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What demographic changes are likely to affect Phonic’s targeted segments?
Demography is the study of human populations in terms of their size, location, gender, race, and
occupation, among other characteristics (Andre, 2021). Considering Pakistan being the target
market of Phonic. Following demographic changes can affect its targeted segments.
1. Affordability and Literacy and skills have been ranked as the highest factors that might affect
Phonic market in Pakistan
2. ‘Family does not approve’ is another consistent factor among females as Mobile phones are
viewed as providing women with some kind of freedom, something many families oppose in
Pakistan (GSM Association, 2020).
3. Safety and Security among men (as men working on daily wages like bykea, Foodpanda or
Careem captain are highly risked to get mugged)
4. Considering the recent Pandemic, corporate users, professionals, students are holding
meetings, online classes from home due to Standard Operating Procedure so this might
impact Phonic market in a good way.
What economic trends might influence buyer behavior in Phonic’s targeted segments?
Following economic trends can influence Phonic’s targeted segments?
1. Inflation in Pakistan. (Negative influence)
2. Unemployment due to Corona Pandemic. (Negative influence)
3. Increase in duties and taxes on imported mobile phones by PDA in Pakistan can help
Phonic in capturing the local market. (Positive Influence)
How might the rapid pace of technological change/alter Phonic’s competitive situation?
Phonic has to keep in mind that they are going to enter in an already established, fast moving
mobile industry, to keep a competitive edge they have to go extra miles to bring their A game.
Phonic will need to invest significantly in technical development to retain its competitive edge in
the mobile business while keeping a keen eye on others. Phonic has to keep experimenting with
technology to create a ‘need’ among its customers. Phonic can even capitalize on other
weaknesses like durability, long lasting battery (unlike iPhone), overheating issues (Samsung) to
make its brand stand out.
Where can you find suitable data about total demand for smart phones over the next two years?
Identify at least two sources (online or offline), describe what you plan to draw from each
source, and indicate how the data would be useful for Phonic’s marketing planning.
1. Phonic can avail services of Marketing research companies like, The Dynamic Research
Consultants, GFK Etilize to anticipate future demands of smartphone.
2. Tech (Dawn newspaper) this is specifically valuable for getting information about latest
trends and people preferences regarding smartphones.
3. Statista. Com; This site can help us to analyze the growth of smart phones in Pakistan in
last 20 years. This site is a great source to obtain the accurate data that can be proven
beneficial for any probability computations.
How (and how often) should Phonic monitor customer satisfaction?
Ideally a six-month gap is good enough between 2 surveys because the strengths and weaknesses
of any phone are assessed within six months and also it doesn’t make the customers feel irritated
and exhausted (National Business Research Institute, 2019).
Phonic can conduct customer feedback surveys in following ways:
1. Encourage them to participate in surveys by conducting surveys on online platforms like
Facebook and Twitter, offer them some discounts or lucky draw prizes upon answering
every question of a survey.
2. Create a web forum on Phonic website to facilitate user interaction and sharing of
experiences. UserVoice is an excellent tool for obtaining feedback and communicating
with people (Patel, 2021).
Which customer touch points should Phonic pay particularly close attention to, and why?
Consider your answers in the context of Phonic’s current situation and the objectives it has
Customer touchpoints are the many phases or places throughout the customer experience when
your brand interacts with customers.
These phases are basically divided into three stages.
1. Before purchase
2. During Purchase
3. After Purchase
Phonic should pay attention to the following Touchpoints.
Also known as digital banner advertising, these are the advertisements that appear on the side,
bottom, or top of various websites. This is a valuable touchpoint that can assist phonic in
generating visitors and leads for its website.
Phonic can reach thousands of individuals or prospective consumers through social media
platforms like as Instagram, LinkedIn, Twitter, Facebook, and Pinterest. Phonic may target these
individuals via posts, hashtags, and sponsored advertisements, among other methods, and comes
in pretty helpful for client acquisition.
