iDROID Launch Proposal

PRODUCT LAUNCH STRATEGY FOR

IDROID

Submitted by r

adio africa group

Mobile Subscribers by Provider

Safaricom – 23,347,191

Airtel – 7,015,602

Equitel – 665,661

Orange – 3,766,003

Source: CA, Operators' Returns, Dec '14 – Mar '15

A RADIO AFRICA EXCLUSIVE PROPOSAL FOR 2014 2

Data Usage

Mobile data continued to dominate the data market with the number of subscriptions registered at 18.6 million up from 16.3 million subscriptions during the last quarter. The total number of internet users stands at 29,158,301.

Safaricom – 12,147,353 (65%)

Airtel – 3,448,107 (18.5%)

Equitel – 2,421,800 (13.0%)

Orange – 665,661 (3.6%)

Source: CA, Operators' Returns, Dec '14 – Mar '15


Current Market Situation The average cost of a smartphone on Jumia, Kenya’s biggest online retailer,

was around $100 in May 2015, down from over $200 a year ago. While the overall handset market in Kenya is dominated by Nokia, Tecno and Samsung, who together control around 75% of the total volume, newer brands such as Infinix, Innjoo and Wiko, whose flagship devices all sell for under $100, are making a name for themselves in the smartphone segment. This has led to a more fragmented smartphone market as a whole over recent years. While in 2011, 70% of the market’s volume was captured by just 4 brands, this figure has now increased to 7.

Source: Whitepaper – The Growth of The Smartphone Market in Kenya


Market Insight New Market While feature phones still dominate, smartphones are catching up fast.

Therefore there needs to be a lot of focus on converting these guys into entry level and mid-range devices.

Existing Market Kenyans are highly price conscious. There has been strong growth within the

affordable mid-range smartphone segment. This means that Kenyans are willing to shift brand loyalty if they can find better features and service for a better price.


Market Segmentation

The most vibrant market is essentially the youthful generation aged between 18 – 35. They are a lot that are not only fascinated by the latest smartphones, but also virtually dependent on them in every aspect of their lives. The factors they look out for in a smartphone are highlighted below:

Females – colourful, slim, light devices with fantastic front and rear camera.

Teenagers and College goers – hi-tech devices with all facilities i.e. 3G/4G, Dual Sim, Display Size, Memory, Cameras, Wi-Fi, Quad Core etc.

Young Professionals – costly flagship devices that validate their status.


Launch Strategy


Create a call to action, im

plement, see th

e result

Target Audience Millenials Females Young Professionals


MediumWe will use the following platforms to reach the aforementioned TA:

Radio Kiss FM – Millenials/Females Classic 105 – Females/Young Professionals

Digital Mpasho – Millenials Digital Influencers – Millenials/Females/Young Professionals

TV Kiss TV - Millenials


Product and Pricing Strategy People who buy/own high-end devices have the highest levels of brand

loyalty. The best strategy therefore is to enter the market with a mid range device – the most volatile segment of the market. A limited discount should also be effected on the launch date and launch platform.

The offer on the mid-range device should come bundled with an attractive package i.e. warranty, data, cloud storage, accessories (powerbanks, jackets, screen protectors, colourful covers etc)


Digital Strategy We will stimulate the market through our digital portfolio in order to build

hype and engage early adopters (approx. two weeks to the actual launch). Our influencers will run teasers about the device(s) on their social media

platforms create ripples and pique the interest of their fanbase. e.g. pics/clips of (Ugandan) personalities handling the “undisclosed” device.

The most obvious hint about the device(s) will be dropped when we post links that will drive our online fanbase to your Facebook/Twitter/Instagram pages.

Within the same period we will also run teasers and sponsored articles (reviews) on Mpasho in order to stir up the market a little more and prepare them for the upcoming launch.

You can consider creating a micro-site to pre-order the devices in order to give an out-of-stock impression.

N/B We will require prototypes that our influencers can experience before writing their reviews.


Radio Strategy This will be a concentrated radio blitz for a period of four weeks. The brand

will be omnipresent in both Kiss and Classic through a combination of mentions, give-aways, sponsorship credits and creative radio spots.

We will run a 2-week presenter-driven campaign on both Classic 105 and Kiss FM when the device officially launches. The purpose of this will be to drive the (stimulated) early adopters to the retail outlets stocking the devices. A limited launch discount will be part of the incentive. Primary USP will be the simple navigation afforded by iDROID devices.

At the same time, a benchmark property sponsorship with numerous credits will run on both stations for 2 weeks. Six spots will also run across the day (for 4 weeks) to give the brand radio presence throughout the day. In order to add to the excitement, the radio spots can be voiced by the personalities associated with each station.


TV Strategy We will brand the Live On Blast set with the device's artwork (1 week) in

order to give the brand the utmost visibility. 6 TVC's will run between 5pm and 11pm for 4 weeks. The product will be mentioned, demonstrated and reviewed on both Live On

Blast and Afterburn. Once more, emphasis will be placed on how easy (and cool) it is to navigate

through the iDROID device. We can also demonstrate the 3D experience since this is a visual platform.


On-Ground Strategy Our screen truck will be at the launch location displaying prominent images

and clips of the iDROID devices. Across a four-week period we will support your BTL activations with our

Outdoor Broadcasting van as well as a presenter on-location. Ideal areas include malls, cinemas and university campuses.

We will hold contests at all these activation locations.


iDROID Launch Proposal

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