2. INTRODUCTION
• Samsung Group who was founded in 1938 and at present works in
subsidiaries like Electronics, Machinery, Chemical Industries, Retail
Services, Financial Services, Entertainment and others
• Samsung Group is the world largest conglomerate by revenues of $174.2
billion in 2007-08
• Samsung started their operation in handset market in 1988 and become
world second largest Mobile Handset Maker.
5. SAMSUNG
• Diverse Product line
• Reliability
STRENGTHS
• Chinese Handsets
• iPhone
• Economic Crisis
THREATS
• Rural Market
• Green Handset Initiative
• Samsung Marine market
OPPORTUNITIES
• Lack of Innovation
• Low end segment
WEAKNESS
6. Nokia
• Market Leader
• Brand Position
• Product Quality
• Horizontal Integration
• Core Competence
• Distribution Network
STRENGTHS
• iPhone
• Global Economic Crisis
• Chinese Handsets
THREATS
• CDMA Handset Market
• Green Handset Initiative
• 3G Handset Market
OPPORTUNITIES
• Slow to adopt new way of thinking
WEAKNESS
7. Sony Ericsson
• Technological Benefits
• Brand Advantage
• Music Phone category
STRENGTHS
• iPhone
• Global Economic Crisis
• Strong Competitors
•
THREATS
• Focus on low end phones
• 3G Handset Market
OPPORTUNITIES
•
• Late start
• Joint Venture enterprise and cultural
Integration
• Low effective distribution channel
• Low End Segment
• Handset is not core competence
WEAKNESS
10. • Geographic Segmentation
•1998-Saare Jahaan Se Acchha–1st
Indian ring tone
(Nokia 5110)
•2000-First Hindi User Interface (Nokia 3210)
•2002-First Hindi text input (Nokia 3610)
•2003-First Made for India phone (Nokia 1100)
•2004 –Saral Mobile Sandesh -Hindi SMS campaign
•2005 –Local UI in additional local languages
Competitor’s Segmentation
11. Target Market
• Trendy young people
• Professionals
• Large businesses, the
common cellular phone
user, and organizations
such as: services to
public safety, the
government, and both
utility and manufacturing
enterprises
12. Positioning
• At Nokia, customers remain top priority
• There are three strategic assets that Nokia invests in
and prioritize:
- Brand and design
- Customer engagement and fulfillment
- Technology and architecture
13. Positioning
• To reach the customer NOKIA has adopted the
following strategies:
• IT focuses more on the real margin which comes from mid-
to-high-end segments
• Nokia Priority Dealers
• Nokia Concept Store
• Market making & category creation in small towns
• Nokia VAN Operations
• Widest Care Network
• 18 X 7 Access to Nokia Care line
14. LG Positioning
• It has positioned itself at a stronger position in the
CDMA market as compared to its position in the GSM
market.
• It is trying hard to increase its market share in GSM
market by launching new GSM handsets having high
quality features such as a class-leading MP3/AAC
music player, 128 MB of on-board memory, a 1.3
mega-pixel camera, and video camera.
16. • Brand Ambassador: Aamir Khan
• Providing free content on the mobile by collaborating with
the copyright owners of Bollywood movies. For e.g Ghajini,
Love Aaj Kal
• Promotional offers like free entry to the show of ‘10 ka
dum’
• Organizing contests like ‘Samsung Mobile Karaoke
Festival’
• Opening the Samsung Fun Club for better customer
relationships.
• Free online software updates, tutorials and customer
service
• Highlights the innovative features of its products through a
combination of innovative advertising and branding.
• Established many Samsung Mobile Stores to increase
the visibility of the brand
SAMSUNG
17. • Initially had Hrithik Roshan as the brand ambassador but
now does not have any
• Promotes its music phones under the brand name of
Walkman series – a pioneer in music player
• Promotes its camera phones under the brand name of the
Cybershot – a pioneer in digital cameras
• Collaborated with Facebook to provide Facebook Ready
Phone C903
• Collaborated with MTV Roadies to start the MTV Roadies
Battleground 2
• Allows you to create your own mobile themes.
