Download pdf - Aadi Offer Smartphones

8/13/2019 Aadi Offer Smartphones

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PROJECT TOPIC:SMARTPHONES

SUBJECT: PRINCIPLES OF MARKETING

FACULTY: DR. R. VENKATESHCODE: MGT-307


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TEAM MEMBERS

NAME REGISTRATION NOVAMSI KRISHNA 10MSE1014

HARITHA G 10MSE1017

HARISH R 10MSE1023

LAKSHNA J K 10MSE1032

VINAY B 10MSE1064

PRANAV B 10MSE1095

ANVITA 11MSE1014

ANUSHA VEDULA 11MSE1174


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INTRODUCTION

Project overview: Primary data analysis

Secondary data analysis

What are smart phones?A mobile phone that is able to perform many of the functioncomputer, typically having a relatively large screen and an opsystem capable of running general-purpose applications.


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TIMELINE OF SMARTPHON

First ever smart phone : Simon in 1993-1994PILOT: offered 16MHz of processing power and a gran

128KB of memory at a retail price of $300

NOKIA 9110: still had a greyscale screen and no real abrowse the Web, but it did have a creative flip-out key

design .BLACKBERRY 5180:a phone with the ability to get e-m

surf the Web. The major downside of the 5810 was thaneeded to plug in a headset in order to talk on the pho


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CONTD..

PALM Treo 600 :This particular Smartphone featured both CDMA models.

2007: APPLE iPhone. Biggest milestone in the world of smaphones.

Then subsequently came the different versions of phones.

2007:Android was also released by Google.2010-2013 : HTC,SAMSUNG.

Samsung has emerged as one of the market leaders . Aparandroid , supports operating systems such as Symbian, WinPhone, Linux-based LiMo, and Samsung's proprietary Bada


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OS IN THE MARKET


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SMARTPHONE MANUFACTURERS

SAMSUNG HTC

SONY

NOKIA

APPLE

MICROMAX

KARBONN

LAVA

LG BLACKBERRY

INTEL


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PSHYCOLOGY OF CUSTOM

The want and need differ for different people.

Smartphone customers can be based on :-Age

Income

Status


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AADI SALE

A concept pioneered by Pothys, a leading saris and familyretailer

A clearance sales, where customers get over 50% discoun

High volume, low cost

Buy now, gift it for Diwali

Buy one get 50% offer on the second, cash back, promise5% - 50% discount offers

Inflating the prices & selling at discount

Stock clearance

DI

OU


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SEGMENTATION TARGETING POSITIO


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WHAT IS THE REASON BEHINDSAMSUNGS LEAD IN SMARTPHONE

MARKET ?

NOKIAS late entry into the SMMarket.

Rise of FREE APPS in the Goog

Samsungs tactical strategy to jHANDSET ALLIANCE.


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SEGMENTATION

Segmentation = grouping consumers by some criteria, sucthose within a group will respond similarly to a marketing acthose in a different group will respond differently.GEOGRAPHIC

It has Samsung Guru Segment for rural areas as well as Galaxy segment for urbasomething for everyone.

DEMOGRAPHIC

Samsung has mobile phones for youth, age of 16-29, for businessmen etc. Samsung haIT industry leaders to bring the most relevant enterprise solutions and the most compimplementation of Exchange ActiveSync.

PSYCHOGRAPHIC

Samsung mobile is available for those customers who have their choice based on their licame with some fancy mobile phones specially for girls and cheaper touch screen styliseveryone can enjoy touch screen at the rate of normal mobiles. Samsung has its range start from 1,200 to 32,000+.


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TARGETING

TARGETING = choosing which group(s) to sell to

After segmenting the market based on the different groups and the targets need to be chosen. Samsung mobiles have the followcustomers: Trendy young people

Professionals

Large Businesses

Common Cellphone Users Organizations such as: services to public safety, the government, and both utility and manu

enterprises.

Institutional sales for colleges.

Target is not only number driven but also about acquiring and retaining customers.


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WHAT APPLE HAS DONE TO SUSTHEIR MARKET SHAREApple Inc. (AAPL) is using the Indian rupees unprecedented plu

customers in the worlds fastest growing smartphone market.

Apple is selling the iPhone and iPad to distributors such as RedinLtd. (REDI) at the same price as in 2012 even after the currencythis year.

Apples iPhone 5C (Cheap) will hit Indian Market by November 1

Apple has offered interest-free payment plans, trade-in offers andiscounted service agreements in India this year.


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WHAT OTHER PLAYERS HAVE DO

Micromax and Karbonn are usingPENETRATION PRICI

strategy to target the lower-middle and Budget Users.

Chinese telecom company ZTE today unveiled six newsmartphones in the Indian market and said it is lookinggarner 20-25 per cent share of the high-end category icountry in the next 3-4 years.


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WHAT PEOPLE DO WITHSMARTPHONES ?

2012 Cell Phone Statistics

As technology continues to improve, the use and saturation of cell phones and th

continues to change drastically.

The increase over the last ten years has been incredible and the way we use our

stay connected and informed continues to change.

87% of American adults on a cell phone, and 45% of those are smartphones.

Only 12% of adults age 65 and over have a smartphone.

82% take pictures on their cell phones, up from 76% in 2010.

29% check their bank account online, up from 18% in 2011.

9% of adults have texted a charitable organization to make a donation.


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CONTD..

25% of internet users are mobile only - meaning, they do nothe internet for browsing from any other device.

71% of smartphone users that see TV, press, or advertising interests them will immediately do a mobile search.

The average American smartphone user spent nearly 30 minchecking or updating social networks.


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2011 STATISTICS

The way we use cell phones has changed drastically over the las

Once upon a time, we used cell phones to make calls while we from our homes. Recent studies show that we may be migratingfrom our primary use of the phone to more of a texting and modevice.

53% of adults own a smartphone. 13% of users surveyed pretended to be using their phone in order to av

interaction.

42% of people have used their phone for entertainment when they are bored. 51% of users used their cell phone at least once to get information. 27% said they had trouble doing something because they did not have t 29% turn off their phones to take a break from their digital life at night.


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Statistical analysis


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CONTD..


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CONTD..


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CONTD..


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INDIA AN EMERGING MARKET

India has come out to become the third larsmartphone market in the world.

This feat has been possible after a 163% insmartphone sales in India in Q1 2013, as cthe same quarter last year


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CONTD..

This is the prominent sales figures finternet and compared with the prein our survey.

This is the growth of sales comparelast quarter2012 with the quarter20is a tremendous increase in the salesamsung of 55% and also remainin


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Popular among people

This is to infpopularity osmartphonethem the Sathe one holdPosition No.


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INFERENCE - HARITHA

Current market leaders : Samsung and iphones.

Multiple product release.

Service to the customer.

Positioning

Proper sales and advertising.

Marketing increases value in the market.


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