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MARKETING AUDIT : iBALL
AASAAN 2
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CONSUMER BEHAVIOUR
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SUBMITTED TO: PROF. G. K. Murthy

SUBMITTED BY: GROUP II

AKSHAY KUMAR (70001)
PRITI MISHRA (70033)
SHIWANGI SINGH (70040)
SONU KUMAR (70044)
BATCH 2014-16

TABLE OF CONTENTS
Titles
Introduction
Market Segmentation
Product Position
Pricing
Distribution Strategy
Promotion Strategy
Product
Customer Satisfaction and Commitment
Product Comparison with Competitors
Survey Analysis
4P
Appendices
Questionnaire
Customers Review

Page Number
2
3
5
6
7
8
10
11
12
13

Introduction
The consumer behaviour audit is a fundamental part of the marketing planning process. A
properly carried out consumer behaviour audit greatly enhances the likelihood of a successful
marketing program. Here we have carried out a consumer behaviour audit for iBall Aasaan,
which is a very unique and niche product that caters to the needs of old age people. This
phone was introduced in the market with the aim that the young people will gift it to their
elders with whom they share an emotional bond. Moreover there are certain features in the
phone like SOS call button, wireless FM, one touch torch, big buttons, large font size etc.
which enhance its usability for the senior citizens.
The audit is organized around certain key marketing decisions like market segmentation,
product position, pricing, distribution strategy, promotion strategy, product and customer
satisfaction and commitment. These key decisions were further evaluated on the basis of
external influences, internal influences, situational influences and decision process influence.
External Influences: It involves age, race, gender, education level, cross-cultural influence,
sub-cultures (Hispanic-American), social status (upper, middle, lower), house hold, group
influences etc.
Internal Influences: It includes perception, learning, memory, product positioning,
motivation, perception, emotion, attitudes, self-concepts, life style etc.
Situational Influences: It includes situational characteristics and consumption behavior,
ritual situation etc.
Decision Process Influences: All the factors which influences our decision making like
information used, prior problem recognition or it must be activated by advertising, product
performance, evaluative criteria in the products etc.
We also carried out a competitor analysis for the product to determine the standing of the
product in the market. Based on the evaluation of these factors a revised marketing mix (4Ps)
for the product was devised in a manner consistent with the desired product position.

MARKET SEGMENTATION
Market segmentation is the process of dividing all possible users of a product into groups that
have similar needs the product might satisfy.
External influences
Culture and sub-culture values consistent with our product are problem solving and
performance. Other oriented values are related with age. The product does not target
particular gender i.e. male or female. Consumption pattern of phone is similar that means it
does not vary across subcultures. Our product involves two set of people. One is consumer
and other is customers. It has to take care of the need of users as well as buyers of the phone.
Buyers of the phone are generally young to mid aged people, whereas users of the phone are
old aged people.
The product does not target high or low income group people. The high income people may
not buy it as it will symbolize they have become old and will not show their status or wealth.
Our product is particular to specific roles like parents or grandparents. People in different
stages of lifecycle such as empty nest I & II, single III are the consumer of the product.
People involved in the purchase process are generally of age 18-45 Years (younger less than
35, single II, delayed full nest).
Internal influences
Our product can satisfy different needs or motives in different people like safety, emotional
need, security etc.
Features: Call, SOS (emergency call/ message), radio, expandable memory up to 8GB etc.
Positive purchase emotions affected by the product are: Affection, joy, surprise etc.
Negative purchase emotions affected by the product is helplessness.
Our products user is appropriate for two life styles survivors and makers. And product
customers are makers and thinkers. Thinkers favor durability, functionality and value in
products. Makers buy basic products and spend time with family.
Situational influences
Situation I: Old age people living alone.
Situation II: Old age people with health issues
Situation III: Old age people+ Music Lovers

Decision process influences

In our product the consumer and customers are different. For the people who are buying the
product for their parents or grandparents see the products durability and features like battery
life, SOS feature, after sales support etc.
In old age phone as it was the key player with a major competitor Philips E310 launched in
April 2015. But Philips E310 is priced higher than iBall Aasaan 2 with similar set of features.
So, still potential customers do not differ in their loyalty to existing products.

