Comparative study of different brands of cell-phones and find out how they are differentiating their products Conceptual relevance : Product Differentiation It has three brands of cell phone i.e. Xiaomi, Apple and Micromax. These 3 companies were selected since they are from different countries and origins.

1. Live Project report
Title:
Comparative study of different brands of cell-phones and find out how they are
differentiating their products
Conceptual relevance : Product Differentiation
Submitted by:
Sagar jaiswal
MBA (Media and communication) - 2016
Presented to
Dr. Makarand Joshi
Ajeenkya D Y Patil University,
Pune

2. Introduction
Mobile Phone Industry:
•Telecommunication is one of the most vital of all infrastructure service today. Indian mobile
industry is growing at a rate of 82.2%.
•For 2017, it is forecast that number of mobile phone users will be 4.77 billion.
Historical background in India
•A handheld mobile radio telephone service was envisioned in the early stages of radio
engineering.
• The race to create truly portable telephone devices began after World War 2. The
generation of mobile phone was "0G" (zeroth generation) such as Bell system's mobile
Telephone Service.
•The first hand held mobile phone was demonstrated by John F. Mitchell and Martin
Cooper of Motorola in 1973, using a handset weighing 4.4 Ibs (2 kgs). In 1983, the Dyna
TAC 8000x was the first commercially available handheld mobile phone.

3. •In economic and marketing, product differentiation is process of distinguishing a product or
service from others, to make it more attractive to particular target market.
•This involves differentiating it from competitors' products as well as firm's own products.
•This concept was proposed by ‘Edward Chamberlin’ .
Parameters of studies:
There are different approaches and parameter to differentiate products. These are:
A) Based on nature.
B) Based on consumer's intentions.
C) Based on social benefits.
 Significance of studies :
1. Create value.
2. Non-Price competition.
3. Brand loyalty:
Conceptual framework:

4. Rationale for choosing topic:
•Products differentiation will allow me to explore vast dynamism of mobile brands,
features.
•Students have been always fascinated by technology, through this topic I get a chance to
study my choice of brands and what are the various features, marketing strategy offers by
companies.
Limitation of the studies:
1. It is time and money consuming.
2. It required lot of resources to carry out market research to know customer preference,
choice, taste, like and dislikes
3. Company needs to enhance its knowledge of creativity to differentiate its products.

5. Chapter 2. Company profile
For the purpose of product differentiation, 3 different companies were selected. This are
the profile of 3 companies namely apple, xiaomi, and micromax. First is
1.Apple Inc.
1.Type Public
2..Industry Computer hardware
Computer software
Consumer electronics
Digital Distribution
Fabless silicon design
Corporate venture capital
3.Founded April 1, 1976; 40 years ago, in
Cupertino, California, U.S
4.Number of location 478 Apple retail stores in 17 countries
5.Founder Steve jobs
Steve wozniak
Ronald Wayne

6. 6.Key people Arthur D.levinson(chairman)
Tim cook(CEO)
Jonanthan Ive (CDO)
Luca maestri (CFO)
Jeff Williams (COO)
7.Operating income US$60.024 billion
8.Net income US$45.687billion
9.Revenue US$215.639 billion
10.Website www.apple.com

7. 1.Type Private
2.Industry Consumer electronics,
computer hardware
3.Founded 6th April, 2010, 6 years ago
4.Founder Lei Jun
2. Xiaomi Inc.
5.Key people Lei Jun(CEO),
Lin bin(President),
Hugo Barra (VP)
6.Products Mobile phone, Smartphone,
Tablet computer, Smart home
Devices
7.Revenue US$20 billion
8.Website Xiaomi Global

8. 3.Micromax Informatics
1.Type Private
2.Industry Telecommunication
Consumer Electronics
3.Founded 29 march 2000, 16 yrs ago
4.Founders Rahul sharma
Vikas jain
Sumeet arora
Rajesh agarwal
5.Products Mobile phones, laptop,
smartphone,tablet computer, 3G
datacards,LED Television
6.Revenue US$2.1 Billion
7.Net income US$100 million
8.Website www.micromaxinfo.com

9. Chapter 3 . Methodology
•The research is organized to study the product differentiation of different of mobile phones
and to suggest various strategies to improve the brand image of the various brands.
•In this report, three different companies were selected namely Apple, Xiaomi, and Micromax
of US, Chinese and Indian origin.
Objectives of "LIVE PROJECT”
•Comparative study of different brands of cell phone.
•To study Product differentiation of Apple Iphone 7 plus , Xiaomi MI Max , Micromax
unite 4 plus.
•To study various marketing strategies offered by these company.
•To study various features of mobile phone which include Battery type, Bluetooth,
Caller ID, digital camera, display, GPS, multimedia etc.

