A

PROJECT REPORT
ON
“COMPARATIVE ANALYSIS OF APPLE VS.
SAMSUNG.”
Submitted for the partial fulfillment for the award
Of
Bachelor of Business Administration
from
Chaudhary Charan Singh University, Meerut
Session 2020-2023
Submitted To:
Beacon Institute of Technology

Under the guidance of: Submitted by:

Mr. DUSHYANT SHARMA FAREED SHAIKH
(Assistant Professor) R.No:R200968105009
Semester: 5th
DEPARTMENT OF MANAGEMENT
BEACON INSTITUTE OF TECHNOLOGY,
PARTAPUR BY PASS ROAD, MEERUT
BATCH 2020-2023
i
 BEACON INSTITUTE OF TECHNOLOGY, MEERUT
(Affiliated to Chaudhary Charan Singh University, Meerut)

BY – PASS ROAD PARTAPUR, MEERUT - 250002

Date: ………………….

Certificate

This is to certify that Mr. FAREED SHAIKH is a bona fide student of

BBA 5th semester in our Institute. He has submitted the Research Project

Report titled COMPARATIVE ANALYSIS OF APPLE VS. SAMSUNG

to fulfill the partial requirements of Chaudhary Charan Singh University,

Meerut. He has completed Research Project Report under the guidance of

Mr. DUSHYANT SHARMA

Name of Project Guide: Mr. DUSHYANT SHARMA Prof. (Dr.) RAKESH KUMAR

Designation: Assistant Professor Director

BBA/BCA Department

ii
 DECLARATION

I hereby declare that the work presented in this report entitled “COMPARATIVE
ANALYSIS OF APPLE VS. SAMSUNG” was carried out by me. I have not
submitted the matter embodied in this report for the award of any other degree or
diploma of any other University or Institute.

I have given due credit to the original authors/sources for all the words, ideas,
diagrams, graphics, computer programs, experiments, results that are not my
original contribution. I have used quotation marks to identify verbatim sentences
and given credit to the original authors/sources.

I affirm that no portion of my work is plagiarized, and the experiments and results
reported in the report are not manipulated. In the event of a complaint of
plagiarism and the manipulation of the experiments and results, I shall be fully
responsible and answerable.

Name: FAREED SHAIKH

Roll. No.: R200968105009

(Candidate Signature with date)

iii
 ACKNOWLEDGEMENT

‘When a person is helped, guided and co-operated, his or her heart is

bound to pay gratitude.’
It is not a single man’s effort which is sufficient for the accomplishment of a
Research .Various factors, situations and persons integrate to provide the
background. Accomplishment of a task requires the effort of so many
people.
I acknowledge here the names of those people who have been
instrumental in preparation of this Research.
I am sincerely indebted to Dr. RAKESH KUMAR (Director of BBA/BCA
Department) and Mr. DUSHYANT SHARMA (Project Head) for their
valuable inspirations and suggestions to undergo this study and their
unstilted help which they gave for the completion of this Research.
My grateful thanks are also due to various other technocrats who inspired
of their multifarious pre-occupation, were kind enough to spare time to
grant me personal help and others cooperative activities.

FAREED SHAIKH

iv
 EXECUTIVE SUMMARY

The problem staring at the face of Apple today is its loss of focus. It failed to innovate with the
technology curve and understand the changing consumer needs. Apple seemed to successfully do
what marketing experts say you can‟t do: serve all segments in a market. Apple sold very high -
end, technologically advanced phones and simple, inexpensive phones, all under the Apple brand.
The branding structure was very simple: the Apple brand with a product number, the company‟s
newest smartphone ofcourse, many branding problems only surface over time.

And that is certainly the case for Apple . By playing in all segments of the market, Apple
watered down its brand, eroding its meaning. The company stands on a double edged sword of
surviving and reviving. Apple 's new Apple phones are considered to be its last shot at success by
analysts, who believe that if the new devices fail, the company will not be able to rise from the
ashes. The Finnish manufacturer has lost ground to Apple iPhone and Samsung Galaxy phones.
In addition to this, Apple needs to develop a long term strategy to stay competitive and profitable
in the industry.

This study primarily targets the strategy of Apple and its upcoming products. All the major
sectors of product management are studied. SWOT Analysis & PESTLE Analysis were carried
out and PORTER‟s 5 Forces Model w as applied on Apple during this study while doing
competitor analysis at each step. Promotion and Pricing strategy was studied and distribution
channels were analysed to find the best suitable strategy for the future using current resources and
competencies. Apple has lost its crown and the acceptability in the market especially like India.
Following a short term strategy to increase brand equity is the first and most important task at
hand. It has to be efficiently promoted and aggressively sold to generate survival resources.
Finally, Apple needs a long term strategy to sustain the ever increasing competition in the
otherwise very profitable industry.

v
 TABLE OF CONTENT

Cover Page

Acknowledgement

Executive Summary

Index

Chapter - I : Introduction of Topics

Chapter - II : Company profile

Chapter - III : Research Methodology

In Case of Primary data Collection and Secondary Data Analysis

i. Objective

ii. Research Design

Chapter - IV : Analysis and Interpretation of Data

Chapter - V : Findings, Conclusion and Suggestions

Bibliography

Annexures

Questionnaire

vi
 Chapter - I

INTRODUCTION OF THE TOPICS

1
 INTRODUCTION

The cellular telephone (commonly “mobile phone” or “cell phone” or “hand phone‟) is a
long range portable electronic device used for mobile communication. In addition to the
standard voice function of a telephone, current m o b i l e i - p h o n e s c a n s u p p o r t
m a n y a d d i t i o n a l services such a s sessor text messaging, email, switching for
a c c e s s t o t h e Internet, & MMS for sending and receiving photos and video. Most
current mobile i-phones connect to a Cellular network of base stations, which is in turn
interconnected to the public switched telephone networks i-phones. Cellular telephone is
also defined as a type of short-waveanalogor digital telecommunication in which a
subscriber has a wireless connection from a mobile telephone to a relatively nearby
transmitter. The transmitter's span of coverage is called a cell. Generally, cellular
telephone service is available in urban areas and along major highways. As the cellular
telephone user moves from one cell or area of coverage to another telephone is
effectively passed on to the local cell transmitter. A cellular telephone is not be confused
with a codeless telei-phones.

2
 INTRODUCTION OF SAMNSUNG

Samsung Group is a South Korean multinational conglomerate company headquartered

in Samsung Town, Seoul. It comprises numerous subsidiaries and affiliated businesses,
most of them united under the Samsung brand, and are the largest South Korean chaebol.

Notable Samsung industrial subsidiaries include Samsung Electronics (the world's largest
information technology company measured by 2011 revenues), Samsung Heavy
Industries (the world's second-largest shipbuilder measured by 2010 revenues), and
Samsung Engineering and Samsung C&T (respectively the world's 35th- and 72nd-
largest construction companies). Other notable subsidiaries include Samsung Life
Insurance (the world's 14th-largest insurance company), Samsung Everland (the oldest
theme park in South Korea) and Cheil Worldwide (the world's 19th-largest advertising
agency measured by 2010 revenues).

