2.

INDUSTRY OVERVIEW
HISTORY OF MOBILE MARKET IN INDIA
The first mobile phone connection between Kolkata and New Delhi occurred in 1995. After 25
years, India is currently the world's second-largest smartphone market.

That year, exactly 25 years ago today, West Bengal Chief Minister Jyoti Basu talked to Union
Telecom Minister Sukh Ram in Sanchar Bhavan in New Delhi on the first-ever mobile phone
conversation in India.

The historic call was made between two Nokia handsets via a GSM network using Modi
Telstra's MobileNet service. This marked the beginning of India's telecom revolution, which is
still being spearheaded by businesses such as Jio, Airtel, Vodafone Idea, and BSNL.

CDMA first appeared in 2002. CDMA was a second-generation telecommunications

technology created by Qualcomm in the United States.

At the time, GSM was already the dominant technology for 2G communications, accounting
for 80% of the market. GSM networks were utilised by several Indian telecom companies. Tata
Tele and Reliance, on the other hand, built a CDMA-based network.

Hutch afterwards became a CDMA operator. As a result, CDMA was able to keep its 20%
market share for the time being.

Furthermore, because mobile phones lacked monitoring systems and security features at the
time, thieves could simply take them from unsuspecting individuals and homes.

The grey market in India has grown as a result of the growing usage of mobile phones and SIM
cards. People would commonly purchase smuggled phones on the black market for half the
price because they were free of customs fees. As a result, the mobile phone retail business has
been split into legal sales of branded phones and illicit sales of smuggled handsets.

India had just two mobile manufacturing factories in 2014. However, as internet access grew
more cheap, ecommerce entered India, and Chinese enterprises willing to sell at low prices
swamped the market, demand for smartphones increased.

In terms of popularity, Chinese businesses quickly eclipsed domestic manufacturers such as

Micromax, Lava, and Intex.

2
Mukesh Ambani's Reliance Industries Jio was soft released in December 2015 as a beta for
employees and partners. The service went online in September 2016 and will provide 4G
services with free internet and phone calls till March 31, 2017. In July 2017, Mukesh Ambani
made another significant announcement: the launch of JioPhone, a 4G handset that changed
the way Indians use mobile phones.

All of the market leaders in India's smartphone business are Chinese companies, with the
exception of Samsung, which is located in South Korea. Xiaomi (30 percent market share),
Vivo (17 percent market share), Samsung (16 percent market share), Realme (14 percent
market share), and Oppo (12 percent market share) dominate India's smartphone industry,
according to Counterpoint Research's latest rankings for Q1, 2020.

Despite a recent boycott call, Chinese cellphones produced in India continue to dominate our
market. Samsung is now aiming to capitalise on anti-China sentiment in order to regain market
dominance.

The government also encourages domestic manufacturing through programmes such as the
Production Linked Incentive (PLI) scheme for large-scale electronics manufacturing, the
Scheme for Promotion of Manufacturing of Electronic Components and Semiconductors
(SPECS), and the Scheme for Modified Electronics Manufacturing Clusters (EMC 2.0).

These are expected to expand domestic production of mobile phones and components to Rs 10
lakh crore by 2025, ushering in a new era of Indian mobile phone manufacturing.

CURRENT SCENARIO OF MOBILE RETAIL STORES

Our Q1 2022 Market Monitor report is now available. Each quarter, we provide one infographic
that summarises the smartphone market's activity on a single page.

Some quick observations on the smartphone market:

 In Q1 2022, the worldwide smartphone market fell 8% year on year and 12% quarter
on quarter to 326 million devices.
 Samsung beat Apple to grab the top rank in the first quarter of 2022, with smartphone
shipments growing by 8% year on year to 74.4 million devices.
 In the first quarter of 2022, Apple's shipments fell 1% year on year to 59 million
devices.

3
 Xiaomi, OPPO, and Vivo's component woes persisted, resulting in QoQ and YoY
shipments decreases.
 In Q1 2022, HONOR's shipments increased 148% year on year to 16 million devices.
As a result, its market share increased to 5%, from 4% in Q4 2021 and 2% in Q1 2021.

4
 3. COMPANY PROFILE

PhoneWale:

PhoneWale Ltd. is a large multi-brand retail chain based in Ahmedabad, India, that sells mobile
phones, accessories, connections, and recharge. The first PhoneWale Ltd. store opened its
doors to the people of Ahmedabad in 2017 with the objective of combining the appearance,
touch, and feel of mobile shops. It defines modern retail in the genuine sense by offering
variety, convenience, and elegance. Driven by the concept 'Right Store, Right Price,'
PhoneWale Ltd. has established 180+ one-stop-mobile-shops in 40 Gujarat cities. It has
gradually evolved into Gujarat's largest mobile retail network, having over 180+ touch points
around the state.

PhoneWale Ltd. believes in the potential of big ideas, collaboration, and unification.
PhoneWale Ltd. takes pride in its thorough grasp of consumer demands and well-trained
employees, which are its two greatest strengths. PhoneWale Ltd. distinguishes itself from other
retail chains with a team of over 2000 skilled and devoted employees. It's no surprise that
PhoneWale Ltd. serves 20 lakh pleased consumers for their communication needs. The firm
has good relationships with manufacturers and continues to earn sales awards. PhoneWale Ltd.
aspires to be India's largest retail chain for mobile phones and accessories in the next years,
setting new benchmarks in creative world-class mobile retail.

