CONTANTS

Sequence

Introduction
Nokia
samsung
market share of SAMSUNG& NOKIA
SWOT analysis
Objective
Why consumer prefer these brand
Market share high, why?
Market share low, why?
recommendation
Bibliography/References

COMPARATIVE STUDY OF MARKETING STRATEGY OF NOKIA AND

SAMSUNG MOBILE

NITESH VERMA
20130130
PGDM 2013-2015
2

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.
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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

CELLULER CONCEPT:
See also: Cellular network

A multi-directional, cellular network antenna array

In December 1947, Douglas H. Ring and W. Rae Young, Bell Labs engineers,
proposed hexagonal cells for mobile phones in vehicles. Philip T. Porter, also of Bell
Labs, proposed that the cell towers be at the corners of the hexagons rather than the
centers and have directional antennas that would transmit/receive in three directions (see
picture at right) into three adjacent hexagon cells on three different frequencies. At this
5

stage, the technology to implement these ideas did not exist, nor had the frequencies been
allocated. Several years would pass before Richard H. Frenkiel and Joel S. Engel of Bell
Labs developed the electronics to achieve this in the 1960s.
In all these early examples, a mobile phone had to stay within the coverage area serviced
by one base station throughout the phone call, i.e. there was no continuity of service as
the phones moved through several cell areas. The concepts of frequency
reuse and handoff, as well as a number of other concepts that formed the basis of modern
cell phone technology, were described in the 1970s. In 1970 Amos E. Joel, Jr., a Bell
Labs engineer, Invented an automatic "call handoff" system to allow mobile phones to
move through several cell areas during a single conversation without interruption.
A cellular telephone switching plan was described by Fluhr and Nussbaum in 1973, and a
cellular telephone data signaling system was described in 1977 by Hachenburg et al.
The first fully automated mobile phone system for vehicles was launched in Sweden in
1956. Named MTA (Mobile Telephone system A), it allowed calls to be made and
received in the car using a rotary dial. The car phone could also be paged. Calls from the
car were direct dial, whereas incoming calls required an operator to determine which base
station the phone was currently at. It was developed by Sture Laurn and other engineers
at Televerket network operator. Ericsson provided the switchboard while Svenska
Radioaktiebolaget (SRA) and Marconi provided the telephones and base station
equipment. MTA phones consisted of vacuum tubes and relays, and weighed 40 kg. In
1962, an upgraded version called Mobile System B (MTB) was introduced. This was
a push-button telephone, and used transistors and DTMF signaling to improve its
operational reliability. In 1971 the MTD version was launched, opening for several
different brands of equipment and gaining commercial success. The network remained
open until 1983 and still had 600 customers when it closed.
In 1958 development began on a similar system for motorists in the USSR. The "Altay"
national civil mobile phone service was based on Soviet MRT-1327 standard. The main
developers of the Altay system were the Voronezh Science Research Institute of
Communications (VNIIS) and the State Specialized Project Institute (GSPI). In 1963 the
service started in Moscow, and by 1970 was deployed in 30 cities across the USSR.
Versions of the Altay system are still in use today as a trunking system in some parts of
Russia.
In 1959 a private telephone company located in Brewster, Kansas, USA, the S&T
Telephone Company, (still in business today) with the use of Motorola Radio Telephone
6

equipment and a private tower facility, offered to the public mobile telephone services in
that local area of NW Kansas. This system was a direct dial up service through their local
switchboard, and was installed in many private vehicles including grain combines, trucks,
and automobiles. For some as yet unknown reason, the system, after being placed online
and operated for a very brief time period, was shut down. The management of the
company was immediately changed, and the fully operable system and related equipment
was immediately dismantled in early 1960, not to be seen again.
In 1966, Bulgaria presented the pocket mobile automatic phone RAT-0,5 combined with a
base station RATZ-10 (RATC-10) on Interorgtechnika-66 international exhibition. One
base station, connected to one telephone wire line, could serve up to six customers.
One of the first successful public commercial mobile phone networks was
the ARP network in Finland, launched in 1971. Posthumously, ARP is sometimes viewed
as a zero generation (0G) cellular network, being slightly above previous proprietary and
limited coverage networks.

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.
7

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.

BRAND:
A brand is a product, service, or concept that is publicly distinguished from other
products, services, or concepts so that it can be easily communicated and usually
marketed. A brand name is the name of the distinctive product, service, or concept.
Branding is the process of creating and disseminating the brand name. Branding can be
applied to the entire corporate identity as well as to individual product and service names.
Brands are usually protected from use by others by securing a trademark or service mark
from an authorized agency, usually a government agency. Before applying for a
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trademark or service mark, you need to establish that someone else hasn't already
obtained one for your name. Although you can do the searching yourself, it is common to
hire a law firm that specializes in doing trademark searches and managing the application
process, which, in the United States, takes about a year. Once you've learned that no one
else is using it, you can begin to use your brand name as a trademark simply by stating it
is a trademark (using the TM" where it first appears in a publication or Web site). After
you receive the trademark, you can use the registered (?) symbol after your trademark.
Brands are often expressed in the form of logos, graphic representations of the brand. In
computers, a recent example of widespread brand application was the "Intel Inside" label
provided to manufacturers that use Intel's microchips.
A company's brands and the public's awareness of them is often used as a factor in
evaluating a company. Corporations sometimes hire market research firms to study public
recognition of brand names as well as attitudes toward the brands

BRAND NAME:
The brand name is quite often used interchangeably with "brand", although it is more
correctly used to specifically denote written or spoken linguistic elements of any product.
In this context a "brand name" constitutes a type of trademark, if the brand name
exclusively identifies the brand owner as the commercial source of products or services.
A brand owner may seek to protect proprietary rights in relation to a brand name through
trademark registration and such trademarks are called "Registered Trademarks".
Advertising spokespersons have also become part of some brands, for example:Mr.
Whipple of Charmin toilet tissue and Tony the Tiger of Kellogg's Frosted Flakes.

