth in the Bangladesh.
•Culture’s perception of the technological devices is positive
worldwide.
•Literacy & illiteracy level is not affecting using cell phones but
affecting high technological cell phones, this fact needs to be
considered.
• Acceptance of imported products in some countries are less if
there is local provider
•There are different social views that may affect product should be
considered (e.g.: Boycotting American products in the Islamic
world)
Current Marketing Situational
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control

8. Technological Situation
• Level of technology in the world is increasing.
• Internet level of awareness & usage for individuals & industrial aspect are
increasing worldwide
• Fixed phone lines capacity and development attempts.
• New technologies in the cell phones are increasing.
• Future plans for technological linkage between cities, universities,
colleges, hospitals and other institutes are increasing and can be
connected to cell phones
• Level of usage of the E- Technology (online bidding, billing, complaints,
blogging etc) are high and trendy.
Current Marketing Situational
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control

9. Environmental Situation
•The global concern of the Global Warming issue & other pollution
effects concerning the packaging material and radiation of the cell
phones
•The demand of the international environmental approvals is a must
(if there is any)
Sales Situation
Cell phones imported are one of the most profitable
imported everywhere and the Market is increasing
Current Marketing Situational
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control

10. Market Description
Symphony mobile hand set market consists of consumers and business
users who prefer to use a single device for communication, information
storage and exchange, and entertainment on the go. Specific segments
being targeted during the first year include professionals, corporations,
students, entrepreneurs
Current Marketing Situational
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control
Targeted Segment Customer Needs Corresponding Features/Benefits
Non-professionals • Stay in touch conveniently and easy
useable, big screen, big key faction, need
camera, big battery life.
High network sensor add value, easy operating
systems.
Professionals • Stay in touch conveniently and securely
while on the go
• Perform many functions hands-free
without carrying multiple gadgets
Built-in apps and push-to-talk feature to communicate
anywhere at any time, Android operating system.
Wireless e-mail/Web access from anywhere, GPS
functionality and camera add value
Students • Perform many functions hands-free
without carrying multiple gadgets
• Express style and individuality
Compatible with numerous applications and
peripherals for convenient, cost-effective
communication and entertainment, Variety of
smartphone cases

11. Product Review
Our first product, the Symphony ZV, offers the following standard
features with a Android operating system
• Android 4.4.2 Kitkat
5” IPS HD Display (Dragontrail Glass)
Corning Gorilla Glass on Back
13 MP + 2 MP
1.4 GHz Octa Core
RAM 2 GB & ROM 16 GB
3G, EDGE, Wi-Fi,GPS
G-Sensor, Proximity Sensor, Light Sensor, Accelerometer Sensor
Built-in apps, Bangla and English Language supported.
Free flip cover
Current Marketing Situational
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control

12. Competition Situation
• There are 9 million cell phone imported in the Bangladesh, but there are
more than 5 big companies competing at the local Market.
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control
Current Marketing Situational

13. Competition Situation
The emergence of lower-priced smartphones, including the
Symphony mobile phone, has increased competitive pressure.
Competition from specialized devices for text and e-mail messaging,
such as BlackBerry devices, is a major factor, as well. Key
competitors include the following:
• Nokia. The market leader in smartphones, Nokia offers a wide
range of products for personal and professional use. It purchased
the maker of the Microsoft Windows Phone 8.1 operating system
and made Nokia Lumia 730 Dual SIM pictures.
Samsung. Samsung, a global giant Value, style, function—Samsung
is a strong competitor and offers a variety of smartphones for
consumer and business segments. Samsung Galaxy Xcover 3,
operating systems, Android OS, v4.4 (KitKat), planned upgrade to
v5.0 (Lollipop)
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control
Current Marketing Situational

14. Competition Situation
The emergence of lower-priced smartphones, including the
Symphony mobile phone, has increased competitive pressure.
Competition from specialized devices for text and e-mail messaging,
such as BlackBerry devices, is a major factor, as well. Key
competitors include the following:
• Walton. Walton, a local giant, has been losing all thaka level market
share. Walton operating system android and latest model Walton
Primo.
Local Brand-Like- maximus, okapia is very popular in local market. It’s
many segment wise hand set distribution in local market.
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control
Current Marketing Situational

