This document outlines a marketing plan to introduce the Samsung U700 mobile phone. It begins with an analysis of the competitive mobile phone market and Samsung's position. An integrated marketing communication strategy is then proposed, including opening an information atelier, cinema advertising, mirror ads, information vendors, magazine ads, and bookmarks. A timeline and budget of approximately 12 million baht is presented. Additional long-term suggestions include opening an education center and sales agent awards to strengthen Samsung's brand and relationships.
hi friends, this presentation is about the brand "SONY" which will talk about its customer target ,groups and the pricing depending on customer's income and which product is more famous among the people.
It contains the general imformation about the brand SONY. Two hypothesis has een chosen and data has been collected accordingly. Based on the data analysis we have given the final conclusions.
Nokia (Finland) has existed in this industry since time immemorial. Using its intelligence and the emerging technology from time to time, it exhibits the reputation of the leading contender that it enjoys today. Samsung (South Korea), on the other hand, rushed into the mobile phone industry like a gush of strong wind, but has been making quite an impact to consumers.
The question, who's better? This presentation that can also be seen at www.youtube.com/watch?v=G_NNE4dZngg aims to compare #CheapSamsungPhones with Nokia phones in terms of strengths and weaknesses.
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hi friends, this presentation is about the brand "SONY" which will talk about its customer target ,groups and the pricing depending on customer's income and which product is more famous among the people.
It contains the general imformation about the brand SONY. Two hypothesis has een chosen and data has been collected accordingly. Based on the data analysis we have given the final conclusions.
Nokia (Finland) has existed in this industry since time immemorial. Using its intelligence and the emerging technology from time to time, it exhibits the reputation of the leading contender that it enjoys today. Samsung (South Korea), on the other hand, rushed into the mobile phone industry like a gush of strong wind, but has been making quite an impact to consumers.
The question, who's better? This presentation that can also be seen at www.youtube.com/watch?v=G_NNE4dZngg aims to compare #CheapSamsungPhones with Nokia phones in terms of strengths and weaknesses.
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So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
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10. Market Share 2006
7%
4%2% 6%
8% 65%
8%
Nokia Motorola Samsung
i-Mobile Sony Ericsson LG
Others
11. Nokia
• Market Leader – 65% market share
–Easy to use
–Variety of products for different
target groups
–Reasonable prices
– Localized marketing strategies
12. Nokia
Brand of mind
Motorola
20%
Others
Samsung
22%
Sony
Ericsson
2%
Nokia 1%
55%
13. Nokia
Best in Technology
Samsung
16%
Sony
Ericsson
25%
Nokia
59%
17. i-Mobile
• Thai company from Smart Corporation
• High growth rate (43% domestic,
800% worldwide)
• Unique and various multimedia
functions
• 7% market share
• Service center nationwide
18. Sony Ericsson
• 4% market share
• Use its sub-brand reputation – Sony
Walkman, Sony Cybershot
• Hard to use
• 2007 Strategic plan
– Prices cut
• Comparable model: Sony Ericsson
W880i
19. LG
• 2% market share
• 2007 Strategic plan
–Road shows
– point-of-sale- purchase promotion
– launch 30 models - emphasize on
the multimedia functions
• Comparable model: LG KE 970 Shine
27. SWOT Analysis
• Strengths
–World-class brand
–Brand in mind for best design
–Recognition for its good imaging
and sound
28. SWOT Analysis
• Weaknesses
–Fingerprints are left
–No radio function
–Few Samsung shop
29. SWOT Analysis
• Opportunities
–More stable political stability
spending confidence
–Mobile phone as the fifth living
element
–Samsung as the best brand in
design
–More fashionable lifestyle
30. SWOT Analysis
• Threats
– High Competition
– Lots of mobile phones launched
prices cut many features at
lower prices
–Conflict with Sam Corporation
negative image
– Existence of market leader
38. Creative Strategy
“ Imagine Perfect
Integration of Lifestyles ”
• Music Lover-
Lifestyle
– The scroll navigator
– ICEpower®
Technology by
Bang&Olufsen
39. Creative Strategy
“ Imagine Perfect
Integration of Lifestyles ”
• Artistic-Lifestyle
– Auto-focus of
build-in camera
– Front camera
• Business-Lifestyle
- HSDPA 3.6
-full internet browsing
67. Advertisement in Magazine
• Reading magazines is the 3rd popular
hobby
Music
9%
Exercise
2%
Internet
11%
Magazine
17%
Others
2%
Shopping
22%
Movies
37%
68. Advertisement in Magazine
• Women magazine Cleo
Preaw
19%
Ther-Kub-
Chun
12%
Others
3%
Cleo
43%
Cosmopoli
tan
23%
73. Gantt Chart (Timeline)
IMC Nov
‘07
Dec
’07
Jan
‘08
Samsung U700 Atelier
Cinema Advertising
U700 Mirror Advertisement
U700 Information Vendor
Advertisement in Magazines
Free Bookmark in Magazines
75. Budgeting
1. Samsung U700 Atelier
Studio’s Construction 1,000,000
Space Rental Fee (3 months) 6,500,000
Total 7,500,000
2. Cinema Advertising
Production of Advertisement 1,000,000
Show Period (3 months) 1,500,000
Total 2,500,000
76. Budgeting
3. Samsung U700 Mirror Advertisement
Printing Costs (x20) 10,000
Rental Fee (3 months) 180,000
Total 190,000
4. Samsung U700 Information Vendor
Vending Machine (x10) 1,500,000
Space Rental Fees (3 months) 30,000
Total 1,530,000
77. Budgeting
5. Samsung U700 Advertisement in
magazines
Publishing Fees (3 months) 220,000
Total 220,000
6. Samsung U700 Bookmark in
magazines
Printing Cost 25,000
Publishing Fees (1 Period) 20,000
Total 45,000
80. Additional Suggestions
• To create strong brand image
• To increase customers’ confidence
• Influenced by conflict with Sam
Corporation
81. Additional Suggestions
1. Education Center by Samsung
• For children
• Educational and entertainment area –
music, movie, computer, future zone
• Resting area for parents
• Build relationships
• Familiar with Samsung Grow up
Use Samsung’s products
82. Additional Suggestions
2. Samsung Top Agent Awards
• Annual top sales ranking
• Two levels:
• 3 Chain stores and modern trade
• 10 Small retailers
• Free trip to foreign country
• Improve image and relationships with
distributors
• Stimulate sales
