lime 6 case study gionee india new

8/11/2019 LIME 6 Case Study Gionee India New

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CASE STUDY

IIM I ELECTRONICS GIONEE INDIA

CASE STUDYIIM-I ELECTRONICS GIONEE INDIA


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About Gionee

Important Facts:

India Mobile Market:

Project Riding Data :

Established in 2002,Gionee Communication Equipment Co. Ltd is a hi-tech company engaging in mobile device

designing, R&D, manufacturing, sales in international markets, and mobile internet application services. Gionee sells

over 23 million handsets per year worldwide and ranks No.10 in the world by smartphone marketshare

Gionee has always believed in an integrated business approach and has therefore based its biz on its 3 pillars of strength

being Own Design / Own Manufacturing / Own R&D. A close association with MediaTek and Qualcomm allows Gionee to

offer a wide product portfolio covering both feature and smartphones

Gionee over the years has believed in keeping innovation as its core value proposition which has helped the companys

growth over the last decade. Research & Development is an institution with over 2000 employees. A state of the ar t In-

house manufacturing unit ensures Gionee products deliver more than the best to its customers, creating new

benchmarks of quality each time

Since 2011, Gionee moved rapidly to expand its presence into India, Nigeria, Vietnam, Taiwan, Myanmar, Thailand,

Philippines, and so on. Gionee products are currently selling in India, Bangladesh, Pakistan, Indonesia, Vietnam,

Thailand, Philippines, Malaysia, Russia, Middle East and Africa, with exports reaching 1 million phones per month for

oversea markets

Gionee India started India operations in the month of March, 2013

In first 13 months of operation, Gionee did a business of 75 million US$ by import value

From inception till Aug 2014 Gionee did a business of million 247 US$ by import value

Mobile Handset is the most cluttered market in India with almost 200 brands fighting for the marketshare

Gionee will be opening 250 Exclusive brand stores and 750+ Service centers across India by 2015 March

Gionee has already sold over 3 million phones in India within 18 months and is constantly selling over 10K+daily

India was the highest growing market in Asia Pacific with a year-on-year smartphone shipment growth of over 186% in1Q 2014. The vast majority of the country's user base migrated to smartphones from feature phones and as a resultIndian smartphone market outshone other emerging markets like China which registered a year-on-year growth of 31%in 1Q 2014

The smartphone penetration in India still hovers at 10% and it is expected to grow due to a variety of factors includinggreater availability of low-cost devices and additional sales emphasis by top-flight vendors on less populous par ts of thecountry

Over all India mobile phone market stood at close to 61.07 million units in 1Q 2014 which is a 10% quarter-on-quarterdip and a mere1% year-on-year growth

The India smartphone market grew by a whopping 186% year-on-year in 1Q 2014

India smartphone shipments will reach 80.57 million units by the end of CY2014. Anaylists expect Indian smartphonemarket will grow at a CAGR of about 40% for the next 5 years

How should Gionee position itself in the Indian Smartphone Market

Since its inception, Gionee has been able to create a lot of myths and create new ground rules. The quest now will be tocreate a new benchmark.

Gionee offers smartphones starting from 6k-28k across various segments

Gionee has always believed in offering quality at par with the best at a price thats right

GIONEE INDIA CASE STUDY


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Gionee has 23 smartphones already in the market and plans to launch 15-20 by the end of 2015.

Gionees flagship series ELIFE E & S series have some of the most successful devices. The ELIFE E series focuses oncamera features and S series concentrates primarily on style.

When Gionee entered India in Feb 2013 it was percieved as Just another brand from China.

Within 18 months of operation Gionee is today considered as Global brand of China giving stiff competition to theMultinational and Home grown brands.

Gionee has received extremely positive reviews both from market & consumers for its products and pricing throughout.

The brand is considered as an innovator & game changer due to its innovative product offerings like ELIFE E7, ELIFES5.5, ELIFE E7 Mini, ELIFE E6 and wide spread distribution strategy through conventional brick and mor tar route

While many popular brands are reaching out to consumers only through online space, Gionee focuses primarily focus onretails and will also be launching on 250 brand stores by next year.

