Cb Final Report (1)

7/23/2019 Cb Final Report (1)

http://slidepdf.com/reader/full/cb-final-report-1 1/16

Noir S2

Consumer Behavior

Submitted to: Miss Fareen Razzak

Presented By:

M.Faizan Najeeb

Ali ani!

Faraz Ashra!

S.Shuja aider



A"kno#led$ement

We would like to express our special thanks of gratitude to our teacher

Fareen Razzak who gave us the this opportunity to do this great project

on the % Mobile S& for Consumer Behavior, which also helped us in

doing a lot of research and we cae to know a!out so any new things

We are really thankful to her"

Secondly, we would also like to thank our parents and friends who

helped us in finishing this project within liited tie"



'able o! Contents

Introduction

Segmentation and Positioning Strategy

Target Market

Internal Infuences

Perception

Motivation

Personality

Attitude

Changing consumer’s basic motivation unction

Associating the product !ith the admired group

"esolving t!o conficting attitudes

Altering components o the multi attributes model

Changing the consumers’ belie about competitors’ brand

Cognitive dissonance

#ehavioral learning

Classical conditioning"epetitive

Stimulus discrimination

Involvement theory

Cognitive learning

Measures o consumer learning

$%ternal Infuences

"eerence groups and appeals

&amily

Social Class

Culture

"ecommendations



(ntrodu"tion

With a large nu!er of #akistani consuers$ and !asic o!ile phones !ecoing ore

sophisticated e%uipent, a local copany sees to take advantage of increased appetite of

cellular ultitasking &'(o!ile, the first o!ile phone copany in #akistan, entered the arket

of handsets packed with high'end features at very copetitive prices in the arket of #akistan)

and sees to !e doing a great work as a local copany" *he copany !egan their journey with

sales of !asic o!ile phones aking their low'end devices still the largest part of their incoe"

&'o!ile has a !road custoer !ase in rural #akistan, which represents ore than +- of the

population" &'(o!ile has !uilt a strong iage in the arket) providing enough high'end features

at an afforda!le price for ost #akistanis" .eavy arketing capaign has also helped the

copany to !uild a strong !rand" *his is one of the ain reasons for the success of the !rand"

*he copany has even used product placeent as an advertising techni%ue to proote their

products" Well known #akistani and /nternational cele!rities have endorsed the !rand$s

products" .ere we are going to discuss the recently launched Noir S2 and its capaign"

Se$mentation and Positionin$ Strate$y

*he !ase of Segentation of &'o!ile Noir series is psychographic as it divides the arket on

the !ases of lifestyles, value and interests" /t is !ased on the assuption that the type of product

and !rand an individual will !uy will reflect his0her characteristics and patterns of lifestyle" S2

specifically targets people who are or want to !e independent, adventurous and have this new

1selfie craze, which is fulfilled !y the ega pixel front caera" S2 is a sart phone with

uni%ue features at a very low price as copared to other !rands" So people who want rearka!lefeatures at fewer prices will go for S2 instead of any other ulti'national !rand, as they are way

too expensive" *hey play with the psyche of people, as ost people want astonishing features !ut

they can$t afford to !uy as other !rands are way too expensive" &'o!ile gives those people the

chance to experience it at low price and they provide the value for oney" S2 creates its !rand

iage in the ind of the consuer as one of the !est 1selfie sart phone !rand and after !uying

their o!ile phones it will affect your personality a lot in a positive way like, it will give a

charing and graceful personality"



'ar$et Market

&'o!ile has targeted iddle class through its S2" 3s iddle class is educated and well aware

a!out the latest features and ajority of the wish to use those features like touch screen, 4g

supported, latest android software, long !attery, $ood )uality "amera, Wi'Fi, user friendly etc,

!ut couldn$t afford the !ecause other !rands providing those features are way too expensive"

So, they targeted those people and give the the pleasure of using what they want to in lesser

prices" *heir priary target arket is therefore Sec 5 and 6"



(nternal (n!luen"es

*he consuer !ehavior is actually the !ehavior which consuer shows in looking for !uying,

utilizing, evaluating 7 disposing of products and services that they expect will satisfy their

needs" *hese !ehaviors are influenced internally 7 externally" /f we talk a!out the internal

factors that influences the consuer !ehavior, there we have)

• #erception

• (otivation

• #ersonality

• 3ttitude

Per"e*tion

*he & (o!ile S2 is ostly creating its perception in consuer$s ind that they are 1Selfie

phone which is providing the good front caera with elegant design and the ost iportantly a

with less price respect to other sart phone !rands so people who are ore into features and

stylish sart phone products & o!ile S2 is the !est option for the !ecause of its price and

functions" *his is really econoical" & (o!ile S2 is actually for those consuers who like

socializing , sharing their iages on social network 7 like adventures" /t is ready selfie phone

with (# front caera to capture selfies for socializing 7 8 (# rear caera to capture the

happy oents"