15. Channels and Logistics Review
Symphony-branded products will be distributed through a network of
retailers in the all thana level markets. Some of the most important
channel partners are as follows:
• Online retailers. daraz.com.bd will carry Symphony products and,
for a promotional fee, will give Symphony prominent placement on its
homepage during the introduction.
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control
Current Marketing Situational

16. S/O Analysis
Strengths
Innovative – The Symphony Mobile has an high innovative touch
screen & low innovative. It also has many functions of other mobile
products all in one device
Compatibility –The phone will work with Tunes and with other
Samsung/Nokia products and OS software tools which means
limitless potential for upgradeability.
Ease-of-Use – The all-new touch screen interface recognizes multi
finger gestures, just as the human hand normally behaves.
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control

17. S/O Analysis
Strengths
Brand awareness – Symphony mobile is 1st Brand awareness in
local mobile market. Symphony mobile 45% average share in
Bangladesh market & 46 Customer care.
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control
SL Brand Name February Share March Share
Market Share
gain/Loss
1 Symphony 45% 46% 1%
2 Nokia 8% 11% 3%
3 Maximus 6% 9% 3%
4 Micromax 5% 7% 2%
5 Octenn 3% 2% -1%
6 Walton 3% 2% -1%
7 Samsung 1% 1% 1%
8 Others 30% 21% -8%
Total 100% 100% 0%

18. S/O Analysis
Strengths
Price – Symphony would be sold at a reasonable price for
its value.
Quality – Scratch resistant screen – durable and light
metallic finish - software suite resistance to computer
viruses.
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control
Segment wise Market size
Segment Competitors Symphony Total Symphony Share
Basic 343000 224066 567066 40%
Feature 376500 272455 648955 42%
Smart 115500 209543 325043 64%
Total 835000 706064 1541064 46%

19. S/O Analysis
Strengths
Strong dealer channel- Our dealers are major professional
player within the nation.
Coverage Market- Directly covering 64 districts by 117
distributors who are covering 525 thanas.
Operationally Exclusivity- 112 out of 117 partners.
 Everybody work within the instruction of sales team
 Maintaining equal price over the nation which is
remarkable in BD.
 85 Distribution officer’s are working with 40 ZSOs for
quality distribution.
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control

20. S/O Analysis
Opportunities
Increasing demand and expansion to a new target segment
– As technology advances and smart phones get cheaper Symphony
will attract consumers and get Smart phone users to upgrade to
Symphony.
Upgradeable – Symphony software allows new exciting features to
be brought in which take advantage of the touch screen ability.
Future versions will also be hardware upgradeable.
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control

21. S/O Analysis
Opportunities
Partnerships – Symphony can collaborate with many powerful
executive band let mobile phone to flood the market with
Symphony, which reduces costs in marketing and increases revenue
through long-term agreement deals.
Accessories Sales: Mobile accessories dept. is working as a
support unit for symphony mobile since November, 2011
Generating BDT 140 million sales in year 2014 with a growth rate of
115%. Big accessories sales opportunities in Bangladesh market.
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control
Mobile
Battery

22. W/T Analysis
Weaknesses
Image – The Symphony brand is not targeted towards business
people and does not have a reputation as being compatible with the
corporate world.
Price – Symphony does not yet offer lower priced models for more
cost conscious consumers.
User Interface – Touch screen interfaces suffer from the problem of
“gorilla arm”*
Quality- Symphony hand set quality is not better than Multinational
Brand like-Samsung, Nokia.
* Gorilla arm is a side-effect that humans face when using touch screens for long times as humans are
not built to hold their arms at waist or head-height, making small and precise motions. After a short
period of time, cramp may begin to set in, and arm movement becomes painful and clumsy. This is
now considered a classic cautionary tale to human-factors designers.
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control

23. W/T Analysis
Threats
Increased competition – Smart phones are easier to make now
more than ever. More companies may enter the market, and
competitors or even Symphony contractors can maneuver around
patents to create similar devices.
Downward pricing pressure – The Symphony is marketed as a
high-end phone, but phone prices are almost certainly going to fall
when other companies undercut the price of Symphony.
Servicing – We should Increased hand set servicing issued.
Political Violence – Impact political violence in Bangladesh for
hand set Import & sales in local market.
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control

