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Samsung vs Nokia-Comparative Marketing Analysis

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Samsung vs Nokia-Comparative Marketing Analysis

  2. 2. ACKNOWLEDGEMENT I would like to take opportunity to thanks all the people who helped me in collecting necessary information and making of this report. I am grateful to all of them for their time energy and wisdom.Getting a project ready requires the work and efforts of many people. I would like to thank all those who have contributed in completing this project. First of all, I would like to send my sincere thanks to Mrs.NehaWadhawan for her helpful hand in the completion of my project. NAME –PINAK PAUL 2
  5. 5. INDUSTRY PROFILE Growth in India's mobile sector, from a humble start in the mid-1990s, has really picked up pace in recent years, aided by higher subscriber volumes, lower tariffs and falling handset prices. Home to a clutch of global operators working with local companies, India had almost 350 million mobile subscribers (including GSM & CDMA) in early 2008. The market was growing at an annual rate of around 60% and while the ARPU has been steadily declining as competing operators offer cheaper tariffs the usage levels have been high, thus slowing the decline of ARPU. By 2008 there was a major push to take mobile services into the poorer and rural areas of the country. Driven by cheap call rates, low handset prices and rising incomes among the estimated 300 million of the population that are described as the country's middle class, the boom in India's mobile market was continuing into 2008. Also operators were increasingly eyeing the poorer rural areas a potential markets for their services. India has continued to attract a lot of attention in the global telecom sector, especially from foreign players interested in entering the Indian market. India's mobile market finished in the 2007 year strongly with over 233 million subscribers in the sector according to the telecom regulator's figures which cover GSM, CDMA and Wireless Local Loop (WLL). The Telecom Regulatory Authority (TRAI) announced that the country had added a record 8.32 million subscribers during November 2007, up from 8.05 5
  6. 6. million one month previously. This was followed by 8.16 million in December. India's mobile operators have been attracting new customers with call rates ass low as US$0.01 a minute and by offering cheap handsets. While offering some of the lowest tariffs in the world, the market also had the highest usage in the world with the average customer using 500 minutes a month. In the meantime, the fixed line segment experienced falling numbers, with the overall base dropping to 39.3 million by the year end. There was much evidence by early 2008 of the continuing global interest in the Indian telecom market. With the market showing some of the most consistent growth in the world throughout 2007, it has been the focus of much attention by both foreign and domestic players. Vodafone arrived on the scene with a considerable impact, having successfully acquired Hutchison Telecom's 67% stake in Hutchison Essar for US$11.1 billion -- one of the largest ever single foreign investments in India. UK incumbent BT also boosted its presence in India in 2007, expanding the footprint of its managed network services and IT operations in the country through its acquisition of i2i Enterprise. By the end of 2004 and ten years after India had launched mobile services, India had 47.4 million mobile subscribers, up from 28 million a year earlier, after the national subscriber base had grown by 168per cent in 2004. A total of 19.2 million mobile subscribers were added in 2004, compared with 17.5 million in 2003. GSM operators added more than 1.5 6
  7. 7. million subscribers in 2004 to end up with 37.4 million at the end of the year. CDMA operators had 9.9 million at end-2004, up from 6.2 million at the end of 2003. The Telecom Regulatory Authority (TRAI) announced in April 2005 that the fiscal year ending March 2005 had seen what it described as 'unprecedented growth' in telecoms service in India, with mobiles leading the way with 55 per cent growth rate. The main driver for the continuing high growth since 1996 had been the falling tariffs in a sector where the mobile operators have been prepared to lose money to keep or win market share and have consequently been fighting a fierce price war. Facing the prospect of subscriber growth reaching saturation point in the larger cities, the country's mobile operators were increasingly eyeing the vast rural market in the next step in boosting mobile phone growth. In March 2005 it was reported that the average per minute charge for mobile services in India declined by 58 per cent to 1.20 rupee (US$0.27) during the quarter ending December 2005, compared with 1.90 Rupee (US$0.043 during the previous quarter. As an indication of how the Indian mobile market was expanding, In May 2005 LG Electronics India announced plans to build a GSM handset manufacturing plant in Ranjangaon near Pune as part of plans to produce 20 million GSM handsets by2010. The company said the facility was part of LG's plans to make India its global export hub. Sony-Ericsson also said 7
  8. 8. it saw significant new growth areas in emerging markets like India which were helping drive sales of mobile phones. There were 149.5 million mobile subscribers in India by December 2006, representing a penetration of 13.6 per cent. Close to 74 million subscribers were added in 2006 and according to TRAI, making it one of the most attractive markets in the world for mobile operators and wireless equipment vendors alike. The Cellular Operators Association of India (COAI) reported that the country's nine GSM operators added 47 million subscribers in 2006 whilst The Association of Unified Telecom Service Providers (AUSPI) reported the four CDMA-based operators added 25 million during 2006. India's mobile operators committed to investments of about US$20 billion over a two year period to 2009 to bring over 80 per cent of the population under mobile coverage. The planned investment, announced in April 2007, was 50 per cent higher that what had been invested in the 12 year period to 2006. In anticipation of the huge potential in both mobile penetration and the coverage area of the networks, operators were planning a total capital expenditure of US$10 billion each of fiscal 2008 and 2009. It was generally agreed that significant growth opportunities existed in the rural areas, where penetration remained around 1 per cent while worthwhile growth prospects also remained in the urban areas where penetration was running at 40 per cent at the time. Furthermore, it was expected that mobile revenues would be substantial enough to support the huge CAPEX committed to the sector. 8
