Marketing theory and concepts Essay


Sagem International S.A. has changed the name in 2009 to Sagem Wireless. The company specialises in planing, developing and administering nomadic phones, services and associated accoutrements, on behalf of and under the trade names of spouses ( 2010 ) . Many French telephones are customised for a scope of trade names such as luxury, athletics, manner and operators in order to accommodate everyone ‘s manner and gustatory sensation. Thankss to its proactive attack to the market the company continues to stand out. Unfortunately, nomadic phone selling scheme is frequently implemented at ad hoc footing and the nexus between company ‘s organizational scheme and nomadic phone selling run is weak or even losing ( Lepp & A ; auml ; niemi & A ; Karjaluoto, 2005 ) . Hence, to efficaciously separate Mobile phone selling scheme, it is critical to set up how nomadic phone selling relates to a house ‘s organizational scheme. Therefore, this paper will utilize selling theory and constructs to critically measure Sagem Wireless selling scheme and develop selling scheme for a new application.

We will write a custom essay sample on
Marketing theory and concepts Essay
or any similar topic only for you
Order now

General rating of Sagem Wireless Marketing Strategy

It is indispensable to underscore that a selling scheme is a foundation of company ‘s all selling activities. Furthermore, “ a selling scheme involves choosing and analyzing a mark market and making and keeping a selling mix that will fulfill that mark market ” ( Pride et al. 2008 p.432 ) . Ever since 1960s the selling mix attack has been the taking design for marketing scheme edifice and development. By and large talking, the selling mix is the set of expedient tactical selling tools that the house combines to bring forth the coveted response among the mark audience ( Kotler et al. 2005 ) . The construct of marketing mix was introduced by Borden ( 1964 ) , and McCarthy ‘s ( 1960 ) 4Ps categorization: merchandise, monetary value, topographic point, and publicity has been the basic guideline for marketing research and utile achievements. Consequently, selling mix is a portion of marketing scheme that involves different techniques to act upon perceptual experience favorably towards the merchandise ( Keller & A ; Kotler 2006 ) . The chief parts of selling mix are four P ‘s which are known as merchandise, monetary value, topographic point and publicity every bit mentioned before:

Target Market
Kotler et Al. ( 2001 ) suggested that marketing scheme involves recognizing the mark audience. Sagem Wireless mark market is male and female, age group 15- 65, working professionals, pupils, people over 50, who live in urban or semi urban topographic points.


Sagem ‘s Puma Phone, seamster designed with engineering and services that enhance clients experience and link a trade name community.
Sagem ‘s Cosyphone an ultra-simple affiliated device for the over 50 ‘s market
New Android-based nomadic device
Sagem Porsche Design, luxury auto branded nomadic phone.
Marketing communicating which is a different term for publicity constitutes portion of the selling mix. It is non a individual entity but instead, involves a broad scope of activities that aim to convey selling messages to aim audiences ( Pickton & A ; Broderick, 2001 ) . Those activities can be classified into four overlapping headers.

Consequently, selling scheme is non merely about developing good merchandise or aiming the right consumers. Administrations need to efficaciously pass on with the clients to be successful. In order to discourse, companies should utilize assorted methods such as ads, gross revenues publicities, public dealingss, personal figure 2. Sagem Wireless is utilizing a mixture of those. A few illustrations: informational advertisement, which is used when a new merchandise is first being introduced ; the accent is on advancing the merchandise name, benefits, and usage. Furthermore, concerted advertisement which is a system that allows two parties maker Sagem Wireless and distributer Puma to divide advertisement costs since they portion the same involvement in selling the merchandise. Besides Sagem radio offers joint gross revenues publicities, personal merchandising via nomadic phone operations. Finally, many PR runs that deliver intelligence releases straight to Internet readers that are utilizing different web sites and portals.

Topographic point

Topographic point is a distribution and it is the procedure of traveling goods from maker via retail merchant to client ( Aker, 1995 ) .

Sagem Wireless does non sell French telephones to end-users straight ; alternatively the clients enrol in nomadic phone naming programs from service suppliers or purchase the nomadic phone from nomadic phone operators such as o2, T-mobile. Sagem Wireless sells its phones to the nomadic phone operators after fabricating the merchandises.