• Has come up with GreenHeart initiative to protect the
environment – Naite Phone
• ‘Sony Ericsson Certified Developer’ contest to motivate
innovation and creativity
Sony Ericsson
18. • Brand Ambassador: Shahrukh Khan, Priyanka Chopra
• Promotes its executive phones in the name of E-Series to
compete with Blackberry
• Promotes its multimedia phones under the brand of N-Series
• Also captures the low-end market with cheap phones with less
features but high durability
• Nokia was the first one to provide Nokia Maps application
embedded with the GPS services
• Provides the latest software updates and access to Nokia
music store
• Collaborated with Ovi.com to provide online content
automatically to Nokia mobiles through Nokia Ovi Suite
• Nokia was the first mobile equipment provider to launch its
phones with OS in different Indian languages.
• Collaborated with Kolkata Knight Riders to increase its visibility
in IPL 2
• Nokia collaborated with Microsoft to enable MS Office to run
on Nokia phones.
Nokia
19. • The USP of the Samsung mobiles is the superior display
quality that it has due to the technology used in all Samsung
products
• The high end mobiles possess most of the features but lack
quality in terms of music and camera of Sony Ericsson, and
durability and user-friendliness of Nokia
• Medium level mobiles of Samsung again possess good
display but lack in features as well as the price is quite high as
compared to other brands
• The low end mobiles are very costly as compared to the same
end mobiles of other brands and are less durable also, but has
more features than other brands
• Now Samsung is coming up with innovative features like HD
display, woofer quality sound and better camera.
SAMSUNG –
Products Overview
20. • Sony Ericsson mobile’s USP is great quality music
(Walkman) and great quality camera (Cybershot)
• The high end mobiles have most of the features with good
camera and music but the hardware functionalities and
software are not so user friendly.
• The medium level phones have some features but are less
user friendly and durable
• The low end mobiles are costlier and very less durable
than other brands and also lack features
• The products of Sony Ericsson lacks innovation and the
innovation they implement are unnecessary
Sony Ericsson – Products
Overview
21. • The phones of Nokia are very user friendly, innovative, durable
and give value for money.
• The high end phones of Nokia have all the features and they
are durable, without technical glitches and user friendly. The
only problem is they are costly
• The medium level mobiles are reasonable, durable and
possess good features than the phones of other brands and
suitable for rough use.
• The low end mobiles are actually meant for poor people and
are very cheap and highly durable. They lack features but
provide good value for money.
• The Nokia products come with good software support, user
friendly hardware, innovative and basic features, are durable
and cheap. That is why they are suitable for Indian customers.
Nokia Mobile – Products
Overview
23. SAMSUNG
• It has a better BRAND RECALL in rural
market
• Tying up with local co-operatives to push
handset sales in the rural segment.
Samsung recently tied up with the Indian
Farmers Fertilizer Co-operative (IFFCO) for
rural telephony.
• It has increased its distribution network in
western and eastern parts by tie ups with
SSK and Link respectively.
• Developing partnerships with regional
organizations.
• Customization of software for local market-
HINGLISH in text messaging.
24. NOKIA
• Started Rural Van Project 2 years back which
forms a traveling retail and distribution centre.
• Showcase solutions to demystify the use of
mobile technology.
• It offers support for 9 Indian Languages
• It has launched Nokia Life Tools which include a
range of services based on agriculture
,education etc.
• This programme will allow the purchasers to pay
in installments. Particularly they are targeting
women gender.
• Tie ups with various organizations like MSAMB,
Reuters Market Light, Madison Research and
various NGOs.
25. SONY ERICSSON
• Despite of lower volumes it is the third largest player in handset market after Nokia
and Samsung.
• They are basically into mid and high end handsets.
• For low end handsets it is targeting rural population by providing
Local content
Customized keypads
Low-cost colour screens
Low-cost music phone
27. Nokia Strategies
Nokia’s strategy is to build trusted consumer
relationships by offering compelling and valued
consumer solutions that combine beautiful devices with
context enriched services.
-Loyal customer base
-Operating the Nokia handsets
-Wide variety of handsets
-Availability of products in the market
-Frequency of releasing new handsets
-Expenditure on advertisements
32. Samsung strategies
Our Vision
• Samsung is guided by a singular vision: to lead the
digital convergence movement.
Our Mission
• Everything we do at Samsung is guided by our
mission: to be the best “digital-εCompany”.
