ADVERTISING AND MARKETING RESEARCH

SAMSUNG VS APPLE

SAMSUNG

South Korean multinational company. Headquartered in Samsung town , Seoul. Numerous subsidiaries and affiliated businesses. Samsung = "tristar" or "three stars". Three" = "big, numerous and powerful"; the "stars" = eternity.
Evolution: Initial stage (19771993) Time of changes (19931996) CDMA era (19961998) Global market and GSM era (1998 on) 2010 Highlights

APPLE

Apple Inc. is a multinational corporation . I-Pad, Iphone , Ipod, music player, and Macintosh computer line-up. Founders Steve Jobs and Steve Woznaik - April 1, 1976, January 3, 1977, Two decades - personal computers, ( Apple 2, Macintosh , Power Mac lines).

APPLES SWOT ANALYSIS

Strengths - Successful brand. Weakness Faulty parts. Opportunities The phone attracts new users. Threats - Global economic situation.

SAMSUNGS SWOT ANALYSIS:

Strengths - Conquered the market very fast. Weakness Lacks product differentiation. Opportunities Gain market share ; increase customer base. Threats - Competitors are more dominant.

Q1
Which mobile phone brand are you currently using?

Q2
How long have you been using your mobile phone?

Q3
At what frequency do you change your mobile phone?

Q4
How much are you willing to spend on the purchase of a mobile phone?

Q5
From which of the following places do you make your mobile phone purchases?

Q6
Rate each of the following variables on a scale of 1-5 to determine their importance in purchase decision of a mobile phone from NOT IMPORTANT AT ALL to VERY IMPORTANT by checking in the appropriate box.
1 2 3 4 5

Call/message Camera Gaming Brand name Operating system Social hub

6 9 4 7 3 9

10 5 8 4 8 3

7 3 7 4 5 6

3 7 3 6 3 6

6 8 9 10 6

Q7
Which brand do you find more appealing?

Q8
Please select the mobile phone you are most likely to buy based on the following features.
35 30

25 13 16 20 15

12 19

12

Samsung 15 Apple

10 17 14 5 15

18 11

18

0 1 2 3 4 5 6

Q9
What are the basic requirements/factors you look for when purchasing a phone in respect to Samsung and Apple
35

30

25 13 20

12 16

12

Samsung 15 Apple

10 17 5

18 14

18

0 1 2 3 4

Q 10
Please rate on the line the extent to which advertising influences your purchase decision.

Q 11
Divide the constant of 10 on the given sources of types of media depending upon your usage.

Q 12
Rank the following options on the scale of 1-3 on the basis of the time spent on each.

News channels Entertainment channels Sports channels

12 6 15

8 15 8

10 9 7

Q 13
Which phones advertising has a stronger impact.

Q 14
Please select the mobile phone which, based on the elements of advertising impress you the most.

Q 15
Select from the given options, the mobile phone brand whose advertising appeals to you in the following mediums.

Q 16
The visibility of which mobile phone advertising is more prominent on the internet medium?

Q 17
Select from the given elements, the mobile phone brand whose internet website appeals to you the most?

ANALYSIS

PRINT MEDIA BROADCAST MEDIA OUT OF HOME MEDIA

CONCLUSION