CITY PREMIER COLLEGE

7758982851

SYNOPSIS

ON

“ANALYTICAL STUDY OF BRAND LOYALTY OF I-PHONE WITH

SPECIAL REFERENCE TO NAGPUR CITY FOR
THE YEAR OF 2017-18”

SUBMITTED TO
Rashtrasant Tukdoji Maharaj Nagpur University,
Nagpur

In partial fulfillment of the requirement of

BACHELOR OF BUSINESS ADMINISTRATION

Developed & Submitted by

SAHIL KAMDI

Under the Guidance of

PROF. GAURANGI MUNJE

Department of Business Administration

CITY PREMIER COLLEGE

Hindustan Colony, Wardha Road, Nagpur
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Academic Year 2018 – 19

INDEX

Chapter No. Title Page no.

1 Introduction 1

2 Introduction of Company 2

3 Objective of study 3

4 Scope of the study 4

5 Hypothesis 5

6 Problem Definition 6

7 Research Methodology 7

8 Expected Contribution 8

9 Chapterization 9
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INTRODUCTION

The marketing strategy analysis, planning, implementation and management process

is described below. The strategic situation analysis considers market and competitor analysis,
market segmentation, and continuous learning about markets. Designing marketing strategy
examines customer targeting and positioning strategies, marketing relationship strategies and
planning for new products. Marketing program development consists of product, distribution,
price, and promotion strategies designed and implemented to meet the value requirements of
targeted buyers. Strategy implementation and management consider organizational design
and marketing strategy implementation and control.

Marketing is a social and managerial process by which individuals and groups obtain
what they need and want through creating and exchanging products and values with others. It
is a integrated process through which companies create value for customers and build strong
customer relationships in order to capture value from customer in return.

INTRODUCTION OF BRAND LOYALTY

Brand loyalty is defined as positive feelings towards a brand and dedication

to purchase the same product or service repeatedly now and in the future from the same
brand, regardless of a competitor's actions or changes in the environment. It can also be
demonstrated with other behaviors such as positive word-of-mouth advocacy. Brand loyalty
is where an individual buys products from the same manufacturer repeatedly rather than from
other suppliers. Businesses whose financial and ethical values, for
example ESG responsibilities, rest in large part on their brand loyalty are said to use
the loyalty business model.

Brand loyalty, in marketing, consists of a consumer's commitment to repurchase or

continue to use the brand. It can be demonstrated by repeated buying of a product, service, or
other positive behaviors such as word of mouth advocacy. This concept of a brand displays
imagery and symbolism for a product or range of products. Brands can have the power to
engage consumers and make them feel emotionally attached. Consumer’s beliefs and
attitudes make up brand images, and these affect how they will view brands with which they
come into contact. Brand experience occurs when consumers shop or search for, and
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consume products. Holistic experiences such as sense, relation, acting and feeling occur when
one comes into contact with brands.

COMPANY PROFILE

iPhone is a line of smartphones designed and marketed by Apple Inc. All generations
of the iPhone use Apple's iOS mobile operating system software. The first-generation
iPhone was released on June 29, 2007, and multiple new hardware iterations with
new iOS releases have been released since.

The user interface is built around the device's multi-touch screen, including a virtual
keyboard. The iPhone has Wi-Fi and can connect to cellular networks. An iPhone can shoot
video(though this was not a standard feature until the iPhone 3GS), take photos, play music,
send and receive email, browse the web, send and receive text messages, follow GPS
navigation, record notes, perform mathematical calculations, and receive visual voicemail.
Other functionality, such as video games, reference works, and social networking, can be
enabled by downloading mobile apps. As of January 2017, Apple's App Store contained more
than 2.2 million applications available for the iPhone.

