1. Samsung Mobile repositioning
From Cheap to WOW
Presented by :
Dr. Imran Khan (5661)
Aqib Maniar (12472)
Zeeshan Valliani (12543)
Asad Jaffri (12451)

4. From Connecting People to All in Palm

6. “Inspire the World, Create the Future."

7. SAMSUNG ?
Samsung Group is a South Korean
industrial group with a product
portfolio ranging from electronics,
finance, construction to other
services.

8. Vision :
This new vision reflects Samsung Electronics’
commitment to inspiring its communities by
leveraging Samsung's three key strengths:
"New Technology," "Innovative Products," and
"Creative Solutions."

9. Mission
To devote our talent and technology to creating
superior products and services that contribute to
a better global society.

10. From Cheap to WOW !
• Till 1996, Samsung was a financially struggling company
known primarily for its cheap microwaves and TVs.
• NOW It catches the pulse of the consumer; offers good
designs; understands emotion.
• Samsung had found its niche by focusing on innovative
products for the high-end market
• Lowering the price of a phone by just $20 in many
countries could increase its affordability by 43%.

11. Strategies Adopted
• Changing brand image.
• Taking Brand repositioning cost as long
term investment.
• Proactive measures for reactions from
competitors.
• Renewed pricing strategy.
• Focus on research and development and
innovation.

12. Marketing Research

13. Questionnaire
Open Original format survey form

14. 2nd page
Open Original format survey form

15. The response – An Overview
• The Questionnaire was sent to 60 people
through email
• Received response from 40 people
• Physically administered the survey = 10 person
• Total responses received are 50

16. The respondents – An Overview
• The
•The internet respondents included students,
•Physical respondents included workers, drivers

17. • The What Mobile I own ?
Nokia leads with 36% (18
person) followed by
Samsung 28% (14 person)

18. How much did I pay for mobile during
purchase ?
12% 20%
18% Maximum 25
persons (50%) are in
5001-10000Rs
category, followed
50%
by 10 person in
Below 5000 5001 – 10000 10,001 – 20,000 Above 20,000 Below 5000Rs
Category

19. How much did I pay for mobile
during purchase ?
12% 20%
It indicates that
people go all out
18%
50%
and spend more to
Below 5000 5001 – 10000 10,001 – 20,000 Above 20,000
get a better deal !!!
Spending more
money on mobile
phones

20. Why did you choose this brand over other?
Others please specify
2
Catchy and attractive ads 6
Online / print / visual media 4
reviews
Peers / Family members using 5
1
this brand and satisfied
6
Have been using this brand for
long
12
Price competitively
15
Better Features
0 5 10 15
30% users choose brand because of features

21. How often do you change (or plan to change
your mobile phone?
10%
40% 18%
0 – 05 months
6 months – 1 year
1 – 2 years
2 + years
40% (20 person) are willing
to change their mobiles
32%
after 2 years followed by
32% people within 1 – 2
years

22. Am I open to buying a different brand ?
Good to know…
54% spectrum of opportunity !

23. Value Proposition
Price
More The Same Less
IPHONE Samsung Nokia
More HTC SONY
Blackberry
Benefits
Samsung
The Same
LG
Q Mobile
Less China
Simens
Motrola

24. • Boom! The Last Four Months, Samsung
Sold One Galaxy S2 Every 1.3 Second
S2 Every 1.3 Seconds

35. Karachi

36. BIG BRANDS
Perceptual Mapping

37. Successful
iP
S Nokia
BB
Exciting Reliable /
/ trendy Family
Apple
Nokia
Samsung
HTC
Siemens
LG Rugged
Motorola
Sony
BlackBerry “Big 9” mobile phones brand

38. Plethora of Mobile phone features

40. Fit attributes - Position
#1 . Preferred good Internet access
#2 . Long Battery life
#3 . Easy to use
#4 . Camera and Touch Screen
#5 . Fast and good speakers

41. Brand Communication
• Mass Media advertising, event
sponsorship, sports event, product
placement and the Samsung experience
Gallery,

42. Positioning Statement
‘’ To cater mobile professionals who need to
be always tuned with the ever changing
technology and style, Samsung is the
ultimate solution that gives you user
friendly , cost effective, stylish and
innovative products to stay connected with
the fast moving world’’.

44. Vision 2020 of Samsung
Inspire the World, Create the Future
Creative
Solutions Industry
New Innovative
Technology Products Partner Employee

45. Vision 2020 of Samsung
As part of this vision, Samsung has mapped
out a specific plan of reaching $400 billion in
revenue and becoming one of the world’s
top five brands by 2020. To this end,
Samsung has also established three
strategic approaches in its management:
"Creativity," "Partnership," and "Talent."

46. Latest releases by Samsung
Smart TV featuring Smart Interaction Samsung Galaxy Tab 8.9 power and speed of
technology that hears you (Voice Control) Android™ 3.1, Honeycomb Widescreen HD (1280x800)
and reacts to you (Gesture Control and Face viewing experience on a brilliant 8.9" display ,full HTML
Recognition Browser with Adobe® Flash® Technology. Thinner,
Lighter and Stylish - Only .34" thin and 1.03 lbs
•Smart TV featuring Smart Interaction
technology that hears you (Voice Control)
and reacts to you (Gesture Control and Face
Recognition