9ther !rands are selling the phone with sae features !ut for ore prices and in our country

people are price oriented , they want to have a phone with ore features !ut less in price" &

(o!ile S2 has a perception in consuer$s ind that they can enjoy a !etter product under the

liited source of oney !ut with good %uality 7 trendy design having .: /#S display ;/#S

refers to /n'#lane Switching, which is a type of <6: design that affords greater viewing angles

and higher'%uality color reproduction= with wide angle selfie" We have choosen /an 3li as our

endorser of the !rand giving the essage of capturing the world and aking your oents

adventurous !y taking selfies"

15e selfielicious with %Mobile S& and capture !reath'taking selfies in !rilliant clarity with the

(# front caera and 8(# rear caera of %Mobile S&+

9ur capaign clearly shows the atch !etween the figure 7 ground, showing the #aris with

happy oents 7 socialization perfectly hitting the /: of consuer for living the life which

ost of the consuers want to live with adventures having selfie phone" *he phone perfectly

atches the surroundings 7 there are too any things to capture to ake the ost of the &



mobile S'(

*his is classy with different colors selection in the advertiseent" & (o!ile is always a cele!rity

oriented product which attracts the consuer !y cele!rities" *he cele!rity 7 product$s specialty

creates noticea!le difference"

Motivation

*his capaign shows the otivation towards the social connection 7 friendship" *he 4rd !ar ofthe (aslow$s (otivation *heory is social 7 !elonging which is focused in this capaign" *here

was a tie when people were reluctant to !uy any expensive phone !ut today & (o!ile S2 is

giving an opportunity to the people to get this phone in lesser price" /an 3li, the faous

pakistani !eauty endorses &'o!ile S2" *he fans of /an 3li will prefer !uying it !ecause

norally people follow their desired odels" *his capaign in attracting the people towards

socialization !y capturing the selfies 7 sharing it with friends"



)e al!ays try to target the middle class * lo!er middle class( This campaign

also targets the middle class market and motivating them by sho!ing top

class model and her sociali+ing * adventurous lie( As you kno! !e al!ays

try to capture the market by taking the celebrities as it catches the market

,uickly( -ur culture doesn’t go !ith the e%pensive cellphones but this

campaign attracts the consumer sho!ing sel.e actor * giving this !hole

package in lesser price as our culture doesn’t .t the e%pensive phones but

everyone !ants to have a phone !ith ma% eatures(



Personality

This campaign is totally hitting the I/ o the consumer because everyone has

a child inside !ho !ants to do adventurous things !ithout kno!ing the

conse,uences o their action ( It is grabbing the consumer to!ards them by

sho!ing the model !ith sel.e phone having socially involved * moving alone

to!ards adventures( In our culture every girl !ants to have this reedom lie

o travelling alone * en0oying every moment o lie but our culture doesn’t

support this( Actually attracting the male consumer by portraying the top

class model Iman Ali(

Consumers are innovative1 they al!ays try to go or ne! things !hich !ill

make them uni,ue( Compare to the 'k23 generation4 consumer !ere less

innovative buying phones to meet their communication needs only but

no!adays consumers are innovative( This campaign also attracts the today’s



generation because as !e all !atched the video in !hich a lady is traveling

* hanging out !ith riends capturing picture !ith her sel.e phone *

satisying her social need4 so it motivates consumer to!ards innovation(

5Mobile has changed the thinking o the people o china phones having lo!

,uality camera( Its more po!erul !ith secondary * primary camera thantheir previous phones( People have gone out o that old thinking o keeping

the phones or long time !ith old eatures like people did !ith nokia phones(

It directly hits the people or innovation * sociali+ation( 5Mobile sell has

gone up in e! years because !e have groomed our phones in many

aspects4 like phone touch sensor4 camera result 4 display resolution * trendy

look (In this era everyone is busy !ith &acebook * !hatsapp sharing their

happy moments so it is best or them(

Attitude

*hey have applied any theories of attitude here in this capaign,

3ttitude change strategy>

3ltering consuer attitude is a key strategy for the arketers) in this particular capaign they

did it again !eautifully,

?" 6hanging consuers$ !asic otivation function"

2" 3ssociating the product with an adired group or event

4" Resolving two conflicting attitudes

@" 3ltering coponents of the ulti attri!utes odel" 6hanging consuers !eliefs a!out copetitors !rand

