영문기획 부문 SAMSUNG MP3P 제 27 회 제일기획 광고대상. Video Clip.

영문기획 부문 SAMSUNG MP3P

제 27 회 제일기획 광고대상

Video Clip

Fantastic Four:Fantastic Four:Seung Hye Yim, Jiwon Yim, Hyeongjin Choi, and Minah Lee

Touchdown!Touchdown!

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CONTENTS Market Analysis

SituationCompetitiveProduct Apple’s mistake

Who are our potential consumers?

SWOT

Marketing Strategy Basic Strategic PlanOur Goal FGI 1Annual TV RatingsCore Strategy – TouchdownConvergence

Creative StrategyPromotion 1- InternetViral MarketingPromotion 2- Internet PollFGI 2Promotion 3 – Magazine Promotion 4 – SponsorshipPromotion 5 – Packaging Promotion 6 – Outdoor advertisingPromotional Schedule

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Market Analysis Marketing Strategy Creative Strategy

Apple Annual Ad Expenditure

0 200 400

2003

2004

2005Y

ear

$ Million

Apple adexpenditure

strategy

2005 Market Share

NPD Group (2005)

Creative Labs

36%

17%10%

9%

7%

5%

5%4%4%3% Apple

Creative LabsiRiverSandiskSamsungSonic BlueRCASonyHPDell

AppleApple

SamsungSamsung

Ad Expenditure Share

73.90%

4.80%

3.30%

3.20%

3.10%AppleiRiver

SamsungSandisk

Samsung : Samsung : 44thth place placeGap with iPOD: Gap with iPOD: 70%70%

Situation Analysis

Market Analysis

Beyen International ©TWICE 2005

Beyen International ©TWICE 2005

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MAIN COMPETITOR

Why Apple?Why Apple?

Market Analysis

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

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Apple vs. Samsung

APPLE IS OUR COMPETITONAPPLE IS OUR COMPETITON

SAMSUNGSAMSUNG

Large corporation

Manufactures other products other than MP3P

Rank 1st in South Korean electronics market

APPLEAPPLE

Large corporation

Manufactures other products other than MP3P

Rank 1st in American MP3 market

Market Analysis

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Headphone Jack

Color, Backlit Screen

Click Wheel

Dock Connector

Hold Switch

Digital Camera

REC

MIC

Speakers

Product Analysis

4 extra functions in Samsung’s D1 MP3 player4 extra functions in Samsung’s D1 MP3 player

Market Analysis

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Samsung’s Problem

Apple

Samsung

0102030405060708090

100

Awareness Preference Consideration Purchasing

intention

BUTBUT

WRONG WRONG impressions ofimpressions of SamsungSamsung

There are various aspects ofThere are various aspects ofSamsung MP3Ps that Samsung MP3Ps that AmericanAmerican

consumers do not know consumers do not know

Market Analysis

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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%

Target: 15-50 age groupTarget: 15-50 age group

Our targets overlap but we will aim younger and wider

Market Analysis

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Forrester’s technographics segmentation

Attitude Income

Primary motivation

Career Family Entertainment

Optimists

High Fast forwards New age nurturers

MousePotatoes

Low Techno-strivers

Digital hopefuls Gadget grabbers

Pessimists

High Hand-shakers Traditionalists Media junkies

Low Sidelined citizensSource: Forrester’s Research


Market Analysis

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Likelihood of Switching to iPod in Next Purchase

(Among Cell phone users living in internet HHs age 15 to 50)

21.3

12.1

4.9

25.9

16.1

11.3

6.4

0

5

10

15

20

25

30

Definitelywill not

2 3 Neutral(4)

5 6 Definitelywill switch

(7)64.2% of non-iPod users from ages 15-50 can be our target

Market Analysis

© 2005 Arbitron Inc./Edison Media Research

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Samsung MP3P-D1 SWOT Analysis

S ▪ Various Functions and Designs ▪ Easily Portable ▪ Samsung’s increasing brand value ▪ No need to have one specific program

