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  • Strategies Adopted by Companies in The Smartphone Industry

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    Ragini Sundarraman
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    The document discusses strategies adopted by smartphone companies in India to leverage consumer behavior. It outlines that smartphone usage in India is growing rapidly, with 3G subscriptions increasing from 23 million in 2012 to 266 million in 2015. Indian smartphone brands like Samsung, Micromax, Lenovo and Lava have the largest market shares. The document then analyzes various internal and external factors that influence Indian consumers' smartphone purchase decisions, such as culture, demographics, social status, reference groups and brand perception. Finally, it discusses how companies appeal to specific consumer motivations, personalities, and memories through their marketing and devices.

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    Strategies Adopted by Companies in the Smartphone Industry

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    The document discusses strategies adopted by smartphone companies in India to leverage consumer behavior. It outlines that smartphone usage in India is growing rapidly, with 3G subscriptions increasing from 23 million in 2012 to 266 million in 2015. Indian smartphone brands like Samsung, Micromax, Lenovo and Lava have the largest market shares. The document then analyzes various internal and external factors that influence Indian consumers' smartphone purchase decisions, such as culture, demographics, social status, reference groups and brand perception. Finally, it discusses how companies appeal to specific consumer motivations, personalities, and memories through their marketing and devices.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    17 views13 pages

    Strategies Adopted by Companies in The Smartphone Industry

    Uploaded by

    Ragini Sundarraman
    The document discusses strategies adopted by smartphone companies in India to leverage consumer behavior. It outlines that smartphone usage in India is growing rapidly, with 3G subscriptions increasing from 23 million in 2012 to 266 million in 2015. Indian smartphone brands like Samsung, Micromax, Lenovo and Lava have the largest market shares. The document then analyzes various internal and external factors that influence Indian consumers' smartphone purchase decisions, such as culture, demographics, social status, reference groups and brand perception. Finally, it discusses how companies appeal to specific consumer motivations, personalities, and memories through their marketing and devices.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 13

    Strategies Adopted By Companies In The

    Smartphone Industry To Leverage


    Consumer Buying Behaviour

    GROUP 9

    INTRODUCTION
    The aim of this research to find out consumer behaviour of
    Smartphone buyers in Indian Market and how Smartphone industry
    leverage them
    Smartphone has become the talk of the town across all ages and
    strata of economies in India
    The huge mobile subscriber base, enhanced connectivity and
    strengthened data service is the platform for this growth.
    Different factors
    Internal
    External
    Brand

    INDIAN SMARTPHONE MARKET


    3G Subscription in India (in Mn)

    Mobile Subscription (in Mn)


    810

    850

    870

    910

    3G Subscription in India (in Mn)

    976

    266

    580

    173

    390
    260
    23
    2008

    2009

    2010

    2011

    2012

    2013

    2014

    2015

    Smartphone Users in India (in Mn)

    2012

    88

    56
    2013

    2014

    2015

    Indian Smartphone Company Share, 2015Q2

    Smartphone Base (in Mn)


    382
    Samsung; 25%

    29
    2012

    67
    2013

    116

    Others; 36%

    171

    Lava; 5%
    Micromax; 17%
    Lenovo; 8% Intex; 10%

    2014

    2015

    2016

    2016

    CONSUMER DECISION MAKING


    PROCESS

    Need
    recognition

    Informatio
    n search

    Evaluation
    of
    alternative
    s

    Purchase
    decision

    Post
    purchase
    behaviour

    INDIAN SMARTPHONE
    DEMOGRAPHICS
    Smartphone Demographics
    24
    20
    16

    15

    15

    15

    EXTERNAL FACTORS
    Culture
    a) iPhone 6 advertisement
    showing bride and groom

    Specially made for India


    keeping in mind cultural
    sentiments related to
    marriage

    Demography
    Age
    a) iBall Aasaan launched
    specially for senior citizens
    b) Designed to appeal to the
    elderly by giving safety
    features

    Demography
    Gender
    a) Micromax Bling launched
    specially for ladies.
    b) Similarly, iBall Uddaan
    launched with safety features
    for women

    Social Status
    a) iPhone- Marketed as
    premium phone
    b) Micromax- Affordable
    smartphone for the
    middle class
    c) Android OneOpportunity for All

    Reference Group
    a) LG G3- Amitabh Bachchan as
    ambassador to influence
    comparative reference group
    b) Samsung considered as a
    popular Android phone among
    peers, influencing normative
    reference group

    Family
    a) Micromax Unite- consisting of
    regional language support.
    b) Panasonic phones launched on
    similar lines

    IMPACT OF BRAND
    Brand Equity
    Perception with
    which
    customers
    analyse the
    brands of
    Smartphone

    Brand Association
    Associating to a
    brand due to its
    innovation,
    distinctiveness,
    sophistication etc

    Brand Loyalty
    Loyalty
    towards the bran
    due to its
    product
    attributes

    Customer Brand
    Engagement
    Interactivity
    between the
    consumer and the
    brand

    Brand Awareness
    The ability to identify
    with and recall a
    brand while decision
    making under various
    situations

    INTERNAL FACTORS
    Motivation
    Micromax initially launched
    phones
    a) Cost effective
    b) Affordable by low budget
    customers.
    With fulfilling needs and
    growing motivation of
    customers, launched
    c) More efficient
    d) More Features
    e) Mid budget phones

    Perception

    Xiaomi Smartphone changed


    the image of Chinese phones by
    a)

    Extensive marketing,

    b)

    Feature-rich devices

    c)

    Associating with flipkart

    Personality

    Sony
    a)

    Smartphone featuring sharp


    camera quality

    b)

    Waterproof phones

    HTC
    c)

    Smartphone with Beats


    audio music technology

    Memory
    iPhone
    a) Premium Image
    b) Memory retains
    efficient and superior
    quality
    c) Status Symbol
    d) Expensive yet elegant

    THANK YOU!

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