Samsung produces around a fifth of South Korea's total exports and its revenues are
larger than many countries' GDP; in 2006, it would have been the world's 35th-largest
economy. The company has a powerful influence on South Korea's economic
development, politics, media and culture, and has been a major driving force behind the
"Miracle on the Han River".

3
 INTRODUCTION OF APPLE

2) Overview of company:-

Apple Inc. is an American corporation that designs and manufactures computer hardware,
software and other consumer electronics devices. The company is best known for their
Macintosh personal computer line, Mac OS X, extremely loyal user-base, iTunes media
application, the iPod personal music player and i I-phones. The company headquarters is
in Cupertino, California, CEO and co-founder is Steve Jobs and the company boasts 284
retail locations spanning 106 different countries. (apple, 2011)
Apple was established on April 1st, 1976 by Steve Jobs, Steve Wozniak and Ronald
Wayne to sell the Apple I personal computer kit. Steve Jobs was said to own 45% of the
company, Steve Wozniak with 45% and Wayne with the remaining 10%. While Jobs and
Wozniak were young with little to no assets, Ronald Wayne was older with personal
assets and was scared to put these at risk. This resulted in Wayne selling his share of the
company back to Jobs and Wozniak for a reported 800$. Today Wayne‟s share of the
company would be worth over 3 billion dollars. (Michael Dougherty, 2010)
In December 1980, Apple went public. Its offering of 4.6 million shares at $22 each sold
lot within minutes. Second offerings of 2.6 million shares quickly sold out in May 1981.
As of September 25, 2010, the Company had opened a total of 317 retail stores, including
233 stores in the United States and 84 stores internationally.(apple b,2011)
3) Product portfolio:-
Apple has different segment in its product portfolio: - (apple, 2011)
1) Macintosh computers
2) I I-phones (I Phone 3g, I Phone 3gs, I Phone 4)
3) I Pad
4) I Pod
5) Software (I Tunes and other application software)

4
Source: .(ismashphone, 2009)

5
 Chapter - II
Company PROFILE

6
4) Overview of Smartphone industry:-
A Smartphone is a mobile phone that offers more advanced computing ability and
connectivity then ordinary feature phone. Smartphone may refer to handheld computer
integration with a mobile. Smartphone are completely built with operating system
software which allows user to use phone instead of their laptop or computers. In 2011
Smartphone are experiencing accelerating rates of adoption: 22% of consumers already
have a Smartphone, with this percentage rising to 31% amongst 24-35 year
olds.(ismashphone, 2009)

List of companies involved in manufacturing Smartphone are as follows :- (ismashphone,

2009)
1) Apple
2) Nokia
3) Blackberry (RIM)
4) HTC
5) Fujitsu
6) Others (includes Motorola, Sony, and everyone else)

Apple's Smartphone market share growth over 1 year has been 10 times that of any other
of its competitors. However, Apple is still only third in line when counting the number of
units sold by each major Smartphone manufacturer. Nokia is first, selling a whopping
18,441,000 in the 2nd quarter of 2009, and RIM (Blackberry) is 2nd with 7,678,900 units
sold.

7
5) Product overview:-
Apple i Phone 4 is the latest i phone series phone launched by apple inc. For this report i
have chosen this product and further marketing analysis is done in following report.

Source: (apple, 2011)

8
6) Audit of marketing environment:-

1) Macro Environment

Source(learning marketing, 2005)

1) Political factor:-

In 2010 Emergency Budget the Chancellor announced an increase in the standard

rate of VAT from 17.5 per cent to 20 per cent effective from 4 January 2011. This
would affect the total selling price of i phone 4. (apple store, 2011)

GATT laws can interfere selling of i phone 4 in global context. (duke law,2004)
9
 As most apple iphone is sold in terms of contract with other telecommunication
companies, sometimes customer finds problem to finish this contract and thus
laws of such contract affect the consumer buying decision.

2) Economic factor:-

Average Weekly Earnings

Regular pay growth decreases

Source (national statistics, 2011)

slightly down from February 2011, this may affect the purchasing power
of consumer in future.

sells of company.

10
 Inflation
CPI 4.0%, RPI 5.3%

Source(national statastics b,2011)

Inflation rate was 4.0 per cent in March 2009, down from 4.4 per cent in
February 2011. As inflation is decreasing but still is quite high which can
affect consumer purchasing decision.
3) Socio-cultural factor:-

Population Estimates
UK population grows to 61.8 million

11
Population: by gender and age, mid-2009

Source(national statastics c,2011)

The estimated resident population of the UK was 61,792,000 in mid-2009,

and Children aged under 16 represented approximately one in five of the total
population and youth population between 20-40 is also high, thus apple has
larger scope as it target the customer between this group.

GDP per head in Britain was £23,500 in 2008 which means standard of living
in Britain was high. As apple group is targeting the customer with high
income earning group, can get larger customer group in Britain. (David
smith, 2007)

As per capita income and economy is growing after the great recession most
people want to achieve higher slandered of living by purchasing premium
product. Hence, it widened the market for apple iphone.

As compared to Asian countries the culture of UK is independent that means

individual are free to take their own decision after 18 years. Which also
influenes the buying decision of consumer.

12
4) Technological factor:

Apple iphone 4 is loaded with latest technology going in market. But

Innovation in technology takes place very fast thus companies has to keep
updating their product with new technology. Soon apple is going to launch
apple iphone 5, hence apple iphone 4 would be out of market.

2) Micro environment:-

Michel Porter identified five forces for analysing the micro environment (Elizabeth,
H. and Terry O, 1996)

13
14
 SWOT ANALYSIS

Strength: -

Innovative – The i Phone has an innovative touch screen that is patented and
unmatched by any other mobile product today. It also has many functions of other
mobile products all in one device.

Compatibility –The phone will work with iTunes and with other Mac/Apple products
like the new Apple TV, allowing for wireless connectivity to the big screen. The i
Phone is also compatible with many Mac OS software tools. Mac OS compatibility
means that the i Phone has limitless potential for upgradeability.

Ease-of-Use – The all-new touch screen interface making operations extremely

intuitive. It is radically different from those of other i-phones or PDAs that
recognizes multi finger gestures, just as the human hand normally behaves. The Mac
OS X application imbedded into the i Phone assures users will easily recognize what
they can do

Brand awareness – Apple is well known for cool essential gadgets like the iPods,
ipad, macbook and Smartphone along great technological innovations like the
original Macintosh.

Price – At £418, the i Phone would be sold at a reasonable price for its value. It
outperforms any other PDA or smart phone on the market and the convenience of
having multiple features combined into one-device increases its overall value.

Quality – The i Phone has one of the brightest and most scratch resistant screens in
the market. It also has a fine metallic finish that is durable and light. The software

15
suite included is also unsurpassed with their ease of use and resistance to computer
viruses.

Weakness: -

Image – The Apple brand is not targeted towards business people, which most smart
i-phones have targeted. Does not have a reputation as being compatible with the
corporate world.

Price – Apple does not yet offer lower priced models for more cost conscious
consumers.