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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 is also a supplier of the automotive industry and offers things like speakers for
various car brands. After the March, 2009 study by Gartner Inc., Nokia has a worldwide
market share of 38,6 percent in the cell phone sector, ahead of Samsung (16,3 percent),
Motorola (8,7 percent) and Sony Ericsson with 7,6 percent. The fiscal income of Nokia
was 2.6 billion dollars in 2010.
The company was founded in 1865 by engineer Fredrik Idestam in Tampere, the
southwestern part of Finland. At that time, he initially introduced paper products that
were exported to Russia and Great Britain. Since the beginning of the 20th century, the
corporation designed mainly commodities such as rubber boots and wheel-frames for
wheelchairs. Up until today, there is Nokia's name emblazoned on a wide range of bicycle
tires although they are no longer fabricated by the company.
Today's Nokia firm was formed in 1967 by the merger of the Nokia Corporation - the
original paper mill, as well as the local cable and rubber works. With this, the foundation
of modern technology companies was laid. Scandinavia received its first mobile network,
NMT, in 1981, and Nokia brought its primer car phones for the network on the market.
The initial portable cell phone was made only in 1987.
Meanwhile, Nokia fixed production for network and entertainment technology in Finland,
China, Germany, Mexico, Poland, Brazil, England, Italy, Hungary and the United States.
Accessories and services were offered in all these countries, and Nokia had to hire
approximately 55,500 employees globally in 2004.
The Canadian and former Microsoft senior manager Stephen Elop replaced on September
21, 2010 the Finn Olli-Pekka Kallasvuo in the management team, who held this position
since 2006. On April 1, 2007, Nokia and Siemens joint venture; thus the corporation
became known as Nokia Siemens Networks. This was the third largest
telecommunication provider in the world behind Alcatel-Lucent and Ericsson-Marconi.
In February of 2011, the new management announced that Nokia's smart phones are now
available with the Microsoft operation system Windows 7 Phone Equips. Until that time,
Nokia had relied on its home-grown working design Symbian. Previously, the company
11

had lost ground: It held to have a market share of 36,4 percent in 2009; however,
according to the IT research firm Gartner, only 28,4 percent of all mobile phones sold
worldwide in 2010 were manufactured by Nokia.
Nokia provides a number of firewall and VPN products with its own operating system
IPSO. In December 2008, Check Point took over the security technology from Nokia for
an undisclosed amount of money. In 2009, Nokia exerted pressure on the Finnish
government. This happened in order to enforce a law that made monitoring the electronic
communications of employees possible. Nokia threatened that, in case of rejection, it
would leave Finland. The law of the media, "Lex Nokia", was approved on March 4,
2009.
The joint Nokia Siemens Network was under fire due to the delivery of monitoring
systems to Iran, as they were used to curtail freedom of expression and the suppression of
protests by the Iranian presidential elections in 2009. Most other countries that are not
democracies are returning customers of the Nokia corporation, too.
The author Frank Piasecki Poulsen has gone in search of coltan mines in the Congo. He
conducted several researches, as, there, the essential minerals for the Nokia cell phone
production are decomposed in inhuman conditions. In his documentary, "Bloody phones",
he confronted Nokia and asked to put its own profitability before the social responsibility,
as recommended by human rights organizations.
A little insight concerning the ring tones of Nokia's cell phones: The sound for text
messages is the Morse code for SMS. Similar to this, is the ascending signal tune, which
is the Morse code for "connecting people". The Nokia ring tone, probably the best known
mobile sound on earth, is derived from a guitar piece called "Gran Vals" by Spanish
musician Francisco Tarrega. Nokia used this ring tone in all its phones and most TV
commercials as an audio logo.

1865 to 1967:
The predecessors of the modern Nokia were the
Nokia Company (Nokia Aktiebolag), Finnish Rubber
Works Ltd (Suomen Gummitehdas Oy) and Finnish
Cable Works Ltd (Suomen Kaapelitehdas Oy).

Fredrik Idestam, Statesman Leo

co-founder of Mechelin, coNokia.
founder of Nokia.

12

Nokia's history started in 1865 when mining engineer Fredrik Idestam established a
groundwood pulp mill on the banks of the Tammerkoski rapids in the town of Tampere,
in southwestern Finland in the Russian Empire and started manufacturing paper. In 1868,
Idestam built a second mill near the town of Nokia, fifteen kilometres (nine miles) west
of Tampere by the Nokianvirta river, which had better resources for hydropower
production. In 1871, Idestam, with the help of his close friend statesman Leo Mechelin,
renamed and transformed his firm into a share company, thereby founding the Nokia
Company, the name it is still known by today.
Toward the end of the 19th century, Mechelin's wishes to expand into the electricity
business were at first thwarted by Idestam's opposition. However, Idestam's retirement
from the management of the company in 1896 allowed Mechelin to become the
company's chairman (from 1898 until 1914) and sell most shareholders on his plans, thus
realizing his vision. In 1902, Nokia added electricity generation to its business activities

