GROUP MEMBERS:

Nayana Dukhande
Hetavi Thakkar
Netra Bangera
Austin Pancras
Pallavi Kumble
Shweta Rao

Horizon Mobiles

Believe in something
Better

EXECUTIVE SUMMARY

HORIZON Mobile is an elegant line of mobile phone handsets. It is distinctive by

its unquestionable quality, longer durability and eye-popping style. HORIZON
maintains a strict quality control process to ensure flawless quality.

AIM

Short term To redefine style at an

affordable price.
Long term To provide cutting edge
technology for various segments of female
population and incubate new markets.

BUILDING A STRONG
CUSTOMER BASE!

International players were not addressing the needs of rural people.

Focusing on the needs of low end segment as India has a vast rural market.

First phone launched had a 30 day long battery Life.

MOBILE PHONE SECTOR IN INDIA

India is one of the fastest growing markets for the mobile industry.

2006 - India witnessed sales of 69 million handsets, doubling from

the 32 million mark reached in 2005. (Source: The Times of India Jan
07)
India added close to 20 million cell-phone subscribers in second
quarter 2007, taking the total to close to 185 million. (Source:
Telecom Regulatory Authority of India)
Major players in India:
Nokia
Karbonn
Micromax
Reliance
Lava
Samsung
LG

ANALYSIS OF INDUSTRY
General Competitors:

Samsung

LG electronics/LG Mobiles

Panasonic

Philips

Micromax

Nokia

Motorola

HTC

Nikon

Canon

iphone

LAUNCH OF EVOKE

LAUNCH OF THE BUSINESS

Above
The Line

Ad Media

Try Me Now

Video
Through
The Line

Below
The Line

Media &
Awareness

Emails
Website

Activation
Button

Social

Digital
Channels

Print Coupon

Product
Trial

Horizon - Evoke

Salient features

Display :4.8-inch, Full HD

Processor :1.5 GHz quad-core processor

RAM : 2 GB

Internal storage :8GB, expandable up to 32GB.

OS :Android 5.0 Lollipop

Camera : 15 MP/ 5 MP

3G/4G LTE - Yes

Battery : 2800 mAh

Dual Sim GSM/GSM

Dedicated SOS button which, when switched on, automatically dials five
callers, signaling the caller is in need of help. The location of the user will
also be sent out via message.

PRELOADED APPS - CUSTOMIZED

Some preloaded apps to be better understand the needs
of women.

Networkin
g

Google

Texting

Facebook

Chrome

Hangout

Twitter

Gmaps
Gmail

Whatsapp
Hike

Entertainme
nt
Shopping

Others

Hotstar

Flipkart

Calorie counter

Youtube

Flipkart
ebooks

Workout trainer

Myntra

Tarla Dalal
Recipes

Play Music

Medium
budget

Target
Markets

Lower
budget
Youth
Professionals

MARKET SEGMENTATION VARIABLES TARGET CUSTOMER

GEOGRPAHIC
REGION
North, South, East, West
CATEGORY
Urban, Semi Urban, Rural
DEMOGRPAH
IC

AGE
16 years and above - concentration more on age group of 25-50
GENDER
Female
INCOME
50K p.a to 5 lakh p.a
College students, Housewife, Employed (professionals,
OCCUPATION clerical/salesperson,
supervisory levels, officers/junior executives, middle/senior

executives)

Self employed, Skilled workers

EDUCATION
Non graduates, Graduates, Professionals
PSYCHOGRA
PHIC

LIFESTYLE
Culture oriented
BEHAVIOURA
L

OCCASSIONS Regular
USER STATUS Nonuser, Potential users, First time users, Regular users.
BENEFITS
Quality, Service, Economy and Speed
READINESS

POSITIONING STRATEGY
Evoke will be positioned as a mobile phone catering to the demands of female
population.
The product can be seen by consumer as a smart and user friendly product
symbolizing easy-to-use.
Evoke is the ultimate solution to those females who need to be always tuned with the
ever changing technology and style, and to stay connected with the fast moving world.
To target first time smartphone female users

PRODUCT DIFFERENTIATION
Micromax Unite
Price

Warranty

Special offers

In the box

Rs. 6019

Lava Iris X1 Grand

Karbonn Titanium S2
Plus

EVOKE-SPAN

Rs. 7100
Rs. 6490
Rs. 6499
with 1 year
with 1 year
manufacturer
with 1 year manufacturer with 1 year manufacturer
manufacturer warranty
warranty for Phone warranty for Phone and 6 warranty for Phone and 6
for Phone and 6
and 6 months
months warranty for in months warranty for in
months warranty for in
warranty for in the
the box accessories
the box accessories
the box accessories
box accessories Lava Karbonn India Warranty
Horizon Ltd Warranty
Micromax India
India Warranty and
and Free Transit
and Free Transit
Warranty and Free
Free Transit
Insurance.
Insurance.
Transit Insurance.
Insurance.

