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INSTITUTE OF MANAGEMENT SCIENCES DEPARTMENT OF BACHLOR OF BUSINESS ADMINISTRATION MARKETING MANAGEMENT A BRIEF REPORT, ABOUT THE COMPETITION BETWEEN âSAMSUNG GALAXY & IPHONEâ 2015 Written Report SUBMITTED BY: Â· Asad Ashfaq SUPERVISER: Mr. IMRAN WAZIR DATE: 28-01-2015 DEDICATION We dedicate this work to the martyrs of Army Public school & college. A special feeling of gratitude to our loving parents, their Words of encouragement and push for tenacity ring in our ears. We also dedicate this dissertation to my many friends who Supported us in throughout the process. We will always appreciate all they have done. I also dedicate this work and give special thanks to our Marketing teacher MR Imran Wazir for being there for us throughout the entire Marketing courseâ¦â¦ Asad, Rahim, Haseeb. SURVEY REPORT ON SAMSUNG GALAXY VS IPHONE Table of Content (1) History of Samsung (Page-3) (2) Samsung Handset Evolution (Page-4) (3) Marketing Mix of Samsung (Page-6) I. Product. II. Price. III. Place. IV. Promotion (4) History of Iphone (Page-9) (5) Generation of Iphone (Page-9) (6) Marketing mix of Iphone (Page-11) I. Product. a. IOs operating system II. Price. a. Skimming price b. Discounts. III. Place. IV. Promotion. a. ATL. b. BTL. (7) Market share Comparison. (Page-13) a. Samsung, b. Apple. c. Xiaomi. d. Lenovo. e. LG. (8) Market Comparison Survey (Page-16) (9) Conclusion from the Survey. (Page-25) i. Price comparison b/w Samsung & iphone. (Pg-26) ii. Availability comparison Samsung & iphone. (Pg-28) iii. Promotional campaign Samsung & iphone. (Pg-30) iv. Design comparison Samsung & iphone. (Pg-32) v. Resale value comparison Samsung & iphone. (Pg-34) vi. Touch comparison Samsung & iphone. (Pg-36) vii. Battery life Samsung & iphone. (Pg-38) viii. Multimedia comparison Samsung & iphone. (Pg-40). History of Samsung Samsung is the Korean word Samsung is âTri-Starâ or âthree starâ The word "three" represents something "big, numerous and powerful". Samsung is a South Korean multinational conglomerate company headquartered in Samsung Town, Samsung was founded by Lee Byung-chul in 1938 as a trading company. Over the next three decades, the group diversified into areas including food processing, textiles, insurance, securities and retail. Samsung entered the electronics industry in the late 1960s. Samsung has increasingly globalized its activities, and electronics, particularly mobile phones and semiconductors, have become its most important source of income. In 2013, Samsung began construction on building the world's largest mobile phone factory in the Thai Nguyen province of Vietnam. Samsung has been able to achieve the largest market share of nearly 31% in the global Smartphone segment, as of 2013 In 1987, founder and chairman, Byung-Chull Lee passed away and Lee Kun-He 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. The history of Samsung and mobile 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. Then they developed smart phones and a phone combined mp3 player towards the end of the 20th century. To this date Samsung are dedicated to the 3G industry. Making video, camera phones at a speed to keep up with consumer demand. Samsung has made steady growth in the mobile industry and are currently number one but competitor Nokia is ahead with more than 100% increase in shares. Samsung Handsets Evolution Â· The first ever phone of samsung electronics brands founded in 1988, SH-100. In this very year samsung could only sell 1000 to 2000 devices. Â· In 1993, samsung introduces SH-700,one of the âsuper-lightweightâ phones at that time. The device weighs about 100gr lighter than that of SH-100 (200gr) . Â· Samsung has spent a lot of time and money investing in the flip phones, which were also called âclam shellâ phone, but the product didnât bring back much success as expected. Itâs not until 2003, the SPH A500 appeared. This compact and fashionable phone was considered the biggest success of the Korean electronics firm. Â· Also in 2003, Samsung officially entered the smartphone world with SCH-i600, using Windows Mobile 2002 platform. This is also