Cleaning up build rules to simplify customizing derivative projects

> Using {packageName} instead of hardcoding com.android.launcher3 in AndroidManifest.xml
  for strings which are dependent on packageName
> Adding proguard rule to prevent obfuscating any overridable class
> Making it easier to extend SettingsActivity by overriding the fragment class

Change-Id: I5668c3f33b4cf20ad01d7f54b3d79cc0d268d391