2010 Marketing Plan: Clyde Goins, Megan Bell, Jacob Baker, and Johnny Page

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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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 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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 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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2010 Marketing Plan

Inspire the world,Create the future.

Current Strategy 88%

96% 91% 88% 66%

Our Target Defined:

• -Constant Focus on R&D

 Predicted To Sell 6.2 Million 3D TV’s in 2010.

 By2014, Over 83 Million Units Are Expected To Be

 3D TV’s Represent 3% Of Entire TV Market.

 Released in March, 2010.

 Ultra Slim Design

 Touch Screen Remote

Sony Corporation LG Electronics Inc.

 Targeted 25% of the Global 3D TV

 Adopted SMART TV  Price War With Samsung

 Poor Customer Service  “No one can keep up...”

 Plasma vs. LED Backlight

Features Advantages and Benefits

 By the end of 2010, 4 million 3D

 Launch a comprehensive ad campaign that focuses on SE’s

 Maintain market dominance throughout the “Glasses” era and

 Enter in to the 3D video gaming market through a

 Launch a comprehensive ad campaign that focuses on SE’s

 Maintain market dominance throughout the “Glasses” era and

Enter Gaming Market Advertising

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