4. • Samsung Electronics Co. Ltd is a South Korean
multinational electronics company.
• In recent years, the company has diversified into
• Its world's largest manufacturer of mobile phones since
• Samsung Mobiles has a very popular GALAXY line-up of
phones and tablets.
5. • Micromax is an Indian consumer electronics company
located in Gurgaon, Haryana, India.
• Started as an IT software company in the year 2000 working
on embedded platforms .It entered mobile handset business
and by 2010.
• Micromax has presence in more than 560 districts through
125,000 retail outlets in India, with 23 offices across and an
international office in Honk-Kong.
6. STRATEGIC BRANDING OF MICROMAX
• MICROMAX uses umbrella branding as they are selling their product with the
brand name of Micromax. They are also having sub brands like Canvas for the
Canvas series, BOLT for Bolt series.
• Micromax using penetration pricing strategy which giving the company a
• Micromax has recently signed Hugh Jackman as their brand ambassador.
• LOGO :-
• USP:- Moderate/variety of function at low prices.
• Slogan:-The slogan of Micromax is “Nothing like anything”
• Website: - http://www.micromaxinfo.com
• EVENTS: - In 2012, Micromax has bagged the title sponsorship for Asia Cup
cricket tournament for the second consecutive year (Micromax Asia Cup 2012.)
7. STRATEGIC BRANDING OF SAMSUNG
• Samsung uses umbrella branding as they are selling their product with the
brand name of Samsung. They have also introduced some products with their
sub-brands as Samsung Galaxy for the galaxy series, Samsung Guru for the
guru series phones.
• Samsung uses different types of pricing strategy. Firstly, Penetration Strategy,
Secondly, they uses Odd Pricing Strategy. Lastly, Skimming Strategy.
• To promote the brand, Samsung signed celebrities like Amir Khan and Priyanka
Chopra as its brand ambassador.
• Events:- Samsung has agreed to extend its sponsorship of the Olympics Games
until 2020, when Tokyo will host the Games. Since 1988, Samsung is in
association with the Olympics.
• Slogan:- “inspire the World , create the future”.
• Website:- http://www.samsung.com
• USP:- Innovation, user friendly products
1958. 1979-1993 1993
9. Key players in mobile handset industry
• Nokia (Microsoft)
Market share of different players smartphone market
Source:- The Economic Times
Overall market share of different players in mobile
phones Q3 2014
Source:- International Data Corporation (IDC)
10. MARKETING STRATEGIES
(4 P’s OF Marketing)
• The Indian mobile
handset market posted
revenues of Rs 35,946
crore in FY14, a 14.7 per
cent increase from Rs
31,330 crore in FY15.
on March 31, 2013, the
Micromax logged in a
record Rs 3,168 crore in
sales revenues for the
financial year 2014-15
Rahul sharma threw in a
fresh target - Rs 2,000
crore revenues in a
quarter, in FY 2015-16.
13. STRENGTH ANALYSIS
• Innovation and design;
• Focus on environment;
• Low production costs;
• Largest share in mobile
• Provide many basic
functions at much
• Regional languages
• Dual SIM/Triple SIM
• Celebrity brand
14. WEAKNESS ANALYSIS
• Patent infringement
• Main competitors are
also largest buyers
• Lack its own OS and
• Focus on too many
• Limited market share
due to intense
competition and less
• User interface for not
• Growing India’s
• Growing mobile advertising
• Growing demand for
• Growth of tablets market.
• Obtaining patents through
• Low-end phones market
has become very
• Cut-throat competition has
made Dual-SIM phones
• Can be used as simple
second phones as well as
cheaper smart phones.
16. THREATS ANALYSIS
• Saturated Smartphone
markets in developed
• Rapid technological
• Declining margins on
• Breached patents.
• Price wars
• Threat from low price
well known brands
• Other lower end phones
17. • There is an increasing demand for more trendy and easy-to-use products. As
people in India are generally very price sensitive so they are always looking
for value for money products (i.e. higher the benefits and lower the cost so
that total value will be more).
• Price is the dominant factor affecting the consumer decision to buy mobile
phone. Secondly, the features incorporated in a mobile phone handset are also
the most important factor which is considered by the consumers while
purchasing the mobile phone. However, all features of mobile phones are not
• The other factors equally correlated and have moderate relationships with the
decision to buy are brand name and durability of mobile phones. Both the
factors are highly associated with the quality of mobile phone devices.
• The least correlated factors are after sales service and social influences.
Providing better after sales service to customers also make them delighted.
18. • Samsung is still the market leader in Indian mobile handset industry till the
3rd quarter with the market share of 16%. Micromax with the market share of
14% spotted 2nd position.
• Micromax surpassed Samsung to become the leading supplier in India's
booming smartphone market for the first time in the fourth quarter with the
market share of 22%. Samsung's market share fell by 2% to 20% and spotted
• Instead, Micromax is giving a tough competition to Samsung in the handset
industry but still they were not able to establish themselves as a global player
in the industry.
Since the company is going through the growth
stage, they can work on their new product features, can increase its
distribution channel, enters into new segments so that they can maintain
their growth stage in the upcoming future also.
• Samsung should focus on their Research & Development, so that the cost of
production can be lower down and sell at much cheaper price.
19. Devices. C.R.Kothari. (2004). research methodology(second revised edition. new age
international (P) limited.
Armstrong, P. K. (2010). Principles Of Marketing 13th Edition. Pearson, USA.
Micromax overtakes Samsung in India smartphone market Canalys research. (2015,
march). Retrieved from Reuters:
Samsung loses pole position in India smartphone market to Micromax:Canalys. (2015,
march).Retrieved from The Economic times