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Brand dossier

This document provides an overview of the evolution and positioning of the Samsung Galaxy brand. It discusses Samsung Mobile's history beginning in 1983 and its growth to become one of the largest cell phone manufacturers. Key milestones for the Galaxy brand included the 2009 introduction of the first Android-powered Galaxy phone and the 2010 launch of the popular Galaxy S. The document also examines Samsung's initial positioning of Galaxy as a premium brand with innovative features and its subsequent repositioning to target lower price segments and compete with tablets. Advertising strategies discussed Samsung's partnerships with celebrities and sponsorship of major sporting events to promote the Galaxy brand.

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1 | P a g e Brand Dossier A Study about AMIT MTRA MINU SINGH PRIYAJIT MISHRA SUNIL MANCHANDIA
2 | P a g e PHASE -1
3 | P a g e CONTENT SR No. TOPIC Page No. 1 Evolution of Samsung Mobile 4 2 Initial Positioning and subsequent Repositioning of Samsung Galaxy 8 3 Advertising Strategy followed by Samsung Galaxy 11 4 Sales Promotion 12 5 Segmentation 13 6 Analysis of Product and Generic Competition 15 7 Strategies adopted to tackle competition or prime market expansion 17 8 Distribution strategy followed by Samsung Galaxy 18 9 Summary regarding the future direction of the brand. 19
4 | P a g e EVOLUTION OF SAMSUNG MOBILES From its inception as a small export business in Taegu, Korea, Samsung has grown to become one of the world‘s leading electronics companies, specialising in digital appliances and media, semiconductors, memory, and system integration. Today Samsung's innovative and top quality products and processes are world recognised. This timeline captures the major milestones in Samsung's history, showing how the company expanded its product lines, grew its revenue and market share, and has followed its mission of making life better for consumers around the world. Although its line of sparkling smart phones seems fresh and new, Samsung Mobile has been around since 1983. Samsung Mobile's parent company, Samsung Electronics, was founded in 1969. Once known for its televisions and other home appliances, Samsung recently eclipsed heavyweights Sony Ericsson and Motorola as one of the biggest cell phone manufacturers in the world. Samsung Mobile's first ever offering was a car phone it introduced in 1986. Samsung cell phones found its way to consumers for the first time in 1996, when they partnered with Sprint of USA on a line of sleek and compact phones. A few short years later, South America and Japan enjoyed the high-end design of Samsung Mobile phones. Quickly in 2009, Samsung Mobile's global market share stood at more than 17 percent, second only to Nokia. In the 3rd quarter of 2008, for the first time in its history, Samsung Mobile shipped more than 50 million handsets in a quarter--despite a global recession. The Samsung i7500, known as Samsung Galaxy in some countries, is the first mobile phone manufactured by Samsung that uses the open source Android operating system. It was announced on 27 April 2009. 2009 - 2012
5 | P a g e 1. EVOLUTION OF SAMSUNG GALAXY. The Samsung GT-i7500, also named as Samsung Galaxy in some countries, was the first mobile phone manufactured by Samsung that used the open source Android Operating system. It was announced on 27 April 2009. It was succeeded by the Samsung i5700. The S series: The Samsung Galaxy S is an Android Smartphone that was announced by Samsung in March 2010. As of January 2011, Samsung had sold 10 million Galaxy S phones globally. The Galaxy S was named the European Smartphone of the Year at the European (EISA) Awards 2010– 2011. Samsung Galaxy S was succeeded by Samsung Galaxy S II. In October 2011, Samsung announced that it had sold 30 million Galaxy S and Galaxy S II phones globally.
6 | P a g e The Samsung Galaxy 3, also known as the Samsung Galaxy Apollo (Galaxy Mini in Italy), is a Smartphone manufactured by Samsung that runs on open sour Android operating system. Announced and released by Samsung in July 2010, the Galaxy 3 succeeds the Galaxy Spica. Being a budget, mid-range Smartphone that was designed for the mass market, the Galaxy 3 had several compromises over the Galaxy S in terms of hardware. The Galaxy S 2 was released worlwide starting from May 2011, by more than 140 vendors in some 120 countries. The Galaxy Tablet: The Samsung Galaxy mobile generally evolved into TABLETS. The Samsung Galaxy Tab is an Android-based tablet computer produced by Samsung introduced on 2 September 2010 at the IFA in Berlin. The Galaxy Tab has a 7-inch (180 mm) TFT-LCD touch-screen, Wi- Fi capability, a 1.0 GHz ARM Cortex- A8 Samsung Exynos 3110 (code-named "Hummingbird") processor, the Swype input system, a 3.2 MP rear-facing camera and a 1.3 MP front-facing camera for video calls.
7 | P a g e Samsung Galaxy Tab gave way to the Samsung Galaxy Note. The Samsung Galaxy Note is an Android Smartphone/tablet computer hybrid, introduced in October 2011 and noted for its 5.3-inch screen size — between that of conventional smart phones, and larger tablets — and its included stylus.
8 | P a g e INITIAL POSITIONING AND SUBSEQUENT REPOSITIONING OF SAMSUNG GALAXY Positioning – Positioning is the act of designing the company‘s offerings and image to occupy a distinctive place in the minds of the target market. The idea used by Samsung Galaxy was to try something new altogether. It came up with certain features which were not available in the market in any smart-phone, at least no other player operating in the Android domain. The features were, 1. AMOLED screen technology. 2. Dual core processor. 3. Inbuilt memory capacity of 8GB. 4. Expandable memory capacity of 32GB. 5. A 5 megapixel camera. The AMOLED screen technology – AMOLED is Active Matrix Organic Light Emitting Diode. The display technology is used in mobiles and also on televisions. Organic LED describes a specific type of thin-film technology which contains organic compounds that emits light upon electrical activation that has been deposited on the Thin Flim Transistor. This unique technology was first used by Samsung to position the Galaxy in the existing mobile domain. Dual core processor – Samsung GT-i9100 or the Galaxy SII was the first ever mobile to use Dual core processor. Inbuilt memory 8 GB – Samsung Galaxy was the first mobile on Android platform to have an inbuilt memory of 8 GB.
9 | P a g e Expandable memory of 32 GB – The Samsung Galaxy mobiles has an option of expanding its memory capacity up to 32 GB. This was a major upgrade from the existing devices at that point of time. The 5 Megapixel Camera – The 5 megapixel camera was another feature which came packed with the Android OS for the first time. Repositioning:- 1. Galaxy tab launched to compete with Apple‘s iPAD. The iPad was an iconic product introduced into the domain. It attracted huge response from the market. Revenue figures topped the expectations. It catered to an entire a new segment. It was having the laptop in ones hand. Samsung did not stay away in the game. In a span of 5 months it came with its own version of the iPad called the tablet. 2. The high price segment which Galaxy existed did fairly well. Samsung was quite successful in the galaxy segment. The low price segment in Android domain was being slowly captured by local players in developing countries (e.g.Micromax in India). Samsung Galaxy Y and Galaxy Pro Duos (Dual Sim) were launched to tackle the competition in the low range segment. It used the popularity of the successful Galaxy model to enter the low cost segment. 3. Galaxy Note: This was again a unique offering from Samsung. The Note combined features of the mobile and the tablet. The size was smaller than the tablet (which came as a complaint from quite a few users), but was complete with the features.
