You are on page 1of 42

SAMSUNG

IMC Analysis


FROM TO
HISTORY
In 1938, Lee Byung-chull of the large landowning family in the Uiryeong county came to the nearby Daegu city
and founded Samsung Sanghoe , a small trading company with forty employees located in Su-dong.
It dealt in groceries produced in and around the city and produced noodles itself.
1983-1985 : Leading the exports and developing.
1986-1989 : Changing the direction to overseas
1990-1999 : Advancing towards millennium
2000-2013: In 2000 Samsung opened a computer programming laboratory in Warsaw, Poland. Its work began with
set-top-box technology before moving into digital TV and smartphones.
As of 2011, the Warsaw base is Samsung's most important R&D center in Europe, forecast to be recruiting 400
new-hires per year by the end of 2013.
Products under Samsung

STP of Samsung India

Demographic Segmentation-By Age
Samsung Guru
Better brand image in rural
market
Hinglish messaging
Price Range Rs.5000-15000
Rural
Samsung Galaxy
Built in mobile features like
3G,Wifi,GPS

Price Range
Rs.20000-50000
Urban
Geographical Segmentation
15-21 21-35 35-60 60 and above
Price Rs.5000-15000 Price Rs.15000-51000

Price Rs.20000-
50000

Rs.5000-10000
53 Handsets 68 Handsets 72 Handsets 53 Handsets
Labours Businessmen Service class Housewives Students
18 Products 15 Products 68 Products 35 Products 28 Products
Essential mobile
range
Smartphone range All Essential mobile
range

Essential and
multimedia mobile
range
Demographic Segmentation-By Profession
SEC classification
Low income Lower Middle
income
Upper Middle
Income
High Income Very High
income
Price 1000-
5000
Price 5000-
10000
10000-20000 20000-35000 35000-50000
29 Products 44 Products 20 Products 25 products 6 Products
Psychographic classification
Value
Various operating systems like
BADA,android,windows
Excellent after sales service
Function rich phones at low price eg
Samsung GT-3213
Samsung App store
Brand Recognition
Good word of mouth publicity
and online presence.
Brand ambassadors like Aamir
Khan, Priyanka Chpra
High Technology Savvy
Innovative products
Latest technologies
Target Customers
Trendy young people.
Professionals.
Large businesses.
The common cellular phone users.
Organizations such as: services to public safety, the government, and both utility and
manufacturing enterprises.
Institutional sales for colleges.
POSITIONING
Focus on the real margin coming from mid-to-high-end segments
Samsung Concept Store and Samsung showrooms.
Market making & category creation in small towns and low tier cities.
Wider Customer Care Network
Easy access to Samsung Care line.
Pioneering in the 3G segment of mobile phones.
Branded itself as a synonym for quality.
SALES PROMOTION
Samples - Samsung Mobiles invited prospective customers to try the product
for free. It took out dummy models of the phones, as well as mobile shops had a
trial phone which a customer could feel in his hand.
London 2012 Olympic Games Samsung mobile launched a scheme, where a
new customer or an existing customer can connect their mobile with Optus
mobile plan and stand a chance to win the passes.
Samsung 50$ cash back offer-Samsung Introduced an offer where one can send
a postcard and win Samsung galaxy note, even it had some participate stores
where one was entitled to get a 50 $ cash back card on purchase of galaxy note.
Accessories Samsung galaxy tab gave away freebies like Bluetooth headset,
leather case diary, 2GB SD card to its customers
The corporation is expected to spend $14 billion on advertising and marketing
in 2013, with publicity appearing in TV and cinema ads, on billboards, and at
sports and arts events.
Different
methods
used by
Samsung:
Samsung Advertising Method
Samsung using
direct and indirect
method.
Direct method, for
example, Samsung
advertise their
product through
television, internet,
and other else.
Indirect method, for
example, Samsung
let customer trytheir
new product and let
customer know that
their newproduct is
good to use.
Samsung has global integrated marketing
communication (IMC) for the past 6 years.

