SAMSUNG

GUNDEEP(12020841016) TEJASWI(12020841050) DHEERAJ(12020841022) VRITI(12020841058) MAYURESH(12020841025) ADAN(12020841060)

INTRODUCTION

 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 Samsungs 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. Increasing income levels in India which thereby improve the potential of consumers to buy the product. Comparatively easy for Samsung to penetrate into this market Increasing demand for movie DVDs and TV shows Better prospects for electronic Hot Packs which keep the food Hot. 3D projectors are also a much awaited product into

IDEA GENERATION STAGE

FOCUS GROUP
The best way for idea generation is focus group.

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. We have decided to go with a focus group discussion The focus group comprises of mixed blend of women and men of varied ages.(age range: 18 45) This age group was not further extended keeping in mind the knowledge of modern electronics

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. People wanted to portray their work in a more efficient way which enables them to express thoughts more effectively. People wanted something for relaxation. A group wanted interactive phones.

 Affordable touch screen laptops.

Working people said that they were deprived of

fresh food. Some women were concerned about the raise gas and fuel prices. A few others pointed out that electricity charges were also raising. Youngsters showed interest in gaming and entertainment. Elders showed interest in TV shows and movies. Women preferred kitchen electronics to televisions and gadgets and said that it will reduce their workload. Men opted for TVs and gadgets instead. All of them expect Samsung to deliver according to their needs.

Short listing of Focus Group Analysis

Something that can change the definition of

entertainment. Something that can reduce the work load in kitchen. 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 something which would enhance the image of Samsung in consumer electronics industry. It should be an innovation which could be a revolution.

Idea Screening Stage

 Set of expected customers were identified.

The customers questions, comments and

suggestions were considered. The product is then evaluated from the point of growth potential, profitability and competitiveness. 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. 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

32 inch 3D ,FULL HD ,LED TV

40 inch 3D,FULL HD,LED TV

55 inch 3D,FULL HD,LED TV

1920*1080 RESOLUTION

1920*1080 RESOLUTON

1920*1080 RESOLUTON

INBUILT GAMING CONSOLE BY UBISOFT , DVD PLAYER

INBUILT GAMING CONSOLE BY UBISOFT , DVD PLAYER

INBUILT GAMING CONSOLE BY UBISOFT , DVD PLAYER

AUTO VOLUME LEVELER ,DTS 2.0+ DIGTAL OUT

AUTO VOLUME LEVELER ,DTS 2.0

DTS 2.0+ DIGITAL OUT , AUTO VOLUME LEVELER

Customer Need Hierarchy

DVD

PLAYSTATION

3D LED TV

Entertainment

Business Analysis

Market Attractiveness
In this product Samsung gets the first mover

advantage . 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 0.3 o.4 Score(1-10) 8 6 8

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)

0.2

Operational Fit
Leverages Relationship Supports Brand image

0.3
0.2 0.3

9
8 8

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. This product shows Samsung as a Technology leader and enhances the brand name.
Parameters Criteria Degree of differentiation Uniqueness of benefit Weight Score(1-10)

0.4

0.6

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

0.5 0.2 0.3

7 7 6

Feasibility
Technical

feasibility and R&D facilities are exceptionally supportive

Parameters criteria Weight Score

Technical feasibility

0.5

Operational Support

0.3

Regulatory Framework

0.2

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. Samsung gets the first mover advantage. 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. We can have product differentiation. This will provide competitive edge over competitors.

Value Proposition
Better gaming experience.

Single product with multiple purposes.

User friendly. Real life experience. Controls expenditure.

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

 Secretive marketing: This step is mainly to create a

hype around the product without revealing too much. 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