Symphony-a brand solely owned by "Edison Group" which was established in 2005 and started its operations in mobile phone business in 2008. Within a very short period of time Symphony has emerged as the fastest growing leading mobile handset brand in Bangladesh.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.
IMC tools used:
IMC tools used:
- Publicity/Public Relations-In order to maintain a rewarding behavior to its employees/stakeholders, Edison has always been satisfying enough which has built an encouraging behavior to contribute for the sales of the company.That is, the company have rewarded its employees/stakeholders with foreign trips several times for being the best seller/dealer.In July 2012 the company took its dealers for a trip to Malaysia and then again it took its best employees and dealers to Thailand in September 2012.
- Interactive marketing: Symphony has its own personal website where anyone can drop a message or file a complain, it has built-in answers to frequently asked questions by customers which is of course open 24*7.The company also have online pages in social websites such as facebook, twitter, etc. Furthermore, the company emphasizes on customer feedback and problem solutions by having customer care centers in all districts of Bangladesh.
- Advertising: The company has released several successful TVC advertisements which mostly focuses on the trend famous at the time of advertisement release which undoubtedly makes it eye-catching for the viewer.
Sales promotion: The company has also advertised jointly with telecommunication provider companies to promote their products using the consumer interest of bundle discount.Edison has offered these packages both with Grameen phone and Banglalink.
Consumer profile:
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Demographic
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Age:
10-70
Gender:
Male & Female
Occupation:
Student, Jobholder, Businessman
|
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Geographic
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Location:
Urban, sub-urban.
Area:
All over Bangladesh.
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|
Pshychographic
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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.
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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.
