“your galaxy is in your hand” jessica walsh & rabia hill
TRANSCRIPT
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“YOUR GALAXY IS IN YOUR HAND”
Jessica Walsh & Rabia Hill
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Situation Analysis
Company History SWOT
Strengths, Weaknesses, Opportunities, Threats
Current users Creative Sales Competitive Media
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Company History Samsung Galaxy i7500
4/27/2009 Galaxy S
June – November 2010Sales over 22 million
Galaxy S IISeptember – NovemberSales as of 2/23/2012 over 20 million
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Samsung Galaxy MarketVendors Q4 2011
Shipment Volumes
Q4 2011 Market Share
Q4 2010 Shipment Volumes
Q4 2010 Market Share
Year over Year change
Apple 37.0 23.5% 16.2 15.9% 128.4%
Samsung 36.0 22.8% 9.6 9.4% 275.0%
Nokia 19.6 12.4% 28.1 27.6% -30.6%
Research in Motion
13.0 8.2% 14.6 14.3% -11.0%
HTC 10.2 6.5% 8.7 8.5% 17.2%
Others 42.0 26.6% 24.8 24.3% 69.4%
Total 157.8 100.00% 102.0 100.0% 54.7%
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Samsung Galaxy Market: Fiscal Year 2012Vender FY 2011
Shipment Volumes
FY 2011 Market Share
FY 2010 Shipment Volumes
FY 2010 Market Share
Year over Year change
Samsung 94.0 19.1% 22.9 7.5% 310.5%
Apple 93.2 19.0% 47.5 15.6% 96.2%
Nokia 77.3 15.7% 100.1 32.9% -22.8%
Research in Motion
51.1 10.4% 48.8 16.0% 4.7%
HTC 43.5 8.9% 21.7 7.1% 100.5%
Others 132.3 26.9% 63.7 20.9% 107.7%
Total 491.4 100.0% 304.7 100.0% 61.3%
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Five Quarter Market Share Changes
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Operating System Market Share
50.9
23.8
8.8
1.9 11.7
0.82.1
Gartner
Android iOS RIM Windows Mobile
Symbian Others Bada
47.3
29.6
16
4.71.4
Nielsen
46.3
30
14.9
4.64.1ComScore
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Manufacturer Market Share
22.8
23.5
12.4
10.8
6.5
26.6
SamsungAppleNokiaHTCRIMOthers
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Strengths: Physical Device Powerful
specifications Phones available at
different price points Different options of
phones Physical keyboard
on some models High battery life
Large screen 4g or 4g LTE data Fast processor
speed (1.3-1.5 ghz) Expandable storage Thin/Light Durable
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Strengths: Android OS Widely Accepted Customizable Side-loading Apps Multitasking Flash Support Easier approval for
developers 400,000 applications
More free applications
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Strengths: Samsung Customizable widgets Clean look Investment in technology,
product design, and human resources
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Weaknesses: Physical Device Inconsistent from
mid-range phones to high-end phones
Lower internal storage
“Cheap” build quality Bulky, may be too
big for some users
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Weaknesses: Android OS Less applications
than iTunes Less fluid
ecosystem More complicated
Many phones from low-end devices to high endCreates clutter and
confusionDifferent phones have
different Android versions
May be overpowered by phones’ user interfaces
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Weaknesses: Samsung
Limited market share in ever growing segment
Chances of attracting developers who are working on iPhone are slim
Focuses on mass market instead of niche market
Bland looking interface and widgetsOverpowers Android OS
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Opportunities
Wide range of phones can address a large market
Accepted by masses as the number one Android manufacturer
Demand for cell phones driven by service providers or carriers
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Threats
Challenge by low cost mobile manufacturers on pricing front
Threat on design and build quality by higher end mobile manufacturers
Motorola dominates in the United States while Nokia dominates the European market. Dominates more than half of world market
Aggressive competitors such as Apple, HTC, LG are eating into shares
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Creative Sales: TV Ads “Calling All…” “Tutting: Unleash
your Fingers” “Meet the Note” “
Elephant plays with Galaxy Note”Ad Agency: The Viral
Factory2,545,656 views as of
4/30/2012
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Creative Sales: TV Ads “The Next Big Thing”
“I believe in a thing called love”○ Super Bowl ad
“Fanboys”
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Creative Sales: Print Ads
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Creative Sales: Print Ads
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Competitive Media
TV Magazines Internet
WebsiteYouTubeTwitterFacebook
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Marketing Plan
Goals & Objectives Strategies
MessageTagline & Leverage Point
AudienceDemographics & Lifestyle
Geographic Emphasis Positioning
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Goal
Create lifestyle○ Users will use phone for many parts of life○ Become brand loyal and continuously upgrade
to new Galaxy phones○ Logo will be status symbol
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Objectives
Become market leader Gain at least 1% in market share by end
of fiscal year 2013 Increase sales and profits by 10% by the
end of fiscal year 2013
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Strategies
Show how phone can be incorporated into user’s lifeCognitive and affective appeals
CognitiveFeatures and value
AffectiveHow features connect phone to user’s life
and core values
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Marketing Message
Designed to keep current users who appreciate powerful specificationsKeep from regretting purchaseEncourage to purchase newer version of
phone Modify message to also obtain new
users by focusing on how it fits into specific lifestyleMulti-attribute approach
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Marketing Message
Focus on slice-of-life advertising Demonstration Informs of Samsung Galaxy
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Tagline & Leverage Point “YOUR GALAXY IS
IN YOUR HANDS”Gives access to not
just the world, but the universe
Personalize to individual lifestyle
Stay connected with people most important
Connects product to user’s core values by fitting into life
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Branding
Samsung = Quality and specifications Add graphic element to logo
Easier to remember and identify
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Audience