10 | P a g e Nokia 52% Samsung 23% Micromax 9% RIM Blackberry 8% LG 8% Market Share in India Nokia 27% Samsung 20% Apple 6% LG 5% ZTE 4% Others 38% Global Market Share Repositioning helped Samsung Galaxy gain a considerable amount of market share. Today it is only second to Nokia in India in terms of revenues. On global front it is only 7% short of Nokia. Nokia had been the undisputed leader in the mobile market till just a few years back. Samsung‘s aggressive marketing strategies along with an extraordinary research and development team may soon take the brand to be the leader in the industry.
11 | P a g e ADVERTISING STRATEGY FOLLOWED BY SAMSUNG GALAXY In the world of tough competition innovation and up-gradation is the mantra of survival for any electronics product. Innovation backed with the correct advertising strategies directs a product to the successful plane. Brand awareness coerces the customer into buying the product. Almost all products have a number of rival products competing with former. In order to make ones position safe a brand needs slogans, logos and distinctive packaging. All these involve marketing strategies which involves careful scanning of the internal and external environment that is affecting the market. The Samsung Galaxy Y advertisement – Punch line reads „DESH SMART BAN RAHA HAI, AAP KAB BANONGE, CHANGE TO SMART‟. Samsung wanted to convey the notion if you are a Samsung Galaxy user than you are by default smarter than the rest. Different advertisements have been used at different point of times highlighting the features. There is an inbuilt program in the Samsung Galaxy mobiles that shows the image of a cat and the cat repeats whatever one says. This humorous feature is also depicted in an advertisement. Samsung tied up with popular footballer ‗DAVID BECHKAM‘ for the promotion of the Samsung galaxy note and Samsung Galaxy SIII. In India upcoming Bollywood actress Nargis Fakhri (heartthrob of millions) has been used for the promotion of Samsung galaxy SIII. Samsung is the official sponsor of the Chelsea FC and it is also the official sponsor of the London 2012 Olympics and Samsung Galaxy SIII is the official wireless device the world largest sporting event.
12 | P a g e SALES PROMOTION The short term incentive scheme for encouragement of trial or purchase of a product or service refers to Sales promotion. Advertisement offers a reason to buy whereas sales promotion offers an incentive to buy. Samsung mobile worked on various schemes to increase its sales and hence there was a direct effect on Galaxy. Different methods used by Samsung: 1. Samples - Samsung Mobiles invited prospective customers to try the product for free. It took out dummy models of the phones, as well as mobile shops had a trial phone which a customer could feel in his hand. 2. London 2012 Olympic Games – Samsung mobile launched a scheme, where a new customer or an existing customer can connect their mobile with Optus mobile plan and stand a chance to win the passes. 3. Samsung 50$ cash back offer-Samsung Introduced an offer where one can send a postcard and win Samsung galaxy note, even it had some participate stores where one was entitled to get a 50 $ cash back card on purchase of galaxy note. 4. Accessories – Samsung galaxy tab gave away freebies like Bluetooth headset, leather case diary, 2GB SD card to its customers.
13 | P a g e SEGMENTATION Segmentation is partitioning the product with respect to its unique attributes. Initially Samsung Galaxy targeted users who wanted to use the Android operating system at a fairly high cost. But with the emerging Mobile brands in the market like Micromax and a few others, it targeted consumers with every kind of purchasing power. Samsung galaxy was segmented with respect to its price range. Low Range (Targeting low income groups) – Samsung Galaxy Y Duos, Samsung Galaxy Y Colour Plus S5360, Samsung Galaxy Y Pro Duos GT-B5512 , Samsung Galaxy Y CDMA 1509, Samsung Galaxy Y S5360, Samsung Galaxy Pocket, Samsung Galaxy Fit S5670, Galaxy Pop 1559, Samsung Galaxy Ace S5830, Samsung Galaxy S DUOS. The price range in this segment is Rs 6000-12000. Middle Range (for the middle income group) – Samsung Galaxy Ace Plus S7500, Samsung Galaxy SL 19003, Samsung Galaxy 2 P3100, Samsung Galaxy R 19103, Samsung Galaxy S plus 19001, Samsung Galaxy S 19000. The price range in this segment is Rs 14000 – 22000.
14 | P a g e The high end Galaxies (Targeted for the high income group) – Samsung Galaxy Tab 620, Samsung Galaxy S2 i9100, Samsung Galaxy Beam, Samsung Galaxy Tab 730, Samsung Galaxy Note, Samsung Galaxy Tab 210.1 ,Samsung Galaxy Tab 680, Samsung Galaxy Tab 750, Samsung Galaxy S3. The price range in this segment is Rs 25000-37000.
15 | P a g e ANALYSIS OF PRODUCT AND GENERIC COMPETITION Analysis of a product is necessary for up-gradation of a product and work on the flaws of the products or the product development mechanisms. SWOT analysis is a very powerful tool in analysing a product. The SWOT analysis of Samsung Galaxy is performed here. S – STRENGTHS i. Powerful specifications, great features. ii. Widely accepted Operating System iii. Devices available at different price points. iv. Excellent advertising and branding. W – WEAKNESS i. Limited market share in the ever-expanding electronic segment. ii. Lacks robustness and user friendliness of Nokia, and looses out to camera and music quality to Sony Ericsson. O – OPPORTUNITIES i. Wide range of mobile devices that can address a large market. ii. Almost accepted by masses as the prime Android OS featured device manufacturer. iii. Better brand recall in suburban markets. iv. Developed partnerships with regional organizations. T- THREATS i. Challenge to be faced by low cost mobile manufacturer in price. ii. Threat on design and build quality by high end mobile manufacturers.
16 | P a g e Generic competition – Samsung Galaxy faces generic competition from the wide variety of sectors namely the Laptops, Notebooks, Net-books etc. Today technology is developing at a phenomenal pace. Laptops are being increasingly used for voice communications and video conferencing. The high speed and high storage capacity of laptops are a serious competition to the existing Samsung galaxy mobiles. The camera inbuilt in Samsung Galaxy mobiles is in between 2 - 8 Megapixels and so in this sphere it competes with the digital cameras and the camcorders as the picture quality of digital camera and camcorders will be better in consideration to Samsung Galaxy. The audio feature in Samsung Galaxy is far from the I-POD standard The IPod plays a dominant role in terms of market share. The basic work of a mobile is to communicate and for that case the generic competitor of Samsung Galaxy can be Landline phones.
17 | P a g e STRATEGIES ADOPTED TO TACKLE COMPETITION OR PRIME MARKET EXPANSION Price – Galaxy has the Y series which is offered for a very low price than the completion e.g. HTC, LG, Sony, and Motorola. Due to the cost effectiveness Samsung has been able to cut down on prices, which other major players have not been able to achieve. Even the Galaxy Tab brought about turmoil in the tablet industry when it was launched and the iPad suffered a major setback in the process. Distribution – The market penetration of Galaxy is much more than any other brand. Brands like Micromax that brought about a revolution with its low price android phones could not compete because of the well established distribution network of Samsung. Innovations – Galaxy keeps innovating itself. It strives to satisfy almost all the features a consumer can ask for in a mobile device. It boasts of a series of devices comprising features like the full touch screen, normal keypad, QWERTY keypad and even a mixture of touch as well as keypads. It has kept on improvising on almost all its features per the market demand. Corporate Social Responsibility Samsung Hope for Children – It was an initiative designed to help under-privileged children through e-learning centres. These e learning centres located in different parts of the country impart computer literacy to underprivileged youth and ensure placements as well. Samsung has close tie-ups with HK RED CROSS and ‗HEAVEN OF HOPE CHARITY ASSOCIATION‘, where the company contributes an annual sum for underprivileged children. It has been winning the Caring company Award in Korea for seven consecutive years.
