ACKNOWLEDGEMENT

We are thankful to Mr.A V RAO, Distinguished professor of Marketing, for giving us the
opportunity to work on this report .It was a great learning experience for me and we have
actually put in practice, the learning acquired in the classroom. Also the project helped me
in understanding the perspective of marketing strategies.
S.No. TOPIC PAGE
No.
1 Acknowledgement

2 Introduction

3 History of mobile phone

4 About the company

5 Nokia

6 Motorola

Samsung
8 Analysis of company(in term of 7’ps)

8.1 Product
8.2 Price
8.3 Place

8.4 Promotion

8.5 People

8.6 Physical evidence

9 Comparative Swot analysis

10 Bibliography
 INTRODUCTION

1. Definition of Cellular/Mobile phone:-

A mobile phone or mobile (also called cellphone and handphone as well as cell phone,
wireless phone, cellular phone, cellular device, cell, cellular telephone, mobile telephone
or cell telephone) is a long-range, electronic device used for mobile telecommunications
(mobile telephony, text messaging or data transmission) over a cellular network of
specialized base stations known as cell sites.
Most current mobile phones connect to a cellular network consisting of switching points
and base stations (cell sites) owned by a mobile network operator (the exception is
satellite phones, which are mobile but not cellular). In addition to the standard voice
function, current mobile phones may support many additional services, and
accessories, such as SMS for text messaging, email, packet switching for access to the
Internet, gaming, Bluetooth, infrared, camera with video recorder and MMS for sending
and receiving photos and video, MP3 player, radio and GPS.
As opposed to a radio telephone, a mobile phone offers full duplex communication,
automates calling to and paging from a public switched telephone network (PSTN), and
handoff (American English)/handover (British/European English) during a phone call
when the user moves from one cell (base station coverage area) to another. A mobile
phone offers wide area service, and should not be confused with a cordless telephone
which also is a wireless phone, but only offer telephony service within a limited range,
e.g. within a home or an office, through a fixed line and a base station owned by the
subscriber.
The International Telecommunication Union estimated that mobile cellular subscriptions
worldwide would reach approximately 4.1 billion by the end of 2008. Mobile phones
have gained increased importance in the sector of Information and communication
technologies for development in the 2000s and have effectively started to reach the
bottom of the economic pyramid
 History of mobile phones

In Europe, radio telephony was first used on the first-class passenger trains between
Berlin and Hamburg in 1926. At the same time, radio telephony was introduced on
passenger airplanes for air traffic security. Later radio telephony was introduced on a
large scale in German tanks during the Second World War.

First generation

On April 3, 1973, Motorola employee Dr. Martin Cooper placed a call to Dr. Joel S.
Engel, head of research at AT&T's Bell Labs, while walking the streets of New York City
talking on the first Motorola DynaTAC prototype in front of reporters. Motorola has a
long history of making automotive radios, especially two-way radios for taxicabs and
police cruisers.

Second generation

In the 1990s, 'second generation' (2G) mobile phone systems such as GSM, IS-136
("TDMA"), iDEN and IS-95 ("CDMA") began to be introduced. In 1991 the first GSM
network (Radiolinja) opened in Finland. 2G phone systems were characterized by digital
circuit switched transmission and the introduction of advanced and fast phone-tonetwork
signaling.

Third generation

The first pre-commercial trial network with 3G was launched by NTT DoCoMo in Japan
in the Tokyo region in May 2001. NTT DoCoMo launched the first commercial 3G
network on October 1, 2001, using the WCDMA technology By the end of 2007 there
were 295 Million subscribers on 3G networks worldwide, which reflected 9% of the total
worldwide subscriber base.
 Seven elements of service marketing mix

These seven elements are often referred to as the marketing mix, which a marketer can use to
craft a marketing plan. The seven P’s model is most useful when marketing low value consumer
products. Industrial products, services, high value consumer products require adjustments to this
model. Services marketing must account for the unique nature of services. Industrial or B2B
marketing must account for the long term contractual agreements that are typical in supply chain
transactions The service marketing mix comprises off the 7’p’s. These include:

Product
Price
Place
Promotion
People
Process
Physical evidence.

