Close on the heels of the formation of Mobile Phone Division, a global move to boost its mobile phone business, Alcatel is broadening its strategy from push to pull with a series of communication initiatives beginning mid-January 2000. Segmentation on the basis of lifestyle and colour positioning will be at the heart of all its advertising strategy for the new mobile launches.

The new offerings will be priced between Rs 11,000 and Rs 12,000 (One Touch View will cost Rs 14,000)-each will have a distinct positioning and target audience, but under the umbrella brand of One Touch. Says Gery Meinzel, regional director, Asia-Pacific, Mobile Phone Division (MPD): ``Our strategy for new products is very similar to the Volkswagen Golf, where all new products under this line are launched under the name Golf. So, even though the cars change, the name Golf remains the same.''

In order to focus on Delhi and Mumbai markets in the year 2000, Alcatel is now planning to start a targeted print and outdoor campaign in mid-January 2000, handled by Ammirati Puris Lintas (its global agency is Euro RSCG), for the launch of the One-Touch dual band phones.

Targeted at SEC A1, A2 and B1 consumers, the main media will be print and outdoor. ``It will be a brand campaign to reinforce Alcatel's USP of unmatched quality and an individualistic design,'' says Mohit Kapoor, country manager, Alcatel Network Systems India Ltd. ``It will reflect our product strategy which is based on lifestyle segmentation.''

The new One Touch range positions the GSM mobile phones as a personal accessory and not a business tool. According to Remy Muscat, Asia-Pacific area manager, MPD: ``One Touch Easy is aimed at the more fashion-conscious user. The One Touch Club is a bit more sedate, for those with more traditional tastes, as is the One Touch View which has a big, wide screen, displaying more information (in Chinese, Arabic or Cyrillic characters). The One Touch Max is for the adventurous who live life to the maximum.''

According to a consumer test, conducted by Sofres in France, Germany, Italy and China between December 1998 and February 1999, Alcatel's design perception of originality and aesthetics is enhanced by colours, which can be related to three class of consumers: Wise (grey, storm grey and ultramarine blue); Innovative (atoll blue, white snow, jungle green); and Hype (red tonic, havana brown, and dune yellow). Also on the basis of lifestyle, Alcatel consumers of the new mobiles can be classified into original, casual, classical and sophisticated. For example: while the One Touch Max db consumer is ``original, casual'', the One Touch Club db consumer is seen as ``sophisticated, classical''.

As per the study, Alcatel is offering nine colours in One Touch Easy, and five colour options each in Max, Club and View. Also, in order to personalise and extend the identification of the handset as a lifestyle accessory, Alcatel has given names to the handsets instead of giving numbers. Says Muscat, ``This range is for people, not robots, people of all ages who like functions, performance, and colours to match their personalities.''

The new One Touch range of handsets can be equipped with a vibrator, which can be worn as a pin, to discreetly signal incoming calls. The handsets also offer a selection of 15 ringing melodies, a SIM directory holding upto 250 names and numbers, an Euro currency converter and a pager function.

Alcatel MPD claims to be the fourth largest cellular phone manufacturer in the world and second largest in Europe. Says Meinzel. ``We are the fastest growing handset vendors in the world. In India too we are doubling sales.''