1967 to 2000:
The seeds of the current incarnation of Nokia were planted with the founding of the
electronics section of the cable division in 1960 and the production of its first electronic
device in 1962: a pulse analyzer designed for use in nuclear power plants. In the 1967
fusion, that section was separated into its own division, and began manufacturing
telecommunications equipment. A key CEO and subsequent Chairman of the Board was
vuorineuvos Bjrn "Nalle" Westerlund (19122009), who founded the electronics
department and let it run at a loss for 15 years.
First mobile phones

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Mobile radio telephony

The Mobira Cityman 150, Nokia's NMT-900 mobile phone from 1989 (left), compared to
the Nokia 1100 from 2003. The Mobira Cityman line was launched in 1987.
The technologies that preceded modern cellular mobile telephony systems were the
various "0G" pre-cellular standards. Nokia had been producing commercial and some
military mobile radio communications technology since the 1960s, although this part of
the company was sold some time before the later company rationalization. Since 1964,
Nokia had developed VHF radio simultaneously with Salora Oy. In 1966, Nokia and
Salora started developing the ARP standard (which stands for Autoradiopuhelin, or car
radio phone in English), a car-based mobile radio telephony system and the first
commercially operated public mobile phone network in Finland. It went online in 1971
and offered 100% coverage in 1978.
In 1979, the merger of Nokia and Salora resulted in the establishment of Mobira Oy.
Mobira began developing mobile phones for the NMT (Nordic Mobile Telephony)
network standard, the first-generation, first fully automatic cellular phone system that
went online in 1981. In 1982, Mobira introduced its first car phone, the Mobira Senator
for NMT-450 networks.
Nokia bought Salora Oy in 1984 and now owning 100% of the company, changed the
company's telecommunications branch name to Nokia-Mobira Oy. The Mobira Talkman,
launched in 1984, was one of the world's first transportable phones. In 1987, Nokia
14

introduced one of the world's first handheld phones, the Mobira City man 900 for NMT900 networks (which, compared to NMT-450, offered a better signal, yet a shorter roam).
While the Mobira Senator of 1982 had weighed 9.8 kg (22 lb) and the Talkman just under
5 kg (11 lb), the Mobira Cityman weighed only 800 g (28 oz) with the battery and h
almost snatched from the sales assistants' hands. Initially, the mobile phone was a
"yuppie" product and a status symbol.
Nokia's mobile phones got a big publicity boost in 1987, when Soviet leader Mikhail
Gorbachev was pictured using a Mobira Cityman to make a call from Helsinki to his
communications minister in Moscow. This led to the phone's nickname of the "Gorba".
In 1988, Jorma Nieminen, resigning from the post of CEO of the mobile phone unit,
along with two other employees from the unit, started a notable mobile phone company
of their own, Benefon Oy (since renamed to GeoSentric) One year later, Nokia-Mobira
Oy became Nokia Mobile Phones.
Involvement in GSM
Nokia was one of the key developers of GSM (Global System for Mobile
Communications), the second-generation mobile technology which could carry data as
well as voice traffic. NMT (Nordic Mobile Telephony), the world's first mobile telephony
standard that enabled international roaming, provided valuable experience for Nokia for
its close participation in developing GSM, which was adopted in 1987 as the new
European standard for digital mobile technology.
Nokia delivered its first GSM network to the Finnish operator Radiolinja in 1989. The
world's first commercial GSM call was made on 1 July 1991 in Helsinki, Finland over a
Nokia-supplied network, by then Prime Minister of Finland Harri Holkeri, using a
prototype Nokia GSM phone. In 1992, the first GSM phone, the Nokia 1011, was
launched. The model number refers to its launch date, 10 November. The Nokia 1011 did
not yet employ Nokia's characteristic ringtone, the Nokia tune. It was introduced as a
ringtone in 1994 with the Nokia 2100 series.
GSM's high-quality voice calls, easy international roaming and support for new services
like text messaging (SMS) laid the foundations for a worldwide boom in mobile phone
use. GSM came to dominate the world of mobile telephony in the 1990s, in mid-2008
accounting for about three billion mobile telephone subscribers in the world, with more
than 700 mobile operators across 218 countries and territories. New connections are
added at the rate of 15 per second, or 1.3 million per day.

15

2000 TO PRESENT:
Product releases

Reduction in size of Nokia mobile phones

Evolution of the Nokia Communicator. Models 9000, 9110, 9210, 9300 and 9500 shown.
Nokia launched its Nokia 1100 handset in 2003, with over 200 million units shipped, was
the best-selling mobile phone of all time and the world's top-selling consumer electronics
product. Nokia was one of the first players in the mobile space to recognize that there
was a market opportunity in combining a game console and a mobile phone (both of
which many gamers were carrying in 2003) into the N-Gage. The N-Gage was a mobile
phone and game console meant to lure gamers away from the Game Boy Advance,
though it cost twice as much.
In May 2007, Nokia released its first touch screen phone, the Nokia 7710, which was also
a huge success. In November 2007, Nokia announced and released the Nokia N82, its
first Nseries phone with Xenon flash. At the Nokia World conference in December 2007,
Nokia announced their "Comes With Music" program: Nokia device buyers are to receive
a year of complimentary access to music downloads. The service became commercially
available in the second half of 2008.
Nokia Productions was the first ever mobile filmmaking project directed by Spike Lee.
Work began in April 2008, and the film premiered in October 2008.
In 2008, Nokia released the Nokia E71 which was marketed to directly compete with the
other BlackBerry-type devices offering a full "qwerty" keyboard and cheaper prices.
Nokia announced in August 2009 that they will be selling a high-end Windows-based
mini laptop called the Nokia Booklet 3G. On 2 September 2009, Nokia launched two new
music and social networking phones, the X6 and X3. The Nokia X6 features 32GB of on16

