Brand Management &

Consumer Behavior
- Segment: Mobile Phones-
 MARKET OVERVIEW 2

• The total market size of Smartphones in India for the year 2018 is 142.3 Million.
• Samsung has a market size of 48.4 Million smartphones in the year 2018. It leads the market segment
because it craters to a larger audience and has the largest product portfolio.
• OnePlus has a market size of 47 Million. This tell us the power of the brand because it only has one
product in its portfolio at a given time.
• Apple, being the exclusive brand, has the least market size among the three giants. It has a market share
of 33 Million.
• Other brands such as Xaiomi, Motorola, etc control 14.2 Million smartphones in the year 2018
 MARKET
SHARE
BREAKDOWN

3
POSITIONING

4
CONSUMER
RESEARCH

5
 CONSUMER RESEARCH FOR MOBILE PHONES 6

Analysis Factor Apple(25) Samsung(26) One plus(20)

Mean (1-5) 3 2.5 3.3
Sentiment
Std. Deviation 1.38 0.97 1.47
Mean (1-3) 2.08 2.1 2
Tone
Std Deviation 0.97 0.87 0.79

Apple Samsung One Plus

Customers have an overall neutral sentiment Customers have an overall negative sentiment This is the brand with the highest sentiment value
about the phone although, they usually have towards their own purchases, with many with even higher standard deviation indicating
deferring opinions indicated by high standard indicating that the phone is too hefty and the people are yet to settle down on their brand
deviation. Tonal variation is highest in apple often requires two hands to use. The low image, the brand is still under the process of
indicating high undercurrents regarding standard deviation indicates high number of creation but, most people have migrated to this.
brand’s usability and sustainability of purchase people who think so. While the tonality General sentiment around the brand is positive
suggests that the brand once used to have and it is closely associated with sturdy
loyal customers, who still expect good phones performance
Repetitive word sets: Great designing, low
Repetitive word sets: performance, bold looks,
storage, amazing camera, slippery body, nice
Repetitive word sets: poor battery life, heating amazing features, great storage, amazing
display
issues, good display, great storage, camera,
Our learnings: Our learnings:
Our learnings:
• Feature oriented customers have Samsung • Customers for the brand are strongly
• Apple’s brand loyalty appears to be
higher in their consideration set technically oriented
decreasing
• Lots of Chinese phone users have shifted • High criticism but positive sentiment leads to
• Consumers have lots of post purchase
to Samsung high engagement
dissonance
 APPLE CONSUMER PROFILE
Brand archetype: Outlaw
Word associations: User friendly, Classy, Expressive, Ambitious, Imaginative, Expensive,
Cool
Lifestyle & Values

Reigned
Aspirer Benefits sought
Prospering
Explorer Sense of achievement
and belonging,
Self-expression,
Personality 20-45 Speed of service,
High income Advanced features
Determined, earners and capabilities
Goal oriented,
Professional
 SAMSUNG CONSUMER PROFILE
Brand Archetype: Creator
Word associations: Innovative, experimenter, overheating, too big, heavy & creative

Lifestyle & Values

Curious
Creative Benefits sought
Explorer
22-55 Tool for my creativity,
Low middle-class – high income Tool for my
Personality expression,
Reliable smartphone,
Pompous Affordable and loaded
Fun-loving with features
Bombastic
Trendsetters
 ONE PLUS CONSUMER PROFILE
Brand archetype: Ruler
Word associations: Challenger, savage, sturdy, sleek, value for
money
Lifestyle & Values

Technology centric
Explorer Benefits sought
Tech fanatics
Android lovers Unbeatable performance,
Need to stand out,
Personality Smooth and long phone
14-35 life,
Geeks & Nerds Low middle-class – high income Value for money
Minimalists
Trendsetters
Passive
aggressive/Aggressive
APPLE

10
 Apple Inc. started as
Apple Computer, Inc
in January 1977. Its Apple entered the As of January 2018,
first product was the Mobile phone more than 1.3 Billion
Apple II, which was industry with the Apple products are
an all in one Desktop launch of iPhone in being used world
PC. the year 2007. wide.

Jan. 1977 2007 Jan. 2018

APPLE:
HISTORY
2003 Aug. 2018

Apple entered the In August 2018,

consumer Apple became the
electronics sectors, first multinational
in 2003 with the company to be
launch of iPod, a valued at over $1
music playback Trillion.
device.
 Apple launched its
first iPhone, with a First iPhone launch
full screen touch after the demise of An all screen design
control, which was Steve Jobs. It was with super retina
rare in smartphones the first iPhone to display iPhone X was
at the time. have 4-inch display. launched.

