Smart Phones in India : Samsung
Table of Contents
Table of Contents 2
Introduction 3
Consumer Analysis 3
Company Analysis 6
Competitor Analysis 9
Channel Analysis 12
Context Analysis 13
Introduction:
India is today one of the largest telecom markets in the world, with an addition of more than 18 million subscribers every month. Telecom sector has continued to emerge as the prime engine of economic growth, contributing to nearly 2% of the Indian GDP. Indian telecommunication sector has undergone a major transformation through significant policy reforms, particularly under NTP 1999. Driven by various policy initiatives, the Indian telecom sector has achieved a phenomenal growth during the last few years and is poised to take a big leap in the future.
The industry is expected to reach a size of 344,921 Crore (US$ 68.81 billion) by 2012 at a growth rate of over 26 per cent, and generate employment opportunities for about 10 million people during the same period.
This has in turn propelled the rise of mobile manufacturing companies also significantly with Nokia and Samsung the largest players in the organized sector. In the recent years, Samsung has aggressively marketed its mobiles and captured a huge market share. Through this report, we have tried to understand the market and consumer of Indian mobile phone users which will help Samsung strengthen their marketing plan.
Consumer Analysis:
We know that the principle of marketing is essentially to engage customers with a brand and attract them to buy the product. For this purpose, the most essential component is Consumer Analysis through which we can position the right product at the right place & price to acquire new customers, retain them and subsequently use them to promote our brand.
In order to develop a marketing plan for Samsung mobiles, we involved in studying a diverse group of mobile users. Considering the fact that Samsung has a wide range of mobiles, starting from the
Table of Contents 2
Introduction 3
Consumer Analysis 3
Company Analysis 6
Competitor Analysis 9
Channel Analysis 12
Context Analysis 13
Introduction:
India is today one of the largest telecom markets in the world, with an addition of more than 18 million subscribers every month. Telecom sector has continued to emerge as the prime engine of economic growth, contributing to nearly 2% of the Indian GDP. Indian telecommunication sector has undergone a major transformation through significant policy reforms, particularly under NTP 1999. Driven by various policy initiatives, the Indian telecom sector has achieved a phenomenal growth during the last few years and is poised to take a big leap in the future.
The industry is expected to reach a size of 344,921 Crore (US$ 68.81 billion) by 2012 at a growth rate of over 26 per cent, and generate employment opportunities for about 10 million people during the same period.
This has in turn propelled the rise of mobile manufacturing companies also significantly with Nokia and Samsung the largest players in the organized sector. In the recent years, Samsung has aggressively marketed its mobiles and captured a huge market share. Through this report, we have tried to understand the market and consumer of Indian mobile phone users which will help Samsung strengthen their marketing plan.
Consumer Analysis:
We know that the principle of marketing is essentially to engage customers with a brand and attract them to buy the product. For this purpose, the most essential component is Consumer Analysis through which we can position the right product at the right place & price to acquire new customers, retain them and subsequently use them to promote our brand.
In order to develop a marketing plan for Samsung mobiles, we involved in studying a diverse group of mobile users. Considering the fact that Samsung has a wide range of mobiles, starting from the