Samsung Mobile10 Step Marketing Plan

Maria Charriza MordenoFebruary 17, 2011

Primary Target Market (PTM)

• 18-30 years old, Single Male and Female from Social classes A,B,C.

• Students and Young Professionals• People considering a stylish and functional

means of communication: SMS, Phonecalls, Emails, Internet connectivity.

PTM’s Needs, Wants, Demands (NWD)

• Users need to feel a sense of accomplishment in their chosen fields by utilizing current technological tools.

• Users want the ability to stay connected and updated even in mobility.

• Users demand a mobile phone with the latest features which will support their lifestyle/s (high resolution camera, high speed internet connection, office apps, memory capacity, etc.)

Direct and Indirect Products that address my PTM’s NWD

• Competitors: Blackberry, Nokia, iPhone, Sony Ericsson, HTC, LG, Cherry Mobile, MyPhone

• Variables: Style, Functionality, Price, Features

Gap between customers and competition

Where is the marketing opportunity?-Wide variety of PTM yet people not falling in the age bracket of PTM(younger or older) still have access to this product due to technological advancement and market evolution which makes it harder for older people to recognize the technology and makes it easier for the new breed. -Competitors follows the same trending while Samsung update their products using creative imitation with added features(Innovation) like widgets and accessories which are highly fashionable.

What Needs Wants Demands are not being addressed?-Not all models are accessible in certain

What can be the unique selling proposition for the new product (totally new or repositioned.)-Samsung dominated the technology when it comes to LCD and LED technology , That makes them easily knew (Brand recall and recognition) transferring that technology from T.V’s to Mobile Phones are no longer a problem in addition to the sleek stylish yet elegant mobile phones which made them remarkable. One example is AMOLED

Market Size

• As of 2006: 35 million cell phone users• Samsung aims to reach at least 25% of local

market share, having a constant growth rate of about 30%.

Product Description

• By Style: Swivel, Bar, Slide, Folder, Full Touch, Qwerty

• By Feature: 3G, FM Radio, Form Factor, Camera Resolution, Bluetooth, MP3 Ringtone, Music Player, WIFI, Email, External Memory

Price

• Varies depending on the reseller. Example for Samsung Galaxy Spica i5700 model:- Globe prepaid plan: Php 14,495.00- Wellcom: Php 14,100.00

• Units also differ in price depending on the post-paid plan offered by major telecom network providers (Globe, Smart, Sun)

Product Promotions• Mass

- Sales Promotion - Advertising

- Events and Experiences- Public Relations

• Personal- Personal Selling- Interactive Marketing - Word of Mouth

Place

• Samsung mobile phones are available in Samsung Flagship stores, Globe and Smart Telecom hubs, Authorized Resellers Nationwide.

• Globe offers home delivery of cell phone units if customer gets a post-paid plans.

Generic Winning Strategy

• Differentiation• Supply and Distribution Leverage• Niche

Samsung Mobile10 Step Marketing Plan

Maria Charriza MordenoFebruary 17, 2011

Other Suggested Winning Strategies

• Skimming pricing: The organisation sets an initial high price and then slowly lowers the price to make the product available to a wider market. The objective is to skim profits of the market layer by layer.

• Product Line Pricing: Pricing different products within the same product range at different price points. An example would be a video manufacturer offering different video recorders with different features at different prices. The greater the features and the benefit obtained the greater the consumer will pay. This form of price discrimination assists the company in maximising turnover and profits.