Product:
The product aspects of marketing deal with the specifications of the actual goods or
services, and how it relates to the end-user's needs and wants. The scope of a product
generally includes supporting elements such as warranties, guarantees, and support.

Pricing:
This refers to the process of setting a price for a product, including discounts. The price
need not be monetary - it can simply be what is exchanged for the product or services,
e.g. time, energy, psychology or attention.

Promotion:
This includes advertising, sales promotion, publicity, and personal selling, branding and
refers to the various methods of promoting the product, brand, or company.

Place:
Refers to how the product gets to the customer; for example, point of sale placement or
retailing. This fourth P has also sometimes been called Place, referring to the channel
by which a product or services is sold (e.g. online vs. retail), which geographic region or
industry, to which segment (young adults, families, business people), etc.

People
An essential ingredient to any service provision is the use of appropriate staff and
people. Recruiting the right staff and training them appropriately in the delivery of their
service is essential if the organization wants to obtain a form of competitive advantage.
Consumers make judgments and deliver perceptions of the service based on the
employees they interact with. Staff should have the appropriate interpersonal skills,
aptititude, and service knowledge to provide the service that consumers are paying for.
Many British organisations aim to apply for the Investors In People accreditation, which
tells consumers that staff are taken care off by the company and they are trained to
certain standards.

Process
Refers to the systems used to assist the organization in delivering the service. Imagine
you walk into Burger King and you order a Whopper Meal and you get it delivered within
2 minutes. What was the process that allowed you to obtain an efficient service
delivery? Banks that send out Credit Cards automatically when their customer’s old one
has expired again require an efficient process to identify expiry dates and renewal. An
efficient service that replaces old credit cards will foster consumer loyalty and
confidence in the company.

Physical Evidence
Where is the service being delivered? Physical Evidence is the element of the service
mix which allows the consumer again to make judgments on the organization. If you
walk into a restaurant your expectations are of a clean, friendly environment. On an
aircraft if you travel first class you expect enough room to be able to lay down!
Physical evidence is an essential ingredient of the service mix, consumers will make
perceptions based on their sight of the service provision which will have an impact on
the organisations perceptual plan of the service.
 Nokia

About the Company

Nokia Corporation (NYSE: NOK) is one of the world's largest

telecommunications equipment manufacturers. With headquarters in
Keilaniemi of Espoo, Finland, this Finnish telecommunications company is
best known today for its leading range of mobile phones.

Nokia also produces mobile phone infrastructure and other

telecommunications equipment for applications such as traditional voice
telephony, ISDN, broadband access, professional mobile radio, voice over IP,
wireless LAN and a line of satellite receivers.

Nokia provides mobile communication equipment for every major market

and protocol, including GSM, CDMA, and WCDMA.Nokia was established in
1865 as a wood-pulp mill by Fredrik Idestam on the banks of Nokia rapids.

Finnish Rubber Works established its factories in the beginning of 20th

century nearby and began using Nokia as its brand. Shortly after World War I
Finnish Rubber Works acquired Nokia wood mills as well as Finnish Cable
Works, a producer of telephone and telegraph cables.
 All three companies were merged as Nokia Corporation in 1967. The name
Nokia originated from the river which flowed through the town of the same
name (Nokia).

MOTOROLA

About the company

Motorola, Inc. (NYSE: MOT) is an American, multinational, Fortune 100, telecommunications

company based in Schaumburg, Illinois. It is a manufacturer of wireless telephone handsets, and
also designs and sells wireless network infrastructure equipment such as cellular transmission
base stations and signal amplifiers. Motorola's home and broadcast network products include set-
top boxes, digital video recorders, and network equipment used to enable video broadcasting,
computer telephony, and high-definition television. Its business and government customers
consist mainly of wireless voice and broadband systems used to build private networks and
public safety communications systems like Astro and Dimetra. Motorola is now working on
Google open sourced based platform mobile operating system phone featuring Google Android
2.0 known as "Eclair".

Motorola began life as The Galvin Manufacturing Corporation in Chicago in 1928. Its first
product was a battery eliminator enabling radios to operate from mains electricity rather than
expensive batteries. In the 1930s it produced car radios using the brand name 'Motorola'. The
company later adopted Motorola as its name.

