Theme1: Market research
Form 1: make a survey
Objective of investigation
Get to know college students’ mobile phone usage, provide a reference for our company’s market
strategy at the next stage, and be helpful for college students' mobile phone market
development.
Method of investigation
The survey mainly carries out in the laboratory and dormitory, sent 100 copies of the questionnaires and recovers 98 copies.
Analysis of investigation
1. Market Trends & Updates
(1) The competition amongst mobile brands is very fierce. At the end of July 2013, the total
number of brands increased to 90 in China market, with 20 new brands being added since
June 2011.
(2) Brand attention: Samsung has the largest market share at 23.3%
(3) Product attention: Samsung’s GALAXY S5 surpassed the Apple iPhone 5S as the most popular
product. A quad-core phone has taken over the mainstream role.
(4) Screen size attention: 4.1-4.5 inch models are the most popular user, get a 33.7% rate, The
second is 4.6-5.0 inch models, get a 30.3%.
No.
Screen Size (inches)
Attention Rate /
consumers purchase intention rate
1
Bigger than 5.0
15.5%
2
4.6 – 5.0
30.8%
3
4.1 – 4.5
33.7%
4
3.6 – 4.0
4.9%
5
3.1 – 3.5
5.1%
6
Smaller than 3.0
1.2%
(5) Pixel attention: 8 million models are the most popular user, get a 44.1% rate, The second is 5
million, get a 25.1%.
No.
Pixel(million)
Attention Rate /
consumers purchase intention rate
1
Bigger than 10
20.6%
2
8
44.1%
3
5
25.1%
4
3
6.4%
5
2
2.9%
6
other
0.9%
(6) Network type attention: single card double mode and double card double mode are the most
popular, get a rate 40.7% and 38.9%,respectively.
No.
Network
Attention Rate /
consumers purchase intention rate
1
Single card double mode
40.7%
2
Double card double mode
38.9%
3
Single card multi-mode
1.8%
4
Double card single mode
1.1%
5
other
17.5%
(7) Price range attention: RMB 1,000 to RMB 3,000 is the main price point range in China. Within
this range, RMB1,000 to RMB2,000 attracts most attention, as high as 35.8%
2.
(1)
(2)
(3)
No.
Price(yuan)
Attention Rate /
consumers purchase intention rate
1
higher than 4000
0.3%
2
3001 - 4000
4.8%
3
2001 - 3000
24.7%
4
1000 - 2000
35.8%
5
lower than 1000
34.4%
the characteristics of students consume group
No economic income.
Advocate fashion individuality, hope to have their own unique style.
Mainly have a group living, often communicate with each other, be easily influenced by
friends and other classmates.
(4) Have strong brand consciousness, like branded products.
For these characteristics, we can develop corresponding products and gives the pointed
comment in marketing strategy to seize market share.
3. The factors students consider before purchasing a mobile phone
Through investigation, the main factors students consider before purchasing a mobile phone
are fashionable and personal style, function, price, brand and so on. The survey showed that
when they buy a mobile phone, 65% of college students think the most important thing they look
is a phone's design, such as shape, size, thickness, material and color. However the students are
not insatiable of the beautiful appearance. 50% of college students think mobile phone function
is also important. The second important thing they look is price. Brand is the least important
thing they look. It seems that college students are practical.
To sum up, the characteristics of students purchase a mobile phone are
(1) Purchasing requirements is fashion, practical and low price.
(2) In order for convenient contact with others, they buy mobile phone.
(3) As the younger generation, many students compare with others blindly.
(4) The primary purpose of purchasing a mobile phone is send messages and contact family and
friends.
(5) many students hope mobile phone can provide functions involved in learning.
Conclusion
College students’ cell- phone market has a huge market with big potential and wide prospect. We
should pay attention to this point, According to the students' requirements for mobile phone, we
should have direction and purpose to launch new products Strive for greater open the consumer
market.
Form 2 : Telephone Access
A: Hello?
B: Sir, is that Mr. Wang?
A: Yes, it is. How can I help you?
B: Sir, I’m calling you from IBN Marketing. We are carrying out some market research on colleges'
mobile phone consumption. It’s a short survey and to thank you for your time we would like to
enter you for a prize draw to win an Millet 2S phone. Would now be a convenient time or shall I
call you back later?
A: Umm…how long will it take?
B: Only five minutes, sir.