24. W/T Analysis
Threats
Competition (Palm) - Palm has the longest history in PDA
market and has experience-developing software for mobile devices.
It is also a well-known brand for businesspeople. Existing software
is well established and compatible with many products for this
market. The market is familiar with Palm products; significant
switching costs are involved in going to an Symphony. Palm can add
many similar capabilities to their products that match the
Symphony and expand to a wider market through lower cost and
higher-power products.
Competitor in Local Market: New coming competitor in local
market lunching mobile hand set like- ACI limited, PRAN-RFL
Group, PARTEX Group, China company GiONEE. We first find out
our against competitor in local market Samsung mobile.
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control

25. Objectives & Issues
• Set an aggressive buy achievable objective for the first and
second years of market :
1. First-year Objectives - We are aiming for a 46 percent
share of the B.T and Phone market through unit sales
volume of 96,00,000.
2. Second-year Objectives - are to achieve a 50 percent
share based on sales.
• Extend on the Symphony brand name and link to the established
meaningful positioning.
• Extend on Symphony image of innovation, quality, and value.
• Measure the awareness and response in order to make
adjustments to the marketing campaigns as necessary.
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control

26. Target Market
• Differentiate the from other feature on the market.
• Primary customer targets is the middle-lower income professional
to coordinate their busy schedules and communicate with
colleagues, friends and family.
• Secondary consumer targets are high school, college and graduate
students who need one portable multifunction device.
• Primary business target is to partner with :
• large cell phone service providers, GP, Banglalink, Robi
and Airtel.
• large enterprise software firms where information is
critical to the end user.
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control
Objectives & Issues

27. Target Market (cont.)
• Secondary business target is mid-to mid-size corporations that
want to help managers and employees stay in communication or
access critical data on the go.
• Market segment will consist of companies with Tk. 15000-18000
million in annual sales.
Positioning
• Using product differentiation, positioning the Symphony as the
versatile, convenient, value-added device for personal and
professional use.
• Focus on the convenience of having one device for communication,
but also music, pictures, and video, and full Internet access.
• The Symphony will be promoted as both professional and hip.
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control
Objectives & Issues

28. Marketing Mix Strategy
Product
•Full year warranty along with an optional service offer- handset
exchange offer
•Same taste as all other Symphony products
•Special edition version to be launched (including the Symphony new
edition celebrating their 8th anniversary)
•Launching a cheaper version in 2015 with less
advanced features along with a more
advanced version for professional use
•Adding the following features to the Symphony (large disk storage
capacity, lower weight, thinner device, long battery life, 3G, Wi-Fi,
EDGE, GPS and improved camera)
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control

29. Price
•Set the base model at a cheap price of Tk. 920
•A more advanced model for Tk. 14990
•Special limited edition Beatles Symphony for special prices
•Generally lower our prices to ensure we establish market dominance
in as short of time as possible
•Attractive Offer
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control
Marketing Mix Strategy

30. Price
•Product line pricing takes into account the cost differences between
products in the line, customer evaluation of their features, and
competitors’ prices that justify the price differences.
•Captive-product Pricing involves products that must be used along with
the main product.
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control
Marketing Mix Strategy

31. Place
•Massive rollout nationally at all reputable major retailers
•Massive rollout Online, Showrooms and in all cell phone providers
•All Symphony Stores the Symphony website will dedicate themselves
to the Symphony
•Eye catching displays will be found at all physical stores featuring the
Symphony to make the product stand out from the pack
•Symphony Stores will have the Symphony mobile on display a full
month before its nationally release
Marketing Mix Strategy
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control

32. Marketing Mix Strategy
Promotion
•New promotion with GP & Banglalink for discount & bonus.
•Integrate Symphony message of revolutionary communications
and audio/visual experience together in all media
advertisements
•Differentiate the Symphony against others is the touch screen
functionality
•Emphasize Symphony brand prominently and associate the
Symphony mobile with the tab groundbreaking lineage
•Original but tasteful advertisements at the same time
•A massive TV campaign is planned before launching the
Symphony featuring a soon to be legendary ad to be the talk of
the country
•Advertising will be appearing on a regular basis to
maintain general public awareness
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control