PRODUCT POSITION
Product positioning is an important element of a marketing plan. Product positioning is the
process marketers use to determine how to best communicate their products' attributes to their
target customers based on customer needs, competitive pressures, available communication
channels and carefully crafted key messages.
Internal influences

The product is already in its ideal version with regards to the situations the firm wants to
serve. If at all the company decides to add an additional feature, then it could be the provision
of internet connectivity in the phone.
Decision process influences
The major evaluative criteria used in the purchase decision are the features and benefits of the
product as well as the emotional aspect related with the product. The feature rich phone is a
perfect item to be gifted to the elder ones in the family whom we love and respect.
Therefore, the features and benefits is the major evaluative criteria and not the price of the
product.

PRICING
Pricing is the process of determining what a company will receive in exchange for its product
or service. Pricing factors are manufacturing cost, market place, competition, market
condition, brand, and quality of product.
External influences
Analysing all the questions we come to conclude that in terms of pricing the external
influences play a very important role as the customers (age 18yrs-45yrs) are not the users of
the product as they gift it to their elders and the price is not that much high that it can cause
concern. It is not necessary to lower the price to obtain a relative advantage to ensure
diffusion. As the product price if lowered down it can have two negative impact. First people
may think that product had some faults thats why they are lowering the price. And second,
people may think that the product is not selling in the market thats why they are doing so. In
both the above written cases the company image, profit and market share will be at risk.
Internal influences
Internal influence doesnt play much role as the customer is not the user so pricing is not
deciding factor for the users. According to secondary data search (customers review) some
people said that the product is prices a bit higher as compared to its features. But by seeing
the competitors price (Philips E310) we can say that its price is lower.
Situational influences
There is no situational influence here as price is same for all customers. When we buy a
Phone we have purchased all its features for the one price. So role of price does not vary with
the situation of usage.
Decision process factors
Most of the decision in the buying process is taken by customers who are not the actual users
as this product is mostly gifted to the users. Also this product connects customers and users
emotionally. So, price is not a major factor. The other evaluative criteria would be battery life,
SOS, Torch and other features. The decision rule applied to the evaluative criteria used is in
Attribute based Choice Compensatory Decision rule. As, the product caters to a specific
segment where people are not so affected by price, the product sales can be increased
marginally. There will not be any boost in sales of the product.

DISTRIBUTION STRATEGY
Distribution is the process of making a product or service available for use or consumption by
a consumer or business user, using direct means, or using indirect means with intermediaries.
External influences
The product caters to a very niche segment and it is therefore very important to select a
proper distribution channel keeping in mind the various requirements of the target segment.
Also the product is mostly used for gifting purpose therefore the companys strategy of
selling the product online seems to be an apt one. Neither do the various members of the
target segment have any specific requirements of the distribution channel, nor do they have
any unique needs relating to product distribution. Since this product is an easy to use product
and lies in the category of a low involvement product so there doesnt seem to be a need for
capitalizing on the reference groups. The product symbolizes simplicity and is designed in a
manner that the old people find it easy to use which renders the requirement of a high-service
channel to ensure diffusion of the product absolutely redundant.
Internal influences
The product is such that its buyers are not its actual users. So the selection of outlets wont
have much impact on the desired product position. The major buyers of the product fall in the
category of believers and makers which indicates that the existing distribution system is
consistent with the lifestyle of people falling in these segments and there is no need for the
selection of a new distribution channel.
Situational influences
The distribution strategy of the product has been designed keeping in mind the lifestyle of its
target customers, so the variance in distribution system according to situation need not be
factored in.
Decision process factors
The product is being sold through online portals like flipkart, snapdeal, amazon and the
companys website. So the evaluative criteria being used by the segment to evaluate the
outlets can be the ease of navigation of these online portals, difference in prices and service
quality. These decisions are highly influenced by the previous purchase experiences of the
members of the target segment as well as the reviews that are available online.

