SAMSUNG SMARTPHONES INDIA

SAMSUNGIMC Analysis

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HISTORY

Products under Samsung

STP of Samsung India

Demographic Segmentation-By AgeGeographical Segmentation15-2121-3535-6060 and abovePrice Rs.5000-15000Price Rs.15000-51000

Price Rs.20000-50000

Rs.5000-1000053 Handsets68 Handsets72 Handsets53 HandsetsLaboursBusinessmenService classHousewivesStudents18 Products15 Products68 Products35 Products28 ProductsEssential mobile rangeSmartphone rangeAllEssential mobile range

Essential and multimedia mobile rangeDemographic Segmentation-By ProfessionSEC classificationLow incomeLower Middle incomeUpper Middle IncomeHigh IncomeVery High incomePrice 1000-5000Price 5000-1000010000-2000020000-3500035000-5000029 Products44 Products20 Products25 products6 ProductsPsychographic classification

Target CustomersPOSITIONINGSALES PROMOTIONSamsung Advertising MethodSamsung has global integrated marketing communication (IMC) for the past 6 years.

Samsung has started a new ad trend with the zero plan to focus on extending support to the less income generation audience to attract them in buying the top models.

ADVERTISING STRATEGYFOLLOWED BY SAMSUNG

INTEGRATED MARKETING COMMUNICATION

ADVERTISING EXPENSES

IMC - CAMAPAIGNAll Eyes on the S4Swisscom and Samsung

ClientSWISSCOMProductSWISSCOM / SAMSUNG GALAXY S4EntrantHEIMAT Berlin, GERMANYType of EntryBest Use of Promo & ActivationCategoryEVENT & FIELD MARKETINGTitleALL EYES ON S4Product/ServiceSWISSCOM / SAMSUNG GALAXY S4ALL EYES ON S4

Swisscom is Switzerland's leading telecoms provider, with 6.3 million mobile customers and around 1.7 million broadband connections (retail).In 2013, Swisscom and Samsung joined forces to launch the Samsung Galaxy S4 smartphone in Switzerland.Situational AnalysisThe campaign

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EVENTSVIRALBANNERSCOVERAGEMICROSITEObjectivesStrategyStrategyExecutionExecutionALTERNATIVE IMC PLANTGIMC StrategyCommunication ObjectiveLaunch eventIntroducing the Galaxy S6 in IPL

Activities Budget AllocationDistribution ChannelAllocation (INR)Launch Events400 crorePrints Ads5 croreCelebrity Endorsement25-30 croreOnline marketing5 croreVideo Ads15-20 croreMeasuring effectiveness of IMC PlanPre-test:Focus Group discussionPersonal interviewConsumer SurveyPost test:Target specific population and check the recall value of the ads and their reactions.Check website visits, facebook comments, youtube hits, phone call inquiries.Track market share, profitability and new client acqusition Thank you!!!