Samsung Marketing Report Essay

7186 WordsMar 16, 200829 Pages
I. Positioning Statement Samsung embodies style and technology for the young professional, with its cutting edge design and superior connectivity features. Samsung's positioning statement is one that asserts its differentiation vis-à-vis other mobile phone providers. In the local market where myriad choices abound, Samsung's sleek exterior design, accompanied by its selection of soft and hard features, render it an optimal purchase for the young, technologically updated professional. II. SWOT based on primary and secondary research Strengths  Strong global presence  Diversified product line  Technology  Design Weaknesses  Customer perception of weak product attributes like Durability…show more content…
Using these figures, the 50.6M anticipated market should allow Samsung a projected 7.59M size in the year 2008. Aggressive and strategic marketing programs should be launched with the end goal of improving brand recall. The conducted survey placed Samsung as either second or third in terms of brand recall. These findings were present among 53% of the respondents. An increase in the marketing budget, the proliferation of Samsung kiosks, as well as the introduction of two sub-brands should heighten awareness, interest, and purchase intent, evidenced in subsequent surveys. Future surveys should indicate an improvement, substantiated by shifts in ranking towards first or second with brand awareness as the criteria. VII. Product Strategy In the Philippines, Samsung's brand equity is not particularly strong in terms of its promotion of its cellular phone series, compared with Nokia, Sony Ericsson, and Motorola. The Nokia N-series is geared at video and entertainment while Sony Ericsson's walkman-phone and Cybershot phone series build on the Halo Effect of the original Sony Walkman and Sony Cybershot cameras, respectively. Samsung's website reads: 'groundbreaking mobiles with the slimmest profiles in the world that let you live life to the fullest'. In this respect, the slimness of the handset is not tantamount to differentiation, as it shares the market as the Motorola Razor
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