the first 3G phone of the firm. This smartphone supported SD expanded internal storage, Windows Mobile 2002 integrated with Outlook and synchronized contacts, calendar appointments, and email from computer. Â· Samsung MM-A800 was the slider introduced in 2005 through Sprint service firm. This was the first 2-megapixel camera-integrated phone in US. Â· Samsung Behold is one of the first phone using TouchWiz touch interface and user interface of Samsung. TouchWiz later becomes the standard of Samsung when starting with Android platformWith 10 million sold in 2010, Galaxy S is the most successful model of the Korean electronics firm at that moment. Galaxy S created its brand name and reputation for the high-end Galaxy line with Android platform. Â· At the end of 2010, Eric Scmidt â CEO of Google introduced Nexus S smartphone, the phone model that was cooperated by Google and Samsung. This was the 3 product from Nexus family and was the first-ever cooperated product between Google and Samsung. Â· Galaxy S III was the best-selling smartphone of Samsung till now. The product helped the company from Korea take the market global market share and dethrone the leader position of Apple. Â· The second-generation Galaxy Note smartphone (Note II) released at Mobile Unpacked 2012 event was the one that affirmed the success of the phablet hybrid-phone devices having the ability to call but equipped with screen over 5 inches and under 7 inches. Â· In 2013 , Samsung has introduced the Galaxy note 3 a super fast and high quality cell phone with numerous specifications tith high class camera, greater RAM, more space with larger size than of previous versions, and in 2014 Samsung has launched the NOTE 4, Galaxy alpha and galaxy Note edge a very high class and modern cell phones with high specification and with greater price. MARKETING MIX OF SAMSUNG GALAXY (4 Pâs) PRODUCT: The products are Samsung Smartphoneâs such as the Samsung note series (galaxy note 1, note 2, note 3, note 4 or the Samsung galaxy series (galaxy s, galaxy s2, galaxy s3, galaxy s4, galaxy s5) or the upcoming and new products like galaxy alpha, galaxy curve, and galaxy A series..Benefits of Samsung in term of its: (1) Product (2) Status (3) Service Â· The quality of their product, its functions and user friendly interface with a simple home screens option and launcher. Â· The status of Samsung galaxy handsets are very high, the new launched handsets are quite high price with extra ordinary features recently Samsung has also launched fingerprint scanner in their handsets. Â· Samsung is giving a good service to their customers, Samsung handsets have a international and local 1 year warranty, other than that in many major cities there are local trained people who provides a good service to their customers. PRICE: Samsung smart phones are one of the best in market, and are the market, leaders in terms of its features. Thus Samsung is using skimming price for these products and tries to get a high value in the start before competitors catch up. Ones the model is old or any competitor has launched a similar product, Samsung immediately drops the price. This is Samsung one of the most effective technique to drop the price after some time, as compare to the competitorâs in the market they launch the mobile with very high price but they donât drop the price with the passage of time but Samsung drop the price after some time off launched mobile, this can attract more customers towards the product. PLACE: SAMUNG works n two segments: Sales and service dealers, Modern retail and Distributors. S&S Dealers; they handle the key accounts for Samsung and are involved in corporate sales. The modern retail segments include large retailers of Samsung like in bilour plaza, firdous plaza and in pak bakers market Samsung being such a branded product, the retailers is bound to keep Samsung as an alternative for their customers. In Pakistan, and when we look up into our city Peshawar, Samsung has capture the most market it has numerous reasons that why Samsung beat all of his competitorsâ, one of the reason is that Samsung mobile has affordable price, as our country