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Marketing Plan For New Product Development Samsung New Model In India

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Marketing Plan For New Product Development Samsung New Model In India
Executive Summary:
Samsung Electronics Co., Ltd, the flagship subsidiary of the Samsung Group, is a multinational electronics company based in South Korea, which manufactures LCD and LED panels, semiconductors, televisions, mobile phones and other consumer electronics products.

Since 2011, Samsung is the world’s largest manufacturers in mobile phones market, and also the leader in smartphones market. Its market share has a continuous growth of 0.9% in 2013, having 24.5% in the world. Samsung is also a manufacturing leader in smartphones, having 31.1% market share in the world in 2013, and 30.2% in 2014 Q1.

India was the highest growing market in Asia Pacific with a year-on-year smartphone shipment growth of over 186% in 2014 Q1. Within 2015, we plan to spend 4.2 million US to promote a new low-end smartphone model Samsung Galaxy Core E at price US 100 (Rs 6,000) to capture extra 10% market share in India, focusing on the working class and low-income group, and from our domestic competitor Micromax. Promotion will be focusing on “Entertainment”, a bundle of entertainment feature and content will be provided with Galaxy Core E, to fit with the main interest of Indian.

Current Market Situation:
Worldwide Mobile Phones Market
Total number of mobile phone ship out in year 2013 have grew 4.8% compare to year 2012, where Samsung, being the leader in the market share, has a growth of mobile ship out of 0.9% in year 2013. It has a continuous growth of 3.2% in 2014 Q1.
Top Five Mobile Phone Vendors, Shipments, and Market Share, 2013 (Units in Millions)
Vendors
13’ Shipment Volumes
13’ Market Share
12’ Shipment Volumes
12’ Market Share
Year-over-Year Change
Samsung
446.7
24.5%
409.4
23.6%
9.1%
Nokia
251.0
13.8%
335.6
19.3%
-25.2%
Apple
153.4
8.4%
135.9
7.8%
12.9%
LG
70.0
3.8%
56.6
3.3%
23.6%
Huawei
55.5
3.0%
47.5
2.7%
16.7%
Others
845.2
46.4%
753.1
43.3%
12.2%
Total
1,821.8
100.0%
1738.1
100.0%
4.8%
Source: (IDC Worldwide Mobile Phone Tracker, 2014)

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