18 | P a g e DISTRIBUTION STRATEGY FOLLOWED BY SAMSUNG GALAXY Distribution Channel is a way of selling a company's product either directly or via distributors; "possible distribution channels are wholesalers or small retailers or retail chains or direct mailers or own stores". Franchisees – Samsung Electronics franchised a number of small outlets (Mobile Stores). All the outlets which are under the franchiser should follow certain set guidelines of the franchiser‘s company. This would include converting a normal outlet into Samsung Electronics outlet. But the franchiser will help in visual merchandising and loan for deposits which are refundable. Shopping Malls – Many shopping malls have a separate mobile phones section. Samsung targeted these malls as they are the right place for promotion and sales of stylish variants of Samsung Galaxy. Mobile Phone Outlets – Samsung Galaxy mobiles are also available in the different mobile stores present in different parts of India. The store keepers are paid commission for demonstrating the various uses of the Galaxy mobiles to the customers and vouch for the quality of the products. Samsung launched its first “Samsung Brand Store” in New Delhi. The store is the first of its kind in the country. One floor is dedicated to Samsung‘s entire smart phones range of collection including tablets and accessories. . E-business – Samsung Galaxy is also available in E-business sites like Flipkart, Home Shop18. These sites often offer discounts to encourage the sales of the Samsung Galaxy mobiles.
19 | P a g e SUMMARY REGARDING THE FUTURE DIRECTION OF THE BRAND The demand for Android Smartphone‘s has jumped from 36.1 % of the worlds share a year ago to exactly 59 % in the first quarter of this year, which is a clear indication of the rising demand of the Android platform. The global Smart phone share of Samsung is 29% which happens to be greater than any other smart phone available in market. The global share for phone vendors is 23%. Samsung has recently become the leader in Smartphone market in India by beating its nearest rival Nokia. The data portrays that Samsung galaxy holds a good position in the market and with the advent of Samsung Galaxy S3 it is expected that the market share of Samsung Galaxy is to in due to increase in huge amounts. The advertising strategies adopted by Samsung Galaxy are also quite promising. Mission: Everything we do at Samsung is guided by our mission: To be the best digital єCompany. Vision: Samsung is guided by a single mission. To lead the digital convergence movement.
20 | P a g e PHASE-2
21 | P a g e HYPOTHESES: Samsung Galaxy‘s market share is better than other Smartphone players e.g. NOKIA, APPLE, and BLACKBERRY. Samsung Galaxy is the most preferred android phone. Samsung Galaxy is driven because of its crystal display. JUSTIFICATION FOR TAKING THE HYPOTHESES The impact of constant innovation of Samsung Galaxy over other brands. With android emerging as the smart-phone OS of choice, we are exploring the position of Samsung Galaxy as the better option. Samsung Galaxy has AMOLED display technology in most devices and its screen size is an important feature to attract buyers. LIST OF THE INFORMATION REQUIREMENTS TO BE COLLATED FROM THE RESEARCH We need to enquire from the mobile phone dealers about which smart phone is sold the most and also preferences in brand choice among smart phone users. (Based on this we can conclude Hypothesis 1) We need to find out reviews of Android smart phone users about the phones they use or want to use.(Based on this we can conclude Hypothesis 2) We need to enquire from existing smart phone users the various uses that their devices are subjected to. (Based on this we can conclude Hypothesis 3)
22 | P a g e INSTRUMENTS OF DATA COLLECTION FACE TO FACE SURVEY 1. We will choose a sample size of existing smart phone users and distribute a questionnaire to understand the features they aspire to have in their smart phones 2. Take data from dealers about the sale of the different smart phones and find out the market share of Samsung Galaxy. ONLINE SURVEY In this method we conduct an online survey by uploading a questionnaire which enables us to capture a versatile sample. In this we will use either mail or social networking site for collecting information. It is used to avoid geographical constraints. Here we will get a good sampling as this is the platform where we can find a number of smart phone users.
23 | P a g e QUESTIONNAIRE:- 1. Are you a smart phone user?(HYPOTHESIS 1) 1.Yes 2.No 2. If yes do you think Smart phone is becoming a necessity in today‟s world?(HYPOTHESIS 1) 1. Yes 2. No 3. Which smart phone would you prefer irrespective of the OS, given the following choices?(HYPOTHESIS 1) 1. Blackberry 2.Apple 3. Nokia 4. Samsung Galaxy 4. Which Phone do you think uses the Android OS? [One can choose more than one option].(HYPOTHESIS 2] a. Samsung Galaxy b. Micromax c. LG d. HTC e. Sony Ericsson f. Nokia 5. Do you own an ANDROID phone ? 1.Yes 2.No
24 | P a g e 5.a. If 'Yes' ... which brand of ANDROID smart phone do you own? 1. Samsung Galaxy 2. Micromax 3. LG 4. HTC 5. Sony Ericsson 5.b If 'No' ... given an option which Android Smartphone would you like to own ? 1. Samsung Galaxy 2. Micromax 3. LG 4. HTC 5. Sony Ericsson 6. Which of the following features would entice you to purchase a smart phone? [One can choose more than one option]. (HYPOTHESIS 3) 1. Battery backup 2. Display 3. Sound Quality 4. Additional features (Bluetooth, Wi-Fi) 5. Camera 6. Memory
25 | P a g e 7. The display size and display quality to make a smart phone purchase-choice is important? (HYPOTHESIS 3) 1. Strongly Agree 2. Agree 3. No difference 4. Disagree 5. Strongly Disagree 8. Based on the response in question 6, does the display quality of Samsung Galaxy set it apart from other smart phones in the market? (HYPOTHESIS 3) 1. Yes 2. No SAMPLE PLAN – We intend to target people already using smart-phones (Any OS). The convenience method of sampling is being used. Convenience sampling is a non-probability sampling technique where subjects are selected because of their convenient accessibility and proximity to the researcher. This method will help us acquire random data from a wide spectrum of smart phone users, which will in turn give us a clearer picture of the market as a whole. SAMPLE SIZE – 100+ A sample size of 100+ will enable us to have a clear picture of consumer preferences for smart-phones
26 | P a g e METHODS OF DATA ANALYSIS TO BE USED: Q1. Graphical representation (pie chart) trying to differentiate Smartphone users from normal users Q2. Graphical representation (pie chart) trying to gauge the future of smart phones Q3. Graphical representation (bar chart) of smart phone choices Q4. Graphical representation (bar chart). How effective has a company been in communicating the presence of android OS in their products. Q5. Graphical representation (pie chart) trying to differentiate Android enabled Smartphone users form other Smartphone users Q5.a. Graphical representation (pie chart) trying to represent preference in brand among Android Smartphone users Q5.b. Graphical representation (pie chart) trying to represent preference in brand among Non-Android Smartphone users Q6. Graphical representation (bar chart). The primary feature a user looks for while making a smart phone choice. Q7. Likert Scale. It is a simple psychometric scale where the customer responds with their level of agreement or disagreement on a series of choices. We are using the method to analyze the importance of display in particular in making a smart-phone choice. Q8. Graphical representation (bar chart). The chart will crystallize our basic belief of the display size of Samsung Galaxy being the most important factor in using the product.