6hanging consuer$s !asic otivation function>



*hey clearly ade a stateent !y saying it a selfie phone, and aking this particular need

iportant , it was also focusing on the utility of the phone, as it$s a sart phone with all the

functions"With /an 3li ade a stunning appearance as another !eautiful and iconic cele!rity who is

endorsing & o!ile increases the self iage of the product" Shot in the wintry locale of #aris, the

world$s ost roantic city, with a hua!le French track !ackground nu!er , showing the

lifestyle

3lso covering that this is the phone with value for oney functions with noinal price,

co!ining several functions"

3ssociating the product with the adired group>

6ele!rity like /an 3li is endorsing the product showing odern, independent woan out for

holidays, trying to incorporate the !elief, they are selling the drea to local feale population ,hitting the eotion of Awoan can do it$ with attitude, they are targeting upper working class as

well"

Resolving two conflicting attitudes>

& o!ile noir s2 of Rs ?2BBB is the ost suita!le sart phone to take with you, anywhere with

anyone, holidays, social circle" *argeting the upper working class woan, again trying to hit the

ind !arrier regarding 6hinese phones, this is the phone for upper class aswell"

3ltering coponents of the ulti attri!utes odel>

Features of Noir S2 have !een highlighted perfectly, not only this, !ut also showing product

features !enefits the consuer in appealing anner, changing the relative evaluation of attri!utes

"3lso trying to esta!lish the already trending !elief of selfies, !y saying selfie phone with heavy

front and !ack caera, again adding an attitude of independent odern woan, and as in their

previous capaigns they are trying to change the attitude that sart phone can have a feinine

attitude"

6hanging the consuers$ !elief a!out copetitors$ !rand>

*hough it$s a fact regarding their !rand rating that they are the largest selling sart phone !rand

in the country, with this reality they are also trying to change consuers !elief a!out copetitor,

that & o!ile is the choice of the country, having the largest arket share in this category,

changes the overall !rand rating"



Co$nitive dissonan"e:

3gain the ideal lifestyle they are showing in ost of their capaigns clearly shows that !y the

tie & o!ile has rearka!ly oved that !arrier in consuers ind where & o!ile is the

Aade in china$ low cost o!ile and can !e the atter of repute and prestige, it took & o!ile

years trying to change the attitude of the consuer, which was never that easy/t was never easy to convince the consuer that they can have all the functions in an inexpensive

sart phone with a reputa!le !rand nae) it$s a!out to choose !etween attitudes and !ehaviors

that are contradictory, they alost eliinated this difference !y axiizing their !rand value,

not only through this capaign, !ut !y the tie, through !eliefs and opinion, their high end

costly capaigns and repetitive reinder did a great jo!" *hey changed the attitude to

accoodate the !ehavior" /n the age of Sasung and 3pple, they are targeting !oth, upper and

lower class"

Behavioral learnin$

6lassical conditioning>

Not only in this capaign of & o!ile, !ut & o!ile through his nuerous capaigns has ade

a classical conditioning of selling an Ainexpensive$ Asart phone$ with fully loaded features, over

the years & o!ile has associated and conditioned their sart phones as Ainexpensive fully

loaded gadgets$ in the ind of the consuers, which they have always entioned in their

advertiseents, cele!rity endorseent, which changes the !ehavior and attitude of the custoer

coes handy in their capaigns includes the likes of !ollywood cele!rities ;Careena, Shahid,

#riyanka, Sona, Dac%ueline= and Fawad khan, Fahad (ustafa, Na!eel and now /an 3li"

Repetitive

*o keep the pace of the capaigns, & o!ile !elieves on heavy advertiseent, through repetitive

reinder they increases the association and slows the pace of forgetting, they launch and run

relatively shorter span of capaigns and decrease the tie of the ad copy !y the tie, they

change their ads fre%uently, which is why advertising wearout was never a pro!le for the"

*hey also conditioned their ad capaigns with catchy songs, which attracts the consuer to take

interest in the ad"

Stiulus discriination>

/n this capaign they have positioned their product as feinine selfie phone, the changing trend

of categorizing the !rand, with French track in the !ackground akes consuer to think their

product differently, as they want you to know the superiority of the !rand



(nvolvement theory:

*heir product category falls in high involveent, products like o!ile phones have always very

high degree of personal relevance, as we carry this around and shows our personality, and &

o!ile targets sec 5 and 6, so & o!ile sart phone is a high involveent purchase and very

iportant to the consuer with high perceived risk, features and functions atters a lot with lots

of inforation regarding the product, as this is not a product to purchase very fre%uently, it$s a

high involveent product and according to this they have launched a great capaign with

planning and strategy"

3s their French track created a !uzz in the arket, viewers are asking for the copy and they have

created another social edia ad for their *E6 viewers to in!ox the and they will send a copy

of it"

3s it aking waves, which shows the involveent of the viewers"

3s it is an high involveent product, it also coes under central route to persuasion"