33. Samsung
Division of Samsung Mobile is into 6
major categories
•Style
•Infotainment
•Multimedia
•Connected
•Essential
•Business
34. Samsung Progresses the Future of
Wireless Technology with Mobile WiMAX
and LTE
Samsung : Concentrating on Smart
Phones with touch Screen features
Samsung
35. Sony Ericsson
Mission is to establish Sony Ericsson as the most
attractive and innovative global brand in the mobile
handset industry.
38. Corporate Social
Responsibility - SAMSUNG
1. SOCIAL WELFARE
• Investing in teenagers’ futures, through support of science education and creative
thinking that encourages leadership.
• Assisting children in low-income families by supporting educational infrastructure
• Discovering and supporting outstanding students
• Supporting programmes that encourage family well-being.
1. CULTURE & ARTS
• Samsung has contributed extensively to numerous museums, galleries and exhibits in
Korea and in many countries, including the United States and France.
• The Samsung Museum of Modern Art collects preserves and exhibits modern and
contemporary art
• Samsung also hosts and supports various cultural events for children and programmes
that encourage their early artistic development.
39. 3. VOLUNTEER SERVICES
• In 1995, Samsung launched the Social Contribution Corps to encourage employees to
get involved in community service.
• employees use their expertise and skills to give back to local communities, and each
employee donates an average of 10 hours to community-based projects.
4. ACADEMICS & EDUCATION
• Korea Youth Science Olympiad, National Students Creativity Olympiad
• Samsung has teamed up with the Green Family Movement Association to run a
"green school," which promotes environmental awareness in children
4. Other programmes like an employee dog adoption centre; guide dog school;
working dog breeding centre; and detector dog and rescue dog operations.
The Samsung Reclaim is an 80% recyclable handset that is set to be launched
very soon
40. 1. COMMUNITY
• Nokia Helping Hands: To promote proactive staff volunteerism among Nokia
employees so as to strengthen Nokia's corporate reputation as an involved partner in
the community and to demonstrate its core values in community-related efforts.
• Make a Connection: Promoting positive youth development, the program gives
young people an opportunity to 'make a connection' to their communities, to their
families and peers, and to themselves
• Nokia’s Art Awards: The Nokia Arts Awards was run from 1999 - 2001 to consciously
promote the development of creative art across the Asia Pacific among the region's
youth.
1. ENVIRONMENT
• Recycle: If every Nokia user recycled just one unused phone at the end of its life,it
saves nearly 80,000 tonnes of raw materials.
• Create: Nokia 3110 Evolve, Nokia High efficiency charger.
Corporate Social
Responsibility - NOKIA
41. • Support : WWF, Climate savers, Connect 2 Earth etc
3. Ethics
• Code of Conduct: It outlines commitment to respect and promote human rights and fair
workplace practices, equal opportunities, environmentally sustainable business, and
zero-tolerance policy on bribery and corruption.
• Business benefits:
Transparency
Driving internal efficiency:
waste management programs reduce manufacturing costs
diversity training enhances project management
eco-efficiency measures reduce costs
volunteering increases employee satisfaction
42. 1. Substance Control: Supports the precautionary principle defined in the United
Nations’ Rio Declaration on Environment and Development . Eg: Sony Ericsson’s
GreenHeart™ portfolio.
2. Ethics: Sony Ericsson believes in respecting human rights and in the ethical treatment
of all employees. Eg. Corporate code, Supplier social responsibility code and supplier
management.
3. Energy & Climate: In November 2007, Sony Ericsson signed up in support of the The
Bali Communiqué, a comprehensive United Nations framework for tackling climate
change.
4. Recycling: engaged in the Basel Convention Mobile Phone Partnership Initiative (MPPI)
supported by the United Nations Environmental Programme (UNEP). With this initiative,
they have developed guidance documents for design, collection, refurbishment, recycling
and trans-border movement of products for re-use.
5. Health: All the phone models are carefully designed and rigorously tested to comply with
international safety standards and government health and safety regulations.
6. Society: Sony Ericsson joined Columbia University’s Earth Institute and Ericsson in the
Millennium Villages project. The project is designed to bring mobile communications and
the Internet to approximately 400,000 people in various developing countries.
Corporate Social
Responsibility – SONY
ERICSSON