DECLARATION OF LEARNER

This is to declare that I have carried out this project work myself in partial
fulfillment of the PGDBA Program of SCDL.

The work is original, has not been copied from anywhere else and not been submitted
to any other University/Institute for an award of any degree/diploma.

Date Signature
Place Name:
 DECLARATION OF GUIDE

I certified that the work incorporated in this Project Report on Branding in Samsung Mobiles
(Under Marketing Management) submitted by Mr Anuj Tayal is his original work and completed
under my guidance. Material obtained from other sources has been duly acknowledged in the
Project Report

Date Signature of the Guide

Place
 PROPOSAL

Name of the Learner Anuj Tayal

Registration No- reg201307581@student.scdl.net
Address R2D-51, Street No 5/4, Part No 5/4, Part 1, Mahavir Enclave, New Delhi 110045

TITLE OF PROJECT: BRANDING IN SAMSUNG MOBILES

OBJECTIVES

The objective of study are-:

To study the different branding strategies adopted by competitors in the Galaxy series of the
smart phone industry
To study the entry and profile of the company in India
To explore the customer choices with reference to Samsung mobile phones (Galaxy Series)

NEED FOR THE TOPIC: BRANDING IN SAMSUNG MOBILES

It has been suggested that loyalty includes some degree of pre-dispositional commitment toward a brand.
Brand loyalty is viewed as multidimensional construct. It is determined by several distinct psychological
processes and it entails multivariate measurements. Customers' perceived value, brand trust, customers'
satisfaction, repeat purchase behavior, and commitment are found to be the key influencing factors of
brand loyalty. Commitment and repeated purchase behavior are considered as necessary conditions for
brand loyalty followed by perceived value, satisfaction, and brand trust. Fred Reichheld one of the most
influential writers on brand loyalty, claimed that enhancing customer loyalty could have dramatic effects
on profitability. Among the benefits from brand loyalty specifically, longer tenure or staying as a
customer for longer was said to be lower sensitivity to price. This claim had not been empirically
tested until recently. Recent research found evidence that longer-term customers were indeed less
sensitive to price increases. This work will help us to better understand the concept of branding and how
it is effective for Samsung mobile phones.
 STATISTICAL TECHNIQUES TO BE USED (If any)

Questionnaire is used in Segmentation, Targeting and Positioning as a measure of measuring and

monitoring organizational performance.

PROPOSED METHODOLOGY

For the accomplishment of this project following steps are recommended:

STEP 1: UNDERSTANDING the product and detail study of the concept of Branding.
STEP 2: This step is comprises of meeting with stakeholders of Samsung Mobiles
STEP 3: Finally analyzing and interpreting the collected data and preparing the final report.

CHAPTERIZATION

Introduction
Organization profile
Objective
Hypothesis
Theoretical Perspective
Methodology and Procedure of Work
Analysis / Interpretation of Data
Findings and Recommendations
Conclusion
 DETAIL INFORMATION OF GUIDE

Name : Mrs. Surbhi Khanna

Address : 2/12, Block No 2, Bhera Enclave
Paschim Vihar , Delhi 110087
Qualification : MBA (Specialization: Marketing Management)
 INDEX

Chapter No Particulars Page No.

1 Introduction 1-10
2 Research Methodology 11-32
3 Data Presentation & Analysis 33-38
4 Summary & Conclusion 39-45
5 References 46
6 Annexure 47-51