  9. 9. The mobile market in India continued its strong growth through 2007 and looked to be carrying a 50 per cent annual growth rate into 2008. While the market was initially totally a GSM domain, CDMA technology was introduced as a Wireless Local Loop (WLL) service, which after a long battle with the regulator was eventually accepted as a legal mobile service. The subscriber base has developed into a fairly stable mix of GSM subscribers, (74 per cent market share at end-2007) and CDMA subscribers (24 percent). The regulator initially referred to these CDMA service as WLL (Mobile), or WLL (M). These CDMA services were differentiated from WLL (Fixed), or WLL (F) services, which at the time were being included as part of the fixed-line segment of the market. In 2006, TRAI started putting the emphasis on the 'wireless' in WLL in WLL (F) and grouped all WLL services with 'mobile' services. Although well behind China a terms of the total size of its mobile subscriber base, a comparison of net growth by end 2006 was interesting. Chain added a total of just fewer than 6.1 million subscribers in December 2006, bringing the total additions for the December quarter to just less than 18 million; India, by contrast, added 6.25 million in December to being the total number of additions to 19.5 million for the quarter. Key players of mobile phones L.G. Nokia Motorola Samsung Mobile 9
  10. 10. Tata Reliance Sony Ericsson Virgin mobile Sony CHAPTER 2 COMPANY PROFILE 10
  11. 11. Story of Nokia Nokia Corporation (OMX: NOK1V, NYSE: NOK, FWB: NOA3) is an international communications company, focused on the key growth areas of wire line and wireless telecommunications. Nokia is currently the world's largest manufacturer of mobile telephones, with a global device market share of approximately 38% in Q2 of 2007. Nokia produces mobile phones for every major market segment and protocol, including GSM, CDMA, and W-CDMA (UMTS). The corporation also produces telecommunications network equipment for applications such as mobile and fixed-line voice telephony, ISDN, broadband access, voice over IP, and wireless LAN. Nokia's headquarters are located in Espoo, a neighbouring city of Finland's capital Helsinki. It has R&D, manufacturing, and sales representation sites in many continents throughout the world. Nokia Research Center, the corporation's industrial research laboratories, has sites in Helsinki; Tampere; Toijala; Tokyo; Beijing; Budapest; Bochum; Palo Alto, California and Cambridge, Massachusetts. Major production factories are located at Salo, Finland; Beijing, China; Dongguan, China; Chennai, India; 11
  12. 12. Komárom, Hungary and the Ruhr region at Germany. In March 2007, Nokia signed a memorandum with Cluj-Napoca City Council, Romania to open a new plant near the city in Jucu commune. Nokia's Design Departure has stayed at Salo. Nokia plays a very large role in the economy of Finland. Nokia is by far the largest Finnish company, accounting for about a third of the market capitalization of the Helsinki Stock Exchange (OMX Helsinki); a unique situation for an industrialized country. It is an important employer in Finland and several small companies have grown into large ones as Nokia's subcontractors. Nokia increased Finland's GDP by more than 1.5 percent in 1999 alone. In 2004 Nokia's share of the Finland's GDP was 3.5 percent and accounted for almost a quarter of Finland's exports in 2003. In 2006, Nokia generated revenue that for the first time exceeded the state budget of Finland. This has led some to refer to Finland as "Nokialand." Finns have ranked Nokia many times as the best Finnish brand and employer. Nokia is listed as the 5th most valuable global brand in Business Week’s Best Global Brands list of 2007 (1st non-US company), the 20th most admirable company worldwide in Fortune's World's Most Admired Companies list of 2007 (1st in network communications, 4th non-US company), and is the world's 119th largest company in Fortune Global 500 list of 2007, up from 131 of the previous year. BRAND ARCHITECT PRODUCT STRATEGY 12
  13. 13. Nokia provides its customers with a wide variety of products. As per the income band, a series of phones have been produced to meet the customer demand. Here are some examples of various products in different product levels offered by Nokia. Our Companies Basic Product: Nokia 1100- This is a simple phone having core benefits as well as certain added benefits such as a calculator, alarm, games, etc. Our Companies Expected Product: Nokia 6610- This product has certain features which the consumer expects to be present in the handset. It has a colour display, a radio, some value added games, and many more such features. Our Companies Augmented Product: N Series- This series has been lately introduced and has some extraordinary functions but for a cost which is its price. These phones can adapt to various devices, further some of these phones are Wi-Fi enabled. Our Companies Potential Product: Nokia provides its users with even the option of customization. Though these phones are not officially launched but they are sold under the same brand Nokia. Examples: Voice operated phones, Nokia Sirocco Gold phones, etc. PRODUCT CLASSIFICATION Based on functional life (Durable or Consumable): Phones are basically durables which last for a long period. Based on utility (Consumer goods or Industrial goods): Phones are consumer good. They can be put under Homogeneous Shopping goods. Based on tangibility (Tangible or Intangible): They can be touched and seen hence they are tangible. Based 13
  14. 14. on price and quantity (Mass or Premium product): Premium products as they are. Product Assortment Product Width- 1 Nokia is only into Manufacturing of mobile handsets hence its product width is 1. Product Length - (No. Of products) Presently Nokia provides its customers with 111 various cell phones, excluding the prototypes in it. Product Depth- (No. of products into colours) Nokia provides its products in various colours. Though the product may be the same but panels of various colours are available. Further it also provides with small variations such as presence or absence of camera. Product Consistency- Not applicable as Nokia is only in 1 field having no other product lines Branding Decisions Nokia follows Umbrella as well as Company brand name strategy. Example for Umbrella branding- N Series and E Series Example for Company brand name – Nokia **** Brand Equity Nokia uses Line extension as well as Multi branding. It’s most common way of introducing phones is by line extension, though it may sometimes evolve a new brand which it has done in case of N-Series and lately in case of E-Series. In reality a multi brand turns into line extension over a period of time. Co-Brands- Nokia had incorporated with Renault and had made a joint advertisement. This advertisement promoted both. 14
  15. 15. Pricing Strategy 15 Product Category Old New Brand Name Old New Brand Extension Not applicable New Brand Not applicable Multi Brand N-Series, E-Series Line Extension Nokia ****
  16. 16. Nokia uses a pricing strategy that best suits the product. Keeping the product in mind the company may go for mass distribution (Penetration) or else may just tap a selected group (Skimming). Market Skimming- N-95: As in case of this phone Nokia deliberately focuses on only a selected rich group of consumers. The price is kept high as their target is only to sell a limited number of phones at a higher margin. Market Penetration- Nokia: The price of this phone is kept nominal. The objective that Nokia wants to achieve through this phone is high market penetration. The desired profits are attained by dealing in volumes. Analysing competitors’ cost price and offers- When 6610 was introduced, other players namely Motorola and Sony Ericsson’s phones were not considered to be reliable and user friendly, even though they were marginally cheap. Further as Nokia was the market leader, the prices were 16 P1 P2 P3 Price/C ost Time Period/ Units Produced Experience Curve T1 T2 T3
