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Tanvi

This document discusses the marketing strategies and brand strength of Apple and Samsung. It notes that Samsung spends a greater percentage of its annual revenue on advertising than any other top 20 company. This heavy marketing investment has helped Samsung strengthen its Galaxy mobile brand and increase its smartphone market share to over double that of Apple. While Apple currently has a stronger brand, Samsung has been gaining ground through consistent innovation and marketing presence.

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ramavtar mahawar
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188 views8 pages

Tanvi

This document discusses the marketing strategies and brand strength of Apple and Samsung. It notes that Samsung spends a greater percentage of its annual revenue on advertising than any other top 20 company. This heavy marketing investment has helped Samsung strengthen its Galaxy mobile brand and increase its smartphone market share to over double that of Apple. While Apple currently has a stronger brand, Samsung has been gaining ground through consistent innovation and marketing presence.

Uploaded by

ramavtar mahawar
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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ST. ALOYSIUS’ COLLEGE (AUTONOMOUS) JABALPUR, M.P.

2019-2020
BACHELORS OF COMMERCE (HONOURS)
IN RANI DURGAVATI UNIVERSITY

CERTIFICATE
This is to certify that Ms. Tanvi Mahawar of B.Com Honours final year
studying in St. Aloysius’ College, entitled the project of “which is being
submitted herewith for the practice of partial fulfillment of Bachelors’ of
Commerce, RDVV Jabalpur for the assessment year 2019-2020 .

Date- Signature of Principal


Dr. G Vazhan Arasu
ST. ALOYSIUS’ COLLEGE (AUTONOMOUS) JABALPUR, M.P.
2019-2020
BACHELORS OF COMMERCE (HONOURS)
IN RANI DURGAVATI UNIVERSITY

DECLARATION
I Sainjali Nayak, do hereby declare that the project entitled “VALUE
ADDITION COURSE IN ORDER TO IMPROVE THE TECHNICAL
ACCOUNTING AND FINANCIAL KNOWLEDGE OF B.COM GRADUATES: CMA
(Certified Management Accountant)” is an original work carried out by
me under the guidance of Dr. Roopali Ahluwalia and Mr. Harbaksh
Moolchandani in a partial partial fulfillment of Bachelors’ of Commerce,
RDVV Jabalpur for the assessment year 2019-2020. All the date
represented in this project are true and correct to the best of my
knowledge and belief. This work has not been submitted for any other
degree or exam anywhere else.

Place- Tanvi Mahawar


Date-
ST. ALOYSIUS’ COLLEGE (AUTONOMOUS) JABALPUR, M.P.
2019-2020
BACHELORS OF COMMERCE (HONOURS)
IN RANI DURGAVATI UNIVERSITY

ACKNOWLEGEMENT
IT GIVES ME IMMENSE PLEASURE IN EXPRESSING MY HEARTFELT
GRATITUDE AND INDEBTEDNESS FOR THE KIND BLESSING SHOWERED
UPON ME BY CHAIRMAN OF ST. ALOYSIUS’ COLLEGE OF JABALPUR
(MADHYA PRADESH).
I WOULD LIKE TO EXPRESS MY GRATITUDE TO DR. RUPALI AHLUWALIA
AND HARBAKSH MOOLCHANDANI FOR THEIR GUIDANCE, CONSTANT
SUPPORT AND SUPERVISION.
I AM THANKFUL TO ALL THE FACULTY MEMBERS OFST. ALOYSIUS’
COLLEGE FOR THEIR HELP AND VALUABLE SUGGESTION.

DATE: TANVI MAHAWAR


PLACE: BCOM HONOURS FINAL YEAR
INDEX
EXECUTIVE SUMMARY

The Apple brand and logo are currently more recognized around the Western world, and in London and New
York, you cannot walk down the street without seeing a sea of white headphones and people playing with
their iPhones. The Brand Finance Global 500 2013 puts Apple and Samsung right at the very top of the best
brands in the world, ahead of Coca-Cola and Google.

Samsung smartphones are broadly comparable, feature-for-feature, with competitors like HTC, Sony, LG and
now Nokia, so why has it become so dominant? A big part of the answer lies in its sheer marketing muscle –
Samsung spends a bigger chunk of its annual revenue on advertising and promotion than any other of the
world's top-20 companies by sales – 5.4%, according to Thomson Reuters data. Apple spends just 0.6%, and
General Motors 3.5%.

Adverts mocking Apple fans, and heavy investment in product placement and in distribution channels have
strengthened its Galaxy mobile brand. Samsung now sells one in every three smartphones and has more than
double Apple’s market share.

Moon Ji-hun, head of brand consultant Interbrand's Korean operation, adds: “When your brand doesn't have a
clear identity, as is the case with Samsung, to keep spending is probably the best strategy. But maintaining
marketing spend at that level in the longer term wouldn't bring much more benefit. No one can beat Samsung
in terms of ad presence, and I doubt whether keeping investing at this level is effective.”

Apple may sit in top position now, but has lost its mojo over the last couple of years through lackluster
product releases and perceived lack of innovation. Samsung is catching up and is already no. 2. The Samsung
brand can be improved and it isn’t loved by some like Apple, but I am impressed with the leadership team for
seizing the opportunity to leapfrog all its other competitors, through investment and execution with
conviction.

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