User Interface – Touch screen interfaces suffer from the problem of “gorilla arm,” in
which long-term use of a flat, solid surface for input becomes uncomfortable.
Opportunity: -

Increasing demand and expansion to a new target segment – Apple will continue to
target the business productivity market who wants an all in one computing solution.
But as technology advances and smart i-phones get cheaper companies also have a
great opportunity to target people who want entertainment. Apple will attract these
consumers and get iPod users to upgrade to i I-phones.

Upgradeable – Since software on the i Phone can be updated, it allows new exciting
features to be brought in which take advantage of the touch screen ability. Future
versions will also be hardware upgradeable.

Partnerships – Apple can collaborate with many powerful global mobile phone
companies to flood the market with iI-phones, which reduces costs in marketing and
increases revenue through long-term agreement deals.

16
 Threats: -

Increased competition – Smart i-phones are easier to make now more than ever.
More companies may enter the market, given that there are few barriers to entry
other than patents. Competitors or even Apple contractors can maneuver around
patents to create similar devices.

Downward pricing pressure – The i Phone is marketed as a high-end phone, but

phone prices are almost certainly going to fall when other companies undercut the
price of i I-phones.

8) Marketing mix:-

Product

According to philip Kotler a product is anything that can be offered to a market

for attention, acquisition, or use, or something that can satisfy a need or want.
Therefore, a product can be a physical good, a service, a retail store, a person, an
organisation, a place or even an idea. Products are the means to an end wherein
the end is the satisfaction of customer needs or wants.

Kotler states five product levels, the core benefit, the basic product, the expected
product, the augmented product and the potential product.

17
 Source (Philip k 1969)

Each level adds more customer value, and the five constitute a customer
value hierarchy. The most fundamental level is the core benefit: the
fundamental service or benefit that the customer is really buying. A i phone
purchaser is buying “entertainments and telecommunication”.

At the second level the marketer has to turn the core benefit into a basic
product. Thus a i phone manufacturer will include touch screen, camera,
other application, speakers etc.

At the third level, the marketer prepares an expected product, a set of

attributes and conditions buyers normally expect when they purchase this
product. I Phone buyers expect internet facility, good sound system, user
friendly instrument, good camera, good touch screen system.

18
 At the fourth level, the marketer prepares an augmented product that exceeds
customer expectation. I phone manufacturer can include a good Wi-Fi
internet system, 10 mega pixel camera, and other advanced application.

At the fifth level stands the potential product, which encompasses all the
possible augmentations and transformations the product might undergo in the
future. Successful companies add benefits to their offering that not only
satisfy customers, but also surprise and delight them. Delighting is a matter of
exceeding expectations.

Product name :- Apple iPhone 4

Brand:- Apple INC

Product specification:- (apple 2011)

Launch date:- 27 june 2010

Size and weight
Height:4.5 inches (115.2 mm) Width:2.31 inches (58.6 mm)
Depth:0.37 inches (9.3 mm) Weight:4.8 ounces (137 grams)

Location
Assisted GPD

Digital compass

Wi-Fi

Cellular

Power and battery

Built-in rechargeable lithium-ion battery

19
 Charging via USB to computer system or power adapter

Talk time:
Up to 7 hours on 3G
Up to 14 hours on 2G

Standyby time: Up to 300 hours

Capacity
16GB or 32GB flash drive

Colour
Black

Display
Retina display

3.5-inch (diagonal) widescreen Multi-Touch display

960-by-640-pixel resolution at 326 ppi

800:1 contract ratio (typical)

500 cd/m2 max brightness (typical)

Fingerprint-resistant oleophobic coating on front and back

Support for display of multiple languages and characters simultaneously

Price:-

As Apple iphone is well known brand in domestic as well international market and has
covered maximum market share in Smartphone industry. Apple iphone 3 and iphone 3gs
were successful in market thus, apple at launching of iphone 4 decided to set their prices
on basis of market skimming pricing rather than premium pricing strategy.

20
 Market skimming pricing is setting a high price for a new product to skim maximum
layer from the segment willing to pay the high price; the company fewer but more
profit.(Philip k.and gary.a, 2006,pp.353)

Whereas premium pricing is use a high price where there is uniqueness about the product
or service. This approach is used where a substantial competitive advantage exists.
(Philip k.and gary.a, 2006,pp.353)

Apple can use any 1 of the pricing strategy as their brand value and product were in
demand in market. Because of their new technology customer were willing to pay higher
price for the iphone 4. But as product goes old and other competitors enter the market
with same technology apple has to reduce their price to be in market. Thus, apple used
market skimming pricing strategy to cover maximum market share and revenue in
beginning and then to lower their price according to competition.

Current price of apple iphone 4 is 16GB is £510 and for 32GB £612.(apple store 2011)

Place

“Channels of distribution are set of interdependent organisations involved in the process

of making a product or service available for use or consumption” (Kotler P., thr1999. pp.
489-496). There are two types of distribution network 1) direct distribution channel 2)
indirect distribution channel.
Indirect Channel

The indirect channel is used by companies who do not sell their goods directly to
consumers. Suppliers and manufacturers typically use indirect channels because they
exist early in the supply chain. Depending on the industry and product, direct distribution
channels have become more prevalent because of the Internet.(Osmond Vitez, 2011)

21
Direct Channel

A direct distribution channel is where a company sells its products direct to consumers.
While direct channels were not popular many years ago, the Internet has greatly increased
the use of direct channels. Additionally, companies needing to cut costs may use direct
channels to avoid middlemen markups on their products. .(Osmond Vitez, 2011)

Indirect Channel Methods

Distributors, wholesalers and retailers are the primary indirect channels a company may
use when selling its products in the marketplace. Companies choose the indirect channel
best suited for their product to obtain the best market share; it also allows them to focus
on producing their goods. .(Osmond Vitez, 2011)

Direct Channel Methods

Selling agents and Internet sales are two types of direct distribution channels. Selling
agents work for the company and market their products directly to consumers through
mail order, storefronts or other means. The Internet is an easy distribution channel
because of the global availability to consumers. .(Osmond Vitez, 2011)

Apple uses both types of distribution channel to sell their product in UK. As apple
doesn‟t have any manufacturing plant in UK they have to import from USA. Apple has
their own online stores thus customer those who want to purchase iphone can order there.
Thus apple uses direct channel for such customer.

Apple also has almost 30 retail store in UK, hence they follow indirect distribution
channel to sell their final product to their customer.(apple store,2011)

As shown in the distribution Chart, Company uses both one level and two level
distribution channels to make available their product to end user.

22
Distribution channel of apple INC

23
 Smart Phone

iPhone (/ˈaɪfoʊn/ EYE-fohn) is a line of smartphones designed and marketed by Apple

Inc. They run Apple's iOS mobile operating system. The first-generation iPhone was

released on June 29, 2007, and there have been multiple new hardware iterations with

new iOS releases since.

The user interface is built around the device's multi-touch screen, including a virtual

keyboard. The iPhone has Wi-Fi and can connect to cellular networks. An iPhone

can shoot video (though this was not a standard feature until the iPhone 3GS), take

photos, play music, send and receive email, browse the web, send and receive text

messages, follow GPS navigation, record notes, perform mathematical calculations, and

receive visual voicemail. Other functionality, such as video games, reference works, and

social networking, can be enabled by downloading mobile apps. As of January 2017,

Apple's App Store contained more than 2.2 million applications available for the iPhone.

