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Sales and Distribution assignment on how mobile phone marketing is perceived by Consumers and what is their perception on the same.

Sales and Distribution assignment on how mobile phone marketing is perceived by Consumers and what is their perception on the same.

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  • 1. CONSUMERPERCEPTIONS ON MOBILE PHONE MARKETING PRATEEK AJMERA (3623) PUNIT THAKKAR (36235) VASU GANDHI (36) VINIT GANDHI (36300)
  • 2. Mobile Marketingis seeing huge success recently dueto thehigh penetrationof Mobile phones in markets andcost efficiency associated with this kindof marketing. Consumer awareness is being created usingthis typeof marketingabout brands,promotion and values. Thepurpose of ourcasestudy is to understandconsumerperception about the sameusingprimary, secondary data analysis. MOBILE MARKETING
  • 3. 1. Sales offeaturephoneshave been overtakenby salesof smartphones. 2.WorldWideMobilesalesfor Q2-13 were435Millionunitsof which51.8%were smartphones,accordingto Gartner.This wasthefirsttimethatsmartphonesaleshave overtakensales ofFeature phones. 3.Duringtheperiod, smartphonesaccountedfor 12.8per cent ofthe cell phonemarket in India 4. IndiahaspassedJapanto becomeThirdLargestGlobalSmartphoneMarket, AfterChina& U.S 5. StrategyAnalyticssaidIndiaisgrowingfour timesfasterthan theglobalaverage, with163% yearon year growthacrossIndia inQ1, compared to worldwidesmartphonevolumesexpanding39%. SMARTPHONES : THE DRIVERS OFMODERN MOBILE MARKETING
  • 4. CASE STUDY APPROACH VariousChannelsof Mobilemarketingandcomparisonsbetweeneach. Primary data collectionon Consumerperceptions towardsmobile marketing. Secondary datamining. Conclusion.
  • 5. Define goal • Definewhat isitthat we want toanswer from primary datacollectionof consumer perspective onmobilemarketing. Expected results • Definetheresultswe expectfrom the primary data.Basicallysettinguptheinitialhypothesis. Questionnaire • Developa questionnairewhichwouldhelp ustogetinsightson consumerbehavior andperceptions. Survey • Conduct a survey with the questionnaire to collect primary data. Analysis • Analyze the data. Conclude • Conclude whether the initial hypothesis stand true. APPROACH TO PRIMARY DATA COLLECTION
  • 6. • Which form of mobile marketingis more viable, efficient and cost effective. • How Mobile marketingwould change the face of marketingin future • Primary Data collection analyzingeach form of marketing • Secondary data analysisto develop futureprospects in Mobile marketing • Drawing a finalconclusion on consumerperception regarding Mobile Marketing and how it canbe leveraged going ahead. KEY DELIVERABLES OF THE ASSIGNMENT
  • 7. CURRENTTRENDS OF MOBILE MARKETING Mobile Marketing Telephone Based Bulk SMS MMS Missed Calls Caller Tunes Internet Based Applications Social Media Mobile Web pages Responsive Web Design Advertisements in applications
  • 8. TELEPHONE BASED MARKETING NOTE: THISSECTION CONTAINSPRIMARYDATAOBTAINEDTHROUGHANEXTENSIVESURVEYANDINTERVIEWSWITHINDUSTRYLEADERS.
  • 9. RESEARCHMETHODOLOGY Market Research Primary Research In-depth Interviewing Survey Research (Online) Secondary research
  • 10. SURVEY RESEARCH OBJECTIVE • Tounderstandthe consumersexposed to mobilephone marketing FOCUS • Gaininsightson basis of: • Understandingthe consumerprofile & awareness • Likes& Dislikes • Popular ways of mobilephone marketing • Usage frequency& effectiveness of mobilephone marketing METHODOLOGY • Understand the requirements • Set theparametersof search • Conduct an online survey • Draw insightsonthe same
  • 11. QUESTIONNAIRE Understanding the customer Behavioral questions Usage and awareness questions Preference questions
  • 12. Advantages of SMS Marketing SavesTime Easy reachand selectionof targetgroup Driveusersto make offline purchases Highly Personalized StrongerROI Abysmally Low Cost Advantages of mobile phone marketing How are companies using consumer data INSIGHTS GAINED What’s in store for businesses and futureof mobile phone marketing INTERVIEW Interview with Mr. KunalAjmera, CEO, T Technologies About the company Business Model Expansion of business model
  • 13. RESULTS OF SURVEY AGE GROUPDATA CONNECTION DONOT DISTURB OPTION
  • 14. RESULTS OF SURVEY
  • 15. INTERNET BASED MARKETING NOTE: THISSECTION CONTAINSSECONDARYDATAOBTAINEDTHROUGHVARIOUSCITEDSOURCES.
  • 16. A POST PC WORLD
  • 17. Mobile Strategy Source : ecoconsultancy.com BRAND STRATEGIES FOR MOBILE Install Base Download Rate Ratings Social Mentions
  • 18. SHARING IS IN #
  • 19. OTHERINSIGHTS
  • 20. CONCLUSION
  • 21. SURVEY INSIGHTS Majority of respondents use 3G Internet Large number of people usingwebsites and apps for daily discounts andoffers • Know their data is tracked online89% • Are okay with it. 61% • Don’t Mind it if it means that they get better services.61%
  • 22. SURVEY INSIGHTS SocialMediamarketinghasemerged out asthewinner inthepromotionalcategoryof marketing. Websiteswhichgive informationaboutdealsare thesecond bestin thelist. Henceusersnow are showinga trendof beingawareof suchmarketingandwanttheseto be customizedfor theirowninterests. Also,theabove twoformshave been ratedas beingtheleast annoyingwhichproves thatIntrusivemarketingdoes not reallyhelp in gettingnew clientsandmightannoythem intheprocess. Coldcallingeven beingtheclassicwayof mobilephonemarketingseems tolooseit flavor.Whileit hashigh attentiongaining abilityfor obviousreasons,itseffectivenessandrelevanceintodayscontextseemsquestionable.
  • 23. CONCLUDING POINTS Consumerperception of mobilemarketing isquicklychangingfromsomethingthat isannoying(coldcalls,unwantedmessages etc.) tosomethingthat ishelpful (services andapps). Mobile internethasplayedacrucialrole in this changeinperception. Thedata that isgained aboutcustomersisthe mostessential asset a companycan haveto promoteit’s brands. Customers are becomingmoreandmore open to contextually,location-awareservices andadvertisements andaremore likely torespond to those. New innovationsonpart of marketerand newexciting modes of discovery for thecustomer isthe path forward. Thus,inconclusion,we wouldliketo say that mobilemarketingis now perceivedby consumeras a helpfultool ratherthanan annoyance.
  • 24. THANK YOU PRATEEK AJMERA (3623) PUNIT THAKKAR (36235) VASU GANDHI (362) VINIT GANDHI (36300)