This document provides an overview of Samsung's brand positioning across various product categories. It discusses Samsung's market share and role in mobile phones, tablets, TV/audio/video, cameras, home appliances, PC/peripherals, and memory cards. For each category, the document summarizes Samsung's products, competitors, and strategies for differentiation. It identifies Samsung's key differentiators as innovative technology, affordable prices, and applications. The document presents research on consumer perceptions of Samsung and identifies the brand's key insight as "Innovation with Value," reflecting Samsung's integration of new technologies to provide solutions and value to consumers.
The document summarizes information about Cadbury Plc, which was founded in 1824 and operates in the confectionery industry. It is now a subsidiary of Kraft Foods Inc. One of Cadbury's most popular brands is Dairy Milk chocolate. The document provides an analysis of the attractiveness of the chocolate category market and the Dairy Milk brand, including factors like market size, growth rates, seasonality, competition, and macro environmental influences. It also performs internal/external analyses like SWOT and Porter's Five Forces to evaluate strengths, weaknesses, opportunities and threats facing the Dairy Milk brand.
This presentation provides an overview of Samsung and its mobile business. It discusses Samsung's diversification into various industries since it was founded in 1936. It also examines Samsung's segmentation, targeting, positioning, and marketing mix strategies for mobile phones. Key facts presented include that Samsung had 28% of the global smartphone market share in Q2 2019 and its mobile revenue grew from $86.9 billion in 2013 to $128.2 billion in 2018. The presentation concludes with a SWOT analysis of Samsung's mobile business.
Tata Motors launched the Tata Nano as the world's cheapest car, priced at Rs. 100,000. The Nano was marketed as an affordable, safe and fuel efficient vehicle for families with 3-4 members who have difficulties traveling by two-wheeler. Market segmentation analysis showed the Nano targets the middle and lower middle class. Surveys found most people see the Nano as a "people's car" but not necessarily as trendy or aimed at rural areas or young people. In conclusion, the Nano was perceived as an affordable family car for middle and lower income households rather than a rural vehicle.
The document provides an overview of the Game Phone launch strategy. It includes a market analysis, target persona, product positioning, go-to-market plan, marketing strategy, and key performance indicators. The marketing strategy focuses on awareness generation through TV and radio advertisements, interest generation through influencer marketing and content marketing, and sales generation through flash sales and promotions. The goal is to target smartphone users in metros and tier 1 cities earning 30k-75k annually who enjoy mobile gaming.
Dabur is one of India's leading FMCG companies known for its Ayurvedic and natural products portfolio. It has five flagship brands with distinct identities covering healthcare, personal care, and beverages. Dabur was established in 1884 and has grown over the decades through new product launches, acquisitions, and repositioning itself as an FMCG company in 2004. It uses an expansion, acquisition, innovation, and regional branding strategy. Hajmola is one of Dabur's major brands and digestive product with over 60% market share that is promoted through integrated strategies targeting rural consumers. Porter's five forces analysis indicates threats from substitutes but lower risks of new competition or supplier power given Dab
This document summarizes the strategic plan of Company Whatever. It discusses their current products, market share, budgets, and sales personnel. It outlines their vision to be a preferred manufacturer in their target markets and segments. It also analyzes their current strategy in two markets, decisions made, lessons learned, and vision for the future.
Samsung aims to become one of the top 10 most valuable brands globally by 2005. Currently ranked 25th with a brand value of $10.8 billion, the company recognizes it needs a formal marketing strategy to connect its vision to growth. A SWOT analysis identified strengths in vertical integration and innovation, but also weaknesses in brand image and ineffective marketing. Two alternatives were proposed: maintaining the status quo of product-driven approach, or rethinking marketing for a customer-driven approach. The recommendation is to rethink marketing through strategic initiatives to build brand equity, evaluate brand elements, and improve customer relationships. This will help elevate Samsung's brand and increase customer loyalty to reach its goal.
The document summarizes information about Cadbury Plc, which was founded in 1824 and operates in the confectionery industry. It is now a subsidiary of Kraft Foods Inc. One of Cadbury's most popular brands is Dairy Milk chocolate. The document provides an analysis of the attractiveness of the chocolate category market and the Dairy Milk brand, including factors like market size, growth rates, seasonality, competition, and macro environmental influences. It also performs internal/external analyses like SWOT and Porter's Five Forces to evaluate strengths, weaknesses, opportunities and threats facing the Dairy Milk brand.
This presentation provides an overview of Samsung and its mobile business. It discusses Samsung's diversification into various industries since it was founded in 1936. It also examines Samsung's segmentation, targeting, positioning, and marketing mix strategies for mobile phones. Key facts presented include that Samsung had 28% of the global smartphone market share in Q2 2019 and its mobile revenue grew from $86.9 billion in 2013 to $128.2 billion in 2018. The presentation concludes with a SWOT analysis of Samsung's mobile business.
Tata Motors launched the Tata Nano as the world's cheapest car, priced at Rs. 100,000. The Nano was marketed as an affordable, safe and fuel efficient vehicle for families with 3-4 members who have difficulties traveling by two-wheeler. Market segmentation analysis showed the Nano targets the middle and lower middle class. Surveys found most people see the Nano as a "people's car" but not necessarily as trendy or aimed at rural areas or young people. In conclusion, the Nano was perceived as an affordable family car for middle and lower income households rather than a rural vehicle.