This is the most crucial stage where Phonic needs to pay extra attention. There are normally two
means to buy a product, a store or website. For stores, Phonic need to hire highly qualified
trained people, who have all the necessary information about the product. They should have this
talent that even if a customer visits them mere for ‘window shopping’ they somehow convince
them about the benefits of having a Phonic handset. Store staff should be mindful of their
physical appearances and the store interior should also appeal the customer.
In terms of online purchasing, the interface of Phonic website should be user friendly, it should
provide all the necessary details with sufficient images of mobile outlook. Payment procedures
should be smooth and Phonic should fulfil their commitment of shipment of product.
Phonic is a new phone, they are destined to have some issues and bugs upon its release, in order
to built a strong customer base Phonic should be extra cautious over its customer service. Phonic
customer service should be accepting and patient towards any negative experience a customer
might face and ensure them to rectify them as early as possible, since delays in responses, refusal
of acknowledging customer’ negative experience might be off putting can affect Phonic future
What cultural, social, and personal factors are likely to most influence consumer
purchasing of smart phones? What research tools would help you better understand the
effect on buyer attitudes and behavior?
The majority of Pakistani population come from middle-class backgrounds. They value money,
even if they earn a good living, they mostly discourage the purchase of things that are unduly
overpriced. Additionally, people in Pakistan make a lot of purchases during Ramadan (the
Islamic month), and any discount or deal offered during Ramadan may attract some additional
customers for any phone company (Reporter, 2021). Additionally, because Pakistanis are heavily
influenced by Pakistani dramas and film, any endorsement by a celebrity might bring Pakistanis'
attention to a product Khan, (M.M., 2018). As far as social factors are concerned include so
Pakistan's poor law and order situation discourages individuals from purchasing expensive
mobile phones, as mugging and stealing are frequent, particularly in Karachi. Personal
characteristics such as one's age, interests, gender, and loyalty towards a brand may impact
people's purchasing decisions. Consumer Reviews, Q&A sites, surveys and focus groups can be
helpful to understand the buyer’s attitude and behavior.
Which aspects of consumer behavior should Phonic’s marketing plan emphasize and why?
When it comes to customer behavior, one thing Phonic has to highlight is the need of building
strong associations with its brand. Phonic has a vulnerability "a lack of familiarity with one's
brand. Phonic does not have a well-known name or image" (Kotler & Keller, 2012). A large
number of people buy things based on their brand. The brand tells the customer about the
business, the quality of the goods, and the total benefit they may expect from the purchase. As
long as a consumer can rely on well-known brands, the decision-making process for selecting a
product will be easier. Phonic has a lot of work to do if they want their brand to be recognized
positively by the public. The quality and intrinsic worth of Phonic's products must be clearly
communicated to customers, and Phonic must show how these aspects integrate into their lives.
What marketing activities should Phonic plan to coincide with each stage of the consumer
buying process? After you’ve analyzed these aspects of consumer behavior, consider the
implications for Phonic’s marketing efforts to support the launch of its smart phone.
The consumer purchasing process begins with the recognition of a problem. The optimal method
of determining customer demands is through surveys. Understanding consumer needs while
developing their mobile device is critical if we are talking about potential sales and interested
consumers. Ads, excellent customer service, internet sites, and branding are all critical marketing
activities that must be done during the second stage of the consumer purchasing process, Search
And evaluation. Recognition is the linchpin of the aforementioned marketing operations.
Consumers will receive accurate information about Phonic's handset as a result of the
aforementioned marketing actions. And, given Phonic is a new entrant to the market, expanding
its market presence must be a primary objective. The third procedure, alternative evaluation,
should underline the distinctive qualities of Phonic's device. Consumers must have access to
information on high-end technology, user-friendliness, and other advantages of handsets in order
to pique purchasers' interest. The fourth phase, purchase decision, is focused on providing
customers with a cause to purchase a Phonic device. The most effective marketing actions for
this procedure include excellent customer service, creating websites that provide reviews about
convenience and other beneficial effects that encourage users to purchase the device. The last
procedure, post-purchase behavior, demonstrates the need of following up on Phonic's goods.