Apple has released eleven generations of iPhone models, each accompanied by one of the

eleven major releases of the iOS operating system. The original first-generation

iPhone was a GSM phone and established design precedents, such as a button placement

that has persisted throughout all releases and a screen size maintained for the next four

iterations. The iPhone 3G added 3G network support, and was followed by the 3GS with

improved hardware, the 4 with a metal chassis, higher display resolution and front-facing

camera, and the 4Swith improved hardware and the voice assistant Siri. The iPhone

5 featured a taller, 4-inch display and Apple's newly introduced Lightning connector. In

24
 2013, Apple released the 5S with improved hardware and a fingerprint reader, and the

lower-cost 5C, a version of the 5 with colored plastic casings instead of metal. They were

followed by the larger iPhone 6, with models featuring 4.7 and 5.5-inch displays.

The iPhone 6S was introduced the following year, which featured hardware upgrades and

support for pressure-sensitive touch inputs, as well as the SE—which featured hardware

from the 6S but the smaller form factor of the 5S. In 2022, Apple unveiled the iPhone 7

and 7 Plus, which add water resistance, improved system and graphics performance, a

new rear dual-camera setup on the Plus model, and new color options, while removing

the 3.5 mm headphone jack found on previous models. The iPhone 8 and 8 Pluswere

released in 2017, adding a glass back and an improved screen and camera. The iPhone

X was released alongside the 8 and 8 Plus, with its highlights being a near bezel-less

design, an improved camera and a new facial recognition system, named Face ID, but

having no home button, and therefore, no Touch ID.

The original iPhone was described as "revolutionary" and a "game-changer" for the

mobile phone industry. Newer iterations have also garnered praise, and the iPhone's

success has been credited with helping to make Apple one of the world's most valuable

publicly traded companies.

Operating system support

iPhone Release date Support ended Launch price

Released Final Support

25
 with supported lifespan

OS

iPhone iPhone OS 2 years,

iPhone June 29, 2007 June 20, 2010 $499/$599*
OS 1.0 3.1.3 11 months

iPhone iPhone 2 years,

July 11, 2008 iOS 4.2.1 March 3, 2011 $199/$299*
3G OS 2.0 7 months

iPhone iPhone 4 years,

June 19, 2009 iOS 6.1.6 September 18, 2013 $199/$299*
3GS OS 3.0 2 months

iPhone 4 years,
iOS 4.0 June 21, 2010 iOS 7.1.2 September 17, 2014 $199/$299*
4 2 months

iPhone 4 years,
iOS 5.0 October 14, 2011 iOS 9.3.5 September 12, 2022 $199/$299/$399*
4S 10 months

iPhone 4 years,
iOS 6.0 September 21, 2012 iOS 10.3.3 September 18, 2017 $199/$299/$399*
5 11 months

iOS 7.0 September 20, 2013 iOS 10.3.3 September 18, 2017 $99/$199*
iPhone 3 years,

26
5C 11 months

iPhone > 4 years,

iOS 7.0 September 20, 2013 iOS 11.2 (current) $199/$299/$399*
5S 6 months

iPhone > 3 years, $649/$749/$849

iOS 8.0 September 19, 2014 iOS 11.2 (current)
6 (Plus) 6 months ($749/$849/$949)

iPhone
> 2 years, $649/$749/$849
6S iOS 9.0 September 25, 2015 iOS 11.2 (current)
6 months ($749/$849/$949)
(Plus)

iPhone > 1 year,

iOS 9.3 March 31, 2022 iOS 11.2 (current) $399/$499
SE 11 months

iPhone > 1 year, $649/$749/$849

iOS 10.0 September 16, 2022 iOS 11.2 (current)
7 (Plus) 6 months ($769/$869/$969)

iPhone > $699/$849

iOS 11.0 September 22, 2017 iOS 11.2 (current)
8 (Plus) 6 months ($799/$949)

November 3, 2017 iOS 11.2 (current) $999/$1149

iPhone iOS >

27
X 11.0.1 4 months

*24-month
Discontinued and Discontinued, but Current or
Legend: contract
unsupported still supported still sold
required

Development of what was to become the iPhone began in 2014, when Apple started to

gather a team of 1,000 employees to work on the highly confidential "Project

Purple",[15] including Jonathan Ive, the designer behind the iMac and iPod.[16] Apple

CEO Steve Jobs steered the original focus away from a tablet (which Apple eventually

revisited in the form of the iPad) and towards a phone.[17] Apple created the device during

a secretive collaboration with Cingular Wireless (which became AT&T Mobility) at the

time—at an estimated development cost of US$150 million over thirty months.[18]

According to Steve Jobs, the "i" word in "iMac" (and therefore "iPod", "iPhone" and

"iPad") stands for internet, individual, instruct, inform and inspire.[19][20]

Apple rejected the "design by committee" approach that had yielded the Motorola ROKR

E1, a largely unsuccessful collaboration with Motorola. Among other deficiencies, the

ROKR E1's firmware limited storage to only 100 iTunes songs to avoid competing with

Apple's iPod nano.[21][22]

Cingular gave Apple the liberty to develop the iPhone's hardware and software in-

house[23][24] and even paid Apple a fraction of its monthly service revenue (until the

iPhone 3G),[25] in exchange for four years of exclusive US sales, until 2011.[26]

28
Jobs unveiled the iPhone to the public on January 9, 2007, at the Macworld 2007

convention at the Moscone Center in San Francisco.[27] The two initial models, a 4 GB

model priced at US$499 and an 8 GB model at US$599 (both requiring a two-year

contract), went on sale in the United States on June 29, 2007, at 6:00 pm local time, while

hundreds of customers lined up outside the stores nationwide.[28] The passionate reaction

to the launch of the iPhone resulted in sections of the media dubbing it the 'Jesus

phone'.[29][30] Following this successful release in the US, the first generation iPhone was

made available in the UK, France, and Germany in November 2007, and Ireland and

Austria in the spring of 2008.

Worldwide iPhone availability:

iPhone available since its original release

iPhone available since the release of iPhone 3G

Coming soon

On July 11, 2008, Apple released the iPhone 3G in twenty-two countries, including the

original six.[31] Apple released the iPhone 3G in upwards of eighty countries and

territories.[32] Apple announced the iPhone 3GS on June 8, 2009, along with plans to

release it later in June, July, and August, starting with the US, Canada and major

29
European countries on June 19. Many would-be users objected to the iPhone's

cost,[33] and 40% of users had household incomes over US$100,000.[34]

The back of the original first generation iPhone was made of aluminum with a black

plastic accent. The iPhone 3G and 3GS feature a full plastic back to increase the strength

of the GSM signal.[35] The iPhone 3G was available in an 8 GB black model, or a black or

white option for the 16 GB model. The iPhone 3GS was available in both colors,

regardless of storage capacity.