Carry your music with

you, get an extra 5%
off on bluetooth
Designer mobile pouch
speakers when bought
along with this phone!
-USB Cable
-Battery
-Data Cable
-USB Cable
-Headset
-Headset
-Headset
-Headset
-Handset
-User Manual
-Handset
-Handset
-Warranty Card
-Warranty Card
-User Manual
-Warranty Card
-Charger
-Charger
-Charger
-Charger


Brand

Micromax

Call Features

Loudspeaker

Model Name

Unite 2 A106 (8 GB)

Touch Screen
SIM Type

Dual Sim, GSM +

WCDMA

General features
Lava
Karbonn
Evoke
Conference Call,
Loudspeaker, Conference
Hands Free, Loudspeaker
Loudspeaker
Call, Hands Free
Iris
Titanium S2 Plus
SPANNH
Capacitive
Dual Sim, GSM +
WCDMA, (Dual
Standby)

Capacitive

Capacitive

Dual Sim, GSM + GSM

Dual Sim, GSM +

WCDMA, (Dual Standby)

Camera

Secondary Camera

2 Megapixel

2 Megapixel

2.5 Megapixel

Primary Camera

8 Megapixel
Dual LED

8 Megapixel

8.5 Megapixel

Flash

5 Megapixel

Zoom

Digital Zoom

Digital Zoom

Dual LED

Multimedia

FM

with Recording

with Recording

Sound Enhancement

Dual Speakers

Dual Speakers

Preinstalled Browser

Android, Opera Mini

Bluetooth
Navigation
Technology

v4
with Google Maps

Internet & connectivity

Android, Opera Mini,
Android
Android 5.0 Lollipop
Google Chrome
v4
Supported Profiles (A...
Supported Profiles
A-GPS, with Google
with Google Maps
A-GPS, with Google Maps
Maps

Internet Features

Email

Email

Email

Email

Tethering

USB, Wi-fi Hotspot

USB

Wi-fi Hotspot

USB, Wi-fi Hotspot

Display

Other Display
Features

WVGA, 800 x 480

Pixels
Auto-rotate, Pinch-toZoom, IPS Display

Type

LCD

FWVGA, 854 x 480

Pixels
IPS Display, Multitouch

Size

4.7 Inches

5 Inches

Resolution

Color

OS
Processor

LCD

5 Inches

Memory and storage

Expandable Memory microSD, upto 32 GB

IPS Display

16.7 M

Internal

FWVGA, 480 x 854 Pixels

microSD, upto 32 GB

microSD, upto 32 GB

microSD, upto 32 GB

4 GB

8GB

Android v4.4 (KitKat)

Android 5.0 Lollipop

1.3 GHz, Quad Core

1.5 GHz quad-core

processor

Platform
Android v4.4 (KitKat),
Android v4.4.2 (KitKat)
Upgradable to v5
(Lollipop)
1.3 GHz + MT6582M,
1.3 GHz, Quad Core
Quad Core

PRICING
STRATEGY
Core of EVOKE lower cost value the money

Penetration Pricing in rural and urban market

Placing our product at lower cost make customer to rethink before
buying other product

PRICING
PARTICULARS

PRICE IN RUPEES

Slim phone body

1200

Snapdragonmobile processors

800

Long lasting Battery (2 years

warranty)

900

Internal memory (1TB)

700

49 Mp Camera

800

Display

900

Speakers

200

Bluetooth

300

Wifi

500

MVAT

199

Total

6499

CHANNELS
Distribution channels-:

Online Discounted rates on purchase from Snap Deal

Exclusive Stores At Pune, Gurgaon, Mysore

Retail Stores Vijay sales, Big Bazar , Local Vendors

Distributors Newspapers-DNA ,Mid Day, Magazines Womans

Era, Saheli, Femina.

MARKETING STRATEGY
Improve the visibility in rural and urban market
Improving awareness of customers for our products
Building brand image

MISSION
Horizon mobiles mission is to provide the customer with the premium
mobile phones and accessories available. Their motto is Horizon
mobile at every hand. Basically horizon mobile wants to serve the
customers with world class service.
MARKETING OBJECTIVES

Maintain positive, strong growth each year.

Achieve a steady increase in market penetration.

Decrease customer acquisition costs by 1% per quarter.

MARKETING STRATEGY
MARKETING RESEARCH
Horizon mobile has its own research team. This
team is always in the search to find the
opportunities, lacking and other activities of
Horizon mobile.

MARKET SUMMARY
Companies try to attract customers of different levels
through providing quality products. HORIZON mobile
provide affordable price to mainly female customers

MARKET NEEDS

Quality products

Innovative features

Customer service

MARKET TRENDS

Android phone

PROMOTION AND ADVERTISING

PLANS Aggressive advertising will be done to create awareness among

the Indian people through Events .

Series of print ads in Magazines and Newspapers.

Bill boards Advertisement on Railway stations and Bus Stops.

Higher emphasis on advertising using internet and social media

channel.

BOOKINGS OPEN
ST
21 FEB.
HURRY UP!!