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Qualitative Research Report


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Short version report of qualitative research findings

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Qualitative Research Report

  1. 1. Habits & Attitudes Study Qualitative Research Findings Abridged Version 2009 Brand masked for confidentiality purpose
  2. 2. Agenda Findings Way Forward Background The Consumer The Category The Brand
  3. 3. Agenda Background
  4. 4. Background and the need for research <ul><li>&quot;Brand&quot; is the market leader in mobile phones with 80% share in the country </li></ul><ul><li>So far, the company’s strategy has been focused on young males as the key target segment </li></ul><ul><li>However, recent events such as the soaring popularity of other phones as well as a slight drop in the market share has led to some new thinking </li></ul><ul><li>&quot;Brand&quot; has identified the young female segment to target more effectively as a means to strengthening the brand’s position in the high-end mobiles market </li></ul><ul><li>To this end, research was required to gain more in-depth understanding of that segment in order to formulate an effective marketing strategy </li></ul>
  5. 5. Research objectives <ul><li>The key objectives of the research were to: </li></ul><ul><li>Uncover the psychographics/lifestyle elements impacting the purchase behavior </li></ul><ul><li>Understand the decision making process from triggers to final purchase </li></ul><ul><li>Capture perceptions towards various brands, models, features and designs of mobile phones </li></ul>
  6. 6. Methodology and sample We conducted a qualitative research using focus group discussions (FGDs) . Various projective techniques were used to elicit emotional benefits and associations with mobile phones <ul><li>Target respondents criteria: </li></ul><ul><li>Females in three age brackets: 16-19, 20-24, 25-35 years </li></ul><ul><li>Belonging to upper-middle social class </li></ul><ul><li>Last purchase of mobile phone exceeded $200 and was not longer than </li></ul><ul><li>six months ago </li></ul><ul><li>Last purchase was &quot;Brand A&quot; or equivalent category </li></ul><ul><li>Intending to purchase a new mobile within the coming six months </li></ul>
  7. 7. Sample split Total no. of focus groups = 9 Age Group City A City B City C 16-19 1 &quot;Brand&quot; buyers 1 Competition buyers 1 &quot;Brand&quot; buyers 20-24 1 &quot;Brand&quot; buyers 1 Competition buyers 1 Competition buyers 25-35 1 &quot;Brand&quot; buyers 1 &quot;Brand&quot; buyers 1 Competition buyers
  8. 8. Agenda Findings
  9. 9. The analytical approach The Consumer Who is she and what makes her tick? The Brand Where does &quot;Brand&quot; stand versus competition? The Category How do the consumers interact with the category and what are the key category drivers?
  10. 10. Information areas inside the structure The Consumer The Category <ul><li>Associations with mobiles </li></ul><ul><li>Mobile internet applications </li></ul><ul><li>Personalization of mobiles </li></ul><ul><li>Category drivers </li></ul>The Brand <ul><li>Decision making </li></ul><ul><li>Purchase process </li></ul><ul><li>My activities, personality … </li></ul><ul><li>My best friend </li></ul><ul><li>Most popular girl </li></ul><ul><li>Psychographics </li></ul><ul><li>Spontaneous associations </li></ul><ul><li>Perceived strengths and weaknesses </li></ul><ul><li>Imagery </li></ul>
  11. 11. Agenda The Consumer