The document provides an overview of the Game Phone launch strategy. It includes a market analysis, target persona, product positioning, go-to-market plan, marketing strategy, and key performance indicators. The marketing strategy focuses on awareness generation through TV and radio advertisements, interest generation through influencer marketing and content marketing, and sales generation through flash sales and promotions. The goal is to target smartphone users in metros and tier 1 cities earning 30k-75k annually who enjoy mobile gaming.
Dabur is one of India's leading FMCG companies known for its Ayurvedic and natural products portfolio. It has five flagship brands with distinct identities covering healthcare, personal care, and beverages. Dabur was established in 1884 and has grown over the decades through new product launches, acquisitions, and repositioning itself as an FMCG company in 2004. It uses an expansion, acquisition, innovation, and regional branding strategy. Hajmola is one of Dabur's major brands and digestive product with over 60% market share that is promoted through integrated strategies targeting rural consumers. Porter's five forces analysis indicates threats from substitutes but lower risks of new competition or supplier power given Dab
This document summarizes the strategic plan of Company Whatever. It discusses their current products, market share, budgets, and sales personnel. It outlines their vision to be a preferred manufacturer in their target markets and segments. It also analyzes their current strategy in two markets, decisions made, lessons learned, and vision for the future.
Samsung aims to become one of the top 10 most valuable brands globally by 2005. Currently ranked 25th with a brand value of $10.8 billion, the company recognizes it needs a formal marketing strategy to connect its vision to growth. A SWOT analysis identified strengths in vertical integration and innovation, but also weaknesses in brand image and ineffective marketing. Two alternatives were proposed: maintaining the status quo of product-driven approach, or rethinking marketing for a customer-driven approach. The recommendation is to rethink marketing through strategic initiatives to build brand equity, evaluate brand elements, and improve customer relationships. This will help elevate Samsung's brand and increase customer loyalty to reach its goal.
Samsung has grown from a small export business to one of the world's leading electronics companies. The document provides a history of Samsung and an overview of its business, including its vision, mission statements, and SWOT analysis. It also analyzes Samsung's position in the smartphone market and provides recommendations for its strategy going forward, such as developing its own software platform and targeting emerging low-cost smartphone markets.
Sunglasses are protective eyewear designed to prevent damage to the eyes from bright sunlight. The document discusses the history, ideal properties, construction, functions and uses of sunglasses. It outlines the ANSI standard categories for sunglass lenses based on light transmission percentages and notes lenses should block over 99% of UVB and over 70% of UVA rays. The standard lens categories are cosmetic, general purpose, very dark special purpose and strongly colored special purpose. Common tint colors like grey, green, amber and brown are described in terms of their light filtering properties and best uses.
New Product Development & Marketing - Samsung Tabletrkalavar
This document outlines a marketing plan for a new affordable tablet. Key points include:
- The tablet will be priced at $450 and launched nationwide in June 2011. Over 1 million units will be manufactured initially.
- A high spending strategy of $100 million on advertising and $50 million on distribution is recommended to target a trial rate of over 2% and sales of over 1 million units in the first year.
- An integrated marketing approach is proposed, allocating the majority of funds to TV, print, internet and retail advertising with the goal of building brand awareness to over 70%.
- Financial projections estimate sales of over $500 million and EBITDA of $135 million in the first year
Consumer Decision Process: Problem Recognition
Types of consumer decisions, Purchase involvement levels and the decision process, Problem/Need Recognition, Types of Consumer Problems, Marketing Strategy and Problem Recognition.
The document discusses different types of brand architecture structures including branded house, endorsed brands, and house of brands. It provides examples of each type such as FedEx using a masterbrand structure under the branded house model. Marriott International is an example of an endorsed brand where the company name endorses individual product brands. Procter & Gamble is an example of a house of brands structure where each product line has its own unique branding. The document also outlines key steps to defining the right brand strategy such as clarifying the value proposition, segmentation, brand pillars, benefits, and compelling reasons to believe. It provides questions to consider when evaluating an expansion or addition of a new brand to a portfolio.
Vodafone Group plc is a global telecommunications company headquartered in the UK. It operates networks in over 30 countries and owns 45% of Verizon Wireless in the US. Vodafone has around 332 million subscribers worldwide, making it the world's largest mobile telecommunications company by revenue and second largest by subscribers. The company derives its name from "voice" and "data" services provided over mobile phones. It has a primary listing on the London Stock Exchange and is a constituent of the FTSE 100 index.
Consumer Behavior is changing rapidly everyday. How do brand marketers of today deliver their message cutting through the clutter and optimize their brand messaging using the ever changing media trends. This presentation talks about several approaches various industries and companies are adopting today to market themselves more effectively using consumer behavior.
This document discusses key concepts in advertising management including segmentation, positioning, and developing advertising objectives and plans. It provides a framework for advertising planning and decision making that begins with a situation analysis and leads to the development of an integrated marketing communications and advertising plan. The role of advertising emerges from the marketing program and advertising objectives must support the overall marketing strategy. Objectives should focus on intervening variables like awareness, attitudes, and trial rather than direct sales. Segmentation involves identifying consumer groups based on behaviors, benefits sought, and demographics to target advertising most effectively.
This document discusses market segmentation and target market selection. It begins by defining the market and different types of markets. It then outlines the steps in segmenting, targeting and positioning, including identifying bases for segmentation, developing segment profiles, selecting target segments, and developing positioning for each segment.
The document provides examples of different levels of segmentation from mass to niche marketing. It reviews common variables used for segmentation like geography, demographics, psychographics and behavior. Finally, it discusses target market selection, product-market matrices, and defining positioning as the place a product occupies in consumers' minds relative to competitors.
