Brand, Branding, Survey of 4 mobile phone brands.

1. Teacher:- Mrs. Arpana Katiyar
Group:- 2
Group Members:-
Parul Singh (Group Leader)
Shivani Singh
Mohd. Baizaad Malik
Atif Mohammad
Mohd. Nadeem
CSJMU KANPUR UNIVERSITY
INSTITUTE OF BUSINESS MANAGEMENT
Subject:-
MARKETING MANAGEMENT

2. BRANDING
HOW A BRAND NAME EFFECTS
CONSUMERS CHOICE

3. Contents:-
Objectives of the study
Theoretical Background
About the Organization
Research Methodology
Findings & Analysis
Conclusion
Recommendations
Limitations
Bibliography

4. OBJECTIVES OF THE
STUDY
The Primary Objective is to study the perception &
buying behavior of people towards the selected four
brands, i.e., Samsung, Htc, Blacberry, Apple.
The Secondary Objective of this study is to know about
the:-
•Preference level associated with different mobile
brands.
•Satisfaction towards various mobile phones.
•Major features that a consumer looks before making a
purchase.
•Factors influencing the decision making in purchase of
a mobile phone.

5. BRAND
 a brand is a name, logo or sign given to
the product which differentiates one
product from another.
 Brands are like people, they have
personalities, image, positioning,
values, attributes etc.

6. BRANDING
Branding is the process by which
companies distinguish their product
offerings from the competitors.

7. ADVANTAGES &
 To the consumers
 To the owners
 To the intermediaries
 Company’s value
 Consumer preference
and loyalty
 Barrier to competition
DISADVANTAGES
 Cost
 High percentage rate of
Failures
 Timeline
 Impersonal
 Fixed Image

8. 11 Simple Steps for a
Successful Brand Building
Process.
Step 1 : Determine your brand’s target audience.
Step 2 : Define a branding mission statement.
Step 3 : Research brands within your industry
niche.
Step 4 : Outline the key qualities & benefits your
brand offers.

9. Step 5 : Create a great brand logo
& tagline.
Step 6 : Form your brand’s business voice.
Step 7 : Build a brand message and
elevator pitch.
Step 8 : Let your brand personality shine.
Step 9 : Integrate your brand into every
aspect of your business.
Step 10 : Stay true to your brand.
Step 11 : Be your brand’s biggest
advocate.

10. Samsung started in 1938 as a small
trading company located in Su-dong
near Daegu city. It was founded by Lee
Byung-chul. Samsung Electronics
commenced its operations in India in
December 1995 and is today a leading
provider of Consumer Electronics, IT
and Telecom products in the Indian
market.

11. Steven Paul "Steve" Jobs
February 24, 1955– October
5,2011) was an
American information
technology entrepreneur and
inventor. He was the co-
founder, chairman, and
chief executive officer
(CEO) of Apple Inc. Apple
began work on the
first iPhone in 2005 and the
first iPhone was released on
June 29, 2007.

12. Mike Lazarid is Founder
and former co-CEO of
BlackBerry and found in
March 7, 1984, Waterloo,
Canada. BlackBerry is a
line of smart phones and
services designed and
marketed by BlackBerry
Limited. The first
BlackBerry device, the
850, was introduced in
1999 as a two-way pager
in Munich, Germany.

13.  HTC stylised as hтc, is a
Taiwanese consumer
electronics company
headquartered in Xindian
District, New Taipei City,
Taiwan. Founded in 1997,
HTC began as an original
design manufacturer and
original equipment
manufacturer, designing and
manufacturing devices such
as mobile phones and
tablets.

14. Using Of Research
Method Of
Survey On Using
Mobile Brand
(survey report on 50 people)

15. RESEARCH
METHODOLOGY
 The process used to collect information
and data for the purpose of making
business decisions. The methodology
may include publication research,
interviews, surveys and other research
techniques, and could include both
present and historical information We
did a survey on mobile brand and we

16. We collect data from various sources and
found data from the from following type of
survey:-
written questionnaire
face-to-face

17. We also used
questionnaire by likert
scale and likert scale
means-It is the most widely used approach
to scaling responses in survey
research, such that the term (or more
accurately the Likert-type scale) is
often used interchangeably with
rating scale, even though the two are
not synonymous.

