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Reatil Market Strategy for Samsung mobile & Leo Burnett
Reatil Market Strategy for Samsung mobile & Leo Burnett
Reatil Market Strategy for Samsung mobile & Leo Burnett
Reatil Market Strategy for Samsung mobile & Leo Burnett
Reatil Market Strategy for Samsung mobile & Leo Burnett
Reatil Market Strategy for Samsung mobile & Leo Burnett
Reatil Market Strategy for Samsung mobile & Leo Burnett
Reatil Market Strategy for Samsung mobile & Leo Burnett
Reatil Market Strategy for Samsung mobile & Leo Burnett
Reatil Market Strategy for Samsung mobile & Leo Burnett
Reatil Market Strategy for Samsung mobile & Leo Burnett
Reatil Market Strategy for Samsung mobile & Leo Burnett
Reatil Market Strategy for Samsung mobile & Leo Burnett
Reatil Market Strategy for Samsung mobile & Leo Burnett
Reatil Market Strategy for Samsung mobile & Leo Burnett
Reatil Market Strategy for Samsung mobile & Leo Burnett
Reatil Market Strategy for Samsung mobile & Leo Burnett
Reatil Market Strategy for Samsung mobile & Leo Burnett
Reatil Market Strategy for Samsung mobile & Leo Burnett
Reatil Market Strategy for Samsung mobile & Leo Burnett
Reatil Market Strategy for Samsung mobile & Leo Burnett
Reatil Market Strategy for Samsung mobile & Leo Burnett
Reatil Market Strategy for Samsung mobile & Leo Burnett
Reatil Market Strategy for Samsung mobile & Leo Burnett
Reatil Market Strategy for Samsung mobile & Leo Burnett
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Reatil Market Strategy for Samsung mobile & Leo Burnett

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  • 1. RETAIL STRATEGY FOR SAMSUNG MOBILE Bring alive the Brand Experience TEAM PROBUS - Abhijit Kirtunia - Alnoor Venkani - Sawedana Shirsat - Sukesh Chandra Gain
  • 2. AGENDA Conclusion Path to Purchase & Role of Retailer Retail Strategy Retail Insights Current Trends Methodology
  • 3. PROJECT METHODOLOGY CURRENT SCENARIO RETAIL INSIGHTS RETAIL STRATEGY PATH TO PURCHASE CONCLUSION Methodology PRIMARY RESEARCH Field Study Data Collected from Research Journal, Internet, Survey Report RETAIL STRATEGY • Communication Strategy • Strategy for Exclusive Retail Stores •Strategy for Multi-Brand Retail Stores SECONDARY RESEARCH Primary Research was conducted while posing as customers A total of 53 stores surveyed which included Exclusive Samsung stores (5), Competitor Stores (12), Modern Multi- Brand retail stores (21), Traditional Retailers (15) RETAIL INSIGHTS FINDINGSFINDINGS
  • 4. Current Trends among Customers Studies have shown a direct link between store opinion and increased sales i.e., consumers who think positively about a store are more likely to recommend it to others Creating a sense that the brand is unique and a cut above other similar products is as much about the shopping experience as about the product itself Interested in more than a place to buy products, certain consumer segments see shopping as a social experience and rates the relevancy of a store on its ability to inspire, engage and surprise For this segment, the ideal retail environment would be personal and social, bold and refined, dynamic and simple—and unique to the brand PROJECT METHODOLOGY CURRENT SCENARIO RETAIL INSIGHTS RETAIL STRATEGY PATH TO PURCHASE CONCLUSION
