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Copy of Samsung

마케팅 촉진론 - 3rd PR

nurul hidayah yaacob

on 16 June 2013

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Transcript of Copy of Samsung

White Frost
Black Mist
Black Mist
Samsung Galaxy S4
Slim bezel that’s encased in a special polycarbonate body
Super-wide FULL HD Screen
Slim body, the lightest and most sophisticated GALAXY yet.
Opened Design
Communicate with customers
Oval shape
Universe and World Stage
Active, Passionate and Innovative
The Meaning of blue
Confidence, Trust and Stability
watermark design
Flexible and simple
The Meaning of Samsung logo
Analysis of Smartphone market environment
Smartphone sales volume is increasing every year
Over 1 Billion people are using smartphone
Nokia decreasing
Samsung and Apple increasing
Vission Statement
Samsung Electronics' vision for the new decade :
"Inspire the World, Create the Future."
Competitors Analysis
An assessment of the strengths and weaknesses of current and potential competitors.
Provides both an offensive and defensive strategic context to identify opportunities and threats.
Profiling all of the relevant sources of competitor analysis into one framework
Smartphone Operating System Analysis
Top Five Smartphone Vendors Analysis
Distribution Channels
Online retailers

Samsung Store
Communications Supply Corporation
IT Distributors
Gold Reef computers
Decent Computers
Mission Statement
“Devoting its talent and technology to creating superior products and services that contribute to a better global society.”
Marketing Strategy
Market Targeting
An entity that buys noncompeting products or product lines, warehouses them, and resells them to retailers or direct to the end users or customers.
Chief Executive Officer
Vice chairman
President, Chief Executive Officer of Samsung Asia
Managing Director of Samsung Malaysia Electronics
Chairman of Samsung
Mr Lee Kun Hee
Dr. Oh-Hyun Kwon
Mr. Gregory Lee
Mr. Kwon Jae Hoon
Company Background
Group Members :
Nurul Hidayah Binti Yaacob
Fitriah Binti Abdul Ghani
Muhammad Ubaidullah Salleh

Company's Name :
Samsung Electronics
Product's Name :
Samsung Galaxy S4
A company from
South Korean
Samsung group was founded by
Lee Byung-chull
in 1938.
Samsung’s primary focus is in the electronics, heavy industry,construction, and defense industries.
One of the
largest businesses in Korea.
Entered the electronics industry in the late 1960s.
The mobile phone business was grouped together under
Samsung Electronics.
Product Features
Market Analysis
Current marketing
The Competitors
Smart phone has become the trend nowadays, and Apple Inc. is the one that start this trend, so it has influence Samsung to follow the trend
Samsung came to Smartphone market
very late compared to other competitors
did not just follow the trend blindly
. They produce Smartphones that focused on few and wide range of market
Samsung targeted: every class of people from range of price from RM200 to RM2400.
Aimed Apple Inc. as the main rival,
Samsung has included
Android OS
into their mobile
middle to upper income
-to communicate with people
High school, college and graduate students
hands free without carrying multiple gadgets
Corporate users
-business market
-obtaining driving directions
Position the most convenient, versatile and much easier to repair smartphone
-it has a removable battery, 11 screws inside, and has most easy-to-replace components.

The only major drawback is the display panel
-fused to glass and a display frame.

Marketing focusing on some new features dealing with photo management
-use ability, media consumption, security.
Marketing communication strategy
-Develops an
online ad campaign
with landing pages containing lead generation forms

demonstration products
, detailed specification handouts and full color photos and displays featuring on the product

special payment
terms for retailers that place volume orders
Marketing research
=They identify the benefit and specific to their targets market segments value

=Making surveys and focus group help to develop this new smartphones
-Samsung unveiled its new flagship phone.
-Customer be able to spend a short amount of time using a pre-production model, hardware improvements.
-SAMSUNG company
start to an integrated print/radio/internet advertising campaign
targeting consumers.
-The campaign
shows product functions and performance.
collaborated with the major networks
(Maxis, DiGi , Celcom, and U Mobile).
-Offerings discount off the retail price for the Samsung Galaxy S4
long term contracts
to 12,18 or 24 months with them to get those discounts
-SAMSUNG plan to roll out a new national advertising campaign this month.
-Media will feature celebrity voice telling their Samsung smartphones
Camera with 13 Mega pixel
thank you
1. Pricing
2. Innovation product
3. Screen resolution
Battery life
Android application
increasing demand
multi-fuction smartphone
cost efficient technology
compression life cycle
1. Adding new features
2. Adjusting price
3. Target additional segments
Best features :
1. Dual Camera photos and recording
2. Air gestures/Smart Call Accept
3. Air View
4. S Translator
5. Group Play/gaming
Full transcript