Marketing Mobile Phones in India: Strategies, Analysis, and Research

This report provides an in-depth analysis of mobile phone marketing strategies in India, focusing on the approaches taken by leading brands like Samsung and Apple. It explores the current market landscape, consumer behavior, and the impact of various marketing tools and techniques, including social media, celebrity endorsements, and business models. The report examines key research questions related to marketing strategies, competitive differences between brands, and the effectiveness of various promotional activities. It also delves into the application of consumer behavior theories and the evolution of the mobile phone market in India. The study incorporates a literature review, research methodology, and findings based on a quantitative survey. Furthermore, the report highlights ethical considerations, limitations, and recommendations for future research, offering valuable insights into the dynamic world of mobile phone marketing in India. The research aims to understand the marketing strategies employed, identify key differences in business operations, and assess the impact on sales within the Indian market.

Marketing mobile
phones in India

ABSTRACT
This paper covers a evaluate of the definition of cellular marketing, summarizing their
traits compared to conventional advertising channels. Next, exclusive tactics and study’s findings
related to the acceptance and attitudes towards the cellular advertising are explored, as well as
some of the most applicable theoretical approaches on this location. Two factors of the manner
of reputation sticks out: perceived usefulness and perceived ease of use. Finally, a fixed of hints
is presented to direct future research efforts in the area of cell advertising. Wireless communiqué
devices for the loads generally called cell telephones which consist of gadgets which include
fundamental cellular phones, characteristic phones, smartphones and drugs top the list of most
preferred communication media now not simplest in evolved international locations, but even in
developing countries like India. The price of adoption of cell telephones through the hundreds as
a favored mode of communication is on an upward spiral across the globe and India is not any
exception. Mobile telephones have emerge as an imperative part of human being’s daily lives
and by using being their very nature they may be being carried by means of the human beings for
maximum of the time. This truth renders cell telephones to be one of the maximum efficacious
media to reach to a notably large range of customers with advertisements and promotional
messages
Data was accrued thru the usage of an in depth quantitative survey (i.E. Questionnaire).
Respondents have been previous and current exporters. Five hypotheses were evolved to check
the connection between the barriers and export overall performance. The study performed an
empirical analysis with the use of a correlation and regression analysis which had been used to
check the hypotheses.

Contents
INTRODUCTION AND BACKGROUND TO THE STUDY.......................................................1
1.1 Introduction............................................................................................................................1
1.2 Background of the study........................................................................................................2
1.3 Problem Statement.................................................................................................................2
1.4 Research Aims and Objectives.........................................................................................2
1.5 Research Questions...........................................................................................................3
CONTEXT.......................................................................................................................................3
2.1 Introduction............................................................................................................................5
LITERATURE REVIEW................................................................................................................5
2.2 Theoretical Framework..........................................................................................................5
3. RESEARCH METHODOLOGY................................................................................................8
3.1 Introduction............................................................................................................................8
3.2 Research Design....................................................................................................................9
3.3 Research Philosophy..............................................................................................................9
3.4 Methodological choices.........................................................................................................9
4. RESULTS..................................................................................................................................13
ANALYSIS....................................................................................................................................19
DISCUSSION................................................................................................................................20
Data Collection..........................................................................................................................21
Sampling Technique..................................................................................................................23
1.1. Ethical Considerations....................................................................................................24
Limitations of the Study............................................................................................................24
1.2. Purpose of the Study.......................................................................................................25
5. CONCLUSION..........................................................................................................................25
RECOMMENDATIONS...............................................................................................................25
REFERENCES..............................................................................................................................27

INTRODUCTION AND BACKGROUND TO THE STUDY
1.1 Introduction
Marketing indicates to the process and activity of advertising and endorsing a specific business
or connecting in the scale of the facilities and goods of particular business. Marketing is
comprehensive of actions such as market research as well as promoting (Obong, Mugonola and
Phillips, 2018). In a more intricate intelligence of the term, marketing indicates to the institutions
and procedures that are utilised for creating, delivering, communicating and exchanging several
kinds of offerings which have value for partners, clients, consumers and that have value for the
community as a whole (Menon, 2019). The particular actions that are commenced through a
business venture for selling a good or for involving in the buy of a commodity or set of products
are also defined as marketing. Purposes of a marketing plan to assist us coherent the
organisation’s vision, mission and values, consider enterprise’s marketing budget, business
model and value perspective that the firm will utilise and implement to promote its goods, and
the firm’s need to maintain it acceptable to assure that they accomplish their goals and objectives
effectively and invest their fund efficiently. The method developed at the time of study is unique
for several establishments (Hamad and et. al., 2018). Ventures can repeat the study in the future
utilising the same statistical tools developed through the research suggestions and
recommendations include of interpretation of meaningful statistical information and views or
responses of the researcher. Business research is a constant and ongoing process it does not end
with one study as business atmosphere is modifying exponentially.