Samsung Electronic Company underwent a corporate turnaround after 1999 led by Kim who became head of global marketing. Key strategies included heavy investment in R&D, innovation, customization, and reallocating marketing budgets. Between 1998-2003, $36 billion was invested in new chip factories and LCD panels. Samsung became the top investor in semiconductors, surpassing Intel in 2005. Marketing efforts increased through sponsorship activities and emphasizing their broad product portfolio. Under Kim's leadership, Samsung shifted from being seen as a cheap OEM to a high-value brand known for innovation.
The STP Process outlines the key steps in segmentation, targeting, and positioning: segmentation involves classifying customers into groups based on common characteristics, targeting evaluates each segment's attractiveness to select one or more segments to market to, and positioning ensures the product occupies a clear and desirable place relative to competitors in the consumer's mind.
Samsung Electronics was founded in 1969 in South Korea and has since grown to become the world's largest technology company based on revenue. It operates R&D centers in India and has been the market leader in various electronics categories in India such as LED TVs, LCD TVs, and mobile handsets. Samsung competes against companies like Apple, Sony, and LG. Through strategic marketing initiatives involving brand ambassadors, content partnerships, and retail stores, Samsung has established itself as a leader in the Indian market through segmentation, targeting, positioning, and the 4Ps of marketing.
The document discusses various pricing strategies and considerations for setting prices. It covers topics like customer value-based pricing, cost-based pricing, competition-based pricing, and other strategies. Various factors are examined that affect pricing decisions, such as costs, customer perceptions of value, competitors' prices, and market conditions. The document provides an overview of key concepts in pricing as well as examples and factors to consider for different pricing models.
Samsung Electronics is a South Korean electronics company and the flagship subsidiary of Samsung Group. It conducts SWOT analysis which reveals its main strengths are strong brand loyalty, market position, and supplier relationships, while weaknesses include strong competition and need for improved marketing. Opportunities include favorable economic conditions and technological advances. Main threats are frequent legislation changes and high industry innovation. The document discusses Samsung's segmentation, targeting, positioning, and marketing mix strategies. It focuses on maintaining leadership in the TV and other consumer electronics markets through continuous innovation.
1. A brand mantra is a short 3-5 word phrase that captures the essence of a brand's positioning.
2. Brand mantras should communicate, simplify, and inspire by articulating the heart and soul of the brand.
3. Examples of effective brand mantras include Rolex's "Ultimate - Driving - Machine" and Apple's "Smart – Technologic – Listen to Music".
This document discusses strategic brand management. It defines a brand as a name, symbol, or design that identifies a seller's goods or services. For buyers, brands can reduce search costs, risks, and perceived risk. For sellers, brands can facilitate repeat purchases, new product introductions, promotional effectiveness, premium pricing, market segmentation, and brand loyalty. The challenges of brand management include competitive pressures, market fragmentation, complex strategies, bias against innovation, and short-term pressures. Strategic brand analysis involves analyzing products, markets, customers, competition, and brands. Tracking brand performance and analyzing product life cycles, finances, performance, research, and positioning are also discussed.
Samsung was established in 1938 as a trade company in Korea and diversified into electronics in 1969. In the 1990s, Samsung's chairman transformed it into a leading electronics manufacturer by focusing on high-quality, innovative products. Samsung segments its mobile phone market geographically, demographically, and psychographically. It targets a broad range of customers from different ages, incomes, and lifestyles. Samsung positions itself as producing high-quality, innovative smartphones and creating a unique brand image through creative marketing strategies.
This document provides a brand positioning analysis for Samsung electronics. It summarizes Samsung's market share and product portfolio across various categories such as mobile phones, tablets, TVs, cameras, home appliances, PCs and memory cards. It then analyzes Samsung's role and brand positioning in each category. Key insights from consumer research indicate Samsung is seen as innovative yet providing value. The document concludes that Samsung's overall brand positioning can be summarized as "Innovation with Value".
Samsung has grown from a small export business to one of the world's leading electronics companies. The document provides a history of Samsung and an overview of its business, including its vision, mission statements, and SWOT analysis. It also analyzes Samsung's position in the smartphone market and provides recommendations for its strategy going forward, such as developing its own software platform and targeting emerging low-cost smartphone markets.
Sunglasses are protective eyewear designed to prevent damage to the eyes from bright sunlight. The document discusses the history, ideal properties, construction, functions and uses of sunglasses. It outlines the ANSI standard categories for sunglass lenses based on light transmission percentages and notes lenses should block over 99% of UVB and over 70% of UVA rays. The standard lens categories are cosmetic, general purpose, very dark special purpose and strongly colored special purpose. Common tint colors like grey, green, amber and brown are described in terms of their light filtering properties and best uses.
New Product Development & Marketing - Samsung Tabletrkalavar
This document outlines a marketing plan for a new affordable tablet. Key points include:
- The tablet will be priced at $450 and launched nationwide in June 2011. Over 1 million units will be manufactured initially.
- A high spending strategy of $100 million on advertising and $50 million on distribution is recommended to target a trial rate of over 2% and sales of over 1 million units in the first year.
- An integrated marketing approach is proposed, allocating the majority of funds to TV, print, internet and retail advertising with the goal of building brand awareness to over 70%.
- Financial projections estimate sales of over $500 million and EBITDA of $135 million in the first year
Consumer Decision Process: Problem Recognition
Types of consumer decisions, Purchase involvement levels and the decision process, Problem/Need Recognition, Types of Consumer Problems, Marketing Strategy and Problem Recognition.
