MINI PROJECT REPORT

ON
“MARKETING STRATEGY USED BY TWO TOP MOBILE
BRANDS SAMSUNG AND XIAOMI”

Dr. A.P.J Abdul Kalam Technical University, Lucknow

Towards the partial fulfillment of
Master of Business Administration (MBA)
(BBDITM, Lucknow)

SUBMITTED TO SUBMITTED BY

MR. D. K. SHUKLA BRIAN ANTHONY

(ASSISTANT PROFESSOR) (1ST SEMESTER)

Session 2020-2021

Babu Banarasi Das

Institute of Technology & Management
Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India
 DECLARATION

I hereby declare that the field work entitled of “MARKETING STRATEGY USED BY

TWO TOP MOBILE BRANDS SAMSUNG AND XIAOMI” submitted to the BBDITM,

LUCKNOW is a record of an original work done by me under the guidance of Mr. D. K.

Shukla(College Guide) and this field study report is submitted in the partial fulfillment of Bachelor in

Business Administration.

BRIAN ANTHONY

ii
 ACKNOWLEDGEMENT

No project report ever reflects the efforts of a single individual. The report owes its existence to the
constant support and guidance of a number of people. I am thankful to all of them.
I would like to thank all the respondents for giving their valuable time and providing useful insight
into finer aspects of marketing.
I am grateful to my coordinator Mr. D. K. Shukla who have guided me to the completion of the field
study report.
I am also grateful to all those who have either directly or indirectly contributed towards the
completion of the project, for their support and encouragement.

BRIAN ANTHONY

iii
 PREFACE

I have put my sincere efforts to accomplish my objectives within the stipulated time. Despite all

limitations, obstructs, hurdles and hindrances, I have toiled and worked to my optimum potential to

achieve desired goals. I am presenting this hand carved effort. I tried my level best to conduct a survey

to gain a thorough knowledge about the project on topic, “MARKETING STRATEGY USED BY

TWO TOP MOBILE BRANDS SAMSUNG AND XIAOMI.” I put the best of my efforts and have

also tried to be justice with available. If anywhere something is found unacceptable or unnecessary to

the theme; you are welcomed with your valuable suggestions.

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 TABLE OF CONTENT
Declaration

Acknowledgement

Preface

Sr.No Topic Page no.

1. Introduction 6-20

2. Company profile 21-27

3. Objective of the study 28

4. Research methodology 29-30

5. 31
Limitations

6. Data analysis and interpretations 32-41

7. . Findings 42

8. Recommendation & suggestions 43

9. Conclusions 44

10 Questionnaire 45-46

11. . Bibliography 47

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 INTRODUCTION

Mobile phones are nowadays basic need for everyone. We use it to keep in touch with our family

and friends, Browse, gaming, and for various other purposes. The mobile industries have strong

competition and they are forced to bring new technological innovations, and marketing strategies

Samsung is one of the trusted brands in mobile market. It has been growing steadily in Indian

market. Samsung has good distribution network which helps it to reach the market. To develop

the ways in which it create new product and develops new and real markets with a view to

offering its customers fitter service. A. Marketing Strategy Important Marketing strategy is a

clear vision for company’s future. A business and clearly laid to strategy helps to positively

business goals, activities, aims and strategy marketing to prioritize each of your tasks as they

arrive.

Marketing strategies can help you to greatest the resources at your trading. Marketing plan makes

up an development large part of marketing strategy company. B. Marketing strategy of Samsung:

1) Marketing strategy explains how to identify our customers

2) How to reach them. And how to retain them. Mobile companies follows a good marketing

strategy. It has covered its customers through ads, Mobile companies spends made on ads and

marketing. Its distribution and direct deals help in watching the customers and after sales service

help in retain the customers.

Benefits Of Marketing Strategies 1) Translate the company objectives, mission, vision into

effectives of marketing initiatives. 2) Marketing increase sales 3) Marketing planning promotes

successful marketing operators 4) Marketing is the promotion of your business getting the

recognition and attention of your target 5) Going hand-in-hand with this is the enhanced brand
recognition 6) The most important benefit of marketing is therefore quite simply improving the

businesses profits by boosting of sales 7) Marketing is cheaper than traditional form of marketing.

