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8/8/2019 To Know the Customer Responce Towards Advertising By

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CUSTOMER CUSTOMER RESPONSERESPONSE TOWARDSTOWARDS ADVERTISINGADVERTISING BYBY

NOKIA NOKIAANDAND SAMSUNGSAMSUNG ININ THETHE MOBILEMOBILE INDUSTRYINDUSTRY

Submitted to:- Prepared by:-Dr. Manisha Panwala. Desai Chintan (01).

Patel Lukesh (06).


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Industry ProfileIndustry Profile

y The C ellular telephone (commonly "mobile phone" or "cell phone" or "hand phone") is a long-range, portableelectronic device used for mobile communication.

y In addition to the standard voice function of a telephone,current mobile phones can support many additional servicessuch as SMS for text messaging, email, packet switchingfor access to the Internet, and MMS for sending andreceiving photos and video.


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C urrent scenario:C urrent scenario:

y Mobile phones have gained a lot of popularityand are the considered to be great multimediatools.

y Mobile phones are being used for entertainment purposes due the introduction of new features everyday.

y They have become more than just call makingand receiving devices. Mobile phone handsetsnow have more business-friendly applications

that can enhance anybodys business.y With emerging technology, mobile phoneshave become more than communicationdevices; they are the tools to stay ahead of competitors and peers in the present times.


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T he Global C ellular Mobile Industry:T he Global C ellular Mobile Industry:

y

The global mobile phone industry is based onmany different manufacturers and operators.y The industry is based on advanced technology

and many of the manufacturers are operating in

different industries, where they use their technological skills, distribution network,market knowledge and brand name.

y Four large manufacturers of mobile phones are

today dominating the global mobile phoneindustry; Nokia, Sony Ericson, Samsung andMotorola. In addition to these companies thereare many manufacturers that operate globally

and locally.


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Worldwide Mobile Sales to Users in 2009 (Thousands of Units)


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Telecom Industry in IndiaTelecom Industry in India

y The telecom industry is one of the fastest growingindustries in India. India has nearly 200 milliontelephone lines making it the third largest network in the world after China and USA.

y With a growth rate of 45%, Indian telecom industryhas the highest growth rate in the world.

y Much of the growth in Asia Pacific WirelessTelecommunication Market is spurred by the growthin demand in countries like India and China.


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CONT.CONT.y Indias mobile phone subscriber base is

growing at a rate of 82.2%.

y

China is the biggest market in Asia Pacific witha subscriber base of 48% of the totalsubscribers in Asia Pacific.

y Compared to that Indias share in Asia PacificMobile phone market is 6.4%. Considering thefact that India and China have almostcomparable populations, Indias low mobilepenetration offers huge scope for growth.


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C ompany ProfileC ompany Profile

NOKIA:Nokia Corporation is a Finnish multinationalcommunications corporation, headquartered inKeilaniemi, Espoo, a city neighboringFinland's capital Helsinki established in 1865.

Nokia is focused on wireless and wiredtelecommunications, with 112,262 employeesin 120 countries sales in more than 150countries and global annual revenue of 51.1

billion Euros and operating profit of 8.0 billion as of 2007.It is the world's largest manufacturer of mobiletelephones: its global device market share wasabout 38% in Q3 of 2008.


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S AM SU NG:y The S amsung Group is the world's largest

conglomerate.y It is South Korea's largest chaebol and composed of

numerous international businesses, all united under the Samsung brand, including Samsung Electronics,

the world's largest electronics company, SamsungHeavy Industries, one of the world's largestshipbuilders and Samsung Engineering &Construction, a major global construction company.

y These three multinationals form the core of SamsungGroup and reflect its name - the meaning of theKorean word Samsung is "tristar" or "three stars".

y In 2008, Samsung became the largest mobile phone maker in the United States and 2nd largest mobile phone maker in the World.


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OBJECTIVEOBJECTIVEP rimary objective

y To know relative customer response towards Advertisementby Nokia and Samsung in the Mobile industry.

S econdary objectivesy To know which Brand is preferred by the customers most

and why?y To know who influences the customers to buy specific

brands mobile.y How people of different age group respond to

Advertisement.y To find out which Mobile company have good advertising.


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L iterature ReviewL iterature Review

y According to Business Today (May 09) In India thenumber of mobile subscribers will cross 400 million,making it the worlds second largest market. Nextrevolution, the mobile phones has moved from being asimple communication tool to an all round entertainment& information devices. Services are being enabledincreasingly by more & more powerful processorsonboard mobile devices. 10% of the 1.2 billion handsetssold in 2008 as smart phones.


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Data CollectionData Collection

y Primary Data:Primary data is that data which is collected for the first

time. It is original in nature in the shape of raw material. For the purpose of collection of primary data, a well structuredquestionnaire was framed which was filled by therespondents.

y S econdary Data:Secondary data is the data which is already collected by

someone. They are secondary in nature and are in shape of finished product. Secondary data was collected so as to haveaccurate results. Required data was collected from various

books, magazines, journals and internet.


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ContConty S ampling Design:

Sampling refers to selecting some of the elements in a population by whichone can draw conclusions about the entire population.

y S ampling U nit:Sampling Unit is the single unit of the population. A single individual whoowns a mobile phone form the sampling unit of the study.

y S ampling T echnique:The selection of the respondents was done on the basis of simple randomsampling technique.

y S ample size:Sample size is the size of sample drawn from the population which is thetrue representative of the research. The number of respondents included inthe study was 50 for convenience in evaluating and analyzing the data.


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Analysis

and

Interpretation


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LITERACY RATE AMONG THE RESPONDENTSLITERACY RATE AMONG THE RESPONDENTS


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From where you watch the advertisementFrom where you watch the advertisementmost?most?


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Do you think that advertisement made by companyDo you think that advertisement made by companyinforms you about there new products?informs you about there new products?


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Based on advertisements made by company, would you like toBased on advertisements made by company, would you like togo for more purchase of mobile handset for you or your familygo for more purchase of mobile handset for you or your familyin future?in future?


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F INDING SF INDING SMaximum respondents were using mobile phonesfor more than one year.People like to watch advertisement on televisionmostly.Respondents like to purchase new mobile handset

based on advertisements and schemes.Maximum respondents were in favor of that,Samsungs advertising is better than other companies.

Maximum number of respondents were in favor of that, they would like to purchase more mobilehandset of the company with good advertisement

policy.


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BIBLIOGRAPHYBIBLIOGRAPHYy Next Mobile Revolution, Business Todayy Rural To The Rescue, Business Todayy http://www.wirelessdesignasia.com/article-

8488globalmobilehandsetshipmentgrew17yoy-Asia.html

y http://www.forbes.com/feeds/businesswire/2009/04/24/businesswire123735951.html

y http://digital-lifestyles.info/2007/03/05/worldwide-mobile-phone-sales-grow-21-in-2006/

y http://en.wikipedia.org/wiki/Mobile_phones

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