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(mobileYouth) Samsung: Reclaiming Indonesia. How can Samsung realign marketing to meet youth expectations?
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(mobileYouth) Samsung: Reclaiming Indonesia. How can Samsung realign marketing to meet youth expectations?

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Samsung mobile has slowly but surely emerged as a Indonesian youth

Samsung mobile has slowly but surely emerged as a Indonesian youth

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(mobileYouth) Samsung: Reclaiming Indonesia. How can Samsung realign marketing to meet youth expectations? Presentation Transcript

  • 1. Samsung: Reclaiming Indonesia
    FLICKR: DAVID QUITORIANO
  • 2. The story so farIndonesian youth have grown up perceiving the Samsung brand as a household appliances maker. It’s only recently that Samsung has been able to make a dent in the youth conscious as a mobile brand.Samsung today is the affordable second handset that Indonesian youth want in their back pockets. Will the new range of Android smartphones be able to change that?
    FLICKR: STANKIOVIC VLADA
  • 3. Beachheads …
    … are the most influential customer segment that Samsung needs to cater to if it aims to conquer the mainstream market.
    Samsung beachheads exist across all age groups.Theyare looking for affordability and assurance in their mobile handsets. Android apps are a bonus add-on for them. What they really want is a mobile handset that is durable and comes at a reasonable cost.
    FLICKR: LALI MASRIELA
  • 4. What’s Next?Samsung has been riding the Android popularity wave with its latest range of smartphones. Android cannot sustain as a differentiator in the long term. Young Indonesians already perceive Motorola and Sony Ericsson as the innovative handsets with Android OS. Samsung’s differentiator should be its simplicity and assurance making it a safe choice for young Indonesians buying their first smartphones.
    FLICKR: CALGARY REVIEW
  • 5. Key questions for Samsung Indonesia
    Is focusing on the Android market and positioning Samsung as a differentiator sustainable in the long term?
    How can you involve your beachheads to advocate Samsung as a reliable handset brand with all the perks of latest technology at an affordable price range?
  • 6. How Beachheads Work
    Sell to the Sold.
    Focus on the 10% of the market that will influence the 90%
    Influence(Earned Media)
    Customers
    Marketing Focus
  • 7. Beachheads make brands profitable
    Our new metric, SMART Index, measures Beachhead activity for each handset brand and shows its relation to brand profits
    SMART INDEX
    60%
    BlackBerry
    Apple
    Samsung
    Sony Ericsson
    Motorola
    CHANGE IN
    SHARE OF MARKET PROFIT
    -60%
    60%
    Handset brands that have successfully increased their SMART scores have also seen an increase in their share of market profit as a % share. For example, Apple’s SMART index recommendation score for youth has increased nearly 50% while its share of total markets has increased nearly 50%
    Nokia
    Source: mobileYouth 2011
    -60%
  • 8. Find out more about your beachheads
    BRAND HEAT MAPS
    BRAND RANKINGS
    BRAND BEACHHEADS
    A CROSS CULTURE STUDY ON THE EFFECTIVENESS OF BRAND BEACHHEADS AND HOW THEY AFFECT FUTURE PROFIT FOR MOBILE BRANDS LIKE BLACKBERRY, NOKIA, APPLE, SONY ERICSSON, SAMSUNG & MOTOROLA
    HTTP://WWW.MOBILEYOUTHREPORT.COM
    “The industry changed, and now it’s time for Nokia to change faster."
    – Stephen Elop, CEO Nokia, Q4 2010 Earnings Release