AMIT MTRAMINU SINGH

PRIYAJIT MISHRASUNIL MANCHANDIA

Brand Dossier A Study about

1 | P a g e

PHASE -1

2 | P a g e

SR No. TOPIC Page No.

1 Evolution of Samsung Mobile 4

2Initial Positioning and subsequent Repositioning of Samsung Galaxy

8

3Advertising Strategy followed by Samsung

Galaxy11

4 Sales Promotion 12

5 Segmentation 13

6 Analysis of Product and Generic Competition 15

7Strategies adopted to tackle competition or

prime market expansion17

8Distribution strategy followed by Samsung

Galaxy18

9Summary regarding the future direction of the

brand.19

CONTENT

3 | P a g e

EVOLUTION OF SAMSUNG MOBILES

From its inception as a small export business in Taegu, Korea, Samsung

has grown to become one of the world’s leading electronics companies, specialising in digital

appliances and media, semiconductors, memory, and system integration. Today Samsung's

innovative and top quality products and processes are world recognised. This timeline

captures the major milestones in Samsung's history, showing how the company expanded its

product lines, grew its revenue and market share, and has followed its mission of making life

better for consumers around the world.

Although its line of sparkling smart phones seems fresh and new, Samsung Mobile

has been around since 1983. Samsung Mobile's parent company, Samsung Electronics, was

founded in 1969. Once known for its televisions and other home appliances, Samsung

recently eclipsed heavyweights Sony Ericsson and Motorola as one of the biggest cell phone

manufacturers in the world.

Samsung Mobile's first ever offering was a car phone it introduced in 1986. Samsung

cell phones found its way to consumers for the first time in 1996, when they partnered with

Sprint of USA on a line of sleek and compact phones. A few short years later, South America

and Japan enjoyed the high-end design of Samsung Mobile phones. Quickly in 2009,

Samsung Mobile's global market share stood at more than 17 percent, second only to Nokia.

In the 3rd quarter of 2008, for the first time in its history, Samsung Mobile shipped more than

50 million handsets in a quarter--despite a global recession. The Samsung i7500, known

as Samsung Galaxy in some countries, is the first mobile phone manufactured

by Samsung that uses the open source Android operating system. It was announced on 27

April 2009.

4 | P a g e

2009 - 2012

1. EVOLUTION OF SAMSUNG GALAXY.

The Samsung GT-i7500, also named

as Samsung Galaxy in some countries, was

the first mobile phone manufactured

by Samsung that used the open

source Android Operating system. It was

announced on 27 April 2009. It was

succeeded by the Samsung i5700.

The S series:

The Samsung Galaxy S is

an Android Smartphone that was

announced by Samsung in March

2010. As of January 2011,

Samsung had sold 10 million

Galaxy S phones globally. The

Galaxy S was named the European

Smartphone of the Year at the

European (EISA) Awards 2010–

2011. Samsung Galaxy S was

succeeded by Samsung Galaxy S

II. In October 2011, Samsung

announced that it had sold 30

million Galaxy S and Galaxy S II phones globally.

5 | P a g e

The Samsung Galaxy 3, also known as

the Samsung Galaxy Apollo (Galaxy

Mini in Italy), is

a Smartphone manufactured by Samsung

that runs on open sour Android operating

system. Announced and released

by Samsung in July 2010, the Galaxy 3

succeeds the Galaxy Spica. Being a

budget, mid-range Smartphone that was

designed for the mass market, the Galaxy

3 had several compromises over the

Galaxy S in terms of hardware. The

Galaxy S 2 was released worlwide

starting from May 2011, by more than

140 vendors in some 120 countries.

The Galaxy Tablet:

The Samsung Galaxy mobile generally

evolved into TABLETS. The Samsung Galaxy

Tab is an Android-based tablet

computer produced by Samsung introduced on 2

September 2010 at the IFA in Berlin.

The Galaxy Tab has a 7-inch

(180 mm) TFT-LCD touch-screen, Wi-

Fi capability, a 1.0 GHz ARM Cortex-

A8 Samsung Exynos 3110 (code-named

"Hummingbird") processor, the Swype input

system, a 3.2 MP rear-facing camera and a 1.3

MP front-facing camera for video calls.

6 | P a g e

Samsung Galaxy Tab gave way

to the Samsung Galaxy Note.

