Samsung Wave-Ii Marketing Plan

pic Samsung shiver-II Smart Phone Marketing Plan and strategy Principles of Marketing EIB-507 Prepared By MD. Ashif Hossain Roll-80104045 International Business, EMBA University Of Dhaka Prepared For MD. Kamal Uddin,Ph. D partner Professor Executive summary Mobile resound, which is defined as a high technology electronic product, is popular all over the world. Bangladesh must be one of the biggest food commercializeplace places for those smooth think manufacturers.As a leader in officious telecommunications food market, Samsung has its scientific business strategy that leads to success, and pays a great attention to the market of Bangladesh. Based on the Bangladesh mobile recall market, this paper analyzes Samsungs business strategy to show reason of Samsungs success. The business strategy includes the strategic intent, the war-ridden strategy and marketing mix. The strategic c at a timept of Samsung is to take the demand-side strategy. Samsung subdivides the whole mark et into several objective markets according to the researches about the partialities of different individuals.And then different types of mobile phones are put into the market aimed at attracting different consumer groups. The competitive strategy of Samsung is to remedy the innovative ability to win the competitive advantage. Strong technological cornerstone ability makes Samsung stand in the forward range of mobile industry all the time, and characterized this brand by a special vitality. And the marketing mix of Samsung is to social occasion the integrated marketing strategy including product, price, promotion and place.It values the construction of a brand, the orientation of its products and pays a lot of attention to technology improvement. It increases the gross revenue through polished advertisement, presentation to the celebrities and large-scale entertainment. Current Market Situation Increasingly, we are observing that handsets are following the pattern of typical c onsumer electronics the trend is toward phones with improved features at cast down prices. Simultaneously, there are more manufacturers who will deliver cheaper handsets to capture the mass market.Multifunction cell phones, e-mail devices are increasingly popular today. Touch screen phone is real(prenominal) much attractive because it is Very much easy to use and people can browse the website like they browse in a laptop computer computer. Competition is therefore more intense. So it is easily visible that there will be massive demand for such phones in the future. To gain market share in the dynamic environment, Samsung must carefully target Specific segments with features that deliver benefits valued by each guest group. Market Description Samsung Wave II touch pad phones primary target consumers are young people.It is very much attractive for student because of its all-encompassing touch screen which could be used as a hand Held palmtop. It lifes Wi-Fi technology so people can transfer their documents and other important file away through this phone like a workstation. In the prospect of Bangladesh people can easily monitor the Stock market movement through its high-speed Internet technology. Other users are entrepreneurs and professionals. It is very much cheap in compare with an apple I-phone. Product Review The Samsung Wave II S8530 (or Samsung Wave II) is the Successor f Samsung Wave S8500 sassyphone running the bada 1. 2 operating placement designed by Samsung, which was commercially released on October, 2010. 123 The Wave is a slim touchscreen phone powered by Samsungs Hummingbird central processing unit (S5PC110), which includes 1GHz ARM Cortex-8 CPU and a powerful built-in PowerVR SGX 540 graphics engine, Super LCD screen and 720p high-definition moving-picture show capture capabilities. Our Product Samsung Wave II smart phone offers the following standard features With a bada 1. 2 operating system Hardware features Calling The speakerp hone is great.It was very loud and clear. Conference calling was too easy. Once youve placed your second call, an icon appears to conference the two calls. It can connected 20 calls at once and had no trouble swapping and dropping individuals from the conference. Design The phone is made of mostly metal alloy and is measured at 10. 