1. “YOUR GALAXY IS IN YOUR
HAND”
Jessica Walsh & Rabia Hill

2. Situation Analysis
 Company History
 SWOT
 Strengths, Weaknesses, Opportunities, Thre
ats
 Current users
 Creative Sales
 Competitive Media

3. Company History
 Samsung Galaxy i7500
 4/27/2009
 Galaxy S
 June – November 2010
 Sales over 22 million
 Galaxy S II
 September – November
 Sales as of 2/23/2012 over 20 million

4. Samsung Galaxy Market
Vendors Q4 2011 Q4 2011 Q4 2010 Q4 2010 Year over
Shipment Market Shipment Market Year
Volumes Share Volumes Share change
Apple 37.0 23.5% 16.2 15.9% 128.4%
Samsung 36.0 22.8% 9.6 9.4% 275.0%
Nokia 19.6 12.4% 28.1 27.6% -30.6%
Research 13.0 8.2% 14.6 14.3% -11.0%
in Motion
HTC 10.2 6.5% 8.7 8.5% 17.2%
Others 42.0 26.6% 24.8 24.3% 69.4%
Total 157.8 100.00% 102.0 100.0% 54.7%

5. Samsung Galaxy Market: Fiscal
Year 2012
Vender FY 2011 FY 2011 FY 2010 FY 2010 Year over
Shipment Market Shipment Market Year
Volumes Share Volumes Share change
Samsung 94.0 19.1% 22.9 7.5% 310.5%
Apple 93.2 19.0% 47.5 15.6% 96.2%
Nokia 77.3 15.7% 100.1 32.9% -22.8%
Research 51.1 10.4% 48.8 16.0% 4.7%
in Motion
HTC 43.5 8.9% 21.7 7.1% 100.5%
Others 132.3 26.9% 63.7 20.9% 107.7%
Total 491.4 100.0% 304.7 100.0% 61.3%

6. Five Quarter Market Share
Changes

7. Operating System Market
Share
Gartner 2.1 Nielsen 1.4 ComScore
0.8
4.7 4.6 4.1
11.7
1.9
16
8.8 47.3 14.9 46.3
50.9
23.8 29.6
30
Android iOS
RIM Windows Mobile
Symbian Others
Bada

8. Manufacturer Market Share
22.8
26.6
Samsung
Apple
Nokia
HTC
6.5 RIM
23.5 Others
10.8
12.4

9. Strengths: Physical Device
 Powerful  Large screen
specifications  4g or 4g LTE data
 Phones available at  Fast processor
different price points speed (1.3-1.5 ghz)
 Different options of  Expandable storage
phones  Thin/Light
 Physical keyboard  Durable
on some models
 High battery life

10. Strengths: Android OS
 Widely Accepted
 Customizable
 Side-loading Apps
 Multitasking
 Flash Support
 Easier approval for
developers
 400,000 applications
 More free applications

11. Strengths: Samsung
 Customizable widgets
 Clean look
 Investment in
technology, product
design, and human resources

12. Weaknesses: Physical
Device
 Inconsistent from
mid-range phones to
high-end phones
 Lower internal
storage
 “Cheap” build quality
 Bulky, may be too
big for some users

13. Weaknesses: Android OS
 Less applications  Many phones from
than iTunes low-end devices to
 Less fluid high end
ecosystem  Creates clutter and
confusion
 More complicated
 Different phones have
different Android
versions
 May be overpowered
by phones’ user
interfaces

14. Weaknesses: Samsung
 Limited market share in ever growing
segment
 Chances of attracting developers who
are working on iPhone are slim
 Focuses on mass market instead of
niche market
 Bland looking interface and widgets
 Overpowers Android OS

15. Opportunities
 Wide range of phones can address a
large market
 Accepted by masses as the number one
Android manufacturer
 Demand for cell phones driven by
service providers or carriers

16. Threats
 Challenge by low cost mobile
manufacturers on pricing front
 Threat on design and build quality by
higher end mobile manufacturers
 Motorola dominates in the United States
while Nokia dominates the European
market.
 Dominates more than half of world market
 Aggressive competitors such as
Apple, HTC, LG are eating into shares

