Gp - Presentation com

8/8/2019 Gp - Presentation com

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Group 2: MJ Kang

Erfan M. VahidAndrew N. RavindranCarl SuriFarid YazdaniChristine Lin

Samsung Electronics Canada

Group Project


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Markets : Consumer ElectronicsInformation Technology

Wireless Terminals

Brand value Top 20

14th Largest Company

SamsungCompany

Differentiated Marketing


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SamsungMethodology

Define problem

Research Design

Data Collection

Sample Design

Non-Probability Sampling : convenience

Data quality Standardized Questions


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SamsungMethodology .. continued

Company background

Secondary Sources Internet, Magazines

Design of Marketing Strategy

Primary Sources InterviewsPersonal Observation

Secondary Sources Internet, Magazines


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Marketing Strategy - Product Samsung

Smart commercial freezer

Standing freezer

Modified Zipel (failed residential fridge)

Remove LCD, TV, Camera, Web Ordering, etc

Keep RFID, Directive Cooling

Add Database, Computer Software


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Transparent view

Wireless system

freezer

RX-78C 34RX-88B 16SLR-X 6CLK-5 3

DATABASE


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Layers

Core RFID, Directive Cooling, Networking

Functional RFID tracks goods & databaseEnergy SavingWireless access to database

Augmented Family brand : ConnectOperational excellence

Potential Efficiency, Labour, EnergyCost Control!


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Marketing Strategy - Price Samsung

Price Objective : Image enhancement

Price Points and Tactics :

List Pricing

Pricing Strategies : Demand based, Target costing

Switching cost program

Functional discount to distributor

Dynamic Pricing

Leasing


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Marketing Strategy - Price Samsung

Price Vis--vis Samsung : New product line

Slightly Below Electrolux

Price Vis--vis Competitors

Above Delfield, Arctic Air

Augmentation of existing product

Priced at $7000

Additional V/C


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Marketing Strategy - Place Samsung

Channel Objective

Info available and accessible

Retailers not common

Unique offering

Low awareness

Environment Evaluation


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Marketing Strategy - Place Samsung

Exclusive distribution strategy

High priced, considerable service

CAMCO

Sales force, Website

Intermediaries

Selling

SAMSUNG

customer

distributor


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Distribution Review Samsung

How we will sell

Similar to competitors

Direct Sell

InfoWebsite, Showroom, Sales staff


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Mkt. Strategy - Promotion Samsung

Integrated Marketing Communications

Seminars

Canadian High Technology Show

Professional Magazines

International and National tradeshows

Direct Marketing

Canadian Business Franchise Magazine


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Mkt. Strategy - Promotion Samsung

Samsung Demo room

Interactive website

Share experiences, feedback, support

Samsung experience

Demo videos

Build consumer community


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Market Overview Samsung

Commercial corporate market

Fast food chains

Fewer customers than restaurant market

Large sales

Billion $ market


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Customer Needs Samsung

Needs

Cost Control

Efficiency

Tracking inventory

Customizable features

The Gap


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Customer Needs Samsung

What Customers Valued

Cost effective

Easy to operate

Temperature controllable

Fit to the workplace

Increase business efficiency


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Competition Review Samsung

Electrolux

BrandConcept

Position

Specifics

Price

Arctic Air Delfield

$ 5800/8500 $ 1684/4000 $ 2019/3929

WorldLeader

Cheaper& Efficient

CompleteKitchen

ProductLeadership

OperationalExcellence

OperationalExcellence

Mi USAEnergyStar

Full kitchendesign

Climatecontrol


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Conclusion Samsung


Smart freezer : Connect family

RFID Databases, inventory

Efficiency, Energy, Cost control

Corporate commercial clients


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Questions ? Samsung

??


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Questions ? Samsung

?


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Conclusion Samsung

TEMP SLIDES BEYOND HERE

Gp - Presentation com

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