9mm thick. In impairment of form factor, it is a slate style featuring only 3 physical buttons on the front call, reject/ shutdown, and main menu button. The ergonomically designed body also makes it more comfortable to hold. Screen The screen is a 3. -inch (94mm) capacitive touchscreen Super LCD with an anti-smudge oleophobic coating on top of the scratch-resistant tempered-glass (Gorilla Glass Display) touch adorn which has been shown to be capable of resisting extreme friction (scratch-resistant). The screen resolution is 800480 WVGA. 4 Processor The phone features a 1GHz SoC,5 which internally contains an ARM Cortex A8 CPU core that is identical to the ARM Cortex CPU core used in orchard apple trees A4 package on package SoC. 67 The Phone graphics engine is SGX 540 which is verbalize to be capable of generating 90 million triangles per second (same as the SoC used on the Samsung Galaxy S).And 512MB RAM (same hardware as Samsung Wave S8500). Camera The phone features a 5 megapixel which supports 2592 x 1944 pixels, along with autofocus, LED flash, Geo-tagging, face, blink detection, go through stabilization, touch focus,etc. Other than these features it has various shooting modes such as beauty shot, grimace shot, continuous, panorama and vintage shot. As a camcorder it is able to shoot 720p HD come ining (1280720) at 30FPS with flash. As well as this, it is also able to record slow motion video (320240) at 120FPS with flash. Other featuresOther feature includes A-GPS, 2GB/8GB of internal storage with a microSDHC slot for an enlargeitional 32GB. It also has a magnetometer, a proximity sensor, an accelerometer, 5. 1-channe l surround sound Mobile Theater, music recognition, a fake call service, smart search, Social Hub and it is the first phone to support Bluetooth version 3. 0. In addition to Bluetooth 3. 0, the phone also features Wi-Fi 802. 11 b/g/n, HSDPA 3. 2Mbit/s and HSUPA 2Mbit/s. This phone is usable with both European/Asia 3G bandings and the North American 3G bandings.Software Features User Interface The phone is one of the few smartphone to feature the Samsung bada operating system platform. The UI is Samsungs own Touchwiz 3. 0. Touchwiz 3. 0, like the 2 predecessors (Touchwiz 2. 0 and Touchwiz), utilises widgets. The 3 most notable widgets pre-installed in Touchwiz 3. 0 are Daily Briefing (which includes all essential cultivation such as weather, finance, AP mobile news and schedule), Feeds and Updates and Buddies now (which allows users to call, send texts to and read Facebook/Twitter feeds off their favourite contacts).Users are allowed to have up to 10 homescreens to add widgets. App lications In terms of Internet Browser, Samsung Wave is pre-installed with Dolphin Browser v2. 0 (based on WebKit). While this browser supports Flash it is disabled by default to improve page load time. By default, the phone comes with Picsel Viewer which is capable of reading . pdf and Microsoft Office file formats. Users from selected countries can buy and download Picsel Office Editor from Samsung Apps. As for Samsung apps, users can also download applications, games and widgets from the application store.Other software includes the GPS software that comes with this phone (LBS Route 66), Palringo IM, Facebook, Twitter, social hub, mini diary, daily sketching, memo, video player, FM radio, media browser, go recorder, e-mail and pre-installed asphalt5. Media Support MP3, AAC, AAC+, e-AAC+, WMA, AMR, WAV, MP4, FLAC, MPEG4, H. 263, H. 264, WMV, AVI, DivX, XviD, MK Competitive OVERVIEW Players There are currently four tiers of players in the handset market Tier 1 Nokia, Samsung and Apple Tier 2 Motorol and Ericsson Tier 3 Alcatel, Siemens etc Tier 4 the restNokia swept into the market, overtaking both Motorola and Ericsson to achieve the largest handset sales during 1998. Samsung after a brief struggle against Nokia and apple finally got a large share of customer. The failure of Motorola to move from analog to digital and of Ericsson to pursue fashionable designs enabled Nokias market position to improve. Since then, both Motorola and Ericsson have been aggressively playing catch- up, attempting to leverage their strengths in technology and semiconductors to attack Nokias share in the overall world market. Tier 3 companies cater to a lower-end, lower-margin market.Relative lack of economies of scale, product range, and brand equity make market dominance or even parity a very difficult challenge for these smaller players. However, Samsung with its new stylish design and technology is well positioned in the emerging smart phone market, and is capable of th reatening the bigger two companies (nokia and apple). Compare between Samsung Wave-II and I-phone Because the large chunk of market segment who prefers Smartphone is captured by the apples I-phone. We should have a complete knowledge what the i-phone offers as well as Samsung wave-II