The company is now known around the world for innovation and leadership in wireless and
broad band communications. Motorola's vision is of Seamless Mobility, which the company
defines as helping users get and stay connected easily to the people, information, and
entertainment that they want and need. The company does this by designing and delivering "must
have" products ,"must do" experiences and powerful networks. Applying this vision to mobile
phones, Motorola has gone beyond just enabling users to make voice calls or send text messages.
Depending on the models chosen, users can:
* share music files between the user's PC and their phone
* play that music easily on stereo Bluetooth TM headphones
* In the car - as well as being able to use the phone with a hands-free car kit, Play music through
the car stereo
* At home, play the music through your stereo system.
○ In 1986, Motorola came in India. In India, Motorola has 2 nd rank in mobile
market. The market share of Motorola is near about 18%. The target audience of Motorola is
youth of India. In India, Motorola offers world class mobile phones to satisfy the needs of all
segments of the market. In India they are offering the smallest and the lightest GSM handset in
market.
 SAMSUNG

About the company

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 2007 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 2007, growing up form 11.3% in Q4 2006.In Q1 2008 Samsung strengthened its
second position on the market and achieved 15.6% world handset market share.

MAXX

Maxx Mobile Communications Limited ("MAXX") is the leading manufacturer of

high performance mobile phone batteries and mobile phone chargers in India. The
company was incorporated on January 1st 2004 under the strong leadership of CMD
Mr. Ajjay Agarwal.
Our manufacturing facility is located at Haridwar, Uttarakhand where a variety &
quality of battery and chargers are produced. The company has developed a large
distribution network of dealers and distributors across India to market its products
under brand name "MAXX".
The brand "MAXX" has established a distinct identity because of quality product
offered as well as various support services provided to its customers. The company
has started export of mobile phone batteries to overseas market having huge demand
from various countries like Hong Kong, Africa, SAARC, CIS and Middle East
countries. Maxx has 100% EOU unit at SEEPZ – SEZ Andheri (East) Mumbai, to
support export orders.
Company has started marketing of mobile phone under the brand name "MAXX" in
the domestic market which is supported by 21 branch offices, over 250 strong
distributor network and backed by strong customer support/service network across
India.

Stages of Telecommunication Business

Initial stage (1977-1993)

In 1977 Samsung Electronics launched the Telecommunication Network business, and in 1983 it
initiated its mobile telecommunications business with the hope that this would become the
company's future growth engine. In 1986, Samsung was able to release its first built-in car
phone, the SC-100, but it was a failure due to the poor quality. In spite of unsuccessful result Ki
Tae Lee, the then-head of the Wireless Development Team, decided to stay in the mobile
business. He asked the company to buy ten Motorola mobile phones for benchmarking. After 2
years of R&D Samsung developed its first mobile phone (or "hand phone" in Korea), the SH-100
in 1988. It was the first mobile phone to be designed and manufactured in Korea. But the
perception of mobile devices was very low and although Samsung introduced new models every
year, each model sold only one or two thousand units.

Time of changes (1993-1996)

In 1993 it was decided that the development team should focus on improving connectivity due to
specific mountain topography of Korea. They found the optimal length of a mobile phone
antenna and developed a method of using gold to connect the point between the antenna and the
communication circuits, thus significantly reducing resistance and enabling steadier wave
conductivity. They also developed the wavesearching software that was specially designed for
Korea's topography.

Samsung developed its first CDMA mobile phone in March 1996, to coincide with the launch of
CDMA service. The first digital handset, the SCH-100, was extra light and slim, and enabled
clear voice communication. Before long, Samsung became the leader in the Personal
Communications Service (PCS) market. It partnered with KTFreetel and Hansel PCS to provide
PCS phones. Its first PCS phone, the SCH-1100, entered the market with innovative features,
including a lightweight body, enhanced battery life, and the ability to capture delicate sounds.
For the PCS market, the company coined a new slogan, "Strong in small sounds," to emphasize
the mobile phone's capability to capture delicate sounds. By the end of 1997, one year after the
CDMA service was first launched; Samsung had achieved a 57% market share in the CDMA
cellular market and 58% in the PCS market. Also, in April 1997, it achieved sales of one million
CDMA phone units.