TIMELINE OF 29 June 2007 21 Sep. 2012 2 Nov. 2017

APPLE
IPHONES 11 July 2008 19 Sep. 2014

Apple launched its iPhone 6 and 6 Plus

first phone with 3G are launched. First
connectivity, with iPhone to have two
built in GPS. They different sizes.
called it the iPhone
3GS
SAMSUNG

14
 Samsung was founded in 1938 South Korea by Lee-Byung-
Chul as a trading company

Samsung now is a conglomerate, areas including food

processing, textiles, insurance, securities, retail, electronics,
heavy industry, chemicals, etc.

SAMSUNG Samsung entered electronics industry in late 1960s and now

It is the world's largest manufacturer of Mobile phones
HISTORY and smartphones, started with the original Samsung Solstice

Samsung's flagship mobile handset line is the Samsung

Galaxy S series of smartphones, which many consider a
direct competitor of the Apple iPhone

Samsung India Electronics Pvt. Ltd was established in India in

1995 based in Gurugram, as a subsidiary to Samsung
Electronics Co. Ltd.
 1988-1995

TIMELINE OF Samsung Electronics launched its first mobile phone in 1988, in

the South Korean market. Sales were initially poor
SAMSUNG
MOBILE by the early 1990s, Motorola held a market share of over 60
percent in the country's mobile phone market compared to just
PHONES 10 percent for Samsung.

Samsung's mobile phone division also struggled with poor

quality and inferior products until the mid-1990s and exit from
the sector was a frequent topic of discussion within the
company.
• 1995–2006
• Lee Kun-Hee decided that Samsung needed to change strategy
• The company shelved the production of many under-selling product lines and instead
pursued a process of designing and manufacturing components and investing in new
technologies for other companies
• Samsung outlined a 10-year plan to shrug off its image as a "budget brand" and to
challenge Sony as the world's largest consumer electronics manufacturer
• This patient vertical integration strategy of manufacturing components has borne fruit for
Samsung in the late-2000s
• Samsung India Electronics Pvt. Ltd was established in India in 1995 based in Gurugram, as a
subsidiary to Samsung Electronics Co. Ltd.
2007 to present
• In 2007, Samsung Electronics became the world's second-largest mobile-phone maker,
overtaking Motorola for the first time
• In 2010, Samsung launched the galaxy smartphone series with Android OS
• By 2013 Samsung had dropped all operating systems except Android and Windows Phone.
 PRODUCT
Flagship Series
– Galaxy S Series (2010- PORTFOLIO
Present)
– Galaxy Fold (2019- Present)
– Galaxy Note (2011- Present)

Budget Series
Guru Series

Mid level Series

Galaxy A
Galaxy M
Galaxy J
Galaxy On
ONE PLUS

19
ONE PLUS HISTORY
• OnePlus is a Chinese smartphone manufacturer based
in Shenzhen, China.
• It was founded by Pete Lau (CEO) and Carl Pie in
December 2013.
• The company officially serves 34 countries and regions
around the world as of July 2018.
• They have released numerous phones, amongst other
products
• The company's main goal was to design a smartphone that
would balance high-end quality with a lower price than
other phones in its class, believing that users would "Never
Settle"
 The company unveiled its first device, the OnePlus One, on 23 April 2014.

In December 2014, alongside the release of the OnePlus One in India

exclusively through Amazon, OnePlus also announced plans to establish a
presence in the country, with plans to open 25 official walk-in service centres
across India.
In April 2014, OnePlus hired Han Han as the product ambassador in mainland
Timeline China.

On 9 March 2014, the company expanded its operations to the European

Union.

As of July 2018, OnePlus serves to the following 34 countries and regions

Product
portfolio
HOW ADS INFLUENCE
CONSUMER
BEHAVIOUR

23
 • Today’s world is the world of
advertisements. The loudest you are the
most noticeable you will be.
• Radio, Television, Newspaper, Internet.
AD’s are everywhere!!! AD’s create needs
among the consumer.
How ads influence • Advertisers design advertisement
consumer according to the characteristics of the
society. They try to influence consumer
behavior? behavior according to their emotions.
• Advertisements gives us knowledge
about new products. It is a great source
of competition to invent better things.
 https://www.youtube.com/watch?v=iTSlS
q97yYs

• This advertisement show us the

Samsung AD features of the phone and how it is
better than the other normal phones in
the market, while bringing along
Ayushmaan Khurrana, who plays a role
of an influencer.
 https://www.youtube.com/watch?v=cBq
wUSVP0DM

• This is the ad for OnePlus 6T, the most

recently launched phone by the
One Plus AD company. The AD only shows Amitabh
Bacchan talking about the features of
Oneplus. This was the first TVC by
Oneplus. Before they only did ADS for
the digital media, but with this they are
trying to expose themselves to a
greater audience.
 • https://www.youtube.com/watch?v=Fm
hdx_kRd-w

This AD is for the most recent iPhone

launched by Apple, the iPhone XS. The
AD shows the extraordinary
Apple AD capabilities of the iPhone. It does not
talk about the features and
specifications nor does it have any
influencer integration. It only has real
world footage of what the iPhone can
do.
Questionnaire

1. When you hear about mobile phones, which brand/company comes to your mind first?
a. Apple b. Samsung c. OnePlus d. Other (Specify)
2.Which brand do you currently use?
a.Apple b. Samsung c. OnePlus d. Other (Specify)
3. If you were to buy a mobile phone today, which brand would you buy and why?
price, performance, features, value for money,
Questionnaire
4. & 5. Given below are certain parameters/ evaluation criteria/ factors. Kindly rank the brands on
a scale of 1-5 according to the parameters.

