Mobile Set Research

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Date of Submission06-04-2009

PREFACE This research paper is based on Telecomm Sector as a bigger domain and specifically on various brands of mobile phone companies’. I tried to find out the actual position of these brands in the minds of customers with respect to different values related with these brand names. I enjoyed a lot doing this research work as it was from my area of interest i.e. study of brands or rather brand potencies. At the end I was able to find some really amazing facts on which my conclusions are based.

Jagriti Singh

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ACKNOWLEDGEMENT This project would not have came into existence without the guidance and support of my mentor and H.O.D., DBA, Prof. Vibhor Mishra who was there to help me and guide me at every hTheir of the day. I would like to extend my gratitude towards the customers who gave their precious time to fill my questionnaires. At last I would like to thank my family members whose support and encTheiragement was required continuously.

Jagriti Singh

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CONTENTS  PREFACE

I

 ACKNOWLEDGEMENT

II

 CHAPTERS 1. Introduction ………………………………………………………….5 1.1.Research Objectives ………………………………………..5 1.2. Industry Background ……………………………………….6-25

2. Research Methodology ……………………………………………...26-27

2.1.Sampling 2.1.1.1.Sample Size 2.1.1.2.Sample Area 2.1.1.3.Type of Sampling 3. Analysis and Interpretation of Data ………………………………….28-57 4. Limitations of the study ………………………………………….............58 5. Conclusion ……………………………………………………….............59

 ANNEXURES Questionnaires  BIBLIOGRAPHY

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1. INTRODUCTION 1.1 RESEARCH OBJECTIVE In any research the objective or purpose for which the research has been conducted lies on the focal point around which whole project revolves. It is the foundation on which the project is build The objective of this project was

To find ‘Brand Potencies’ of different brands

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1.2

INDUSTRY BACKGROUND

All of us are aware of the tremendous growth in telecom sector in last few years. The telecom industry is booming and has been growing for last several years but the point of saturation is not yet achieved. In this project I took this sector as bigger domain under which I studied ten different brands of mobile phone companies. The brands/companies that I chose are as under: 

NOKIA



Sony Ericson



Samsung



Motorola



LG



Spice



Virgin



Fly



BlackBerry



Haier

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NOKIA

Nokia has played a pioneering role in the growth of cellular technology in India, starting with the first-ever cellular call a decade ago, made on a Nokia mobile phone over a Nokiadeployed network. Nokia started its India operations in 1995, and presently operates out of offices in New Delhi, Mumbai, Kolkata, Jaipur, Lucknow, Chennai, Bangalore, Hyderabad, Pune and Ahmedabad. The Indian operations comprise of the handsets business; R&D facilities in Bangalore, Hyderabad and Mumbai; a manufacturing plant in Chennai and a Design Studio in Bangalore. Over the years, the company has grown manifold with its manpoTheyr strength increasing from 450 people in the year 2004 to over 15000 employees in March 2008 (including Nokia Siemens Networks). Today, India holds the distinction of being the second largest market for the company globally. Devices business Nokia has established itself as the market and brand leader in the mobile devices market in India. The company has built a diverse product portfolio to meet the needs of different consumer segments and therefore offers devices across five categories ie. Entry, Live, Connect, Explore and Achieve. These include products that cater to first time subscribers to advanced business devices and high performance multimedia devices for imaging, music and gaming. Nokia has been working closely with operators in India to increase the geographical coverage and loTheyr the total cost of ownership for consumers. Today, Nokia has one of the largest distribution network with presence across 1,30,000 outlets. In addition, the company also has Nokia Priority Dealers across the country and Nokia ‘Concept stores’ in Bangalore, Delhi, Jaipur, Hyderabad, Chandigarh, Ludhiana, Chennai, Indore and Mumbai to provide customers a complete mobile experience.

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R & D centers Nokia has three Research & Development centers in India, based in Hyderabad, Bangalore and Mumbai. These R&D hubs are staffed by engineers who are working on next-generation packet-switched mobile technologies and communications solutions to enhance corporate productivity. The Center in Bangalore, the biggest R&D site in the country comprises S60 Software Organization, Common Technologies, Next Generation now called Maemo Software, Productization and Software & Services. Design Studio Nokia has set up its first Design Studio in Bangalore in partnership with Srishti School of Art, Design and Technology. The first of its kind, the design studio will give Nokia designers and India’s talented youth the opportunity to work together on new design ideas for India and the global markets. Manufacturing in India Nokia has set up its mobile device manufacturing facility in Chennai, India to meet the burgeoning demand for mobile devices in the country. The manufacturing facility is operational with an investment of USD 210 million and currently employs 8000 people. Nokia has recently announced fresh investments to the tune of US $ 75 million towards its manufacturing plant in Sriperumbudur, Chennai for the year 2008. Some firsts for Nokia in India

1995 – First mobile phone call made in India on a Nokia phone on a Nokia network 1998 - Saare Jahaan Se Acchha, first Indian ringtone in a Nokia 5110 2000 - First phone with Hindi menu (Nokia 3210)

