Mobile Phone Industry in India

Interim Report On

Marketing Mix of Cell Phones

25th July, 2014

This document summarizes the process for conducting the analysis of marketing mix strategies adopted by various cell phone manufacturing companies.

The key highlights for this project execution are listed below:

I. Why did we choose this product category?

The volatility, creativity and never ending quest for better and advanced technology of the cell phone industry has intrigued us to draw an analysis of its market. This industry is one of the fastest growing in the Indian market and has witnessed a major boom since the last decade. The whole process of buying mobile phones has changed significantly. People no longer carry the same phone year in & year out. One of the major reasons for this is that cell phones are no longer seen as expensive, high- tech products rather they are perceived as any other accessory .

II. Approach for the analysis

We have selected the 5 top brands in the cell phone category in India and planned to analyze their respective marketing mix with a view to draw a comparison in their marketing strategies. The brands chosen are Apple Inc., Nokia, Samsung, Sony and HTC. Further we will study the market share occupied by individual brand. The marketing mix is a synonym for 5Ps, which is constructed of the five most important components of every product’s strategy - Product, Price, Promotion, Place and People. These components hold the opportunities for the company to differentiate itself from its competitors.

III. Marketing Mix

The marketing mix consists of the following 5 elements :

a) Product: Parameters like variety, quality, design and features will be discussed in detail under this section.

b) Price: The prices of the different mobile phone series vary appreciably. There is high price variability of the products, so that the prices meet every social class needs. Skimming price strategy is highly employed in this industry....