Julius Bruce Wireless Visions LLC

Julius Bruce Wireless Visions LLC 1

Julius Bruce Wireless Visions LLCSmall Cells Marketing Plan

Jack Welch Management InstituteDr. Emad Rahim

JWI518Marketing Plan


Table of Contents

Main Idea Page(s)

Introduction Pg. 1

Company Bio Pg. 4

Executive Summary Pg. 5

Mission and Vision Statement Pg. 6

Product & Services Pg. 7

Small Cells Diagram Pg. 8

The Impact of Small Cells Pg. 9

The Value of Small Cells Pg. 10

Small Cell Benefits & Features Pg. 11

Target Market Pg. 12

Differentiated Marketing Strategy Pg. 13

Competitive Analysis Pg. 14-15

SWOT Analysis Pg. 16-17

Pricing Strategy Pg. 18


Table of Contents

Main Idea Page(s)

Distribution Strategy Pg. 19

Marketing Promotion Pg. 20

Product Lifecycle Stages Pg. 21

Budget Pg. 22

Budget Allocation Pg. 23

Q & A Pg. 24

Reference Page Pg. 25


Julius Bruce Wireless Visions LLC.

Julius Bruce Wireless Visions LLC is a medium sized self owned enterprise consisting of about 200 employees. This company is strategically ran by a group of proficient telecommunication industry shareholders and a diverse management team. The company management team and shareholder have been in place for approximately the last four years (2011), working on a variety of wireless products and providing management services to both larger and smaller telecommunications companies. Julius Bruce Wireless Visions LLC is now positioning to launch a new product called the Pegasus small cell, this is a relatively new product that will and can revolutionize micro and macro antennas that can extend and maximize data and voice coverage at indoor and outdoor venues.The product is in the Introduction phase of the life cycle, since a similar product is currently being sold by competitors. It is critical that the introduction phase draw awareness and the attention of consumers, once interest is established customers will have the desire to learn the benefits and features of the product and allow the transition through the product life cycle.

Product Life Cycle

Introduction Growth Maturity Decline


Executive Summary

• My company Julius Bruce Wireless Visions LLC will be taking on a qualitative approach to develop a durable, competitive and efficient wireless small cell product that is low in cost but high in quality. The small cells consist of mini microwave signal antennas that are deployed under a macro cell umbrella to augment and enhance indoor LTE data coverage and phone reception in buildings, multi-tenant dwelling units, enterprises; and outdoor coverage in dense urban or rural areas with poor wireless and phone coverage.

• The purpose of this marketing plan through strategically mixed marketing will to increase brand value, visibility and sales. The marketing campaign will assist in moving the buyers both residential and commercial through the decision making process A-I-D-A: Attention, Interest, Desire, and Action

I. Attention: Draw attention of the customer to the product by using Mass Media or Social Media.

II. Interest: Raise the customers interest by showing the products benefits, endorsements, price, and brand value compared to competitors.

III. Desire: Create desire for the customer to purchase or feel an attraction to the product.IV. Action: Create incentives that help the customer complete the purchasing process through

limited time offers, coupons, and sales.


Mission and Vision Statement

• Mission Statement:– Julius Bruce Wireless Visions LLC. Is a wireless company that thrives on the ability to

provide transparency and candor to current and future wireless, Wi-Fi, DAS and Small Cell customers. To operate efficiently and effectively as a group within the wireless industry with a goal to provide the best services and support internally and externally for employees and customers. While displaying trust and professional business ethics while pursuing superior customers service and customer satisfaction.

• Vision Statement: – The objective and long term vision is for Julius Bruce Wireless Visions LLC to be an

innovative and customer driven company with a high regard for brand equity and brand loyalty. A leader in small cell development that will continue to surge in the industry and gain a competitive edge on competitors through utilization of the (4) P’s of marketing. Product, Price, Promotion and Place. These techniques will assist in passing along savings to the customer through their through service and product offerings.


Products & Services

Small Cells consist of a wireless network design of remote units (RU’s) and mini microwave signal antennas that are deployed under a macro cell umbrella to augment indoor coverage in buildings, multi-tenant dwelling units, enterprises; and outdoor coverage in dense urban or rural areas with poor wireless and phone coverage. Deploying small cells in clusters outdoors maybe a more cost effective solution than adding a large macro cell. These small cells can be strategically placed to assure wireless connection and phone reception in areas that lack coverage due to poor location or building structures.


Remote Small Cell UnitMA-1000

½” COAX

Coverage Area

BASE UNIT(BU)

FiberRadioInterface Unit (RIU)

RFJumpersDAS

INTERFACEPANEL(DIU)

RFJumpers

Mobile accessController

Ethernet CAT5 Cable

IDF Remote

Headend

BTSRemote Radio Head (RRH)

RFJumpers

Auxiliary Space

Rectifier

Battery Space

Battery Space

Battery Space

Battery Space

1.9GHz CDMA

Future

Future

Future

MMBTS


The Impact of Small Cells


The Value Small Cells Deliver

Customer:

– 1- Increasing network capacity for data usage.– 2- Improving depth of voice and data coverage, specifically inside and outside of

buildings with poor reception.– 3- Improving the customer user experience and network availability.– 4- Delivering a service that can address a wide range of mobility industry challenges and

lack of cell phone towers.Vendors: Focus on vendor relationships & financial performance.