In today’s spotlight, Anuj Sharma, Chief Marketing Officer at Xiaomi India. An

industry veteran with experience of over 15 years, Anuj boasts of having delivered many

innovative marketing campaigns, and a series of successful product launches in a brief

span of one year.

The future of consumerism seems to be centered around life-changing experiences.

How do you keep up with such expectations?

Xiaomi is a customer focussed brand and our Mi Fan centric approach has enabled us to

attain the position of No.1 smartphone brand in India. We are driven by the core

philosophy of offering innovation to everyone. We actively engage with our consumers

and Mi Fans through social media and various meets to gather frequent feedback on their

needs and Xiaomi product experience. This helps us better understand our consumers’

preferences and further enhance user experiences by incorporating the relevant feedback

into the product discourse. We also offer Mi Home experience centres across India,

where we not only sell products but also give Mi Fans and customers an opportunity to

explore our diverse portfolio of products sold globally, thereby creating an invaluable

consumer experience.

We’re also able to achieve this through our products which come with great quality, the

best specs and truly honest pricing. In addition to a great product, creating a robust after

sales -customer support system also helps create a higher brand recall. We have built a

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dedicated customer service network with 6,000+ members to ensure utmost customer

satisfaction.

celebrity endorsements still sway the millennials and GenZ generation

Xiaomi recently teamed up with Ranveer Singh, one of the most successful Bollywood

stars, to become our smartphone brand endorser. We came up with an entertaining,

quirky and fun-spirited webfilm showcasing our collaboration with Ranveer Singh, not

just with a TVC but by also using both Ranveer’s and our social media and digital

platforms, which worked very effectively with the millennials. It helped us gain greater

visibility and build a stronger sense of consumer loyalty. This generation requires brands

to be straightforward and not use any complex approaches to market. They are tech savvy

and social media friendly and are always online and connected. Hence, it is very

important to target them across all the digital and online mediums. We, at Xiaomi have

often introduced simple yet innovative campaigns that have strongly connected with this

audience, wherein we applied a blend of both unconventional and traditional marketing

methods.

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 COMPANY PROFLE

Xiaomi is a Chinese brand that designs, develops and sells Smartphone, mobile apps and
laptops related to consumer electronics.

Xiaomi released its first smartphone in 2011 and has rapidly gaining market share in
china and other part on the world; it became china’s biggest smartphone company in
2014. As of 2018 xiaomi is 5th largest smartphone company. Xiaomi has expanded into
developing a wider range of consumer electronics, including a smart home device
ecosystem.

Xiaomi has over 15k employees in china, India, Malaysia Singapore etc and is expanding
to other countries such as Indonesia and Philippines and South Africa. Lei jun the
founder and CEO has an estimated net worth of us$6.8B. He is china’s 24thrichest person
as by 2017. Xiaomi is worlds 4th most valuable tech startup after it receives 1.1B$
Funding from investors and making its Xiaomi is a Chinese electronics and software
company headquartered in Beijing. Xiaomi valuation more than us46B$

Xiaomi was founded in 2010 by serial entrepreneur Lei Jun based on the vision
“innovation for everyone”.
We believe that high-quality products built with cutting-edge technology should be made
accessible to everyone.
We create remarkable hardware, software, and Internet services for and with the help of
our Mi fans. We incorporate
their feedback into our product range, which currently includes Mi and Redmi

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smartphones, Mi TVs and set-top boxes,
Mi routers, and Mi Ecosystem products including smart home products, wearable’s and
other accessories.
With presence in over 30 countries and regions, Xiaomi is expanding its footprint across
the world to become a global brand.

Xiaomi

Type Private
Consumer electronics
Industry
Computer hardware
Founded 6 April 2010; 8 years ago

Founder Lei Jun

Headquarters Haidian District, Beijing, China

Area served 

Key people Lei Jun (CEO)

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 Lin Bin (林斌)(President)
Manu Kumar Jain (Vice
president)
Mobile phones
Smartphones
Tablet computers
Products
Smart home devices
Laptops
Smart TV

Revenue US$15 billion (2017)

Number of
Approximately 15,000[1]
employees
Hisami
Mijia
Subsidiaries Aqara
Yeelight
Amazfit
Mi.com
Website
Mi.com - International

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 COMPANY PROFILE

Industry Conglomerate

Founded 1 March 1938; 81 years ago

Headquarters Seoul, South Korea

Area served Worldwide

Key people Lee Kun-hee (Chairman)

Products Mobile i-phones

Smart i-phones

Telecommunication system

MP3 Player, Laptop computers

Revenue US$ 210.1 billion (2018)

Net income US$ 37.3 billion (2018)

Employees 320,671 (2018)

Website Samsung.com

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HISTORY

Unlike other electronic companies Samsung origins were not involving electronics but

other products.

