Project Report on Branding Strategies of Samsung Mobile Phones

A PROJECT REPORT

ON

BRANDING STRATEGIES OF SAMSUNG

MOBILE PHONES

IN PARTIAL FULFILMENT OF THE REQUIREMENT OF MBA

PROGRAMME OF AMITY SCHOOL OF DISTANCE LEARNING

SUBMITTED BY:

ROLL NO-

UNDER THE GUIDANCE OF:MR.

AMITY SCHOOL OF DISTANCE LEARNING

NOIDA (U.P.)

ii

DECLARATION

I, Rajat Madaan, certify that the Project Report entitled “BRANDING STRATEGIES

OF SAMSUNG MOBILE PHONES” is an original one and has not been submitted to

any other Institution for the fulfillment of the requirement of a course of Bachelor

Programme (BBA).

Place:

Date: Roll No. A1833313052

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CERTIFICATE

This is to certify that the Project Work entitled “BRANDING STRATEGIES OF

SAMSUNG MOBILE PHONES” is a record bonafide work carried out by Rajat

Madaan under my supervision towards partial fulfillment for the award of the

“BACHELOR’S DEGREE IN BUSINESS ADMINISTRATION”

Place:

Date: Project Guide

Ms. Deepa Mavinkurve

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ACKNOWLEDGEMENT

In pursuing and completion of my MBA and other commitments, I undertook the task of

completing my project on “BRANDING STRATEGIES OF SAMSUNG MOBILE

PHONES”.

I am fortunate in having sought and secured valuable guidance, continuous encouragement

and strong support at every stage of my guide and supervisor

Prof. ___________ and am deeply grateful to him.

I want to acknowledge the help provided by guide and friends. The precious inputs

provided by them have helped in compiling this report. As well as I want to thank my

friends and colleagues who helped me in this working.

I express my deep-hearted thanks and gratitude to all of those who helped me in this

Project.

_______________

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TABLE OF CONTENTS

Content Page No.

Declaration ii

Certificate iii

Acknowledgement iv

Abstract vi

1. Introduction 1

2. Company Profile 4

3. Objective and scope 29

4. Research Methodology 30

5. Literature review 31

6. Findings and Analysis 54

7. Recommendation 64

8. Conclusion 69

References 70

Questionnaire 71

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EXECUTIVE SUMMARY

Samsung Mobile’s line-up of galaxy phones and tablets has helped the handset maker

rally a significant share in a market that is largely dominated by Nokia. Samsung sold

12.6 million galaxy phones in the quarter ended March 2011, boosting its global galaxy

phones market share by 7.4 percentage points from the previous year to 12.2 per cent. It

now ranks fourth after Nokia, Apple and Research in Motion (RIM). Samsung is only 1.2

percentage points behind RIM and is expected to grab the number three spot in 2011 if it

maintains its current growth rate. Advance orders for Samsung’s Galaxy S2, which was

released in April 2011, surpassed 3 million units within a week of the launch, posing a

threat even to Apple. At this rate, its sales are expected to top 14 million units in the

current quarter. India is the fastest growing telecom market in the world and presents an

attractive opportunity for handset makers like Samsung. As per a GFK Nielson report, the

Indian mobile handset market was pegged at around 155 million units in 2010. With the

country adding 20 million mobile customers every month, the mobile device market is

expected to grow at over 16 per cent year-on-year. Driven by the launch of 3G services,

the galaxy phones market alone is likely to grow at over 50 per cent per annum for the

next two years.

The Korean handset maker’s galaxy phones strategy has clicked well in the Indian

handset space. The company opened its galaxy phones account in India in June 2010 with

the launch of its Galaxy S and Wave models, and now has over 12 galaxy phones on

almost all the popular platforms including Android, Windows and its internally

developed software, Bada. Samsung had a share of 10-15 per cent in the galaxy phones

market as of January 2011, and is aiming to notch it up to 40 per cent by end-2011.

According to company officials, in 2011, Samsung’s mobile handset division will be

driven by two key factors – touch screens and galaxy phones. In this segment, the

company has also launched its tablet PCs. Thanks to the hugely positive response that the

Tab has received across India, Samsung is targeting a 50 per cent share of the Indian

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tablet market in 2011. While tablet PCs are still a niche segment in the country, if

Samsung positions its products well, it could well succeed in meeting its targets. A key

area of focus for Samsung will be the enterprise segment, which is showing an increased

demand for such devices. In all, Samsung has over 50 handset models in India, ranging

from entry-level to mid-range and high-end galaxy phones. According to a GFK Nielsen

report, the company’s overall market share stands at around 23 per cent of the Indian

mobile market in value terms.

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CHAPTER-1

INTRODUCTION

In late 2008, Samsung emerged as the number one player in the US cell phone market by

snatching the crown from Motorola. It also emerged as the world leader in the memory

chip market In 2007, Samsung spent more on R&D than IBM. The company has jumped

to the second place in the number of patents granted by America’s patent office (just

behind IBM). As a result of its commitment to innovation and unique design, SEA was

ranked #6 in the electronics industry segment in the Fortune magazine’s “Most Admired

Companies 2008”, and named as one of Fast Company’s “Fast 50 Most Innovative

Companies of 2008”. Among popular Business Week rankings, SEC ranked #26 in the

publication’s “Most Innovative Companies of 2008” and #21 in the “100 Best Global

Brands” for 2007. SEC is also a top patent holder, ranking second overall in the U.S. in

2007. According to industry experts, the reason for these earnings over the years is

Samsung’s holistic approach to develop several strategies for different regions, but

guided by one unified Samsung brand image building strategy.

Samsung’s branding strategy was launched by its Chairman Kun Lee in 1996. It was a

coordinated global program to make Samsung an international brand. Over the last one

decade, Samsung has executed its comprehensive brand building strategy. The

company’s annual investment in branding and marketing is about US$3 billion, which

has been spent to increase its brand awareness around the world. For any new company,

when it makes its entry into the market, there are two ways to stimulate growth: intensive

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advertising campaign, and product offerings with unique functions. Samsung recognized

the potential of both. “In terms of products, Samsung introduced its leading-technology

display products as well as printers in the Indian market and carried out SI meets all over

the country to educate the channel community on its new products.

However, the power of brand building exercise was not lost on the company. In fact,

Samsung tilted more towards advertising and brand-making strategy – creating awareness

of its name by investing large amounts of money in million-dollar brand- making

campaigns. In India, Samsung, in order to create its brand awareness, signed seven

cricket celebrities and in doing this it aimed to cash in on the popularity of cricket in

India which is considered a religion in India. Instead of just ads featuring cricketers,

Samsung launched its “Team Samsung India” campaign all over India. The focus of this

concept was to create patriotism through cricketers, but under the Samsung brand name

the banner reads “With Team Samsung”. The campaign was a huge success and it

enabled Samsung to increase awareness of its brand.

