Integrated marketing communications plan: Outline of the new Samsung Dualview ST550 Camera

Résumé du document

For my IMC Plan I decided to focus on a new product, the new dual view digital camera of Samsun, the ST550. I will present some figures on the French market of digital cameras. According to Mr. Marc Héraud, secretary-general of the trade union dedicated to the companies of picture, and photography, the number of digital cameras sold could reach 5 million 2009. Moreover the turnover of the photography market in France has reached 1.7 billion Euros. In spite of the financial crisis, the sales increased 4% in the first semester of 2009 compared to the first semester of 2008 whereas on a worldwide scale, the sales decreased close to one quarter. This denotes that the French market is very competitive, and explains why all the brands are represented on the French market of digital cameras: The trends: In opposition to the others electronic sectors where lower prices liven up the market, for the market of the digital photography, higher prices have this effect because consumers now purchase betters cameras That were reserved for the professionals of the photography for a long time. However, since the first semester, the sales have increased by 26%, of which the high end cameras represents one on ten cameras sold in France even if the digital camera is the most sold on the French market.

Extraits

[...] But since the first semester, the sales are increased of the reflex camera represent one on ten cameras sold in France even if the digital camera is the most sold on the French market Company background The industry From its inception as a small export business in Taegu, Korea, Samsung founded in 1938 has grown to become one of the world's leading electronics companies, specializing in digital appliances and media, semiconductors, memory, and system integration. Today Samsung's innovative and top quality products and processes are world recognized. The company consists of 4 main business units: the Digital Media Business, Semiconductor Business, Information & Communications Business and Home Appliances Business. It employs over 166,000 people in some 61 countries worldwide. Samsung Electronics is ranked 131st on the Global Fortune 500 List. Samsung is best known for the success it has had in the memory semiconductor industry. [...]

[...] Segment three:”the reflex camera” Before this type of camera was dedicated for the professionals or lovers of photography because the use of this camera was complex and only people who are looking for a particular kind of photo, bought this camera. But nowadays, more and more people prefer to purchase this type of camera. The range of prices is 500 to 3000 Euros. For them the most important factors are also the quality of the photos taken by this kind of camera but also some technical performance (Pixels, lens, and use), compatibility with some specific software of photography. [...]

[...] Creative strategy and Recommendations TV ADS: all of our commercial will have a format of 30 seconds, the choice of this media is justified by the goal to touch the most of people by our ads, besides this media enables to do alive our product and put our product in a special context as we can see after. The TV is a mass media very useful to promote the new and technical product. The TV Ad this one will be diffused for the launching of the ST550 and for Christmas. [...]

[...] Samsung don't have some own shops in France maybe abroad or in Korea but sometimes when they are launching a new product, they set up a show room. Promotion: Samsung Company used all the means of communication medium, Internet, sponsoring, co-branding, and street-marketing, events, and exhibition); it depends on the product because for its new phones, Samsung use some ads TV and ads for specialized shops. Samsung is global company so she has a lot of money for its advertising campaign and generally its ads are very creative. In France, Samsung Electronics France works with Euro RSCG 360 advertising agency for all its operational marketing actions. [...]

[...] Sales history: It's impossible to still have some figures on the sales of this new product because The Samsung Dual View Camera ST550 is just launched on September 2009 in France by the subsidiary Samsung Electronics France. Market share: On the global market of the digital camera, the ranking is this one Canon Sony Samsung Olympus Kodak and Nikon But on the French market in term of volumes in July 2009 the ranking is that: Panasonic, avec Nikon Canon Samsung and in term of value the ranking is : Canon Nikon 20% ,Panasonic 18,8% and 12% for Samsung Brand image, positioning: Samsung has a good brand image with a good value for money in the consumer mind, Samsung brand has a positioning defined trough three words: innovative, reliable products and services. [...]