is underdeveloped country so this is the main factor. Samsung mobile phones are available at almost all area of Peshawar. PROMOTION: Samsung uses multiple forms of promotions. Samsung as a company believes in pulling the customer to themselves through advertising but at the same time uses strong tactics to push the product to the customer through sales promotions. It gives many offers and discounts to its trade partners to motivate them to sell Samsung above competition. With such a strategy, Samsungâs brand is on the rise so that both, the pull as well as push strategy is working simultaneously in Samsung. Samsung has widely used the TV commercials for their advertisement, before launching the cell phone they have shown ads on TV a month or a week before the launch. HISTORY OF IPHONE iPhone is a line of Smartphoneâs designed and marketed by Apple Inc. It runs Apple's iOS mobile operating system. The first generation iPhone was released on June 29, 2007 the most recent iPhone models are the iPhone 6 and iPhone 6 Plus, which were released on September 9, 2014. Generations of iphone and mobile Evolution There are eight generations of iPhone models, each accompanied by one of the eight major releases of iOS. Â· The original 1st-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. Â· The iPhone 3G added 3G cellular network capabilities and A-GPS location. The iPhone 3GS added a faster processor and a higher-resolution camera that could record video at 480p. Â· The iPhone 4 featured a higher-resolution 960Ã640 "Retina Display", a VGA front-facing camera for video calling and other apps, and a 5-megapixel rear-facing camera with 720p video capture. Â· The iPhone 4S upgrades to an 8-megapixel camera with 1080p video recording, a dual-core A5 processor, and a natural language voice control system called Siri. Â· iPhone 5 features the dual-core A6 processor, increases the size of the Retina display to 4 inches, introduces LTE support and replaces the 30-pin connector with an all-digital Lightning connector. The iPhone 5S features the dual-core 64-bit A7 processor, an updated camera with a larger aperture and dual-LED flash, and the Touch ID fingerprint scanner, integrated into the home button. Â· The iPhone 5C features the same A6 chip as the iPhone 5, along with a new backside-illuminated FaceTime camera and a new casing made of polycarbonate. Â· The iPhone 6 and iPhone 6 Plus further increased screen size, measuring at 4.7 inches and 5.5 inches, respectively. In addition, they also feature a new A8 chip and M8 motion coprocessor. MODEL COMPARISON OF IPHONE MARKETING MIX OF IPHONE (4Pâs) PRODUCT The IOS Operating System Â· People loved in the Iphone were access to the world renowned Apple ios operating system. Â· Processing speed Â· Iphone hardware was very much compatible with the software and the OS used to run smoothly. Thus the high quality processing speed also lend a hand towards the popularity of the product. Â· Apple store and exclusive apps Â· Iphone is very much famous for his apple store and apps , it has almost double apps as compare to android play store PRICE: SKIMMING PRICE Â· It is of higher price as compared to most phones in the market. Samsung has recently introduced many phones to rival with Iphone. However, Apple customers are not budging and they are very much loyal to the Apple brand and to Iphone. Â· DISCOUNT Â· Another interesting thing to observe in Iphone pricing policy is that it does not offer any discounts PLACE: The target of Apple Iphone is premium customers, hence it is found in A grade cities only. Â· In many famous cities there are special I-stores who sell only iphone products and provide services related to iphone. Â· when Blackberry announced its exit from the handset market, Iphone did a corporate tie up with many CEO's and manager who were using blackberry previously. So iphone take over a major market share left over Blackberry. PROMOTION: ATL Â· Whenever a new phone is being launched, be sure to see Iphone everywhere, on Tv commercials and also on shops. Because they are targeting a premium segment, the presence of Apple Iphone is higher in the