Samsung Mobile Marketing Strategy

Table of Contents

Sr. no Title Page no Executive Summary

1 Situational Analysis

1.1 Industry Analysis

1.2 User Profile

1.3 Buyer Decision Process

1.4 Company Analysis

1.5 Product and Price

2 IMC Plan

2.1 Target Market

2.2 Objectives

2.3 Creative Recommendations

2.4 Media Recommendations

2.5 Trade Oriented Sales Promotion

2.6 Consumer Oriented Sales Promotion

2.7 Flowchart

3 Measurement and Evaluation

4 Conclusion References Exhibit 1 Samsung SWOT Exhibit 2 Samsung Taglines

Executive Summary

This report is about IMC individual project for MBA FT programme in Nirma University. The topic is Design of IMC programme to launch Samsung Galaxy Round in India. Target audience is upper class, age 18-50, metropolitan

This year Apple got a patent on OLED display and rumors and leaked information till date shows Apple will also be working on such smartphone displays. The pressure definitely builds up with three competitors. It is speculated the two korean companies will try and buckle up mass production of flexible displays to flood the market before Apple brings one. Apple might go for such a phone in 2015.While the International smartphone industry go through all the flexi-upheavals, India will remain away from the flexible phones. These will come at a premium price point making them unaffordable. They will reach only few pockets, and we will have to wait for some time till Chinese manufacturers comes with cheaper flexible options. This we do not see happening in 2014. [2]

Competition Review:

Direct: Apple

Apple

Apple iPhone

Being the BMW in mobile devices, Iphone not only capture the most wanted properties such as multisensitive touching and scratching resistance screen, innovative voice mail system, but also embodied the brand culture of an easy lifestyle as long as cleverness that Apple keeps on building. Owning an Iphone became the choice of those who admire high-tech devices and leisure and comfortable life [3].

Galaxy Note 3

It is the high end phone of Samsung and has most of features/specifications of Galaxy round with extra advantage of better battery life and

They are showcasing the innovative technology. Samsung sends a certain message to prospective buyers highlighting features that other companies such as Apple are just beginning to implement. Samsung has perceptually

“Category Development Index (CDI) measures the sales performance of a category of goods or services within a specific group, compared with its average performance among all consumers.

Brand Development Index (BDI) quantifies how well a brand performs within a specific group of customers, compared with its average performance among all customers. That is, it measures the relative sales strength of a brand within a specific market.”

CGI is expected to be high as more people use phone in urban areas in comparison to rural. BDI is also expected to be favorable as brands like Micromax and Karbon are popular in rural. Target Customer all adults from 20 to 50 who are ready to pay premium price for one of the best touch phone experiences

Previous plans have been successful as Samsung has replaced Nokia as market leader. Their “Designed for humans” was an attempt to shift the brand from cheaper alternative of apple to better design and experience. Though it was also joked on social media but it gave Samsung more