Mkt 571 - Google Nexus 6p

Google Nexus 6P

MKT/571

Erica Hayes

February 22, 2016

Michele Feltman, Racquell Jones, Rebekah Crittenden, Trenell Smith

        The reason or purpose for writing this assignment is to create a marketing plan to launch a new product for both the domestic and international marketplace. This marketing plan will include the following components: market need, market growth, SWOT analysis, potential competition, product offering and product definition, product identification, justification for choosing this product, and a 10-question survey.

Market Needs

According to research, the younger adult population are the most attractive segment among marketing consumers both in terms of its size and its multibillion dollar purchasing power (Awan, M. 2014). The youth generation has been held up as the most prototypical example of a global segment. Based on reports the youth are the biggest consumers in the world of mobile technology but it has limited research available regarding segmentation. The research in the cell phone market is needed more strongly in this segmentation especially among the young adults since this age group is driving the market to new directions and uses.

Market Growth

Based on information from Cellular Telephone Industries Association (2012), cell phone usage in the United States has ballooned over the past 15 years with subscriber’s usage averaging 8 times more since 1995. There was 3.8 million subscribers in 1995 with an estimated million 285.6 million in 2010. It was documented by Ericson, 2010, that the Worldwide Quarterly Mobile Phone Tracker, vendors shipped 918.6 million mobile smart-phones last year or 50.1% of the mobile phones total shipment worldwide (Ericson, 2010). The International Data Corporation forecasted that by the end of 2017, there will be over one billion smart-phones shipped worldwide and in 2013. Although, there is high growth expectancy among the cell phone market, it is predicted that the Smartphone market will decline in 2014 (italk, Mobility, 2014).

SWOT Analysis and Competition

Strength: The Nexus 6P’s price is cheaper than that of its competitor. The Nexus 6P 32GB is $499 (MSRP) and the iPhone 6 Plus 16GB is $549. The consumer can get more gigabytes for a lower price.

Weakness: The Nexus 6P doesn’t have a Radio for station listeners. Music is a huge part of society nowadays. The lack of a radio is a potential weakness for the smartphone.

Opportunity: The Nexus 6P caould use its strength to open up windows of opportunities. Its pricing could be an opportunity for it to gain more recognition and also more sales. Not every smartphone buyer is looking to spend $600 to almost $800 on a phone. They could use pricing to their advantage.

Threat: Brand awareness and brand loyalty could be potential threats. Many consumers aren’t aware of the Nexus 6P like they are aware of Apple’s iPhone 6 Plus. Consumers tend to stay loyal to the brand of their choice.  

Samsung Note 4 and 5 and the iPhone 6 Plus are amongst the many competitors of the Nexus 6P. They are similar in shape and size. The Note 4 and 5 and the Nexus 6Plus have a bit more features than the IPhone 6 Plus. The user is able to customize his/her phone exactly to his/her preferences.  As far as customization, the IPhone is pretty much basic. The Samsung Note 4 and 5 and Nexus 6P are cheaper than the IPhone 6 Plus. When asked if you prefer Apple or Samsung people say that customization is one of the main reasons they wouldn’t prefer the iPhone.

Product Offering and Product Definition

The Nexus 6P offers a metal frame which is a first for Nexus it also has a great high-resolution display. This phone has a finger print reader, a 12 megapixel camera, and great speakers. The Nexus 6P does an excellent job in showcasing the new Android software and offers a great low price for the cost of the phone to keep in the same pricing as its competitors. They are made to be compatible with most major carriers which will make it easy to purchase. It also offers Project Fi wireless service which lets the customer swap between carriers without changing out the sim card. It offers a reversible USB charging port which keeps the consumer from guessing which way to plug in the phone to be charged. It offers Android 6.0 build which is also known as Marshmallow which promises to make it faster and smoother and also offers more tricks and treats for the phone.

Product Identification

The Nexus 6P offers a 5.7 inch screen with 2,560 x 1,440 pixel resolution. It has a USB-C charging port, fingerprint reader, stereo forward facing speakers, 6.3 ounces in weight and the battery is non-removable. The processor is a Qualcomm Snapdragon 810, it has a front facing camera and also a rear facing camera. It offers Ergonomic fingerprint ID, Android pay, dedicated key store system, and encryption engine. It offers a Huawei operating system which gives it more power and more options for the phone and the price.

Justification

Smartphones and tablets are an ever growing market. According to an article on the Entrepreneur website 80% of American adults own a cell phone, and 42% own smartphones. Smartphones are used to access the Internet daily. Smartphones make emails mobile friendly, give customers what they need, with access to the Internet anywhere, and they allow for contact anywhere in most cases. We now live in an era where fewer people access the Internet through traditional desktop or laptop computers. They are now using their smartphones or tablets to stay connected. Smartphones and tablets are smaller and easier to carry around. By marketing the smartphone, we are marketing a new way of learning on our own, not having to constantly wait for someone else to tell us. Smartphones and tablets are going to continue to change and advance so the market is going to continue to grow bringing in higher net income year after year.