brand building of fmcg products via mobile marketing
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BRAND BUILDING OF FMCG PRODUCTSUSING MOBILE
MARKETING
Agenda Mobile Statistics
What is Mobile Marketing
Mobile Marketing and FMCG Products
Research analysis and Implications
Question and Answer
Mobile Marketing Association, Asia
What is Mobile Marketing
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
Mobile Marketing & FMCG Products
FCB GRID
FMCG PRODUCTS Brand building
sales
Mobile enables right place and right time communication
Medium and context
Mobile Marketing Outlook 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).
Research and Analysis
City Survey
ed
Sample
Size
Sampling
Technique
Number
of Questio
nsMumbai 100 Random
Sampling
24(likert)
Data Collection
Questionnaire
Segment Question Type Number ofQuestions
1 Demography 07
2 Opinions & Preferences 07
3 Impact of Media 08
Data Analysis 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
Characteristic of Sample Age
Value in Percentage
Majority of the respondents are in the age group of 23-30 (50%) and 31-40 (21%)
Gender
Value in Percentage
Number of men were greater than the number of women
Billing Type
Value in Percentage
Prepaid subscribers are more than the number of post-paid subscribers
Primary Reason Moving from Functional usage toSocial usage
Value in Percentage
Majority of the sample are using mobile device to socialise. Secondary use is for business
Feature usage
1 being least favourable and 5 being most favourable
Mea
n Va
lue
(5 p
oint
like
rt s
cale
)
Top three usages of the mobile device are phone calls, SMS, social networking.
Value in Percentage
Activation of Do Not Disturb
More than 50% of the respondents have not activated DND.
Willingness to give mobile number
Value in Percentage
41% of the sample are willing to give their number to businesses and organizations.
Valu
e in
Per
cent
age
Organisations
44% of respondents give their mobile number at brand outlets and 22% at local retails.
Valu
e in
Per
cent
age
Perception that number will be used for marketing
Majority of the sample believe that the number will be used for marketing. Desire to receive communication.
Value in Percentage
Using mobile device to find information related to FMCGProducts
15% of the respondents are currently using the mobile device tofind information about FMCG products.
Value in Percentage
Currently Receiving Marketing Messages
Majority of the respondents are currently receiving marketing Messages on their mobile devices.
Preference to receive Marketing Messages RelatedTo FMCG Products
Value in Percentage37% are interested in receiving marketing messages related to FMCG products
Valu
e in
Per
cent
age
Response towards Marketing Messages in terms of actually buying or checking out the product
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)
Mea
n Va
lue
(5 p
oint
like
rt s
cale
)Content of Marketing Message
1 be
ing
leas
t fav
oura
ble
and
5 be
ing
mos
t fav
oura
ble
Favorable content of the marketing message in decreasing order are Price discount and New product information
Mea
n Va
lue
(5 p
oint
like
rt s
cale
)Delivery Medium
1 be
ing
leas
t fav
oura
ble
and
5 be
ing
mos
t fav
oura
ble
Top three medium to send marketing messages in decreasing order:SMSMobile websitesMobile applications
Mea
n Va
lue
(5 p
oint
like
rt s
cale
)Motivation Factor
1 be
ing
leas
t fav
oura
ble
and
5 be
ing
mos
t fav
oura
ble
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.
Factor Analysis and
Reliability Test
Factor Analysis
Reliability Test
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.
I would like to receive marketing messages related to FMCG products (V1)
Factor 1 ( Preference to receive marketing messages )
I would like to actually check out the FMCG products (V2)
Factor 2 ( Response towards marketing messages )
Factor 3 ( Content of marketing messages )I would like to receive marketing messages about entry to competition (V3)I would like to receive marketing messages about price discount (V4)I would like to receive marketing messages about new product information (V5)I would like to receive marketing messages about invitation to event (V6)I would like to receive marketing messages about preview content (first chapters) (V7)I would like to receive marketing messages about market research (V8)Factor 4 ( Delivery Medium of marketing messages )I would like to receive marketing messages via SMS (V9)I would like to receive marketing messages via mobile sites (V10)I would like to receive marketing messages via mobile applications (V11)I would like to receive marketing messages via push messages
(V12)I would like to receive marketing messages via QR code (V13)
I would like to give feedback about the product/message (V14)
Factor 5 ( motivation to accept marketing messages )
My permission is required to send me marketing message (V16)There should be incentive for me to receive the message
(V17)
Brand Association (V18)Brand Loyalty
(V19)Brand Awareness (V20)Brand Image and Perception
(V21)Brand Performance (V22)
Factor 6 ( Effect of relevant and permission based message on brand )
The marketing message should be relevant to me (V15)
Reliability of Factor 1 ( Preference to receive marketing messages )
Reliability analysis of factor 1 is not possible as there is only one variable
Reliability of Factor 2 ( Response towards marketing messages ) Reliability of factor 2 is not possible as there is only one variable
Reliability of Factor 3 ( Content of marketing messages )
Reliability of Factor 4 ( Delivery medium of marketing messages )
Reliability of Factor 5 (motivation to accept marketing messages )
Reliability of Factor 6 (Effect of relevant and permission based message on brand)
Analysis of Variance (ANOVA)
. 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.
Inference of factor 1 and 2
• 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.
Inference of factor 3• 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.
Inference of factor 4• 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.
Inference of factor 5• 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.
Inference of factor 6
• 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.
Summary• 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.
Research limitations• 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
Thank you
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