The marketplace in India is ruled by means of mobile. For cell 840 million-plus customers,
unlike many other markets, cellular is turning into the dominant device for voice, for value-
introduced offerings, and increasingly for mobile Internet also. It‘s particularly similar to what
we noticed in Japan in 1999 wherein, due to the trouble of broadband and computing. There‘s a
whole host of services being created round cell (Hoang, 2020). An effective control of cell
offerings requires information of the elements that underlie the evolution of the marketplace.
Factors inclusive of market capability and timing and pace of adoption are of brilliant
significance for telecom operators for capability planning. Understanding the evolution of mobile
telephone marketplace and its likely destiny fashion is equally crucial for coverage makers. An
effective control of cellular services calls for an information of the factors that underlie the
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evolution of the marketplace. Factors along with marketplace capability and timing and velocity
of adoption are of exceptional importance for telecom operators for potential planning (Štarchoň
and et. al., 2018). Understanding the evolution of mobile Smartphone market and it’s in all
likelihood future fashion is equally vital for policy makers.
1.2 Background of the study
The written report prepares a research proposal on the marketing strategy which can be execute
to market top mobile phone brands like Samsung and Apple in the nation of India (Sharma and
Goyal, 2019). The document describes the research aims and objectives, a literature review and
the methods that will implemented in reference to carry out the study are defined as are the
ethical components that will be taken into consideration at the time of executing the research.
1.3 Problem Statement
There is ample of information that is observed to exist on the market for mobile phones in India
and the literature on the marketing of mobile phones also talks about the tool and plan of actions
that are mace utilisation of for the same (Singh and Srivastava, 2018). However, there is little
defined in the existing literature on the approach that is taken through mobile phone businesses
and dealers regarding the marketing of top mobile brands like Samsung and Apple in India
(Sharma and Goyal, 2019). This gap is the review of literature is going to be tackled in detail in
the research project that is going to be undertaken shortly, on the subject.
1.4 Research Aims and Objectives
The aim of an investigation report is basically a fairly general, high level statement of what it is
that the firm wish to explore, while the objectives are more particular or centred questions that
will tackle several aspects of the goal (Issahaku, Abu and Nkegbe, 2018).
The key objectives of the research are as below:
 To monitor plan of actions utilized for marketing of mobile phones in India.
 To determine the methods and strategies that is utilized for marketing top mobile brands
in India.
 To find out the key differences in the business operations of Samsung and Apple.
 To find out the influence had on minimizing the sales of other Smartphone enterprises.
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 To comprehended how top mobile organizations like Samsung and Apple mobile phones
can be endorsed on the nation of India with a comparison being offered of the marketing
tools utilized for both kinds of brands.
1.5 Research Questions
The key research questions for this specific study are as below:
 What are the strategies used for marketing or promotion of marketing of mobile phones
in India?
 What are the methods and strategies that are used for marketing top mobile brands in
India?
 What are the key differences in the business operations of Samsung and Apple?
 What is impact had on reducing the sales of other Smartphone companies?
 How will the country of Indian market top Smartphone brands such as Samsung and
Apple cell phones? How can I compare Samsung’s marketing with Apple’s marketing in
India?
For instance, a process research project needs the investigator to plan, take action, measure
the outcomes of the activity and feed that information into the next cycle of planning, action and
assessment (Issahaku, Abu and Nkegbe, 2018). This cyclical approach does not provide itself to
the setting of a particular and quantifiable objective.
1.6 Hypothesis
 Social media is the main strategy which is used for marketing of mobile phones in India.
