best mobile brands- comparative study
TRANSCRIPT
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Brand management : Bestbrand in Mobile phones
A report on brand war & various perceptions inIndian market
By-
Arun k SoniMBA (mm) Sec- AIMS DAVV INDORE
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What is a brand ?A brand is a name , symbol, shape or anyspecail sign attached with any product
Consumers buy
products;
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What is a brand?
A brand is a name, term, sign, symbol,or design,
or a combination of them,
intended to identity the goods orservices
of one seller or group of sellers
andtodifferentiate them from those ofcompetitors
- American Marketing Association
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What does a brand convey?
A brand can convey up to 6 levels ofmeanings:
Attributes
Benefits
Values
Culture Personality
User
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Today we all are surounded byvarious brands through our
routine-
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The Mobile phones have occupied thewhole day involvement of users and has
emerged as a basic need rather than aluxury life style product.
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Brands in Indian MobileMarket
NOKIA
LG
SAMSUNG
MOTOROLA
MICROMAX
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NOKIA
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LG
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SAMSUNG
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MOTOROLA
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micromax
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About the company
Nokia is engaged in the manufacturing ofmobile devices
Nokia is a Finnishmultinationalcommunications corporation that isheadquartered in Keilaniemi, Espoo,
It has over 132,000 employees in 120
countries global annual revenue of over42 billion
and operating profit of2 billion as of 2010
Some famous models in Indian market are1100,6600, N-series & E-series.
http://en.wikipedia.org/wiki/Finlandhttp://en.wikipedia.org/wiki/Multinational_corporationhttp://en.wikipedia.org/wiki/Keilaniemihttp://en.wikipedia.org/wiki/Espoohttp://en.wikipedia.org/wiki/Eurohttp://en.wikipedia.org/wiki/Eurohttp://en.wikipedia.org/wiki/Espoohttp://en.wikipedia.org/wiki/Keilaniemihttp://en.wikipedia.org/wiki/Multinational_corporationhttp://en.wikipedia.org/wiki/Finland -
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About the company
Samsung Electronics is the world's largestelectronics companywith a 2009 revenueof $117.4 billion headquartered in Samsung
Town, Seoul, South Korea Samsung Electronics has sold 235 million
mobile handsets in the year 2009
Overall, Samsung has market share of20.2%
the company has introduced numerousmobile handset models including premium
phones, full-touch screen phones, and
http://en.wikipedia.org/wiki/List_of_the_largest_global_technology_companieshttp://en.wikipedia.org/wiki/List_of_the_largest_global_technology_companieshttp://en.wikipedia.org/wiki/Samsung_Townhttp://en.wikipedia.org/wiki/Samsung_Townhttp://en.wikipedia.org/wiki/Seoulhttp://en.wikipedia.org/wiki/South_Koreahttp://en.wikipedia.org/wiki/South_Koreahttp://en.wikipedia.org/wiki/Seoulhttp://en.wikipedia.org/wiki/Samsung_Townhttp://en.wikipedia.org/wiki/Samsung_Townhttp://en.wikipedia.org/wiki/List_of_the_largest_global_technology_companieshttp://en.wikipedia.org/wiki/List_of_the_largest_global_technology_companies -
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About the companycontd.
Samsungs flagship mobile handset line is
the Galaxy S, guru series, corby etc
With assembly plants and sales networks in65 countries across the world, Samsunghas as many as 157,000 employees
http://en.wikipedia.org/wiki/Samsung_Galaxy_Shttp://en.wikipedia.org/wiki/Samsung_Galaxy_S -
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About the company
LG ElectronicsKorean ConsumerElectronics & Home Appliance
Manufacturer, have started mobileappliance business since 1996.
LG has dominating in CDMA segment ofmobile phones in Indian Market/
It offer heavy rnge of handsets according to
various layers of users.
http://en.wikipedia.org/wiki/LG_Electronicshttp://en.wikipedia.org/wiki/LG_Electronics -
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About the company
Motorola, Inc anAmerican-based,multinational,[6]telecommunicationscompanybased in Schaumburg, Illinois
Motorola's handset division is focused onsmartphones using Google'sopen-source
Androidmobile operating system
In India
http://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Multinational_corporationhttp://en.wikipedia.org/wiki/Motorolahttp://en.wikipedia.org/wiki/Telecommunicationhttp://en.wikipedia.org/wiki/Schaumburg,_Illinoishttp://en.wikipedia.org/wiki/Googlehttp://en.wikipedia.org/wiki/Android_(operating_system)http://en.wikipedia.org/wiki/Android_(operating_system)http://en.wikipedia.org/wiki/Googlehttp://en.wikipedia.org/wiki/Schaumburg,_Illinoishttp://en.wikipedia.org/wiki/Telecommunicationhttp://en.wikipedia.org/wiki/Motorolahttp://en.wikipedia.org/wiki/Multinational_corporationhttp://en.wikipedia.org/wiki/United_States -
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About the company
Micromaxentered in Mobile HandsetIndustry only in 2008. Therefore, it can besaid that Micromax Mobile, as it exists
today was formed in 2008 and it has sincethen rapidly grown to become leadingdomestic mobile handset company in India
Its product range include from value for
money product to high end premiumoffering
Eg. XI series, Q series etc.
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About the companycontd.
Micromax is targeting Youth segmentof market as there first multimedia
handset
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Various attributes linked withbrands
Nokia Samsung LG Motorola Micromax
Price range 1200- 30000 1000-35000 1200-50000 2000-52000 1000-15000
Brandpersonality
Indian,Sincere &Reliable
Amir Khan,innovative,perfection &styled
Technical,Foreigner,Households
American,High endproducts,
Truly Indian,Youth, FunandCelebrations
User group Alldemographicusers
Youths Randompattern, CDMAusers
High incomegroups
Youths , earlyadapters,bottom of
pyramid
Values Promising Advance Stylish Classical Enjoy & Fun
Benifits Easy toOperate,Universal
Add style tousers life
Value formoney product
Differentiateperformance
Long lastingBattery, LiveLoud.
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Conclusions
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NOKIA has emerged as a brand leaderin indian mobile habndset market, thepillers of its strong brand equity are-
Emotional Connection
Value
Accessibility
Awareness
Relevant differentiation
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Emotional Connection
Nokia has used various taglines suchas made for india Bhar do rang
jindagi me etc
It includes Ringtone of sare janha seachha in its starting 3315 model togain acceptance in indian market
Nokia was first to add hindi as alanguage in mobile phones
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Value
Nokia is offering value for moneyproducts as it understand the ruralrequirement where power failure is a
common problem hence it introducedtorch light in its handsets with longlasting battery.
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Accessibility
Nokia well understood the importanceof availability of product to enhancevisibility of brand and worked on its
distribution It has also made easy to operate
handsets understanding the
requirement of middle agedpopulation.
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Awareness
To increase awaresess in Indian usersNokia adapted dense advertisingthrough print and electronic media
using indian characters and themessuch as Zindagi ki Dorr
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Relevant differentiation
NOKIAhas well differentiated its product line fromother competitors by attaching it to India, Family andcelebrations on emotional parameters , similarly ontechnical front it has added an easy o operate andreliable image.
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Thus NOKIAhas won overallcompetition and is No. 1 brand inMobile handsets market.
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THANKSA PRESENTATION BY-
ARUN KUMAR SONI
MBA (MM) IMS DAVV INDORE