Address:

Head Office - 1004-1006, Satyam 64, Opp. Gujarat Highcourt, SG Highway Ahmedabad-
380060

Store - Chhapariya Cross Road, opp. Hanuman mandir, Himatnagar, Gujarat 383001

Email: orders@[Link]

Product Range:

5
Mobiles: iPhones | Android Phones | Smart Phones

Mobile Accessories: Airbuds | Neckband | Wired headset | Adapters | Bluetooth

Speakers | Cases & Covers | Cables & Connectors | Power bank | Mobile Chargers

Laptop & All in One: iMac | MacBook

Tabs & iPads: Apple iPads

Tv Television: 4K Ultra HD TVs | Full HD TVs | Smart TVs | Android TVs

TV Screen Size: 32 Inch Smart TV | 40 Inch Smart TV | 43 Inch Smart TV | 49 Inch Smart
TV | 55 Inch Smart TV | 65 Inch Smart TV | 75 Inch Smart TV | 85 Inch Smart TV

Audio: Bluetooth Speakers | Party Speakers | Portable Speakers | Smart Speakers

Wearables: Fitness Tracker | Smart Watches

Personal Care: Personal Care Appliances

Mobiles & Accessories

Buy the most recent and popular Smartphones and Accessories from a broad selection of items
at the best prices and with interesting offers and promotions. PhoneWale Limited collaborates
with leading companies such as Apple, Samsung, OnePlus, Nokia, Oppo, Vivo, Micromax, and
Realme to provide best-in-class Smartphones that fit your budget and requirements. Everyday
accessories that ease and accompany your daily life, such as mobile chargers, connectors,
headphones, headsets, memory cards, power banks, and speakers, are also reasonably priced.

TV & Audio

Upgrade your living space with the newest Smart LED TVs that enhance enjoyment. Check
out the most popular 8K, 4K, Full HD, QLED, and Android Smart TVs from industry giants
such as Samsung, LG, TCL, OnePlus, Mi, and Realme. With our Doorstep Delivery option,
you can amplify your house with our best-selling Audio Streaming Devices and Party Speakers.

6
Smart Technology

Meeting your daily objectives in today's fast-paced world is surely difficult! With PhoneWale
Limited's innovative Smart Wearable devices, you may achieve your daily objectives and
fitness wellbeing like a pro. Fitness Trackers, Smartwatches, Smart Trackers, and Smart
Speakers from top manufacturers including Amazon, Apple, Boat, Fitbit, Amazfit, Fire-bolt,
5E, Noise, Realme, Pebble, Marshall OnePlus, Samsung, and Xiaomi are available.

No Cost EMI

PhoneWale Limited provides a variety of payment alternatives and expands the possibilities of
purchasing your favourite smartphone. You can only get the No Cost EMI option on particular
goods from certain banks and debit/credit cards.

Discounts, Cashbacks and Offers

PhoneWale believes in customer pleasure and strives to provide the greatest goods with
interesting discounts, deals, and cashbacks. Keep an eye out for our incredible special and
festive day bargains on our website/stores and stock up on your favourite goods.

7
 4. LITERATURE REVIEW

Review 1: The paper mostly discussed the difficulty encountered and the recommended
remedy of the Xiaomi Company in India. The first two sections are an introduction and
why Xiaomi is targeting India. The third section discusses the three issues that Xiaomi
faces when operating in India: first, low brand awareness, which makes it difficult to
attract customers; second, a lack of patent reserves and Standard Essential Patent, which
leads to patent disputes; and finally, quality and after-sales service issues, which
influence purchase intent and word of mouth. The fourth section examines the root of
the problem using Xiaomi's SWOT analysis. The fifth section contains the choice
criteria and various solutions to the previously mentioned difficulties.
Citation: Jinan University, Qian Shan, Zhuhai

Review 2: Several observations have been made that each Smartphone has its own
benefit and luxury provided by the corporations. According to user perspective,
Xiaomi's product features are not as appealing as those of its competitors (such as
Samsung). To meet client expectations, the corporation must enhance each of its goods.
It is advised that the corporation introduce smarter phones with standard quality for
lower classes as this would help them reach more consumers as the country's lower-
class population is large.

Citation: Shilpa Lalwani

Review 3: A firm founded only eight years ago has grown to become one of the world's
top smartphone manufacturers, accounting for 57% of the Indian smartphone market.
Xiaomi is India's largest international success story to far, with no traditional
advertising, newspaper ads, or hoardings, simply a high-quality, low-cost device that
appears to be outperforming other smartphone competitors in the Indian market. A
Chinese brand with no advertising costs and the appropriate marketing strategy has now
become India's top selling brand and the world's fourth largest smartphone player. As a
result, we argue that marketing and advertising are distinct concepts. To become the
top brand in any business, it is not necessary to generate traditional ads or print ads;
rather, it is necessary to connect with its consumers, learn their wants, and then build a
product appropriately.