 Celebrity promotion strategy is the key strategy which is considered by top mobile brands
in India for marketing or promotion.
 Business model is the main difference which can be analysed in the business operations
of Samsung and Apple.
 Reduction in customer base is the main impact which had on decreasing the sales of other
Smartphone companies.
 The marketing of Samsung and Apple can be compare on the basis of USP of the brand.
Summary and Conclusion
This chapter gave an introduction in to the existing study and the underlying background
of the study. It incorporated the current state of the execution of the mobile sector in India, and
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the relationship among that execution and likely barriers that exist within and outside the nation
(Mishra, 2018). This background led to the stated issue that is mainly the fact there is little data
on the topic in current literature that is the foundation and motive of this document.
CONTEXT
Consumer behaviour
It is the study of how peoples, teams and companies choose, purchase, utilise and dispose
ideas, products, and services to fulfil their demands and needs (Agarwal, Sahoo and Agarwal,
2019). It mentions to the activities of the target audiences in the marketplace and the highlighting
motives for those actions. Customers assume complex purchasing power when they are highly
involved in a buy and perceive significant differences between brands. Consumers are greatly
involved when the commodity is expensive, risky, purchased infrequently and highly self
expensive. Consumer involvement is described as a kingdom of thoughts that motivates
customers to become aware of with product/provider offerings, their consumption patterns and
consumption conduct (Maheshwari, Seth and Gupta, 2018). Involvement creates inside
purchasers an urge to search for and reflect on consideration on the product/provider category
and the various alternatives before making selections on logo choices and the very last act of
buy. It is the amount of physical and mental attempt that a consumer puts into a purchase
selection. It creates inside someone a stage of relevance or personal significance to the
product/provider imparting and this ends in an urge in the former to gather and interpret
information for gift/destiny choice making and use.
Buying behaviour
It refers to the activities that are considered by target audiences before purchasing a good
and taking the benefits of the service. This activity may consider consulting search engines,
involving with social media posts or a range of other activities (Khou and Suresh, 2018). Buying
Behavior refers to the movements taken by way of customers earlier than shopping for a product
or service. This manner may additionally encompass consulting engines like google, attractive
with social media posts, or a diffusion of different moves. It is valuable for groups to apprehend
this manner as it helps businesses better tailor their marketing tasks to the marketing efforts
which have successfully motivated purchasers to shop for in the beyond.
Marketing communication
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Basically is it refers to the activity and process of creating awareness about the products
and services of a particular firm by using marketing strategies like advertising, direct marketing,
branding, packaging, printed materials and many more (Vincent and Evans, 2019). In India,
Mobile companies like Samsung and Apple etc. use advertising, online presence, branding, direct
marketing, sponsorship, celebrity promotion etc. are used by them.
Mobile phone marketing in India
In India, mobile phone companies use different marketing tools, techniques and channels
to marketing their products and services. Now these people highly use social media so
companies like Apple and Samsung use social media tools like Facebook, Instagram, Twitter and
YouTube etc (Paranjape, 2018). Along with this, they consider TV ads, celebrity promotion and
many others marketing techniques to promote their products and services.
2.1 Introduction
It can be defined as the comprehensive summary of past study and previous research on a
particular subject and topic. The literature review surveys scholarly articles, books, journals, and
other sources that are reliable to a specific research area (Sinha and et. al., 2019). The review
should enumerate define, summarise, objectively measure and clarify this previous research. It is
often written as a part of a thesis, dissertation or a research paper in order to situate the work in
context of existing knowledge.
LITERATURE REVIEW
2.2 Theoretical Framework
The strategies used for marketing or promotion of marketing of mobile phones in India
According to Saini S. (2020), Mobile marketing is a new tool which developed in marketing
whether it is an online business or offline store. Actions associated to selling, buying and
promoting of any goods and facilities utilising mobile devices are categorised as mobile
marketing. There are several strategies which can be used for marketing of mobile phones in
India. Television is one of the main promotional tool and technique which is used in India in
term of promoting mobile phones so that people could aware with the new and existing
Smartphone’s which are offered by several mobile ventures like Apple, Samsung and many
more. Google Adword also assists promotions so that organisations can start campaign for
targeting particular mobile phones (Gaur, Sharma and Pandya, 2019). Company website is
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another effective advertising tool which is also used by mobile companies in India so that they
can provide brief information about the features of Smart phones. SMS, E-mail, organisation’s
mobile application, web advertisement, social media tools and many more are some marketing
techniques which are utilised for promotion of mobile phone by mobile enterprise in India.
