FASHION MARKETING MANAGEMENT

Study the marketing model of an organization with

respect to the above dimensions

REVIEW OF STP AND MARKETING MIX ON SAMSUNG SMARTPHONE

2015-2017

Under the Guidance ofMs.Bharti Moitra

Submitted byRahul Hela

Rajkumar Koli

Department of Fashion Management StudiesNational Institute of Fashion Technology

Kolkata

SMARTPHONE MARKETIN

INDIA

SMARTPHONE COMPANIES IN INDIA1.APPLE2NOKIA3.SONY4.HTC

5.BLACKBERRY6.LG

7.MICROMAX8.MOTOROLA9.SAMSUNG

INTRODUCTION

1.Samsung Electronics Co., Ltd.

2.Is a South Korean multinational electronics company 3.Headquartered in Suwon,South Korea

4. The world's largest information technology company by revenue since 2009

6.Samsung has long been a major manufacturer of electronic components such as lithium-ion batteries, semiconductors, chips, flash memory and hard drive devices for clients such as Apple, Sony, HTC and Nokia

7. Since 2012, the CEO is Kwon Oh-Hyun.

HISTORY

1.Samsung Electric Industries was established as an industry Samsung Group in 1969 in Suwon, South Korea.

2.Samsung Electronics launched its first mobile phone in 1988, in the South Korean market.

3. In 2005, Samsung Electronics surpassed its Japanese rival, Sony, for the first time to become the world's twentieth-largest and most popular Consumer brand, as measured by Interbrand.

4.In 2007, Samsung Electronics became the world's second-largest mobile-phone maker, overtaking Motorola for the first time.

5. In 2009, Samsung achieved total revenues of US$117.4 billion, overtaking Hewlett-Packard to become the world's largest technology company measured by sales.

6.In Q1 2015, Samsung’s profit dropped 39% to USD4.35 billion due to heavier smartphone competition from Apple's iPhone 6 and 6 Plus, as well as a slew of Android competitors.

SEGMENTATIONSTRATEGY

MARKETTARGETING

POSITONINGSTRATEGIES

1.Geographic –Rural areas as well as urban areas

2.Demographic- various products for all ages and gender

3.Psychographic-All types of life style.

1.Trendy young people. Professionals. Large businesses.

2.Samsung Concept Store Market making & category creation in small towns Wider Care Network Access to Samsung care line.

PRODUCT PRICE PLACE PROMOTION

A)Android1.Galaxy Grand 22.Galaxy NoteB)WINDOWS1.OMNIA M2.FOCUS FLASHC)BADA1.Samsung wave S85002.Samsung wave II S85303.TIZEN1.Samsung ZEQ 90002.Samsung Z1

A)ANDROID1.Rs.5000-45000B)WINDOWS2.Rs.8000-30000

1.Major electronic goods retailers such as reliance digital,croma etc. 2.Samsung Smart cafes 3.Institutional sales such as airport, Shopping malls etc.

One of the major reason for Samsung’s success in Indian market its effective distribution system and after sales service

1.Samsung has been actively involved in sponsoring for various sorts activities and it has been associated with Olympic Games and Asian games for many years. 2.In India Amir and Priyanka Chopra has been assigned as the brand ambassadors for Samsung. • 3.It actively promotes its products through social media campaigns.

INTRODUCTION

1.Apple Inc. is a multinational company that specialises in computers, electronics and software.

2.Apple Inc. was established on April 1, 1976 by Steve Jobs, Steve Wozniak and Ronald Wayne.

3. After the introduction of various electronic equipment failed to launch very successfully, Apple re-examined their position in the Marketplace and partnered with IBM, Motorola and Microsoft to help increase it’s sales.

SEGMENTATION STRATEGY

MARKET TARGETING POSITION STRATEGIES

1.Geographic –Rural areas as well as urban areas

2.Demographic- various products for all ages and gender

3.Psychographic-All types of life style.

1.Trendy young people. Professionals. Large businesses.

2.Apple Concept Store Market making & category creation in small towns Wider Care Network Access to Apple care line.

PRODUCT PRICE PLACE PROMOTION

Various type of iphone are available in marketLike1.Iphone 6s2.Iphone 63.Iphone 5s

Rs.14000-70000 1.Major electronic goods retailers such as reliance digital,croma etc. 2.Apple Smart cafes 3.Institutional sales such as airport, Shopping malls etc

Apple makes use of 1.advertising on television, newspapers, radio and billboards.

SEGMENTATIONSTRATEGY

MARKETTARGETING

POSITONINGSTRATEGIES

1.Geographic –Rural areas as well as urban areas

2.Demographic- various products for all ages and gender

3.Psychographic-All types of life style.

1.Trendy young people. Professionals. Large businesses.

2.Samsung Concept Store Market making & category creation in small towns Wider Care Network Access to Samsung care line.

PRODUCT PRICE PLACE PROMOTION

Microsoft products vary a lot because the company has a number of series of Smartphone such 1.Windows Phone2.Android Phone

The prices of the smartphone series vary between Rs 5000 and Rs39000. There is high price variability of the products, so that the prices meet every social class needs.

1.Major electronic goods retailers such as reliance digital,croma etc. 2.Mobile Store3.Institutional sales such as airport, Shopping malls etc.

Microsoft makes use of advertising on television, newspapers, radio and billboards. There is no information on any current or near past promotional campaigns.

References

1.Principal of Marketing(Kotler,Armstrong,Agnihotri,Haque) 2.Wikipedia 3.www.google.com 4.www.slideshare.com 5..http://www.bbc.co.uk/news/technology-17675319 5.

THE END

THANK YOU