ATL segment than in the BTL segment. BTL Â· For BTL marketing, Iphone uses out of home advertising with hoardings and point of sale advertising in major retail outlets. It also uses various forms of sales promotions and exchange offers to lure in the customer via BTL marketing. MARKET SHARES COMPARISON The worldwide smart phone market grew 27.2% year over year in the second quarter of 2014 (2014Q3), just over a third of a billion shipments at 335 million units, according to data from the International Data Corporation (IDC). At this pace, 2014 promises to close at nearly 1.3 billion shipments, with Android taking the lion's share, spread across over 180 tracked vendors. The bulk of these Android players are squarely focused on the sub-US$200 space, driven by demand at increasingly value-oriented consumers. Third quarter shipments were slightly above IDC's forecast and expects iOS share to recover during the holiday peak as existing users upgrade to iPhone 6. Period Samsung Apple Xiaomi Lenovo LG other Q3 2014 23.7 % 11.7 % 5.2 % 5.1 % 5.0 % 49.3 % Q3 2013 32.2 % 12.8 % 2.1 % 4.7 % 4.6 % 43.6 % Q3 2012 31.2 % 14.4 % 1.0 % 3.7 % 3.7% 46.0 % Q4 2011 22.7 % 13.8 % -- 0.4 % 3.7 % 59.4 % SOURCE: http://www.idc.com/prodserv/smartphone-market-share.jsp SamsungÂ remained the clear leader in the worldwide Smartphone market, but was the only companyÂ among the top five to post a negative year-over-year change. With continued competitive pressure fromÂ nearly every side coupled with cooling demand, the company's volumes have declined from their previousÂ record highs at the start of the year. Still, Samsung's Galaxy series of devices has been a popular option,Â and the company launched its Galaxy Alpha and a refreshed Galaxy Note 4. AppleÂ took the wraps off its highly anticipated iPhone 6 and iPhone 6 Plus, and in the process posted its largest third-quarter volume yet. Although the company posted strong results of 10 million units sold during its initial launch weekend, what should not be overlooked is the sustained demand of its older iPhone 5S and 5C models, which comprised the bulk of its volumes for the quarter. XiaomiÂ jumped into the list for the first time at the number three position thanks to its focus on China and adjacent markets resulting in triple-digit year-over-year growth. Key to its success was the launch of its Mi4 smartphone in August, positioned as a high-end alternative to the status quo. What remains to be seen is how quickly the company can move beyond its home territories to drive volumes higher. LenovoÂ tied* for fourth with LG, as its results improved on steady gains at home and abroad with the share of non-China shipments rising steadily to hit 20% in 3Q14, up from 9% a year ago. Sub-US$100 Smartphoneâs like the A369i and A316 drove volumes from emerging markets in Asia/Pacific and the Middle East and Africa. Domestically, it launched a number of 4G handsets, with some at lower price points. With the acquisition of Motorola finalized for the coming quarter, Lenovo is set for a higher rank for Q4. LG's strategy to court the market with low-cost smartphones has paid enough dividends to push its total volumes past the 15 million unit mark for the first time in the company's history. Its F-and L-series smartphones have earned a warm reception, within both emerging and developed markets. At the same time, LG released its flagship G3 to maintain a presence in the high-end of the market, lifting the company's overall LTE footprint. OVERALL MOBILE PHONE MARKET SHARE 2014. COMPARISON MARKET SURVEY IN PESHAWAR We have conducted a survey in the Peshawar area from different young university and college students about their choice between Samsung and iphone. We ask 60 students (boys and girls collectively) and we record different result and then we analyzed these tables given below: Gender Frequency Percent Valid Percent Cumulative Percent Valid male 32 53.3 53.3 53.3 female 28 46.7 46.7 100.0 Total 60 100.0 100.0 We asked the question that which Brand do you prefer, and we got: Which brand do you prefer? Frequency Percent Valid Percent Cumulative Percent Valid iphone 32 53.3 53.3 