  17. 17. regulated by Nokia and other companies followed Nokia pricing decision making i.e. if Nokia reduced its price than other companies also ought to reduce their prices. Methods- Initially it was VALUE PRICING and now it is GOING RATE PRICING Selecting final price- Using all the above, the final price is arrived at. 17
  18. 18. Promotion Mix Use of AIDA model in Nokia – N Series: When Nokia launched its N Series of phones, it used the AIDA model to great perfection. Before N Series phones came in the market, cell phones were primarily used as a communication tool. Features like cameras, MP3 Players, Radio, and Bluetooth were the ones which used to catch attention of the users. N Series phones revolutionised the cell phone industry with features such as High Data Storage, High Quality camera, amazing sound quality, professional usage etc. Nokia first gained ATTENTION by highly publicising N Series phones as a lifestyle product. Then it began to hold INTEREST of the people by coming up with new models and variety of features in the N Series. This also helped in arousing DESIRE in the market, which helped the company to make N Series a great success despite the high prices of the phones. Promotion Mix Tools 18
  19. 19. a) Advertising One of the strongest aspects of Nokia is its advertising strategy. Nokia’s ad campaigns are have a short shelf life as they are known to be coming up with one new model for each class(basic, mid, high end) in two months. So they have something or the other new for the consumers, thanks to their excellent innovation. Nokia also come up with customised ads during specific events and festivals. For example, they came up with an ad for Nokia 1110 during Holi last year, with the concept that it’s a colour phone for the festival of colours. b) Sales Promotion Nokia does not stress much on Sales Promotion. This is because today the cell phone market is moving really very fast with new models coming up every third month, and even the consumers are ready to change at such a short period. c) Public Relations (PR) Nokia has strong PR. They keep on doing some or the other new events, programmes and publicity, so as to keep up with the brilliant image of the company and also to enhance the brand equity. One of the instance is they sponsored the COUNTDOWN event for NEW YEAR 2007, wherein they used Nokia 5200 as their prime product. The event featured NELLY FURTADO performing live. The event also concentrated on GLOBAL WARMING. d) Direct Marketing 19
  20. 20. Nokia does not perform Direct Sales activities on its official website www.nokia.com. However, they do have contractual tie ups with other e- commerce websites like www.ebay.com, www.amazon.com etc. Nokia does use DEMO style of Direct Marketing. They set up kiosks extensively at various locations such as malls; business parks etc. and had its latest product N 95 for demo. Nokia does not use Direct Mail or Telemarketing styles of Direct Marketing. Consumer Behaviour 1. Social Factors Social factors like feedback on a specific product from family, friends and peers influence the decision of a person whether to buy a product or not. For example, Nokia 6800 is technically one of the best phones by Nokia. However, in terms of features it is similar to Nokia 6610. So, the review was not good and hence it affected the sales of Nokia 6800. 2. Personal Factors Personal Factors like age, occupation, lifestyle, income and personality affect the consumer behaviour. For example, a young college going person may consider music and gaming as the add on features. So, he or she may choose a Nokia N – Gage. On the other hand, a professional may consider utility and may buy an N Series phone. 3. Psychological Factors Psychological factors like perception make difference in consumer behaviour. For example, a consumer may not buy a flip or a slide phone if he or she thinks they are delicate handsets. 20
  21. 21. 4. Cultural Factors Not Applicable with respect to Nokia. Place Mix Market Channels- Nokia uses both dealership as well as direct selling strategy. It has opened its retail outlet ‘Nokia Priority’ as well has many authorised dealers at various places. So Nokia uses 0 level, 1 level & 2 level Market channel levels. Consumer Manufacturer Dealer Market Channel Levels-  0 level (outlets and internet) - Nokia has their retail outlets ‘Nokia Priority’ also although they directly don’t sell product on their website but they have contractual tie ups with other e-commerce websites like www.ebay.com, www.amazon.com etc.  1 level (Dept stores- Hypercity) - Nokia has authorised dealers at various places it also provide their product at super malls like Hypercity.  2 level (Wholesaler Retailer channel followed) – This is the traditional way of selling which Nokia does follow. Nokia’s products today are available at almost all retail outlets dealing in mobile phones. Vertical Marketing System 21
  22. 22. Administered (Nokia Priority Dealer) and Contractual (Various Dealership) – Steps involved in designing market channel E-Series Analysing customer needs and expectations- breakthrough technology and utility a) Objectives and constraints- high profit (market skimming) and (constraint) low volumes b) Identifying channel alternatives- 0, 1 and 2 level c) Evaluating major alternatives- high profits by catering to the needs of higher level income customers, which are increasing in towns and cities d) Selecting channel members e) Training channel members f) Motivating channel members g) Evaluating channel members h) Modify channel arrangements E-Series Market segmentation and targeting strategy Target marketing The market today has large number of customers and to satisfy each of them individually is impossible of any company. So what any company does is it comes out with a product which satisfies majority of its consumers. This is known as target marketing. The target marketing done by Nokia is also the same it targets major portion of the market whose preferences are similar. It does a market survey of understanding the 22
  23. 23. consumers. It is not actually a survey but look at the type of cell phone which a consumer is looking for in the market through the consumers demand. Nokia targets the market by targeting groups holding major part of demand and accordingly manufacture the product. Example: - Targeting the lower income group who are looking for a cheaper cell phone in the market like Nokia 1100. In market targeting strategy Nokia falls in “product specialization” pattern .As it specializes in the same product line. Market segmentation Dr Philip Kotler defines market segmentation as “a process of identifying groups of buyers with different desires or requirements”. Levels of market segmentation:- Mass marketing: - Nokia uses mass marketing techniques by manufacturing cell phones which is suitable for major portion of market. Considering the fact that there are a large number of families falling in the middle income group in India, so their buying capacity is kept in mind and accordingly cell phones are introduced in the market. In this way large number of market is target and mass marketing is done by Nokia. Segment marketing: - In segment marketing Nokia identifies groups having similar wants, purchasing power, buying attitude etc and then comes out with phones catering to different major groups and thus satisfying every part of market with its product. Example: - Cell phones 6610, 6610i, 2310 which have fm facilities and are less expensive for middle class service people who travel in trains or via any means of transport. This fm facility will attract such group of people 23