Global market and GSM Era (1998-now)

To achieve further growth, Samsung had to penetrate the GSM market. The first GSM model
was the SGH-200, which was made for European customers. But it was not as good as the
company's CDMA phone. It was difficult to hurdle the high entry barrier, which the then "Big 3"
Nokia, Motorola, and Ericsson had built for years. The company's next few models didn't attract
Europeans, either. The development team realized that a simple change in the circuit system
wouldn't work in the European market. Thus, it decided to look more closely at the customer's
point of view. They found that Europeans preferred geometric, balanced, and simple designs.
Using this information, Samsung adopted 'simple' as the design concept, then developed

All Phone Manufactures

Most popular manufacturers
 Nokia

Samsung

LG

Motorola

Sony Ericsson

HTC
More manufacturers

RIM BlackBerry

Apple

Sanyo

Palm

Acer

Microsoft
PCD

Pantech

Kyocera

HP

Google

Verizon Wireless

T-Mobile

Garmin-Asus

GIGABYTE

Airo Wireless

TerreStar
altek

Dell

Eten

Asus

mobiado

i-mate

General Mobile

INQ

Sonim
Saygus

Spice Mobile

Velocity

Kogan

Vertu

AT&T

VKMobile

Benq-Siemens

Helio

Haier
 Handspring

Bird

Alcatel

Danger

WND

O 2

Cingular

Latte

Siemens
 ANALYSIS OF COMPANY (IN TERM OF 7 P’S)

Nokia: Product

Historically, the thinking was: a good product will sell itself. However there are no bad products
anymore in today's highly competitive markets. Plus there are many laws giving customers the
right to send back products that he perceives as bad. Therefore the question on product has
become: does the organization create what its intended customers want? Define the
characteristics of your product or service that meets the needs of your customers.
Functionality:

Quality
Appearance
Packaging
Brand
Service
Support
Warranty
 Nokia 5250 Nokia X3-02 Nokia C1 Nokia X2 Nokia N8
Rs.7,460 Rs.15,000 Rs.1,685 Rs.6,579 Rs.22,691
(Approx) Rs.5,654

Nokia N97mini Nokia C6 Nokia 1280 Nokia N900

Nokia 3710
Gold Rs.12,868 Rs.1,082 Rs.24,017 Rs.6,992
Rs.26,788

Nokia 2720 Nokia 7020 Nokia 1800 Nokia 1616

Nokia E52
Rs.2,983 Rs.4,593 Rs.1,505 Rs.1,251 Rs.11,657

Nokia 5235 Nokia 7230 Nokia 6303i Nokia C3 Nokia E5

Rs.8,392 Rs.5,595 Classic Rs.7,249 Rs.11,050
Rs.5,874 Rs.5,748
 Nokia 2690 Nokia C5 Nokia X6 Nokia 2730
Nokia 2220Slide
Rs.2,494 Rs.8,839 Rs.15,241 Rs.3,953 Rs.2,212
Rs.7,560

Motorola : Product

The first element in the marketing mix is the product itself. If you create products that
customers want, the other parts of the mix can be designed to meet customer needs.
Motorola is a global leader in wireless and broadband communications technologies
and related electronic products. It has significant operations in the UK employing
approximately 2,400 people.

Motorola have below types of Products:

· Embedded systems
· Two-Way radios
· Networking Systems
· Mobile phones

They are also classified in other way:

 Cell phones
 Laptops
 Radio communication devices
 Cell phones devices
 Camera

Functionality:

· Attractive design
· Excellent call-quality
· Ease of use
· Value-added features including music player, games, camera, and video
features
· High quality, reliable products.
SAMSUNG: Product
Maxx :- Product

When it comes to mobile phone manufacturers in India, Maxx mobile phones may be considered
a new entrant and a novice. However, Maxx mobiles have been able to make their good
reputation in this market segment in an amazingly short span of time.
If compared with other cell phone manufacturers in the market, domestic as well as from abroad,
Maxx handsets have carved a different niche for themselves. With their low prices and full
functionality, mobile cell phone users can now have a handset that can fit into their budget yet
offer them the desired features.