The iPhone 4 has an aluminosilicate glass front and back with a stainless steel edge that

serves as the antennas. It was at first available in black; the white version was announced,

but not released until April 2011, 10 months later.

Users of the iPhone 4 reported dropped/disconnected telephone calls when holding their

phones in a certain way. This became known as antennagate.[36]

On January 11, 2011, Verizon announced during a media event that it had reached an

agreement with Apple and would begin selling a CDMA iPhone 4. Verizon said it would

be available for pre-order on February 3, with a release set for February 10.[37][38] In

February 2011, the Verizon iPhone accounted for 4.5% of all iPhone ad impressions in

the US on Millennial Media's mobile ad network.[39]

From 2007 to 2011, Apple spent $647 million on advertising for the iPhone in the US.[15]

On Tuesday, September 27, Apple sent invitations for a press event to be held October 4,

2011, at 10:00 am at the Cupertinoheadquarters to announce details of the next generation

iPhone, which turned out to be iPhone 4S. Over 1 million 4S models were sold in the first

24 hours after its release in October 2011.[40] Due to large volumes of the iPhone being
30
manufactured and its high selling price, Apple became the largest mobile handset vendor

in the world by revenue, in 2011, surpassing long-time leader Nokia.[41] American

carrier C Spire Wireless announced that it would be carrying the iPhone 4S on October

19, 2011.[42]

In January 2012, Apple reported its best quarterly earnings ever, with 53% of its revenue

coming from the sale of 37 million iPhones, at an average selling price of nearly $660.

The average selling price has remained fairly constant for most of the phone's lifespan,

hovering between $622 and $660.[43] The production price of the iPhone 4S was estimated

by IHS iSuppli, in October 2011, to be $188, $207 and $245, for the 16 GB, 32 GB and

64 GB models, respectively.[44] Labor costs are estimated at between $12.50 and $30 per

unit, with workers on the iPhone assembly line making $1.78 an hour.[45]

In February 2012, ComScore reported that 12.4% of US mobile subscribers used an

iPhone.[46] Approximately 6.4 million iPhones are active in the US alone.[34]

On September 12, 2012, Apple announced the iPhone 5. It has a 4-inch display, up from

its predecessors' 3.5-inch screen. The device comes with the same 326 pixels per inch

found in the iPhone 4 and 4S. The iPhone 5 has the SoC A6 processor, the chip is 22%

smaller than the iPhone 4S' A5 and is twice as fast, doubling the graphics performance of

its predecessor. The device is 18% thinner than the iPhone 4S, measuring 7.6 millimetres

(0.3 in), and is 20% lighter at 112 grams (4 oz).

On July 6, 2013, it was reported that Apple was in talks with Korean mobile carrier SK

Telecom to release the next generation iPhone with LTE Advanced technology.[47]

31
On July 22, 2013, the company's suppliers said that Apple is testing out larger screens for

the iPhone and iPad. "Apple has asked for prototype smartphone screens larger than four

inches and has also asked for screen designs for a new tablet device measuring slightly

less than 13 inches diagonally, they said."[48]

On September 10, 2013, Apple unveiled two new iPhone models during a highly

anticipated press event in Cupertino. The iPhone 5C, a mid-range-priced version of the

handset that is designed to increase accessibility due to its price is available in five colors

(green, blue, yellow, pink, and white) and is made of plastic. The iPhone 5S comes in

three colors (black, white, and gold) and the home button is replaced with a fingerprint

scanner (Touch ID). Both phones shipped on September 20, 2013.[49]

On September 9, 2014, Apple revealed the iPhone 6 and the iPhone 6 Plus at an event in

Cupertino. Both devices had a larger screen than their predecessor, at 4.7 and 5.5 inches

respectively.[50]

In 2022, Apple unveiled the iPhone 7 and 7 Plus, which add water and dust resistance,

improved system and graphics performance, a new dual-camera setup on the Plus model,

new color options, and remove the 3.5 mm headphone jack.[51]

On September 12, 2017, Apple officially unveiled the iPhone 8 and 8 Plus, which

features a new glass design, camera improvements, a True Tone display, wireless

charging and improved system performance. It also unveiled the iPhone X, which

features a near-bezelless design, face recognition dubbed "Face ID" with facial tracking

used for Animojis, an OLED screen with the highest pixel density on an iPhone, a new

32
telephoto lens which works better in low light conditions, and improved cameras for

AR.[52]

33
 Promotion

Promotion is all about companies communicating with customers. A business'

total marketing communications programme is called the "promotional mix" and
consists of a blend of advertising, personal selling, sales promotion and public
relations tools.(tutor2u, 2004)
1) Advertising
Any paid form of non-personal communication of ideas or products in the "prime
media": i.e. television, newspapers, magazines, billboard posters, radio, cinema
etc. Advertising is intended to persuade and to inform. The two basic aspects of
advertising are the message (what you want your communication to say) and the
medium (how you get your message across) (tutor2u, 2004)
(2) Personal Selling
Oral communication with potential buyers of a product with the intention of
making a sale. The personal selling may focus initially on developing a
relationship with the potential buyer, but will always ultimately end with an
attempt to "close the sale".(tutor2u, 2004)

(3) Sales Promotion

Providing incentives to customers or to the distribution channel to stimulate
demand for a product. (tutor2u, 2004)
(4) Publicity
The communication of a product, brand or business by placing information
about it in the media without paying for the time or media space directly.
otherwise known as public relations. (tutor2u, 2004)
Apple has its own online store so they advertised their product there and
costumer easily get all information about the product from there. Mostly
advertisement of apple in UK is done by other telecommunication company such
as Vodafone, o2, virgin, and orange. These companies in order to sell their

34
telecommunication services gives i phone with their services on basis of
contract. This is the advertising approach used by apple in UK. This saves lots of
money for apple and ultimate aim to communicate the message to customer is
done by this telecommunication companies. Apple also have TV ads to promote
their product. Apple also use magazine advertisement to promote their product.
Apple also uses hoardings where image of product is displayed and detailed
information is written there. By putting such hoardings people who are walking
roadside can see the information and message can be conveyed to customer.
Apple uses promotional methods using special short-term techniques to
persuade members of a target market to respond or undertake their products.
Apple uses for sales promotions are money back guarantees, lower purchase
price and rebates etc. The Apples stores are very distinct and captivating from
many other electronic stores because they display all of their products for
consumers to experience hands-on. Consumers are allowed to surf the web on
any of their computers, listen to the latest ipods, and experience the iPhone and
its features. This lets consumers get comfortable with the products and
familiarize themselves with it. This is a major consumer sales promotion that
Apple has developed.(apple INC, 2009)

As most of the user of iphone are college student age group from 17 to 22,
company should promote their product mostly to this group but we not found out
any such activities carried by apple group.
As apple iphone are loaded with latest technology and its has covered most of
the market, that‟s why they are always there in media or news. This promote
apple product to graeter context.

35
 9) Marketing approaches:-

Segmentation, targeting, and positioning together comprise a three stage

process. We first (1) determine which kinds of customers exist, then (2) select
which ones we are best off trying to serve and, finally, (3) implement our
segmentation by optimizing our products/services for that segment and
communicating that we have made the choice to distinguish ourselves that
way.