board memory with a 3.2" finger touch interface and comes with a music playback time
of 35 hours. The Nokia X3 is a first series 40 Ovi Store-enabled device. The X3 is a
music device that comes with stereo speakers, built-in FM radio, and a 3.2 megapixel
camera. On 10 September 2009, Nokia unveiled the 7705 Twist, a phone sporting a
square shape that swivels open to reveal a full QWERTY keypad, featuring a 3 megapixel
camera, web browsing, voice commands and weighting around 3.44 ounces (98 g). On 9
August 2012, Nokia launched for the Indian market two new Asha range of handsets
equipped with cloud accelerated Nokia browser, helping users browse the Internet faster
and lower their spend on data charges.
Mobile Phones See also: Category:Nokia mobile phones
Mobile Phones is responsible for Nokia's portfolio of affordable mobile phones, as well
as a range of services that people can access with them, headed by Mary T. McDowell.
This unit provides the general public with mobile voice and data products across a range
of devices, including high-volume, consumer oriented mobile phones. The devices are
based on GSM/EDGE, 3G/W-CDMA and CDMA cellular technologies.
At the end of the year 2007, Nokia managed to sell almost 440 million mobile phones
which accounted for 40% of all global mobile phones sales. In 2011, Nokia's market
share in the mobile phone market had dropped to 27% (417 million phones).
Anssi Vanjoki resigned a few days before Nokia World 2010 and under new leadership
team Jo Harlow will look into the affairs of Smartphones portfolio.
On 27 April 2011, The Register reported that Nokia was secretly developing a new
operating system called Meltemi aiming at the low-end market. It was believed it would
be replacing the S30 and S40 operating systems. Due to low-end market customers'
demand of having Smartphone features in their feature phone, the OS would have
included some features exclusive to high-end smart phones. On 26 July 2012, it was
announced that Nokia had abandoned the Meltemi project as a cost-cutting measure.

SWOT ANALYSIS OF NOKIA:

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STRENGTHS:

Experience 142 year of history

Strong financial support for R & D (1.4 billion USD)
Largest network of selling & distribution
Strong customer relation
Wide range of products for all class
High Resale value compared to other competitors
Durability
Long battery life
User friendly
Global Expansion

WEAKNESS:

N Gage is a flop.
Low voice quality
Less stylish in low priced products
Heavy sets
Market skimming prices of high sets
Unlike I phone apple, Nokia N97 is complex, tough and not user friendly

OPPORTUNITY:
18

New growth markets

Other hand held devices
Well designed and styled sets
Increase their presence in 3G & edge market
Improvise on quality of camera
Mini notebooks

THREATS:

China mobiles It has made exact copy of Nokia N96

Cheap & wide range models from Motorola
Sales may decline due to global economic downturn
I phone apple A fierce competitor for Nokia N97

MISSION & VISION FOR NOKIA:

MISION STATMENT:
To guide and focus decision making
To create a balance between the competing interest of various stakeholders
To motivate and inspire organizational members

However, it is important to point out that mission statements do not always deliver the
promised benefits. In reality, mission statements are often unreadable and uninspiring,
and articulate values that are unrealistic or are not aligned with day-to-day organizational
behavior.

Previous mission statement research focused primarily on the content of mission

statements and/or on the managers perception of the mission statement. Meanwhile, the
mission statement perception of individual organizational members received little
attention.

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VISION STATEMENT:
Nokia wants to create a new world; to transform a big planet to a small village. Their
vision is to create, build, and encourage people from all countries to communicate with
each other in order to create a world where everybody is connected.

Humans learn from people around them, but men also seem to forget that beliefs and
thoughts differ from person to person. The way of thinking, experiences, believes are
simultaneously related in a logic approach. Similarly, Nokia wants to create a world of
creativity and experience, shared experiences. mill in Tammerkoski in southern Finland.
Frederick Idestam then built another mill by the Nokiavirta River where he gave the
name Nokia to the mill in 1871. Originally, the Nokianvirta River was named after a dark
furry animal, locally known as the Nokia a type of marten.

Following a major industrial force, the company merges with a cable company
(founded by Eduard Polon) and a rubber firm (founded by Arvid Wickstrom) which sets
Nokia on the new path of electronics. Nokias first electronic device was a pulse analyzer
designed for use in nuclear power plants in 1962. Their interest in telecommunication
systems began in 1963 when they started developing radio telephones for the army and
the emergency services, prior to the manufacturing of televisions, radio phones, data
transfer equipment, radio link, analyzers and digital telephone exchange. Nokia will
change its production and focus on the telecommunication expertise until it becomes the
core of its future work.

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.

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21

HISTORY OF SAMSUNGS:

1938 to 1970

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 Cheil Jedang. After the war, in 1954, Lee founded Cheil Mojik 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

22

economic development strategy on a handful of large domestic conglomerates, protecting

them from competition and assisting them financially.
In 1948, Cho Hong-jai (the Hyosung groups founder) jointly invested in a new company
called Samsung Mulsan Gongsa (), or the Samsung Trading Corporation,
with the Samsung Group founder Lee Byung-chull. The trading firm grew to become the
present-day Samsung C&T Corporation. But after some years Cho and Lee separated due
to differences in management between them. He wanted to get up to a 30% group share.
After settlement, Samsung Group was separated into Samsung Group and Hyosung
Group, Hankook Tire, and others.
In the late 1960s, Samsung Group entered into the electronics industry. It formed several
electronics-related divisions, such as Samsung Electronics Devices Co., Samsung
Electro-Mechanics Co., Samsung Corning Co., and Samsung Semiconductor &
Telecommunications Co., and made the facility in Suwon. Its first product was a blackand-white television set.