W ▪ Not competitive in design ▪ Small memory due to the flash memory ▪ Low recognition with the brand name ▪ High price

O ▪ 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

T ▪ 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

Market Analysis

Samsung’s Strategy:Samsung’s Strategy: Only focus on Only focus on

SStrengths andtrengths and OOpportunities pportunities

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O T

S

• Emphasize features• Samsung’s brand value• Mp3 market is growing• Head to head with apple

Aggressive marketing strategy

• Because of apple’s power,

emphasize the product only

Defensive strategy

W• Not being able to compete with the product popularity,

Differentiate price or functions. Look for niche market

Try new product

Marketing Strategy

Samsung MP3P-D1 SWOT Analysis

SWOT-based Strategy

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Our Goal

SHORT TERM: Become a threatening second place and

increase M/S from 4% to 10% within 6 months

and 10% to 20% within the next year

LONG TERM: After maintaining 2nd place, become the leader of the market

Marketing Strategy

Therefore…Therefore…

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Beat ipod Beat ipod

Marketing Strategy

Increase awareness and familiarity

HOW?

Our Goal

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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

Focus Group Interview

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.”

ObjectiveObjective : To find out our targets’ leisure activity : To find out our targets’ leisure activity

Marketing Strategy

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Focus Group Interview I

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.”

Parents:“We love football because it’s the first sport our children participated in.”


and 3 business men/women and 3 parents


ObjectiveObjective : To find out our targets’ leisure activity : To find out our targets’ leisure activity

ConclusionConclusion : The popularity of : The popularity of FOOTBALLFOOTBALL

Marketing Strategy

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Looking at annual TV ratings…

Rank Program Name Net

Household

Total ViewersRating/Share Audience

1AMERICAN IDOL-

TUESDAYFOX 19.3/28 21,302,000 35,530,000

2AMERICAN IDOL-

WEDNESDAYFOX 17.8/27 19,565,000 31,647,000

3 CSI CBS 15.9/24 17,508,000 25,573,000

4DESPERATE

HOUSEWIVESABC 14.7/21 16,190,000 23,649,000

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

7DANCING WITH THE

STARSABC 11.7/18 12,846,000 17,883,000

8 GREY'S ANATOMY ABC 11.6/18 12,784,000 17,897,000

9SKATING WITH

CELEBRITIESFOX 11.2/16 12,315,000 18,740,000

10 SURVIVOR: GUATEMALA CBS 10.9/17 11,979,000 18,303,000

Top 20 Network Primetime Series - Total Households2005 - 2006 Season Through 01/22/06

© 2005 Nielsen Media Research, Inc.

Proves the popularity of Proves the popularity of American FootballAmerican Football

Year Network

Rating Share

2005 FOX 41.1 62

2004 CBS 41.3 63

2003 ABC 40.7 61

2002 FOX 40.4 61

2001 CBS 40.4 61

2000 ABC 43.2 62

1999 FOX 40.2 61

1998 NBC 44.5 67

1997 FOX 43.3 65

1996 NBC 46.1 72

Super bowl TV Ratings

Marketing Strategy

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Core Strategy

Use FOOTBALL to attractAmerican consumers

Marketing Strategy

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Music

GamesUSBStorage

Then

Marketing Strategy

Standard MP3 Player

Compared to the past Compared to the past consumer’s demands are more complex consumer’s demands are more complex

Core Strategy

Convergence of Products

Music

Games

VoiceRecording

FM/AM RadioRecording

Built- inSpeakers

USBStorage

DigitalCamera Samsung

D1ConvergenceConvergence

Now

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MP3P & Touchdown

Unlike Apple, we will use sports to appeal to the consumersUnlike Apple, we will use sports to appeal to the consumers

Music Football Field

Digital Camera Quarterback

Increase Market Share Make the Touchdown

Product Design Shape of football

Marketing Strategy

6 New Functions 6 Points in a Touchdown

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TOUCHDOWN !!!

In other words…

Creative Strategy

Head to head

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Promotion 1- Internet (All-year/ Pre-Season)

We need to We need to change the website!change the website!

