YOUR GALAXY IS IN YOUR

HAND
Jessica Walsh & Rabia Hill
Situation Analysis
Company History
SWOT
Strengths, Weaknesses, Opportunities, Thre
ats
Current users
Creative Sales
Competitive Media
Company History
Samsung Galaxy i7500
4/27/2009
Galaxy S
June November 2010
Sales over 22 million
Galaxy S II
September November
Sales as of 2/23/2012 over 20 million
Samsung Galaxy Market
Vendors Q4 2011 Q4 2011 Q4 2010 Q4 2010 Year over
Shipment Market Shipment Market Year
Volumes Share Volumes Share change
Apple 37.0 23.5% 16.2 15.9% 128.4%
Samsung 36.0 22.8% 9.6 9.4% 275.0%
Nokia 19.6 12.4% 28.1 27.6% -30.6%
Research 13.0 8.2% 14.6 14.3% -11.0%
in Motion
HTC 10.2 6.5% 8.7 8.5% 17.2%
Others 42.0 26.6% 24.8 24.3% 69.4%
Total 157.8 100.00% 102.0 100.0% 54.7%
Samsung Galaxy Market: Fiscal
Year 2012
Vender FY 2011 FY 2011 FY 2010 FY 2010 Year over
Shipment Market Shipment Market Year
Volumes Share Volumes Share change
Samsung 94.0 19.1% 22.9 7.5% 310.5%
Apple 93.2 19.0% 47.5 15.6% 96.2%
Nokia 77.3 15.7% 100.1 32.9% -22.8%
Research 51.1 10.4% 48.8 16.0% 4.7%
in Motion
HTC 43.5 8.9% 21.7 7.1% 100.5%
Others 132.3 26.9% 63.7 20.9% 107.7%
Total 491.4 100.0% 304.7 100.0% 61.3%
Five Quarter Market Share
Changes
Operating System Market
Share
Gartner 2.1 Nielsen 1.4 ComScore
0.8
4.7 4.6 4.1
11.7
1.9
16
8.8 47.3 14.9 46.3
50.9
23.8 29.6
30