27 | P a g e PHASE 3
28 | P a g e PRIMARY RESEARCH - 1. Are you a Smart phone user? This question was asked to differentiate the Smartphone users from normal mobile users to get our required sample . Sample size (All mobile users) - 154 Actual sample size (Smartphone users) -101 From the above pie chart we came to know that 66% of the total sample size uses Smartphone. [Note: From now onwards we are going to consider the actual sample size i.e. the Smartphone users] 2. Do you think Smart phone is becoming a necessity in today‟s world? (Hypothesis 1) This question was asked to gauge the future of Smartphone 66% 34% Smart phone user YES No
29 | P a g e From the above pie chart we came to know that 95% of the sample thinks that smart hone is necessary in today‘s world so the future of Smartphone is bright. 3. Which smart phone would you prefer irrespective of the OS, given the following choices? (Hypothesis 1) This question was asked to understand the preference of Smartphone irrespective of the OS among the sample size From the above given bar diagram, it is clear that invariably the preference of Smartphone irrespective of OS is for Samsung Galaxy. 95% 5% SMARTPHONE IS BECOMING A NECCESSITY IN TODAY'S WORLD YES NO Blackberry iPhone Nokia Samsung Galaxy Choice in Smart Phones 19 29 17 36 0 5 10 15 20 25 30 35 40 Choice in Smart Phones
30 | P a g e 4. Which Phone do you think uses the Android OS? (Hypothesis 2) This question was asked to determine the awareness of Android as an OS in Smartphone by the sample From the above bar diagram it is clear that sample is aware of the smartphones that uses Android as an operating system and the awareness for Samsung Galaxy is the highest. 5. Do you own an ANDROID phone? (Hypothesis 2) This question was asked to differentiate Android enabled Smartphone users form other Smartphone users . From the above pie chart we can see that 61% of the actual sample uses Android Smartphone. samsung Micromax LG HTC Sony Ericsson Nokia Sales 93 45 47 70 66 31 0 10 20 30 40 50 60 70 80 90 100 WHICH PHONE DO YOU THINK USES THE ANDROID OS? 61% 39% DO YOU OWN AN ANDROID PHONE ? YES NO
31 | P a g e 5. a. If 'Yes' ... which brand of ANDROID smart phone do you own? (Hypothesis 2) This question is asked to the Android Smartphone users to know their brand preference From the above pie chart it is clear that the maximum Android Smartphone users in the sample own Samsung Galaxy. 5. b. If 'No' ... given an option which Android Smartphone would you like to own? (Hypothesis 2) . This question is asked to the Non- Android Smart phone users to know there choice preference if an option is given to them to own an Android Smartphone. 87% 7% 3% 3% AMONG ANDROID SMARTPHONE WHICH SMARTPHONE DO YOU OWN? Samsung Galaxy Micromax LG Sony HTC Others 72%0% 2% 5% 13% 8% WHICH SMARTPHONE DO YOU WANT TO OWN IF YOU ARE A NON ANDROID SMARTPHONE USER Samsung Galaxy Micromax LG Sony HTC
32 | P a g e From the above Pie chart it is clear that the Non Android Smartphone users prefer to own a Samsung Galaxy Smartphone if an option is available to them. 6. Which of the following features would entice you to purchase a smart phone?(Hypothesis 3). This question was asked to understand the features which the users look for in a Smartphone. From the above bar diagram we can see that the sample looks mainly for 3 things in the Smartphone and they are battery backup, display quality and additional features. Out of this three features Display quality of Smartphone is the feature that entices the Smartphone users the most. 7. The display size and display quality to make a smart phone purchase-choice is important? (Hypothesis 3). This question was asked to see whether the display quality is considered to be an important feature for purchase or not. Battery Backup Display Quality Sound Quality Additional Features (Bluetooth, Wi- fi, etc) Camera resolution Memory capacity Sales 72 77 52 72 56 58 0 10 20 30 40 50 60 70 80 90 FEATURES OF SMARTPHONE THAT ENTICE USERS TO PURCHASE IT
33 | P a g e The above pie chart tells us that the percentage of ‗Strongly Agree‘ and ‗Agree‘ is much more than that of ‗Strongly Disagree‘ and ‗Disagree‘. So we can conclude that the display features are an important factor that should be considered before buying a Smartphone. 8. Does the display quality of Samsung Galaxy set it apart from other smart phones in the market?(Hypothesis 3). This question was asked to find out whether display quality of Samsung Galaxy is better than other Smartphone as a purchase option. The bar graph depicts that display quality of Samsung galaxy is considered better than other Smartphone for a purchase option by the sample size. 0% 1% 1% 32% 66% DISPLAY SIZE AND QUALITY MAKE A SMARTPHONE PURCHASE-CHOICE IMPORTANT STRONGLY DISAGREE DISAGREE NO DIFFERENCE AGREE STRONGLY AGREE YES NO Sales 73 28 0 20 40 60 80 DISPLAY QUALITY SETS SAMSUNG GALAXY APART FROM OTHER SMARTPHONES
34 | P a g e AGE GROUP OF THE SAMPLE SIZE Maximum users of Samsung galaxy belong to the age group of (18-25) which shows that this Smartphone is the heartthrob of Youngistan. SURVEY FROM DEALER (BHAJANLAL COMMERCIAL PVT. LTD) According to the dealer the sale of android phone in the month of august was much greater compared to other Smartphone . 3% 79% 18% 0% AGE GROUP Below 18 18 - 25 26 - 35 36 and above ANDROID 70% OTHER SMARTPHONE 30% SALES IN THE MONTH OF AUGUST IN BHAJANLAL COMMERCIAL PVT. LTD
35 | P a g e The sales of Samsung galaxy was also much greater compared to the sale of other Smartphone in the month of August. 60% 40% SALES OF ANDROID SMARTPHONES IN THE MONTH OF AUGUST SAMSUNG GALAXY OTHER ANDROID SMARTPHONES
36 | P a g e NET TAKEAWAY HYPOTHESIS 1 – Our first hypothesis was “Samsung galaxy’s market share is better than other Smartphone players eg. NOKIA, APPLE, and BLACKBERRY” .From the inference of Question 2 and question 3 we have concluded that indeed Samsung galaxy’s market share is better than other Smartphone players. Hence hypothesis 1 is correctly proved. HYPOTHESIS 2 – Our second hypothesis was ―Samsung Galaxy is the most preferred Android phone‖. From the inference of Question 4, Question 5 (Part A and Part B) and the second part of the review from dealer we have concluded that indeed Samsung galaxy is the most preferred Android phone. Hence hypothesis 2 is correctly proved. HYPOTHESIS 3- Our third hypothesis was ―Samsung galaxy is driven because of its crystal display‖. From the inference of Question 6, Question 7 and Question 8 we have concluded that indeed the crystal display is main factor that drives the sale of Samsung galaxy.

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Brand dossier

  • 1.