The document discusses different types of brand architecture structures including branded house, endorsed brands, and house of brands. It provides examples of each type such as FedEx using a masterbrand structure under the branded house model. Marriott International is an example of an endorsed brand where the company name endorses individual product brands. Procter & Gamble is an example of a house of brands structure where each product line has its own unique branding. The document also outlines key steps to defining the right brand strategy such as clarifying the value proposition, segmentation, brand pillars, benefits, and compelling reasons to believe. It provides questions to consider when evaluating an expansion or addition of a new brand to a portfolio.
Vodafone Group plc is a global telecommunications company headquartered in the UK. It operates networks in over 30 countries and owns 45% of Verizon Wireless in the US. Vodafone has around 332 million subscribers worldwide, making it the world's largest mobile telecommunications company by revenue and second largest by subscribers. The company derives its name from "voice" and "data" services provided over mobile phones. It has a primary listing on the London Stock Exchange and is a constituent of the FTSE 100 index.
Consumer Behavior is changing rapidly everyday. How do brand marketers of today deliver their message cutting through the clutter and optimize their brand messaging using the ever changing media trends. This presentation talks about several approaches various industries and companies are adopting today to market themselves more effectively using consumer behavior.
This document discusses key concepts in advertising management including segmentation, positioning, and developing advertising objectives and plans. It provides a framework for advertising planning and decision making that begins with a situation analysis and leads to the development of an integrated marketing communications and advertising plan. The role of advertising emerges from the marketing program and advertising objectives must support the overall marketing strategy. Objectives should focus on intervening variables like awareness, attitudes, and trial rather than direct sales. Segmentation involves identifying consumer groups based on behaviors, benefits sought, and demographics to target advertising most effectively.
This document discusses market segmentation and target market selection. It begins by defining the market and different types of markets. It then outlines the steps in segmenting, targeting and positioning, including identifying bases for segmentation, developing segment profiles, selecting target segments, and developing positioning for each segment.
The document provides examples of different levels of segmentation from mass to niche marketing. It reviews common variables used for segmentation like geography, demographics, psychographics and behavior. Finally, it discusses target market selection, product-market matrices, and defining positioning as the place a product occupies in consumers' minds relative to competitors.
Samsung Electronic Company underwent a corporate turnaround after 1999 led by Kim who became head of global marketing. Key strategies included heavy investment in R&D, innovation, customization, and reallocating marketing budgets. Between 1998-2003, $36 billion was invested in new chip factories and LCD panels. Samsung became the top investor in semiconductors, surpassing Intel in 2005. Marketing efforts increased through sponsorship activities and emphasizing their broad product portfolio. Under Kim's leadership, Samsung shifted from being seen as a cheap OEM to a high-value brand known for innovation.
The STP Process outlines the key steps in segmentation, targeting, and positioning: segmentation involves classifying customers into groups based on common characteristics, targeting evaluates each segment's attractiveness to select one or more segments to market to, and positioning ensures the product occupies a clear and desirable place relative to competitors in the consumer's mind.
Samsung Electronics was founded in 1969 in South Korea and has since grown to become the world's largest technology company based on revenue. It operates R&D centers in India and has been the market leader in various electronics categories in India such as LED TVs, LCD TVs, and mobile handsets. Samsung competes against companies like Apple, Sony, and LG. Through strategic marketing initiatives involving brand ambassadors, content partnerships, and retail stores, Samsung has established itself as a leader in the Indian market through segmentation, targeting, positioning, and the 4Ps of marketing.
The document discusses various pricing strategies and considerations for setting prices. It covers topics like customer value-based pricing, cost-based pricing, competition-based pricing, and other strategies. Various factors are examined that affect pricing decisions, such as costs, customer perceptions of value, competitors' prices, and market conditions. The document provides an overview of key concepts in pricing as well as examples and factors to consider for different pricing models.
Samsung Electronics is a South Korean electronics company and the flagship subsidiary of Samsung Group. It conducts SWOT analysis which reveals its main strengths are strong brand loyalty, market position, and supplier relationships, while weaknesses include strong competition and need for improved marketing. Opportunities include favorable economic conditions and technological advances. Main threats are frequent legislation changes and high industry innovation. The document discusses Samsung's segmentation, targeting, positioning, and marketing mix strategies. It focuses on maintaining leadership in the TV and other consumer electronics markets through continuous innovation.
1. A brand mantra is a short 3-5 word phrase that captures the essence of a brand's positioning.
2. Brand mantras should communicate, simplify, and inspire by articulating the heart and soul of the brand.
3. Examples of effective brand mantras include Rolex's "Ultimate - Driving - Machine" and Apple's "Smart – Technologic – Listen to Music".
This document discusses strategic brand management. It defines a brand as a name, symbol, or design that identifies a seller's goods or services. For buyers, brands can reduce search costs, risks, and perceived risk. For sellers, brands can facilitate repeat purchases, new product introductions, promotional effectiveness, premium pricing, market segmentation, and brand loyalty. The challenges of brand management include competitive pressures, market fragmentation, complex strategies, bias against innovation, and short-term pressures. Strategic brand analysis involves analyzing products, markets, customers, competition, and brands. Tracking brand performance and analyzing product life cycles, finances, performance, research, and positioning are also discussed.
Samsung was established in 1938 as a trade company in Korea and diversified into electronics in 1969. In the 1990s, Samsung's chairman transformed it into a leading electronics manufacturer by focusing on high-quality, innovative products. Samsung segments its mobile phone market geographically, demographically, and psychographically. It targets a broad range of customers from different ages, incomes, and lifestyles. Samsung positions itself as producing high-quality, innovative smartphones and creating a unique brand image through creative marketing strategies.
