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Comparative study of Brand value of NOKIA and SAMSUNG

MOBILE


Synopsis
For
Major Research Project
Submitted towards partial fulfillment of
Master of Business Administration
Awarded by
Devi AhilyaVishwaVidhyalaya, I ndore


Guided By:Submitted By:
Prof. ShahinaQureshi Prateek Patel
III Semester









INTRODUCATION
HISTORY OF MOBILE:
Cellular telephone systems are a way of providing portable telephone services. Each phone is
connected by a radio link to a base station. In turn, this is linked to the telephone network, which
is the largest machine on the planet.
There is nothing special about radio links - they've been used for scores of years. What isclever
is that with a cellular system, each base station covers a limited area, and if a phone moves away,
the connection is passed across to an adjacent base. This is called a hand-off, and allows mobility
of phones, whilst permitting re-use of frequencies by base stations in nearby, but not adjacent,
'cells'.
The size of cells varies from system to system and place to place. They can be from over 50
miles across on the analogue 'TACS' systems from Vodafone and Cellnet, to less than 500 metres
in busy areas on the 'GSM 1800' networks, One2one and Orange. The smaller the cell size, the
more users that can be fitted onto the network, and the less power the mobile handset needs to
reach the base, so it and its batteries can be smaller and lighter. Unfortunately, small cell sizes
means more cells, so more expense to install, and more problems covering remote, low-
population areas.
A cellular network is an expensive thing to build, and it costs well over 1,000,000,000 to get
into this in a serious way. The four UK players in this game are all big, multi-national
companies, who have big money to invest, or access to it from other sources










WHO INVENTED MOBILE PHONE?
We use mobile phone every day. I own a blackberry and a Nokia phone. In the 90s the cellphone
was a luxury item. I thought it would be an interesting idea to dig out a little history about mobile
phone.

Dr. Martin Cooper of Motorola, made the first US analogue mobile phone call
1. Dr. Martin Cooper of Motorola is considered to be the inventor of the first practical
mobile phone. On April 3, 1973, Martin placed a call to rival Joel Engel, head of research
at AT&T's Bell Labs, while walking the streets of New York City talking on the first
Motorola DynaTAC prototype.
2. In 1940s Motorola developed a backpacked two-way radio, the Walkie-Talkie and a large
hand-held two-way radio for the US military. The same technology developed further and
produced the mobile phone that we know today.
3. In 1946 USSR (Russia) successfully tested their version of a radio mobile phone mounted
inside a car.
4. The modern handheld cell phone era began in 1973 when Motorola invented the first
cellular portable telephone to be commercialised, known as Motorola Dynastic 8000X.
5. On October 13, 1983, the pilot commercial cellular system of Illinois Bell begins
operating in Chicago. The second pilot system run by ARTS in partnership with Motorola
begins operation in Baltimore/Washington on December 16, 1983.
6. By 1984, Washington, DC has two competing cellular providers,
7. By 1988, many cellular systems (particularly New York and Los Angeles) are already
becoming overloaded as the promise of nearly infinite expansion of capacity from cell
splitting turns out to be more costly and difficult than foreseen.
8. The Motorola StarTac was the first phone in the world with Vibrating alert function. It
was unveiled in North America on January 3, 1996. StarTACs remained popular until the
early 2000s.
9. The Sharp J-SH04 was the industry's first mobile phone to feature an integrated 110,000-
pixel CMOS image sensor for taking digital photos (camera mobile phone).
10. By 2003 or 2004 Blackberry begun to take the market by storm. The phone were
optimized for wireless email communication. GPRS could provide data rates from 56
kbit/s up to 114 kbit/s. It can be used for services such as Wireless Application Protocol
(WAP) access, Short Message Service (SMS), Multimedia Messaging Service (MMS),
and for Internet communication services such as email and World Wide Web access
11. On January 9, 2007 Apple unveiled the iPhone to the public.

HISTORY OF NOKIA:
Nokia is a telecommunication company with headquarters in Espoo (Finland). It is best known as
the world's most famous mobile phone manufacturer, and it is, furthermore, the provider of
consumer products such as set-top boxes, equipment for broadband Internet and IP and mobile
networks.

NOKIA MARKETING STRATEGY:
To do this we will become the leading provider of mobile solutions. Our solutions strategy
leverages one of our greatest assets a portfolio of outstanding devices, with unmatched scale
and geographic reach. We couple them with smart services, integrated via an intuitive and
seamless user experience. We differentiate these solutions offerings based on our in-depth
consumer understanding, with a strong focus on social location (people and places).
In a world where connecting people to what matters, empowers them to make the most of every
moment. Our ambition is to become the leading provider of mobile solutions.

HISTORY OF SAMSUNGS:
The headquarters of Samsung Sanghoe in Daegu in the late 1930s
In 1938.Lee Byung-chull (19101987) of a large landowning family in the Uiryeong county
came to the nearby Daegu city and founded Samsung Sanghoe, a small trading company with
forty employees located in Su-dong (now Ingyo-dong). It dealt in groceries produced in and
around the city and produced its own noodles. The company prospered and Lee moved its head
office to Seoul in 1947. When the Korean War broke out, however, he was forced to leave Seoul
and started a sugar refinery in Busan named CheilJedang. After the war, in 1954, Lee founded
CheilMojik and built the plant in Chimsan-dong, Daegu. It was the largest woollen mill ever in
the country and the company took on the aspect of a major company.
Samsung diversified into many areas and Lee sought to establish Samsung as an industry leader
in a wide range of enterprises, moving into businesses such as insurance, securities, and retail.
Lee placed great importance on industrialization, and focused his economic development
strategy on a handful of large domestic conglomerates, protecting them from competition and
assisting them financially.

