Call Girls Hebbal Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangalore
Chirag,vishal,koul
1. A
STUDY ON TELECOMMUNICATION INDUSTRY ESPECIALLY ON SMARTPHONES SEGMENT AND EFFECT
OF IMC TOOLS USED BY COMPANIES.
Students Name:
Vishal Trivedi
Chirag Rathod
Sharad Koul
SECTION B
Submitted To
Manisha Panwala Madam
Department of Bussiness & Industrial Management
Veer Narmad South Gujarat University,Surat.
2. DECLARATION
I herebydeclare thatthisprojectreportispreparedbyus andan original worksubmittedtoDepartment
of BusinessandIndustrial Management,vnsgu,Surat,towardspartial fulfillmentof the requirement for
the award of Master of BusinessAdministration.we alsoherebydeclare that this project report has not
been submitted at any time to any other university or institute for the award of any Degree.
Vishal Trivedi
ChiragRathod
Sharad Koul
3. ACKNOWLEDGEMENT
A Project Report is never successfully completed without the guidance from appropriate person. So,
now it is the right time to express our sincere gratitude towards all those, who have helped us to
complete the project.
We are very much grateful to Guide Dr. Manisha Panwala Madamwhose guidance and support helped
us to complete thisprojectsuccessfully,withouttheirGuidance the work would never been completed
Andwe greatlyto all adviserswhohelpedusknowinglyorunknowingly for getting the information and
taking interest in this report.
we have great regard for all the well wishers whose help is beyond acknowledgement.
4. EXECUTIVE SUMMARY
The Project report on “STUDY ON TELECOMMUNICATION INDUSTRY ESPECIALLY ON SMARTPHONES
SEGMENT AND EFFECT OF IMC TOOLS USED BY COMPANIES.”isbasedon the consumer buying pattern
related to soft drink products.
In thissurvey,we preparedquestionnaire to Know the buyingbehavior of consumer Toward soft drinks.
For thissurvey, we taken sample of 100 customer in valsad and surat city,through this data we do data
analysis to know consumer buying behavior.We use chart for easy understanding of data.
At the end we describe all the findings that we get from research.
6. INTRODUCTION
India's telecommunication network is the second largest in the world based on the total
number of telephone users (both fixed and mobile phone). It has one of the lowest call tariffs in
the world enabled by the mega telephone networks and hyper-competition among them. It has
the world's third-largest Internet user-base. According to the Internet and Mobile Association
of India (IAMAI), the Internet user base in the country stood at 190 million at the end of June,
2013. Major sectors of the Indian telecommunication industry are telephony, internet and
television broadcast Industry in the country which is in an ongoing process of transforming into
next generation network, employs an extensive system of modern network elements such as
digital telephone exchanges, mobile switching centres, media gateways and signalling gateways
at the core, interconnected by a wide variety of transmission systems using fibre-optics or
Microwave radio relay networks.
7. INDUSTRY: TELECOMMUNICATION
Indian economy is set for windfall gains as mobile phone users increasingly drive business
forward. Mobile economy in India, world's second largest market by subscribers, will
contribute around USD 400 billion to the country's GDP and create 4.1 million jobs by 2020, a
report by the global mobile operators industry body GSMA said today.
Mobile economy will also lead to investments of USD 9 billion in telecom infrastructure, said
the 'Mobile Economy India 2013' report prepared in collaboration with consulting firm Boston
Consulting Group.
"The Indian mobile industry is fast-paced and innovative, but it currently lacks the regulatory
environment to support its ambitions," GSMA Director General Anne Bouverot said.
The mobile ecosystem generated about 5.3 per cent of GDP for India in 2012, directly supported
730,000 jobs and an additional two million jobs when points of sale and distributors are
included, she added.
8. According to Bouverot, the report predicts that by 2020, mobiles will contribute almost USD 400
billion to India's GDP, create 4.1 million additional jobs and invest USD 9 billion in
infrastructure, with USD 34 billion contributed to public funding.
