Samsung (Marketing)

Ekram

Islam

Ashraf

Ali

PArvez

Md. Tuhin

TalukdarMd. Arif Kamal

Md. Radwan

Hossain

Session 1

1

Samsung

Samsung is a South Korean multinational

Conglomerate headquartered in Samsung Town,

Seoul, South Korea. It was founded in 1983 as

trading company by Lee Byung-chul. But now IT is

the world's largest information technology company

1

Major Segment

Segmentati

on

1

Major Segment (Cont’…)

TARGETING

Trendy young people.

Professionals.

Large businesses.

The common cellular phone users.

Organizations such as: services to

public safety, the government, and

both utility and manufacturing

enterprises.

Institutional sales for colleges.

1

Major Segment (Cont’…)

Positioning(i) It focuses more on the real margin which

comes from mid-to-high-end segments.

(ii) Samsung Concept Store.

(iii) Market making & category creation in small

towns.

(iv) Wider Care Network.

(v) Access to Samsung care line.

(vi) Pioneering in the 3G segment of mobile

phones.

(vii) Branded itself as a synonym for quality.

(viii) Created a Unique Brand Image for itself

as a high end value driven brand.

1

Customer needs, Factors and

Purchasing Decisions

1.Cultural Factors

2. Social Factors

3.Geographical Factors

4.Personal Factors

Session 2

Products (Mobile Devices)

Places, Price and Promotions

operational locations in Korea, the United States, Europe, Asia, Africa, and China.operates in more than 72 countries worldwide with 197 offices

Price depends on the services and features that are provided

The company uses all five elements of promotion; Advertising, Public Relations, Sales Promotions, Direct Marketing and Personal Selling.

Distribution Channels

Market Share

Major Competitors

1. Apple2. Htc3. Sony4. Lumia5. Others

Apple vs Samsung

SamsungApple VS

Sales and Revenues

Session 3

1

Here are some objective that

need to be considered:

Maintain positively controlled

growth and development.

Generate marketing programs

that’s aim to penetrate other

markets.

Maintain the increased brand

awareness through promotions and

sponsorship.

Develop strategies that will

address customer feedback on

their products.

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Swot Analysis

Strength

1. Samsung has become a world known brand.

2. well diversified and different product line to meet changing customer needs.

3.Design with an attractive styling of products.

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Swot Analysis (Cont’...)

Weakness

1. Average prices of product seem to be a low quality products.

2. Not proactive introducing a new product.

3. Differences between cultural and language and lead the group

into conflicts.

4. Heavily investing into development of newer markets and not

focusing on any one of core competencies.

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Swot Analysis (Cont’...)

Opportunities

1. Product variation by producing unique

products and exciting products with

variety.

2. Open more stores more, more

customer.

3. Launch creative products with new

technology. Innovative products and

creative solution.

4. Offer additional services to retain

existing customers and attract new

1

Swot Analysis (Cont’...)

Threats

1. Legal war between Samsung and it’s competitors such as Apple.

2. Technology changes rapidly.

Session 4

Marketing Strategy

Samsung has a totally different

strategy from others

IMPRESSIVE NEW FEATURES

VARIETY Of PRODUCTS

MARKET RESEARCH

STRONG SUPPLY CHAIN

QUALITY POLICY

DEVELOP GLOBAL POLICY

Samsung’s main two strategies

are…

Marketing Strategy (Cont’)…

Achieve technological leadership

Customer focus design philosophy

Introduce fast to market ,innovative , differentiated products

Premium brand experience

Marketing Strategy (Cont’)…

Master brand strategy in conjunction with hare sub-brandConsolidation of advertising duties with single agency Premium brand image buildingFocus on digital marketingAdvanced marketing & investment

Marketing Strategy (Cont’)…

Samsung’s Implementation strategy

•Developing an organization having potential of carrying out strategy successfully.•Disbursement of abundant resources to strategy-essential activities.•Creating strategy-encouraging policies.•Employing best policies and programs for constant improvement.

Session 5

Action, Plan and Program

Here's a simple example to help you

understand how an Action Program fits

together

Step 1 – Collection

Step 2 – Pruning

Step 3 – Organizing and Prioritizing

Launch New Product Research our target market to ensure advertising department will hit the right tone with product roll out.

Action, Plan and Program

A. Contact major supplier to renegotiate contract.B. Finish cost-comparison report.

C. Recruit New Office Manager Contact recruitment agencies about advertising rates.

D. Order new desk and telephone.

Action, Plan and Program

E.Speak with employer

about getting help with funding.

F.Produce cheaper Smart-Phones andDevelop a unique brand community

Session....