Cell Phones
Content
As per the LATEST REPORTS, number of mobile subscribers in India has crossed the 300 million mark. By April 2009, India is projected to become the second largest wireless market in the world.
Handset market share for 2009
Brand Market Units So share (in millions) 2009 468.3 196.5 101.1 96.6 210.1 39.93 % 16.76 % 8.62 % 8.24 % 17.92 % Market share 2008 38.98 % 14.39 % 7.19 % 9.24 % 16 % YoY Change (%) 0.95 % 2.37 % 1.43 % -1 % 1.92 %
Nokia Samsung LG Sony Ericsson Others
WORLD MARKET SHARE -2009
China 10%
Sony 8%
Nokia 40%
virgin 8% LG 9% Samsung 17%
MARKET SHARE IN INDIA.
NOKIA SONY SAMSUNG CHINA
59.5% 8.1% 7% 5.9% 8.5%
VIRGIN
Sales
NOKIA SAMSUNG SONY ERRICSSON 12% 10% 8% 12% 20% 38% LG VIRGIN CHINA
STRENGTHS:
Consumption of content is growing. It is getting easier to pay for things by mobile, especially small-ticket items. Experience of using the internet to go online is getting more agreeable There is more leadership from bodies such as the Mobile Marketing Association.
WEEKNESSES: The mobile internet is not yet mass market. market is actually getting more fragmented. OPPURTUNITIES: A great opportunity to get personalised marketing messages across. Acquisition and Retention. Branding and direct response.
THREATS:
It continues to get more difficult for companies to provide a consistent experience across different browsers and the ever expanding variety of handsets and personal devices on the market. Abuse of mobile marketing damages the industry (i.e. consumers being ripped off and permission marketing principles being ignored). It could get worse if the offenders are not punished properly.
HISTORY OF NOKIA
Founded in
1865 by Fredrik Idestam in Finland as a paper manufacturing company.
In
1920, Finnish Rubber Works was established and later on in 1922, Finnish Cable Works was founded.
All
the three companies were merged in 1967 to form the Nokia Group. By 1987, consumer electronics became Nokia's major business
VISION APPROACH Our vision is Trusted customer a world where relationships; everyone can Best mobile
PROMISE Promise is to help people feel close to
NOKIA IN INDIA
Nokia entered
the Indian market in the mid-
90s. The first ever GSM call in India was made on a Nokia 2110 mobile phone on its own network in 1995. In April 2005, Nokia India, a subsidiary of Finland-based Nokia, announced that it was setting up a manufacturing facility for mobile devices in Chennai, the state capital of Tamil Nadu in southern India.
MARKET SHARE
IN WORLD:39.93% IN INDIA:59.5% The company is the world's #1 maker of cell phones .
MARKETING STRATEGY
PRICING STRATEGY
Pricing varies from RS 1275 to Rs 53100
DISTRIBUTION STRATEGY
There are 1,30,000 mobile outlets in the country, out of which 75,000 are Nokia brand outlets.
TARGET THE
RURAL MARKETS Unveiled lowest cost handset
SEGMENTATION has been a successful marketing strategy for Nokia. Functionality Pleasure Luxury
AIMED AT THE MASS MARKET
Nokia's first Made for India model, the 1100, is the largest selling model in the Indian GSM handset market.
BRAND AMBASSADORS
SAMSUNG PROFILE
SAMSUNG grew into a global corporation by facing challenges directly. It comes up with creative ideas to develop products and services that lead in the mobile markets. Their ingenuity will continue to chart SAMSUNG s course as a profitable, responsible global corporation. As a global leader Samsung is at the forefront of change, anticipating today what the customers around the world will want tomorrow.
Samsung
Values We believe that living by strong values is the key to good business. At SAMSUNG, a rigorous code of conduct and these core values are at the heart of every decision we make. Samsung Philosophy At SAMSUNG, we follow a simple business philosophy: to devote our talent and technology to creating superior products and services that contribute to a better global society.
Vision
SAMSUNG is guided by a singular vision: to lead the digital convergence movement. It s our aim to develop innovative technologies and efficient processes that create new markets, enrich people s lives and continue to make Samsung a trusted market leader.
Mission
Everything we do at SAMSUNG is guided by our mission: to be the best digital- company .