Parameters Brands Apple Samsung Oneplus

Affordability
Performance
Design
Exclusivity
Durability

6. Who/ What influences your buying behavior?

a. Friends b. Family c. Ad Campaign d. Celebrity
Questionnaire
7. As per you, which is the most innovative company and why?

8. Which brand of mobile phone would you never buy and why?

9. How important a brand is when you buy a smartphone?

10. If another brand of your preference enters the market, how willing are you to experiment with the
new product if the features look promising? (1-5)

11 If another brand of your preference enters the market, how willing are you to experiment with the new
product if the design look promising? (1-5)

12 How important are reviews on e-commerce websites for brand to enter your consideration? (1-5)
FINDINGS AND
DISCUSSION

31
 DEMOGRAPHIC DETAILS 32

AGE SPLIT GENDER SPLIT

FIRST RECALL ASSOCIATED WITH MOBILE 33

VS
BRAND CURRENTLY USED
IMPACT OF ADVERTISING 34

Which brand has the best advertising?

FACTORS CONTRIBUTING TO PURCHASE 35

DECISION MAKING [FEMALES]

FACTORS CONTRIBUTING TO PURCHASE 36

DECISION MAKING [MALES]

 INSIGHTS INTO FACTORS CONTRIBUTING TO
PURCHASE DECISION MAKING: GENDER PERSPECTIVE

• Males consider more number of factors than females

• Friends interested in tech remains the 2nd most source of

influence

• Brand contributes significant amount to overall purchase

decision making

• While review of phones by colleagues plays a significant

role for males, it does not contribute at all for females

• Review of phones on articles a significant activity for

males than females
FACTORS COINTRIBUTING TO PURCHASE 38

DECISION MAKING: AGE PERSPECTIVE

<18 18-23

24-28 >28
 INSIGHTS INTO FACTORS CONTRIBUTING TO
PURCHASE DECISION MAKING: AGE PERSPECTIVE

• While brand influences the most in other age bars, it

influences lowest to the age bracket 24-28 (3/6)
• While friends interested in tech influences other age-bars,
they influence lowest to age bar <18 (2/6)
• 24-28 shows largely risk averse behaviour and relies highly
on subjective norms
• Reviews in articles and You-tube influence the most to age
group >28
• Although experience in mall/shop does not contribute
mostly to any age group, it influences 18-23 most (2.73/6)
• Close friends influence most the age group 24-28
RANKING THEIR IMPORTANCE: AGE PERSPECTIVE 40

<18 18-23

24-28
>28
 INSIGHTS INTO HIERARCHY OF PRIORITIES WHILE
PURCHASE: AGE PERSPECTIVE

• The younger counter-parts give weight to price and features

as their first priorities more while value to money grows as
the most important factor as age increases

• Performance is the 2nd most weighed in factor while

purchasing regardless of age

• Features of a phone progressively become unattractive to

the larger part of crowd as they age

• As the age increases, price point becomes expendable for

making the purchase given that the price point delivers
value for money
RANKING THEIR IMPORTANCE: GENDER PERSPECTIVE 42
BRAND PERCEPTIONS: APPLE (OVERALL RANK: 1) 43

AFFORDABILITY PERFORMANCE DESIGN

EXCLUSIVITY DURABILITY
BRAND PERCEPTIONS: ONE +(OVERALL RANK: 2) 44

AFFORDABILITY PERFORMANCE DESIGN

EXCLUSIVITY DURABILITY
BRAND PERCEPTIONS: SAMSUNG (OVERALL RANK: 3) 45

AFFORDABILITY PERFORMANCE DESIGN

EXCLUSIVITY DURABILITY
A BRAND THAT THEY WILL NEVER BUY: REASONS 46
IF A NEW BRAND ENTERS MARKET, WHAT WILL 47

ATTRACT THEM?
 RECOMMENDATIONS 48

• Target marketing campaigns age-wise:

• For <18: Price and features need highlighting
• For 18-24: Performance aspects need to be stressed more
• For >24: Value for money out of performance to be stressed more

• One plus needs to stress more on the performance, affordability and durability in its communications
• Samsung needs to seriously re-consider repositioning the brand since the brand has serious negative associations
• If targeting market campaigns gender-wise,
• Communicate benefits rationally and give ready-made influencer material for people to be able to champion
the brand when targeting males
• Communicate features intrinsically and focus on advertising
THANK
YOU