In India, mobile marketing is highly powerful, but it’s easy to get stuck in rut with tools that
do not deliver the outcomes. There are several marketing strategies which are used in India to
promote mobile phones. Hyperlocal mobile marketing strategies consider such as geofencing. It
is where the organisation marks out a particular geographic area with a virtual fence (Singh,
2019). By using this strategy, the establishment can promote its products like Mobile phones and
endorse them by making ads as per that geographic location. Vertical video and animations also
use in promotion of Smartphone’s by mobile companies. Google mobile app campaigns,
advertisement in between mobile app or game and many more strategies are used by Smartphone
companies in India.
The methods and strategies that are used for marketing top mobile brands in India
As per the view of Sachdeva S. (2018), the Smart phone in India has been one of the most
competitive marketplaces in the nation. Both local and international brands fight hard to make
their position in India because it is a very profit making industry and with the number of possible
purchasers India has, no firm wants to ignore this market. In India, top brand like Xiaomi use
low price strategies for marketing (Mittal and Kumar, 2020). By using this strategy, the venture
can do marketing its products and getting attention of range of customer base as people are
greatly attracted regarding low cost mobile product with effective features.
OnePluse is another brand of mobile phones which use invite systems, influence
marketing, Tie up with Amazon, Ola and Air Asia and unboxing ceremony strategies in term of
marketing of its mobile phones India. Top mobile brands like Samsung and Apple use celebrity
endorsement and promotion strategy in term of promoting its mobile phones or Smart Phones
(Sinha and et. al., 2019). It is one of the main and effective strategy of marketing because due to
celebrity promotion, people highly influenced and attracting regarding product. TV ads, Social
media, web ads and mobile application promotion are the some main techniques of marketing
that are used by top mobile brands and companies for endorsing their mobile phones.
In India, mobile sector organisations basically consider different methods like joint
venture, franchising, merger and many more to establish their business. Along with this, they
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also consider numerous tools to promote their products (Sharma and Kulshreshtha, 2019).
Television advertising is included the best medium to reach the target audiences. Traditionally, a
commodity launch would mean $4-8M as marketing spends. However, Motorola and Xiaomi
determined o tie up with exclusively with Flipkart and Amazon which assured that they spend
minimum amount on new launch and use the reach of the online players. Motorola did a joint
promotion with Flipkart with a few rounds of print ads and Xiaomi depended more on the buzz
created by its PR machinery rather than direct promotion.
The key differences in the business operations of Samsung and Apple
As per the view of Ross S. (2019), It is fair to say there is no love lost among Apple and
Samsung. They are in a worldwide corporate battle that started in 2010 when Samsung , then an
Apple dealer, discharged a very iPhone like product by its Galaxy lineup. Samsung and Apple
are two customer electronics huge with global reach and faithful customer bases (Girija and
Sharma, 2018). Samsung;s business model has centred on vertically integrating supply chains
and ramping up manufacturing volume. Apple has designed business plan of action of
concentrating on design and user experience while outsourcing factors like production.
According to Mcfarlane G. (2019), Apple makes money on iPhones and MacBooks, more than
anything else. The phones outsell the laptops 5 to 1 but the huge margins on the latter make the
race more or less a wash. Samsung revenue centre is more evident. Its mobile phones that is
accountable for 45% of the firm’s profits (Singh, 2019). Samsung might hammer Apple on
market share for mobile phones, but Apple happily sells fewer phones than Samsung known that
it states netting close to $400 profit per unit.
Apart from this, Apple is so big that it can live comfortably without Samsung. Similarly,
Samsung does not require being an Apple supplier to increase. As rivals in the market, they have
put life changing electronics in the hand of hundreds of millions. As rivals in the halls of
fairness, they have exhausted huge sums of cost to emphasize their supremacy (Kabbiri and et.
al., 2018). In addition to it, Apple is the controlling brand in the US marketplace and Samsung
holds the lead internationally. In comparison, Samsung is viewed like a follower for a long time.