8
This was Xiaomi’s way of marketing when they became the NO.1 Smart Phone brand
in India.
Citation: Hanisha A Chhabra, Ajinkya B Metkar (2019)

Review 4: Xiaomi has the most distinct strategy of the three market leaders. Xiaomi,
despite its youth, has achieved rapid development through a combination of product
innovation and cost leadership. While this model does not generate significant profit
solely from the hardware business (in fact, the target profit promise is less than 5%),
Xiaomi intends to generate profits primarily through an innovative service-based model
in which smartphones are primarily viewed as tools for selling internet services to users.
My general impression of the study findings is that they are mostly just presenting the
obvious facts and offering descriptions of the current state of the smartphone business.
Citation: Nikolai Sedov (2020)

Review 5: This case study looked at Xiaomi as a developing multinational entering and
operating in India, a rapidly growing smartphone market. This report analysed Xiaomi's
plans and experience entering the Indian smartphone market from China by analysing
multiple sources of information. The goal was to determine if rising multinationals have
similar histories and objectives for foreign expansion, and whether obstacles owing to
limited resources and competencies foster any specific strategic distinctions in
emerging markets. This case study relied heavily on secondary sources, as well as an
internal corporate report and a few targeted interviews. In particular, the experience of
Samsung is examined to give strategic implications in order to identify the
characteristics of growing global companies from the established.
Citation: Jae Hoon Hyun (2015)

Review 6: Such techniques were previously unheard of, but with the arrival of Xiaomi,
it presented an entirely new perspective, and the firm was widely welcomed by its
residents. Xiaomi never positioned itself as a 'Premium Smartphone brand,' instead
targeting the lower and upper-middle-class stratum with distinctive goods at an
inexpensive price. This was first questioned by a particular class of clients due to their
anti-China prejudice, but with their innovative marketing methods and strengthened
sales and service in subsequent years, this was proven.

9
The unsettled bewildered greatly disarranged such clients, eventually turning their
minds and transforming them into the entity's faithful customers.
Citation: Debendra Prasad Kundu (2019)

Review 7: This study stated that it is critical in today's business sector to analyse the
marketing technique utilised in the Redmi mobile phones. The survey results suggest
that the majority of users are happy with the Redmi mobile phones, however there are
certain drawbacks such as price increases and other factors such as product design. If
required, the efforts to resolving concerns with keeping Redmi mobile phone users will
be extensive. If the firm can comprehend the consumer's preferences and general
perception, it will build a marketing plan. As a result, it will develop Redmi mobile
phone Company's marketing strategy and market share.

Citation: Nandhini Senthilkumar (2020)

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 5. RESEARCH METHODOLOGY

OBJECTIVE OF THE STUDY

The main objective of this study is to examine how PhoneWale's marketing mix strategy in
Himatnagar city affects decisions about customer happiness.

The following are the secondary goals:

- To determine which marketing methods, have an impact on customers' choices at the

PhoneWale store in Himatnagar City while buying mobile devices or mobile
accessories.

- To investigate the degree of customer satisfaction with mobile phone purchases in

Himatnagar City.

- To ascertain the connection between marketing strategy and consumer choice.

- To better comprehend the opinions of clients toward PhoneWale's influencing factors,

such as the EMI option on a variety of mobile phones.

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SCOPE OF THE STUDY

I will focus on marketing strategies involving products, pricing, location, and promotion, as
well as on people, processes, and tangible data that have an impact on mobile phone customers'
levels of consumer satisfaction, in accordance with the study's objectives. We chose to utilise
a questionnaire and observation to collect data from visiting consumers because this study only
had a limited sample size.

SAMPLING & DATA COLLECTION METHOD

Sampling Technique:

In this study, I use a non-probability selection method called convenience sampling, where
participants are picked based on their ease of accessible and proximity to the study site.
Additionally, convenience sampling is used because samples are obtained from the PhoneWale
Mobile store in Himatnagar.

Source of data:

A. Primary Data:

The term primary data is used to refer to data collected by the researcher directly
himself. In this research, I used two methods:

1) Questionnaire
2) Observation

B. Secondary Data:

Secondary data refers to the data which have already been collected and analysed by
someone else usually published data are available on:

1) Official Websites
2) News articles
3) Social media posts
4) Old research papers

Sample size: 80 Respondents

Location: Mahavir Nagar, Himatnagar

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LIMITATION OF THE STUDY

- It is important to recognise the study's limitations. This study has serious flaws due to
the small sample size and inability to detect respondents' bias.
- The marketing mix used by PhoneWale is the exclusive topic of the current article. If
PhoneWale focused more on its after-sales services and its service centres were
equipped to complete repairs quickly, it might draw more customers.
- Mahavir Nagar is the location of the PhoneWale store. As a result, it is impossible to
identify the responders by location.
- Last but not least, because the study primarily focused on Himatnagar City, its findings
cannot be extrapolated to other locations.

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 6. THEORETICAL BACKGROUND
GROWTH OF MOBILE MARKETING

Advertising budgets for mobile as well as traditional media have increased as a result of the
rising demand for smartphones (which are becoming more inexpensive globally) and the
widespread use of social networks.

- Growth of mobile phone usage

More than half of the world's population now uses mobile devices to access the internet, and
teenagers spend the most time using them—185 minutes daily, compared to 110 minutes for
mostly working professionals in the 25–45 age range and 43 minutes for seniors in the 45+ age
range—using a smartphone, tablet, or wearable device (Statista, 2016).

