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 INDIA CASE STUDY
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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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
1 DI- Student(15-20 yrs), SEC B,
Male
1 DIWorkingProfessional (21-
30 yrs), SEC A,
Male
1 DI-Housewives (25-
30 yrs), SEC A,
Male
1 DI- Student(15-20 yrs), SEC B,
Male
1 DI- Student(15-20 yrs), SEC B,
Female
1 DIWorkingProfessional (21-
30 yrs), SEC A,
Male
1 DI-Housewives (25-
30 yrs), SEC B,
Female
1 DIWorkingProfessional (21-
30 yrs), SEC A,
Male
1 DIWorkingProfessional (21-
30 yrs), SEC B,
Male
1 DI-Housewives (25-
30 yrs), SEC B,
Female
1 DI- Student(15-20 yrs), SEC A,
Male
1 DI- Student(15-20 yrs), SEC A,
Male
A Total of 17 D Is in 8 centers
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DIs with Gionee Rejecters
Usership/
Centres
Delhi Jaipur Coimbatore Nagpur Mumbai Baroda Kolkata Shillong
GioneeRejecters
(DIs)
1 DIWorkingProfessional (21-30
yrs), SEC B, Male
SONY
1 DI- Housewives(25-30 yrs), SEC A,
Female
SAMSUNG
1 DIWorkingProfessional (21-
30 yrs), SEC B,
MaleNOKIA
1 DI- Student(15-20 yrs), SEC B,
Male
NOKIA
1 DI-Student(15-
20 yrs), SEC
B, Male,NOKIA
1 DI-Housewives
(25-30 yrs),
SEC A,Female
SONY
1 DI- Student(15-20 yrs), SEC B,
Female,
SAMSUNG
1 DIWorkingProfessional (21-
30 yrs), SEC A,
MaleMICROMAX
1 DIWorkingProfessional (21-30
yrs), SEC A, Male
SAMSUNG
1 DI- Housewives(25-30 yrs), SEC B,
Female
MICROMAX
1 DI- Student(15-20 yrs), SEC A,
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
1 DIWorkingProfessional (21-30
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
Delhi Jaipur Coimbatore Nagpur Mumbai Baroda Kolkata Shillong
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-
30 yrs), SEC A &B, Females
1 MGD
Student(15-20
yrs), SEC A & B,Females
1 MGD
WorkingProfessional (21-
30 yrs), SEC A &
B, Males
1 MGD-
Housewives (25-
30 yrs), SEC A &B, Females
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?
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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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?
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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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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tanding Brand Health and Motivators Barriers for Gionee Page 19
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)
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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tanding Brand Health and Motivators Barriers for Gionee Page 21
How did the Users go about their purchases of the Gionee phone? What were the key triggers?
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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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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
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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
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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
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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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GIONEE INDIA CASE STUDY
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: