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COURSE: MARKETING
MANAGEMENT (201)
Topic: New Mobile Technology
SUBMITTED TO,
Tanveer kabir
Lecturer,
Department of Business administration
East West University
MEMBERS ID
Ayan Saha 2017-1-10-
MD Saymum Joynal 2017-1-10-
Kaniz Zehra Priya 2017-1-10-
Israt rahaman maliha 2016-2-10-
Letter of Transmittal
To,
Tanveer Kabir, Lecturer Department of Business Administration, East West University. Date:
Sub: Submission of report on “New mobile technology for visually impaired people” Dear Sir,
We are pleased to submit the report on “New mobile technology”, which is prepared for the
purpose of helping the blind society of our county .According to the market plan on this report
visually impaired people now will be able to use mobile phone just like other people. We the
members of “Group 7” have tried our best to collect information for the report and make it
better in every sense. Hope you will love this and if there is any mistake, please do suggest us
how we can correct it. We wish that you would be very pleased to accept our report paper and
oblige thereby.
Sincerely yours,
Members of the Group 7
- 1.0Executive Summary:...............................................................................................................................
- 2.0 Introduction:..........................................................................................................................................
- 3.0 Phone Features......................................................................................................................................
- 3.1 Proximity Alarm via wristband:..........................................................................................................
- 3.2 Mini Sonar System:............................................................................................................................
- 3.3 Braille keyboard:................................................................................................................................
- 3.4 Advanced and strong voice recognition and voice activation:...........................................................
- 3.5 Bluetooth earpiece or sensitive speaker with along with the wristband (optional):.........................
- 3.6 Talking menus and screen display.....................................................................................................
- 3.7 Compatible Language........................................................................................................................
- 3.8 SOS features......................................................................................................................................
- 3.9 Tracking feature.................................................................................................................................
- 3.10 Status button...................................................................................................................................
- 3.11 E-books features..............................................................................................................................
- 3.12 Hindi serial and Bangla Serials features...........................................................................................
- 3.13 Listening to live commentary of football and cricket matches (Click Listening):.............................
- 3.14 Other options...................................................................................................................................
- 3.15 Durability:........................................................................................................................................
- 4.0 A distinct differentiation of features between the two models has been illustrated below:................
- 5.0 Product Characteristics & Classifications for WBS230...........................................................................
- 6.0 Pricing:...................................................................................................................................................
- 7.0 Positioning:..........................................................................................................................................
- 8.0 Promotion............................................................................................................................................
- 8.1 Advertisement:........................................................................................................................
- 8.2 Web portal...............................................................................................................................
- 8.3 Search Engine Optimization.....................................................................................................
- 8.4 Radio Commercial (RDC)..........................................................................................................
- 9.0 Target market......................................................................................................................................
- 11.0 Market Segmentation........................................................................................................................
- 12.0 Decision making process....................................................................................................................
- 12.1 Pre-purchase Stage........................................................................................................................
- 12.2 Service encounter stage................................................................................................................
- 12.3 Post purchase stage.......................................................................................................................
- 13.0 Marketing Strategies and Implications:.............................................................................................
1.0Executive Summary:
The project covers the marketing strategy for “WALTON” WD SERIES cell phones designed
for the visually impaired people. The scope of the project includes development, and marketing
of two models of cell phones for the visually impaired – the basic model PDX130 and the smart
phone PDS230 designed especially for aiding the visually impaired people to ease their use of
cell phones and also allow them to enjoy the basic features of smart phones. An analysis of the
consumer behavior of the target market have made and accordingly a promotional plan is
proposed for the purpose. The project aims to successfully create a platform for the launch of
Walton WB series cell phones designed for the visually impaired.
Subsequently, Walton perceives onto increasing its market share through this innovative
prospect and sustaining its position in the market. With a value based pricing strategy, Walton
perceives onto entering the market gradually through penetrating pricing policy in order to gain
and maintain its exposure in the market. It seeks to launch two variations to this new device,
namely WBX130 (basic second-generation phone) and WBS230 (the smart phone or 3G phone),
and ensures their availability in all the Walton’s stores across the nation.