From 123.9 million devices sold in 2007 to $1,471 million in 2016, the smartphone market has
increased (IDC, 2016). The strong acceptance of mobile internet throughout the world has been
fueled by falling prices for mobile devices and data subscriptions, as well as the low uptake of
fixed broadband (Kumar and Kumar, 2017). Numerous chances for marketers have arisen as a
result of the enormous development in the number of mobile users and smartphones. According
to Zenith (2016), mobile devices will be used for 73% of online time in 2018, up from 70% in
2017. Because of this, marketers are allocating a sizeable portion of their overall marketing
resources to mobile-based initiatives that have creative designs.

- Growth in mobile advertisement budgets

Organizations all around the world are transferring their resources from desktop/laptop-based
marketing to mobile-based marketing channels and increasing their expenditure on mobile ads.
In 2017, 54% of all online advertising earnings came from mobile device delivery of
commercials, according to a survey by marketing research firm IAB. In 2018, internet spending
on mobile devices will make up 60.3% of total spending and 23.3% of all spending (Austin et
al., 2016). With an increase of 40% year over year in the USA, mobile advertising has a six-
year compound annual growth rate (CAGR for 2012–2017) of 76.8%. (IAB, 2017).
Additionally, it is predicted that by 2019, mobile ad expenditures would surpass TV by $6.29
billion, rising to $82.31 billion (McNair, 2017). These figures in turn, provide a very high
motivation towards the mobile marketing campaigns.

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 - Growth of mobile apps

The newest option for firms to connect with their consumers repeatedly is mobile applications.
Because mobile applications can be developed more quickly than PC apps and are more cost-
effective for businesses, many more apps are released every year. As of March 2018, mobile
users have access to 2 million applications in the Apple App Store and more than 3.8 million
apps in the Android Market (Statista, 2018). Mobile app usage has a wide range of uses,
including cartoon games and fitness. The revenue from apps has increased quickly as a result
of the rising use of mobile devices and the accessibility of quicker and more inexpensive
internet. There are several methods for applications to make money, such as by charging a
small fee for each download or charging users to upgrade from a sample version that is
available for free. Users are eager to pay for exclusive extras or virtual goods in mobile gaming
settings, among other things. Although a user may not be ready to invest money on a premium
app until they have used it, it is also common to pay to upgrade a free app to a more feature-
rich or ad-free version. Over the past two years, total consumer spending through Google Play,
the iOS App Store, and independent android storefronts has increased by more than double to
over $86 B. (App Annie, 2018). In-app advertising sales are expected to increase from 40.5
billion USD in 2015 to 117.2 million USD in 2020, according to data analytics company
Statista (Statista, 2017).

15
MOBILE MARKETING CHANNELS

Since voice calls and SMS have expanded along with mobile phones, there are now many ways
to communicate with clients. All internet-specific channels are now accessible via mobile
internet, which is supported by smartphones with much larger displays and more powerful
computers than feature phones. Understanding the target demographic, creating content with
mobile platforms in mind, and strategically utilising SMS/MMS marketing and mobile
applications are all necessary for effective mobile advertising. The phrase "mobile marketing"
is often understood to refer to marketing efforts carried out on mobile devices like smartphones
and tablets. Therefore, the strategy of the marketing campaigns may incorporate one or more
channels based on the marketer's specific focus. The graphic displays the most popular
channels for mobile marketing.

- Display marketing

Digital banners used in display marketing are similar to traditional banners and posters used in
branding and awareness initiatives. Prominent mobile applications, popular online portals, and
websites relating to the subject, such as [Link] (an automotive web portal), Shiksha
(an education portal), and Yahoo (a general web portal), all show banners of varying sizes.
Most websites have responsive designs that prominently display these banners. These websites
are being seen by a sizable percentage of mobile visitors. These banners include new products,
CSR initiatives, exclusive offers, and discounts, among other things. Customers are drawn to

16
them thanks to their engaging visuals, live photos, and rich multimedia material (animations,
gifs, etc.), which leads to successful marketing efforts. Mobile advertisements can be
advantageous when positioned in context-relevant situations, while being less successful than
videos (e.g., related magazine or newspaper article). The In&T research offered the first
concrete proof that larger mobile banners—as opposed to smaller "pencil" banners—were more
effective at raising awareness. Findings from AT&T, Coca-Cola, and Walmart also showed
that the frequency of the banners has a "linear" connection, meaning that more exposure to the
banners will have a greater impact even at a higher frequency (Bakopoulos et al., 2017). One
of the biggest obstacles to the effectiveness of display marketing on mobile phones is choosing
the correct mobile app or website, as well as colours, high-quality visuals, and high-quality
content.

- Video marketing

Mobile-based video platforms are becoming more and more popular every day. In 2018, there
were more than one billion users of YouTube. In terms of active users, YouTube has also been
the top video streaming service in the USA and the UK (Techcrunch, 2017). Videos are also
vital for businesses at the same time. In their research before making a purchase, 80% of
millennials look at video material (O'Neill, 2015). Due to clients finding it easier to pay for
subscription-based services via the video apps, the revenue of the top video mobile apps is also
rising. This has created a wide range of options in the field of video marketing. In response,
Facebook introduced Facebook Live, Twitter adopted live video streaming, and Instagram
expanded its maximum video duration to 60 seconds. These films draw viewers' attention and
provide them with interstitial or superstitious adverts.