A: Er…yeah, I guess I can do it.
B: Ok! Let’s begin. Do you have a mobile phone now?
A: Yes, I have.
B: What is your phone brand?
A:
B: Where did you buy your mobile phone? Market? Online ordering? Or mobile franchised store?
A: Market.
B:How much would you pay to get a mobile phone ?(500-1000?1000-1500?more than1500 Yuan)
A:
B: how big your cell phone?
A:
B: How many pixels have your phone?
B: What is your cell phone’s network?
A:
B: What would you do with a mobile phone mainly? (Send text messages, Making a phone call,
Playing the game, Surf the Internet or other things.)
A: (a．发短信 b．打电话 c．打游戏 d．上网
f. 其他)
B:If you buy a mobile phone, what problem or concern would you work on first? (shape, function,
price, brand or other things?)
A: (a．外形 b．功能 c．价格 d．品牌 e．其他 )
B: What functions are you using or did you ever use on your phone?( Send text messages, send
multimedia message, take photographs, surf the Internet, download the games or others )
A: (a．文字短信 b．彩信 c．手机摄影 d．无线上网 e．下载游戏 f．ｅｍｓ )
B: What functions will you try in the future on your phone?
A: (a．文字短信 b．彩信 c．彩铃 d．手机广播信息 e．手机摄影 f．手机报纸 g．手
机小说 h．手机电影/电视 i．游戏 k．gprs l．手机交友 )
B: Do you think mobile phone important to you ?
A: (ａ．很重要 ｂ．比较重要 ｃ．一般 ｄ．比较不重要 ｅ．一点都不重要 )
B: When you buy a mobile phone, would you like the manufacturers distribute the matching
cover and chain?
A: (a．希望
b．不希望 )
B: What services would you like the manufacturers can provide? (repair in campus, phone store
for students, or mobile-phone outlets)
A: (a．校内维修 ｂ．学生专卖店 ｃ．手机专卖店)
B: Could you describe your ideal mobile phone briefly?
A:
B:Thanks for your kindness! Hope you have a nice day!
Theme 2 : SWOT Analysis
Scene: After the market research, we already have a basic understanding of the external market
for mobile phones. Now we will discuss about our advantages and disadvantages of the
marketing Strategy.
Form: a formal meeting
Member: A is the chairperson, B, C, D are all the participants. Specifically, A is the CEO, B is the
manager of market research department, C is the manager of R&D, D is the manager of sales
department .
Content：we find our strengths, weaknesses, opportunities and threats through discussing, then
we can fix a price for our commodities and choose a best marketing approach.
Details: (For example)
1. Strengths:
(1) Outstanding leadership team（A）
：The CEO had work in the mobile phone industry for
many years, brought many experts of the industry together, and have good interpersonal
skills, have a good reputation.
(2) Strong R & D department（C）
：The ability of our researchers is excellent, most graduated
from famous foreign schools, and have a wealth of research experience to develop high
performance products.
(3) Cheap(D): In the same function level, we are the cheapest. We choose the network as a
vector for B2C ecommerce sales, provide enterprises with sales channels and
investigative services, with the power of other micro-blog, community and forum
network media for product promotion, not only reduce intermediate links on profit cuts
directly reduce the price of the product, also greatly increased the visibility of the
product, has attracted a lot of consumers accustomed to online shopping.
2. Weaknesses:
(4) Production capacity limiting(B)：We are not hardware manufacturers, all products are
OEM, our product sales are expected to grow rapidly, OEM factory can not satisfy our
production needs.
(5) Lack of product capabilities(C)：Long run will be significant heat, the battery life is short
and so on.
(6) Channels(D)：Because the products mainly rely on Internet sales, so the products are
relying on third-party logistics , so some remote areas can not be overwritten, causing
customers are mainly concentrated in large cities, while there are some service
problems.
3. Opportunities:
(7) Enormous market(B):With the rapid development of Chinese economy, the income and
consumption levels of domestic consumer are greatly improved, moreover, China has
become the world's largest country which mobile phone replace frequently, China's
mobile phone market is a large market, accounted for 25% in the global.
(8) Development of the Internet(B): With the penetration increasing of the network
technology, shopping, trading, payment and other e-commerce through a network
become a new model. "Eleventh Five-Year" period, China's e-commerce industry is
growing rapidly, a lot of e-commerce companies such as e-commerce information,
transaction and technology services companies are emerging.
