Marketer of the Year

Capturing the Market Share

Company overview:
Established in 2009, BERG Global has evolved into one of the fastest growing mobile
handset companies in India. BERG Global Ltd. has shown profitability and growing sales
since the first year of operations. Companys core values are Integrity, Adaptability and
Passion for Excellence. The Brand operates to Create Possibilities.
With a wide product portfolio of tablets, feature phones and smart phones, BERG Global
Ltd. offers unique value propositions at multiple price points to suit diverse consumer
categories.
BERG Global Ltd. is the only Indian mobile handset brand in the country to have an in-house
R&D set-up in India and China. It boasts of a robust sales and service network with over
1000 distributors, 90000 retailers and 1400 service centres spread across the country.
Industry overview (Smartphone market in India):
As Indians migrate to affordable smart devices, the Smartphone sales in India are expected
to reach 100 million units per annum in 2015. According to reports, Smartphone sales are
expected to shoot up at a CAGR of about 40% over the next five years. In the Asia Pacific
region, India has clocked in the highest growth rate of over 18% in Smartphone sales in the
last 1 year.
While the industry is cluttered with a number of players, there are some that have left a
mark in the Smartphone landscape.

With special emphasis on budget and mid-range devices, Indian handset players have
captured significant market share.

Indian brands market split

The Challenge
BERG is planning to launch a product (Named X) in the highly competitive Rs. 4000 to 5000 price
range. Company is planning to go exclusively online with this model as several other products in this
price range have tasted great success on online channels. The product will have the best in class
specifications at its price point.
The Rs 4000-5000 Smartphone Segment
4-5K segment is nearly 20% of the total sales for E-Commerce players. Top 3 E-Commerce playersSnape, Frodo and Aragorn are selling nearly 5 lakh to 10 lakh phones a month and their total
monthly mobile revenue is in the range of 500 to 600 crores. Out of this, 100 crore comes from 4 to
5K segment.
Segment has seen some exclusive launches in last couple of months Macromin Swan and Ideo G1
on Snape, Huge 1 on Frodo and Nano Tube on Aragorn. Swan sold around 2 lakh units in 2 months,
Ideo and Nano Tube also crossed 1 lakh units.

Flash Sale
Some of the recent successes have followed the Flash Sale Model. In this model , a product is heavily
promoted for 10-12 days(mostly using digital media). People are asked to register for a sale, which is
held on pre-decided date and time. . It gives big numbers in short duration by creating excitement
and a feeling of scarcity, triggering impulsive buying behaviour.
E-Commerce partners also provide maximum visibility to exclusive flash sale models. Home Page
banners for a week, category page banners for a month and promotions on social media platforms
are done to create the buzz.
Customer Preference
As per research, most of the customers of 4-5K segment do not care much about brands. If value
proposition is clear, phone usually does well. Top priority for a customer in this price range is

Specifications and Price combination

Brand
After Sale Service

The Big Question

BERG is preparing a Go to market strategy for X. Company needs to finalize

Channel to be used Ecommerce or Retail

Sale Method to be used Flash Sale or Normal promotion based sale
Pricing of the product Company can price the product between 4300 to 5000
Marketing Strategy.
Product Positioning How to position the product against competition.

Marketing Mix Online and Offline.

Can you help the company in answering these tough questions? Time is running out!
Send in your solutions in the template sent.
Specifications
Brand

Swan

G1

Processor Make

S1

S1

S1

CPU Cores

Quad Core

Quad Core

Quad Core

CPU Freq.

1.2 GHz

1.3 GHz

1.2 GHz

GPU

Mali-400

Mali-400

Mali-400

4.7

4.5

Display
Resolution

480 X 854

540 X 960

480 X 854

Display Type

IPS

IPS LCD

IPS

Rear Camera

8 MP

8 MP

8 MP

Front Camera

2 MP

2 MP

2 MP

RAM

1 GB

1 GB

1 GB

ROM

8 GB

8 GB

8 GB

SIM

Dual Sim

Dual Sim

Dual Sim

OS

Andorid 4.4

Android 5.0

Andorid 4.4

Battery

2100 mAh

2000 mAh

1730 mAh

Net Work

3G

3G

3G

Thickness

9.4 mm

9 mm

10 mm

Yes

No

No

4300 to 5000

4999

4999

OTG Support

Price