Gp - Presentation com
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Transcript of 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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Samsung Electronics Canada
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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Marketing Strategy - Product Samsung
Transparent view
Wireless system
freezer
RX-78C 34RX-88B 16SLR-X 6CLK-5 3
DATABASE
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Marketing Strategy - Product Samsung
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
Samsung Electronics Canada
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