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Competitive grid

Compet grid between Apple, HTC and Samsung...

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Copy Rights: Internet sources of 3 brands

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Competitive grid

  1. 1. Competitive Grid Apple, Samsung and HTC caseMKT 4725 – SECTION 408GROUP NAME: APPLE 1
  2. 2. Group members ID Name4914218 Methawee Keawlamoon5135617 Yu Mao5214665 Nuttagridta Paisansatan5238360 Vo Thi Quynh Thy5238369 Yonglin Huang 2
  3. 3. Introduction 3
  4. 4. Products lineIPhone IPhone 3G IPhone 3GS IPhone 4 IPhone 4SClassic 2008 2009 2010 2011 2007 4
  5. 5. Products lineAndroid Galaxy Ace Galaxy mini Galaxy pocket Galaxy R OS Galaxy S2 Galaxy Y Galaxy S3 Galaxy Note Bada OS Samsung wave Samsung Wave 3 Samsung Wave Y 5
  6. 6. Products lineHTC desire HTC wildfire HTC Sensation HTC One series series series series 6
  7. 7. Pricing StrategyPremium Value - & Skimming basedBundling 7
  8. 8. Sales Promotion - Customers 8
  9. 9. Sales Promotion - Customers 9
  10. 10. Personal SellingHaving the training programsfor their personal selling. 10
  11. 11. ObjectivesMarketing objectives(1) Offering the smartphone which has good quality, innovation, and valuable.(2) Expanding their sales to potential customer(3) Maintaining a good relationship with Internet providers, third party retail stores and flagship stores.(4) Taking a commanding lead in the smartphone market.Promotion objectives(1)Extending on the Apple brand name and linking to the established meaningful positioning(2)Extending on Apples image of innovation, quality, and value(3)Focusing on the relationship with the public 11
  12. 12. ObjectivesMarketing objectiveThey want to capture 40% to 50% of market share.Promotion objective+ Making promotions to drive more sales of the SamsungGalaxy+ Maintaining good relationship with public.Samsung spent a lot of money in advertisement andsponsorship. For example, Samsung used Olympic Games as a platform todemonstrate new products and technology. 12
  13. 13. ObjectivesFor marketing objective(1) HTC uses customer-centric strategy.(2) Informing target audience about features and benefits of our product and its competitive advantage,(3) Leading to 15% increase in sales in one year.(4) Dominating 30% of market share.For promotion objective(1) HTC tries to get its target market initially aware of its brand.(2) HTC display its smartphone in its flagship stores to provide an immersive brand and product experience.(3) Members of the public were being able to learn about HTC and their products in an informal and interactive way. 13
  14. 14. PositioningA high brand One of the A company keepsproduct for upper biggest on the forefront of– class people, competitors of technology andinnovators and IPhone and other innovation.early adopters smartphones. 14
  15. 15. Strengths Apple Samsung HTC1. Innovative 1. Design and color 1. strong partners2. Ease-of-Use 2. Excellent branding 2. Good hardware3. Brand awareness and advertising design & technology.4. Quality 3. Low Cost 3. HTC has strong5. Low Cost 4. Using Android OS setup of R&D 15
  16. 16. Weaknesses Apple Samsung HTC1. Not atractive to 1.Depend on Android 1. Highbusiness people OS manufacturing cost2. High price 2. High price 2. Brand awareness3. Limited design 3. Lack in product is weak. differentiation 3. Operating system is not belonged to HTC. 16
  17. 17. Sales Sales of Smartphone 50 45 40 35Sales in Thousand million 30 Iphone 25 HTC 20 Samsung 15 10 5 0 2007 2008 2009 2010 2011 17
  18. 18. Market share Market share of Smartphone in percentage2018161412 IPHONE10 Samsung 8 HTC 6 4 2 0 2008 2009 2010 2011 18
  19. 19. Public Relations 19
  20. 20. Share of Mind 20
  21. 21. Target Audiences Apple Samsung HTCThe age between 18 People seek for a stylish Teenage market. – 35 years old and fashionable mobile Music lover.Person seeks for a phone. Interesting in the user friendly  Love the technological technological aspect technology, smart products and are willing to Prefer to the strong mobile or pay for such an expensive hardware of the multimedia, etc. mobile phone smartphone.IPhone users mostly Prefer wider touch screen like to socialize 21
  22. 22. Sales Promotion - Trade 22
  23. 23. Distribution strategy Apple Selective strategySamsung HTC 23
  24. 24. Packaging 24
  25. 25. Promotion mix Apple Samsung HTC Elements:  Elements:  Elements: Advertising, Advertising, Sales Advertising Publicity Promotion, Publicity  The number of Apple promotes  Present the product HTC models that a lifestyle as its own entity get released every and not a replica of year is increasing its competitor. rapidly 25
  26. 26. Advertising MediaTVC : Run ads during a syndicated time.Newspapers: ads will run in national papers.Magazines: ads will be displayed in popular magazines•Radio: avid drivers who listen to syndicated radio stations and national radio stationsOut-of-Home: visual displays in populated subway and BTSThe Internet: social networking sites like Facebook & Twitter, including Google Blogs as well as their own website. 26
  27. 27. Creative strategy 27
  28. 28. Direct MarketingUsing online tools at official social media site at http://www.facebook.com/sam http://www.facebook.com/HTC sungthailand .Customer can subscribe to Also using other type of social receive the newsletter from network like twitter and the official website of YouTube to promote its Samsung products. 28
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