Breaking the myth in India, Gionee focuses on service as a key pillar and will have 750 service centers across India by2015 creating trust in its consumers mind.

India is the 2nd most important market for Gionee both in terms of sales and operations.

Gionee is one of the only select brands in Indian market who have not dropped prices of its flagship products as the brandbelieves in launching the product at a right price.

Gionee is looking to be amongst top 3 Indian brands by 2016 and in long term to be seen as an iconic global brand.

Gionee has also been known as a brand who do not believe in following the norm in all campaigns they have created tillnow including media launches, Advt., Digital or Media.


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tanding Brand Health and Motivators Barriers for Gionee Page 1

Presented by GfK

August 2014

Understanding Brand Health and Motivators and Barriers for Gionee

Qualitative Research Findings
http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=EECjODi71jFc8M&tbnid=pj1l3WPDfBLdMM:&ved=0CAUQjRw&url=http://www.ispsd.com/02/30-best-powerpoint-templates/&ei=t5m6U8PSKYaiugTi14CYAg&bvm=bv.70138588,d.c2E&psig=AFQjCNG_WsZyrG-Layqi2GT2wQRuNvXhMw&ust=1404824266487969http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=EECjODi71jFc8M&tbnid=pj1l3WPDfBLdMM:&ved=0CAUQjRw&url=http://www.ispsd.com/02/30-best-powerpoint-templates/&ei=t5m6U8PSKYaiugTi14CYAg&bvm=bv.70138588,d.c2E&psig=AFQjCNG_WsZyrG-Layqi2GT2wQRuNvXhMw&ust=1404824266487969


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Gionee started their international branding first in China mainland in 2005

Established in 2002 as a company that was engaged in mobile device designing, R&D, manufacturing, sales in international markets, and offering mobile

internet application service

By 2011, had an overall market share of 7.2%, and GSM market share of 11.2%, putting them in third place of the overall cellular market and first place

in Chinese domestic market

India operations launched in 2011, currently selling their products here in India

Considerable spends made in media in last 6 months and products launched with unique product features

At this stage, a need felt to understand the brand health of Gionee smartphones: key target audience and their usage patterns, current brand standing,

strengths and weaknesses and perceived image vs. competition which would help them in a/ identifying core TG, b/ developing a marketing plan and c/

structuring media elements

Further, till today, the clients marketing strategy has been to showcase specific products/ features in India; focus has been lower on building the mother

brand, so far. Given the nascent stage for Gionee, client wants to invest in the brand building exercise now. Therefore, one of the asks from this

research is to identify platforms on which brand could be built

To these ends, a 2-fold Quantitative and Qualitative market research exercise was undertaken by GfK. The following slides highlight the key Qualitative

Findings from the research exercise


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What are consumer perceptions of Brand Gionee and Competition smartphone brands like Nokia, Samsung, Sony and Micromax?

Who are the Gionee phone users? What are their lifestyles, dreams, fears, smartphone requirements and payoffs?

Triggers for purchase of Gionee smartphones: what do they seek from a new Brand like Gionee? What will make them continue?

What are the Barriers towards Gionee smartphones purchase? (among competition phone users- Gionee Rejecters and Gionee Aware Non-considerers)

What is the Usage experience of Gionee, per se and vs. competition brands?

Keeping in mind the above, interactions conducted with 3 different sets of Consumers

Gionee Users (Recruited from Database)using Gionee phones for the past 6 months at least

Gionee Rejecters: Consumers who considered Gionee, but finally opted for either a Nokia, Samsung, Sony or a Micromax, bought in the last6 months

Gionee Aware Non-Considerers: Consumers who are aware of Gionee, but did not consider the phone. Owners of Nokia, Samsung, Sony orMicromax, bought in the last 6 months


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ample DIs with Gionee Users

Usership/

Centres

Delhi Jaipur Coimbatore Nagpur Mumbai Baroda Kolkata Shillong

Gionee Users(DIs)