(Sources: USC marshall ,2009)

Segmentation :-

Type of segment Variable

Demographic Age, Gender, Occupation, Income

Geographic Region, Population density, climate

Psychographic Social class, Life style, personality

Behavioural Degree of loyalty, Type of User

36
Source: Dibb and et al, (2001)
Apple i Phone 4 come under Smartphone segment and classified under unsought
goods. Thus, it requires lots of things to consider while purchasing it though it
requires more attention of Apple INC. Apples target segments consist of
professionals, students, corporate users, entrepreneurs, and health care workers.

Demographic:-
Age: - Apple i Phone 4 targets younger customer and with high income earning
group.
Sex: - As it is a Smartphone it can be used by both male and female. Thus apple
group concentrate on both group.
Religion: - As UK is a demographic country generally companies do not segment
their product according to religion.
Occupation: - as i Phone 4 is a Smartphone it targets the corporate people.
Geographic: -
Country: - As apple INC is an American company but still it sales their product in
almost 106 countries in world. And for Europe it covers 36 countries.
Region: - In UK there 4 key markets (England, northern Ireland, Wales, Scotland
) and apple group covers all 4 markets in UK.
Psychographic: -
Social class: - As in UK there is basically three group low earning income,
medium earning income, high earning income group. Apple INC concentrates on
high income earning group.
Life style: - As i Phone 4 is a highly technological phone, company targets the
customer which are interested in using new technology.
Occasion:- It‟s a human psychology that to buy some new thing on some
occasion thus considering this apple group try to attract such customer and to have
maximum sell at this time.
Benefits: - as i Phone 4 is a latest Smartphone customer do not buy just to use it
but it also shows image and status in society.

37
Targeting :-

„‟The decision about which market segment(s) a business decides to prioritise for
its sales and marketing efforts.‟‟(Dibb and et al, 2001)
I Phone‟s marketing strategy is to differentiate the i Phone from other PDA‟s on
the market. I phone‟s primary customer targets is the middle-upper income
professional that need one portable device to coordinate their busy schedules and
communicate with colleagues, friends and family. I phone‟s secondary consumer
targets are high school, college and graduate students who need one portable
multifunction device. Mainly this market will be replacing their iPod and cell
phone with the iPhone.
Apple group uses concentrated marketing strategy for targeting their customer.
“Concentrated marketing is a market coverage strategy in which firm goes after a
large share of one or few segment or niches”(Philip k. And gary a. b, 2006, pp
231). Apple group uses this strategy to attract the customer who are interested in
store information and communicate or people who want entertainment on the go.
By using such strategy apple targets
Segments consist of professionals, students, corporate users, entrepreneurs, and
health care workers with age group between 16 to 40.

Positioning :-
Positioning is the process of creating an image for a product in the mind of
target customer.

38
 Source: USC marshall (2009)

Using product differentiation, Apple group positioned the iPhone 4 as the

versatile, convenient, value-added device for personal and professional use. The
marketing strategy will focus on the convenience of having one device for
communication, but also music, pictures, and video, and full Internet access. The
iPhone will be promoted as both professional and hip.
Currently Apple i Phone 4 is in maturity stage generating maximum profit for
company. But soon apple i Phone 4 is going to decline stage because apple group
is going to launch i Phone 5 in July 2011.

Current position of apple i Phone 4 in product life cycle:-

39
 Perpetual mapping ( kotler, p., 1999)

As apple i Phone 4 is made up of latest technology, it is positioned in high price and high
technology group.

40
 COMPANY PROFILE

Type Business unit

Industry Telecommunication

Founded Seoul, South Korea 1977

Headquarters Suwon, Shout Korea

Area served Worldwide

Key people Geesung choi, President

Products Mobile i-phones

Smart i-phones

Telecommunication system

MP3 Player, Laptop computers

Revenue US$ 21.1 billion (2007)

Net income US$ 2.3 billion (2007)

Employees 344,000 (2010)

Website Samsung consumers

41
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.

42
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 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. 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.

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

43
Ace Digitech 036550
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 improving 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.

44
Apple vs Samsung: phone and tablet OS

Samsung phones and tablets all use Android as their base operating system. Android is
created and maintained by Google, who make it free for any manufacturer to use and
adapt to their own devices.

That means the Android interfaces will vary between, say, a Samsung device, a Pixel
device and a Xiaomi device. However, in practice, they're pretty similar across the board.
So if you've used an Android phone or tablet from one manufacturer, you'll find using
another to be fairly seamless experience. It means the Samsung Galaxy Z Fold 4 can
feature a similar UI to the One Plus Pro but have subtle differences.
Apple, however, has its very own operating system, called iOS. Keeping everything
within the same company gives it total control over how its devices work, and means that
security is stronger on Apple devices like the iPhone 13 Pro than Android devices.
Arguably, because Apple developers its software and hardware together this also makes
iPhone and iPad interfaces more consistent, reliable and easy to use than the multitude of
Android equivalents; in line with the famed maxim that Apple tech 'just works'.

Security tends to be stronger on Apple mobile devices, such as the iPhone 14 Pro (Image
credit: Basil Kronfli)
Also, many apps tend to launch on Apple devices first, so Android users often have to
wait years to get their hands on them. For example, Instagram was launched on iPhones
in 2010, but didn't arrive on Android until 2012. Procreate is iOS exclusive. But, Google
has its own set of apps that are only available on Android, and for longterm Android
users these are embedded into their workflows.

Be warned, though: once you've bought into Apple (or Android), it's difficult to leave
each ecosystem. Moving to Android or to iOS doesn't just mean learning a new way of
doing things; it also means losing access to all the things you've paid for, such as iOS
45
apps or Google Play Store apps as well as music, films and TV shows you bought via
iTunes.

Apple does has a tendency to leave its tech behind, for example the forthcoming iOS16
may not run on some older iPhones. Android is more forgiving as it needs to run on the
latest hardware and cheaper more basic devices, which does leave some to question: is
Android a serious choice for creatives?
In comparison, if you get fed up with Samsung, you can always move to another brand of
Android phone, tablet or laptop, with minimal friction. In reality Samsung is in greater
competition with other Android manufacturers such as Huawei than Apple directly,
though Samsung has positioned itself as the Apple of Android.

Apple vs Samsung: laptop OS

When it comes to Apple vs Samsung laptops, a similar dynamic operates. Again, Apple
uses its own proprietary system, called macOS. And again, Samsung uses an operating
system provided by a third party: Microsoft's Windows for its main range, and Google's
ChromeOS for its Chromebooks. (Seek our guide to laptop vs Chromebook for more on
that distinction).
Because Apple owns both its software and hardware, viruses and other security hazards
are much less of a problem on MacBooks than on Windows laptops. For the same reason,
MacBooks are generally more reliable, easier to use, and less likely to crash.