pic pic Features Apple I-phone Samsung Wave-II Overview Touchscreen, Scratch Resistant Oleophobic Surface, LCD Capacitive Touchscreen,Scratch Resistant Oleophobic Multi Touch Input Method, Three Axis gyroscope Sensor, Surface,Accelerometer Sensor for Auto-rotate, MicroSIM card support only, 5 MP Camera, TV-out, Handwriting recognition,Multi-touch Input Method,5 MP Audio/Video player, Data Transfer 3G, EDGE, GPS, Camera,MP4 Player,Stereo FM Bluetooth, Wi-Fi, HTML Browser, Google Maps radio,TV-Out,3G,EDGE,GPS,Bluetooth,Wi-Fi ,HTML Browser,Bada OS Operating System iOS 4 (based on Mac OS) Bada OS 1. Processor Speed 1 GHz ARM Cortex-A8 processor, PowerVR SGX535GPU, ARM Cortex A8 1GHz processor Apple A4 chipset 2G network GSM 850 / 900 / 1800 / 1900 GSM 850 / 900 / 1800 / 1900 3G network HSDPA 850 / 900 / 1900 / 2100 HSDPA 900 / 2100 Dimensions 115. x 58. 6 x 9. 3 mm 123. 9 x 59. 8 x 11. 8 mm Weight 137 g 135 g Display Size 3. 5 inches, LED-backlit IPS TFT, capacitive 3. 7 inches,Super Clear LCD capacitive touchscreen, 16M touchscreen, 16M colors colors Resolution 640 x 960 pixels 480 x 800 pixels Music Player MP3 ,WAV,AAC, AIFF, AAC Protected, MP3 VBR,Audible MP3/WAV/WMA/eAAC+ player (formats 2-4),Apple Lossless, Music play-Up to 40 hours tuner No Stereo FM radio with RDS, FM recording Camera 5 MP, 2592 x 1944 pixels, autofocus, LED flash, 5 MP, 2592 x 1944 pixels, autofocus, LED flash Secondary video calling camera over Wi-Fi only Video emailprotected, LED video light, geo-tagging,Video emailprotected,Video Player-MPEG4, H. 264, MOV Player-MP4,MKV,H. 263,H. 64,WMV,Xvid,DivX indwelling 16 GB storage 2 GB storage Slot micro sd No microSD up to 32GB, 2GB card included Battery standardized battery, Li-Po 1420mAh Standard battery, Li-Ion 1500 mAh Talk Time Up to 14 h (2G) / Up to 7 h (3G) Up to 13 hours Blue Tooth v2. 1 with A2DP v3. 0 with A2DP USB v2. 0 microUSB v2. 0 GPRS Class 10 Class 10 EDGE Class 10 Class 10 Wlan & Wifi Wi-Fi 802. 1 b/g/n Wi-Fi 802. 11 b/g/n 3G HSDPA, 7. 2 Mbps HSUPA, 5. 76 Mbps HSDPA 3. 6 Mbps HSUPA, 2 Mbps GPS Yes, A-GPS support A-GPS support, Samsung Mobile Navigator Document viewer Yes(dont support Microsoft package) Yes(pdf,word,XL) Price per unit BDT 55000/- BDT two hundred00/- Samsung Wave-II SWOT ANALYSIS Strengths Having the advanced technology over the competitors in the mobile phone industry Decentralized alliance structure, innovative and inventive employees and Charismatic strong leader One of the best market leadership in the mobile industry Strong brand name and company image in the global market Has its own manufacture and network Product innovation Economy of scale Weaknesses Complacency and arrogance Few customized operator-specific handsets Few alliances, company sticks to its standing in the market, do not want to cooperate with the operators Opportunities The emerging market in developing countries, such as China, India, Bangladesh The emerging market for high-end mobile phone such as business user phone Threats Facing more new competitors, especially from Asia Stronger buyer power from the network operators Lost market share Strong competition in mobile industry ObjectivesWe have set aggressive but achievable objectives for the first and second years of market entry. First-year objectives During the Samsung wave-II initial year on the market, we are aiming for a 40 percent share of the Bangladesh smart phone market through unit sales volume of 1,00,000 units. Second-year objectives Our second-year objectives are to achieve a 60 percent share based on sales of two models and to achieve break-even aboriginal in this period . Market Segmentation Our target market is mainly focused on young and professional people with a attraction for technology which is available in a relatively cheap price. There is a customer profile as follows Age 14 25, 25 35, 35 +Gender male person & Female Family Life Cycle Young, single, married, married with children, older, under18. Occupation Professional and technical, managers, officials and proprietors, clerical, sales, craftspeople, supervisor, Operatives, farmers, retired, students, homemakers, unemployed. Social Class Lower Lowers, upper lowers, working class, middle class, upper middles, upper uppers periodic income Below Over10,000 Taka Size of potential market Total population of Bangladesh. Geographical Location Rural, Semi-Urban, and Urban User status Potential user, first time users & mending users Usage rate Light user, medium user & heavy user.Readiness stage Aware, informed, interested, desirous and intending to buy Marketing Strategy Positioning In 2007 Samsung telecom Business reported over 40% growth and became the second largest mobile device manufacturer in the world. 