1 DI- Student(15-20 yrs), SEC A,

Female

1 DIWorkingProfessional (21-

30 yrs), SEC B,

Male

1 DI-Housewives (25-

30 yrs), SEC B,

Female

1 DI- Student(15-20 yrs), SEC B,

Male

1 DI- Housewives(25-30 yrs), SEC

A, Female


Male


30 yrs), SEC A,

Male


30 yrs), SEC A,

Male


Male


Female


30 yrs), SEC A,

Male


30 yrs), SEC B,

Female


30 yrs), SEC A,

Male


30 yrs), SEC B,

Male


30 yrs), SEC B,

Female


Male


Male

A Total of 17 D Is in 8 centers


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DIs with Gionee Rejecters

Usership/

Centres


GioneeRejecters

(DIs)

1 DIWorkingProfessional (21-30

yrs), SEC B, Male

SONY

1 DI- Housewives(25-30 yrs), SEC A,

Female

SAMSUNG


30 yrs), SEC B,

MaleNOKIA


Male

NOKIA

1 DI-Student(15-

20 yrs), SEC

B, Male,NOKIA

1 DI-Housewives

(25-30 yrs),

SEC A,Female

SONY


Female,

SAMSUNG


30 yrs), SEC A,

MaleMICROMAX


yrs), SEC A, Male

SAMSUNG

1 DI- Housewives(25-30 yrs), SEC B,

Female

MICROMAX


Female,

MICROMAX

1 DI- Single(25-30yrs), SEC B,

Female

SAMSUNG

1 DI-Student(15-20

yrs), SEC A,

Male,NOKIA

1 DIWorkingProfessional

(21-30 yrs),

SEC B, MaleSAMSUNG

1 DI- Student(15-20yrs), SEC A, Female

SONY


yrs), SEC A, Male

NOKIA

A Total of 16 D Is in 8 centers


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Sample MGDs with Aware Non Considerers

Usership/

Centres


Aware Non

Considerers

(MGDs)

1 MGD

Student(15-20

yrs), SEC A & B,Males

1 MGD

WorkingProfessional (21-

30 yrs), SEC A &

B, Males

1 MGD-

Housewives (25-

30 yrs), SEC A &B, Females

1 MGD

Student(15-20 yrs),

SEC A & B, Males

1 MGD

Working

Professional (21-30 yrs), SEC A &

B, Males

1 MGD

Student(15-20

yrs), SEC A & B,Females

1 MGD-

Housewives (25-


1 MGD

Student(15-20

yrs), SEC A & B,Females

1 MGD

WorkingProfessional (21-

30 yrs), SEC A &

B, Males

1 MGD-

Housewives (25-


A Total of 10 MGDs across 8 centers each comprising a mix of brands

Total Number of D Is : 33 ; Total Number of MGD s : 10

Total Units : (33+10) > 43 units


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Who are the Gionee phone users?

What are their key personality traits?
http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=EECjODi71jFc8M&tbnid=pj1l3WPDfBLdMM:&ved=0CAUQjRw&url=http://www.ispsd.com/02/30-best-powerpoint-templates/&ei=t5m6U8PSKYaiugTi14CYAg&bvm=bv.70138588,d.c2E&psig=AFQjCNG_WsZyrG-Layqi2GT2wQRuNvXhMw&ust=1404824266487969


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A brief Backdrop on the Demographics of Gionee Users

nsumers met were a mix of male and female (recruited from the database) in the age group of 15 30 years

Male consumers (11 met across centers) : Mix of students, working professionals and businessmen

The working professionals were working with Aditya Birla (Customer Care Executive), Speed Post Department (Sorting Assistant)

A few businessmen were in businesses like fashion jewellery wholesaling, vegetable wholesaling

Key hobbies :Playing cricket, bike riding, net surfing (Social networking, News, Google, Youtube, playing games like chess, Templerun in mobile), gardening, watching movies in thetheatre (horror movies), playing games on mobile or internet , watching TV (Sports, News), travelling (within India - Goa, Kullu Manali), music

Female consumers (6 met across centers) were a mix of housewives (3 housewives), student (2 students met studying in 10th and 12th Standards) and working women