18. We collect the data by the above
method and the sample size, sampling
area, and analysis method are as
follows;-
Sample Size
• 50 person
Sampling Area
• CSJM University, & kanpur residies.

19. We used the Analysis method as
follows:-
Descriptive
Predictive
Exploratory
Causal
Inferential
Mechanistic

20. Composing a questionnaire
Order of questions
Questionnaires as tools
We did this survey by the following
method:-

21. Composing a
Questionnaire:-
 We composed a questionnaire and got
answers for our question and our
questions was as followings:-
 Do you have a smartphone ?
 Person having Smartphone brand .
 How much do you want to buy a mobile
?
 Reason for buying the Smartphone ?

22. Order of Questions:-
 In order of questions we got answers
for our given questions in
chronological order and find that most
of people want to buy a mobile brand
which has best performance no matter
what, that what is cost, most of people

23. Questionnaires as
tools:-
 By given questionnaires we find
changing answers and change in
thinking that people want to prefer that
brand which has a good performance.

24. Finding & Analysis of survey on
Using Mobile Brand
(survey report on 50 people)
The survey is basically depend on LIKERT
SCALE

25. Do you have a smartphone ?
Have a smartphone
96%
YES
4% NO

26. Person having Smartphone brand
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
32%
18%
0%
2%
48%

27. How much do you want to spend for buy a mobile ?
5-20K
68%
21-35K
10%
36-50K
6%
51-65K
4%
65K<
12%

28. Reason for buying the Smartphone ?
Reason
Required for work
46%
Status
symbol
14%
Multitasking
24%
feature
16%

29. Which Smartphone Brand does a
buyer want to prefer ?
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
32%
18%
0%
2%
48%

30. What features does buyer want in a
smartphone or what is his Preferences ?
TOUCH
SCREEN
26%
SCREEN SIZE
30%
OPERATING
SYSTEM
7%
RAM/ROM
3%
BATTERY SIZE
34%

31. Where did you look for the
information before purchasing a
smartphone ?
In store promo display
& Television 20%
Internet 40%
Newspaper 20% Word of mouth 30%

32. Did you take advise form someone else ?
 someone having latest technology update-
24%
 someone recently bought the same-
22%
 someone already used-
14%
 no one-
40%

33. Does a buyer go with different brand or
want to buy same brand which already
used ?
Same brand-
• 52%
Different brand-
• 48%

34. What about satisfaction of buyer of
current smartphone ?
Satisfied
• 50%
Neutral
• 15%
Dissatisfied
• 35%

35. Which type of advertising does a person or a
buyer feel is most effective for smartphone ?
Television 32% Internet 48%
Newspaper
15% Magazine 5%

36. CONCLUSION
•After analyzing and doing this survey we
found that most of the people are buying
smartphone and the number of user’s of
smartphone are increasing.
•According to our survey, the people are
spending 5000-20000 money on
purchase of Smartphone but only what
they want is best Smartphone in
performance and good looking.
•The people firstly use Smartphone for

37.  People want smartphone having good
in battery size performance because
most of people don’t know what should
they choose features in smartphone.
 There is increase in number of internet
user and people are buying the phones
by using internet after searching
cheapest and good in performance
Smartphone.
 People are not of brand loyal nature,
they switch easily from one brand to
another.
 52% refer to buy the same brand

38.  In India many Smartphone brand are
growing like micromax, oppo, xolo, lava,
and many more because they have
cheapest price and also give competitive
performance among the costly brands.
 We saw it in our survey also that
maximum preference is given to other
mobile phone brands by the people.
 But as according to our survey’s main
motive, we have competed within these
four brands, i.e., Samsung, Apple, Htc, &
Blackberry.
 Now we can conclude that Samsung
Smartphone's are still much more liked by

39. Recommendations:-
Apple should lower there prices.
Advertising should be done more
effectively.
Features should be given priority.

40. Limitations:-
A small sample size of 50 people was
taken, so we can not draw inferences about
the population from this sample size.
Time period was short and resources were
constraint.
The scope of the survey was limited to
CSJM university and Kanpur resides. So, we
cannot say that the same response will exist
throughout India.
People choice regarding brand may change

41. •Reference from the book-
•Marketing Management by Kotler & Keller
•Reference from the book-
•Marketing Management by V. S. Ramaswamy
•Reference from internet, other educational sites,
Google, Wikipedia, etc.