PROJECT TOPIC: SMARTPHONES

SUBJECT: PRINCIPLES OF MARKETING FACULTY: DR. R. VENKATESH CODE: MGT-307

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TEAM MEMBERS
NAME
VAMSI KRISHNA HARITHA G HARISH R LAKSHNA J K VINAY B PRANAV B ANVITA ANUSHA VEDULA

REGISTRATION NO
10MSE1014 10MSE1017 10MSE1023 10MSE1032 10MSE1064 10MSE1095 11MSE1014 11MSE1174

INTRODUCTION
Project overview:
Primary data analysis Secondary data analysis

What are smart phones?

A mobile phone that is able to perform many of the functions of a computer, typically having a relatively large screen and an operating system capable of running general-purpose applications.

TIMELINE OF SMARTPHONES
First ever smart phone : Simon in 1993-1994 PILOT: offered 16MHz of processing power and a grand total of 128KB of memory at a retail price of $300 NOKIA 9110: still had a greyscale screen and no real ability to browse the Web, but it did have a creative flip-out keyboard design . BLACKBERRY 5180:a phone with the ability to get e-mail and surf the Web. The major downside of the 5810 was that you needed to plug in a headset in order to talk on the phone

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PALM Treo 600 :This particular Smartphone featured both GSM and CDMA models. 2007: APPLE iPhone. Biggest milestone in the world of smart phones. Then subsequently came the different versions of phones. 2007:Android was also released by Google. 2010-2013 : HTC,SAMSUNG. Samsung has emerged as one of the market leaders . Apart from android , supports operating systems such as Symbian, Windows Phone, Linux-based LiMo, and Samsung's proprietary Bada.

TECH WAR

OS IN THE MARKET

SMARTPHONE MANUFACTURERS
SAMSUNG HTC SONY NOKIA APPLE MICROMAX KARBONN LAVA LG BLACKBERRY INTEL

PSHYCOLOGY OF CUSTOMERS
The want and need differ for different people. Smartphone customers can be based on : Age Income Status

AADI SALE

DISC OUNT

A concept pioneered by Pothys, a leading saris and family wear retailer A clearance sales, where customers get over 50% discounts High volume, low cost Buy now, gift it for Diwali Buy one get 50% offer on the second, cash back, promised gifts, 5% - 50% discount offers Inflating the prices & selling at discount
Stock clearance

SEGMENTATION

TARGETING POSITIONING

WHAT IS THE REASON BEHIND SAMSUNGS LEAD IN SMARTPHONE MARKET ?

NOKIAS late entry into the SMARTPHONE Market.

Rise of FREE APPS in the Google Market.

Samsungs tactical strategy to join the OPEN HANDSET ALLIANCE.

SEGMENTATION
Segmentation = grouping consumers by some criteria, such that those within a group will respond similarly to a marketing action and those in a different group will respond differently.
GEOGRAPHIC

DEMOGRAPHIC

It has Samsung Guru Segment for rural areas as well as Galaxy segment for urban areas. It has something for everyone. Samsung has mobile phones for youth, age of 16-29, for businessmen etc. Samsung has partnered with IT industry leaders to bring the most relevant enterprise solutions and the most comprehensive mobile implementation of Exchange ActiveSync. Samsung mobile is available for those customers who have their choice based on their lifestyle. Samsung came with some fancy mobile phones specially for girls and cheaper touch screen stylish phones so that everyone can enjoy touch screen at the rate of normal mobiles. Samsung has its range of mobile phones start from 1,200 to 32,000+.

PSYCHOGRAPHIC

TARGETING
TARGETING = choosing which group(s) to sell to
After segmenting the market based on the different groups and classes, the targets need to be chosen. Samsung mobiles have the following target customers:
Trendy young people Professionals Large Businesses Common Cellphone Users Organizations such as: services to public safety, the government, and both utility and manufacturing enterprises. Institutional sales for colleges. Target is not only number driven but also about acquiring and retaining customers.

POSITIONING
Positioning is about the customer perception about the brand as being different from the other brands on specific dimension including product attributes. The strategies adopted by Samsung to position itself in the Mobile Phone market are as follows:
It focuses more on the real margin which comes from mid-to-high-end segments Samsung Concept Store Market making & category creation in small towns Wider Care Network Access to Samsung care line Created a Unique Brand Image for itself as a high end value driven brand. Branded itself as a synonym for quality.

WHAT APPLE HAS DONE TO SUSTAIN THEIR MARKET SHARE

Apple Inc. (AAPL) is using the Indian rupees unprecedented plunge to lure customers in the worlds fastest growing smartphone market. Apple is selling the iPhone and iPad to distributors such as Redington India Ltd. (REDI) at the same price as in 2012 even after the currencys decline this year. Apples iPhone 5C (Cheap) will hit Indian Market by November 1, 2013. Apple has offered interest-free payment plans, trade-in offers and discounted service agreements in India this year.

WHAT OTHER PLAYERS HAVE DONE ?

Micromax and Karbonn are using PENETRATION PRICING strategy to target the lower-middle and Budget Users. Chinese telecom company ZTE today unveiled six new smartphones in the Indian market and said it is looking to garner 20-25 per cent share of the high-end category in the country in the next 3-4 years.

WHAT PEOPLE DO WITH SMARTPHONES ?

2012 Cell Phone Statistics
As technology continues to improve, the use and saturation of cell phones and their users continues to change drastically. The increase over the last ten years has been incredible and the way we use our phones to stay connected and informed continues to change. 87% of American adults on a cell phone, and 45% of those are smartphones.

Only 12% of adults age 65 and over have a smartphone.

82% take pictures on their cell phones, up from 76% in 2010. 29% check their bank account online, up from 18% in 2011. 9% of adults have texted a charitable organization to make a donation.

CONTD..
25% of internet users are mobile only - meaning, they do not access the internet for browsing from any other device. 71% of smartphone users that see TV, press, or advertising that interests them will immediately do a mobile search. The average American smartphone user spent nearly 30 minutes a day checking or updating social networks.

2011 STATISTICS
The way we use cell phones has changed drastically over the last year. Once upon a time, we used cell phones to make calls while we were away from our homes. Recent studies show that we may be migrating away from our primary use of the phone to more of a texting and mobile web device.
53% of adults own a smartphone. 13% of users surveyed pretended to be using their phone in order to avoid social interaction. 42% of people have used their phone for entertainment when they are bored. 51% of users used their cell phone at least once to get information. 27% said they had trouble doing something because they did not have their phone. 29% turn off their phones to take a break from their digital life at night.

Statistical analysis

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INDIA AN EMERGING MARKET

India has come out to become the third largest smartphone market in the world. This feat has been possible after a 163% increase in smartphone sales in India in Q1 2013, as compared to the same quarter last year

CONTD..
This is the prominent sales figures from the internet and compared with the preferred brand in our survey.

This is the growth of sales compared with last quarter2012 with the quarter2013 there is a tremendous increase in the sales of the samsung of 55% and also remaining.

Popular among people

This is to inform the popularity of the smartphone among them the Samsung is the one holding Position No. 1.

INFERENCE - HARITHA
Current market leaders : Samsung and iphones. Multiple product release. Service to the customer. Positioning Proper sales and advertising. Marketing increases value in the market.