Also be aware that a lot of software is only available for one platform or the other. For
example, some of the best video editing software, such as Final Cut Pro is made by Apple
and only available on its platform (the best alternative for Windows users is Adobe's
Premiere Pro). This doesn't just apply to Apple's own software, either. Popular UI design
tool Sketch, for instance, remains defiantly Mac-only.
APPLE VS SAMSUNG: HOW TO CHOOSE

(Image credit: Future)

46
A lot of people will automatically go for Apple or Samsung based purely on these
competing operating systems. For example, designers, film-makers, animators and media
people will normally err on the side of Apple, because it's what most of their colleagues
are already using, or because it's the only way to access a particular tool. Conversely,
most corporate software is powered by Microsoft, so everyone from accountants to CEOs
will often prefer a Windows-powered Samsung laptop to a MacBook.

When it comes to phones and tablets, the choice between Android and iOS tends to be
less about work and more about your personal history. For example, maybe in the past
you've gone for Android because it was more affordable than an iOS device. In which
case, you'll want to stick with what you know, even if the Samsung phone or tablet you
now like is just as expensive.

But what if you're not used to either iOS or Android, or you use them both equally? Well,
then you're in the enviable position of just going for the best device overall. In which
case, read on as we get specific, and compare three leading Samsung and Apple phones,
tablets and laptops.

47
48
49
APPLE VS SAMSUNG: PHONE COMPARISON
As an example, I start with the iPhone 13 Pro Max vs Samsung Galaxy S22 Ultra. For a
quick overview of the main specs, see the table below. Now read on, as I compare the
most obvious differences between these two smartphones.

iPhone 14 Pro Max vs Samsung Galaxy S22 Ultra comparison

Header Cell -
Apple Samsung
Column 0

50
iPhone 14 Pro Max vs Samsung Galaxy S22 Ultra comparison

Header Cell -
Apple Samsung
Column 0

Device iPhone 14 Pro Max Samsung Galaxy S22 Ultra

Released September 2022 February 2022

Display 6.7 inches (2778 x 1284) 6.7 inches (3080 x 1440)

Snapdragon 8 Gen 1 (USA);

Processor A16 Bionic
Exynos (Europe)

Operating
iOS 16 Android 12
system

Storage 128GB-1TB 128GB-1TB

Battery 4323 mAh 5000 mAh

12MP main (f/1.9), 12MP 108MP (f/1.8) main, 12MP

ultrawide (f/2.4), 12MP telephoto (f/2.2) ultrawide, 2 10MP
Cameras
(f/2.8) with 3x optical zoom, telephoto (f/4.9) with 0x and
TOF 3D LiDAR scanner (depth) 3x optical zoom

Weight 240g 228g

Dimensions 160.8 x 77.6 x 7.85 mm 163.3 x 77.9 x 8.9 mm

Apple vs Samsung: iPhone 14 Pro Max

51
The iPhone 14 Pro Max is one of the best smart phones on the market right now (Image
credit: Basil Kronfli)
The iPhone 14 Pro Max is expensive, but also the best iPhone to date, bar none. This
phone's 6.7-inch ProMotion display is gorgeous, with a 120Hz refresh rate for super-
smooth scrolling and brightness of up to 1,000 nits for viewing outdoors. It also has one
of the best smartphone cameras we've ever used, fantastic battery life and the A16 Bionic
processor makes everything run incredibly fast. Check out our iPhone 14 Pro Max
review(opens in new tab) for more of our thoughts on Apple's latest smartphone.

52
 CHAPTER - III
RESEARCH METHODOLOGY

53
 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.

STEPS IN MARKETING RESEACH PROCESS

 DEFINE PROBLEM AND RESEARCH OBJECTIVES

 DEVELOPING THE RESEARCH PLAN

 COLLECTION OF DATA

 PRESENTATIONS OF THE FINDINGS

54
RESEARCH OBJECTIVES

 Get knowledge about APPLE mobiles and Samsung mobiles.

 Customer satisfaction about using their handset.
 Sale of products.
 Know about sale pattern.

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

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.

55
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.
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 50
customers were surveyed in LUCKNOW.

56
 c) Sampling Procedure:- area sampling is using because it is not
practically possible to visit all places of India therefore LUCKNOW
chosen for survey.

5. 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.

6. 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.

Limitations of Research:-
The research was subjected to following limitations:-
 The survey can not be termed 100% accurate due to lack of time.

57
  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.

OBJECTIVES OF THE STUDY

The subject matter for this research Project is to study the consumer behavior towards the
APPLE & SAMSUNG mobiles. This project consists of different objectives. They are as
follows::-

 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.

58
 Chapter - VI
Analysis and Interpretation of Data

59
 ANALYSIS & INTERPERATION

1. Which model is best?

Answer Percentage(%)

Apple 60

Samsung 40

INTERPRETATION

Out of 100 respondents 60 says APPLE mobile i-phones are best while 40 were says
Samsung.

60
 2. Why do you prefer APPLE or Samsung?
Answer Percentage(%)

Feature 36

Look 12

Quality 37

Price 15

INTERPRETATION

Out of 100 respondent 36 prefer their mobiles for features, 12 prefer look , 37 prefer their
mobile quality & 15 prefer their price in the market.

61
 3. Which provide you better touch?

Answer Percentage(%)

Apple 53

Samsung 47

INTERPRETATION

Out of 100 respondent 53 says APPLE touch is better while 47 says Samsung.

62
4. Which among has more features?

Answer Percentage(%)
Apple 61
Samsung 39

INTERPRETATION

Out of 100 respondent 61 says APPLE has more features rather than Samsung.

63
5. Are you satisfied with price of APPLE or Samsung?

Answer Percentage(%)
Yes 78
No 22

INTERPRETATION

Out of 100 respondent 78 respondents are satisfied with their particular mobile
while only 22 were not satisfied.

64
 6. Which among these provide you better after sale?

Answer Percentage(%)
Apple 74
Samsung 26

INTERPRETATION

Out of 100 respondents 74 says APPLE provides better service after sale while only 26
says Samsung.

65
7. What will more prefer in APPLE or SAMAUNG NOTE?

Answer Percentage(%)
Apple price less than Samsung 34
Look 54
Weight 12

INTERPRETATION

Out of 100 respondent 34 prefer APPLE Lumia 800 because their price less than
Samsung Note, while 54 prefer their models because of their Look, & 12
respondents prefer their models for weight.

66
8. Which provide good battery back-up?

Answer Percentage(%)
Apple 69
Samsung 31

INTERPRETATION

Out of 100 respondent 69 says APPLE provides better battery back-up while 31
says Samsung.

67
9. Which provide more accessories with it?

Answer Percentage(%)
Apple 55
Samsung 45

INTERPRETATION

Out of 100 respondent 55 says APPLE provide more accessories with it while
only 45 says Samsung provide more accessories with it.

68
10. Which would you prefer business point of view?

Answer Percentage(%)
Apple 55
Samsung 45

INTERPRETATION

Out of 100 respondent 55 says APPLE handsets best business point of view while
only 45 says Samsung mobiles business point of view.

69
11. Which among these have more models and design?

Answer Percentage(%)
Apple 55
Samsung 45

INTERPRETATION

Out of 100 respondents 55 says APPLE gives more models & designs while other
45 respondents in favors of Samsung.

70
12. Which gives better camera celerity?