The Samsung Galaxy Note is

an Android Smartphone/tablet

computer hybrid, introduced in October

2011 and noted for its 5.3-inch screen

size — between that of conventional

smart phones, and larger tablets — and

its included stylus.

7 | P a g e

INITIAL POSITIONING AND SUBSEQUENT REPOSITIONING OF SAMSUNG GALAXY

Positioning –

Positioning is the act of designing the company’s offerings and image to occupy a

distinctive place in the minds of the target market.

The idea used by Samsung Galaxy was to try something new altogether. It came up

with certain features which were not available in the market in any smart-phone, at least no

other player operating in the Android domain. The features were,

1. AMOLED screen technology.

2. Dual core processor.

3. Inbuilt memory capacity of 8GB.

4. Expandable memory capacity of 32GB.

5. A 5 megapixel camera.

The AMOLED screen technology – AMOLED is Active Matrix Organic Light Emitting

Diode. The display technology is used in mobiles and also on televisions. Organic LED

describes a specific type of thin-film technology which contains organic compounds that

emits light upon electrical activation that has been deposited on the Thin Flim Transistor.

This unique technology was first used by Samsung to position the Galaxy in the existing

mobile domain.

Dual core processor – Samsung GT-i9100 or the Galaxy SII was the first ever mobile to use

Dual core processor.

Inbuilt memory 8 GB – Samsung Galaxy was the first mobile on Android platform to have an

inbuilt memory of 8 GB.

8 | P a g e

Expandable memory of 32 GB – The Samsung Galaxy mobiles has an option of expanding

its memory capacity up to 32 GB. This was a major upgrade from the existing devices at that

point of time.

The 5 Megapixel Camera – The 5 megapixel camera was another feature which came

packed with the Android OS for the first time.

Repositioning:-

1. Galaxy tab launched to compete with Apple’s iPAD. The iPad was an iconic product

introduced into the domain. It attracted huge response from the market. Revenue

figures topped the expectations. It catered to an entire a new segment. It was having

the laptop in ones hand. Samsung did not stay away in the game. In a span of 5

months it came with its own version of the iPad called the tablet.

2. The high price segment which Galaxy existed did fairly well. Samsung was quite

successful in the galaxy segment. The low price segment in Android domain was

being slowly captured by local players in developing countries (e.g.Micromax in

India). Samsung Galaxy Y and Galaxy Pro Duos (Dual Sim) were launched to

tackle the competition in the low range segment. It used the popularity of the

successful Galaxy model to enter the low cost segment.

3. Galaxy Note: This was again a unique offering from Samsung. The Note combined

features of the mobile and the tablet. The size was smaller than the tablet (which came

as a complaint from quite a few users), but was complete with the features.

9 | P a g e

Nokia52%

Samsung23%

Micromax9%

RIM Blackberry

8%

LG7%

Market Share in India

Nokia27%

Samsung20%

Apple6%

LG6%

ZTE4%

Others38%

Global Market Share

10 | P a g e

Repositioning helped Samsung

Galaxy gain a considerable

amount of market share. Today it

is only second to Nokia in India

in terms of revenues.

On global front it is only 7% short

of Nokia. Nokia had been the

undisputed leader in the mobile

market till just a few years back.

Samsung’s aggressive marketing

strategies along with an

extraordinary research and

development team may soon take

the brand to be the leader in the

industry.

ADVERTISING STRATEGY FOLLOWED BY SAMSUNG GALAXY

In the world of tough competition innovation and up-gradation is the mantra of

survival for any electronics product. Innovation backed with the correct advertising

strategies directs a product to the successful plane. Brand awareness coerces the customer

into buying the product.

Almost all products have a number of rival products competing with former. In order

to make ones position safe a brand needs slogans, logos and distinctive packaging. All

these involve marketing strategies which involves

careful scanning of the internal and external

environment that is affecting the market.

The Samsung Galaxy Y advertisement – Punch line

reads ‘DESH SMART BAN RAHA HAI, AAP KAB

BANONGE, CHANGE TO SMART’. Samsung

wanted to convey the notion if you are a Samsung

Galaxy user than you are by default smarter than the

rest. Different advertisements have been used at

different point of times highlighting the features. There

is an inbuilt program in the Samsung Galaxy mobiles

that shows the image of a cat and the cat repeats

whatever one says. This humorous feature is also

depicted in an advertisement.

