Pramotional strategy of samsung


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Pramotional strategy of samsung

  1. 1. Submitted to : Mr. Pranav Desai Prepaid By : Pal Vipul (12MBA049) Vankar Vijay (12MBA113) I2IM ,Charusat University of Science &Technology
  2. 2. HISTORY  In 1938, Lee Byung-chull of the large landowning family in the Uiryeong county came to the nearby Daegu city and founded Samsung Sanghoe , a small trading company with forty employees located in Su-dong.  It dealt in groceries produced in and around the city and produced noodles itself.
  3. 3. Cont…..  1969-1971 : Samsung Sanyo electrical founding period.  1972-1974 : Samsung was setting the base for development.  1975-1976 : Revenue expansion period.  1977-1979 : The fast development period.  1980-1982 : Overcoming the depression, developing the technology.
  4. 4. Cont…  1983-1985 : Leading the exports and developing.  1986-1989 : Changing the direction to overseas  1990-1999 : Advancing towards millenium
  5. 5. Cont…  2000-2013: In 2000 Samsung opened a computer programming laboratory in Warsaw, Poland. Its work began with set-top-box technology before moving into digital TV and smartphones. As of 2011, the Warsaw base is Samsung's most important R&D center in Europe, forecast to be recruiting 400 new-hires per year by the end of 2013.
  6. 6. Cont…  On 4 September 2012, Samsung announced that it plans to examine all of its Chinese suppliers for possible violations of labor policies.  The company said it will carry out audits of 250 Chinese companies that are its exclusive suppliers to see if children under the age of 16 are being used in their factories.
  7. 7. Products under Samsung
  8. 8. Samsung's Retail Strategy: Get Into Apple's Face  In an experiment to see how much of the Apple magic can be re-created by sheer money and workforce, Samsung is creating a network of 1,400 Samsung Experience Shops inside Best Buy stores, complete with tech support desks staffed by Samsung employees.  Samsung has sharply increased its functionality to compete with Apple, which is good, but it also means that customers need to be retrained and that will be seen as a hassle for shoppers.
  9. 9. Cont…  Doherty said. "This will be an expansion from Samsung land to Samsung Country to push down Sony and LG and use their bucks and catalog to finally challenge Apple in size and number.  the Smart Service desk can't handle direct repairs for broken screens, the Samsung employees can help direct customers to where they can get a screen replaced, receive help with warranty issues or process swap-outs (for those with Best Buy's Geek Squad protection). They'll also help customers install software updates on their phone, do backups or reinstall their phone OS.
  10. 10. OBJECTIVE  Sales  Profit  Satisfaction of public  Image  An image represents how a given retailer is perceived by consumers and others.
  11. 11. SALES PROMOTION  Different methods used by Samsung:  Samples - Samsung Mobiles invited prospective customers to try the product for free. It took out dummy models of the phones, as well as mobile shops had a trial phone which a customer could feel in his hand.  London 2012 Olympic Games – Samsung mobile launched a scheme, where a new customer or an existing customer can connect their mobile with Optus mobile plan and stand a chance to win the passes.  Samsung 50$ cash back offer-Samsung Introduced an offer where one can send a postcard and win Samsung galaxy note, even it had some participate stores where one was entitled to get a 50 $ cash back card on purchase of galaxy note.
  12. 12. Cont…  Accessories – Samsung galaxy tab gave away freebies like Bluetooth headset, leather case diary, 2GB SD card to its customers.
  13. 13. Cont…  The corporation is expected to spend $14 billion on advertising and marketing in 2013, with publicity appearing in TV and cinema ads, on billboards, and at sports and arts events.
  14. 14. Promotion in India  Brand Ambassador: Aamir Khan  Providing free content on the mobile by collaborating with the copyright owners of Bollywood movies. For e.g Ghajini, Love Aaj Kal  Promotional offers like free entry to the show of ‘10 ka dum’  Organizing contests like ‘Samsung Mobile Karaoke Festival’  Opening the Samsung Fun Club for better customer relationships.  Free online software updates, tutorials and customer service  Highlights the innovative features of its products through a combination of innovative advertising and branding.  Established many Samsung Mobile Stores to increase the visibility of the brand
  15. 15. Cont…
  16. 16. ADVERTISING STRATEGY FOLLOWED BY SAMSUNG  The Samsung Galaxy Y advertisement – Punch line reads ‘DESH SMART BAN RAHA HAI, AAP KAB BANONGE, CHANGE TO SMART’. Samsung wanted to convey the notion if you are a Samsung Galaxy user than you are by default smarter than the rest.  Different advertisements have been used at different point of times highlighting the features. There is an inbuilt program in the Samsung Galaxy mobiles that shows the image of a cat and the cat repeats whatever one says. This humorous feature is also depicted in an advertisement.
