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Marketing Plan

Current situation
Companies' business models are constantly under pressure in an increasingly
competitive environment: margins are reduced, it is harder to differentiate,
customers have become more demanding and less
loyal...

The consulting model of IT Masters Group is based on


designing solutions aimed at providing both short-term Change is good.
results and securing the foundations of the business
model, reinforcing the medium/long-term commercial Transformation
strategy. is even better.
Building for the future means making bold moves and
tough decisions that will transform your business. IT
Masters Group is proud to help shape the way the world's leading companies like
Vodaphonica structure and manage their business.

Last year, thanks to IT Masters Group, Vodaphonica stopped losing customers and
now the business is stable again. IT Masters Group will now provide a solution in
order to go from this stable position to a growing one.

The Market
IT Masters has done an exploratory study of the phone market aiming to select the
best features of the existing devices to create a new phone model for Vodaphonica.

Product specifications
IT Masters wants to present to Vodaphonica a mobile phone that is not only a high
quality device, but also a sales success.

The next graph shows the number of total sales in Spain that the best phones (in
terms of quality) had during 2016. All this devices had been rated with a review
grade equal or superior to 8 in a very popular technology website.
Sales 2016 (devices with good review)
350000 Apple iPhone 6S
Apple iPhone 6S Plus
300000
Apple iPhone 7
Apple iPhone 7 Plus
250000
Samsung Galaxy S7 Edge
Google Pixel
200000
Google Pixel XL

150000 Samsung Galaxy S6 Edge


Samsung Galaxy S6
100000 OnePlus 3T
LG V20
50000 Samsung Galaxy Note 5
Sony Xperia Z3
0
Samsung Galaxy S7
Sales 2016

1. Total of Sales in Spain of the best phones in the market


Graph 1: Total sales in Spain of the best phones in the market

As you can see, the phone with a greater success was


the OnePlus T3, followed by the Samsung Galaxy S6.

This graph not only shows us the phone which


specifications are more interesting to take into
account in order to produce our device, but also our
strongest competitors in the market.

Since 2017 will be the first year of the company in


the mobile phone market, it is important to aim to
the highest total revenue range.

Following next we have another graph, this time


showing the total net profit of the best devices in
2016.

Image 1. OnePlus T3
Net Profit 2016
Samsung Galaxy S6
Sony Xperia Z3
Samsung Galaxy S6 Edge

1 OnePlus 3T
Samsung Galaxy S7
LG V20
Samsung Galaxy Note 5
Google Pixel
- 5.000.000,00 10.000.000,00 15.000.000,00 20.000.000,00

Graph 2: Total Net Profit of 2016


OnePlus T3 reached the highest net profit last year, followed again by Samsung
Galaxy S6. However, it is important to notice that despite having a lower sales
success, LG V20 reached the third position in terms of total money earned.

Our main objective is to earn 10.000.000 euro of net profit in 2017. The two
devices that met this requirements last year were the OnePlus T3 and Samsung
Galaxy S6.

IT Masters will use the specifications of those devices to manufacture the


Smartphone for Vodaphonica.

We have chosen between the specifications of each device, but focusing more on
the ones from OnePlus T3.

Image 3: Samsung Galaxy S6 Image 2: OnePlus T3


System on a chip:
Snapdragon 821

CPU:
Quad Core 2x 2.35 GHz & 2x 1.6 GHz

GPU:
Adreno 530

Storage capacity:
32 GB,64 GB,128 GB

RAM:
6 GB LPDDR4

OS:
Android 6.0 Marshmallow

Size:
152.7 x 74.7 x 7.35 mm

Weight:
158 g

Battery:
3400 mAh Li-Ion non-removable battery

Display:
5.5",1920 x 1080

Camera:
16 MP (rear camera),16 MP (front camera)

Cost and Pricing

To choose a pricing strategy IT Masters has created a plot that shows the
relationship between the price of the phones and the total net profit of each device
in 2016.

Net Profit 2016 vs Price


25.000.000,00
Total Net Profit 2016

20.000.000,00

15.000.000,00

10.000.000,00
Total Profit 2016
5.000.000,00

-
0 200 400 600 800 1000
Graph 3: Net Price
Profit 2016 vs Price
It is clear that the highest profit range focuses around the 400 euros.
Vodaphonica's Smarthone will cost 440 euros.

