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GUNDEEP(12020841016) TEJASWI(12020841050) DHEERAJ(12020841022) VRITI(12020841058) MAYURESH(12020841025) ADAN(12020841060)
Samsung Electronics commenced its operations in
India in December 1995 and is today a leading provider of Consumer Electronics , IT and Telecom products in the Indian market. Samsung India is the Regional Headquarters for Samsung’s South West Asia operations, which provides employment to over 8,000 employees with around 6,000 employees being involved in R&D. In 2010, Samsung India achieved a sales turnover of US$3.5 billion. Samsung India is a market leader in product categories like LED TVs, LCD TVs, Slim TVs and Side by Side Refrigerators. While it is the second largest mobile handset brand in India, it leads in the smart phone segment in India. Samsung India has won several awards and recognitions for both its corporate initiatives as well
ANSOFF MATRIX .
PRODUCT DEVELOPMENT SAMSUNG GALAXY CAMERA SAMSUNG SMART TV SAMSUNG PC SAMSUNG SIDE REFRIGERATOR SAMSUNG MEMORY CARD SAMSUNG TV / PHONE ACCESSORIES SAMSUNG PHONE MARKET PENETRATION SAMSUNG REFRIGERATOR SAMSUNG MICRO-OVEN SAMSUNG WASHING MACHINE SAMSUNG DISHWASHER MARKET DEVELOPMENT SAMSUNG TABLET CAMCORDER DIVERSIFICATIO N SAMSUNG LED LIGHTING ELECTRIC-VEHICLE BATTERIES .
PRODUCT MIX .
HOME APPLIANCES • LAUNDARY • AIR CONDITIONERS • REFRIGERATORS • COOKING • • • • • • • • TV MP3 PLAYERS HOME THEATER PROJECTOR WIRELESS AUDIO BLU – RAY DVD LFD DISPLAYS TV AND AV CAMERAS AND STORAGE • CAMERA • CAMCORDER • HARD DISC DRIVE • OPTICAL DISC DRIVE PC AND OFFICE • PC/ PC MONITOR • LAPTOPS • NOTEBOOKS • PRINTERS • FAX • SMART PHONES • BASIC MODELS MOBILE .
Opportunity Scan Growing gaming industry In India Requirement of an apt utensil washing machine Requirement of better cooking sources for Indian Cuisines. 3D projectors are also a much awaited product into . Comparatively easy for Samsung to penetrate into this market Increasing demand for movie DVD’s and TV shows Better prospects for electronic Hot Packs which keep the food Hot. Increasing income levels in India which thereby improve the potential of consumers to buy the product.
IDEA GENERATION STAGE .
We have decided to go with a focus group discussion The focus group comprises of mixed blend of women and men of varied ages. With this a company get close to the customer and hear from them as what they would like to have or what need they have.(age range: 18 45) This age group was not further extended keeping in mind the knowledge of modern electronics .FOCUS GROUP The best way for idea generation is focus group.
. A group wanted interactive phones. People wanted to portray their work in a more efficient way which enables them to express thoughts more effectively. People wanted something for relaxation.FOCUS GROUP ANALYSIS During the focus group we came across very insightful thoughts: People wanted something that can lessen their burden mainly in kitchen. Group also said that they wanted entertainment in terms of something that is different and exciting.
A few others pointed out that electricity charges were also raising. All of them expect Samsung to deliver according to their needs. Men opted for TVs and gadgets instead. Working people said that they were deprived of fresh food. Affordable touch screen laptops. Elders showed interest in TV shows and movies. Some women were concerned about the raise gas and fuel prices. . Youngsters showed interest in gaming and entertainment. Women preferred kitchen electronics to televisions and gadgets and said that it will reduce their workload.
It should be something which would enhance the image of Samsung in consumer electronics industry. A product which can Satisfy the needs of both women and men. It should be acceptable to all the people in the targeted age group. It should be an innovation which could be a revolution.Short listing of Focus Group Analysis Something that can change the definition of entertainment. Something that can reduce the work load in kitchen. .