She said, however, that an absence of predictable, long- term policies in areas like allocation of
radio frequencies is acting as a brake on investment, and the government's target of increased
rural coverage would be supported by a more flexible spectrum policy.
This would be feasible particularly with the release of more frequencies in the bands below 1
GHz and the development of allocation processes that do not focus solely on maximising short-
term spectrum fees, Bouverot added.
"India is on the cusp of dramatic transformation, both economically and socially, through
mobiles," GSMA India Director Sandeep Karanwal said.
The mobile industry is ready to work closely with the government, as well as other adjacent
industry sectors, to accelerate growth through mobile, increasing technological innovation in
India and enhancing the lives of the citizens, he added.
SECTOR: SMARTPHONE
9. India was the highest growing market in Asia Pacific with a year-on-year Smartphone
shipment growth of over 186% in 1Q 2014.The vast majority of the country's user base migrated
to Smartphone’s from feature phones and as a result Indian Smartphone market outshone other
emerging markets like China which registered a year-on-year growth of 31% in 1Q 2014.
The Smartphone penetration in India still hovers at 10% and it is expected to grow due to a
variety of factors including greater availability of low-cost devices and additional sales emphasis
by top-flight vendors on less populous parts of the country.
According to the International Data Corporation (IDC), the overall India mobile phone market
stood at close to 61.07 million units in 1Q 2014 which is a 10% quarter-on-quarter dip and a
mere 1% year-on-year growth. The dip in the overall mobile phone market shipments can be
attributed to the 18% decline in the feature phone shipments from 4Q 2013 to 1Q 2014. This was
offset by the smartphone market, where units shipped grew by close to 17% in 1Q 2014
compared to 4Q 2013. The consistent growth in the smartphone market is driven by enhanced
consumer preference for smart devices and narrowing price differences.
The share of feature phones in the overall market further slipped further to 71% in 1Q 2014
which is a considerable decrease from 90% share in 1Q 2013.
10. “As more vendors continue to launch low priced smartphone models, the price gap between
feature phones and smartphones will be narrowed, driving rampant user migration in the price
sensitive Indian market,” says Manasi Yadav, Senior Market Analyst at IDC India.
“This rapid pace of growth in smartphones is expected to continue in India. While we notice that
much of the growth is coming from low-cost devices using the Android operating system,
Windows is making adequate gains too based on the strength of the entry level product mix in
smartphones,” comments Kiran Kumar, Research Manager- Client Devices at IDC India.
Top Five Smartphone Vendor Highlights
Samsung maintaineditsleadershipinthe smartphone marketwith35% marketshare in1Q
2014. Highvolumescame infromthe low-enddeviceslike S7262 GalaxyStar Pro Dual SIMand
GalaxyS Duos 2 S7582.
Micromax heldontoits2nd positionwithapproximately15% marketshare.The top selling
modelsforMicromax came infromthe low-endBoltSeries.
11. Karbonn was 3rd positionwithapproximately10% marketshare.Its low-endrange of 2G
smartphonesdidwell in1Q2014.
LAVA climbeduptothe 4th positionwithclose to6% marketshare.New XOLOlauncheslike
A500S and A500 have faredwell.
Nokia made itsway back to the top5 listwithabout4% marketshare.The NokiaXlaunch
coupledwithotherlow-endLumiaphoneshelpedinimprovingthe overall performance of the
brand
IMC TOOLS USED BY NOKIA AND SAMSUNG
12. Nokia and Samsung are one of the biggest players in the mobile market. With the mobile
division of Nokia now being held by Microsoft, the two companies have become even bigger.
While one was the market leader worldwide in the recent past, the other (Samsung) is the hot
young product everyone wants to lay his or her hands upon.
13. Nokia
Communication medium/channel
The medium preferred is mainly Mass media, due to high reach. Nokia is also very active in
online marketing and generating user-based content.