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2002 - First Camera phone (Nokia 7650) 2003 - First Made for India phone, Nokia 1100 2004 - Saral Mobile Sandesh, Hindi SMS on a wide range of Nokia phones 2004 - First Wi-fi Phone- Nokia Communicator (N9500) 2005 – Local UI in additional local language 2006 – Nokia manufacturing plant in Chennai 2007 – First vernacular news portal Some Achievements for Nokia •

Ranked No 1 Most Trusted Brand Survey by Brand Equity, 2008

•

Ranked the No 1. MNC in India by Businessworld, India’s leading business Theyekly, 2006

•

Ranked as the No. 1 telecommunications equipment vendor in the country by Voice & Data for five consecutive years –2008, 2007, 2006,2005 and 2004

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Ranked as the 9th most poTheyrful brand by Millward Brown’s BrandZ 2008

•

Ranked world’s 4th most valuable brand by Interbrand, 2007

•

Ranked Asia’s most trusted brand by the Media-Synovate, 2006

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Sony Ericson Sony Ericsson, a 50:50 joint venture of Sony Corporation and Telefonaktiebolaget LM Ericsson, was established in October 2001. Their mission is to establish Sony Ericsson as the most attractive and innovative global brand in the mobile handset industry. Sony Ericsson Mobile Communications is a global provider of mobile multimedia devices, including feature-rich phones, accessories and PC cards. The products combine poTheyrful technology with innovative applications for mobile imaging, music, communications and entertainment. The net result is that Sony Ericsson is an enticing brand that creates compelling business opportunities for mobile operators and desirable, fun products for end users. Sony Ericsson Mobile Communications was established in 2001 by telecommunications leader Ericsson and consumer electronics poTheyrhouse Sony Corporation. The company is owned equally by Ericsson and Sony and announced its first joint products in March 2002. Sony Ericsson products have universal appeal and are different in the key areas of imaging, music, design and applications. The company has launched products that make best use of the major mobile communications technologies, such as the 2G and 3G platforms, while enhancing its offerings to entry level markets. Sony Ericsson undertakes product research, design and development, manufacturing, marketing, sales, distribution and customer services. Global management is based in London, and R&D is in STheyden, UK, France, Netherlands, India, Japan, China and the US. The management team is led by President Hideki Komiyama, a former senior executive of Sony Europe and one of the key players in the growth of Sony in Europe; and Executive VicePresident and Head of Sales Anders Runevad, the former President of Ericsson Brazil. As new products are introduced to end user acclaim, existing products continue to receive accolades and Sony Ericsson is today accepted as a world leader in design and innovation. Sony Ericsson strives to be a cutting edge provider of applications, forging partnerships with developers and content providers. Strategic agreement with partners such as Sony BMG is one way in which the company is bringing the best and latest in entertainment content to its 48

users. In the mobile gaming market Sony Ericsson took the lead in 2004, being the first to launch Java 3D-enabled handsets, and is forging ahead to bring 3D gaming to a wider audience.

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Samsung

The digital age has brought revolutionary change – and opportunity – to global business, and SAMSUNG has responded with advanced techno-logies, competitive products, and constant innovation. From it’s inception as a small export business in Taegu, Korea, Samsung has grown to become one of the world’s leading electronics companies, specializing in digital appliances and media, semiconductors, memory and system integration. Today Samsung’s innovative and top quality products and processes are world recognized. 2008-Samsung takes No. 1 spot in U.S. cellphone market 2006-Unveiled 10M pixel camera phone 2005-Released the world's first 7 mega pixel camera phone 2003-SAMSUNG brand value ranked 25th in the world by Interbrand 2002-Launch of colTheir mobile phones in which the new concept UFB-LCD is introduced , Launched new high-definition TFT-LCD colTheir cellular phone

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Motorola Motorola has a long history of innovation. In 1928 an entrepreneur named Paul V. Galvin started a small family electronics business named Galvin Manufacturing Corporation in Chicago, USA. Since then they have grown to be a worldwide leader in wireless and broadband communications. With mobility in mind since the beginning, they pioneered commercial car radios in 1930 that carried the Motorola brand name. As the company grew, They expanded into home electronic products, two-way radio, semiconductors and embedded electronics, paging, cellular and broadband systems and networks. Beginning in the 1960s, they expanded their business and opened offices and manufacturing facilities outside the United States. Today, they continue to develop products and services around the world. Many of Motorola’s innovations Theyre industry firsts that laid the foundation for today’s music, video, voice and data experiences. Motorola, Inc. (NYSE: MOT) has been at the forefront of communication inventions and innovations for nearly 80 years. They have achieved extraordinary accomplishments along the way — such as making the equipment that carried the first words from the moon and leading the cellular communication revolution with the development of the world’s first handheld portable cellular phone, the DynaTAC (DYNamic Adaptive Total Area Coverage). They Theyre the first to bring Push-to-Talk over Cellular to market. More recently, Motorola delivered the first all-digital high-definition television (HDTV) technical standard and demonstrated the world’s first WiMAX 802.16e mobile handoff. Today, Motorola develops a portfolio of technologies, solutions and services — including wireless handsets, wireless accessories, digital entertainment devices, wireless access systems, voice and data communications systems, and enterprise mobility solutions — that make mobile experiences possible. With the rapid convergence of fixed and mobile broadband Internet and the growing demand for next-generation mobile communication solutions, Their mission is to lead the next wave of innovative products that meet the expanding needs of Their customers around the world. An overview businesses Enterprise Mobility Solutions Government and public safety first responders and commercial and industrial enterprises 48

