Brand management : Best brand in Mobile phones

A report on brand war & various perceptions in Indian market

ByArun k Soni MBA (mm) Sec- A IMS DAVV INDORE

What is a brand ?
A brand is a name , symbol, shape or any specail sign attached with any product

Consumers buy products;

What is a brand?
A brand is a name, term, sign, symbol, or design, or a combination of them, intended to identity the goods or services of one seller or group of sellers and to differentiate them from those of competitors
- American Marketing Association

What does a brand convey?

A brand can convey up to 6 levels of meanings: Attributes

Benefits Values Culture Personality User

Today we all are surounded by various brands through our routine-

The Mobile phones have occupied the whole day involvement of users and has emerged as a basic need rather than a luxury life style product.

Brands in Indian Mobile Market

NOKIA LG

SAMSUNG
MOTOROLA MICROMAX

NOKIA

LG

SAMSUNG

MOTOROLA

micromax

About the company

Nokia is engaged in the manufacturing of mobile devices Nokia is a Finnish multinational communications corporation that is headquartered in Keilaniemi, Espoo, It has over 132,000 employees in 120 countries global annual revenue of over 42 billion and operating profit of 2 billion as of 2010 Some famous models in Indian market are 1100,6600, N-series & E-series.

About the company

Samsung Electronics is the world's largest electronics company with a 2009 revenue of $117.4 billion headquartered in Samsung Town, Seoul, South Korea Samsung Electronics has sold 235 million mobile handsets in the year 2009 Overall, Samsung has market share of 20.2% the company has introduced numerous mobile handset models including premium phones, full-touch screen phones, and

About the company contd.

Samsungs flagship mobile handset line is the Galaxy S, guru series, corby etc With assembly plants and sales networks in 65 countries across the world, Samsung has as many as 157,000 employees

About the company

LG Electronics Korean Consumer Electronics & Home Appliance Manufacturer, have started mobile appliance business since 1996. LG has dominating in CDMA segment of mobile phones in Indian Market/ It offer heavy rnge of handsets according to various layers of users.

About the company

Motorola, Inc an American-based, multinational,[6] telecommunications company based in Schaumburg, Illinois Motorola's handset division is focused on smartphones using Google's open-source Android mobile operating system In India

About the company

Micromax entered in Mobile Handset Industry only in 2008. Therefore, it can be said that Micromax Mobile, as it exists today was formed in 2008 and it has since then rapidly grown to become leading domestic mobile handset company in India Its product range include from value for money product to high end premium offering Eg. XI series, Q series etc.

About the company contd.

Micromax is targeting Youth segment of market as there first multimedia handset

Various attributes linked with brands

Nokia Price range Brand personality 1200- 30000 Indian, Sincere & Reliable Samsung 1000-35000 Amir Khan, innovative, perfection & styled LG 1200-50000 Technical, Foreigner, Households Motorola 2000-52000 American, High end products, Micromax 1000-15000 Truly Indian, Youth, Fun and Celebrations

User group

All demographic users

Youths

Random pattern, CDMA users

High income groups

Youths , early adapters, bottom of pyramid Enjoy & Fun Long lasting Battery, Live Loud.

Values Benifits

Promising Easy to Operate, Universal

Advance Add style to users life

Stylish Value for money product

Classical Differentiate performance

Conclusions

NOKIA has emerged as a brand leader in indian mobile habndset market, the pillers of its strong brand equity are-

Emotional Connection Value Accessibility Awareness Relevant differentiation

Emotional Connection
Nokia has used various taglines such as made for india Bhar do rang jindagi me etc It includes Ringtone of sare janha se achha in its starting 3315 model to gain acceptance in indian market Nokia was first to add hindi as a language in mobile phones

Value

Nokia is offering value for money products as it understand the rural requirement where power failure is a common problem hence it introduced torch light in its handsets with long lasting battery.

Accessibility
Nokia well understood the importance of availability of product to enhance visibility of brand and worked on its distribution It has also made easy to operate handsets understanding the requirement of middle aged population.

Awareness

To increase awaresess in Indian users Nokia adapted dense advertising through print and electronic media using indian characters and themes such as Zindagi ki Dorr

Relevant differentiation

NOKIA has well differentiated its product line from other competitors by attaching it to India, Family and celebrations on emotional parameters , similarly on technical front it has added an easy o operate and reliable image.

Thus NOKIA has won overall competition and is No. 1 brand in Mobile handsets market.

THANKS
A PRESENTATION BYARUN KUMAR SONI MBA (MM) IMS DAVV INDORE