Mobile

Group Members: Tahoor Teena Vinaya Tasneem Sunaina

MOBILE HANDSET INDUSTRY

As per the LATEST REPORTS, number of mobile subscribers in India has crossed the 250 million mark. By April 2008, India is projected to become the second largest wireless market in the world.

Handset market share for 2008

MARKET SHARE IN INDIA. ØNOKIA

59.5%

ØSONY

8.1%

ØSAMSUNG

7%

ØMOTOROLA

5.9%

SWOT Analysis STRENGTHS: ØConsumption of content is growing. ØIt is getting easier to pay for things by mobile, especially smallticket items. ØExperience of using the internet to go online is getting more agreeable ØThere is more leadership from bodies such as the Mobile Marketing Association.

WEEKNESSES: ØThe mobile internet is not yet mass market. Ømarket is actually getting more fragmented. OPPURTUNITIES: ØA great opportunity to get personalised marketing messages across. ØAcquisition and Retention. ØBranding and direct response.

THREATS: ØIt 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. ØAbuse of mobile marketing damages the industry (i.e. consumers being ripped off and permission marketing principles being ignored). ØIt could get worse if the offenders are not punished properly.

HISTORY OF NOKIA ØFounded in 1865 by Fredrik Idestam in Finland as a paper manufacturing company. ØIn 1920, Finnish Rubber Works was established and later on in 1922, Finnish Cable Works was founded. ØAll the three companies were merged in 1967 to form the Nokia Group. By 1987, consumer electronics became Nokia's

VISION Our vision is a world where everyone can be connected.

PROMISE Promise is to help people feel close to what is important to

APPROACH Trusted customer relationships; Best mobile devices; Context enriched

NOKIA IN INDIA ØNokia entered the Indian market in the mid-90s. ØThe first ever GSM call in India was made on a Nokia 2110 mobile phone on its own network in 1995. ØIn 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 ØPRICING STRATEGY Pricing varies from RS 1275 to Rs 53100 ØDISTRIBUTION STRATEGY There are 1,30,000 mobile outlets in the country, out of which 75,000 are Nokia brand outlets. ØTARGET THE RURAL MARKETS Unveiled lowest cost handset

Ø 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. Ø In 2008 Samsung takes No. 1 spot in U.S. cell phone market Ø

ØSamsung 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. ØSamsung 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

ØVision 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.

ØMission Everything we do at SAMSUNG is guided by our mission: to be the best “digitalεcompany”.

MARKET SHARES ØWorld Market Share:16.76% ØIndian Market Share:7%

Second leading player in the world and third leading player in

SEGMENTATION OF MOBILE HANDSETS Øsuper phone Øbusiness series Ølifestyle series Øbeat series Ømultimedia series Øguru series Øarchived phone

MARKETING STRATEGIES ØPricing Pricing varies from Rs 1730 to Rs 31000 ØPromotion Brand ambassador : Aamir Khan ØTechnology Samsung has a competitive advantage because of its technology. ØProduct Features

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

ØPRICE RANGE It has its range from Rs. 1750 to Rs. 40,000. ØTARGET 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

ØMainly focuses on the fusion of various services like communication and entertainment. ØAt the core of its new strategy is something Sony Ericsson calls "Entertainment Unlimited." ØThe 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 states: To rank among the top 3 electronics, information, and telecommunication firms in the world by 2010.

MARKETING STRATEGIES ØLG's new strategy aims to focus on the premium segment of the market that fetches greater margins as opposed to volumes. ØDavid 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

About Motorola:

Founded : 1928 Founders : Paul Galvin & Joseph Galvin Headquarters : Schaumburg, Illinois, United States Industry : Telecommunications Products : Embedded Systems Microprocessors Mobile Phones Two-Way radio Networking Systems Satellite Phones

VISION: To make a unique contribution to improving the world in which we live. MISSION: Motorola seeks to benefit the communities where it operates around the world. The company achieves this by making strategic grants, forging strong community partnerships, fostering innovation and engaging stakeholders. MARKET SHARE: WORLD: 8.54%

INDIA: 5.9%

MOTOROLA SERIES: Ø Ø Ø Ø Ø Ø Ø

A-Series Moto-Series Razr2 Rokr Slvr W-Series Z-Series

VARIOUS HANDSETS MOTORAZR2 V8 Luxury Rs.24,500

MOTORAZR2 V9 Ferrari Rs.19,200

Q9h Rs.17300

Q8 Rs. 14500

MOTOZINE - ZN5 Rs.15,700

MOTOMING - A1600 Rs.14,500

MOTORAZR Maxx Rs.12,500

MOTOROKR - E8 Rs.12,500

MOTORAZR2 V8 Rs.10,500

MOTOROKR - U9 Rs.10,200

MOTOROLA - EM30 Rs.8,500

MOTOYUVA - A810 Rs.7,499 All prices taken from www.india-cellular.com

MOTOROLA - L9 Rs.6,499

MOTOROLA - EM 325 Rs.5,000

MOTOROLA - W388 Rs.3,350

MOTOROLA - W180 Rs.1,700

TARGETING STRATEGY: ØTarget Market is Urban and Rural area. ØTarget Audience is YOUTH of INDIA. ØMotorola attract its target audience through : • Price • Slim and Stylish • Fashionable and Light Weight • Innovative technology hand sets. ØThe segmentation strategy of Motorola is based on Age, Income and Occupation .

MARKETING STRATEGY: PRICING: Prices of various handsets varies from 1700 to 25000. PROMOTION: Brand Ambassador: Abhishek Bachchan PLACES: All over the world. PRODUCT: Motorola provides various range with

Distinguish Features:

Motorola AURA The return of Artistry

Ø16 Million Colors Ø62 Carat Lens ØMeticulously Crafted ØSwiss-Made Main Bearing ØCustom-Engineering ØTungsten Carbide Coated Gears Ø700+ Individual Components ØCrystalTalk™ Technology ØMirror Polish Finish ØAluminum Keypad

APPLE’s iPhone

CONCLUSION

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