As a result, it began to make impressive growth in India. “In India, Samsung’s

investment on branding has spanned our brand building and corporate initiatives, product

investments and investments in the channel. In the year 2008, Samsung supported the

Olympics cause in India by way of sponsorship of the Indian team, the support for select

members of the Indian team. The company also organized the biggest-ever national level

school quiz on Olympics for school children. Consequently, its Olympic-related

advertising campaign brought the company’s brand closer to customers.

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Company overview: Samsung Group

The Samsung Group is a multinational conglomerate corporation headquartered in

Samsung Town, Seoul, South Korea. It is the world's largest conglomerate by revenue

with an annual revenue of US $173.4 billion in 2008 and is South Korea's largest

chaebol. The meaning of the Korean hanja word Samsung is "tristar" or "three stars".

The Samsung Group is composed of numerous international affiliated businesses, most of

them united under the Samsung brand including Samsung Electronics, the world's largest

electronics company, Samsung Heavy Industries, the world's second largest shipbuilder

and Samsung C&T, a major global construction company.

Samsung has been the world's most popular consumer electronics brand since 2005 and is

the best known South Korean brand in the world. Samsung Group accounts for more than

20% of South Korea's total exports and is the leader in many domestic industries, such as

the financial, chemical, retail and entertainment industries. The company's strong

influence in South Korea is visible throughout the nation, which has been referred to as

the "Republic of Samsung".

The Samsung Philosophy:

At Samsung, they follow a simple business philosophy: to devote their talent and

technology to creating superior products and services that contribute to a better global

society. Every day, their people bring this philosophy to life. Their leaders search for the

brightest talent from around the world, and give them the resources they need to be the

best at what they do. The result is that all of their products—from memory chips that help

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businesses store vital knowledge to mobile phones that connect people across continents

— have the power to enrich lives. And that’s what making a better global society all is

about.

Their Values

They 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.

People

Quite simply, a company is its people. At Samsung, we’re dedicated to giving our people

a wealth of opportunities to reach their full potential.

Excellence

Everything we do at Samsung is driven by an unyielding passion for excellence—and an

unfaltering commitment to develop the best products and services on the market.

Change

In today’s fast-paced global economy, change is constant and innovation is critical to a

company’s survival. As we have done for 70 years, we set our sights on the future,

anticipating market needs and demands so we can steer our company toward long-term

success.

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Samsung Telecommunication:

Samsung Telecommunications is one of five business units within Samsung Electronics,

belonging to the Samsung Group, and consists of the Mobile Communications Division,

Telecommunication Systems Division, Computer Division, MP3 Business Team, Mobile

Solution Centre and Telecommunication R&D Centre. Telecommunication Business

produces a full spectrum of products from mobiles and other mobile devices such

as MP3 players and laptop computers to telecommunication network infrastructure.

Headquarters is located in Suwon, South Korea.

In 2007 Samsung Telecommunication Business reported over 40% growth and became

the second largest mobile device manufacturer in the world. Its market share was 14% in

Q4 2007, growing up form 11.3% in Q4 2006. At the end of November 2011, Samsung

sold more than 300 million mobile devices and set still in second after Nokia with 300.6

million mobile devices sold in the first three quarter of 2011.

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Our Culture:

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. Every day, our people bring this philosophy to life. Our leaders search for the

brightest talent from around the world and give them the resources they need to be the

best at what they do.

The result is that all of our products – from memory chips that help businesses store vital

knowledge to mobile phones that connect people across continents – have the power to

enrich lives. That's what making a better global society is all about. We believe that

living by strong values is the key to good business.Samsung encourages leadership;

assisting children in low-income families by supporting educational infrastructure,

supporting outstanding students and supporting programs that encourage family well-

being. We also carry out programs in these areas at each of our eight volunteer centers.

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Corporate Responsibility:

Samsung recognizes that your choice of workplace is affected by more than benefits and

compensation.

Many in the workforce want to work for an employer who will value them and help them

reach their fullest potential, while preserving work-life balance. Others are also

concerned by what their employer is doing to help the environment and those in need.

Samsung's commitment to sustainability and good corporate citizenship is strong. Here

are some examples of how Samsung Mobile is not just a great place to work, but how

we're also doing our part and giving bac

Samsung Galaxy Smartphones:

Intuitive, stylish and simple to use, the Samsung Galaxy smartphone delivers a

personalized, seamless mobile experience that helps your day run smoothly—whether it's

time for work, family or play.

List of Samsung Galaxy Series:

Now in India Samsung is the King of Mobiles. Galaxy series mobiles are very hot these

days because of cool design, features, large display and attractive prices. Also these

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comes with Most powerful and popular android Operating system. Samsung improving

galaxy series by adding more mobiles in the galaxy brigade.Samsung give the names to

their galxy series mobile phones such as Galaxy y,Galaxy Ace,Galaxy Grand etc..

Figure No.-5:Samsung Galaxy Phones

The Galaxy phones has enhanced features that both you and your contacts will enjoy. It’s

designed to make sharing easy and more direct so your friends and family can experience

every moment with you, regardless of your location.

Connect through touch: With S Beam, just place two Galaxy S III phones back-to-back

and you can transfer photos, videos, documents and more. In just three minutes you can

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successfully share a 1GB video file—it's fast, easy, and you don't even need a Wi-Fi® or

cellular signal.

Send pictures in a flash: Thanks to Buddy Photo Share, the Galaxy S III recognizes the

faces of your friends, so it can share photos with them right away. And with Share Shot,

Take multitasking to a whole new level

The Samsung Galaxy S® III runs on Android™ 4.0 operating system Built with a

1.5GHz dual-core processor, you can play a video on the go, while simultaneously

running other tasks, eliminating the need to close and restart videos when checking new

emails or surfing the Web. You can even share content to other devices faster with S

Beam. It's an intuitive smartphone that works the way you think and quickly displays the

information

DESIGN

See to believe

Get the big-screen experience in the palm of your hand. With a 4.8" HD Super AMOLED

display, the Galaxy S III offers a large and crisp picture. The Samsung screen even

enhances to HD and 16:9 wider viewing angles that are perfect for e-books, games,

video, and more. Plus with eye-tracking technology you can keep your screen .

CAMERA

Snapshot satisfaction

Capture amazing pictures with zero shutter lag using the 8MP camera and Best Photo

option. Using the burst shot option, the camera takes 3.3 shots per second.

