CONSUMERPERCEPTIONS ON MOBILE
PRATEEK AJMERA (3623)
PUNIT THAKKAR (36235)
VASU GANDHI (36)
VINIT GANDHI (36300)
Mobile Marketingis seeing huge success
recently dueto thehigh penetrationof Mobile
phones in markets andcost efficiency associated
with this kindof marketing.
Consumer awareness is being created usingthis
typeof marketingabout brands,promotion and
values. Thepurpose of ourcasestudy is to
understandconsumerperception about the
sameusingprimary, secondary data analysis.
1. Sales offeaturephoneshave been overtakenby salesof smartphones.
2.WorldWideMobilesalesfor Q2-13 were435Millionunitsof which51.8%were smartphones,accordingto Gartner.This
wasthefirsttimethatsmartphonesaleshave overtakensales ofFeature phones.
3.Duringtheperiod, smartphonesaccountedfor 12.8per cent ofthe cell phonemarket in India
4. IndiahaspassedJapanto becomeThirdLargestGlobalSmartphoneMarket, AfterChina& U.S
5. StrategyAnalyticssaidIndiaisgrowingfour timesfasterthan theglobalaverage, with163% yearon year growthacrossIndia
inQ1, compared to worldwidesmartphonevolumesexpanding39%.
SMARTPHONES : THE DRIVERS OFMODERN MOBILE MARKETING
CASE STUDY APPROACH
Primary data collectionon Consumerperceptions towardsmobile
• Definewhat isitthat we want toanswer from
primary datacollectionof consumer perspective
• Definetheresultswe expectfrom the primary
• Developa questionnairewhichwouldhelp
• Conduct a survey with the questionnaire to
collect primary data.
• Analyze the data.
• Conclude whether the initial hypothesis stand
APPROACH TO PRIMARY DATA COLLECTION
• Which form of mobile marketingis
more viable, efficient and cost
• How Mobile marketingwould change
the face of marketingin future
• Primary Data collection analyzingeach
form of marketing
• Secondary data analysisto develop
futureprospects in Mobile marketing
• Drawing a finalconclusion on
consumerperception regarding Mobile
Marketing and how it canbe leveraged
KEY DELIVERABLES OF THE ASSIGNMENT
CURRENTTRENDS OF MOBILE MARKETING
Bulk SMS MMS
Missed Calls Caller Tunes
Applications Social Media
NOTE: THISSECTION CONTAINSPRIMARYDATAOBTAINEDTHROUGHANEXTENSIVESURVEYANDINTERVIEWSWITHINDUSTRYLEADERS.
• Gaininsightson basis of:
• Likes& Dislikes
• Popular ways of
• Usage frequency&
• Understand the
• Set theparametersof
• Conduct an online
• Draw insightsonthe
Understanding the customer
Usage and awareness questions
Low Cost Advantages of
What’s in store for
Interview with Mr. KunalAjmera, CEO, T Technologies
About the company
Expansion of business model
RESULTS OF SURVEY
Majority of respondents use 3G Internet
Large number of people usingwebsites and apps for
daily discounts andoffers
• Know their data is tracked
• Are okay with it.
• Don’t Mind it if it means that
they get better services.61%
SocialMediamarketinghasemerged out asthewinner inthepromotionalcategoryof marketing.
Websiteswhichgive informationaboutdealsare thesecond bestin thelist.
Henceusersnow are showinga trendof beingawareof suchmarketingandwanttheseto be customizedfor theirowninterests.
Also,theabove twoformshave been ratedas beingtheleast annoyingwhichproves thatIntrusivemarketingdoes not reallyhelp
in gettingnew clientsandmightannoythem intheprocess.
Coldcallingeven beingtheclassicwayof mobilephonemarketingseems tolooseit flavor.Whileit hashigh attentiongaining
Consumerperception of mobilemarketing isquicklychangingfromsomethingthat isannoying(coldcalls,unwantedmessages etc.) tosomethingthat ishelpful
Mobile internethasplayedacrucialrole in this changeinperception.
Thedata that isgained aboutcustomersisthe mostessential asset a companycan haveto promoteit’s brands.
Customers are becomingmoreandmore open to contextually,location-awareservices andadvertisements andaremore likely torespond to those.
New innovationsonpart of marketerand newexciting modes of discovery for thecustomer isthe path forward.
Thus,inconclusion,we wouldliketo say that mobilemarketingis now perceivedby consumeras a helpfultool ratherthanan annoyance.