Tehrem Ilyas

(02)

Osaid-ur-Rahman
Nida Idrees Sheheryar Hassan Jaskani Zubair Ahmed Nagra

(25)
(31) (70) (75)

1 2 3

Presentation Overview
This presentation demonstrates the

brand audit conducted for Samsung Galaxy.

Initiating with Company Profile, Mission

Vision

Mission

and Vision 2020 , the product range will also be discussed

The logo history and Galaxy name

History

Product Range

alongwith the significance will also be a part

The special focus will be made on

Logo and Brand Name

Brand Audit Questionnaire

Questionnaire and the brand audit conducted for the Galaxy Mobile.

Conclusion and Recommendations

Vision
"Inspire the World, Create the Future."

Creative solutions

Industry

KEY STRENGTHS

CORE NETWORKS

New technol ogy

Innovati ve products

Partners

Employe es

Mission Statement
"Economic contribution to the nation "Priority to human resources "Pursuit of rationalism

Samsung Mobile Mission Statement

Samsung Mobile believe in "meaningful innovation," a philosophy that is at the core of everything it does, and a promise to continue creating mobile platforms that are personalized, relevant and genuinely enhance the daily life.

Management Philosophy
"We will devote our human resources

and technology to create superior products and services, thereby contributing to a better global society."
The goal is to create the future with
Socially responsible

Clean Organization al Culture

the customers

Business Principles

Respect stakeholders

Care for environment, health & society

Compliance with laws and ethical standards

Samsung I9100

GALAXY NOTE S700O

GALAXY ACE

Samsung S5360

GT-I9023

Samsung S6102 DUOS meet Full touch Android

Samsung I9100

Samsung C3222

Samsung B7510

SAMSUNG GALAXY MINI S5570

Samsung P1000 Galaxy Tab

Samsung
Galaxy Y S5360

VCR, washing machines, noodles & sold Tape recorders & sugar &textile refrigerators and color TVs dried seafood Balck &White TV the year Samsung Electronics Chairman Lee Kun-hee announced the New Management initiative

Samsung Galaxy
Combination of names Galaxy

and "Android
"Galaxy" has to do with Samsungs

founding philosophy and its corporate identity

"Galaxy" linking with Samsung log0

for its resemblance with Andromeda galaxy

Three is big and mighty and strong, and Star is bright, high, shines clearly and is something that lasts forever.

Samsung founder Lee Byong-Chull

Samsung Galaxy Ad
PAKISTAN SMART BAN RAHA HAI AAP KAB BAN RAHE HO???
CHANGE TO SMART

Samsung Galaxy Range

Letter Meaning S Super Smart Royal Wonder Magical Young Product-class | Target group High-end smart phones in the Samsung Galaxy-series like the Samsung Galaxy S II Refers to high-class devices that blends with performance, functionality and productivity. Refers to a high-quality smart phone middle class devices in the Galaxy-series. Refers to provide sufficient power to the model for small money. Marked as the entry-level of the group. Devices inside the Galaxy-series are targeted at low-price which is more affordable to young customers.

R W M Y

Brand Profile

History of Branding Marketing Efforts

- Past Marketing/Branding efforts -Success of Efforts

Brand Evaluation
-Brand Core values and beliefs -Goals in current year and next 5 yrs

Brand Profile
-Target Audience -Brand Essence -Brand Promise -Brand Personality

-Lessons learnt

Marketing Campaign
Dr. Samsung from Korea brings Free Service
Free service campaign Launching of Galaxy Pro with Telenor

Mobilink and Samsung jointly launch Galaxy Nexus and Tablet in Pakistan:

Samsung Universe at the Park Towers Karachi from 30th Sep to 2nd Oct.
Tablet and Nexus

Example text

Smart Bid & Puzzle

Smart Bid & Puzzle

Samsung & Club Caramel:

Text

Example text

Samsung Galaxy Note Studio

Lights, Camera, Action!. Duel of the Duals

Example text
Maria Sharapova has signed a three-year sponsorship deal

Result of the Campaigns

Fan base has increased to more than 250,000 The Most Popular Consumer-Electronics Page in the

Pakistani social-media community. Social Media experts say that the most important part of every social media campaign is to engage the fans into campaigns activities, Smart-Bid is doing exactly the same task

Brand Core Values/Beliefs

Samsung Galaxy is dedicated to developing innovative technologies and efficient processes that create new markets, enrich people's lives and continue to make Samsung a digital leader.