This document provides a brand positioning analysis for Samsung electronics. It summarizes Samsung's market share and product portfolio across various categories such as mobile phones, tablets, TVs, cameras, home appliances, PCs and memory cards. It then analyzes Samsung's role and brand positioning in each category. Key insights from consumer research indicate Samsung is seen as innovative yet providing value. The document concludes that Samsung's overall brand positioning can be summarized as "Innovation with Value".
Samsung is a South Korean multinational electronics company headquartered in Seoul. It is the world's largest technology company, with the number one global market share in flat panel TVs and memory chips. Samsung has experienced strong growth and has overtaken competitors to become the leading brand in various product categories, including LCD panels, LCD monitors, mobile phones, and the overall technology sector. It aims to continue growing by focusing on innovation through heavy investments in R&D and adapting its product range to meet diverse consumer needs.
Samsung Electronics was founded in 1969 in South Korea originally manufacturing appliances. It has since become a global leader in semiconductors, displays, mobile devices, home electronics and appliances. Samsung invests heavily in research and development and captured the number one global market share position in memory chips. However, it faces increasing competition from other electronics companies and potential threats from economic slowdowns.
Samsung Electronics was founded in 1969 in South Korea and has since become a global leader in electronics manufacturing. It is the world's largest manufacturer of semiconductors, LCD displays, mobile phones, and memory chips. Samsung invests heavily in research and development, spending around $5 billion annually to develop innovative new products and technologies. This focus on innovation, along with a wide range of consumer electronics products, has made Samsung one of the most valuable brands in the world.
The document provides details about a project on valuing the Samsung brand using the Brand Asset Valuator (BAV) model. It lists the team members working on the project and provides Samsung's market share percentages across various product categories. It then discusses Samsung's differentiation strategies in key product lines like televisions, mobiles, home appliances, laptops/PCs, and cameras. It analyzes Samsung's relevance, esteem, and the knowledge consumers have about the brand. Finally, it describes what qualifies Samsung as a "power brand" and lists some of the strategies Samsung has used over the years to build the brand and increase awareness.
Samsung was founded in 1938 and is currently one of the largest conglomerates in South Korea. It operates across many industries but is best known for its electronics division, Samsung Electronics, which has made Samsung a global leader in smartphones, appliances, and other consumer electronics. Apple was founded in 1976 and is an American technology company best known for the Macintosh line of computers, the iPhone, iPad, and other consumer electronics. Both companies have grown tremendously in recent decades to become two of the largest and most valuable technology companies in the world through innovation, strategic acquisitions and partnerships, and strong branding.
Samsung follows a differentiation strategy across its product lines. It focuses on innovation through heavy investments in R&D and developing products with unique features like large screens, connectivity, anti-microbial properties. This allows Samsung to maintain leadership in key categories like smartphones, TVs and appliances. The strategy has proven successful, helping Samsung increase its market share and sales significantly over the past decade.
The document discusses Samsung's rise from making cheap televisions under another brand to becoming a global leader in electronics, focusing on its diverse product lines, heavy investments in research and development, and global marketing strategies. It analyzes Samsung's strengths in areas like its brand, product innovation, and cost competitiveness, as well as weaknesses in areas like product durability perceptions and decreasing profit margins.
Samsung, Nokia, and Sony Ericsson are analyzed in the document. Samsung focuses on education, arts, volunteer services, and environmental initiatives through programs like Samsung Reclaim. Nokia supports positive youth development through Make a Connection and promotes the arts. It also focuses on recycling and creating more efficient products. Sony Ericsson focuses on substance control, ethics, energy/climate initiatives, and recycling through the MPPI with the UN. All three companies emphasize compliance with health and safety standards.
Samsung's marketing strategy in India involved product innovation with a wide range of electronics, pricing that played a significant role in their success, and expanding distribution through state-level offices and direct dealer interfaces. To establish its brand, Samsung launched large advertising campaigns highlighting its technologically superior products. It aimed to become the most trusted brand through aggressive marketing and establishing its brand as market-driven. Samsung launched various celebrity endorsement campaigns in India to capitalize on cricket's popularity, though some faced restrictions from other sponsor agreements.
Samsung has transformed from a market challenger to a market leader through heavy investments in R&D to develop innovative new products across categories like Blu-Ray players, smartphones, and tablets. It has partnered with other companies for joint ventures and sponsored major sports events for brand promotion. During economic downturns, Samsung reduced costs through measures like cutting production and profit margins. It is now a global leader in key product categories and aims to increase annual sales to $400 billion by 2020 through continued innovation, manufacturing of energy efficient products, and 22% annual growth.
Samsung owes much of its success to its Value Innovation Programme which focuses on understanding consumer needs before technologies. Samsung believes success in consumer electronics is short-term, requiring continuous innovation. Samsung spends $6bn annually on R&D and focuses on designing iconic products like Sony's Walkman as memory and screens become commodities. Samsung has designed innovative TVs and phones and expects further growth in the mobile phone market, though its memory division previously provided most profits.
Samsung, Samsung history => Computer system & applicationsWaqas Ahmed
Samsung is one of the largest brands in the world headquartered in South Korea. It produces electronics like TVs, phones, appliances that are used worldwide. Samsung was founded in 1938 and initially traded goods, later diversifying into various industries. It is now a major manufacturer of components and technology products. Samsung has grown significantly through innovation, global expansion, and marketing strategies to become a leading technology company.
