Marketing Strategy Report: Launching the Innovative Zipra Mobile Phone

This report details the marketing strategy for the launch of Zipra, a new mobile phone with augmented reality features. It begins with an introduction to the product, followed by an analysis of the target market, which includes young people, business professionals, and adults. The report then outlines pricing and positioning strategies, recommending a penetration pricing model to attract customers. It also covers the distribution plan, suggesting app stores and local retailers. Marketing offers such as cash-back, student concessions, and discounts are proposed to boost sales. The report further explores marketing materials like brochures and websites, along with online and television promotion strategies. The form of business is discussed, favoring a joint venture structure. Finally, a projected income statement is provided, along with a list of references.

RUNNING HEAD: Marketing strategy
Marketing strategy

Marketing strategy 1
Table of Contents
Introduction:..........................................................................................................................................2
Target market:.......................................................................................................................................2
Pricing and positioning strategy............................................................................................................3
Distribution plan:...................................................................................................................................4
Marketing offers....................................................................................................................................4
Marketing material:...............................................................................................................................5
Promotion strategy:...............................................................................................................................6
Form of business:..................................................................................................................................7
Projected income statement (in excel sheet):.......................................................................................8
References:............................................................................................................................................9

Marketing strategy 2
Introduction:
Zipra a new emergent mobile phone is launched which will offer distinctive features which
are not provided by other mobile companies. The latest feature in ZIpra will be its augmented
reality means the mobile will operate through the senses of human being. The Zipra mobile
company and its associates will launch the product in upcoming month (Poetz & Schreier,
2012). The phone will come with a display of 5.5 inches comes with a 5.50-inch touchscreen
display with a resolution of 1080 pixels by 1920 pixels.
The phone will be powered by the nexa-core Bionic processor and will be coming with 4GB
of RAM. The phone will be the expandable memory of 64GB that can also be enhanced. As
far as the cameras are concerned, the phone will be having the good quality camera with 16
megapixel back camera and 5-megapixel front camera.
Target market:
Young people will view this as latest technology model. Young people utilize will utilize
Zipra for many reasons. Some of these reasons are to associate with companions, tune in to
music and go on Facebook, MSN, Twitter and much more (Smutkupt, Krairit & Esichaikul,
2010). There are likewise many gaming applications that interest to them. Zipra have
progressed toward becoming a significant pattern with adolescents.
Businessmen: Business individuals are exceptional will be captivated by Zipra items. All
Apple gadgets have a business quality that is exceptionally helpful. These gadgets are utilized
to complete work productively and to speak with customers effectively. What's more, sending
records is simple and composed.

Marketing strategy 3
Adults: Adults will likewise be one of the Zipra objective markets. Zipra is helpful to grown-
ups for their regular needs, for example, telephone calls, outline, web association, records and
cameras (Li & Du, 2012). Conveying these little gadgets makes grown-ups live significantly
less demanding for communicating day by day.
Pricing and positioning strategy
Using product characteristics as positioning strategy:
This strategy primarily concentrates on features of the product and customer benefits as well.
Zipra will be focusing on the innovative and excellent features it has to attract the customer
of the different market. This strategy is which is very much popular nowadays as it fulfills
customer requirement (Nagle, Hogan & Zale, 2016). This strategy also focuses on features
which the product of the company is having and competitors are lacking behind for that
Unique selling proposition.
Pricing strategy:
In the early on the phase of new item's life cycle implies bearing a lower overall revenue and
to cost moderately low. Such a technique is adopted to create more deals and set up the new
product in the market more rapidly. Penetration pricing is the evaluating method of setting a
generally low starting time cost, regularly lower than the competitors market cost, to pull in
new clients (Smith, 2012). The technique works at the desire that clients will change to the
new brand due to the lower cost and innovative quality of the product. Penetration pricing is
most regularly connected with an advertising goal of expanding piece of the overall industry
or deals volume, as opposed to make benefit for the time being.

