India has over 900 million mobile phone users and is the second largest mobile market in the world. Major phone companies in India include Samsung, Micromax, and Sony. The document analyzes the marketing strategies of these three companies. It finds that Micromax focuses on the rural market and uses penetration pricing, while Sony targets niche segments and focuses on profits over market share. Samsung employs both skimming and penetration pricing strategies. Micromax has the largest market share in India at 22%, followed by Samsung at 20%.

1. BY-PRIYANKA KUMARI
CENTRAL UNIVERSITY OF
JHARKHAND

2.  According to the Telecom Regulatory Authority Of India,India is a second
largest telecom market in World in terms of wireless connections.
 In india 900 million users of mobile phone as per IDC.
 In Q3 2014,mobile phone market stood at 72.5 millions units.
 quarter and quarter market growth is 15%.
 and year and year growth is 9%.
 Major players:Samsung,Sony,micromax,motorola,Apple,
COMPANY OVERVIEW:
 Sony Ericsson Mobile Communications a global provider of mobile
multimedia devices including feature and smartphone accessories .
 Micromax entered into Indian rural market in 2008, And within 3 years of
operation they have become the 3rd largest selling company in India.
 Samsung:Samsung started their operation in handset market in 1988 and
become world second largest Mobile Handset Maker.

3.  To understand the Marketing strategies which are used by
Samsung,Micromax,and Sony.
 To find out which is the largest selling phone in India.
 Under this research project following points about
Samsung,Micromax,Sony:
 . Marketing mix
 Market segmentation
 Targeting
 Postioning
 Swot analysis

4.  As the study is based on secondary data, the inherent limitation of the
secondary data would have affected the study.
 As the study is not based on primary data, so no hypothesis is there.
 Many data is collected from articles websites, newspaper.so there is in a
small chances of error.
RESEARCH METHODOLOGY
 The research is secondary in nature. For the purpose of the study, relevant
information has been collected through books, articles, websites and annual
reports of the company under study.

5.  PRODUCT STRATEGY
Sony:
 Product Design
 VIVAZ
 Xperia X10 mini
 Quality
MICROMAX:
Micromax has a wide range of phones with different features and thus offering
variety to the customers. Micromax has a lot of interesting and thoughtful products.
Micromax has been able to successfully identify the needs of customers and design
products appropriately. Micromax believes that consumers in India have unique
preferences with respect to mobile handsets such as long battery life, dual GSM
capability, low-cost QWERTY phones, WI-FI and gaming phones.
SAMSUNG: The USP of the Samsung mobiles is the superior display quality that it
has due to the technology used in all Samsung products like SAMSUNG
GALAXY,SAMSUNG GALAXY S SERIES.

6. Price strategy Place strategy
SONY:
SKIMMING STRATEGY.
MICROMAX:
PENETRATION STRATEGY
SAMSUNG:
SKIMMING AND
PENETRAION STRATEGY
 MICROMAX:
 Business to consumer (B2C) model.
 Business to Business (B2B) model
 SONY:
 INTENSIVE DISTRIBUTION STRATEGY
 MARKETING CHANNEL
 INDIRECT CHANNEL
 SAMSUNG
 Along with the launch of new
products,samsung also consolidated
distribution system.samsung had 18 state
level distribution offices and a direct dealer
interface.The direct dealer interface helped
the company get quick feedback from
dealers,and enabled it to launch products
according to consumer needs.

7. PROMOTION STRATEGY
OF SONY
PROMOTION STRATEGY
OF MICROMAX
 Advertisement
 Pictures of Sony Ericsson's
Advertisement
 Sony Ericsson applies Aida Model
in its advertisements.
 Sales Promotion
 Publicity
 Sponsorship
 Direct Marketing
 Retailer's Catalogue
 Face to Face Selling
 Internet Marketing
 Hoardings and banners
 Advertising online
 They have also aimed at higher
advertisements through TV, radios,etc
which serve large number of
customers.
 Sponsoring the social cause events as
customers in urban areas
 Introducing exchange schemes
SAMSUNG
Brand Ambassador: Aamir Khan
Promotional offers like free entry to the show of
‘10 ka dum’
Organizing contests like ‘Samsung Mobile
Festival’
Opening the Samsung Fun Club for better
customer relationships.
Free online software updates, tutorials and
customer service

8. STRENGTH:
 High technological advancement.
 Greater number of Telecom service providers thus high demand of mobile
phones.
 Fastest growing mobile market.
WEAKENESS:
 Lack of interaction between customer and company.
 Highly Competitive.
 Government trade policies in different countries.
 Difficult to enter because of requirement of huge financial resources.
OPPORTUNITY
 Rural market is very less penetrated so great opportunity ahead.
 Go green theme
THREAT:
 Substitute product
 Increase in competition in different countries.

9. SEGMENTATION,TARGETING,POSTIONING
SONY
 NICHE SEGMENTATION
 TARGET MARKET:
 UPPER MIDDLE CLASS
 POSTIONING:
 TAGLINE:SONY MAKE
BELIEVE
MICROMAX
 GEOGRAPHIC
 DEMOGRAPHIC
 TARGET MARKET:
 RURAL MARKET
 POSTIONING:
 TAGLINE:
 Micromax tagline is "nothing like
anything".

10. Sony is not focussing to gain market
share.micromax is leading brand.
And samsung is second largest
selling brand.
Sony have got more profit,and they
don’t want more market share.
Q22014 Q32014 Q42014
Series1 65 80 100
0
20
40
60
80
100
120
PROFIT
MICROMAX
22%
SAMSUNG
20%
KARBONN
9%
LAVA
7%
OTHERS
42%
MARKETSHARE
SOURCE:WWW.IDC.COM
www.gartner.com

11.  Micromax is having 22% market share,Samsung is having 20% market
share,Karbonn is having 9% and Lava is 7% market share.
 Sony is working on niche segment.and also sony is developing phone to
get more profit rather than market share.
 Micromax is more focus on rural market because they want to provide
innovative and cheaper phone to gain more market share.
 Mobile phone industry also increased by increasing range of
budget,900 million users of mobile phone is in india.sony is
launching product with skimmimg pricing,micromax is launching
product with penetration pricing,and samsung is launching product
on the basis of both strategy.

12.  With the ever growing threats in the mobile phone industry, Mobile
industry must learn to predict and adapt to their consumers and their
environments in order to remain a competitive force in this market.
 With value in mind, it is apparent that in order to continue to survive
in a market that is saturated with high-end products,Sony must now
create a way to capitalize on new profits. They must take their
current innovations, and simplify them, to develop products that
have similar -features and benefits, at a fraction of the price to
consumers.
 with focussing on Target youth,Women Micromax provides phone
with lower price to generate more market share,Micromax must take
quality improvement,and innovative product.