With its notion “the nation’s wealth should remain within the nation”, Walton has
established itself as a national brand in the minds of its consumers. Furthermore, with this
differentiated approach, it would undoubtedly nurture a unique, prolonged and more stable image
in its consumers’ minds, as it has perceived onto reaching a completely different sector of the
target segment.
3.0 Phone Features......................................................................................................................................
3.1 Proximity Alarm via wristband: This feature allows the users to find their phone. For
this device to work the user has to wear a wristband which is connected with the phone via
Bluetooth. When the distance between the user’s wristband and the device exceeds certain
distance then an alarm is sounding so that the visually impaired can find their phones.
3.2 Mini Sonar System: the visually impaired people have used mini sonar systems
for some time to navigate through streets and roads. The same technology will be
included in this phone.
3.3 Braille keyboard: A braille keyboard will be included, which meets the
specifications of international Braille tables. Two or three button international standard
brail.
3.4 Advanced and strong voice recognition and voice activation: The phone
contains very sensitive and strong voice recognition. The phone is able to receive any
voice commands like calling, writing texts messages, open menus, sounding alarm to
identify the phone’s location and so on within household limits. In order to have proper
functionality of voice recognition and activation the user voice is syncing to the phone
by voice activation software during purchase.
3.5 Bluetooth earpiece or sensitive speaker with along with the wristband (optional): Bluetooth earpiece may be provide with the phone so that the user may not have
difficulties in answering phones. A high sensitive speaker will be present with the wristband,
which enables the users to communicate with the phone and perform required tasks.
3.6 Talking menus and screen display : In order to help the visually impaired customer, the
menus will be on narrated mode so that they could understand where they are in the menu and
the screen display will also be in narrated mode to have receiving texts narrated.
3.7 Compatible Language : English/ Bangla language compatibility with read aloud features.
3.14 Other options : Other options include features like other ordinary phones like FM radio,
music player, internet accessibility (voice over- voice activated), alarm clock, Wi-Fi calendar,
camera, weather update and so on. However, all the feathers are voice activated with the help of
which the users either can navigate through the keypads or can directly access by voice
command.
3.15 Durability: It does not break if it drops 4.0 A distinct differentiation of features between the two models has been illustrated below:
Furthermore, below is a detailed illustration of the points of parity (POP) and the points of
differentiation (POD) of the aforementioned phones of Walton for the visually impaired people.
WBX 130
Status button
Talking Menu
SOS
Tracking features
Compatible Language
Compatible Brail
Other features
WBS
Proximity alarm via wrist
band
Mini Sonar System
Compatible Braile keyboard
Advanced voice recognition
Bluetooth/tracking features
E-book
Apps (dramas,songs, etc)
Click listening
Other features
5.0 Product Characteristics & Classifications for WBS
Augmented Product: Additional features including. Language compatibility, brail compatibility Potential Product: The potential to provide entertainment to the visually impaired to a certain degree alongside having the basic features of a cell phone and being compatible to ease of use by them.
POP^ POP PODPOD
Voice Calls Internet Messaging Camera Voice Recognition FM Radio MP Tracking features Voice Calls Internet Messaging Camera Voice Recognition FM Radio MP Tracking features Braille keyboard Voice recognition SOS Status Button Apps/ E-books Sonar System Proximity Alarm Braille keyboard Voice recognition SOS Status Button Apps/ E-books Sonar System Proximity Alarm Core Product : Communication Basic Product : a mobile handset with adequate clarity of voice , ease of use and communication Expected Product: a mobile handset, and communication device that provides ease of use for the blind
interest within our customers and consumers about the product. The site would also feature “Read options” and the “ Brail” formats for optimizing access opportunities to the blind people as well and downloadable applications 8.3 Search Engine Optimization : Optimizing the search engine i.e. google would allow us an upper hand as generally people tend to google for specialty product 8.4 Radio Commercial (RDC): The short radio commercial would be design to reach both the customers and the existing consumers. The blind people are likely to find radio as a greater source of entertainment and hence used as a good media of advertisement to reach the customers and the consumers but efficient creating of the budget would be essential since this particular form of advertisement would be leading to over advertisement and wastage of resources. However, the media can be helpful in creating the effect of the “jingle branding” which taken as a greater mechanism of branding for the products. Association with social organizations working for the welfare of the blind would allow us effectively reach our target consumers , rather developing the product itself by communicating and associating with such groups would be helpful in understanding the wants and needs of blind and accordingly design and sale products as well thus creating value throughout the chain. Further associating with doctors and teachers of the blind would also have the same effect as it would be helpful for promoting our product and also encourage, motivate and most important teach the use of our product to the blind hence helping us develop a good market share for the company.