• 1- Streamlined relationships with multiple vendors (Sprint, AT&T, T-Mobile, and Verizon)

• 2- Maximized ROI by securing participation from multiple vendors.• Hardware and Software compatible with all DAS (distributed antenna systems & Wi-

fi equipment). No need to upgrade equipment & lose money.• The umbrella of wireless coverage in dead spots that would typically not allow

customers wireless service. Enhance vendor relations with wireless providers.


Small Cell Benefits & Features• Benefits To Customer:

a. Provides network capacity to multiple customers, not just a select few.b. Traffic steering that ensures the end user has the best wireless connection possible.c. When on the move small cells allow the end user to switch between the small cells with the best

signal. d. Enhance antenna reception in areas with poor signal quality.e. Improves end user experience.f. Efficiency and cost savings as multiple operators share one network.

Small Cell Features:g. Small enough to fit in the palm of your hand but provides enough network coverage for a crowd.h. Flexible mounting and location positioning.i. Products scalability allows for catering to users in medium to larger indoor and outdoor venues.j. Addresses both Wireless and voice connectivity issues.k. Real time Wi-Fi traffic steering to ensure best user experiencel. Easy to install.m. 100% integrated with all existing wireless networks.


Target Markets & Vendors


Differentiated Marketing

• Differentiated Marketing: This is multi-segment marketing where a marketing and advertising plan is designed to attract two or more specific marketing segments.

– Market SegmentsI. Wireless CarriersII. Telecommunications VendorsIII. Residential Customers


Pegasus Small Cell vs. Competitors

Comparison: The Pegasus has some differentiators that separate it from the competitors. The target market is for both commercial, residential and vendors that have a need for the dual service of (Wi-Fi & DAS). This opens the door for customers to enter the customer product adoption process.

Pegasus Small Cell• 2.5 GHZ Frequency• Wi-Fi & DAS• Software compatible• 3G,4G & LTE• Weather Proof• Indoor & Outdoor Models• New deployment

Competitors Small Cells• 2.4 GHz• External Antenna (only)• 3G & 4G• Wi-Fi (only)• Old deployment

VS.


Competitive Analysis

*Competitors1. Pixie Telecommunications ($119)2. Qualcomm ($124.99)3. Nokia ($130.00)4. ZTE ($134.99)5. Lemco ($145.00)

*Julius Bruce Wireless Visions LLC.

Pegasus Small Cell ($149.00)

Brand Value


SWOT ANALYSIS / Julius Bruce Wireless Visions LLC.


Strengths, Weaknesses, Opportunities & Threats1. Strengths:

a) Quality multifunctional productb) Product is low in cost & high in valuec) Software and Hardware compatible with all wireless vendorsd) Able to enhance wireless data upload and download speeds & voice coverage on all wireless

devices.2. Weaknesses: a) Lack of competitive strength due to unknown brand value b) Limited marketing and development c) Limited supply chain and production d) Limited marketing & advertising budget3. Opportunities: a) Create a platform for customer Product Adoption Process. b) Target Early Adopters c) Stimulate the first three phases of the Product Life Cycle (Intro, Growth, Maturity) d) Provide a product to both residential and commercial customers at competitive price.4. Threats: a) Larger competitors with more marketing and advertising resources. b) Competitors with more product brand value c) Competitors with more mass media and social media marketing platforms d) Consumer fears of buying a product that is new from a smaller company


Pricing Strategy

The pricing of the small cell is based on a Value Pricing strategy that would allow Julius Bruce Wireless Visions LLC to compete directly through price, however offer a better customer experience and product to the market segment of small cell users.

Differentiators that are built into the price. $159.99I. High QualityII. Superior Customer ServiceIII. Compatible SoftwareIV. Highly Reliable ProductV. Post Sales Assistance


Distribution Strategy

Multi Distribution Channel (Hybrid): This is an opportunity to be reach a specific market segments using multiple channels of communication and distribution.

5 Stages of Product Life Cycle

Introduction Growth

MaturityDecline

Withdrawal


Marketing Promotion


Product Lifecycle Initiatives

Attention Interest Desire Action


Budget

Marketing Campaign: 20,000 ($) annually is the maximum that will be spent on marketing

and advertising. The monthly target goal will be to spend only 1,000 ($) Only 6% of small to medium sized businesses spend more than 1,000

($) per month on marketing.


Budget Allocation

40% 30% 20% 10%


Q & A


References

• Retrieved by: http://www.smallcellforum.org/• Retrieved by: http://www.knowthis.com/distribution-decisions/distribution-systems-multi-

channel• Retrieved by: http://searchengineland.com/smbs-spend-an-average-46-of-marketing-budget-

on-digital-177502• Retrieved by: http://www.svmsolutions.com/resources/articles/how-measure-social-media-

marketing-success• Kotler, P. & Keller, K. (2012). Framework for marketing management (5th ed.). Prentice Hall.• Positioning: Where You Stand in The Marketplace, JWI518, W6, L1• Product Strategy: Marketing Across the Adoption Process and Life Cycle. JWMI518, W8, L1.• Integrated Marketing Communication: Optimizing the Marketing Mix. JWMI518, W8, L2.

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Julius Bruce Wireless Visions LLC

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