  17. 17.  Samsung tied up with popular footballer ‘DAVID BECHKAM’ for the promotion of the Samsung galaxy note and Samsung Galaxy.  In India upcoming Bollywood actress Nargis Fakhri (heartthrob of millions) has been used for the promotion of Samsung galaxy .
  18. 18. Samsung Advertising Method  Samsung using direct and indirect method.  Direct method, for example, Samsung advertise their product through television, internet, and other else.  Indirect method, for example, Samsung let customer try their new product and let customer know that their new product is good to use.
  19. 19. Advertising TV advertisement of Samsung
  20. 20. Print advertisement of Samsung
  21. 21. Point of sale advertising
  22. 22. SEGMENTATION  Low Range (Targeting low income groups) – Samsung Galaxy Y Duos, Samsung Galaxy Y Colour Plus S5360, Samsung Galaxy Y Pro Duos GT-B5512 , Samsung Galaxy Y CDMA 1509, Samsung Galaxy Y S5360, Samsung Galaxy Pocket, Samsung Galaxy Fit S5670, Galaxy Pop 1559, Samsung Galaxy Ace S5830, Samsung Galaxy S DUOS. The price range in this segment is Rs 6000-12000.
  23. 23. Cont…  Middle Range (for the middle income group) – Samsung Galaxy Ace Plus S7500, Samsung Galaxy SL 19003, Samsung Galaxy 2 P3100, Samsung Galaxy R 19103, Samsung Galaxy S plus 19001, Samsung Galaxy S 19000. The price range in this segment is Rs 14000 – 22000.
  24. 24. Cont…  The high end Galaxies (Targeted for the high income group) – Samsung Galaxy Tab 620, Samsung Galaxy S2 i9100, Samsung Galaxy Beam, Samsung Galaxy Tab 730, Samsung Galaxy Note, Samsung Galaxy Tab 210.1 ,Samsung Galaxy Tab 680, Samsung Galaxy Tab 750, Samsung Galaxy S3. The price range in this segment is Rs 25000-44000.
  25. 25. STRATEGIES ADOPTED TO TACKLE COMPETITION OR PRIME MARKET EXPANSION  Price – Galaxy has the Y series which is offered for a very low price than the completion e.g. Nokia, HTC, LG, Sony, and Motorola. Due to the cost effectiveness  Samsung has been able to cut down on prices, which other major players have not been able to achieve. Even the Galaxy Tab brought about turmoil in the tablet industry when it was launched and the iPad suffered a major setback in the process.
  26. 26. Cont…  Distribution – The market penetration of Galaxy is much more than any other brand. Brands like Micromax that brought about a revolution with its low price android phones could not compete because of the well established distribution network of Samsung.  Innovations – Samsung keeps innovating itself. It strives to satisfy almost all the features a consumer can ask for in a mobile device. It boasts of a series of devices comprising features like the full touch screen, normal keypad, QWERTY keypad and even a mixture of touch as well as keypads. It has kept on improvising on almost all its features per the market demand.
  27. 27. DISTRIBUTION STRATEGY FOLLOWED BY SAMSUNG GALAXY  Franchisees – Samsung Electronics franchised a number of small outlets (Mobile Stores). All the outlets which are under the franchiser should follow certain set guidelines of the franchiser’s company. This would include converting a normal outlet into Samsung Electronics outlet. But the franchiser will help in visual merchandising and loan for deposits which are refundable.
  28. 28.  Shopping Malls – Many shopping malls have a separate mobile phones section. Samsung targeted these malls as they are the right place for promotion and sales of stylish variants of Samsung Galaxy.  Mobile Phone Outlets – Samsung Galaxy mobiles are also available in the different mobile stores present in different parts of India. The store keepers are paid commission for demonstrating the various uses of the Galaxy mobiles to the customers and vouch for the quality of the products.
  29. 29.  Samsung launched its first “Samsung Brand Store” in New Delhi. The store is the first of its kind in the country. One floor is dedicated to Samsung’s entire smart phones range of collection including tablets and accessories.  E-business – Samsung Galaxy is also available in E-business sites like Flipkart, Home Shop18. These sites often offer discounts to encourage the sales of the Samsung Galaxy mobiles.
  30. 30. Celebrity Endorsers
  31. 31. Samsung Sponsored
  32. 32. Thank you