Post on 28-Jul-2015
April 2015
Mobile Devices Promotion Trends in
Thailand
Contact : Danai.K (danai.k@hyper-trade.com ; 02 938 2660) – Powered by A3retail.com
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PROMOTION INISIGHTS INSIGHTS
Service Description
A3 RETAIL (THAILAND) Co., Ltd is a company that specialized in the development of computer applications for the Retail Industry and has setup a database, accessible on internet, called A3RETAIL.COM, which gathers information and statistical studies on all the products that are proposed to shoppers through the brochures published by retailers and local newspapers. This database is accessible through the internet at www.a3retail.com
> DATABASE DESCRIPTIONDatabase including data, texts and images, contained in the brochures of the retail stores are stored on an internet website: www.a3retail.com. These data, especially; products, visuals, retailers, promotion mechanics, share of voice brands and retailers. We provide accessibility of;
• Media : Newspaper & Retailers’ brochures• 6 years data history• Unlimited of users• Unlimited of data extraction
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PROMOTION INISIGHTS INSIGHTS
Executive Summary
☑ The Evolution of Mobile Phone and TabletOver the last 3 years, The leading manufacturers in Mobile Phone and Tablet Categories are Samsung, SAMART I-Mobile and Apple respectively. The first 2 mainly focus in competing with the price of mobile phone. While Apple focuses on promoting Tablet.
☑ Key Retailers in MarketThe main channels to promote Mobile Phone and Tablet are Specialist and Hypermarket (Tesco Lotus and Big C). IT City and Big C are 2 key retailers with the most promotion in these categories.
☑ Trend of Mobile Phone Promotion PriceMany Brands in Mobile phone category are highly competing in low price. While smart phone with cheaper price have been increasingly promoted every quarter since 2014 to make customers try to use and have more choices to select.
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PROMOTION INISIGHTS INSIGHTS
Samsung and SAMART I-Mobile are highly competing in Mobile Phone Market, while Apple focus on Tablet.
Q2 2012-
Q1 2013
Q2 2013-
Q1 2014
Q2 2014-
Q1 2015
Q2 2012-
Q1 2013
Q2 2013-
Q1 2014
Q2 2014-
Q1 2015
Q2 2012-
Q1 2013
Q2 2013-
Q1 2014
Q2 2014-
Q1 2015
Q2 2012-
Q1 2013
Q2 2013-
Q1 2014
Q2 2014-
Q1 2015
SAMSUNG SAMART I-MOBILE APPLE INC. LENOVO
0%10%20%30%40%50%60%70%80%90%
100%
79% 81% 85% 90% 92% 97%
10%
38%24%
0%
49% 49%
21% 19% 15% 10% 8% 3%
90%
62%76%
100%
51% 51%
The Evolution of Mobile Phone and Tablet of Top Promoted Manufacturers (3 years; Q2 2012 to Q1 2015)
Mobile Phone Tablet
Mobile 627 1056 1220 560 684 807 32 295 166 0 186 204
Tablet 164 243 223 59 58 29 274 485 517 5 191 209
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PROMOTION INISIGHTS INSIGHTS
Big C and IT City are key players in Mobile and Tablet Market
3 Biggest Players in Mobile Phone1) Big C (22%)2) IT City (19%)3) Lotus (12%)
Big C22%
IT City19%
Tesco Lotus12%
Power Buy10%
Banana Mobile
9%
Banana IT8%
Power Mall4%
Others16%
Share of Voice of Mobile Phone Promotion in 2014
IT City21%
Big C18%
Power Buy13%
Banana Mobile11%
Banana IT9%
Tesco Lotus9%
Power Mall4%
Others14%
Share of Voice of Tablet Pro-motion in 2014
(+1PTS)
(-3PTS)
(+15PTS)
(-4PTS)
(-4PTS)
(-1PTS)
(-3PTS)(+1PTS)
(+8PTS)
(+7PTS)
(-3PTS)
(-1PTS)(-7PTS)
(-1PTS)
(-3PTS)
Remark: Point is the evolution of the share of voice compared to year 2013.
3 Biggest Players in Tablet1) IT City (21%)2) Big C (18%)3) Power Buy (14%)
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PROMOTION INISIGHTS INSIGHTS
Mobile & Tablet Market since 2015 tend to decline
JAN FEB MAR AVERAGE
Mobile Phone 363 334 317 338
Tablet 153 94 83 110
25
75
125
175
225
275
325
375
Nb of Promotion of Mobile Phone & Tablet in 2015
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PROMOTION INISIGHTS INSIGHTS
Mobile Expo 2015 Exhibition in Feb affected in the increase in Promotion from SAMSUNG
SAMSUNG I-MOBILE ASUS
JAN 141 82 37
FEB 150 53 29
MAR 105 113 22
10
30
50
70
90
110
130
150
Nb of Promotion from Top 3 Mobile Phone Brands in 2015
Nb o
f Pro
motion
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PROMOTION INISIGHTS INSIGHTS
Specialist and Hyper Market are the main channels for Top3 Leader Brands.