- Games-based marketing

With over 2.3 billion gamers worldwide, it was predicted that the gaming market will reach
$137.9 billion in 2018. Mobile gaming will now account for more than half of all sales, with
income from smartphones and tablets increasing by 25.5% annually to $70.3 billion (Newzoo,
2018). In 2017, the worldwide market for mobile gaming brought in almost $46 billion. Mobile
gaming generates income that is roughly identical to that of Hollywood movies in the same
amount of time. Avatar, a movie, made $3.18 billion in 55 months, but Clash of Clans made
$3.84 billion in the same period (Newzoo, 2016). The marketers may harness the power of play
to increase sales by including game components into their marketing strategy.

17
In-game advertising takes into account the incorporation of goods and business names into
video or computer games. In-game marketing comes in two varieties. The main drawback of
static advertising is that they are fixed in the game and cannot yet be removed (Terlutter and
Capella, 2013). Because dynamic advertisements are changeable, they may be utilised to
provide up-to-date information. They permit the addition of fresh advertising messages,
preventing the ads from becoming obsolete (Nelson, 2002). Advertising games are created
specifically to promote particular businesses or goods. According to Terlutter and Capella
(2013), the three main benefits of games are their efficacy owing to their accessibility and the
fact that they need little time to play. Although many of them may promote harmful items,
they are occasionally criticised for their immoral character (tavljanin et al., 2017).

- Social media marketing

Social media has become a well-known marketing tool due to its large user base and high
degree of interaction. Even though 80% of social media time is spent on mobile devices, it's
not always evident how to turn this into money. Instagram debuted Instagram Stories in 2016
along with a number of user-friendly analytics and advertising features. Instagram's proportion
of iPhone ad impressions on the Facebook ad network climbed by over 50% over the course of
the next three months. For marketers, social media networks provide a variety of marketing
options, including corporate pages, interest groups, banner ads, embedded videos, and social
media platform-based games (like Farmville) (subscribe and buy online). For person-to-person
communication, social media mobile applications including Facebook Messenger, Whatsapp,
WeChat, and Telegram have been introduced. Social media platforms provide marketers a
wealth of chances in terms of consumer involvement, branding, product launches, and customer
research.

- Content marketing

The Content Marketing Institute (2018) states that "content marketing is the marketing and
business process for creating and distributing relevant and valuable content to attract, acquire,
and engage a clearly defined and understood target audience" Content (commonly known as
blogs) were the first major product of the internet in the 1970s until the 1990s, being used by
researchers and scientists to share their findings. Advertisers have a fantastic chance to publish
tales, promote useful products, and offer insights that aren't otherwise attainable through other
media. Today, businesses of all sizes, like P&G, Microsoft, Cisco Systems, and John Deere,

18
use content marketing. Additionally, tiny firms and one-person operations from all over the
world create and implement it.

- Search marketing

The clients' mobile phones are always on and highly useful. They can always take out their
phone and look for stuff that could be exciting. Users can speak their search query into the
qwerty keyboard or the search engine will recognise it, and the best results, along with some
sponsored links, will be displayed as output.

Compared to search marketing on laptops or desktops, mobile search marketing is even more
appealing to marketers due to its distinctive qualities. Making websites more mobile-friendly
and optimising content for search engines are the fundamental strategies to take advantage of
this potential. For the marketers, responsive websites or specialised mobile-friendly versions
of websites are vital. In order to improve the efficiency of their efforts, advertisers must take
both paid and organic marketing into account.

- In-app advertisements

Marketers now have a new channel for their mobile marketing initiatives thanks to the
expanding variety and number of applications. The use of banner ads, sponsored content,
interactive forms and surveys, and animations is possible on apps for social media, e-
commerce, news, gaming, and other purposes. Marketers may use this channel to display their
content and earn more money. The possibility to designate space for these marketing items is
available to app developers as well. Around 30% of consumers worldwide solely utilise mobile
devices.

Indians spend 89% of all of their internet minutes on a phone, according analytics firm
Comscore. Argentina (77%) and Mexico (80%) were the other markets where people primarily
used their mobile phones for internet activity (Times of India, 2017). The industry's ad spend
strategy was rapidly altered by this fondness for in-app. For instance, Facebook increased its
mobile app income from almost nothing to 41% of its total revenue in just a year. A significant
portion of the money is generated via mobile app-based adverts in addition to mobile
commerce. This considerable income from video and display adverts in both gaming and non-
gaming apps is important for the developers and demonstrates how marketers are using mobile
apps as a platform to show off their goods to consumers.

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 - Short message services (SMS) marketing

During the early years of mobile communication, SMS services grew in popularity. Both
marketers and consumers view SMS as simple, affordable, and very result-oriented. Since these
messages don't rely on the internet, they may be used by users of feature phones as well. In
addition to the standard text, contemporary SMS messages may also contain links to websites
or mobile app downloads. To make it easier for interested consumers to get additional
information, several businesses and advertising agencies incorporate text message numbers in
their commercials. This form of advertising uses effective wireless communication channels to
strengthen client connections and conduct direct marketing and promotional activities (Frolick
and Lei-Da, 2004). SMS offers the chance to share a brief message (between 140 and 160
characters) regarding the good or service, which might prompt a response or lead to a purchase.
Additionally, SMS advertising has been identified as a very successful marketing tool with
strong development potential in the next years. This allows marketers to maximise the impact
of their campaigns and is well suited for both pull and push promotions (Frolick and Lei-Da,
2004; Roozen and Genin, 2008).