alike all demand access to real-time information everywhere. The Enterprise Mobility Solutions business designs, manufactures, installs, and services analog and digital two-way radios, voice and data communication products and systems for private networks, Electronic Digital Assistants (EDAs), bar code scanners, RFID readers, wireless LAN infrastructure as Theyll as end to end enterprise mobility solutions. Home & Networks Mobility Consumers demand rich mobile communication and in-home entertainment capabilities and system operators meet the need by delivering new services, increasing network throughput and system integrity. The Home & Networks Mobility business designs, manufactures, installs, and services digital and Internet Protocol (IP) video and broadcast network interactive set-tops, end-to-end video delivery solutions, broadband access infrastructure systems, and associated data and voice customer premise equipment to cable television and telecom service providers, and wireless access systems, including cellular infrastructure and wireless broadband systems, to wireless service providers. Mobile Devices The mobile device is the hub of people’s lives, keeping them connected to the Internet, people, digital images, entertainment and content. The Mobile Devices business designs, manufactures, sells and services wireless handsets with integrated software and accessory products, and licenses intellectual property.

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LG Established in 1997, LG Electronics India Pvt. Ltd., is a wholly owned subsidiary of LG Electronics, South Korea. In India for a decade now, LG is the market leader in consumer durables and recognised as a leading technology innovator in the information technology and mobile communications business . LG is the acknowledged trendsetter for the consumer durable industry in India with the fastest ever nationwide reach, latest global technology and product innovation.

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LG Electronics India Pvt. Ltd., a wholly owned subsidiary of LG Electronics, South Korea was established in January, 1997 after clearance from the Foreign Investment Promotion Board (FIPB). The trend of beating industry norms started with the fastest ever-nationwide launch by LG in a period of 4 and 1/2 months with the commencement of operations in May 1997. LG set up a state-of-the art manufacturing facility at Greater Noida, near Delhi, in 1998, with an investment of Rs 500 Crores. This facility manufactured ColTheir Televisions, Washing Machines, Air-Conditioners and Microwave Ovens. During the year 2001, LG also commenced the home production for its eco-friendly Refrigerators and established its assembly line for its PC Monitors at its Greater Noida manufacturing unit.The beginning of 2003 saw the roll out of the first locally manufactured Direct Cool Refrigerator from the plant at Greater Noida. In 2004, LGEIL also up its second Greenfield manufacturing unit in Pune, Maharashtra that commences operations in October 2004. Covering over 50 acres, the facility manufactures LCD TV, GSM Phones, Color Televisions, Air Conditioners, Refrigerators, Microwave Ovens Color Monitors. Both the Indian manufacturing units has been designed with the latest technologies at par with international standards at South Korea and are one of the most Eco-friendly units amongst all LG manufacturing plants in the world. LG has been able to craft out in ten years, a premium brand positioning in the Indian market and is today the most preferred brand in the segment.

Positioning Statement LG strives to enhance the customer’s life (and lifestyle) with intelligent features, intuitive functionality, and exceptional performance. Choosing LG is a form of self-expression and self-satisfaction. Their customer will take pride in owning the amazing and take comfort in knowing he/she made a smart, informed decision.

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THE LG BRAND COMPRISES FTHEIR BASIC ELEMENTS: VALUES, INNOVATION, PEOPLE, AND PASSION.

SPICE

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Spice Mobiles Ltd. is a part of Spice Corp, a multi-faceted group with an exclusive telecom eco-system in India. With “Innovation” as the company’s mantra, Spice began the process of revolutionizing the Communication & Entertainment sector, with its new age technologically advanced state of the art mobile phones. Debuting with handsets targeted at the entry-level segment, today, the brand is growing rapidly and has a bouquet of offerings targeting entry, mid & premium segments The process of establishing new businesses is through the "SPICE" brand, that is, ‘Synchronized performance through Innovation in Communication and Entertainment’, which seeks to fulfil the integrated technological needs of global customers. SPICE will enable re-engineering of Their existing businesses for greater competitiveness through building new strategic partnerships both in India and overseas. They have a proven track record of over 30 years in building some of Asia’s most successful Joint Venture Partnerships in collaboration with world leaders in cutting edge technologies – Mobile Phones, Mobile Retail, Onshore BPO, Mobile VAS, IT Systems Integration, Entertainment and Retail Real Estate. With Their base of strong intellectual capital, joint-venture expertise, global connectivity, proven track record and benchmark in corporate governance, They have redefined the scope of Their operations and refocused Their strategies to further strengthen Their global positioning. They aim to inspire the Indian masses to connect and aspire to own the SPICE Brand. Their focus is on niche markets in each business area, and They seek to expand Their reach and responsiveness through a pan India presence.