  12. 12. What I usually do …(20-24 years) <ul><li>The majority of respondents considered shopping as an entertaining activity. Specific malls mentioned in Dammam group included Al Zahran complex, Al Rashed mall, Khabra plaza, Vanicia mall, Al Haya plaza, Al Byad mall, and Al Jomaa center </li></ul><ul><li>They also go out to cafes </li></ul><ul><li>Few mentioned swimming as a hobby </li></ul><ul><li>Respondents in this age group seem to be highly involved in internet usage as well as activities such as checking world news, playing games, shopping, check ing the latest fashion trends, chatting, and emails </li></ul><ul><li>They participate in forums such as Shabbab Banat , Al khabar cafe, Gharam. They also like chatting on MSN </li></ul><ul><li>They consider watching TV as a major entertaining activity, with main channels viewed including MBCs, Rotanas, LBC, Melody Aflam, Dubai, MTV, Emirates, and Abu Dhabi </li></ul><ul><li>They also read magazines such as Sayedaty, Zahret al Khaleej, Heya, and Fawasel </li></ul><ul><li>Some mentioned doing activities such as dancing, singing, writing poetry, and drawing </li></ul>At Home Out of Home
  13. 13. My personality …(20-24 years) <ul><li>At an overall level, they would like to perceive themselves as: </li></ul><ul><li>Fun, social, sensitive, bold (but with a limit) </li></ul><ul><li>Adventurous, persistent (do not care about what people say). Also, some described themselves as moody, nervous, calm, romantic, and secretive </li></ul><ul><li>They would like show their personalities through various belongings such as: </li></ul><ul><li>Mobile phones </li></ul><ul><li>  Unique bag </li></ul><ul><li>  Abbayas (“Should have colors and chains, but not too extravagant”) </li></ul><ul><li>  French perfumes </li></ul><ul><li>  Gold/jewelry </li></ul><ul><li>  Clothes </li></ul><ul><li>Make up and accessories </li></ul><ul><li>Watches </li></ul>“ When we go out I act as the leader and decide where to go” “ I have a Samsung mobile..can get to internet with it..this differentiates has a unique shape”
  14. 14. My best friend personality <ul><li>Being trustworthy (keeps my secrets) has come as the most important characteristic of a best friend </li></ul><ul><li>Honesty comes almost equally important. It was expressed through phrases such as ‘does not lie to me’ and ‘does not talk behind my back’ </li></ul><ul><li>The best friend is also described as caring and supportive at all times ‘stands by me at hard times’ </li></ul><ul><li>Other important traits that were mentioned included being frank, considerate, and a good listener </li></ul><ul><li>On the softer side, the best friend is supposed to be funny, cheerful, and an enjoyable company </li></ul>Key traits Serious traits are more salient while describing the ‘best friend’ <ul><li>She is described as ‘pretty & elegant’ - has a nice hairstyle, and wears modern cloths and accessories </li></ul>Physical attributes <ul><li>Always comes up with suggestions/idea about self-development </li></ul><ul><li>Has a good taste, so she would provide good advice while shopping, arranging an event, etc. </li></ul><ul><li>Approachable and always willing to spend time with me </li></ul>Behavior
  15. 15. Most popular girl (20-24 years) <ul><li>A lot of fun, social, loyal, big heart, strong personality, popular, mature, and always smiling! </li></ul><ul><li>Also bold, humorous, open-minded, energetic, takes responsibility, well organized (not clumsy), elegant (chic), and punctual </li></ul><ul><li>“ Kind heart..not only the appearance” </li></ul>More energetic image pops up! <ul><li>Brand conscious </li></ul><ul><li>Wears nice accessories </li></ul><ul><li>Owns the latest mobile phone </li></ul><ul><li>However, sometimes she is elegant in an exaggerated manner –“her make up and hair style do not suit the university atmosphere” </li></ul><ul><li>Sometimes wears strange colors and too much make up </li></ul>Personality Appearance
  16. 16. Most unpopular girl (20-24 years) <ul><li>The most unpopular girl was described as arrogant, too serious, does not like to joke, liar, unloyal, double-faced, gossipy, talks a lot about brands, trouble-maker, introvert, aloof, jealous, lazy, and unconfident </li></ul><ul><li>She is not proactive and has a mannish attitude (e.g.: carries handbags on her back) </li></ul><ul><li>“ She is aloof and doesn’t know how to deal with people..and doesn’t have a pleasant personality” </li></ul>Personality Appearance <ul><li>In terms of appearance, she is as not elegant (doesn’t take care of herself), mannish appearance, no make up ,mannish walking style, wears mannish perfumes, cuts her nails completely, and doesn’t go for hair removal. </li></ul><ul><li>She has a lousy hairstyle (uncombed hair /doesn’t do her hair) </li></ul>
