마케팅 삼성 갤럭시 Galaxy S2 LTE IMC 전략

마케팅 삼성 갤럭시 Galaxy S2 LTE IMC 전략 [마케팅] 삼성 갤럭시 Galaxy S2 LTE IMC 전략.docx 목차 1.Industry/Company review 2.Product Review/Buyer Analysis 3.Competitive review 4.Segmentation, Targeting, and Positioning 5.Communication Objectives & Budget Request 6.Creative Strategy Statement 7.Integrated Marketing Communication Mix -Media Plan 8.Specific Media Objectives/Mix 9.Evaluation Program -Appendi -Reference List 본문 Status report 1: Industry/Company review Description of industry Trends in the Smartphone market are constantly changing. This is the beginning of “Smart Life Revolution” which enables information gathering, personal tasking, building a social relationship, leisure activities just by using Smart-Phones. Nowadays, it is possible for us to search and share information, and deliver our message to others as long as we have Smartphones. Smartphone technology is improving and upgrading as every new model is introduced to the market, creating a competitive environment for mobile companies. And Smartphone customers expect faster connection when using their devices. Most Smartphones run with 3G network. But the newest technology coming out is 4G coverage. 4G network promises faster connection and better coverage. But full 4G connection is not completely ready, and because of that, 3G coverage still is the best choice for Smartphone users. For our purpose, we analyzed Mobile Phone market share in Korea. Size of industry(Standard: 2011. 10.30) -Total Number of Mobile Phone about 50 million units in Korea -Smart Mobile phone 20 million units (40% of total Mobile phone users) -Total sales volume of LTE mobile phone in Korea : 180,000 units -Samsung market share 57.3% in Smartphone market Growth of industry -Domestic Smartphone users has increased from 470,000 on November, 2009 to 1 million on March, 2011, and over 20 million in 28th of October, 2011. With this rapid growth, it is expected that the number of Smartphone users will reach over 30 million. -4 out of 10 Koreans are using Smart phones, and the majority of 25 million economic populations are using Smartphones. 본문내용 Competitive review Segmentation, Targeting, and Positioning Communication Objectives & Budget Request Creative Strategy Statement Integrated Marketing Communication Mix Media Plan Specific Media Objectives/Mix Evaluation Program Appendi Reference List KIVS Advertising Agency Philosophy KIVS stands for Kyunghee Innovation, Vibration, and Sensation. All humans have five senses of hearing, sighting, 참고문헌 -www.cellular.co.kr -biz.heraldm.com -ntn.seoul.co.kr -www.itdaily.kr -www.samsung.com/us -markets.ft.com -www.samsung.com/sec -economics-papers.com -www.asiatoday.co.kr -USwitch Mobile -The Nielson Company -IDC European Quarterly Mobile Phone Tracker, August 2011 -kr.samsungmobile.com -smartdevice.kr -is.gd -www.apple.com -benefitof.net -www.blackblot.com -www.macrumors.com -www.blognotes.in -www.mt.co.kr -cafe.naver.com -blog.naver.com -news.donga.com -news.chosun.com -www.bodnara.co.kr -www.advancedtechnologykorea.com -Market research company -www.htc.com/kr -www.samsung.co.kr -www.kobaco.co.kr -www.adpot.co.kr - Report from KOBACO -www.naeilshot.co.kr -www.e-menshelath.design.co.kr -www.style.co.kr -www.sportsseoul.com -www.nate.com -www.japankiall.co.kr -www.ckad.co.kr -www.starcareer.co.kr -Annual Report Power Consumer from KOBACO, 2010 -www.kostat.go.kr -www.tnms.tv