Samsung was founded in 1938 as a small trading company in Korea. It has since grown into a massive electronics conglomerate. The document outlines Samsung's history and expansion from the late 1960s to present day. It discusses Samsung's various product lines, segmentation strategy, distribution network, celebrity endorsements, and aggressive advertising campaigns. Samsung aims to surpass Apple by opening 1,400 experience shops within Best Buy stores and spending $14 billion on marketing in 2013. The summary highlights Samsung's origins, current size and global ambitions.
Samsung history & recent development (1)Karen Kong
Samsung Electronics Co. Ltd is South Korea's largest electronics producer. It has four main divisions: Digital Media, Semiconductors, Information & Communications, and Home Appliances. The document provides a 3-year financial ratio analysis of Samsung from 2011-2012. It found that Samsung's profitability, stability, and ability to pay debts improved over this period. Specifically, its return on equity, net profit margin, and gross profit margin increased. Debt levels and expenses as a percentage of sales decreased. The analysis recommends investing in Samsung as it is profitable, stable, and its shares offer a reasonable price-earnings ratio of 6.65 years.
Samsung history & recent development (1)Karen Kong
Samsung Electronics Co. Ltd is South Korea's largest electronics producer. It has four main divisions: Digital Media, Semiconductors, Information & Communications, and Home Appliances. The document provides a 3-year financial ratio analysis of Samsung from 2011-2012. It found that Samsung's profitability, stability, and ability to pay debts improved over this period. Specifically, its return on equity, net profit margin, and gross profit margin increased. Debt levels and expenses as a percentage of sales decreased. The analysis recommends investing in Samsung as it is profitable, stable, and its shares offer a reasonable price-earnings ratio of 6.65 years.
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Brandpositioning samsung m com
1. BRAND MANAGEMENT
Project On
Brand Positioning of
Submitted by
ArjunPrakash S (28004)
DivyaBala (28076)
Hariharan D (28083)
Judah Jebadas (28085)
Krithika S (28092)
Naveen M (28099)
Prreethi E (28100)
Ramesh V M (28102)
ShanmugaSundaram A (28108)
Suganprabhu R (28114)
2. PRODUCT CATEGORIES
The product categories of Samsung are as follows
Mobile phones
Tablets
TV/Audio/Video
Camera
Home Appliances
PC/Peripherals
Memory cards
Product Category Market Share
Market
size(units)
Mobile phones 21% 86.6 million
Tablets 9.90% 4.4 million
TV/Audio/Video 30% 39 million
Camera 15% 129 million
Home Appliances 24%
1.7 million+7
lakh
PC/Peripherals 8% 1.9 million
Memory cards 42.40%
ROLE OF SAMSUNG IN EACH PRODUCT CATEGORY
Mobile
In the mobile phone category, Samsung has made sure to have a lengthy extension of its
products starting from basic phones to the most advanced smartphones. In India the brand equity of
Samsung is very high. About a decade back what was once dominated by the Nokia and Motorola
have now been captured by Samsung. The brand ambassador for the company is Aamir Khan –
known for his integrity in the Bollywood industry. Amir Khan mainly promoted the “hero” series of
mid-range phones.
Later in 2009 Samsung launched its “corby” series which was believed to take the mobile
phone market to a whole new level. Affordable cost multimedia combined with the mobile internet
made customers go crazy after the product. The positioning of the “corby” series was perfectly made
by targeting the youth segment of the country, which constituted more than half of the target group
in the mobile phone segment. Instant updates on facebook and affordable touch screen phones
added further value to the phones.
In 2010 Samsung further raised the bar by introducing the “galaxy” series which took
Samsung to higher end segment – which was enjoyed only by “APPLE”. Ads were made targeting the
customers of Apple. Most of the ads implicitly instigated customers to move from apple to Samsung.
Samsung promised better feature at a lower cost.
3. Television
In 2009, Samsung sold around 31 million flat-panel televisions, enabling to maintain the
world's largest market share for a fourth consecutive year. In early 2010, the company had set the
year's sales goal at 39 million units (including 10 million LED televisions). In March 2009, Samsung
launched the "Finger-Slim" super-slim LED television. In 2009, the product sold around two million
units. The company has led the flat-panel television market for the past five years with the 2006
introduction of its "Bordeaux" line, followed by the 2007 Bordeaux model, the 2008 "Crystal Rose"
line, and the "Finger-Slim" in 2009. The company retained the leading position by successfully selling
more than 1 million 3D televisions as of August 2010. Samsung launched its first full HD 3D LED
television March 2010. Samsung had showcased the product at the 2010 International Consumer
Electronics Show (CES 2010) held in Las Vegas.
Samsung sold more than one million 3D televisions within six months of its launch. This is
the figure close to what many market researchers forecast for the year's worldwide 3D television
sales (1.23 million units). It also debuted the 3D Home Theater (HT-C6950W) that allows the user to
enjoy 3D image and surround sound at the same time. With the launch of 3D Home Theater,
Samsung became the first company in the industry to have the full line of 3D offerings, including 3D
television, 3D Blu-ray play, 3D content, and 3D glasses.
Smart televisions
In 2007, Samsung introduced the Internet TV, enabling the viewer to receive information
from the Internet while at the same time watching conventional television programming. Samsung
later developed "Smart LED TV", (now renamed to "Samsung Smart TV") which additionally supports
downloaded apps. In 2008, the company launched the Power Infolink service, followed in 2009 by a
whole new Internet@TV. In 2010, it started marketing the 3D television while unveiling the
upgraded Internet@TV 2010, which offers free (or for-fee) download of applications from its
Samsung Apps store, in addition to existing services such as news, weather, stock market, YouTube
videos, and movies. Samsung Apps offers for-fee premium services in a few countries including
Korea and the United States. The services will be custom-tailored for each region. Samsung plans to
offer family-oriented applications such as health care programs and digital picture frames as well as
games.
