Transcript Marketing Strategy

제27회 제일기획 광고대상
영문기획 부문
SAMSUNG MP3P
Video Clip
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Touchdown!
Fantastic Four:
Seung Hye Yim, Jiwon Yim, Hyeongjin Choi, and Minah Lee
CONTENTS
Market Analysis
Situation
Competitive
Product
Apple’s mistake
Who are our potential consumers?
SWOT
Marketing Strategy
Basic Strategic Plan
Our Goal
FGI 1
Annual TV Ratings
Core Strategy – Touchdown
Convergence
Creative Strategy
Promotion 1- Internet
Viral Marketing
Promotion 2- Internet Poll
FGI 2
Promotion 3 – Magazine
Promotion 4 – Sponsorship
Promotion 5 – Packaging
Promotion 6 – Outdoor advertising
Promotional Schedule
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Market Analysis
Analysis
Market
Marketing Strategy
Creative Strategy
Situation Analysis
3.10%
3.20%
3.30%
4.80%
3%
4%4%
5%
Apple
strategy
iRiver
Creative Labs
Samsung
Sandisk
NPD Group (2005)
Apple
5%
36%
7% Samsung
73.90%
9%
10%
17%
Apple
Creative Labs
iRiver
Sandisk
Samsung
Sonic Blue
RCA
Sony
HP
Dell
Beyen International ©TWICE 2005
2005 Market Share
Year
Ad Expenditure Share
4th place
Gap with iPOD: 70%
Samsung :
Apple ad
expenditure
2005
2004
2003
0
200
$ Million
400
Beyen International ©TWICE 2005
Apple Annual Ad Expenditure
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Market Analysis
Analysis
Market
Marketing Strategy
Creative Strategy
Competitive Analysis
Apple: iPod
iRiver
Cowon: iAUDiO
◦ Started in Dec. 2001
◦ Started in July. 2000
◦ Started in 1995
◦ Market share of 74% in
America (HDD: 92%)
◦ Rank 1st, 2nd in the world
as a flash memory type
◦ Distributed around the
world: US, Japan, China,
Indonesia and Europe
◦ Market share of 52% in
the world.
◦ Rank 1st in South Korea
◦ 17 different MP3Ps
MAIN COMPETITOR
Why Apple?
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Market Analysis
Analysis
Market
Marketing Strategy
Creative Strategy
Apple vs. Samsung
APPLE
SAMSUNG
Large corporation
Large corporation
Manufactures other
products other than MP3P
Manufactures other products
other than MP3P
Rank 1st in American
MP3 market
Rank 1st in South Korean
electronics market
APPLE IS OUR COMPETITON
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Market Analysis
Analysis
Market
Marketing Strategy
Creative Strategy
Product Analysis
Digital Camera
Hold Switch
Headphone
Jack
MIC
Color,
Backlit
Screen
REC
Click Wheel
Dock
Connector
Speakers
4 extra functions in Samsung’s D1 MP3 player
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Market Analysis
Analysis
Market
Marketing Strategy
Creative Strategy
Samsung’s Problem
Apple
Samsung
100
90
80
70
60
50
40
30
20
10
0
WRONG impressions of Samsung
BUT
There are various aspects of
Samsung MP3Ps that American
consumers do not know
Awareness
Preference Consideration Purchasing
intention
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Market Analysis
Analysis
Market
Marketing Strategy
Creative Strategy
Apple’s mistake: Bad aiming
Original target was 15-24 age group..
but the largest percentage of iPod users were…
45+ age group with 21%
while main target 15-24 age group only 13%
Our targets overlap but we will aim younger and wider
Target: 15-50 age group
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Market Analysis
Analysis
Market
Marketing Strategy
Creative Strategy
Who are our potential consumers?