Samsung tied up with popular footballer ‘DAVID BECHKAM’ for the promotion of

the Samsung galaxy note and Samsung Galaxy SIII. In India upcoming Bollywood

actress Nargis Fakhri (heartthrob of millions) has been used for the promotion of

Samsung galaxy SIII.

Samsung is the official sponsor of the Chelsea FC

and it is also the official sponsor of the London 2012

Olympics and Samsung Galaxy SIII is the official

wireless device the world largest sporting event.

SALES PROMOTION

11 | P a g e

The short term incentive scheme for encouragement of trial or purchase of a product or

service refers to Sales promotion. Advertisement offers a reason to buy whereas sales

promotion offers an incentive to buy.

Samsung mobile worked on various schemes to increase its sales and hence there was

a direct effect on Galaxy.

Different methods used by Samsung:

1. Samples - Samsung Mobiles invited prospective customers to try the product for free.

It took out dummy models of the phones, as well as mobile shops had a trial phone

which a customer could feel in his hand.

2. London 2012 Olympic Games – Samsung mobile launched a scheme, where a new

customer or an existing customer can connect their mobile with Optus mobile plan

and stand a chance to win the passes.

3. Samsung 50$ cash back offer-Samsung Introduced an offer where one can send a

postcard and win Samsung galaxy note, even it had some participate stores where one

was entitled to get a 50 $ cash back card on purchase of galaxy note.

12 | P a g e

4. Accessories – Samsung galaxy tab gave away freebies like Bluetooth headset, leather

case diary, 2GB SD card to its customers.

SEGMENTATION

13 | P a g e

Segmentation is partitioning the product with respect to its unique attributes.

Initially Samsung Galaxy targeted users who wanted to use the Android operating system at a

fairly high cost. But with the emerging Mobile brands in the market like Micromax and a few

others, it targeted consumers with every kind of purchasing power.

Samsung galaxy was segmented with respect to its price range.

Low Range (Targeting low income groups) –

Samsung Galaxy Y Duos, Samsung Galaxy Y

Colour Plus S5360, Samsung Galaxy Y Pro Duos

GT-B5512 , Samsung Galaxy Y CDMA 1509,

Samsung Galaxy Y S5360, Samsung Galaxy

Pocket, Samsung Galaxy Fit S5670, Galaxy Pop

1559, Samsung Galaxy Ace S5830, Samsung

Galaxy S DUOS. The price range in this segment is

Rs 6000-12000.

Middle Range (for the middle income

group) – Samsung Galaxy Ace Plus S7500,

Samsung Galaxy SL 19003, Samsung Galaxy 2

P3100, Samsung Galaxy R 19103, Samsung

Galaxy S plus 19001, Samsung Galaxy S 19000.

The price range in this segment is Rs 14000 –

22000.

The high end Galaxies (Targeted for the high income group) – Samsung Galaxy Tab 620,

Samsung Galaxy S2 i9100, Samsung Galaxy Beam, Samsung Galaxy Tab 730, Samsung

Galaxy Note, Samsung Galaxy Tab 210.1 ,Samsung Galaxy Tab 680, Samsung Galaxy Tab

750, Samsung Galaxy S3. The price range in this segment is Rs 25000-37000.

14 | P a g e

ANALYSIS OF PRODUCT AND GENERIC COMPETITION

15 | P a g e

Analysis of a product is necessary for up-gradation of a product and work on

the flaws of the products or the product development mechanisms. SWOT analysis is

a very powerful tool in analysing a product. The SWOT analysis of Samsung Galaxy

is performed here.

S – STRENGTHS

i. Powerful specifications, great features.

ii. Widely accepted Operating System

iii. Devices available at different price points.

iv. Excellent advertising and branding.

W – WEAKNESS

i. Limited market share in the ever-expanding electronic segment.

ii. Lacks robustness and user friendliness of Nokia, and looses out to

camera and music quality to Sony Ericsson.

O – OPPORTUNITIES

i. Wide range of mobile devices that can address a large market.

ii. Almost accepted by masses as the prime Android OS featured device

manufacturer.

iii. Better brand recall in suburban markets.

iv. Developed partnerships with regional organizations.

