三星手機營銷case study

第一部智能手機結(jié)合了個人數(shù)字助理手機的功能，，后來的款式中增加了便攜式媒體播放器功能,低端數(shù)碼相機緊湊,迷你型攝像機,GPS導(dǎo)航單位形成多用途的設(shè)備�，F(xiàn)代智能手機還包括高分辨率觸摸屏和可以顯示標準網(wǎng)頁頁面的網(wǎng)頁瀏覽器以及移動設(shè)備優(yōu)化的網(wǎng)站。無線網(wǎng)和移動寬帶為高速數(shù)據(jù)瀏覽帶來了方便。

屏幕智能手機的屏幕在顯示尺寸和顯示分辨率上有很大程度的不同。最常見的屏幕尺寸范圍是2英寸到4英寸(對角)。存在一些5英寸屏幕的設(shè)備,可以在移動操作系統(tǒng)上運行,可以打電話,如戴爾Streak,目前三星Galaxy筆記本。

SWOT分析法—SWOT ANALYSIS：

三星手機—samsung handset

競爭優(yōu)勢—STRENGTH:

三星使用最先進的技術(shù)是安卓操作系統(tǒng)。

三星產(chǎn)品范圍從典型的低倍率到營銷精英，市場營銷組合。

在2012年三星擁有最大的市場份額和最高的增長率266%。

擁有約125個多渠道合作伙伴的強大廣告宣傳策略和促銷策略。

競爭劣勢—WEAKNESS :

缺乏品牌忠誠度，世界各地的人們,并沒有太多的忠于三星蘋果和諾基亞。

三星還沒有在印度的鄉(xiāng)下市場開發(fā)。

關(guān)注B2B營銷策人們的收入只有3%左右。

機遇—OPPORTUNITY:

三星可以提出聚焦農(nóng)村市場促銷活動的想法。

專做鄉(xiāng)下市場的手機銷售。

專門銷售功能簡潔但耐用的老年手機，使用戶滿意。

可以與卡登士制作定制三星配件的這些公司聯(lián)合。

威脅—THREAT:

品牌名稱受到不同法律訴訟的阻礙。

就技術(shù)而言，手機市場是發(fā)展迅速的市場,所以必須在正確的時間想出創(chuàng)新的策略和產(chǎn)品，比如諾基亞決定在印度市場有好轉(zhuǎn)。

競爭強度是來自主要的同行競爭，像諾基亞、蘋果等公司，也來自一些同行的新行業(yè)和低價格行業(yè)，就如micromax。

BCG矩陣—BCG MATRIX

在今天的競爭激烈的手機市場中,全世界沒有一家公司這個業(yè)務(wù)可以作為搖錢樹,這對三星手機部門而言也是如此。因為三星是全球手機市場的領(lǐng)導(dǎo)者,再加上他的創(chuàng)新力和強有力的營銷，它算得上是一個明星公司了，都但這都是是需要大量的資金(現(xiàn)金)投入。

The first smartphones combined the functions of a personal digital assistant with a mobile phone. Later models added the functionality of portable media players, low-end compact digital cameras, pocket video cameras, and GPS navigation units to form one multi-use device. Modern smartphones also included high-resolution touchscreens and web browsers that display standard web pages as well as mobile-optimized sites. High-speed data access is provided by Wi-Fi and mobile broadband.

Screens on smartphones vary largely in both display size and display resolution. The most common screen sizes range from 2 inches to over 4 inches (measured diagonally). Some 5 inch screen devices exist that run on mobile OSes and have the ability to make phone calls, such as the discontinued Dell Streak and thecurrent Samsung Galaxy Note.

SWOT分析法—SWOT ANALYSIS :

三星手機—samsung handset

競爭優(yōu)勢—STRENGTH :

The technology that is being used by samsung is the most advance( android).

Samsung has product range from typical low range to the elite range ie good marketing- mix

largest market share and highest growth rate 266%in first quarter of 2012

Strong advertising campaigns and promotion strategies around 125 channel partner.

競爭劣勢—WEAKNESS :

Lack of brand loyalty less people all over the world are not that much loyal to samsung as to apple and Nokia.

Samsung has yet not make a mark in rural market of India .

Less focus on B2B marketing around only 3% revenue.

機遇—OPPORTUNITY :

Samsung can come up with promotional activity focusing the rural market.

Handset specially designed for the rural market.

Handset specially for the elderly people less of feature but more durability and very user friendly.

Can tie up with the company like capdase for making customized samsung accessories.

威脅—THREAT :

Brand name is being hampered by different coping law suit.

Handset market in very fast moving market in terms of technology so it have to come up with innovations at right time as nokia is deciding to have a turnaround in india market.