17. Creative Sales: TV Ads
 “Calling All…”
 “Tutting: Unleash
your Fingers”
 “Meet the Note”
 “Elephant plays with
Galaxy Note”
 Ad Agency: The Viral
Factory
 2,545,656 views as of
4/30/2012

18. Creative Sales: TV Ads
 “The Next Big Thing”
 “I believe in a thing
called love”
○ Super Bowl ad
 “Fanboys”

19. Creative Sales: Print Ads

20. Creative Sales: Print Ads

21. Competitive Media
 TV
 Magazines
 Internet
 Website
 YouTube
 Twitter
 Facebook

22. Marketing Plan
 Goals & Objectives
 Strategies
 Message
 Tagline & Leverage Point
 Audience
 Demographics & Lifestyle
 Geographic Emphasis
 Positioning

23. Goal
 Create lifestyle
○ Users will use phone for many parts of life
○ Become brand loyal and continuously upgrade
to new Galaxy phones
○ Logo will be status symbol

24. Objectives
 Become market leader
 Gain at least 1% in market share by end
of fiscal year 2013
 Increase sales and profits by 10% by the
end of fiscal year 2013

25. Strategies
 Show how phone can be incorporated
into user’s life
 Cognitive and affective appeals
 Cognitive
 Features and value
 Affective
 How features connect phone to user’s life
and core values

26. Marketing Message
 Designed to keep current users who
appreciate powerful specifications
 Keep from regretting purchase
 Encourage to purchase newer version of
phone
 Modify message to also obtain new
users by focusing on how it fits into
specific lifestyle
 Multi-attribute approach

27. Marketing Message
 Focus on slice-of-life advertising
 Demonstration
 Informs of Samsung Galaxy

28. Tagline & Leverage Point
 “YOUR GALAXY IS
IN YOUR HANDS”
 Gives access to not
just the world, but the
universe
 Personalize to
individual lifestyle
 Stay connected with
people most
important
 Connects product to
user’s core values by
fitting into life

29. Branding
 Samsung = Quality and specifications
 Add graphic element to logo
 Easier to remember and identify

30. Audience
 18-30 year old users
 Male and female
 Different lifestyles and values
 Young & Social
 Social Addict
 Cocooning/Health Emphasis
 Value Based

31. Lifestyle
 Young & Social
 Like to stay connected
 Text
 Social Media
○ Facebook, Twitter, LinkedIn, Pinterest
 Social Games
○ Words with Friends, Draw Something

32. Lifestyle
 Social addicts
 Constant need to be connected
 Use any idle time to connect with people
 Start up conversation frequently
 On phone even while with others

33. Lifestyle
 Cocooning/Health Emphasis
 21-30 age range
 Healthy lifestyle
 Use phone as media player
 Get health tips and “virtual personal trainers”

34. Lifestyle
 Value based consumer
 Wants best phone for the price
 Don’t spend money frivolously
 Investment on high-involvement purchase

35. Positioning
 Product attributes technique
 Show features of phone
 Price/Value
 Worth the cost
 Future-proof
 Contrast
 Differentiate from other brands
 Not focusing on any brand in particular

36. Geographic Emphasis
Verizon AT&T
• 4G LTE • 4G LTE and HSPA+
• 203 cities covering 2 • 28 markets
million +
• Future: Complete by the
• Future: 400 markets
covering 2.6 million end of 2013

37. Geographic Emphasis
Sprint T-Mobile
• WiMax • HSPA+
• 4G LTE will be in 7 • 4G LTE will launch in 2013
markets by mid 2012

38. Traditional Media
 Television
 Traditional advertisements
 Product Placement
 On-Demand
 Radio
 Print Media
 Newspapers
 Magazines

39. Television
 Traditional  Product Integration
 Still powerful medium  Lead to more favorable
attitude
 Use entertaining
 Used in popular TV
commercials
shows with characters
 Scheduling many identify with
○ Mid-afternoon  Used seamlessly
○ Prime-time
○ Late-night
 On-Demand
 Offered by many cable
companies
 Cannot be fast
forwarded