- E-mail marketing

All e-mail service providers have mobile apps, and smartphones are the most popular device
for checking personal e-mail. Modern marketers must reconsider their email marketing
approach in order to take into consideration the where, when, and how their target audience
interacts with the emails they send. Businesses must embrace a "mobile-first" approach due to
the increasing popularity of iPhone, Android, and tablet devices. Due to more respondents
utilising desktops/laptops to access their professional e-mails, 75% of consumers prefer to use
mobile phones for routinely checking their e-mails, and this ratio is extremely similar to the
desktop or laptop (79%) (Dietzen, 2017). The inclination for mobile phones is greater when it
comes to personal e-mail, which is perfect for marketers. Marketers have the chance to provide
links to their applications or websites as well as additional in-depth information in the email
body.

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 7. DATA ANALYSIS AND INTERPRETATION

Data analysis involves converting a series of recorded observation (data) into descriptive
statements (information).

1) Gender:

Gender:
Cumulative
Frequency Percent Valid Percent Percent
Valid Male 48 60.0 60.0 60.0
Female 32 40.0 40.0 100.0
Total 80 100.0 100.0

Table show that the frequency of gender respondents. In this research, male respondents
were 48 frequency or 60% while female respondents were 32 frequency or 40%.
Therefore, male respondents were more than female in this study.

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2) Age:

How old are you?

Cumulative
Frequency Percent Valid Percent Percent
Valid Less than 20 12 15.0 15.0 15.0
21-30 years old 54 67.5 67.5 82.5
31-40 years old 10 12.5 12.5 95.0
41-50 years old 4 5.0 5.0 100.0
50+ years old 0 0 0
Total 80 100.0 100.0

Above table show that the majority of respondents age between 21 to 30 were 54
frequency or 67.5, second largest group of age between Less than 20 were 12 frequency
or 15%, others the ages of 31-40 years old, between 41 to 50 and over 50 were 10, 4
and 0 frequency or 12.5%, 5% and 0% respondents respectively.

22
3) Employment Status:

What is your employment status?

Cumulative
Frequency Percent Valid Percent Percent
Valid Government Employee 6 7.5 7.5 7.5
Private Employee 18 22.5 22.5 30.0
Self-Employee/Own 15 18.8 18.8 48.8
business
A homemaker 2 2.5 2.5 51.2
A student 38 47.5 47.5 98.8
Unable to Work/Disability 1 1.3 1.3 100.0
Total 80 100.0 100.0

The respondents of occupation according to survey collection in this research. The most
respondents of Frequency a student were 38 or 47.5%, second respondents of Private
employee were 18 frequency or 22.5%, self-employee were 15 frequency or 18.8%,
Government employee 6 frequency or 7.5%, a homemaker 2 frequency or 2.5% and
unable to work only single response or 1.3%.

The bar chart clearly shows that student purchasing mobile because of online class in
himatnagar city.

23
4) What is the highest degree or level of school you have completed?

What is the highest degree or level of school you have completed?

Cumulative
Frequency Percent Valid Percent Percent
Valid High school 22 27.5 27.5 27.5
Bachelor's Degree 39 48.8 48.8 76.3
Master's Degree 14 17.5 17.5 93.8
PhD 2 2.5 2.5 96.3
Diploma 3 3.8 3.8 100.0
Total 80 100.0 100.0

According to profile of frequency of educational level, most respondents of 39 frequency

or 48.8% were bachelor’s degree and high school people were 22 frequency or 27.5%,
master’s degree were 14 frequency or 17.5%, on the other hand, diploma and PhD were
3 & 2 frequency or 3.8% & 2.5 respectively.

24
5) What is your monthly income?

What is your monthly income?

Cumulative
Frequency Percent Valid Percent Percent
Valid Not earning yet 30 37.5 37.5 37.5
Less than 10000 7 8.8 8.8 46.3
10000-20000 12 15.0 15.0 61.3
20000-30000 16 20.0 20.0 81.3
30000-40000 10 12.5 12.5 93.8
40000-50000 3 3.8 3.8 97.5
Above 50000 2 2.5 2.5 100.0
Total 80 100.0 100.0

As per my research, majority of buyer are student which are not earning yet as
shown in bar chart. The frequency of student is 30 or 37.5% followed by people
which earn 20000-30000 is 16 or 20%. Remaining frequency 10000-20000, 30000-
40000, 40000-50000 and above 50000 are 12 or 15%, 10 or 12.5%, 3 or 3.8% and
2 or 2.5% respectively.

25
6) Which type of phone do you use?

Which type of phone do you use?

Cumulative
Frequency Percent Valid Percent Percent
Valid Normal Smartphone (Priced 15 18.8 18.8 18.8
under 12000)
Mid-Range Smartphone 31 38.8 38.8 57.5
(Priced under 20000)
Premium Mid-Range 20 25.0 25.0 82.5
Smartphone (Priced under
30000)
Flagship Smartphone (Priced 14 17.5 17.5 100.0
above 30000)
Total 80 100.0 100.0

As show in bar chart, number of mid-range device user is highest frequency 31 or 38.8%
followed by normal smartphone and premium mid-range smartphone user were 15 or
18.8% and 20 or 25% respectively. Remaining respondents are Flagship smartphone user
frequency were 14 or 17.5%.

26
7) How do you feel about ads and product presentation of Phone Wale?

