Faculty of Management Studies South Campus

Mobile Marketing Changing landscape

Group 7
Roll no

Name

S069

Sharad

S070

Shyam Karthik

S071

Sumeet Popli

S072

SK Kansal

S073

Suvin kumar

Roll no

Name

S074

Thilagarbabu

S075

Vikar Alam

S076

Vikram Mehndiratta

S077

Vikram Rohilla

Contents
Introduction
Objective
Literature review
Research Design and Methodology
Questionnaire Design
Progress and Timeline

Introduction
India will reach 236 million mobile internet users by 2016, and
314 million by 2017 (IAMAI & KPMG).
The mobile device and mobile applications offer retailers more
than just the opportunity to exploit a new channel to reach
customers.
Mobile devices offer opportunities combining information
search, use and exchange while shopping in-store or
experiencing a product.
Mobile marketing though appears to be a cost effective and
futuristic medium, still study on capabilities and implications of
this channel are yet to be explored to depths.
Who are the mobile device shoppers, what is the value of
mobile marketing for retail consumers, what is the value of
mobile marketing for retailers and how can the potential
mobile marketing be realized by retailers?

Objective
To build concepts of mobile marketing with primary objective as
Investigate the factors for effective use of mobile phone
technology
Key drivers of mobile adoption as communication/advertising
tool
Influence of mobile marketing on customer decision-making
Expound major classifications of research in mobile marketing
Summarization of trends in mobile marketing
Review of literature on m-commerce
Identifying the contemporary trends and to help in designing
mobile marketing strategy.

Literature Review
Investigate the factors for effective use of mobile phone
technology
Networking, utility/range of applications (including locationbased benefits), price, ease-of-use and trust/privacy/security
Key drivers of mobile adoption as communication tool
Key Mobile User segments : Millennials, Road Warriors and
Concerned Parents
Millennials' primary use of the mobile medium is for social
networking.
Road Warriors' primary use is for productivity and convenience.
Concerned Parents use the mobile mainly to keep in touch with
their kids.
Influence of mobile marketing on customer decision-making

Literature Review
Expound major classifications of research in mobile marketing
What are the best ways for retailers to join the conversations
in social
Networks?
What product placement strategies work best for retailers?
How should retailers allocate their marketing spending across
different mobile marketing vehicles?
Summarization of trends in mobile marketing
Mobile Apps
Mobile Messaging
Mobile Advertising
Mobile Instagram
Mobile Video Ads
Mobile Social Network

Research Design
As an initial step, the group will follow Exploratory research methodology to
refine our objective. Following methods are planned
Focused Groups
In-depth interviews
Secondary research
Survey
Plan to conduct following steps to conduct exploratory research
Information collation from earlier mobile marketing impact research
Summary of secondary research papers
Selection of sampling space
Sample size determination
Selection of target sample group
Questionnaire formulation
Medium for conducting interview
Summary of in-depth interviews
Analysis of summary of secondary research, in-depth interviews and survey
responses

Questionnaire Design
Objectives of the questionnaire
Hierarchy of questions
Questionnaire Design Process
Preliminary Preparation
Information required
Question refining to suit the respondents
Selecting the form of response
Selection of wordings for questions
Mobile Marketing Business Application
Ordering of the questions
Questionnaire Layout and production
Pilot testing
Finalization of Questionnaire
Checkpoints for questionnaire construction

Progress and Timeline .

Activity

Planned completion
date

Status

Submission of Synopsis

18th December, 2015

Completed

Search of relevant Literature

15th January, 2016

Completed

Literature Review

05th February, 2016

Under progress

Research
Methodology
10th February, 2016
selection
Design
of
sample
12th February, 2016
questionnaire
Data collection & analysis

09th March, 2016

Final report submission

18th March, 2016

Under progress
Activities initiated
To be initiated on finalization of
questionnaire

THANK YOU