Idea Screening Stage .
comments and suggestions were considered. From the evaluation of these customer requirements. we have identified that a Gaming TV was the best product possible followed by Dishwasher and Hot Plate. 3D projectors do not have a big market as they are very high in cost and are mostly used only for research and study purposes. The customers questions. The product is then evaluated from the point of growth potential. Set of expected customers were identified. profitability and competitiveness. Electronic Hot Packs face a problem of mobility and microwave ovens are a major competition. .
PRODUCT CONCEPT .
GAMING CONSOLE MOTION SENSOR INBUILT DVD/ CD PLAYER 3D TV .
PRODUCT SPECIFICATIONS .
DTS 2.0+ DIGTAL OUT AUTO VOLUME LEVELER .FULL HD.FULL HD .FULL HD.DTS 2.LED TV 1920*1080 RESOLUTION 1920*1080 RESOLUTON 1920*1080 RESOLUTON INBUILT GAMING CONSOLE BY UBISOFT . DVD PLAYER INBUILT GAMING CONSOLE BY UBISOFT .LED TV 55 inch 3D. DVD PLAYER AUTO VOLUME LEVELER .LED TV 40 inch 3D.32 inch 3D . AUTO VOLUME LEVELER .0 DTS 2. DVD PLAYER INBUILT GAMING CONSOLE BY UBISOFT .0+ DIGITAL OUT .
Customer Need Hierarchy .
DVD PLAYSTATION 3D LED TV Entertainment .
Business Analysis .
Market Attractiveness In this product Samsung gets the first mover advantage .3 0.3 o.4 Score(1-10) 8 6 8 . Less number of competitors in market Growing usage of 3D products Growing gaming industry in India Parameters criteria Market need Attractive Growth Lack of Competition Weight 0.
3 9 8 8 .2 6 Operational Fit Leverages Relationship Supports Brand image 0.2 0.Synergy: •The product fits the brand Samsung aptly •This product allows Samsung to enter Gaming Console industry • This product suits the operational capabilities of the company Parameters Criteria Leverages Core competency Weight Score(1-10) 0.3 0.
• This product shows Samsung as a Technology leader and enhances the brand name.6 8 .4 7 0. Parameters Criteria Degree of differentiation Uniqueness of benefit Weight Score(1-10) 0.Product Superiority • This product is one of its kind and very new to the market and the features are very unique which no other player has tapped so far.
2 0.5 0.Financial Attractiveness •Initial investment for this project is high returns expected are very high •Target market is wide so risks are minimized to a certain extent Parameters criteria Acceptable financial risk Acceptable financial rewards Reasonable exit cost Weight Score 0.3 7 7 6 .
Feasibility • Technical feasibility and R&D facilities are exceptionally supportive Parameters criteria Weight Score Technical feasibility 0.2 9 .5 8 Operational Support 0.3 8 Regulatory Framework 0.
. Target Group for this is very wide. Also the gaming sector in Indian market has been increasing consistently and with this product SAMSUNG is entering into this sector. Samsung gets the first mover advantage. We can have product differentiation.Why this product? We have finally decided on a product which is PLAY TV. As Samsung India today said it is eyeing 60% market share in the smart television space so with this product we can penetrate more into the market. This will provide competitive edge over competitors.
. Real life experience. Single product with multiple purposes. User friendly. Controls expenditure.Value Proposition Better gaming experience.
Segmentation Age group : 12-35 years Middle class and above are targeted Mainly in tier 1 and tier 2 cities Might expand to tier 3 cities . depending on the success of the product .
Steps to be followed prior to the Launch .
Guerilla marketing : This step would involve street artists who would create real live 3D images on the streets and the picture and videos would used to create a following for the brand online. Implementing a Slogan Showcase the product at the ‘Consumer Electronics and Home Appliances Expo ’ Test Marketing Launch in the market during the fest Feedbacks . Secretive marketing: This step is mainly to create a hype around the product without revealing too much.
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