MARKETING STRATEGY OF SAMSUNG:

Aggressively hawking flips tops and clamshells with polyphonic ring tones and
color screen.

Nationwide distributer and retail presence in the consumer durable market.

Sa ms u n g h a s b e e n a s s o c i a t e d wi t h t h e La k me I n d i a f a s h i o n we e k
f o r i t s mobile phones the company used the LIFW 2005 as a platform to
launch D-500,worlds best mobile phone in the Indian market.

Set up a hand set manufacturing facility in India


REVIEW OF LITERATURE:
1. In general, behavior is a persons feeling of pleasure or disappointment resulting from
Comparinga products perceived performance in relation to his or her expectation. If
performance matchesthe expectation, customer is satisfied& if performance exceeds the
expectation, the customer ishighly delighted. (kotler2002).

2. The other researchers define consumer behavior as satisfying theneeds & desires of
consumers (Bester field 1994). During recent years, the telephone coverageand its structure in
Finland have undergone a dramatic change, mainly as a consequence of rapidincrease in the
popularity of the mobile phone. The number of mobile phones has increased sincethe first half of
the 1990s while the number of conventional, fixed phones has decreasedsimultaneously. The
proportion of households with mobile phones only has also been increasingsince the
mid1990s(Kuusela and Vikki, 1999).

3. Technological progress in the sphere of information and communication is encouraging the
use
and development of new shopping methods, leading to a rapid growth in nonstoreshopping as
the individual can buy products/services without having to travel to retail outlets (Sharma and
Sheth 2004 Thompson 1997).

4.The Guardian reported a study in 2005, which found that stateoftheart mobile phones have
been found to be effective tools for tempting young unemployed adults back to learning.
In
2005 Child Wise, a market research firm specializing in children's products, found that one in fo
ur undereights had a mobile. The total of 4.5 million youngsters with mobiles included 58% of ni
ne to 10yearolds and 89% of 11 to 12 year
olds with handsets. Some 93% of 13 to 14yearolds and 95% of 15 and 16yearolds had a

Mobile. (Daily Mail, 15 February 2005).

5. 06 June 2006 A recent study by Nokia finds, perhaps unsurprisingly, that people want and, ind
eed, expect more from their mobile phones than just phone calls. According to the survey, 44% u
se their mobile as their primary camera, and 72% say that their mobile has rendered their alarm c
lock obsolete as they rely on their phone to wake them up. Studies by the International. A literatu
re review serves to focus research problems and to understand current academic thinking and the
oretical models around a research topic. It is a description as well as a critical review of the litera
ture. (Saunders, Lewis and Thornhill, 2001).

6. Technological innovations such as cellular phones and digital televisions have attracted the
attention of marketing researchers as regards to their adoption process (Saaksjarvi, 2003).


7. According to study conducted by Maxwell (2001) on testing of homogeneity versus
heterogeneity of global consumption in a cross-cultural price/brand effect model; Indian
consumers in comparison to Americans are tougher for the marketers to sell their products.
However he found Indian consumers more price and less brand conscious. Maxwell (2001)


RATIONAL OF THE STUDY:


To study the customer perception toward the uses of mobile brand and find out that which brand
is more preferable by the customer and the reason behind using the particular mobile brand and
also find out that on which parameter they compare both the brands.




OBJECTIVE OF THE STUDY:


To Study the behavior of consumers towards BRANDS.
To find out preferences of consumers in mobile handsets brands at the time of purchase.
To find out the satisfaction & dissatisfaction level of consumers & reasons for that.
To examine the benefits of research for investors point of view.
To know about the cellular industry.
To help consumer to know about the companies their products and future over coming.
To know about the BRAND NOKIA and SAMSUNG their product, market strategy,
value mission adopted in the cellular companies.


HYPOTHESIS:


Ho: Null hypotheses: there is no deference between the brand value of Samsung and Nokia
mobile
Ha: Alternate hypotheses: there is difference between the brand value of Samsung and Nokia
mobile.


RESEARCH METHEODOLOGY:
The study is based on primary data obtained through a well designed Questionnaire. The questio
nnaire was administered to users & non users of cellular phones. For the purpose of the study con
sumers are asked to rate the five handset purchase motivators (price, quality, style, features, and
brand) on 5 point Likerts scale for mobile phone.Extremey Important 5, Somewhat Important 4,
Neither Important 3, Somewhat Unimportant 2, ExtremelyUnimportant 1.


RESEARCH DESIGN:

TYPE OF RESEARCH:

Descriptive research Descri pti ve research i ncl udes Surveys and fact -fi nding
enqui ri es of di fferent kinds. The mai n charact eri sti c of t his met hod i s t hat t he
researcher has no cont rol over t he variables; he can only report what has happened or
what is happening.

Bibliography/References:

Keller, Best Practice Cases in Branding,3/e, Pearson2010


U C Mathur,Product and Brand Management Excel Books,20


Sengupta - Brand Positioning, 2e TMH 2008


Harsh Verma Brand Management, Excel Books,2010

SatishBatra and Kazmi Consumer Behavior Excel books

NargundkarRajendra, Services Marketing, 3e Tata Mcgraw Hill

Webliography:


http://ezinearticles.com/?Introduction-About-Nokia-Mobile-Phones&id=803630
http://www.samsung-mobiles.net/history-of-samsung.html
http://www.ipublishing.co.in/ajmrvol1no1/EIJMRS1044.pdf
http://en.wikipedia.org/wiki/Nokia
http://en.wikipedia.org/wiki/Samsung

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