This paper looks at the introduction of a new smartphone in the market. The report finds that the current market is dominated by premium brands that are sold at a premium price and not many people can afford. The reports target the segment of the Australian market that is does not own a smartphone phone or those who had and want to replace. This include young adults without enough financial strength to buy premium brands, males aged 45-65 years who may need a smartphone but want less complicated phones, and those who already own a phone but want to replace it. The report also finds that the marketing campaign should craft a message that will inform the consumers of the advantages of buying the phone. Lastly, it also finds that retailers will play an important role in the informing the customers about the new product hence they should be integrated in the marketing campaign.