  24. 24. and will indulge such people in buying fm cell rather than normal simple cell phones. Niche marketing: - The latest E-series and N-series phones introduced by Nokia are a classic example of niche marketing. Nokia with these latest cell phones targeted the higher class businessmen in the society. These cell phones had features like internet access, a large screen and all the possible latest technology introduced till date. These cell phones are expensive and so it clearly shows that Nokia target a small fraction of higher income group in the urban society. Local marketing: - When it comes to local marketing Nokia is not into local marketing. But country wise products are manufactured i.e. according to the demand of product in the market. Individual marketing: - Nokia in not into manufacturing of product according to customer specifications. Therefore Nokia is still not into customized marketing. Basis of market segmentation:- a) Geographic segmentation 1) Urban 2) Semi urban 3) Rural b) Demographic segmentation 1) Age 2) Income c) Psychological segmentation 1) Personality On the basis of the above factors market segmentation in Nokia takes place. 24
  25. 25. Positioning strategy Positioning strategy is an image which a marketer develops in the minds of the customer in other words perception about the product in the minds of consumer which is formed by the positioning strategy of the marketer. Any company prefers one consistent positioning message. In case of Nokia the positioning strategy used was “Nokia Connecting People”. But from the time Nokia has been introduced in the market one image which was created in the minds of consumers was it was a ruff and tuff piece i.e. its body is hard. But as the time passed by today Nokia with its core positioning is also targeting its technological advancement as positioning strategy. The positioning strategy of any company plays a vital role in creating a psychological perception about the product. Differentiation strategy It is nothing but adding valued difference to the product which a competitor’s product will not be having in it. It is necessary as differentiation is necessary for a product to be recognized and sold in the market. Differentiation tools:- Product differentiation:-Nokia in terms of product differentiation has a better quality outer body. Nokia has its own software’s supporting the features in the cell phone. These make Nokia different from other cell phone companies. 25
  26. 26. DISTRIBUTIONAL CHANNEL HIERARCHY OF NOKIA As part of its distribution strategy, Nokia has ensured that it has a presence in all 2,000 cities and towns that have cellular coverage. Nokia's distribution network of over 30,000 outlets is roughly double that of its rivals, according to industry sources. The other edge that Nokia has over its rivals is the large portfolio of phones Unlike other consumer durables, a mobile phone is a style statement much like the wristwatch. The design, style and colour elements play an important role when consumers are choosing a phone. Today it has the largest range of handset models to choose from. Nokia has introduced phones at all price points, right from the mass market entry-level phones to the mid-market colour and camera ph ones and also the high-end exclusive phones. “Nokia empowers the consumer in that it offers a choice of more than one phone at every price point,” says Kobita Desai, principal analyst, telecom, with research firm, Gartner. “Thus, in the mid-market range, you can have a phone suited for the corporate types while another would be aimed at techno-loving 26
  27. 27. teenagers.” Nokia lost its edge when GSM's rival technology, CDMA, made its entry in 2009. SAMSUNG Emerging Markets (EMs) with large consumer bases and untapped demand constitute the major growth opportunities for the multinationalsand global companies. However, not all companies are successful in establishing a foothold, leave alone operating profitably, in such markets. For most, it takes years of struggle before they can even breakeven. Marketing is difficult in such EMs because of little or no market data, non-existent or poorly developed distribution systems, lack of regulatory discipline, and where regulations exist, a propensity to change them frequently and unpredictably. Samsung entered India in December 1995 as a 51:49 joint venture with Reasonable Computer Solutions Pvt. Ltd (RCSPL), owned by Venugopal Dhoot of the Videocon group. In 1998, RCSPL diluted its stake in Samsung to 26% and in November 2002, the FIPB cleared Samsung's proposal to buy RCSPL's remaining (23%) stake. With Samsung buying the total stake of RCSPL, it became a wholly-owned subsidiary of its South Korean parent company. In spite of being a latecomer to India, Samsung was able to become one of the top consumer electronic companies in India, an emerging market was due to a combination of several aspects: Product innovation, Promotion, Pricing, distribution and Positioning; wherein Samsung primarily focused at. 27
  28. 28. The three-pronged objectives of Samsung are: - 1) Strengthening their channel relationships, 2) Enhancing their product portfolio and 3) Creating the best service infrastructure, to gain more mindshare." Positioning:- Many multinational companies adopt a “less developed countries” mindset, assuming that these markets are at an earlier stage of the same development path followed by the developed countries. To take the example of the automobile industry, Ford and GM launched their outdated models like Ford Ikon and Opel Astra in the Indian market. When these models did not sell well, the companies changed course and decided to launch newer models in India. In the case of Samsung, the company from the very beginning launched its whole range of high technology products, which included CTVs, audio and video products, information technology products, mobile phones and home appliances in India. It introduced products such as the ‘Bio’ range in CTVs, high-powered Woofer series of colour televisions in 21-inch and 29-inch conventional and 21-inch flat TV segments. And not to forget the lateset DNie television. By positioning itself on the technology platform, Samsung was able to differentiate itself from its competitors. Differentiation today is the key for a brand to be preferred by the consumers, when there are so many other brands within the same product category. Without differentiation, its loyal 28
  29. 29. customer base cannot be created or sustained. But to be a true differentiator, a company must provide features that are meaningful to customers. Which is what exactly Samsung has been doing. Products: - Samsung’s product range in India includes CTVs, video products, information technology products, mobile phones and home appliances. Its product range covers all the categories in the consumer’s electronics and home appliances. According, to the analyst’s wide product range of Samsung is one of the main reasons for its success in the Indian market. The wide range products are as follows: - • Home appliances • Microwave Oven • Refrigerator • Air Conditioner • Washing Machine • TV, video & audio • TV • DVD Player 29