Housewives, apart from managing their homes, also engaged in part time businesses like running a computer center, teaching basics of MS DOS etc. The Working Woman

was a self employed beautician

Hobbies: Reading novels (detective novels), listening to music, watching TV (Roadies, Splits villa, Big Boss, Jhalak Dikhlaa Ja), watching movies, cooking, hanging

out with friends, going to restaurants

Students were interested in sports like Badminton or going for dance classes (Western dance) along with social networking (Whatsapp, FB), watching MTV and spendingtime with friends

Implications: Across centres, Social Networking and Gaming are quite big (Quantitative to validate)

Need to capitalize on these media


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ng to know the Gionee users

Persona:

Simple and responsible

Collaborative- Seek the advice of family and close friends while taking decisions

AmbitiousYoung consumers were looking at doing something different in their life to bring a change to their current circumstances. Not looking for leading an ordinary life. Want to make it big in life butin an ethical way

Thrill and adventure seekers/ Risk takers: Experiences which can give them a high. Jungle safaris, watching horror movies, experimenting with new cuisinesespecially prevalent in Male consumers in Kolkataand Coimbatore

Values: Balanced & practical.-Being straight forward, they dont believe in flaunting wealth/status etc. Hence, seek to strike a balance between style and substance

Dont have a herd mentality- they always dont follow a trend. For example, while its quite common for the early jobbers to go to night clubs, pubs during the weekend, the Gionee users rather prefer to

spend time with family, go on car rides with friends etc.

Decision making: Inclusive-consent of family/friends important in decision making. Younger consumers often guided by decisions taken by family (in career/education/purchases). Pragmatic- wont takeimpulsive decisions.

Purchase behavior: Value and quality conscious- will weigh the return on investment (seek value for every penny spent). Endorsements from people around:Important when making purchases. Malerespondents-more exploratory & would do a thorough research (comparing prices, features etc on various websites/shops) before making the final purchase.

Value seeker

Responsible & balanced

ragmatic, take thought-

through decisions

ont have a herd mentality

Emotional at core, yet,

practical approach towards life

hrill and Adventure Seekers

Key traits exhibited are:

Risk Takers


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And they said

I want to give everything to my family

Male, Jaipur

Weekend means going out to newly opened

hotels so I would try out new cuisines

Male, Coimbatore

It is very important for me since childhood, that I have a

mindset, I wont be a housew ife only. I always had inmind to get into a job post marriage. Female Kolkata

I Just want to expand the business &

employ staff who will run the show. I want to lead a

stress free life. I will take rest, go out with my wife.

Male, MumbaiI wanted to do my ow n business but since there

are many in the family who are in the Army & my

father insisted that I join the army, I did so. Now I

feel I have to go on. Male, Shillong

Whatever I have don e in my life is

hatke I have never listened to any advice from my

father or sisters Male, Kolkata

Money is very important in life Male,

Mumbai

First of all I want to be a business tycoon Male,

Shillong

Brand is not important good quality is

important Male, Shillong

I love to visit uncom mon places like forests

etc. especially where there is thrillnow I want

to visit the jungles of AfricaMale, Kolkata

I want to become a doctor and go to The

U.S. Female, Delhi

Horror movies are thrillingbecause they

use latest technology to make these movies Male,

Coimbatore

I conduct tuition classes for extra earning Male,

Jaipur


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And What about the Competition Users?

Are there any differences between Gionee Users and the users of Samsung,

Nokia, Sony and Micromax?


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In Sum: The key points of similarities and differences between Gionee and Competition

Gionee Users

ompetition and

ANC Users

Responsible & balanced

Pragmatic, take

thought-through

decisions

Doesnt have a

herd mentality

Emotional at core, yet

practical; Not just

swayed by badge value

Thrill and

Adventure seekers

Status Conscious (Samsung)

Flamboyant

(Samsung, Sony)

Confident (Samsung,

Sony, Nokia)

Seek quality but highly

brand-conscious too

Trend Setters (Nokia,

Samsung)

Attention seekers

(Samsung, Sony, Nokia)

Risk Averse (Sony)

Value

Conscious

(Micromax)


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What are the key sources of awareness of Gionee for these segments?

What do they think about Gionee - What are their Existing Perceptions of Brand Gionee?


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What was the first point of contact of Gionee for the Users?

