Rebranding of HTC mobile

A Declining Product - HTC mobile

MKT201 (section- 06)
Prepared for
Sunny Saha
Lecturer
Department of Business Administration
East West University

Prepared by
(Marketers Voice)

Name Id Participation
Afroditi Mosharouf 2019-1-10-475 20%
Parbon
Md Mahim Sagor 2020-1-14-005 20%
Farhan Ishrak 2019-3-10-164 20%
Chowdhury
Ashik Qul Alam 2019-2-10-169 20%
Fida Zaman 2020-1-10-016 20%

Bachelor of Administration Department

East West University
21 December,2020
ACKNOWLEDGEMENT

First of all we are thankful to almighty Allah; by his grace we are able to complete our research
paper.

We want to give our heartiest thanks to our respected faculty. Sunny Saha, Lecturer, East West
University, for giving us the opportunity to work on this research paper. It will impossible for us
to finish this paper without her support and the guideline she gives to us.

We prepared our term paper on a decaling product “HTC”

It was a great experience for all of us to do the term paper on above topic. Finally, we would like
to thank all the group members that directly or indirectly helps us to provide and accumulate all
the necessary information for all the accomplishment of this term paper.

Sincerely

Afroditi Mosharouf Parbon

Ashik Qul Alam
Fida Zaman
Md Mahim Sagor
Farhan Ishrak Chowdhury
 Contents
1. Executive Summary
2. Introduction
3. Objective of the study
4. Company History
5. Market Demand
6. Competitor Analysis
7.Comeback strategy
8. Perceptual Map
9. Points of parity
10. Points of difference
11. STP of HTC mobile
12. SWOT analysis
13. Marketing mix
14. Action plan of HTC mobile phone
14 Budget Plan
15. Implementation control
16. Conclusion
 Executive Summary
We are going to rebrand the HTC mobile phone worldwide. By analyzing the market demand
and competitor we are able to understand that still we have a huge market share as we can again
come to the market by taking and developing some strategies. So, for rebranding we have to
develop some strategies and according to strategies we have to develop our perceptual map,
points of parity, points of deference. Thee wee will divide the market, target the valuable
segment and will try to create position in that segment. So, in short, we have to develop STP.
After all these things we are going to analyze our SWOT and going to develop our marketing
mix according to 4p as this is our product business. To achieve the goal of position of HTC
mobile phone market action plan were helping us to what to do coming up next. Besides, budget
planning is important without specific budget idea the expense will create a big issue.
Implementations introduce the major part that should develop the brand to do better in market for
best position and it must control gradually.

Introduction

HTC Corporation is a manufacturer of smartphones in Taiwan. It used to be called High Tech

Computer Corporation and now is called HTC by lots of people.[1] The company first made
smartphones based on Microsoft's Windows Mobile operating system, but in 2009 it started to
make smartphones based on Android operating system.
HTC is also a member of the Open Handset Alliance, a group of manufacturers and mobile
network operators helping to improve the Android operating system.]The HTC Dream, sold by
T-Mobile in many countries as the T-Mobile G1, was the first phone to use this.

Objective of the study

This study includes a lot of practical knowledge and experience that will help us to be a good
executive or manager. After completing this degree, we will go to serve any company or
institution. So, this kind of experiences that we need we got that kind of experience from this
study.

1.To understand the communication process with the customer.

2.How the service is setting memory into the customer mind.

3.To find out whether any gap between the service and their valued customer.

4.To determine what factors are affecting the customer service.

5.To identify the customer opinion about the marketing policies.

6.To identify the limitation of service.
7.To learn making strategies for falling products.
8.To learn how to revive or restart a brand.

