In past years, China’s smart phone market has quietly but rapidly grown into a force to be estimated with. Chinese consumers become more selective and informed about goods and services with the development of the communication tools.

1. Research of Smartphone Brand
Positioning in China
and the perceptual map
Theo Paul Santana - Brand and Management

2. Abstract
In past years, China’s smart phone market has
quietly but rapidly grown into a force to be
estimated with. Chinese consumers become more
selective and informed about goods and services
with the development of the communication tools.

3. 1. Intro
Positioning is the effort of taking specific and
unique position in the market, perceptual
maps illustrate the position of a product in the
market and they are also the most important
tools in the product positioning process.
➔ Differentiation
➔ Market
➔ Intention

4. Five most popular smart
phone brands in China.
Consumer position
the Smartphone
brands.
Tip
Investigate the
preferences of the
consumers in
consideration of the five
smartphones’
specifications and
develop the perceptual
map of five smartphones
brands.

5. Brands in China
- iPhone
- Huawei
- Oppo
- Vivo
- Xiaomi
Tip
Smart phones is an issue
that needs to be more
serious attention,
success of a product in
competition depends on
how these products
positioned

6. Perceptual maps are often
used to discover insightful
strategies, which is one of
the product positioning
and have good results.
Tip
Perceptual mapping is a
diagrammatic technique
used by asset marketers
that attempts to visually
display the perceptions
of customers or
potential customers.

7. 2. Research Methods
By the end of this section, your audience
should be able to visualize:
➔ Sampling
In the current study, the sample
consists of the consumers from 7 cities,
sampling Method was used in the
selection of the sample.
➔ Multi-Dimensional Scaling
Figure out a brand or product to be
used, figure out how an assessment of
similarity can be contained and forming
stimuli, decide how evaluation will also
be concluded.

8. Degrees of preference of the smart
phones
Basic information
● Age, sex, occupation, income, education
Ranking preference
● Price, ease of use, outlook, performance,
and durability
Which factor you consider most when you
purchase phones.
Tip
The online survey is a
questionnaire that the
target audience can
complete over the
Internet.

9. Degrees of preference
of the smart phones
Tip
In economics and other
social sciences,
preference refers to the
set of assumptions
related to ordering some
alternatives, based on
the degree of happiness,
satisfaction, gratification.Huawei is the most preferred smartphone
when we evaluate the smart phones by
considering both price and performance.

10. Degree of the
preference of smart
phones’ properties
Tip
Mobile application
performance is defined
by the user's perception
of how well the
application performs.
This means that the
performance of your
application is measured
by how responsive it is.
The most preferred brand is iPhone considering the
durability. Furthermore, Xiaomi is a prior brand among
other smart phones when we consider the ease of use.

11. Perceptual Map
Tip
The brand positioning of
Huawei and Xiaomi suits
most to the
consideration of
consumers, their price
and ease of use attract
more consumers to
purchase when they
make decisions.
Source: travel.trade.gov

12. 3. Conclusion
The perceptions of the consumers surveyed for 5
Smartphone brands were displayed on the perceptual
maps in a visual way.
Huawei and Xiaomi are the most similar perceived
brands, which also proved to be a successful brand
positioning strategy when they influence consumer’s
purchase decision.
Marketing managers should obtain stronger marketing
strategy through perception maps by observing both
the location of their businesses and the location of
competing businesses.

13. I hope you’ll use these tips
to go out and deliver a
memorable pitch
for your future work.
Thanks
Theo Paul Santana
theops2@gmail.com
+86 13611996578