Group 2

Pooja Sahu B68

Taniya Agarwal B69
Shikha Sidana C06
Pooja Vadia C23
Ritika Murawala C41
Recreating Memories!
Smart TVs: Industry Analysis Market Share Q1 2020

• Smart TVs represent intriguing innovation

and top-notch machinery. 8% xiomi
LG
• Capability to connect to the internet and 9% SAMSUNG
27%,
mobile devices SONY
TCL
• Growing need for multitasking  10%

14%

SAMSUNG CONTINUES TO LEAD THE SMART TV WAS THE FASTEST-

OVERALL TV MARKET BUT THE GROWING SEGMENT UP 25% YOY.
EMERGING SMART TV SEGMENT IS
BEING CORNERED BY THE NEWER
PLAYERS.
 Samsung Smart TV: Situational Analysis
Samsung TV recorded a 6% YoY growth in 2019

This growth is mostly coming from its smart TV portfolio which saw 5% YoY
growth and includes 4k QLED, 8K QLED models.

In the INR 50000 and above price segment Samsung leads the market with a 40%
market share. Its non-smart business however declined.

While Samsung leads the overall TV segment, Xiaomi is the leader in the smart TV
segment with 40% YoY growth in 2019.

Aggressive secs, such as 4K panels and Xiaomi’s PatchWall AI system, coupled

with affordable pricing continues to attract aspiring consumers. This growth was
driven by the popular models, such as Mi TV 4A, 4A Pro and 4C Pro series TV in
both 32 and 43-inch sizes
• India is largest markets in the world with more than 200 million potential TV households and is
still underpenetrated.
• The broader broadband penetration in the home will further drive the overall smart TV usage.
 Primary Target Secondary Target

• Our primary target includes People aged 25-34 . • Our secondary target includes males in the “married with
children” group.

• With salaries above 6,00,000.“Innovators” and like to have • While these individuals are raising children, they are still
the most up-to-date technology . young (as are their children) and fall into the upper-
middle class.

• Enjoy the traditional television experience, are constantly

searching for the next new thing & open to interactive • This target is looking for new engaging experiences to
experiences. share together as a family as well as a single unit that has
the capacity to entertain in many different ways.
 Overall Strategy
• The best way to get our target interested in the Samsung Smart TV is by promoting it as a new kind of
interactive experience instead of just a new TV.

• Consumers are currently fine with having just a plain Jane television set without all the bells and
whistles.

• So promoting the product as an “interactive entertainment unit” instead of a “Smart” TV will convince
people to spend the extra money.

• Consumers in our target market love sharing gadgetry and experiences

• Focus on “experience”.
Samsung’s Digital Ads from Past

2016 – Customer Service Campaign 2017 – QLED TV Campaign

• Intent on “entering the heart of every Indian,” with an emotional campaign that focuses on the ‘Technology of loving’ in
bonding the families together.
• Align with the brand promise of delivering outstanding viewing experience. 
• Instead of showing the latest features of the TV, focus was to tell the audience how Samsung TV brings alive emotions
SAMSUNG QLED TVC Campaign

PROBLEM STATEMENT OBJECTIVE

QLED series is well performing in the market and Samsung To push sales of QLED tv and leverage IPL &
wants to leverage that as per situation
Diwali season
Target Profiles:
Objective: To Create Positive Affinity towards SAMSUNG
QLED

#SAMSUNGRecreatingMemories

“Kyunki Har Lamha Khaas Hai”

 Source: PITCH MADISON ADVERTISING REPORT 2019

Consumer Insights
Nielsen, April 2020 TV+SMARTPHONE CONSUMPTION REPORT DURING CRISIS
 Media Planning

• Method of promotional scheduling: Pulsing

• Time slot: 9AM to 10AM and 7:30PM to 10PM
• TV advertising Budget 40 cr.
• Frequency :
• 4 and 6 times a day in the same slot
• In a week we’ll play ad, 5 days 4 times a day, 2 days 6 times a day
• For 8 weeks\