24-09-2013, 03:04 PM
Product mix strategies of cell phone manufactures in India RESEARCH PROJECT REPORT
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Introduction Product MIX
Product mix is the sum total of all products that a company offers. For example, a pet food manufacturer may offer several varieties of dog and cat food. These multiple products may serve different customers, dog and cat owners, but the products are all part of the company's product mix. Products within a product mix can either be similar or variegated. There are also four dimensions to product mix: width, length, depth and consistency.
PRODUCT LINE
To gain a better understanding of the relationship between product mix and product line, let's look at two closely tied - but very different - companies. Fender Musical Instruments is one of the largest and most famous guitar manufacturers in the world. The highest volume reseller of Fender products, meanwhile, is the Guitar Center retail chain. Use the following homepages to answer the questions below:
Width
The width of product mix includes all the product lines that a company sells. For example, if a vitamin company sells various vitamins, diet products and sports drinks, its product width is three. Upstart companies usually start with a narrower product width. It is not practical for small companies to start out with multiple product lines. The company will use enough resources producing or purchasing one line of products for sale. Some companies may even start out with one or two products. A company can also broaden its product line as sales for the initial products start taking off.
Length
The length of a company's product mix pertains to the total number of products the company sells, For example, a small consumer products company may have three product lines: snacks, cereal and canned meats. This consumer products company may sell five snack items, four cereals and three varieties of canned meats. Therefore, the company's product mix length is 12. Some companies will also calculate an average product length if they have numerous product lines. For example, the hypothetical consumer products company above would have an average product mix length of four.
Samsung –
Welcome to Samsung. For over 70 years, Samsung has been dedicated to making a better world through diverse businesses that today span advanced technology, semiconductors, skyscraper and plant construction, petrochemicals, fashion, medicine, finance, hotels, and more. Our flagship company, Samsung Electronics, leads the global market in high-tech electronics manufacturing and digital media.
Through innovative, reliable products and services; talented people; a responsible approach to business and global citizenship; and collaboration with our partners and customers, Samsung is taking the world in imaginative new directions.
Nokia:
Nokia: missing in action. Nokia, the number one cell phone manufacturer worldwide and the creator of top‐quality mobile devices, performs very poorly in the United States. Shockingly, our research showsthat on all 15 measures, be itfor their Brand Architecture System, Name Attributes, or Fit to Product Attributes, Nokia scored statistically lower than Motorola, LG and Samsung by the target market. Nokia has resisted letting go of their alphanumeric naming nomenclature. Not surprisingly, Nokia’s US share of market declined 7 points from 16% to 9% during the same time period, from Q3 2005 to Q2 2008. They have half‐heartedly introduced names preceded by a number, such as the 8600 Luna, but it’s not resonating with consumers.
L.G.
Though their first named phone was the FUSIC, LG’s big success in branding their cell phones came with the introduction of the Chocolate in the summer of 2006. The Chocolate was one of the first, if not the first, major cell phone brand name that employed an aspirational metaphor.Where Motorola’s similes (that’s a figure of speech that tells you what something is like) were descriptive, LG played on the seductiveness of chocolate candy by offering different flavors of the Chocolate phone.It was available in white, mint, cherry, strawberry and blue mint chocolate. To extend the metaphor, the LG Chocolate even comes in a stylish package emulating a box of chocolates. LG followed this success with additional branded cell phones.
OBJECTIVES:
1- To analyze the results of the test market to determine any changes in the marketing mix.
2- Plans for full-scale marketing and manufacturing must be refined and settled.
3- To determine to go ahead, modify product, modify marketing plan or drop the product.
4- Attributes that consumers have identified that they want must be communicated through the design of the product.
5- Identify & cater to emerging markets all over India
6- Create awareness about the brand name and increase customer loyalty.