The cost per unit will be 385 euros, which is similar to that of Samsung Galaxy S6
and One Plus T3.

Profit per unit = 440 - 385 = 55

The margin will be:

margin = 12.5

Customer Profile
The following graphs show the number of units that each gender bought in 2016.

Gender
Graph 4: Percentage of units bought by each gender
Man Woman

4500000 4022304
4000000 28%
3500000
3000000 72%
2500000
2000000 1591765
1500000
1000000
500000
0
Gender

Woman Man

Graph 5: Number of units bought by each gender


Following, we have the sales success distributed by gender of the two top
Smartphone of 2016.

OnePlus 3T Samsung Galaxy S6

28% Woman 28% Woman

72% Man 72% Man

Graph 6: OnePlusT3 sales distributed by


gender
As you can see, woman bought around the 72% of the Smartphones in 2016. We
will focus them in our marketing strategy.

Another segment that we have to take into account is age. The next graph shows
the sales success distributed by age.

Units per Age


2500000

2000000 0-18
1500000 19-32

1000000 33-45
46-60
500000
61+
0
Woman Age Man
0-18 19-32 33-45 46-60 61+ 0-18 19-32 33-45 46-60 61+

19% 11% 19% 11%

7% 7%
29% 29%
34% 34%

Graph 9:Units bought by woman of each Graph 10: Units bought by man of each
age range age range
As we can see, the most interesting group to target is woman between 33 and 45
years.

Sales Forecast

To know how many units we will be sell each month of 2017, IT Masters has
studied the sales distribution of 2016.

The following graph shows the total mobile phone sales of each season of 2016.

Units each season

Spring Summer Autumn Winter

1546212 1615892
1277554
1174411

Seasons

Graph 11: Units sold each season of 2016


However, since we are copying the One Plus T3, we have to study the number of
sales that the phone had each month. The next graph will show us this distribution:

Sales per month Jan


Feb
45000
March
40000
Apr
35000
May
30000 Jun
25000 Jul
20000 Aug
15000 Sep
10000 Oct
5000 Nov
0 Dec
1

Graph 12: OnePlus T3 sales per month


Vodaphonica's phone will be launched on march of 2017 (Mobile World's Congress),
so we expect a sales peak (5.000 more sales) and then sales should ramp up
throughout the whole year and mirror last year's seasonality.

Expected sales per month 2017 Jan


Feb
45000
March
40000
Apr
35000
May
30000 Jun
25000 Jul
20000 Aug
15000 Sep
10000 Oct
5000 Nov
0 Dec
1

Graph 13: Expected sales per month of 2017

We expect a total number of sales of: 312.494

Our total profit will be around:

312.494 * 55 = 17.187.170

On the first month we will sell 27.156 phones. Every unit costs 385 euro, so we
need 10.455.060 euro for the first month. We are going to order the units and we
will pay them as we sell them.

With the 1.000.000 we will produce 2.597 phones (1.000.000/385). Then we will
reinvest the earnings to produce more phones to sell. The following graph shows
how the reinvestments will work the first month.
Prouce 2.597 phones
1.000.000 Earn 1.142.680

Produce 2.968 phones


1.142.680 Earn 1.305.920

Produce 3.392 phones


1.305.920 Earn 1.492.480

Produce 3.877 phones


1.492.480 Earn 1.705.880

Produce 4.431 phones


1.705.880 Earn 1.949.200

Produce 5.063 phones


1.949.200 Earn 2.227.720

Produce 5.786 phones


2.227.720 Earn 2.545.840

Graph 14: First month reinvestments

Launch Campaign

Our supply plan will be based on the number of sales that each city had during 2016.

The next graph shows the total sales that each Spanish city had during 2016.

Units per City


BCN
1400000 BLB
1200000 CDB
GCA
1000000 MAD
800000 MLG
MUR
600000 OVD
PAL
400000
SEV
200000 VLC
ZGZ
0
Cities
Percentage of units per city
BCN
10% 9% BLB
6% 2%
5% CDB
8% GCA
10%
MAD
6%
MLG
8%
20% MUR
8% OVD
8%
PAL

Graph 16: Percentage of sales per each city

We will distribute the sales for the launch campaign using the percentages of the
graph above. 20% of the products will be sold in Madrid, 10% in Mlaga and so on.