TV Commercial Friends/ Family Promotions

I saw an ad on TV the ad says the phone is

not made of plastic Male Delhi

I was watching a movie and saw the ad of

Gionee Male, NagpurSaw the Gioneead on TV Male, Shillongthey are also giving lots of advertisements in

television worlds slimmest phone 16 MP

camera Male Jaipur

I have seen its ad in Dainik Bhaskar Male,Jaipur

My Uncle has a phone shophe said

Gionee is an emerging brand and peopleare asking for it Female, DelhiI asked my friends, they said Gionee is a

good brand and has iPhone like features,you can buy Female, MumbaiA friend showed me the Gionee mobile

that he himself was using Male Jaipur

I have seen this brand when I sawKhatron ke Khiladiwe kept that inmind and visited the shop Female,

MumbaiI saw Rohit Shetty advertising this

phone in Khatron ke Khi ladi Male

Shillong

you can see hoardings and

advertisements everywhere on the road

and market Male Jaipur

Television Commercial (of S5.5) and Promotions (Khatron ke Khi ladi) have played a major role in generating awareness of Gionee across centers like Jaipur, Shillong, Delhi, Nagpur and Mumbai.

Most could recall the slimmest phone ad and a few features like 13 MP camera and metal body

Only in Jaipur, awareness was generated by recommendations made by friends who are currently Gionee users along with promotions and advertisements, both TV and Print

Interestingly, all 4 users in Coimbatore and Kolkata have stumbled upon the brand while searching the internet. Advertising and TV sponsorships not too salient

Internet

I have seen this mobile first on the

internetand then I went to the shopand checked the mobile Male,

CoimbatoreI wanted a phone with 5.5 screen and Ityped in Google to see which brands

have that and that is where I first sawGionee Female, KolkataI came across Gionee in the mobile

internet site Male, Kolkata
http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=ByrdbMFX9ojsmM&tbnid=lEaCko0p1kpMtM:&ved=0CAUQjRw&url=http://www.tellytrp.in/2014/02/colors-joined-hands-with-idea-and-gionee-for-khatron-ke-khiladi-darr-ka-blockbuster.html&ei=8_zdU7HVEsWdugTB2IH4Bg&bvm=bv.72197243,d.c2E&psig=AFQjCNHGaWhoclaHwrujJqOQR8ZizsEIxA&ust=1407143441845326


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Having heard about Gionee, what are their key perceptions of the Brand?


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High on visibility in Jaipur steadily helping in building trust?

Wecan slowlytrust the brand because of their advertisement strategy and because of sponsorship for many programsthey give gifts during promotions in Malls andotherplaces(Male, Jaipur)

youcansee their advertisements and hoardings everywhere on theroad(Male, Jaipur)

ithas launchedworldsslimmest phone with 16 megapixelcameera(Male, Jaipur)

ithas many features and in the near feature it will give tough competition in themarket(Male, Jaipur)

What does Gionee stand for, among Users?

Very strong association

Moderate strong association

Smartphones with features of established brands like Sony, Samsung yet at

competitive rates

it i s a good brand which has launched phones at a reasonablerate (Male,

Jaipur)

Featuresin Gionee were more but price was lessAnd inSamsungif weseefor

more features price also becomesmore(Female, Delhi)

itis a value for moneybrand(Male, Baroda)

Delivers what it promises

Gioneenot only gives you what they saybut beyondI have beenusing G3for 11 monhs and have not faced a singleproblem (Male,

Baroda)

Fewer number of service centers (Delhi)

Itdoes not have many servicecenters(Female, Delhi)

Product Performance, Competitive Price and availability of hordes of features are the key associations with the brand, across centers.

