best mobile brands- comparative study

8/14/2019 Best Mobile Brands- Comparative Study

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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

best mobile brands- comparative study

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