    1 | Pa g e Brand Dossier A Study about AMIT MTRA MINU SINGH PRIYAJIT MISHRA SUNIL MANCHANDIA
  • 2.
    2 | Pa g e PHASE -1
  • 3.
    3 | Pa g e CONTENT SR No. TOPIC Page No. 1 Evolution of Samsung Mobile 4 2 Initial Positioning and subsequent Repositioning of Samsung Galaxy 8 3 Advertising Strategy followed by Samsung Galaxy 11 4 Sales Promotion 12 5 Segmentation 13 6 Analysis of Product and Generic Competition 15 7 Strategies adopted to tackle competition or prime market expansion 17 8 Distribution strategy followed by Samsung Galaxy 18 9 Summary regarding the future direction of the brand. 19
  • 4.
    4 | Pa g e EVOLUTION OF SAMSUNG MOBILES From its inception as a small export business in Taegu, Korea, Samsung has grown to become one of the world‘s leading electronics companies, specialising in digital appliances and media, semiconductors, memory, and system integration. Today Samsung's innovative and top quality products and processes are world recognised. This timeline captures the major milestones in Samsung's history, showing how the company expanded its product lines, grew its revenue and market share, and has followed its mission of making life better for consumers around the world. Although its line of sparkling smart phones seems fresh and new, Samsung Mobile has been around since 1983. Samsung Mobile's parent company, Samsung Electronics, was founded in 1969. Once known for its televisions and other home appliances, Samsung recently eclipsed heavyweights Sony Ericsson and Motorola as one of the biggest cell phone manufacturers in the world. Samsung Mobile's first ever offering was a car phone it introduced in 1986. Samsung cell phones found its way to consumers for the first time in 1996, when they partnered with Sprint of USA on a line of sleek and compact phones. A few short years later, South America and Japan enjoyed the high-end design of Samsung Mobile phones. Quickly in 2009, Samsung Mobile's global market share stood at more than 17 percent, second only to Nokia. In the 3rd quarter of 2008, for the first time in its history, Samsung Mobile shipped more than 50 million handsets in a quarter--despite a global recession. The Samsung i7500, known as Samsung Galaxy in some countries, is the first mobile phone manufactured by Samsung that uses the open source Android operating system. It was announced on 27 April 2009. 2009 - 2012
  • 5.
    5 | Pa g e 1. EVOLUTION OF SAMSUNG GALAXY. The Samsung GT-i7500, also named as Samsung Galaxy in some countries, was the first mobile phone manufactured by Samsung that used the open source Android Operating system. It was announced on 27 April 2009. It was succeeded by the Samsung i5700. The S series: The Samsung Galaxy S is an Android Smartphone that was announced by Samsung in March 2010. As of January 2011, Samsung had sold 10 million Galaxy S phones globally. The Galaxy S was named the European Smartphone of the Year at the European (EISA) Awards 2010– 2011. Samsung Galaxy S was succeeded by Samsung Galaxy S II. In October 2011, Samsung announced that it had sold 30 million Galaxy S and Galaxy S II phones globally.
  • 6.
    6 | Pa g e The Samsung Galaxy 3, also known as the Samsung Galaxy Apollo (Galaxy Mini in Italy), is a Smartphone manufactured by Samsung that runs on open sour Android operating system. Announced and released by Samsung in July 2010, the Galaxy 3 succeeds the Galaxy Spica. Being a budget, mid-range Smartphone that was designed for the mass market, the Galaxy 3 had several compromises over the Galaxy S in terms of hardware. The Galaxy S 2 was released worlwide starting from May 2011, by more than 140 vendors in some 120 countries. The Galaxy Tablet: The Samsung Galaxy mobile generally evolved into TABLETS. The Samsung Galaxy Tab is an Android-based tablet computer produced by Samsung introduced on 2 September 2010 at the IFA in Berlin. The Galaxy Tab has a 7-inch (180 mm) TFT-LCD touch-screen, Wi- Fi capability, a 1.0 GHz ARM Cortex- A8 Samsung Exynos 3110 (code-named "Hummingbird") processor, the Swype input system, a 3.2 MP rear-facing camera and a 1.3 MP front-facing camera for video calls.
  • 7.
    7 | Pa g e Samsung Galaxy Tab gave way to the Samsung Galaxy Note. The Samsung Galaxy Note is an Android Smartphone/tablet computer hybrid, introduced in October 2011 and noted for its 5.3-inch screen size — between that of conventional smart phones, and larger tablets — and its included stylus.
  • 8.
    8 | Pa g e INITIAL POSITIONING AND SUBSEQUENT REPOSITIONING OF SAMSUNG GALAXY Positioning – Positioning is the act of designing the company‘s offerings and image to occupy a distinctive place in the minds of the target market. The idea used by Samsung Galaxy was to try something new altogether. It came up with certain features which were not available in the market in any smart-phone, at least no other player operating in the Android domain. The features were, 1. AMOLED screen technology. 2. Dual core processor. 3. Inbuilt memory capacity of 8GB. 4. Expandable memory capacity of 32GB. 5. A 5 megapixel camera. The AMOLED screen technology – AMOLED is Active Matrix Organic Light Emitting Diode. The display technology is used in mobiles and also on televisions. Organic LED describes a specific type of thin-film technology which contains organic compounds that emits light upon electrical activation that has been deposited on the Thin Flim Transistor. This unique technology was first used by Samsung to position the Galaxy in the existing mobile domain. Dual core processor – Samsung GT-i9100 or the Galaxy SII was the first ever mobile to use Dual core processor. Inbuilt memory 8 GB – Samsung Galaxy was the first mobile on Android platform to have an inbuilt memory of 8 GB.
  • 9.
    9 | Pa g e Expandable memory of 32 GB – The Samsung Galaxy mobiles has an option of expanding its memory capacity up to 32 GB. This was a major upgrade from the existing devices at that point of time. The 5 Megapixel Camera – The 5 megapixel camera was another feature which came packed with the Android OS for the first time. Repositioning:- 1. Galaxy tab launched to compete with Apple‘s iPAD. The iPad was an iconic product introduced into the domain. It attracted huge response from the market. Revenue figures topped the expectations. It catered to an entire a new segment. It was having the laptop in ones hand. Samsung did not stay away in the game. In a span of 5 months it came with its own version of the iPad called the tablet. 2. The high price segment which Galaxy existed did fairly well. Samsung was quite successful in the galaxy segment. The low price segment in Android domain was being slowly captured by local players in developing countries (e.g.Micromax in India). Samsung Galaxy Y and Galaxy Pro Duos (Dual Sim) were launched to tackle the competition in the low range segment. It used the popularity of the successful Galaxy model to enter the low cost segment. 3. Galaxy Note: This was again a unique offering from Samsung. The Note combined features of the mobile and the tablet. The size was smaller than the tablet (which came as a complaint from quite a few users), but was complete with the features.
  • 10.
    10 | Pa g e Nokia 52% Samsung 23% Micromax 9% RIM Blackberry 8% LG 8% Market Share in India Nokia 27% Samsung 20% Apple 6% LG 5% ZTE 4% Others 38% Global Market Share Repositioning helped Samsung Galaxy gain a considerable amount of market share. Today it is only second to Nokia in India in terms of revenues. On global front it is only 7% short of Nokia. Nokia had been the undisputed leader in the mobile market till just a few years back. Samsung‘s aggressive marketing strategies along with an extraordinary research and development team may soon take the brand to be the leader in the industry.