MARKET SHARES
World Indian
Market Share:16.76% Market Share:7%
Second leading player in the world and third leading player in India .
SEGMENTATION OF MOBILE HANDSETS
super
phone business series lifestyle series beat series multimedia series guru series archived phone
HANDSETS super phone
FEATURES High end models with many unique features like touch screen , web surfing,5 mega pixel cam etc.
TARGET USERS Upper class people
business series
Models with dual SIM technology
Business people who travel more
lifestyle series
Models with features like sleek design , good appeal , music player , fm radio,2 mega pixel camera
Students , Youth ,Teenagers , People preferring stylish models
beat series
Models with dual speakers and provided with micro Sd cards n good sound quality
Music Lovers
multimedia series
Models with features like 8MP AF Camera with Smile Shot, Face Tagging, 8GB expandable memory ,face detection , smile shot ,photo browser etc
People who prefer entertainment features with the mobile.
MARKETING STRATEGIES
Pricing
Pricing varies from Rs 1730 to Rs 31000 Promotion Brand ambassador : Aamir Khan Technology Samsung has a competitive advantage because of its technology. Product Features Samsung provides various features for its target customers.
Vision
At Sony Ericson we make things happen. We create a spark between individuals and what they love doing.
Mission
To establish Sony Ericsson as the most attractive and innovative global brand in the mobile handset industry.
MODELS
Se_s W 850
Se_s 500i
MODELS
W 850 i
Seg 7051
PRICE RANGE
It has its range from Rs. 1750 to Rs. 40,000.
TARGET
AUDIENCE As it has a wide range of handsets it is targeting upon upper lower class, middle class, upper middle class and upper class.
STRATEGIES
Sony Ericsson unveils new strategy
Mainly focuses on the fusion of various services like communication and entertainment. At the core of its new strategy is something Sony Ericsson calls "Entertainment Unlimited." The cell phone maker, is a joint venture between consumer electronics maker Sony and telecom equipment maker Ericsson .
MISSION
LG Electronics (LGE) mission statement states: LG Electronics pursues its 21st century vision of becoming a true global digital leader who can make its customers worldwide happy through its innovative digital products and services.
VISION
LG Electronics (LGE) vision statement To rank among the top 3 electronics, states: information, and telecommunication firms in the world by 2010.
MARKETING STRATEGIES
LG's new strategy aims to focus on the premium segment of the market that fetches greater margins as opposed to volumes. David Park, vice president and head of overseas sales and marketing, LG Digital Appliance Company, had announced a new channel marketing strategy to reward its distributors and build on its channel successes in the region.
MODELS
CHINA MOBILE
Models
FREQUENT FEATURES THAT ATTRACT CUSTOMERS
first mobile that comes with dual sim facility also provide touch screen facility sound quality that impressed no. of people high features at cheaper rates best support for internet access
Come up with ««..
CDMA 800MHz,touch screen TFT, Li-On battery, dual sim facility, 1.3 mega pixel camera, music player, FM radio, bluetooth Charge u lowest price ««« which is easily afford your pocket
Common man loves features of china specially music
THINK HATKE
INTRODUCTION-WHY VIRGIN MOBILE?
In Indian mobile market, Virgin mobile is a unique player based on its business model and strategy. Creating a niche brand and promoting it to specific customer segment with proper marketing has been the key success factor for virgin mobile across the globe. In mobile sector where all other players are trying to provide similar service to different customer segments, virgin is targeting specific segment with tailor made plans keeping its long term goals in mind.
VISION: TO BE THE FAVOURATE MOBILE SERVICE OF INDIA S YOUTH
youth oriented brand of India
a) ´Think Hat keµ advertisement campaign targeting youth b) Red and vibrant website look with youth focused language c) Tailor made plans for young segment d) Getting paid for incoming calls: a source of recharge option for youth
Customer preference
18 16 14 12 10 8 6 4 2 0
RESPONDANT
Quality analysis
20 18 16 14 12 10 8 6 4 2 0
Quality
service & performance
China Virgin Sony Ericsson LG Samsung Nokia 0 5 10 service & performance
Consumers review about mobiles
AVALABILITY NOKIA SAMSUNG LG VIRGIN SONY ERICSSON
CHINA
brand loyalty
NOKIA SAMSUNG LG VIRGIN SONY ERICSSON
CHINA
price
NOKIA SAMSUNG LG VIRGIN SONY ERICSSON
CHINA
Handset market share for 2009
Brand Market Units So share (in millions) 2009 468.3 196.5 101.1 96.6 210.1 39.93 % 16.76 % 8.62 % 8.24 % 17.92 % Market share 2008 38.98 % 14.39 % 7.19 % 9.24 % 16 % YoY Change (%) 0.95 % 2.37 % 1.43 % -1 % 1.92 %
Nokia Samsung LG Sony Ericsson Others
WORLD MARKET SHARE -2009
China 10%
Sony 8%
Nokia 40%
virgin 8% LG 9% Samsung 17%
MARKET SHARE IN INDIA.
