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