33. •Four age groups will be targeted: 15-20 years, 20-25 years, 25-45
years, and 45 years and up
•High School and College aged people will demonstrate social uses
•The 25-45 years group will be used to determine business application
and social/personal use
•The 45 years and above will give us a plan to market to more senior
well-refined group
Action Programs
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control

34. •This research will be done through surveys (via email campaign
through portals such as, iTunes and other on-line application
developed for the Symphony) and interviews (in Symphony mobile
phone stores) with the same age groups listed before.
•To bring the Symphony to the front of the business nation it is
important to research different ways to grow the 15-25 year old group
into business uses of the product
•Brand awareness will be an important tool in taking the Symphony
brand from "social cool" to "business cool".
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control
Action Programs

35. •We will ask for feedback on Symphony features, and implement
those changes most important to the end user in the next generation
Symphony
•We will allow users themselves to design their own ideal Symphony
on-line and use any useful ideas to further refine future Symphony
models
•We will continuously scour the Symphony fan websites to understand
what the Mac faithful are saying, as they are our best customers.
•We have already opened fun store entertainment to all Symphony
Smartphone & Feature Phone users with the following genre:
Entertainment & Fun,
Information,
Utility &
Convenience
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control
Action Programs

36. Implementation
Compensation system
•workers Tk.5 incentive pay for every non reject phone they produce
•Tk.10 per phone six sigma quality program
•each worker Tk.50000 each year for best practice training
use control measures to closely monitor quality and customer
service satisfaction
consumers can contact the main headquarters about any possible
technical problems – by using Symphony Customer Service Bar
and a customer service phone number stored in the phone book
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control

37. Implementation
In case of slow sales
•Offer Symphony mobile to customers who have purchased other
Symphony products Tk.10 per phone six sigma quality program,
which will lead to:
•demonstrate the product for consumers, it will promote synergy
and lure buyers.
•develop deep relationships with two very different segments:
those who have it and those who aspire
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control

38. Budget
•2015 Our break-even analysis assumes wholesale revenue of
Tk.5000 per unit variable cost of Tk.2500 per unit and est. fixed cost
of Tk.240 billion. Based on these assumptions the break-even
calculation is Tk.240 billion divided by Tk.5000 minus Tk.2500
equals 96,00,000 units sold.
•Break-even calculations indicate that Symphony will become
profitable after the sales volume exceeds 9600k. After the 2015 year
will make a profit of 455 billion minus 240 billion in fixed costs.
•It is predicted that sales volume will increase at least 60 percent
from this change; this will decrease the impact of fixed costs and
improve opportunities to increase our production scale, which will
further improve profits in the long run
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control
Quantity
(In Thousand)
Q1 15 Q2 15 Q3 15 Q4 15 2015 Total
Basic 862.62 618.45 716.74 458.51 2656.32
Feature 783.13 944.07 860.96 816.25 3404.42
Smart 569.76 714.10 916.86 908.35 3109.07
Total 2215.51 2276.62 2494.57 2183.11 9169.80

39. Control
To plan our strategy we will meet monthly with the board of Edison
Group, present our information, and make a proposal for continued
marketing efforts. Before each meeting our team will meet in private,
with each person presenting their own proposal based on the
information they have learned. After the initial proposals, we will vote
on the best one or come to a compromise. The final proposal sent
before Edison Group is the result of that meeting.
We are planning tight control measures to closely monitor quality and
customer service satisfaction. This will enable us to react very quickly
to correct any problems that may occur. Other early warning signals
that will be monitored for signs of deviation from the plan include
monthly sales (by segment and channel) and monthly expenses.
Given the market’s volatility, we are developing contingency plans to
address fast-moving environmental changes, such as new
technology and new competition.
Executive Summary
Current Marketing Situational
SWOT Analysis
Objectives & Issues
Marketing Strategy
Action Programs
Budget
Control