  30. 30. • Camcorder • Audio • Home Theater • Digital Audio Player • Digital Still Camera • Mobile Phones • GSM • CDMA • Information technology products • Note PC • HDD • CD Rom & DVD Rom Drive • CD & DVD Read & Write Solution • Monitors • Laser Printers & Laser Based MFPs • Fax Samsung by launching innovative products and using proprietory technology was able to gain market share. Samsung has therefore set up Samsung India Software Centre (SISC) and Samsung India Software operations unit (SISO) for software development at Noida and Bangalore respectively. While the Samsung India Software Centre in developing software solutions in Samsung’s global software requirements for hi-end television like Plasma and LCD TVs. SISO is working on major projects 30
  31. 31. for Samsung Electronics in the area of telecom: wireless terminals and infrastructure, Networking, SoC (System on Chip) Digital Printing and other multimedia/digital media as well as application software. In addition to working on global R&D projects, SISO is also helping Samung India’s CDMA business by focusing on product customization for the Indian market MOBILE SEGMENT OF SAMSUNG Samsung India has created an independent vertical to handle its digital mobile business. Under this vertical, the company expects to grow volumes of these products (MP3, digital still cameras and digital camcorders) by over 400% this year. "Looking at the strong growth potential of these product categories in the Indian market and our strong product lineup, we decided to set up a new team which will put a fresh focus on this business," says R Zutshi, deputy managing director, Samsung India Electronics. A team of 18 people and a general manager will lead the vertical. The company's consumer electronic business now has three verticals audio- visual (TVs), home appliances (washing machines) and digital mobile. Samsung is targeting a market share of 12-14% in each of the categories Samsung Telecommunications India (STI), a design and technology leader in the Indian Mobile market , today , announced the appointment of Actor Aamir Khan as its Brand Ambassador for Samsung Mobile Phones in India. Announcing Aamir Khan as Samsung’s Ambassador for Mobile Phones, stated Mr. H. B. Lee, President & CEO, Samsung South West Asia Headquarters, “The Samsung brand stands for qualities of innovation, 31
  32. 32. change, discovery, self-expression and excellence in performance. And these very same qualities are epitomized by Aamir Khan, whose quality and depth of work as well as versatility as an actor, have made him a much loved and respected actor in India today. We are indeed very proud and privileged to have him as our Brand Ambassador”. The Company plans to leverage Aamir in its brand advertising as well as product advertising for Mobile phones. In Sync with its thrust on introducing innovative, consumer oriented, breakthrough technology products, Samsung today announced its new brand positioning for Samsung Mobiles, which is reflected in its new, spunky, tagline - ‘Next is What ?’ being used in all its communication material for mobiles. Living up to its promise of ‘Next is What?’, Samsung today announced the launch of five new, sleek and stylish Samsung Mobile phones that exemplify cutting edge technology and design innovation. The new handset range targets consumers across the multimedia (Imaging and Music), Business Lifestyle and Popular segments. The highpoint of Samsung’s Multimedia Phone range in the Music Phone segment is the Samsung SGH –i450, which seeks to give users a Mobile Theatre experience. Combining the next level in form and function, the i450 brings alive the pulsating experience of 3D surround sound powered by ICE Power amplifiers by Bang & Olufsen. Storing, accessing and juggling music on this mobile phone gives the users a new high because of 32
  33. 33. the revolutionary Music wheel and the Dual-Slider form factor. The SHG – i450 has been priced at Rs.15, 000/- The Samsung SGH-G800, the world’s first 5 mega pixel camera phone with 3x optical zoom, is the answer for customers’ needs to have the perfect digital camera and the multimedia mobile phone combined into one single device. A sleek camera phone, the G800 from Samsung Metal series is equipped with advanced camera features such as face detection , Xenon flash and Wide Dynamic Range (WDR), and also provides a very easy tool for sharing images and videos. The Samsung G800 is priced at Rs.21, 799/-. Samsung i550, D 880 address the needs of the business consumer. Powered by Symbian S60 operating system, the sleek and stylish Samsung i550 comes with an in built GPS Receiver and five hot keys provided for music, camera, navigation, internet and main menu. The trackball provided in the phone allows for 360 degrees movement on the screen for navigation and selection. This 3 mega pixel camera phone with capability to support Bluetooth audio streaming is priced at around Rs.25, 000/- . The Dual GSM Sim phone from Samsung – the Samsung D 880 comes with 3.2 Mega Pixel Camera, 2.3” Wide LCD screen, Bluetooth and Stereo FM radio. It is priced at Rs.13, 799/-. The new launch in the popular category of Samsung Mobile phones is the Samsung J210. It is a stylish and compact 2 mega pixel camera phone with 33
  34. 34. FM recording and Bluetooth music streaming. Compact meets impact in the form of the J210, which is priced at a very affordable Rs.6649/- Samsung India has strengthened its distribution network in the country, by appointing SSK and Link as its distributors for Mobile sales in the Western and Eastern part of the country respectively. Thus, in addition to Telemart and United Telelinks who were two distributors handling the distribution of Samsung Mobiles in the country, the Company now has four distributors, each operating on a regional basis. Telemart services the Northern markets while UTL services South. “With Aamir Khan as our brand ambassador, our strong, differentiated product lineup and our enhanced distribution reach, I am confident that we should be in a position to double our market share in the Indian market this Year”, states Mr. Lee. Product/Market Positioning As mentioned earlier, Samsung has positioned themselves as wide variety products, good quality-affordable priced company. There are many companies competing in the same industry like Apple with its mp3 and computer products, Canon Samsung is one of the largest electronics and IT companies. According to Fortune, they have made themselves noticeable by being ranked second company in their industry (Electronics, electrical equipment) with a fortune 500 rank of 46 (Fortune, 2008). We have chosen to position Samsung's products in 5 different categories, because they have different position in each category. 34
  35. 35. Products & Market Positioning Diagram The substitutes in the telecom industry are landline phones and email. At the moment, landline phones are losing popularity because of lower prices and popularity of cell phones and internet calling programs. In the cell phone industry, Apple's I phone has the latest technology with its Touch screen, but companies are following and introducing new phones. Technology is very important in this market. Samsung has just introduced new line of innovative cell phones for 2009. Cell phones and PDA's have standard features and the only product differentiation lies with adding 35 Low Perceive Value High Perceive Value High Prices • Mobile • Digital Appliance • Semi Conductor • LCD • HD TV/DVD
