Elizabeth wambui samsung smartphone marketing strategy. At the end of the video, he discards his iphone and switches to a samsung galaxy phone. Samsung laid bare its smartphone strategy amidst its fourth quarter earnings report. Marketing and communications marketing plan of samsung. Marketing management, srusti academy of management, bhubaneswar abstract. Marketing and branding strategies of samsung have played a critical role in its success. Change in product strategy helps samsung increase its market share.
Developing marketing strategies have become a key success in the survival and development. Further in the research we will see how samsung recognizes every need in the market and how it offers products for different customer segment. They struggled to keep up with the smartphone market, but now samsung has progressed so much that they are the main competitor of the apple inc. Chinese telecoms giant huawei posted an eyepopping 70% growth in 2015.
Available on purchases of select products charged to a samsung financing account. According to the table of brand value in global brands in 2010, samsung was stable in rank 19 th in last year and current that show it can manage marketing strategy in good brand value in crisis economic situation. Samsung marketing mix pricing strategy samsung marketing strategy involves two pricing strategies and lets see for what goals are they used. Its no secret that samsung spends a lot of cash on marketing it products, with its total marketing spend being more than the entire market value of other individual android manufacturers. Vikram razdan, business consultant and technical writer. Mobile tv home electronics home appliances samsung us. It is a known fact that any new brand that is entering for the first time in the market has to carry out a diverse range of marketing initiatives to create awareness about its presence. Integrated marketing communication strategies of apple and.
When samsung first introduced its smartphone in the market, it undertook various marketing efforts from simple flyers to high prices television commercials tvcs. For huawei to remain competitive in the smartphone industry, the company needs to embark on customer engagement through a strong marketing management. Samsung marketing strategies samsung uses different approaches and strategies for its promotion so customers attract toward the brand and buy its products. Analysis of samsung marketing and brand strategies the. Pdf analysis of samsung electronics strategy for the. Korean electronics major samsung has changed its strategy for the mass and midprice phones to bring in innovation across its smartphone range and not limit them to premium flagships, samsung mobile chief dj koh today said. Marketing mix of samsung 4ps of marketing mix of samsung. Understanding the marketing mix of smartphone market from the consumer point of view rahul kumar singh, abhishek mittal, anvay pandey abstract. Analysis of samsung electronics strategy for the period 20142017, and development of strategic options for growth and sustainability author. This mini project is about a study on the product life cycle of samsung galaxy in india and the marketing strategy it has used for its smart devices in the smartphone market. From its target marketing, research and product design, apple is a much more focused company than samsung. This marked the first time in four years that samsung s global smartphone market share declined.
The report illustrates the application of the major analytical strategic frameworks in business studies such as swot, pestel, porters five forces, value chain analysis and mckinsey 7s model on samsung. We will underline what tools they use and when in the strategy they choose to adopt these different tools. The introduction of new products in the markets such as galaxy s series for the high end buyers and j series for the budget buyers, it has proved itself to be among the most diverse players in the mobile industry. Samsung as a company is weak in the fact that it focuses on too many products. Strategic analysis and marketing strategy for samsung. Samsung is one of the worlds largest semiconductor manufacturers and south koreas top electronics company making consumer devices from home appliances to. Kovach 2014 states, were already seeing signs that samsung s strategy in 2014 is to essentially flood the market with as many different types of tablets as it can.
Pdf samsungs innovation strategy in smart phones market. The worlds largest maker of smartphones by volume essentially plans to reverse the course it set a couple of years ago. Samsung reveals its strategy to grow smartphone business. While that figure represents remarkable onyear growth, the lowend market grew even faster and samsung s smartphone market share actually declined to 31. Skimming price smartphones of samsung are leading the market with apples iphone. Samsung, and other wellestablished rivals in a crowded, fastchanging. The marketing strategy of huawei smartphone in china. When xiaomi entered the indian market, it was dominated by samsung and it is still hard to believe that a company within 3 years has become number one just by selling their phones online. Right now, android smartphones are seen as highend and comparable to apple smartphones t hat is because of samsung s creativity.
To curb this competition and in order to be competitive, samsung undertakes a pricing strategy which is winning. Swot analysis of samsungs marketing plan francis marete term paper. Despite taking a hit due to the galaxy note 7 recall, the companys it and mobile communications division posted an operating profit of 2. We will use sources and examples from the more recent flagship smartphone models s6s8. Samsung is faced with highly rivalry by others in the market like apple, htc, and microsoft among others. Place plays a very important role in the 4ps of the marketing mix of samsung. Understanding the marketing mix of smartphone market. Samsung has a secret smartphone strategy that is becoming apparent with the progression of its line of galaxy smartphones. Existing brands such as in both apple and samsung are already engaging in competitive marketing for their products and engaging customers so as to grab a share of the customer base. What helped samsung to become an industry leading technology company, was the marketing strategy they applied. The study will finalize by analyzing consumer perception on the marketing strategy used by samsung on its smartphone products.
