mobile devices promotion trends in thailand -may15

April 2015

Mobile Devices Promotion Trends in

Thailand

Contact : Danai.K ([email protected] ; 02 938 2660) – Powered by A3retail.com

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PROMOTION INISIGHTS INSIGHTS

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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

http://www.a3retail.com/



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.

.



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



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%)



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



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



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



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



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



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



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



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



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)



THAILAND MYANMAR

2-3-4 F Grand Building538 Ratchadapisek Soi 26Huay Kwang, SamsenokBangkok 10310Tel: +662 938 2660-1

ContactDanai Kramgomut+66 818 [email protected]

ContactFrederic Etienbled+66 895 [email protected]

Hypertrade in the Region