BRAND POSITIONING OF SMARTPHONES IN INDIA

Rishen KapoorMBA Tech Chemical210 Div D

INTRODUCTION• "Brand positioning put simply is owning a

piece of the consumer's mind" -Ries & Trout

smasung26%

micromax22%

sony5%

nokia5%

karbon 13%

others29%

OBJECTIVES

To understand how Indian consumers perceive different

brands of Smartphone's available in the Indian market based on different attributes.

To understand the drivers and restraints in the Indian

Smartphone market, using the data received from the two

focus groups

LITERATURE REVIEW

• (Sara Djerv & Zenia Malla, 2012) brand equity drivers for Uppsala university students (Functionally oriented)

• (Prathmesh Muzamdar,2012) brand name on the buying behavior (I phone)

• (Raven Jainarain, 2012) buying behavior of generation - y consumers (Processor speed)

LITERATURE REVIEW

• (Nishi Verma, 2012) Indian Smartphone market and indentified the major drivers and inhibitors in the market(Complementary markets)

• (Alexandra Sponga, 2013) brand positioning and marketing strategies of Smartphone's in the Canadian market (Apple)

• (Maha Al Azzawi, 2012) understand student brand preference (Apple)

RESEARCH GAP

• Volatility of the Smartphone market.• Lack of similar research in the Indian Market.

TENTATVE METHODOLOGY• Stratified Random sampling

Target Groups : 1. Students 2. Working Professionals

DATA ANALYSIS

• Parameters on the basis of which consumers purchase their Smartphone will be identified and using SPSS a factor analysis will be carried out to identify the drivers and constraints.

• The observations received from each group will be recorded separately and a comparison will be drawn between the 2 target groups.

REFRENCES• Alexandra Sponga(2013) COMPETING SMARTPHONE BRANDS : UNDERSTANDING

BRAND RIVALRY BETWEEN TWO BRAND COMMUNITIES The University of Guelph.• Nishi Verma(2012) INDIA SMARTPHONE MARKET OUTLOOK: LOW COST DEVICES TO

DRIVE THE GROWTH IN THE INDIAN MARKET Frost and Sullivan market research.• Maha Al Azzawi(2012) STUDENT BRAND PREFRENCES BETWEEN APPLE AND

SAMSUNG SMARTPHONE School of Sustainable Development of Society and Technology.

• Prathamesh Muzamdar (2012) GAME OF THE NAMES: BRANDING IN THE SMARTPHONE INDUSTRY The University of Texas , Arlington.

• Raven Jainarain (2012)ATTRIBUTES THAT INFLUENCE GENERATION-Y CONSUMERS IN THIER CHOICE OF SMARTPHONE Gordon Institute of Business Science.

• Sara Djerv , Zenia Malla (2012) A QUALITATIVE STUDY OF THE DRIVERS OF BRAND PREFRENCES IN THE SWEDISH SMARTPHONE MARKET Uppsala University.

NDTV correspondent August 06 2013 http://www.ndtv.com/topic/ndtv-correspondent/news/page-3

• Positioning: The Battle for Your Mind - Ries & Trout

THANK YOU.