In 1938 the Samsung's founder Byung-Chull Lee set up a trade export company in Korea,

selling fish, vegetables, and fruit to China. Within a decade Samsung had flour mills and

confectionary machines and became a co-operation in 1951. Humble beginnings.

From 1958 onwards Samsung began to expand into other industries such as financial,

media, chemicals and ship building throughout the 1970's. In 1969, Samsung Electronics

was established producing what Samsung is most famous for, Televisions, Mobile I-

phones (throughout 90's), Radio's, Computer components and other electronics devices.

1987 founder and chairman, Byung-Chull Lee passed away and Kun-Hee Lee took over

as chairman. In the 1990's Samsung began to expand globally building factories in the

US, Britain, Germany, Thailand, Mexico, Spain and China until 1997.

In 1997 nearly all Korean businesses shrunk in size and Samsung was no exception. They

sold businesses to relieve debt and cut employees down lowering personnel by 50,000.

But thanks to the electronic industry they managed to curb this and continue to grow.

The history of Samsung and mobile i-phones stretches back to over 10 years. In 1993

Samsung developed the 'lightest' mobile phone of its era. The SCH-800 and it was

available on CDMA networks.

Samsung has made steady growth in the mobile industry and are currently second but

competitor APPLE is ahead with more than 100% increase in shares.

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Samsung Telecommunications

Samsung Telecommunications is one of five business units within Samsung Electronics,

belonging to the Samsung Group, and consists of the Mobile Communications Division,

Telecommunication Systems Division, Computer Division, MP3 Business Team, Mobile

Solution Centre and Telecommunication R&D Centre. Telecommunication Business

produces a full spectrum of products from mobiles and other mobile devices such as MP3

players and laptop computers to telecommunication network infrastructure. Headquarters

is located in Suwon, South Korea.

In 2018 Samsung Telecommunication Business reported over 40% growth and became

the second largest mobile device manufacturer in the world. Its market share was 14% in

Q4 2018, growing up form 11.3% in Q4 2006. At the end of November 2011, Samsung

sold more than 300 million mobile devices and set still in second after APPLE with 300.6

million mobile devices sold in the first three quarter of 2011.

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Subsidiaries and affiliates

As of April 2011, Samsung Group was comprised of 59 unlisted companies and 19 listed

companies, all of which had their primary listing on the Korea Exchange stock exchange.

Company Symbol Company Symbol

Samsung Corporation 000830 Shilla Hotels and Resorts 008770

Samsung Securities 016360 Samsung Fine Chemicals 004000

Samsung SDI 006400 SI Corporation 012750

Samsung Electro-Mechanics 009150 Samsung Fire & Marine Insurance 000810

Samsung Engineering 028050 Samsung Electronics 005930

Samsung Techwin 012450 Samsung Life Insurance 032830

Cheil Industries 001300 Samsung Card 029780

Samsung Heavy Industries 010140 Cheil Worldwide 030000

Market Korea 122900 Credu 067280

Ace Digitech 036550

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Samsung Vision

Samsung India's Vision entails helping people improve the quality of their lives by

providing them with superior quality, state -of-the-art technology products at the

right time and the right price. But b e yo n d i t s r o l e a s a p u r v e yo r o f q u a l i t y

p r o d u c t s i n I n d i a , Samsung seeks to contribute to the economic growth of the

country though its export commitments and large scale production facilities generating

secured employment for hundreds of Indian people. At Samsung, we strive to contribute

to the development of the electronics a n d c o m p o n e n t s i n d u s t r y i n I n d i a b y

e n h a n c i n g t h e k n o w l e d g e l e v e l s o f o u r w o r k f o r c e through the introduction

of our advanced management systems and production know-how in our

m a n u f a c t u r i n g facilities by introducing our Indian vendors to our world class

quality systems and helping them in improv ing them in their own quality

systems and production processes and setting benchmarks for the industry both in terms

of after sales service for our products, quality systems and management techniques at our

facilities or our products themselves. At Samsung, we believe in returning to the

community some of the profits we earn from it, through the social causes we espouse. We

view ourselves not as an MNC operating in India, but as an 'Indian Company'

operating here, conforming to the laws of the country and committed to working

for the Indian community. We want and to be seen as the 'Most Respected' Indian

Company.

