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    Building Brand Architecture: Samsung & Micromax

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    Adeesh Kakkar
    The document compares the brand architectures of Samsung and Micromax in India's smartphone market. Samsung focuses on innovative, reliable products across age groups and social classes with a sophisticated brand personality. Micromax positions itself as an affordable, Indian brand that appeals to rural youth with consistent messaging around cheap, feature-rich phones. While Micromax has grown by meeting budget needs, its brand is seen as cheap; Samsung is seen as higher quality but also more expensive. Their differing architectures have led them to target different customer segments in India's price-sensitive market.

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    Building Brand Architecture: Samsung & Micromax

    Uploaded by

    Adeesh Kakkar
    214 views3 pages
    The document compares the brand architectures of Samsung and Micromax in India's smartphone market. Samsung focuses on innovative, reliable products across age groups and social classes with a sophisticated brand personality. Micromax positions itself as an affordable, Indian brand that appeals to rural youth with consistent messaging around cheap, feature-rich phones. While Micromax has grown by meeting budget needs, its brand is seen as cheap; Samsung is seen as higher quality but also more expensive. Their differing architectures have led them to target different customer segments in India's price-sensitive market.

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    Building Brand Architecture

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    The document compares the brand architectures of Samsung and Micromax in India's smartphone market. Samsung focuses on innovative, reliable products across age groups and social classes with a sophisticated brand personality. Micromax positions itself as an affordable, Indian brand that appeals to rural youth with consistent messaging around cheap, feature-rich phones. While Micromax has grown by meeting budget needs, its brand is seen as cheap; Samsung is seen as higher quality but also more expensive. Their differing architectures have led them to target different customer segments in India's price-sensitive market.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    214 views3 pages

    Building Brand Architecture: Samsung & Micromax

    Uploaded by

    Adeesh Kakkar
    The document compares the brand architectures of Samsung and Micromax in India's smartphone market. Samsung focuses on innovative, reliable products across age groups and social classes with a sophisticated brand personality. Micromax positions itself as an affordable, Indian brand that appeals to rural youth with consistent messaging around cheap, feature-rich phones. While Micromax has grown by meeting budget needs, its brand is seen as cheap; Samsung is seen as higher quality but also more expensive. Their differing architectures have led them to target different customer segments in India's price-sensitive market.

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    © All Rights Reserved
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    of 3

    Building Brand Architecture: Samsung & Micromax

    Introduction:

    This report is made to builds and examines the brand architecture of two brands: Samsung
    and Micromax, in India's smartphone market. These two brands are chosen as they are in
    the same market, but both have different brand personalities and target different
    customers. This report will bring out the differences in the brand architectures of these two
    brands. The goal is to observe how consumers can have vastly different perceptions of and
    relationships with very similar products owing to the differences in brand architectures. In a
    highly price-sensitive market like India, how the consumers perceive you can make or break
    your future irrespective of the value that the product provides.

    Brand Architecture of Samsung:

    Brand Core/Essence: Master Brand and Aligning


    Design

    Brand Personality: Sophesticted, Agility, Competence

    Emotional Benefits: Reliable, For all age groups and


    classes, Data retreving is easy

    Product Benefits: Easy to use, Better size display,


    Good payment system, Handy.

    Product Attributes: Available for all age groups, New


    designs and colours, Good front camera.

    Samsung is focused on innovative products and proprietary technology. They build their
    brand value through reliable and high-performing products.

    Brand Architecture of Micromax:


    Brand Core/Essence:Affordable innovation

    Brand Personality: Cheap, Smart, Youth centric

    Emotional Benefits: Freedom, Strong, Indian


    manufactured so national pride

    Product Benefits: High performance, value for


    money, Multiple options to choose from

    Product Attributes: Low pricing, Quick launch,


    Multiple versions.

    Micromax is a homegrown brand that has positioned itself for the masses. It is
    considered a cheap brand and has gained a lot of traction amongst the rural youth.

    Brand Comparison

    Both brands compete in very similar markets. While Micromax prides itself on being cheap
    and Indian and connects with the youth because it creates a sense of pride and exclusivity,
    even for an affordable product. On the other hand, Samsung is focused on producing
    devices that can be integrated with most of the software and OS. In addition, they have
    innovative product designs and have more reliable products. This gives Samsung products a
    competitive edge over its arch-rival.

    While Micromax has gained traction because of its consistent projection of a cheap and
    affordable feature-rich phone, they have been able to connect with the rural youth and the
    low-income group. On the other hand, Samsung focuses on all age groups of the middle
    class and high-class people, especially the tech-friendly youth.

    Micromax has been able to identify the needs of customers and design products
    appropriately and successfully. As a result, they have a wide range of phones with different
    features, thus offering variety to them. On the other hand, with its better designs and
    premium product experience, Samsung has connected more with the urban youth.

    Brand Value:
    The market share of Samsung in the smartphone industry was around 20% in July 2020, as
    per Statista. They had the second-highest market share, only behind Xiaomi. The important
    thing here is that they are using a strategy that combines both emulating the best in the
    industry and innovating on its own. It is also currently trying to create an ecosystem of
    products to make life smarter. Combined with the positive image of innovation and quality,
    all this will take this brand to great heights.

    Micromax, once a force to be reckoned with, growth has slowed down as it has faced stiff
    competition from new Chinese players like Xiaomi. One thing that it regrets is its brand
    perception of being cheap and low on quality which has dramatically affected its sales. This
    has highlighted the need to pay more attention to brand architecture. The market share of
    Micromax in the smartphone industry was less than 1% in July 2020, as per Statista.

    Bibliography

     https://www.slideshare.net/RAHULKUMAR501/a-study-on-market-analysis-of-
    mobile-handset-industry-with-reference-to-samsung-micromax?next_slideshow=1
     https://www.statista.com/statistics/938451/india-micromax-share-in-the-mobile-
    phone-market/
     https://www.statista.com/statistics/938422/india-samsung-share-in-the-mobile-phone-
    market/
     https://www.indiatoday.in/technology/features/story/micromax-samsung-india-
    smartphones-238643-2015-02-04
     https://www.samsung.com/in/
     https://www.quora.com/Which-phone-is-better-Samsung-or-Micromax

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