  17. 17. Psychographics (20-24 years) Values Personality Lifestyles Aspirations Current activities Cherished Loathed <ul><li>Responsibility </li></ul><ul><li>Internet </li></ul><ul><li>TV </li></ul><ul><li>Malls / shopping </li></ul><ul><li>Cafes </li></ul><ul><li>Poetry </li></ul><ul><li>Trustworthy (keeps the secrets) </li></ul><ul><li>Frank </li></ul><ul><li>Honest </li></ul><ul><li>Caring </li></ul><ul><li>Supportive </li></ul><ul><li>Bold (with a limit) </li></ul><ul><li>Fun </li></ul><ul><li>Strong personality </li></ul><ul><li>Leads very active life </li></ul><ul><li>Wears high-end brands </li></ul><ul><li>Always learning new skills </li></ul><ul><li>Adding value to the community </li></ul><ul><li>Arrogant </li></ul><ul><li>Too serious </li></ul><ul><li>Liar </li></ul><ul><li>Unloyal </li></ul><ul><li>Jealous </li></ul><ul><li>Lazy </li></ul><ul><li>Aloof </li></ul><ul><li>Unconfident </li></ul><ul><li>Love </li></ul><ul><li>Persistence </li></ul><ul><li>Honesty </li></ul><ul><li>Trust </li></ul>
  18. 18. Summary 1 <ul><li>At an overall level, our target segment’s values, personality traits, and lifestyle could be categorized as traditional </li></ul><ul><li>It is also apparent that friendship is a very important aspect of their lives. They seek very close relationships and have high expectations from their friends. In addition, they want to stay connected to them at all times </li></ul><ul><li>Many of their activities are mostly done alone (internet surfing, reading, TV, drawing, writing poems, etc.) </li></ul><ul><li>The majority of respondents aspire to have a more active lifestyle and more group outdoor activities </li></ul>
  19. 19. Summary 2 <ul><li>If we are to explore potential emotional benefits that could be attached to mobiles based on our findings, they would be bundled in this manner: </li></ul><ul><ul><li>Friendship, trust, caring, understanding and always standing by my side at good times and bad times </li></ul></ul><ul><ul><li>Freedom, exploring new frontiers (of knowledge, hobbies, activities, etc.) But we should not depict a very bold picture that mimics the Western notion of the concept, otherwise it would be irrelevant to our target. </li></ul></ul><ul><ul><li>Elegance, popularity, fun, admiration, with modesty and simplicity </li></ul></ul>Communication cues: my mobile is my friend. It is a part of my inner social circle … should be always there for me …in good times and bad times
  20. 20. Agenda The Category
  21. 21. Mobile phones: Spontaneous Functional Emotional <ul><li>SMS </li></ul><ul><li>Bluetooth </li></ul><ul><li>Camera </li></ul><ul><li>Multimedia </li></ul><ul><li>Romance </li></ul><ul><li>Creativity </li></ul><ul><li>Ring tones </li></ul><ul><li>Models </li></ul><ul><li>Colors </li></ul><ul><li>Friendship </li></ul><ul><li>Modernity </li></ul><ul><li>Progression </li></ul><ul><li>Uniqueness </li></ul><ul><li>Luxury </li></ul><ul><li>Different sizes </li></ul><ul><li>Portfolio of photos </li></ul><ul><li>Alarms </li></ul><ul><li>Communication </li></ul><ul><li>Video telecom </li></ul><ul><li>Music </li></ul><ul><li>Internet </li></ul><ul><li>Technology </li></ul>
  22. 22. Mobile phones: Relationship <ul><li>Respondents across groups expressed strong emotional ties with their mobile phones </li></ul><ul><li>They described their relationship with them (if they were to be 'a person') as very close friends </li></ul><ul><li>This positive attitude reflects the role of mobile phones in their lives as a tool to keep them connected all the time </li></ul>
  23. 23. Internet applications on laptop & on mobile phones
  24. 24. Social networking <ul><li>The majority are aware of social networking websites and are using them. </li></ul><ul><li>Facebook leads the list. They use it at least three times a week, and younger ages use it on daily basis </li></ul><ul><li>Key perceived benefits for such sites are communicating with friends and making new ones </li></ul>On Laptop