However in Jaipur, the brand has been able to establish its foothold more strongly, considered a trustworthy brand, given high visibility and positive WOM

Good looks and style: Slimmest phone, metal body

I mostly like the style of Gionee it has a complete metal

bodyand recently they have launched the worlds slimmest

phone(Male, Shillong)

A new emerging brand Yes, it is a brand from China

I think it i s a Chine se company, t he manu fact ur ing p lant i s

3 00 00 0 s q ft and in India they have an office, their network is

good(Male, Coimbatore)

Gioneeis emerging and comingupFemale, Delhi

Overalli t i s a good company in Asia, i t exportsitsphone from

Chinait has been launched new inIndiaMale, Delhi

Gioneeis a new, popular great brandit i snumber2 or3 in the

worldFemale, Mumbai


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a Chinese Company among users as

Just theRight Price of the phone (notunduly low, so definitelynot cheapChinese

Positive reviews online and experiences

whenI saw in a youtube video that it is a Chinese phone, my reaction was it must be uselessbut this phone was marketed at quite ahigh pr ice compared to normal Chinese phones are availablein 1012kthat

is when I started reading thereviews from all countriesand sawthere arepositive reviewsFemale, Kolkata

Evensome parts of Nokia or Samsung phones aremadeinChinasoI wa sno t bo ther edMale, Kolkata

whenmy friends said it is a Chinese mobileI was disheartened, then I enquired with the shopkeeper and also checked onlineto find good reviews which assuredmeMale, Shillong

AfterI have started using it, I do not see anything Chinese about itin Chinese phones there is a problem of virus, battery back up and it hangs frequently and I have not faced any of these problems in Gionee

Male, Jaipur

IMEI Number

Iagree that it is a Chinese company butthey are following the international guidelines, i t ha s IMEI numberthis ina way ensures that they are coming upwithup qualityproducts Male, Delhi

It d oes n ot m atter to m e if it is from Chinamostly all electronic companies like LG, Samsung are Chinese or Japanesewhen we buy these we are just carried by the brand name and not where it i s

manufactured.it is thefeatures and thebenefi ts that matterFemale, Delhi

Attractive advertisements

Ido agree that it is Chinese brand but they are a good brand.....you wi ll not see Chinese company adverti sing.while they are into lot of media activities.this definitely attracts and builds in trust amongpeople

Male, Jaipur


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Chinese Brand, meant for the masses

Recently launched l ike Lava M icromax meant for the masses. It does not have class like HTC etc.Males, Kolkata

Namesounds Chinese, these kind of phonesarent goodMales, Coimbatore & Nagpur

Byhearing the name , we get to know that it is a Chinese product.and you cannot trust Chinese phones.they do not have alifeMale, Delhi

What does Gionee stand for, among the Aware Non Considerers?

Too new to trust

It i s an unknown brandnot popularpeople are

not aware of itfrom the name we feel it will not be

durableMales, Kolkata

Itis a new company, so we cannot be tooconfidentFemales, Baroda

It is l ike K ejr iwal o nl y words n o action Males

Delhi

It is v er y n ew c an no t tr us t itnot even seen any

servicecentresFemales, Mumbai

TV Ads recalled ; Slimmest Phone picked up

Gionee ad comes on TVIt has brought a very slim phone with good specifications andprice range is alsofineMale, Kolkata

Ifirst heard about this brand in the ad break between Khatron Ke Khiladi but have not heard anybody using the phone sofarFemale, Mumbai

Ithas a goodcamera,13 MPandis verysl imnot made ofplasticFemale, Mumbai

Ihave seen the advertisement of Elifethey talk about theworldsslimmestphoneMale, Delhi

Itis a new brand that has been launched in India and they sponsored Khatron Ke Khiladi.they were giving the phones to thecontestants Male,

Delhi

Reviews from Friends (Jaipur)

One of my relatives has a Gionee phone itthere is some problem with the photo

galleryand the touch is also not toogoodFemales,

Jaipur

Chinese linkage, newly launched and needs to establish its credentials, Ads are recalled and slimmest phone picked up. There also exist some negative product perceptions,

based on hearsay in Jaipur


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In Sum:

Gionee

Users

Gionee Rejecters

Aware Non Considerers

New

Emerging

Brand

Chinese

High on visibility (inJaipur)

Good Looks and Style

Low on Awareness

and visibility

Lower end models not at par

with higher end ones

Not

Popular

Delivers what it

promises

Lack of service stations

Loads of features; Value

for money brand

Not seen many

people using the

brand

Good Quality camera

Strongest perceptions across userships: Gionee is a new kid on the block trying to create an impression

Most consumers are aware that the brand has originated from China. Users, however, have overcome the Chinese stigma basis price points, online reviews, IMEI number et al.