Answer Percentage(%)
Apple 62
Samsung 38

INTERPRETATION

Out of 100 respondents 62 says APPLE gives better camera celerity while only 38
respondents Samsung gives better camera celerity.

71
13. Which give more GPRS speed?

Answer Percentage(%)
Apple 58
Samsung 42

INTERPRETATION

Out of 100 respondents 58 says APPLE give more GPRS speed while other 42 in
favors of Samsung.

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14. Which cell companies have better sound quality?

Answer Percentage(%)
Apple 69
Samsung 31

INTERPRETATION

Out of 100 respondents 69 say APPLE have better sound quality & other 31 says
Samsung provide better sound.

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15. Which company provides best dual sim i-phones?

Answer Percentage(%)
Apple 15
Samsung 79
Others 6

INTERPRETATION

Out of 100 respondent 79 in favors of Samsung &

15 say APPLE provides better dual sim i-phones & only 6 in ther favors of other
companies.

74
16. Which company provides better 3G/WI-Fi services?

Answer Percentage(%)
Apple 60
Samsung 40

INTERPRETATION

Out of 100 respondents 60 says APPLE provides better 3G/Wi-Fi services while
only 40 in the favors of Samsung.

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17. Which model is comfort caring?

Answer Percentage(%)
Apple 67
Samsung 33

INTERPRETATION

Out of 100 respondents 67 says APPLE mobiles are comfort caring while only 33
says Samsung mobiles are comfort caring.

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 18. Which companies provide more models with touch & keypad?

Answer Percentage(%)
Apple 45
Samsung 55

INTERPRETATION

Out of 100 respondents 55 says Samsung provide more models with touch & keypad
while 45 says APPLE provide more models with touch & keypad.

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19. Which company provides better flap i-phones?

Answer No: people

Apple 70
Samsung 30

INTERPRETATION

Out of 100 respondent 70 says APPLE provide better Flap i-phones while 30 says
Samsung provide better flap i-phones.

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20. Which companies provide more service sale counter nearby?

Answer No; of people

Apple 69
Samsung 31

INTERPRETATION

Out of 100 respondent 69 says APPLE provide more service sale counter nearby
while only 31 in the favors of Samsung.

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 21. Which company has more cell memory storage?

Answer Percentage(%)
Apple 68
Samsung 29

Other 3

INTERPRETATION

Out of 100 respondents 68 says APPLE mobiles has more memory storage & 29
respondents says Samsung mobiles while only 3 respondents in favors of others.

80
 22. Which company have technical maintain & additional (like long life)?

Answer Percentage(%)
Apple 65
Samsung 35

INTERPRETATION

Out of 100 respondents 65 in the favors of APPLE & only 35 in favors of Samsung.

81
23. Which are reasons for using LUMIA 800 or SAMSUNG NOTE?

Answer Percentage(%)
Wap 21
Just to talk it 18
Download files 13
GPRS function 12
Receive mails 20
Others 16

INTERPRETATION
Out of 100 respondents 21 says they using their mobile models reason because of
good wap service , 18 using just to talk it , 13 using for download files , 12 in the
favor of GPRS function , 20 says they using their mobile models because their
handsets have receiving the mails , 16 respondents in the favors of Others.

82
24. 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 100 respondents 26 like their brand because of their functions , 20

respondents choose their brand because of Advertisement , 19 in the favors of
Brand name , 19 in the favors of quality , 14 in the favors of Price , & only 2
like respondents like their brand because of Appearances.

83
25. What kind of model do you prefer?

Answer Percentage(%)
Slim 33
Thick 25
Light 14
Medium 11
Large 11
Heavy 06

INTERPRETATION

Out of 100 respondents 33 says they prefer Slim models , 25 prefer thick
handsets , 14 respondents prefer light mobiles , 11 prefer medium , 11 prefer
large handsets & only 6 respondents says they prefer Heavy mobiles.

84
 Chapter - V :

Findings, Conclusion and Suggestions

85
 FINDINGS AND SUGGESTIONS

Few years back mobile i-phones were not common among the
consumer. But with the mobile revolution now we can find almost
every consumer with mobile phone.

Most of the consumer prefers APPLE then SAMSUNG and least prefer other.

Mostly the consumers are satisfied with the services

Provided by the different mobile companies.

Maximum numbers of respondents were attracted towards the price

& battery and the least like the style and memory.

Maximum number of consumer are loyal to there particular

service providers and they were using there mobile since 1 to2 years.

86
 CONCLUSION

 Working on APPLE & Samsung project gave me a opportunity to apply

my skills and knowledge, which We had gained previously.

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

 It was an amazing experience with learning all the way, which help us
to brush up our knowledge.

87
Bibliography

88
 BIBLOGRAPHY

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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ANNEXURE

90
 ANNEXURE

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

◊ Student ◊ Others

7. Income Level

◌ < 10000 ◌ < 20000

◌ < 40000 ◌ > 40000

8. Residence
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 □ Urban □ Rural

9. Contact No: ________________

10. E mail id:

SECTION B ABOUT MOBILE

1. Which model 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?

‫ﬦ‬Apple

‫ﬦ‬Samsung

4. Which among has more features?

Ὸ Apple

Ὸ Samsung

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

⌂ Yes

⌂ No

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

7. What will be more preferred in APPLE LUMIA 800 or Samsung NOTE?

⌂ Lumia price less then Samsung Note

⌂ Look ⌂ Weight

8. Which provide good battery back-up?

⌂ Apple ⌂ Samsung

9. Which provide more accessories with it?

○ Apple ○ Samsung

10. Which would you prefer for business point of view?

◊ APPLE ◊ Samsung

11. Which among these have more models & designs?

□ Apple □ Samsung

12. Which gives better camera clarity?

‫ﬦ‬Apple ‫ﬦ‬Samsung

13 Which gives more GPRS speed ?

∆ Apple ∆ Samsung

14 Which cell companies have better sound quality?

⌂ Apple ⌂ Samsung

15 Which company provides best Dual sim cell i-phones?

⌂ APPLE ⌂ Samsung

16 Which companies provide better 3G/WI-Fi services?

◊ Apple ◊ Samsung

17 Which mobile is comfort carriying?

◊ Apple ◊ Samsung
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18 Which company provides a more models with touch screen & keypad?
⌂ Apple ⌂ Samsung

19 Which company provides better flap cell i-phones?

⌂ Apple ⌂ Samsung

20 Which company provides more Service sale counter nearby?

○ APPLE ○ Samsung

21 Which companies have a more cell memory storage?

○ Apple ○ Samsung

22 Which companies have technical maintaince & additional (like long life)?
□ Apple □ Samsung

23 Which are the reasons for using the APPLE LUMIA 800 or SAMSUNG NOTE?
◊ Wap ◊ GPRS functions

◊ Just to talk on it ◊ Receive email & Mms

◊ Download files ◊ others

24 Why you like brand you choose above?

∆ Advertisement ∆ Appearance

∆ Functions ∆ Price

∆ Brand Name ∆ Quality

25 What kind of model you prefer?

⌂ Slim ⌂ Medium

⌂ Thick ⌂ Light

⌂ Large ⌂ Heavy

94