Industrial Project Report

On

STUDY ON EFFECTIVENESS OF INTEGRATED MARKETING

COMMUNICATION WITH RESPECT TO CONSUMER
ATTITUDE TOWARDS BRANDS BASICALLY IN (SMART
PHONE)

Towards partial fulfillment of

Master Of Business Administration

BBD University, Lucknow

Guided by

Submitted by

Ms. Seema Gupta

Prashant Dubey
Roll No. : 1130672061
MBA-IVth Sem.

Session 2014-2015

School Of Management

Babu Banarasi Das University

Sector I,Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow(U.P) India.
1

ACKNOWLEDGEMENT
Many talented people have contributed to the successful completion of this work and I
would like to extend a word of thanks and appreciation to all of them.
First, I take this opportunity to acknowledge my institution BABU BANARASI DAS
UNIVERSITY where I am pursuing my degree Master of Business Administration. Secondly, I
empress my thanks to Ms Seema Gupta, Project Guide, for his guidance, support and
encouragement which helped me in completing my project. Above all, I would like to thank
the Almighty God without whom this work could never have been completed.

PRASHANT DUBEY

PREFACE

The project gives an insight of the telecom sector. It basically helpsunderstanding the brand prefe
rence of students with regard to apple & samsung mobile phones. It helps us to know what are
the basis on which a students chooses a particular brand when he/she purchases a new
handset.The project will help to learn about the growing telecom sector in India. Theresearch
will also bring to light what all factors a student considers at thetime of purchase of a new mobile
phone.
The findings of this research study would be significant to Smartphone producers, in
understanding the bases for students preferences between Apple and Samsung brands of
Smartphone. An understanding of brand equity, personality and identity in Smartphone is crucial,
it cannot be over emphasized. A profound knowledge or understanding would provide a clue as
to student preferences of one brand over the other, the motive behind brand loyalty and how
brand awareness is built. The benefit of brand knowledge is relevant for high tech companies
such as, Apple and Samsung. If Smartphone producers could understand this, they would have
edge overtheir competitors.

Executive Summary
The global mobile phone industry is based on many different manufacturers and operators.The
industry is based on advanced technology and many of the manufacturers are operating in
different industries,where they use their technological skills,distribution network,market
knowledge & brand name.Four large manufacturers of mobile phones are today dominating the
mobile phone industry;Samsung & Apple are addition to these companies there are many
manufacturers that operate globally & locally.
The findings of this research study would be significant to Smartphone producers, in
understanding the bases for students preferences between Apple and Samsung brands of
Smartphone. An understanding of brand equity, personality and identity in Smartphone is crucial,
it cannot be over emphasized. A profound knowledge or understanding would provide a clue as
to student preferences of one brand over the other, the motive behind brand loyalty and how
brand awareness is built.
The aim of this research is to find out about the brand preference of apple & samsung mobile
phones of students in the university. The increasing number of telecommunication networks and
huge number of their subscribers has made mobile phones an important medium for
communication.Switching mobile phone brands and updating oneself with latest technology in
mobile brands has been in the increasing
trend as well. Mobile brand preference could be related with various other factors like age group,
gender, price of phone, family monthly income, mobile usage purpose, brand attributes and many
more.
Through this research, we can learn about the mobile brand preference of students in the
university and help increase sales of various mobile brands.

TABLE OF CONTENT
Table of content

Page Nos.

Introduction

1-7

Company profile

8-25

Organization chart

26-39

Aims and objectives

40-42

Objectives of the study

43-44

Research Methodology

45-47

Problems and limitations

48-49

Data, Analysis & Interpretations

50-76

SWOT/ETOP analysis

77-83

Conclusion

84-86

Appendix

87-90

Bibliography

91-94