1970 to 1990

The SPC-1000, introduced in 1982, was Samsung's first personal computer (Korean
market only) and uses an audio cassette tape to load and save data - the floppy drive was
optional
In 1980, Samsung acquired the Gumi-based Hanguk Jeonja Tongsin and entered the
telecommunications hardware industry. Its early products were switchboards. The facility
were developed into the telephone and fax manufacturing systems and became the centre
of Samsung's mobile phone manufacturing. They have produced over 800 million mobile

23

phones to date. The company grouped them together under Samsung Electronics Co.,
Ltd. in the 1980s.
After the founder's death in 1987, Samsung Group was separated into four business
groups - Samsung Group, Shinsegae Group, CJ Group and Hansol Group. Shinsegae
(discount store, department store) was originally part of Samsung Group, separated in the
1990s from the Samsung Group along with CJ Group
(Food/Chemicals/Entertainment/logistics) and the Hansol Group (Paper/Telecom). Today
these separated groups are independent and they are not part of or connected to the
Samsung Group.One Hansol Group representative said, "Only people ignorant of the
laws governing the business world could believe something so absurd," adding, "When
Hansol separated from the Samsung Group in 1991, it severed all payment guarantees
and share-holding ties with Samsung affiliates." One Hansol Group source asserted,
"Hansol, Shinsegae, and CJ have been under independent management since their
respective separations from the Samsung Group." One Shinsegae Department Store
executive director said, "Shinsegae has no payment guarantees associated with the
Samsung Group."
In the 1980s, Samsung Electronics began to invest heavily in research and development,
investments that were pivotal in pushing the company to the forefront of the global
electronics industry. In 1982, it built a television assembly plant in Portugal; in 1984, a
plant in New York; in 1985, a plant in Tokyo; in 1987, a facility in England; and another
facility in Austin in 1996. As of 2012, Samsung has invested more than US$13 billion in
the Austin facility, which operates under the name Samsung Austin Semiconductor LLC.
This makes the Austin location the largest foreign investment in Texas and one of the
largest single foreign investments in the United States.

1990 to 2000:

24

Samsung started to rise as an international corporation in the 1990s. Samsung's

construction branch was awarded a contract to build one of the two Petronas Towers in
Malaysia, Taipei 101 in Taiwan and the Burj Khalifa in United Arab Emirates. In 1993,
Lee Kun-hee sold off ten of Samsung Group's subsidiaries, downsized the company, and
merged other operations to concentrate on three industries: electronics, engineering, and
chemicals. In 1996, the Samsung Group reacquired the Sungkyunkwan University
foundation.
Samsung became the largest producer of memory chips in the world in 1992, and is the
world's second-largest chipmaker after Intel (see Worldwide Top 20 Semiconductor
Market Share Ranking Year by Year). In 1995, it created its first liquid-crystal display
screen. Ten years later, Samsung grew to be the world's largest manufacturer of liquidcrystal display panels. Sony, which had not invested in large-size TFT-LCDs, contacted
Samsung to cooperate, and, in 2006, S-LCD was established as a joint venture between
Samsung and Sony in order to provide a stable supply of LCD panels for both
manufacturers. S-LCD was owned by Samsung (50% plus 1 share) and Sony (50% minus
1 share) and operates its factories and facilities in Tangjung, South Korea. As on 26
December 2011 it was announced that Samsung had acquired the stake of Sony in this
joint venture.
Compared to other major Korean companies, Samsung survived the 1997 Asian financial
crisis relatively unharmed. However, Samsung Motor was sold to Renault at a significant
loss. As of 2010, Renault Samsung is 80.1 percent owned by Renault and 19.9 percent
owned by Samsung. Additionally, Samsung manufactured a range of aircraft from the
1980s to 1990s. The company was founded in 1999 as Korea Aerospace Industries (KAI),
the result of merger between then three domestic major aerospace divisions of Samsung
Aerospace, Daewoo Heavy Industries, and Hyundai Space and Aircraft Company.
However, Samsung still manufactures aircraft engines and gas turbines.

25

2000 to present:

The Samsung pavilion at Expo 2012

Samsung Techwin has been the sole supplier of a combustor module of the Trent 900
engine of the Rolls-Royce Airbus A380-The largest passenger airliner in the world- since
2001. Samsung Techwin of Korea is a revenue-sharing participant in the Boeing's 787
Dreamliner GEnx engine program.
In 2010, Samsung announced a 10-year growth strategy centred around five businesses.
One of these businesses was to be focused on biopharmaceuticals, to which the Company
has committed 2.1 trillion.
In December 2011, Samsung Electronics sold its hard disk drive (HDD) business to
Seagate.
In the first quarter of 2012, Samsung Electronics became the world's largest mobile
phone maker by unit sales, overtaking Nokia, which had been the market leader since
1998. In the August 21st edition of the Austin American-Statesman, Samsung confirmed
plans to spend 3 to 4 billion dollars converting half of its Austin chip manufacturing plant
to a more profitable chip. The conversion should start in early 2013 with production on
line by the end of 2013.
On August 24, 2012, a U.S jury ruled that Samsung had to pay Apple Incorporated
US$1.05 billion dollars in damages for violating its patents on smartphone technology
Samsung decried the decision saying that the move could harm innovation in the sector. It
also followed a South Korean ruling that said both companies were guilty of infringing
on each other's intellectual property In the first trading after the ruling, Samsung shares
on the Kospi index fell 7.7%, the largest fall since October 24, 2008, to 1,177,000 Korean
26