Monetary value

The following portion of the selling mix is the pricing scheme as this will bespeak what sort of ROI ( Return on Investment ) the company will hold ( Dewhurts & A ; Burns, 1989 ) . However, the charge has to be competitory but still let the company to do a sensible net income ( Barrow et al. 2005 ) . In this instance ‘reasonable ‘ will depend on the client. Therefore, it is of import to put the monetary value at the right degree if clients are to be persuaded to purchase. Since, nomadic phones have short merchandise life rhythm the earliest tiffin stage monetary value will be high to account for development costs. Furthermore, merchandises that are technologically advanced such as Sagem Wireless will be sold at premium to reflect the initial research and development that has gone into them. Therefore, the Puma Phone will go available in April in Europe, Asia and Africa with a monetary value ticket of about ˆ400 (, 2010 ) .

An appraisal of the importance and the usage of information in Sagem Wireless selling scheme.

Knowing what clients value and how the solutions a company provides meet those values is cardinal to developing a feasible selling scheme ( Lilien & A ; Kotler 1983 ) . The usage of information in Sagem ‘s Wireless selling scheme is really of import since selling ‘s primary strategic function lies in implementing schemes that differentiate the company ‘s merchandises from the competition. Sagem Wireless needed to garner a batch of information in order to develop a communications scheme that efficaciously place trade name relation to other nomadic phone makers. The usage of information therefore, is of great importance since it represents a house ‘s determination of how and where it will use its typical value making competencies to bring forth competitory advantage ( Czepiel, 1992 ) .

A treatment of how Sagem Wireless selling scheme is related to the overall organizational scheme.
Unfortunately, nomadic phone selling scheme is frequently implemented at ad hoc footing and the nexus between company ‘s organizational scheme and nomadic phone selling run is weak or even losing ( Lepp & A ; auml ; niemi & A ; Karjaluoto, 2005 ) . Hence, to efficaciously separate Mobile phone selling scheme, it is critical to set up how nomadic phone selling relates to a house ‘s organizational scheme. Furthermore, selling scheme ‘s difference is that it serves a boundary line line map between the house and its clients, rivals and stakeholders. Selling is able to measure consumers ‘ demands and the house ‘s potency for deriving competitory advantage, which in due class must indicate into the overall organizational scheme.

Sagem Wireless selling scheme is based on analysis of consumers, rivals ( Appendix 1 ) and other environmental forces ( Appendix 2 ) which so are combined with strategic inputs such as fiscal, R & A ; D and human resources. Consequently, at Sagem Wireless selling scheme is related to the overall organizational scheme through R & A ; D resources and besides through several partnerships that have been established leting it to entree high degree accomplishments in nomadic engineerings. Furthermore, Sagem Wireless organizational scheme has a selling position which is supplying inputs to scheme coevals and so evolved schemes are tested against the reaction of consumers, rivals and stakeholders. Therefore, Sagem Wireless is able to unite expertnesss in Europe and Asia in order to supply the best in user experience and industrial design.

An analysis of how the planetary context has been incorporated into Sagem Wireless selling planning.

The planetary context has been incorporated into Sagem ‘s Wireless selling planning through partnership with different companies. Sagem Wireless partnership with nomadic Republic and Cellmania in order to make a platform which will enable Sagem Wireless to present a customisable affiliated online experience for taking consumer trade names and Mobile operators ( Sagem Wireless, 2010 ) . One of the illustrations is Puma Phone a customised nomadic device. The selling planning for this merchandise incorporated the planetary context of the company. Another illustration is coaction between Sagem Wireless and UPEK where the Sagem Wireless is be aftering to establish a scope of new devices together with new Android-based nomadic devices. Furthermore, partnership with ST-Ericsson a universe leader in wireless semiconducting materials and platforms will assist to prolong a major portion of the scope of merchandises in the Sagem Wireless portfolio.

As a consequence, Sagem Wireless will spread out and unite its inventions on these platforms and different partnerships will let the company to broaden their market make into the planetary context. Consequently, through different partnerships, Sagem Wireless will uncover its capableness to construct up an eco-system of taking border spouses for cardinal engineerings. As a consequence, the planetary context has been incorporated into Sagem Wireless selling planning and it consists of an international web of related houses and persons working together to turn to the challenges of foreign market entry and planetary enlargement. Thankss to different partnerships Sagem Wireless could turn internationally at a lower cost, with less hazard, and at a faster gait.

A contemplation on how Sagem Wireless has embraced e-business schemes in the selling.

