1. Who is the netconnect user ?
Case Study ….

2. Fine-tuning the Target Audience
 Based on the product offering, classified the audiences into two sets
 Netconnect+ - Intending to buy a desktop / laptop in near future
 Netconnect 3 G – Already a broadband user with relatively higher speed
 The further analysis based on these definitions, for a close focus on the consumers
Target Audience
Potential Netconnect
3G Buyer
Mumbai & Delhi
Potential Netconnect
+ Buyer
5Lac+ Towns except
Mum/Del
Internet access with
speed of 256kbps-
4mbps
Intend to buy
Desktop/Laptop in
next 1yr
12 Lacs
22 Lacs
BASE

3. Understanding the consumer -
Attitudes

4. Demographic Profile
Potential Netconnect 3G Buyer
• Male Skewed
• Highest skew among 20-34 year olds (>50%)
• Internet Buffs (includes students) & Professionals /
Businessmen constitute a major part of the TG.
Potential Netconnect + Buyer
• Male Skewed
• Highest skew among 25-34 year olds, although
healthy nos. observed in the other age groups.
• Apart from students, shop owners, supervisor/
salesmen, middle & senior executives form a sizeable
base

5. Sketch of a Netconnect 3G Potential
Consumer – (attitudinal)
Cautious in taking
informed
decisions
Decision not driven by
offers/discounts/celeb
endorsements
International
Brands are of better
quality Unpretentious (I am
what I am)
Fun Loving &
Outgoing
Mobile Phone is a
necessity
Adventurous / Travel
Enthusiasts (Willing
to take the offbeat
track)
Loves Western
Music
Modern Outlook
to life

6. Sketch of a Netconnect+ Potential
Consumer - (attitudinal)
Easily swayed by
other people’s
views
Music Lover (Loves
Indian Music)
Risk Taker
Loves to flaunt
Spendthrift
Spontaneous (Hasty
decision maker)Experimental (Willing
to try out new brands)
Looking for special
offers/discounts
Brand Conscious