- 1. 10 STEPMarketing Plan forSamsung Mobile Phones Maria
Charriza M. Mordeno February 2011
2.
- This 10 Step Marketing Plan is part of the mandatory
requirements ofProf. Remigio Joseph De Ungrias AGSB marketing
management class.
- The data included in this report are based on publicly
available data such as those on internet websites, news, package
declarations, public reports.
- When appropriate, data are masked so as not to create
unexpected conflicts.
- The reports are posted and linked on slideshare, blogs and
facebook so that there is easier sharing among students from
different marketing classes.
Disclaimer 3.
- PTM are Students and Young Professionals
- Consider a stylish and functional gadget for communication
- Can select Blackberry, Nokia, or other mobile phones
- Provides similar functions with competitors with added/improved
features
- Belong within the 78 million cell phone users
Steps 1 to 5 Summary headline ofyour PTM and market 4.
- Varies depending on model
- Made known thru different media channels
- Available in major telecom hubs
- Building a strong market via differentiation strategy
Steps 6 to 10 Summary headline of the marketing mix &
strategy 5. 1. Primary Target Market (PTM)
- 18-30 years old, Single or Married Male and Female from Social
classes A,B,C.
- Students and Young Professionals
- People considering a stylish and functional means of
communication: SMS, Voice, Emails, Internet connectivity, and
special added features.
6. 2. My PTMs NWD
- Needs: Users need to feel asense of accomplishmentin their
chosen fieldsby utilizing current technological tools .
- Users need to feel that they belong in a higher social status
by owning the product.
- Wants: Users want theability to stay connected and updatedeven
in mobility.
- Demands: Users demand a mobile phone with thelatest features
which will support their lifestyle/s(high resolution camera, high
speed internet connection, office apps, memory capacity, etc.)
7. Describe your PTM needs Reference: Maslows Hierarcy of
NeedsMarketing Management, 11 thed, Philip Kotler I feel like I
belong in a higher social class. I feel successful whenever I use
my phone. 8. 3a. Direct and indirect products that address my PTMs
NWE
9. 3a. Direct and indirect products that address my PTMs NWE
- Variables: Style, Functionality, Price, Features
Sony Ericsson, Cherry Mobile, myPhone 10. 3b. Positioning Maps
Fashionable, Trendy --------------- Practical, Classic Basic
---------------- Functional 11. 3b. Positioning Maps Price
Sensitivity User Friendly Cool Design Connectivity Sophisticated
Basic Features Add-On Features Samsung Nokia Blackberry HTC iPhone
Sony Ericsson Cherry Mobile myPhone 12. 4. Identify the gap between
customers and competition
- Almost all mobile phone carriers do creative imitation : having
similar features for several products.
- Samsung saw this as an opportunity to not only imitate as is
but alsoimprove featuresfor their product that the customers will
find practical and stylish.
13.
- Samsung dominated the technology when it comes toLCD and LED
technology,which made them easily recognizable (Brand recall and
recognition).
- AMOLEDTechnology. Transferringtechnologyfrom TVs to
MobilePhones are no longer a problem, in addition to the sleek,
stylish, yet elegant mobile phones which made them
remarkable.Shortly, other brands followed.
4. Identify the gap between customers and competition 14. 5.
Market Size
- - 2 ndmost popular mobile phone brand in the country
- - approx. 23% market share (2007)
- - sold 161 million units (2007)
- - 3x industry growth rate
Infinite Research Blog Case Study Brand Personality of Mobile
Phones (1) 15. 5. Market Size
- 78 million cell phone users
-
- 17 out of 20 people own a phone (85%)
-
- Small percentage uses 2 or 3 different brand of phone
Infinite Research Blog Case Study Brand Personality of Mobile
Phones (1) 16. Product Description
- By Feature: 3G, FM Radio, Form Factor, Camera Resolution,
Bluetooth, MP3 Ringtone, Music Player, WIFI, Email, External
Memory
- By Type: Infotainment, Business, Style*, Multimedia,
Connectivity, Essential
- >*By Style: Swivel, Bar, Slide, Folder, Full Touch,
Qwerty
17. 6a. Our Different Types of Mobile Phones
Bring out the popcorn, kick back and enjoy high-definition movie
right on your mobile phone. I9000 I8910 HD Omnia II Omnia G810
Innov8 i550W 18. 6a. Our Different Types of Mobile Phones
Work your business idea from research to a full presentation
deck. Your complete mobile office on the run. B7300 Omnia Pro D980
I320N 19. 6a. Our Different Types of Mobile Phones
Precision-crafted outer form meets inner functionality to keep
you at the forefront of style. Wave Marvel Corby Monte S3370 20.
6a. Our Different Types of Mobile Phones
Hear every note of your favorite tunes in crystal clear clarity,
everywhere you go. Capture priceless moments flawlessly whenever
inspiration strikes. Beat DJ Pixon F210 F200 F330 21. 6b. Our
Different Types of Mobile Phones
Stay connected with stylish versatility and all-rounded features
that take care of your various infotainment needs. Genoa Champ
C5130 J800 22. 6b. Our Different Types of Mobile Phones
Basic multimedia functionality you can count on with a stylish
flair. Satisfying your needs without being loaded with unnecessary
extras. E2510 E1175T E1160 23. 6b. Some of Our Competitors
Blackberry, Nokia, iPhone, HTC 24. 7. Price
- Varies depending on the reseller and model. Example for Samsung
Galaxy Spica i5700 model:
- - Globe prepaid plan: Php 14,495.00
- Units also differ in price depending on the post-paid plan
offered by major telecom network providers (Globe, Smart, Sun)
25. 8a. Which of these modes does Samsung use? ** Pls. rank most
used, 1-highest use 1 2 3 4 26. 8a. Samsungs Promotions 27. 8a.
Samsungs Promotions 28. 8b. Competitor promo 29. 8b. Competitor
promo 30.
- Samsungs communication stood out due to:
- Proactive marketing movement
- Product development and differentiation
- Maximizing most media channels
31. 9. Place Samsung kiosks, Globeand Smart centers Globe offers
home delivery of cell phone units if customer gets a post-paid
plans. 32. 10. What is the generic winning strategy?
- Which of the 4 strategies are being used? (bold and underline
to most dominant strategy)
-
- Supply and Distribution Leverage
33. SUMMARY 34.
- PTM are Students and Young Professionals
- Consider a stylish and functional gadget for communication
- Can select Blackberry, Nokia, or other mobile phones
- Provides similar functions with competitors with added/improved
features
- Belong within the 78 million cell phone users
Steps 1 to 5 Summary headline ofyour PTM and market 35.
- Varies depending on model
- Made known thru different media channels
- Available in major telecom hubs
- Building a strong market via differentiation strategy
Steps 6 to 10 Summary headline of the marketing mix &
strategy 36.
Sources: 37. 10 STEPMarketing Plan forSamsung Mobile Phones
Maria Charriza M. Mordeno February 2011