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New Marketing Strategy:. Samsung GALAXY Gear. Team #7. Kim SeongJae. Why Failure?. New Strategy. Samsung’s strategy Customer’s response Failure Analysis. SWOT Analysis New Strategy Expected prospect. Why Failure?. Call. Smart Relay. Memographer. Find my device. Media Controller. - PowerPoint PPT Presentation

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New Marketing Strategy:Samsung GALAXY GearTeam #7

Kim SeongJae1

Why Failure?New StrategySamsungs strategyCustomers responseFailure AnalysisSWOT AnalysisNew StrategyExpected prospect

Why Failure?

CallSmart RelayMemographerFind my deviceMedia Controller 3

>call : . ( 3 10m.)>smart relay : 3 , . 3 .>memographer : . . 3 .>find my device : 3 . 3 >media controller : 3 . .

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Samsungs Strategy

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Customers ResponseWorld Sales50,000Marketing Cost5,000,000,000,000800,000Agency, RetailerFailureFailureFailureFailure!

Failure AnalysisImmature Wearable Device MarketHigh Price (396,000 won)Only Samsung Smart PhoneBad Design & Heavy weightBattery Life (only 24 hour)Just accessary for Smart PhoneWhy Failure?Remember, This is Watch!Concept ItemJust focus, This is new, convenient, innovate smart deviceForgot Basic Marketing StrategyCatch Customers Response.Create Innovate Image (Market Starter)8

New Strategy

SWOT AnalysisStrengthWeaknessOpportunityThreatBrand Image (Smart Watch = Samsung)(From Best Follower To First Mover)

Convenient Hands Free DeviceNo worry to loss (always wear)

Technology (Smart Device, Tizen OS)MoneyManpowerHigh PriceOnly Samsung Smart PhoneBad Design, Heavy WeightBattery Life

Incomplete Tizen OSExcessively Tech-oriented Market Share (World 54%)Wearable Devices Potential (55,000,000)Smart Phone Saturation (Price down)Customer Needs For FunctionTablet PCs success 1970s SEIKO, CITIZEN (Electronic Watch)High-end Watch CentralizationSonys Fall, Small-Medium CompetitorsImmature Wearable Device MarketCustomers recognition (Toy, Accessary)Loyalty for Classic Watch

Innovate Venture Competitors (Pebble)W.D Health Care Area First Mover (Nike)High Expectation for Apples I-WatchClassic Watch Brand Growth (33%)

SWOT AnalysisStrengthWeaknessOpportunityThreatBrand Image (Smart Watch = Samsung)(From Best Follower To First Mover)

Convenient Hands Free DeviceNo worry to loss (always wear)

Technology (Smart Device, Tizen OS)MoneyManpowerHigh PriceOnly Samsung Smart PhoneBad Design, Heavy WeightBattery Life

Incomplete Tizen OSExcessively Tech-oriented Market Share (World 54%)Wearable Devices Potential (55,000,000)Smart Phone Saturation (Price down)Customer Needs For FunctionTablet PCs success 1970s SEIKO, CITIZEN (Electronic Watch)High-end Watch CentralizationSonys Fall, Small-Medium CompetitorsImmature Wearable Device MarketCustomers recognition (Toy, Accessary)Loyalty for Classic Watch

Innovate Venture Competitors (Pebble)W.D Health Care Area First Mover (Nike)High Expectation for Apples I-WatchClassic Watch Brand Growth (33%)

Customer NeedsPayment(34%)Remote Control(33%)ID Card(30%)Key(28%)PortabilityIDC Survey(2013)I - CommercePassbook + Touch ID + I-beaconCost, User Knowledge, SecurityNot Yet

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SegmentationTargetingPositioningOffice Worker

Useless FunctionSTP StrategyCameraHealthCall.Reduce Price!Improve Battery LifeMobile PaymentSmart Office14

Mobile PaymentNFC BasedHands Free

Near Field Communication

ConvenientFast (0.1sec)No Lose of EnergyCheaper CostSecurity

Contents(Museum, Theater)Most Convenient than other device(hands!)

Short Moving LineNo Worry to LossDefinitely Convenient!15

Smart Office

Smart OfficeID Card, KeyReduce CostAutonomy in WorkBYOD(Bring Your Own Device)Group ApplicationID Card(30%)Key(28%)

No worry to LossNo need BatterySecurity

Not only OfficeEverywhereInformation FatigueNotifying Important Information(Vibration)

Reduce FatigueEnhance Productivity

Tizen OS CompatibilityIoT, IoE16

Expected ProspectRecent TrendGoogle Wallet(City Bank, Master Card)Paypal, Square

AT&T, Verizon Wireless, T Mobile USA - ISIS

Sony FeLiCaTransportation Card, Membership Card

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Expected ProspectProspectSmart Watch = Watch

Hands FreeAlways with You

Develop Specific Area

Mobile PaymentSmart Office

Samsung Galaxy Series

Quick StarterMarket Leader

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Thank you For Your Attention.19

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