Rationale of Topic

The phone industry all around the world has rapidly seen a revolution since the last decade
with new companies in the industry. India is the second largest smartphone market globally
after China with almost 134 million units sold in the year 2017. India has seen a rapid
increase in the mobile penetration through all the sectors be it urban or rural. Getting to know
this rapid increase through the decade and how communications to the customers affect a
company’s sales was rather an intriguing topic to analyse.

Samsung has always been the customer’s favourite brand since a long time but has lost
competition to many Chinese OEMs in the recent years and continues to lose market to
companies like OnePlus, Xiaomi, Oppo, Vivo. A company’s campaigns determine how long
the product of the company is going to stay in the market. A company may have the better
product but a weak campaign to market the product would lead to downfall of the company.
Samsung has always come up with the better products and so to analyse the downfall of the
company, we have chosen this company which was hot favourite years back has lost market
share to analyse the marketing campaigns of its flagship product, the Galaxy S series.