英国留学dissertation：传音控股在印度的营销计划

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是一家致力于为全球新兴市场提供具备当地特色的移动通信产品以及 移动互联网服务的公司。TRANSSION旗下拥有领先的手机品牌TECNO、itel和Infinix。目前，TRANSSION正在考虑进入印度市场，以扩张它的市场版图。

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的消费者调研体系在不断完善中，线下渠道网络管理和售后服务体系正在不断升级。明显的价格优势为TRANSSION进入印度市场创造了极大的机会。
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进入印度手机市场的主要目标是在三年内达到20%市场占有率。TRANSSION的主要目标市场是印度的普通社会阶层。 

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通过实施本土化战略，获得更多消费者认同。同时在线上电商平台和线下渠道为消费者提供便捷的购买渠道。并且，TRANSSION将通过社交媒体维护用户和品牌的关系，以及通过各种公益赞助提升品牌形象。最重要的是，TRANSSION致力于利用口碑营销的营销方式来获得更多的用户。

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#分页标题#e#
 在印度，中国品牌占据了手机关键的价格区间市场。小米，OPPO，VIVO和华为荣耀以700RMB到2500RMB这一价格区间占据了印度关键市场80%的市场份额。低端智能机市场容量大，品牌众多，但由于这一区间的价格增长空间非常小，大部分品牌在成功进入市场后会追求价格上浮。如OPPO和VIVO在2017年开始把产品价格控制在1000RMB以上，到2018年已经基本不再销售1000RMB以下机型。而TRANSSION TECNO主打的价格区间在600RMB到1300RMB，正好可以在OPPO,VIVO撤离此价格区间的时间节点进入市场抢占市场份额。这也意味着TRANSSION进入印度市场的同类强劲竞争对手相对减少。
 
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以低价为目标进入印度手机市场，目前的客户是印度的最低阶层，他们的收入水平较低,消费能力不高，所以希望以更低的价格获得质量较高的产品。一般来说，手机的购买者即使用者，使用者的感受会直接影响是否购买或推荐他人购买。

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，消费者购买手机主要在线下零售店和电子商务平台。主要的电商平台有Flipkart亚马逊和Snapdeal，这些平台直接从本地生产商处采购手机，避免了经过多重经销商的成本叠加。通常线上渠道会进行限时抢购，价格相对于实体店较低。而线下实体店则方便消费者进行体验和购买。
 
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#分页标题#e#
目前，TRANSSION要将其在非洲手机市场获得的成功复制到印度市场，也就是说，TRANSSION要为印度消费者提供低价高品质产品。这对于致力于为全球新兴市场国家提供低价但有地方特色的移动通信产品的TRANSSIO来说，使其使命的持续发展。同时，TRANSSION非常重视当地消费者的使用体验，通过不断地用户调研为消费者设计符合当地特色的产品。并且，随着印度消费水平的提升，消费者更愿意选择更高品质的服务和产品使用体验，这非常符合TRANSSIO目前的营销计划。2018年，TRANSSION占据非洲手机市场份额的第一位，已经成为非洲知名手机品牌。然而在竞争激烈的印度手机市场，TRANSSION进入印度市场较迟，想要获得较高的知名度需要一定的时间。但符合当地特色的产品肯定会受到消费者的欢迎，抢占竞争对手的市场份额，预计TRANSSION在第一年内将会获得10%的市场占有率。
 
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的产品属于低端智能手机的产品定位，其细分市场属于中低端市场。本次TRANSSION以印度作为目标市场，主要考虑到其手机普及度相对较低和其巨大的市场空间。TRANSSION的市场定位主要是差异化，通过针对当地消费者的需求，建立品牌差异化，包含产品，外观，服务的差异化。
 
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#分页标题#e#
TRANSSION在进入印度市场之前要采用系统化的用户调研，挖掘目标市场的目标客户的潜在需求。印度电力基础设施十分落后，电力资源非常不稳定。针对这一问题，TRANSSION可以对充电器进行改进，防止电压不稳定造成的充电困难。并且，TRANSSION可以开发超长待机的手机电池，从而减少充电次数，进一步降低电力设施带来的不便之处。印度全年高温的天气意味着消费者偏爱不容易发热的手机。对于此，TRANSSION可以在手机中使用更高水平的散热技术，防止手机运行过程中出现发热现象。并且，针对印度的高温天气，TRANSSION也可以继续利用其已经存在的防汗和防摔的技术。

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.
在印度总理莫迪推行的“印度制造”国家战略的浪潮下, TRANSSION要坚持“全球化思维,本地化经营”的理念。也就是说，TRANSSION要在印度建立手机组装工厂,实现完全本地化的生产线。并且实行人员本地化,充分运用印度人在管理上的优势和中方团队在产品上的优势。这不仅可以应对“印度制造”的国家战略，还可以拉近印度消费者与TRANSSION品牌之间的心理距离。

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.
随着智能手机生命周期的缩短，TRANSSION应该根据产品的生命周期对手机实施灵活的价格调整。在产品引入期，价格是可变动范围内的最高价。在TRANSSION智能手机的成长期，竞争对手的进入和消费者对产品逐渐了解，这时可采用活动促销或限量销售等方式适当调整价格。在成熟期，为维护市场份额，应该跟随市场同类手机共同下调价格来适应市场竞争。在衰退期，随着新款手机出现，价格需要调控到可盈利范围内的最低价。#p#分页标题#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.
印度电商平台的快速发展使得TRANSSION可以通过与各个电商平台进行合作来销售其智能手机产品。如新产品可以联合著名电商平台进行联合发布，提高曝光率。其次，随着TRANSSION在印度知名度的提高，可以建立自己的网络销售平台，用户可以在该平台上购买到TRANSSION的所有在售产品。

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进入印度市场的初期阶段，可以采用刷墙营销。也就是将TRANSSION旗下品牌TECNO的标志刷在墙上，包括路标的电线杆，广告牌和便利店等位置，给消费者留下深刻印象。同时，也可邀请宝莱坞的知名明星代言TRANSSION旗下产品，通过明星效应提高产品和品牌的知名度。基于印度互联网的快速发展的特点，TRANSSION可以运用新媒体进行品牌宣传。如通过推特，Facebook等社交媒体开展广告宣传，增加消费者和潜在用户的参与度，为充分发挥口碑营销策略奠定基础。新产品的接受驱动因素中的个人影响意味着用户的口碑对消费者是否接受新产品有决定性的影响。并且在以高度集体主义为特征的亚洲国家，强大的口碑传播使得消费者对新产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.
 
Tan, Q 2018, ‘The Construction of Consumer Electronics Enterprises’ Co-Evolutionary Dynamic Capabilities With Consumers In The Emerging Market: A Case Study Based On Transsion Holding ’ MMR, Vol. 30, No. 20, pp. 20-44
 
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