Sales and Distribution assignment on how mobile phone marketing is perceived by Consumers and what is their perception on the same.

1. CONSUMERPERCEPTIONS ON MOBILE
PHONE MARKETING
PRATEEK AJMERA (3623)
PUNIT THAKKAR (36235)
VASU GANDHI (36)
VINIT GANDHI (36300)

2. 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.
MOBILE MARKETING

3. 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

4. CASE STUDY APPROACH
VariousChannelsof Mobilemarketingandcomparisonsbetweeneach.
Primary data collectionon Consumerperceptions towardsmobile
marketing.
Secondary datamining.
Conclusion.

5. Define goal
• Definewhat isitthat we want toanswer from
primary datacollectionof consumer perspective
onmobilemarketing.
Expected results
• Definetheresultswe expectfrom the primary
data.Basicallysettinguptheinitialhypothesis.
Questionnaire
• Developa questionnairewhichwouldhelp
ustogetinsightson consumerbehavior
andperceptions.
Survey
• Conduct a survey with the questionnaire to
collect primary data.
Analysis
• Analyze the data.
Conclude
• Conclude whether the initial hypothesis stand
true.
APPROACH TO PRIMARY DATA COLLECTION

6. • Which form of mobile marketingis
more viable, efficient and cost
effective.
• 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
going ahead.
KEY DELIVERABLES OF THE ASSIGNMENT

7. CURRENTTRENDS OF MOBILE MARKETING
Mobile
Marketing
Telephone Based
Bulk SMS MMS
Missed Calls Caller Tunes
Internet Based
Applications Social Media
Mobile Web
pages
Responsive Web
Design
Advertisements
in applications

8. TELEPHONE BASED
MARKETING
NOTE: THISSECTION CONTAINSPRIMARYDATAOBTAINEDTHROUGHANEXTENSIVESURVEYANDINTERVIEWSWITHINDUSTRYLEADERS.

9. RESEARCHMETHODOLOGY
Market
Research
Primary Research
In-depth
Interviewing
Survey Research
(Online)
Secondary research

10. SURVEY RESEARCH
OBJECTIVE
• Tounderstandthe
consumersexposed to
mobilephone marketing
FOCUS
• Gaininsightson basis of:
• Understandingthe
consumerprofile &
awareness
• Likes& Dislikes
• Popular ways of
mobilephone
marketing
• Usage frequency&
effectiveness of
mobilephone
marketing
METHODOLOGY
• Understand the
requirements
• Set theparametersof
search
• Conduct an online
survey
• Draw insightsonthe
same

11. QUESTIONNAIRE
Understanding the customer
Behavioral questions
Usage and awareness questions
Preference questions

12. Advantages
of SMS
Marketing
SavesTime
Easy reachand
selectionof
targetgroup
Driveusersto
make offline
purchases
Highly
Personalized
StrongerROI
Abysmally
Low Cost Advantages of
mobile phone
marketing
How are
companies using
consumer data
INSIGHTS
GAINED
What’s in store for
businesses and
futureof mobile
phone marketing
INTERVIEW
Interview with Mr. KunalAjmera, CEO, T Technologies
About the company
Business Model
Expansion of business model

13. RESULTS OF SURVEY
AGE GROUPDATA
CONNECTION
DONOT
DISTURB OPTION

14. RESULTS OF SURVEY

15. INTERNET BASED
MARKETING
NOTE: THISSECTION CONTAINSSECONDARYDATAOBTAINEDTHROUGHVARIOUSCITEDSOURCES.

16. A POST PC WORLD

17. Mobile Strategy
Source : ecoconsultancy.com
BRAND STRATEGIES FOR MOBILE
Install
Base
Download
Rate
Ratings
Social
Mentions

18. SHARING IS IN
#

19. OTHERINSIGHTS

20. CONCLUSION

21. SURVEY INSIGHTS
Majority of respondents use 3G Internet
Large number of people usingwebsites and apps for
daily discounts andoffers
• Know their data is tracked
online89%
• Are okay with it.
61%
• Don’t Mind it if it means that
they get better services.61%

22. SURVEY INSIGHTS
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
abilityfor obviousreasons,itseffectivenessandrelevanceintodayscontextseemsquestionable.

23. CONCLUDING POINTS
Consumerperception of mobilemarketing isquicklychangingfromsomethingthat isannoying(coldcalls,unwantedmessages etc.) tosomethingthat ishelpful
(services andapps).
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.

24. THANK
YOU
PRATEEK AJMERA (3623)
PUNIT THAKKAR (36235)
VASU GANDHI (362)
VINIT GANDHI (36300)