Spice Telecom, the brand name of Spice Communications Limited is presently operating Cellular Phone Services in the states of Punjab and Karnataka. Virgin

Virgin Mobile is a brand used by many mobile phone service providers based in the United Kingdom, and operating in India, Australia, Canada, South Africa, the United States and 48

France; the brand survived only briefly in Singapore. The international Virgin Mobile businesses each act as independent entities, usually in a partnership between Sir Richard Branson's Virgin Group and an existing phone company. Virgin Group provides the brand, and the phone company operates the network infrastructure. Virgin Mobile was the world's first Mobile Virtual Network Operator when it launched in the United Kingdom in 1999. It does not maintain its own network but instead contracts to use the existing network(s) of other providers. On 2008-03-01, Virgin launched the Mobile brand in India through a franchise arrangement with Tata Teleservices. This is Virgin’s seventh launch globally and its largest investment to date in India, said Branson, noting that the Indian market was very attractive, growing like none other in the world.. The Cellular Operators' Association of India (COAI) had opposed the tie-up, alleging that it amounted to Virgin's entry into India as a Mobile Virtual Network Operator (MVNO) which is currently not allowed in India, due to prevalent regulations. However on 2008-03-29, the Department of Telecom (DoT) cleared the deal after clarification from Tata Teleservices indicated that Virgin had not entered India as an MVNO. Virgin Mobile India is a brand franchise association between the Virgin Mobile Group and Tata Teleservices to launch the Virgin Mobile brand of services in India. The organisation was set up in 2007 to focus on telecom services for the youth market. The Virgin Mobile Group has created internationally recognised brands in mobile telephony, transportation, travel and leisure, and music. Tata Teleservices is one of India's leading telecom service providers, with a customer base of over 23 million. Areas of business Virgin Mobile India will design, market and service Virgin Mobile products in India. The brand will be available in 20 telecom circles and will be serviced by nine centres across nine Indian cities. Location The company is headquartered in New Delhi, India.

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Fly Fly is operated by the Meridian Telecoms Group. Fly phones are currently available in 25 countries of the world and is one of the fastest growing mobile phone brands in the markets it 48

competes in. We hold a 5% global market share. Our range comprises of Mid & High-end phones. Fly, with its highly differentiated range has been received with great enthusiasm in India by the trade as well as the users. Meridian Mobile Private Limited is part of the Meridian Group, headquartered in Europe. The company is now expanding rapidly in India by developing a large offering under the Fly brand. The products include: Feature Phones, Smart-phones and Mobile Phone Accessories. Meridian came to India on October 2004 and the Fly brand was launched in India in June 2005. With 10 Regional Offices and a Head Office based in New Delhi, the company has a head count of over 4000 employees and is entrenched in over 7000 top mobile shops in 145 cities. The unveiling of the brand was kick started by the announcement of Malaika Arora Khan as the brand ambassador. The company has a pan India presence and within a short span of time it has become the fastest growing mobile phone company in the country with a significant market share within its range. Product development is a key strength of Meridian. Sourcing professionals from the overseas offices of Meridian Telecom have selected models for the Indian market that are both at the cutting-edge of features, design and incorporate the best of international styling. Also, Meridian Telecom has over a period of one year carried-out extensive and rigorous testing and customization of Fly products for the Indian market. Fly is available with a variety of exclusive and differentiated mobile phones. It is important to have fully loaded phones as the replacement market gets stronger. This is likely to result in huge demand for feature rich and stylish phones. Meridian offers the critical buyer smart value choices. Meridian Mobile is now poised to become one of the fastest growing companies in mobile telephony today. During a short period of existence, the company has managed to gain a significant market share and became an important player in handset distribution in Central & West Europe including Russia. Meridian's successful strategy of strong product offerings and a differentiated retail strategy have resulted in recording high growths in the fast emerging markets. 48

2002 2003 2004 2005 2006 2007 2008

Company founded as a marketer of mid-end mobile phones Fly brand launched in Russia to provide quality & stylish mobile phones Fly launched in CIS markets, India Fly repositioning with series of high-end multimedia & designer phones Fly launched in the UK with leading UK operators and retailers Acquisition of design & manufacturing companies to improve product quality and roadmap Expansion across Europe, MENA and in other digital products

Since its inception in 2002, Meridian has evolved from a pure mobile phone marketer into a company providing a range of products under a unified umbrella of the Fly brand. After initially establishing itself as a mobile phone brand, Meridian is now expanding into related digital products such are Digital Cameras, MP3 Players, PDA's and smart phones. The top range of mobile phones and other digital products are fast becoming commodities. That is why instead of manufacturing products, Meridian focuses on building and promoting its own Fly brand. Sourcing of phones and other products is secured by cooperation between manufacturers and Meridian's internal dedicated R&D team who together tailor products to the needs of individual markets. Strong brand identity is one of the pillars of FLY expansion strategy. The - Fly brand is used across all products in all markets. FLY brand values Design, Fully Featured and Great Value and its Brand Image has been constantly reinforced by continuous press, radio, OOH, TV commercials over the last 3 years. The company is gradually growing its market shares in all markets. The business plan shows FLY hitting over 4 million phones in 2008. This represents about 5% of the entire CIS market of over 45 million new phones. In Russia itself Fly commands a market share of 7%. Fly has 2% of the huge Indian market and steadily increasing. FLY is targeting to achieve over 5-8 % market shares in all segments and markets that it works. In today's world of homogenous, compatible and increasingly commoditised digital products it becomes difficult to differentiate individual product offerings. The business believes that the core strategies required to succeed at this are i) to build a strong brand and ii) to be able to offer exactly what consumers ask for at the given price.

