this is exploratory and descriptive research conducted during the summer trainning

1. PRESENTED BY :-
RAHUL KUMAR
CUJ/I/2012/MBA/27
IMBA VTH SEM

2. • Gionee Communication Equipment Co. Ltd was founded on September 2002 by Liu
Li Rong. It is a high tech enterprise that focuses on the R&D, production and sales
of cellular mobile devices. In 2005, Gionee obtained the GSM and CDMA mobile
phone production license.
• Since 2011, Gionee moved rapidly to expand its presence into India, Nigeria,
Vietnam, Taiwan, Myanmar, Thailand, Philippines and so on. Gionee products are
currently selling in India, Bangladesh, Pakistan, Indonesia, Vietnam, Thailand,
Philippines, Malaysia, Russia, Middle East and Africa, with exports reaching 1
million phones per month for overseas markets.
• ''To make complicated mobile technology User Friendly and Unique to consumers''
Gionee believes that products should be as unique as the people who use
them. We define ourselves as a global provider of mobile and internet technology that is
user friendly, stylish, and wallet friendly. In short, a brand that makes their life better.
• Gionee adheres to the motto "integrity, teamwork, innovation"

3. • To understand the perception of the dealers of Ranchi District with reference to
mobile handset brands.
• To study the preference level & buying behaviour of retailers for various mobile
handset Brands.
• To obtain/observe the market share of various brands in comparison to GIONEE
• To evaluate the decision making process of retailers for selecting a particular
brand.
• To observe the level of satisfaction among the Retailers towards Brand Gionee.
• To understand the attributes a consumer looks for while purchasing a Handset.

4.  RESEARCH METHODOLOGY
a. SAMPLING METHODOLOGY:
• Sample Size —60 Retailers of Ranchi District
• Sample Unit - Handset Retailers of Ranchi District.
• Sampling Area – Ranchi
• Sampling Technique - Convience Sampling technique
b. RESEARCH DESIGN: - Exploratory and Descriptive Research Design.
c. DATA COLLECTION: - Primary Data and Secondary Data
 Primary data has been taken in the form of Structured Questionnaire &
Observation, are the two basic methods used for collecting primary data,
which suffices the research objectives.
 Secondary data sources like catalogue of the company, product range
book of the company & various internet sites such as google, Gionee’s
official website, research books, and available related materials have been
used.

5.  Which companies Handsets are offered in your outlet?
BRANDS Number of
retailers
% of retailers keep
these brands in their
shop
Samsung 57 95
Nokia 52 86
Blackberry 16 27
Micromax 53 89
Spice 26 45
 Do you Sell Gionee Handsets in your retail shop?
Numbe
r
Percentag
e
Yes 27 46
No 33 54
54% 46%
Yes
No
% of retailers

6.  Total number of handsets sales in a month.
 What Range of handsets you keep in your retail store?
Range of
handsets
Number
of
retailer
s
%
Less than 10,000 8 13
Less than 20,000 18 30
Less than 30,000 14 23
More than 30,000 20 34
Less than
10,000
13%
Less than
20,000
30%
Less than
30,000
23%
More than
30,000
34%
Handsets sales in a
month
% of retailers
Less than 150 38%
150-300 26%
300-450 20%
More than 450 16%
38%
26%
20%
16%
%
less than 150 150-300 300-450 more than 450

7. 60
50
40
30
20
10
Number of retailers
 Number of Gionee handsets sales in a month.
Average sales of GIONEE
Mobiles in a month
No . of
retailers
%
Less than 25 12 44
25-50 4 15
50-75 4 15
More than 75 7 26
Less
than 25
44%
25-50
15%
50-75
15%
More
than 75
26%
%
57
52
16
53
26 27
0
Samsung Nokia Blackberry Micromax Spice gionee

8.  What are the factors you consider for placing the order (on scale between 1-5 where 1 is
minimum and 5 is maximum)
a) Margin 4.7
b) Branding 3.8
c) After sale service 3
d) Regular visit of distributor 4.5
e) Scheme 4
Ranking on the scale of 1-5
4.7
3.8
3
4.5
4
MARGIN BRANDINAGFTER SRAELEG USLEARRV IVCIESIT OF DISTRIBSUCTHOERME
 What is the primary motivating factor of consumers?
Brand 4
Schemes 3
Price 4.5
Features 4.5
After sales
3.5
service
4
3
4.5 4.5
3.5
Brand Schemes Price Features After sales
service
ranking on scale of 1-5

9.  Are you attracted towards promotional schemes that Gionee is offering?
NUMBER %
YES 25 93
No 2 7
Yes
91%
No
9%
 Are you satisfied with the product of Gionee?
NUMBER %
Yes 27 100
No 00 0
No. of retailers satisfied with the
product
27
0
Yes No

10.  What is the reason for not selling the Gionee handsets?
Reason Number of
retailers
%
Distributor not
visited
10 31
Payment
policy/mode
4 12
Less margin 8 24
Less in demand 5 15
Other 6 18
Distributo
r not
visited
31%
Payment
policy/
mode
12%
Other
18%
Less
margin
24%
Less in
demand
15%
 Would you like to keep GIONEE Handsets in your Retail shop in future?
Ye
s
26 79 %
No 7 21 %
Yes
79%
No
21%

11. • Most of the retailers reported that the distributors did not visit the outlets
regularly. There are regular instances of stock being received very late after the
order.
• Gionee can improve or lengthen its product line in the range of Rs 5000 to
Rs10,000 because this is the segment which company lags behind.
• Gionee phone is performing good in the smart phone category which is preferred
due to its quality and innovation. But its presence in the feature phone category
is minimal. The company can venture into the feature phone category with more
products specially designed for the rural consumers.
• Also, the most remarkable implication for mobile phone manufactures, sellers
and other value chain members is that advertising of the new mobile phone
brands should go beyond highlighting its properties to assured the quality and
the user-friendliness of the mobile phone.
• Since Gionee has a low market share so it is recommended to the company to
deeply penetrate its product in the market of Ranchi and nearby districts of
Jharkhand state.

12.  LIMITATIONS OF THE STUDY:-
• This study has been undergone with a Sample size of 60 Retailers of Ranchi
District only. Hence, the interpretations cannot be extended for the whole.
• The scope of the project is limited to the city of Ranchi. So, we cannot say that
the same response will exist throughout India.
• It also have been observed that the handset business is a very dynamic industry.
Any major move by the new company or the existing Companies can change the
course of business. Hence, this study is limited to the time frame for which this
has been conducted.
• This study need to be interpreted carefully. They can provide clues to the
company’s performance. But on their own, they cannot show whether
performance is good or bad. It requires some quantitative information for an
informed analysis to be made.