  • 5. Samsung Brand Experience Centre- New York for HDTV : Products speak for themselves Samsung set the brief for a flagship store to engage a more affluent audience and build brand familiarity, rather than sell products Created a multi-sensory interactive experience that allows people to browse at leisure and learn about Samsung technology and products without a till in sight Results: 500,000 visitors generated a 31% uplift in sales in Samsung retail outlets in the first year On similar lines Nokia has launched 9 Concept stores in India. Reference: http://www.imagination.com/work/casestudy/samsung/ Delivering Brand Experience PROJECT METHODOLOGY CURRENT SCENARIO RETAIL INSIGHTS RETAIL STRATEGY PATH TO PURCHASE CONCLUSION
  • 6. 1> Arrangement of Phones Samsung Phones need to be placed separately Phones to be segregated according to price bands Value for Money Premium Lifestyle Phones placed Randomly in multi-brand outlets. In exclusive retail stores, price differentiation not made PROJECT METHODOLOGY CURRENT SCENARIO RETAIL INSIGHTS RETAIL STRATEGY PATH TO PURCHASE CONCLUSION
  • 7. 2> Product Placement Small Retailers Large Retailers Products displayed below eye-level. A left to right display scheme missing while retailers are not provided with planograms. Company audits do not check display Wall Space > Floor Space Distribute vertical Display units Provide a planogram Supervise display settings in company audits PROJECT METHODOLOGY CURRENT SCENARIO RETAIL INSIGHTS RETAIL STRATEGY PATH TO PURCHASE CONCLUSION
  • 8. Large Retailers Floor Space > Wall Space Create a Samsung Corner Distribute End-Caps For Exclusive Stores For Multi-Brand Retailers Samsung Corner PROJECT METHODOLOGY CURRENT SCENARIO RETAIL INSIGHTS RETAIL STRATEGY PATH TO PURCHASE CONCLUSION
  • 9. End-Caps Un-utilized table end PROJECT METHODOLOGY CURRENT SCENARIO RETAIL INSIGHTS RETAIL STRATEGY PATH TO PURCHASE CONCLUSION
  • 10. Improper Placement Display Pods PROJECT METHODOLOGY CURRENT SCENARIO RETAIL INSIGHTS RETAIL STRATEGY PATH TO PURCHASE CONCLUSION
  • 11. 3> Financing Options 9 months EMI on actual price applicable on models more than Rs 10,000-12,000 Value Added offer: Extended warranty on select phone models for specific retailers Financing options were made available at “The Mobile Store” for higher end mobiles PROJECT METHODOLOGY CURRENT SCENARIO RETAIL INSIGHTS RETAIL STRATEGY PATH TO PURCHASE CONCLUSION
  • 12. 4> Product Specifications The Label showing product characteristics missing No Accompanying leaflet available Retailers not able to provide information on product features When labels were present, the specifications were generic in nature PROJECT METHODOLOGY CURRENT SCENARIO RETAIL INSIGHTS RETAIL STRATEGY PATH TO PURCHASE CONCLUSION
  • 13. Operating System: Windows / Android Camera Resolution Memory Space Processor Speed Push Mail Option Social Networking Sites Special Features a PROJECT METHODOLOGY CURRENT SCENARIO RETAIL INSIGHTS RETAIL STRATEGY PATH TO PURCHASE CONCLUSION
  • 14. 5> Display Platform HORIZONTAL DISPLAYS •Less Likely to grab attention •Usually get cluttered by accessories INCLINED DISPLAYS More Likely to grab attention Better User Interface VERTICAL DISPLAYS •Can be used for premium range. •Should not have glass or obstructions CURVED DISPLAYS Ideal for exclusive showrooms LIVE PHONES PROJECT METHODOLOGY CURRENT SCENARIO RETAIL INSIGHTS RETAIL STRATEGY PATH TO PURCHASE CONCLUSION
  • 15. Retail Strategy Communication Strategy Multi-Brand Outlet Strategy Exclusive Retail Store Strategy Color Combination Modes of Display Incorporating Brand Elements Consistency Samsung Corner Company Audits Informational Display Support Assortment Planogram Capturing Brand Elements Superior Service Customer Engagement Hyper-Real Displays PROJECT METHODOLOGY CURRENT SCENARIO RETAIL INSIGHTS RETAIL STRATEGY PATH TO PURCHASE CONCLUSION