T- THREATS

i. Challenge to be faced by low cost mobile manufacturer in price.

ii. Threat on design and build quality by high end mobile manufacturers.

Generic competition –

16 | P a g e

Samsung Galaxy faces generic competition from the wide variety of sectors namely

the Laptops, Notebooks, Net-books etc. Today technology is developing at a phenomenal

pace. Laptops are being increasingly used for voice communications and video conferencing.

The high speed and high storage capacity of laptops are a serious competition to the existing

Samsung galaxy mobiles.

The camera inbuilt in Samsung Galaxy mobiles is in between 2 - 8 Megapixels and so

in this sphere it competes with the digital cameras and the camcorders as the picture quality

of digital camera and camcorders will be better in consideration to Samsung Galaxy.

The audio feature in Samsung Galaxy is far from the I-POD standard The IPod plays

a dominant role in terms of market share.

The basic work of a mobile is to communicate and for that case the generic

competitor of Samsung Galaxy can be Landline phones.

STRATEGIES ADOPTED TO TACKLE COMPETITION OR

PRIME MARKET EXPANSION

17 | P a g e

Price – Galaxy has the Y series which is offered for a very low price than the completion

e.g. HTC, LG, Sony, and Motorola. Due to the cost effectiveness Samsung has been able to

cut down on prices, which other major players have not been able to achieve. Even the

Galaxy Tab brought about turmoil in the tablet industry when it was launched and the

iPad suffered a major setback in the process.

Distribution – The market penetration of Galaxy is much more than any other brand. Brands

like Micromax that brought about a revolution with its low price android phones could not

compete because of the well established distribution network of Samsung.

Innovations – Galaxy keeps innovating itself. It strives to satisfy almost all the features a

consumer can ask for in a mobile device. It boasts of a series of devices comprising features

like the full touch screen, normal keypad, QWERTY keypad and even a mixture of touch as

well as keypads. It has kept on improvising on almost all its features per the market demand.

Corporate Social Responsibility

Samsung Hope for Children – It was an initiative

designed to help under-privileged children through e-

learning centres. These e learning centres located in

different parts of the country impart computer literacy to

underprivileged youth and ensure placements as well.

Samsung has close tie-ups with HK

RED CROSS and ‘HEAVEN OF HOPE CHARITY

ASSOCIATION’, where the company

contributes an annual sum for underprivileged children. It has been winning the Caring

company Award in Korea for seven consecutive years.

DISTRIBUTION STRATEGY FOLLOWED BY SAMSUNG GALAXY

Distribution Channel is a way of selling a company's product either directly or via

distributors; "possible distribution channels are wholesalers or small retailers or retail chains

or direct mailers or own stores".

18 | P a g e

Franchisees – Samsung Electronics franchised a number of small outlets (Mobile Stores).

All the outlets which are under the franchiser should follow certain set guidelines of the

franchiser’s company. This would include converting a normal outlet into Samsung

Electronics outlet. But the franchiser will help in visual merchandising and loan for deposits

which are refundable.

Shopping Malls – Many shopping malls have a

separate mobile phones section. Samsung

targeted these malls as they are the right place for

promotion and sales of stylish variants of

Samsung Galaxy.

Mobile Phone Outlets – Samsung Galaxy mobiles are also available in the different mobile

stores present in different parts of India. The store keepers are paid commission for

demonstrating the various uses of the Galaxy mobiles to the customers and vouch for the

quality of the products.

Samsung launched its first “Samsung Brand Store” in New Delhi. The store is the first of

its kind in the country. One floor is dedicated to Samsung’s entire smart phones range of

collection including tablets and accessories.

.

E-business – Samsung Galaxy is also available in E-business sites like Flipkart, Home

Shop18. These sites often offer discounts to encourage the sales of the Samsung Galaxy

mobiles.

SUMMARY REGARDING THE FUTURE DIRECTION OF THE

BRAND

19 | P a g e

Mission: Everything we do at Samsung is guided by our mission: To be the best digital єCompany.

Vision: Samsung is guided by a single mission. To lead the digital convergence movement.