The Internet has great possible to alter distribution scheme ( Stern et al. 1996 ) . The promise of electronic commercialism is the improved interactivity between the house and its clients, which could offer great potency for exchange of client value and merchandise information. The new engineerings allow the creative activity of direct relationships between the house and its clients ( Roman, 1989 ) . This means that companies such Sagem Wireless can custom-make its offers and more efficaciously and expeditiously aim its selling resources. Database selling besides enables houses to track the “ lifetime value ” of single clients in footings of gross revenues and profitableness over clip. The embracing of e-business schemes in Sagem Wireless selling can be efficaciously tracked and future resources can be targeted at high-value clients. Therefore, Sagem Wireless could non make without e- concern scheme since the figure of rivals already on-line plus the huge sum of content and information made it important for any company to acquire their merchandise noticed through all the “ noise ” ( Cumbrowki, 2008 ) .

Developing a selling scheme for a new merchandise or service that you think Sagem Wireless should offer.
Sagem Wireless should develop and application that can be downloaded into Puma smartphone. The application will let to entree peer-reviews and up-to-date information about different topographic points of involvements, whenever and wherever. This application will assist people who would wish to go, easy turn up their topographic points of involvement and be able to recover more information about their coveted tourer topographic point from other tourers, who have really been there earlier. WANDR application will unite alone characteristics with mapped advertizements of local concern that will do it the first application of its sort.

The Target Market

The clients will be segmented by their geographical country and the WANDR application will suit many different linguistic communications, updating the interface of the application, so that every client from different state talking different linguistic communications could utilize it without any limitations. By and large, the mark market will be any tourer, but alone schemes for sub sections such as pupils, households will be developed. The bomber sections will be divided farther into two groups. The first group will be familiar with similar applications like the WANDR and will cognize how to interact with current cyberspace applications ( Google map etc ) and will want a convenient and low-cost manner to entree it. The 2nd group will non be as familiar with such device and the Internet, and will be merely looking for a more convenient usher with more dependable and relevant information from people merely like themselves.


Although this application will hold the first-mover advantage, Sagem Wireless will confront some direct competition from bing tourer ushers in the market which include the assorted tourer usher books, tourers ‘ web sites, local tourer information Centres and even some GPS devices. In add-on, Apple offers a circuit service around London country utilizing an application for the iPod called Soundmap, that provides audio Tourss. The device is aimed at tourers and local communities and subsequently, the company plans to use GPS engineering. However, based on WANDR competitory advantages, it is believed that the bulk of tourers will prefer to utilize this application as compared to other types of tourer ushers available in the market.

The Value Proposition

The value proposition would be the alone combination of the Google Maps, my Location engineering which provide location based on user reappraisals, with mapped local concern advertizements. What is more, WANDR ‘s capableness to let clients to reexamine up-to-date information about where they are at anytime will be a competitory advantage amongst other nomadic phone usher applications.

Product and Service

WANDR would be a first-of-its-kind application that would assist tourers to roll around the metropolis or countryside with no trouble. With the aid of this application, the tourers will be able to cognize where they presently are, which locations of involvement are near to them and which topographic points would be good for them to see. WANDR, with the coaction of societal web sites such as Alone Planet, World 66 and My Travel Guide, will enable the mashing-up of user-reviews on topographic points of involvements. This information may help tourers to do an informed determination of whether to see those topographic points or non.

Marketing Mix

Marketing scheme will be based on 4P ‘s which stands for Product, Price, Place and Promotion. Geting the mix right will be critical in order to successfully advance this application.

Merchandise: WANDR a first-of-its-kind application that would assist tourers to roll around the metropolis or countryside with no trouble.
Monetary value: application for & A ; lb ; 20 at the beginning so the monetary value will be lowered.

Topographic point: The tourer will hold a pick to download online from Sagem Wireless web site or from Puma phone web site. The electronic commercialism improves interactivity between Sagem Wireless and its clients and this could offer great potency for exchange of client value and application information. Furthermore, by extinguishing channel mediators, Sagem Wireless is able to capture some of this border as enhanced profitableness while take downing monetary values to clients at subsequently phase.

Promotion: Ad will take the signifier of web advertisement ( sidebar ads or banner ads ) . However, the company should concentrate on acquiring some promotion thanks to positive remarks from users. Sagem Wireless should give away this application for free to few clients and allow them utilize it. Then ask for them to compose their remarks in web log. As a consequence, Sagem Wireless will hold some promotion and publicity. Furthermore, this may take to viral selling since giving away merchandises or services such as WANDR application will pull the attending. As a consequence, this will promote persons to go through on a selling message to others while making the potency for growing in the message ‘s exposure and influence. In the terminal, lending to the publicity of the application.