Methods of Collecting the data

1.Identification of business
2.Survey and observation
3.Analysis of the information
4.Put all together to prepare the report
Situation Analysis
Company History
HTC was Founded in 1997 as a laptop manufacturer, Taiwan-based HTC soon began making
smart phone based on Windows Mobile and Brew. It released the first commercial Android
smart phone, the HTC Dream in 2008 and in this current 2021 they do not produce any Android
or Windows based smart phones anymore. After initially making smart phone based mostly
on Windows Mobile, HTC became a co-founding member of the Open Handset Alliance, a
group of handset manufacturers and mobile network operators dedicated to the development of
the Android operating system. The HTC Dream marketed by T-Mobile in many countries as the
T-Mobile G1 was the first phone on the market to run Android. From 2018 HTC has totally
stopped manufacturing smart phones of any platform Android/Windows.
Market Demand
There is a good market demand of HTC mobile phones. The main reason for greater market
demand was HTC mobile phones build quality offers greater facilities and features in a lower
price compared to its competitors Apple, Samsung, LG etc. If we look at HTC Domestic and
Export mobile phone sales from the year of 2009 to 2018, we can see that in 2009, 2010 the sale
was at a lower position but in 2011, 2012, 2013, 2014 and 2015 the sales were in a very high
demand but in 2016 and 2017 the sale again falls and HTC loses it’s all market shares. This is the
main reason they are not continuing to make their smart phones. The level of industry also
determines the intensity of rivalry among established companies. Growing demand of the
industry makes the competition of existing companies tend to moderate (Hill & Jones, 2008).
According to the IDC report, it indicates the Smartphone market has grown up to nearly ninety
percent from 2009 (IDC, 2010). Due to industry demand keep growing, we can say the intensity
of rivalry in the Smartphone industry is tending to moderate. HTC business is focus on European
and North America markets in 2009. There are 48.8% of revenues from North American, 30.4%
from European and 20.8% from Asia and other regions. Especially, the annual growth rate is
28.6% in North America which is the most potential markets. HTC development strategy is the
current worldwide brand positioning HTC have a good development and increase HTC brand
image in order to create long-term competitive advantage HTC. HTC has different products to
meet the different level of the markets. First, HTC’s HD2 is the luxury and high-end product.
Second, they have mid-price products which are HTC Tattoo and HTC Touch2 in order to have
competitively in their market segment.

Competitor Analysis
The Bangladeshi mobile phone market, and specially within the area of smart phones, is
extremely competitive with four major brands competing for customers. In recent years, there
have been a number of high-profile new product launches in the smart phone category. In 2010,
Samsung Inc. captured the largest share (27 percent) of the Bangladesh smart phone market due
to its popular Samsung Galaxy series, and Samsung Electronics Co.
In the following section, we will develop a brief positioning frame for competitors like Apple,
Samsung, Motorola.
Apple Inc.
Apple entered the mobile phone market in 2007 with the iPhone launch. The phone was origi-
nally designed as an extension of the company’s highly successful iPod media player. The Apple
iPhone combines a mobile phone, a widescreen iPod with touch controls, and an Internet com-
munications device in a single handheld product, which was a technical breakthrough at that time
(Business & Company Resource Center, 2011). As a contrast to the business-oriented
BlackBerry, the iPhone was introduced as a more media-centric smartphone. The fashionable
design and aggressive marketing elevated the brand to an almost iconic status. The popularity of
the brand is largely due to the fact that Apple has complete control over which file formats,
programming languages, and third-party applications can run on the device, allowing Apple to
have complete control over the user experience
Motorola
Another company that could be a threat and competitor in the Bangladesh smart phone market, a
spin-off of Motorola’s former smart phone section. Motorola Mobility generates about two-thirds
of their total revenues in the market. Their main business segments are mobile devices, wireless
accessories, set-top boxes, and video distribution system products (Hoover's Company Records,
2011). Most recently, Google announced an agreement about the acquiring of the company as
well as a portfolio of patents from Motorola for $12.5 billion (Taylor and Walters, 2011).
Samsung
Samsung is a South Korean multinational corporation with a wide range of electronic products.
Within mobile phones, it has focused its development on smart phones, and it has been very
successful with its line of smart phones based on the Android operating system. The company
tops the overall smart phone market, bringing its average sales price below Android competitor
HTC. Product differentiation is a big challenge for Samsung in the smart phone market because
the brand, together with companies like HTC, LG Corp, and Motorola, has a wide variety of
similarly functioned Android-based smart phones. In its attempt to differentiate, Samsung has
largely failed to diversify on its software as the Bada OS remains a niche product in 2012.