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OBJECTIVE AND SCOPE OFTHE STUDY

Objectives:

The aim of this study is to identify the branding strategies of Samsung Mobile Phones for

boosting up the sales. The research objectives are:

To study the different branding strategies adopted by competitors in the

Galaxy series of the smart phone industry

To study the entry and profile of the company in India

To explore the customer choices with reference to Samsung mobile phones

(Galaxy Series)

Scope:

It has been suggested that loyalty includes some degree of pre-dispositional commitment

toward a brand. Brand loyalty is viewed as multidimensional construct. It is determined

by several distinct psychological processes and it entails multivariate measurements.

Customers' perceived value, brand trust, customers' satisfaction, repeat purchase

behavior, and commitment are found to be the key influencing factors of brand loyalty.

Commitment and repeated purchase behavior are considered as necessary conditions for

brand loyalty followed by perceived value, satisfaction, and brand trust. Fred Reichheld

one of the most influential writers on brand loyalty, claimed that enhancing customer

loyalty could have dramatic effects on profitability. Among the benefits from brand

loyalty — specifically, longer tenure or staying as a customer for longer — was said to be

lower sensitivity to price. This claim had not been empirically tested until recently.

Recent research found evidence that longer-term customers were indeed less sensitive to

price increases. This work will help us to better understand the concept of branding and

how it is effective for Samsung mobile phones.

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CHAPTER-2

RESEARCH METHODOLOGY

Research has a special significance in solving various operational and planning problems

of business and industry. Research methodology is a systematic way to solve the research

problem. The Research that has been used is primary and secondary in this report.

DATA COLLECTION

PRIMARY DATA: Primary data will be collected through questionnaire method. We

will take the interview of users of Samsung mobiles

SAMPLE SIZE

100 people were questioned….

SECONDARY DATA: This data will be collected through magazines, journals,

newspapers and articles

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The Success Secret:

Being ahead of the competition is the mantra of Samsung’s success. In business, it always

pays to reduce the lead-time, as being late in business means business is over, which

happened in the case of many big brands and competitors. For instance, the most

advanced mobile phone has only two-mega pixel camera, but Samsung offered 5-mg

phone in 2005. Samsung is offering new products lower than the market price. Yet, the

company has been able to retain its standard and quality. However, part of this success

was also Samsung’s openness. The company opened up and recruited employees from a

global pool of talent bringing in talent from various countries, making these people work

together at one table designing the best product. This trend boosted the company’s

perception and made it a global brand among the consumers. The strategy paid off and in

the past five years, it has achieved the biggest gain among major brands, even surpassing

Sony. Samsung’s approach is holistic reaching the world customer. It created its

branding in multiple ways, ranging from traditional adds to billboards, racing, Olympic

games, cricket matches, marathons. In short, wherever it saw the crowd, it communicated

Samsung message by presenting itself as a leader of innovation with affordable price.

In the year 2009, Samsung India is looking at strengthening both the product portfolio

and the channel. The company will be tapping our existing brand shops as well as Large

Format retail stores for our IT products.” We have just launched our comprehensive

range of Notebook PCs and the ‘Live 360’ campaign for Notebook PCs. In the year 2009,

we will be expanding our portfolio in Notebook PCs, Display products as well as our

Printer range,” says Mr. Yadav. Samsung India will be continuing with its channel

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expansion in the year 2009 as well. We will be strengthening the corporate sales business

based on our enhanced lineup. “Market will see the introduction of new technologies in

the marketplace and some of the trends that we saw in the year 2008 will get more

pronounced. Thus, I expect the LCD Monitor category to dominate the market

completely, even as the transition from Desk Top PCs to Notebook PCs and Netbooks

will continue. The Widescreen format will continue to dominate in LCD monitors.

Similarly, the 17” and 19” monitors will continue to dominate in terms of screen sizes.

With the introduction of new technology and convergence products, the Large Format

Retail will continue to be a significant channel for selling IT products.

Successful branding is all about establishing a long-term vision and crafting the

company’s operations to meet that objective.’ In 1993, as a first step in its globalization

drive, Samsung acquired a new corporate identity. The company changed its logo and

that of the group. In the new logo, the words “Samsung Electronics” were written in

white color on a blue color background to represent stability, reliability and warmth.

The words” “Samsung Electronics” was written in English so that it would be easy to

read and remember worldwide. The logo was shaped elliptical representing a moving

world”– symbolizing advancement and change, it was this sort of huge investment where

millions saw the Samsung’s message. Their brand remained in the forefront of millions of

people giving them an edge over its competitors. It is no surprise that Samsung’s brand

building strategy overtook its competitors in less than the expected time.

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Branding in the World of Samsung Galaxys:

The word “Colossus” is defined as something giant, abnormally large, or

powerful. This is probably why the first computer created was given this title. The

Colossus, built in the 1940’s, was the first electronic computer made. It took up nearly

1800 square feet of room and weighed in at more than one ton.

Since the Colossus, we have seen the dimensions of our computers drastically reduce in

size, from modern PCs that fit comfortably on a small desk, to laptops that are portable

and can easily be carried in a shoulder bag. Recently, the miniature Samsung Galaxy has

replaced many PCs and laptops through its pocket-sized convenience and at-your-

fingertips accessibility to the internet. Recent surveys show that nearly half of the people

in the United States use a Samsung Galaxy while one in five people access the internet

daily through mobile web browsers. How can we tailor our branding towards consumers

who have adopted this new, easily accessible tool?

Branding to Samsung Galaxy Users:

There are some websites that have been designed so effectively that they catch our

attention as soon as we open the page, and there are others that we may give very little

attention to due to how bland or dull they seem at first glance. When viewing a webpage

on a smaller screen like that of a Samsung Galaxy, the design and layout of the page is

crucial. The visitor’s interest needs to be caught immediately within that cramped eight

square inch screen so they will give the site a chance and look into it further. By using

easy to read fonts, and dressing up a page with colors and pictures, short paragraphs, and

catchy titles, we can be certain that visitors don’t get bored of a website too quickly. As a

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result, they may take the time to look into it further, exploring more and seeking more

information available on the website.

This brings us to the next important accommodation needed for a Samsung Galaxy

browser. Navigation of a site can be the key that makes or breaks the chances of a page

visitor continuing to browse the website or getting frustrated and leaving. When a page

adjusts to fit a smaller screen, it limits the amount of zooming in and out that can make

navigation difficult and nearly impossible to have patience with. Some sites tailor to the

Samsung Galaxy user and automatically open a mobile view rather than the full site view

for larger computers. Here, only the most important information should be viewed by the

consumer. This means the remaining information that is not immediately needed must be

omitted. However, text and most pictures comfortably format to the smaller screen with

minimal or no resizing needed. By having the page adapt to the size of the screen used,

you can be assured that the website guest will not lose patience with navigation and may

step into the full view to research the site further.

