1. Research proposal

2. Topics to be presented Company introduction  Back ground of the problem  Research objectives  Hypothesis  Research design  How will we do it?  Sampling technique

3. Topics to be presented  Sample size  Respondents profile  Instrument  Resources required  Time period  Budget

4. Samsung Introduction  Samsung Electronics has been a leader of technological and social change and development for the past 30 years. They have continued to transform their ways of doing business, developing new technology, cultivating human resources and taking the lead in digital convergence.  The 21st century marks a new starting point for Samsung Electronics' second 30 years of doing business.  Samsung Electronics manages four strategic businesses in the following fields: Home, Mobile, Office Network and Core Components.

5. Cont,d  Samsung Electronics has 24 production subsidiaries, 35 sales subsidiaries and 20 branch offices around the world including North America, Europe, Southeast Asia, Central Asia, China, the CIS and Latin America  Samsung Electronics' brand value is 6.4billion USD (2001).  Samsung entered Pakistani market in 1993.  Digital World Pvt limited has taken country dealership in 1999.  Factory of the Samsung is in Rawalpindi.

6. Background of the problem Samsung had conducted a brand equity survey and is intending to launch a new advertising campaign for its new mobile phone line. To validate the previous findings and inquire about the possibilities of the upcoming effort’s effectiveness they are conducting this research.

7. SGH-T100 SGH-N620 SGH-R220 SGH-A200 SGH-A110 SGH-N200 SGH-A100 SGH-A400 SGH-M100 SGH-A300 SGH-N100

8. Research objectives  Inquire about Awareness of the Samsung mobile phone advertising and to what level the awareness has risen.  To check the effectiveness of the Samsung mobile phone advertising  To check the understanding of the Samsung mobile phones ads.

9. Statement of the problem To analyze the advertising effectiveness of Samsung mobile phone and also study the consumer’s perception about the Samsung advertising.

10. Hypothesis We assume that 80% of the respondents are aware of the advertising of the Samsung.

11. Research design Descriptive research

12. How will we do it?  First we analyze the brand awareness of the Samsung mobile phones, like out of total respondents how many respondents are actually aware of the Samsung mobile phones.  After awareness analysis we will measure the importance of advertising in purchase decision of the mobile phone.  We will analyze “What is the Influence of advertising” in purchase decision of the mobile phone

13. How will we do it?  We will study the overall trend of the market and analyze what are the upcoming needs of the segment.  We will be trying to find out the media vehicle preferences.

14. Sampling technique We are using Non-probability sampling in which we will use Convenience sampling

15. Sample size 100 respondents

16. Respondent’s profile 50 males Age (16-35) 50 females Age (18-35) Social class A and B

17. Instrument  Questionnaire Sample questions Q#1 when you think of mobile phone which brand comes to your mind first? (a) ___________ (b) ___________ (c) ___________ (d) ___________

18. Q#2 when you think about advertising for mobile phone which brand’s advertising comes to your mind first ? (a)___________ (b) ___________ (c) ___________ (d) ___________

19. Q#3 What is the importance of the advertising in the purchase decision of the mobile phone? Very not at allimportant 12345

20. Q#4 What about the advertising of the Samsung mobile phones as compared to other brands?  Very good  Good  Average  Neutral  Poor  Very poor

21. Q#5 Please rate the understanding of the Samsung mobile phone advertising? easily difficult to understandable understand 12345

22. Q#6 Which factor you consider more important in Purchase of a mobile phone? (Tick all if apply)  Features  Price  Trend or fashion  Brand loyality  Advertising  Others ( please specify )_______________

23. Resources required  5 field researchers  One computer  One printer

24. Time period  Developing questionnaire 2  Pre-testing the questionnaire1  Approval of the questionnaire 1  Training of field staff 1  Data collection 3  Tabulation of data 2  Preparation of report 2  Presentation and feed back meeting1 Total days 13

25. Budget  Questionnaires (100@300)Rs.300,000  Trainers feeRs.10,000 Total Rs.310,000

26. Thank You