Feasibility of a Budget iPhone

Group-4_Section-B
Bhavana Chapule PGP10137
Kanika Goraya PGP10209
Pooja Soni PGP10160
Sandeep Agrawal PGP10169
Surbhi PGP10181

Objective
To explore the opportunities and potential for launching a budget iPhone

Introduction
The smartphone market is one of the fastest-growing industries of the last decade with double-digit
growth in each of the last seven years. Samsung has the highest market share while Apple is a distant
third. Apple used to be the market leader of the global smartphone market but it lost a large market
share to Chinese brands in the last three years. Experts attribute this loss in market share to the high
price of Apple's iPhone.
So to gain the lost market share Apple is looking to launch iPhones in the budget segment and to do
marketing research to find answers to these questions.
● Can Apple compete against Chinese brands in the Budget segment?
● Will budget customers pay a premium to own an iPhone? Does Brand appeal matter to budget
customers?
● Will budget Iphones cannibalize the sales of premium iPhones?

Approach
In order to answer these questions, we will conduct a six-step marketing research exercise. We will
interview industry experts and conduct FGDs to know the expert’s and customer’s perspective. This will
conclude our qualitative analysis and based on the results we will streamline our research and prepare a
questionnaire to get quantitative data for in-depth research. We will try to reach a wide range of
customers by sending questionnaires to different samples to arrive at conclusive answers to our
question.