Don’t Forget the Apps!

Along with easy web browsing, Samsung Galaxys are created for various apps and use in

the social networking world. Some phones come with apps already installed like that of

Facebook and Twitter. Recent studies show that nearly half of adults and a larger

percentage of teens and young adults use these social networks. Within that number, the

percentage of those using mobile devices is greater than those using desktop computers.

If we increase our branding on social network sites and related apps that are readily

available to this growing number of Samsung Galaxy users, we will tremendously

increase the amount of people viewing our website. Technology is getting smarter, faster

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and smaller. Having a website that grows with the times is just as important as simply

owning a website once was when web browsing first began. A couple of decades ago,

companies that led the way through branching out online have been shown to have grown

more than companies that didn’t make use of the new technology. In present day, those

that fail to reach out to the mobile world will also miss a great opportunity. If we properly

set up a web page so that it’s easy to navigate and small screen friendly, it will

accommodate the growing number of Samsung Galaxy users. By designing your website

accordingly for the Samsung Galaxy user, you will have greater confidence that your

company will continue to prosper in these new and changing times.

Market research firm IDC predicts that the Samsung Galaxy market will grow 49.2% in

2011, due to an increasing number of users who will replace feature phones with

Samsung Galaxys.

The report goes hand in hand with a recent study, also by IDC, which predicts that the

number of mobile app downloads will grow from 10.9 billion in 2010 to 76.9 billion in

2014.

While the growth of the Samsung Galaxy market is fairly easy to predict, IDC also makes

predictions about the market share of Samsung Galaxy platforms in 2015, and we’re far

more skeptical about those. Android, IDC predicts, will have 45.4% market share by that

time, while BlackBerry will be at 13.7% and iOS at 15.3%. Symbian, recently dropped

from Samsung Galaxy’s long-term plans, is predicted to drop to 0.2%, and Windows

Phone 7 is predicted to grab an impressive 20.9% market share, which would propel it

into second place by a large margin. It’s definitely possible, but even though Microsoft’s

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partnership with Samsung Galaxy is a strong foundation for success, we can easily see

bumps in the road (such as Samsung Galaxy’s integration of WP7 going slower than

planned) that could impede such stellar growth for WP7. What do you think about these

predictions by IDC? Can Windows Phone 7 reach second place on the market by 2015?

Please, share your opinions in the comments.

Sales of Samsung Galaxys will increase in 2012:

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Samsung Galaxys went from being a luxury and became an everyday tool for executives,

students, employees and even for those who do not need even 50% of the capacity of

these magnificent examples phones. Thus, thanks to overcrowding and the entry into

force of Google’s Android operating system, 27% of cell phones on the market in 2011

will be Samsung Galaxys.

The study by Telecom & Media, says it will sell at least 342 million such phones next

year, and will be effective – inter alia – by overcrowding and good reception have been

had on the audience for its low price and almost no competition they have against

traditional phones do not pose a challenge not as economically practical nor necessary.

Mobile Internet service will be other great deals take a lot more momentum than it has so

far shown, so the same study finds that it would be prudent for operators associated with

brands like Google and Facebook to the mobile business in Internet.

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When asked what consumers do with Samsung Galaxys? The study found that most

prefer them for their applications such as games, music, sports, social networks and also

by the ease of access to information that is available on the Internet. Although the mobile

advertising market is not as extensive, with the rise of Samsung Galaxys is expected to

grow exponentially, and these are the terminals where they can leverage the best

technology available at the time of establishing a strategy for presentation at the mobile

browsing. Interestingly consumers do not see it as “intrusive” a notice when it is offering

any discounts, so that mobile branding will need to adjust some things and build on the

momentum of technology, as well as the tendency for users.

We have seen that the mobile industry is on a fast-track, with massive growth in

mobile branding, advertising and paid-content for users. But what is really leading

this growth is the increase in quality devices and fast, affordable data. While

Samsung Galaxy ownership was once just a business tool, more consumers than

ever are using Samsung Galaxys in their everyday lives, in the past year alone, the

total number of Samsung Galaxy subscribers increased 72% quarter-over-quarter,

growing from 15 million subscribers in Q2 2008 to 26 million in Q2 2009. While the

penetration level of Samsung Galaxy users is still fairly low – nearly 17% in Q2

2009 – they make up half of the mobile Web audience.

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Samsung Galaxy Gender Gap Continues:

With the continued expansion of Samsung Galaxy ownership in the U.S. and the

availability of more affordable devices, the market is opening up to a wider range of

consumers. However, we continue to see similar demographic profiles for Samsung

Galaxy owners as we did a year ago. While Samsung Galaxy usage is shifting from

purely business use to both personal and business use, owners are still more than two

times as likely to own a Samsung Galaxy for business usage only. Samsung Galaxy

owners continue to be predominantly male, are 65% more likely than the average mobile

subscriber to be between the ages of 25 and 34, and nearly two times as likely to make

more than $100,000 a year.

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Samsung Galaxy: Branding Strategy

The most important factor is the branding strategy deployed by giants Samsung Galaxys

companies, to attract and retain their clients, building long-life relationships with

customers. Apple does not pursue the small business or Samsung Galaxy market, it is just

too small. The only market big enough is the mainstream market, and thus Apple is

aiming the iPhone at the millions of iPod-toting technophobes. The Mac customers who

seek tech support every time their precious Mac will have a small problem is the target

for the iPhone; provide them with a cool status symbol that they can use every day to take

calls and they will be pleased.

At the other end of the table, to make the BlackBerry more appealing to consumers, RIM

has begun releasing devices that offer more than just wireless e-mail, including features

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such as a media player, camera, overall sleeker design, resulting in an enthusiastic

response from consumers that ended up quickly snapping these new BlackBerry devices.

One way in which RIM has been trying to be more competitive with Apple is with its

offering of applications. Blackberry's App World has doubled its options to around 2,000

applications, however, still far behind the 50,000 that Apple has, but constantly gaining

more confidence.

As of July 2009, these applications are available in the U.S., U.K., Canada, Italy, France,

Germany, and Spain and soon to be offered in Brazil and India. HTC has recently

implemented a new "global advertising campaign that is based on HTC's 'Quietly

Brilliant' brand positioning. As HTC's first global advertising campaign, the YOU

campaign is being rolled out across 20 countries and features the tagline, 'You don't need

to get a phone. You need a phone that gets you.' This represents HTC's commitment to

focus on people (you), making a big propaganda within the city centres, with a mix of

traditional advertising and guerrilla advertising techniques, such as television, fliers,

posters on buses and stickers on urban stairways. HTC has truly blanketed the market

with these 60-second ads, focusing their attention on quantity rather than a whole

storyline portraying the phone throughout a journey.