Functionality:-

• Latest technology
• Simple usability
• Affordable price range
• A QWERTY keypad
• Dual SIM options
• LCD display
• wi-fi connectivity
• 3G options
• Li-ion batteries or dual charging points
Maxx MQ430 (Red) Maxx MX505 (Black) Maxx MX475G (Black)
Maxx MQ430 (yello)

Nokia : - Price
How much are the intended customers willing to pay? Here we decide on a pricing strategy – do
not let it just happen! Even if you decide not to ask (enough) money for a product or service, you
must realize that this is a conscious decision and forms part of the pricing strategy. Although
competing on price is as old as mankind, the consumer is often still sensitive for price discounts
and special offers. Price has also an irrational side: something that is expensive must be
good.Permanently competing on price is for many companies not a very sensible approach.

List Price:
Discounts
Financing
Leasing Options
Allowances.

Motorola :- Price
It is important to set prices at the correct level if customers are to be persuaded to buy.
Prices will be linked to the product life cycle - in the earliest 'launch' phase, prices will be
high to account for development costs. Later, as sales are increasing, costs are reduced
so prices can come down. Products that are technologically advanced may be sold at
premium, high, prices to reflect the initial research and development that has gone into
them.
Price is the one element of the marketing mix which creates sales revenue - all the
others are costs. For companies like Motorola, price is a key element in the marketing
mix. It is a critical selling point. 'Getting the price right' is a vital part of building
relationships with customers. As with other companies, prices charged by Motorola are
linked to the product life cycle. When a new product is launched prices will typically be
quite high. This is because a lot of product and marketer search has gone into
producing the product. It usually takes time for large numbers of consumers to purchase
new products. For example, 3G phones are only just beginning to sell in large
quantities. As a product matures and sales increase, it is possible to reduce costs.
Economies of scale are important. These come in when a firm is able to produce on a
large scale. With high outputs of production, costs of research and development, software
engineering and investment in plant (manufacturing machinery and tooling) can bespread.
State-of-the art products are sold at premium prices reflecting the high quality of
the items and their innovative nature. The costs to the users of Motorola mobile phones
are kept down because they are subsidized by the network providers such as Vodafone.
Network providers want as many people as possible to subscribe to their network. They
therefore like to link with the producers of the best designed phones which feature the
most exciting and effective technologies. Phone retailers will often supply free
accessories with a mobile phone to make it more useful to phone users and to
encourage them to buy.

SAMSUNG:- PRICE
Maxx :- Price

The low priced handsets of this company have become popular all of a sudden, specially among
the youth in many cities in India. A desirable level of battery back up is one of the many
desirable features of these phones. The simple to use interface has simplified the usage for many
people, even those who cannot understand the complexities of a modern mobile phone.
If compared with other cell phone manufacturers in the market, domestic as well as from abroad,
Maxx handsets have carved a different niche for themselves. With their low prices and full
functionality, mobile cell phone users can now have a handset that can fit into their budget yet
offer them the desired features.

Nokia:- Place

Available at the right place, at the right time, in the right quantities? Some of the recent major
changes in business have come about by changing Place. Think of the Internet and mobile
telephones
Locations:

Logistics
Channel members
Channel Motivation
Market Coverage
Service Levels
Internet
Accessibility

Motorola:-Place

This means how the product actually gets to the customer and refers both to the place
where it is sold, and how it gets to that place. Distribution is the process of moving
goods from manufacturer to retailer or customer. Motorola distributes through
independent retailers such as Phones 4 U, network providers such as O2 and Three
and online, via the web site. Sometimes 'place' is closely linked to product. 3G phones,
for example, are mainly sold through 3G network providers.
Samsung:- Place
Place or the distribution network in case of telecommunication is another very important
factor as the mobile service market is very large and especially in India, it varies to
small towns and even villages, so the availability of recharge coupons, connections,
infrastructure etc are very important at each and every place.