6ognitive learning>

3lost all the & o!iles capaigns coes under cognitive learning theory, deands lots of

inforation to process, due to the coplexity of the products, with nuerous features and for

target arket, value for the product is very high, due to which consuer thinks a lot !efore

!uying" *akes tie to decide"

(easures of consuer learning>

:ue to well esta!lished !rand nae, iconic cele!rity involveent, very uni%ue sound track, and

any previous capaigns, ad is the perfect exaple of R69GN/*/9N, !ut due to fre%uent

capaigns and nuerous odels in sae category, product is not easy to recognize !ut

R63<<"

,-ternal (n!luen"es

Eisually the capaign doesn$t incorporate the local culture !ut it is selling dreas and adventureto locals of !eing independent, social and travelling" *he iddle class who are ore of a

dreaers !ecause they are striving to achieve things shown in the capaign so there is an

eotional and a dreay connect arousing the unfulfilled fantasy"

Re!eren"e $rou*s and a**eals



6ell phones are today one of the !asic necessities and sart phones are taking over as the !asic

cell phone !ecause of the increasing culture of online socializing, interaction, sharing ideas,

pictures, videos etc" /t was0is easy for Sec 5 a!ove to !uy expensive phones that provide all these

!enefits0features" With the recent capaign of Fawad Chan prooting Sasung Grandfies, &'

(o!ile with its S2 is kind of doing the sae thing as seen in the coercial where /an 3li is

taking a selfie with a huge group of people" 5ut as entioned previously the iddle class wants

this !ut can$t afford expensive !rands like Sasung with advanced features" S2 proises the

the sae features at an afforda!le price therefore aking it the new 1cool thing aongst selfie

lovers" *hough it ay not attract the work groups or professionals who concentrate ore on

functional features rather than the caera"

&'o!ile fro start has focused on prooting and associating itself with cele!rities !oth local

and /nternational and with S2 it$s no different as /an 3li who is a faous odel and actress is

endorsing this !rand" *hough cell phones are !ought !ecause of features which are of course

entioned in the capaign !ut there are no experts, executives, eployees, trade characters etc

endorsing that" 3nd also we don$t see any coon an talking a!out the product in the

capaign

Family

*he ad capaign targets iddle and lower iddle people whose faily consuption goals are

that they can$t afford other higher end sart phones which have extensive features" So in order to

have the sae features such as higher end o!iles, Noir S2 has all the features which attract this

category" Now they can also have decent sart phones which they once thought they would

never have one" 3 one liner we usually hear fro this faily category is 1 Sastay and achay

mein Q Mobile best hai" *heir need is fulfilled using this phone"

.igh iportance is giving in decision aking in these failies" 3s this phone cost around ?2BBB

#CR, they will take their tie and have discussions to ake a decision" Fortunately, N9/R S2

weighs ore then what the consuers are paying for, these were the answers when a sall

survey was taken a!out this phone fro a group of people" Fro the survey, we cae up with

soe analysis that this category does not have extra oney to spend on expensive phones" *hey

usually spend what they earn" *here is no concept of saving as their incoe does not allow the"

So"ial Class

*his phone targets non affluent consuers" 3ffluent have B- of the nationHs incoe and represent @B-

of all consuer spending" 9!viously this phone targets consuers who are not affluent" Whatever they

show in the ad or whoever cele!rity is posing in the ad capaign, at the end of day the phone sells on its

technology, that how uch this phone is ahead in technology wise"

Culture



*his phone and its ad capaign targets all the cultures" /ts ost sales are !eing done in #unja! and then

Sindh, and its expanding towards 5aluchistan side too" 5oth the genders are targeted" *heir priary target

is independent woen, as shown in the ad" Secondly, it also has other side phenoena" /t also focuses on

en to" *his is as in the 3d an attractive cele!rity is !eing shown" 3nd through her the ales also get

attracted to the phone" (any ales said in the survey that 1ye to wo an 3li wala phone hai" .ere we

can see the phone is not selling through its features !ut the push is coing fro the cele!rity in the 3d"

Re"ommendations

• &ocus on Product design is missing4 they should ocus more on their

product in uture campaigns4 as mobile is a device !hich people carry

• Should have a tag line that let people to remember campaign and

product4 on top o their mind thing4 Should be more than 6capture your

!orld’ tag line(

• Incorporation o some local touch !as missing4 as their target belongsto sec # and C4 there should be something to associate4 some event4

0ingle4 picture(

• There should be more than T7C’s4 like #T8 activities to have some

association !ith target market4 should be more on social media4 as



they have already sold many smart phones to consumer4 so they have

access4 and their T9 is some!hat no! on social media to understand(

Date post:	18-Feb-2018
Category:	Documents
Upload:	alee-mohammad
View:	219 times
Download:	0 times

Cb Final Report (1)

Documents