Samsung STPD & 4 P's

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Marketing Presentation on Samsung STPD& 4P’s

Transcript of Samsung STPD & 4 P's

Page 1: Samsung STPD & 4 P's

Marketing Presentation on

Samsung STPD& 4P’s

Page 2: Samsung STPD & 4 P's

Samsung

Korea based company established in 1969

Has operations in 217 countries across the world and employs around 240000 employees

Established in India in 1995

Samsung are leaders in TV and display, mobile segment has touched record high with the advent of android

Fortune named Samsung 34th most admired companies

Consumer electronic division alone has a operating profit of $ 218 Billion

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Market share • Overall percent of Samsung

electronics : 32%

• Refrigerator – 15%

• Air conditioner –13%

• Washing Machine –19.8%

• Television-17.2%

• Ultra book-10%

• Mobile – 34%

Refrigerator

Airconditioner

WashingMachine

Television

Ultra book

Mobile

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Refrigerators – RS21HUTPN

Samsung launched its refrigerators in India by 2003

Has two production refrigerator plants in India – Chennai & Noida

Refrigerator segments is one of the growing segment

Market growing at a rate 0f 15% every year, at a market size of 3.5 to 4 million units approx

Gaining market share by purely technical advancement

Rural demand at 25% and urban at 75%

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Segmentation:

Demographic segmentation : Socio Economic Class

Psychographic Segmentation : Lifestyle

Targeting:

SEC A1,A2 and A3

People concerned about environment

Hygienic people

Positioning:

Technologically very advanced

Energy efficient and spacious

Low Maintenance

Differentiation:

Twin cooling technology

Digital inverter compressors

Filtering and dispensing

Energy consumption

Silver Nano Particles & Dura Cool

STDP

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Product

* Refrigerators are luxury products

* Service: immediate delivery, customer training, Repair &maintenance

*Design: Stylish and involves all

latest technology

* Product Line: RS.. Model comes in diff. var

*Brand: Technically advanced

Refrigeration

Attractiveness of the market

offering

Product features

Services mix and quantity

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PRICESamsung refrigerators can be classified under More for More type,

RS21HUTPN is a prime example RS21HUTPN is priced at Rs. 91,500/- with all the latest technology,

“value pricing”Credit system in place – EMI and low interest rate financing Promotion Pricing – Special event pricing, Cash Rebates, Insurance

covers and warranties Differentiated Pricing – Product capacity difference, channel pricing,

Location Usually Indian customers are interested in products which offer an

discountCompetitor LG has priced the similar of dual door refrigerators at

1,00,000/-, other major competitors are Whirlpool

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Samsung Air conditioner(MAX AR24FC2UAE 2.0 TR, 2 Star)

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Segmentation

Demographic segmentation : Income, social class, family size

Psychographic Segmentation : Lifestyle

Targeting

People who wants ac’s with latest technology , with savings up to 60% power, Fastest cooling and compact design

Positioning

Samsung on ! Savings on!Links:

http://www.youtube.com/watch?v=y1y83MB27OI

http://www.youtube.com/watch?v=OH5_JdtCYA0&list=PLrYwxaV1xCxu4tWFjuWP-tp7xo8XD2uX5

Differentiation

Multi Jet Technology for efficient, fast cooling, Easy Installation

For efficient sleep and energy saving

Virus Doctor eliminates 99.99% of bacteria and virus. Withstands voltage fluctuations from 135V -290V with Stabilizer Free operation

STDP

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Product* Air conditioner are luxury products

* Service: immediate delivery, customer training, Repair & maintenance

*Brand: Technically advanced

*Mainly focusing on the people of middle class and they mainly concentrate on energy saving, virus free etc

*Product features will add benefit to target the audiences

* 3 years Warranty

Air conditioner

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PRICE• Range : 40,000 to 28,000

• Penetration pricing

• Good products at reasonable price

• It has market operating price where by the goods are sold by distributors and to the customers at fixed market price only

• Urban areas are still in focus

• Pricing is done based on competitors price

• Pricing is mainly focused on consumers income classes

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Samsung Washing machines

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Samsung Eco Bubble (WF165OWCW/TL)

• Samsung launched its washing machine(eco bubble technology) in 2010

• Its manufacturing plant is in Greater Noida, Noida

• Currently the market share of Samsung is 19.8%

• According to market share it is the second largest

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Segmentation

Geographic segmentation:

Tier I , Tier II cities

Demographic segmentation:

