PowerPoint Presentation

GROUP MEMBERS:-Muhammad UsamaLuqman YunasATIQ UR REHMANABDUL GHAFFAR KHANABDUL MUTALProject of Principle of Marketing

COMPANY REVIEW

Samsung was founded byLee Byung- Chullin 1938 as a trading companySouth Korean companyLargest Information Technology company measured by 2011 revenues Assembly plantsand sales networks in 61 countries

Introduction

In first quarter of 2012, Samsung became worlds largest mobile phone makerby unit sales, overtakingNokia, which had been the market leader since 1998In third quarter of 2012, it sold 98 million phones, of which 55 million were smartphonesCont..

Samsung logo

First logo was developed in the year 1958

2nd logo from the year 1979-1993

It was the present logo of Samsung from the year 1993

Tagline:Inspire the World, Create the Future

Lee Kun-Hee (Chairman & CEO)

Products

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In the Micro Environment of company its includes the company suppliers because even the slightest delay in receiving supplies can result in dissatisfaction.Marketing Intermediaries which refers to reseller of the products.Competitors are also factor in the micro environment & include companies with similar offerings for goods and services.Micro Environment

Companys Macro Environment includesDemographyEconomic EnvironmentThe technological environmentThe political environment

Macro Environment

The pricing of the productPlacement of the productDistribution of the product The market segmentation

Marketing Mix of the brandProduct Customer SolutionPrice Customer CostPlace ConveniencePromotion Communication

Marketing strategy and Marketing Mix

Sony: is a good competitor due to its brand loyalty and its market value for its productsLG: LG is now a days making efforts and trying to have a competition in the market.Toshiba: Moving towards the latest technology in LED TVsPanasonic: Creating new ideas in LED.Apple: Also creating innovative ideas

Major Competitors of the Selected Product

Culture: Moving from TV Monitor screen LCD screen LED TV

Social aspect: Family environment, Social communications

Personal factors: Lifestyle, Salaries, status

Psychological: Motivation, Perception and Learning

Characteristics affecting consumer behavior

Samsung vs. apple iphone

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The process of breaking of buyers into groups that are different from each other but internally similarWhy Segment???Segmentation allows us to chose which buyers to target and provides important insights as to how to appeal to them.

What is Market Segment??

Market Segmentation characteristics

Geographic Segmentation:-Samsung geographic segmentation is world wide, they sell their phones in 61 different countries. They make slight variations in languages and applications but the physical appearance of their phones is universal.Demographic Segmentation:-Age Segmentation :-Their target age segmentation is teens, young adults and mid 30's.Marketing Segmentation

Income Segmentation :-Their target income segmentation is middle class and high class income.Family Life Cycle Segmentation :- Their target family life cycle is young single.Gender segmentation:- Smartphones are not gender specific but since women shop more than men.Marketing Segmentation(cont..)

Behavioural segmentation:- On the basis of occasions, product usage, benefits sought, brand loyalty Psychographic segmentation:- Psychographic profiles on a target market segment are obtained by doing a lot of questionnaires and surveys to ask people if they agree/disagree with certain statements made about particular activities, interests or opinions

Marketing segmentation

The life cycle stage of our brand is growth stage and moving towards the maturityCompany is making efforts to make the product to the Maturity LevelThe company has to maintain the Smart TV as a Star product of Samsung to move it towards Maturity levelSamsung allocated 60 to 65% of the market share on this product

Life cycle stage of your brand and its corresponding strategy

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Pricing Strategies of Samsung

Penetration Pricing

Skimming strategy

Value Pricing Strategy

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SWOT Analysis

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Strengths (contd)Well diversified and differentiated product line, to meet changing customer needs. Samsung electronics has 4 business areas to cover customer electronic needs.Design with an attractive styling that catching the pulse of customer, as the result of the development of Samsungs new products that involve team of product designers.

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Strengths (contd)

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weaknessCustomer perception of weak product attributes like Durability

Different perception on worth the price product on each person that difficult to cover.

Not pro-active coming out with unique and leading model

Focus on mass market instead of niche market

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ThreatsSamsung has wide variety of product lines, failure of one product line will have impact on the other and will result in brand dilutionThe competitors like Nokia are focused only in one segmentThreats from Chinese productsRetail Chains like Big bazaar sell consumer electronics and home appliance in low cost strategy which are procured in bulks from foreign market