Maxx :- Place
BEHTAR MOBILE
BEHTAR ACCESSORIES
BEHTAR SERVICE

((((((((((http://www.youtube.com/watch?v=twkjl8Bf4MA)))))))))

Nokia:- Promotion
How are the chosen target groups informed or educated about the organization and its
products? This includes all the weapons in the marketing armory - advertising, selling, sales
promotions, Public Relations, etc. While the other three P's have lost much of their meanings in
today's markets, Promotion has become the most important P to focus on.

Advertising:

Front Line Service

Public Relations
Message
Direct Sales
Sales
Media
Budget

Motorola: -Promotion

Promotion refers to the ways that a business communicates the existence and nature of
its products to its market. It includes paid for 'above-the-line' promotion such as media
advertising and 'below-the-line' promotion such as special offers and discounts. The
type of promotion is linked to product life cycle. For a new product, for example, it is
important to inform customers of its features. Other types of promotion such as special offers and
discounts are referred to as being 'below the line'. The type of promotion that is used depends on
the stage in the product life cycle. For example, when a new product is launched, such as the
RAZR, it makes
sense to make people aware. Advertising will communicate the desirability, emotional
benefits and exclusive features of the product. Motorola works in close partnership to
promote its phones with retailers. Promotion costs are shared with retailers. The more
retailers sell - the more Motorola is able to help them.

Motorola Case Study page 5

Samsung:- Promotion
Maxx :- Promotion

With an aggressive campaign during the Indian Premier League 2010, Maxx Group is one of the
latest entrants in the mobile handset market in India
The Indian cricket team captain, Mahendra Singh Dhoni has a problem. He just cannot hold on to
his mobile phone, which apparently is coveted by many, and has an uncanny habit of getting
stolen. Little surprise then, that the Indian skipper appears on television screens during the DLF
Indian Premier League 2010 matches, urging people to get their own phones and leave his alone.
Dhoni is the brand ambassador of Maxx mobile phones, one of the latest entrants in the mobile
handset market in India. Mumbai-based Maxx Group started operations in 2004 as a mobile
accessory maker, before foraying into low-cost handsets in 2008.
With DLF IPL 2010 began the company's 'Max Karo' campaign, introducing yet another player
in an already cluttered market.
Leading the campaign is a series of three television commercials created by Pickle Advertising,
which feature the brand ambassador. The three ads show Dhoni at an airport, café and a shopping
centre, boasting about his 'stolen' phone's features, and eventually, requesting the public to stop
stealing his phones.

Nokia:- People
All people directly or indirectly involved in the consumption of a service are an important part of
the extended
marketing mix. Knowledge Workers, Employees, Management and other Consumers often add
significant
value to the total product or service offering.

Motorola : - People
An essential ingredient to any service provision is the use of appropriate staff and
people. Recruiting the right staff and training them appropriately in the delivery of their
service is essential if the organization wants to obtain a form of competitive advantage.
Consumers make judgments and deliver perceptions of the service based on the
employees they interact with. Staff should have the appropriate interpersonal skills,
attitude, and service knowledge to provide the service that consumers are paying for.
Many British organizations aim to apply for the Investors in People accreditation, which
tells consumers that staff is taken care of by the company and they are trained to
certain standards.

Samsung : - People
Samsung campaign, entitled ‘Samsung People’, gained international recognition when it
was awarded the FWA ‘Site of the Day’. In six weeks the site clocked up 44,798 visits,
with an average time of more than five minutes spent navigating through the site.
To get the word out, the company set up banner ads on Cleo, Cosmo, FHM and Zoo’s
websites, while ‘Samsung People’ sponsored niche publications Four Thousand, Three
Thousand and Two Thousand, Two Threads, Fuzzy and Oyster magazine newsletters.
At close of phase one the site competition had received over 4,000 entries.

