2. Introduction
Parent Company
Samsung Galaxy phones are a series of android powered mobile devices designed,
manufactured and marketed by Samsung Electronics
1938 Founded by Byung Chull Lee, Korea
1970s Market leader of black & white televisions and micro ovens
1980s Color TVs, Air conditioners, Personal Computers
1991 First mobile handset
1999 First wireless equipped phone-smartphones
2009 Galaxy
4. Brand Extension Analysis
Brand Equity
Samsung wanted consumers to think of Quality and specifications and build up the
brand up to the lifestyle and features differentiating from other manufacturers
Brand Logo & Brand Name
Graphic element of galaxy to the visual of brand logo so that
a) consumers remember easily
b) Persisting brand name so that brand familiarity exists
Tagline
“Galaxy in your hands” states whole world in your hands, implying:
a) stay connected to most important people and receive updates from them
b) user can use it to the core and benefit out of it the most
5. Brand Extension Analysis
Target customers:
a) 18-30 old users
b) Young and social addict
c) Value based
d) Health emphasized
Points of parity: operating system, product features, innovation
Points of difference: more features at low cost, constant innovation, first
mover advantage in smart phone category
6. Brand Extension Analysis
Low repeat
purchase &personal
attachment
High brand consideration
and credibility, low
quality and all models
look alike
Performance:durability,reliability
Imagery: Stylish,techy,fun,young
Salience: Depth-awareness an ANDROID phone
Breadth-wide range features at affordable prices
7. Market share
Samsung galaxy achieved NO.1 ranking in sales revenue and market share in the
mobile phone market
2014 2013 2014/2013
growth
rate
2012
25.2% 32.3% -3.9% 26.9%
2014 2013
Samsung 25.2% 32.3%
Apple 11.9% 13.0%
Huawei 06.9% 04.3%
Manufacturer’s Revenue in Billion US dollars
2013 2012 2011
216.71 190.57 154.05
8. Market analysis
Samsung’s official Q1 2015 reports convey operating profit $5.63 billion and
revenue of $44 billion
These numbers represent a drop in operating profits year-over-year, down
from $7.8 billion in Q1 2014
Taking mobile sales into account, Samsung reports an operating profit of $2.5
billion on revenues of $24.1 billion
Reasons:
lowered tablet and feature phone sales
increased smartphone market competition
“strong competitive pricing” at the lower half of the portfolio