Camera
After having successfully captured the mobile phone industry in India, Samsung’s next big
plan is to become the market leader in the camera segment. The market was valued at Rs 17.5
billion during the fiscal year 2010 and is expected to attain a CAGR of 43% to reach Rs 104.6 billion
by 2015. There prevails a cut throat competition between the major players which includes Sony,
Nikon, Kodak, Canon and more recently Samsung. The strategies followed in marketing the cameras
sound similar to the strategies followed by Samsung in the mobile industry about a decade back.
They have entered the industry by releasing 12 new digital cameras at the lower end which starts at
Rs. 5000. They have understood the fact that 80% of the sales come from under Rs 10,000 segment.
The high feature rich and affordable pricing makes Samsung products desirable. With the brand
loyalty created by home appliances and mobile phones, Samsung was able to efficiently leverage on
its secondary associations. Samsung took enough measures to understand the brand feelings among
4. the customers. They efficiently differentiated its brand association between its lower end segment
and the higher end segment. The lower end segment cameras were positioned among the middle
class and upper middle class families. The emotion in the families was captured in the ads. On the
other hand the higher end SLR cameras were positioned among the professionals and youth
segment.
Laptop/PC
Samsung’s entry into PC segment began by launching monitors. This was a huge success and
even today many people prefer having a Samsung LCD monitor. But their entry into laptop segment
was a bit late. Moreover their market share is also less. This clearly shows that Samsung has
identified its key strength and decided to concentrate only on those rather than focussing in every
segment.
Tablet
Samsung with the launch of Galaxy Tab series of tablets compete against the much stronger
Apple’s I pad. But Samsung’s tablets run on Android platform and the prices are also quite low when
compared to its competitors. Samsung would definitely come up with further new innovations in this
field as Microsoft has also entered the market with its launch of tablets which would further
increase the rivalry.
Home Appliances
Samsung is also a leading manufacturer of many home appliances. Among them it leads in
the microwave segment where there are no stiff competitions. Refrigerators and Washing machines
are manufactured by Samsung.
RESEARCH METHODOLOGY
A questionnaire was created and was circulated to collect the responses. Apart from the
questionnaire, the focus group discussions had during class was also used to collect responses to
frame the key insight.
Sample Size: 30
Male: 21; Female: 9
60%
27%
13%
Age wise details
<25
25-35
>35
5. DATA COLLECTION
Average satisfaction level: 3.7/5
BRAND ASSOCIATIONS
33%
3%
40%
23%
Differentiating factor
cutting edge technology
Pushing through the
dealers
Affordable price
Innovative design
6. MENTAL MAPPING
POINTS OF PARITY AND POINTS OF DIFFERENTIATION
Samsung electronics produces consumer electronics in five categories , they are
TV’s and video /audio players , mobile phones, computers , cameras , home
appliances . we have discussed the points of parity and points of differentiation
of Samsung with its competitors in the following pages
TV/Video/audio players – Samsung has become the company with the highest
sales of TV’s . They were the first to introduce 3D Led tv’s .They have always
had a head to head competition with sony in the TV segment. In the past few
years Samsung has managed to become the leading producers of TV. Their
possession of Samsung chip has also enabled them to come up with innovative
products like the smart tv in response to sony’s internet tv . They have been
successful in integrating technology with electronics thus becoming the market
leaders . they also have the advantage of manufacturing their TV’S in their own
factory while sony outsources the manufacturing
Points of parity –Both sony and Samsung give importance to innovation and
picture quality . both had a tough competition introducing slim/ultraslim Tv’s
7. .sony introduced internet TV , while Samsung introduced smart TV . Samsung
also introduced 3D LED tv
Points of differentiation-samsung has 3 points of differentiation .First one was
it tried to create an emotional connect with the Indian families. They wanted
to project the TV as a member of family through advertisements that spoke
about naming the TV . This campaign was specially developed for Indian
audience because TV was considered to be integral part of every Indian middle
class family.Another point of differentiation was providing more value for the
money they pay . The third point of differentiation was design . their ad
campaigns had tag lines like “design that performs “, “dikhayiye acha , dikhiye
aur bhi acha”
Overall positioning:- better quality and design , innovative features value for
money , integral part of family
Home appliances:- Samsung has a variety of products under home appliances
category . They include air conditioners, microwave oven , refridgerators
,washing machine , vacuum cleaners , etc . In india Samsung has tough
competition from another south Korean company LG.
Points of parity:- There are a lot of pop’s between Samsung and LG . Both
concentrated on innovation and brought new technologies. LG bought
innovation in the form of side by side door fridge , automatic doors for fridge
,health guard in AC , tallest cooler in fridge .while Samsung imtroduced
innovation like s series compressor in AC,Digital inverted compressor that
keeps food fresh for 7 days ,uniform cooling , FRUNCH – new sound of
freshness , bubble generator in washing machine ,biosleep :-ac sets temperature
according to body temperature.Both concentrated on healthy lifestyle.LG ‘s tag
line itself is life’s good . while Samsung concentrates on keeping food fresh ,
pure air from ac , protection of soft clothes and other product benefits .