Based on the understanding of its users’ requirements, Walton perceives to establish itself
through this differentiated approach and position itself in a secured and distinguished position in
the various pigeonholes in the minds of its consumers.
Segmentation
Geographic segmentationDemographic segmentationPsychographic segmentation
Behavioral segmentation
ry target for our product is all the blind people living in Bangladesh. target is their family and other associates. gment our target people in this country by six main divisions. six main divisions we segment the main city and rural area. l study by International Centre for Eye Health, UK and CSF revealed that around 40,000 children are blind in Bangladesh. Gender : Both male and female customers. (Blind people from age 16 to mid-20) (Blind people from age mid-20 to 45) Income: We will be targeting various income groups of people with different variation of our cell phones for the visu Upper class Upper middle class This refers to the personality, values, interest, activity, and opinions of our target market. Lifestyle: strivers, achievers seekers, etcetera. Benefits: There are various intrinsic and extrinsic rewards are associated with our product for our targ ~ Sense of belonging ~ Security ~ Social acceptance
9.0 Target market......................................................................................................................................
For Walton’s product, the main target audience is all the blind or visually impaired
people in Bangladesh. Though it will be catering to a niche market in Bangladesh, an estimated
750,000 people are blind - of whom 650,000 are due to cataract (disease of the eye).
Subsequently a high number of people suffice as our target market.
Apart from the blind or visually impaired people, the secondary focus will be the family,
or any other respective guardians and associates of the blind people. Since the primary target
audience would be visually impaired, the family or associates will mostly influence and create an
impact on their decision-making.
11.0 Market Segmentation........................................................................................................................
13 | P a g e
The target consumer will be intrigued with this product and search for information regarding the
cell phone and its services. There are no other company is Bangladesh, which is offering a cell
phone for the blind, yet so there will be no other alternative for Walton’s target segment to
evaluate.
12.2 Service encounter stage
For the purchase decision, the family member or other associated of the blind people will
have to consider. This family and other associated will be able to influence the purchase
decision. These people are likely to accompany our customer to the shop when purchasing the
product or even in some cases; these people will be the one to purchase the cell phone for the
blind person who will be using it. At a stage the relationship of a customer and the company will
either make or break, i.e. the customer will either buy the product or not.
12.3 Post purchase stage
At this stage, after the consumers have used the product they will evaluate whether it was worth
the effort and money spend on the product or not. Walton would provide the best customer care
and service possible during and after the purchase of the phones so that it can create a positive
image in its consumers’ mind. Walton would try to maintain positive disconfirmation in the post
purchase stage with its delivery and after sale service. This would help create brand loyalty for
the current customer as well will create positive word of mouth, which will lead the future
customers toward the cell phones.
13.0 Marketing Strategies and Implications:.............................................................................................
With the implication and usage of various marketing tools, Walton plans onto reaching its
desired customers through extended level of communication. Since the segment concerned is the
visually impaired customers, Walton has contemplated onto endorsing verbal communication to
reach its customers directly, through media like television and radio. However, for the secondary
target segment and their convenience, the communication would extended towards broadcasting
through television, newspapers, magazines, etc.
Conclusion:
We may conclude by saying that this new mobile technology for visually impaired people is a
very beneficial innovation which will help many blind people to lead life more easily and
overcome the obstacles they face because of impaired vision .The unique features of the
mobile phones are very useful visually impaired people. Along with Walton we will be able to
implement this plan in Bangladesh and help the blind society.
