Samsung Smart Fridge Business To Business Marketing Plan

Samsung Smart Fridge

Marketing Plan

Prepared by:

Elizaveta Chernova

Susanne Pfisterer

Kelly Seawell

Semih Yilmaz

CONTENTS

Page

EXECUTIVE SUMMARY......................................................................4

MISSION STATEMENT........................................................................5

CURRENT MARKET POSITION...........................................................5-9

Product

Target Market Analysis

Place

Price

Promotion

Processes

Physical Evidence

MARKET OVERVIEW......................................................................9-10

Description

Laws and Regulations

Current Business Trends

SWOT ANALYSIS........................................................................10-13

Strengths

Weaknesses

Opportunities

Threats

Key Issues

Key Opportunities

Competitor Analysis

ASSUMPTIONS................................................................................13

Sales

Revenue

Customer Base

OBJECTIVES................................................................................13-15

ANSOFF'S MATRIX..........................................................................15

STRATEGY.................................................................................16-21

Corporate Strategies

Target Market

Positioning Statement

Brand Development Strategy

Pricing Strategy

Marketing Strategy

Public Relations Strategy

Advertising Strategy

Sales Promotion Strategy

Sales Strategy

Distribution Strategy

Partnerships

FINANCIAL FORECAST.................................................................22-23

Break Even Analysis

CONCLUSION.................................................................................23

Executive Summary

This BBM report is written to strategically plan the launch of the new 'Smart Fridge'

The 'Smart Fridge' is a new fridge with multiple new aspects making it one of the most modern and advances fridges in the world. The product is made by Samsung and has a high potential of becoming the next hype on the fridge market.

By reading this report it will become clear what strategies, obstacles, trends, threats and marketing/ communication tools are needed to make sure this product will become successful. The report contains a full market analysis, different recommendations and a clear understanding on the future potentials for this new innovative product.

Marketing Plan

1.1 Mission Statement

Samsungs aim is to achieve prominent contributions, to execute their work professionally and to deliver innovative and useful products to their customers. They try to actively participate with their customers so that they can be improving products to meet the needs of their customers. Samsungs philosophy is to devote their people and technology to create superior products and services.

2.0 Current Market Position

Samsung is the number one consumer electronics brand in the world. They are acknowledged as the leader in the digital convergence revolution. Samsung was founded in 1969. They bring in $36.9 US dollars a year in product sales and employ over 75,000 people. The global network of Samsung includes 47 countries. Samsung has the image of strength and reliability in their products and they are also an innovative company which brings up the idea of selling a new product known as the Samsung Smart Fridge.

2.1 Target Market Analysis - Customer Analysis

When preparing to produce the Smart Fridge, Samsung defined its target market groups as:

* Hotels

* Restaurant

* Restaurant Chains

* Canteens

With Samsung's good name in the consumer electronics realm, they have an opportunity to partner with a variety of hotels, restaurant chains and canteens