Points of differentiation:-samsung has a brand ambassador for its home
appliances segment whereas LG doesn’t have a brand ambassador . samsung’s
brand ambassador is priyanka chopra . having such a popular personality as
8. a brand ambassador helps in keeping the brand in people’s memory .samsung
also develops appliances specifically for Indian market . they have AC’S
designed specifically for Indian summer .washing machine that protects soft
clothes like Indian cotton ,silk etc and also removes toughest of stains
.microwave oven’s campaign says way to his heart is through his stomach .The
most important differentiation is that samsung’s appliances are energy
efficient and runs on less power hence gives 20% percent savings in
electricity bill . This is specifically for india where Indian middle class segment
is very much concerned about growing electricity bills .
Overall positioning:- healthy living , innovative product features , energy
efficient hence cost saving
Cameras:-Samsung is not a very big player in cameras segment buut still its a
popular brand . it has got tough competition from canon and sony. Cameras
segment include handy cam , digital cameras .
Points of parity:- Product features and innovation like super zoom , 270 degree
wide angle shots in sony . better picture quality in canon . dual view and multi
view cameras from Samsung
Points of differentiation:- There is not many pod’s in this segment . all the
companys are focused only on increasing the product features and innovation
and samsung too does the same
Mobile phones:-samsung is one of the highest sellers of smart phones .it has a
tough competition with apple . There is a tough competition between apple’s
iphone and samsung’s galaxy . In india Samsung has tough competition with
nokia . it has also raced ahead of nokia .They used the possession of their own
chip to their advantage and bought about lot of innovation
Points of parity:- product features and innovation is a major point of
parity.Nokia focuses on features like music player. And also on emotional
connect with family , which Samsung does it with the guru phone . while apple
focuses on innovation which Samsung does it with corby and galaxy phone
9. Points of differentiation:-samsung’s main point of differentiation is more
features and better features for the money that you pay . they have the tag
line “sab kuch behtar hai “ for Samsung guru .they have aamir khan as their
brand ambassador because his personality and image of a reliable superstar who
can perform a variety of roles to perfection matches samsung’s personality and
positioning. Samsung guru was introduced as a competition to nokia’s 1100. It
positions itself having better features than other lower end phones . they also
used innovation as a point of differentiation , they were the first movers in
smart phone segment in india by introducing corby and galaxy .
Overall positioning:- better and innovative product features , value for money
, affordable luxury
Laptops:- Samsung is an emerging player in laptops . Though it has its own
chip , it uses intel chip in its laptop to be on par with the competitors . it has
competition from dell and hp
Points of parity :- The major points of parity is performance and style .
Points of difference :- samsung laptops focus more on some basic needs of
customer like light weightedness , longer battery life , safety in the form of spill
proof keyboard , brighter screen
Overall positioning :- samsung laptops have a better version of the consumers
basic expectations from a laptop
Overall brand positioning of samsung
All samsung products focus a lot on product benefits and features .
They want to provide a variety of benefits and features from a single
product
Most important feature is the integration and use of technology in
delivering the necessary value
Innovation is also a key criteria .
All samsung products focus on value for money . one of their positioning
is that of getting more than what you pay for .
10. They also position themselves as better providers of the points of
parity than their competitors
POSITIONING STATEMENT OF SAMSUNG
For every person who wants to get the maximum value for the price that
they pay .
The samsung electronics is an electronics firm that provides electronic
goods that satisfy all your explicit and implicit needs more than your
expectations .
Unlike other electronic firms , our products are innovative , at the same
time provides maximum value . on the whole its affordable luxury .
KEY INSIGHT – Innovation with value
Analysing the brand associations collated, it was observed that most of the consumer insights were
touching upon the following dimensions of the brand: innovation, market leadership, design,
performance, reliability and affordability. After many deliberations the group arrived at Innovation
with Value as the key insight. The “value” factor adds significance to the innovation by creating
solutions for the consumer and sales and revenue for the company. The key insight is validated even
when tested with Brand Key elements as it goes hand in hand with the Brand Essence.
1. Competitive Environment
2. Target
3. Consumer Insights
4. Benefits
5. Values and Personality
6. Reasons to believe
7. Discriminator
8. Brand essence
Also when looked from the Brand Dynamics Pyramid perspective, the key insight seats Samsung at
the highest pedestal of “Bonded”
Brand Dynamics Pyramid
1. Awareness
2. Relevance
3. Performance
4. Advantage
5. Bonded
11. From the Brand Pyramid perspective
Also the key insight with the use of “with value (to consumers)” addresses the top of the “Brand
Pyramid”:- Relationships
On doing a mental mapping within the group and by placing brand associations from the survey,
Samsung comes across as a soft, simple and rational and also sophisticated, exaggerated and
contemporary.
ANNEXURE
SURVEY QUESTIONNAIRE
1. Gender – Male, Female
2. Age - <25, 25-35, >35
3. Do u have any of the following manufactured by Samsung – Mobile, Tablet, TV, Camera,
Home apps, PC, Memory card
4. Are you satisfied with the product – Yes, No
5. Please describe the brand Samsung in one word
6. What do you think is the differentiating factor of Samsung compared with its competitors –
Affordable Price, Innovative design, cutting edge technology, Applications
7. Will you be ready to buy a Samsung product just because of its brand name
8. Do you believe Samsung could become the market leader in majority of their product
categories
9. Do you feel purchasing a Samsung product to be worth – Yes, No
The majority of the respondents were students of PGP 2. Apart from them survey was also
done with people outside BIM. Most of them were young professionals in various organizations. The
survey was clearly done only with the respondents who had prior exposure to products of Samsung
in order to avoid getting any guesses.