Direct Marketing
Group 4
About Samsung
Samsung Electronics Co. Ltd. is a South Korean multinational electronics company Samsung Mobile has been around since 1983
Established in 1969
Samsung in India brought its first mobile in the year 2004
Smartphones
A smartphone is bui lt on a mobile operating It is considered system, to with be the more combination advanced of traditional computing PDA and capability cellular phone and connectivity than a feature phone
MARKETING MIX OF SAMSUNG MOBILE INDIA
Products and Prices
Samsung mobile phones range from Rs.950/- to Rs.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 ranging between Rs.8000/- to Rs.12000/-
6 smart phones fall under this category
Products and Prices
Samsung Galaxy Y Duos S6102 Samsung Galaxy Ace Y Duos S6802 Samsung Galaxy Pro Duos Rs. 7999 Price: B5512 Rs. 11900 Rs. 8500
Samsung Galaxy Chat Samsung Galaxy Ace S5830i Samsung Galaxy Ace S5830 B5330 Rs. 10300 10300 Rs. Rs. 8490
Place
Exclusive stores
Multi-brand outlets
Electronics stores Online
Samsungs website Other websites like flipkart.com
Promotion
Ads
Direct marketing IMC
Sales promotion
PR
Events
Positioning
The smart phone that brings the best in you
INDUSTRY OVERIVIEW
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
Major Players
Revenue in 2010- Revenue in 2011Mobile company 11 (In Rs. Crores) 12 (In Rs. Crores) Nokia 12, 929 11, 925 Samsung 5, 720 7, 891 Micromax 2, 289 1, 978 Blackberry 1, 950 1, 460 Karbonn 1, 004 1, 327 HTC 450 923 Spice 920 790 LG 1,834 780 Huwai 626 750 G'five 1,326 670
Source: Cybermedia Research 2012
Market share of Mobile companies in India Market share in %
Huwai G'five 2% 2% LG 3% HTC Spice 3% 3% Karbonn 4% Blackberry 5% Micromax 6%
Others 9%
Nokia 38%
Samsung 25%
Source: Cybermedia Research 2012
Market share of Major Smart phone players in India (Jan-Mar 2012)
Others 22%
Samsung 40%
Blackberry 12%
Nokia 26% Source: Cybermedia Research 2012
SWOT Analysis
Strengths
Powerful specifications, great features
Widely accepted Operating System
Phones available at different price points Excellent branding and advertising
Weakness
It does not have its own popular operating system like Blackberry or Apple
Opportunity
Expected growth rate of industry is very high
Threat
Low cost mobile manufacturers like Micromax, Karbonn and Lava
TARGET AUDIENCE
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
DEMOGRAPHICS
Geographic Location: Tier 1 & Tier 2 cities Income: Rs.20,000-Rs. 35,000 Social Economic Classification: SEC A & B
PSYCHOGRAPHICS
Stage Of Life: Bachelor or pre-family Values time Stylish Pursues his hobby with work Fun loving Outgoing
PSYCHOGRAPHICS
Multitasker Urban lifestyle Tech savvy Takes out time for friends Interests: Net surfing, clubbing, partying Online shopping
RESEARCH
Total Respondents = 60
Education Qualification
Graduate / PG Professional
Graduate / PG (General)
Some college but not graduate
SSC/HSC 0 5 10 15 20 25 30
Occupation
Students 3% 3% 20% 22% Clerical/Salesman Supervisory level
5%
10%
Officer/ExecutiveJunior Officer/ExecutiveMiddle/Senior Other (Please Specify):
37%
Businessman
Age Group
35
30
25 20 15 10 5 0 Less than 16 16 years to 25 26 years to 35 36 years to 45 years years years years
Married
Unmarried
35%
65%
Income level
2
Rs. 35,000 and above p.m.
Rs. 25,000- Rs. 35,000 p.m.
24
Rs. 15,000- Rs. 25,000 p.m.
22
Below Rs. 15,000 p.m.
12
Interests and hobbies (open ended)
Most answers were: Reading Writing Painting Singing and Dancing Cooking Biking Photography
Have you purchased/ want to purchase Smart Phone for your own use?
12% Purchased 45% Want to purchase Not interested in purchase Repurchase
41% 2%
What would you look for while buying a Smart phone?
Series2 Operating system Accessibility to shop Repair experience Price Product performance Product durability Battery Brand Name Dual SIM 9 21 32 58 39 41 29 55 49 51 54 Series1 57 59 32 39 48 52 38
Name few multibrand mobile outlets you often visit
Most answers were: 1. Croma 2. Mobile Store 3. Reliance Digita; 4. Other local stores
Favourite websites
Most answers were: Facebook Gmail Yahoo News websites
STRATEGY
Direct Marketing Objective
The Direct Marketing Plan
1. Get contact details of target audience
2. Make customized offers for different clusters of target audience
3. Using Direct Marketing tools to communicate
4. Follow up and evaluation
1. Getting contact details
App- Santas offer- hot list
Database available with Samsung stores
Free 2 months internet usage
Contd
Offer 3% extra discount to customers who purchase from Croma HDFC Credit Cards (0% EMI on HDFC)
Booking bulk passes of new year parties
2. Customized offers
No. 1. 2. 3. Cluster Existing Samsung Users Database received from pubs and clubs Data received from Airtel Communication/Offer Exchange and get upto 15% off from Samsung Stores Free 2 passes to new year party + Croma Offer Free 2 months internet usage
4.
Facebook Hot list
Free accessories (Bluetooth, Screen guard, mobile cover)
0% EMI on Credit Cards
5.
Data Received from HDFC
3. Direct Marketing Tools used
Social Media Direct Mail
E-Mail Events SMS Coupons
EXAMPLES
Letter
SMS
Buy Samsung Galaxy Y, Ace or Chat from any exclusive store and get couple passes of the New Years Eve at Blue Frog, New Delhi. HURRY! For more details sms SMART to 56262
4. Follow up
Expected Data and Sales
Source Converted Sales (average Response(5% Buyers(50% Approached 10000rs./buy of approach) of er) respondents)
15000 30000 150000 4500 4000 500 From Croma & Samsug 203500 750 1500 7500 225 200 200* 300 10475 375 750 3750 112 100 200 300 5587 3750000 7500000 37500000 1120000 1000000 2000000 3000000 55870000
Samsing Store Croma Airtel Pubs & Clubs HDFC bank Facebook apps For exchange offer Total
Duplication (-10%)
20350
Total
183150
55870000
Expenses
Source
Facebook
Offer (bluetooth, screenguard,cover) Bulk message Discount in Croma Airtel Internet Expense New Year Party Sponser HDFC data
Total Expenditure
Expenditure per unit
150
700 1000 300 200 600 20000
-
No. of units
500
200 100000 750 3750 112 -
Total
75000
140000 1000 225000 750000 67200 20000
1278200
Printing Labor Miscellaneous
Total
10000 8000 12000
1308200
Timeline/Schedule
Data Collection Communicating Offers
Sale
Follow up
1-5 Dec
6-10 Dec
11-15 Dec
16-20 Dec
21-31 Dec
1-10 Jan
THANK YOU
