Prepared By Marketing Presentation On the

MBS 1st Sem. (077-079)

Mahendra Multiple
Case Study of Chinese mobile
Campus,Dharan brand in Nepal
 “Your Creation is Your Identification”
Suman B.K
Roll no: 11
Our Creative Group (A) Bhupendra Parajuli
Members Roll no: 7
Gagan Nepali
Roll no: 10

Khemraj Adhikari
Roll no: 9
Phurbalamu Sherpa
Roll no: 53
Binod Karki
Roll no: 33
Questions:
1) Who are the target customers of
Chinese mobile brands in Nepal?
2) Explain the competitive position of
Chinese brand in Nepal.
3) What do you think whether mobile
phones have become luxury or necessity
these days? Give strong reason
 Background of the case  
A mobile phone (also known as a hand phone, cell phone, or cellular telephone) is a small portable
radio telephone. The mobile phone can be used to communicate over long distances without wires.
It works by communicating with a nearby base station (also called a "cell site") which connects it to
the main phone network.

Mobile phones are used for a variety of purposes, such as keeping in touch with family members,
for conducting business, and in order to have access to a telephone in the event of an emergency.
Some people carry more than one mobile phone for different purposes, such as for business and
personal use.

Chinese Phones , with their fast forward leapfrogging in the mobile industry is nothing but reliable
in today's market. Even though some people still wont buy them as they link it with the “China”
products. They believe anything from China is a duplicate.

Chinese mobile phones set are the best preference of many Nepalese people due to their low price
compared to other international brands and high tech features carrying Chinese mobile phone sets.
 1) Who are the target customers of Chinese mobile brands in Nepal?
The use of mobile phones are increasing day by day in Nepal. Earlier mobile phones were taken as a luxury
electronic gadget, but nowadays, it’s an essential device for every person. While observing the Nepali
population in demographic view, many of us all categorized under Middle-Class Family with a limited
source of income.
 
Geographic Segmentation: The division of the market based on the geographical location is called
geographical segmentation.
 
 Location: Chinese Mobile has been sold and distributed in the big market or cities of Nepal and its
dealers are also located in big cities like Dharan, Biratnagar, Kathmandu, etc.
 
 Population Density: Due to a large number of consumers in the big market or cities, the mobile set has
been made available by the company to suit all types of consumers.

Demographic Segmentation: It is believed that the needs and preferences of a person from one group of
age, income, status is different from other groups of age, Income status. So the marketer must consider the
demographic characteristics of consumers while segmenting the market.
Income: anyone with a low or medium-income family or person can
also use high features mobile as per their income.
 
Students: especially students who need high features mobile in low
cost, they can also afford this mobiles and complete their tasks
smoothly.
 
Psychographic Segmentation: The division of market-based on the
psychological impact of products or services on the customers is called
psychographic segmentation.
 
Motive: Chinese mobile in dual SIM and powerful speaker is also good
features to attract the low or middle-class family or persons.
2) Explain the competitive position of Chinese brand in Nepal.
Chinese mobile phones set are the best preference of many Nepalese people due to their low
price compared to other international brands and high tech features carrying Chinese mobile
phone sets. To explain the competitive position of these products in Nepali market, we would
like to explain the SWOT Analysis of these phones.
Strength Weakness
 Low Price  Warranty
 High Features  Low Quality
Opportunities Threats
 Increasing use of Mobile Phone  Other International Brands
 Low & Middle Class Income people  Changes in People Interest & Status

Chinese mobile phone sets are featuring the dual SIM card, powerful speakers, usual
applications which are available in other expensive sets. These sets are available in market
starting from Rs. 1000 to Rs. 9500. Due to the lower price and high feature its demand is
growing in middle class Nepali customers. Chinese mobile phones are having a sizeable share
of the market in the lower end price segment.
3) What do you think whether mobile phones have become luxury or necessity these
days? Give strong reason

Use of mobile phones are increasing day by day in Nepal. Earlier mobile phones were taken as a luxury
electronic gadget, but nowadays, it’s an essential device for every person. While observing Nepali
population in demographic view, many of us all categorized under Middle Class Family with limited
source of income.

In present era phones have certainly become a necessity in today’s age. Communication holds significance
in our lives as it is communication that is moving the world forward. Calling someone to discuss an issue,
to have a casual chat or to send a message is a necessity rather than a luxury. Humans are social animals,
we need to communicate with others at all times, either to share information, develop new contacts or to
express our emotions and feelings.

In the today's changing world, increasing in global market, increasing the trend to becomes viral through
the means of entertainment there is important roles of mobile phones . Likewise, due to pandemic,
online virtual meeting and online learning of students are going on , for which mobile phones has
become necessity rather than luxury
Thank You Everyone for
Your Concern & Patience