iPhone 4G Marketing plan in Egypt

Methodology:

Launch iphone 4G in Egypt

Objectives:

 Product’s new features and Communication market

 Demographical data about mobile and internet users in Egypt
 iPhone 4G competitors in Egypt
Data collection:
Secondary data from the web sites
Findings:
o I-phone 4G new features:

Two cameras, two views.

iPhone 4G 4 has two cameras: One on the front, which focuses on you. And one on the back, which
focuses on everything else. Face Time lets you switch back and forth between them at any time during a
video call. All you have to do is tap a button.

Retina display

The Retina display on iPhone 4G 4 is the sharpest, most vibrant, highest-resolution phone screen ever,
with four times the pixel count of previous iPhone 4G models. In fact, the pixel density is so high that the
human eye is unable to distinguish individual pixels. Which makes text amazingly crisp and images
stunningly sharp

Multitasking

iPhone 4G 4 introduces a whole new way of multitasking. Now you can run your favorite third-party apps
— and switch between them instantly — without slowing down the performance of the foreground app or
draining the battery unnecessarily.1 This smarter approach to multitasking is available only in iOS 4.

5 megapixel camera and HD video recorder

he iPhone 4G 4 will feature a 5 megapixel camera with a backside-illuminated sensor, which increases the
amount of light captured by the sensor, resulting in better photographs, particularly in low-light situations.
The camera will also record HD video at 720p resolution and 30 frames per second, and the LED flash
can be used to light video as well. Like the iPhone 4G 3GS, the iPhone 4G 4 will feature in-phone video
editing and enable users to share video the Internet.

o Communications market in Egypt

BMI's Q4 2010 update on Egypt's Telecommunications market contains new operational and
financial data published by the leading network operators and the countrys telecoms regulator. Since
 the last update, new data have been published by both Mobinil (jointly owned by Frances Orange and
Egypt's Orascom Telecom), and Vodafone Egypt (part of the UK's Vodafone Group) that depict the
size of their respective mobile businesses at the end of June 2010. Meanwhile, Egypt Telecom, the
countrys sole fixed-line operator has published fixed-line and broadband subscriber data for the first
half of 2010.

Based on the available information, BMI calculates that there were almost 59mn Egyptian mobile
subscribers at the end of June 2010. The mobile market grew by 6.5% in the first six months of 2010.
The introduction of compulsory SIM registration in May 2010 resulted in the deduction of inactive
mobile users across the sector. However, this development was accompanied by the continued
acquisition of new subscribers. As a result, Egypts three mobile operators and indeed the sector as a
whole continued to experience net customer growth.

BMI has lowered its forecasts for the development of Egypt's mobile sector over the next five years.
An average annual growth rate of 10.4% is predicted over the next five years, with the 100%
penetration mark expected to be reached in 2013. However, the existence of a strong multiple SIM
ownership trend means that penetration will continue to grow beyond the 100% mark. Growth will
also be sustained by operator efforts to tap into new growth markets, particularly in rural areas.

In addition to the introduction of compulsory SIM registration in May, other notable developments in
the Egyptian telecoms sector in the past few months include the July announcement that two
consortia had been authorised to start providing triple-play services to residential compounds in
Cairo. One of the two consortia is understood to be led by LINKdotNET Egypt, which was recently
sold to mobile network operator Mobinil, and includes affiliates of Egypts Orascom Telecom. The
other licence-winning group is believed to include Vodafone Egypt. The issuance of triple-play
concessions to new operators is an important first step towards increasing the level of competition
Egypts broadband market.

BMI continues to estimate that that Egypt had around 1.765mn broadband subscribers at the end of
2009. Around 67% of these were ADSL connections, with the remainder made-up largely of mobile
broadband services. By the end of 2014, predictions of a total market of around 7.81mn broadband
subscribers. Growth in the latter part of the forecast will be driven largely by mobile connections.

