MARKETING CAPSTONE

SAMSUNG MOBILES – NOTE SERIES

Presented by Group-26
P.Murali – 035
Vipul - 068
Introduction

• Samsung Group is a South Korean multinational conglomerate

headquartered in Samsung Town, Seoul.
• Samsung was founded by Lee Byung-chul in 1938 as a trading company.
• Over the next three decades, the group diversified into areas including food
processing, textiles, insurance, securities, and retail.
• Samsung entered the electronics industry in the late 1960s.
• Samsung introduced its first mobile phone to India in 2004.
• Samsung have different series of phones like Galaxy A, Galaxy M, Galaxy
F, Galaxy S, Galaxy Note, Galaxy Z.
• Samsung Galaxy Note series is a series of high-end Android smartphone.
1. For the chosen product/service describe how segmentation/ targeting/
positioning were done by the company. Suggest improvements for the STP done

• SEGMENTATION
• Demographic
Age Group: 25-60
High Income people
• Psychographic
focused on people who want premium quality products with latest technology.
• TARGETING
Professionals and business people
• POSITIONING
Positioned as high-quality, premium and hi-tech product, Business oriented
Suggestions:
• Can continue the budget flagship as “Lite” versions
• Can position its note series as gaming mobiles
2. Discuss how the 4 Ps of marketing were developed and deployed in case of a
product or 7 Ps in case of a service. Were there any flaws in the implementation of
the Ps? Have there been criticism of the same in the press?

Product:
• Best among the segment.
• High end android smartphone.
• S Pen
• IP68
• 5G
• Exynos 990

Price:
• Variants
• Price skimming
• Competitive pricing technique
Place:
• Channel marketing strategies
• Tie ups with retail giants like –croma, Vijay sales, Reliance Digital
• Sole distributors where they only sells Samsung’s product.
• E-commerce channel.

Promotions:
• Promotions of new products via newspaper and digital media.
• Brand ambassador
• Big placards, hoardings and posters are also displayed on the highways.
• Heavy discounts and promotional offers.
Flaws:
• Excessive heating resulting to fire in galaxy note 7.
• Galaxy fold-1
• Promotional tweet for S21 from iPhone.

Suggestion:
• Should test a product before launching
• Social media or an event host to be more careful.
3. What are the sources of competitive advantage for the product/service? Is it
sustainable? Justify. How can the management strengthen its product’s/service’s
competitive advantage?

• Research and innovation

• Brand image and customer base
• Supply chain
• Marketing strategy
• Pricing strategy
• Customer loyalty
Suggestions
• Increase budget allocation for R&D
• Improvement in customer loyalty by conducting annual customer meet.
• Marketing the products more frequently.
4. What were the major marketing strategies the company employed to grow
the sales of the product/service?

• The price is right

• Empowering humanity – Ads that strike a chord
• Using competitors to your advantage
• Bold and assertive digital print promotions

Suggestions
• Increase the frequency of Advertisements
• Improve Samsung community
5. Which are the major competing products/services for the company’s
offerings? Discuss three competing brands in detail.

Samsung Apple OnePlus Xiaomi

Note20, Note20 Ultra iPhone12Pro, 12Pro OnePlus 8 Pro Mi 11, 11 Pro

Max

Note 10, Note 10+, iPhone 12, 11Pro OnePlus 7 Pro Mi 10, 10 Pro
Note 10 lite

Note 9 iPhone Xs, Xs Max OnePlus 6T Mi 9, 9 Pro

Specifications Note 20 Ultra Iphone 12pro Max Oneplus 8 pro Mi 11

Price 1,04,999 1,39,900 54,999 65,790

Memory 12/256 6/256 12/256 8/128

Display 120HZ, 6.9’’, AMOLED, Super Retina XDR 120HZ, Fluid AMOLED, 120HZ, AMOLED,6.81’’
HDR10+ OLED, 6.7’’ HDR10 6.78’’ HDR10+

Chipset Snapdragon 865+, A14 Snapdragon 865 Snapdragon 865+

Exynos 990

Camera 108MP 12MP 48MP 108MP

Battery 4500mAh, 25W 3687mAh, 20W 4510mAh, 30W 4600mAh, 55W

Apple:
• Apple Inc. is an American multinational technology company headquartered in California. Apple and
Samsung are in a worldwide corporate battle that started in 2010. Apple has made a business strategy of
focusing on design and user experience while outsourcing elements such as manufacturing. Apple’s
marketing has become a benchmark for other companies that want to reach similar heights of
recognition and revenue. Apple’s major competitive advantage is its technological advancement &
visionary thinking which made it most desirable brand in the world.
OnePlus
• OnePlus Technology Co., Ltd. is a Chinese consumer electronics manufacturer headquartered in
Shenzhen, China. OnePlus is currently majority-owned by Oppo as its only shareholder, which is a
subsidiary of BBK Electronics along with Vivo, Realme and iQOO. The company has managed to
create a community of engaged and loyal consumers with a steady mix of content. At a time when
brands spend heavily on their entry into a new market, OnePlus discarded traditional advertising
mediums. The idea was clear: restrain expenditure on advertising and give the cost benefit to customers.
Xiaomi
• Xiaomi Corporation is a Chinese multinational electronics company founded in April 2010 and
headquartered in Beijing. Xiaomi has expanded and established itself as a valued startup and it has a
chance of becoming the world's top most smartphone company. There are two basic competitive
strategies followed by Xiaomi that are manufacturing products with superior qualities and features and
produced at a lesser cost. The core competitive strategies adopted by Xiaomi competitive cost, quick
expansion in the offshore markets, less margins and selling products online exclusively.
6. What are the competitive advantages of the competing brands? Are these
brands affecting the sales of the product/service you have taken for your study?
Justify.

• Xiamoi
Better feature at less price
• One plus
Best customized operating system with 74% of satisfaction level.
• Apple
Their own operating system “iOS”.
7. Suggest strategies to overcome competitive challenges from competing
brands. Each strategy has to be well substantiated.

• Dependence on Android OS
• Improvement in the user Interface
• Reduce the price of the product
• Go for more innovation.
8. Were ethical issues involved in the marketing of the product/service?
Elaborate with justification.

• Note 7 exploding
Samsung released the Galaxy Note 7 in 2016, which exploded due to battery issues.
This caused a mass recall and replacement of the product. However, injuries had
already been caused before the phone’s recall. Samsung did not show integrity or
courage when they refused to pay compensation to Note 7 owners.
By not compensating for the injuries caused to customers, they showed a lack of
respect and ethical responsibility to their consumer base.