SAMSUNG I-MOBILE LENOVO0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
36% 57% 20%
61%
35%
77%
Share of Voice ; Top 3 Leaders Brand Promotion Items by Channel (2014)
HYPERMARKET SPECIALIST SUPERMARKET WHOLESALER
SAMSUNG I-MOBILE LENOVO
HYPERMARKET 516 457 96
SPECIALIST 882 279 384
SUPERMARKET 18 36 6
WHOLESALER 24 32 10
No. of Promotion each Brand/Retailer
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PROMOTION INISIGHTS INSIGHTS
While Samsung split its promotions in many retailers, I-Mobile and Lenovo focus on only some retailers.
SAMSUNG I-MOBILE LENOVO0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
10% 5% 10%
15%
5%
9%
22%
34%10%
13%12%
32%
11%
2%
13%
12%
20%
9%
13%20%
13%
Share of Voice ; Top 3 Brand Leaders Promotion Items by Retailers (2014)
Banana IT Banana Mobile Big C IT CityPower Buy Power Mall Tesco Lotus Others
SAMSUNG I-MOBILE LENOVO
Banana IT 146 40 50
Banana Mobile 213 38 45Big C 315 277 48IT City 192 95 161
Power Buy 165 18 63Power Mall 52 12 19Tesco Lotus 176 165 44
Others 181 162 66
No. of Promotion each Brand/Retailer
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PROMOTION INISIGHTS INSIGHTS
Low Price Mobile Phone is highly competitive by many brands.
2014-04
2014-05
2014-06
2014-07
2014-08
2014-09
2014-10
2014-11
2014-12
2015-01
2015-02
2015-03
-
5,000.00
10,000.00
15,000.00
20,000.00
25,000.00
30,000.00
35,000.00
Mobile Phone Price Trend 12 months backward (Apr14-Mar15)
ACERASUSI-MOBILEIPHONELENOVOLGNOKIAOPPOSAMSUNGSONY ERICSSONOthers
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PROMOTION INISIGHTS INSIGHTS
While both focus on Low Price Mobile, Big C seems to be more aggressive in promotion frequency.
Price Structure
(THB)
Big C Tesco Lotus
Nb of Promo
AVG Price
Min Price
Max Price
Nb of Promo
AVG Price
Min Price
Max Price
4,000 and lower 707
2,237
299
3,990 416
1,978
199
3,990
4,000 - 12,000 648
7,145
4,190
11,90
0 371
7,255 4,190
11,90
0
12,001 and above 271
19,96
5
12,50
0
53,50
0 115
18,47
3
12,50
0
25,90
0
Grand Total 1626
7,148
299
53,50
0 902
6,251
199
25,90
0
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PROMOTION INISIGHTS INSIGHTS
Smart Phone with low price tends to be more in near future.
2014-Q1 2014-Q2 2014-Q3 2014-Q4 2015-Q10%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
4% 6% 8% 10% 11%11% 7% 9%
12% 13%8% 7%6%
13% 15%
44%41%
42%
36% 35%
34% 39% 35%28% 26%
Evolution of Smart Phone's Price(Q1 2014 - Q1 2015)
2,000 and lower 2,001 - 3,000 3,001 - 4,0004,001 - 12,000 12,000 up
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PROMOTION INISIGHTS INSIGHTS
Mobile Phone Cheapest Promotion Price
Mobile Brand 2012 2013 2014 2015
ACER
3,290.00
1,590.00 1.00
1,245.00
ASUS
15,990.00
26,900.00
987.00
1,797.00
I-MOBILE 99.00
375.00 390.00
399.00
IPHONE
1,590.00
12,185.51
10,000.00
25,500.00
LENOVO
1,495.00 1.00
1,295.00
LG
1,994.00
465.00
1,490.00
3,990.00
NOKIA
670.00
475.00 570.00
590.00
OPPO
2,290.00
3,614.00 590.00
3,490.00
SAMSUNG 29.00
445.00 325.00
469.00
SONY ERICSSON
3,490.00
2,990.00
1,890.00
7,888.00
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PROMOTION INISIGHTS INSIGHTS
Banana IT has the most aggressive % discount
Phone Type
/RetailerBanana
IT I-Mobile Big CTesco Lotus others
Normal Phone 50% - 20% 38% 35%
Smart Phone 29% 19% 18% 21% 24%
Average Discount Percentage of Mobile Phone (2014-2015)
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PROMOTION INISIGHTS INSIGHTS
THAILAND MYANMAR
2-3-4 F Grand Building538 Ratchadapisek Soi 26Huay Kwang, SamsenokBangkok 10310Tel: +662 938 2660-1
ContactDanai Kramgomut+66 818 258582Danai.k@hyper-trade.com
ContactFrederic Etienbled+66 895 005458Frederic.e@hyper-trade.com
Hypertrade in the Region