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GUNDEEP(12020841016)TEJASWI(12020841050)DHEERAJ(12020841022)VRITI(12020841058)MAYURESH(12020841025)ADAN(12020841060)SAMSUNG INTRODUCTIONSamsung Electronics commenced its operations in India in December 1995 and is today a leading provider of Consumer Electronics , IT and Telecom products in the Indian market. Samsung India is the Regional Headquarters for Samsungs South West Asia operations, which provides employment to over 8,000 employees with around 6,000 employees being involved in R&D. In 2010, Samsung India achieved a sales turnover of US$3.5 billion.Samsung India is a market leader in product categories like LED TVs, LCD TVs, Slim TVs and Side by Side Refrigerators. While it is the second largest mobile handset brand in India, it leads in the smart phone segment in India.Samsung India has won several awards and recognitions for both its corporate initiatives as well as its product innovations in audio visual, home appliance, IT and telecom product categories.

ANSOFF MATRIXMARKET PENETRATIONSAMSUNG REFRIGERATORSAMSUNG MICRO-OVENSAMSUNG WASHING MACHINESAMSUNG DISHWASHER

PRODUCT DEVELOPMENTSAMSUNG GALAXY CAMERASAMSUNG SMART TVSAMSUNG PCSAMSUNG SIDE REFRIGERATORSAMSUNG MEMORY CARDSAMSUNG TV / PHONE ACCESSORIESSAMSUNG PHONE

MARKET DEVELOPMENTSAMSUNG TABLETCAMCORDER

DIVERSIFICATIONSAMSUNG LED LIGHTINGELECTRIC-VEHICLE BATTERIES

PRODUCT MIXOpportunity ScanGrowing gaming industry In IndiaRequirement of an apt utensil washing machineRequirement of better cooking sources for Indian Cuisines.Increasing income levels in India which thereby improve the potential of consumers to buy the product.Comparatively easy for Samsung to penetrate into this marketIncreasing demand for movie DVDs and TV showsBetter prospects for electronic Hot Packs which keep the food Hot.3D projectors are also a much awaited product into the market.IDEA GENERATION STAGEFOCUS GROUPThe best way for idea generation is focus group. With this a company get close to the customer and hear from them as what they would like to have or what need they have.We have decided to go with a focus group discussionThe focus group comprises of mixed blend of women and men of varied ages.(age range: 18 - 45)This age group was not further extended keeping in mind the knowledge of modern electronics

FOCUS GROUP ANALYSISDuring the focus group we came across very insightful thoughts:People wanted something that can lessen their burden mainly in kitchen.Group also said that they wanted entertainment in terms of something that is different and exciting.People wanted to portray their work in a more efficient way which enables them to express thoughts more effectively.People wanted something for relaxation. A group wanted interactive phones.

Affordable touch screen laptops.Working people said that they were deprived of fresh food.Some women were concerned about the raise gas and fuel prices.A few others pointed out that electricity charges were also raising.Youngsters showed interest in gaming and entertainment.Elders showed interest in TV shows and movies.Women preferred kitchen electronics to televisions and gadgets and said that it will reduce their workload.Men opted for TVs and gadgets instead.All of them expect Samsung to deliver according to their needs.

Short listing of Focus Group AnalysisSomething that can change the definition of entertainment.Something that can reduce the work load in kitchen.A product which can Satisfy the needs of both women and men.It should be acceptable to all the people in the targeted age group.It should be something which would enhance the image of Samsung in consumer electronics industry.It should be an innovation which could be a revolution.

Idea Screening StageSet of expected customers were identified.The customers questions, comments and suggestions were considered.The product is then evaluated from the point of growth potential, profitability and competitiveness.From the evaluation of these customer requirements, we have identified that a Gaming TV was the best product possible followed by Dishwasher and Hot Plate.3D projectors do not have a big market as they are very high in cost and are mostly used only for research and study purposes.Electronic Hot Packs face a problem of mobility and microwave ovens are a major competition.

PRODUCT CONCEPTPRODUCT SPECIFICATIONS

32 inch40 inch55 inch3D ,FULL HD ,LED TV3D,FULL HD,LED TV 3D,FULL HD,LED TV

1920*1080 RESOLUTION1920*1080 RESOLUTON1920*1080 RESOLUTON

INBUILT GAMING CONSOLE BY UBISOFT , DVD PLAYERINBUILT GAMING CONSOLE BY UBISOFT , DVD PLAYERINBUILT GAMING CONSOLE BY UBISOFT , DVD PLAYERAUTO VOLUME LEVELER ,DTS 2.0+ DIGTAL OUTAUTO VOLUME LEVELER ,DTS 2.0DTS 2.0+ DIGITAL OUT , AUTO VOLUME LEVELER Customer Need HierarchyBusiness AnalysisMarket AttractivenessIn this product Samsung gets the first mover advantage .Less number of competitors in marketGrowing usage of 3D productsGrowing gaming industry in India

ParameterscriteriaWeight Score(1-10)Market need0.38Attractive Growth0.36Lack of Competitiono.48Synergy:ParametersCriteria

Weight

Score(1-10)Leverages Core competency

0.26Operational Fit

0.39Leverages Relationship

0.28Supports Brand image

0.38The product fits the brand Samsung aptlyThis product allows Samsung to enter Gaming Console industry This product suits the operational capabilities of the companyProduct SuperiorityParametersCriteriaWeightScore(1-10)Degree of differentiation0.47Uniqueness of benefit0.68 This product is one of its kind and very new to the market and the features are very unique which no other player has tapped so far. This product shows Samsung as a Technology leader and enhances the brand name.Financial AttractivenessParameterscriteriaWeightScoreAcceptable financial risk0.57Acceptable financial rewards0.27Reasonable exit cost0.36Initial investment for this project is high returns expected are very highTarget market is wide so risks are minimized to a certain extent

FeasibilityParameterscriteria

WeightScoreTechnical feasibility0.58Operational Support0.38Regulatory Framework0.29 Technical feasibility and R&D facilities are exceptionally supportive

Why this product?We have finally decided on a product which is PLAY TV.As SamsungIndia today said it is eyeing 60%market sharein the smart television space so with this product we can penetrate more into the market.Samsung gets the first mover advantage.Target Group for this is very wide.Also the gaming sector in Indian market has been increasing consistently and with this product SAMSUNG is entering into this sector.We can have product differentiation.This will provide competitive edge over competitors.

Value Proposition Better gaming experience.Single product with multiple purposes.User friendly.Real life experience.Controls expenditure.

Segmentation Age group : 12-35 years Middle class and above are targetedMainly in tier 1 and tier 2 cities Might expand to tier 3 cities , depending on the success of the product

Steps to be followed prior to the LaunchSecretive marketing: This step is mainly to create a hype around the product without revealing too much. Guerilla marketing : This step would involve street artists who would create real live 3D images on the streets and the picture and videos would used to create a following for the brand online.Implementing a Slogan Showcase the product at the Consumer Electronics and Home Appliances Expo Test Marketing Launch in the market during the festFeedbacks