samsung营销策略.pptxVIP

PRICING DECISIONS —— Samsung NokiaCase study of Samsung – by 任珊Case study of Nokia – by 马晓珊Introduction in Chinese – by 隋意Information seeking and report editing –by 刘莹 庄佳—— By 任 珊11IntroductionKun Hee Lee, chairman of the Samsung Group, contemplated his company’s strategy while sittingin the basement office of his home.IntroductionUnder Lee’s leadership, Samsung has risen to become the world’s leading mobile phone producer and has generated the second-largest net profit of any electronics company.1060RMB300RMB1300RMB2000RMB4000RMB5000RMBPrice strategyintroductory phase What is the best way to enter a new market for the firms whose brand is not known to the market? ‘ For inexperienced products, price is a good perceptional indication to predict the quality of the product. ’ - SamsungIntroductory phaseCheap – inferior qualityExpensive – superior qualityprice was the only available extrinsic cueSamsung had positioned with an image of high price when it entered Chinese market.Introductory phaseMarket skimming - High price to make high profitsIntroductory phaseMarket holding - Pricing based on the latest market informationSamsung is not based on the cost of the product, but on the market. According to the provided marketing data, Samsung will estimate how much customers would like to take to buy the product and then pricing it.In China, people tend to attach importance to the phone’s brand, fashion design, screencolor, rings, etc. Samsung take up the points and produce what Chinese want.Developing phaseCompetition – orientated pricing - Price-off promotionsDeveloping phaseSmuggled goods strategy - Take advantage of price differentialsIt is said now in Beijing the smuggled goods of Samsung occupied just over 70%. It is supposed that the behavior is acquiescent by Samsung Company.For what purpose? – taking advantage of high price to arouse the public attention, while price which is 1000 to 2000 lower than licensed ones to boost their sales. Mature phaseProduct life cy