53.3 samsung galaxy 27 45.0 45.0 98.3 3 1 1.7 1.7 100.0 Total 60 100.0 100.0 Then we asked separately about Samsung galaxy vs iphone according to their specificationsâ¦. In first table we have asked about the price of iphone, that weather the price satisfy ur demand or not? Price of iphone? Frequency Percent Valid Percent Cumulative Percent Valid highly dissatisfied 10 16.7 16.7 16.7 dissatisfied 9 15.0 15.0 31.7 neutral 19 31.7 31.7 63.3 satisfied 18 30.0 30.0 93.3 highly satisfied 4 6.7 6.7 100.0 Total 60 100.0 100.0 In this table we have asked about the availability of iphone in their area? Availability of iphone? Frequency Percent Valid Percent Cumulative Percent Valid highly dissatisfied 1 1.7 1.7 1.7 dissatisfied 12 20.0 20.0 21.7 neutral 14 23.3 23.3 45.0 satisfied 19 31.7 31.7 76.7 highly satisfied 14 23.3 23.3 100.0 Total 60 100.0 100.0 In this table we have asked about the design of iphone, ? Design of iphone? Frequency Percent Valid Percent Cumulative Percent Valid highly dissatisfied 1 1.7 1.7 1.7 neutral 10 16.7 16.7 18.3 satisfied 23 38.3 38.3 56.7 highly dissatified 26 43.3 43.3 100.0 Total 60 100.0 100.0 In this table we have asked about the style of iphone? Style of iphone ? Frequency Percent Valid Percent Cumulative Percent Valid highly dissatisfied 2 3.3 3.3 3.3 dissatisfied 1 1.7 1.7 5.0 neutral 11 18.3 18.3 23.3 satisfied 19 31.7 31.7 55.0 highly satisfied 27 45.0 45.0 100.0 Total 60 100.0 100.0 In this table we have asked about the promotional compaign and advertising of iphone? Promotional campaign of iphone? Frequency Percent Valid Percent Cumulative Percent Valid highly dissatisfied 5 8.3 8.3 8.3 dissatisfied 8 13.3 13.3 21.7 neutral 20 33.3 33.3 55.0 satisfied 15 25.0 25.0 80.0 highly satisfied 12 20.0 20.0 100.0 Total 60 100.0 100.0 In this table we have asked about the battery life and stand by time for iphone. Battery life of iphone ? Frequency Percent Valid Percent Cumulative Percent Valid highly dissatisfied 4 6.7 6.7 6.7 dissatisfied 9 15.0 15.0 21.7 neutral 19 31.7 31.7 53.3 satisfied 17 28.3 28.3 81.7 highly satisfied 11 18.3 18.3 100.0 Total 60 100.0 100.0 In this table we have asked about the resale value of iphone? Resale value of iphone ? Frequency Percent Valid Percent Cumulative Percent Valid highly dissatisfied 2 3.3 3.3 3.3 dissatisfied 12 20.0 20.0 23.3 neutral 13 21.7 21.7 45.0 satisfied 21 35.0 35.0 80.0 highly satisfied 12 20.0 20.0 100.0 Total 60 100.0 100.0 In this table we have asked about the status of iphone ? Status of iphone ? Frequency Percent Valid Percent Cumulative Percent Valid dissatisfied 3 5.0 5.0 5.0 neutral 8 13.3 13.3 18.3 satisfied 23 38.3 38.3 56.7 highly satisfied 26 43.3 43.3 100.0 Total 60 100.0 100.0 In this table we have asked about the touch and their touch sensors of iphone. Touch of iphone ? Frequency Percent Valid Percent Cumulative Percent Valid highly dissatisfied 1 1.7 1.7 1.7 neutral 3 5.0 5.0 6.7 satisfied 18 30.0 30.0 36.7 highly satisfied 38 63.3 63.3 100.0 Total 60 100.0 100.0 In this table we have asked about the multimedia and its connectivity of iphone Multimedia of phone? Frequency Percent Valid Percent Cumulative Percent Valid highly dissatisfied 4 6.7 6.7 6.7 dissatisfied 5 8.3 8.3 15.0 neutral 14 23.3 23.3 38.3 satisfied 13 21.7 21.7 60.0 highly satisfied 24 40.0 40.0 100.0 Total 60 100.0 100.0 Then we asked about the Samsung Galaxy and the result was: In this table we have asked about the price of Samsung galaxy phones? Price of Samsung Galaxy? Frequency Percent Valid Percent Cumulative Percent Valid highly dissatisfied 3 5.0 5.0 5.0 dissatisfied 5 8.3 8.3 13.3 neutral 18 30.0 30.0 43.3 satisfied 23 38.3 38.3 81.7 highly satisfied 11 18.3 18.3 100.0 Total 60 100.0 100.0 In this table we have asked about the availability of Samsung galaxy? Availability of Samsung galaxy? Frequency Percent Valid Percent Cumulative Percent Valid highly dissatisfied 1 1.7 1.7 1.7 dissatisfied 1 1.7 1.7 3.3 neutral 12 20.0 20.0 23.3 satisfied 20 33.3 33.3 56.7 highly dissatisfied 26 43.3 43.3 100.0 Total 60 100.0 100.0 In this table we have asked about the design of Samsung galaxy? Design of Samsung galaxy? Frequency