After analysis of Sagem Wireless selling scheme it can be concluded that marketing scheme is a foundation of the company ‘s all selling activities and it entails mark market that will be satisfied by accurate selling mix. Sagem Wireless selling scheme composes of advanced and reflecting the spirit of celebrated trade names French telephones with competitory monetary values, communicating program and distribution channel. However, Sagem Wireless needed to garner a batch of information in order to develop a communications scheme that efficaciously place trade name relation to other nomadic phone makers. Finally, the promise of electronic commercialism improved the interactivity between Sagem Wireless and its clients and offered great potency for exchange of client value and merchandise information and lead to presenting a new application which was WANDR.

Aaker, D. A. ( 1995 ) ‘Strategic Market Management ‘ , 4th erectile dysfunction. John Wiley & A ; Sons, New York.
Anderson, C. ( 2008 ) Future of the Business available from hypertext transfer protocol: // currentPage=all ( Accessed on 13 March )
Armstrong, G. and Kotler, P. ( 2008 ) Principles of marketing 13th ed. , New Jersey, Pearson Prentice Hall.
Barrow.C. , Barrow.P. , Brown, R. , ( 2005 ) The Business Plan Workbook, 5th Ed, Welsh Printers, Wales.
Borden, N. H. ( 1964 ) “ The Concept of the Marketing Mix, ” Journal of Advertising Research Vol. 4 ( June ) , pp. 2-7. ( 2010 ) Sagem Wireless Profile available from hypertext transfer protocol: // objid=37647 ( Accessed on 14 March )
Cumbrowski C. ( 2008 ) Internet Marketing Resources available from & A ; lt ; hypertext transfer protocol: // # presentation & gt ; [ Accessed on 15 March ] Czepiel J. A. , ( 1992 ) Competitive Marketing Strategy, Englewood Cliffs, New Jersey: Prentice-Hall, Inc.
Dewhurts.J.Burns.P. , ( 1989 ) Small Business Planning Finance and Control, 2nd Ed, Macmillan Education, London
Facchetti, A. , Rangone, A. , Renga, F. M. , and Savoldelli, A. ( 2005 ) “ Mobile selling: an analysis of cardinal success factors and the European value concatenation, ” International Journal of Management and Decision Making Vol. 6 No. 1, pp. 65-80.
Fill, C. ( 2002 ) “ Marketing Communications – Contexts, Strategies and Applications, ” Pearson Education Limited, Harlow, UK. Gartner ( 2009 ) ‘Gartner Says Worldwide Mobile Phone Gross saless Declined 8.6 Per Cent and Smartphones Grew 12.7 Per Cent in First Quarter of 2009 ‘ available from hypertext transfer protocol: // id=985912 ( Accessed on 15 March )
Kotler P. Armstrong G. Saunders J. and Wong V. ( 1999 ) Principles of Marketing, 2nd European edn, London: Prentice Hall Europe
Kotler, P, Armstrong, G, Saunders, J and Wong, V, ( 2001 ) , Principles of Marketing: Third European Edition, Prentice Hall, Harlow
Kotler, P. , Wong, V. , Saunders, J. and Armstrong, G. ( 2005 ) , “ Principles of Selling, ” 4th European ed. , Pearson Education Limited, Essex.
Keller K.L. Kotler, P ( 2006 ) Marketing Management, 12th Ed, Pearson Education, New Jersey
Lepp & A ; auml ; niemi, M. and H. Karjaluoto ( 2005 ) “ Factors Influencing Consumers ‘ to Accept Mobile Ad: A Conceptual Model, ” International Journal of Mobile Communications Vol. 3 No. 3, pp. 197-213.
Lilien G. , Kotler P. ( 1983 ) , Marketing Decision Making: A Model- Building Approach, , Harper & A ; Row.
McCarthy, E. J. ( 1960 ) “ Basic Selling: A Managerial Approach, ” Richard D. Irwin, Homewood, IL.
Mobref ( 2010a ) Manufacturer market portion ( February 2010 ) available from hypertext transfer protocol: // ( accessed on 14 March )
Mobref ( 2010b ) Manufacturer market portion in Europe ( February 2010 ) available from hypertext transfer protocol: // ( accessed on 14 March )
Pickton D. W. and Broderick A. ( 2001 ) Integrated Marketing Communications, London, Financial Times Prentice Hall. ch. 1. ( 2010 ) ‘MWC 2010 Video: Sagem Puma Phone Hands-on ‘ available from hypertext transfer protocol: // ( Accessed on 17 March )
Porter, M.E. ( 1980 ) Competitive Strategy Free Press, New York
Pride W. M. , Hughes J.H. , Kapoor J. R. , ( 2008 ) Business, 9th ed. , Houghton Mifflin Harcourt Publisher.
Roman, E. , ( 1989 ) Integrated Direct Marketing, New York: McGraw-Hill,
Sagem Wireless ( 2010 ) ‘Sagem Wireless to Deliver Connected Mobile Experience for Brand Partners ‘ available from hypertext transfer protocol: // ( Accessed on 18 March )
Shimp T. A ( 1997 ) . Ad and Promotion and Supplemental Aspects of Integrated Marketing Communications, 4th erectile dysfunction, Fort Worth: Dryden Imperativeness.
Stern, L. W. , El-Ansary A. I. , & A ; Coughlan A. T. , ( 1996 ) Selling Channels, Upper Saddle River, New Jersey, pp. 401-446.