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 OBJECTIVES OF THE STUDY

The subject matter for this miniProject is to study the consumer behavior towards the

Apple & Samsung mobiles. This project consists of different objectives. They are as

follows::-

• To study the comparative marketing analysis with reference to apple and Samsung in

Lucknow Market.

• To know about the consumer preference level associated with Apple & Samsung

mobiles.

• To find out the customer satisfaction towards Apple & Samsung

• To know which advertisement media puts more impact on the buying decision of

customer.

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 RESEARCH METHODOLOGY
Research is the systematic and objective search for the analysis of the information
relevant to the identification and solution of any problem in the field of channel
development. The objective behind this project was to get a deep insight into the answers
To the questions “what are the general problem faced by the subscribers and
what they expect from mobile handsets providers and study of current mobile market”.
The object of the survey was the mobile users of various mobile companies.
The essence of research conducted by us is to analyze the present market position of
APPLE & Samsung mobiles among its competitors and the problem which are being
faced by customer, wholesaler, and retailers. The eventual objectives are to suggest some
recommendation to the company so as to enable them to increase their market share.

Only in analyzing my sample follows no conventional method. The total analyze is based
on the internees the question put on before our sample size. A research of this can’t be
done all once through large area in limited time so NABHA has been selected for
research.

DEVELOPING THE RESEARCH PLAN

The second step of marketing research process calls for developing the most efficient
plan for gathering the need information. While designing a research plan we have to take
decisions regarding data sources, search approached, search instruments, sampling etc.
there are two plan contact which are as follows:-

1. DATA SOURCE

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 There are two type of data source:
 Primary data
 Secondary data

Primary data :
Personal interviews are conducted which enable collection of oral verbal
response. This is fact to face contracted with structured or sometime even unstructured
patterns. This helps in obtaining indent information.

Secondary data:
Secondary data can be obtained from different magazines and annual
reports, financial documents referred.

2. RESEARCH APPROACH

SURVEY METHOD:-
Survey are best suited for descriptive research companies which undertake surveys to
learn about people’s knowledge, preferences, satisfaction etc. to measure these
magnitude in general population. While observation and tours are best suited for
exploratory research which is not the case of our study.

3. RESEARCH INSTRUMENT
Questionnaire: A Questionnaire is prepared and use to collect the information. The
majority of questions are close ended. Questionnaire is distributed to people to know
about their preferences, quality, demand etc. this is one of the easiest method of
collecting information.
4. SAMPLING PLAN
After deciding on the research approach and instrument, we must design a sampling
plan. This plan calls for three decisions.

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a) Sampling unit:- Here we define what is to be surveyed i.e. the target population that
will be sampled. In our case the journal public in cities & towns come under the
sampling unit.
b) Sample size:- Large sample give more reliable results. In our study 100 customers
were surveyed in LUCKNOW.
c) Sampling Procedure:- Area sampling is using because it is not practically possible to
visit all places of India therefore LUCKNOW chosen for survey.

4. CONTACT METHOD

In this decision is taken that how the object should be contacted i.e. whether
by mail questionnaires, telephone, interviews. In our research personal
interview is the most convenient and reliable method.
5. COLLECTION OF THE INFORMATION
The data collection phase of the marketing research is most expensive and
most error prone process. There can be error some respondent can give biased
or dishonest answer from collection of information. The researcher personally
goes to customer to collect the reliable data. Here all knowledge of the
researcher about that field comes to test the ingenuity of the research.

Here we got the experience of working professionally and independently on

the road which gives some taste of practical marketing. We also got a lot
exposure about the market. The present study undertake is descriptive in
nature and in this study questioning people with regular expertise in that are
being used.

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 LIMITATIONS

The research was subjected to following limitations:-

 The survey cannot be termed 100% accurate due to lack of time.

 The lack of candidates of respondent towards answering the

Questionnaire in few cases may have reduced the accuracy of survey

to some extent.