Based on the income and occupation of people

Targeting

People who are more sensitive to environment and electricity usage

People who wants all the benefits of dry cleaning without having to step out of the house ,spending time and money

Positioning

Technologically advanced

Energy efficient ( 70% less energy)

Eco- friendly

Differentiation

Eco bubble wash

Keep clothes looking new with Diamond Drum

Anti-limescale heater stays efficient for longer & 15’ quick wash

STDP

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Product• Brand: Identifying consumer requirements

with well engineered and stylish designed washing machines

• Shrink Packaging: It reduces the box weight by 44% and wastes by more than 20%

• Variety: Different varieties from technology prospective e.g. WF1650NCW/TL, WF1124XAC , WF1600NCW/TL etc.

• Design: It was designed to reduce time, vibration and energy efficient

• Features: Child proof display lock system, Delay end

• Service: They have a very good service coverage and quality centers

Washing

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Price• Samsung washing machine (WF1650WCW/TL) price is Rs 30,490

• Its price starts from Rs 27,990 – 81,990(More the benefit, more the price)

• In terms of availability it is found in all Tier-I ,Tier-II cities

• Higher end product

• 5 years guarantee are offered for the product

• Offers discount during festive seasons to increase the sale

• Usually Indian customers are interested in products which offer an discount

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Place(Home appliances) Samsung India is the distribution hub of South West Asia Regional operations

Samsung home appliances are available in every part of the nation

RS21HUTPN( refrigerator) which is predominantly for SEC 1,2 and 3 is mostly available in urban localities

There more than 5501 dealers across the country

Broadly two ways of reaching the customers, physical channel and online shopping

Channels are mainly of two kinds; One way channel:

Two way channel:

Comp. Ware House

Distributors Sub.

DistributorsCustomers

Comp. Ware House

BrandShop/ DirectDeale

rsCustomers

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Promotion( Home appliances)

• Samsung usually spend huge money on marketing and advertising, its advertising and marketing budget is around USD $ 3B

• TV advertisements, rich and stylish TV commercials , print media

• Samsung has been sponsors of many event like Olympics games, football matches, cricket match, marathons etc

• Frequent sales discount are announced and also they have the festival season offers

• Brand ambassadors is PriyankaChopra

• Highlighting the innovative features of the product through adds

• Social networking (Face book, Twitter )

• Distributing Pamphlets

• Online deals and referrals

• Hoardings on national highways

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Competitors

• Whirlpool

• Panasonic

• LG

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Samsung TelevisionsSamsung electronics commenced its operation in India in 1995

Has two production plants in India – Chennai & Noida

Samsung India is a market leader in product categories like LED TVs and LCD TVs

It has been ranked 19 among top 100 global brands in a brand value survey in 2011 conducted by Business Week and Interbrand

Samsung launched the F8000 smart TV in June 2013

Experts say that due to increasing familiarity with apps and rising spending power of consumers in India will boost the demand for smart TVs

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Segmentation

Geographic Segmentation: Available mainly in urban areas

Demographic Segmentation: Based on the income of people, Based on occupation

Psychographic Segmentation:

Lifestyle

Value and benefits that they carry

Targeting

SEC A1 and A2; people who have more disposable income

People who want to be technologically advanced

Ambitious personality

Positioning

Samsung positioned this model as a TV which is future ready with smart evolution

“So smart and vivid, its TV reinvented”

It also positioned it as a new technology in the world of Television

Differentiation

It has a voice and gesture recognition technology, interacting with users as they speak and gesture

It is smart enough to analyze and keep track of user’s TV viewing behaviors

It enables the users to make quick and easy access to rich contents like VOD services

It also has a CPU with a quad core processor

STDP

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Product

• Features :Excitingly new features which no other brand has come up with

• Brand : Samsung created a brand name through it’s three key strengths i.e. “New Technology”, “Innovative Products” and “Creative Solutions”

• Packaging : Thinner LED TVs requires less packaging and less room, thereby reducing transportation costs and also helps in saving the environment

• Service :Samsung has a huge chain of service centers

• Warranties :It gives warranties and extended warranties which formally states the expected product performance by the manufacturer

entertainment

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PriceSamsung F8000 TV can be classified under More for More type

F8000 is priced using premium pricing strategy at Rs. 1,55,500/- for a 46 inch TV and goes as high as Rs. 3,85,500/- for a 65 inch TV

Since the target customer belong to SEC A1 and A2 there is no burden on customer as such

The company also gives discount and festive offers which attracts customers

It is priced high because of the value and benefits it gives to its owners

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PlaceSamsung TVs are available in every part of the country, but this model, F8000 is

designed for SEC A1 and A2, who are available mainly in urban areas

Samsung has more than 5000 authorized dealers in India

Apart from physical channel, Samsung also sells its product online

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Distribution Channel of Samsung TVs

Company’s Manufacturing Unit

(Sriperumbudur, Chennai)

C&F Agents (One in each State)

Distributors

Small Dealers /Retailers

Big RetailersRetail Chains (eg. Ezone, Next, etc.