Competition is very high from major player like nokia rim apple etc and also from some new and low cost player like micromax etc

BCG矩陣—BCG MATRIX

Today in the tough competitive market of handset all around the world no company can be taken as cash cow and that is to for the samsung handset unit. Since samsung is leader in the handset market globally it is basically a star company just because of its innovations and advertising which need a lot of capital( cash).

Even if we have to take in account the different models from the samsung marketing mix we can have smartphone like wave series using wada platform can come under a question mark because of that company has also stooped manufacturing some of them. but all other using android platform be it galaxy ace of S series they all are in star company generating high revenue from them with continuous Research and development

細分—SEGMENTATION :

Segmentation includes four groups

1. Geographic 2. Demographic 3. Psychographic 4. Behavioral

1. 地理位置—GEOGRAPHIC :

It depends on region, country size, climate, and density of area urban, semi-urban, rural. But in handset market geographic segmentation do not have that much influence except in rural area. In india we uses 1800 and 900 gsm band.

2.群眾— DEMOGRAPHIC :

It depends on age, gender, family size, family life cycle, education, income, occupation, socioeconomic status, religion, nationality/race (ethnic marketing), language. Each variety of this segmentation. samsung for that in India has come up with some phones with Indian language being used. Smartphone for all income group and for executive class to trendy phones for youth

3.心理—PSYCHOGRAPHIC :

It depends on personality, life style, value, attitude. today cell phone has became more or less a status symbol rather than a communication device that's why samsung has tried to portrait it image as trendy , high on technology , high on style and design for different kind of people with different model

4.行為—BEHAVIORAL :

It depends on occasions, benefits, user status, usage rate, buyer-readiness stage, loyalty status. phone with dual sim are available. It can come up with some special edition phone for occasions in India like marriage, two phones with some exclusive communication technology.

目標—TARGETING:

A target market is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise towards adn this is called targeting.Targeting is the second stage and is done once the markets have been segmented.Organizations with the help of various marketing plans and schemes target their products amongst the various segments. The target market for samsung depends on income group and for the techno lovers people.

Customers which are not in high income hand but are techno lover is a big segment market in India youth for that samsung has product like Galaxy pocket and Y dous.

定位—POSITIONING :

Samsung has branded itself as a synonym of quality and innovations in India it has brand ambassador as Amir khan who has a image of being MR. perfectionist.

With continuous innovations it has been able to make a mark among the customers which has resulted positively as it has increased its market drastically and a potential growth rate.

By setting up huge number of customer service center and even with a e-store and samsung concept store it has positioned itself as a customer caring company.

In 2008 company organized a Samsung Mobile Karaoke Festival.

客戶價值—CUSTOMER VALUE:

價值交付練鏈—The Value Delivery Chain:

Businesses succeed by getting, keeping, and growing customers. Without customers , one cannot have a business. The task of any business is to deliver customer value at a profit while being socially responsible.

In a hypercompetitive economy, with increasingly rational buyers faced with abundant choices, a company can succeed only by fine-tuning the value delivery process and choosing, providing and communicating superior value.

Samsung provides products of high quality and long- term durability .

客戶價值和滿意度—Customer Value and satisfaction:

The firm infrastructure covers the costs of general management , planning, accounting , legal and government affairs. Customer Perceived Value is the difference between what the customer gets and what he/she gives for different possible choices.

The marketer can increase the value of the customer offering by either raising economic, functional or emotional benefits or by reducing one or more of the various types of cost.

Suppose a buyer wants to buy a mobile from samsung store. The sales person carefully describes the sales offer. The buyer wants the mobile to be durable and with a great offer. He evaluates these criteria with the monetary cost to form a total customer cost. If Samsung provides high total customer cost, then only the customer goes with the Samsung products otherwise he will switch on to some other product.

The value creation and delivery sequence goes by,

價值鏈—The Value Chain:

It basically refers to the value being added to the product at every step.In Samsung, the following primary activities being carried out.

Inbound Logistics - Deals with procuring or bringing raw materials.

Operations - Converting the procured raw materials to final products.

Outbound logistics -transportation i.e. shipping out final products and marketing them.

Marketing-it involves man power and also includes sales.

Services -includes post-sales services

Procurement of components is in principle based around Samsung Electronics Device Solution division and affiliates. Products not made by this division are procured through a transparent process. These are then assembled in the appropriate factories of the division around the world.

客戶終身價值—Customer Lifetime Value:

The well known 20-80 rule says that the top 20% of the customers often generate 80% of the company’s profit.

The macro environmental factors include the

1.經(jīng)濟環(huán)境—Economic environment

The increase in per capita income of the country and GDP growth of 6.5% over the last decade is a boost for Samsung smart phones.