  25. 25. 3G <ul><li>Many respondents are aware of the 3G service, but not its fees </li></ul><ul><li>Some of them stated that cost would be between 25-40 cents per minute (thus would be used only when necessary) </li></ul><ul><li>Some expect it to be too expensive (without being able to state a specific figure) </li></ul><ul><li>However, some stated that the main advantage of it would be the ability to see their friends and relatives while talking to them (video telecom) </li></ul>
  26. 26. Social networking in general <ul><li>Entertainment </li></ul><ul><li>Pass time </li></ul><ul><li>Exchange information </li></ul><ul><li>Enjoy chatting </li></ul><ul><li>Can get information about anyone </li></ul><ul><li>Good for communicating with anybody as far as he/she is part of the community (regardless of geographic location) </li></ul><ul><li>“ They are websites for all ages” </li></ul><ul><li>“ With Facebook you get to know people, know their habits and could learn new languages” </li></ul><ul><li>Nasty jokes </li></ul><ul><li>Indecent photos </li></ul><ul><li>Unwanted messages </li></ul><ul><li>Our photos can be viewed by anyone </li></ul><ul><li>“ Family (husband/brothers) would not like that we are chatting with strangers…they could question whether the person we are talking to is really a girl” </li></ul>Likes Dislikes
  27. 27. Social networking on mobile : barriers towards usage <ul><li>Many of the respondents mentioned that they are discouraged from using social networking websites on mobile because of the small screen size, small keypad buttons - which make the experience inconvenient and tiring for the eyes </li></ul><ul><li>They also did not like the fact that internet mobile usage will drain the battery (an issue they always like to avoid) </li></ul><ul><li>  </li></ul><ul><li>Some also stated that they do not want to get addicted to such a matter, that’s why they are not keen on ‘staying connected all the time’ </li></ul>“ If talking to your friend and then someone joins the conversation and flirts - saying inappropriate things” “ One friend was talking to a boy then her cousin happened to be in the discussion and he made a big fuss about it in the family” Inhibitors
  28. 28. Who uses social networking websites on mobile? <ul><li>The common perception of typical users of social networking websites would be teenagers and young adult s(24-35 years) </li></ul><ul><li>In terms of characteristics, they are perceived to be: </li></ul><ul><ul><li>Open-minded </li></ul></ul><ul><ul><li>Social </li></ul></ul><ul><ul><li>Modern and fun </li></ul></ul><ul><ul><li>Fast (like fast-paced lifestyle) </li></ul></ul><ul><ul><li>Fashionable </li></ul></ul><ul><ul><li>Assertive and bold </li></ul></ul><ul><ul><li>Sociable </li></ul></ul><ul><ul><li>Free (unrestricted) </li></ul></ul><ul><li>Some also stated that they would be predominantly males who are very tech-savvy </li></ul><ul><li>Among the few who are not so fond of the idea, they perceive the main users as having too much free time, suffer from boredom, and want to kill time </li></ul>“ They like the internet too much, ..they are online 24 hours regardless of the size of the screen” ” “ If you log on to Facebook, you will find most people are young boys (more than girls) who love internet and electronics and love to put their photos and get into discussions” ”
  29. 29. Videos <ul><li>Video websites (such as YouTube) are not heavily used on mobile phones </li></ul><ul><li>Respondents like to use them for fun by watching new funny clips and songs </li></ul><ul><li>Some see that they are easy to use and more convenient than the laptop (can be used anywhere) </li></ul>
  30. 30. Category Drivers
  31. 31. Functional: most important (overall) Highest Lowest Brand Shape Features Color Price Warranty Memory Country Size Camera User friendly
  32. 32. Brand <ul><li>The brand led the list of important factors considered when purchasing a new mobile. The rationale behind this is that: </li></ul><ul><li>Good brands care about their reputation so they come up with high quality products (good brand means good quality) </li></ul><ul><li>Known brand names always come up with new models </li></ul><ul><li>With a famous brand, one feels modern and fashionable. It gives prestige as well </li></ul>
