Smartphone Marketing Strategy

Executive Summary

“A 10% increase in mobile and broadband penetration increases the per capita GDP by 0.81% and 1.38% respectively in the developing countries.”- World Bank.

Smartphone has created new dimensions for business in Indian market. Smartphones have been very useful in their mobile applications and internet services Those Smartphones sell that provide an opportunity to businesses for investment in mobile apps.

INTRODUCTION

This chapter presents the introduction, purpose, and structure of this research study. The introduction gives a brief overview of brand equity, personality, identity and Smartphone. It also outlines to whom this research study would be of interest and benefit to.

The rapidly growing demand of Smartphone has created

But why people buy expensive smartphones? Price, quality, brand, country of origin, marketing, sales, word of mouth etc. could be several factors that a consumer may think before buying a Smartphone. How much does brand of smartphone affect the buying decision of a customer? As there are various types of smartphones available in market with varying price; what is the difference between them? And how they impact the customer buying decision? This research also aims on the marketing strategy of the smartphone companies to influence the buying behaviour of customer. These strategies include Promotional campaigns, Tie-Ups with network carrier etc

Smartphone has revolutionized the way we do thing, the role Smartphone play in today‟s society

is phenomenal. Today‟s Smartphone is taking the role of computer, making it possible to do a lot

with this small hand held device. It has a broad use such as sharing information, paying for

products, browsing, and shopping. Virtually every activity today has a Smartphone application for it.

According to Cassavoy (2012) Smartphone can be defined to be a device that enables the user to

make telephone call and at the same time has some features that allow the user to do

Thus, Quaker

Oats, Ivory Soap, and Levi have instilled in consumers a degree of confidence that their

unbranded competition did not, according to The Freeman Ideas on Liberty (2011). An increasing

number of high –technology companies have undertaken brand-building initiatives under the premise that these initiatives can create an asset that generate long-term profit, e.g. Intel´s Intel inside campaign, which began in 1991.

Brand equity is the value associated with the marketing activities that enhanced the overall offering such that a premium could be earned over the same offering if it were unbranded. This indicates that customers see and interpret brands in different ways, giving brands meaning and validity. Davis (2010). Brand equity describes stakeholder response in the form of an 8

increase in customers, revenues, and margins than would otherwise be possible without marketing

support to build awareness.

A profound knowledge or understanding would provide a clue as