英國留學dissertation：傳音控股在印度的營銷計劃

Executive Summary
Transsion Holding is a company dedicated to providing mobile communication products with local characteristics for emerging markets. Its mobile phone brands include Tecno, itel and infinix. Currently, Transsion Holding is considering entering the Indian market to expand its market.
TRANSSION是一家致力于為全球新興市場提供具備當地特色的移動通信產品以及 移動互聯網服務的公司。TRANSSION旗下擁有領先的手機品牌TECNO、itel和Infinix。目前，TRANSSION正在考慮進入印度市場，以擴張它的市場版圖。

The consumer research system of Transsion Holding is constantly improving, and the offline channel network management and after-sales service system are constantly upgrading. The obvious price advantage creates a great opportunity for Transsion Holding to enter the Indian market.
TRANSSION的消費者調研體系在不斷完善中，線下渠道網絡管理和售后服務體系正在不斷升級。明顯的價格優勢為TRANSSION進入印度市場創造了極大的機會。
The main target of Transsion Holding entering the mobile phone market in India is to achieve 20% market share in three years. The main target market for Transsion Holding is the general social class in India.
TRANSSION進入印度手機市場的主要目標是在三年內達到20%市場占有率。TRANSSION的主要目標市場是印度的普通社會階層。 

Through the implementation of localization strategy and the use of social media to maintain user relations, Transsion Holding is committed to improving brand reputation.
 TRANSSION通過實施本土化戰略，獲得更多消費者認同。同時在線上電商平臺和線下渠道為消費者提供便捷的購買渠道。并且，TRANSSION將通過社交媒體維護用戶和品牌的關系，以及通過各種公益贊助提升品牌形象。最重要的是，TRANSSION致力于利用口碑營銷的營銷方式來獲得更多的用戶。

1.    Situation Analysis
1.1  The External Environment
In India, Chinese brands dominate the key price range market for mobile phones. MI, OPPO, VIVO and Huawei Honor occupy 80% market share of key markets in India with the price range of 700RMB to 2500RMB (Zhang 2019). The market capacity of low-end smart machines is large and there are many brands. However, because the price growth space in this area is very small, most brands will pursue price rising after entering the market successfully. For example, OPPO and VIVO began to control the product price above 1000RMB in 2017, and by 2018, they will no longer basically sell models below 1000RMB. However, Tecno, the mobile phone brand of Transsion Holding , whose main price range is from 600RMB to 1300RMB, can enter the market at the time node when OPPO and VIVO withdraw from this price range to seize market share (Zhang 2019). This also means that there are relatively fewer similar and strong competitors of Transsion Holding entering the Indian market.#p#分頁標題#e#
 在印度，中國品牌占據了手機關鍵的價格區間市場。小米，OPPO，VIVO和華為榮耀以700RMB到2500RMB這一價格區間占據了印度關鍵市場80%的市場份額。低端智能機市場容量大，品牌眾多，但由于這一區間的價格增長空間非常小，大部分品牌在成功進入市場后會追求價格上浮。如OPPO和VIVO在2017年開始把產品價格控制在1000RMB以上，到2018年已經基本不再銷售1000RMB以下機型。而TRANSSION TECNO主打的價格區間在600RMB到1300RMB，正好可以在OPPO,VIVO撤離此價格區間的時間節點進入市場搶占市場份額。這也意味著TRANSSION進入印度市場的同類強勁競爭對手相對減少。
 
1.2     The Customer Environment
Transsion Holding enters the mobile phone market in India with the goal of low price. At present, its customers are the lowest class in India. Their income level is low and their consumption ability is not high. Therefore, they hope to obtain high-quality products at a lower price. Generally speaking, the buyer of mobile phone is the user, and the user's feelings will directly affect whether to buy or recommend others to buy.
TRANSSION以低價為目標進入印度手機市場，目前的客戶是印度的最低階層，他們的收入水平較低,消費能力不高，所以希望以更低的價格獲得質量較高的產品。一般來說，手機的購買者即使用者，使用者的感受會直接影響是否購買或推薦他人購買。

In India, consumers buy mobile phones mainly through offline retail stores and e-commerce platforms. The main e-commerce platforms are flipkart Amazon and snapdeal, which purchase mobile phones directly from distributors, avoiding the cost superposition of multiple distributors. Generally, online channels will rush to buy in limited time, and the price is lower than that of physical stores. Offline stores are convenient for consumers to experience and purchase.
在印度，消費者購買手機主要在線下零售店和電子商務平臺。主要的電商平臺有Flipkart亞馬遜和Snapdeal，這些平臺直接從本地生產商處采購手機，避免了經過多重經銷商的成本疊加。通常線上渠道會進行限時搶購，價格相對于實體店較低。而線下實體店則方便消費者進行體驗和購買。
 