Percent Valid Percent Cumulative Percent Valid highly dissatisfied 2 3.3 3.3 3.3 dissatisfied 2 3.3 3.3 6.7 neutral 23 38.3 38.3 45.0 satisfied 16 26.7 26.7 71.7 highly satisfied 17 28.3 28.3 100.0 Total 60 100.0 100.0 In this table we have asked about the style of Samsung galaxy? Style of Samsung galaxy ? Frequency Percent Valid Percent Cumulative Percent Valid highly dissatisfied 2 3.3 3.3 3.3 dissatisfied 1 1.7 1.7 5.0 neutral 18 30.0 30.0 35.0 satisfied 16 26.7 26.7 61.7 highly satisfied 23 38.3 38.3 100.0 Total 60 100.0 100.0 In this table we have asked about the promotional cpomapign of Samsung galaxy? Promotional campaign of Samsung galaxy ? Frequency Percent Valid Percent Cumulative Percent Valid highly dissatisfied 1 1.7 1.7 1.7 dissatisfied 6 10.0 10.0 11.7 neutral 15 25.0 25.0 36.7 satisfied 12 20.0 20.0 56.7 highly satisfied 26 43.3 43.3 100.0 Total 60 100.0 100.0 In this table we have asked about the battery life of Samsung galaxy and its stand by time for it? Battery life of Samsung galaxy ? Frequency Percent Valid Percent Cumulative Percent Valid highly dissatisfied 7 11.7 11.7 11.7 dissatisfied 5 8.3 8.3 20.0 neutral 20 33.3 33.3 53.3 satisfied 20 33.3 33.3 86.7 highly satisfied 8 13.3 13.3 100.0 Total 60 100.0 100.0 In this table we have asked about the resale value of Samsung galaxy? Resale value of Samsung galaxy ? Frequency Percent Valid Percent Cumulative Percent Valid highly dissatisfied 5 8.3 8.3 8.3 dissatisfied 10 16.7 16.7 25.0 neutral 20 33.3 33.3 58.3 satisfied 16 26.7 26.7 85.0 highly satisfied 9 15.0 15.0 100.0 Total 60 100.0 100.0 In this table we have asked about the status of Samsung galaxy? Status of Samsung galaxy ? Frequency Percent Valid Percent Cumulative Percent Valid highly dissatisfied 2 3.3 3.3 3.3 dissatisfied 4 6.7 6.7 10.0 neutral 22 36.7 36.7 46.7 satisfied 19 31.7 31.7 78.3 highly satisfied 13 21.7 21.7 100.0 Total 60 100.0 100.0 In this table we have asked about the touch of Samsung galaxy? Touch of Samsung galaxy? Frequency Percent Valid Percent Cumulative Percent Valid highly dissatisfied 1 1.7 1.7 1.7 dissatisfied 5 8.3 8.3 10.0 neutral 9 15.0 15.0 25.0 satisfied 26 43.3 43.3 68.3 highly satisfied 19 31.7 31.7 100.0 Total 60 100.0 100.0 In this table we have asked about the multimedia of Samsung galaxy? Multimedia of Samsung galaxy? Frequency Percent Valid Percent Cumulative Percent Valid highly dissatisfied 4 6.7 6.7 6.7 dissatisfied 1 1.7 1.7 8.3 neutral 10 16.7 16.7 25.0 satisfied 14 23.3 23.3 48.3 highly satisfied 31 51.7 51.7 100.0 Total 60 100.0 100.0 CONCLUSION FROM THE OVER ALL SURVEY PRICE COMPARISON OF Samsung GALAXY VS IPHONEâ¦. The following graph is showing the overall details about the Samsung galaxy and iphone. As we look to the graph the customer of Samsung galaxy is more satisfied from the price as compared to the iphone. Iphone shows 31% neutral, and 28% satisfaction from the price and on the other hand Samsung galaxy users shows 37% satisfaction and 30% neutral result. Iphone price is high as compared to the Samsung galaxy and the other main reason is that Samsung drops the price of their handset after some time of release but iphone doesnât drop the price quickly. That is why people show more satisfaction in case of Samsung galaxy and neutral result in case of iphone. Iphone is only targeting the upper class people with very high price but Samsung show very much ranges so that people from every class they can buy a good handset. AVAILIBILITY COMPARISON OF SAMSUNG GALAXY VS IPHONE In the following graph we have analyzed the availability factor of iphone and Samsung galaxy. In this factor as we look into the Samsung galaxy users they have shown a great highly satisfaction from the availability as compared to less satisfaction of the iphone users. The reason is that the Samsung availability is user friendly you can get a Samsung handset easily in all shops in fact there are many local shops in the small are selling the Samsung handsets. On the other hand the availability of iphone is good enough but not so good so that they can compete with the Samsung galaxy use. The users of iphone found themselves in some difficulties