Phonic should monitor customer happiness, activity, and product difficulties following a
purchase by sending emails to consumers and soliciting specific ideas, negative responses, and
recommendations. Maintaining consumers' interest in Phonic products, which is also a
component of post-purchase behavior, will entail sending them periodicals about new
applications or features available from Phonic. Additionally, Phonic should provide information
to customers on how to properly dispose of their goods for environmental reasons.
What types of businesses appear to fit Melody’s market definition? How can you research
the number of employees and find other data about these businesses?
Any business that heavily relies on a mobile device for its operations fits in the Melody’s
definition of marketing. For example,
1. Online Taxi Services.
2. Online Food Delivery Services.
3. Online trading
4. Banking & Finance to some extent
What type of purchase would a Phonic smart phone represent for these businesses? Who
would participate in and influence this type of purchase?
For these organizations, the purchase of a Phonic PDA would be a modified repurchase. Almost
certainly, these organizations currently use some kind of communication device and are seeking
for a better one. Product users and technical experts (IT department) who develop requirements
for a new product would have a significant impact on this purchase. The purchasing department,
the individuals who authorize the purchase, and the administrators are all involved in this sort of
How Phonic plans marketing activities for the business segments to be targeted?
Phonic can hire market research firms to help them create marketing plans and investigate
market data and marketing techniques of other mobile phone businesses. Also, Phonic may do
market research using survey interviews, questionnaires, and internet data sources to identify
market segments, innovation gaps, and its competitor's perspectives.
Which variables should Phonic use to segment its consumer and business markets?
Phonics’ business marketplaces can be segmented based on a mix of the mentioned factors
(referring Qn4), purchasing intentions, situational concerns, and human characteristics. Phonic
can also use socio-cultural, demographic and behavioral segmentations which may include
individual's needs, preferences, living standard and values.
How can Phonic evaluate the attractiveness of each identified segment? Should Phonic
market to one consumer segment and one business segment or target more than one in each
Phonic must consider the attractiveness of each discovered segment in perspective of the "five
important criteria successful segmentation;" quantifiable, significant, accessible, differentiable,
and actionable. (2012) (Kotler & Keller). Phonic can appeal to a variety of demographics in both
the consumer and commercial segments. It must, however, guarantee that the segments targeted
fit these five requirements and that Phonic's product is perceived as valued by the segment's
members. If Phonic attempts to target a segment that does not satisfy these five factors, or that
does not acknowledge the intrinsic worth of Phonic's product, Phonic's smart phone will be
rejected as a viable alternative to the dozens other competing smart phones, and sales will likely
suffer along with the company's name.
Should Phonic pursue full market coverage, market specialization, product specialization,
selective specialization, or single-segment concentration? Why? Consider how your
decisions about segmentation and targeting will affect Phonic’s marketing efforts.
Phonic should unquestionably seek product specialization in its target market selection,
particularly as the smartphone sector continues to grow. As technology becomes more mobile,
consumers are seeking increased functionality from their mobile phones. This will allow Phonic
to Phonic will be able to focus on developing advanced product while improving its efﬁciency.
Market segmentation may actually reduce Phonic's marketing efforts by helping in selecting the
suitable market for the company's product and directing marketing efforts more efficiently.
Market segmentation can also provide more precise advertising options for tailoring marketing
content to specific audience segments.
What brand elements would be most useful for differentiating the Phonic brand from
The general concept is to use brand attributes to differentiate a brand and its points of
differentiation from those of competitors (Farhana, 2012). Phonic’s logo, vibrant packaging (use
of colorful graphics that draw attention and help build brand equity) and jingles (in
advertisement) can make be useful for differentiating the Phonic brand from competing brands.
