global brands & mobile phones
DESCRIPTION
Operative Marketing project work at Università degli studi di Bari: - sample composition and features - customer/cell phone connection - customer behavior regarding global brands - in-depth analysis - conclusionsTRANSCRIPT
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PearApple Team
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• Suddivisione popolazione: quasi omogenea
• Maggiore fascia d’età:18-25 anni
• Predominanza di status: libero
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• Maggioranza: 1 cellulare;
• Fasce d’età con 2cellulari: 18-25, 25-40;
• Fasce con più di 2 cellulari: 18-25, più di 55.
• Nelle fasce inferiori lo svago supera il lavoro;
• Nelle fasce superiori il lavoro supera lo svago;
• Le necessità primarie dominano in tutte le fasce.
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• voto 5 qualità funzionalità Innovazione Prezzo
• voto 3 certificazioni offerte promozionali servizi post-vendita
• voto 1 packaging
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Apple-iPhone: 112 paesi Nokia: 130 paesi.Quanto può essere indice di affidabilità e qualità?
Apple-iPhone: 15.4 mll $Blackberry: 12.3 mll $Come cambia la percezione delle marche?
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La marca CECT ha prodotto un cellulare identico all’Apple-iPhone nel design e con alcune caratteristiche simili, vendendolo ad un prezzo di 1/6 dell’originale.
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Alta qualità Maggiori funzionalitàUltima innovazione
FiduciaValore
Rappresenta le aspettativeIdentifica la personalità