1 Its market share was 14% in Q4 2007, developing up form 11. 3% in Q4 2006. 2 In Q1 2008 Samsung strengthened its second position on the market and achieved 15. 6% world handset market share. So as per the concern regarding Bangladesh Samsung is already achieved a good market share after Nokia. Product Strategy The development of a product with global entreaty Nimble movement to sell it internationally Most importantly, a commitment to learning what consumers want, without consideration of the limits of existing technology Best mobile devices for everyone regardless the price and geography Internet services on mobile devices Business mobility markets Once the master key business devices are introduced, Corporate users will take advantage of the constancy and innovation Low cost innovative devices in the emerging markets will generate revenue due to th e brand loyalty Introducing the device for business solutions, superior from its competitors Giving SDK(software development kit) to the developers to develop more applications on its new OS platform Introducing low cost ,innovative, devices in the emerging markets Leading Brand set strategySamsung Wave-II smart phone will be introduced at BDT 20000/- per unit in compare with Apple-iphone, which costs BDT 55000/- per unit. Though it is not superior than I-phone but it could run some function of I-phone like as we have mentioned in our previous discussion. Distribution Strategy In Bangladesh by selective distributor Samsung could promote the market and also by media Advertisement. Samsung could also promote the consumers with joint co-operation with major Carriers like Grameenphone and Banglalink. Marketing Communication Strategy At TV Advertisement At Radio Advertisement At Outdoor Advertisement At Press ConferenceAction Program The Samsung Wave-II will introduce in Februa ry 2012. Through a serial publication of scheduled program Samsung will carry out its marketing strategy and achieve its objectives. A monthly basis detail about these programs are presumptuousness below February 2012 We will initiate a huge amount trade sales promotion ad. Campaign to educate dealers and generate excitement for the product launch. propel catalogs & brochures to 50000 likely customers Set-up showrooms Provide samples product reviewers, opinion leaders and celebrities as the part of our public relation strategy. Create own website. March 2012 Collecting marketing information. gelt an integrated print/radio/TV/ Internet campaign targeting consumers. Launching Samsung Wave-II April 2012 Study consumer satisfaction and identify opportunities. Budget pic Total first-year revenue Tk. 200 Core sales volume 100,000 average wholesale price Tk. 20000/- per unit. Variable cost per unit TK 2500 for units Samsung Wave-II projects sales of Tk 60 Lac on 1st quarter a nd hence Tk. 60 Lac, Tk. 40 Lac and Tk. 40 Lac Estimated first-year fixed costs TK. 170 Core Break Even calculation = TK. 1700000000 /TK. (20000-2500) = 97143 Units(approximated) Controls There should be a cruddy monitoring system in every level of execution from top to bottom.We will carefully monitor customer satisfaction through our product and customer service Center. Any sign of deviation will be corrected through our highly skilled manpower. Further plan has been developed in the mount of severe price downgrading. CONCLUSIONS Samsung must rethink its strategies if it is to remain successful. The recent economic slowdown coupled with impending market saturation and the demand for increased functionality, is commencement exercise to dramatically change the handset market. Samsung should take aggressive measures to resist commoditization if it is to grow and continue being profitable. We have outlined some ways that it can contact this.Its brand has proven to be one of its m ost valuable assets, and Samsung should continue building it. Samsung must also thoroughly research evolving customer inevitably and put up a positive impetus for brand differentiation. Finally, by forming strategic alliances with industry and service providers, Samsung can ensure and maximize its visibility to the end- user. Samsung also needs to fiddle new products to market, and, as the market is showing signs of saturation, shift its focus onto the replacement market. This means developing data-driven services and appropriate partnerships with content providers. There simply needs to be an incentive for existing handset owners to purchase a new Samusng handset.