Direct Marketing samsung

7/27/2019 Direct Marketing samsung

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Direct MarketingGroup 4


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About Samsung

Samsung ElectronicsCo. Ltd. is a South

Korean multinationalelectronics company Established in 1969

Samsung Mobile hasbeen around since 1983

Samsung in India

brought its first mobilein the year 2004


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Smartphones

It is considered to

be the combinationof traditional PDAand cellular phone

A smartphone is built on a mobile

operating system,

with more advancedcomputing

capability andconnectivity than

a feature phone


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MARKETING MIX OF

SAMSUNG MOBILE INDIA


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Products and Prices

Samsung mobile phones range from Rs.950/- toRs.35000/-

101 cell phones currently in Indian market

The range of Smart Phones start from Rs.3890/-

We will be focusing on the smart phones rangingbetween Rs.8000/- to Rs.12000/-

6 smart phones fall under this category


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Samsung Galaxy Y Duos S6102

Rs. 7999Samsung Galaxy Chat

B5330

Rs. 8490

Samsung Galaxy Y Pro Duos

B5512

Rs. 8500

Samsung Galaxy Ace S5830

Rs. 10300

Samsung Galaxy Ace Duos S6802

Price: Rs. 11900

Samsung Galaxy Ace S5830i

Rs. 10300

Products and Prices


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Place

Exclusive stores

Multi-brand outlets

Electronics stores

Online

Samsungs website

Other websites like flipkart.com


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Promotion

IMC

Ads

Salespromotion

EventsPR

Directmarketing


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Positioning

The smart phone that brings

the best in you


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INDUSTRY OVERIVIEW


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Size and Growth Rate

Size = Rs. 33,031 Crores (2011-12)

Growth Rate = 5.8 %

Expected Growth Rate = 10.2 % in 2012-13

Source: Cybermedia Research 2012


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Major Players

Mobile company

Revenue in 2010-

11 (In Rs. Crores)

Revenue in 2011-

12 (In Rs. Crores)

Nokia 12, 929 11, 925

Samsung 5, 720 7, 891

Micromax 2, 289 1, 978Blackberry 1, 950 1, 460

Karbonn 1, 004 1, 327

HTC 450 923

Spice 920 790LG 1,834 780

Huwai 626 750

G'five 1,326 670



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Nokia

38%

Samsung25%

Micromax6%

Blackberry5%

Karbonn4%

HTC3%

Spice3%

LG3%

Huwai2%

G'five

2% Others9%

Market share of Mobile companies in India Marketshare in %



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Samsung40%

Nokia26%

Blackberry12%

Others22%

Market share of Major Smart phone players in India(Jan-Mar 2012)



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SWOT Analysis


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Strengths

Powerful specifications, great

features

Widely accepted OperatingSystem

Phones available at different

price pointsExcellent branding and

advertising


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Weakness

It does not have its own

popular operating system like

Blackberry or Apple


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Opportunity

Expected growth rate of

industry is very high


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Threat

Low cost mobile manufacturers

like Micromax, Karbonn andLava


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TARGET AUDIENCE


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DEMOGRAPHICS

Age: 24-28 years

Occupation: Young working professionals

1 to 3 years of experience Position: Team leader/ Assistant Manager

Gender: Male and Female

Education: Minimum graduate


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DEMOGRAPHICS

Geographic Location: Tier 1 & Tier 2 cities

Income: Rs.20,000-Rs. 35,000

Social Economic Classification: SEC A & B


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PSYCHOGRAPHICS

Stage Of Life: Bachelor or pre-family

Values time

Stylish

Pursues his hobby with work

Fun loving

Outgoing


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PSYCHOGRAPHICS

Multitasker

Urban lifestyle

Tech savvy

Takes out time for friends

Interests: Net surfing, clubbing, partying

Online shopping


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RESEARCH


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Total Respondents = 60


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0 5 10 15 20 25 30

SSC/HSC

Some college but not graduate

Graduate / PG (General)

Graduate / PG Professional

Education Qualification


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20%

5%

10%

37%

22%

3%3%

Occupation

Students

Clerical/Salesman

Supervisory level

Officer/Executive-Junior

Officer/Executive-Middle/Senior

Other (Please Specify):

Businessman


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0

5

10

15

20

25

30

35

Less than 16years

16 years to 25years

26 years to 35years

36 years to 45years

Age Group


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35%

65%

Married Unmarried


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Below Rs. 15,000 p.m.