to find the iphone handset easily in the market. There are few sellers in the Peshawar market who are selling the new branded original iphone some of them are sitting in the BILOUR plaza and some in PAK BAKERS market, and on the other hand Samsung have many franchise and outlets of their handsets in Peshawar in different area and the small shops in sadder and firdous plaza also sale new branded Samsung galaxy model. PROMOTIONAL COMPAIGNE COMPARISON OF Samsung VS IPHONE: In this segment we have analyzed about the promotional campaign of iphone and Samsung handsets. In this portion we have examine the promotional campaign of both the handset companies. As we look into the graph Samsung galaxy users shows highly satisfaction as compare to iphone neutral response. Samsung from the very start is focusing on the advertisement and promotional campaign of their handset but as we look to the iphone we donât have ever seen any of its promotional add of advertisement on the any sector of the are nor n the TV. Samsung has used strong promotional campaign of their handset, a week or two before the launching the model they have shown advertisement on the media and we have also seen many banners in the perspective area. In this sector Samsung has a huge expansion in advertisement as compared to the iphone. The reason that why iphone doesnât have as many promotional campaign is that iphone is the foreign company and it has no official outlet in this city, this can a big and main reason for that. DESIGNE COMPARISON OF Samsung GALAXY VS IPHONE: In this portion we have analyzed the design comparison of Samsung galaxy and iphone. In this portion we have analyzed the style of both the companies. As the graph is showing, iphone has strong highly satisfaction as compared to the neutral satisfaction of the Samsung galaxy. The main reason is that Samsung galaxy handsets are mostly of the same style they have a back circle or rectangular camera with a speaker on its left side and on the lower side they have a micro phone area on the main screen side it has a main screen button on the lower side. On the other side iphone has the sleek and stylish design and the main thing that it has a beautiful bite apple logo which is the logo of Apple inc. different iphone models has different designs with some uniqueness that is why people like the style of the iphone more than if Samsung galaxy. RESALE VALUE COMPARISON OF Samsung GALAXY VS IPHONE In this portion we have asked about the resale value of both the companies and the result was. In this portion we have analyzed the resale value of both the companies. As the graph is showing that the customers are showing more satisfaction from the resale value of iphone as compared to the Samsung galaxy. The resale value of iphone is high as compared to the Samsung galaxy. The reason is that iphone has a unique and stylish design, people donât buy iphone usually and on the other side galaxy users had almost same experience with every model so there is some uniqueness and more demand for a good condition iphone as compared to the used Samsung galaxy. Another main reason is that In the market there are few sellers who are selling some refurbished Samsung galaxy handsets and there are huge quantity selling in the market. There are also some iphone refurbished handsets but as compared to galaxy their range is very less. TOUCH COMPARISON OF SAMSUNG GALAXY VS IPHONE In this portion we have study the touch comparison between Samsung and iphone, and the result was: As the graph is showing that the iphone users have more highly satisfied from the touch sensitivity as compared to the satisfied users of Samsung galaxy. The reason is that the Samsung has used the internally plastic screen for their handset which is called the âGorilla Glassâ and the iphone has used the original and fine Glass sheet for their handset. Iphone has pure glass both on the front and on the back side of the handset while Samsung handset has only plastic glass on the front and the plastic or some lather material on the back. From the use of pure glass by the iphone, their touch is more smooth and handy as compared