Samsung has started a new ad trend with the zero
plan to focus on extending support to the less
income generation audience to attract them in
buying the top models.


ADVERTISING STRATEGY
FOLLOWED BY SAMSUNG
INTEGRATED MARKETING COMMUNICATION
ADVERTISING EXPENSES
IMC - CAMAPAIGN
All Eyes on the S4
Swisscom and Samsung





Client SWISSCOM
Product SWISSCOM / SAMSUNG
GALAXY S4
Entrant HEIMAT Berlin, GERMANY
Type of Entry Best Use of Promo &
Activation
Category EVENT & FIELD MARKETING
Title ALL EYES ON S4
Product/Service SWISSCOM / SAMSUNG
GALAXY S4
ALL EYES ON S4
Swisscom is Switzerland's leading telecoms provider,
with 6.3 million mobile customers and around 1.7
million broadband connections (retail).
In 2013, Swisscom and Samsung joined forces to launch
the Samsung Galaxy S4 smartphone in Switzerland.
New trend
Innovative and different
Strong partnership
Spend Time and interact
with brand
To create buzz
Leveraging various forms of media
Zurich main station to target mass
To leave an impression on minds of customers
Beat the competition and communicate new features
Between powerful brands Swisscom and Samsung
First Smartphone that knows when you are looking at it.
Promise to deliver more value
Situational Analysis
The campaign

Banners



Microsite

visit microsite
Coverage


EVENTS
VIRAL BANNERS COVERAGE
MICROSITE
Swiss mobile brand Swisscom took the classic
playground game of outstaring your friends and
turning it into a promotion for the Samsung Galaxy
S4.
The campaign, created by Perfect Fools for
Swisscoms agency Heimat, used a City Light Poster
(CLP) showcasing the smartphones eye-tracking
interface.
Objectives
The Samsung S4 was placed inside a special
CLP billboard and people were invited to
stare at the phone for 60 minutes to win it.
60 minutes players were challenged by a
number of distractions around the CLP:
from police dogs and renegade
motorcyclists to arguing couples and hot
dog sellers on fire
A series of professional actors doing their
utmost to create a scene and steal the
attention away from the new S4.
Strategy
Attention Engage Distraction
Strategy
The whole event was
streamed live to a
special microsite and a
series of live banners on
all the major websites.
From the microsite users
could interact with
players in the game by
sending Tweets and
Instagrams to the screen
of the S4 - to show their
support or to make
things even more
difficult.
A video of the event
went viral in it's first day
on Youtube bringing
millions more eyes on
the S4 from around the
world.
Execution
Microsite
Live
banners
Twitter
You tube
Instagram
Execution
ALTERNATIVE IMC PLAN
TG
Young adults, teens, students
Business professionals
Entrepreneurs
Tech-savvy professionals
IMC Strategy
Brand Statement:
Your Gateway
to an Ultimate
Experience
USP: Flexibility and
Lifestyle
Marketing technique:
comparison,
endorsement,
creating buzz
Communication Objective
Brand
awareness
Sufficient
media
exposure
Consistently
convey
central
message
Strong
brand recall
Launch event
Introducing the Galaxy S6 in IPL
Activities
Celebrity Endorsement to increase brand
awareness, attraction and attention
Brand Partnership Airtel, Nintendo
Unboxing experience
Branding through SMS
Buzz marketing activities videos, flash
mobs, word-of-mouth
Online games, wallpapers, themes,
ringtones etc.
Print Ads
Budget Allocation
Distribution Channel Allocation (INR)
Launch Events 400 crore
Prints Ads 5 crore
Celebrity Endorsement 25-30 crore
Online marketing 5 crore
Video Ads 15-20 crore
Measuring effectiveness of IMC Plan
Pre-test:
Focus Group discussion
Personal interview
Consumer Survey
Post test:
Target specific population
and check the recall value
of the ads and their
reactions.
Check website visits,
facebook comments,
youtube hits, phone call
inquiries.
Track market share,
profitability and new client
acqusition
Thank you!!!