(9) Android system becomes popular(C): In recent years, the android system become more
and more popular. It makes the Nokia with Symbian be eliminated, while the Android
phone market-share gradually improving. The widely system makes phone become
homogenization, domestic brands mainly seize the low-end market segments, the price
to win.
(10) Market mechanisms(D): China is not a operator-regulated market, the vast majority of
users on the street can buy a cell phone freely, while people can only be purchased from
operators in the United States. And China is a closed market, multinationals do not
understand China's national conditions, so it is hard to do well in China.
4. Threats:
(11) Foreign challenges(B): Many strong multinational have turn their goal to China market,
such as Apple, Samsung, etc. They have a wealth of experience, low cost and abundant
capital, to threaten the domestic manufacturers seriously.
(12) Domestic challenges(D)：As of now, the domestic mobile phone enterprises has reached
79, the annual capacity of mobile phone has reached about 500 million, the situation of
overcapacity is serious, and they faced many problems, for example, the independent
innovation capability is not strong, the supply chain is imperfect, international market is
not strong and other issues.
(During the meeting, the manager of each department is responsible for telling others the
SWOT about their own department, this process will use some phrases in module 8.2, such
as “the aim of this meeting is to …”,”I think we should move on the next point ” and so on.)
Dialogue:
A: OK. Shall we start?
A: As you know, after the market research, we already have a basic understanding of the
external market for mobile phones. Now we are here to discuss about our advantages and
disadvantages of the marketing Strategy.
A: we’d better make a SWOT analysis to get what we want. C, would you like to begin?
C: Of course. Firstly, I want to talk about our strength. (2)
A: what’s more, (1).
D: And I think (3)
B: We also should be awareness of our weakness. (4)
A: hum, what’s more?
C: (5)
D: (6)
A: ok, I think we should move on to the next point. What’s our opportunity?
B: (7)
C: (9)
D: (10)
B: (8). I also think …
A: Can I interrupt you B, we are running short of time. Perhaps we can come back to this
later.
D: I also want to talk about our threats. (12)
A: eh, does anyone have anything further to add?
B: (11)
A: That’s all, you go back and sort out what we discussed, to submit a report to me.
Theme 3 : Pricing Strategy
Scene: after the SWOT Analysis, we already have a clear understanding of our advantages and
disadvantages of the marketing Strategy. Now we will discuss our pricing strategies at different
periods.
Form: a formal meeting
Member: The participants are A, B, C, D. A is the manager of sales department, B is the
employee 1, C is the employee 2, D is the employee 3.
Content: we estimate the market behavior and make pricing decisions at different stages of
development basing on the cost.
Details:
1、analysis the pricing strategy;
2、analysis the cost;
3、make pricing decisions, for example, high price strategy at earlier stage and low price
strategy at later period
During the meeting, every participant talks about their own ideas.
Dialogue:
A: As you know, our company has held a “SWOT ANALYSIS” meeting. So, what do you think
about this?
B: At the recent years, android has been replacing the mobile phone market gradually. Each
brand competes drastically, and all of them have themselves’ competitive advantages. At
present, our market share occupies nearly 4%. Our largest competitors, Samsung and Apple,
occupy nearly half of the whole market share. Although we have ourselves’ advantages, we still
can’t compare with them in all respects.
A: Yeah, you have got a point there. But our current target is not the whole market. It’s
unreality. What we want is just having a finger in the pie. So, if we make appropriate pricing
strategies basing on the cost and market trend, we can also get considerable profit.
D: There are several kinds of pricing methods such as cost-oriented pricing, demand-oriented
pricing, competition-orientated pricing and so on. We have to make a decision to select one of
these methods.
C: I think the second is best. We will have considerable benefits if we can manufacture
adequate number of products.
D: I’m afraid I can’t agree with you about that. I don’t think demand-oriented pricing is the
most suitable for us, but the first one--cost-oriented pricing is. We already have enough
consumers, but we lose sight of the cost for attracting more consumers. So, it’s time to
cost-recovering.
B: Yeah, I agree with this view.
C: So, what your meaning is that the price needs to be adjusted with the change of the cost? As
far as I know, Android is occupying more and more market share. That’s a good news for us.
D: Yeah, you got it.