  • 16. CommunicationStrategy Color Combinations • A Battle for Blue • Blackberry & Apple enjoy high recall due to unique colors • Nokia proving to be the winner in the battle for blue • Own White & Blue rather than taking Nokia head on • Be Consistent in communicating colors PROJECT METHODOLOGY CURRENT SCENARIO RETAIL INSIGHTS RETAIL STRATEGY PATH TO PURCHASE CONCLUSION
  • 17. CommunicationStrategy Modes of Display Divide the Samsung Range across 3 Ranges • Samsung Duro : Value for money phone range • Samsung My Life: Lifestyle phones including smart phones • Samsung Divine: The Premium Range Different background and aesthetics associated with each Enables us to create a pan-India product placement scheme SAMSUNG DURO SAMSUNG MY LIFE SAMSUNG DIVINE Brand Elements •Incorporating Brand Elements like Color, Logo Tagline in all modes of communication •Consistency has to be maintained in the communication fabric PROJECT METHODOLOGY CURRENT SCENARIO RETAIL INSIGHTS RETAIL STRATEGY PATH TO PURCHASE CONCLUSION
  • 18. ExclusiveRetailStoreStrategy Capturing Brand Elements Hyper Real Displays • Incorporation of Samsung Brand Elements throughout the premises. Complimenting Aesthetics along with wifi available to customers • Creation of “Samsung Family” concept where every customer is given a username and password through which he can log on to the respective page on Samsung website where people can share their views • Showcasing the HDMI technology of Samsung phones using in-house screens •Using capsule pods, display pods and curved displays with high resolution complementary images in the background PROJECT METHODOLOGY CURRENT SCENARIO RETAIL INSIGHTS RETAIL STRATEGY PATH TO PURCHASE CONCLUSION
  • 19. ExclusiveRetailStoreStrategy Customer Engagement Visual Auditory Interactive Use Display screens adjacent to product to display product features Galaxy Tabs with preloaded video of other phone features can also be used Use of different lighting and aesthetics for the different category ranges of Samsung Attached earphone available with high end models to allow closer perusal Launch a Doodle competition for visitors where people can make doodles on Galaxy Tab & submit entries Gaming competition or multi-tasking competition can be launched for Galaxy S2 to exhibit its prowess of speed Use “Sure Count” , a footfall measurement device to assess the effectiveness of the same PROJECT METHODOLOGY CURRENT SCENARIO RETAIL INSIGHTS RETAIL STRATEGY PATH TO PURCHASE CONCLUSION
  • 20. Multi-BrandOutletStrategy Samsung Corner •For larger stores eg :Chroma, a corner/area can be named as “Samsung Corner” for the purpose of display •In smaller retail stores, part of a wall/ rack can be used for the same •The product assortment within this region must be segmented based on the 3 categories Planogram •Left to right display for less expensive to more expensive •Eye level product to be highest selling. Less popular products to be lower PROJECT METHODOLOGY CURRENT SCENARIO RETAIL INSIGHTS RETAIL STRATEGY PATH TO PURCHASE CONCLUSION
  • 21. Multi-BrandOutletStrategy Company Audit The Company Audit should check for the following things • Availability of Product • Models which recorded more sales • Product placement • Conformity with the company categories and planogram • Ensure that the products, banners and posters are not being overshadowed by competitors Informational Display •For every product, there should be an accompanying label with specifications •Leaflets and brochures should be made available for additional information •Ensure that there is adequate presence of Samsung standees at the shop entrance •Provide End Caps which contain relevant product information and Brand elements PROJECT METHODOLOGY CURRENT SCENARIO RETAIL INSIGHTS RETAIL STRATEGY PATH TO PURCHASE CONCLUSION