Marketing strategy 4
Zipra will adopt this pricing strategy to attract new customers to purchase the product. The
product will be priced at marginally lower than the price of competitors like Samsung, one
plus and many more.
Distribution plan:
App Stores/Recommendation Sites:
The first and most clear plan to distribute Zipra is through "application stores" as an
appropriation channel. There are a huge number of stores of application, including stores like
the Android Market, Nokia's Ovi Store, and other, in addition to autonomous application
store and many more (Ellickson, Misra, & Nair, 2012).
Optimize Search Discovery and the retailers:
The Zipra phone will also be available with the retailer of the local market to increase the
sale. The retailer will help in promoting the product excellently as the customer will be
interacting more easily than online. So the availability of Zipra will be with local retailers as
well (Oh, Teo, & Sambamurthy, 2012). This enhances the experience for the end client since
they don't have to know anything about their gadget sort. They simply move to the shop and
purchase the product. Those connections can be enhanced through Facebook page, YouTube
site, Twitter account or some other channel.
Marketing offers
Cash-back: Cash-back help a customer to get a discount of an extent of the price tag of
products and enterprises – gave that you finish the significant exchange through a connection

Marketing strategy 5
on their site. A few locales likewise offer a "disconnected" cash-back benefit whereby Zipra
phone will be sold at some cash-back offer (Westwood, 2010).
Student concession: Student concession can be successfully utilized by Zipra as students are
the target market for newly launched mobile phone. The student can be targeted easily by
making them offering rebate or concession on newly launched products, as they are always
looking for latest products. The student will help Zipra in enhancing the sales because if they
are offered at special rate they will be influenced by the product price as well as features.
Discount offer:
The Zipra can offer the product to its target market through various sources and moreover, it
can offer a discount on the product to attract the customers. The discount given should be
unique in a way for instance purchasing two mobile together, hosting lucky draw and many
more, so that more and more customers are attracted towards it.
Marketing material:
Brochures:
• Ads given in broachers’ are both viable and pocket-friendly for Zipra than item
commercials on magazines and daily papers, given the way that prime space on print media is
exorbitant (Amit & Zott, 2012). The brochures will increase the sale of Zipra in many ways
extraordinary.
• Brochures will help Zipra hold the attention of clients, particularly on basis of new
and old generation that are on a constricted spending plan.
Website:

Marketing strategy 6
Substantial information and data can be picked up by your prospects and existing clients
through Zipra site that it totally ought to be viewed as the foundation of image and
advertising (Zwick & Cayla, 2011). Company site is that place where it can host a assembly
of people and will get a chance to convey image, culture and story. This is frequently where
company prospects will settle on the choice to connect with organization further and make
the people step in the promoting cycle to promptly buy an item, select in to get general
substance or get the telephone and call.
Promotion strategy:
Online promotion:
The flag space can be purchased on the significant web indexes. Advertisement space can be
purchased on 'Pay per Click' technique which influences it to cost conservative. Banners are
exchanged by a large number of the sites who trade the flag space with different sites in their
system (Hui, et al., 2013). Zipra can utilize this to promote the latest technology product it is
launching. The banners would be communicable and sufficiently appealing to influence the
client to snap to and visit Company site.
Advertisement:
Promoting on TV enables Zipra to show and tell a wide gathering of people about the
business, item, or administration. It enables the company to really exhibit the advantages of
possession (Jiang, et al., 015). Zipra can indicate how item or administration functions and
how it's bundled so imminent clients will recognize what to search for the purpose of the

Marketing strategy 7
offer. In publicizing, it regularly takes various touch focuses to successfully impact buyers'
obtaining conduct.
Form of business:
After formation, there is a lesser requirement of maintenance and moreover convenience in
adding new members. In joint venture it is easy to sell the business to someone else. It
requires lesser procedural follow-up in comparison to the company (Baden-Fuller & Morgan,
2010). There is a more relaxed structure in joint venture, as minutes procedure like the
company is not required for taking board decisions in joint venture. There are also fewer
business restrictions on many management related decision if compared with other business
structure.
It helps in shielding individual resources utilized as a part of business from claims against
coordinated on business. A proprietorship and organization will be dangerous elements to
begin. After some timeframe development and expanded piece of the overall industry, joint
venture can change over their business to corporation form (Ramsey & Selby, 2011). In
takeover and merger; a joint venture can profit itself by procuring wiped out organizations
giving the tax break to the business.
. A joint venture is an optimal structure for a business as it is easy, fast and simple to form.
The registration process for joint venture can also be completed without appointing an
attorney. The charge for filing registration fee in joint venture is very less.

