The Samsung Group is a south Korean multinational company .

Its headquater in samsung town, Seoul , south korea Samsung Electronics is the world's largest information technology company .Samsung produced many products like Samsung Mobiles, Laptops, LCD T.V, Home applines,Cameras any many more .so my topic for marketing plan is Samsung LCD TV. LCD means Liquid-crystal display . A liquid crystal display (LCD) is a flat panel display electronic visual display, video display that uses the light modulating properties of liquid crystals.. LCs do not emit light directly. In 2007 for the first time lcd television are come in market for sale. LCDs are more energy efficient and offer safer disposal than CRTs. Its low electrical power consumption enables it to be used in battery powered electronic equipment.CRT means cathode rays tube SAMSUNG LCD T.V. SAMSUNG will keep improving the quality and feature of LCD Bordeaux in order to deliver wonderful experiences about life-style in the digital age. PRICE LCD SAMSUNG Bordeaux is luxurious line so the price of this product line will range from 45000 to 85000 indian rupees.1400$ NZ to 2500$NZ and its aimed to target to customers who have high income-level and passionate technology.Its rate is high as compare to other television sets but due to liquid crystal display the price is increase because LCD is made in USA. PLACE SAMSUNG will apply the selective channel of distribution in this LCD TV line. So the product will be distributed to customers through company showrooms and retailers system all over in the world. In india Samsung open his showroom in every small city or state this policy help to increase the sale of the Samsung LCD, because Samsung is the only company who give LCD technology in their television. Also open their showrooms in shopping malls where mostly family comes on weekand. PROMOTION A huge marketing campaign will be carried out nationwide with a budget of over 3 million in india and newzealand to increase there sale because it is a new product on the . market Promotion are of too type ; Sales promotion : SAMSUNG will apply both consumer promotion and trade promotion. Relation Public SAMSUNG will organize charitable activities as well as being sponsor for sport events and music or fashion shows.

Advertising: LCD Bordeaux will be advertised mainly on TVs, newspapers and magazines, and the Internet.

1. Background information
Established in 1996, SAMSUNG Vina was a venture company between TIE Joint Stock Co and SAMSUNG Co. After striving yearly for offering superior goods to customers and distributing

positively to the community, SAMSUNG has become one of the most trusted and brands of national consumers. Actually, SAMSUNG Vina has been continuously holding the highest market share of LCD TVs, plat TVs and monitors, the second of mobile phones. (SAMSUNG, 2008) After more than 10 years operating in Vietnam, SAMSUNG Vina has being accomplishing a lot of achievements. Total sales in nation-wide have increased dramatically 1996 to $330 mils in 2006. Total exporting sales have also increased significantly from $2 mils in 1996 to $69 mils in 2006. (SAMSUNG, 2008)

CURRENT MARKETING SITUATION

According to GFK Group one of the top market research companies in the world, SAMSUNG Vina gains highest market share in India and Newzealand LCD TV market with 45%. Following by LG with 21% market share, in the third position are Sony and Toshiba with the same amount of market share is 5%. Another 14 percent belong to other companies including Panasonic, VVC and so on. MARKETING OBJECTIVE According to Nielsen (2007), about 46% of Indian people own high income-level which is more than one lakh per month.. That is SAMSUNG india aimed to target. More and more new LCD TV kinds will be created due to continuously technological development such as after Bordeaux versions, coming up Sonoma types, after Sonoma is Mosel kinds, and so on.Several main rivals are Sony, Philip, LG, Panasonic and so on. As SAMSUNG is a big multicorporation in the world so they can supply raw materials for themselves. Therefore, the process supplying and operating in SAMSUNG Co is closed.The distribution of SAMSUNGs products is through retail and showroom systems in nationwide. Besides, firm also owns customer service systems. Hence, customers always are satisfied by these services.Bordeaux has elegant shape and modern function with the combination of innovation and advanced technology in peak of design. Bordeaux brings superior quality image and wide scale of color with 12.8 billion colors.In the next few years, LCD Samsung Television series will take the lead in technology and design, also satisfy verious demands from users about life styles.Our objective is that all households in India from middle-class to high-class might have opportunity and pride when they own the greatest LCD Televisions within Samsung brand. Mr Sang Youl Eom managing director of Samsung India electronic company. Creating innovative products to lead the market and being the first choice into customers mind.

