Brand management : Best Brand management : Best brand in Mobile phonesbrand in Mobile phones

A report on brand war & various perceptions in Indian market

By-

Arun k SoniMBA (mm) Sec- AIMS DAVV INDORE

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

Consumers buy products;they choose brands!

What is a brand?What is a brand?

A brand is a name, term, sign, A brand is a name, term, sign, symbol, or design,symbol, or design,

or a combination of them,or a combination of them,intended to identity the goods or intended to identity the goods or

servicesservicesof one seller or group of sellersof one seller or group of sellersandand toto differentiate them from differentiate them from

those of competitorsthose of competitors

- American Marketing Association- American Marketing Association

What does a brand What does a brand convey?convey?A brand can convey up to 6 levels of A brand can convey up to 6 levels of

meaningsmeanings::Attributes

Benefits

Values

Culture

Personality

User

Today we all are surounded Today we all are surounded by various brands through by various brands through our routine-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 Brands in Indian Mobile MarketMarket

NOKIA

LG

SAMSUNG

MOTOROLA

MICROMAX

NOKIANOKIA

LGLG

SAMSUNGSAMSUNG

MOTOROLAMOTOROLA

micromaxmicromax

About the companyAbout the companyNokia 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 companyAbout 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 environmentally friendly phones

About the companyAbout the companycontd. contd.

Samsung’s 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 companyAbout the companyLG 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 companyAbout 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 companyAbout 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 companyAbout the companycontd. contd.

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

Various attributes linked with Various attributes linked with brandsbrands

Nokia Samsung LG Motorola Micromax

Price range

1200- 30000

1000-35000

1200-50000

2000-52000

1000-15000

Brand personality

Indian, Sincere & Reliable

Amir Khan, innovative, perfection & styled

Technical, Foreigner, Households

American, High end products,

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

Values Promising Advance Stylish Classical Enjoy & Fun

Benifits Easy to Operate, Universal

Add style to users life

Value for money product

Differentiate performance

Long lasting Battery, Live Loud.

ConclusionsConclusions

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

Emotional ConnectionValueAccessibilityAwarenessRelevant differentiation

Emotional ConnectionEmotional 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

ValueValue

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.

AccessibilityAccessibility

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.

AwarenessAwareness

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 differentiationRelevant 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 BY-

ARUN KUMAR SONIMBA (MM) IMS DAVV INDORE