In addition, more ads of shorter duration increase the likelihood of someone seeing at

least one of them. This, in turn will build some Brand Recognition for "HTC," and thus a

lack of specific phone detail is understandable. Most people carry a various devices

manufactured by the company, such as Fuze or Cingular 8125, yet when they hear

something mentioned about their phone being an HTC, the response is completely blank.

Therefore, it seems it would be a good strategy for HTC to build some name recognition;

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however, the trick will be in transferring that to individual models / carriers, in

comparison with Apple, which has only 2 models to consider. On the pro side,

BlackBerry's target market is premium users, and there are a lot of things you can do with

apps designed for BlackBerry, such as enrich productivity.

On the con side, there is not the critical mass with the general consumer compared to the

iPhone. However, in order to be really successful and the real market leader, you have to

play in both consumer and enterprise markets. People use Samsung Galaxys for both

pleasure and business, and this holds true from teens to adults. Riza Luiza has been

writing articles online for nearly 1years now. Not only does this author specializes in life

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adventure and passion.

One of the most important branding strategies for iPhone is intended market for which it

is made. In the past years, highly advanced technological gadgets were a reserve of the

young who are still exploring the world. However, the newly innovated iPhone contains

diverse features which are useful to the younger generation as well as those who are

already settled. Similarly, the aging have found solace in the gadget since they are able to

conduct video calling with their relatives who are miles away without having to travel.

The other element involves the many features which are contained in the iPhone which

are not present in other competitive brands.

These features increase the efficiency of the product such that individuals who are

looking for products which will meet all their needs are more likely to purchase. Business

23

people find such products being equally essential especially those who indulge in a lot of

conference calling, multi-tasking and virtual businesses. The other branding strategy

element is increased consumption of technologically enhanced devices which are more

efficient and applicable in various day-to-day activities. This element may be a weakness

as well as strength since individuals seeking equally modified devices which are low

priced may end up purchasing fake iPhones which are counterfeited. Availability of the

iPhones in the various country outlets as well as the online store gives Apple Inc. a better

opportunity of reaping more sales due to increased coverage of their products as well as

increased clientele. The online sales could result into high proceeds as in the recent past

more people are making their transactions via the internet due to limited time as well as

availability of more information concerning the product. Although most electronic

gadgets which are marketed by various companies are fitted with moisture sensors, the

location of the sensor in the iPhone has presented a weakness in the market of this

product. Most consumers will argue that detection of moisture from a distance is not the

best situation for the iPhones.

This increases the chances of damage due to the vicinity of the sensor. Thus, the element

of making the gadget oversensitive reduces its branding ability. The compatibility of the

iPhone with the App store created bigger advantage for users who could download any

form of documents and files from either location. This feature increased the rate at which

internet connections and downloads were obtained.

24

Samsung Galaxy Swot Analysis:

Strengths:

Innovative product- The touch screen is patented and very unique compared to all

other mobile products. It also has features from all other mobile products

combined into the Samsung Galaxy.

Compatible- The phone is very compatible and versatile and is able to work well

with other parent products of Apple such as the iTunes and the Mac Computer

and the Mac T. It is also compatible with many other software products and there

is no limit into how far the upgrading can go. The new features that are

compatible with Apple are limitless.

Easy To Use- The brand new innovative touch is state of the art technology that is

very easy to use. The touch features on the Samsung Galaxy is different than

other touch products and is an upgrade compared to other products.

Brand Image- Apple is a well known brand and is known for its other innovative

products such as the iPod and the Mac Computer.

Good Price- for $350 it has all of the combined smart phones into the Samsung

Galaxy plus it has all the latest features and is more easy and accessible than other

smart phones out there. It is a good value for the current price they are offering.

Weaknesses:

Corporate Brand Image- The apple brand is not as receptive towards business

people. It does not have a strong reputation such as the BlackBerry does.

25

Price Variety- The Samsung Galaxy only has one set price and does not vary for

other consumers in the market

Using Touch Features- Long usage of the Samsung Galaxy has known to have

caused “gorilla arm” which results in uncomfortable mobility while using the

Samsung Galaxy

Opportunities:

Increase in Demand and Expansion into New Target Segment- Apple will

continue to target various markets that enjoy the use of an all in one easy

accessible phone. As time passes, Apple will convert the iPod consumers into

upgrading into the Samsung Galaxy

Upgrading- New innovative technology can always be added to the software and

the new features will continue to update into the latest technology. New features

will also be upgradeable and the cycle will continue

Partnership- Apple can combine with other mobile phone companies and flood

the market with Samsung Galaxys. This will reduce the costs of marketing and

will increase revenue with the company.

Threats:

Competition- Increased competition continues to flood the market. The amount of

smart phones on the market is higher because they are easier to make than they

ever were before. More companies are entering into the market and are working

around the patents that Apple currently has.

26

Difficulty Expanding into Asian Market- There is not much interest for Samsung

Galaxys in the Asian market. Many smart phones are already used and prefer

other products instead.

RIM has a strong customer base from professionals, whereas Apple attracts many

average users. RIM has a good reputation in the smart phone business. Apple is new to

the smart phone business, but with its strong electronic history and reputation, its sales

and market share of the smart phone business are growing rapidly. Apple tends to target

its phones to people who seek for media. Also, Apple has stronger foundation and capital

to support its after-sale services. The prices for the new Blackberry and new Samsung

Galaxys are very close, but Apple is willing to drop Samsung Galaxys’ price in order to

increase its sale and market domination. If RIM follows, its profit will reduce, and it does

not have as many other products as Apple to compensate the loss of profit.

Target Market in India for Samsung Galaxy:

Students

Email is helpful, but they also like phone & music in one device

Teenagers want newest & coolest.

Video Game players

Applications of video games on the go

Apple brand loyal customers

Not as much targeted for business professionals

No office options

Cannot download third party programs

27

Rogers & Fido customers

Mostly consumer based as shown by looks, available application and

marketing/advertising

Marketing Mix for Samsung Galaxy:

When the marketing mix – price, product, place, promotion and by extension people,

process and physical evidence – is considered against the current level of market

concentration ratios there are a lot of opportunities on the marketing front available to the

average mobile telephone service provider in Trinidad and Tobago (Freeman, 2006).

However the existing brand loyalties might curtail the degree of freedom enjoyed by each

seller because super market chains stock a variety of products with identical labels from

different sellers. This development has a very significant impact on the organization’s

marketing goals too. A conceptual framework for a uniquely propositioned marketing

strategy depends on the viability and logicality of these outcomes. Assuming that a good

marketing plan once put in place would take care of the 7 Ps above, there is very little

else to accomplish in order to maintain a good cash flow and ensure positive and constant

returns over the life cycle of each product – launch, growth, maturity and decline.