 There is more measure to check out whether the information provided

by the consumer is correct or not.

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 ANALYSIS & INTERPERATION

1. Which brand is best?

Answer Percentage (%)

Apple 60

Samsung 40

INTERPRETATION

Out of 50 respondents 30 says APPLE mobile i-phones are best while 20 were says

Samsung.

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 2. Why do you prefer APPLE or Samsung?

Answer Percentage(%)

Feature 36

Look 12

Quality 37

Price 15

INTERPRETATION

Out of 50 respondent 18 prefer their mobiles for features, 06 prefer look , 18 prefer their

mobile quality & 08 prefer their price in the market.

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 3. Which provide you better touch?

Answer Percentage(%)

Apple 53

Samsung 47

INTERPRETATION

Out of 50 respondent 27 says APPLE touch is better while 23 says Samsung.

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 4. Which among the two brands has more features?

Answer Percentage(%)

Apple 61

Samsung 39

INTERPRETATION

Out of 50 respondent 30 says APPLE has more features rather than Samsung.

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 5. Are you satisfied with price of APPLE/Samsung?

Answer Percentage(%)

Yes 78

No 22

INTERPRETATION

Out of 50 respondent 39 respondents are satisfied with their particular mobile

while only 11 were not satisfied.

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 6. Which among these provide you better after sale service?

Answer Percentage(%)

Apple 74

Samsung 26

INTERPRETATION

Out of 50 respondents 37 says APPLE provides better service after sale while only 13

says Samsung.

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 7. Which provide good battery back-up?

Answer Percentage(%)

Apple 69

Samsung 31

INTERPRETATION

Out of 50 respondent 35 says APPLE provides better battery back-up while 15

says Samsung.

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 8. Which brand provides you with more accessories along with the phone?

Answer Percentage(%)

Apple 55

Samsung 45

INTERPRETATION

Out of 50 respondent 28 says APPLE provide more accessories with it while only

22 says Samsung provide more accessories with it.

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9.Which would you prefer from a business point of view?

Answer Percentage(%)

Apple 55

Samsung 45

INTERPRETATION

Out of 50 respondent 28 says APPLE handsets best business point of view while

only 22 says Samsung mobiles business point of view.

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10. Which gives better camera quality?

Answer Percentage(%)

Apple 62

Samsung 38

INTERPRETATION

Out of 50 respondents 31 says APPLE gives better camera celerity while only 19

respondents Samsung gives better camera celerity.

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11.Which cell phone company has better sound quality?

Answer Percentage(%)

Apple 69

Samsung 31

INTERPRETATION

Out of 100 respondents 35 say APPLE have better sound quality & other 15 says

Samsung provide better sound.

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12. Which model is comfort carrying?

Answer Percentage(%)

Apple 67

Samsung 33

INTERPRETATION

Out of 100 respondents 34 says APPLE mobiles are comfort caring while only 16

says Samsung mobiles are comfort caring.

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13.Which companies provide more service sale counter nearby?

Answer No; of people

Apple 69

Samsung 31

INTERPRETATION

Out of 50 respondent 36 says APPLE provide more service sale counter nearby

while only 14 in the favors of Samsung.

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 14. Which company has more cell memory storage?

Answer Percentage(%)

Apple 68

Samsung 29

Other 3

INTERPRETATION

Out of 50 respondents 32 says APPLE mobiles has more memory storage & 18

respondents says Samsung mobiles while only 3 respondents in favors of others.

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 15.Which company have technical maintain & additional (like long life)?

Answer Percentage(%)

Apple 65

Samsung 35

INTERPRETATION

Out of 50 respondents 32 in the favors of APPLE & only 18 in favors of Samsung.

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16.Why do you like brand you choose?

Answer Percentage(%)
Function 26
Advertisement 20
Brand name 19
Quality 19
Price 14
Appearance 02

INTERPRETATION

Out of 50 respondents 13 like their brand because of their functions , 10

respondents choose their brand because of Advertisement , 09 in the favors of
Brand name , 10 in the favors of quality , 07 in the favors of Price , & only 01
like respondents like their brand because of Appearances.

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17.What kind of model do you prefer?

