MARKETING ANALYSIS gaffar

MARKETING ANALYSIS

Gaffar Market

• Sample size for the following report is 100 people out of which-

1. 80 were consumers2. 15 were whole salers3. 5 were retailers

Geographical profilingHow To Reach

Gaffer market is in karol bagh. Karol Bagh is situated at a distance of 20 – 22 km. from the Indira Gandhi International Airport, and is serviced by the Karol Bagh station, located on the Blue Line of the Delhi Metro.

Connectivity• Gaffar market is located in karol marg close to Sri Ganga

Ram hospital. It is easily accessible by road as well as bus. A large number of metro stations are also located in the vicinity. There is also a very good system of auto rickshaws providing transport facilities in the vicinity.

Footfall

• The footfall in gaffar market approximately ranges between 1500 to 3000 people being particularly high on tuesdays and sundays with there being more crowd towards the evening as compared to the afternoon. The footfall for mobile related devices alone approximately ranges between 200-300 people

Target Group

• Target group for this market is mainly low and medium income groups however some consumers from the higher income group do come here to get their phones repaired or purchase iteams they wouldn’t find elsewhere.

Social Economic Category

• A+ - This category comprises of a very small portion of the total market share standing at only 2% of the total consumers. The consumers in this income segment want the best quality products with good warranty periods regardless of prices. Many of them are willing to spend well over Rs1000 on phone accessories such as phone covers, screen guards and exorbitant amounts on earphones. This income group mostly comprises of tourists visiting this famous. They mostly use premium handsets costing above Rs30,000 such as top of the line models of samsung, blackberry, apple etc.

• A - this category comprises of about 13% of total market share. They use handsets mainly in the Rs 15,000-26,000 range with samsung, blackberry and nokia the major players. The consumers in this segment demand good quality products with a minimum of annual warranty of a year or sometimes even 2 or 3 year periods on batteries and chargers. However they do look for a good bargain when it comes to phone covers, screen guards etc. They are willing to spend well on batteries and chargers and almost unanimously prefer branded items despite the price in this product segment for example consumers using Samsung handsets tend to go for original Samsung batteries those using original blackberry handsets tend to go for blackberry batteries and hence forth.

• As mentioned earlier consumers in this income category tend to save money on screen guards and covers for their phone preferring screen guards costing between Rs 150-250 and covers costing between Rs 200-500 but are willing to spend larger amounts if the product is particularly appealing to them.

• Consumers in this segment particularly those who are fond of music are ready to spend large sums of money on earphones some spending even over 1500 on a pair of earphones. Most of the consumers in this segment don’t use bluetooth handsets. Consumer focus in this category is almost unanimously in the branded category particularly for batteries and chargers. They are mostly using handsets in the 15000-26000 range

• B - This category comprises of about 30% of total market share. This income category prefers handsets in the Rs8,000-15,000 range with samsung, nokia, micromaxx, karbonn the main players. The consumers in this category are looking mostly for branded items but at an affordable price and a good warranty of at least 6 months to a year and often more, particularly when it comes to batteries and their chargers. While they mostly demand for branded batteries and chargers with good warranty periods of at least a year they are willing to compromise on screen guards, covers etc. preferring covers ranging from Rs100-250 and screen guards between Rs 50-150. This category too is willing to spend well on earphones some spending Rs1000 and more on a pair of earphones.

• They mostly purchase batteries between Rs100 and 500 and chargers between Rs75-300. A majority of the customers in this income category don’t use bluetooth handsets. The Consumer focus in this category is on the branded category as far as batteries and their chargers and earphones are concerned. However they do settle for unbranded goods when it comes to other accessories particularly if the price is appealing.

• C – This category comprises of 30% of the total market share. Most of the consumers in this category use handsets in the price range of Rs4000-10,000 with chinese phones micromaxx, nokia, karbonn etc being the main players. The consumers are looking for mostly non branded products but do tend to prefer branded batteries and their chargers particularly if their prices arent too high. They prefer unbranded goods when it comes to all other mobile accsessories as they are offered at much lower prices. Warranty period does have some importance to these consumers as well but they do tend to settle for goods without warranty if the price difference is significant. Consumers in this category are willing to purchase batteries in the range of Rs 50-250. Most of the consumers do not purchase screen guards, phone covers or Bluetooth handsets. In this category most consumers are unwilling to spend much on earphones but some of them do spend upto Rs300 on a decent pair of earphones.

• D – this category comprises of about 25% of the total market share. The consumers in this category mostly use handsets in the Rs 1000-4000 range with chinese phones, nokia, micromax, karbonn etc dominating the market. Infact about 70% of this category uses chinese phones. The consumers in this category mostly prefer unbranded goods preferring batteries in the Rs20-80 range and chargers in the Rs25-75 range. These consumers do not purchase any other phone accessories with the exception of a few consumers purchasing earphones costing between Rs 30 and Rs 150. They do not pay much attention to brands, quality or warranty and mainly demand make do products at the lowest possible price.

Major Mobile Brands

• The major mobile brands opperating in the market are-1. Chinese phones dominate this market accounting for

over 50% of total market share.2. Samsung occupying about 15% of total market share3. Nokia occupying about 10% of total market share4. Micromax occupying about 8% of total market share5. Karbonn accounting for about 5% of total market share

Retail Profiling

• Gaffar market is predominantly a wholesale market selling various goods at relatively low prices. Most of the shops in the mobile phone and accessories market are wholesalers who sell their goods in bulk to traders, middleman etc. but also make one to one sales directly to customers like a retail outlet.

Retail Size

• Gaffar market has around 500 shops on the whole selling various items. As far as mobile handset and accessesories is concerned 60%(60 out of every 100 shops) of the market is dominated by small shops and stalls handled by just one or two people. Approximately 25%(25 out of every 100) of the market is comprised of medium size shops and the remaining 15% by large shops including high end brands and chains.

Ratio Of Franchise Stores

• Gaffar market is dominated by small, medium and even some large outlets which serve mainly as wholesalers as well as retailers. However there are some franchise stores also located in this market to provide services to the consumers visiting the market. The market share of such chains would be roughly 7-8%.