Franchised Outlets

Digital Plaza Digital Homes Digital Worlds

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PromotionsSamsung usually spend huge money on marketing and advertising, its advertising

and marketing budget is around USD $ 3B

TV advertisements, rich and stylish TV commercials

Samsung has been sponsors of many event like Olympics games, football matches, cricket match, marathons etc

Frequent sales discount are announced and also they have the festival season offers

Free accessories provided with the product

http://www.youtube.com/watch?v=uXuuyg6NaRY

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Ultrabook( NP900X3A-A03US)

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Segmentation

Geographic Segmentation: tier 1 and 2

Demographic Segmentation:

Income - Upper middle and High class

Behavioral Segmentation:

Benefits –Quality, economy and speed

Based on status

Targeting

Mainly targeting central cities

SEC A1, A2 and A3 for those people who have more disposable income – like Business personalities

Positioning

Light weight

Powerful Processing

Power Back up in 3 Seconds with Fast Start

Differentiation

Longer Battery Life and Life Span

Duralumin, the New Definition of Lightweight

Super Bright Screens with 400nit brightness

Longer Battery Life and Life Span

Intuitive Navigation include 3D image sensing

Own Korea team cutting edge design

STDP

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Product

• Product line consist of 3 series

• Mainly aimed High income class people

• Designed by own Korea team

• fashionable and cutting edge design

• 3 year warranty for free

• Fit into premium product category like apple

Computing

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Price

• Range starting from 105000

• Warranty and insurance covered by price

• Credit system in place – EMI and low interest rate financing

• Profit oriented pricing approach

• pricing is fixed after considering Competitors and distributors

• High end premium price

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Place

• Distributed to tier 1 and tier 2 cities

• It has its own Samsung outlets in all major cities

• Institutional sales are taken care by vertical market business department

• It has effective distribution system and after sales service

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Promotion• spending millions of dollars for marketing and advertising

• actively involved in sponsoring for various sorts activities

• associated with Olympic games and Asian games for many years

• it actively promotes its products through social media campaigns

Competitors

• Lenovo

• apple

• Dell

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Samsung Phone(Galaxy Grand)

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STDP

Geographic- Mostly urban areas

Demographic-Age, Sec class and Occupation

Age group : of 16-29 yearsSec class - A2,A3,B1Professional and business

man

The company has shunted its digital imaging unit sideways so that it sits under the giant umbrella of the mobile division, in the hope of combining "technical know-how" in these two areas and ultimately "differentiating" its smartphoneswith better camera technology.

Advanced technology at relatively lower cost

Segmentation Targeting

Positioning Differentiation

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Product

• Mobiles are becoming necessities

• Service: Samsung smart cafe’s

• Brand : Technically advancedMobile

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Mobiles are considered as necessities

Samsung mobiles can be classified under More for More type, Samsung Galaxy Grand is a prime example

Samsung galaxy grand is priced at Rs. 17,099/- with all the latest technology

Since the target customer belong to SEC 1,2 and 3 there is no burden on customer as such

Usually Indian customers are interested in products which offer an discount

Competitor Sony has priced the similar kind of sets at 16000/-, other major competitors are Nokia, Micromax, HTC

Price:

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Place :

Samsung mobiles are available in every part of the nation, but this

model Grand which is predominantly for SEC 1,2 and 3 is mostly

available in urban localities

There more than 5501 dealers across the country

Samsung India is the distribution hub of south west Asia regional

operations

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Promotion:

Samsung usually spend huge money on marketing and advertising, its advertising and marketing

budget is around USD $ 3B

TV advertisements, rich and stylish TV commercials

Samsung has been sponsors of many event like Olympics games, football matches, cricket match,

marathons etc

Frequent sales discount are announced and also they have the festival season offers

Free accessories provided with the product

brand ambassadors is Aamir Khan ( Mobile Phones)

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