Saturday, 4 May 2013

Mobile Phones Project Report-Marketing Dissertation Topic

Project Report on Mobile Phones in India-Marketing Dissertation Topics

Competitive Landscape-Company Players in Mobile Phones in India

Nokia is the undisputed leader of the Indian mobile phone sector, with 54% of total volume sales in 2009. Nokia benefits form a strong brand image and a reputation for high quality products. According to industry sources, Nokia has the distinct advantage of having the strongest retail network, with a presence in almost 90% of retail outlets selling mobile phones. However, with the entrance of new companies, such as Micromax, Mifone and Karbonn in the mobile phone business, the share of Nokia has dropped significantly, from 60% in 2008.

In 2009, Samsung was the fastest growing company, with its share rising to 14%, from 10% in 2008. Effective distribution and new product development have been the key growth drivers for the company. From basic entry level to high-end touch screen phones, the company has a wide range of handsets to choose from. In 2009, Samsung launched various innovative products, such as the Marine phone and the Corby (the company’s first touch screen priced at less the Rs10,000). Corby quickly gained considerable popularity among urban young people seeking a stylish, web-enabled touch screen phone at an affordable price.

Motorola continued to see its share fall, from 5% in 2007 to 2% in 2009, and suffered from the strong competition from new entrants such as Micromax, Fly Mobile, Universal, Movil Mobile and Karbonn Mobile. Indian mobile handset maker Micromax Informatics Ltd has overtaken Motorola and Sony, and is now competing with Samsung India and LG Electronics to be one of the top three sellers of mobile phones in India.

Private label mobile phones, such as Spice, are gaining in popularity among consumers, due to their attractive prices. This has prompted other players to unveil their own private labels in the market, such as The Mobile Store, the mobile retail chain of the Essar Group, with its Ray brand.

Nokia is the leader in smart phones, with over 40% of total volume sales, followed by RIM and Sony Ericsson.

Dual SIM and touch screen phones were among the hottest launches in 2009. Previously, the dual-SIM market was dominated by Chinese vendors and imports, but now, with the increased popularity of dual-SIM phones among consumers, leading brand like Nokia are planning to introduce dual-SIM phones. Samsung, LG, Spice, Videocon, Intex, Fly and Karbonn have already launched dual-SIM phones models in India. The popularity of dual-SIM phones is evident in the fact that around 95% of the handsets sold by Spice are dual-SIM phones.

The entrance of Videocon in the mobile business is one of the most significant recent developments in the Indian mobile phone sector. Videocon launched its mobile phones in November 2009, and the company aims to become one of the top three mobile handset manufacturers in India by the end of 2010.

In March 2010, LG unveiled Cookie Pep, a stylish and sleek mobile handset, mainly targeted at young people. To support the launch, LG used the actors John Abraham, Genelia D’Souza and Abhay Deol as the brand ambassadors for the product, and launched a youth-centric campaign to promote fun, youthfulness and the free spirit of the product. The company is using various channels, such as print, TV and outdoor media, to promote its product.

Source- Euromonitor. (2010). Data retrieved October 22, 2010, from

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