Forrester’s technographics segmentation
Attitude
Income
Primary motivation
Career
Family
Entertainment
High
Fast forwards
New age
nurturers
Mouse
Potatoes
Low
Techno-strivers
Digital hopefuls
Gadget grabbers
High
Hand-shakers
Traditionalists
Media junkies
Optimists
Pessimists
Low
Sidelined citizens
Source: Forrester’s Research
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Market Analysis
Analysis
Market
Marketing Strategy
Creative Strategy
Who are our potential consumers?
Likelihood of Switching to
iPod in Next Purchase
(Among Cell phone users living in internet HHs age 15 to 50)
© 2005 Arbitron Inc./Edison Media Research
30
25.9
25
21.3
20
16.1
15
12.1
11.3
10
6.4
4.9
5
0
Definitely
will not
2
3
Neutral
(4)
5
64.2% of non-iPod users
6
from ages 15-50 can be our target
Definitely
will switch
(7)
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Market Analysis
Analysis
Market
Marketing Strategy
Creative Strategy
Samsung MP3P-D1 SWOT Analysis
▪
▪
▪
▪
S
W
Various Functions and Designs
Easily Portable
Samsung’s increasing brand value
No need to have one specific program
▪ Not competitive in design
▪ Small memory due to the flash memory
▪ Low recognition with the brand name
▪ High price
O
T
▪ Samsung becoming more trustworthy
▪ First to produce MP3P
▪ 60% of non-ipod users are likely to switch
their MP3P to other brand
▪ More people buy and use digital cameras
▪ Overall MP3P market is increasing
▪ People prefer HDD type of MP3P
▪ Too strong competitor - apple
▪ Fighting in the red ocean with many other
competitors
▪ Too little ad expenditure compared to the
leader, apple
Samsung’s Strategy: Only focus on
Strengths and Opportunities
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Market Analysis
Marketing Strategy
Marketing
Strategy
Creative Strategy
Samsung MP3P-D1 SWOT Analysis
SWOT-based Strategy
O
T
• Emphasize features
S
• Samsung’s brand value
• Mp3 market is growing
• Head to head with apple
Aggressive marketing strategy
W
• Not being able to compete with
the product popularity,
Differentiate price or functions.
Look for niche market
• Because of apple’s power,
emphasize the product only
Defensive strategy
Try new product
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Market Analysis
Marketing Strategy
Marketing
Strategy
Creative Strategy
Our Goal
SHORT TERM:
Become a threatening second place and
4% to 10% within 6 months
and 10% to 20% within the next year
increase M/S from
LONG TERM:
After maintaining 2nd place,
become the leader of the market
Therefore…
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Market Analysis
Marketing Strategy
Marketing
Strategy
Creative Strategy
Our Goal
Beat ipod
HOW?
Increase awareness and familiarity
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Market Analysis
Marketing Strategy
Marketing
Strategy
Creative Strategy
Focus Group Interview I
•
•
•
When : 2006. 1. 15-20, 5~8pm
Moderators : Fantastic Four
Panels : 3 High school students, 3 college students,
and 3 business men/women 3 Parents
Objective : To find out our targets’ leisure activity
High school students:
“It’s the main topic of
our conversations.
We care about the popular jocks
and the cheerleaders.”
College students:
“It’s the event of the year that
everyone wants to be a part of.”
Focus Group Interview
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Market Analysis
Marketing Strategy
Marketing
Strategy
Creative Strategy
Focus Group Interview I
•
•
•
When : 2006. 1. 15-20, 5~8pm
Moderators : Fantastic Four
Panels : 3 High school students, 3 college students,
and 3 business men/women and 3 parents
Objective : To find out our targets’ leisure activity
Business Men/ Women:
“It’s a reason for our friends and
families to get together.
We all have something in common.
It brings back memories of
high school and college.”
Conclusion : The popularity of
“We love football because it’s
FOOTBALL
Parents:
the first sport our children
participated in.”