2.收入分配—Income distribution

The distribution of income in India is unequal. The market for smart phones has developed smart phones at lower costs. The company Samsung is the market leader in the smart phone market.

3.環(huán)境—社會文化Socio cultural environment

The youth is the target market for Samsung phones asthe average age of India is in  mid 20s.It occupies a positioning of cool in the minds of youth.

4.自然環(huán)境—Natural environment

The radiation caused by phones is a concern. The market in India has very liberal environment laws and helps the company to produce goods at a cheaper rate. The company maintains ISO 9001:2000 standards.

5.技術(shù)環(huán)境—Technological environment

India is not a technologically advanced country and the company faces issues due to it. The 3G technology in India is not successful till now and affects the smart phone market. 

6.法律政治環(huán)境—Political-legal environment

The legal rules and regulations in India suggest that India is a stable legal environment. The company feels that this has helped it in the smart phone market. The political environment in India is good and the cheapest telecom rates help increase the market growth rate of smart phones.

微觀環(huán)境—MICRO ENVIRONMENT

1.供應(yīng)商—Suppliers

The company has a huge demand for its products. Thus the suppliers provide supplies at a lower cost. It has a competitive advantage over others 

2.品牌形象—Brand image

The Companies brand image helps to increase the market share. It has more than 50% percent market  share in India and has good image as is more user friendly than apple.

3.競爭者—Competitors

The competitors like ,Micromax ,Spice,Karbonn are  competition as are priced at a lower cost than Samsung phones.

Nokia,HTC,Apple,Black Berry provide it competition as have good brand image as Samsung.

4.公司策略—Company Policies

The company maintains a high quality policy ,competitive pricing,User Freindly.Thus it is the market leader in the smart phone market.

客戶購買行為過程—CONSUMER BUYING BEHAVIOUR PROCESS

Consumer behaviour is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.

Four main psychological processes affect consumer buying behaviour:

1.motivation 2.perception 3.learning 4.memory

48% of consumer said that the reason for purchase of a Smartphone is its features followed by its utility for work(36%)-motivation factor

apple(41.3%) is the most preferred brand by consumers followed by Samsung (25.3%) and HTC(22.7%)

37.3% of consumer said that touch screen is preferred as a feature while 21.3% of consumer prefers it somewhat

30.7% preferred Wi-Fi& 25.3% said it is most preferred for them

48% of consumers said that apps is most preferred for them

57.3% of consumer said that they prefer the GPS technology the least in sp /& 29.3% of consumer prefer it somewhat

mostly consumer collects information from internet(36%) & then they trust word of mouth(27%)

37.3% of consumer said that they had consulted with someone recently bought the same while 29.3% of consumer consulted with someone techsavvy

most effective medium for advertisement as per consumers view is internet websites(60%) followed by TV(21%)

三星B2B營銷策略—SAMSUNG B2B MARKETING

MicroStrategy Mobile BI

概述—Overview

MicroStrategy Mobile BI creates a business environment that enables instantaneous and informed decisions to be made anywhere, at any time. It analyzes business data and presents it in formats, such as dashboards and reports, which allow the user to make efficient decisions.

主要特征—Key Features

Provide a real-time dashboard for quick and efficient business decision-making

Impart business insight through reports, data analysis, and monitoring

Provide an intuitive interface for users who are familiar with the touch panel

Paired with other mobile devices in sync with their functions including location, map, e-mail, and contacts

利益—Benefits

Gain business insight through sophisticated analysis of data

Facilitate in-house communication and improves work productivity with efficient information sharing

Make informed decisions in a timely manner through real-time data analysis

市場調(diào)查—Marketing Research:

Samsung is doing extensive market research from 2008.After that it came with the concept of Smartphone with the help of open handset alliance which gave Samsung Android os which became the market leader in 2010.

Since the competitor of Samsung like Apple,Htc,Rim,Motorola were giving smartphone at very high cost Samsung in India launched Galaxy series under 20,000 which was a successful product and is still leading in the market.

After that Samsung launched dual sim Smartphone such as Samsung Galaxy-y whch is the first of its kind.

調(diào)查表—QUESTIONNAIRE

NAME:- AGE:-

GENDER:- CONTACT NO:-

Q.1) Have you started using smartphone?

Q.2) How many smartphones do you have?

Q.3) Which brand of smartphone did you purchased last time?

Q.4) Why do you want to buy this brand?

Q.5) What is current OS?

Q.6) How is your satisfaction with your current OS?

Q.7) Will you upgrade your smartphone to the latest model of the same brand?

Q.8) Which are the most important factors that make you purchase a smartphone?

Q.9) Will you switch to other smartphones if they offer similar but cheaper smartphone?

Q.10) For which brand do you have a strong preference?