Users as well rejecters appreciate the competitive rates of Gionee mobiles which are loaded with features

Amongst Aware Non Considerers, quality of awareness itself is relatively poorerproduct features at competitive prices never mentioned


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Triggers for purchase of Gionee smartphones: what do consumers seek from a

new Brand like Gionee? What will make them continue?

What are the Barriers towards Gionee smartphones purchase? (among

competition phone users)


24/33


How did the Users go about their purchases of the Gionee phone? What were the key triggers?


25/33


The Purchase Journey

Brands: most consumers had a few brands in the consideration set basis own experience/word of mouth/ market visibility

Discussion with Family Friends and other credible sources who owned similar models/ who are considered the experts, with experience. Doneby SELF.

Showroom visit(Accompanied by parents/friends/Husband)

Budget finalization (the range varied depending on ones spending capacity. Typically, a budget of INR 15,000 -20,000/-. Going up to INR 30-35,000/- in a few cases). For most female consumers & first time purchasers, it was decided by the consent of Parents/Husband while for repeat

buyers/working males it was self decision.

STEP 1

STEP 2

STEP 3

STEP 4

Information was searched on the Internet (company website/Online shopping portals/ads/user reviews) on the shortlisted brands

Most compared models/aesthetics/features etc. in the given price band.

STEP 5


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27/33


A Few Case Studies

Samsung Galaxy Ace Sony Xperia Miro Moved to Gionee S5.5

But after using the phone for ayear almost there were software

problems and the phone used to

hang a lot while using internet

All my friends were using

Samsung so thought of

buying it Male, Shillong

it was new in the market

with latest Androidthe

screen size was also big

Male, Shillong

Boredom after using it forsometime there was a need felt to

change the phone. Boredom had

set it by using the same phone

I suddenly saw Gionee on Khatron ke

Khiladi and was interested in

Gioneethen I went to the shop and saw

all colour options etc. I checked the

internet and saw the ad on Slimmest phone

Male, Shillong

Promotions and Ads

were responsible for creating awareness and

were the influencers in purchase of GioneeThe price also played a key role, as the brands in the consideration setwere Samsung Note 2, HTC Desire and Samsung S4 mini.

Out of all the brands Gionee offered all features (provided by brands inthe consideration set) at a competitive rate


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Therefore the key Reasons for choice of Gionee are:

Loaded with features and at an ATTRACTIVE PRICE

I felt Gionee mobiles to be best compared to anyother brandfirst of all pricefor example if I take

G3, in Rs 10,000/- the kind of features (Quad-core

processor, sound quality, touch quality) they offer isnot offered by any other company Male, Baroda

It was in my budget and it was having all thefeatures that I needed in my rangerest brands like

Samsung etc. was not coming in my rangeInGioneeI also got a warranty of 2 years Male,

Nagpur

It is a great phone at anattractive price Female,

Mumbai

Friends also recommend that youget same features in Gionee for less

price than Sony Male, Shillong

Price of Gioneeis satisfactoryfor example

Samsung Note 2 is 40k and Gionee S5.5 is27kcomparing both, Gionee has more RAM,

memory card is 16GB while Samsung is 8clarity is

sameNote 2 is heavy but Gionee is light, big andworlds slimmest phone Male, Shillong


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Therefore the key Reasons for choice of Gionee are:

POSITIVE WORD OF MOUTH coupled with HIGH VISIBILITY, key reasons for opting for

Gionee, in Jaipur (First person accounts) and Kolkata, Coimbatore, Baroda(online reviews)

main thing is publicitybecause nowadays there is

lot of publicity of Gionee and second thing is when Igo out I see Gionee with most of the people I

thought why not try it Male, Jaipur

my husband has also bought Gionee and it is avery good phoneI have recommended Gionee to

my Clients as well Female, Jaipur

SMART FEATURES likeReceiving calls by shaking, Typing C and reaching the Camera app/