Focus Group Interview
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Market Analysis
Marketing Strategy
Marketing
Strategy
Creative Strategy
Looking at annual TV ratings…
Top 20 Network Primetime Series - Total Households
2005 - 2006 Season Through 01/22/06
Household
Rank
Program Name
Net
Total Viewers
Rating/Share
Audience
Super bowl TV Ratings
Year
Network
Rating
Share
2005
FOX
41.1
62
1
AMERICAN IDOL-TUESDAY
FOX
19.3/28
21,302,000
35,530,000
2004
CBS
41.3
63
2
AMERICAN IDOLWEDNESDAY
FOX
17.8/27
19,565,000
31,647,000
2003
ABC
40.7
61
3
CSI
CBS
15.9/24
17,508,000
25,573,000
2002
FOX
40.4
61
4
DESPERATE HOUSEWIVES
ABC
14.7/21
16,190,000
23,649,000
2001
CBS
40.4
61
5
WITHOUT A TRACE
CBS
12.5/20
13,736,000
18,996,000
6
CSI: MIAMI
CBS
11.9/19
13,121,000
18,090,000
2000
ABC
43.2
62
7
DANCING WITH THE
STARS
ABC
11.7/18
12,846,000
17,883,000
1999
FOX
40.2
61
8
GREY'S ANATOMY
ABC
11.6/18
12,784,000
17,897,000
1998
NBC
44.5
67
9
SKATING WITH
CELEBRITIES
FOX
11.2/16
12,315,000
18,740,000
1997
FOX
43.3
65
10
SURVIVOR: GUATEMALA
CBS
10.9/17
11,979,000
18,303,000
1996
NBC
46.1
72
Proves the popularity of
American Football
© 2005 Nielsen Media Research, Inc.
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Market Analysis
Marketing Strategy
Marketing
Strategy
Creative Strategy
Core Strategy
Use FOOTBALL to attract
American consumers
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Market Analysis
Marketing Strategy
Marketing
Strategy
Creative Strategy
Core Strategy
Convergence of Products
Built-in
Speakers
USB Games
Storage
Digital
Camera
Standard
MP3 Player
Convergence
Music
Samsung
D1
FM/AM Radio
Recording
Music
USB
Storage
Games
Voice
Recording
Then
Compared to the past
consumer’s demands are more complex
Now
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Market Analysis
Marketing Strategy
Marketing
Strategy
Creative Strategy
MP3P & Touchdown
Music
Football Field
Digital Camera
Quarterback
Increase Market Share
Make the Touchdown
6 New Functions
6 Points in a Touchdown
Product Design
Shape of football
Unlike Apple, we will use sports to appeal to the consumers
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Market Analysis
Marketing Strategy
In other words…
Head to head
TOUCHDOWN !!!
Creative Strategy
Strategy
Creative
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Market Analysis
Marketing Strategy
Creative Strategy
Strategy
Creative
Promotion 1- Internet (All-year/ Pre-Season)
We need to
change the website!
WHY?
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Market Analysis
Marketing Strategy
Creative Strategy
Strategy
Creative
Promotion 1- Internet (All-year/ Pre-Season)
Sales Ratio Distribution Channel
1.2%
4.3%
4.7%
Online
Wholesale
stores
60.1%
Retail stores
Discount
stores
29.8%
Department
stores
Majority of the people buy MP3 players
on the INTERNET
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Market Analysis
Marketing Strategy
Creative Strategy
Strategy
Creative
Promotion 1- Internet (Viral Marketing)
Viral Marketing
Word-of-Mouth
Like a contagious virus,
the message disseminates itself
through the internet
Buzz Marketing
This causes an explosive
marketing effect to a wide range of
modern day technographics
Viral Marketing
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Market Analysis
Marketing Strategy
Creative Strategy
Strategy
Creative
Promotion 1- Internet (Viral Marketing)
Viral Marketing
Word-of-Mouth
Pros of viral marketing
- Low cost
- Convenient, low-energy consuming
Buzz Marketing
- Free and timeless access
to world-wide target
- Credible, more believable
- Rapid and fast
Viral Marketing
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Market Analysis
Marketing Strategy
Creative Strategy
Strategy
Creative
Promotion 1- Internet (Viral Marketing)
Target Group Identification – among internet users
 Value
 Sharing
 Information/
Knowledge
 Emulating
Solidarity
Appreciator
Taste-Maker
Maven
 Trendy / Cool
 Self-promoting
 Specialty/
Passion
 Educating
Using Viral marketing to appeal to the Solidarity group
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Market Analysis
Marketing Strategy