This quarter sees the introduction of new terminology to describe the different categories surveyed
within BMIs Telecoms Business Environment Ratings. BMI undertook this change in order to
standardise the Business Environment Ratings across different industry sectors. Egypt has risen from
12th to 13th position in the latest set of Business Environment Ratings for the Middle East and North
Africa (MENA).
Egypt Telecommunications Report Q4 2010: Mobile Market Grew by 6.5% in First Half of 2010

o Demograpgics about Egypt:

Percentage Distribution of Employed (15 & more ) According To Main Occupation And
Geographical Regions BY Sex-Total 2010

Geographica Urban Urban Rural Urban Rural Urban Frontier Rural Frontier Total
l Regions/ Governorate Lower Lower Upper Upper Governorates Governorates Urban%
Occupation s% Egypt% Egypt% Egypt% Egypt% % %
Legislators, 10.2 9.9 3.4 6.4 2.7 12.6 9.6 9.2
senior
officials and
managers
Professionals 18.4 20.2 8.7 20.6 6.5 19 12.6 19.6
& scientific
occupations
Technicians 11.4 10.3 6.9 11.2 4.6 12.3 8.9 11
and Associat
Professionals
Clerks 5.8 3.5 2.1 3.8 1.4 2.6 1.5 4.4
Service 11.4 10.7 6.8 10.4 6.6 5.2 5.2 10.7
workers,
shop &
market sales
workers
Skilled 2.6 6.3 39.5 9.6 48.4 16.5 34.1 6
agricultural
and fishery
workers
Craft and 16.6 20.8 15.5 20.6 18.9 15.2 7.4 19
related
trades
workers
Plant and 12.6 11 9.7 8.7 4.9 9.7 13.3 11
machine
operators
and
assemblers
Elementary 10.9 7.2 7.4 8.6 6 7.1 7.4 8.9
occupations
Unknown 0.2 0 0 0.1 0 0 0 0.1
TOTAL % 100 100 100 100 100 100 100 100
TOTAL 3892 3675 10002 2534 6087 310 135 10411

o IPhone 4G competitors’ in egypt

We know how the iPhone 4G 4 sizes up against the aging 3GS -- but how does it fare against its fiercest
competitors from all the major platforms? We wish we had some production Windows Phone 7 kit to
check out here, but in the meantime, take a look at the results against the gruesome foursome of the EVO
4G, N8, Pre Plus, and HD2. You might be surprised by some of the results -- and sorry, RIM, you don't
get to play until you bring some fresh, media-heavy hardware to the table. Nothing personal!

Platform iOS 4 Android 2.1 Symbian^3 Windows

with Sense Mobile 6.5
Processor Apple A4 1GHz 680MHz 1GHz
 Qualcomm ARM11- Qualcomm
Snapdragon based Snapdragon
Storage 16GB / 32GB 440MB 16GB Approx.
internal internal, internal, 200MB
microSDHC microSDHC internal,
expansion expansion microSDHC
expansion
Cellular Quadband CDMA, EV- Quadband Quadband
GSM, DO Rev. A, GSM, GSM,
pentaband WiMAX pentaband dualband
HSPA HSPA HSPA
WiFi 802.11b/g/n 802.11b/g 802.11b/g/n 802.11b/g1
Display 3.5 inches 4.3 inches 3.5 inches 4.3 inches
size
Display 960 x 640 800 x 480 640 x 360 800 x 480
resolution

Display IPS LCD LCD AMOLED LCD

technology
Integrated No HDMI HDMI No
TV-out
Primary 5 megapixel 8 megapixel 12 megapixel 5 megapixel
camera AF, LED AF, LED AF, xenon AF, LED
flash flash flash flash
Secondary VGA 1.3 VGA None
camera megapixel
Video 720p at 30fps 720p at 24fps 720p at 25fps VGA at 30fps
recording
Video Yes (WiFi Yes Yes No
calling only)
Location / AGPS, AGPS, AGPS, AGPS,
orientation compass, compass, compass, compass,
sensors accelerometer, acceleromete accelerometer accelerometer
gyroscope r
SIM Micro SIM N/A SIM SIM
standard
Quoted 7 hours on 6 hours 5.83 hours on 5.33 hours on
max talk 3G, 14 hours 3G, 12 hours 3G, 6.33
time on 2G on 2G hours on 2G
Quoted 40 hours None quoted 50 hours 12 hours
max media audio, 10 audio, 6 audio, 8
playback hours video hours video hours video
time