  • 11.
    11 | Pa g e ADVERTISING STRATEGY FOLLOWED BY SAMSUNG GALAXY In the world of tough competition innovation and up-gradation is the mantra of survival for any electronics product. Innovation backed with the correct advertising strategies directs a product to the successful plane. Brand awareness coerces the customer into buying the product. Almost all products have a number of rival products competing with former. In order to make ones position safe a brand needs slogans, logos and distinctive packaging. All these involve marketing strategies which involves careful scanning of the internal and external environment that is affecting the market. The Samsung Galaxy Y advertisement – Punch line reads „DESH SMART BAN RAHA HAI, AAP KAB BANONGE, CHANGE TO SMART‟. Samsung wanted to convey the notion if you are a Samsung Galaxy user than you are by default smarter than the rest. Different advertisements have been used at different point of times highlighting the features. There is an inbuilt program in the Samsung Galaxy mobiles that shows the image of a cat and the cat repeats whatever one says. This humorous feature is also depicted in an advertisement. Samsung tied up with popular footballer ‗DAVID BECHKAM‘ for the promotion of the Samsung galaxy note and Samsung Galaxy SIII. In India upcoming Bollywood actress Nargis Fakhri (heartthrob of millions) has been used for the promotion of Samsung galaxy SIII. Samsung is the official sponsor of the Chelsea FC and it is also the official sponsor of the London 2012 Olympics and Samsung Galaxy SIII is the official wireless device the world largest sporting event.
  • 12.
    12 | Pa g e SALES PROMOTION The short term incentive scheme for encouragement of trial or purchase of a product or service refers to Sales promotion. Advertisement offers a reason to buy whereas sales promotion offers an incentive to buy. Samsung mobile worked on various schemes to increase its sales and hence there was a direct effect on Galaxy. Different methods used by Samsung: 1. Samples - Samsung Mobiles invited prospective customers to try the product for free. It took out dummy models of the phones, as well as mobile shops had a trial phone which a customer could feel in his hand. 2. London 2012 Olympic Games – Samsung mobile launched a scheme, where a new customer or an existing customer can connect their mobile with Optus mobile plan and stand a chance to win the passes. 3. Samsung 50$ cash back offer-Samsung Introduced an offer where one can send a postcard and win Samsung galaxy note, even it had some participate stores where one was entitled to get a 50 $ cash back card on purchase of galaxy note. 4. Accessories – Samsung galaxy tab gave away freebies like Bluetooth headset, leather case diary, 2GB SD card to its customers.
  • 13.
    13 | Pa g e SEGMENTATION Segmentation is partitioning the product with respect to its unique attributes. Initially Samsung Galaxy targeted users who wanted to use the Android operating system at a fairly high cost. But with the emerging Mobile brands in the market like Micromax and a few others, it targeted consumers with every kind of purchasing power. Samsung galaxy was segmented with respect to its price range. Low Range (Targeting low income groups) – Samsung Galaxy Y Duos, Samsung Galaxy Y Colour Plus S5360, Samsung Galaxy Y Pro Duos GT-B5512 , Samsung Galaxy Y CDMA 1509, Samsung Galaxy Y S5360, Samsung Galaxy Pocket, Samsung Galaxy Fit S5670, Galaxy Pop 1559, Samsung Galaxy Ace S5830, Samsung Galaxy S DUOS. The price range in this segment is Rs 6000-12000. Middle Range (for the middle income group) – Samsung Galaxy Ace Plus S7500, Samsung Galaxy SL 19003, Samsung Galaxy 2 P3100, Samsung Galaxy R 19103, Samsung Galaxy S plus 19001, Samsung Galaxy S 19000. The price range in this segment is Rs 14000 – 22000.
  • 14.
    14 | Pa g e The high end Galaxies (Targeted for the high income group) – Samsung Galaxy Tab 620, Samsung Galaxy S2 i9100, Samsung Galaxy Beam, Samsung Galaxy Tab 730, Samsung Galaxy Note, Samsung Galaxy Tab 210.1 ,Samsung Galaxy Tab 680, Samsung Galaxy Tab 750, Samsung Galaxy S3. The price range in this segment is Rs 25000-37000.
  • 15.
    15 | Pa g e ANALYSIS OF PRODUCT AND GENERIC COMPETITION Analysis of a product is necessary for up-gradation of a product and work on the flaws of the products or the product development mechanisms. SWOT analysis is a very powerful tool in analysing a product. The SWOT analysis of Samsung Galaxy is performed here. S – STRENGTHS i. Powerful specifications, great features. ii. Widely accepted Operating System iii. Devices available at different price points. iv. Excellent advertising and branding. W – WEAKNESS i. Limited market share in the ever-expanding electronic segment. ii. Lacks robustness and user friendliness of Nokia, and looses out to camera and music quality to Sony Ericsson. O – OPPORTUNITIES i. Wide range of mobile devices that can address a large market. ii. Almost accepted by masses as the prime Android OS featured device manufacturer. iii. Better brand recall in suburban markets. iv. Developed partnerships with regional organizations. T- THREATS i. Challenge to be faced by low cost mobile manufacturer in price. ii. Threat on design and build quality by high end mobile manufacturers.
  • 16.
    16 | Pa g e Generic competition – Samsung Galaxy faces generic competition from the wide variety of sectors namely the Laptops, Notebooks, Net-books etc. Today technology is developing at a phenomenal pace. Laptops are being increasingly used for voice communications and video conferencing. The high speed and high storage capacity of laptops are a serious competition to the existing Samsung galaxy mobiles. The camera inbuilt in Samsung Galaxy mobiles is in between 2 - 8 Megapixels and so in this sphere it competes with the digital cameras and the camcorders as the picture quality of digital camera and camcorders will be better in consideration to Samsung Galaxy. The audio feature in Samsung Galaxy is far from the I-POD standard The IPod plays a dominant role in terms of market share. The basic work of a mobile is to communicate and for that case the generic competitor of Samsung Galaxy can be Landline phones.
  • 17.
    17 | Pa g e STRATEGIES ADOPTED TO TACKLE COMPETITION OR PRIME MARKET EXPANSION Price – Galaxy has the Y series which is offered for a very low price than the completion e.g. HTC, LG, Sony, and Motorola. Due to the cost effectiveness Samsung has been able to cut down on prices, which other major players have not been able to achieve. Even the Galaxy Tab brought about turmoil in the tablet industry when it was launched and the iPad suffered a major setback in the process. Distribution – The market penetration of Galaxy is much more than any other brand. Brands like Micromax that brought about a revolution with its low price android phones could not compete because of the well established distribution network of Samsung. Innovations – Galaxy keeps innovating itself. It strives to satisfy almost all the features a consumer can ask for in a mobile device. It boasts of a series of devices comprising features like the full touch screen, normal keypad, QWERTY keypad and even a mixture of touch as well as keypads. It has kept on improvising on almost all its features per the market demand. Corporate Social Responsibility Samsung Hope for Children – It was an initiative designed to help under-privileged children through e-learning centres. These e learning centres located in different parts of the country impart computer literacy to underprivileged youth and ensure placements as well. Samsung has close tie-ups with HK RED CROSS and ‗HEAVEN OF HOPE CHARITY ASSOCIATION‘, where the company contributes an annual sum for underprivileged children. It has been winning the Caring company Award in Korea for seven consecutive years.