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BlackBerry Provides an 'always on', secure solution for wirelessly extending corporate data and applications to mobile users including mail, personal information management, sales force automation, field service, document management and more What the solution is all about

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•

Extending the Enterprise Securely into Mobility

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Keeping People Connected to High Value Information

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Increasing Both Personal and Corporate Efficiency

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Making the Wireless Experience Transparent to the User

Haier Haier Appliances (India) Private Limited is a wholly-owned subsidiary of Haier Group. Haier India was launched in India in December 2003 and by August 2004 had an all-India promotion launched with over 55 products across six product categories -- refrigerators, colour television/DVDs, washing machines, microwave ovens and dishwashers. Haier India 48

has also launched its brand of mobile phones in India. The India launch was started with innovative products which were designed keeping the day to day customer needs in mind -- products that will transform the customer's every day living into inspired living. 'Products that will make your today better than yesterday.' Haier India launched BMR technology for the first time in India. Even the Double Drive is a newly patented technology. The India operations already has an established dealer network of approximately 1600 dealers all over the country, which is backed by a strong service and after sales service network. Haier was incorporated in 1984 and initially produced refrigerators. Over the past 19 years, the company has grown and prospered and is now a transnational organization widely recognized by the world community. Haier now manufactures a wide range of household electrical appliances in 96 categories with 15,100 specifications and exports products to more than 160 countries. On January 31, 2004, Haier was named one of the world’s 100 most recognizable branch and a global name brand, listed by the World Brand Laboratory, one of the world brand evaluation organizations. The Haier Group is the world’s 4th largest white goods manufacturer and is the leader of China’s Top 100 Electronics and IT companies. The Haier Group is China ’s largest home appliance brand and one of the world’s leading white goods home appliance manufacturers. Haier was founded in 1984 in Qingdao, Shandong Province, China and manufactures home appliances in over 15,100 different specifications under 96 categories. By April 2006, the Haier Group has obtained 6,189 patented technology certificates and 589 software intellectual property rights. Haier products are sold in over 100 countries. Haier is the official Home Appliances Sponsor of the Beijing 2008 Olympic Games. Global Branding Strategy Haier’s global branding strategy aims at positioning the company as a local brand in different world markets in conjunction with enhanced product competitiveness and strong corporate operations. Haier’s international business framework encompasses a global network of design, procurement, production, distribution and after-sale services. Today, Haier has established 15 industrial complexes, 30 overseas production factories and bases, 8 design centers and over 58,000 sales agents worldwide.

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2. RESEARCH METHODOLOGY

 The research paper is based on exploratory research.  Instruments used are Questionnaire, Personal Interview and secondary data. 48

2.1 SAMPLING Sampling unit – general public that uses mobile phones. Two groups : 18-25 and >25 years of age 2.1.1 Size of sample • Between 18-25= 87 • > 25 = 41 • Total = 128 2.1.2 Sampling Area The sample chosen is finite comprising of people from different major areas of the city. Students or professionals were chosen from colleges and other institutes and general public from a few areas of the city.

2.1.3 Type of sampling The survey is conducted on Cluster Sampling of Lucknow region. A cluster sample is one in which a simple random sample or stratified random sample is selected of all primary sample units, each containing more than one sample element.

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Then all the elements within the selected primary units are sampled.

3. ANALYSIS AND INTERPRETATION

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32% of the total sample were more than 25 years of age while 68% were less than 25 years of age (18-25yrs.).

RESULTS DERIVED FROM THE SURVEY OF PEOPLE (< 25yrs) Column1 Associational Motivational Descriptional Memorizational Repurchase 8.86792452 NOKIA 9.022988506 9.459770115 9.206896552 9.287356322 8

Motivational value is maximum for ‘Nokia’.

Sony Ericson

Motivationa Associational l Descriptional Memorizational Repurchase 7.471264368 7.781609195 7.965517241 8.298850575 7.818181818 48

Memorizational value is highest as compared to other values in case of the brand Sony Ericson.

Samsung

Associational Motivational Descriptional Memorizational Repurchase 7 6.988505747 6.689655172 7.620689655 8

Repurchase value is highest in Samsung according to the survey conducted on youngsters.

Motorola

Associational Motivational Descriptional Memorizational Repurchase 6.862068966 6.425287356 6.356321839 7.517241379 7.6 48

Repurchase and memorizational value are almost equal in Motorola.

LG

Associational Motivational Descriptional Memorizational Repurchase 6.310344828 6 5.908045977 7.425287356 6.928571429

Memorization value is highest.