Also with the presence of Nokia developer environment/platform a lot of user generated content
in the form of Nokia app has been created which is easily available for download in all the Nokia
phones, thus in a sense increasing the awareness about the corporation.
The company was rated as one of the most trusted brands across the years in the Brand Trust
Report 2013.
Communication content
Ads can be classified as below:
1. Functional Ads: These ads generally convey various functionalities, which are present in the
device being marketed; an example can be given like Nokia speed test, Nokia camera test. These
ads are cognitive in nature and ensure that the phone is present in the consideration set of the
user while they are making the purchase decision.
2. Brand Ads: In these ads the general emphasis is more on the brand Nokia then the product
itself; an example can be of the Nokia Lumia series wherein people across the world are shown
to be communicating with each other in the regional languages, thus spreading the message of
local yet global. These ads are affective in nature and the emphasis here is to have an emotional
connect with the audience.
3. Mixed Ads: These ads show functional features along with emotional connect with the
audience. In all these ads we can see that intention has been to highlight the phone features along
with building the brand equity.
Nokia Asha Series
It is a range of low-end smart phones produced by Nokia.
14. Let’s look at some of the salient feature of the campaign:
1. Some campaignssuchas musicdownload Asha305 were designedtoshow the functionality,
whereassome suchas Asha503 where designedtotouchonthe emotional chord.
2. All the campaignshada distinctlocal flavourof the areastheywere goingtobe launched.The
companyfollowedthe policyof local yetglobal tobringoutthe message.
3. There was notmuch of celebrityendorsementforthe phone,beingthe phone forthe lower
endsegment;the phoneswere shownassomethingthatwill enhance the image andstyle for
the lowermiddle classpeople.
4. Music, backgroundvisualswere chosensuchthattheyresonatedwiththe targetaudience.
Nokia Lumia series
The target market was the premium segment of smart phone users. The campaign for the phone
used celebrities for launch, along with product placement in movies.
1. Softappeal:Majorityof the adslaunchedinthe campaignwere focusingonthe softappeal,on
the brand Nokiaalongwiththe features.The intentionwastoremainassociatedwiththe
segmentonthe emotional basis.
2. Featuresspecific: With the launch of every phone, there was a feature specific advertisement
showingaparticularfeature,like Nokia Speed test, showing the multi tasking ability of Phone;
Nokia Camera test, showing the 41 Mega pixel cameras given as part of the phone. All these
advertisementsweredesignedto increase the awareness of the customer on some of the new
features associated with the series, which acted as a potential differentiator when making
choice for a new purchase.
15. 3. Use of celebrities: Unlike other campaigns where the emphasis was more on the product and
brand Nokia,inthiscampaignwe saw a heftyuse of celebritiestobuildthe image, for example,
Priyanka Chopra in the Nokia Diwali campaign, Shahrukh Khan for Nokia City lens.
4. Product Placement: The phone was placed in the movie Chennai Express. The placement was
prominentwithphone beinginfull focusforsufficienttime,alongwithfunctional description of
the phone being given by celebrity.
5. Social media: A special initiative was taken to form Nokia Lumia Community, where in all the
userswere toldaboutthe functionality and benefits of the phone; the site was designed to be
easily accessible by phone, along with a group on facebook for the same.
In the years around 2007, the campaigns were more direct, more focused, trying to get into the
consideration set and trying to build up the brand image of Nokia so that it can compete in the
higher end of the smartphone market as well. There was less celebrity endorsement and less
social media campaign. Then the company started to focus more on the affect side with ads
touching human emotions and having a more global appeal. There was more use of celebrity and
social media to further build brand equity.
With the advent of iPhone and Android based devices resulting in subsequent loss of share in the
market, the company went back again to creating functionality based campaign.
Samsung
Samsung uses different agencies for different communication mediums. The company is also
highly active on social media and on web with its own YouTube channel and Facebook page.
Despite being a global entity the organization has tried to localize its content to connect with the
audience.