  • 18.
    18 | Pa g e DISTRIBUTION STRATEGY FOLLOWED BY SAMSUNG GALAXY Distribution Channel is a way of selling a company's product either directly or via distributors; "possible distribution channels are wholesalers or small retailers or retail chains or direct mailers or own stores". Franchisees – Samsung Electronics franchised a number of small outlets (Mobile Stores). All the outlets which are under the franchiser should follow certain set guidelines of the franchiser‘s company. This would include converting a normal outlet into Samsung Electronics outlet. But the franchiser will help in visual merchandising and loan for deposits which are refundable. Shopping Malls – Many shopping malls have a separate mobile phones section. Samsung targeted these malls as they are the right place for promotion and sales of stylish variants of Samsung Galaxy. Mobile Phone Outlets – Samsung Galaxy mobiles are also available in the different mobile stores present in different parts of India. The store keepers are paid commission for demonstrating the various uses of the Galaxy mobiles to the customers and vouch for the quality of the products. Samsung launched its first “Samsung Brand Store” in New Delhi. The store is the first of its kind in the country. One floor is dedicated to Samsung‘s entire smart phones range of collection including tablets and accessories. . E-business – Samsung Galaxy is also available in E-business sites like Flipkart, Home Shop18. These sites often offer discounts to encourage the sales of the Samsung Galaxy mobiles.
  • 19.
    19 | Pa g e SUMMARY REGARDING THE FUTURE DIRECTION OF THE BRAND The demand for Android Smartphone‘s has jumped from 36.1 % of the worlds share a year ago to exactly 59 % in the first quarter of this year, which is a clear indication of the rising demand of the Android platform. The global Smart phone share of Samsung is 29% which happens to be greater than any other smart phone available in market. The global share for phone vendors is 23%. Samsung has recently become the leader in Smartphone market in India by beating its nearest rival Nokia. The data portrays that Samsung galaxy holds a good position in the market and with the advent of Samsung Galaxy S3 it is expected that the market share of Samsung Galaxy is to in due to increase in huge amounts. The advertising strategies adopted by Samsung Galaxy are also quite promising. Mission: Everything we do at Samsung is guided by our mission: To be the best digital єCompany. Vision: Samsung is guided by a single mission. To lead the digital convergence movement.
  • 20.
    20 | Pa g e PHASE-2
  • 21.
    21 | Pa g e HYPOTHESES: Samsung Galaxy‘s market share is better than other Smartphone players e.g. NOKIA, APPLE, and BLACKBERRY. Samsung Galaxy is the most preferred android phone. Samsung Galaxy is driven because of its crystal display. JUSTIFICATION FOR TAKING THE HYPOTHESES The impact of constant innovation of Samsung Galaxy over other brands. With android emerging as the smart-phone OS of choice, we are exploring the position of Samsung Galaxy as the better option. Samsung Galaxy has AMOLED display technology in most devices and its screen size is an important feature to attract buyers. LIST OF THE INFORMATION REQUIREMENTS TO BE COLLATED FROM THE RESEARCH We need to enquire from the mobile phone dealers about which smart phone is sold the most and also preferences in brand choice among smart phone users. (Based on this we can conclude Hypothesis 1) We need to find out reviews of Android smart phone users about the phones they use or want to use.(Based on this we can conclude Hypothesis 2) We need to enquire from existing smart phone users the various uses that their devices are subjected to. (Based on this we can conclude Hypothesis 3)
  • 22.
    22 | Pa g e INSTRUMENTS OF DATA COLLECTION FACE TO FACE SURVEY 1. We will choose a sample size of existing smart phone users and distribute a questionnaire to understand the features they aspire to have in their smart phones 2. Take data from dealers about the sale of the different smart phones and find out the market share of Samsung Galaxy. ONLINE SURVEY In this method we conduct an online survey by uploading a questionnaire which enables us to capture a versatile sample. In this we will use either mail or social networking site for collecting information. It is used to avoid geographical constraints. Here we will get a good sampling as this is the platform where we can find a number of smart phone users.
  • 23.
    23 | Pa g e QUESTIONNAIRE:- 1. Are you a smart phone user?(HYPOTHESIS 1) 1.Yes 2.No 2. If yes do you think Smart phone is becoming a necessity in today‟s world?(HYPOTHESIS 1) 1. Yes 2. No 3. Which smart phone would you prefer irrespective of the OS, given the following choices?(HYPOTHESIS 1) 1. Blackberry 2.Apple 3. Nokia 4. Samsung Galaxy 4. Which Phone do you think uses the Android OS? [One can choose more than one option].(HYPOTHESIS 2] a. Samsung Galaxy b. Micromax c. LG d. HTC e. Sony Ericsson f. Nokia 5. Do you own an ANDROID phone ? 1.Yes 2.No
  • 24.
    24 | Pa g e 5.a. If 'Yes' ... which brand of ANDROID smart phone do you own? 1. Samsung Galaxy 2. Micromax 3. LG 4. HTC 5. Sony Ericsson 5.b If 'No' ... given an option which Android Smartphone would you like to own ? 1. Samsung Galaxy 2. Micromax 3. LG 4. HTC 5. Sony Ericsson 6. Which of the following features would entice you to purchase a smart phone? [One can choose more than one option]. (HYPOTHESIS 3) 1. Battery backup 2. Display 3. Sound Quality 4. Additional features (Bluetooth, Wi-Fi) 5. Camera 6. Memory
  • 25.
    25 | Pa g e 7. The display size and display quality to make a smart phone purchase-choice is important? (HYPOTHESIS 3) 1. Strongly Agree 2. Agree 3. No difference 4. Disagree 5. Strongly Disagree 8. Based on the response in question 6, does the display quality of Samsung Galaxy set it apart from other smart phones in the market? (HYPOTHESIS 3) 1. Yes 2. No SAMPLE PLAN – We intend to target people already using smart-phones (Any OS). The convenience method of sampling is being used. Convenience sampling is a non-probability sampling technique where subjects are selected because of their convenient accessibility and proximity to the researcher. This method will help us acquire random data from a wide spectrum of smart phone users, which will in turn give us a clearer picture of the market as a whole. SAMPLE SIZE – 100+ A sample size of 100+ will enable us to have a clear picture of consumer preferences for smart-phones
  • 26.
    26 | Pa g e METHODS OF DATA ANALYSIS TO BE USED: Q1. Graphical representation (pie chart) trying to differentiate Smartphone users from normal users Q2. Graphical representation (pie chart) trying to gauge the future of smart phones Q3. Graphical representation (bar chart) of smart phone choices Q4. Graphical representation (bar chart). How effective has a company been in communicating the presence of android OS in their products. Q5. Graphical representation (pie chart) trying to differentiate Android enabled Smartphone users form other Smartphone users Q5.a. Graphical representation (pie chart) trying to represent preference in brand among Android Smartphone users Q5.b. Graphical representation (pie chart) trying to represent preference in brand among Non-Android Smartphone users Q6. Graphical representation (bar chart). The primary feature a user looks for while making a smart phone choice. Q7. Likert Scale. It is a simple psychometric scale where the customer responds with their level of agreement or disagreement on a series of choices. We are using the method to analyze the importance of display in particular in making a smart-phone choice. Q8. Graphical representation (bar chart). The chart will crystallize our basic belief of the display size of Samsung Galaxy being the most important factor in using the product.