40. Television shows
 The Colbert Report
 Modern Family
 Super Bowl  South Park
 30 Rock
 Expensive but
 CSI
guaranteed to be  Dexter
watched by many  SNL
 ESPN Sports Center
 Comedies  True Blood
 The Voice
 Reality TV  Extreme Makeover: Home Edition
House
 Sports Games  Bones
 How I met your Mother
 Grey’s Anatomy
 American Idol
 The Voice
 Sponsorships

41. Radio
 Local focus  Internet Radio
 Reach users on way  Ensure ad is listened
to or from work to by free accounts
 Consumer uses
 Types
○ Homewoork
 Top 40
○ Cooking
 Country ○ Working out
 Classic Rock
 Alternative Rock
 Rap
 R&B

42. Magazines
 Men’s Magazines  Women’s
 Sports Magazines
 Health  Fashion
 Men’s lifestyle  Makeup
 Men’s health  Health
 Provocative images  Women’s lifestyle
of women  Gossip magazines
 Esquire, GQ, Maxim,  Allure, Cooking
Men’s Fitness, Men’s Light, Cosmo, Star, O
Health, ESPN, Sport’s K!, Vogue, Better
Illustrated, Golf Homes & Gardens, In
Digest Touch

43. Newspapers
 Can reach national  USA Today, Wall
or local audience Street Journal, New
York Times, Los
Angeles
Times, Washington
Post, Plain Dealer

44. Other IMC Tools
 Internet
 Website, blog, social media, internet
advertising, online communities
 Alternative Marketing
 Buzz marketing, guerilla
marketing, sponsored consumers, viral
marketing
 Trade Shows
 Databases
 In-Store Promotion & Packaging
 Rebates & Bonus Packs

45. Website
 Home page
 Page to view all phones
 Individual phone pages
 Map of locations
 Online community
 Help & Support
 Reward Zone

46. Website: Home Page
 Video advertisement with a featured
phone model
 Links to other pages

47. Website: All Galaxy Line
Phones
 Separates the Galaxy line from other
Samsung mobile phones and other
Samsung smartphones
 Filters on page to organize phone
 International/US
 Carriers
 Price
 Specific features

48. Website: Individual Phone
 Specifications and  Price
features  No contract/unlocked
 Virtual tour of phone phone
 Renewing 2 year
 News about phone contract
 Software updates ○ Main line
 Forums ○ Family line
 New 2 year contract
 FAQ
○ Main line
 Reviews ○ Family line
 Accessories

49. Website: Store locator
 Show map with
different stores that
carry phones
 Best Buy, Radio
Shack, Carrier stores
 Places to repair
phones
 Price
 Current Stock

50. Reward Zone/Frequency
Program
 Encourage users to
be brand loyal and
keep purchasing
Samsung products
 Use databases to
retrieve information
 Prizes
 Accessories
 Credits
 Drawings
 Rebates

51. Online resources
 Blog
 Can respond to questions or criticism
 Post updates
 Voice opinions
 Online communities
 Allow Consumers to interact with each other
 Give each other tips

52. Internet Advertising
 Banners
 Used on mobile review websites
○ Target those interested in phones or those thinking
of buying
 Video sharing sites
 YouTube, Hulu, channel sites, etc.
 Commercials where consumers must watch a
certain amount of seconds
 Consumers must watch whole advertisement
 Used for same TV shows

53. Social Networking
 Facebook
 Target people based on interests
 Display ads
 Fan pages
 Liked pages
 Twitter
 Monitor what consumers say
 Sponsored trending topic
 #Hashtags

54. Alternative Media: Buzz
Marketing
 Buzz marketing
 Introduce phones at trade shows
○ YouTube reviews
 Start by using Twitter hash tags
○ Consumer stories #MyGalaxy

55. Alternative Media
 Viral Marketing
 Entertaining
 Persuasion not as obvious
 YouTube
 Guerilla Marketing
 T-shirts with logos
 Stickers
 Street teams and reverse graffiti

56. Alternative Marketing
 Sponsored Consumers
 Share their story
 Share how they use phone
 Reward them

57. Trade Shows
 Creates excitement for new phones
 Consumers at trade shows can try out
phones
 Allows for early reviews and speculation
 Mobile trade shows
 CTIA The Wireless Association
 Mobile World Congress
 Consumer Electronics Show (CES)