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SYNOPSIS

ON
MARKETING STRATEGY OF
NOKIA & SAMSUNG

SUBMITTED TO:
Ms. Ruby Sharma

SUBMITTED BY:
Mr. Sahil oberoi
1440611
MBA 4TH SEM- C

INTRODUCTION
INDUSTRY PROFILE
Growth in India's mobile sector, from a humble start in the mid-1990s, has really
picked up pace in recent years, aided by higher subscriber volumes, lower tariffs
and falling handset prices. Home to a clutch of global operators working with local
companies, India had almost 350 million mobile subscribers (including GSM &
CDMA) in early 2008.
The market was growing at an annual rate of around 60% and while the ARPU has
been steadily declining as competing operators offer cheaper tariffs the usage
levels have been high, thus slowing the decline of ARPU. By 2008 there was a
major push to take mobile services into the poorer and rural areas of the country.
Driven by cheap call rates, low handset prices and rising incomes among the
estimated 300 million of the population that are described as the country's middle
class, the boom in India's mobile market was continuing into 2008. Also operators
were increasingly eyeing the poorer rural areas a potential markets for their
services. India has continued to attract a lot of attention in the global telecom
sector, especially from foreign players interested in entering the Indian market.
India's mobile market finished in the 2007 year strongly with over 233 million
subscribers in the sector according to the telecom regulator's figures which cover
GSM, CDMA and Wireless Local Loop (WLL). The Telecom Regulatory
Authority (TRAI) announced that the country had added a record 8.32 million
subscribers during November 2007, up from 8.05 million one month previously.
This was followed by 8.16 million in December.

Nokia
Nokia Corporation (OMX: NOK1V, NYSE: NOK, FWB: NOA3) is an
international communications company, focused on the key growth areas of wire
line and wireless telecommunications. Nokia is currently the world's largest
manufacturer of mobile telephones, with a global device market share of
approximately 38% in Q2 of 2007. Nokia produces mobile phones for every major
market segment and protocol, including GSM, CDMA, and W-CDMA (UMTS).
The corporation also produces telecommunications network equipment for
applications such as mobile and fixed-line voice telephony, ISDN, broadband
access, voice over IP, and wireless LAN.
Nokia's headquarters are located in Espoo, a neighbouring city of Finland's capital
Helsinki. It has R&D, manufacturing, and sales representation sites in many
continents throughout the world. Nokia Research Center, the corporation's
industrial research laboratories, has sites in Helsinki; Tampere; Toijala; Tokyo;
Beijing; Budapest; Bochum; Palo Alto, California and Cambridge, Massachusetts.
Major production factories are located at Salo, Finland; Beijing, China; Dongguan,
China; Chennai, India; Komrom, Hungary and the Ruhr region at Germany. In
March 2007, Nokia signed a memorandum with Cluj-Napoca City Council,
Romania to open a new plant near the city in Jucu commune. Nokia's Design
Departure has stayed at Salo.
Nokia plays a very large role in the economy of Finland. Nokia is by far the
largest Finnish company, accounting for about a third of the market
capitalization of the Helsinki Stock Exchange (OMX Helsinki); a unique
situation for an industrialized country. It is an important employer in Finland and
several small companies have grown into large ones as Nokia's subcontractors.
Nokia increased Finland's GDP by more than 1.5 percent in 1999 alone. In 2004
Nokia's share of the Finland's GDP was 3.5 percent

DISTRIBUTIONAL CHANNEL HIERARCHY OF NOKIA

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SAMSUNG
Emerging Markets (EMs) with large consumer bases and untapped demand
constitute the major growth opportunities for the multinationalsand global
companies. However, not all companies are successful in establishing a foothold,
leave alone operating profitably, in such markets. For most, it takes years of
struggle before they can even breakeven. Marketing is difficult in such EMs
because of little or no market data, non-existent or poorly developed distribution
systems, lack of regulatory discipline, and where regulations exist, a propensity to
change them frequently and unpredictably.
Samsung entered India in December 1995 as a 51:49 joint venture with Reasonable
Computer Solutions Pvt. Ltd (RCSPL), owned by Venugopal Dhoot of the
Videocon group. In 1998, RCSPL diluted its stake in Samsung to 26% and in
November 2002, the FIPB cleared Samsung's proposal to buy RCSPL's remaining
(23%) stake. With Samsung buying the total stake of RCSPL, it became a whollyowned subsidiary of its South Korean parent company. In spite of being a
latecomer to India, Samsung was able to become one of the top consumer
electronic companies in India, an emerging market was due to a combination of
several aspects: Product innovation, Promotion, Pricing, distribution and
Positioning; wherein Samsung primarily focused at.
The three-pronged objectives of Samsung are: 1) Strengthening their channel relationships,
2) Enhancing their product portfolio and
3) Creating the best service infrastructure, to gain more mindshare.

OBJECTIVES OF STUDY

To know which brand is more preferred by people.


To study the expectations of customer.
To know which mode that motivate to make purchase.
To know the satisfaction level of customer with current purchase.
To compare nokia & Samsung on different basis.

Research Methodology

Research methodology is a way to systematically solve the research problem. It


may be understood as a science of studying how research is done scientifically. In
it we study the various steps that are generally adopted by a researcher in studying
his research problem along with the logic behind them. It is necessary for the
researcher to know not only the research methods or techniques but also the
methodology.
Data Collection Source
Information was collected through both primary and secondary sources.
Primary Data: In some cases the researchers may realize the need for collecting
the first hand information. As in the case of everyday life, if we want to have first
hand information or any happening or event, we either ask someone who knows
about it or we observe it ourselves, we do the both. Thus, the two methods by
which primary data can be collected is observation and questionnaire.
Secondary Data: Any data, which have been gathered earlier for some other
purpose, are secondary data in the hands of researcher.
The data collected for this project has been taken from the secondary source.
Sources of secondary data are: Internet
Magazines
Publications
Newspapers

Broachers

LIMITATIONS
Many constraints were involved in doing this study. Some of them are as follows.
The most significant limitation has been the individuals involved in this
study were very busy and did not spare much time in discussion.
The sample size selected for the survey was too small as compared to large
population.
The project was carried out only in the Delhi, so findings on data gathered
can be best true for Delhi only and not applicable to other parts of state and
country.
Indian stock market is a market where sentiments play a major role in price; hence
100% accurate predictions cannot be made about its future path.

BIBLIOGRAPHY
The above data is collected from the following sources:
Internet
www.nokia.world.com
www.sonyericsson.india.in
www.comparemyphone.com
www.mycellphone.com

Book
Kothari, C.R. Research methodology, 3rd edition, 1997, Vikas Publishing
House Pvt. Ltd, New Delhi.