Product details

India was considered as the second largest market in mobile phone usage in the world. As of 2010, the Indian mobile subscriber base was estimated to be 652.4 million. And in the Indian mobile market Nokia had the highest market share followed by Samsung, another international electronic giant. Philips, one of the trusted brands of India had introduced mobile phones in the year 1996 but later opted out of the mobile segment in 2003. After a gap of eight years, Philips re-entered the mobile market in 2011 and had decided to conquer a significant amount of market share in India. The company had launched Xenium technology based cost effective dual SIM phones which had a long battery life. Philips had also planned to expand their mobile business by tapping the abundant talent pool available in India. Increased numbers of new entrants and price war among the mobile companies had increased the competition in the Indian mobile market. The major shareholders faced a decrease in market share in 2011 compared to 2010. The case study analyses the re-entry strategies of the Philips brand in the Indian market and whether it would sustain competition and gain market share as intended.