The company used event sponsorship as a tool to generate awareness about its products. These
sponsorships ranged from global to regional level. It sponsored NBA and Olympics.
Communication medium/channel
It uses digital media heavily. There are plenty of social groups and forums for each of the
popular phones/devices. The company also used a lot of print and broadcast media to spread
awareness.
16. It associated with rapper Jay-Z, whose new album when launched was directly available to
Galaxy S4 owners as part of package.
Despite being a relatively new entrant, the company was able to build trust among users and was
recognized as the second most trusted brand in the consumer electronics category.
Communication budget
Samsung unleashed its new marketing budget estimate, which sent shivers down the rivals. As
per the news source the total marketing budget of Samsung was estimated to be around $12
Billion, 1.5 times the price made by Microsoft for buying out Nokia.
Communication content
If we look across the campaigns created by the company they fall under two categories:
1. Brand Ads:Theydemonstratedthe use of emotions,forexample, SamsungGear.
2. MixedAds: In these adsthe functional alongwithemotional connectwiththe audience are
shown.These are the themes,whichare preferredmostbythe Companyastheyhighlightboth
the product as well the corporate brandbeingused.
The broad communication content is similar for both the organizations with one giving more
focus on a particular kind of category as compared to another.
17. Samsung Galaxy S
Launched in June 2010, the phone was a runaway success.
Selective campaigns for Samsung Galaxy S series.
1. Theme:Usedfunctional aswell asemotional appeal.
2. Graphics:A balancedamountof graphicswas usedinthe ads to conveyacross the message to
be related.
3. Celebrityendorsement:The campaignwasfull of celebrityendorsements,andusedcelebrities
evenaroundspecial eventssuchas DavidBeckhamfor LondonOlympicscampaign.
4. Social media:The Companytopresentthe functionalitiesof the phone usedmanysocial media
platforms.
Samsung Note
A deviation from the normal smart phones, Note was tablet/phablet launched by Samsung in
2011.
18. Samsung Note 3+ Gear Ad:
1. Theme:A pioneerdevice,the campaignhadbasically humanemotions,whichwere displayedin
an effectiveandefficientmanner.
2. Graphics:Moderate usesof graphicswere presentinthe variouscampaigns.The graphicswere
mainlyshowcasingthe productfeaturesandbenefits.
3. Celebrityendorsement:Similartothe Galaxyseries,the campaignshadaheavyinvolvementof
celebritieslike Lionel Messi whichwasusedtoshowcase the differentfeaturesof the phone.
4. Communicationmodel:The campaignwasof mixedtype.
5. Social Media:The campaignwas by far the mostsocial mediasavvywitha Facebookpage and
numberof YouTube videosshowcasingpracticallyeveryaspectof the phone.
Consumer perspective
We conducted a short survey to understand the behaviour of the user when buying a new mobile
device. Consumers gave more importance to features compared to the brand.
Fig 12: Preference among features, brand and price.
19. The mobile segment is a brand conscientious one, 82% of users remember the last commercial
they saw of a mobile phone device. Out of these 27.27 % users said that the last commercial,
which they remembered seeing, was of Samsung, with 18.18 saying the same for Nokia.
A wordless analysis of the same showed that excitement was one of the most predominant
expression used.
Ambush Marketing
Being an aggressive marketer there are various instances where we can see ambush marketing
technique being applied by Samsung both when it was a challenger and when it was a market
leader.
One such instance was during the launch of Samsung galaxy S2, which coincided with the
launch of apple iPhone4S. Samsung placed a pop store near the apple store, offering the phone at
a lower price, there by achieving the intention of having larger queues than the Apple store.
20. Summary of the Integrated Marketing Communication Strategies of Nokia and
Samsung
Component Nokia Samsung
Celebrities Less More, withglobal celebs
Channel Same Same
Product Placement Yes No
Sponsorship Less More, involvementisveryhighatall levels
Themes Basically Utilitarian Emotional
Budget RelativelyLess Aggressive andhigh
