Needs, Wants, Demand.

Indian smart phone market is being ruled by Chinese Brands. Back into 2016, the revolution of smart
phones market was something happened because of introduction of Jio 4G. Till then people in India
used the 3G phones and featured keypad phones. Industry has only certain Indian players like Intex,
Micromax and some other foreign brands like Samsung, Gionee.
The Core Marketing Concepts discuss about Needs, Wants, Demands.
 
NEEDS:
 
1. The Jio 4G have paved the way for smartphone market in India. Till then only people used
the word TOUCH PHONE rather than smart phone. From then 4G Smart Phone has become
a need for everyone. The consumers are expecting a smart phone which can be discussed
under the Stated needs concept. The industry is not expecting and seeing the smart phone
as their Status Symbol and they are just started using the 4G Smart phones. The Opportunity
was grabbed by Chinese Brands like OPPO, VIVO. The consumer just want a smartphone
and not bothered about its features.
2. Xiaomi popularly known MI/Redmi entered the budget 4G smart phone market. Xiaomi
provided the Smart phones through online modes whereas Indian Brands continued to
depend on traditional Direct Selling Channel. People started seeing for a value product and
people started to purchase Redmi Phones and word of mouth has passed used by Xiaomi to
emerge as Best Indian Smart Phone Brand by overtaking Indian Brands. Here the consumers
were specific about his requirement. Consumer needs a smart phone to connect with
friends, family for this he is expecting a smart phone with good battery backup rather than
good camera. This can be discussed in Real Needs concept.
3. There is a situation where consumers have the option of choosing between products, where
he expects products with after sales service. The need for service is not obvious while buying
the product but consumer expects and it would be the main reason for buying the product.
Chinese smart phones brands has offered a good after sales warranty and service while
Indian brands lack it. XIAOMI has brand loyalty played a major role for success. Justified
under UNSTATED NEEDS.
4. The Chinese smart phone brands commandeered Indian popular celebrities such as Alia
Bhat, Virat Kohli, Amitabh Bacchan, Deepika Padukone for their brand marketing. The
consumers who are fond of celebrities will tend to purchase the products marketed by their
favourite celebrities. Chinese companies have gained advantage by onboarding famous
Indian celebrities whereas Indian Brands went in for Global Stars went unrecognized. The
main reason for purchasing OPPO, VIVO products by certain group of customers that they
want to use the brand which were being advertised or represented by their Favourite Indian
Celebrities, but they might not state or realize this reason for purchasing the product. This
can be justified under SECRET NEEDS
 
WANTS:
 
1. Indian consumers exhibited "Interest in Front-Facing Cameras" which was the USP of
Chinese Brands OPPO, VIVO. The rise of Instagram, Snapchat and other social media
platforms have showed a heavy skew towards the front facing cameras. OPPO was basically
popular for Audio segment and VIVO was popular for its Camera. VIVO and OPPO entered
and conquered the market by providing smart phones with good selfie cameras. These
companies gained competitive advantage. OPPO, VIVO are known as SELFIE EXPERT.
Whereas Indian Brands have failed to know the wants of the consumers and they completely
ignored the Selfie factor and these were ruled out of the market.
 
DEMANDS:
 
1. Demand is the want of the consumer backed with the ability of the consumer to purchase.
Smartphone is not just Consumers use, but show-off. Indian Brands focused on the
Commodity rather than focusing on the Brand. Indian Brands offer was a Spec Sheet similar
to the Leading Chinese Brand Smart Phones. But Indian brands were priced below
Rs.10,000/-, whereas Chinese Brands exploded the Rs.10,000/- market. These brands
focused on the premium looks which perfectly suited the consumer wants. Chinese
companies focused on Brand rather than Commodity. Indian Brands didn’t realise that
Smartphone is something consumers use, but show-off.