Samsung Smart TV Marketing Strategies

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  • 1. Samsung Smart TV 2 | P a g e Project of Principles of Marketing Submitted By: Muhammad Zeeshan Azam ID# 123220 (BBA) Danial Razzaq ID#123206 (BBA) Ahmed Asif ID#123108 (MBA) 2nd Semester Submitted To: Sir Shazif Iqbal
  • 2. Samsung Smart TV 3 | P a g e Acknowledgment We have done efforts in this project. However, it would not have been possible without the kind support and help of many individuals and organizations. We would like to extend our sincere thanks to all of them. We are highly indebted to outlets & service centers of Samsung for their guidance and constant supervision as well as for providing necessary information regarding the project and also for their support in completing the project. We would like to express our gratitude towards our parents and our teacher Sir Shazif Iqbal for their kind co-operation and encouragement which helped us in completion of this project. We would like to express our special gratitude and thanks to industry persons for giving us such attention and time. Our thanks and appreciations also go to our colleague in developing the project and people who have willingly helped me out with their abilities. And at last we are very thankful to Sir Mohammad Faisal (sales deptt.) and Sir Hamid Hashmi (senior sales manager) in the Orient Group of Companies, for their kindness of encouraging us to make a visit to the organization.
  • 3. Samsung Smart TV 4 | P a g e Table of Contents Acknowledgment............................................................................................................................ 3 Selecting a Branded Product not necessarily locally produced ...................................................... 5 Identification of Company that produces it .................................................................................... 6 Marketing Strategy, Marketing Mix of the Company .................................................................... 6 Marketing Environment within which company operates.............................................................. 7 Major Competitors of the Selected Product.................................................................................... 8 Characteristics affecting consumer behavior towards brand .......................................................... 8 Type of Buying Decision.............................................................................................................. 11 Buyer Decision Process ................................................................................................................ 11 Market segmentation with respect to your product....................................................................... 12 The type of your product............................................................................................................... 12 Product attributes with other Variance: ..................................................................................... 13 Identify the life cycle stage of your brand and its corresponding strategy ................................... 13 Price Decision and Pricing Strategy ............................................................................................. 14 The nature of your market distribution channels .......................................................................... 14 The factors by designing the market channel for the brand chosen.............................................. 14 Challenges the company faces in managing Channel Members................................................... 15 Promotion mix for the brand and the concept of IMC.................................................................. 15 Understanding of how message is designed and communicated.................................................. 16 How Sales Promotions are implemented ...................................................................................... 16 Identify 1P of Marketing Mix which may requires to change...................................................... 17 Two Stores which to be discussed ................................................................................................ 17 Asked Questions from Shopkeeper............................................................................................... 18 Check and Note the price of your brand and Competing Brands ................................................. 18 TV campaigns and other campaigns............................................................................................. 19 Under what conditions the company uses ATL and BTL strategies ............................................ 19 Different Outlets which we visited ............................................................................................... 20
  • 4. Samsung Smart TV 5 | P a g e Selecting a Branded Product not necessarily locally produced About the brand chosen Smart thinking, Simple living The brand which we have selected is the Samsung which is not locally manufactured in Pakistan. Samsung is a South Korean Multinational Electronics Company and its` headquarter is located in Suwon, South Korea. The company enabling to it to maintain the world's largest market share for a sixth consecutive year. They employ 236,000 people across 79 countries with annual sales of US $187 billion. Mr. John Park, Managing Director of Samsung EC Pakistan Pvt. Ltd. The Product Chosen: The product which we have chosen is Samsung Smart TV. The company is manufacturing a wide range of LED and LCD. Samsung is now working in the new experience of making Smart TV. This is not just a simple TV or LED it has as many features as it could have. We can experience anything what we want. It has latest features of Motion Control, Face Recognition and Voice Control. And the company has also introduced more Multimedia contents in it to make the new experience for Remote control-free environment. The product covers 3 levels of products Core, Actual and Augmented.
  • 5. Samsung Smart TV 6 | P a g e Identification of Company that produces it The producer of the Samsung Smart TV is the Samsung itself. They make a large number of their own products and export all over the world from their manufacturing countries. The company manufactures its` products but the products which we own in our country are actually assembled in our country (some products are assembled in Lahore) by Orient Group of Companies. Marketing Strategy, Marketing Mix of the Company The company makes its marketing strategy very logically. Marketing strategy is made under marketers must be made very carefully. The marketing strategy includes the pricing of the product, placement of the product, distribution of the product and the market segmentation is also made under the Marketing strategy of the company. Segmentations of the target market is also important for the company segmentation actually tells that for whom the product is made and which type of people can buy the product. Distributions: The distribution of the product is very important, Samsung deals with the authorized channel members to which they sell the products. And through those channel members the products are distributed to the end consumers. Channel members are important because company does not sell its products directly to the consumers. Placements: Samsung places its products to the stores where the customers are showing the willingness of buying the products. The company will not place the products in those areas where the customers do not show interest of buying the latest and precious products.
  • 6. Samsung Smart TV 7 | P a g e Marketing Mix of the brand Samsung have a good grip over the marketing mix. Smart TV is the Product which is the Customer solution of having the latest technology in the LED TVs. Its Prices tells that the products are belong to upper class people; the Customer cost of the Smart TV which the people are willing to pay. Place of the product provides the customer Convenience of purchasing the products, Smart TV is available in the big outlets of electronics products. The Promotion of the Smart TV provides the Information of the product, in this way the company Communicate to the customers. Marketing Environment within which company operates The company operates in Micro Environment and Macro Environment. Micro environment: In the micro environment of company, it includes the company Suppliers of company are also an important aspect of the microenvironment because even the slightest delay in receiving supplies can result in dissatisfaction. Different Departments of company (HR, Marketing, Production, Sales and other) are playing role in the company. Marketing intermediaries which refers to resellers of the products. Competitors are also a factor in the microenvironment and include companies with similar offerings for goods and services. Macro Environment: The major portion of the companys macro environment includes Demography. Demography refers to studying human populations in terms of size, density, location, age, gender, race, and occupation. This is a very important factor to study for marketers and helps to divide the population into market segment