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 small-
ticket 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 PROMISE APPROACH
Our vision is Promise is to Trusted customer
a world where help people relationships;
everyone can feel close to Best mobile
be connected. what is devices;
important to 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

Ø 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
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 “digital-
εcompany”.
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

Seg 7051
W 850 i
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 A-Series
Ø Moto-Series
Ø Razr2
Ø Rokr
Ø Slvr
Ø W-Series
Ø Z-Series
VARIOUS HANDSETS

MOTOZINE - ZN5
Rs.15,700
MOTORAZR2 V8 Luxury
Rs.24,500

MOTOMING - A1600
MOTORAZR2 V9 Ferrari Rs.14,500
Rs.19,200

MOTORAZR Maxx
Q9h Rs.12,500
Rs.17300

MOTOROKR - E8
Q8 Rs.12,500
Rs. 14500
 MOTORAZR2 V8 MOTOROLA - L9
Rs.10,500 Rs.6,499

MOTOROKR - U9
Rs.10,200 MOTOROLA - EM 325
Rs.5,000

MOTOROLA - W388
MOTOROLA - EM30 Rs.3,350
Rs.8,500

MOTOYUVA - A810 MOTOROLA - W180

Rs.7,499 Rs.1,700

All prices taken from www.india-cellular.com

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:

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
Motorola AURA
The return of Artistry
APPLE’s iPhone
CONCLUSION
THANK YOU