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2010 Marketing Plan
Clyde Goins, Megan Bell, Jacob Baker,
and Johnny Page
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Samsung Electronics’
Vision Statement
Inspire the world,Create the future.
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Situation Analysis
Current Strategy 88%
after first three
quarters!
•Aggressive Launch Strategy
•Aggressive Advertising Strategy
•Aggressive Development of 3D content
•Increase Consumer Communications
•Deliver the highest quality product and lead the 3D
market in every product segment.
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Situation Analysis
Television Market Share Ranking
2005 2006 2007 2008 2009
1st 1st 1st 1st 1st
3D TV Market Share - 2010
4Q
1Q 2Q 3Q (PROJ.)
96% 91% 88% 66%
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Situation Analysis
Our Target Defined:
•“Cube Tubers” who represent 8-10% of the total population.
• Young, married, educated white males
•Early 20s to late 30s
•Family evolved households, with children ages 0-17.
•Couples potentially looking to have children
•Located in or around well developed cities.
EARLY ADAPTERS
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SWOT Analysis
• Strengths
• -Brand Prestige
• -High Quality & Innovative Products
• -Availability of Resources
• -Constant Focus on R&D
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SWOT Analysis
• Weaknesses
• -3D Gaming Content
• -High Quality, High Prices
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SWOT Analysis
• Opportunities
• -Alliances that enhance product mix
• -Partnership to enhance 3D Gaming
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SWOT Analysis
• Threats
• -3D Gaming content - Sony
• -Slow rate of diffusion
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Growing Market
Predicted To Sell 6.2 Million 3D TV’s in 2010.
By2014, Over 83 Million Units Are Expected To Be
Sold.
3D TV’s Represent 3% Of Entire TV Market.
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Samsung 9000 Series
Released in March, 2010.
Won “Most Brilliant
Innovation” Award
Ultra Slim Design
0.31” Screen (Width of a Pencil)
Accessory Package
Cinema Quality 3D
SMART TV with Web Connected
Samsung Apps
Touch Screen Remote
Control
Stream Live Television
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Competitive Analysis
Sony Corporation LG Electronics Inc.
Customer Service Second Largest Producer
Targeted 25% of the Global 3D TV
Market
Top 5 Market Share Approximately 950,000 based on the
forecasted 3.8 million
15% Market Share Target for LCD TV’s
= 25 Million Units
Sony Bravia 55” Infinia
Similar Features $3,970
$2, 999
3D Ready Vs. 3D Enabled
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Competitive Analysis
Mitsubishi Panasonic
Private Company Sales Top 3 in Market Shares
Strives to be #1 in Green
DLP Technology Innovation Company in 2018
Adopted SMART TV Price War With Samsung
Poor Customer Service “No one can keep up...”
55” Vierra
$3,970
Plasma vs. LED Backlight
Costs
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Vizio
Share Leader Vision–
“Become the industry leader
Cost
Efficient Production
in consumer electronics by
Methods consistently delivering the
55”Full Array TruLED latest technologies at the
LCD 3d HDTV most affordable price.”
This Vision Took Vizio
$2,499
To The #1 Market
Share in 2009.
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Four P’s of Marketing
Product Promotion
Most diverse Product Mix in Various Advertising
the 3D Market Campaigns
Samsung’s Cash Cow $12 Billion Campaign Launched
in United States
Product
66% of the 3D TV Market
exists in the United States
Celebrity Promotions
Price Range
$1,200 - $7,000 Place
9000 Series Mostly Online
$5,999 Wholesale Stores & Super
Centers
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Marketing Mix
Features Advantages and Benefits
55” or 46” LED backlight
Brand Prestige
display
Cutting Edge Technology
Remote
0.31” thin
Thinnest TV Ever Produced
Most technologically
advanced television
3D Packages
remote
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Market Research
Video game sales totaled 41.9 . Game console sales are expected
billion in 2009 and is expected to to reach 34.7 billion dollars in
grow 10.3% to 68.3 billion in sales by 2012 with a 6.9% annual
2012 growth rate
By the end of 2010, 4 million 3D
TV’s will have been sold
3D TV sales are beginning to worldwide, With 10 million
surpass HDTV sales at the same expected to be sold in 2011, and
point in HDTV’s life eventually 50 million units in
2015.
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Objectives
Enter in to the 3D video gaming market with a partnership with
Microsoft
Launch a gaming platform by year 2020
Launch a comprehensive ad campaign that focuses on SE’s
competitive advantage in 3D technology
Increase TV sales by 5% in a 6-month period following the launch of the
campaign.
Maintain market dominance throughout the “Glasses” era and
prepare the market for a “glassless” 3D TV.
Maintain 88% market share until the release of our glasses-free product in
2014.
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Strategies and Tactics
Enter in to the 3D video gaming market through a
partnership with Microsoft
Past Partnerships
Combining Competitive advantages
Microsoft 41% of Gaming consoles produced
Target market
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Strategies and Tactics
Launch a comprehensive ad campaign that focuses on SE’s
competitive advantage in 3D technology.
Television Ads
Super Bowl
Inform viewers of competitive advantage
Print Ads
GameInformer, ESPN, ETC.
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Strategies and Tactics
Maintain market dominance throughout the “Glasses” era and
prepare the market for a “glasses-free” 3D TV.
Continue to grow market
Build brand image
Because the high price of the glasses-free TV
Building brand image will help build a solid platform
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Financial Impact of the Marketing Plan
Enter Gaming Market Advertising
We expect sales to increase from Ad campaign that focuses on
13.6 billion to 26.4 billion in 2014 Samsung’s advantages by having a
for Samsung Electronics 500 million dollar advertising
budget to advertise for a 6 month
period.
Enter the gaming market With
Microsoft by focusing our 7 billion
dollar R&D budget from 2010, to Prepare market for “ glasses free”
produce a virtual reality gaming 3D TV era
platform
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Questions or Comments?
