Do Mobile: China’s biggest manufacturing company in India- Interview

Do Mobile which is one of the biggest manufacturing company in China, Shenzhen United time technology Co. Ltd. has launched its new products in the Indian Market. The company deals in both smartphones and feature phones but their main focus is towards the feature phone industry in India. In the era of Smart things, the Do Mobile wants to play around feature phone but why? We had an interaction with Mr. Sandeep Mehra, Sales Head of DO Mobile to get the answer of such questions and also to know about their strategies and brand positioning…

As the sales head, Mr. Sandeep’s primary focus will be on setting up a Distribution network for DO Mobile Pan India along with an impetus on online/e-commerce business. He will also be responsible in reshaping Do Mobile as a well known mobile phone company in India with the aim to be a global leader in mobility via offering technologically superior products at best affordable price.

 

What is DO Mobile’s positioning in feature phone category?

We believe that there is a lot of scope for the feature phone industry in India, irrespective of the growing digital technology and smartphone sales. Also, feature phones are have turned ‘smart’ these days to fulfill consumer demands with functions like wi-fi, dedicated music keys, etc. These and other cosmetic changes make feature phones a favorable choice for many consumers.

 

What are the targeted segments?

We are majorly targeting consumers of young age, and more importantly, all those who are first-time smartphone users and those who want to switch from feature phones to having a smartphone experience.

 

How do you plan to innovate with the 10K range of products in future?

At present we are operating under a 7k range of products and would like to continue with the same segment in near future as well. The key idea is to provide the best available product within that price segment.

 

What is your branding strategy?

We are using innovative BTL activities, especially in tier 2 and tier 3 cities. Also, social media and PR activities have been our focus. We will also involve ATL activities once our new product range is launched in the market.

 

Is there anything unique offered by DO mobile which makes it different from rest of mobile manufacturers?

We are providing smartphone replacement policy, which is rarely done by brands. The feature phone replacement policy is common, but we are the ones who are providing smartphone replacement.

 

How do you compete with other Chinese competitors?

Any competition is a part of the business and we are aware of the same. Our key focus would be on product quality and affordable pricing within our target segment.

 

Would you like tell us something about your next products for the customers?

We are excited about our upcoming product range. In the next two months, we will come up with numerous smartphones, feature phones & mobile accessories.

What is the range of feature phones and smartphones DO Mobile has in the market?

Our feature phones range starts from Rs.650 and smartphone is available at Rs.3990 and above.

What is the rate of online and offline traction? Which vertical is doing well for Do Mobile?

At the moment, the major focus is on channel distribution network, around 95% of business comes via offline. But we do realize the importance of online medium, and soon, will set up of channel distribution network in the next few months. We will focus on online medium too.

What is your channel ecosystem?

The brand has demonstrated quick and robust expansion since our starting operations. Within a span of less than a year the company has a presence in 15 states in India with 450+ Distributors and 12000+ Retailers across the length and breadth of the country.

 

Does the company have some third party to handle the CSR activities or do you manage on your own? How do you think DO Mobile will influence the customer socially?

Ans: We have just started the journey and our current focus is on building a distribution network. We would surely like to be involved in CSR activities once we set up our offline and online network across India.