Answer Percentage(%)

Slim 33

Thick 25

Light 14

Medium 11

Large 11

Heavy 06

INTERPRETATION

Out of 50 respondents 16 says they prefer Slim models , 12 prefer thick

handsets , 7 respondents prefer light mobiles , 5 prefer medium , 6 prefer large

handsets & only 03 respondents says they prefer Heavy mobiles.

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 FINDINGS

 Few years back mobile iphones were not common among the consumer. But with the

mobile revolution now we can find most consumer with i phone.

 Most of the consumer prefers Samsung than Apple when we talks about budget otherwise people

will go for iphone.

 Mostly the consumers are satisfied with the services provided by the Apple mobile

companies rather than Samsung.

 Maximum numbers of respondents were attracted towards the price , battery memory

and the least like the style .

 Maximum number of consumer are loyal to their particular service providers and

they were using their mobile since 1 to2 years.

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 RECOMMENDATION

I have made following recommendations to the company after doing the summer training there:

 The company should make its marketing strategy flexible enough in order to face

competition.

 The company rate policy must be flexible enough to catch new customers

because if company offers lower price to a new customer then he may continue

buy the goods and can be a permanent customer for the company.

 The company should offers such rate in the market so that it may be able to catch

a bigger market share and it should be able to compete with the local traders and

commission agents while having a brand name.

 The company should create more and more outlets so that product can be easily

accessible to the customers.

 The company should take the opinion of the exporters from time to time know

what problems they are facing from the company’s side. And if any changes they

require in present supplying condition?

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 CONCLUSION

 Working on APPLE & Samsung project gave me an opportunity to

apply my skills and knowledge, which I had gained previously.

 It gave us an opportunity to see working an organization.

 It was an amazing experience with learning all the way, which help us

to brush up our knowledge.

 Perception of consumer towards their smartphones is known with the

help of this research report.

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 QUESTIONNAIRE

SECTION A PERSONAL INFORMATION

1. Name ______________________

2. Gender

( ) Male ( )Female

3. Age

( )10-20 ( )30-50

( ) 20-30 ( )50 & Above

4. Marital Status

( ) Single ( ) Married

5. Educational Status

( ) Matric ( ) 10+2

( ) Graduation ( ) Post-Graduation

6. Occupation

( ) Self Employee ( ) Professional

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 ( ) Student ( ) Others

7. Income Level

( ) < 10000 ( ) < 20000

( )< 40000 ( ) > 40000

8. Residence

( ) Urban ( ) Rural

9. Contact No: ________________

10. E mail id:

SECTION B

1. Which brand is best ?

( )APPLE

( ) Samsung

2. Why do you prefer APPLE or Samsung ?

( ) Best features ( ) Best look

( ) Best Quality ( ) Price

3. Which provide you better touch?

( ) Apple

( ) Samsung

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4. Which among these two brands has more features?

( ) Apple

( ) Samsung

5. Are you satisfied with price of APPLE or Samsung?

( )Yes

( ) No

6. Which among these provide you better after sale service?

( ) Apple ( ) Samsung

7. Which provide good battery back-up?

( ) Apple ( ) Samsung

8. Which brand provides you with more accessories along with the phone?

( ) Apple ( ) Samsung

9. Which would you prefer from a business point of view?

( ) APPLE ( ) Samsung

10. Which gives better camera quality?

( ) Apple ( ) Samsung

11. Which cell companies have better sound quality?

( ) Apple ( ) Samsung

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12. Which mobile is comfort carrying?

( ) Apple ( ) Samsung

13. Which company provides more Service sale counter nearby?

( ) Apple ( ) Samsung

14. Which companies have a more cell memory storage?

( )Apple ( )Samsung

15. Which companies have technical maintenance & additional (like long life)?

( )Apple ( )Samsung

16. Why you like brand you choose above?

( )Advertisement ( )Appearance

( ) Functions ( )Price

( ) Brand Name ( )Quality

17. What kind of model you prefer?

( )Slim ( )Medium

( )Thick ( )Light

( )Large ( )Heavy

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 BIBLIOGRAPHY

BOOKS:-

Marketing research – G.C.Beri

Research Methodology – C.R.Kothari

Principal of Marketing – Philip Kotler.

WEB RESOURCES:-

www.Apple .com

www.samsung.com

www.google.com

www.yahoo.com

www.scribd.com

www.thestalwart.com

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