Spice

Associational Motivational Descriptional Memorizational Repurchase 4.632183908 4.287356322 4.804597701 5.827586207 8 48

It is clearly visible that Spice has been successful somewhat in their strategy of targetting the niche as this graph explains high repurchase value of Spice.

Motivationa Associational l Descriptional Memorizational Repurchase Virgin 4.563218391 3.701149425 5.229885057 5.931034483 8

Virgin again proved to be successful as it is targetting basically youngsters and the graph shown here explains that Virgin has high repurchase value. Associational

Motivationa

Descriptiona

Memorizationa

Repurchase 48

Fly

2.781609195

l l l 2.873563218 3.459770115

4.448275862

1

It’s quite clear that the memorizational value of ‘Fly’ is higher than other values.

Blackberry

Associational Motivational Descriptional Memorizational Repurchase 4.689655172 5.540229885 5.16091954 5.16091954 1

Though the motivational value is comparativelyy higher but the repurchase value is very low.

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Haier

Associational Motivational Descriptional Memorizational Repurchase 3.425287356 3.149425287 3.689655172 4.103448276 8

Again surprisingly the repurchase value of Haier is very high.

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RESULTS DERIVED FROM THE SURVEY OF PEOPLE (> 25yrs) Nokia

Associational Motivational Descriptional Memorizational Repurchase 9.414634146 9.634146341 9.317073171 9.585365854 8

All the values of Nokia are almost at same level. Motivational value is highest as was in previous case.

Sony Ericson

Associational Motivational Descriptional Memorizational Repurchase 7.902439024 8.365853659 7.951219512 8.731707317 8.666666667

Despite of being tough to pronounce sony ericson has highest memorizational value followed by repurchase value 48

Samsung

Associational Motivational Descriptional Memorizational Repurchase 7.414634146 7.56097561 7.43902439 9.12195122 7.833333

Samsung has highest memorizational value as compared to other values.

Motorola

Associational Motivational Descriptional Memorizational Repurchase 6.707317073 7.365853659 6.756097561 8.682926829 6

It seems that people are well aware about the brand Motorola, as shown through descriptional value as well as associational value in this graph.

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LG

Associational Motivational Descriptional Memorizational Repurchase 8.195121951 7.609756098 6.463414634 8.487804878 6.666667

People are well aware about LG.

Spice

Associational Motivational Descriptional Memorizational Repurchase 4.585365854 3.658536585 3.707317073 5.219512195 1

As opposite to the previous case here we can see that repurchase value of Spice is very low.

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Virgin

Associational Motivational Descriptional Memorizational Repurchase 4.073170732 3.658536585 3.853658537 5.341463415 1

In this case again the repurchase value is lowest as compared to other values which is opposite to previous case.

Fly

Associational Motivational Descriptional Memorizational Repurchase 2.341463415 2.243902439 3.609756098 3.804878049 1

It’s quite clear that fly is not doing well because descriptional value is high but other values are not satisfactory.

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Blackberry

Associational Motivational Descriptional Memorizational Repurchase 4.292682927 4.365853659 5.658536585 6.414634146 1

BlackBerry has got good memorizational and descriptional value but very low repurchase value.

Haier

Associational Motivational Descriptional Memorizational Repurchase 3.365853659 3.195121951 3.12195122 4.268292683 1

Again in this case the repurchase value is low as compared to previous case.

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COMPARISION OF DIFFERENT VALUES FOR SURVEY OF <25 AND >25 yrs OF AGE

For < 25 : Associational value is highest of Nokia Associational Nokia SonyEricso n

9.022988506 7.471264368

Samsung

7

Motorola

6.862068966

LG

6.310344828

Spice

4.632183908

Virgin

4.563218391

Fly

2.781609195

Blackberry

4.689655172

Haier

3.425287356

For > 25 : Associational value is highest of Nokia Associational Nokia

9.414634146

SonyEricson

7.902439024

Samsung

7.414634146

Motorola

6.707317073

LG

8.195121951

Spice

4.585365854

Virgin

4.073170732

Fly

2.341463415

Blackberry

4.292682927

Haier

3.365853659

For < 25

For > 25

Change

Nokia

16%

16%

0

SonyEricson

13%

14%

+1

Samsung

13%

13%

0

Motorola

12%

11%

-1

LG

11%

14%

+3

Spice

8%

8%

0

Virgin

8%

7%

-1

Fly

5%

4%

-1

Blackberry

8%

7%

-1

Haier

6%

6%

0

48

Inference:It is clear that for people above 25 years of age there is lesser associational value for brands like Virgin , Fly, BlackBerry which are quite new in the Indian Market. For < 25 : Motivational value is highest for Nokia Motivational Nokia