1.3  Internal (Organizational) Environment
Review of marketing goals and objectives
At present, Transsion Holding needs to copy its success in the African mobile phone market to the Indian market, that is to say, it needs to provide Indian consumers with low-cost and high-quality products. This is the continuous development of the mission of transsio, which is committed to providing low-cost but local mobile communication products for emerging market countries. At the same time, Transsion Holding attaches great importance to the use experience of local consumers, and designs products that conform to local characteristics for consumers through continuous user research. Moreover, with the improvement of consumption level in India, consumers are more willing to choose higher quality service and product experience, which is in line with transsio's current marketing plan. In 2018, Transsion Holding took the first place in Africa's mobile phone market share and has become a well-known mobile phone brand in Africa (Zhang 2019). However, in the highly competitive mobile phone market in India, it is relatively late for Transsion Holding to enter the Indian market, and it will take a certain time for it to gain a high reputation. However, products with local characteristics will definitely be welcomed by consumers and occupy the market share of competitors. It is expected that Transsion Holding will gain 10% market share in the first year.#p#分頁標題#e#
目前，TRANSSION要將其在非洲手機市場獲得的成功復制到印度市場，也就是說，TRANSSION要為印度消費者提供低價高品質產品。這對于致力于為全球新興市場國家提供低價但有地方特色的移動通信產品的TRANSSIO來說，使其使命的持續發展。同時，TRANSSION非常重視當地消費者的使用體驗，通過不斷地用戶調研為消費者設計符合當地特色的產品。并且，隨著印度消費水平的提升，消費者更愿意選擇更高品質的服務和產品使用體驗，這非常符合TRANSSIO目前的營銷計劃。2018年，TRANSSION占據非洲手機市場份額的第一位，已經成為非洲知名手機品牌。然而在競爭激烈的印度手機市場，TRANSSION進入印度市場較遲，想要獲得較高的知名度需要一定的時間。但符合當地特色的產品肯定會受到消費者的歡迎，搶占競爭對手的市場份額，預計TRANSSION在第一年內將會獲得10%的市場占有率。
 
2.    SWOT Analysis
 

 
3.    Marketing Goals and Objectives.
3.1  Marketing Goal A
Within three years of its entry into the mobile phone market in India, Transsion Holding has occupied 20% of the mobile phone market. And more than 80 consumers know the brand of transmission.



4.    Marketing Strategies
4.1  Primary Target Market and Marketing Mix
Primary Target Market
The product of Transsion Holding belongs to the product positioning of low-end smart phones, and its market segment belongs to the middle and low-end market. India is the target market of this transmission, mainly considering its relatively low penetration of mobile phones and its huge market space. The market orientation of Transsion Holding is mainly differentiation. By targeting the needs of local consumers, it establishes brand differentiation, including product, appearance and service differentiation.
TRANSSION的產品屬于低端智能手機的產品定位，其細分市場屬于中低端市場。本次TRANSSION以印度作為目標市場，主要考慮到其手機普及度相對較低和其巨大的市場空間。TRANSSION的市場定位主要是差異化，通過針對當地消費者的需求，建立品牌差異化，包含產品，外觀，服務的差異化。
 
Product
Differentiation in user experience
Transsion Holding needs to use systematic user research before entering the Indian market to tap the potential needs of target customers in the target market. India's power infrastructure is very backward and its power resources are very unstable. To solve this problem, Transsion Holding can improve the charger to prevent charging difficulties caused by voltage instability. In addition, Transsion Holding can develop ultra long standby cell phone batteries, thus reducing the number of charges and further reducing the inconvenience of power facilities. India's hot weather throughout the year means that consumers prefer mobile phones that are not easy to heat up. For this reason, Transsion Holding can use a higher level of heat dissipation technology in the mobile phone to prevent the heating phenomenon during the operation of the mobile phone. In addition, for India's high temperature weather, Transsion Holding can continue to use its existing anti perspiration and anti falling technology. ,#p#分頁標題#e#
TRANSSION在進入印度市場之前要采用系統化的用戶調研，挖掘目標市場的目標客戶的潛在需求。印度電力基礎設施十分落后，電力資源非常不穩定。針對這一問題，TRANSSION可以對充電器進行改進，防止電壓不穩定造成的充電困難。并且，TRANSSION可以開發超長待機的手機電池，從而減少充電次數，進一步降低電力設施帶來的不便之處。印度全年高溫的天氣意味著消費者偏愛不容易發熱的手機。對于此，TRANSSION可以在手機中使用更高水平的散熱技術，防止手機運行過程中出現發熱現象。并且，針對印度的高溫天氣，TRANSSION也可以繼續利用其已經存在的防汗和防摔的技術。