won. Apple then sought to bar the sales of eight Samsung phones (Galaxy S 4G, Galaxy
S2 AT&T, Galaxy S2 Skyrocket, Galaxy S2 T-Mobile, Galaxy S2 Epic 4G, Galaxy S
Showcase, Droid Charge and Galaxy Prevail) in the United States.
On September 4, 2012, Samsung announced it plans to examine all of its Chinese
suppliers for possible violations of labor policies. The company said it will carry out
audits of 250 Chinese companies that are its exclusive suppliers to see if children under
the age of 16 are being used in their factories.

SWOT ANALYSIS OF SAMSUNG:

STRENGTHS:
Samsung enjoys the widest range of product portfolio which includes Mobile
phone, Tablet, TV/Audio/Video, Camera, camcorder, Home appliance, pc,
peripherals, printer, memory cards and other accessories
Samsung holds significant market share in most of the product categories
Samsung is NO.2 in terms of market share in mobiles, it captured Nokias market
share by superior innovation in smart phones
Samsungs is the best in terms of design features and technology. It was the first to
introduced dual screen mobiles , 65k TFT/LCD colour phone, first phone with
polyphonic ringtones, phones with rotating lens, thinnest and lightest note pad etc
Samsung enjoys the first mover advantage in terms of introducing advance
features in LCD, refrigerator, Air conditioner etc. It introduced the worlds
smallest MP3 player and Indias first 17 TFT-LCD-TV monitor.
Samsung took advantage of the growing economy of Asian market by setting up
manufacturing plant in India there by reducing logistics and supply chain costs.
Samsung brand value increased by 80% in past three years

WEAKNESS:
Samsung Mobile launched a series of Smart phones recently which led to cannibalization
27

 The demand for LCD panels is expected to decline in the future

Still Nokia is considered to be the most preferred product in India in terms of ease
of use, reliability and resale value
Chinese products focus on economies of scale and dump into Indian market for
lesser cost. This results in reduction of sales
Samsung is a hardware leader but has too much of dependence for software from
other parties.
Online stores which sell a wide range of products are giving better deals as they
dont incur cost in distribution channel

OPPORTUNITY:
Samsung is planning to make the air-condition product category more strong with
unique technology called Triple protection proposition
Samsung is the Indias official Olympic partner for the 2012 London Olympic
and recently launched Olympic Ratna Program. This will result enhance brand
awareness and increase the sales
Samsung Mobile and Home appliance has future plans of launching Customized
products for Indian market. This will improve the market share in rural market
The Indian youth population is growing and mobile phone sales is expected to
increase due to lesser call rates
Its financial position is strong and there is a scope of entering into unrelated
diversification

THREATS:
Samsung has wide variety of product lines, failure of one product line will have
impact on the other and will result in brand dilution
The competitors like Nokia are focused focussed only in one segment
Since India is a potential market, entry of foreign players is likely high. Foreign
players like Haier have already started gaining market share in India in home
appliances.
Threats from Chinese products
Retail Chains like Bigbazaar sell consumer electronics and home appliance in low
cost strategy which are procured in bulks from foreign market

28

VISION:
To be a leading and a trusted distributor of Samsung mobile devices within two years.
MISSION:
Guided by Christian principles, our vision will be achieved by:
Ensuring continuous distribution of Samsung quality mobile devices and introduction of
new products ahead of competition at all times.
Always seeking ways to provide excellent customer service experience, believing that the
customer is the lifeblood of the business.
Establishing a dynamic and proactive environment that will create a sense of
belongingness among the members of the organization and sustain a team of empowered
employees (trustworthy, enthusiastic, customer-friendly, competent, committed, dynamic
and proactive).
Providing the shareholders a maximum return of their investments
actively supporting NGO-initiated programs
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.
Samsung has been associated with the Lakme India fashion w
e 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

29

REVIEW OF LITERATURE

30

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 on
e in four undereights had a mobile. The total of 4.5 million youngsters with mobiles inclu
ded 58% of nine 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 a
nd, indeed, expect more from their mobile phones than just phone calls. According to the
survey, 44% use their mobile as their primary camera, and 72% say that their mobile has r
31

endered their alarm clock obsolete as they rely on their phone to wake them up. Studies b
y the International. A literature review serves to focus research problems and to understan
d current academic thinking and theoretical models around a research topic. It is a descrip
tion as well as a critical review of the literature. (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)

32

RATIONAL OF THE STUDY

33

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.

34

OBJECTIVE OF THE STUDY

35

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.

36

HYPOTHESIS

37

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.