NOKIA SONY SAMSUNG CHINA
59.5% 8.1% 7% 5.9% 8.5%
VIRGIN
Sales
NOKIA SAMSUNG SONY ERRICSSON 12% 10% 8% 12% 20% 38% LG VIRGIN CHINA
STRENGTHS:
Consumption of content is growing. It is getting easier to pay for things by mobile, especially small-ticket items. Experience of using the internet to go online is getting more agreeable There is more leadership from bodies such as the Mobile Marketing Association.
WEEKNESSES: The mobile internet is not yet mass market. market is actually getting more fragmented. OPPURTUNITIES: A great opportunity to get personalised marketing messages across. Acquisition and Retention. Branding and direct response.
THREATS:
It continues to get more difficult for companies to provide a consistent experience across different browsers and the ever expanding variety of handsets and personal devices on the market. Abuse of mobile marketing damages the industry (i.e. consumers being ripped off and permission marketing principles being ignored). It could get worse if the offenders are not punished properly.
HISTORY OF NOKIA
Founded in
1865 by Fredrik Idestam in Finland as a paper manufacturing company.
In
1920, Finnish Rubber Works was established and later on in 1922, Finnish Cable Works was founded.
All
the three companies were merged in 1967 to form the Nokia Group. By 1987, consumer electronics became Nokia's major business
VISION APPROACH Our vision is Trusted customer a world where relationships; everyone can Best mobile
PROMISE Promise is to help people feel close to
NOKIA IN INDIA
Nokia entered
the Indian market in the mid-
90s. The first ever GSM call in India was made on a Nokia 2110 mobile phone on its own network in 1995. In April 2005, Nokia India, a subsidiary of Finland-based Nokia, announced that it was setting up a manufacturing facility for mobile devices in Chennai, the state capital of Tamil Nadu in southern India.
MARKET SHARE
IN WORLD:39.93% IN INDIA:59.5% The company is the world's #1 maker of cell phones .
MARKETING STRATEGY
PRICING STRATEGY
Pricing varies from RS 1275 to Rs 53100
DISTRIBUTION STRATEGY
There are 1,30,000 mobile outlets in the country, out of which 75,000 are Nokia brand outlets.
TARGET THE
RURAL MARKETS Unveiled lowest cost handset
SEGMENTATION has been a successful marketing strategy for Nokia. Functionality Pleasure Luxury
AIMED AT THE MASS MARKET
Nokia's first Made for India model, the 1100, is the largest selling model in the Indian GSM handset market.
BRAND AMBASSADORS
SAMSUNG PROFILE
SAMSUNG grew into a global corporation by facing challenges directly. It comes up with creative ideas to develop products and services that lead in the mobile markets. Their ingenuity will continue to chart SAMSUNG s course as a profitable, responsible global corporation. As a global leader Samsung is at the forefront of change, anticipating today what the customers around the world will want tomorrow.
Samsung
Values We believe that living by strong values is the key to good business. At SAMSUNG, a rigorous code of conduct and these core values are at the heart of every decision we make. Samsung Philosophy At SAMSUNG, we follow a simple business philosophy: to devote our talent and technology to creating superior products and services that contribute to a better global society.
Vision
SAMSUNG is guided by a singular vision: to lead the digital convergence movement. It s our aim to develop innovative technologies and efficient processes that create new markets, enrich people s lives and continue to make Samsung a trusted market leader.
Mission
Everything we do at SAMSUNG is guided by our mission: to be the best digital- company .
MARKET SHARES
World Indian
Market Share:16.76% Market Share:7%
Second leading player in the world and third leading player in India .