  36. 36. services such as Bluetooth, gaps and other communication applications and tools that are important for customers in the cell phone industry. it is important to know that there are several companies who compete based on price in the cell phone industry because it is a product that all kind of customers want. Samsung provides an affordable PDA with the modern features to satisfy the average telecom user. Apple and Nokia are selling mobile phones with new technology for a high price for customers who are willing to pay more. There are not many substitutes for PDA's. The main one is using a cell phone or computer, laptop to call someone using e.g. Skype. Omnia launching with amir khan as brand ambassador Samsung launched its fully-loaded handset, Samsung Omnia (SGH-i900), in the Indian market recently. A touch phone that features Samsung’s patented TouchWiz user interface is a stylish and fully loaded handset that could be tough competition to some HTC touch phones. 36
  37. 37. Specs: • High resolution screen • 3.2-inch WQVGA LCD screen • On-screen QWERTY keyboard • Windows Mobile 6.1 Professional operating system • MS Office documents such as PowerPoint, Excel and Word • Outlook Express • 12.5-mm • 16 GB Internal Memory • 16 GB microSD card from Sandisk Features: • Dedicated dome key to control communications • DivX, Xvid and other video formats • GPS • Geo-tagging • 5 megapixel CMOS camera • Auto-focus (AF), face detection, smile detection and auto-panorama shot 37
  38. 38. • Optical mouse Announcing the launch of Samsung Omnia, Sunil Dutt, Country Head- Samsung Telecom, said, “Samsung Omnia is our flagship model aimed at users who desire a lot of functionality, a lot of style, a lot of usability and a lot of entertainment in one innovative device. Samsung Omnia will help users to be at the forefront of work and play and at the same time, to stay connected anytime, anywhere”. Price: Rs. 39,999 (32 GB Memory) and Rs. 37,999 (24 GB Memory) Among the spread sheet of Samsung in the Mobile World Congress, the star-studded and the cynosure is its Omnia HD, projected as the recorder of video in HD resolution and the play on an HD-ready TV. The brief outlook of this handset portrays – a 3.7 inch touch screen, Symbian S60 5.0 ( claimed to be Samsung’s first touch-capable device), 640 x 360 pixel resolution ( with the display efficiency of 720p signal), an 8-megapixel camera and back up for GPS. To meet the needs and challenges of internet applications, the Omnia HD has the ability to surf the Web aided by Wi-Fi / HSPA enabled downloading(7.2Mbps) and the upload (5.76 Mbps); 16GB internal storage, a via card slot for microSDHC to store further 32GB.Samsung is planning to unveil this Omnia HD during the second quarter and the price may be higher than the currently available one. 38
  39. 39. BUSINESS PHONE FROM SAMSUNG The strategy included bolstering its distribution network, rolling out a number of mobile phone models in all price segments, and adopting a new positioning for the brand supported by celebrity endorsement. With these initiatives, the company aimed to increase its market share in India by 100 percent in 2009. Sunil Dutt (Dutt), country head (mobile business), Samsung India, said, "We are looking at doubling our market share to 15 per cent in 2009, which at present is around 7-8 per cent. The company will make required investments in building the brand, expanding channels and rolling out new models." Samsung India, the 100 percent subsidiary of Samsung Electronics Co. Ltd.2 (Samsung), had a manufacturing unit at Noida and also imported high-end mobile phones from the parent company. 39
  40. 40. Samsung, which had firmly established itself as the No.2 player in the global arena in 2008 with a 14.3 percent market share,3 trailed Nokia, Motorola, and Sony Ericsson in India. With Nokia's market share dropping from 78 percent in 2005 to 48 percent in 2008 and its stranglehold on the Indian market loosening, its rivals including Samsung were gearing up to boost their market share further.4 Analysts expected fierce competition in this market as all the companies viewed India, which had emerged as the world's fastest growing mobile phone market, as a key market. Earlier in 2008, Samsung India had planned to increase its market share to 20 percent by 2009, focusing primarily on the mobile phone replacement market6.7 With this in mind, the company had discontinued its cheaper monochrome-screen models and focused on offering sleek and stylish mobile phones. Its slim phones, in particular, were popular with a segment of the youth population. However, its market share continued to hover at around 10 percent. In March 2009, True to its brand positioning ‘Next is What?’, the new Samsung mobile phone launches exemplify the latest in terms of cutting edge technology and design innovation. Addressing the needs of the business users , are the Samsung SGH-i780 and the Samsung D780.The Samsung SGH-i780 is a sleek smart device featuring a full QWERTY keyboard and full touch screen. The Windows Mobile 6.0 device features push email, MS Office, MSN Chat; GPS capabilities, an optical mouse, Wi-fi support and 2-megapixel camera. 40
  42. 42. Meaning of Research Redman and Mory define research as a “systemized effort to gain new knowledge.” Some people consider research as a movement, a movement from the known to the unknown. Research is an academic activity and as such the term should be used in a technical sense. According to Clifford Woody, research comprises defining and redefining problems, formulating hypothesis or suggested solutions; collecting, organizing and evaluating data; making deductions and reaching conclusions; and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis. Objectives of Research The purpose of research is to discover answers to questions through the application of scientific procedures. The main aim of research is to find out the truth which is hidden and which has not been discovered as yet. Though each research study has it’s own specific purpose but the research objectives can be listed into a number of broad categories, as following 1. To gain familiarity with a phenomenon or to achieve new insights into it. Studies with this object in view are termed as exploratory or formulative research studies. 42
  43. 43. 2. To portray accurately the characteristics of a particular individual, situation or a group. Studies with this object in view are known as descriptive research studies. 3. To determine the frequency with which something occurs or with which it is associated with something else. Studies with this object in view are known as diagnostic research studies. 4. To test a hypothesis of a casual relationship between variables. Such studies are known as hypothesis-testing research studies. Significance of Research “All process is born of inquiry. Doubt is often better than overconfidence, for it leads to inquiry and inquiry leads to invention.” Is a famous Hudson Maxim in context of which the significance of research can well be understood? Increased amounts of research make progress possible. Research inculcates scientific and inductive thinking and it promotes the development of logical habits of thinking and organization. The role of research in several fields of applied economics, whether related to business or to the economy as a whole, has greatly increased in modern times. The increasing complex nature of business and government has focused attention on the use of research in solving operational problems. Research, as an aid to economic policy, has gained added importance, both for government and business. Research Methodology 43