  33. 33. Prompted emotional benefits Highest Lowest Unique Modern High Tech Prestige Popular Fun
  34. 34. Decision Making
  35. 35. Decision making path Motivation/ Trigger Seeking Information Selective Criteria Place of Purchase Planned: “I need to change mobile /buy a new one” Impulsive: “While walking I check shops for new models.. or notice that there is a new model launched” The main sources of information are retail outlets / salesmen Functional parameters Mobile complexes Malls Point of Sale Material Well written, easy to understand Arabic brochures Demos on digital screens Emotional parameters still prevailing Need gap: pure feminine mobile Mobile Complexes are relatively more important Internet Other media vehicles (TV, Print, Outdoor, etc.) Emotional parameters Hypermarkets Action Points
  36. 36. Motivation / trigger <ul><li>The key triggers for purchasing new mobiles are mainly the need to change (avoid boredom), the interest to upgrade and get the latest technology, and the impulsive drive (while window-shopping) </li></ul><ul><li>For many respondents, it is a habit to change mobiles frequently. In this case, they are accustomed to selling their old ones, thus many care about resale value </li></ul>
  37. 37. Sources of information Internet Radio Newspaper Word of mouth Outdoor Magazines TV Shop The salesman at the shop is the most important source of information
  38. 38. Summary 1 <ul><li>Respondents spontaneously associated the ‘emotional benefits tied to friendship’ when ‘talking about their mobiles’ </li></ul><ul><li>Given the universal understanding that females tend to have higher verbal interaction with their friends, in 'Country A' this interaction tend to be restricted in outdoor settings. That is why mobile phones plays an important role in filling this gap by making their friends available all the time </li></ul><ul><li>At a relatively lower level of importance, other emotional benefits were identified such as: unique, modern, high tech and ‘kashkha’ (prestige) </li></ul><ul><li>These benefits tend to be generic and overused by marketers across the categories in our market. Thus,we need to be cautious to avoid the ‘me too’ effect </li></ul>Emotional Benefits
  39. 39. Summary 2 Emotional Benefits A Feminine Mobile. Only For Females <ul><li>Across groups, through discussions in several areas, the need for a mobile for females has been emphasized </li></ul><ul><li>Currently, Brand X has an element of this positioning because of Elisa and Nancy advertising campaigns. However, this is not based on clear ‘look & feel’ attributes of the mobile itself </li></ul><ul><li>This is a clear need gap and could be an opportunity for &quot;Brand&quot; to introduce a new product with this positioning </li></ul>
  40. 40. Summary 3 <ul><li>Moving to the functional side of the equation, the majority of our target audience are still not highly involved in the new ‘mobile era’ (i.e.: shifting from dealing with mobiles on features basis towards the services basis) </li></ul><ul><li>This conclusion is based on discussing this topic in three different parts of the group discussions. First, when we asked about spontaneous factors affecting the decision making process; second, when we ranked all prompted factors through self completion forms; and third, when we defined what they meant by ‘features’ </li></ul><ul><li>Consistently, respondents failed to articulate about internet applications and 3G capabilities </li></ul><ul><li>When probed on that subject, the majority stated that they prefer to work on their laptops rather than their mobile phones </li></ul>Functional Purchase Drivers
