Samsung_Presentation_ver1.3

8/7/2019 Samsung_Presentation_ver1.3

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23rdJanuary, 2011

Marketing PresentationMarketing Presentation

Azmeena Merchant

Pamela Fernandes

Paresh Bajetha

Philip Menezes

Vidhan Yadav

Vinaikrishnan Nair


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Product Category

Mobile Handsets


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Overall Market Size

The total cellular phone market in India is pegged at Rs. 70,000 crores a year

100 Million mobile phones estimated to have been sold in 2009

The number of mobile phone subscribers crossed 700 million in October

2010, which means given the population of just over 1 billion Seven out of 10

Indians have a cell phone connection.

Handset market grows 3.5% to 40 million in Q3, 2010

Indias mobile connections at 687.71 million Q3. 2010

India has around 81 Mobile phone companies .


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Market Share of Manufacturers

Nokia

52%

Samsung

17%LG

6%

Sony

Ericsson

3%

Micromax

4%Karbonn

3%

Others

15%

Nokia is still the Market Leader with 52% market share at 2010, dropping done from

64% in 2009


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Demographic Landscape

23 % of Population falls between the Age Group of 25 to 34

45 % of Population falls between the household Income Group > Rs.7001


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CompanyOverview

The Samsung Group is Koreas largest company leading several industries in theworld.

Samsung Group comprises of

Samsung Electronics - The worlds largest electronics company

Samsung Heavy industries One of the largest Ship Builders in the world

Samsung Engineering & Construction A major global construction company

Samsung in Korean stands for Tristar or Three Stars


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CompanyOverview

A Digital Leader A Global Citizen A multi-faceted family of companies an ethical

businessSamsung is all of these and more

Year Snapshot

1938 Founding Chairman Byung-Chull Lee started a business in Taegu Korea,

with 30,000 won

1970 Strategic Foundations laid for its future growth by investing in heavy,

chemical and petrochemical industries

1980 Core Technology Businesses diversified and expanded globally during the

late 1970s and early 1980s

1990 Refocus on business strategy and hi-tech service offerings

1994 Revolutionized its business through a dedication to make world-class

products, providing total customer satisfaction and being a goodcorporate citizen All under the vision of quality first

1997 Sustained its leadership in electronics , finances & related services inspite

of the financial crisis that hit Asia

2000 Bringing in competitive products and constant innovation


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Values & Philosophy


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Vision


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Product Umbrella

SAMSUNG

TV/Audio/Video

Television

DVD Player

Blue Ray

Home Theatre

MultimediaPlayer

Camera /

Camcorder

Digital Camera

DigitalCamcorder

Home Appliances

Refrigerator

Air conditioner

MicrowaveOven

WashingMachine

SmartOven

PC Peripherals /Printer

Notebook

Monitor

OpticalDiskDrive

External HDD

Laser Printer

Mobile Phones


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Range of Mobiles

Touch Phone

Style Phone

Multimedia Phone

Business Phone

Guru Series

Dual Sim Phone

CDMA Phone


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Key Players

International Players Domestic Players


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Introducing Galaxy S


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Marketing Mix of Galaxy S

Product

Innovation is clearly the focus of Samsung Galaxy S. Loaded with features like Layar Reality & SWYPE Keyboard

Price

Samsung Galaxy S is available in the price band of Rs. 28000 to Rs.32000

Website Direct Dealers Retailer

Rs. 31500 Rs. 28560 Rs. 28000

Promotion

The SAMSUNG brand stands for qualities of innovation, change, discovery, self-expression and excellence in

performance. And these very same qualities are epitomized by Aamir Khan, whose quality and depth of work

as well as versatility as an actor, have made him a much loved and respected actor in India today. We are

indeed very proud and privileged to have him as our Brand Ambassador".

Place

One Level Channel

Brand Shop Customers

Direct Dealers Customers

Two Level Channel

Distributors Sub-Dealers Customers


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Marketing Mix of iPhone

Product

Focus on innovative features, visual appeal

Price

iPhone is available in the price band of Rs. 30000 to Rs.50000

Website Direct Dealers Retailer

No price 32060/37409/47500 30500/33500 / 39000

Promotion

Word of mouth. Indirect Promotions by internet.

Place

Authorized Apple Dealers & Cellular Service provider outlets (Airtel & Vodafone)


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Segmentation(1)

Geographic (Where)

Major Cities Mumbai, Delhi, Chennai, Bangalore, Hyderabad, Calcutta

Other Cities Ahmedabad, Surat, Nagpur, Aurangabad, Chandigarh

Psychographic (How)

Life Style Status Seekers

Personality Extrovert

Demographic (Who)

Age 25 to 44 (Approx)

Gender Male & Female

Occupation Corporate Employees , Businessmen, Students

Income Above 20K per month.. (Direct Income or surrogate

income)


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Demographic Landscape

23 % of Population falls between the Age Group of 25 to 34

18% of population falls between the age group of 35-44


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Segmentation(1)

Geographic (Where)

Major Cities Mumbai, Delhi, Chennai, Bangalore, Hyderabad, Calcutta

Other Cities Ahmedabad, Surat, Nagpur, Aurangabad, Chandigarh

Psychographic (How)

Life Style Status Seekers

Personality Extrovert

Demographic (Who)

Age 25 to 44 (Approx)

Gender Male & Female

Occupation Corporate Employees , Businessmen, Students

Income Above 20K per month.. (Direct Income or surrogate

income)


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Segmentation..(2)

Behavioral (When/What/Why)

Benefit

Quality

Ease in Use

Speed

Internet ConnectivityUse Related

Heavy & Medium Users

Aware, Interested & Enthusiastic

Time Objective

Work

Fun

Leisure


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Recommendations

Increase Visibility in Corporate Circle by tying Up with MNC's for Bulk Orders atdiscounted rates

Tie with Service Providers like Airtel, Vodafone to promote Handsets bundled with

select plans

Break in to the age bracket of 25-30 (Young Users but relatively lesser purchasecapacity)

Tie up with Banks issuing credit cards with 0 schemes on purchase of Phones

Save The Planet Campaign- ( Focus on Mobile Banking, e-statements etc)

Samsung Scholarship for Education of the Girl Child

Extend the reach of Samsung Mobile Galleries


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Thank you

Documents

Samsung_Presentation_ver1.3