Calculator even when phone is switch off acted in Gionees favour and attracted consumers,

especially the Girls in Delhi

If we are getting a call we just shake

the phone and the call getsansweredthat is cool Female, Delhi

If I just type C, applications with C initialswill pop upa similar feature is not

available even in a Samsung phone of

40K Female, Delhi

I have read the reviews of Gionee indifferent sites and they were goodthen I

decided to buy it Female, Kolkata

EXPLORING SOMETHING NEW, SOMETHING DIFFERENT

I have told you that I am hatke so I bought aphone which is hatke and was willing to take

that riskand I felt they are giving somethingextra than HTC or Nokia or Xperia Male,

Kolkata


30/33


ely disposed to Gionee basis their experience

Positives seen:

Product Related:

Big Screen Sizelooks are like iPhone (Mumbai and Baroda)

Designstylish

Light weight

Camera (E7 mini)

ithas good cameraclarity(Male, Mumbai)

Battery Back up

thebattery life is really goodlasts for 2days (Male, Jaipur)

ithas good battery back up, will stay for one completeday(Male, Shillong)

Innovative technology - Songs can be changed by just shaking the phone

whenwe want to change the songs being played in the mobile,we just shakeitMale, NagpurPrice Related:

Has latest features, attractive look and reasonably priced

Everythingin Gionee is attractive, including theprice(Male, Coimbatore)

Attractive price range, being a new a player

Theyhave recently launched smart phones and the price range is also quite

low.that is why people are purchasingit(Male, Coimbatore)

High on popularity (Jaipur)

They have been advertising and promoting their brand .Ihave seen many people using Gionee(male, Jaipur)

, therefore , to build a strong brand proposition.

Jaipur is slowly showing signs of gaining popularity


31/33


Key reasons for considering Gionee

Appealing looks stylish metallic body, sleek design

Competitive rate of Gionee + latest features like 32 GB RAM, 13 MP camera etc.

I was quite impressed by the camera in

E67 .so I thought I should go for it and

secondly it was within my budge t

(Nokia User), male, Jaipur

All the features in Gionne are really good;

32 GB RAM 13 MP camera.no less than

top brands like Sony and Samsung and theprice is comparatively less , (Sony User)

female, Coimbatore

Nowadays slim looking mobiles are in

trend .Gionee mobiles are quite

attractive.the screen size is also quitebig (Samsung User), Female, Baroda

They have given a different look to theirhandsetsit looks verysmart stylish yet

robust Across centers and consumers


32/33


Interesting ad and positive WOM from Friends added to this positive disposition

Interesting ad on TV (S5.5) which piqued interest among consumers to check out the details specification

Gionee has been advertising a lotthis attracted me first to thebrand.I checked on the Internet ..the price was not very high and

they had used latest features (Sony User) Male, Delhi

I have seen their AD on Channel V and I quiteliked the mobile (Samsung User) Female, Nagpur

sumers across centers and userships were hooked by the attractive looks and design of Gionee and the competitive price of models with high end features like RAM, camera etc.

n the S5.5 advertisement generated curiosity and interest among consumers especially in Delhi and Nagpur, while in Jaipur it was the positive feedback from users that induced them to

ider Gionee

First hand user experience from friends

My friend had purchased E7 and when he showed it to us we started making fun

but actually I did like the modelhe was quite happy with the performanceso Ithough of atleastchecking it out at the shop (Nokia User) Male, Jaipur


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Expected Research Methodology:

Expected Project Findings:

Qualitative Research:

Groups of consumers who are prespective and current buyers, direct interviews of consumers as well as technologybloggers etc. for understanding of the industry

Quantitative Research:

Design a quantitative research where we can have a deeper understanding of the TG which helps us in understandingtheir media habits, the role of data in their life, factors influencing buying decisions

Industry Research and Reports:

To understand how the Indian smar tphone market is looking currently and what will be the challenges and possible roadmap ahead

Competitive Landscape:Understand the competition and their product portfolio and strategy in the past

A complete Strategic Marketing Plan

Marketing communication strategy which comprises Advertising, PR, Media & ATL/BTL to achieve the positioningsuggested

Marketing associations/Tie-ups which will lead the brand to the desired imagery

Category understanding and the depth of research

Viability/Feasibility of the suggestions Definition of the success parameters

Success Criteria:

lime 6 case study gionee india new

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