How do you feel about ads and product presentation of Phone Wale?
Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly dissatisfied 3 3.8 3.8 3.8
Dissatisfied 1 1.3 1.3 5.0
Moderate 10 12.5 12.5 17.5
Satisfied 33 41.3 41.3 58.8
Strongly satisfied 33 41.3 41.3 100.0
Total 80 100.0 100.0

According to table, satisfaction level in price of mobile shows that strongly satisfied
respondents were the majority of 33 frequency or 41.3%. satisfied respondents were
equally largest group of 33 frequency or 41.3%, while moderate respondents were 10
frequency or 12.5%. The rest of respondents which were dissatisfied and strongly
dissatisfied 3, 1 frequency or 3.8%, 1.3% respectively in this research.

27
8) What is your satisfaction level of using mobile purchase from Phone Wale?

What is your satisfaction level of using mobile purchase from Phone

Wale?
Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly dissatisfied 1 1.3 1.3 1.3
Dissatisfied 3 3.8 3.8 5.0
Moderate 9 11.3 11.3 16.3
Satisfied 31 38.8 38.8 55.0
Strongly satisfied 36 45.0 45.0 100.0
Total 80 100.0 100.0

According to table, satisfaction level in price of mobile shows that strongly satisfied
respondents were the majority of 36 frequency or 45%. Satisfied respondents were
second largest group of 31 frequency or 38.8%, while moderate respondents were 9
frequency or 11.3%. The rest of respondents which were dissatisfied and strongly
dissatisfied 3, 1 frequency or 3.8%, 1.3% respectively in this research.

28
9) What is main reason to buy mobile?

What is main reason to buy mobile?

Cumulative
Frequency Percent Valid Percent Percent
Valid Pricing 20 25.0 25.0 25.0
Build Quality 3 3.8 3.8 28.7
Features 28 35.0 35.0 63.7
Gaming 4 5.0 5.0 68.8
New Technology 18 22.5 22.5 91.3
New Design 7 8.8 8.8 100.0
Total 80 100.0 100.0

As shown in table, there are 3 major reasons for buying mobile are Pricing offer by
Phone Wale , Features and New technology were 20, 28 & 18 frequency or 25%,
35% & 22.5% respectively.

29
10) How do you think the price and quality of Smartphone offered by Phone Wale Store?

How do you think the price and quality of Smartphone offered by Phone
Wale Store?

Cumulative
Frequency Percent Valid Percent Percent
Valid Cheap and good quality 55 68.8 68.8 68.8

Cheap and bad quality 3 3.8 3.8 72.5

Expensive and good quality 20 25.0 25.0 97.5

Expensive and bad quality 2 2.5 2.5 100.0

Total 80 100.0 100.0

As shown in table, people perception about smartphone is cheap and good quality which
show affordability of smartphone then competitors by Phone Wale Stores. The frequency
65 or 68.8 for cheap and good quality.

30
11) You make the decision to buy a smartphone based on….?

You make the decision to buy a smartphone based on….?

Cumulative
Frequency Percent Valid Percent Percent
Valid Good previous experience 17 21.3 21.3 21.3
Friends’ recommendation 21 26.3 26.3 47.5
Reviews from YouTube 27 33.8 33.8 81.3
Ads 8 10.0 10.0 91.3
Sellers’ Suggestions 7 8.8 8.8 100.0
Total 80 100.0 100.0

According to table, the major number of respondents making decision by watching

reviews from YouTube before any purchase. The frequency were 27 or 26.3 of reviews
from youtube, followed by friend’s recommendation were 21 or 26.3%, good previous
experience were 17 or 21.3% then ads and sellers suggestions were 8 & 7 or 10% & 8.8%
respectively.

31
12) Do you feel completely satisfied with all facilities provided by Phone Wale Mobile
Store?

Do you feel completely satisfied with all facilities provided by

Phone Wale Mobile Store?
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 63 78.8 78.8 78.8
Maybe 2 2.5 2.5 81.3
No 15 18.8 18.8 100.0
Total 80 100.0 100.0

As shown in Bar chart, respondents are mostly satisfied with all facilities provide by
Phone Wale Stores. The frequency of yes responses were 63 or 78.8%, no responses were
15 or 18.8 and maybe were 3 or 2.5%.

32
13) Would you recommend the Phone Wale to friends and family for any mobile purchase?

Would you recommend the Phone Wale to friends and family for
any mobile purchase?

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 72 90.0 90.0 90.0

May be 4 5.0 5.0 95.0

No 4 5.0 5.0 100.0

Total 80 100.0 100.0

As shown in table 7.23, respondents 72 frequency or 90% of yes responses for recommend
Phone wale to family and friends.