Marketing strategy 8
Projected income statement (in excel sheet):
Zipra
Profit & Loss Statement
Amount ($)
2016 2017 2018
Sales $300,00,000 $350,00,000 $420,00,000
Miscellaneous income $2,00,000 $70,00,000 $63,00,000
A. Total $302,00,000 $420,00,000 $483,00,000
B. Cost of Sales $196,30,000 $192,50,000 $273,00,000
C. Gross Profit (A-B) $105,70,000 $227,50,000 $210,00,000
D. Operating Expenses
Salary $25,00,000 $27,50,000 $33,00,000
Rent $5,00,000 $5,50,000 $6,60,000
Insurance $10,000 $11,000 $13,200
Depreciation $20,000 $22,000 $26,400
Marketing expenses $3,00,000 $3,30,000 $3,96,000
Promotional offers expenses $5,00,000 $5,50,000 $6,60,000
Other $1,00,000 $1,10,000 $1,32,000
Total $39,30,000 $43,23,000 $51,87,600
Operating profit $66,40,000 $184,27,000 $158,12,400
Less: Interest $10,000 $10,000 $10,000
Profit before tax $66,30,000 $184,17,000 $158,02,400
Less: Tax @ 30% $19,89,000 $55,25,100 $47,40,720
Net Profit AT $46,41,000 $128,91,900 $110,61,680

Marketing strategy 9
References:
Amit, R., & Zott, C. (2012). Creating value through business model innovation. MIT
Sloan Management Review, 53(3), 41.
Baden-Fuller, C., & Morgan, M. S. (2010). Business models as models. Long range
planning, 43(2), 156-171.
Ellickson, P. B., Misra, S., & Nair, H. S. (2012). Repositioning dynamics and
pricing strategy. Journal of Marketing Research, 49(6), 750-772.
Hui, S. K., Inman, J. J., Huang, Y., & Suher, J. (2013). The effect of in-store travel
distance on unplanned spending: Applications to mobile promotion
strategies. Journal of Marketing, 77(2), 1-16.
Jiang, Y., Shang, J., Liu, Y., & May, J. (2015). Redesigning promotion strategy for
e-commerce competitiveness through pricing and
recommendation. International Journal of Production Economics, 167, 257-
270.
Li, K., & Du, T. C. (2012). Building a targeted mobile advertising system for
location-based services. Decision Support Systems, 54(1), 1-8.
Nagle, T. T., Hogan, J., & Zale, J. (2016). The Strategy and Tactics of Pricing: New
International Edition. Routledge.
Oh, L. B., Teo, H. H., & Sambamurthy, V. (2012). The effects of retail channel
integration through the use of information technologies on firm
performance. Journal of Operations Management, 30(5), 368-381.

Marketing strategy 10
Poetz, M. K., & Schreier, M. (2012). The value of crowdsourcing: can users really
compete with professionals in generating new product ideas?. Journal of
Product Innovation Management, 29(2), 245-256.
Ramsey, M. S., & Selby, D. A. (2011). U.S. Patent No. 7,881,959. Washington, DC:
U.S. Patent and Trademark Office.
Smith, T. J. (2012). Pricing strategy. Pricing Done Right: The Pricing Framework
Proven Successful by the World's Most Profitable Companies, 55-78.
Smutkupt, P., Krairit, D., & Esichaikul, V. (2010). Mobile marketing: Implications
for marketing strategies. International Journal of Mobile Marketing, 5(2).
Westwood, J. (2010). How to write a marketing plan (Vol. 36). Kogan Page
Publishers.
Zwick, D., & Cayla, J. (Eds.). (2011). Inside marketing: Practices, ideologies,
devices. Oxford University Press.