Android iOS
RIM Windows Mobile
Symbian Others
Bada
Manufacturer Market Share

22.8
26.6
Samsung
Apple
Nokia
HTC
6.5 RIM
23.5 Others
10.8

12.4
Strengths: Physical Device
Powerful Large screen
specifications 4g or 4g LTE data
Phones available at Fast processor
different price points speed (1.3-1.5 ghz)
Different options of Expandable storage
phones Thin/Light
Physical keyboard Durable
on some models
High battery life
Strengths: Android OS
Widely Accepted
Customizable
Side-loading Apps
Multitasking
Flash Support
Easier approval for
developers
400,000 applications
More free applications
Strengths: Samsung
Customizable widgets
Clean look
Investment in
technology, product
design, and human resources
Weaknesses: Physical
Device
Inconsistent from
mid-range phones to
high-end phones
Lower internal
storage
Cheap build quality
Bulky, may be too
big for some users
Weaknesses: Android OS
Less applications Many phones from
than iTunes low-end devices to
Less fluid high end
ecosystem Creates clutter and
confusion
More complicated
Different phones have
different Android
versions
May be overpowered
by phones user
interfaces
Weaknesses: Samsung
Limited market share in ever growing
segment
Chances of attracting developers who
are working on iPhone are slim
Focuses on mass market instead of
niche market
Bland looking interface and widgets
Overpowers Android OS
Opportunities
Wide range of phones can address a
large market
Accepted by masses as the number one
Android manufacturer
Demand for cell phones driven by
service providers or carriers
Threats
Challenge by low cost mobile
manufacturers on pricing front
Threat on design and build quality by
higher end mobile manufacturers
Motorola dominates in the United States
while Nokia dominates the European
market.
Dominates more than half of world market
Aggressive competitors such as
Apple, HTC, LG are eating into shares
Creative Sales: TV Ads
Calling All
Tutting: Unleash
your Fingers
Meet the Note
Elephant plays with
Galaxy Note
Ad Agency: The Viral
Factory
2,545,656 views as of
4/30/2012
Creative Sales: TV Ads
The Next Big Thing
I believe in a thing
called love
Super Bowl ad
Fanboys
Creative Sales: Print Ads
Creative Sales: Print Ads
Competitive Media
TV
Magazines
Internet
Website
YouTube
Twitter
Facebook
Marketing Plan
Goals & Objectives
Strategies
Message
Tagline & Leverage Point
Audience
Demographics & Lifestyle
Geographic Emphasis
Positioning
Goal
Create lifestyle
Users will use phone for many parts of life
Become brand loyal and continuously upgrade
to new Galaxy phones
Logo will be status symbol
Objectives
Become market leader
Gain at least 1% in market share by end
of fiscal year 2013
Increase sales and profits by 10% by the
end of fiscal year 2013
Strategies
Show how phone can be incorporated
into users life
Cognitive and affective appeals
Cognitive
Features and value
Affective
How features connect phone to users life
and core values
Marketing Message
Designed to keep current users who
appreciate powerful specifications
Keep from regretting purchase
Encourage to purchase newer version of
phone
Modify message to also obtain new
users by focusing on how it fits into
specific lifestyle
Multi-attribute approach
Marketing Message
Focus on slice-of-life advertising
Demonstration
Informs of Samsung Galaxy
Tagline & Leverage Point
YOUR GALAXY IS
IN YOUR HANDS
Gives access to not
just the world, but the
universe
Personalize to
individual lifestyle
Stay connected with
people most
important
Connects product to
users core values by
fitting into life
Branding
Samsung = Quality and specifications
Add graphic element to logo
Easier to remember and identify
Audience
18-30 year old users
Male and female
Different lifestyles and values
Young & Social
Social Addict
Cocooning/Health Emphasis
Value Based
Lifestyle
Young & Social
Like to stay connected
Text
Social Media
Facebook, Twitter, LinkedIn, Pinterest
Social Games
Words with Friends, Draw Something
Lifestyle
Social addicts
Constant need to be connected
Use any idle time to connect with people
Start up conversation frequently
On phone even while with others
Lifestyle
Cocooning/Health Emphasis
21-30 age range
Healthy lifestyle
Use phone as media player
Get health tips and virtual personal trainers
Lifestyle
Value based consumer
Wants best phone for the price
Dont spend money frivolously
Investment on high-involvement purchase
Positioning
Product attributes technique
Show features of phone
Price/Value
Worth the cost
Future-proof
Contrast
Differentiate from other brands
Not focusing on any brand in particular
Geographic Emphasis
Verizon AT&T
4G LTE 4G LTE and HSPA+
203 cities covering 2 28 markets
million +
Future: Complete by the
Future: 400 markets
covering 2.6 million end of 2013
Geographic Emphasis
Sprint T-Mobile
WiMax HSPA+
4G LTE will be in 7 4G LTE will launch in 2013
markets by mid 2012
Traditional Media
Television
Traditional advertisements
Product Placement
On-Demand
Radio
Print Media
Newspapers
Magazines
Television
Traditional Product Integration
Still powerful medium Lead to more favorable
attitude
Use entertaining
Used in popular TV
commercials
shows with characters
Scheduling many identify with
Mid-afternoon Used seamlessly
Prime-time
Late-night
On-Demand
Offered by many cable
companies
Cannot be fast
forwarded
Television shows
The Colbert Report
Modern Family
Super Bowl South Park
30 Rock
Expensive but
CSI
guaranteed to be Dexter
watched by many SNL
ESPN Sports Center
Comedies True Blood
The Voice
Reality TV Extreme Makeover: Home Edition
House
Sports Games Bones
How I met your Mother
Greys Anatomy
American Idol
The Voice
Sponsorships
Radio
Local focus Internet Radio
Reach users on way Ensure ad is listened
to or from work to by free accounts
Consumer uses
Types
Homewoork
Top 40
Cooking
Country Working out
Classic Rock
Alternative Rock
Rap
R&B
Magazines
Mens Magazines Womens
Sports Magazines
Health Fashion
Mens lifestyle Makeup
Mens health Health
Provocative images Womens lifestyle
of women Gossip magazines
Esquire, GQ, Maxim, Allure, Cooking
Mens Fitness, Mens Light, Cosmo, Star, O
Health, ESPN, Sports K!, Vogue, Better
Illustrated, Golf Homes & Gardens, In
Digest Touch
Newspapers
Can reach national USA Today, Wall
or local audience Street Journal, New
York Times, Los
Angeles
Times, Washington
Post, Plain Dealer
Other IMC Tools
Internet
Website, blog, social media, internet
advertising, online communities
Alternative Marketing
Buzz marketing, guerilla
marketing, sponsored consumers, viral
marketing
Trade Shows
Databases
In-Store Promotion & Packaging
Rebates & Bonus Packs
Website
Home page
Page to view all phones
Individual phone pages
Map of locations
Online community
Help & Support
Reward Zone
Website: Home Page
Video advertisement with a featured
phone model
Links to other pages
Website: All Galaxy Line
Phones
Separates the Galaxy line from other
Samsung mobile phones and other
Samsung smartphones
Filters on page to organize phone
International/US
Carriers
Price
Specific features
Website: Individual Phone
Specifications and Price
features No contract/unlocked
Virtual tour of phone phone
Renewing 2 year
News about phone contract
Software updates Main line

Forums Family line

New 2 year contract
FAQ
Main line
Reviews Family line
Accessories
Website: Store locator
Show map with
different stores that
carry phones
Best Buy, Radio
Shack, Carrier stores
Places to repair
phones
Price
Current Stock
Reward Zone/Frequency
Program
Encourage users to
be brand loyal and
keep purchasing
Samsung products
Use databases to
retrieve information
Prizes
Accessories
Credits
Drawings
Rebates
Online resources
Blog
Can respond to questions or criticism
Post updates
Voice opinions
Online communities
Allow Consumers to interact with each other
Give each other tips
Internet Advertising
Banners
Used on mobile review websites
Target those interested in phones or those thinking
of buying
Video sharing sites
YouTube, Hulu, channel sites, etc.
Commercials where consumers must watch a
certain amount of seconds
Consumers must watch whole advertisement
Used for same TV shows
Social Networking
Facebook
Target people based on interests
Display ads
Fan pages
Liked pages
Twitter
Monitor what consumers say
Sponsored trending topic
#Hashtags
Alternative Media: Buzz
Marketing
Buzz marketing
Introduce phones at trade shows
YouTube reviews
Start by using Twitter hash tags
Consumer stories #MyGalaxy
Alternative Media
Viral Marketing
Entertaining
Persuasion not as obvious
YouTube
Guerilla Marketing
T-shirts with logos
Stickers
Street teams and reverse graffiti
Alternative Marketing
Sponsored Consumers
Share their story
Share how they use phone
Reward them
Trade Shows
Creates excitement for new phones
Consumers at trade shows can try out
phones
Allows for early reviews and speculation
Mobile trade shows
CTIA The Wireless Association
Mobile World Congress
Consumer Electronics Show (CES)