Price of the product is essentially a reference to the larger context of the company’s

pricing strategy and especially in the current competitive environment there is very little

liberty if any available to the firm to adopt a pricing policy of its choice. In fact market

penetration would seem to be the most ideal pricing strategy for Galaxy phone. Product

characteristics include those tangible and intangible benefits for the customer. A typical

cross section of youth and professionals would be inclined to buy Galaxy phone since its

28

promotion strategy places emphasis on Galaxy phone’s super brand image. In other

words the seventh P “Physical evidence” of the product carries much weight as in sensory

marketing. Place again imposes some limitations on the firm’s ability to exploit broader

marketing principles. Market segmentation strategy of SAMSUNG GALAXY is

exclusively intended for the creation of brand dependency and therefore there is a

drawback associated with its geography. For example SAMSUNG GALAXY which

markets Galaxy phone, has a huge network of stores in almost every nook and corner in

Trinidad and Tobago. Along with a proper promotion policy, an ideal people-oriented

marketing strategy ought to be put in place. Customer-centric product promotion is

nothing new in the industry though product promotion campaigns are less likely to be

determined by any other factors than the strengths of the product. While the emphasis

might be placed on the overall promotion strategy to attract as many potential customers

as possible there won’t be any strategic advantage in the long term if the company

concentrates too much on its strengths only. This is a strategic shortcoming in the

continual development process.

Product- SAMSUNG GALAXY has the capacity to adopt both wireless and fiber optic

networks that enable it to deliver multimedia, voice and data services to its customers.

Galaxy phone has been in great demand ever since it was launched. Its software is highly

sophisticated. Its service delivery platform consists of a user friendly interface and the

latest features. SAMSUNG GALAXY is constantly in the process of improving and

improvising its existing products to suit the needs of its customers and to stay ahead of its

competitors. Galaxy phone sets are of high quality thus customers are enticed to buy

them even by paying a higher price.

29

Price- From a price point of view the download of the interface is free of charge. Even

though the profit margin for each song was only about 10%, the iTunes aim is to be the

center of a user’s digital world.

Promotion- Most of the retailers are more than glad to promote the idea of a more

powerful and versatile Galaxy phone because its super brand image is compatible with

their brand image. Without restricting themselves to advertising on the television and

radio, a mobile based marketing drive such as sending of messages can be used. Viral

marketing techniques such as the sending of multiple e-mails could be used. Viral

marketing techniques are more cost effective than for example advertising on the

television or radio.

Place- Since Galaxy phone phones are available online they are available anywhere and

anytime. Distribution cost can be curtailed.

People- SAMSUNG GALAXY has to establish meaningful people’s relations such as

with customers, employees and others.

Process- It refers to paraphernalia that assist in the marketing efforts of the products.

Callers on mobiles might text each other and become effective promoters.

Physical environment- SAMSUNG GALAXY has a highly substantial physical

environment related set of services, including technological superiority, for example on

the mobile phone digital music file sharing was never so sophisticated before the launch

of digital mobile telephony services.

30

Price discrimination on the basis of market segment

Number of factors would have to be considered by the firm in determining the market

price for each segment. For example the firm had a virtually monopoly position in

Trinidad and Tobago in the past though its ability to act as the ‘price maker’ was limited

by a number of factors such as the ease with which competitors can enter the market and

supply constraints. The absence of monopoly power of SAMSUNG is there though it

cannot be taken for granted in deciding on the price. Thus the price determination process

gives less freedom to the supplier. For instance the price is determined in the mobile

telephony market by the possibility of other firms responding to the unfolding market

developments there. When adequate infrastructure develops in the market newcomers

31

would have a tendency to enter with ease and not to leave even in the face of rising costs.

Further supply constraints as in the case of natural monopolies like power supply can be

taken into consideration in determining the price.

As the above diagram illustrates the supplier here acts like a monopolist because of his

capacity and capability in price discriminating behavior. He sells the quantity Q at the

price of P2 and makes a monopoly profit equal to the amount shown by the rectangle P1,

P2, X and Y. This surplus profit would not last long if competitors are able to enter the

market with ease. He maximizes profits at the point E where Marginal Cost (MC) is equal

to Marginal Revenue (MR). Thus he is a ‘price maker’. His Average Cost (AC) and

Average Revenue (AR) remain at a point higher than the equilibrium point when he

maximizes profits. In fact he can sell to the right of the point E but he doesn’t. However

it’s obvious that depending on the nature of demand for BlackBerry the firm is able to

price discriminate and therefore at least in the short run competitors are less likely to

enter the market. Thus at least in the short run this firm acts as a ‘price maker’ and not a

‘price taker’ as in perfect competition.

32

CHAPTER-3

DATA PRESENTATION AND ANALYSIS

Q1. What all brands do you sell?

12%

20%

35%

25%

8%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Nokia Sony Samsung Blackberry LG

35% respondents replied that they sell Samsung brand and 25% respondents replied that

they sell blackberry brand

33

Q2. Among all brands which one is more demanding in the market?

10%

18%

35%31%

6%0%

5%

10%

15%

20%

25%

30%

35%

40%


35% respondents replied that Samsung brand is more demanding but 31% respondents replied that blackberry brand is more demanding

Q3. Which brand is good in quality in comparison with others?

10%

18%

35%31%

6%0%

5%

10%

15%

20%

25%

30%

35%

40%


32% respondents replied that Samsung brand is good in quality but 31% respondents replied that blackberry brand is good in quality

34

Q4. Which brand is good in case of its availability?

9%

22%

34%

25%

10%

0%

5%

10%

15%

20%

25%

30%

35%

40%


34% respondents replied that Samsung brand is good in case of its availability but 25%

respondents replied that blackberry brand is good in case of its availability

Q5. Which brand is good in case of providing the services on time?

11%

20%

32%28%

9%

0%

5%

10%

15%

20%

25%

30%

35%


35

32% respondents replied that Samsung brand is good in case of providing the services on time but 28% respondents replied that blackberry brand is good in case of providing the services onQ6. Which brand has a reasonable pricing strategy?

14%17%

39%

26%

4%0%

5%

10%

15%

20%

25%

30%

35%

40%

45%


39% respondents replied that Samsung brand has a reasonable pricing strategy but 26% respondents replied that blackberry brand has a reasonable pricing strategy

Q7. Which brand do you sell more than others?

17%22%

29%24%

8%

0%

5%

10%

15%

20%

25%

30%

35%


36

29% respondents replied that they sell Samsung brand more than others but 24% respondents replied that they sell Blackberry brand more than other

Q8. Which brand is more profitable for you?

