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Brand management by arun soni

Brand management by arun soni



an attempt to understand the scene in indian contest

an attempt to understand the scene in indian contest



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    Brand management by arun soni Brand management by arun soni Presentation Transcript

    • Brand management : Best brand in Mobile phones A report on brand war & various perceptions in Indian market By- Arun k Soni MBA (mm) Sec- A IMS DAVV INDORE
    • What is a brand ? A brand is a name , symbol, shape or any specail sign attached with any product Consumers buy products; they choose brands !
    • What is a brand?
      • A brand is a name, term, sign, symbol, or design,
      • or a combination of them,
      • intended to identity the goods or services
      • of one seller or group of sellers
      • and to differentiate them from those of competitors
      • - American Marketing Association
    • What does a brand convey?
      • A brand can convey up to 6 levels of meanings :
      • Attributes
      • Benefits
      • Values
      • Culture
      • Personality
      • User
    • Today we all are surounded by various brands through our routine-
      • The Mobile phones have occupied the whole day involvement of users and has emerged as a basic need rather than a luxury life style product.
    • Brands in Indian Mobile Market NOKIA LG SAMSUNG MOTOROLA MICROMAX
    • NOKIA
    • LG
    • micromax
    • About the company
      • Nokia is engaged in the manufacturing of mobile devices
      • Nokia is a Finnish multinational communications corporation that is headquartered in Keilaniemi , Espoo ,
      • It has over 132,000 employees in 120 countries
      • global annual revenue of over € 42 billion and operating profit of €2 billion as of 2010
      • Some famous models in Indian market are 1100,6600, N-series & E-series .
    • About the company
      • Samsung Electronics is the world's largest electronics company with a 2009 revenue of $117.4 billion headquartered in Samsung Town , Seoul , South Korea
      • Samsung Electronics has sold 235 million mobile handsets in the year 2009
      • Overall, Samsung has market share of 20.2%
      • the company has introduced numerous mobile handset models including premium phones, full-touch screen phones, and environmentally friendly phones
    • About the company contd.
      • Samsung’s flagship mobile handset line is the Galaxy S , guru series, corby etc
      • With assembly plants and sales networks in 65 countries across the world, Samsung has as many as 157,000 employees
    • About the company
      • LG Electronics Korean Consumer Electronics & Home Appliance Manufacturer , have started mobile appliance business since 1996.
      • LG has dominating in CDMA segment of mobile phones in Indian Market/
      • It offer heavy rnge of handsets according to various layers of users.
    • About the company
      • Motorola, Inc an American - based , multinational , [6] telecommunications company based in Schaumburg, Illinois
      • Motorola's handset division is focused on smartphones using Google 's open-source Android mobile operating system
      • In India
    • About the company
      • Micromax entered in Mobile Handset Industry only in 2008. Therefore, it can be said that Micromax Mobile, as it exists today was formed in 2008 and it has since then rapidly grown to become leading domestic mobile handset company in India
      • Its product range include from value for money product to high end premium offering
      • Eg. XI series, Q series etc.
    • About the company contd.
      • Micromax is targeting Youth segment of market as there first multimedia handset
    • Various attributes linked with brands Nokia Samsung LG Motorola Micromax Price range 1200- 30000 1000-35000 1200-50000 2000-52000 1000-15000 Brand personality Indian, Sincere & Reliable Amir Khan, innovative, perfection & styled Technical, Foreigner, Households American, High end products, Truly Indian, Youth, Fun and Celebrations User group All demographic users Youths Random pattern, CDMA users High income groups Youths , early adapters, bottom of pyramid Values Promising Advance Stylish Classical Enjoy & Fun Benifits Easy to Operate, Universal Add style to users life Value for money product Differentiate performance Long lasting Battery, Live Loud.
    • Conclusions
    • NOKIA has emerged as a brand leader in indian mobile habndset market, the pillers of its strong brand equity are-
      • Emotional Connection
      • Value
      • Accessibility
      • Awareness
      • Relevant differentiation
    • Emotional Connection
      • Nokia has used various taglines such as “made for india” “Bhar do rang jindagi me” etc
      • It includes Ringtone of sare janha se achha in its starting 3315 model to gain acceptance in indian market
      • Nokia was first to add hindi as a language in mobile phones
    • Value
      • Nokia is offering value for money products as it understand the rural requirement where power failure is a common problem hence it introduced torch light in its handsets with long lasting battery.
    • Accessibility
      • Nokia well understood the importance of availability of product to enhance visibility of brand and worked on its distribution
      • It has also made easy to operate handsets understanding the requirement of middle aged population.
    • Awareness
      • To increase awaresess in Indian users Nokia adapted dense advertising through print and electronic media using indian characters and themes such as “Zindagi ki Dorr”
    • Relevant differentiation NOKIA has well differentiated its product line from other competitors by attaching it to India, Family and celebrations on emotional parameters , similarly on technical front it has added an easy o operate and reliable image.
      • Thus NOKIA has won overall competition and is No. 1 brand in Mobile handsets market.
      • THANKS