A: The first new batch product has been built. To increase the market share and maintain the
development of our enterprise, we expended a lot of manpower and financial resources on the
new product. For this reason, the cost of firstling is relatively higher. But with the advances and
perfection in technology, the cost will reduce obviously in subsequent products.
C: We are businessmen and what we want is profit, so we quit loss and good pricing strategies
are crucial.
D: Ha! I can’t agree with you more. Our new product is so high performance that it is better
than any other kind of products in this price. Therefore, we can adopt cost-oriented pricing and
put different pricing strategies into effect at different periods.
A: Different pricing strategies?
D: Yeah! At the earlier stage, as a new product, we can adopt the high pricing strategy because
of the high cost. With the enlargement of the market, we can push out new similar products at
the middle stage. With the fierce competition, low price is a good choice at the later stage.
B: I think it’s a good idea to adjust pricing strategies basing on the change of market situation
and cost.
A: Nice job! If we seize the opportunity and make reasonable strategy by analysis, the further
market belongs to us. The sands are running out, so the meeting is over.
成本导向定价法 cost-oriented pricing 需求导向定价法 demand-oriented pricing
竞争导向定价法 competition-orientated pricing
Theme 4 : marketing channels (advertising)
Theme 4: marketing channels (advertising)
钱：In this theme, we will have three scenes to present how Millet does a perfect selling
through a high effective combination of different channels.
Part 1
旁白：钱：Here is part 1. In this part ,we will see a meeting held in the sales apartment. There
are 3 staff A1,B1&C1 attending the meeting. The topic is about the online
sales strategy of IBN---a new kind of mobile phone.
演员（王、刘、夏围坐四周，开会状）:
王：”Hey guys. Our new product IBN is around in the market soon. Today we’re going to discuss
about its online sales strategy. You got any ideas? ”
刘：”We can use micro-blog, publicity Micro message platform etc. to extend its influence
based on fancier. We will not only make a wide range of publicity but also save cost in this
way.”
夏：
“Once extended, it can use the mass effect with passing from mouth to mouth. Thus our
brand effect will be made via reputation.”
王：
“Pretty good idea! Let’s implement it!”
PART 2
旁白：钱：Those above are what have happened in the sales apartment of IBN company.
However, how is the strategy going now? How will the consumers respond? Let’s have
a glance.
The following part tells a story happened between a couple Mr Cao and Mrs Cao.
演员（钱、王坐在场上，有一定距离）：
钱：
“Hey, it’s not working well, I’d better get a new mobile phone”（刘点击幻灯片）
“Wow, what’s this? It looks so hot!~ “
“Darling ,come here! “
王从某处上前。
王：
“What’s up, baby?”
钱：
“I want to have a new mobile phone. What do you think of this?”(伸手给看微博)
王：
（看了看微博）
“let me look up its configuration parameters.”(一起去电脑前，点击查询)
刘点击幻灯片。
王：
“Its parameter are seductive with a very high cost performance. Why not take one?”
钱：
“Wow? I can’t agree more. ”
王：
“Wait, baby. It is not so easy to buy one! You have to make an appointment and queue
online. There will be a sale on May 20th. Let us have a try.”
钱：
“OK.”
王、钱下场。再上场。王电脑，钱平板。
旁白：刘：点击幻灯片 May 20th is coming.
王、钱两人分别点击鼠标，面板。
钱：
“oh no, I failed!”
王：
“don’t worry. I just got one!”
钱：
“baby, you are so great!”
王、钱下场。
刘点击幻灯片。
钱上场。
旁白：刘：6 days later.
夏拿快递敲门。钱开门。
夏：
“Hello. Here is your express, please sign for it.”
钱：
（签收）
“Thanks so much.”
夏：
“That’s OK. BYE.”
钱：
“BYE.”钱拆快递，拿出手机，开机，用起来。
钱：
“It works so well!”钱下场。
PART 3
刘，钱带包上场。对面坐吃饭。
王点击幻灯片。
旁白：王：Two weeks after getting the new mobile phone ,
dinner.
Mrs Cao meet her good friend at
演员：
刘：
“Wow, you’ve got a new mobile phone! How is it going?”
钱：
“It’s perfect! I have to recommend it . If you want to get a new one, just consider it."
刘：
“well, I'm just ready for a new mobile phone. I’ll buy one latter."
结束。
王点幻灯片。
王：Millet is gradually expanding its market and gaining its popularity in this way.
Meanwhile it is improving its after-sale service and finally achieves decent results.