13%

19%

33%29%

6%

0%

5%

10%

15%

20%

25%

30%

35%


33% respondents replied that Samsung brand is more profitable for them but 29% respondents replied that blackberry brand is more profitable for them

Q9. Which brand has an effective marketing and promotional strategy?

16%

24%28% 27%

5%

0%

5%

10%

15%

20%

25%

30%


37

28% respondents replied that Samsung brand has an effective marketing and promotional strategy but 27% respondents replied that blackberry brand has an effective marketing and promotional strategyQ10. Which brand do you recommend while customers visit your shop?

12%

21%

43%

23%

1%0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%


43% respondents replied that they recommend Samsung brand to sell but 23% respondents replied that they recommend blackberry brand to sell

38

CHAPTER-4

SUMMARY AND CONCLUSION

Results of the study

Our first recommendation is that Samsung Galaxy resist commoditization. While the

commoditization of the handset may be an undeniable, inexorable process, we

recommend that Samsung Galaxy make attempts to slow the process down. Samsung

Galaxy’s brand equity stands as one if its strongest competitive advantages. By

continuing to build its brand, Samsung Galaxy will be able to leverage that brand in short

term handset sales as well as in future long-term dealings with other entities in the value

chain for telecommunications services.

Samsung Galaxy should strengthen its brand through both pus h and pull marketing; push

marketing is the targeting of the next link in the value chain, while pull marketing is the

targeting of end-users in such a way that they ultimately “pull” the product through the

value chain. As described earlier, Samsung Galaxy’s current position as a handset maker

in the value chain is weak. With a direct line to customers, it is the service operators (e.g.,

AT&T, Verizon, Sprint PCS, and Cingular) who wield the most power in deciding what

customers see with respect to the marketing mix: product, price, place, and promotion. In

fact, handset makers in Japan are relegated to a single- letter designation on the handset.

A Fujitsu phone, for example, simply shows “F” on the phone accompanied by a model

number. Service providers want customers to see the names of their respective

companies, not those of the handset makers.

39

Samsung Galaxy should take steps to ensure that the U.S. market does not follow the

same path as the Japanese market with respect to the name on the handset. One way to do

this is to ask the service providers to sign a long-term contract, such as a ten-year

agreement, stipulating that the brand name “Samsung Galaxy” remain on the phone. If

Samsung Galaxy is ever going to siphon power away from the service providers, now is

the time. Service providers are facing intense competition and Samsung Galaxy has built

such a strong brand that customers are asking for Samsung Galaxy phones. Service

providers are already leveraging the Samsung Galaxy brand to attract customers. For

example, Sprint PCS currently has a promotion specifically touting a Samsung Galaxy

phone as a sign- up incentive for its service. On the pull side, to encourage customers to

purchase its phones, Samsung Galaxy should continue with direct-to-consumer

advertising, including sponsorships and product placements.

Samsung Galaxy has an advantage over service providers in using product placements

because it is able to show a tangible product that people would want to purchase14.

Samsung Galaxy is currently sponsoring television shows such as “Alias” and has

strategically placed its products in movies such as The Matrix. Samsung Galaxy may

achieve something similar in some ways to what Intel has done with the chip with

“branding the ingredient” and branding to the end-user, such that the handset brand

factors into the customer’s decision of service providers. In the short-term, with Samsung

Galaxy’s handsets positioned as “stylish” and “cutting edge,” customers will continue to

pay for the perceived added value of the brand. In the long-term, as Samsung Galaxy

transitions from handsets into other markets, such as networking and Internet services, it

40

will be able to leverage its brand; customers will have positive associations with the name

and Samsung Galaxy’s designs may provide a sense of not only being “hip” but

innovative.

SUGGESTIONS

Focus on Replacement Market: With mobile handset penetrating through the mass

market, it is becoming increasingly difficult for handset makers to sell additional mobile

phones and sustain growth. This is especially true for a market leader like Samsung

Galaxy. By the end of the year 2000, approximately 58% of Europeans and nearly 40%

of Americans carried cell phones, according to Herschel Shosteck, president and CEO of

the international wireless consulting firm Herschel Shosteck Associates. With the market

approaching saturation, the only viable source of growth for the mobile handset industry

is the replacement marke t. Figure 4 in the Appendix shows the global trend of the

handset replacement market. Samsung Galaxy has fully recognized the potential of the

replacement market. “Our firm opinion continues to be that the replacement will continue

to grow and the share of replacements in the total market will grow,” Matti Alahuhta,

president of Samsung Galaxy’s mobile phone division, told Reuters The replacement

market customers will be pickier about their next handset and will demand data services

(MP3 player, GPS, Mobile Vending Machine, just to name a few) in addition to voice

communications from their mobile handset. Therefore, Samsung Galaxy must

concentrate its efforts on convincing existing users of the need to purchase the next

generation of handsets.

41

One way to effectively achieve this goal is to segment the existing customers into

different groups based on their collective characteristics and employ different marketing

strategies to the different target groups. Two groups of customers naturally come to mind

for the replacement market, youth and professional users. For the youth market, the

handset should add services with an emphasis on entertainment. For instance, MP3

players, short message services, chatting, and mobile gaming are some promising

examples. Also for the youth market, careful attention should be paid to the design of the

handset. Teenagers and young adults simply won’t buy if the new handset does not look

“cool” or “hip.” For professional users, Samsung Galaxy should provide the ability to

remotely access their data and files through the handset. Calendars, conference schedules,

e-mails, PowerPoint presentations, spreadsheet, and word processing documents should

be obtained with the touch of a button, at least in the corporate site, if not nationally. Due

to the limited memory capacity available to handsets, Samsung Galaxy should also

provide the means to transfer information from the handset to a computer or PDA.

Professional users are known to pay premium prices for convenience; Samsung Galaxy

will see huge margins for its new handsets if they can provide seamless data access

services.

Enable Data-Driven Services: One way Samsung Galaxy may capture the replacement

market is by working with content providers and enabling the delivery of compelling data

content. With the emergence of 3G, data communications are finally ready to be

deployed for the mobile handset. As a handset manufacturer, Samsung Galaxy does not

have core competence in the data content area, so key alliances with data content

providers will be beneficial in terms of delivering innovative services to customers

42

through Samsung Galaxy’s handset. Samsung Galaxy also needs to establish strategic

partnerships with mobile software developers so that new data services can be launched

without glitches. To avoid repeating the dot-com experience, Samsung Galaxy needs to

carefully consider the kind of data services it will offer to customers. For example,

motorists will certainly value GPS and E-911 services more than, say, mobile purchasing

capabilities. Samsung Galaxy needs to obtain the first-mover advantage by successfully

launching at least one type of data service before its competitors. If Samsung Galaxy

succeeds in this attempt, it would further establish the Samsung Galaxy brand by

associating innovative data services with its line of handsets; this would likely encourage

consumers to consider Samsung Galaxy when the time comes to replace their mobile

phones.