COMEBACK STRATEGY
  1.HTC is Android's first falling giant as it announced. They are exploring a few strategies to
steer itself in the right direction, like. ecosystem for the laptop, smartphone and
wearable markets. Cutting back to solely two products, premium and middle tier.
2.They want to earn royalty by licensing in Indian market. Via new business model and planning
to license Its brand for smart phones, mobile accessories and tablets in India and they have
already talked with Micromax, lava and Karbon for that reason

3.they are changing their product line and rather than announcing new hand set, the briefing
focused instead on virtual reality, an alternative business line for Taiwan take giant

Perceptual Mapping
 High 0.14
Features
9 0.12
0.1
0.07
7

5
0.08

0.06
-1

-3

-5
Low
Price

Low
Features

As per analysis, we saw that Samsung mobile phone has highest Features and almost same High
price as iPhone and One Plus also expensive however, less features and less expensive Price
which is a small fraction. Here, HTC and Xiaomi providing smart phones at less price. HTC
provide much features than Xiaomi. Symphony has lowest the price and less features among all
off them.

Points of parity: In this twenty century a number of mobile brands came in the market. Covid-19
also effect on the smart phone market. Necessity of smarts phone increasing day by day. Every
company trying to provide as much facilities as possible to do marketing campaign with there.
Every company giving high hardware performance for multi-tasking, heavy task and fast apps
loading experience. Great camera experience by providing 2-5 camera to give user best photos
and videos. All is about to capture the maximum percentage of the smart phone market.
Points of difference: We are also providing some unique things that other company do not
provide and because of providing different things we can able to make good market position. Our
unique services will be shown below:
1) Quality: Making our phone more quality full
a) Design: Making good design not coping from other brand will impress consumers to
purchase our smart phones. We are providing modern and classic both type design for all
type users. Both type of design come with better hand in experience with large display.
b) Metatrails: Good quality materials
(i) High quality paint which are not easily removed and looks premium.
(ii) High quality metal. Ex- Aluminum, titanium, silicone. Carbon fiber.
(iii) High quality display which gives users accurate color experience, bright
display easy to use in sunlight and consume less power.
c) Software: We are providing unique software experience. Our user interface previous
version was Sense 10.10 (Android 9.0). Now it comes with new user interface with latest
android version.
2) Friendliness: We enjoy working and succeeding together by building good bonding which
helps to create close relationships. While we have a sense of purpose, we also have a sense of
humor. We consider the needs both of our customers and of each other.
a) Equated Monthly Installment: To make customer more loyal so we are providing easy
EMI facility. If customer purchase our flagship smart phone, we will provide 9 EMI with
0% interest ratio.
b) Services: We are providing 1.5-year hardware and software warranty. Easy to get this
service we are providing international warranty of all smart phone.

STP of HTC
Segmentation:
Market segmentation is very important for any product, before lunching it in the market.
As we are rebranding our company so it’s much more important. Our first hand held device
released back in 1998. Which is world first touch and wireless device. Our product always
innovative which seek customer attention. There some segmentation we have to follow for
capture the market. A Mobile World Congress held in February 2011. The GSM
association named HTC as the "Device Manufacturer of the Year" and got the global mobile
award.  In 2015 company reported that they lost net worth. Because in the phone market new
company entered and exist company comes with new innovation.
Demographic Segmentation: Demographic Segmentation means divide by nation, age, income,
nationality wise segmentation. Thinking about this we introduce our low range, mid-range and
Flagship phone which is little costly. We have different variant design base on different
nationality and age.
Geographic Segmentation: Geographic segmentation means whole world. Before launching a
product, our company thought and make different variant which easily suit that specific weather.
Behavioral Segmentation: Another form of segmentation that most marketers will be familiar
with is segmentation according to customer behavior. Behavioral segmentation is benefit,
occasion, and user status wise segmentation also Depending on usage rate and loyalty status for
example customer can write their name or logo also they can choice glass back part or metal
back part. We offer different range smart phones for different status.
Targeting: To capture the market share we have a target plan. The organizations that fail to
define its target market fail miserably in the market. Doing promotional activities has chance to
capture the market. For example, classic design smart phone for elder people. Providing good
quality accessories where as other company does not providing charger or headphone.
Positioning: Positioning means holding a clear and distinctive place in the mind of target
customers. It is a very important thing to gain success in the market where there are a number of
competitors. A product has to occupy a special place in the mind of customer.
‘Classic Series’ for elder people that we also think differently for elder people. This phone has
many features for elder person because they need extra care.
‘M series’ which is flagship phone. We are ready to give other competitors head-to-head
competition.

