Samsung Mobile repositioning

From Cheap to WOW Presented by :

Dr. Imran Khan (5661) Aqib Maniar (12472) Zeeshan Valliani (12543) Asad Jaffri (12451)

From Connecting People to All in Palm

Inspire the World, Create the Future."

SAMSUNG ?
Samsung Group is a South Korean industrial group with a product portfolio ranging from electronics, finance, construction to other services.

Vision : This new vision reflects Samsung Electronics commitment to inspiring its communities by leveraging Samsung's three key strengths: "New Technology," "Innovative Products," and "Creative Solutions."

Mission
To devote our talent and technology to creating superior products and services that contribute to a better global society.

From Cheap to WOW !

Till 1996, Samsung was a financially struggling company known primarily for its cheap microwaves and TVs.
NOW It catches the pulse of the consumer; offers good designs; understands emotion. Samsung had found its niche by focusing on innovative products for the high-end market

Lowering the price of a phone by just $20 in many countries could increase its affordability by 43%.

Strategies Adopted
Changing brand image. Taking Brand repositioning cost as long term investment. Proactive measures for reactions from competitors. Renewed pricing strategy. Focus on research and development and innovation.

Marketing Research

Questionnaire
Open Original format survey form

2nd page
Open Original format survey form

The response An Overview

The Questionnaire was sent to 60 people through email Received response from 40 people Physically administered the survey = 10 person

Total responses received are 50

 The

The respondents An Overview

The internet respondents included students, professionals, housewives etc Physical respondents included workers, drivers and students etc

 The

What Mobile I own ?

Nokia leads with 36% (18 person) followed by Samsung 28% (14 person)

How much did I pay for mobile during purchase ?

12% 18% 20%

50%

Below 5000

5001 10000

10,001 20,000

Above 20,000

Maximum 25 persons (50%) are in 5001-10000Rs category, followed by 10 person in Below 5000Rs Category

How much did I pay for mobile during purchase ?

12% 18% 20%

50%

Below 5000

5001 10000

10,001 20,000

Above 20,000

It indicates that people go all out and spend more to get a better deal !!! Spending more money on mobile phones

Why did you choose this brand over other?

Others please specify Catchy and attractive ads Online / print / visual media reviews Peers / Family members using this brand and satisfied Have been using this brand for long Price competitively 1 4 5 6 12

2 6

15
Better Features

10

15

30% users choose brand because of features

How often do you change (or plan to change your mobile phone?
10%

40%

18%

0 05 months 6 months 1 year 1 2 years 2 + years

32%

40% (20 person) are willing to change their mobiles after 2 years followed by 32% people within 1 2 years

Am I open to buying a different brand ?

Good to know

54% spectrum of opportunity !

Value Proposition
Price
More The Same Less Nokia More IPHONE HTC Blackberry Samsung SONY

Benefits

The Same

Samsung LG

Less

Q Mobile China Simens Motrola

 Boom! The Last Four Months, Samsung Sold One Galaxy S2 Every 1.3 Second S2 Every 1.3 Seconds

Karachi

Perceptual Mapping

BIG BRANDS

Successful
iP

BB

Nokia

Exciting / trendy

Reliable / Family

Apple Nokia Samsung HTC Siemens LG Motorola Sony BlackBerry

Rugged

Big 9 mobile phones brand

Plethora of Mobile phone features

Fit attributes - Position

#1 . Preferred good Internet access #2 . Long Battery life #3 . Easy to use #4 . Camera and Touch Screen #5 . Fast and good speakers

Brand Communication
Mass Media advertising, event sponsorship, sports event, product placement and the Samsung experience Gallery,

Positioning Statement
To cater mobile professionals who need to be always tuned with the ever changing technology and style, Samsung is the ultimate solution that gives you user friendly , cost effective, stylish and innovative products to stay connected with the fast moving world.

Vision 2020 of Samsung

Inspire the World, Create the Future

Creative Solutions

Industry

New
Technology

Innovative

Products

Partner

Employee

Vision 2020 of Samsung

As part of this vision, Samsung has mapped out a specific plan of reaching $400 billion in revenue and becoming one of the worlds top five brands by 2020. To this end, Samsung has also established three strategic approaches in its management: "Creativity," "Partnership," and "Talent."

Latest releases by Samsung

Smart TV featuring Smart Interaction technology that hears you (Voice Control) and reacts to you (Gesture Control and Face Recognition Samsung Galaxy Tab 8.9 power and speed of Android 3.1, Honeycomb Widescreen HD (1280x800) viewing experience on a brilliant 8.9" display ,full HTML Browser with Adobe Flash Technology. Thinner, Lighter and Stylish - Only .34" thin and 1.03 lbs

Smart TV featuring Smart Interaction technology that hears you (Voice Control) and reacts to you (Gesture Control and Face Recognition