Sympbony Xplorer ZIV

Symphony mobile is the absolute leader in Bangladesh mobile handset market being the most preferable choice for consumers. Whether they've been around for decades or were launched in the last five years, some brands just have a bit of magic when it comes to grabbing attention and establishing themselves as favorites. Of course, that "magic" doesn't just happen by itself. 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 market. Symphony became the market leader in the handset segment in 2010. Aggressive pricing strategy, contemporary features and style, international quality building and a strong distribution network have contributed to make Symphony Mobile the preferred choice of Bangladeshi customers.


Recently Symphony launched their new stylist smart phone Symphony Xplorer ZIV

Phone Uniqueness:

The Symphony Xplorer ZIV is a 13 megapixel Smartphone that runs on the Android operating system kit-kat. The Symphony Xplorer ZIV has a 31mm fixed lens with an aperture of f/2.2, a 5.5-inch Full HD AMOLED touch screen which boasts a resolution of 1920x1080 pi, a built-in LED flash, 1.7 GHz Octa Core Processor, 2800 mAh Li-ion Battery, Wi-Fi, GPS and 3G/4G connectivity, and Full 1080p HD movies at 30fps with slow- and fast-motion options. The Symphony Xplorer ZIV costs around 23000 without a contract and is available in a wide range of colors.


Customer Profile:

Demographic	Age:15-45 Gender: Male & Female Occupation: Student, Businessmen, Service holders. Income:15000-100000+
Geographic	Location: Urban, sub-urban, and rural. Area: Dhaka, Chittagong, Rajshahee, Commila, Bogra , Sylhet,Jessore, Rongpur,Khulna, Noyakhali etc..
Psychographic	Preference: Students prefer more. Perception: Positive image Attitude: Positive & unique. Life Style:Moderate and Aggresive life style

Uses of IMC tools:

Internet Marketing and Print Media is the most common IMC tools that Symphony has used for their different promotional activities such as, advertisement and campaign. They promote their advertisement through TV, radio, newspaper, magazines and billboard.

IMC tools are used for Symphony Xplorer ZIV as follows:

1.E-Marketing: Online banner advertising and awareness on facebook and youtube.

Symphony often arranges various competition & event through social media. They did remarkable activities at the time of Bangla Nobo-borsho 1420 for their Facebook followers.

2.Advertising:

TV ADs: TV advertisement to generate brand image.

Radio ADs: Now a days young people more like FM radio than TV. Wtih these Radio ADs symphony make young people more interesting towards the brand.

Print Media: Symphony is using print media for the promotion of their product. They have given a lot of ads in the newspaper.

3.Publicity: Brand sponsored many social event to make positive attitude of people.Symphony

has good relationship to the public. Publicity and public relations have been considered more supportive than primary to the marketing and promotional process.

4.Sales Promotion: Offer of a bonus pack for people who purchase new symphony Xplorer ZIV phone.

the company also give discount coupon in many educational institution to increase the sell.

My Opinion:

Symphony is one of the leading brands in Bangladesh mobile industry.  In My personal experience Symphony devices are actually not bad. They perform really good as their price point. Symphony customer care service is also very good. They constantly try to add all the latest features in their devices. Alone they don't update their operating system much. If we compare them with their rival company like Walton, they offer their customers some more stylish and premium devices then Symphony. They also make some simple & beautiful TV commercial to promote their products. Thus I think Symphony has to focus these things to compete their competitors.

References:
http://www.symphony-mobile.com/