Since the launch of Galaxy S4, Samsung has included Apple’s innovative design of the iPone as
“not so astonishing and continues to be a noteworthy competitor.
Apple is the dominating brand in the US market and Samsung holds the direct
internationally. There are some forms of peculiarity among the marketing strategies of both the
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brands. Apple is broadly considered as a great innovator in the Smartphone sector. it is popular
for beautiful designs and new applications (Talikoti, 2019). Whereas Samsung is viewed as a
follower for a long time. Since the launch of Galaxy S4, Samsung has included Apple’s creative
design of the iPhone as not so stunning and continues to be a notable rival. Apple has a new
strategy when it comes to brand promotion. It has a minimalist presence on social media (Mittal
and Kumar, 2018). It endorses through TVCs. While Samsung meanwhile, is present on an array
of social media channels such as YouTube, Twitter and Facebook pages for Samsung mobile,
Samsung TV and others.
Impact had on reducing the sales of other Smartphone companies
There are several things which create influence on the decrement of the sales of
Smartphone organisations. According to Kala R. R. (2020), the pandemic and lockdown also
affected domestic Smartphone market with shipments during April-June 2020 reducing 51%.
Due to this issue, the main Chinese brand like Oppo, Vivo, Realme and others are highly
affected in term of their sales (Minkoua Nzie, Bidogeza and Azinwi Ngum, 2018). Apart from
this, the sale of other brand like Apple, Samsung, Lava, Nokia etc are also influence negatively
because due to COVID pandemic production of mobile devices stop due to shipment of them
which create direct impact over the sales of Smartphone’s in negative manner (Mittal and
Kumar, 2020). Boycott China is another reason of reduction in sales of mobile devices.
Customer are getting messages by several social media tools and they are making determinations
to not to purchase Chinese brand products considering mobile phones also.
Gaps in the Review of Literature
The literature that has been described preceding points out the fact that there is a vast market
for mobile phones in the country of India and the requirement for Smart phones in India is
something that is something that is gorgeous high to say the least. This marketplace is likely to
develop and expand in the near future too, as assigned in the review of literature (Sharma and
Kulshreshtha, 2019). The reconsider of literature does not examine much about what the
marketplace is like for top brands such as Samsung and Apple and the tactics of strategies that
ought to be used for the marketing of such phone ventures. This gap in the review of literature
will be tackled in the existing assessment.
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3. RESEARCH METHODOLOGY
3.1 Introduction
Research methods and methodology signifies as a theoretical and systematic analysis that is
implemented and used in reference to find out tools applied to a particular area of study
(Agarwal, Sahoo and Agarwal, 2019). It is beneficial activity applied to build up effective data
for the objective of making business decisions. On the other hand, research methodologies
indicates to a systematic study, collection of data, formulation of hypothesis and deduction and
conclusion of study, It is an essential and crucial part of dissertation that will enable a researcher
to demonstrate accurate and effective details of methods applied to undertake a systematic and
effective review of the extent literature (Obong, Mugonola and Phillips, 2018). It is majorly
associated and linked with the aims and objective of research.
3.2 Research Design
It is acknowledged as the tools utilised to gather information and the scientific structure of a
research document. There is exploratory research design, the descriptive and analytical research
design. The researcher recommended utilising exploratory research form for the determination. It
will motivate investigators to carry out the study more broadly to identify what the issue
suffering Smartphone organisations that have stuck among Apple and Samsung’s competitor
(Khou and Suresh, 2018). Exploratory research design is conducted for a research hassle when
the researcher has no beyond information or just a few studies for reference. Sometimes this
research design is casual and unstructured. It serves as a device for preliminary studies that offers
a hypothetical or theoretical concept of the studies trouble. It will now not offer concrete
solutions for the studies trouble. This method is performed with a purpose to determine the
nature of the hassle and helps the researcher to broaden a better know-how of the problem.
Exploratory research is flexible and provides the initial groundwork for future research. With the
help of this research design the researcher can analyze special sources consisting of published
secondary information, records from other surveys, remark of studies objects, and opinions
approximately a employer, product, or service.
3.3 Research Philosophy
The approaches obtained through a research to the gathering of data for an investigation
document and the influence of such problems over their execution would be measured in detail
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