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Brand Building of FMCG Products via Mobile Marketing

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Primary and secondary research on usage of mobile technology as medium for brand building of FMCG products. Mobile technologies included in this research paper are mobile phones, palmtops and tablet PCs.

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Brand Building of FMCG Products via Mobile Marketing

  1. 1.  Mobile Statistics  What is Mobile Marketing  Mobile Marketing and FMCG Products  Research analysis and Implications  Question and Answer
  2. 2. Mobile Marketing Association, Asia
  3. 3. Marketing and communicating to customers via mobile technology wherever they may be for a specific purpose. (i.e. visit a location, make a purchase or capture a lead) Mobile Marketing Association
  4. 4. Mobile enables right place and right time communication
  5. 5.  Mobile marketing commands an increasing share of marketing budgets, and organizations must ensure that their mobile practices align with consumers’ attitudes and anticipated behaviours.  It is estimated that annual spending on mobile advertising alone will reach $2.55 billion in 2014, up from $734 million in 2010 a 71% increase in four years (eMarketer, 2010).  According to Forrester Research, 52% of companies say that their top priority for mobile marketing strategy is to increase customer engagement (Tsirulnilk, 2010).
  6. 6. City Surveyed Sample Size Sampling Technique Number of Questions Mumbai 100 Random Sampling 24 (likert)
  7. 7. Segment Question Type Number of Questions 1 Demography 07 2 Opinions & Preferences 07 3 Impact of Media 08
  8. 8.  Demographic Analysis  Perception and Preference Analysis  Reliability Statistic Analysis  Demography vs. Factor analysis (ANOVA )  Factor analysis of Vehicle features  Analysis was done by SPSS software
  9. 9. Value in Percentage Majority of the respondents are in the age group of 23-30 (50%) and 31-40 (21%)
  10. 10. Value in Percentage Number of men were greater than the number of women
  11. 11. Value in Percentage Prepaid subscribers are more than the number of post-paid subscribers
  12. 12. Value in Percentage Majority of the sample are using mobile device to socialise. Secondary use is for business
  13. 13. 1 being least favourable and 5 being most favourable MeanValue(5pointlikertscale) Top three usages of the mobile device are phone calls, SMS, social networking.
  14. 14. Value in Percentage More than 50% of the respondents have not activated DND.
  15. 15. Value in Percentage 41% of the sample are willing to give their number to businesses and organizations.
  16. 16. ValueinPercentage 44% of respondents give their mobile number at brand outlets and 22% at local retails.
  17. 17. ValueinPercentage Majority of the sample believe that the number will be used for marketing. Desire to receive communication.
  18. 18. Value in Percentage 15% of the respondents are currently using the mobile device to find information about FMCG products.
  19. 19. Value in Percentage Majority of the respondents are currently receiving marketing Messages on their mobile devices.
  20. 20. Value in Percentage 37% are interested in receiving marketing messages related to FMCG products
  21. 21. ValueinPercentage 14% of the sample are probable to check out the product and 2% are very probable to check out the product. (Online with direct marketing)
  22. 22. MeanValue(5pointlikertscale) 1beingleastfavourableand5beingmostfavourable Favorable content of the marketing message in decreasing order are Price discount and New product information
  23. 23. MeanValue(5pointlikertscale) 1beingleastfavourableand5beingmostfavourable Top three medium to send marketing messages in decreasing order: SMS Mobile websites Mobile applications
  24. 24. MeanValue(5pointlikertscale) 1beingleastfavourableand5beingmostfavourable Most favored factor to motivate consumers for accepting mobile communication is availability of system to give feedback of the product. Second most preferred motivation factor is permission based marketing.
  25. 25. It is a statistical method used to describe variability among observed variables in terms of a potentially lower number of unobserved called factors. In statistic, reliability is the consistency of a set of measurements or of a measuring instrument, often used to describe a test. It has been done to check the reliability of the components in the factors.
  26. 26. Factor 1 ( Preference to receive marketing messages ) Factor 2 ( Response towards marketing messages ) Factor 3 ( Content of marketing messages ) Factor 4 ( Delivery Medium of marketing messages )
  27. 27. Factor 5 ( motivation to accept marketing messages ) Factor 6 ( Effect of relevant and permission based message on brand )
  28. 28. Reliability analysis of factor 1 is not possible as there is only one variable Reliability of factor 2 is not possible as there is only one variable
  29. 29. .  In ANOVA we looked at the significance difference between the variables.  ANOVA provides a statistical test of whether or not the means of several groups are all equal.  Here we have taken Significance difference as 0.1.
  30. 30. • A Significance Difference in mean was observed for the age with the Factor 1 and Factor 2 • A Significance Difference in mean was observed for the gender with the Factor 2. • A Significance Difference in mean was observed for billing type with the Factor 1 and 2. • It is also evident that women are more interested in receiving the message in comparison to men. • 31-40 age group shows highest probability of actually checking out the product.
  31. 31. • A Significance Difference in mean was observed for the age with the Factor 3 (V3, V4, V5, V7,V8). • A Significance Difference in mean was observed for the gender with the Factor 3 (V3, V4, V5, V6,V8). • A Significance Difference in mean was observed for billing type with the Factor 3(V3, V4, V5,V6,V7,V8). • Favourable content of the marketing messages are Price discount and New product information. • Men give more preference to content preview in comparison to women.
  32. 32. • A Significance Difference in mean was observed for the age with the Factor 4 (V10,V12,V13). • A Significance Difference in mean was observed for the gender with the Factor 4 (V9,V10,V12,V13). • A Significance Difference in mean was observed for the billing type with the Factor 4(V11, V12, V13). • Among all the age groups, 31-40 age group has highest preference for SMS based marking message delivery. • Prepaid owners give more preference to SMS based marking message delivery in comparison to postpaid. • Among all the age groups, 23-30 age group has highest preference for mobile application based marking message delivery. • Men give more preference for mobile application based marking message delivery in comparison to women.
  33. 33. • A Significance Difference in mean was observed for the age with the Factor 5 (V15,V16,V7). • A Significance Difference in mean was observed for the gender with the Factor 5 (V14, V15,V16,V7). • A Significance Difference in mean was observed for the billing type with the Factor 5(V14, V15,V16,V7). • Among all the age groups, 23-30 age group has highest preference for feedback system in terms of marketing messages. • Most favoured factor to motivate consumers for accepting mobile communication is availability of system to give feedback of the product.
  34. 34. • A Significance Difference in mean was observed for the age with the Factor 6 (V19,V20,22). • A Significance Difference in mean was observed for the gender with the Factor 6 (V18,V19, V20,V21,V22). • A Significance Difference in mean was observed for the billing type with the Factor 6 (V18,V19, V20,V21,V22). • In 23-30 age group permission based, relevant marketing message can improve Brand association and Brand image &perception.
  35. 35. • Most favoured factor to motivate consumers for accepting mobile communication is availability of system to give feedback of the product. • Favourable content of the marketing messages are Price discount and New product information. • It is evident that women are more interested in receiving the message in comparison to men. • Men give more preference to content preview in comparison to women. • Among all the age groups, 23-30 age group has highest preference for mobile application based marketing message delivery. • Men give more preference for mobile application based marking message delivery in comparison to women. • In 23-30 age group permission based, relevant marketing message can improve Brand association and Brand image & perception.
  36. 36. • The study is based on small sample size thus may not represent the universe. • Sample was chosen randomly which could tend to have a data bias. • Timing of the study could have a bearing on the results. • TRAI guidelines

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