10. Chapter 4
Facts and observations
•The mobile phone selected are Iphone 7 Plus, Canvas Unite 4 plus and MI Max of apple,
micromax and xiaomi companies respectively.
•Apple is a world largest InfoTech company by revenue, world's largest tech company by total
asset, and world second largest mobile phone manufacturer and revenue generation account for
1.25% of total US GDP.
•Marketing strategies and promotional activities.
•Xiaomi is world's 4th largest Smartphone maker. Xiaomi 94% of the company revenue came
from mobile phone sales, a higher proportion than even apple.
•Marketing strategies and promotional activities.
Apple
Xiaomi

11. Micromax
•Micromax is Indian company, by 2010, it was one of the largest domestic companies making
handset in low cost features.Micromax is the tenth largest Smartphone vendor in the world.
•Marketing strategies and promotional activities
•Product differentiation of 3 mobile phones :
Sr.no Specs Apple Iphone 7 plus Xiaomi Mi max Micromax unite 4
plus
1 LAUNCH
1.Announced September 2016 May 2016 July 2016
2 BODY
1.SIM 1.Nano sim 1.Dual sim 1.Dual SIM (Micro
sim, Dual stand-by)
3 DISPLAY
1.Size
2.Protection
1. 5.5 inches.
2. Ion-strengthened
glass, oleophobic
glass.
1. 6.44 inches
2.Corning gorilla
glasses 4
.
1. 5.0 inches
2.. Corning gorilla
glasses

12. Sr.no Specs Apple Iphone 7 plus Xiaomi Mi max Micromax unite 4
plus
4. Memory
1. Card slot
2. Internal
1. microSD ,
upto 64 GB.
2.16 GB , 2 GB
RAM.
1. microSD ,
upto 256 GB.
2. 32/64 GB, 3
GB RAM , 128
GB, 4 GB RAM
1.microSD, upto
64 GB.
2. 16 GB, 2
RAM
5. CAMERA
1.Primary
2.Secondary
1. 12 MP.
2. 7 MP.
1. 16 MP
2. 5 MP
1. 8 MP
2. 5 MP.
6. PRICE Rs.92,000 Rs 14,999 Rs.7,499
7. PLATFORM
1.OS
2.CPU
1. iOS 10.0.1
upgradable to
iOS 10.1.
2.Quad-core 2.23
GHz.
1. Andriod OS,
v6.0
(marshmellow
).
2. Hexa-core,
Octa-core.
1.Andriod OS,
v6.0
(marshmellow).
2. Quad-core
1GHz

13. Apple Iphone 7 plus :
Xiaomi MI Max :
Micromax Unite 4 Plus :
Think Different
MI Stands for Mobile Internet , it also has other meaning like Mission Imposible.
Xiaomi stands for millet.
Nuts: Guts :Glory
Nothing like anything

14. Chapter 5
Conclusion and suggestion
•It can be concluded that best price mobile with maximum features is xiaomi MI max. The
cheapest mobile phone among 3 is micromax unite 4 plus followed by xiaomi and apple.
•If quality is given priority by consumer, then iphone 7 plus can be first preference. If consumer
go by camera selection, then MI max can be given first preference. If battery life is the priority is
first criteria of consumer, then xiaomi MI max must be selected.
•All the mobile phones are selected by consumer according to taste, priority, choice etc. Selection
of mobile phone completely depend upon the criteria selected by consumer.
It can be suggested that to increase the shares of apple inc , companies must start manufacturing
low-end products which are in the reach of common peoples. Micromax must add more features
to mobile phone to increase its sales. Xiaomi must enhance its advertisement and promotion ,
which will add to their visibility.

15. Bibliography
1."WHAT MANAGEMENT IS" by JOAN MAGRETTA
2."WHAT IS MANAGEMENT" BY PHILIP KOTLER.
3."PRODUCT DIFFERENTIATION" BY MARIO PEZZINO.
4.www.wikipedia.com
5.Various Research papers on product differentiation.
6.Refer to Wall street journal , Economic times, Times of India for various articles on
product differentiation.
7.Interviews,article, given by micromax,xiaomi and apple CEO etc.

16. Thank you