Apple has released eleven generations of iPhone models, each accompanied by one of
the eleven major releases of the iOS operating system. The original first-generation
iPhone was a GSM phone and established design precedents, such as a button placement that
has persisted throughout all releases and a screen size maintained for the next four iterations.
The iPhone 3G added 3G network support, and was followed by the 3GS with improved
hardware, the 4 with a metal chassis, higher display resolution and front-facing camera, and
the 4Swith improved hardware and the voice assistant Siri. The iPhone 5 featured a taller, 4-
inch display and Apple's newly introduced Lightning connector. In 2013, Apple released
the 5S with improved hardware and a fingerprint reader, and the lower-cost 5C, a version of
the 5 with colored plastic casings instead of metal. They were followed by the larger iPhone
6, with models featuring 4.7-and-5.5-inch (120 and 140 mm) displays. The iPhone 6S was
introduced the following year, which featured hardware upgrades and support for pressure-
sensitive touch inputs, as well as the SE—which featured hardware from the 6S but the
smaller form factor of the 5S. In 2016
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OBJECTIVES OF THE STUDY

 To Study the market potentiality for I-Phone.

 To Study the acceptable price of the product.
 To Study the requirements and needs of the potential customers.
 To Study what people perceive and thinking about I-Phone and its products.
 To Study the brand repositioning strategies of I-Phone.
 To study consumer awareness and perception about the brand repositioning strategies
of I-Phone.
 To Study out the satisfaction level of people.
 To Study out the awareness level of customer.
 To Study the satisfaction amongst the customers of I-Phone.
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HYPOTHESIS

 There is significant difference the preference of customers before

rebranding and after rebranding of I-Phone.
 There is no significant difference the preference of customers before
rebranding and after rebranding of I-Phone.
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SCOPE OF THE STUDY

 To know the importance of Marketing applied by company to the market share.

 The study is limited to data obtained from 50 customer.
 The sample size taken is very small as compared to the populations size using the
product.
 The study will be conducted in Nagpur city for the period 2018-19
 The study is limited to Nagpur.
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RESEARCH METHODOLOGY

Marketing is an essential aspect of every business organization, if it is to be

successful. Good marketing managers are referred to as those who have fair and are able to
take decisions based on their instincts and gut feeling in other word, this are person who are
clearly tried to understand to particular industry, there product offering, their competitor,
there customer and above all how to use marketing communication to successfully sell as
product. But the continuously changing marketing environment involve a great amount of
uncertainty, risk and above all substantial marketing expenditure.

DATA COLLECTION

All marketing research can tap two sources of data for investigation that are:

PRIMARY DATA

SECONDARY DATA
A research plan was followed for gathering primary data, secondary data or both.

PRIMARY DATA

Primary data consisted of original information gathered for the specific purpose. Data
was collected from the primary sources i.e. questionnaire was developed with the help of
which personal interview were carried out. Also along with this I earned out personal
interviews with direct users like contractor and domestic users.

SECONDARY DATA

The secondary data are collected from Nagpur city Authorized dealer, from broachers,
from website of the company, news papers, magazines, Company websites and search
engines.
RESEARCH DESIGN

A research design is the specification of methods and procedure for acquiring the
information needed. It is over – all operation patterns or framework of the project that
stipulates what information is to be collected from which source by what procedure, it is also
refers to the blue print of the research process.
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EXPECTED CONTRIBUTION

This study will contribute to the better understanding of the concept and meaning of
“ANALYTICAL STUDY OF BRAND LOYALTY OF I-PHONE WITH SPECIAL
REFERENCE TO NAGPUR CITY FOR THE YEAR OF 2017-18 ”

 This study will be beneficial for the customers; it will help them in buying needful
insurances.
 Also, this study will be useful to the company to find out their flaws and then work
towards improving it.
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CHAPTERIZATION

1. Introduction
2. Company Profile
3. Research Study

 Problem Definition
 Objectives of the study
 Hypothesis of the study
 Scope of the study (Research Boundaries )
 Theoretical Perspectives

4. Research Methodology
5. Data Collection
6. Data Analysis and Interpretation
7. Conclusion
8. Recommendation and Suggestions
9. References
10. Annexure
 Questionnaires
 Tables
 Interviews