Localization of product positioning
In the wave of "made in India" national strategy, Transsion Holding should adhere to the concept of ‘global thinking, localized operation’. That is to say, Transsion Holding needs to set up a mobile phone assembly plant in India to realize a fully localized production line. And implement personnel localization, make full use of the advantages of Indians in management and Chinese team in product. This can not only deal with the national strategy of "made in India", but also close the psychological distance between Indian consumers and the Transsion Holding brand.
在印度總理莫迪推行的“印度制造”國家戰略的浪潮下, TRANSSION要堅持“全球化思維,本地化經營”的理念。也就是說，TRANSSION要在印度建立手機組裝工廠,實現完全本地化的生產線。并且實行人員本地化,充分運用印度人在管理上的優勢和中方團隊在產品上的優勢。這不僅可以應對“印度制造”的國家戰略，還可以拉近印度消費者與TRANSSION品牌之間的心理距離。

Pricing
With the shortening of smartphone life cycle, Transsion Holding should implement flexible price adjustment according to the product life cycle. During the product introduction period, the price is the highest price within the changeable range. In the growth period of the Transsion Holding smartphone, when competitors enter and consumers gradually understand the product, they can adjust the price appropriately by means of activity promotion or limited sales. In the mature period, in order to maintain market share, we should follow the same kind of mobile phones in the market to reduce prices to adapt to market competition. In the recession, with the emergence of new mobile phones, prices need to be adjusted to the lowest price within the scope of profitability.
隨著智能手機生命周期的縮短，TRANSSION應該根據產品的生命周期對手機實施靈活的價格調整。在產品引入期，價格是可變動范圍內的最高價。在TRANSSION智能手機的成長期，競爭對手的進入和消費者對產品逐漸了解，這時可采用活動促銷或限量銷售等方式適當調整價格。在成熟期，為維護市場份額，應該跟隨市場同類手機共同下調價格來適應市場競爭。在衰退期，隨著新款手機出現，價格需要調控到可盈利范圍內的最低價。#p#分頁標題#e#

Distribution
With the rapid development of Indian e-commerce platform, Transsion Holding can sell its smartphone products through cooperation with various e-commerce platforms. For example, new products can be jointly released with famous e-commerce platforms to improve the exposure rate. Secondly, with the increasing popularity of Transsion Holding in India, users can establish their own online sales platform, on which they can purchase all the products on sale of transmission.
印度電商平臺的快速發展使得TRANSSION可以通過與各個電商平臺進行合作來銷售其智能手機產品。如新產品可以聯合著名電商平臺進行聯合發布，提高曝光率。其次，隨著TRANSSION在印度知名度的提高，可以建立自己的網絡銷售平臺，用戶可以在該平臺上購買到TRANSSION的所有在售產品。

Promotion
First of all, in the early stage of Transsion Holding entering the Indian market, wall painting marketing can be adopted. That is to say, the logo of Tecno, a brand of transmission, is painted on the wall, including the electric poles of road signs, billboards, convenience stores and other locations, so as to impress consumers. At the same time, famous Bollywood stars can also be invited to endorse the products of transmission, so as to improve the popularity of products and brands through star effect. Based on the rapid development of Internet in India, Transsion Holding can use new media for brand promotion. For example, through Twitter, Facebook and other social media to carry out advertising, increase the participation of consumers and potential users, and lay the foundation for giving full play to the word-of-mouth marketing strategy. The personal influence in the new product acceptance drivers means that the user's word-of-mouth has a decisive influence on whether the consumers accept the new product or not (Kotabe et al. 2014). And in Asian countries characterized by a high degree of collectivism, strong word-of-mouth communication makes the adoption rate of new products rise rapidly.
首先，在TRANSSION進入印度市場的初期階段，可以采用刷墻營銷。也就是將TRANSSION旗下品牌TECNO的標志刷在墻上，包括路標的電線桿，廣告牌和便利店等位置，給消費者留下深刻印象。同時，也可邀請寶萊塢的知名明星代言TRANSSION旗下產品，通過明星效應提高產品和品牌的知名度?；谟《然ヂ摼W的快速發展的特點，TRANSSION可以運用新媒體進行品牌宣傳。如通過推特，Facebook等社交媒體開展廣告宣傳，增加消費者和潛在用戶的參與度，為充分發揮口碑營銷策略奠定基礎。新產品的接受驅動因素中的個人影響意味著用戶的口碑對消費者是否接受新產品有決定性的影響。并且在以高度集體主義為特征的亞洲國家，強大的口碑傳播使得消費者對新產品的采用率快速上升。

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Reference         
Kotabe, M, Marshall, A, Ang, SH, Griffiths, K, Voola, R, Roberts, R & Helsen, K 2014, International Marketing, 4th edn, John Wiley, Sons Australia.
 
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Yao, GL 2019, ‘Comparison of international marketing strategies between MI and TRANSSION’, PIONEERING WITHSCIENCE & TECHNOLOGYMONTHLY, Vol. 10, No. 8, pp.33-35
 
Zhang, XJ 2019, ‘TRANSSION: Drifting "The Belt and Road Initiative", focusing on emerging markets’, China's economic information, Vol. 11, No. 1, pp.38-39