  41. 41. Summary 4 <ul><li>They did not seem to be highly motivated at this stage to adopt the new technology. The rationale being: </li></ul><ul><ul><li>Mobile screen is small, thus tiring for the eye and less enjoyable to watch videos, etc. </li></ul></ul><ul><ul><li>Difficult to write using key board or touch screen </li></ul></ul><ul><ul><li>Battery will run out fast if such applications are used </li></ul></ul><ul><ul><li>Availability of laptop most of the time ( so no need for mobile usage) </li></ul></ul><ul><ul><li>Some also stated their concern about the cost element </li></ul></ul><ul><li>The most important functional factors considered when purchasing a mobile are as follows (in order of importance): brand, shape, ‘features’, color, price, warranty, memory, country of origin, size, camera, and being user friendly </li></ul><ul><li>The majority of respondents defined ‘features’ at a very broad level grouping all functions, features, solutions and services together without clear differentiation </li></ul>Functional Purchase Drivers
  42. 42. Summary 5 <ul><li>The key triggers for purchasing new mobiles are mainly the need to change (avoid boredom), the interest to upgrade and get the latest technology, and the impulsive drive (while window-shopping) </li></ul><ul><li>For many respondents, it is a habit to frequently change mobile phones. They are used to selling their old ones, thus many care about the resale value </li></ul><ul><li>They seek information from the internet (mainly Googling rather than visiting the actual mobile websites), all media, friends, and most importantly shops. The salespersons, especially if they are a regular customer, are the most reliable sources of information. They provide them with detailed information, allow them to try the phones, and give general advice </li></ul><ul><li>Consumers tend to start and end their purchasing process with the shops. Thus, strong presence at shops is critical (POS, representatives, etc.) </li></ul>Decision Making Process
  43. 43. Summary 6 <ul><li>Our target audience is frequently using social networking websites on their laptops more than their mobile phones. </li></ul><ul><li>They have a positive image about the typical users of these applications as being modern, social, fun, fashionable, and bold </li></ul><ul><li>However, many have stated concerns about using these websites because of the potential of indecency involved. But not to the extent that would significantly impact their usage intensity </li></ul>Mobile Internet Applications
  44. 44. Agenda The Brand
  45. 45. Spontaneous awareness <ul><li>The following brands enjoy high awareness across groups: </li></ul><ul><ul><li>Nokia </li></ul></ul><ul><ul><li>Samsung </li></ul></ul><ul><ul><li>Sony Ericsson </li></ul></ul><ul><ul><li>Motorola </li></ul></ul><ul><ul><li>Alcatel </li></ul></ul><ul><ul><li>LG </li></ul></ul><ul><ul><li>Apple </li></ul></ul><ul><ul><li>Vertu </li></ul></ul><ul><ul><li>Blackberry (low awareness) </li></ul></ul><ul><ul><li>Some mentions: Prada and Gucci </li></ul></ul>
  46. 46. &quot;Brand&quot;: Spontaneous Associations <ul><li>&quot;Brand&quot; has many positive associations across groups. The most common mentioned include: </li></ul><ul><ul><li>High quality </li></ul></ul><ul><ul><li>Prestige </li></ul></ul><ul><ul><li>Well known and used by most people </li></ul></ul><ul><ul><li>Practical and user-friendly </li></ul></ul><ul><ul><li>Strong and famous company </li></ul></ul><ul><ul><li>Variety of sizes, shapes, colors, and prices </li></ul></ul><ul><ul><li>Trusted </li></ul></ul><ul><ul><li>It takes in consideration of all the tastes of consumers; For all people; suites all ages (even kids) </li></ul></ul><ul><ul><li>Good connection </li></ul></ul><ul><ul><li>Easily available </li></ul></ul><ul><ul><li>Widespread </li></ul></ul><ul><ul><li>Innovative </li></ul></ul><ul><ul><li>The first purchase by many </li></ul></ul><ul><ul><li>Charger available everywhere </li></ul></ul><ul><ul><li>“ Like gold” [gold standard] </li></ul></ul>