PROMOTION STRATEGY
Promotion is the method used by marketers to spread the word about their product or service
to customers, stakeholders and the broader public.
External factors
The product has an emotional aspect attached with it and is generally used by younger
members of the family to gift it to the older ones. There are various values held by the
segment that can be used in our communications. The values to be used in our
communications strategy include an active approach towards life, problem solving spirit,
focus on performance, preference for an extended family, collective orientation, age and
feminine orientation, while the values to be avoided are preference for limited family and
materialistic beliefs. We can communicate our desired message to the target segment by
highlighting the emotions attached with the product and giving rise to a sense of gratitude,
empathy and respect towards our elders. This product being a very simple one, there is no
requirement of a reference group as such. But if at all we were to use reference groups in our
advertisements then we would need to focus on the aspects of experience and emotion.
Moreover there is no need to influence the opinion leaders. The diffusion inhibitors in the
case of this particular product can be overcome by extensive advertisements highlighting the
features and benefits of the product. Since the buyers of the product are generally the people
in the age group of 18-45 years, therefore we should target our promotions towards them in a
manner that they are well informed about all the features and benefits of the product.
Internal influences
Advertisement shows the emotions of the people while gifting a phone to the father and
grandfather. Also it highlights the key features like SOS facility, where in emergency by
pressing SOS button the message/call will be automatically made to the number saved in
SOS, Torch, Longer Battery life etc. So, promotional campaign is interpreted in the same
manner as the company desires it to be SENIOR CITIZENS PHONE.
The product is well connected to the people, as it targets the emotion and concerns of the
people. In schematic memory the advertisement connects with emotions, Features, Respect &
Concern for Elder, Gift etc.
The advertisement message relates to purchase motives held by segment. As the purchase
motives by the buyer are safety, security, respect, Concern and care for their parents or
Grandparents.
Life-style portrayed in our advertisements is consistent with desired lifestyle of selected
segment. Buyers generally are thinkers and makers. Thinkers favour durability, functionality
and value in the product. Makers spend leisure time with family and close friends and buy
more basic products.
The advertisement is currently focusing on emotional appeal. Now, if we need to change the
attitudes via promotion mix we have selected, most appropriate attitude change technique
8

would be communicating with credible source. We can show in our advertisement experience
sharing of old people.
Situational influences
The Campaign illustrates the full range of appropriate basic usage of product but it does not
talk about other features like wireless FM, Camera and Torch. It only describes the security
and concern features like emotions of gifting a phone to parents, SOS Feature, large keypad
etc. It talks only about situations like emergency and normal usage. No situation is explained
like if you like to hear the radio outside home and you have you iBall Phone.
Decision process influences
Problem recognition may occur naturally. But we must also activate it through advertising as
it may lead to increase in sales. Since there are not many alternative brands available, the
selective problem recognition should be generated. Irrespective of the fact whether the
segment seeks information on the product or not prior to purchase, we must reach out to
them. We can effectively use the low involvement learning processes by reaching out to the
segment through TV commercials.
After problem recognition, if the segment does seek out information they may probably
consult personal sources or refer to our advertisements or the various product reviews
available on the online portals. The information used to make the decision may include the
product features and also the emotional benefits attached to the product. The postpurchase
dissonance is highly unlikely to occur as the buyers and users of the product are separate. But
such a dissonance may arise in case the product breaks down.
We have given enough information regarding the product to ensure proper use by the
consumers. The expectations generated by our promotional campaign are not consistent with
the products performance as there have been several reported cases of the product not
meeting the desired expectations.