18-30 year old users Male and female Different lifestyles and values
Young & SocialSocial AddictCocooning/Health EmphasisValue Based
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Lifestyle
Young & SocialLike to stay connectedTextSocial Media
○ Facebook, Twitter, LinkedIn, PinterestSocial Games
○ Words with Friends, Draw Something
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Lifestyle
Social addictsConstant need to be connectedUse any idle time to connect with peopleStart up conversation frequentlyOn phone even while with others
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Lifestyle
Cocooning/Health Emphasis21-30 age rangeHealthy lifestyleUse phone as media playerGet health tips and “virtual personal trainers”
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Lifestyle
Value based consumerWants best phone for the priceDon’t spend money frivolouslyInvestment on high-involvement purchase
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Positioning
Product attributes techniqueShow features of phone
Price/ValueWorth the costFuture-proof
ContrastDifferentiate from other brands Not focusing on any brand in particular
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Geographic EmphasisVerizon• 4G LTE• 203 cities covering 2 million +• Future: 400 markets covering
2.6 million
AT&T• 4G LTE and HSPA+• 28 markets• Future: Complete by the
end of 2013
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Geographic EmphasisSprint• WiMax• 4G LTE will be in 7 markets
by mid 2012
T-Mobile• HSPA+• 4G LTE will launch in 2013
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Traditional Media
TelevisionTraditional advertisementsProduct PlacementOn-Demand
Radio Print Media
NewspapersMagazines
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Television Traditional
Still powerful mediumUse entertaining
commercialsScheduling
○ Mid-afternoon○ Prime-time○ Late-night
Product Integration Lead to more favorable
attitude Used in popular TV
shows with characters many identify with
Used seamlessly
On-Demand Offered by many cable
companies Cannot be fast
forwarded
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Television shows Super Bowl
Expensive but guaranteed to be watched by many
Comedies Reality TV Sports Games
The Colbert Report Modern Family South Park 30 Rock CSI Dexter SNL ESPN Sports Center True Blood The Voice Extreme Makeover: Home Edition
House Bones How I met your Mother Grey’s Anatomy American Idol The Voice Sponsorships
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Radio Local focus Reach users on way
to or from work Types
Top 40CountryClassic RockAlternative RockRapR&B
Internet RadioEnsure ad is listened
to by free accountsConsumer uses
○ Homewoork○ Cooking○ Working out
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Magazines Men’s Magazines
SportsHealthMen’s lifestyleMen’s healthProvocative images of
womenEsquire, GQ, Maxim,
Men’s Fitness, Men’s Health, ESPN, Sport’s Illustrated, Golf Digest
Women’s MagazinesFashionMakeupHealthWomen’s lifestyleGossip magazinesAllure, Cooking Light,
Cosmo, Star, OK!, Vogue, Better Homes & Gardens, In Touch
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Newspapers Can reach national
or local audience
USA Today, Wall Street Journal, New York Times, Los Angeles Times, Washington Post, Plain Dealer
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Other IMC Tools Internet
Website, blog, social media, internet advertising, online communities
Alternative MarketingBuzz marketing, guerilla marketing,
sponsored consumers, viral marketing Trade Shows Databases In-Store Promotion & Packaging Rebates & Bonus Packs
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Website
Home page Page to view all phones Individual phone pages Map of locations Online community Help & Support Reward Zone
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Website: Home Page
Video advertisement with a featured phone model
Links to other pages
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Website: All Galaxy Line Phones
Separates the Galaxy line from other Samsung mobile phones and other Samsung smartphones
Filters on page to organize phoneInternational/USCarriersPriceSpecific features
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Website: Individual Phone Specifications and
features Virtual tour of phone News about phone Software updates Forums FAQ Reviews Accessories
PriceNo contract/unlocked
phoneRenewing 2 year
contract○ Main line○ Family line
New 2 year contract○ Main line○ Family line
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Website: Store locator Show map with
different stores that carry phonesBest Buy, Radio
Shack, Carrier stores Places to repair
phones Price Current Stock
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Reward Zone/Frequency Program Encourage users to
be brand loyal and keep purchasing Samsung products
Use databases to retrieve information
PrizesAccessoriesCreditsDrawingsRebates
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Online resources
BlogCan respond to questions or criticismPost updatesVoice opinions
Online communitiesAllow Consumers to interact with each other Give each other tips
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Internet Advertising
BannersUsed on mobile review websites
○ Target those interested in phones or those thinking of buying
Video sharing sitesYouTube, Hulu, channel sites, etc.Commercials where consumers must watch
a certain amount of secondsConsumers must watch whole advertisementUsed for same TV shows
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Social Networking
FacebookTarget people based on interestsDisplay adsFan pagesLiked pages
TwitterMonitor what consumers saySponsored trending topic#Hashtags
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Alternative Media: Buzz Marketing Buzz marketing
Introduce phones at trade shows○ YouTube reviews
Start by using Twitter hash tags○ Consumer stories #MyGalaxy
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Alternative Media
Viral MarketingEntertainingPersuasion not as obviousYouTube
Guerilla MarketingT-shirts with logosStickersStreet teams and reverse graffiti
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Alternative Marketing
Sponsored ConsumersShare their storyShare how they use phoneReward them
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Trade Shows
Creates excitement for new phones Consumers at trade shows can try out
phones Allows for early reviews and speculation Mobile trade shows
CTIA The Wireless AssociationMobile World CongressConsumer Electronics Show (CES)