New Marketing Strategy:

Samsung GALAXY Gear

Team #7Kim SeongJae

Why Failure? New Strategy

Samsung’s strategyCustomer’s responseFailure Analysis

SWOT AnalysisNew StrategyExpected prospect

Why Fail-ure?

CallSmart Relay

Memographer

Find my device

Media Controller

Samsung’s Strat-egy

Customer’s Response

World Sales

50,000

Marketing Cost

5,000,000,000,000800,000

Agency, Retailer

Failure Fail-ure

Failure Fail-ure!

Failure Analysis

Immature Wearable Device MarketHigh Price (396,000 won)Only Samsung Smart PhoneBad Design & Heavy weightBattery Life (only 24 hour)Just accessary for Smart Phone

Why Fail-ure?Remember, This is Watch!

Concept Item

Just focus, This is new, convenient, innovate smart deviceForgot Basic Marketing Strategy

Catch Customer’s Response.Create Innovate Image (Market Starter)

New Strat-egy

SWOT Analysis

Strength Weak-ness

Opportunity Threat

Brand Image (Smart Watch = Samsung)(From Best Follower To First Mover)

Convenient Hands Free DeviceNo worry to loss (always wear)

Technology (Smart Device, Tizen OS)MoneyManpower

High PriceOnly Samsung Smart Phone

Bad Design, Heavy WeightBattery Life

Incomplete Tizen OSExcessively Tech-oriented

Market Share (World 54%)Wearable Device’s Potential (55,000,000)Smart Phone Saturation (Price down)Customer Needs For FunctionTablet PC’s success 1970s SEIKO, CITIZEN (Electronic Watch)High-end Watch CentralizationSony’s Fall, Small-Medium Competi-tors

Immature Wearable Device MarketCustomer’s recognition (Toy, Acces-

sary)Loyalty for Classic Watch

Innovate Venture Competitors (Peb-ble)

W.D Health Care Area First Mover (Nike)

High Expectation for Apple’s I-WatchClassic Watch Brand Growth (33%)

SWOT Analysis

Strength Weak-ness

Opportunity Threat

Brand Image (Smart Watch = Samsung)(From Best Follower To First Mover)

Convenient Hands Free DeviceNo worry to loss (always wear)

Technology (Smart Device, Tizen OS)MoneyManpower

High PriceOnly Samsung Smart Phone

Bad Design, Heavy WeightBattery Life

Incomplete Tizen OSExcessively Tech-oriented

Market Share (World 54%)Wearable Device’s Potential (55,000,000)Smart Phone Saturation (Price down)Customer Needs For FunctionTablet PC’s success 1970s SEIKO, CITIZEN (Electronic Watch)High-end Watch CentralizationSony’s Fall, Small-Medium Competi-tors

Immature Wearable Device MarketCustomer’s recognition (Toy, Acces-

sary)Loyalty for Classic Watch

Innovate Venture Competitors (Peb-ble)

W.D Health Care Area First Mover (Nike)

High Expectation for Apple’s I-WatchClassic Watch Brand Growth (33%)

Customer Needs

Payment(34%)Remote Control(33%)ID Card(30%)Key(28%)

Portability

IDC Survey(2013) I - Commerce

Passbook + Touch ID + I-beaconCost, User Knowledge, Security

Not Yet

Segmenta-tionTargeting

Positioning

Office Worker

Useless Func-tion

STP StrategyCameraHealth

Call….

Reduce Price!

Improve Battery Life

Mobile Pay-ment

Smart Office

Mobile Payment

NFC Based Hands FreeNear Field Communication

ConvenientFast (0.1sec)

No Lose of EnergyCheaper Cost

Security

Contents(Museum, Theater)

Most Convenient than other device

(hands!)

Short Moving LineNo Worry to Loss

Definitely Convenient!

Smart Office

Smart Office ID Card, KeyReduce Cost

Autonomy in WorkBYOD

(Bring Your Own Device)Group Application

ID Card(30%)Key(28%)

No worry to LossNo need Battery

Security

Not only OfficeEverywhere

Information Fatigue

Notifying Important Information

(Vibration)

Reduce FatigueEnhance Productivity

Tizen OS – CompatibilityIoT, IoE

Expected Prospect

Recent Trend

Google Wallet(City Bank, Master Card)

Paypal, Square

AT&T, Verizon Wireless, T Mobile USA - ISIS

Sony – FeLiCaTransportation Card,

Membership Card

Expected Prospect

Prospect

Smart Watch = Watch

Hands FreeAlways with You

Develop Specific Area

Mobile PaymentSmart Office

Samsung Galaxy Series

Quick StarterMarket Leader

Thank you For Your Attention.