Vol. 1, Issue 13, Part L (2015)

The telecom industry in India is the third largest in the world with a subscriber base of .85 bn as of Sept 15, 2015. India has an overall tele-density of 60.34% of which the tele-density of the rural market, which is largely untapped stands at 40.01% while the tele-density of the urban market is 86.62%. Indian telecom industry underwent a high pace of market liberalization and growth since the 1990s and has now become the world’s most competitive and one of the fastest growing telecom markets.

Samsung and Micromax are the biggest smart phones companies operating in India. This research paper seeks to compare and analyse the marketing strategies of Samsung and Micromax which are the two topmost promising smart phone companies in India.

Purpose: This research paper attempts to compare the marketing strategies adopted by Samsung and Micromax with respect to marketing mix, market segmentation, targeting, positioning and SWOT analysis.