to the Samsung galaxy. But it also have a disadvantage the pure glass is very much easily breakable while Samsung gorilla glass is non breakable easily. BATTEY LIFE COMPARISON BETWEEN SAMSUNG GALAXY AND IPHONE In this sector we have analyzed the battery consumption of Samsung and iphone handsets and we got: In this portion we have analyze the battery life and its consumption rate of both the companies. As the graph is showing that Samsung galaxy users is more satisfied from the battery life as compared to the iphone users. The reason is that iphone has always a fix battery in their handsets, and on the other hand Samsung has high power removable batteries in their handset and when the battery of samsnug handsets is being slow the users can easily buy a new battery and change it for their better use. But iphone has no removable battery it has a fix back area and the battery cannot be change. Iphone also uses a slow maH battery power while Samsung is using high power maH batteries. The new Samsung galaxy NOTE 4 has 3350 maH batteries with 3 days back up timing. MULTIMEDIA COMPARISON BETWEEN SAMSUNG GALAXY AND IPHONE In this last section we analyze the multimedia capabilities of Samsung and iphone and the result was: In this last portion we have ask about the multimedia. As the graph is showing that both the users of galaxy and iphone is highly satisfied from the multimedia of both the handsets. In comparison of multimedia we thing that Samsung has a much little bit more higher than that of iphone, because the connectivity of Samsung is higher than that of iphone. Samsung handset usually connects with all data cables with the pc or laptop but the iphone has its own data connecting table. Iphone has a Bluetooth and sharing problem. An iphone handset is only being connectable to another iphone not to the other handset while Samsung is connectable to all the handsets easily. The new Samsung handsets also have some unique features like wireless remote that can control all the TV and projectors. RECOMMENDATION FOR SAMSUNG GALAXY & IPHONE. Recommendation for Samsung Galaxy: Â· Samsung has huge market share as compared to iphone market. They should follow the same strategies they are following as to be in the market leader. Â· Samsung is increasing its battery life for consumers; this is a plus point for Samsung to attract the market share, and those people who donât like the smart phone just because of the battery life. Â· We recommend to Samsung galaxy that now this is the time that they should change literally their cell phones design, every time a new cell have the same round or rectangular shape. So people get bore of their design. Â· Coming towards the accessories that Samsung gives with every smart phone. We recommend that Samsung should focus on these area, they should enhance their hands free and charger for more reliability and for more long lasting time. Â· We recommend to Samsung that in coming new handset they should use the proper steel case on the sides in place of the plastic material. Recommendation for Iphone Â· We recommend to iphone users that they should use some protective glass material in their handsets, because they are using the pure glass which is very much unprotected and can be cracked easily. Â· This is the time that iphone has to enhance its battery life because they are using very low maH batteries, which has very short backup time, so iphone should focus on this area. Â· We recommend that iphone should now change the inside theme of their devices. All the iphone, iPads, iphone touch have the same interface there is no difference in the interface of iphone 3g and iphone 6 plus. Â· Iphone should also increase the random access memory (RAM), Samsung is going to launch the 4GB of (RAM) in near future, but the has introduced the 2GB (RAM) only in iphone 6-plus model not in even iphone 6. The same case with the camera. Â· Finally, we recommend to iphone that they should compromise with the price. They are charging very high price for their products and they donât fall the prices with the passage of time. This should be a negative factor for their company. Page 2 of 47