38

RESEARCH METHEODOLOGY

39

RESEARCH METHEODOLOGY:
The study is based on primary data obtained through a well designed Questionnaire. The
questionnaire was administered to users & non users of cellular phones. For the purpose o
f the study consumers are asked to rate the five handset purchase motivators (price, qualit
y, style, features, and brand) on 5 point Likerts scale for mobile phone.Extremey Importa
nt 5, Somewhat Important 4, Neither Important 3, Somewhat Unimportant 2, ExtremelyU
nimportant 1.
RESEARCH DESIGN:
TYPE OF RESEARCH:
Descriptive research Descriptive research includes Surveys and fact-finding
enquiries of different kinds. The main characteristic of this method is that
the researcher has no control over the variables; he can only report what has
happened or what is happening.
DATA SOURCE:
PRIMARY DATA:
The data was mainly obtained from the people feedback on the QUESTIONNAIRE
which was distributed by the group members at various place.
SECONDARY DATA:
Secondary data refer to the data that has been already collected .the secondary data,
which has been used to carry out this study, are as follow:

Books, Journals, Magazines, Newspapers

Industry Reports
Companys internet site
someOther relevant STUDY MATERIAL and websites..

RESEARCH INSTRUMENT:
Selected instrument for data collection for survey is Questionnaire.

40

SAMPLE DESIGN:
Who is to be surveyed? The marketing researcher must define the target population that
will be sampled. The sample Unit taken by me; General public of different age group,
different gender and different professions

EXTENT:
Where the survey should be carried out?
I have covered entire the residential area of INDORE city for the survey

SAMPLING FRAME:
The source from which the sample is draw

TIME FRAMR:
When the survey should be conducted?
I conducted my survey for 1 week

SAMPLING TECHNIQUE:
How should the respondent be chosen?
In the Project sampling is done on the basis of probability sampling, Among the
probability sampling design the sampling design chosen is stratified random sampling.
Because in this survey I had stratified the sample in different age group, different gender
and different profession.

SAMPLE SIZE/POPULATION SIZE:

How many people should be surveyed?
My sample size is 100

41

SIGNFICANCE OF THE STUDY:

The present study id quite significant because it discuss value culture vision, mission and
strategies of two companies. NOKIA and SAMSUNG to make comparative analysis
between these two companies it identifies the current position of the companies.
The report finds that the high Quality and technologies are important factor for nokias
success moreover they are concentrating on the area that is telecommunication while
Samsung is indulging in many areas.
Morever the other finding is that nokias financial position is surpricing its competitor in
the telecommunication report concludes that NOKIA has established its leadership in
telecom companies SAMSUNG is gaining its area in style point of view or advanced
features in their products.

42

DATA ANALYSIS

Q1.

Do you have any MOBILE phone?

43

PARTICULAR

NUMBER

AGE%

YES

100

100%

NO

0%

Column1

YES; 100%

INTERPRETATION:
All the respondents had mobile phone

44

Q.2

How many MOBILE do you have?

PARTICULAR

NO. OF RESPONDANT

74

26

3+

NO. OF RESPONDENTS

2; 26%

1; 74%

INTERPRETATION
Out of 100 respondents 74 says that they had 1 connection while 26 were having 2
connections

Q.3

Which MOBIRLE are you using?

45

PARTICULAR

NO. OF RESPONDANTS

NOKIA

54

SAMSUNG

32

OTHER

17

NO. OF RESPONDENTS

OTHER; 14%

NOKIA; 54%

SAMSUNG; 32%

INTERPRETATIN:
Out of 100 respondents 54 were using NOKIA while 32 respondents were using
SAMSUNG and 7 were using others.

46

Q.4

Are you satisfied with this service?

PARTICULAR

NUMBER

YES

82

NO

18

RESPONDENTS

NO; 18%

YES; 82%

INTERPRETATION:
Out of 100 respondents 82 respondents were satisfied with the services of there particular
mobile while only 18 were not satisfied.

47

Q. 5

Which facility attracts you most?

PARTICULAR
PRICE
STYLE
BATTERY BACK UR

NOKIA
58
28
51

SAMSUNG
24
30
34

OTHER
18
42
15

MEMORY
OTHER

48
34

32
30

20
36

70
60
50
40

NOKIA
SAMSUNG

30

OTHER

20
10
0
PRICE

STYLE BATTERY BACK UR MEMORY

OTHER

INTERPRETATION:
Out 100 respondents most of the respondents prefer NOKIA then SAMSUNG and others

48

Q.6

Which advertisement media puts more impact on your buying decision?

PARTICULAR

NO. OF RESPONDANTS

TV

56

MAGAZIN

08

NEWS PAPER

20

INTERNET

10

OTHER

06

60
50
40
30

NO. OF RESPONDANTS
SAMSUNG

20

OTHER
10
0

INTERPRETATION:
Out of 100 respondents 56 gets aware of mobiles T.V, 10 by internet,20 by news
papers,o6 by others while 08 by magazines

49

Q7.From how long you are using this particular service mobile?
PARTICULAR

NO. OF RESPONDANTS

20

50

22

3+

NO. OF RESPONDANTS

3+; 8%

1; 20%

3; 22%

2; 50%

INTERPRETATION:
Out of 100 respondents 20 were using their particular mobile since 1 years, 50 since
2year, 22 since 3 years while only 8 were using their mobile from more than 3 years

50

Q. 8

Would you like to change your current mobile in future?

PARTICULAR

NO. OF RESPONDANTS

YES

36

NO

64

NO. OF RESPONDENTS

YES; 36%

NO; 64%

INTERPRETATION:
Out of 100 respondents 64 did not want to change there current while only 36respondents
want to change there mobile.