PRODUCT
In marketing, a product is anything that can be offered to a market that might satisfy a want
or need.
External influences
The product iBall Aasaan 2 is designed for old age people i.e. for people above 50 years of
age. It has been designed appropriately for all the members of the segment, including males
and females. The product is an innovation having better features targeted to old aged people.
The product is not so much sophisticated and can diffuse easily in the market. Also, it is not
designed to meet the varying needs of different household members.
Internal influences
The product imagery is positioned as a solution for the old aged people. Moreover, it is
portrayed as a gifting item to the old members of the family by their children and
grandchildren. The customers have perceived in the same manner as projected by the
company. The idea behind buying this product is due to the different features which it possess
like big keypad size, display with bigger font size, SOS facility, etc. Thus, the product has the
ability to satisfy the key purchase motives of the segment.
Situational influences
The product is appropriate for the various potential usage situations like in emergency, in case
of weaker eyesight, during power cut (torch facility), etc.
Decision process influences
The key set of evaluative criteria for this product includes a host of features like safety
features, ease of usage etc. The product is definitely a better alternative as compared to
similar phones available in the market. Its nearest competitor is Philips E310 which is also a
phone targeted at the senior citizens. But the iBall Aasaan 2 has some features that are
equivalent to that of Philips E310 while some features are better in comparison. While most
of the features are similar in both the phones, but the absence of torch in Philips E310 and its
higher price as compared to iBall Aasaan 2, make the iBall Aasaan 2 a better alternative.
Moreover the product is very easy to use and is designed in such a manner that it will be able
to perform all the uses as well as or better than expected by the segment.

10

CUSTOMER SATISFACTION AND COMMITMENT

The product has various features like big keypad, torch light, SOS exclusive button, Wireless
hands, free FM Radio (dedicated button without earphone connected ), Talking dial pad /
talking Keypad for dialling numbers (while dialling it speaks numbers loud ), etc. These
attributes were sufficient for the senior citizens. Customers and users were satisfied with the
functioning of the product.

11

PRODUCT COMPARISON WITH COMPETITORS

SURVEY ANALYSIS

12

Most of the people appreciate the phone and view it in a manner that is consistent with the
companys intentions. But there are some people who believe that the product should be sold
through retail outlets. To cater to such people we can probably sell the phone through outlets
in malls. Also many people believe that the phone should have some additional features.
GPRS or internet connectivity can be one such feature that can be included in the phone to
enhance its desirability among the customers.

Features

iBall Aasaan 2

Philips E310

Price (on Flipkart)

Screen size
Bluetooth
FM
Loudspeaker
GPRS (internet connectivity)
SOS button

Rs.2595
1.77 inch
Yes
Yes (wireless)
Yes
No
Yes

Rs.3899
2.4 inch
No
Yes
No
Yes
Yes

13

4P
Product
Product
Large Keypad with Large Buttons
Talking Keypad
Large Display Fonts
Emergency SOS Key
Memory card support up to 8 GB**
One Touch wireless FM with dedicated side
key
Bright LED Torch with dedicated side key
Digital Camera
Dual SIM Dual Standby

Revised Product
Large Keypad with Large Buttons
Talking Keypad
Large Display Fonts
Emergency SOS Key
Memory card support up to 4 GB**
One Touch wireless FM with dedicated side
key
Bright LED Torch with dedicated side key
Digital Camera
Dual SIM Dual Standby

Warrenty for 1 Year

INTERNET FACILITY**
Extended Warranty for 1.5 Year**

Price
Price
3249

Revised Price
3249

Place
Place
Online Stores

Revised Place
Online Stores
Malls mobile stores

Promotion
Promotion
Advertisements

Revised Promotion
Advertisements in between daily Serials.
Promoting through Print Media highlighting
features once in 2-3 months.

14

APPENDICES
Questionnaire
Have you ever seen or heard about i ball Assaan 2?
Yes
No
What is your first reaction after seeing the product?
Parent's phone
Emotions
Connecting close ones
Respect
Other:
How much you are satisfied with the features?
Highly satisfied
Moderately Satisfied
Neutral
Moderately dissatisfied
Highly dissatisfied
How much you are satisfied with the price?
Highly satisfied
Moderately satisfied
Neutral
Moderately dissatisfied
Highly dissatisfied
Option 1
Have you seen our Ad?If yes, then what it conveys?
Emotional connectivity
Reliability