INNOVATIVE PRODUCTS FOR CREATIVE SOLUTION

Target Audience

Brand Personality

BRAND PROFILE

Brand Essence

Brand Promise

Brand Essence

Next is What Be Smart Smart but Easy-to-Use Do More with smartphones, Save with free apps Less Energy, More Speed Touch and Believe Go Farther Thinner, brighter, more colorful, and above all, more sensitive

Brand Promise
Powerful & Compact Future Service Ready Stylish In &

Out Communication Freedom Rich Smart Experience Colour your smart life Powerful performance Sharp, clear and stunning images and video Smooth videos and game interaction Less lag and increased speed running multiple applications

Brand Personality

Customer Evaluation
According to the pilot survey results: Strengths:

Battery lifetime Free Apps Very affordable prices Wider Range of smartphones Appealing display and colors

Weaknesses:
Hard touch Delicacy Bit technical Slow in processing

Analytical evaluation
Best Global Brands # 17 By Interbrand2011 With Apple on # 08 Brand Keys Customer Loyalty Leaders # 4 By Brand Keys 2011 With Apple on # 5 The World's Most Innovative Companies # 43 By Fast Company 2011 With Apple on # 1

Customer Profile
Core values and beliefs: commitment to innovation and excellence, keen of trends, fun loving, impressive, educated, respected, adventurous Personal and professional goals: intense love for technology and continuously seeking innovative solution to the daily based problems Leisure activity: Multimedia, Videos, Games, Application Work activity: Students (assignments, multimedia, browsing, searching), Entrepreneurs and Business Professionals (e-mail solutions) Age: 18-35 yrs Attitude and practices of investing: Risk takers, initiators and trend setters

Customer Personality

Yes, through the customer feedback, blogging responses and by monitoring the application downloads statistics. The usage of the Galaxy Series excites them for the exploration of new innovative solutions for their daily based problems. They feel facilitated enough to find new solutions with up building of the technical insight to the digital world

Customer Evaluation
Fun spending the Leisure time Multi-tasking Excitement Confidence Sense of achievement Sensitive and touchy Happiness

At Samsung we believe that our customers are at the heart of everything we do and we are especially proud to have been recognized for our efforts to elevate our standards of customer satisfaction.
-June Woo Lee, MD Samsung Gulf Customer Satisfaction

Competitor Profile
In ULC: Q-Mobile and China mobiles Medium End: Nokia ($50-$100) High End: HTC, BlackBerry, Apple

($100 and above)

iPhone
STRENGTHS: Brand name itself, style, display, good resolution

WEAKNESSES: Unexpandable memory, fixed battery, limited applications,security and durability issues, hight prices
TARGET MARKET: young, rich and upper class individuals

BLACKBERRY
STRENGTHS: Brand name itself, style, display, good resolution WEAKNESSES: : Weight, touch, paid applications, complicated, slow TARGET MARKET businessman, executives, professionals and upper class

HTC
STRENGTHS: Windows and Android based

WEAKNESSES : no expandable storage space, complicated, more bugs, limited applications

NOKIA
STRENGTHS: built brand image, durability, resale value

WEAKNESSES : windows based mobile, complexities, limited range of mobiles, limited applications

Review:
It will need some extremely convincing

marketing to break Apples stronghold. Meanwhile, Samsung is also facing stiff competition from below, the Taiwanese HTC and Chinese RIMs cheap labour and high technology are looking to steal Samsungs second spot in the smart phone market.
http://brandirectory.com/profile/samsung

 Samsung has been on this journey toward a

more prominent position for years, Samsung, has established that there can be an Apple competitora thing that didnt used to exist.
- EndPoint Technologies analyst Roger Kay

Conclusion

Samsung is best positioned among the mobile phone vendors to become a volume leader in smartphones on the strength of its Android handset lineup. However, I believe that it will have to wait a while before it can unseat Apples iPhone, -Ken Hyers, an analyst with Technology Business Research

RECOMMENDATIONS
As per estimates, 20,000 buyers of high-end phones

Newer Smartphone market

There are more than 1 million handsets being sold in different markets throughout the country in one month, while Smartphones have got a market share of 4 percent in overall handset industry in Pakistan -Mr. Qureshi. -Rs 2,000 to Rs 3,000 enjoy 70 Percent market share -Rs 5,000 to Rs 10,000 have 20 percent -Rest of the market is for high-end phone phones that are priced between Rs. 12,000 to Rs. 25,000 and beyond.

THANK YOU!

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