Role of Product Marketing Management in Market Share Elevation: An Empirical Study of Top Smartphone Brands in India

Abstract

Product Marketing Management (PMM) is a key role in every manufacturing industry to enhance their profit and business. The PMM can also impact on the market share of the organization. In this paper, an empirical study was carried out to understand the role of PMM in market share elevation. The fast growing top five smartphone brandssuch as Huawei, Xiaomi, Samsung, Vivo, and Oppohave been considered in the current investigation. The quarter wise market share percentage of these manufacturesfrom2016 to 2018. Consumers are becoming increasingly dependent on smartphones technology. Marketers are searching for ways to grasp opportunities stemming from the extraordinary mobile presentations and usage patterns. Product marketing strategies have been studied and the variation of market share during last three years datawas analysed. This study revels marketingstrategiesfor the effective of PMM to elevate the market shares. Finally,identified marketing strategies have been compared and validated to observe the variation inthe market shares.