exëvo : research. redefined.

The Objective

	A global provider of communication products and mobile phone manufacturer wanted to introduce a low cost mobile handset targeting lower income and rural segments in India. The company was not familiar with the overall India business landscape, local market conditions and local business models and environment. exëvo was enlisted to evaluate the company’s potential in India, and to help it take the right first steps into the market.

The Challenges

	Identifying the users of low-cost handsets in the widespread Indian market Getting to know the target market by potential customer’s expectations, spending power, acceptance and use Capitalising on the opportunities available with the huge unconnected percentage of the population Identify the needs of the market for developing a specific low cost handset Identifying the barriers to growth Reaching the population unable to afford the regular mobile handsets available in the market A scaleable and sustainable approach to provide mobile communications in rural areas

The Solution

Planning

Comprehensive desk & local research to understand the market penetration and target customers
Secondary data was collated from articles published in dailies, magazines, and industry reports through visits to libraries as well as from the worldwide including collection and analysis of figures and statistics published by Government of India.
Carefully done sampling of market based SEC (Socio Economic Classification), Census data and nationwide spread rural and low income group population

Administration

Developed local intelligence and expertise in identified rural and lower income group segments and market
Product was randomly placed in the market to test the acceptance and to create the need among target market segment

Presentation

Quality Assurance

Respondents were screened thoroughly, including the past, current and future perspective about mobile phones

The Benefits Achieved

	Upon evaluation of the company’s objective to launch their product in the market, exëvo put together an appropriate market strategy and facilitated client’s entry into the rural and lower income market in India. The client based on the study findings and exëvo recommendations, not only successfully launched the ultra low cost mobile handsets in India but was also able to set-up strategic business alliances with service providers for better marketing and coverage.