The ways of differentiation positioning are:

1. Product differentiation
2. Service differentiation
3. Personal differentiation
 4. Image differentiation

Product differentiation: Our all product is 5G capable. We want our customer feel new
technology at less price and we also providing high security fast finger print reader and face
unlock, voice unlock and iris scan.

Service differentiation: We providing international warranty with all device and 24/7 service,
6-month parts replacement guaranty and 1.5-year service warranty.

Personal differentiation: Our all worker is highly skill and educated. There is less chance to get
fault in product.

Image differentiation: It depends on number of things for create a good brand image for
example social welfare, give sponsorship to cultural programs, sports, work with google map,
other company to make especial version.

SWOT ANALYSIS
The swot analysis of our product:
Strength:
Our products are always be so quality full and that is way, we have a very good brand
value in market. So, we will use these things as our strength. Not only that, we will launch
product with long lasting quality. Even we will separate some of our mobile phone as a premium
set for some of our premium customer.
Weakness:
We have a big issue with consistency in the market. We have lack of consistency in the
case of launching product. Even we have issue with the market idea, price and global
distribution.
Opportunities:
As we have a high market share just because of a very good brand value, this will work
as a great opportunity for us. Because of high market value, we can find customer very easily.
Competitive advantage can be an opportunity for us. If we consider other brand of mobile phone,
we can see they are not delivering all the needs or value at a time. For example: I-phone have
some issue with their battery, MI have some issue with their processor. So, we will give these
competitive advantages in our product.
Threats:
The main threat for our business is high number of competitors. Not only that, growing
development of technology in the world is also a big threat for mobile business because it is
almost impossible to maintain with this grow all the time. Another threat is high price. As we are
going to give maximum facilities in our product, so it may cost high. So, this can be a big threat
for our business.

Marketing Mix of HTC mobile phone

Marketing mix is all about developing 4p or 7p. Though this is a product related business, we
need to develop the marketing mix according to 4p named product, price, place and promotion. If
this was a service business, we had to develop the extra 3p named process, people and physical
evidence for the marketing mix.
Product: Our product is smartphone. Connecting people is our main benefit of product. Our
smartphone will have many good features. We will have quality full camera, enough ram/rom,
good processor, big screen, quality full display, easiest function as these are the market
requirement now-a-days. We will also deliver some extra features according to the points-of-
difference.
Price: The price we set should reflect our customer's perceive value of our product and the after-
sell service. If we set price higher, we will not get good number of customers. On the hand, if we
set our price low, we can face loss. So, we have set rice fairly. According to our features of
mobile, we will set the price fairly.
Place: As mobile is becoming the most important part of human life, we want to distribute this
product in every city, town and village of country. To distribute broadly, we have to fix enough
dealer in every important city or town and even in village. If we can fix good dealer, we will able
to distribute our product at every side of a country.
Promotion: Advertising is the most commonly used method of promotion. So, we are going to
promote our product again via advertising. We will use TV, magazine, newspaper, bill boards,
digital marketing.
TV: TV ads are the most commonly used method for big brand for advertising. We
already used this as our promotional method and also get reward of this. Once we dealt with
Robert Downey, Jr. ass our brand ambassador for the advertisement and it had worked.
Magazine: It is actually an elite class advertisement but a very useful side for
advertisement.
Newspaper: This actually becoming a very unpopular side now-a-day. Though some parts
of people are still depending on it. So, for those people, it will work.
Bill boards: Still some countries or region are using bill board as a very popular
advertising method. So, for those countries or region.
Digital Marketing: It is the most important promotional element for our product. Now-a-
days Facebook, Instagram, Youtube are very popular as an advertising method. People prefer
more this advertise than any other advertising process. So, we will do advertise on Facebook,
Youtube, Instagram and other social media.