SWOT

Strengths Weakness Opportunities Threats

3. Product objectives
3.1. Corporate objectives 3.2. Financial objectives 3.3. Marketing objectives
Provide customers more options with different level of prices Improve the quality of products to bring consumers satisfaction Pay attention on customer services Brand awareness

Samsung is at the 20th position in 100 greatest brand names all over the world. The value of Samsung brand name currently has got 16.6 billion US dollar, increased by 186% in the past five years. (Samsung.com, 2008) Become the most favorite choice of consumers Increase the sales

This marketing plan is design to aim LCD TV Samsung grow sale by 55% Market share

LCD TV Samsung tries to reach market share from 40% to 45% of Vietnam LCD TV market. Furthermore, the variety of users will be also expected to expand everyone, from middle class to upper class. Introduce two more series this year: LCD Full HD F8 Samsung and OLED 31 inch. (Samsung.com.vn, 2007)

4. Segmenting
a. Segmenting consumer markets LCD TVs focus on all individuals with various characteristics, especially young, stylish, educated and good income people. However, Samsung also should pay attention on these factors below. Geographic segmentation: Because we are in Vietnam market so LCD Samsung has to design their products which are suitable version for Vietnamese people.

Demographic: Depending on which class of population, LCD TVs have their own series that could be satisfied all. For example, Slimfit CS ($100 200) is the best choice for people or a family who have a litte income, and also they do not care much about technology or form of a LCD TV. Otherwise, a household or a person who have higher income and they really interested in technology and design, LCD TVs Slimfit within over $200 over $500 will be the greatest options for them. For big families who have a very good living standard, all members are educated, they definitely will consider a Bordeaux Plus R7 or R8 or a Mosel F7 with the prices much higher, from over $1000 upper. (Samsung.com.vn, 2007)

Psychographic: It depends on social class, lifestyle and personality. Vietnam is a diversified society so there are many different types of people. That is why Samsung should design the products fit to all.

Behavioral: Samsung should discover behavior of differentiate people, from that point they have right next steps in producing their products into markets.

b. Requirements for effective segmentation Gain a market share of 30% - 35%. Increase sales of TV LCD Bordeaux by 55% in Vietnam market. Reach total revenue nearly $2 mils into Vietnam market in 2010. All households in Vietnam from middle-class to high-class might have opportunity and pride when they own the greatest LCD Televisions within Samsung brand.

5. Targeting
5.1. Geographic
SAMSUNG aims to target the product to urban areas such as Hanoi, Hai Phong, Da Nang, Hochiminh, and Vung Tau and so on, because purchasing power of TV LCD SAMSUNG Bordeaux in those areas is quite high due to high income level.

5.2. Demographic
TV LCD SAMSUNG Bordeaux is regarded satisfying the demand of customers whose income level is high about more than $500 per month. Therefore, the company aims to target the product to people who are from middle-class to high-class.

5.3. Psychographic
The product is mainly aimed at directing to people who passionate the technological innovation. However, this factor must be closely related to the above, which means those people own high income-level.

6. Positioning
6.1. Positioning Statement
TV LCD Bordeaux of SAMSUNG, which is designed in term of breakthrough technology taking from the inspiration of a nice Bordeaux cup, commits to satisfy the want of customers

watching sharply multi-colorful and highly contrasted images with a slogan that: Nothing is impossible to imagine or Lets imagine that all moments are perfect

6.2. Perceptual Map

This map mentions about prices and quality of different brands in Vietnam LCD TVs Brand Name Samsung Phillip Sony Panasonic Toshiba LG Product Name Bordeaux LA40F81BX CINEOS 32PFL9432/98 Bravia KLV-32V300A VIERA TX-32LX700M Regza Toshiba 32A3000 LG LCD TV 32LG30R Size (inch) 30<S<40 30<S<40 30<S<40 30<S<40 30<S<40 30<S<40 Price (VND) 37,900,000 26,900,000 19,900,000 15,900,000 12,490,000 11,900,000

All statistics adapted from: www.dientuhaitau.com

7. Marketing mix strategies

7.1. Product
Quality: The Bordeaux is a new series of LCD Samsung that has been a product of strategy in the market. The Bordeaux line's appeal, Samsung suggested, lies in its 10,000:1 contrast ratio, double the more common place 5,000:1. (Samsung.com.vn, 2007) They also sport LED backlights for better color reproduction. The viewing angle is 178. Within those advantages LCD Samsung Bordeaux expected to bring a theatre system into customers houses when they are sitting in front of this television to join movie or music programs. Brand: No doubt that Samsung is one of famous brand names of high technology products in the world. Besides, it has been took inspiration from a glass of Bordeaux in designing a famous kind of wine drinking.