Should Phonic add a brand for its second product or retain the Phonic name? Be sure your
brand ideas are appropriate in light of what you’ve learned about your targeted segments
and the competition.
No, Phonic shouldn't add a brand for its second product because brands extensions often fail
when the product lines are a distinct mismatch. But even if they still introduce another brand
then the brand managers must examine their target demographic and which products are most
suited to their company's brand because we have seen example in the past where brands were
failed due to customers' perception about a brand. In the early 1980s, prominent jeans maker
Levi Strauss & Co. launched a line of men's three-piece suits under the sub-brand Levi's Tailored
Classics. After several years of declining sales, the firm discontinued the product. The
corporation could not change customers' view of the brand as associated with rugged casual
clothes rather than corporate attire. On the other hand, Levi's learnt from its mistake and
introduced Levi's Dockers in 1986, a line of casual khaki pants and other men's clothes that has
remained a continuous top seller for the firm for many years to come. (Findings: Should I Extend
My Brand?, 2019).
In a sentence or two, what is an appropriate positioning for the Phonic 1000 smart phone?
When it comes to multitasking smartphones, the Phonic 1000 is a great option for professionals
and outdoor enthusiasts alike who need to be organized, connected, and sociable while on the go.
In which stage of its evolution does the smart phone market appear to be? What does this
mean for Phonic’s marketing plans?
As the market for smart phones evolves, the devices' prices continue to fall as a result of
competition from a slew of other well-known firms. According to market statistics, smart phone
use is growing, with roughly millions of new users added each year. The number of
manufacturers of smart phones is expanding, and technological advancements have made the
industry more competitive. Phoni has a plethora of competitors, several of which have
established a significant foothold in the industry, including Samsung, Apple, Hawaii, Xiaomi,
Techno, and Qmobile (Local brand) With all of these rivals in the market, Phonic must do all
possible to compete successfully via effective marketing tactics. To do so, Phonic must focus on
marketing concepts such as customer satisfaction, customer perception, and customer wants and
Should Phonic select specific competitors to attack on the basis of strength versus
A Phonic should choose a competitor class to attack based on its strengths and shortcomings.
Consumers are more interested with smartphones that can easily adapt to their technological
requirements, demands, and expectations as they progress through different stages of life and
also comes in low price. Unfortunately, with each passing years new phones with innovative
features are being launched with sky touching prices. Since Phonic is offering all the standard
smartphones functionality with low price, so they should capitalize on this fact and make this as
a part of their advertisement campaign’s.
As a start-up company, what competitive strategy would be most effective as Phonic
introduces its first product?
In order for a technological start-up firm to succeed, it is critical that the company's primary
focus be on developing an innovative product that will set it apart from its competitors. In order
to drive the product ahead of the competition, there is a continual need to discover new features.
Which aspect of product differentiation would be most valuable in setting Phonic apart
from its competitors, and why?
Data security is a primary concern for many individuals since device hacking and data corruption
have become mainstream and are experienced by many people. As a result, people demand
equipment that protects and secure their data. The primary benefit of Phonic is its Linux
operating system, which is well-known for its extreme security against virus threats and hacking
attempts. Apart from Phonic's several additional characteristics. This (Linux OS) feature truly
distinguishes it from its competitors.
How can Phonic use packaging and labeling to support its brand image and help its
channel partners sell the smart phone product more effectively?
With the rising emphasis on self-service marketing, packaging plays an increasingly important
There are several ways in which Phonic's packaging and labelling can impact its brand image.
Environmental consideration: To have a positive influence on environmental lovers, the
packaging development of Phonic should incorporate concerns for sustainability, environmental
responsibility, and applicable environmental and recycling rules.
From a marketing point of view, the major aim of packaging is to emphasize why a user would
purchase a certain product; Phonic can utilize it, which may be as basic as a description of the
product. This might also be emotive, conveying the product's values.
Another critical role of packaging for marketers is its potential to increase brand recognition.
