1. 10 STEPMarketing Plan forSamsung Mobile Phones Maria Charriza M. Mordeno February 2011

2.

This 10 Step Marketing Plan is part of the mandatory requirements ofProf. Remigio Joseph De Ungrias AGSB marketing management class.

The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.

When appropriate, data are masked so as not to create unexpected conflicts.

The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.

Disclaimer 3.

PTM are Students and Young Professionals

Consider a stylish and functional gadget for communication

Can select Blackberry, Nokia, or other mobile phones

Provides similar functions with competitors with added/improved features

Belong within the 78 million cell phone users

Steps 1 to 5 Summary headline ofyour PTM and market 4.

Mobile phone products

Varies depending on model

Made known thru different media channels

Available in major telecom hubs

Building a strong market via differentiation strategy

Steps 6 to 10 Summary headline of the marketing mix & strategy 5. 1. Primary Target Market (PTM)

18-30 years old, Single or Married Male and Female from Social classes A,B,C.

Students and Young Professionals

People considering a stylish and functional means of communication: SMS, Voice, Emails, Internet connectivity, and special added features.

6. 2. My PTMs NWD

Needs: Users need to feel asense of accomplishmentin their chosen fieldsby utilizing current technological tools .

Users need to feel that they belong in a higher social status by owning the product.

Wants: Users want theability to stay connected and updatedeven in mobility.

Demands: Users demand a mobile phone with thelatest features which will support their lifestyle/s(high resolution camera, high speed internet connection, office apps, memory capacity, etc.)

7. Describe your PTM needs Reference: Maslows Hierarcy of NeedsMarketing Management, 11 thed, Philip Kotler I feel like I belong in a higher social class. I feel successful whenever I use my phone. 8. 3a. Direct and indirect products that address my PTMs NWE

Direct Competitors:

9. 3a. Direct and indirect products that address my PTMs NWE

Indirect Competitors:

Variables: Style, Functionality, Price, Features

Sony Ericsson, Cherry Mobile, myPhone 10. 3b. Positioning Maps Fashionable, Trendy --------------- Practical, Classic Basic ---------------- Functional 11. 3b. Positioning Maps Price Sensitivity User Friendly Cool Design Connectivity Sophisticated Basic Features Add-On Features Samsung Nokia Blackberry HTC iPhone Sony Ericsson Cherry Mobile myPhone 12. 4. Identify the gap between customers and competition

Almost all mobile phone carriers do creative imitation : having similar features for several products.

Samsung saw this as an opportunity to not only imitate as is but alsoimprove featuresfor their product that the customers will find practical and stylish.

13.

Samsung dominated the technology when it comes toLCD and LED technology,which made them easily recognizable (Brand recall and recognition).

AMOLEDTechnology. Transferringtechnologyfrom TVs to MobilePhones are no longer a problem, in addition to the sleek, stylish, yet elegant mobile phones which made them remarkable.Shortly, other brands followed.

4. Identify the gap between customers and competition 14. 5. Market Size

Samsung:

- 2 ndmost popular mobile phone brand in the country

- approx. 23% market share (2007)

- sold 161 million units (2007)

- 3x industry growth rate

Infinite Research Blog Case Study Brand Personality of Mobile Phones (1) 15. 5. Market Size

78 million cell phone users

• 17 out of 20 people own a phone (85%)

• Small percentage uses 2 or 3 different brand of phone

Infinite Research Blog Case Study Brand Personality of Mobile Phones (1) 16. Product Description

By Feature: 3G, FM Radio, Form Factor, Camera Resolution, Bluetooth, MP3 Ringtone, Music Player, WIFI, Email, External Memory

By Type: Infotainment, Business, Style*, Multimedia, Connectivity, Essential

>*By Style: Swivel, Bar, Slide, Folder, Full Touch, Qwerty

17. 6a. Our Different Types of Mobile Phones

Infotainment: 7 Products

Bring out the popcorn, kick back and enjoy high-definition movie right on your mobile phone. I9000 I8910 HD Omnia II Omnia G810 Innov8 i550W 18. 6a. Our Different Types of Mobile Phones

Business: 16 Products

Work your business idea from research to a full presentation deck. Your complete mobile office on the run. B7300 Omnia Pro D980 I320N 19. 6a. Our Different Types of Mobile Phones

Style: 46 Products

Precision-crafted outer form meets inner functionality to keep you at the forefront of style. Wave Marvel Corby Monte S3370 20. 6a. Our Different Types of Mobile Phones

Multimedia: 15 Products

Hear every note of your favorite tunes in crystal clear clarity, everywhere you go. Capture priceless moments flawlessly whenever inspiration strikes. Beat DJ Pixon F210 F200 F330 21. 6b. Our Different Types of Mobile Phones

Connected: 27 Products

Stay connected with stylish versatility and all-rounded features that take care of your various infotainment needs. Genoa Champ C5130 J800 22. 6b. Our Different Types of Mobile Phones

Essential: 23 Products

Basic multimedia functionality you can count on with a stylish flair. Satisfying your needs without being loaded with unnecessary extras. E2510 E1175T E1160 23. 6b. Some of Our Competitors Blackberry, Nokia, iPhone, HTC 24. 7. Price

Varies depending on the reseller and model. Example for Samsung Galaxy Spica i5700 model:

- Globe prepaid plan: Php 14,495.00

- Wellcom: Php 14,100.00

Units also differ in price depending on the post-paid plan offered by major telecom network providers (Globe, Smart, Sun)

25. 8a. Which of these modes does Samsung use? ** Pls. rank most used, 1-highest use 1 2 3 4 26. 8a. Samsungs Promotions 27. 8a. Samsungs Promotions 28. 8b. Competitor promo 29. 8b. Competitor promo 30.

Samsungs communication stood out due to:

Proactive marketing movement

Product development and differentiation

Maximizing most media channels

31. 9. Place Samsung kiosks, Globeand Smart centers Globe offers home delivery of cell phone units if customer gets a post-paid plans. 32. 10. What is the generic winning strategy?

Which of the 4 strategies are being used? (bold and underline to most dominant strategy)

• Supply and Distribution Leverage

• Differentiation

• Niche

33. SUMMARY 34.

PTM are Students and Young Professionals

Consider a stylish and functional gadget for communication

Can select Blackberry, Nokia, or other mobile phones

Provides similar functions with competitors with added/improved features

Belong within the 78 million cell phone users

Steps 1 to 5 Summary headline ofyour PTM and market 35.

Mobile phone products

Varies depending on model

Made known thru different media channels

Available in major telecom hubs

Building a strong market via differentiation strategy

Steps 6 to 10 Summary headline of the marketing mix & strategy 36.

www.yugatech.com

http://newsbytes.ph

www.firstmobile.com

www.samsung.com/ph

Sources: 37. 10 STEPMarketing Plan forSamsung Mobile Phones Maria Charriza M. Mordeno February 2011