  • 22. Path to Purchase & Role of Retailer GOAL for Retailer Path to Purchase Role of Retailers / Samsung Mobile Distributor Opportunity 1: Brand Connect NEED RECOGNITION Create attraction for the products for the passerby and customers who visit the retail outlets Opportunity 2: Brand Visibility INFORMATION SEARCH Retail play the role of making the information easily available to the customers via: Catalogues Salesman Posters, Banners Opportunity 3: Quality Service RETAIL EXPERIENCE Retailers can provide demonstrations and convey critical information like: Features, Design, Availability, Ease of use, Price, After Sales Services etc. Opportunity 4: Repeat Purchase DECISION TO BUY AND POST PURCHASE DECISION Ensure good Servicing facilities as well as providing information about additional products like Mobile applications and Accessories Making the customer feel a part of the Samsung Family PROJECT METHODOLOGY CURRENT SCENARIO RETAIL INSIGHTS RETAIL STRATEGY PATH TO PURCHASE CONCLUSION
  • 23. CONCLUSION Superior Brand Experience Product Placement Customer Engagement Display Financing Brand Elements Superior Service Brand Audit Consistency PROJECT METHODOLOGY CURRENT SCENARIO RETAIL INSIGHTS RETAIL STRATEGY PATH TO PURCHASE CONCLUSION
  • 24. THANK YOU
  • 25. Appendix Samsung Plaza: I 3 Lajpat Nagar II, South Delhi, Delhi Opposite Aggrawal Sweet. Samsung Electronic India, Gurgaon Sector 14, NCR- Gurgaon Samsung Plaza, MG Road, NCR-Gurgaon Cs 23/24,M G Road,Dlf City Centre, Gurgaon Samsung Experience Zone, Vasant Kunj,Delh MB Retail Outlets: Croma, 27, Bungalow Rd, Kamla Nagar Delhi-110007 Croma. Odeon, Ground Floor, Odeon Cine Complex, D Block, Connaught Place Cell.com, A 20, Lajpat Nagar II, Near ICICI Bank, Lajpat Nagar II, Delhi 110001 Technocare: N-10, Inner Circle, Connaught Place , Delhi- 110001 The Mobile Store, Kamla Nagar, Delhi-110007 The Mobile Store, New Rajendra Nagar, Delhi Global Communication, New Rajendra Nagar, Delhi Splice Hotspot, Old Rajendra Nagar, Delhi Elegant, Old Rajendra Nagar, Delhi Elegant Communication, Rajendra Nagar, Delhi Mobile point, Rajendra Nagar, Delhi Rash Tele Services, Rajendra Nagar, Delhi Sri Sai Comminication, Rajendra Nagar, Delhi Hot Spot Retail, East Patel Nagar, Delhi Vision Distribution Pvt. Ltd., Ranjit Nagar, Delhi The Mobile Hut, South Patel Nagar,Delhi iWorld - Apple Store - Kamla Nagar, Delhi-110007 Electric Shoppe, South Patel Nagar, Delhi Shankar Communication, South Patel Nagar, Delhi Moments, Karol Bagh, Delhi SK Impex, Karol Bagh, Delhi Om Telecom, Karol Bagh, Delhi Kamal Stores, Karol Bagh, Delhi Memory World, Karol Bagh, Delhi Mobile House, Karol Bagh,Delhi Retail Outlets MB Retail Outlets: Javed Electronics, Karol Bagh, Delhi Mehar Electronics, Karol Bagh, Delhi Rash Tele Services, Rajendra Nagar, Delhi Zed Communication, Karol Bagh, Delhi Sai Comminication, Rajendra Nagar, Delhi Global Technologies, Karol Bagh, Delhi Vision Distribution Pvt. Ltd., Ranjit Nagar, Delhi The Mobile Hut, South Patel Nagar, Delhi Electric Shoppe, South Patel Nagar, Delhi Sodhi Electronics, Gaffar Market, Delhi Style Communication, Sector-15, Noida Riddhi Electronics, Nehru Place, Delhi Shankar Communication, South Patel Nagar, Delhi Moments, Karol Bagh, Delhi Om Telecom, Karol Bagh, Delhi Memory World, Karol Bagh, Delhi Mobile House, Karol Bagh, Delhi Global Systems, Karol Bagh, Delhi

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