  44. 44. Research methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. In it we study the various steps that are generally adopted by a researcher in studying his research problem along with the logic behind them. It is necessary for the researcher to know not only the research methods or techniques but also the methodology. Data Collection Source Information was collected through both primary and secondary sources. Primary Data: In some cases the researchers may realize the need for collecting the first hand information. As in the case of everyday life, if we want to have first hand information or any happening or event, we either ask someone who knows about it or we observe it ourselves, we do the both. Thus, the two methods by which primary data can be collected is observation and questionnaire. Secondary Data: Any data, which have been gathered earlier for some other purpose, are secondary data in the hands of researcher. The data collected for this project has been taken from the secondary source. Sources of secondary data are:- • Internet • Magazines • Publications • Newspapers 44
  46. 46. Q1. Which brand comes to your mind when you think of high end mobiles? Nokia 65 Sony Ericson 28 Samsung 59 Motorola 32 Other 16 As per this study suggested that Nokia is still has market leadership in India because 32% of the people has recalled Nokia adding to this 30% of the people suggested that they have Samsung in top of the mind recall activity similar to the that 16% of the people like Motorola and 14% of the people suggested that Sony Ericson. 46
  47. 47. 47
  48. 48. Q2. Which brand of mobiles do you use at present? Nokia 123 Sony Ericson 14 Samsung 30 Motorola 23 Other 10 As per this study suggested that 61% of the people currently using Nokia which show there market leadership in the Indian market, and 15% of the people using Samsung and 12% of the people using Motorola this kind of output is also we are getting because of the People perceiving that Nokia is the best brand which can be used for. Q3. What do you look for in mobiles? 48
  49. 49. Most Important Somewhat Important Least Important Price Safety Looks Brand Name Reliability Most Important Somewhat Important Least Important Price 98 35 67 Safety 78 87 35 Looks 134 23 43 Brand Name 141 32 27 Reliability 88 99 13 49
  50. 50. As per our study suggested that 98 people out of 200 are suggested that Price is the most important factor to choosing the Any Mobile Phone adding to this 67% of the people suggested that Price is the Least important for them when purchasing to the Mobile phone. It is found that Indian consumer are very price sensitive, 87 people suggested that safety is the somewhat important for the Mobile purchasing 134 people out of 200 suggested that they purchase the Mobile phone according to the Looks wise where an Brand name is playing very important role to purchasing the Mobile. Q4. Which mode has motivated your purchase for the particular brand? a) Newspaper b) Television b) Family and friends d) dealers e) Others Newspaper 46 Television 76 Family & Friends 43 Dealers 22 Others 13 50
  51. 51. Customer purchasing power is also influenced through the advertisement and the channel that chosen by the Mobile company to promote their individual brands. As per our study suggested that 38% of the people out of 200 got the relevant information of the product from the Television, 23% of the people suggested that the News paper is the Best Medium where they can get the Maximum knowledge of the brand and there offers. 21% of the people suggested that the family and friends motivate them to purchase any particular mobile phone. Q5. Are you satisfied with the current purchase? Fully Satisfied Somewhat Satisfied Not Satisfied Fully Satisfied Somewhat Satisfied Not Satisfied 87 77 36 51
  52. 52. This question suggested and judge the satisfaction level of the existing consumer towards their Mobile phone, 43% of the people who contributed their views in the survey suggested that the that they are fully satisfied with the mobile phone which they are using adding to this 39% of the people suggested that they are somewhat satisfied with their current Mobile phone, 18% of the people suggested that they are not happy with the current handset which they are using. It is very great opportunity for the mobile phone company to use unsatisfied customer to turn them out to their potential customer. Q6. Which brand are you looking for the purchase in future and why? Nokia 87 Sony Ericson 23 Samsung 80 Motorola 8 Other 2 52
  53. 53. This question gives an insight people perception towards purchasing the New handset which also reflects the customer perception towards the customer preference. As per our data suggested that 12% of the people want to purchase Sony Ericson mobile whether 43% of the people would like to purchase Nokia so clearly Nokia is the Market leader , surprisingly Samsung scored 40% people prefer to purchase this brand as they also come with various inbuilt feature in that. For example recently launched Samsung Marine is launched against of the Nokia 1100 which said the shock proof. Q7.would you recommend this brand to your friends? Very Likely May be Unlikely Very Likely May be Unlikely 53
  54. 54. 136 39 25 Word to mouth publicity always helps company to retain more and more customer as per our study suggested that 68% of the people prefer to tell other people about the features , and there new purchased mobile phone. Adding to this 19% of the people they are not prefer any show off business so they did not tell anybody for their new mobiles. Q.8. In the following scale how do you rate Nokia and Samsung on following parameters? (1=excellent,2=v. good,3=good,4=average,5=poor) Brands Particulars excellent V good good average poor 1. Nokia price Config. style After sale service 2. Samsung price 54
  55. 55. Config. style After sale service 3. others price Config. style Brands Particulars excellent V good good average poor 1 Nokia price 108 12 32 43 5 Config. 87 45 36 26 6 style 56 67 65 9 3 After sale service 45 55 59 34 7 2 Samsung price 68 69 43 13 7 Config. 49 67 39 29 16 style 87 49 47 16 1 After sale service 78 49 23 30 20 3 others price 101 57 34 3 5 Config. 67 39 23 56 15 55
  56. 56. style 77 45 32 30 16 This question gives an insight where consumer preference is comes from different parameter like Price , configuration, style and after sales service, as per our study suggested that almost 108 people said Nokia is the brand who can give the better price than the other, adding to this Samsung has better style than the others mobile handset provider, almost 135 people would go for the Samsung because of the Style icon. 56
  57. 57. Q.9.Place of purchase Most of the people love to purchase High end phone from the authorized retailers as suggested that almost 99% of the population 1% of the customer using high end phone but they either purchase second hand or near by the shop. Q.10.What you liked about that showroom? Particulars Brands V.Goo d Good Averag e Poor V.Poo r 1. Reach of outlet Nokia Samsung S.Ericso n Others 2. Availability of Designs Nokia Samsung S.Ericso n Others 3. Price of models Nokia Samsung S.Ericso n Others 4. Pride in Ownership Nokia Samsung S.Ericso n Others 5. Special offers like discounts. Nokia Samsung S.Ericso 57
