Alok Bugde C009 Priyanka Garg C019 Hardik Gogri C022 Ilhan Khan C033 Ravi Ramchandani C047
Aniket Samant C048
First cellphone provider 1995 Competitors Motorola, Sony Ericsson, Spice, MicroMaxx, Karbonn, LG, Samsung, BlackBerry etc. Losing its market share to Samsung, Micromax, Blackberry
Demographic Information
Consumer Behavioral Information
Consumer Behavioral Information (Contd..)
Selective Behavioral Information
Positives Negatives
Selective Behavioral Information (Contd..)
Analysis based on primary and secondary research The Questionnaire was sent to over 100 people over internet
Received responses from 115 people over the net.
Garnered consumer behavior through retailer's viewpoint
Secondary data studied through AC Neilson report
Total Sample Space :115 Consumers + (Retailers)
The Internet respondents included students, professionals, businessman, housemakers etc.
Physical respondents included the retailers surveyed Around 80-90% of respondents were in and around Mumbai or Metro area
Survey was taken over period of 7 days.
Sony Ericsson Samsung Nokia Motorola Micromax LG I-Phone
Select the Mobile you own?
Nokia
leads with 44 users (38%) followed by Samsung with 22 users (19%). include Sony Ericsson, Motorola, BlackBerry and some Indian brands.
Others
HTC
BlackBerry
0 10 20 30 40 50
What mobile do I own?
What mobile did I previously own?
HTC 2%
I-Phone 1%
Motorola 1%
Sony BlackBerry 10% Ericsson HTC 9% 5% Samsung 19%
I-Phone 6%
This is my first cell phone 22% Sony Ericsson 8% Samsung 12% Nokia 53%
LG 4% Micromax 6% Nokia 38% Motorola 3%
53% had Nokia while 38% have Nokia
Nokia -> Nokia
Nokia -> Recommend Nokia
Probably wouldn't Can't say 17% 7%
7%
BlackBerry HTC I-Phone Micromax Motorola Nokia Samsung Sony Ericsson
11%
15%
3% 5% 8% 3%
Probably would 41%
48%
Definetly would 35%
48% of users who previously owned Nokia, still owns Nokia.
22 out of 61 (who previously owned Nokia) recommend Nokia phones
15 15%
6 6% 24 24%
How much Im willing to pay for my mobile?
Maximum
54 (55%) respondents were within the 1000020000 range.
6 (6%) respondents were in Below 5000 range.
54 55%
<5000 5000-10000 10000-20000 >20000
Minimum
30
25
20
<5000 5000-10000 10000-20000 >20000
15
10
Low End Category : Micromax v/s Nokia
High End Category : BlackBerry/I-phone/Samsung v/s Nokia
Sony Ericsson Samsung
Nokia
Motorola Micromax Student Service Businessman
LG
I-Phone HTC
BlackBerry
0 5 10 15 20 25 30
180 160 140 120 100 80 60
40
20 0
Functions
Appearance
Brand image
After Sales Services offered
radiation
Price
The data is analyzed only for those who have shifted from Nokia to other phones.
Strong Points
Weak Points
One of the major findings in the Weak points of Nokia Phones was
lack of Dual sim phone models and High end model features.
One Nokia person is present at some big shops Nokia doing well overall but sales of old models stagnated. Nokia doing extremely well in low - middle end models.
Samsung leading in high end models.
Also, at some stores consumers come with the intention of buying Nokia phone but shift to other brands due to low pricing. There is a change in trend: previously consumers based their purchase mainly on looks but now a days focus is on features as compared to looks
Based on Consumer Survey
Price
cut its quality features
Improve Right
positioning
Based on qualitative responses and secondary data
Leveraging
its first position
Advertisements
Data for the survey may have been skewed by majority internet response, as evident from: 77% of the respondents fall in 20-25 age category 59% of the respondents fall in the students category Data skewed as majority of the population is from Mumbai
An exhaustive pan-India survey which covers these shortcomings needs to be undertaken to gain an in-dept understanding