  47. 47. &quot;Brand&quot; <ul><ul><li>User-friendly </li></ul></ul><ul><ul><li>Clear screen </li></ul></ul><ul><ul><li>Clear voice </li></ul></ul><ul><ul><li>English & Arabic </li></ul></ul><ul><ul><li>Longer battery life </li></ul></ul><ul><ul><li>Charger available everywhere (when not carrying one, one can easily borrow from people around) </li></ul></ul><ul><ul><li>Nice styles / nice colors </li></ul></ul><ul><ul><li>Good features </li></ul></ul><ul><ul><li>Up-to-date </li></ul></ul><ul><ul><li>Trusted </li></ul></ul><ul><ul><li>Durable </li></ul></ul><ul><ul><li>Well known / great company! </li></ul></ul><ul><ul><li>Easily available </li></ul></ul><ul><ul><li>Suitable prices </li></ul></ul><ul><ul><li>Should have distinguished style for females </li></ul></ul><ul><ul><li>New models do not have new and clear ring-tones </li></ul></ul><ul><ul><li>All models have the same games </li></ul></ul><ul><ul><li>and ring-tones </li></ul></ul><ul><ul><li>Freezes when there is too much data </li></ul></ul><ul><ul><li>Memory not large enough </li></ul></ul><ul><ul><li>Camera is not very good </li></ul></ul><ul><ul><li>Al new models look the same </li></ul></ul><ul><ul><li>Too common, not unique </li></ul></ul><ul><ul><li>Few mentions: </li></ul></ul><ul><ul><ul><li>“ Anyone is holding a &quot;Brand&quot;” </li></ul></ul></ul><ul><ul><ul><li>“ Every month or so they launch a new model which look similar” </li></ul></ul></ul><ul><ul><ul><li>“ You feel that all the new ones launched are silly and lack the feminine touch” </li></ul></ul></ul>Strengths Weaknesses
  48. 48. &quot;Brand&quot;: Imagery <ul><li>Male </li></ul><ul><li>25 – 40 years </li></ul><ul><li>Local nationality </li></ul><ul><li>Wears traditional dress, also western dress with good choice of colors. Fashion conscious, sometimes changes his look </li></ul><ul><li>Likes to read, surfs the net, goes shopping, and likes to travel the world </li></ul><ul><li>Businessman who can work under pressure; able to reach the top </li></ul><ul><li>Strong personality, mature, social, popular, dominating, sometimes serious, likes heritage, helpful, leader, and assertive </li></ul>Personification
  49. 49. &quot;Brand&quot;: Imagery <ul><li>Obama </li></ul><ul><ul><li>Famous and strong personality </li></ul></ul><ul><li>Tamer Hosny </li></ul><ul><ul><li>Likes renewing and changing style </li></ul></ul><ul><li>George Kurdahi </li></ul><ul><ul><li>Old and famous </li></ul></ul><ul><ul><li>Strong character </li></ul></ul><ul><ul><li>Dominating </li></ul></ul><ul><ul><li>Open minded </li></ul></ul><ul><ul><li>Innovative </li></ul></ul><ul><ul><li>New programs from time to time </li></ul></ul><ul><ul><li>All people love him </li></ul></ul>Celebrity <ul><li>Amr Diab: </li></ul><ul><li>He is old –&quot;Brand&quot; is an old brand </li></ul><ul><li>Singer for a long time –&quot;Brand&quot; has been producing mobiles for a long time </li></ul><ul><li>He is around all the time –&quot;Brand&quot; is easily available </li></ul><ul><li>Launches many albums – &quot;Brand&quot; keeps on launching new models </li></ul><ul><li>Has good and bad Albums –&quot;Brand&quot; has produced models which have done well in the market, and other that failed </li></ul><ul><li>Keeps pace with our age – &quot;Brand&quot; has models which will suit all kinds of ages </li></ul><ul><li>Sings for all- &quot;Brand&quot; is affordable to all classes of people </li></ul>
  50. 50. &quot;Brand&quot;: main relevant factors considered when purchasing it <ul><li>Shape </li></ul><ul><li>Brand name </li></ul><ul><li>Being user-friendly </li></ul><ul><li>Applications </li></ul><ul><li>Quality </li></ul><ul><li>Colors </li></ul><ul><li>Availability of spare parts </li></ul>
  51. 51. Summary <ul><li>&quot;Brand X&quot; and main competition enjoy high awareness, except for Brand Y </li></ul><ul><li>&quot;Brand A&quot; and 'Brand B' are spontaneously associated with many positive attributes. Respondents were most articulate about both of them </li></ul><ul><li>Positive associations with &quot;Brand A&quot; include: high quality, prestige, well known, practical, being user-friendly, trusted, and having a variety of models </li></ul><ul><li>Positive associations with 'Brand C' include: feminine, elegance, modern, nice colors, unique shapes, and good camera </li></ul><ul><li>To a slightly less extent, 'Brand D' and 'Brand E' also enjoy high awareness and positive associations </li></ul><ul><li>'Brand E' has a positive perception but significantly misses out on relevance </li></ul>Brands Salience