Weight 137 grams / 170 grams / 135 grams / 157 grams /

4.8 oz. 6.00 oz. 4.76 oz. 5.54 oz.
Dimension 115.2 x 58.6 x 122 x 66 x 113.5 x 59 x 120.5 x 67 x
s 9.3mm 13mm 12.9mm 11mm
 Prices 4500 EPG 3000 EPG 3700 EPG 4000 EPG

The iPhone 4G 4G price in Egypt:

o conclustion

Situation analysis:

Socio-Cultural Situation
•Population growth in Egypt leading to expansion of the sector needs for cell phones.
•People are depending more and more on mobile communication
•There is educational growth in Egypt
•Culture’s perception of the technological devices is positive in Egypt
•Literacy & illiteracy level is not affecting using cell phones but affecting high technological cell phones,
this fact needs to be considered.
•There are different social views that may affect product should be considered (e.g.: Buy cutting
American products in the Islamic world)
Technological Situation
•Level of technology in Egypt is increasing.
•Internet level of awareness & usage for individuals & industrial
aspect are increasing
•Fixed phone lines capacity and development attempts.
•New technologies in the cell phones are increasing.
•Future plans for technological linkage between cities, universities, colleges, hospitals and other institutes
are increasing and can be connected to cell phones
•Level of usage of the E- Technology (online bidding, billing, complaints, blogging etc) are high and
trendy
Environmental Situation
•The global concern of the Global Warming issue & other pollution effects concerning the packaging
material and radiation of the cell phones
Sales Situation
Cell phones industries are one of the most profitable industries everywhere and the Market is increasing
in Egypt and it was least affected during the last financial crisis

SWOT Analysis of the i Phone

Strengths
Innovative – The iPhone 4G has an innovative touch screen. It also has many functions of other mobile
products all in one device
Compatibility –The phone will work with iTunes and with other Mac/Apple products and OS software
tools which means limitless potential for upgradeability.
Ease-of-Use – The all-new touch screen interface recognizes multifinger gestures, just as the human hand
normally behaves
Brand awareness – Apple is well known for cool essential
Price – iPhone 4G would be sold at a reasonable price for its value.
Quality – Scratch resistant screen – durable and lightmetallic finish - software suite resistance to
computer viruses.
Opportunities
Increasing demand and expansion to a new target segment–As technology advances and smart phones get
cheaper Apple will
attract consumers and get iPod users to upgrade to iPhone 4Gs.
Upgradeable – iPhone 4G software allows new exciting features to be brought in which take advantage of
the touch screen ability. Future versions will also be hardware upgradeable
Partnerships – Apple can collaborate with many powerful global mobile phone companies to flood the
market with iPhone 4Gs, which reduces costs in marketing and increases revenue through long-term
agreement deals
Weaknesses
Image – The Apple brand is not targeted towards business people and does not have a reputation as being
compatible with the corporate world.
Price – Apple does not yet offer lower priced models for more cost conscious consumers. User Interface –
Touch screen interfaces suffer from the problem of “gorilla arm”
Threats
Increased competition – Smart phones are easier to make now more than ever. More companies may enter
the market, and competitors or even Apple contractors can maneuver around patents to create similar
devices.
Downward pricing pressure – The iPhone 4G is marketed as a high- end phone, but phone prices are
almost certainly going to fall when other companies undercut the price of iPhone 4Gs. Difficulty
expanding into Asian market – There is less hype and interest in Asia since smart phones are better
known and already widely used.

SWOT analysis for NOKIA

Strenth

Nokia has the strong brand name which is its one of the most important strength because it is
then favorable for Nokia to launch its new products because it is reliable for the customers by
establish as strong brand.

Its distribution network is wide globally so the products are easily available for the target
customers.

Nokia has also strong finances which make it possible to make innovations easily.  Nokia
products are easy to use for everyone, even an illiterate person in some developing countries use
Nokia easily.

Nokia has high range of products which is attractive for the customers. Nokia mobile sets have
high re-sell value as compared to others which is favorable for Nokia as well as for the
customers.

Weaknesses

Nokia have high prices as compared to others but its good quality and reliable products somehow
cover this weakness of Nokia but still it is weakness and lower class is unable to purchase Nokia
products. 
Some of the Nokia products are not user friendly which didn’t get success in the market.

Nokia’s sales and service centers are very few therefore its after sale service is not impressive. If
the customers face the problem in the product then they have to face difficulty.

