samsung grand 2 marketing strategy

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Marketing Proposal © A Cobalt Blue Presentation All rights reserved. 2 MARKETING STRATEGY

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A COBALT BLUE PRESENTATION. All rights reserved.

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  • 1. Marketing Proposal A Cobalt Blue Presentation All rights reserved. 2 MARKETING STRATEGY

2. Client: Samsung Product: Samsung Grand-2 Smart Phone Launch Date: December 2013. Key Marketing Opportunities: Pre-Launch. Launch. Post Launch. 2 3. THE PRODUCT 2 4. Key Product Features: The Galaxy Grand 2 features a 5.25-inch 16:9 TFT display having a resolution of 1280 x 720 pixels. The larger display means the new model is slightly taller and wider than its predecessor. The phone features a 1.2GHz quad-core processor coupled with 1.5GB RAM and 8GB of internal memory, which can be expanded up to 64GB via a microSD card slot. The handset has an 8-megapixel rear-facing camera with Auto Focus and LED Flash. The rear-facing camera is capable of recording videos in Full HD 1080p format, whereas a 1.9-megapixel front-facing camera records video in HD. Android 4.3 Jelly Bean out of the box with Samsung's own customized UI. Samsung has included tons of home grown apps with the device: ChatON, Samsung Hub, S Health, Group Play, S Travel, S Translator, Samsung Link, and Story Album. The makers have added a 2600mAh battery fitted inside gives up to 17 hours of talk time and 10 hours of non-stop music play. 2 5. 2 6. 2 7. 2 8. POSITIONING 2 9. Price Position: Mid-Range Galaxy Grand 2 is expected to be priced somewhere around 22,900 in Indian Rupees. Brand Position: So far Samsung hasnt revealed anything regarding this, leaving it open to interpretation. 2 10. MARKET TRENDS 2 11. Market: This is an emerging market for smartphone makers and very important for their business. The number of smartphone units shipped this quarter increased by nearly 337 percent, rising from 3.8 million units in 3Q2012 to 12.8 million units in 3Q2013. The Indian smartphone market grew by 229 percent year over year as a remarkable proof of how consumers are rapidly adopting smartphones. The preference also increased in the large screen models (phablets) category of smartphones that constituted 23 percent of the overall market volume. 12. COMPETITION 2 13. Competition: Q2,2013 (Brands) Micromax Karbonn Nokia Sony LG 2 14. Competition: Q2,2013 (Products) 1. Micromax Canvas. 2. Nokia Lumia 520. 3. Sony Experia C. 4. LG G ProLite. 5. Gionee Elife 2 15. Brand Positioning: MICROMAX Multiple Messages. Celebrity Endorsements. Fun. Surreal. Confusing. 16. Brand Positioning: karbonn No Clear Positioning. Attribute driven. Price Sensitive. Celebrity Endorsement (sports). 17. Positioned as a lifestyle. Focus on Aesthetics. Many Choices. Brand Positioning: Gionee 18. Brand Positioning: Sony Mobiles Best Colors Experience. Stylish. Waterproof. Sony Legacy. Celebrity Endorsement. (Actress-Katrina Kaif) 19. Multi-functional. Quirky & Fun. Choices of Fun. App Store. Celebrity Endorsement. (Actress-Priyanka Chopra) Brand Positioning: Nokia 20. HISTORY 21. Background: There has been lot of discussion regarding the launch of Samsung new phone which was targeted to focus on the specific group of phone users. They started with the launch of Samsung Galaxy Grand which was a big success in emerging markets like India. People were getting Dual Sim, Bigger Screen and most of the facilities at the cheaper rate. It was such a crazed up idea that people started comparing it with Samsung Galaxy Note and Samsung Galaxy SIII. Now with the emergence of new phones like Note 3 and Samsung Galaxy SIV, the market and comparison for new phone in the mid range series was taking more heat. There has been several attempts in the past by Samsung to launch the phone in mid range series like Samsung S Plus,Samsung Grand Quattoro, and several other. 