33
 FINDINGS & SUGGESTIONS

Findings:

- In this research, male respondents were 48 frequency or 60% while female respondents
were 32 frequency or 40%. Therefore, male respondents were more than female in this
study.
- The respondents of occupation according to survey collection in this research. The
most respondents of Frequency a student were 38 or 47.5%, second respondents of
Private employee were 18 frequency or 22.5%, self-employee were 15frequency or
18.8%, Government employee 6 frequency or 7.5%, a homemaker 2 frequency or 2.5%
and unable to work only single response or 1.3%.
- As per my research, majority of buyer are student which are not earning yet as shown
in bar chart. The frequency of student is 30 or 37.5% followed by people which earn
20000-30000 is 16 or 20%. Remaining frequency 10000-20000, 30000-40000, 40000-
50000 and above 50000 are 12 or 15%, 10 or 12.5%, 3 or 3.8% and 2 or 2.5%
respectively.
- As shown in table, there are 3 major reasons for buying mobile are Pricing offer by
Phone Wale , Features and New technology were 20, 28 & 18 frequency or 25%, 35%
& 22.5% respectively.
- the major number of respondents making decision by watching reviews from YouTube
before any purchase. The frequency were 27 or 26.3 of reviews from youtube, followed
by friend’s recommendation were 21 or 26.3%, good previous experience were 17 or
21.3% then ads and sellers suggestions were 8 & 7 or 10% & 8.8% respectively.

Suggestions:

- It was proposed in this study that PhoneWale's offline marketing strategy and tactics
may be strengthened. Because smartphones purchased via e-commerce websites are not
available at PhoneWale locations in small towns like Himatnagar, it would be great to
have distribution strategies in place. Additionally, I believe that PhoneWale should give
customers more EMI options, as many buyers are unable to pay the whole cost of a
smartphone.
- Additionally, PhoneWale encourages customers to buy used phones because doing so
lessens e-waste.

34
 CONCLUSION

PhoneWale is upending Gujarat's retail store sector with its innovative company model and
intriguing marketing strategy. Xiaomi sought to implement a strategy that would be
effective in offering high-quality goods at competitive prices throughout Gujarat and all of
India. Its attempt to integrate a crowdsourcing method into its product marketing process
has proved effective.

According to this study, it is crucial to look at the marketing strategy used by the PhoneWale
mobile shop in the present business environment. The majority of consumers are satisfied
with the PhoneWale shop, according to poll results, in part because of the low costs and
other features like the reasonable EMI option for Premium Phones.

This study also examines three other components of the traditional marketing mix, such as
people, process, and tangible proof, illustrating PhoneWale's unique approach to interacting
with their clients.

35
 BIBLIOGRAPHY

Kotler, Philip, Keller, Lane (2005). Marketing Management. Sl: Prentice Hall.

Beristain, J. J., & Zorrilla, P. (2011). The relationship between store image and store
brand equity: A conceptual framework and evidence from hypermarkets. Journal of
Retailing and Consumer Services, 18(6), 562–574.

Article by Aditya Shastri on Xiaomi’s Diligent Marketing Route – A Marketing Strategy

Case Study, [Link]

The World's Largest Smartphone Markets by Felix Richter, Jun 30, 2021,
[Link]
smartphone-users/

Ajax Persaud, I. A. (2012). Innovative mobile marketing via smart phones: Are
consumers ready? Marketing Intelligence & Planning, 30(4), 418-443. DOI: http:
[Link]/ 10.1108/02 634501211 23 1883.

Golder P.N. and Telis G.J., (1993), “Pioneer Advantage: Marketing Logic or Marketing
Legend?” Journal of Marketing Research, Vol. 30, No. 2 pp. 158-170
Zott, C., Amit, R., & Massa, L. (2011). The business model: recent developments and
future research. Journal of management, 37(4), 1019-1042.

36
 ANNEXURE

QUESTIONNARIE:

1) Name: ___________________________________________________________
2) Gender:
a) Male
b) Female
3) How old are you?
a) Less than 20
b) 21-30 years old
c) 31-40 years old
d) 41-50 years old
e) 50+ years old
4) What is your employment status?
a) Government Employee
b) Private Employee
c) Self Employed/Own Business
d) A homemaker
e) A student
f) Military
g) Retired
h) Unable to work
5) What is the highest degree or level of school you have completed?
a) High School
b) Graduate/Bachelor’s Degree
c) Post Graduate/Master’s Degree
d) Doctorate/PhD
e) Diploma
6) What is your monthly income?
a) Not Earning yet
b) Less than 10000
c) 10000-20000
d) 20000-30000
e) 30000-40000

37
 f) 40000-50000
g) Above 50000
7) Which type of phone do you use?
a) Daily driver/ Priced under 12000
b) Mid-Range Smartphone/Priced under 20000
c) Premium Mid-Range Smartphone/ Priced under 30000
d) Flagship Smartphone/ Priced above 30000

8) How do you feel about ads and product presentation of Phone Wale?
a) Strongly dissatisfied
b) Dissatisfied
c) Moderate
d) Satisfied
e) Strongly satisfied
9) What is your satisfaction level of using mobile purchase from Phone Wale?
a) Strongly dissatisfied
b) Dissatisfied
c) Moderate
d) Satisfied
e) Strongly satisfied
10) What is main reason to buy mobile?
a) Pricing
b) Build Quality
c) Features
d) Gaming
e) New technology/ new design
11) How do you think the price and quality of Smartphone offered by Phone Wale
Store?
a) Cheap and good quality
b) Cheap and bad quality
c) Expensive and good quality
d) Expensive and bad quality
12) You make the decision to buy a smartphone based on….?
a) Good previous experience

38
 b) Friends’ recommendation
c) Reviews from YouTube
d) Ads
e) Sellers’ Suggestions
13) Do you feel completely satisfied with all facilities provided by Phone Wale Mobile
Store?
a) Yes
b) May be
c) No
14) Would you recommend the Phone Wale to friends and family for any mobile
purchase?
a) Yes
b) May be
c) No

39