Focus on the CDMA market: Over the last twelve years, Samsung Galaxy has done

many things right to establish market leadership. It was one of the first companies to

develop a GSM phone in 1992, and since then it has been leading the market in TDMA

technology, of which GSM is a specific standard. Its U.S. market share for TDMA/ GSM

phones is around 64.4%. However, one of the challenges Samsung Galaxy faces is to

maintain its dominance as the technology evolves to 2.5G and onward to 3G. Although

the standards evolution process is not totally clear, it seems like CDMA will be the

technology of choice in the U.S. in the future. And Samsung Galaxy has a big problem in

that its market share for CDMA is a paltry 2.9%. Currently, CDMA and TDMA have

roughly equal presence within the U.S., with CDMA gaining a slight edge in 2001.

Verizon and Sprint PCS are the two major carriers who have all digital CDMA networks.

On the other hand, AT&T and Cingular use TDMA/GSM technology in their networks.

43

higher data rate; however, in the long run, 3G would probably be deployed which is

primarily based on CDMA technology. Carriers are now starting to deploy 2.5G

networks, which would continue with current standards.

Traditionally, Samsung Galaxy has been extremely good at capturing market share when

the technology changes. During the transition from analog to digital networks, Samsung

Galaxy managed to displace then market leader Motorola, which was slow to catch on.

Until the year 2000, it looked like the current CDMA standard, IS-95, would migrate to

cdma2000 and becomes the dominant standard for 3G systems in the U.S. In late 2000,

however, AT&T completed a deal with NTT DoCoMo of Japan to migrate to GSM

networks and provide new services in the United States. This implies that W-CDMA

(which is the 3G evolution of GSM) might be the preferred evolutionary path for 3G

rather than cdma2000. This uncertainty in future standards is a hurdle as Samsung Galaxy

will be hard-pressed to achieve dominance in both markets. But in any case, we feel that

Samsung Galaxy has to develop more handsets that are based on CDMA so that it does

not lag behind in the technology. Since its strength is in GSM, it should develop phones

for the W-CDMA standard and then move on to cdma2000. Samsung Galaxy should not

allow itself to stumble on technology in the future. In contrast to our previous

recommendations, this is a longer-term issue Samsung Galaxy must address.

44

CONCLUSION

As we have shown, Samsung Galaxy must rethink its strategies if it is to remain

successful. The recent economic slowdown coupled with impending market saturation

and the demand for increased functionality, is beginning to dramatically change the

handset market. Samsung Galaxy should take aggressive measures to resist

commoditization if it is to grow and continue being profitable. We have outlined some

ways that it can accomplish this. Its brand has proven to be one of its most valuable

assets, and Samsung Galaxy should continue building it. Samsung Galaxy must also

thoroughly research evolving customer needs and provide a positive impetus for brand

differentiation. Finally, by forming strategic alliances with industry and service

providers, Samsung Galaxy can ensure and maximize its visibility to the end- user.

Samsung Galaxy also needs to bring new products to market, and, as the market is

showing signs of saturation, shift its focus onto the replacement market. This means

developing data-driven services and appropriate partnerships with content providers.

There simply needs to be an incentive for existing handset owners to purchase a new

Samsung Galaxy handset. Finally, Samsung Galaxy should secure its long-term position

by placing more R&D and marketing emphasis on CDMA, as opposed to its current core

market of TDMA. CDMA will form the basis of third-generation mobile technology, and

it would be an advantage to be seen as an a priori leader in this domain. While Samsung

Galaxy’s future – and indeed that of the entire mobile communications industry – is

growing more uncertain, Samsung Galaxy is not doomed yet. As long as Samsung

Galaxy is open to reworking its marketing strategies

45

REFERENCES

“Letting Your Future Go” (Ziff Davis Smart Business PCCG) Ziff-Davis Wire -

September 12, 2001.

“Samsung Galaxy expects to meet estimates” CNET Tech Sites: By Reuters,

September 12, 2001. “Samsung Galaxy in the hot seat,” by Rex Crum, Hoover’s

Online, August 22, 2001.

“Samsung Galaxy Targets Handset Replacement Market With New Product

Features”, Carolyn Koo, Staff Reporter, TheStreet.com, Nov. 26, 2000.

“Telecoms Industries Around the World Face Unfamiliar Challenges From U.S.

Downturn”, Bhawani Shankar, Gartner, April 3, 2001.

“What Will The Telecommunications Marketplace of Tomorrow Look Like?”,

Telcordia Technologies, www.ITPapers.com

“IDC Spots Wireless Handset Sales Slump”, Brian McDonough,

wireless.newsfactor.com, Aug. 28, 2001.

“Samsung Galaxy says 40%-plus handset market share possible”, Paul de

Bendern, infoworld.com, May 4, 2001.

Wireless Subscriber And Handset Update—Equity Research Notes, US Bancorp

Piper Jaffray, Sep. 24, 2001.

“Smart Phones – From Luxury Item to Lifestyle Necessity”, Karen Parnell,

Perspective Wireless Communications.

“Data Access Fosters Growth in Cellular Handset Market”, Kristen Skedd,

instat.com, July 25, 2000.

46

ANNEXURE

QUESTIONNNAIRE

Q1. What all brands do you sell?

Nokia

Sony

Samsung

Blackberry

LG

Others

Q2. Among all brands which one is more demanding in the market?

Nokia

Sony

Samsung

Blackberry

LG

Others

47

Q3. Which brand is good in quality in comparison with others?

Nokia

Sony

Samsung

Blackberry

LG

Others

Q4. Which brand is good in case of its availability?

Nokia

Sony

Samsung

Blackberry

LG

Others

Q5. Which brand is good in case of providing the services on time?

Nokia

Sony

48

Samsung

Blackberry

LG

Others

Q6. Which brand has a reasonable pricing strategy?

Nokia

Sony

Samsung

Blackberry

LG

Others

Q7. Which brand do you sell more than others?

Nokia

Sony

Samsung

Blackberry

LG

Others

49

Q8. Which brand is more profitable for you?

Nokia

Sony

Samsung

Blackberry

LG

Others

Q9. Which brand has an effective marketing and promotional strategy?

Nokia

Sony

Samsung

Blackberry

LG

Others

Q10. Which brand do you recommend while customers visit your shop?

50

Nokia

Sony

Samsung

Blackberry

LG

Others

51

Documents

Project Report on Branding Strategies of Samsung Mobile Phones