Action plan of HTC mobile phone

An action plan of HTC Mobile phone that contains camera, phone design, rich color, sound
quality, screen system, fast service and other activates which is important to achieve goal. Also
this activity includes an outline of objectives, measurements, action steps and responsibilities for
each step.

HTC phone

Action plan
Rebranding HTC phone

Task Assigned to Due date

Analyzing the current situation of Marketing Research 21/04/2021
market Executive

Study on the competitors Advisor 2/05/2021

Making the marketing strategy Marketing Executive 9/07/2021
Promoting HTC phone Manager 10/09/2021
Providing the best after sell service Workers 15/11/2021

 First, we will analysis the market to know what is current position of other
competitors and what customer wants or what is the demand in the market.

 We will prepare the best service for the customers.

 Then we will promote our business.

 Providing the best after service in the market.

Budget planning

Budget is very important for the promotion. It is an aspect of a successful business and
promotional activities are the next best thing after innovation is most concern about. HTC should
have a low pricing policy. This will ensure that people in the developing countries can also
afford to purchase the mobile phones. HTC mobile phones are sold at different prices according
to the feature of the phone. The prices are set according to the quality of the product. Due to
other competitors, HTC charge fair prices to avoid losing their customers and the potential
customers.

Promotion Technique amount (Taka)

Section Amount (taka)

Advertising 50,000,000
Personal selling 70,000,000
Seles promotion 40,000,000
Public Relations 10,000,000
Events 20,000,000
Direct Marketing 30,000,000

Total promotional cost 2,200,000,000 taka

Implementation control

HTC Corporation identifies the relative attractiveness of the Smartphone industry. In order to
acquire competitive advantage over such five competitive forces, HTC has to provide additional
values to its products. Thus, analyzing and constructing HTC’s value chain in term of Porter’s
Five Forces Model is very important to evaluate activities that add value to its products and
identify additional value to its products.
Market research and business analysis
Market research is very much to find out ongoing trends and business opportunities.
Smartphone’s buyers include carriers, retailers, and end individuals. The buyer power is
moderately high because its customers have many other choices.
Financing Partnership
Investing in the company and making partnership with other brand and intermediaries. Thought
HTC had no partnership with any other brand, so if HTC do partnership with other brands it will
be so helpful for HTC.
Service development
Currently, HTC’s main accomplishments include the process of product designing, developing
instinctive usable user interfaces and software applications, and developing its own operating
systems.
Strengthening distribution channels
Improving relationship with HTC old customer and new by setting up profit percentage, building
strong service system. Partnering with other company and other communications company to
increase popularity and promotion.

Taking customer feedback and suggestions

Promoting integrated company website. Customer satisfaction after buying is very much needed
and their feedback about the product and service is important to know how much modifying the
product should.

Controls
 By the co-operation of the public relations, research and development
service, we would do a thorough customer feedback research and business
analysis to get a clear idea about the current situation and users demands.
 Analyze the user’s feedbacks and preference to add or remove services
and offer from the production line.
 Quarterly sales and revenue evaluation by the finance and accounting and
sales and marketing department.
  Evaluate the effectiveness of the company’s promotions, distribution etc
and to set up prices and sales targets.
Examine and integrate the whole production and distribution process to make the procedures
more efficient, services and offer is more qualitative and employs more dedicated and duteous

Conclusion
HTC is a brand that although faced by so many competitions has a chance to be the world’s most
competitive mobile manufactures. The marketing research to find out the customer taste and the
technology research to come up uniquely designed phones can be enabling the firm to be the
most competitive. HTC has good public relation since it engages in sponsoring of event. The
complaints of the HTC mobile phone customer to come up with the product that satisfy their
needs is another good way to again make position in market.

Reference:
https://www.androidauthority.com/htc-history-802005/
https://en.wikipedia.org/wiki/HTC#History
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