SEGMENTATION OF MOBILE HANDSETS
super
phone business series lifestyle series beat series multimedia series guru series archived phone
HANDSETS super phone
FEATURES High end models with many unique features like touch screen , web surfing,5 mega pixel cam etc.
TARGET USERS Upper class people
business series
Models with dual SIM technology
Business people who travel more
lifestyle series
Models with features like sleek design , good appeal , music player , fm radio,2 mega pixel camera
Students , Youth ,Teenagers , People preferring stylish models
beat series
Models with dual speakers and provided with micro Sd cards n good sound quality
Music Lovers
multimedia series
Models with features like 8MP AF Camera with Smile Shot, Face Tagging, 8GB expandable memory ,face detection , smile shot ,photo browser etc
People who prefer entertainment features with the mobile.
MARKETING STRATEGIES
Pricing
Pricing varies from Rs 1730 to Rs 31000 Promotion Brand ambassador : Aamir Khan Technology Samsung has a competitive advantage because of its technology. Product Features Samsung provides various features for its target customers.
Vision
At Sony Ericson we make things happen. We create a spark between individuals and what they love doing.
Mission
To establish Sony Ericsson as the most attractive and innovative global brand in the mobile handset industry.
MODELS
Se_s W 850
Se_s 500i
MODELS
W 850 i
Seg 7051
PRICE RANGE
It has its range from Rs. 1750 to Rs. 40,000.
TARGET
AUDIENCE As it has a wide range of handsets it is targeting upon upper lower class, middle class, upper middle class and upper class.
STRATEGIES
Sony Ericsson unveils new strategy
Mainly focuses on the fusion of various services like communication and entertainment. At the core of its new strategy is something Sony Ericsson calls "Entertainment Unlimited." The cell phone maker, is a joint venture between consumer electronics maker Sony and telecom equipment maker Ericsson .
MISSION
LG Electronics (LGE) mission statement states: LG Electronics pursues its 21st century vision of becoming a true global digital leader who can make its customers worldwide happy through its innovative digital products and services.
VISION
LG Electronics (LGE) vision statement To rank among the top 3 electronics, states: information, and telecommunication firms in the world by 2010.
MARKETING STRATEGIES
LG's new strategy aims to focus on the premium segment of the market that fetches greater margins as opposed to volumes. David Park, vice president and head of overseas sales and marketing, LG Digital Appliance Company, had announced a new channel marketing strategy to reward its distributors and build on its channel successes in the region.
MODELS
CHINA MOBILE
Models
FREQUENT FEATURES THAT ATTRACT CUSTOMERS
first mobile that comes with dual sim facility also provide touch screen facility sound quality that impressed no. of people high features at cheaper rates best support for internet access
Come up with ««..
CDMA 800MHz,touch screen TFT, Li-On battery, dual sim facility, 1.3 mega pixel camera, music player, FM radio, bluetooth Charge u lowest price ««« which is easily afford your pocket
Common man loves features of china specially music
THINK HATKE
INTRODUCTION-WHY VIRGIN MOBILE?
In Indian mobile market, Virgin mobile is a unique player based on its business model and strategy. Creating a niche brand and promoting it to specific customer segment with proper marketing has been the key success factor for virgin mobile across the globe. In mobile sector where all other players are trying to provide similar service to different customer segments, virgin is targeting specific segment with tailor made plans keeping its long term goals in mind.
VISION: TO BE THE FAVOURATE MOBILE SERVICE OF INDIA S YOUTH
youth oriented brand of India
a) ´Think Hat keµ advertisement campaign targeting youth b) Red and vibrant website look with youth focused language c) Tailor made plans for young segment d) Getting paid for incoming calls: a source of recharge option for youth
Customer preference
18 16 14 12 10 8 6 4 2 0
RESPONDANT
Quality analysis
20 18 16 14 12 10 8 6 4 2 0
Quality
service & performance
China Virgin Sony Ericsson LG Samsung Nokia 0 5 10 service & performance
Consumers review about mobiles
AVALABILITY NOKIA SAMSUNG LG VIRGIN SONY ERICSSON
CHINA
brand loyalty
NOKIA SAMSUNG LG VIRGIN SONY ERICSSON
CHINA
price
NOKIA SAMSUNG LG VIRGIN SONY ERICSSON
CHINA