15

Respect
What features most cause commitment to our brand?
SOS button
Long battery life
Low price
Large keypad
Wireless FM radio
Digital camera
Expandable memory
Is the product overall better than the competitors?
Yes
No
What should be the ideal version of the phone for near future?
No change
Change in Price
Increase features
Decrease features
Other:
Can this product sold in Outlet?
Yes
No
Maybe

16

Customers Review
Amazon
Aasaan2 makes life aasaan
Serves the purpose of simplicity of use and long battery life.Has some very good features like
the SOS features and a good phoe for the visually impaired also. The sound quality needs
improvement
I bought this phone for my mother in law...for her age this was the right phone as the numbers
are big to see....but within one month of the purchase the speaker is not working we can
neither hear nor the other person can hear my voice.I found the phone expensive as well for
the features it gave...please do not buy....sorry Amazon first product which I had a bad
experience from your website
Very convenient phone even for junior citizens. Best birthday gift for your parents and your
children. In due course, it will reach your hands so that you will be happy for purchasing this
phone!
Very good
form factor of the phone is great for aged users thanks to the large buttons. But the call
quality is pathetic! Verified by trying the same sim in the same room using a different phone.
Serves the purpose of simplicity of use and long battery life.Has some very good features like
the SOS features and a good phoe for the visually impaired also. The sound quality needs
improvement
The large keys, comfortable display, SOS button, led torch, etc make the use of phone by
elders easy.
Except for the big button size, its not a great phone. Its not easy to use.
It took a long time for us to understand how it functions and then teach the elderly person
how
to
use
it.
You are better off buying a simple nokia button phone.
Value for money
Good product
Good
VERY POOR VOICE QUALITY ...THIS PRODUCT IS SPECIFICALLY MADE FOR
SENIOR CITIZENS AND SHOULD HAVE BEEN WITH BETTER VOICE QUALITY
INSTEAD IT IS JUST THE OPPOSITE ...
Flipkart:

17

I bought this phone for my mom who is 65 years old. She used to use a Nokia phone but
always complained about the text size on the screen and the button size. So I got her the
iBallAasaan. The phone was delivered the next day by Flipkart. I agree with some reviews
that the navigation is not as simple for example if you start a radio, it doesn't exit to the home
screen in a single please of the Call End button. But then my mom rarely uses radio. The
large buttons are quite easy for her to dial the numbers she wants. The contacts list is
available at a single press of the button. There is a sliding button on the right for locking the
keypad (which avoids moments where you spend time just to figure out how to unlock) and a
seperate on/off button for a powerful LED torch. Seperate button to start the radio and a
button for volume. All these have satisfied my mom as well as myself. Highly recommended.
terrible battery backup!
do
not
buy
this
phone
battery backup is the worst feature...it does'nt last long even with the phone having no
features!the
battery
gets
exhausted
in
no
time
the sos system works fine and the built quality is good overall
the LED torch is helpful but even without getting any of the features to work..the battery gets
exhausted too early and there is no other option.
my dadsfavorite phone to date
i can only say if you love your parents, save them the hassle of wrapping their heads around
complicated machinery and give them this. its just brilliant. i will not go into specifics, but it
has some flaws, however, those are considering from my perspective. from my young dad of
60+ years point of view, this is the best thing that ever happened to him since disco.
go ahead, buy and gift and rest at ease.

I Ball Aasan- A Real Bliss For the Aged

I ordered the phone looking at the T.V advertisement. The phone was sent to me within 3
days after placing the order. It is an excellant phone with large keys which can be seen even
without specs. The wireless fm is simply amazing. The torch button, phone lock button and
the sos button are the phone's usp. As soon as the sos button is pressed a loud siren activates
and emergency message is sent to 5 people along with call on their no one by one. This phone
is simply awesome for senior citizens. Also flipkarts service is impeccable and praiseworthy.
It will surely become Indias no one shopping portal very soon with its increasing fame
spreading far and wide.
Very poorly designed phone, Senior Citizens finds it very difficult to use. Very difficult to
operate. Charger provided is very inferior quality.

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