--- Brand development strategies --It highly recommends that Samsung should use brand extension as a brand development strategy Using a successful brand name to launch a new or modified product in a new

category. By doing this way new products will become closer to consumers and make a faith in their belief. Packaging: LCD Samsung Bordeaux has it own advantages about appearance with a modern and glossy cover. These make Bordeaux leading in fashionable and stylish LCD TV series by its luxury. Labeling: Within a very simply symbol of SAMSUNG that is put on center bottom of each TV, it is striking on a black background, a black of elegant.

7.2. Price
Despite higher price compared to other brands, TV LCD SAMSUNG in generally and TV LCD Bordeaux in particularly are regarded as one of the most persuasive products in customers minds. Depends on different sizes and types, the price of TV LCD Bordeaux will range from 15 mils VND to 50 mils VND. Because the price is quite high and this type of products is high-tech, SAMSUNG Vina will apply market-skimming in its pricing strategies for this new product. That means the quality of Bordeaux must be perfect and image must support its higher price. In addition, the price SAMSUNG Vina sets for Bordeaux lines is the same in all retailers regardless of geographic and economic situation of each area.

7.3. Place
The distribution of SAMSUNG Vina is now widespread over Vietnam. This means that retailers of company have been set up in almost provinces and cities in nationwide. According to the official website of SAMSUNG Vina, the company now has a manufacturer locating in Hochiminh city which specializes to assemble LCD TVs. So, SAMSUNG Vina has to set up 2 warehouses in the North and the Middle in order to be able to provide products to customers through retailers.

Actually, SAMSUNG Vina has owned 3 showrooms locating in 3 main areas in Vietnam which are in Hanoi, Danang and Hochiminh aimed to display new types of electronic products, as well as being warranty services centers. Therefore, the pattern of distribution of firm in this product is selective, as its own product is between specialty and shopping goods, as well as falling in complex buying behavior. This means that LCD Bordeaux TVs are high-tech product, relatively high price, and also significant difference between brands.

7.4. Promotion
7.4.1. Advertising
The promotion of TV LCD Bordeaux is mostly targeted to people who have high income-level and passionate advanced technology. Therefore, SAMSUNG Vina is advertising this type of products through different channels including TVs, newspapers and magazines, and the Internet.

TV ads: SAMSUNG Vina will broadcast on national TV channels like VTV1, VTV3 at suitable times (i.e. 7:00 pm or 7:50 pm before and after the night news), and also promote the product by other regional channels such as HTV7, HTV9 in Hochiminh or HTV or HCTV in Hanoi on the break time of entertaining programs like music and movies.

Newspapers and magazines: LCD Bordeaux also is promoted through popular newspapers like Tuoitre, Thanhnien or Tienphong, as well as through famous magazines focusing on technological products such as Danong , Sucmanhso, Xahoithongtin and so on.

Internet: SAMSUNG Vina will advertise LCD Bordeaux through the Internet through putting its banners at the most eye-catching comers at some popular websites like vnexpress, net, 24h.com.vn, and dantri.com.vn and so on.

In addition, LCD Bordeaux TVs will be promoted on the buses, big trading centers and official showrooms of firm. Specially, firm will hire young beautiful girls as PGs in order to increase the effectiveness of products advertising program.

7.4.2. Sales Promotion

a. Consumer promotion During in special occasions like Tet holiday or big sport events such as World Cup, Euro and Olympic, SAMSUNG Vina will offer 7% discount for all customers who want to buy LCD Bordeaux TVs. Issue special cards which will provide some discount to loyalty customers who often buy TV LCD of SAMSUNG as well as other products, Moreover, these customers will get more benefits than others by receiving information about latest products as well as discount for purchasing them. b. Trade promotion SAMSUNG Vina will offer high discount about 7% and more for retailers which get at least 100 mils VND per month. Offer an advertising allowance for electronic shops or supermarkets to have special and convenient locations where highly attract lots of customers. Offer these shops free specialty advertising other products carrying the SAMSUNG brand name such as mobile phones, MP3 and DVD Players or computer items.