The demand for Android Smartphone’s has jumped from 36.1 % of the worlds share a

year ago to exactly 59 % in the first quarter of this year, which is a clear indication of the

rising demand of the Android platform. The global Smart phone share of Samsung is 29%

which happens to be greater than any other smart phone available in market. The global

share for phone vendors is 23%. Samsung has recently become the leader in Smartphone

market in India by beating its nearest rival Nokia. The data portrays that Samsung galaxy

holds a good position in the market and with the advent of Samsung Galaxy S3 it is

expected that the market share of Samsung Galaxy is to in due to increase in huge

amounts. The advertising strategies adopted by Samsung Galaxy are also quite promising.

20 | P a g e

PHASE-2

HYPOTHESES:

Samsung Galaxy’s market share is better than other Smartphone players e.g. NOKIA,

APPLE, and BLACKBERRY.

Samsung Galaxy is the most preferred android phone.

Samsung Galaxy is driven because of its crystal display.

JUSTIFICATION FOR TAKING THE HYPOTHESES

The impact of constant innovation of Samsung Galaxy over other brands.

21 | P a g e

With android emerging as the smart-phone OS of choice, we are exploring the

position of Samsung Galaxy as the better option.

Samsung Galaxy has AMOLED display technology in most devices and its screen

size is an important feature to attract buyers.

LIST OF THE INFORMATION REQUIREMENTS TO BE COLLATED FROM THE RESEARCH

We need to enquire from the mobile phone dealers about which smart phone is sold

the most and also preferences in brand choice among smart phone users. (Based on

this we can conclude Hypothesis 1)

We need to find out reviews of Android smart phone users about the phones they use

or want to use.(Based on this we can conclude Hypothesis 2)

We need to enquire from existing smart phone users the various uses that their devices

are subjected to. (Based on this we can conclude Hypothesis 3)

INSTRUMENTS OF DATA COLLECTION

FACE TO FACE SURVEY

1. We will choose a sample size of existing smart phone users and distribute a questionnaire

to understand the features they aspire to have in their smart phones

2. Take data from dealers about the sale of the different smart phones and find out the market

share of Samsung Galaxy.

ONLINE SURVEY

22 | P a g e

In this method we conduct an online survey by uploading a questionnaire which enables us to

capture a versatile sample. In this we will use either mail or social networking site for

collecting information. It is used to avoid geographical constraints. Here we will get a good

sampling as this is the platform where we can find a number of smart phone users.

QUESTIONNAIRE:-

1. Are you a smart phone user?(HYPOTHESIS 1)

1.Yes 2.No

2. If yes do you think Smart phone is becoming a necessity in today’s world?(HYPOTHESIS 1)

1. Yes 2. No

3. Which smart phone would you prefer irrespective of the OS, given the following

choices?(HYPOTHESIS 1)

23 | P a g e

1. Blackberry

2.Apple

3. Nokia

4. Samsung Galaxy

4. Which Phone do you think uses the Android OS? [One can choose more than

one option].(HYPOTHESIS 2]

a. Samsung Galaxy

b. Micromax

c. LG

d. HTC

e. Sony Ericsson

f. Nokia

5. Do you own an ANDROID phone ?

1.Yes

2.No

5.a. If 'Yes' ... which brand of ANDROID smart phone do you own?

1. Samsung Galaxy

2. Micromax

3. LG

4. HTC

5. Sony Ericsson

5.b If 'No' ... given an option which Android Smartphone would you like to own ?

1. Samsung Galaxy

2. Micromax

24 | P a g e

3. LG

4. HTC

5. Sony Ericsson

6. Which of the following features would entice you to purchase a smart phone?

[One can choose more than one option]. (HYPOTHESIS 3)

1. Battery backup

2. Display

3. Sound Quality

4. Additional features (Bluetooth, Wi-Fi)

5. Camera

6. Memory

7. The display size and display quality to make a smart phone purchase-choice is

important? (HYPOTHESIS 3)

1. Strongly Agree

2. Agree

3. No difference

4. Disagree

5. Strongly Disagree

8. Based on the response in question 6, does the display quality of Samsung

Galaxy set it apart from other smart phones in the market? (HYPOTHESIS 3)

1. Yes

2. No

25 | P a g e

SAMPLE PLAN –

We intend to target people already using smart-phones (Any OS). The convenience

method of sampling is being used.