2 22. Brand Campaign: Samsung Grand The last version of Samsung Grand highlighted Big Screen, Double the Possibilities as a product position. The campaign for Samsung Grand: http://www.youtube.com/watch?v=2SxLn3wWN4E 2 23. 2 24. 2 CONSUMER PROFILE 25. 2 Young. Ambitious. Creative.Community Driven. Impressionable. Early Adaptors. 26. Lifestyle 27. 2 28. 2 29. 2 30. 2 31. 2 32. Consumer Insights: Smartphone User in India. 2 33. 2 34. WHOM SHOULD WE TALK TO? But 35. WHO ARE THEY? 2 36. Identifying an Influencer: Key Traits 1. Creative 2. Social 3. Extrovert 4. Connectors 5. Enjoy huge followings 6. Group Leaders 7. Enjoy Trust of their subjects 8. Inspiring, Trusted & Respected 2 37. OBJECTIVE: 2 38. Activation Phases to Develop: 1.Pre-event hype to generate buzz around the launch. 2. Launch Concept 3. Post Launch Activities. 2 1. Influence the core-group of youth to generate buzz and form a positive opinion of the product across multiple activation channels. 2. Move the product into the consideration zone of the TG. 3. Create Brand Recall. 4. Generate intent-to-buy. 39. STRATEGY: 2 40. The new Samsung Grand 2 has a larger screen and is loaded with many other features that makes the phone a key objet-desir of the key target group. One of the key feature of Grand 2 is its large screen. However, last model of Grand was positioned as Big Screen, More Possibilities phone. Repeating the same Big Screen position would not cut with the core group. Taking the cues from existing media buzz, the phone seem to generating lot of curiosity within the TG. 41. This excitement is a sign that the phone is an object of desire for many. This curiosity could further be fuelled by making the phone a catchy prize. An object that everyone wants to have. 42. THE OBJET-DU-DESIR.The Object of Desire. 43. We have learnt that the TG for this product is: 1. Ambitious 2. Restless 3. Emotional 4. Curious 5. Social 6. Open (Impressionable) 44. The product can be positioned as tool to fulfill these emotions, dreams, desires and allows them to push the limits of their abilities & ambition more 45. We believe that our customers should Desire More! But what is desire? 46. 2 Desire = Lust 47. 2 Desire =Ambition 48. 2 Desire = Greed 49. 2 Desire =Progress 50. 2 Desire = Wish 51. 2 Desire =Passion 52. 2 Desire To Dream More 53. 2 Desire To Do More 54. 2 Desire To Meet More 55. 2 Desire To Share More 56. 2 Desire To Learn More 57. 2 Desire To Create More 58. 2 Desire To Be More 59. 2 More!Desire 60. 2 More!Desire Brand Image Activation 61. MOR E 62. KEY ACTIVATION COMMUNICATION What are we saying? 2 63. DESIRE MORE! Do More Share More Create More Meet More Be More Pre-Event Promotion 64. Create More Live Sketching Studio 65. Share More Real-time Sketching Projection Pods 66. Dream More Dream Tree-Tie a dream. 67. Be More Write your vision & grow the balloon cloud 68. Be More LED Screen Installations with inspiring phrases on desire. 69. Share More Live Music making with a friend online. 70. Create More Write your ambitious ideas on a pledge roll 71. Desire More Launch Design 72. Launch Design Projection Mapon the launch venue building 73. Launch Design Entry 74. Launch Design Ambience Installation with vclips of people expressing their desires in life. 75. Launch Design Reception with layered projection 76. Launch Design Stage 77. Launch Design Performance: The Box Project. A Multiscreen projection mapping show. Watch The Full Performance Here: http://www.youtube.com/watch?v=lX6JcybgDFo 78. Launch Design I DesireBalloon Release 79. Launch Design Post Launch Product Experience 80. Post Launch Gurellia Marketing: Giant Phone Set-ups 81. Post Launch Gurellia Marketing: Giant Bill Boards Desire More! 82. Post Launch Gurellia Marketing: Helium Balloon with message projected live. 83. www.cobaltblue.in +91 8527 887 336 I [email protected] I H-302, Sushant Arcade, Gurgaon. 122002. A presentation by Cobalt Blue