Symphony- a brand EDISON group. Within short period of time since its introduction at the end of 2008 the brand symphony has emerged as the fastest growing leading mobile handset brand in Bangladesh.
Symphony Mobile Electronics
market especially small gadget market is growing pretty fast in Bangladesh,
people are always looking for new and attractive products which is a natural
human way of growing. That's why Symphony is working behind the scene to
present new technologies and surprising features in their upcoming devices.
IMC tools used:
Publicity/Public Relations:
Interactive marketing: They have an organized website with full of information about their products. In their website they have a customer care service where anyone can drop a message or complain. They have also an official page in every social Medias and sites such as facebook, twitter, YouTube etc.
Advertising: Symphony usually interacts
with mass communication medium to broadcast the product to the customers.
Advertising such as television, radio, all types of print Medias and social
media marketing to reach out to their customers.
Sales promotion:
Consumer profile:
Demographic
|
Age: 10-70
Gender: Male
& Female
Occupation: Student,
Jobholder, Businessman
|
Geographic
|
Location: Urban,
sub-urban.
Area: All over
Bangladesh.
|
Pshychographic
|
Lifestyle: People
willing to be updated with technology and social media. In other words,
people willing to use mobile for anything else as well except phone calls.
Attitudes and
beliefs: Utilizing money.
Perception: Better experience, trendy.
|
Conditioning Development strategy:
1. Behavioral Learning Theory:
a) Classical Conditioning: In their
advertisement they focus on this statement “New Experience” so that when customers see it about Symphony mobile,
their subconscious mind will knock that statement and they believe this
product will give them some new experience.
b) Operant Conditioning: In their advertisement they focus on the extra benefits of the product so that people can know more information about the product.Such as Battery life Safety, Well-designed Etc.
2. Cognitive Learning Theory: The company achieved the honor of calling itself the market leader in handset segment in 2010.Aggressive pricing, styling, assured international quality and most importantly a very brilliant after-sales services have contributed to make Symphony Mobile the preferred choice of Bangladeshi customers.
Type of ad agency: They use full service ad agency for making their ad such as Grey.
Semiotics:
Background music will entertaining and it will
let you know which are the benefits you will get.
Location will be anywhere
Model: Celebrity like Tanjin Tisha
Colorful environment.
Tagline: “NEW
EXPERIENCE”
Slogan: “Bangladesh
no.1 Mobile handset brand Symphony”
“The Ultimate power House”
Conclusion :
Edison group has still the potential to grow due to the emerging demand of
high-tech smartphones in Bangladesh.The most important weapon to use they have
is lower prices than other smartphones and guranteed after-sales
service.However,the negative factor is that Symphony at times fails to maintain
the commitment to quality for which it is sometimes referred as
"short-time" property.