Promotion 1- Internet (Viral Marketing)
•
S
TM
A
M
Solidarity
Sharing experiences with products,
brands and social values they imply
•
Social values form around a certain brand
•
See the brand as a symbol of values
and gather to celebrate a shared sense
•
Social values matter most,
not technical performance
Creative Strategy
Strategy
Creative
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Market Analysis
Marketing Strategy
Promotion 1- Internet (Viral Marketing)
S
TM
A
M
Solidarity
•
Weight Watchers : Value of discipline, good health
•
Apple : Brand of liberation
•
Saab : Moral responsibility
Transportation Culture Campaign,
Driving Safety
•
Harley-Davidson : Harley culture
Creative Strategy
Strategy
Creative
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Market Analysis
Marketing Strategy
Creative Strategy
Strategy
Creative
Focus Group Interview II
•
•
•
When : 2006. 1. 15-20, 5~8pm
Moderators : Fantastic Four
Panels : 3 High school students, 3 college students,
and 3 business men/women and 3 parents
Objective : Who is your favorite
football player?
Focus Group Interview
12%
24%
Hines Ward
Tom Brady
Ray Lewis
Terrell Owens
26%
38%
Focus Group Interview
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Market Analysis
Marketing Strategy
Creative Strategy
Strategy
Creative
Promotion 2- Internet (Mid-Season)
Annual poll for the Favorite Football Athlete of the Year
at the Samsung MP3 player website
For example:
Vote for your favorite NFL athlete:
Hines Ward
Ray Lewis
Terrell Owens
Tom Brady
We can also promote our Samsung MP3 player website
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Market Analysis
Marketing Strategy
Creative Strategy
Promotion 3- Magazine (All-year)
Target Group Identification – among internet users
 Value
 Sharing
 Information/
Knowledge
 Emulating
Solidarity
Appreciator
Taste-Maker
Maven
 Trendy / Cool
 Self-promoting
 Specialty/
Passion
 Educating
Use specialized magazines to attract all ages of football Mavens
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Market Analysis
Marketing Strategy
Creative Strategy
Strategy
Creative
Promotion 3- Magazine (All-year)
Concentrated advertising in sports magazines
and distributed advertising in general magazines
Magazines are most cost-efficient
with high consumer reach
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Market Analysis
Marketing Strategy
Promotion 4- Sponsorship
Be the main sponsor
of the Super Bowl
Creative Strategy
Strategy
Creative
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Market Analysis
Marketing Strategy
Creative Strategy
Strategy
Creative
Promotion 4- Sponsorship (During the games)
Every time a touchdown is made
Samsung logos and D1 flash
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Market Analysis
Marketing Strategy
Creative Strategy
Strategy
Creative
Promotion 5- Packaging
Compared to iPod, the packaging is not appealing
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Market Analysis
Marketing Strategy
Creative Strategy
Strategy
Creative
Promotion 5- Packaging & MVP Limited Edition
All year packaging simulation
For the post-season of
the 40th Super Bowl in 2006
(2006 February- April)
Use this season’s MVP player’s
autographed football
(HINES WARD)
This promotion is specifically for
the post Super Bowl season
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Market Analysis
Marketing Strategy
Creative Strategy
Strategy
Creative
Promotion 6- Outdoor Advertising (All-year)
Why Outdoor Advertising?
▪ Cost-Efficient
▪ Wide Range of Reach
▪ High Frequency
▪ Long Exposure
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Market Analysis
Marketing Strategy
Creative Strategy
Strategy
Creative
Promotion Time Plan
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
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Promotional Schedule
Internet Promotion
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On-line Poll
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Super Bowl Sponsor
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Limited Edition
Outdoor Advertising
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Thank You