Phonic can also achieve this by including vibrant and sharp color combinations. For example,
when you see a red drink can with cursive writing, you almost instantly think of Coca-Cola. This
is a smart move on the part of the business. It fosters recognition, which in turn fosters loyalty.
Labelling: Labels assist to attract buyers' attention. The use of attention-grabbing language may
urge walking buyers to pause and see the product. The label is likely to be the first thing new
buyers see, providing a first impression of the product.
What support services are buyers of smart phone products likely to want and need?
Good Customer Service
Repairing services to avoid out of pocket expenses.
How can Phonic manage gaps between perceived service and expected service to satisfy
Extensive market research is required to bridge the perceived and expected service gap. Phonic
needs to constantly monitor the demographic changes and keep up with the latest trends to
maximize customer satisfaction, loyalty, and retention.
What post-sale service arrangements must Phonic make and how would you expect these to
affect customer satisfaction? Consider how your service strategy will support Phonic’s
overall marketing efforts
The growth of client support and the ability to respond effectively to consumer complaints are
necessary aspects of Phonics’ post-sale service agreements. Collecting feedback is one of the
most effective ways to enhance the post-purchase experience. Sending brief email surveys to
them immediately after they receive the goods. Phonic may use online survey tools to collect
client data and send automatic follow-up emails.
What should Phonic’s primary pricing objective be? Explain your reasoning.
They should maintain a reasonable price and one of the primary reasons Phonic must compete as
a low-cost manufacturer is because the company lacks a strong brand with which to demand
premium rates for its products. Indeed, Apple's primary competition depends on the strength of
its brand. Apple, on the other hand, has been developing its brand since the 1970s, whereas
Phonic is a very new product. The process of developing the Phonic brand has just
begun. Phonic will eventually require that brand to compete against generic competitors when
the smartphone industry gets commoditized. Only a few domestic technological companies exist,
in part due to commoditization and the failure of the majority of competitors to build a strong
Are smart phone customers likely to be price sensitive? What are the implications for your
Yes, the majority of consumers are likely to be price sensitive, since many customers have a
strong connection to the brand they are now using, making it difficult for them to switch brands,
which will undoubtedly affect their buying habits. Customers are less price sensitive when it
comes to low-cost products, which is why Phonic should follow a pricing strategy that undercuts
competitors and helps company to make a mark in the market.
What price adaptations (such as discounts, allowances, and promotional pricing) should
Phonic include in its marketing plan?
As a result of their strong affinity for their present brands and their reluctance to adopt new ones,
smartphone users tend to be more price sensitive. Due to customers' lower price sensitivity for
low-cost products, Phonic should pursue the market share target initially. The best way for
Phonic to expand its market share is to outperform the competition on price.
Which communication tools would you recommend using after Phonic’s initial product has
been in the market for six months?
Post 6 months now it is a time to strengthen connection with our existing customers. Phonic
might just have strategically located distribution centers and encouraged its dealers to reach a
larger consumer base. Phonic must now priorities marketing in order to attract customers to its
goods. It may use all communication channels, including personal and social media, to attract
customers to the selling point and collect feedback from existing and new customers in order to
address any issues that develop during the first launch. Phonic communicates with its clients
directly by phone, mail, and email. Phonic gets new customers as a result of a happy customer's
recommendation. Social media and consumer advocates help to promote Phonics' goods to new
Once Phonic begins to use consumer advertising, what goals would be appropriate?
Phonic should use an effective marketing strategy that includes face-to-face marketing,
connecting with customers through social media by creating polls and surveys, planning
promotional activities in public places, and collecting customer feedback after using
Should Phonic continue consumer and trade sales promotion after the new product has
been in the market for six months? Explain your reasoning.
Once your product has been on the market for six months, you may expect sales to level down as
the first rush of customers wanes. The product should no longer be promoted to consumers or
trade after it has been on the market for six months and Phonic can rely on word-of-mouth
marketing at this time.
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