Gionee

GiONEE is a Chinese smartphone manufacturer based in Shenzhen, Guangdong. Founded in 2002, it is one of China’s largest mobile phone manufacturers.

    Challenge

    Gionee, a new entrant in the Indian market, wanted to understand consumer behavior towards the features of their new range of smartphones, as well as create a buzz in the retail channel. The feedback from the end-consumers was to be used for defining their product feature based future marketing strategy.

    Solution

    We came up with the idea of creating a large format projection based Touch Table. A cost effective solution, which helped consumers engage, interact and explore the brand and its products in a single click. The data analytics plugged at the backend provided insights about the most preferred features of the products on display. This touch table was installed at various retails stores PAN India and every consumer interaction was captured by the software to provide detailed analysis of consumers’ preferences.

    Impact

    The solution enabled the consumers to explore the Gionee smartphones in an interactive and engaging manner. The data points gathered helped Gionee create a relevant Brand positioning and a relevant Go-to-market strategy for India.