13. Consumer Durable Market in India Y-o-Y Growth of Consumer Durables in India (%-age) *Source: Group compilation from sources 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
14. Category-wise Dispersion (2009) *Source: Group compilation from sources, , http://www.scribd.com/doc/24934409/Changing-Consumer-Durables-Industry-in-India
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.*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
19. Market in Developed Countries The market in 2010 till September has shown a decline of 12% in unit sales, 7% decline in sales revenue Only segment with a slight boom was touch screen mp4 players Source: GfK Retail and Technology Global Report, September 1, 2010
20.
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.*Source: Group compilation from sources www.pluggd.in/apple-ipad-price-in-india-297, www.apple.com/in/pr/library/2010/03/05ipad.html
22.
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.
25.
26. Ownership of Popular Physical Assets/Durables at Urban Household Level *Source: JUXT, Indian Urbanites 2009 Study
27. Motivation Behind Use of Electronic Gadgets *Source: JUXT, Indian Urbanites 2009 Study
29. Frequency of Listening to Music Total Listening to Music Use of MP3 Players as a Music Player Though the average price of Portable MP3 player is presently `1000, its not perceived as an utilitarian product *Source: Primary Research
30. Usage of Portable MP3 player Place of Use Sharing of MP3 Player High degree of personal involvement associated with the product *Source: Primary Research
31. Attributes of Importance in Choosing a Brand High involvement product, ego-centric Scale of 1-5, 1 being least important and 5 as most important *Source: Primary Research
32.
33. Brand Perception 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
34. Purchase: Influencers Establishes the high dominance of young generation/youth in the purchase of the category *Source: Primary Research
38. Preferred segment is of young and from middleclass to upper middleclass background, from Tire1 or Tire2 cities
39. With the growth of economy Tire3 cities are also opening up as probable customer base
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. 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. Marketers Take: Go for High Value mp3 Player with look, style & Design Attributes.
![Flow of Presentation Market Consumer Target Segment ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)