  58. 58. n Others 6. Behavior/helpfulne ss Of staff Nokia Samsung S.Ericso n Others Particulars Brands V.Good Good Average Poor V.Poor 1 Reach of outlet Nokia 49 67 39 29 16 Samsung 87 49 47 16 1 S.Ericson 78 49 23 30 20 Others 102 57 33 3 5 2 Availability of Designs Nokia 77 43 64 11 5 Samsung 111 12 28 32 17 S.Ericson 143 36 3 6 12 Others 99 78 11 9 3 3 Price of models Nokia 87 94 9 3 7 Samsung 138 32 22 5 3 S.Ericson 67 59 18 46 10 Others 89 48 49 10 4 4 Pride in Ownership Nokia 78 49 53 12 8 Samsung 68 34 32 45 21 S.Ericson 49 57 23 48 23 Others 68 67 25 35 5 5 Special offers like discounts. Nokia 120 35 12 23 10 Samsung 78 49 27 21 25 S.Ericson 59 69 45 22 5 Others 98 32 43 12 15 6 Behavior/helpfulness Nokia 87 32 36 26 19 58
  59. 59. Of staff Samsung 56 67 65 9 3 S.Ericson 45 55 59 34 7 Others 68 69 43 13 7 As this study suggested that the customer preference towards the various parameter before the purchasing of Luxurious mobile handset , as per our data suggested that Nokia has a strongest Reach of outlets, Samsung has the Availability of the phone Is better than other while price of the model have preference of NOKIA by the various consumer group. 59
  60. 60. FINDINGS We have compared both products on many bases like image quality, internal and external memory, screen resolution, sound quality, camera and other multimedia functions. On comparing on the above basis we can say 6that Nokia’s n series is a better product than Samsung in following ways- • Better image quality • Better internal as well as external memory • Better screen resolution • Better camera with flash • Better software • Have bigger market shear in India Clearly Nokia’s n series have a upper hand in all the above features but if we compare in terms of sound quality then we can say that Samsung’s walkman series is a better product. 60
  61. 61. LIMITATIONS Many constraints were involved in doing this study. Some of them are as follows.  The most significant limitation has been the individuals involved in this study were very busy and did not spare much time in discussion.  The sample size selected for the survey was too small as compared to large population.  The project was carried out only in the Delhi, so findings on data gathered can be best true for Delhi only and not applicable to other parts of state and country. Indian stock market is a market where sentiments play a major role in price; hence 100% accurate predictions cannot be made about its future path 61
  62. 62. RECOMMENDATION The study reflects that the use of sales promotion undeniably has increased over the years in India. Future holds lot of promise for such schemes across wider range of product-markets. Sales Promotion has ceased to be major differentiator at least in the metros, with almost all companies offering similar freebies and gifts. As a result now marketers have to find out some innovative ways of sales promotion to differentiate from competitors. Currently Price off and Bye one get one free offers are very effective to attract the consumers towards the products. We have noted that these kind of promotional tools are useful for short term increase in sales and to induce first trial. These types of promotional schemes should be consistent and changed from time to time depending upon season and competitor’s schemes. With the Increasing number of supermarket, the branded packaged goods work as silent sales person. So in such stores, sales promotion plays a more effective role in stimulating consumers’ demands. One of the very important facts we came to know from this project is that sale of goods which contain large quantity and having big packaging e.g. detergent are stagnating because consumer prefer to buy small pack goods, the reasons are: small pack goods reduce risk of bad quality, It had low cost or say price, and last but important factor i.e. mentality to purchase just to try first. Sales of small pack goods are quite high, but from the company’s point of view small pack goods is less profitable compare to large pack goods. 62
  63. 63. 63
  64. 64. CONCLUSION ⇒ Introduce the product with the offer of one free toothbrush with the purchase of a brush which will help in blocking and prepointing the purchase of the buyer. ⇒ As the target segment is the premium segment therefore, premium pricing of the product is necessary. ⇒ Add value to the product by giving tips on taking good oral care, in the back side of the package or a free pamphlet with the purchase of a brush, like brushing twice a day, flossing, polishing, regular dental check-up by your dentist, this shows a caring and concerned attitude by the company. ⇒ With the purchase of a toothbrush, give a free coupons which is to be filled in by the consumer and can be used by him or her for getting a free dental check-up as when and where specified in the advertisement in the newspaper. This kind of scheme can be implemented by the company once in two three months. However, these suggestions can be used by the big players in the market or the new entrant, who has to be a big player because a large investment is needed for such heavy sales promotion and also an attempt should be made to convert this low involvement product into a high involvement as it is concerned with personal card and hygiene and a product of daily use. The findings of the empirical study indicate that unless the brand to be promoted is in the consideration set of the consumer, sales promotion by itself is unlikely to have any major impact. Clearly this shows that managers need to invest into brand building exercise so that his/her brand 64
  65. 65. appears in the consideration set of the target consumers. Only after this should he spend time, money and energy on sales promotion activities. Sales promotion should not be used in isolation but need to be integrated with other tools and in line with the overall positioning of the brand. Also the importance of the role of mass media came out clearly in the study. Companies need to create sufficient awareness about sales promotion schemes through mass media in order to create awareness. Mobile products are low involvement products characterized by switching behavior. Also the person going to the shop for the purchase of soap is the final decision maker of the brand. Hence it is essential that companies need to design attractive, striking, visible POPs for scheme announcements. With respect to nature of scheme, the finding suggested that premium (free gift) was popular with companies. While both retailers and consumers preferred price offs. So it is necessary that the perceived value of a free gift has to be appealing and high for the target consumers. 65
  66. 66. BIBLIOGRAPHY The above data is collected from the following sources: Internet • www.nokia.world.com • www.sonyericsson.india.in • www.comparemyphone.com • www.mycellphone.com Book • Kothari, C.R. Research methodology, 3rd edition, 1997, Vikas Publishing House Pvt. Ltd, New Delhi. 66
  67. 67. QUESTIONNAIRE Particulars Brands V.Good Good Average Poor V.Poor 1 Reach of outlet Nokia 49 67 39 29 16 Samsung 87 49 47 16 1 S.Ericson 78 49 23 30 20 Others 102 57 33 3 5 2 Availability of Designs Nokia 77 43 64 11 5 Samsung 111 12 28 32 17 S.Ericson 143 36 3 6 12 Others 99 78 11 9 3 3 Price of models Nokia 87 94 9 3 7 Samsung 138 32 22 5 3 S.Ericson 67 59 18 46 10 Others 89 48 49 10 4 4 Pride in Ownership Nokia 78 49 53 12 8 Samsung 68 34 32 45 21 S.Ericson 49 57 23 48 23 Others 68 67 25 35 5 5 Special offers like discounts. Nokia 120 35 12 23 10 Samsung 78 49 27 21 25 S.Ericson 59 69 45 22 5 Others 98 32 43 12 15 6 Behavior/helpfulness Nokia 87 32 36 26 19 Of staff Samsung 56 67 65 9 3 S.Ericson 45 55 59 34 7 Others 68 69 43 13 7 67