7.4.3. Public Relations

Besides, creating and delivering superior goods and services to customers, SAMSUNG also contributes to community in order to build up a better society through meaningful public activities. According the official website of the company, SAMSUNG Vina has organized or coorganized many successful activities. Program named SAMSUNG Digital Hope has been operating for 4 years which has been collected more $260,000 and sponsored for public IT projects aiming to improve the living standard of the youth and the handicapped people. Program named From Hearts to Hearts cooperated with SAMSUNG Medical Center in Korea has been sponsoring over $555,000 in order to cure thousands of Vietnamese children who unluckily suffer innate heart-attack, to help Central Children Hospital train doctors and receive heart surgery technique.

Program named Charitable Walking with SAMSUNG for 6 years has been attracting more than 100,000 participants, and donating nearly 1.5 billion VND for aid of orange-urgent children, victims of natural disasters, and giving scholarships for outstanding students who have poor conditions.

Being the main sponsor of sport events such as Taekwondo Competition Choosing Asian Athletes for Olympic Beijing 2008 and a competition named Finding The Torch-Bearer for Olympic Beijing 2008.

All costs of advertisement viewed from: http://tapchiktnn.no-ip.info/am/modules.php?name=giaqcktnnonline http://www.tvad.com.vn/tvad/quangcao/index.asp http://www.advertisingmedia.com.vn/paperpricelist.php

9. Control Program
Keep in touch regularly with retailers in order to get data/information about TV LCD Bordeaux in monthly, quarterly and yearly. It should be determining the total sales during each period, as well as get feedback about the product from customers. Based on the received feedback about LCD Bordeaux from customers, company will adjust or improve its features or quality in order to fit with the customers requirements as well as satisfy their demand. Based on the sales of the product, the management of SAMSUNG Vina will decide whether change the way of promotion or keep the same in order to maximize profits. Monitor retailers at the market to ensure that they are selling TV LCD Bordeaux at fixed price set by SAMSUNG Vina.

10. References
Kotler P et al (2005), Principles of Marketing An Asian Perspective, Prentice Hall Publish, Pearson Education SAMSUNG, 2008, An Introduction about SAMSUNG Vina, viewed on 15 th May, 2008 from:http://www.samsung.com/vn/aboutsamsung/companyprofile/SAMSUNGVINA/Co mpanyProfile_SAMSUNGVINA.html Giadinh, 2008, 10 LCD TVs Are Best-sellers in Vietnam viewed on 15th May, 2008 from:http://giadinh.net.vn/html/site/ad9e36d8784d7c2385a3ce2a6f0019b5.html?direct =455c6d31e7e5e49f8dea243641ca29f2&column=156&nID=13881&lang=Vn Nielsen, 2007, Your Consumer from Head to Toe, viewed on 15th May, 2008, from:http://bbhnvn.rmit.edu.vn/webapps/portal/frameset.jsp?tab=courses&url=/bin/common/course. pl?course_id=_198_1 General Statistics Office of Vietnam, 2008, viewed on 9th May, 2008, from:www.gso.gov.vn/

PRVN, 2006, SAMSUNG Reaches Top Rank in Vietnamese LCD TV Market Share, viewed on 15th May, 2008, from: http://www.prvietnam.com.vn/index.php?nv=News&at=article&sid=460

ITGateVN, 2007, Plasma Differs from LCD?, viewed on 15th May, 2008, from: http://www.itgatevn.com.vn/?u=nd&scid=19&nid=9140 SAMSUNG, 2008, SAMSUNG Introduces LCD Full HD F8 TV series , viewed on 15th May, 2008, from: http://www.samsung.com/vn/news/newsRead.do?news_group=productnews&new s_type=consumerproduct&news_ctgry=tv&news_seq=32

Samnec, 2007, Samsung Leads The Market of Televisions over The World in Term I 2007, viewed on 15th May, 2008, from: http://www.samnec.com.vn/index.asp?fid=68&sid=39 SAMSUNG Vina is established as a venture company between SAMSUNG Co and TIE Joint Stock Co in 1996. After more than 10 year operating in Vietnam market, the reputation of firm has been regular and most trusted in customers minds with a variety of superior products and services including TVs, mobile phones, and so on to the national market. One of these products is LCD Bordeaux TV line being regarded as breakthrough and innovative design and perfect shape with many modern functions. The objectives of this marketing plan is to mention the marketing strategy in order to achieve profit margin over $1 billion in Vietnam market in 2010 corresponding to 40% - 45% market share of LCD TV market and also try to increase the sales of LCD TV SAMSUNG by 55%. Therefore, SAMSUNG Vina will apply the marketing mix as below