Convenience sampling is a non-probability sampling technique where subjects are selected

because of their convenient accessibility and proximity to the researcher. This method will

help us acquire random data from a wide spectrum of smart phone users, which will in turn

give us a clearer picture of the market as a whole.

SAMPLE SIZE – 100+

A sample size of 100+ will enable us to have a clear picture of consumer preferences for

smart-phones

METHODS OF DATA ANALYSIS TO BE USED:

Q1. Graphical representation (pie chart) trying to differentiate Smartphone users from normal

users

Q2. Graphical representation (pie chart) trying to gauge the future of smart phones

Q3. Graphical representation (bar chart) of smart phone choices

Q4. Graphical representation (bar chart). How effective has a company been in

communicating the presence of android OS in their products.

Q5. Graphical representation (pie chart) trying to differentiate Android enabled Smartphone

users form other Smartphone users

Q5.a. Graphical representation (pie chart) trying to represent preference in brand among

Android Smartphone users

26 | P a g e

Q5.b. Graphical representation (pie chart) trying to represent preference in brand among

Non-Android Smartphone users

Q6. Graphical representation (bar chart). The primary feature a user looks for while making

a smart phone choice.

Q7. Likert Scale. It is a simple psychometric scale where the customer responds with their

level of agreement or disagreement on a series of choices. We are using the method to

analyze the importance of display in particular in making a smart-phone choice.

Q8. Graphical representation (bar chart). The chart will crystallize our basic belief of the

display size of Samsung Galaxy being the most important factor in using the product.

27 | P a g e

PHASE 3

PRIMARY RESEARCH -

1. Are you a Smart phone user?

This question was asked to differentiate the Smartphone users from normal mobile users to get our required sample .

28 | P a g e

66%

34%

Smart phone user

YESNo

Sample size (All mobile users) - 154Actual sample size (Smartphone users) -101

From the above pie chart we came to know that 66% of the total sample size uses Smartphone.

[Note: From now onwards we are going to consider the actual sample size i.e. the Smartphone users]

2. Do you think Smart phone is becoming a necessity in today’s world? (Hypothesis 1)

This question was asked to gauge the future of Smartphone

95%

5%

SMARTPHONE IS BECOMING A NECCESSITY IN TODAY'S WORLD

YESNO

From the above pie chart we came to know that 95% of the sample thinks that smart hone is necessary in today’s world so the future of Smartphone is bright.

29 | P a g e

3. Which smart phone would you prefer irrespective of the OS, given the following choices? (Hypothesis 1)

This question was asked to understand the preference of Smartphone irrespective of the OS among the sample size

Blackberry iPhone Nokia Samsung Galaxy

Choice in Smart Phones 19 29 17 36

2.5

7.5

12.5

17.5

22.5

27.5

32.5

37.5

Choice in Smart Phones

From the above given bar diagram, it is clear that invariably the preference of Smartphone irrespective of OS is for Samsung Galaxy.

4. Which Phone do you think uses the Android OS? (Hypothesis 2)

This question was asked to determine the awareness of Android as an OS in Smartphone by the sample

30 | P a g e

samsung Micromax LG HTC Sony Ericsson Nokia

Sales 93 45 47 70 66 31

5

15

25

35

45

55

65

75

85

95

WHICH PHONE DO YOU THINK USES THE ANDROID OS?

From the above bar diagram it is clear that sample is aware of the smartphones that uses Android as an operating system and the awareness for Samsung Galaxy is the highest.

5. Do you own an ANDROID phone? (Hypothesis 2)

This question was asked to differentiate Android enabled Smartphone users form other Smartphone users .

61%

39%

DO YOU OWN AN ANDROID PHONE ?

YESNO

From the above pie chart we can see that 61% of the actual sample uses Android Smartphone.

5. a. If 'Yes' ... which brand of ANDROID smart phone do you own? (Hypothesis 2)

This question is asked to the Android Smartphone users to know their brand preference

31 | P a g e

87%

7%3% 3%

AMONG ANDROID SMARTPHONE WHICH SMARTPHONE DO YOU OWN?

Samsung GalaxyMicromaxLGSonyHTCOthers

From the above pie chart it is clear that the maximum Android Smartphone users in the sample own Samsung Galaxy.

5. b. If 'No' ... given an option which Android Smartphone would you like to own? (Hypothesis 2) .

