1. New Marketing Strategy:
Samsung
GALAXY Gear
Team #7
Kim SeongJae

2. Why Failure? New Strategy Samsung’s strategy Customer’s response
Failure Analysis
SWOT Analysis
New Strategy
Expected prospect

3. Why Failure?

4. Call Smart Relay Memographer Find my device Media Controller
갤럭시 기어는 노트3와 연동
>call : 갤럭시 기어에서 바로 전화를 걸고 받을 수 있다. 양손에 물건이 있거나 요리를 하는 도중에도 통화 가능 (갤럭시 노트3와 기어의 연동거리느 최대 10m이다.)
>smart relay : 갤럭시 노트3에서 메시지, 이메일 등이 수신되면 바로 알려주는 갤럭시기어. 받은 내용을 노트3를 통해 확인할 수 있어서 보다 유기적인 스마트 라이프.
>memographer : 사진 또는 동영상 촬영이 가능. 기억하고 싶은 소중한 순간을 색다른 방법으로 간직할 수 있다. 촬영한 내용은 노트3에 바로 저장.
>find my device : 갤럭시 노트3를 어디다 두었는지 기억나지 않을 때 기어가 찾아줌. 노트3의 위치를 벨소리와 진동으로 알려줌
>media controller : 노트3로 듣고 있던 음악을 갤럭시 기어로 자유롭고 편리하게 컨트롤 가능. 야외 활동 중에도 보다 쉽고 빠른 곡 선택과 음량 크기 조절 가능.
Media Controller

5. Samsung’s Strategy

6. Failure! Failure Customer’s Response World Sales Marketing Cost
800,000
50,000
5,000,000,000,000
Agency, Retailer
Failure!
Failure
Failure
Failure

8. Failure Analysis Why Failure? Remember, This is Watch! Concept Item
Immature Wearable Device Market
High Price (396,000 won)
Only Samsung Smart Phone
Bad Design & Heavy weight
Battery Life (only 24 hour)
Just accessary for Smart Phone
Remember, This is Watch!
Just focus, This is new, convenient, innovate smart device
Forgot Basic Marketing Strategy
Concept Item
Catch Customer’s Response.
Create Innovate Image (Market Starter)

9. New Strategy

10. SWOT Analysis Strength Weakness Opportunity Threat Brand Image
(Smart Watch = Samsung)
(From Best Follower To First Mover)
Convenient Hands Free Device
No worry to loss (always wear)
Technology (Smart Device, Tizen OS)
Money
Manpower
High Price
Only Samsung Smart Phone
Bad Design, Heavy Weight
Battery Life
Incomplete Tizen OS
Excessively Tech-oriented
SWOT Analysis
Opportunity
Threat
Market Share (World 54%)
Wearable Device’s Potential (55,000,000)
Smart Phone Saturation (Price down)
Customer Needs For Function
Tablet PC’s success
Immature Wearable Device Market
Customer’s recognition (Toy, Accessary)
Loyalty for Classic Watch
Innovate Venture Competitors (Pebble)
W.D Health Care Area First Mover (Nike)
High Expectation for Apple’s I-Watch
Classic Watch Brand Growth (33%)
1970s SEIKO, CITIZEN (Electronic Watch)
High-end Watch Centralization
Sony’s Fall, Small-Medium Competitors

11. SWOT Analysis Strength Weakness Opportunity Threat Brand Image
(Smart Watch = Samsung)
(From Best Follower To First Mover)
Convenient Hands Free Device
No worry to loss (always wear)
Technology (Smart Device, Tizen OS)
Money
Manpower
High Price
Only Samsung Smart Phone
Bad Design, Heavy Weight
Battery Life
Incomplete Tizen OS
Excessively Tech-oriented
SWOT Analysis
Opportunity
Threat
Market Share (World 54%)
Wearable Device’s Potential (55,000,000)
Smart Phone Saturation (Price down)
Customer Needs For Function
Tablet PC’s success
Immature Wearable Device Market
Customer’s recognition (Toy, Accessary)
Loyalty for Classic Watch
Innovate Venture Competitors (Pebble)
W.D Health Care Area First Mover (Nike)
High Expectation for Apple’s I-Watch
Classic Watch Brand Growth (33%)
1970s SEIKO, CITIZEN (Electronic Watch)
High-end Watch Centralization
Sony’s Fall, Small-Medium Competitors

12. Customer Needs IDC Survey(2013) I - Commerce Not Yet Portability
Payment(34%)
Remote Control(33%)
ID Card(30%)
Key(28%)
Portability
Passbook + Touch ID + I-beacon
Cost, User Knowledge, Security
Not Yet

14. STP Strategy Segmentation Targeting Positioning Office Worker
Useless Function
Camera
Health
Call ….
Segmentation
Targeting
Reduce Price!
Positioning
Improve
Battery Life
Office Worker
Mobile Payment
Smart Office

15. Mobile Payment NFC Based Hands Free Definitely Convenient!
Near Field Communication
Convenient
Fast (0.1sec)
No Lose of Energy
Cheaper Cost
Security
Contents
(Museum, Theater)
Most Convenient
than other device
(hands!)
Short Moving Line
No Worry to Loss
Definitely Convenient!

16. Smart Office Smart Office ID Card, Key ID Card(30%) Key(28%)
Reduce Cost
Autonomy in Work
BYOD
(Bring Your Own Device)
Group Application
ID Card(30%)
Key(28%)
No worry to Loss
No need Battery
Security
Not only Office
Everywhere
Information Fatigue
Notifying
Important Information
(Vibration)
Reduce Fatigue
Enhance Productivity
Tizen OS – Compatibility
IoT, IoE

17. Expected Prospect Recent Trend Google Wallet (City Bank, Master Card)
Paypal, Square
AT&T, Verizon Wireless, T Mobile USA - ISIS
Sony – FeLiCa
Transportation Card, Membership Card

18. Expected Prospect Prospect Quick Starter Market Leader
Smart Watch = Watch
Hands Free
Always with You
Develop Specific Area
Mobile Payment
Smart Office
Samsung Galaxy Series
Quick Starter
Market Leader

19. Thank you For Your Attention.