  • 27.
    27 | Pa g e PHASE 3
  • 28.
    28 | Pa g e PRIMARY RESEARCH - 1. Are you a Smart phone user? This question was asked to differentiate the Smartphone users from normal mobile users to get our required sample . Sample size (All mobile users) - 154 Actual sample size (Smartphone users) -101 From the above pie chart we came to know that 66% of the total sample size uses Smartphone. [Note: From now onwards we are going to consider the actual sample size i.e. the Smartphone users] 2. Do you think Smart phone is becoming a necessity in today‟s world? (Hypothesis 1) This question was asked to gauge the future of Smartphone 66% 34% Smart phone user YES No
  • 29.
    29 | Pa g e From the above pie chart we came to know that 95% of the sample thinks that smart hone is necessary in today‘s world so the future of Smartphone is bright. 3. Which smart phone would you prefer irrespective of the OS, given the following choices? (Hypothesis 1) This question was asked to understand the preference of Smartphone irrespective of the OS among the sample size From the above given bar diagram, it is clear that invariably the preference of Smartphone irrespective of OS is for Samsung Galaxy. 95% 5% SMARTPHONE IS BECOMING A NECCESSITY IN TODAY'S WORLD YES NO Blackberry iPhone Nokia Samsung Galaxy Choice in Smart Phones 19 29 17 36 0 5 10 15 20 25 30 35 40 Choice in Smart Phones
  • 30.
    30 | Pa g e 4. Which Phone do you think uses the Android OS? (Hypothesis 2) This question was asked to determine the awareness of Android as an OS in Smartphone by the sample From the above bar diagram it is clear that sample is aware of the smartphones that uses Android as an operating system and the awareness for Samsung Galaxy is the highest. 5. Do you own an ANDROID phone? (Hypothesis 2) This question was asked to differentiate Android enabled Smartphone users form other Smartphone users . From the above pie chart we can see that 61% of the actual sample uses Android Smartphone. samsung Micromax LG HTC Sony Ericsson Nokia Sales 93 45 47 70 66 31 0 10 20 30 40 50 60 70 80 90 100 WHICH PHONE DO YOU THINK USES THE ANDROID OS? 61% 39% DO YOU OWN AN ANDROID PHONE ? YES NO
  • 31.
    31 | Pa g e 5. a. If 'Yes' ... which brand of ANDROID smart phone do you own? (Hypothesis 2) This question is asked to the Android Smartphone users to know their brand preference From the above pie chart it is clear that the maximum Android Smartphone users in the sample own Samsung Galaxy. 5. b. If 'No' ... given an option which Android Smartphone would you like to own? (Hypothesis 2) . This question is asked to the Non- Android Smart phone users to know there choice preference if an option is given to them to own an Android Smartphone. 87% 7% 3% 3% AMONG ANDROID SMARTPHONE WHICH SMARTPHONE DO YOU OWN? Samsung Galaxy Micromax LG Sony HTC Others 72%0% 2% 5% 13% 8% WHICH SMARTPHONE DO YOU WANT TO OWN IF YOU ARE A NON ANDROID SMARTPHONE USER Samsung Galaxy Micromax LG Sony HTC
  • 32.
    32 | Pa g e From the above Pie chart it is clear that the Non Android Smartphone users prefer to own a Samsung Galaxy Smartphone if an option is available to them. 6. Which of the following features would entice you to purchase a smart phone?(Hypothesis 3). This question was asked to understand the features which the users look for in a Smartphone. From the above bar diagram we can see that the sample looks mainly for 3 things in the Smartphone and they are battery backup, display quality and additional features. Out of this three features Display quality of Smartphone is the feature that entices the Smartphone users the most. 7. The display size and display quality to make a smart phone purchase-choice is important? (Hypothesis 3). This question was asked to see whether the display quality is considered to be an important feature for purchase or not. Battery Backup Display Quality Sound Quality Additional Features (Bluetooth, Wi- fi, etc) Camera resolution Memory capacity Sales 72 77 52 72 56 58 0 10 20 30 40 50 60 70 80 90 FEATURES OF SMARTPHONE THAT ENTICE USERS TO PURCHASE IT
  • 33.
    33 | Pa g e The above pie chart tells us that the percentage of ‗Strongly Agree‘ and ‗Agree‘ is much more than that of ‗Strongly Disagree‘ and ‗Disagree‘. So we can conclude that the display features are an important factor that should be considered before buying a Smartphone. 8. Does the display quality of Samsung Galaxy set it apart from other smart phones in the market?(Hypothesis 3). This question was asked to find out whether display quality of Samsung Galaxy is better than other Smartphone as a purchase option. The bar graph depicts that display quality of Samsung galaxy is considered better than other Smartphone for a purchase option by the sample size. 0% 1% 1% 32% 66% DISPLAY SIZE AND QUALITY MAKE A SMARTPHONE PURCHASE-CHOICE IMPORTANT STRONGLY DISAGREE DISAGREE NO DIFFERENCE AGREE STRONGLY AGREE YES NO Sales 73 28 0 20 40 60 80 DISPLAY QUALITY SETS SAMSUNG GALAXY APART FROM OTHER SMARTPHONES
  • 34.
    34 | Pa g e AGE GROUP OF THE SAMPLE SIZE Maximum users of Samsung galaxy belong to the age group of (18-25) which shows that this Smartphone is the heartthrob of Youngistan. SURVEY FROM DEALER (BHAJANLAL COMMERCIAL PVT. LTD) According to the dealer the sale of android phone in the month of august was much greater compared to other Smartphone . 3% 79% 18% 0% AGE GROUP Below 18 18 - 25 26 - 35 36 and above ANDROID 70% OTHER SMARTPHONE 30% SALES IN THE MONTH OF AUGUST IN BHAJANLAL COMMERCIAL PVT. LTD
  • 35.
    35 | Pa g e The sales of Samsung galaxy was also much greater compared to the sale of other Smartphone in the month of August. 60% 40% SALES OF ANDROID SMARTPHONES IN THE MONTH OF AUGUST SAMSUNG GALAXY OTHER ANDROID SMARTPHONES
  • 36.
    36 | Pa g e NET TAKEAWAY HYPOTHESIS 1 – Our first hypothesis was “Samsung galaxy’s market share is better than other Smartphone players eg. NOKIA, APPLE, and BLACKBERRY” .From the inference of Question 2 and question 3 we have concluded that indeed Samsung galaxy’s market share is better than other Smartphone players. Hence hypothesis 1 is correctly proved. HYPOTHESIS 2 – Our second hypothesis was ―Samsung Galaxy is the most preferred Android phone‖. From the inference of Question 4, Question 5 (Part A and Part B) and the second part of the review from dealer we have concluded that indeed Samsung galaxy is the most preferred Android phone. Hence hypothesis 2 is correctly proved. HYPOTHESIS 3- Our third hypothesis was ―Samsung galaxy is driven because of its crystal display‖. From the inference of Question 6, Question 7 and Question 8 we have concluded that indeed the crystal display is main factor that drives the sale of Samsung galaxy.