Opportunities

Nokia can expend its market share by introducing brand in new market and by catering new
target market as well.

It can also capture more market share and attract more customers in existing market by changing
price and introducing new product range and also by innovating product features of existing
products.

Telecommunication market is growing rapidly and more people are being interested towards the
industry so it is great opportunity for Nokia to expand market share and to grow as well.

Through excessive advertisement and effective market communication it can strong its
reputation and increase its sales and also create good brand image among the people.

Nokia itself becoming the item of everyday convenience the day is not so far that it will become
the item of every day use.

Threats

As the telecommunication industry is increasing with that not only opportunities increasing but
also threats are equally increasing with the growth of the telecom industry.

The completion is getting explosive with the growth of the market. More and more competitors
are entering in the market which is a big threat for Nokia.

Some competitors offer products at low prices and as the economy is falling down the customers
are more attracting towards the products of low prices. So those competitors can take away the
market share of Nokia.

Another threat for Nokia is the growth of WLL network because Nokia provides CDMA cell
phones so its products can go toward the down fall with the rise of WLL network.

o Break even analysis of the iPhone

VC:2000
FC: Salary: 10, 000
Rent: 10,000
Promotion: 10,000
BE= FC/ Contribution margin( selling price/unit-VC/unit)
BE= 30,000/ (5500-2000)= 8.5714

o Recommendation:

Targeting:

Primary customer targets is the middle-upper income professional males and females to coordinate their
busy schedules and communicate with colleagues, friends and family.
•Secondary consumer targets are high school, college and graduate students males and females who need
one portable multifunction device.
•Primary business target is to partner with :large enterprise software firms where information is
critical to the end user
Secondary business target is mid-to mid-size corporations that want to help managers and employees stay
in communication or access critical data on the go.
Positioning
•Using product differentiation, positioning the iPhone 4G as the versatile, convenient, value-added device
for personal and professional use.
•Focus on the convenience of having one device for communication, but also music, pictures, and video,
and full Internet access.
•The iPhone 4G will be promoted as both professional and hip
o Marketing Mix Strategy
Product
•Full year warranty along with an optional three-year Apple Care warranty
•Same taste as all other Apple products
•Special edition versions to be launched from time to time(every quarter)
Price:

•Set the base model at a cheap price of 5000 EPG

•A more advanced model for 5500 EPG
•Special limited edition Beatles iPhone 4G for special prices
•Generally lower our prices to ensure we establish market dominance in as short of time as possible
Place
•Massive rollout at all reputable major retailers in Egypt
•Massive rollout Online, Showrooms and in all cell phone providers
•Eye catching displays will be found at all physical stores featuring the iPhone 4G to make the product
stand out from the pack in Egypt major malls
•Apple Stores will have the iPhone 4G on display a full month before its worldwide release
Promotion
•Integrate Apple message of revolutionary communications and audio/visual experience together in all
media advertisements
•Differentiate the iPhone 4G 4G against others is the touch screen functionality
•Emphasize Apple brand prominently and associate the IPhone 4G 4G with the iPod’s groundbreaking
lineage
•Original but tasteful advertisements at the same time
•A massive TV campaign is planned before launching the iPhone 4G 4G featuring a soon to be legendary
ad to be the talk to Egypt
•Advertising will be appearing on a regular basis to maintain general public awareness Four age groups
will be targeted: 15-20 years, 20-25 years, 25-45years, and 45 years and up
•High School and College aged people will demonstrate social uses
•The 25-45 years group will be used to determine business application and social/personal use
•The 45 years and above will give us a plan to market to more senior well-refined group
This research will be done through surveys (via email campaign through portals such as, iTunes and other
on-line application developed for the iPhone 4G) and interviews (in Apple stores, Reputable universities )
with the same age groups listed before
•To bring the iPhone 4G to the front of the business world it is important to research different ways to
grow the 15-25 year old group into business uses of the product
•Brand awareness will be an important tool in taking the Apple brand from "social cool" to "business
cool".
We will ask for feedback on iPhone 4Gfeatures, and implement those changes most important to the end
user in the next generation iPhone 4G
•We will allow users themselves to design their own ideal iPhone 4G on-line and use any useful ideas to
further refine future iPhone 4G models
•We will continuously scour the Apple fan websites to understand what the Mac faithful are saying, as
they are our best customers