1. 1. Subject : Marketing Strategy
2. 2. GROUP MEMBER Neha Bharekar ( M-3206) Krupali Dandekar (M-3210) Geeta Kuri ( M-3226) Nipun Sharma (M-3246) Savita Doke ( M-3259)
3. 3. SAMSUNG According to the founder of Samsung Group, the meaning of the Korean word Samsung is "tristar" or "three stars". The word "three" represents something "big, numerous and powerful"; the "stars" Introduction The founder of Samsung
4. 4. BRIEF HISTORY Samsung was built in 1938. In 1960s,Its first product was a black-and-white television set. The father of Samsung was dead in 1987. After that ,Samsung group was separated into four business group. Samsung started to rise an international corporation in the 1990s.Samsung became the largest producer of memory chips in world in 1992. Samsung Electronics overtook Sony as one of the worlds most popular consumer electronics brands and overtook Apple to become the worlds Largest Smartphone maker.
5. 5. SAMSUNG PRODUCTS Samsung digital camera Samsung mobile phone Samsung Home appliances
6. 6. STP FOR SAMSUNG SEGMENTATION: One of the fundamental principles of marketing is the segmentation of the market. GEOGRAPHIC It has Samsung Guru Segment for rural areas as well as Galaxy segment for urban areas. It has something for everyone. DEMOGRAPHIC Samsung has mobile phones for youth, age of 16-29, for businessmen etc. for middleclass youth it has Samsung Guru which is for govt. lower class workers also. Samsung Galaxy is a good option for youth as it has many attractive features as Wi-Fi, 3G. Galaxy is also for Businessmen. Samsung has partnered with IT industry leaders to bring you the most relevant enterprise solutions & the Galaxy S II is ready for serious enterprise usage. PSYCHOGRAPHIC Samsung mobile is available for those customers too who have their choice based on their lifestyle. Samsung came with some so fancy mobile phones specially for girls and cheaper touch screen stylish phones so that everyone can enjoy touch screen
7. 7. STP FOR SAMSUNG TARGETING: After segmenting the market based on the different groups and classes, the targets need to be chosen. Samsung mobiles have the following target customers: Trendy young people. Professionals. Large businesses. The common cellular phone users. Organizations such as: services to public safety, the government, and both utility and manufacturing enterprises. Institutional sales for colleges. Target is not only number driven but also about acquiring and retaining customers.
8. 8. STP FOR SAMSUNG POSITIONING: Positioning is about the customer perception about the brand as being different from the other brands on specific dimension including product attributes. The strategies adopted by Samsung to position itself in the Mobile Phone market are as follows: It focuses more on the real margin which comes from mid-to-high- end segments Samsung Concept Store Market making & category creation in small towns Wider Care Network Access to Samsung care line Pioneering in the 3G segment of mobile phones. Branded itself as a synonym for quality. Created a Unique Brand Image for itself as a high end value driven brand.
9. 9. PRICING Skimming Pricing PRICE Penetration Pricing Skimming to Penetration Samsung Champ Samsung Guru Samsung Galaxy Note Samsung Galaxy Grand Samsung Galaxy Ace
10. 10. B.C.G MATRIX CASH GENERATION HIGH LOW HIGH CASH USAGE LOW ? CASH COW DOG 1. Samsung galaxy grand 2. Samsung Tablets Samsung CDMA PrimoSamsung Galaxy ACE Samsung Galaxy Young Samsung Champ 1. Samsung galaxy S series 2. Samsung galaxy Note
11. 11. BRIEF HISTORY 1865 From the foundations tobecoming a major industrial force: Nokia Ab. was created in 1865, when Fredrik Idestam established a paper mill at the Tammerkoski Rapids in south-western Finland. Nokia was named for the river, next to which the pulp mill was created. 1968-1991 for a pioneering role in the early evolution of mobile communications: The newly formed Nokia Corporation was ideally positioned for a pioneering role in the early evolution of mobile communications. 1992 essential strategic decisions: Nokia decided to focus on its telecommunications business. This was probably the most important strategic decision in its history. 1994 - first satellite call : The worlds first satellite call is made, using a Nokia GSM handset
12. 12. STP FOR NOKIA Segmentation Niche Marketing Nokia also has products for customer groups seeking a distinctive mix of benefits and are ready to pay a premium price for it. E.g. Nokia Lumia 925, Lumia 920. Demographic Segmentation High Income Group Caters to the upper segment of the society with high purchasing power .e.g. Nokia Asha501, Lumia925, Lumia920, Lumia625, Lumia720, etc. Medium Income Group Caters to the segments which give more importance to the value for money. Example of phone for this segment are Nokia Asha 206, Asha 205, etc. Low Income Group Caters to this segment which have very low income and use mobile phones only for calling purpose. Example of offering for this segment are Nokia 106, Nokia 111, Nokia 112, Nokia 103, Nokia 113, Nokia 100, Nokia 101 etc. Psychographic Segmentation Lifestyle Achievers- Looking for design and style, followers of trends and fashion and have active lifestyle Nokia Lumia1020. Strivers- Combination of ease of use and elegant looks. Want seamlessly connected and in best possible way Nokia 6110 Navigator.
13. 13. STP FOR NOKIA Nokia Target Market Selection Selective Specialization Nokia has selected a number of segments and has come out with products for each of them thereby ensuring its presence in the complete market
14. 14. STP FOR NOKIA POSITIONING:- Nokia has been very successful in this strategy. Nokia has created a distinct position in customer mind by:- Nokia logo: Slogan: Know your past, create the future StandardmRingtone Standard message tone. Long battery backup. User friendly mobiles. The specific message that is conveyed to the customers in every advertisement is: Nokia enable you to get more out of life. These specific aspects have been embedded into the mindset of the consumer in such a way that every time they saw the logo or heard the ringtone they associate it with a Nokia product. Hence Nokia has been very successful in positioning it products in the market.
15. 15. PRICING STRATEGY Nokias Pricing Strategy Penetration Pricing 1. Used to gain instant market share in a new market. 2. Well know companies like Nokia do it with new products that carry new technologies to take more market share from competitors. Competitor BasedPricing 1. Used when there is a lot of competition in the market. 2. When a company is looking to take another companys market share by offering similar products at a lower price.
16. 16. NOKIA VS SAMSUNG Nokia has concentrated its efforts on design and it has consumers among businessmen Nokia is a traditional brand.Its logo is connecting people Nokia is considered of a very high quality by segment of consumer between 20 to 50 years of age. Nokia has concentrated its efforts on design forgetting that function is more important Samsung has market leadership through its innovative and hot mobile phones and it has young consumers Samsung is a young brand.Its new logo is with Samsung its not that hard to imagine Samsung is considered of a medium high quality by segment of consumer between 15 to 35 years of age. Samsung has spent money on the latest high tech device. It has exploited technology and produced increasingly small hand set.
17. 17. CONCLUSION Nokia is better than Samsung but Samsung beat the Nokia. The competition between Nokia & Samsung is very tuff. Samsung has brought in innovation but Nokia had led back in the race. Samsung has taken a crown of market leader which was earlier possessed by Nokia The struggle will probably never end..