Through this article, we are sharing some marketing strategies that helped xiaomi to reach the top. The distribution strategy of samsung 1073 words 5 pages samsung marketing strategy in china nowadays, chinas communication industry is developing rapidly, and china has become the biggest mobile phone market all over the world. Change in product strategy helps samsung increase its. Samsung business strategy is marked with a high level of flexibility in a way that the company is determined in changing its strategy dramatically according to changes in external business environment. The purpose of this article to understand the marketing mix of the smartphone from consumers point of view, that is consumers expectations from a smartphone. Samsung business strategy is marked with a high level of flexibility in a way that the company is determined in changing its strategy dramatically according to changes in. The thesis will look into products introduced within the.
According to the korean media, samsung took its marketing costs to new heights this year the company reportedly increased its sales promotion budget by 38. Samsung s effort to change its product strategy for the year has benefitted the smartphone manufacturer and helped it increase its market share globally and in the middle east and africa region, amid a fall in overall global sales, industry experts told techradar middle east. Therefore, the marketing strategy of the company is strong and it helps the firm to grow and make progress in multiple aspects. Samsung reworks strategy to bolster play in indias mid. Samsung follows marketing innovation strategy meaning apple has few model of iphone a nd. With their galaxy smartphones, they managed to break the glass ceiling. Smartphone strategy for the indian marketin the mobile phone category, samsung has made sure to have a lengthy extension of its productsstarting from basic phones to. The first userbase are the powerusers and superusers who pretty. This thesis research is going to analyze the marketing strategy samsung has used for some of its smartphone devices in the smartphone market. Though, product variation is the most powerful aspect of the marketing mix of samsung. Samsung group report contains a full analysis of samsung segmentation, targeting and positioning and samsung marketing strategy in general. As apple, samsung also uses skimming price to gain the upper hand over their. Pricing is one of the trickiest issues in marketing as it requires understanding the product and understanding the market.
Marketing strategies of xiaomi by which it became best. Its all a matter of how you use and exercise that creativity. A study on the product life cycle of samsung smartphones. Samsung electronics constantly reinvents tomorrow to pursue happier and richer lives. The distribution strategy of samsung 1073 words bartleby. Also they discussed that apple has taken technology innovation strategy while. Here are a few aspects that you would need to consider when you first make your marketing plan for your smartphone. Samsung changed its marketing strategy in 20, still. A study on advertisement marketing strategy on samsung smart.
Integrated marketing communication is an approach to achieve the objectives of a marketing campaign through a wellcoordinated use of different promotional methods that are intended to reinforce each other. A study on the product life cycle of samsung smartphone s in india dibyajyoti mohapatra asst. Nokia, apple, sony ericsson and blackberry are the main competitors of the company in the smartphone and tablet segments. Samsung knows how to take risks, and their risk was definitely worth it. Apparently samsung has realized that it has two primary userbases. Just like other smartphone brands, marketing strategy of samsung also follows channel marketing as the distribution medium for its products. Currently, the video has over 17 million views and counting a good sign that the ad was a success. We explore the territory of the unknown to discover potential and fulfill greater promise. The marketing strategy of huawei smartphone in china weiyi xia1 dr. I declare that marketing strategy of samsung in india this is my. In this example we will examine how a large company like samsung uses social media marketing tools in a organised strategy to promote a new product. This mini project is about a study on the product life cycle of samsung galaxy in india and the. Samsung has tieups with large as well as small retail giants like chroma, vijay sales, reliance digital, etc that handle the. Another type of marketing that samsung have mastered is kol marketing, commonly known as influencer marketing.
In term of sony the main competitor, in the chart of brand value showed it rank is up from 34 th to 29 th in 2010. Samsung reveals its strategy to grow smartphone business in 2017 samsung posted its full q4 2016 earnings today. It is now beating htc and sony when it comes to market share in europe and is third only to apple and samsung. S in this study a customer attitude model was developed to know the attitudes of customers indian young stars are very conscious about the smartphone they. The brand image driver for samsung are the samsung smartphones such as the. In the recent times samsung electronics has proved itself to among the most noted brands in selling smart phones. A study on marketing strategy analysis of samsung mobile ijraset. The samsung marketing strategy was one of the most effective strategies ever created because it helped a costdriven company to change its structure and become an authority manufacturer. Pdf on may 19, 2014, dimitri simonin and others published international strategy.