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Transcript of Samsung_Presentation_ver1.3
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23rdJanuary, 2011
Marketing PresentationMarketing Presentation
Azmeena Merchant
Pamela Fernandes
Paresh Bajetha
Philip Menezes
Vidhan Yadav
Vinaikrishnan Nair
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Product Category
Mobile Handsets
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Overall Market Size
The total cellular phone market in India is pegged at Rs. 70,000 crores a year
100 Million mobile phones estimated to have been sold in 2009
The number of mobile phone subscribers crossed 700 million in October
2010, which means given the population of just over 1 billion Seven out of 10
Indians have a cell phone connection.
Handset market grows 3.5% to 40 million in Q3, 2010
Indias mobile connections at 687.71 million Q3. 2010
India has around 81 Mobile phone companies .
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Market Share of Manufacturers
Nokia
52%
Samsung
17%LG
6%
Sony
Ericsson
3%
Micromax
4%Karbonn
3%
Others
15%
Nokia is still the Market Leader with 52% market share at 2010, dropping done from
64% in 2009
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Demographic Landscape
23 % of Population falls between the Age Group of 25 to 34
45 % of Population falls between the household Income Group > Rs.7001
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CompanyOverview
The Samsung Group is Koreas largest company leading several industries in theworld.
Samsung Group comprises of
Samsung Electronics - The worlds largest electronics company
Samsung Heavy industries One of the largest Ship Builders in the world
Samsung Engineering & Construction A major global construction company
Samsung in Korean stands for Tristar or Three Stars
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CompanyOverview
A Digital Leader A Global Citizen A multi-faceted family of companies an ethical
businessSamsung is all of these and more
Year Snapshot
1938 Founding Chairman Byung-Chull Lee started a business in Taegu Korea,
with 30,000 won
1970 Strategic Foundations laid for its future growth by investing in heavy,
chemical and petrochemical industries
1980 Core Technology Businesses diversified and expanded globally during the
late 1970s and early 1980s
1990 Refocus on business strategy and hi-tech service offerings
1994 Revolutionized its business through a dedication to make world-class
products, providing total customer satisfaction and being a goodcorporate citizen All under the vision of quality first
1997 Sustained its leadership in electronics , finances & related services inspite
of the financial crisis that hit Asia
2000 Bringing in competitive products and constant innovation
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Values & Philosophy
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Vision
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Product Umbrella
SAMSUNG
TV/Audio/Video
Television
DVD Player
Blue Ray
Home Theatre
MultimediaPlayer
Camera /
Camcorder
Digital Camera
DigitalCamcorder
Home Appliances
Refrigerator
Air conditioner
MicrowaveOven
WashingMachine
SmartOven
PC Peripherals /Printer
Notebook
Monitor
OpticalDiskDrive
External HDD
Laser Printer
Mobile Phones
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Range of Mobiles
Touch Phone
Style Phone
Multimedia Phone
Business Phone
Guru Series
Dual Sim Phone
CDMA Phone
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Key Players
International Players Domestic Players
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Introducing Galaxy S
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Marketing Mix of Galaxy S
Product
Innovation is clearly the focus of Samsung Galaxy S. Loaded with features like Layar Reality & SWYPE Keyboard
Price
Samsung Galaxy S is available in the price band of Rs. 28000 to Rs.32000
Website Direct Dealers Retailer
Rs. 31500 Rs. 28560 Rs. 28000
Promotion
The SAMSUNG brand stands for qualities of innovation, change, discovery, self-expression and excellence in
performance. And these very same qualities are epitomized by Aamir Khan, whose quality and depth of work
as well as versatility as an actor, have made him a much loved and respected actor in India today. We are
indeed very proud and privileged to have him as our Brand Ambassador".
Place
One Level Channel
Brand Shop Customers
Direct Dealers Customers
Two Level Channel
Distributors Sub-Dealers Customers
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Marketing Mix of iPhone
Product
Focus on innovative features, visual appeal
Price
iPhone is available in the price band of Rs. 30000 to Rs.50000
Website Direct Dealers Retailer
No price 32060/37409/47500 30500/33500 / 39000
Promotion
Word of mouth. Indirect Promotions by internet.
Place
Authorized Apple Dealers & Cellular Service provider outlets (Airtel & Vodafone)
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Segmentation(1)
Geographic (Where)
Major Cities Mumbai, Delhi, Chennai, Bangalore, Hyderabad, Calcutta
Other Cities Ahmedabad, Surat, Nagpur, Aurangabad, Chandigarh
Psychographic (How)
Life Style Status Seekers
Personality Extrovert
Demographic (Who)
Age 25 to 44 (Approx)
Gender Male & Female
Occupation Corporate Employees , Businessmen, Students
Income Above 20K per month.. (Direct Income or surrogate
income)
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Demographic Landscape
23 % of Population falls between the Age Group of 25 to 34
18% of population falls between the age group of 35-44
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Segmentation(1)
Geographic (Where)
Major Cities Mumbai, Delhi, Chennai, Bangalore, Hyderabad, Calcutta
Other Cities Ahmedabad, Surat, Nagpur, Aurangabad, Chandigarh
Psychographic (How)
Life Style Status Seekers
Personality Extrovert
Demographic (Who)
Age 25 to 44 (Approx)
Gender Male & Female
Occupation Corporate Employees , Businessmen, Students
Income Above 20K per month.. (Direct Income or surrogate
income)
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Segmentation..(2)
Behavioral (When/What/Why)
Benefit
Quality
Ease in Use
Speed
Internet ConnectivityUse Related
Heavy & Medium Users
Aware, Interested & Enthusiastic
Time Objective
Work
Fun
Leisure
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Recommendations
Increase Visibility in Corporate Circle by tying Up with MNC's for Bulk Orders atdiscounted rates
Tie with Service Providers like Airtel, Vodafone to promote Handsets bundled with
select plans
Break in to the age bracket of 25-30 (Young Users but relatively lesser purchasecapacity)
Tie up with Banks issuing credit cards with 0 schemes on purchase of Phones
Save The Planet Campaign- ( Focus on Mobile Banking, e-statements etc)
Samsung Scholarship for Education of the Girl Child
Extend the reach of Samsung Mobile Galleries
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Thank you