Portable MP3 Player<br />
Flow of Presentation<br />Market<br />Consumer<br />Target Segment<br /><ul><li>Demographics
Usage</li></ul>Indian Consumer Durable Market<br /><ul><li>Size
Trends
Dispersion</li></ul>Brand<br /><ul><li>Brand Recall
Perception
Choice of Brand</li></ul>Category: Portable Music Player<br /><ul><li>Size
Trends
Dispersion</li></ul>Brand Purchase<br /><ul><li>Influencers
Purchase Location</li></ul>Conclusions<br />
Section I: THE MARKET<br />
Structure of Indian Consumer Market<br />
Consumer Durable Market in India<br />Y-o-Y Growth of Consumer Durables in India (%-age)<br />*Source: Group compilation f...
Category-wise Dispersion (2009)<br />*Source: Group compilation from sources, , http://www.scribd.com/doc/24934409/Changin...
Ownership of consumer durables by households <br />
Trends in Sales: Portable MP3 player<br />Number of Units Sold: India<br />Y-o-Y Growth in Units Sold(%-age)<br /><ul><li>...
GAGRunits: 103%
Highly competitive market with approximately 100 different brands available including 3-4 leading brands, 15 brands that a...
Market in Developed Countries<br />The market in 2010 till September has shown a decline of 12% in unit sales, 7% decline ...
Brand-wise Dispersion<br /><ul><li>Sony dominates the market owing to the brand equity created by Sony Walkman® (portable ...
Apple and Sony are the dominant players in Tire1 cities, Sony and Phillips dominates in Tire 2 cities while Tire 3 and Tir...
Key Points<br /><ul><li>The Indian economy is growing by 8% (approx), with the increase in disposable income and positive ...
The sale of consumer durables have reported an average 8.5% growth through out last 4 years with a CAGRvalue of sales as 7%.
The Category ‘Portable MP3’ player is a highly fragmented market with nearly 100 different brands available with top 5 bra...
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Brand behavior - portable mp3 player by anubhab & krishna - IWSB

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Brand behavior - portable mp3 player by anubhab & krishna - IWSB