Maxx : - People
Maxx is banking on its products' sharp features, competitive prices and a wide network of
service centres across the country to give the brand the competitive edge, says Ajjay Agarwal,
chairman and managing director, Maxx Group.
"We are focused on growing our brand, rather than competing. We provide quality and service at
an affordable price," Agarwal says.
The IPL blast, but obviously, was a strategic decision, given the potential reach of the
tournament. "We had to convey the message that we are a serious player. And with IPL, you just
have to do it in the biggest possible way," says Mir Rasool, general manager, marketing, Maxx
Mobile.
On the choice of the ambassador, Rasool says that Dhoni being a home-grown boy who made it
big, made him a good connect with the audience, for a domestic, mass-market based brand like
Maxx.

Nokia:- Physical evidence

Motorola:- Physical evidence
Samsung:- Physical evidence
Maxx :- Physical evidence

List Of Features

 Memory
 Extensible Memory 4 GB
 Power Management
 Battery NK 5C
 Talk Time Up to 4.5 hrs
 Standby Time Up to 130 hrs
 Capacity 1000 mAh
 Connectivity
 Bluetooth Available
 WAP Available
 GPRS Available
 Display
 Input Type Keypad
 Display Type TFT
 Number of Colors 262K
 Voice Features
 Speaker Available
 Camera Type
 MegaPixel 2
 Multimedia
 FM Radio Available
 Music Player Available
 Video Recording Available
 Messaging Features
 Email Available
 Special Features
 Dual Sim Available

➢ Why would I shift to a brand that is completely new to the market?

COMPARATIVE SWOT ANALYSIS

STRENGTHS :-
Most personal marketing channel available on the market
Measurable for ROI purposes
Completely permission-based, with opt-in required for marketing text messages
Ubiquity of channel -- 260 million mobile subscribers nationwide, 3.5 billion worldwide
Many consumers giving up landlines for mobile
Sales of smartphones with Internet capability booming
Many marketers, retailers and publishers recognizing need for mobile presence
Most powerful loyalty marketing tool
Ideal comparison-shopping tool for shopping and buying decisions
Mobile applications market growing by leaps and bounds
The future of couponing
The future of search marketing. Google and Yahoo know that

WEAKNESSES :-

Perception problem -- always the bridesmaid, never the bride

User experience with the Internet on mobile not ideal -- screen size, keypad and slow network
speeds
Why not regular HTML browsers like the Safari on the Apple iPhone?
Wireless carriers not innovating at faster pace
Lack of standards across platforms and carriers
Many mobile marketing service providers not sophisticated in marketing outreach -- don't tell,
won't sell
Fate depends on four major carriers -- AT&T, Verizon Wireless, T-Mobile and Sprint Nextel
Inadequate outreach to advertising agencies and media buyers

OPPORTUNITIES:-

Gives legs to other channels -- store, online, television, radio, print and billboards
Mobile is the future -- no, the present -- of database marketing. Marketers must have mobile
loyalty program to complement online and offline
Benefit from marketing dollars pulled from television, print and radio toward more measurable,
ROI-driven media, a.k.a., the Internet and mobile
Mobile advertising subsidizes content and services for consumers who understand the tradeoff
More SMS text marketing for marketers and retailers targeting offers and alerts to opted-in
consumers in database. Make the short code common
More quality content on mobile as publishers launch mobile editions. More room for targeted ads
Mobile coupons -- killer app for mobile, along with mobile database marketing
Mobile marketing jumpstarts mobile commerce sales

THREATS

Mobile is treated as experimental budget -- and cut

Mobile marketing service providers hibernate, cut marketing outreach to world -- and then
complain why they are ignored in media-buying decisions
Associations representing mobile marketers' interests remain on bended knee to carriers. Not
good
Carriers increase commercial SMS delivery fees to opted-in subscribers. Will kill legitimate
SMS marketing
Funding for mobile service providers and mobile marketing firms dries up
A carrier goes belly-up
Legislation to enforce consumer protection on privacy, security, unsolicited messages, location-
based ads, misleading advertising and children
Ad agencies think mobile marketing is too complicated, thus delaying inclusion in multichannel
marketing campaigns
Sales of smartphones with Internet capability stall
Upgrades to higher-price data plans slow down
Barack Obama really gives up his BlackBerry

BIBLIOGRAPHY

1. www.google.com
2. www.scribd.com
3. www.managementparadise.com
4. www.mbaclub .com
5. www.slideshare.com