  52. 52. Summary 2 <ul><li>&quot;Brand&quot; is predominantly a young male who is traditional and fashionable at the same time. He is a leader with a strong and assertive personality. He is mature and have a strong presence </li></ul><ul><li>Brand B is clearly an Arab female (because of Elisa and Nancy campaigns). She is modern, stylish, outgoing, and liberal </li></ul><ul><li>Brand C is a handsome and attractive male. He could be an American or ‘citizen of the world’. He is athletic, mysterious and thinks too much </li></ul><ul><li>Brand D could be a Japanese male or a female. If a male, he is promiscuous. And if a female, she would be cultured and artistic </li></ul><ul><li>Brand E is a middle aged businessman. He travels a lot and plays golf. And he is a workaholic! </li></ul>Brand Imagery
  53. 53. Agenda Way Forward
  54. 54. Key Action Points <ul><li>Exploit the notion of friendship as a positioning platform to target young females </li></ul><ul><li>Gear the marketing campaign to show that new &quot;Brand&quot; is not ‘serious and male’ like Brand B and not a ‘me too’ for Brand C that is only cool because of the touch screen </li></ul><ul><li>Key emotional benefits that are relevant to mobiles can be grouped into: </li></ul><ul><ul><li>Friendship , trust, caring … </li></ul></ul><ul><ul><li>Freedom and exploration </li></ul></ul><ul><ul><li>Elegance, popularity, fun … </li></ul></ul><ul><li>The ‘friendship’ platform has the highest relevance. It also came consistently as a very important aspect of the consumers’ lifestyle </li></ul><ul><li>There is a need-gap for a mobile that is positioned for females who are not into ‘business’ and ‘serious/functional’ applications'. </li></ul><ul><li>The aspect of uniqueness is very important to consumers, thus the need to be differentiated from Brand C </li></ul><ul><li>&quot;Brand&quot; remains to be about ‘People’…connecting you to your dear friends in new ways…it is not about just a bunch of new hi-tech features…it is helping you develop relationships with people you care about… (all in the direction of feminine perspective of friendship as elaborated earlier) </li></ul>Rationale
  55. 55. <ul><li>The majority of respondents like personalizing their phones in a feminine fashion. This includes: </li></ul><ul><ul><li>Colorful covers </li></ul></ul><ul><ul><li>Dangling objects </li></ul></ul><ul><ul><li>Stickers </li></ul></ul><ul><ul><li>Jewels </li></ul></ul>Key Action Points Rationale <ul><li>Provide a unique set of feminine accessories for the new device/series </li></ul><ul><li>Put emphasis on POS and salesmen </li></ul><ul><li>The shop is the most important touch-point with the consumers with regard to the decision making and purchase process. </li></ul><ul><li>The salesman is a key source of information and is an important adviser, especially when the customer is a regular one </li></ul>
  56. 56. <ul><li>Sponsor popular websites among young females </li></ul><ul><li>Sponsor events targeting females (e.g. poetry contests, drawing workshops, cooking competitions, etc.) </li></ul><ul><li>Most of the consumers use the internet and visit websites such as Maakom, Fataat El Khaleej and forums such as Farfasha, Shabab Com, Gharam, and Hawaa World </li></ul><ul><li>Many respondents stated that they enjoy activities of this nature </li></ul>Key Action Points Rationale <ul><li>Run a parallel campaign educating consumers on 3G </li></ul><ul><li>Most of the consumers lack the in-depth understanding of 3G benefits and various applications </li></ul><ul><li>Communicate new services as simply as possible </li></ul>
  57. 57. <ul><li>Highlight the differentiating functional attributes in the campaign (shapes, colors, and sizes) </li></ul><ul><li>Most of the respondents emphasized the importance of uniqueness and the need to express themselves through the shape, colors, and size of the mobile phones </li></ul>Key Action Points Rationale
  58. 58. THANK YOU