  1. 1. Portable MP3 Player<br />
  2. 2. Flow of Presentation<br />Market<br />Consumer<br />Target Segment<br /><ul><li>Demographics
  3. 3. Usage</li></ul>Indian Consumer Durable Market<br /><ul><li>Size
  4. 4. Trends
  5. 5. Dispersion</li></ul>Brand<br /><ul><li>Brand Recall
  6. 6. Perception
  7. 7. Choice of Brand</li></ul>Category: Portable Music Player<br /><ul><li>Size
  8. 8. Trends
  9. 9. Dispersion</li></ul>Brand Purchase<br /><ul><li>Influencers
  10. 10. Purchase Location</li></ul>Conclusions<br />
  11. 11. Section I: THE MARKET<br />
  12. 12. Structure of Indian Consumer Market<br />
  13. 13. Consumer Durable Market in India<br />Y-o-Y Growth of Consumer Durables in India (%-age)<br />*Source: Group compilation from sources<br />http://www.expresscomputeronline.com/20080121/market02.shtml, http://www.pcb007.com/pages/zone.cgi?a=15755, http://info.shine.com/Industry-Information/Consumer-Durables/902.aspx<br />
  14. 14. Category-wise Dispersion (2009)<br />*Source: Group compilation from sources, , http://www.scribd.com/doc/24934409/Changing-Consumer-Durables-Industry-in-India<br />
  15. 15. Ownership of consumer durables by households <br />
  16. 16. Trends in Sales: Portable MP3 player<br />Number of Units Sold: India<br />Y-o-Y Growth in Units Sold(%-age)<br /><ul><li>Average price of portable MP3 players in India in 2009 is Rs. 1100 per unit
  17. 17. GAGRunits: 103%
  18. 18. Highly competitive market with approximately 100 different brands available including 3-4 leading brands, 15 brands that are well known names of electronics and consumer electronics industry and other local and cheap Asian imports.</li></ul>*Source: Group compilation from sources http://www.indiahousing.com/mp3-players-india.html, http://www.scribd.com/doc/24934409/Changing-Consumer-Durables-Industry-in-India<br />
  19. 19. Market in Developed Countries<br />The market in 2010 till September has shown a decline of 12% in unit sales, 7% decline in sales revenue<br />Only segment with a slight boom was touch screen mp4 players<br />Source: GfK Retail and Technology Global Report, September 1, 2010<br />
  20. 20. Brand-wise Dispersion<br /><ul><li>Sony dominates the market owing to the brand equity created by Sony Walkman® (portable cassette player) followed by Apple and Philips.
  21. 21. Apple and Sony are the dominant players in Tire1 cities, Sony and Phillips dominates in Tire 2 cities while Tire 3 and Tire 4 cities are more dominated by various cheaper brands.</li></ul>*Source: Group compilation from sources www.pluggd.in/apple-ipad-price-in-india-297, www.apple.com/in/pr/library/2010/03/05ipad.html <br />
  22. 22. Key Points<br /><ul><li>The Indian economy is growing by 8% (approx), with the increase in disposable income and positive growth in upper-class, upper middleclass and middleclass pose serious opportunity for consumer durables.
  23. 23. The sale of consumer durables have reported an average 8.5% growth through out last 4 years with a CAGRvalue of sales as 7%.
  24. 24. The Category ‘Portable MP3’ player is a highly fragmented market with nearly 100 different brands available with top 5 brands having 38% of market share.</li></li></ul><li>Section II: THE CONSUMER<br />
  25. 25. Consumer Demographics<br />Based on Age Group<br />Age Group<br /><ul><li>The majority of MP3 Player buyer is of the age group 18-40 years, middleclass or upper middleclass, from tire 1, tire 2 cities.</li></ul>*Source: Group compilation from sources www.marketresearch.com/product/display.asp?productid=1375090, www.epinions.com /Electronics<br />
  26. 26. Ownership of Popular Physical Assets/Durables at Urban Household Level<br />*Source: JUXT, Indian Urbanites 2009 Study <br />
  27. 27. Motivation Behind Use of Electronic Gadgets<br />*Source: JUXT, Indian Urbanites 2009 Study <br />
  28. 28. Hobbies and Interest: Urban<br />*Source: Marketing Whitebook<br />
  29. 29. Frequency of Listening to Music<br />Total Listening to Music<br />Use of MP3 Players as a Music Player<br />Though the average price of Portable MP3 player is presently `1000, its not perceived as an utilitarian product<br />*Source: Primary Research<br />
  30. 30. Usage of Portable MP3 player<br />Place of Use<br />Sharing of MP3 Player<br />High degree of personal involvement associated with the product<br />*Source: Primary Research<br />
  31. 31. Attributes of Importance in Choosing a Brand<br />High involvement product, ego-centric<br />Scale of 1-5, 1 being least important and 5 as most important<br />*Source: Primary Research<br />
  32. 32. Unaided Brand Recall<br /><ul><li>Apple enjoyed a 100% top of the mind recall</li></ul>*Source: Primary Research<br />
  33. 33. Brand Perception<br />Apple® and Sony® receiving the highest association weight-age and highest brand recall (unaided) again goes on to establish the fact that this category is considered above utilitarian<br />
  34. 34. Purchase: Influencers<br />Establishes the high dominance of young generation/youth in the purchase of the category<br />*Source: Primary Research<br />
  35. 35. Point of Purchase<br />Accompanied By<br />Point of Purchase<br />Motive of Purchase<br /><ul><li>Well thought and planned purchase, preference of modern trends and influenced by peer</li></ul>*Source: Primary Research<br />
  36. 36. Conclusion<br /><ul><li>Product associated with ego and ‘feel good’ factor rather than mundane or utilitarian need
  37. 37. High involvement of young generation in purchase and purchase decision
  38. 38. Preferred segment is of young and from middleclass to upper middleclass background, from Tire1 or Tire2 cities
  39. 39. With the growth of economy Tire3 cities are also opening up as probable customer base
  40. 40. Quality and looks being the highly rated attributes in the choice of brand, a certain premium may be charged on price especially in the tire1 and tire2 cities
  41. 41. In order to cater to tire3 cities cheaper variants with high design features is a must to beat the competition of cheap Asian imports
  42. 42. Marketers Take: Go for High Value mp3 Player with look, style & Design Attributes.</li>

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