Product Assessment For A New Smartphone Variant

Objective

The client wanted to introduce a new product line in smartphones which could provide a more enriching experience in budget pricing. The core objectives of the study were as follows:

Consumer segmentation: Segmenting the consumers for mobile phones in a defined price range and analyzing their buying behavior & purchase considerations

Capturing retailer insights: Collecting insights from mobile phone retailers across all store formats - exclusive, multi-brand and large format retail

Approach

The methodology adopted for this survey was face-to-face interviews.

Consumer Survey - We segmented the consumer into various meaningful segments. Apart from demographic segmentation (age, income, SEC), the Indian consumer was also classified based on mobile consumption behavior & purchase considerations.

Retailer Survey - Through retailer interactions, actionable insights were generated around:

• Store management - store size, marketing merchandize, location
• Offtake - footfall, sales trend, most popular models
• Staff management – staff count, incentive structure, staff training
• Value chain - source of stock, booking to delivery cycle, margins             

Outcome

The survey provided valuable insights to the client basis which the client was able to:

• Estimate the smartphone market potential
• Identify must-have and good-to-have smartphone features
• Craft the right pricing strategy, operational strategy & promotion strategy