Samsung Repositioning

8/2/2019 Samsung Repositioning

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From Cheap to WOW

Samsung Mobile repositioning

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

Presented by :



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 byleveraging 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 toa better global society.



From Cheap to WOW !

• Till 1996, Samsung was a financially struggling companyknown primarily for its cheap microwaves and TVs.

• NOW It catches the pulse of the consumer; offers gooddesigns; understands emotion.

• Samsung had found its niche by focusing on innovativeproducts for the high-end market

• Lowering the price of a phone by just $20 in manycountries 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 peoplethrough 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, driversand students etc…



• The What Mobile I own ?Nokia leads with 36% (18

person) followed bySamsung 28% (14 person)



How much did I pay for mobile duringpurchase ?

20%

50%

18%

12%

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 ?

20%

50%

18%

12%

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?

30% users choose brand because of features

0 5 10 15

15

12

6

5

4

6

2

1

Others please specify

Catchy and attractive ads

Online / print / visual mediareviews

Peers / Family members usingthis brand and satisfied

Have been using this brand for

longPrice competitively

Better Features



How often do you change (or plan to changeyour mobile phone?

40% (20 person) are willing

to change their mobiles

after 2 years followed by

32% people within 1 – 2

years

10%

18%

32%

40% 0 – 05 months

6 months – 1 year

1 – 2 years

2 + years



Am I open to buying a different brand ?

Good to know…

54% spectrum of opportunity !



Value PropositionPrice

B e n e f i t s

More The Same Less

More

The Same

Less

IPHONEHTC

Blackberry

SamsungSONY

Nokia

SamsungLG

Q MobileChina

SimensMotrola



• Boom! The Last Four Months, SamsungSold One Galaxy S2 Every 1.3 Second

S2 Every 1.3 Seconds



Karachi



BIG BRANDSPerceptual Mapping



“Big 9” mobile phones brand

Rugged

Exciting / trendy

Reliable / Family

Successful

AppleNokiaSamsungHTCSiemensLGMotorola

SonyBlackBerry

NokiaS

iP

BB



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, eventsponsorship, sports event, productplacement and the Samsung experienceGallery,



Positioning Statement

‘’ To cater mobile professionals who need to

be always tuned with the ever changingtechnology and style, Samsung is theultimate solution that gives you userfriendly , cost effective, stylish andinnovative products to stay connected with

the fast moving world’’.



Inspire the World, Create the Future

CreativeSolutions

NewTechnology

Innovative

Products

Industry

Partner Employee

Vision 2020 of Samsung



As part of this vision, Samsung has mappedout a specific plan of reaching $400 billion in

revenue and becoming one of the world’s

top five brands by 2020. To this end,Samsung has also established three

strategic approaches in its management:

"Creativity," "Partnership," and "Talent."

Vision 2020 of Samsung



• Smart TV featuring Smart Interactiontechnology that hears you (VoiceControl) and reacts to you (GestureControl and Face Recognition

Samsung Galaxy Tab 8.9 power and speed of Android™

3.1, Honeycomb Widescreen HD (1280x800) viewingexperience on a brilliant 8.9" display ,full HTML Browserwith Adobe® Flash® Technology. Thinner, Lighter andStylish - Only .34" thin and 1.03 lbs

Latest releases by SamsungSmart TV featuring Smart Interactiontechnology that hears you (Voice Control)and reacts to you (Gesture Control and FaceRecognition

Samsung Repositioning

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