CIM Samsung Challenge Submission

1. Samsung
Teesside University
Owain Brennan
Michael Phoenix
Sunneil Singh
Relentless Pioneer

2. 01
Objectives
Where do we want to
be?
Strategy
How will we get there?
Situational
Analysis
Where are we now?
02 03

3. Samsung
Human driven innovations that defy barriers to
progress
The technology ecosystem market

4. External Environment
Political
Brexit
Corona Policy
Economic
Job losses have
lead to more time
on Social Media
Electronic spend
is stable
Social
More time at home
Longing for social
connection
Technological
Folding Devices
5G
New social
platforms

5. Competition – Mobile Phones
1.82%
8.58%
50.8%
28.4%
Motarola Apple
Huawei Samsung
19% of Android users are excited
about foldable phones
5G has an expected CAGR of
122.3%
Reduced E – waste packaging shift

6. Competition – Wearables
10%
5%
48%
17%
Fitbit Apple
Huawei Samsung
Covid symptom detection
Connectivity to IOT devices
Child friendly devices

7. Competition – Wireless Headphones
3%
10%
35%
6%
JBL Apple
Xiaomi Samsung
Expected CARG 17% between
2019-2025
Consumers want smart
assistance compatibility
Consumers constantly want
increased features such as
sound quality and noise
cancelling with reduced sized.

8. Gen Z Customer
Analysis
Social reassurance from friends and
reviews
65% spend most their time browsing the
internet
58% drop on TV watching time
1.2 Billion Tik Tok downloads by Gen Z
Gen Z watch just as much E sports as
they do traditional sports
Instant Gratification
Being unique is a defining trait in
purchases
Part of a community
Personalized Experiences

9. Internal Environment
Products
Large B2C Portfolio
Mobile Phones to
Fridges
Huge B2B market
Asset Management
Server Storage
+More
Brand Following
Large social following
built on technological
advancement and large
media spend
5 Million View on Tik
Tok across 7 Videos–
Partnership with Millie
Bobby Brown
Money
£352 Billion in Assets
Strong Cash position
Large assets in
Property & Equiptment

10. SWOT
• Strong cash assets equating to £352
billion
• Large product portfolio
• 5 million views on TikTok
• Reliance on technology for more
convenient lifestyles is increasing
• GEN Z are now watching as much
esports as they’re traditional sport.
• 1.2 billion downloads of TikTok by Gen Z
• 34% of all sales come from the NA
Market.
• Due to high price sensitivity in many
markets, the introduction of Xiaomi
and similar brands has reduced
Samsung's smartphone sales
• Increased amount of competition in Flagship
phones and portable technology from the likes
Huawei and Xiaomi and in relation to audio
Sennheiser and Bose.
• Large calls for eco friendly products / packaging
Strengths Weaknesses
Opportunities Threats

11. Objectives
Output
Engaged Gen Z
Content Connective
Tissue
Objective
Increase total Tik Tok
view count by 133% to
25 Million
Strategic Thrust
Product development
through brand
partnerships

12. Meet the Relentless
Pioneers

13. Strategy
Pre Quarter
Identify & Build
brand partnerships
3 x Monthly
Carry out live streams
with brand partnerships
across platforms
Release Tik Tok
videos on
Samsung
account
Weekly
Social
Interaction /
Targeted Ads
Across Platforms
Continuous

14. Brand Partnerships
Music Influencers
Generic Influencers
Sports Influencers

15. Tactics
Gen-Z are the
generation most
affected by influencers
with 22% making a
purchase because of
an influencer

16. Tik Tok
Brand partnered Tik Toks
Create a community
Social recognition
Filling the content gap
Released Weekly to ensure
High Quality maintained

17. Interaction with social
leaders
Creates a community
Fills the content gap
Unique experience
Platforms:
Instagram
Tik Tok
Twitch
Facebook
Live Streams

18. Targeted Social Ads
● A/B Testing for effective
targeting
● Using brand partnerships
● Create Unique personalized
experiences with creative
● Aimed at building a community
● Ad Spend
● 10% Facebook
● 20% Twitter
● 20% Instagram
● 20% Twitch
● 30% Tik Tok

19. £800,000
Budget
£50,000~
Average per partnership
Scaled based on Audience /
Effectiveness
£300,000~
Paid Social Targeted Social Ads
Creative spend
Live Stream Management

20. Measurement & Control
● View count monitored weekly
when Tik Toks are uploaded
● Tik Toks expected to reach 1
Million ~ views per Tik Tok
● If views are not on target
● Increase release schedule
to 2 bi weekly
● Include content from other
Samsung campaigns
● View count monitored live
● View count expected to be
300,000 live across all platforms
at once
● 900,000 per month total
livestream viewers
● If viewership is not reaching
target
● Increase ad spend
● Increase platform diversity
Tik Tok Live Stream

21. Ending

22. References
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https://www.techradar.com/uk/news/why-samsungs-galaxy-s21-doesnt-
come-with-a-charger>.
Allied Market Research. 2020. 5G Technology Market Size, Share |
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<https://www.alliedmarketresearch.com/5g-technology-market>.
Fromm, J., 2019. Community Building And The Gen-Z Purchasing Path.
[online] Forbes. Available at:
<https://www.forbes.com/sites/jefffromm/2019/08/21/community-building-
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Duckett, J., 2019. Lifestyles Of Generation Z - UK - September 2019. [online]
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Emmanuel, Z., 2020. Technology Habits Of Generation Z: Inc Impact Of
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<https://reports-mintel-
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2520z>.
Markets, R., 2020. Global True Wireless Headphones
Market (2020 To 2025) - Outlook And Forecast. [online]
GlobeNewswire News Room. Available at:
<https://www.globenewswire.com/news-
release/2020/05/13/2032535/0/en/Global-True-
Wireless-Headphones-Market-2020-to-2025-Outlook-
and-Forecast.html> [Accessed 21 January 2021].