CUSTOMER RESPONSE TOWARDS ADVERTISING BY

NOKIA AND SAMSUNG IN THE MOBILE INDUSTRY

Submitted to:- Prepared by:-

Dr. Manisha Panwala. Desai Chintan (01).
Patel Lukesh (06).
 Industry Profile
 The Cellular telephone (commonly "mobile phone" or
"cell phone" or "hand phone") is a long-range, portable
electronic device used for mobile communication.

 In addition to the standard voice function of a telephone,

current mobile phones can support many additional
services such as SMS for text messaging, email, packet
switching for access to the Internet, and MMS for sending
and receiving photos and video.
 Current scenario:
 Mobile phones have gained a lot of popularity and
are the considered to be great multimedia tools.
 Mobile phones are being used for entertainment
purposes due the introduction of new features
everyday.
 They have become more than just call making and
receiving devices. Mobile phone handsets now have
more business-friendly applications that can enhance
anybody’s business.
 With emerging technology, mobile phones have
become more than communication devices; they are
the tools to stay ahead of competitors and peers in
the present times.
 The Global Cellular Mobile Industry:
The global mobile phone industry is based on many
different manufacturers and operators.
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.
Four large manufacturers of mobile phones are
today dominating the global mobile phone industry;
Nokia, Sony Ericson, Samsung and Motorola. In
addition to these companies there are many
manufacturers that operate globally and locally.
Worldwide Mobile Sales to Users in 2009 (Thousands of Units)
 Telecom Industry in India

 The telecom industry is one of the fastest growing

industries in India. India has nearly 200 million
telephone lines making it the third largest network
in the world after China and USA.

 With a growth rate of 45%, Indian telecom industry

has the highest growth rate in the world.

 Much of the growth in Asia Pacific Wireless

Telecommunication Market is spurred by the
growth in demand in countries like India and
China.
 CONT….
India‘s mobile phone subscriber base is growing at a
rate of 82.2%.

China is the biggest market in Asia Pacific with a

subscriber base of 48% of the total subscribers in Asia
Pacific.

Compared to that India’s share in Asia Pacific Mobile

phone market is 6.4%. Considering the fact that India
and China have almost comparable populations,
India’s low mobile penetration offers huge scope for
growth.
 Company Profile
NOKIA:
• Nokia Corporation is a Finnish multinational
communications corporation, headquartered in
Keilaniemi, Espoo, a city neighboring Finland's
capital Helsinki established in 1865.
• Nokia is focused on wireless and wired
telecommunications, with 112,262 employees in
120 countries sales in more than 150 countries 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 mobile
telephones: its global device market share was
about 38% in Q3 of 2008.
 SAMSUNG:
 The Samsung Group is the world's largest conglomerate.
 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, Samsung Heavy
Industries, one of the world's largest shipbuilders and
Samsung Engineering & Construction, a major global
construction company.
 These three multinationals form the core of Samsung
Group and reflect its name - the meaning of the Korean
word Samsung is "tristar" or "three stars".
 In 2008, Samsung became the largest mobile phone maker in
the United States and 2nd largest mobile phone maker in the
World.
OBJECTIVE
Primary objective

To know relative customer response towards Advertisement

by Nokia and Samsung in the Mobile industry.
Secondary objectives
To know which Brand is preferred by the customers most
and why?
To know who influences the customers to buy specific
brand’s mobile.
How people of different age group respond to
Advertisement.
To find out which Mobile company have good advertising.
Literature Review

 According to Business Today (May 09) In India the

number of mobile subscribers will cross 400 million,
making it the world’s second largest market. Next
revolution, the mobile phones has moved from being a
simple communication tool to an all round entertainment
& information devices. Services are being enabled
increasingly by more & more powerful processors
onboard mobile devices. 10% of the 1.2 billion handsets
sold in 2008 as smart phones.
Research Methodology
Research Design
The research design of the project is descriptive as
it describes data and characteristics associated with the
population using mobile phones.
Descriptive research is used to obtain information
concerning the current status of the phenomena to
describe "what exists" with respect to variables in a
given situation.
Data Collection

 
 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 structured
questionnaire was framed which was filled by the respondents.
 
 Secondary 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 have
accurate results. Required data was collected from various
books, magazines, journals and internet.
Cont…
 Sampling Design:
Sampling refers to selecting some of the elements in a population by which
one can draw conclusions about the entire population.
 
 Sampling Unit:
Sampling Unit is the single unit of the population. A single individual who
owns a mobile phone form the sampling unit of the study.
 
 Sampling Technique:
The selection of the respondents was done on the basis of simple random
sampling technique.
 
 Sample size:
Sample size is the size of sample drawn from the population which is the true
representative of the research. The number of respondents included in the
study was 50 for convenience in evaluating and analyzing the data.
 Analysis
and
Interpretation
LITERACY RATE AMONG THE RESPONDENTS
From where you watch the advertisement
most?
Do you think that advertisement made by company
informs you about there new products?
Based on advertisements made by company, would you like to
go for more purchase of mobile handset for you or your family
in future?
FINDINGS
 Maximum respondents were using mobile phones
for more than one year.
 People like to watch advertisement on television
mostly.
 Respondents like to purchase new mobile handset
based on advertisements and schemes.
 Maximum respondents were in favor of that,
Samsung’s advertising is better than other
companies.
 Maximum number of respondents were in favor of
that, they would like to purchase more mobile
handset of the company with good advertisement
policy.
BIBLIOGRAPHY
Next Mobile Revolution, Business Today
Rural To The Rescue, Business Today
 http://
www.wirelessdesignasia.com/article-8488globalmob
ilehandsetshipmentgrew17yoy-Asia.html

http
://www.forbes.com/feeds/businesswire/2009/04/24/b
usinesswire123735951.html

http://digital-lifestyles.info/2007/03/05/worldwide-m
obile-phone-sales-grow-21-in-2006/