MOBILES

MARKETING DEFINITION
Marketing is a societal process by which individuals and groups obtain what they need and want through creating ,offering, and freely exchanging products and services of value with others. PHILIP KOTLER

Marketing is an organizational function and a set of processes for creating, Communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. AMERICAN MARKETING ASSOCIATION(AMA)

MARKETING MIX
Marketers use different tools in order to get the desired response from the customers or best satisfy their needs. These tools are known as The Marketing Mix.
McCarthy classified all thesemarketing tools under four broad categories:

CONTENTS
NOKIA APPLE HTC SONY

MOTOROLA
MICROMAX CHINA MOBILE

NOKIA
PRODUCT : The NOKIA mobiles will have a full year warranty and also meets the
characteristics and services that the customer needs or want in his/her handset like design, appearance,quality,brand,service,packaging,support. With its various models like n-series,x-series,asha,lumia etc.

PRICE: It follows the skimming pricing strategy in order to price a mobile.

It allow also gives discounts,financing,leasing,allowaces The prices of mobiles are in the range of rs 999 rs 42700

PLACE : Channels Nokia -> Distributer -> Whole seller -> Retailer-> Customer

PROMOTION : Advertising:
Though TV , Sign boards , Bill boards , Radio,Newspaper,Broachers , Posters and displaystands

APPLE
PRODUCT : The iPhone will have a full year warranty along with an optional three-year
Apple Care warranty. Iphone provides the unique features like long storage capacity, longer battery life, less weight and thinness,4G,gps,camera,peer to peer exchange.

PRICE : Premium price strategy, Set the base model at a cheap price of $349,
A more advanced model for $399,Speciallimited edition Beatles iPhone for special prices Generally lower our prices to ensure we establish market dominance in as short of time as possible.

PLACE : Massive rollout worldwide at all reputable major retailers, Online,

Showrooms and in all cell phone providers. All Apple Stores the Apple website will dedicate themselves to the iPhone. Apple Stores will have the iPhone on display a full month before its worldwide release.

PROMOTION : A massive TV campaign is planned before launching the iPhone featuring a

soon to be legendary ad to be the talk of the country. Advertising will be appearing on a regular basis to maintain general public awareness.

HTC
PRODUCT : HTC has very successful in gauging in kind of features that customers want in
as smartphones. It have been able to convert these expectations into reality through innovation in products. For example using htc smart software users can trace the location Of their htc mobile using a computer.

PRICE : HTC Android phones are priced around USD 179 for the most popular models.
HTC is therefore in a similar pricing bracket with competitors like Motorola (USD199) and Samsung (USD 179). However HTC Android phones are much cheaper than the highly branded Apple iPhone (USD 300).

PLACE : The current focus for HTC phone sales is primarily in America followed by Europe and
then Asia.

PROMOTION : HTCs products are promoted through retailers and service providers.
The strong relationship between HTC and service providers implies on the way its products are displayed and advertised.

SONY
PRODUCT : Sony Ericsson Company's name and its brands name have a very positive
impact on the targeted market due to the combination of good quality associated with technology and design.

PRICE : it launches its product in the market it starts with the rapid skimming strategy
by using aggressive promotion and placing high pricing to gain high profits from extravagant buyers and introduce the product to customers.

PLACE : The company opt the following distribution Strategies:

Intensive Distribution Strategy Indirect Marketing Channels

PROMOTION : Sony Ericsson uses Mass Communication Techniques in different countries

to target different customers to promote its products. Some of its techniques are: Advertisement Publicity Sponsorship

MOTOROLA
PRODUCT : The major products in the portfolio of Motorola include mobile phones whose technology changes frequently with new features added every time, Internet services which include video phones and TV through broadband cables, wired and wireless networking equipment to link different networks worldwide, and to provide solutions to businesses, industries, and government in areas of information technology and communication. PRICE : Skimming strategy. Depending on the technology and the ease of imitation, the product enjoys high pricing. PLACE : Motorola has several distributors around the globe which form the medium of retailers for the consumers. In every country, there are certain retailers where Motorola products are available. Like Dubai has Cellucom, Plugins, Carrefour. PROMOTION : Motorola performs both above the line and below the line forms of advertising. Advertising the product through media like TV or Paper can be termed as above-the-line promotion where as providing discounts and special offers on products can be referred as below-the-line promotion.

MICROMAX
PRODUCT : Micromax has been effective in creating a splash with most of the products
launched.Right from the handsets with 30 days battery backup, dual SIM, handsets switching networks (GSM -CDMA) using gravity sensors, aspirational QWERTY keypad handsets to operator branded 3G handsets to the most exciting OMH CDMA Handsets, etc.

PRICE : Micromax specialized in entry-level and mid-segment handsets priced between

Rs1,800 and Rs2,400 when it started selling the devices in 2008, confining itself to small towns and rural areas in the first 12-18 months. Encouraged by its success, the firm expanded to larger cities and now has a distribution network of 55,000 retailers.

PLACE : Micromax is one of the leading Indian Telecom Companies with 23 domestic offices
across the country and international offices in Hong Kong, USA, Dubai and now in Nepal.

PROMOTION : Having gained traction, Micromax is also working on a strategy to create

awareness in the metros, which includes tying up with MTV for co-branded phones. Micromax has also tied up with a Bollywood celebrity Akshay Kumar as brand ambassador.

CHINA MOBILE
PRODUCT : The Group has reinforced brand awareness and highlighted brand characteristics through the planning and management of its three major brands, namely GoTone, Shenzhouxing and M-Zone. Price Analysis : China Mobile Communication Corporation have specific price strategy for different brands which include GoTone, M-Zone, and Easyown. Those three major brands have their specific price range for targeting different levels of customers PLACE: The Groups GSM global roaming services covered 231 countries and regions and its GPRS roaming services covered 161 countries and regions. PROMATION: China Mobile Communication Corporation use advertisement strategy to compete others because CMCC have power to put large money on mass advertising which get more attention from consumers. 2008 Beijing Olympics Sponsorship Earthquake relief Charitable Service

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