KSA high-end

Smartphone Consumer
Research Report

MEA Product Center Strategy

Marketing CI Nielsen
Aug 2018
 CONTENT

Project overview 1 2 Market overview

Consumer Profile and Marketing Recommendations

Strategy 3 4

Retail Recommendations 5 6 Appendix

PROJECT OVERVIEW
Purpose of research
This research is to help new products release.
Targeting at local high-end people in Saudi Arabia.
Discover the key points in branding, product
competitiveness, retails and channels.
 User image ： describe lifestyle, values, brand perception, attitude towards
What do they
technology, premium, advanced and fashion base on different groups of
people. Fully reappear the image of local high-end users. look like?

Brand diagnose ： What are the differences between Huawei and its
competitors in terms of brand perception, consideration and preference? How will they
What are the demands of high-end consumers for smartphone brands? consider Huawei?

Product competiveness ： Are the selling points accepted by

consumers? Discover deeply the opportunities in appearance,
How to attract
experience, configuration, brand and price. them?

Retail channel ： Evaluate the influence of each factor including

salesperson, store exhibition and integration of online and offline, etc.
How to improve
locate the improvement points for final purchase. the retail

Mate/P distinction ： Discover marketing strategy in terms of product,

How to distinguish M/P
brand promotion, channel and services of each series from retail channel
and consumers.
series in Marketing?

4
This research will focus on three groups of smartphone consumers in
Saudi which are local trend seekers, life enjoyers and young tech geeks.

Mainly 30-40 years old, employee, housewife or

Wage
house-husband. Low family disposable income.
earners
43% Over half of them are Samsung smartphones users.

Local Highest ratio of male, mainly self-owner and

trend senior managers. They use Apple mostly and have

16% seeker the highest family disposable income.

Highest ratio of female, mainly housewife and

Life students. They all use Apple, they have the above-
enjoyer average family disposable income and enjoys
16 current life.

% Value Have least apple users, mainly S7 edge and

seeker Huawei Mate7/8 users. Low disposable income
12
13 % Young
Less than thirty ， 1/3 are students, most of
them use iphone but mainly 6S+, Huawei
users use mate9/9 Pro mainly. They have the
% tech geek
lowest disposable income.
 Samples in Saudi Arabia
Samples
Qualitative research
Quantitative research

• GANG SURVEY: 3 • FGD ： 3 groups/city, 6

groups/city ， 6 respondents/group ，
36 samples in total
respondents /group ， 6
• AC ： 3
groups in total. Groups
respondents （ Jeddah
include local trend seeker, life ）
enjoyer and young tech • IHV ： 3 respondents
geeks. （ Jeddah ）
• Internal interviews ：
• Samples%characteristics
Gender Age %
male 66 20-30 72 • 2 salesmen ； 1 agency
female 33 30-40 28 expert ；
• 1 internal expert ；
Thank You