Appendix 1
Sagem Competitors and Market portion
Mobile Telephones Manufacturer market portion February 2010 ( World )
World Mobile Phone Market has one major key participant which is Nokia with 51.4 % of the whole market portion so Sony -Ericsson with 13.65 % of the market portion followed by Samsung 9.91 % . Sagem is at the underside of the tabular array above with merely 0.03 % of the market portion.

Mobile Telephones Manufacturer market portion February 2010 ( Europe )
After comparing both tabular arraies it can be concluded that Sagem is making much better in Europe as the company has 0.16 % of European market portion.

Sagem is viing with different nomadic phones makers some of them are in direct competition such as Siemens, Pantech and Nec in the universe market and Sharp in European market harmonizing to the tabular array Mobile Phones Manufacturer market portion. However, in indirect competition will be Nokia, Sony -Ericsson and Samsung since they have bigger market portion.

Appendix 2
Sagem Environmental Forces
Porter ‘s five forces:
This theoretical theoretical account helps companies to understand the industry context in which the house operates. Porter ( 1980 ) identified five competitory forces that shape every industry and every market. These forces determine the strength of competition and demo the attraction of an industry and its possible in this nomadic phone industry.

Menaces of New Entrants – Low
Menace of New Entrants is low since any fledgling will necessitate economic systems of graduated table to be successful. A little participant will necessitate to hold efficient fabrication procedures and strong dealingss with providers otherwise it will non be possible for him to bring forth at a low cost. This may ensue in neglecting to derive bigger market portion or be forced to incur losingss. Furthermore, sophisticated engineering to fabricate nomadic phones is indispensable. Any company that wants to vie in this market has to hold good developed R & A ; D unit.

Menace of Substitutes- High
It can be seen as the quality of semiconducting materials keeps altering invariably. It gets smaller, cheaper or faster. Furthermore, the cell phone industry is so heavy and demanding, that people are switching to replace merchandises due to functionality, monetary value or size. Furthermore, the inordinate demand which is in front of supply making deficit and people exchanging to rivals.

Dickering Power of Suppliers- low
Dickering Power of Suppliers is low due to the fact that there are so many of them. Companies in nomadic phone industry are presently contending for cheaper imports from states such as China and Taiwan ( Armstrong & A ; Kotler 2008 ) . With many who are relocating fabricating installations to these states, monetary value competition is turning. Due to the monetary value war providers are progressively forced to cut their monetary values or travel bankrupt as their clients go to other providers who are able to offer lower monetary value.

Dickering Power of Customers high
Buyers, who purchase pay as you go phones from Telephones 4 U or subscribe the contract with o2 or any other.

Competitive Rivalry between Existing Players- high
There are legion houses viing in this market. Furthermore, the competition is rather stiff, aggressive pricing. It is seeable that over the old ages, the nature of the concern has dictated makers such as Sagem to offer frequent inventions with improved theoretical accounts. Furthermore, trade name name is no longer every bit of import as it used to be ( Anderson, 2008 ) . Consumers are now looking for French telephones that offer their coveted characteristics at the lowest monetary value, irrespective of trade name.


Hi there, would you like to get such a paper? How about receiving a customized one? Check it out