WHY?WHY?

Creative Strategy

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Sales Ratio Distribution Channel

60.1%

29.8%

4.7%4.3%

1.2% Online

Wholesale stores

Retail stores

Discount stores

Department stores

Majority of the people buy MP3 players Majority of the people buy MP3 players on the INTERNETon the INTERNET

Promotion 1- Internet (All-year/ Pre-Season)

Creative Strategy

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Viral Marketing

Word-of-Mouth

Buzz Marketing

Viral Marketing

Like a contagious virus,the message disseminates itselfthrough the internet

This causes an explosive marketing effect to a wide range of modern day technographics

Promotion 1- Internet (Viral Marketing)

Creative Strategy

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- Low cost

- Convenient, low-energy consuming

- Free and timeless access

to world-wide target

- Credible, more believable

- Rapid and fast

Pros of viral marketing

Creative Strategy


Viral Marketing

Word-of-Mouth

Buzz Marketing

Viral Marketing

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Target Group Identification – among internet users

Solidarity

MavenAppreciator

Taste-Maker Value Sharing

Information/ Knowledge Emulating

Trendy / Cool Self-promoting

Specialty/ Passion Educating

Creative Strategy


Using Viral marketing to appeal to the Solidarity groupUsing Viral marketing to appeal to the Solidarity group

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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

SMA

TM

Creative Strategy


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Solidarity

• Weight Watchers : Value of discipline, good health

• Apple : Brand of liberation

• Saab : Moral responsibility

Transportation Culture Campaign,

Driving Safety

• Harley-Davidson : Harley culture

SMA

TM

Creative Strategy


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Focus Group Interview II


and 3 business men/women and 3 parents



Objective : Who is your favorite football player?

24%

38%

26%

12%

Hines WardTom BradyRay Lewis Terrell Owens

Creative Strategy

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Promotion 2- Internet (Mid-Season)

Annual poll for the Favorite Football Athlete of the Yearat the Samsung MP3 player website

For example:

We can also promote our Samsung MP3 player website We can also promote our Samsung MP3 player website

Vote for your favorite NFL athlete:

Hines Ward Ray Lewis Terrell Owens Tom Brady

Creative Strategy

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Solidarity

MavenAppreciator

Taste-Maker Value Sharing

Information/ Knowledge Emulating

Trendy / Cool Self-promoting

Specialty/ Passion Educating

Promotion 3- Magazine (All-year)

Target Group Identification – among internet users

Use specialized magazines to attract all ages of football MavensUse specialized magazines to attract all ages of football Mavens

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Promotion 3- Magazine (All-year)

Concentrated advertising in sports magazinesand distributed advertising in general magazines

Magazines are most cost-efficientMagazines are most cost-efficientwith high consumer reach with high consumer reach

Creative Strategy

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Promotion 4- Sponsorship

Be the main sponsorBe the main sponsorof the Super Bowlof the Super Bowl

Creative Strategy

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Promotion 4- Sponsorship (During the games)

Every time a touchdown is made Every time a touchdown is made Samsung logos and D1 flashSamsung logos and D1 flash

Creative Strategy

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Promotion 5- Packaging

Compared to iPod, the packaging is not appealing Compared to iPod, the packaging is not appealing

Creative Strategy

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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 This promotion is specifically for the post Super Bowl seasonthe post Super Bowl season

Creative Strategy

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Promotion 6- Outdoor Advertising (All-year)

Why Outdoor Advertising?Why Outdoor Advertising? ▪ Cost-EfficientCost-Efficient ▪ Wide Range of Reach Wide Range of Reach ▪ High FrequencyHigh Frequency ▪ Long ExposureLong Exposure

Creative Strategy

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Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Promotional SchedulePromotional Schedule

Internet Promotion

Magazine Promotion

On-line Poll

Super Bowl Sponsor

Limited Edition

Outdoor Advertising

Creative Strategy

Promotion Time Plan

Thank You

영문기획 부문 SAMSUNG MP3P 제 27 회 제일기획 광고대상. Video Clip.

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