Rs. 15,000- Rs. 25,000 p.m.

Rs. 25,000- Rs. 35,000 p.m.

Rs. 35,000 and above p.m.

12

22

24

2

Income level


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Interests and hobbies (open

ended)

Most answers were:

Reading

Writing

Painting

Singing and Dancing

Cooking

Biking

Photography


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12%

41%

2%

45%

Have you purchased/ want to purchaseSmart Phone for your own use?

Purchased

Want to purchase

Not interested inpurchase

Repurchase


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921

4139

5832

5451

4955

2938

5248

3932

5957

Dual SIM

Brand Name

Battery

Product durability

Product performance

Price

Repair experience

Accessibility to shop

Operating system

What would you look for while buying aSmart phone?

Series2 Series1


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Name few multibrand mobile

outlets you often visit Most answers were:

1. Croma

2. Mobile Store

3. Reliance Digita;

4. Other local stores


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Favourite websites

Most answers were:

Facebook

Gmail

Yahoo

News websites


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STRATEGY


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Direct Marketing Objective


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The Direct Marketing Plan

1. Get contact details of targetaudience

2. Make customized offers fordifferent clusters of target audience

3. Using Direct Marketing tools to

communicate

4. Follow up and evaluation


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1. Getting contact details

App- Santas offer- hot list

Database available withSamsung stores

Free 2 months internetusage


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Offer 3% extra discount tocustomers who purchase

from Croma

HDFC Credit Cards (0% EMIon HDFC)

Booking bulk passes of newyear parties

Contd


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2. Customized offers

No. Cluster Communication/Offer1. Existing Samsung Users Exchange and get upto 15%

off from Samsung Stores

2. Database received from pubs

and clubs

Free 2 passes to new year

party + Croma Offer

3. Data received from Airtel Free 2 months internet

usage

4. Facebook Hot list Free accessories (Bluetooth,

Screen guard, mobile cover)

5. Data Received from HDFC 0% EMI on Credit Cards

3 Di t M k ti T l


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3. Direct Marketing Tools

used

Social Media

Direct Mail

E-Mail

Events

SMS

Coupons


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EXAMPLES


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Letter


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SMS

Buy Samsung Galaxy

Y, Ace or Chat from

any exclusive store

and get couple

passes of the NewYears Eve at Blue

Frog, New Delhi.

HURRY! For more

details sms SMART

to 56262


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4. Follow up

Expected Data and Sales


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Expected Data and Sales

Source Approached

Response(5%

of approach)

Converted

Buyers(50%

of

respondents)

Sales (average

10000rs./buyer)

Samsing Store 15000 750 375 3750000

Croma 30000 1500 750 7500000

Airtel 150000 7500 3750 37500000

Pubs & Clubs 4500 225 112 1120000

HDFC bank 4000 200 100 1000000

Facebook apps 500 200* 200 2000000

For exchange offerFrom Croma &

Samsug300 300 3000000

Total 203500 10475 5587 55870000

Duplication (-10%) 20350 - - -

Total 183150 - - 55870000

E penses


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Expenses

SourceExpenditure per

unit

No. of units Total

Facebook 150 500 75000

Offer (bluetooth,

screenguard,cover)700 200 140000

Bulk message 1000 100000 1000

Discount in Croma 300 750 225000

Airtel Internet

Expense200 3750 750000

New Year Party

Sponser600 112 67200

HDFC data 20000 - 20000

Total Expenditure - - 1278200

Printing - - 10000

Labor - - 8000

Miscellaneous - - 12000

Total - - 1308200


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Timeline/Schedule

1-5 Dec 6-10 Dec 11-15 Dec 16-20 Dec 21-31 Dec 1-10 Jan

Communicating Offers

Sale

Follow up

Data Collection


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THANK YOU

Documents

Direct Marketing samsung