This question is asked to the Non- Android Smart phone users to know there choice

preference if an option is given to them to own an Android Smartphone.

72%

3%5%

13%8%

WHICH SMARTPHONE DO YOU WANT TO OWN IF YOU ARE A NON ANDROID

SMARTPHONE USER Samsung GalaxyMicromaxLGSonyHTCOthers

32 | P a g e

From the above Pie chart it is clear that the Non Android Smartphone users prefer to own a Samsung Galaxy Smartphone if an option is available to them.

6. Which of the following features would entice you to purchase a smart phone?(Hypothesis 3).

This question was asked to understand the features which the users look for in a Smartphone.

Battery Backup Display Quality Sound Quality Additional Fea-tures (Bluetooth,

Wi-fi, etc)

Camera resolu-tion

Memory capac-ity

Sales 72 77 52 72 56 58

5

15

25

35

45

55

65

75

85

FEATURES OF SMARTPHONE THAT ENTICE USERS TO PURCHASE IT

From the above bar diagram we can see that the sample looks mainly for 3 things in the Smartphone and they are battery backup, display quality and additional features. Out of this three features Display quality of Smartphone is the feature that entices the Smartphone users the most.

7. The display size and display quality to make a smart phone purchase-choice is important? (Hypothesis 3).

This question was asked to see whether the display quality is considered to be an important feature for purchase or not.

33 | P a g e

1% 1%32%

66%

DISPLAY SIZE AND QUALITY MAKE A SMARTPHONE PURCHASE-CHOICE IMPOR-

TANT

STRONGLY DISAGREEDISAGREENO DIFFERENCEAGREESTRONGLY AGREE

The above pie chart tells us that the percentage of ‘Strongly Agree’ and ‘Agree’ is much more than that of ‘Strongly Disagree’ and ‘Disagree’. So we can conclude that the display features are an important factor that should be considered before buying a Smartphone.

8. Does the display quality of Samsung Galaxy set it apart from other smart phones in the market?(Hypothesis 3).

This question was asked to find out whether display quality of Samsung Galaxy is better than other Smartphone as a purchase option.

YES NO

Sales 73 28

5

25

45

65

DISPLAY QUALITY SETS SAMSUNG GALAXY APART FROM OTHER SMARTPHONES

The bar graph depicts that display quality of Samsung galaxy is considered better than other Smartphone for a purchase option by the sample size.

34 | P a g e

AGE GROUP OF THE SAMPLE SIZE

3%

79%

18%

AGE GROUP

Below 18 18 - 25 26 - 35 36 and above

Maximum users of Samsung galaxy belong to the age group of (18-25) which shows that this Smartphone is the heartthrob of Youngistan.

SURVEY FROM DEALER (BHAJANLAL COMMERCIAL PVT. LTD)

According to the dealer the sale of android phone in the month of august was much greater

compared to other Smartphone .

ANDROID70%

OTHER SMARTPHONE30%

SALES IN THE MONTH OF AUGUST IN BHA-JANLAL COMMERCIAL PVT. LTD

35 | P a g e

The sales of Samsung galaxy was also much greater compared to the sale of other Smartphone in the month of August.

60%

40%

SALES OF ANDROID SMARTPHONES IN THE MONTH OF AUGUST

SAMSUNG GALAXY OTHER ANDROID SMARTPHONES

36 | P a g e

NET TAKEAWAY

HYPOTHESIS 1 –

Our first hypothesis was “Samsung galaxy’s market share is better than other Smartphone players eg. NOKIA, APPLE, and BLACKBERRY” .From the inference of Question 2 and question 3 we have concluded that indeed Samsung galaxy’s market share is better than other Smartphone players. Hence hypothesis 1 is correctly proved.

HYPOTHESIS 2 –

Our second hypothesis was “Samsung Galaxy is the most preferred Android phone”. From the inference of Question 4, Question 5 (Part A and Part B) and the second part of the review from dealer we have concluded that indeed Samsung galaxy is the most preferred Android phone. Hence hypothesis 2 is correctly proved.

HYPOTHESIS 3-

Our third hypothesis was “Samsung galaxy is driven because of its crystal display”. From the inference of Question 6, Question 7 and Question 8 we have concluded that indeed the crystal display is main factor that drives the sale of Samsung galaxy.

37 | P a g e