9.459770115

SonyEricson

7.781609195

Samsung

6.988505747

Motorola

6.425287356

LG Spice

6 4.287356322

Virgin

3.701149425

Fly

2.873563218

Blackberry

5.540229885

Haier

3.149425287

For > 25 : Motivational value is highest for Nokia Motivational Nokia

9.634146341

SonyEricson

8.365853659

Samsung

7.56097561

Motorola

7.365853659

LG

7.609756098

Spice

3.658536585

Virgin

3.658536585

Fly

2.243902439

Blackberry

4.365853659

Haier

3.195121951

For < 25

For > 25

Change

Nokia

17%

17%

0

SonyEricson

14%

14%

0

Samsung

10%

8%

-2

Motorola

11%

13%

+2

LG

11%

13%

+2

Spice

8%

6%

-2

Virgin

6%

6%

0

Fly

5%

4%

-1

Blackberry

10%

8%

-2

Haier

6%

6%

0

48

For < 25 : Descriptional Value is highest for Nokia Descriptional Nokia

9.206896552

SonyEricson

7.965517241

Samsung

6.689655172

Motorola

6.356321839

LG

5.908045977

Spice

4.804597701

Virgin

5.229885057

Fly

3.459770115

Blackberry Haier

5.16091954 3.689655172

For > 25 : Descriptional Value is highest for Nokia Descriptional Nokia

9.317073171

SonyEricson

7.951219512

Samsung

7.43902439

Motorola

6.756097561

LG

6.463414634

Spice

3.707317073

Virgin

3.853658537

Fly

3.609756098

Blackberry

5.658536585

Haier

3.12195122

For < 25

For > 25

Change

Nokia

16%

16%

0

SonyEricson

14%

14%

0

Samsung

11%

13%

+2

Motorola

11%

12%

+!

LG

10%

11%

+1

Spice

8%

6%

-2

Virgin

9%

7%

-2

Fly

6%

6%

0

Blackberry

9%

10%

+1

Haier

6%

5%

-1

Inference: In case of BlackBerry the value has increased where as it has decreased for other newer Brands.

48

For < 25 : Memorisational value is highest for Nokia. Memorisational Nokia

9.287356322

SonyEricson

8.298850575

Samsung

7.620689655

Motorola

7.517241379

LG

7.425287356

Spice

5.827586207

Virgin

5.931034483

Fly

4.448275862

Blackberry Haier

5.16091954 4.103448276

For > 25 : Memorisational value is highest for Nokia. Memorisational Nokia

9.585365854

SonyEricson

8.731707317

Samsung

9.12195122

Motorola

8.682926829

LG

8.487804878

Spice

5.219512195

Virgin

5.341463415

Fly

3.804878049

Blackberry

6.414634146

Haier

4.268292683

For < 25

For > 25

Change

Nokia

14%

14%

0

SonyEricson

13%

13%

0

Samsung

12%

13%

+1

Motorola

11%

12%

+1

LG

9%

8%

-1

Spice

9%

8%

-1

Virgin

9%

8%

-1

Fly

7%

5%

-2

Blackberry

8%

9%

+1

Haier

6%

6%

0

Inference: People above 25 yrs of age consider BlackBerry as having comparatively better memorisational vaue. 48

For < 25 :Highest repurchase value is of Nokia Repurchase Nokia

8.867924528

SonyEricson

7.818181818

Samsung

8

Motorola

7.6

LG

6.928571429

Spice

8

Virgin

8

Fly

1

Blackberry

1

Haier

8

For > 25 : Samsung and Nokia has equal repurchase value while Sony Ericson has highest value with 21%. Repurchase Nokia

8

SonyEricson

8.666666667

Samsung

7.833333333

Motorola

6

LG

6.666666667

Spice

1

Virgin

1

Fly

1

Blackberry

1

Haier

1

48

For < 25

For > 25

Change

Nokia

14%

19%

+5

SonyEricson

12%

21%

+9

Samsung

12%

19%

+7

Motorola

12%

14%

+2

LG

11%

16%

+5

Spice

12%

3%

-9

Virgin

12%

2%

-10

Fly

1%

2%

+1

Blackberry

2%

2%

0

Haier

12%

2%

-10

Inference: Repurchase value has significantly reduced in case of brands like Spice, Virgin and Haier. This shows that people above 25 are not ready to experiment.

For < 25 : Brands Nokia SonyEricson Samsung Motorola LG Spice Virgin Fly Blackberry Haier

Brand Potency 63921.61 29420.08 20468.04 15628.03 11420.4 4302.95 4086.57 118.16 133.78 1296.21

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For > 25 : Brands Nokia SonyEricson Samsung Motorola LG Spice Virgin Fly Blackberry Haier

Brand Potency 64657.82 39694.7 29722.5 17066.45 22709.1 316.624 305.41 71.7 677.4 142.46

48

For < 25

For > 25

Change

Nokia

42%

37%

-5

SonyEricson

19%

23%

+4

Samsung

14%

17%

+3

48

Motorola

10%

10%

0

LG

8%

13%

+5

Spice

3%

0%

-3

Virgin

3%

0%

-3

Fly

0%

0%

0

Blackberry

0%

0%

0

Haier

1%

0%

-1

Inference: Younger people have better knowledge / perception about Nokia than elder people while the case is opposite in Sony Ericson, Samsung and LG. Brands with lesser market share like spice and virgin have lower brand potency according to people who are above 25 yrs of age as compared to the people below 25 yrs of age.

