Samsung Final Presentation

8/7/2019 Samsung Final Presentation

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2010 Marketing PlanClyde Goins, Megan Bell, Jacob

Baker, and Johnny Page


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Inspire the world,Createthe future.

SamsungElectronics Vision

Statement


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+Situation Analysis

88%after first threequarters!Current StrategyAggressive Launch Strategy

Aggressive Advertising StrategyAggressive Development of 3D content

Increase Consumer CommunicationsDeliver the highest quality product and leadthe 3D market in every product segment.


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+Situation Analysis

Television Market Share Ranking

3D TV Market Share - 2010

2005 2006 2007 2008 2009

1st 1st 1st 1st 1st

1Q 2Q 3Q4Q

(PROJ.)

96% 91% 88% 66%


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+Situation Analysis

Our Target Defined:

Cube Tubers who represent 8-10% of the total population.

Young, married, educated white males

Early 20s to late 30s

Family evolved households, with children ages 0-17.

Couples potentially looking to have children

Located in or around well developed cities.

EARLY ADAPTERS


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+SWOT Analysis

Strengths

-Brand Prestige -High Quality & Innovative Products -Availability of Resources

-Constant Focus on R&D


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+SWOT Analysis

Weaknesses -3D Gaming Content -High Quality, High Prices


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+SWOT Analysis

Opportunities

-Alliances that enhance productmix -Partnership to enhance 3D

Gaming


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+SWOT Analysis

Threats -3D Gaming content - Sony -Slow rate of diffusion


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+Growing Market

Predicted To Sell 6.2 Million 3D TVs in 2010.

By 2014, Over 83 Million Units Are Expected To

Be Sold.

3D TVs Represent 3% Of Entire TV Market.


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+Samsung 9000 Series

Released in March,2010.

WonMost BrilliantInnovation Award

Ultra Slim Design 0.31 Screen (Width of a

Pencil)

Accessory Package

Cinema Quality 3D

SMART TV withWebConnected Samsung Apps

Touch Screen RemoteControl

Stream Live Television


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+Competitive Analysis

Customer Service

Top 5 Market Share

S

ony Bravia Similar Features

$2, 999

Second Largest Producer

Targeted 25% of the Global 3D

TV Market Approximately 950,000 based on

the forecasted 3.8 million

15% Market Share Target for LCDTVs

= 25 Million Units

55 Infinia

$3,970

3D Ready Vs. 3D Enabled

Sony Corporation LG Electronics Inc.


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+Competitive Analysis

Private Company Sales

DLP Technology

Adopted SMART TV

Poor Customer Service

Top 3 in Market Shares

Strives to be #1 in GreenInnovation Company in 2018

PriceWarWith Samsung

No one can keep up...

55 Vierra

$3,970

Plasma vs. LED Backlight

Costs

Mitsubishi Panasonic


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+Vizio

Share Leader

Cost Efficient

Production Methods

55 Full Array TruLED

LCD 3d HDTV

$2,499

Vision

Become the industry

leader in consumer

electronics byconsistently delivering

the latest technologies

at the most affordable

price.

This Vision Took

Vizio To The #1

Market Share in

2009.


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+Four Ps of Marketing

Product

Most diverse Product Mix

in the 3D Market

Samsungs Cash Cow

Product

Price Range

$1,200 - $7,000 9000 Series

$5,999

Promotion

Various Advertising

Campaigns

$12 Billion Campaign

Launched in United States

66% of the 3D TV Marketexists in the United States

Celebrity Promotions

Place Mostly Online

Wholesale Stores & Super

Centers


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+Marketing Mix

Features

55 or 46 LED

backlight display

0.31 thin

Most technologically

advanced television

remote

Advantages and Benefits

Brand Prestige

Cutting EdgeTechnology Remote

Thinnest TV Ever

Produced

3D Packages


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+Market Research

Video game sales totaled 41.9

billion in 2009 and is expected

to grow 10.3% to 68.3 billion

in 2012

3D TV sales are beginning to

surpass HDTV sales at the

same point in HDTVs life

. Game console sales are

expected to reach 34.7 billion

dollars in sales by 2012 with a

6.9% annual growth rate

By the end of 2010, 4 million

3D TVs will have been sold

worldwide,With 10 million

expected to be sold in 2011,

and eventually 50 million units

in 2015.


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+Objectives

Enter in to the 3D video gaming market with a

partnership with Microsoft

Launch a gaming platform by year 2020

Launch a comprehensive ad campaign that focuses onSEs competitiveadvantage in 3D technology

Increase TV sales by 5% in a 6-month period following the launch

of the campaign.

Maintain market dominance throughout the Glasses

era and prepare themarket for a glassless 3D TV. Maintain 88% market share until the release of our glasses-free

product in 2014.


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+Strategies and Tactics

Enter in to the 3D video gaming market through a

partnership with Microsoft

Past Partnerships Combining Competitive advantages

Microsoft 41% of Gaming consoles produced

Target market


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Launch a comprehensive ad campaign that focuses on

SEs competitiveadvantage in 3D technology.

Television Ads

Super Bowl

Inform viewers of competitive advantage

Print Ads

GameInformer, ESPN, ETC.


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Maintain market dominance throughout the Glasses

era and prepare themarket for a glasses-free 3D TV.

Continue to grow market

Build brand image

Because the high price of the glasses-free TV

Building brand image will help build a solid platform


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+Financial Impact of the Marketing

PlanEnter Gaming Market

We expect sales to increase

from 13.6 billion to 26.4 billion

in 2014 for SamsungElectronics

Enter the gaming marketWith

Microsoft by focusing our 7billion dollar R&D budget from

2010, to produce a virtual

reality gaming platform

Advertising

Ad campaign that focuses on

Samsungs advantages by

having a 500 million dollaradvertising budget to

advertise for a 6 month period.

Prepare market for glassesfree 3D TV era


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Questions or Comments?

Samsung Final Presentation

Documents

Transcript of Samsung Final Presentation