51

Q.9 What qualities of mobiles are important to you while buying mobiles? Rank them
in order of 1 to 9, where 1 being the most important and 9 being the least important.
Rank in %
CRITERIA

MOST

PREFERED

NO EFFECT

PREFERED
MAINTAINANCE

80

15

DURABILITY

64

24

12

STYLE/DESIGN

72

26

25

PRICE

30

60

10

UNIQUENESS

14

12

74

COMFORT (EDGE)

92

08

FM

94

04

02

INTERNET

80

10

10

52

100
90
80
70
60
50
40

MOST

30

PREFERED

20

NO EFFECT

10
0

INTERPRETATION
The following are important criteria as suggested by the respondents.
Maintenance 80%, 15%, 5%,
Durability 64%, 24%, 12%,
Style/Design 72%, 26%, 25,
Price 30%, 60%, 10%,
Uniqueness 14%, 12%, 74%,
Comfort (Edge) 92%, 08%, 0%,
FM 94%, 4%, 2%

53

Q.10Rate the following brands based on your perception on the mentioned

criteria on a scale of 1-6 where,
1. Below average
4. Good
CRITERIA

2. Average
3. Very good

3. Satisfactory
6. Excellent

NOKIA

SAMSUNG

LG

SONY
ERICSSON

MAINTAINANCE

DURABILITY

STYLE/DESIGN

PRICE COLOR

SIZE

PRICE

AVAILABILITY

LIGHT WEIGHT

COMFORT

54

6
5
4
3

NOKIA
SAMSUNG

LG
SONY

1
0

INTERPRETATION:
Nokia is the clear leader in this question of preference asked to the respondents.

55

Q.11 Are you currently using Nokia? What is your opinion about it.
EFFECT
YES
NO

NO. OF PEOPLE%
64
36

NO. OF PEOPLE%

NO; 36%

YES; 64%

INTERPRETATION:
64% are using NOKIA MOBIL phones whereas rest ot the people are using other Mobil
phone.

Suggestions given by the people ..

During our survey we asked the people to give some suggestion to t h e compananies there
is similar suggestion for both the companies given by 25peoples that they should not
increase their prices. And 1 suggestions given by only 1 person out of 50 that is cellular
56

companies that there should be some function to indicate the person is driving this will
not avoid accidents duringdriving

LIMITATIONS

LIMITATIONS:
Respondents could be subjective in filling the form have study result could be
affected by subjective of selected respondents.
57

 Time constraint is the major limitation as the customers satisfaction parameter

could be change.
Data collection will base on Questionnaire and Interview only.
The research will conducted in limited duration only.
The findings of the study will be based on opinion of the
respondents, which may be based.
The study is confined to Indore residential areas
Lack of time and finance may prevent from carrying out in depth study

SCOPE FOR THE FUTURE STUDIES:

This study will help to the companies that which brand more preferable by the customer
on the basis of certain parameters and the other companies of the same sectors also find
the parameter which customer prefer to select the brand. On the basis of this study we can
compare the other brands.
58

59

CONCLUSION

CONCLUSION:
The customer analysis of this coursework highlighted that the upper segment of the
population are the major consumer s of mobile phone. Extensive research was conducted
the strategies being implemented for rural market

60

Nokia and Samsung segment the same market on the similar basis. However, they have
different interpretations Nokia has saturated the urban market including the B and C class
cities and is now targeting potentially untapped markets. Samsung on the other hand
has chosen to focus its energies on the B and C class cities since which it had not
ventured into so far.
The prominent brands in the Indian cellular phone industry are Nokia, Sony Ericsson,
Motorola, and Samsung. Nokia has the single largest market share in India of 60%.
We have analysis that Nokia is better than Samsung. Nokia and a also on one of its major
competitor; Sony Ericsson since these are very prominent player in the Indian market.

61

Bibliography/References

62

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
Satish Batra and Kazmi Consumer Behavior Excel books
Nargundkar Rajendra, 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

63

ANNEXURE

64

TITEL: COMPERATIVE STUDY OF BRAND VALUE OFNOKIA AND

SAMSUNG
NAME: .
AGE:

SEX:

Q.1

MALE

FEMALE

D0 you have any MOBILE?

1) YES

2) NO

Q.2

HOW many MOBILE do you have?

Q.3

Which BRAND of MOBILE are u using?

1) NOKIA

Q.4

2) SAMSUNG

Are you satisfied this service?

1) YES

2) NO

65

Q.5

Q.6

Which facility attracts you most?

1) PRICE

2) BETTERY

3) CALL STYLE

4) MEMORY

Which advertisement media puts more impact on your buying decision?

1) T.V.

2) MAGAZINE

3) NEWSPAPER

4) INTERNET

5) OTHER

Q.7

Q.8

From how long you are using this particular BRAND MOBILE?
1) ONE YEAR

2) TWO YEAR

3) THREE YEAR

4) MORE THAN THREE YEAR

Would you like to change your current MOBILE in future?

1) YES

2) NO

IF YES
THEN WHY:

Q.9

What qualities of MOBILE are important to you while buying MOBILE? Rank
them in order to 1 to 9, where 1 being the most important and 9 the last important.

66

CRITERIA

MOST

PREFERED

PREFERED

NO
EFFECT

MAINTAINANCE
DURABILITY
STYLE/DESIGN
PRICE
UNIQUENESS
COMFORT (EDGE)
FM
INTERNET

Q.10 Rate the following BRABDS based on your perception on the scate of 1-6 where,

CRITERIA

NOKIA

SAMSUNG

LG

SONY
ERICSSON

MAINTAINANCE
DURABILITY
STYLE/DESIGN
PRICE
LIGHT WEIGHT
AVAILABILITY
COLOR
SIZE

67

COMFORT

Q.11 Have you ever used NOKIA? What is your opinion about it?

Q.12 Are there any general comment you would make about what you like/dislike about
MOBILE phones?

68