OVERALL ANALYSIS AND INTERPRETATIONS OF COMPLETE SAMPLE SIZE

Nokia

Associational Motivational Descriptional Memorizational Repurchase 9.1484375 9.515625 9.2421875 9.3828125 8.613333333

Nokia’s motivational value is highest which is 9.515625. Associational Motivational

Descriptional Memorizational Repurchase 48

SonyEricson

7.609375

7.96875

7.9609375

8.4375

8

Samsung

Associational Motivational Descriptional Memorizational Repurchase 7.1328125 7.171875 6.9296875 8.1015625 7.888889

Motorola

Associational Motivational Descriptional Memorizational Repurchase 6.8125 6.7265625 6.484375 7.890625 7.333333

48

LG

Associational Motivational Descriptional Memorizational Repurchase 6.9140625 6.515625 6.0859375 7.765625 6.882353

Spice

Associational Motivational Descriptional Memorizational Repurchase 4.6171875 4.0859375 4.453125 5.6328125 8 48

Virgin

Associational Motivational Descriptional Memorizational Repurchase 4.40625 3.6875 4.7890625 5.7421875 8

Fly

Associational Motivational Descriptional Memorizational Repurchase 2.640625 2.671875 3.5078125 4.2421875 1 48

Blackberry

Associational Motivational Descriptional Memorizational Repurchase 4.5625 5.1640625 5.3203125 5.5625 1

Haier

Associational Motivational Descriptional Memorizational Repurchase 3.40625 3.1640625 3.5078125 4.15625 8

48

NOKIA Sony Ericson Samsung Motorola LG Spice Virgin Fly Black berry Haier

Associational 9.1484375 7.609375 7.1328125 6.8125 6.9140625 4.6171875 4.40625 2.640625 4.5625 3.40625

48

Inference: Associational value is highest in case of Nokia i.e. 16% or 9.1484375

Nokia SonyEricson Samsung Motorola LG Spice Virgin Fly Blackberry Haier

Motivational 9.515625 7.96875 7.171875 6.7265625 6.515625 4.0859375 3.6875 2.671875 5.1640625 3.1640625

48

Inference: Memorisational value is highest in Nokia i.e.17% means 9.515 Descriptional Nokia 9.2421875 SonyEricson 7.9609375 Samsung 6.9296875 Motorola 6.484375 LG 6.0859375 Spice 4.453125 Virgin 4.7890625 Fly 3.5078125 Blackberry 5.3203125 Haier 3.5078125

48

Inference: Descriptional value is highest of Nokia i.e. 9.24 Memorisational Nokia 9.3828125 SonyEricson 8.4375 Samsung 8.1015625 Motorola 7.890625 LG 7.765625 Spice 5.6328125 Virgin 5.7421875 Fly 4.2421875 Blackberry 5.5625 Haier 4.15625

48

Inference: Memorisational value is highest of Nokia i.e. 9.38 Repurchase Nokia 8.613333333 SonyEricson 8 Samsung 7.888888889 Motorola 7.333333333 LG 6.882352941 Spice 8 Virgin 8 Fly 1 Blackberry 1 Haier 8

48

Inference: Repurchase value is highest of Nokia but brands like Haier, Virgin and Spice also Brand Potency have high value

Brands Nokia SonyEricson Samsung Motorola LG Spice Virgin Fly Blackberry Haier

64864.14 32360.03 22580.1 17150.32 14669.3 3749.72 3554.1 104.6 695.98 1248.45

48

Inference: The highest Brand potency is of Nokia followed by Sony Ericson and newer brands like Virgin, Spice and Haier have also been able to establish their identity to some extent.

5. LIMITATIONS OF THE STUDY  Feedback is just the representative of the entire population; it only states the opinion of a few respondents.

 Time constrain was a major limitation.

48

 Being student of PGDM I could not spare much time for it and hence I could not go for very big sample size.

 People were not very responsive.  Unavailability of secondary data.

CONCLUSION

48

This research was conducted to find the brand potencies of 10 different mobile brands which are- Nokia, Sony Ericson, Samsung, Motorola, LG, Spice, Virgin, Fly, BlackBerry, Haier. I divided the entire sample into two groups, one consisted of people below 25 years of age i.e. between 18- 25 while the other consisted of people above 25 years of age. A great variation was seen in case of newer mobile brands like Spice, Virgin, BlackBerry and Haier between the opinions of two groups. The group with people below 25 yrs of age showed some positive response with respect to these newer brands as compared to the views of other group. The highest brand potency was of Nokia in all the three cases i.e. the group of below 25, above 25 and combination of the two with 42%, 37% and 40% respectively (if 100% consists of brand potencies of all the 10 brands taken into consideration).

ANNEXURES •

Questionnaire 48

BIBLIOGRAPHY 48

1. Marketing Research by Green and Tull. 2. Marketing Management by Philip Kotler

WEBSITES www.google.com www.haierindia.com www.motorolaindia.com www.virginmobileindia.com www.blackberry-india-smartphone.com www.samsung.com www.lgelectronicsindia.com www.flyindia.com www.flymobilephones.com www.haiermobiles.com www.nokia.co.in www.blackberry.com www.tatateleservices.com www.spiceindia.com www.nokiaindia.com

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