Running head: PRESENTATION SCRIPT FOR RECOMMENDATIONS - SAMSUNG SMART TVS 1

Presentation script for recommendations - Samsung Smart TVs

Students Name

University/College
PRESENTATION SCRIPT FOR RECOMMENDATIONS - SAMSUNG SMART TVS 2

Part 1: Script to accompany PowerPoint presentation

[Slide 1 Introduction]

This slide presentation seeks to summarize a research on the Smartphone TV industry,

and it will detail a segmentation framework for the market.

[Slide 2 Overview of presentation]

This presentation is based on the strategic recommendations, and it will comprise of three

main issues:

First- the target market for smart TVs. Despite the four segments identified by my team, this

presentation will focus on one segment of the market that is the most important for the company.

The Second variable is the brand proposition (VP). This will provide an analysis and the best

way to position the brand in the market.

The third variable comprises the marketing mix. This section will detail a combination of tactical

marketing strategies that would prove essential in endorsing the VP in the target market.

[Slide 3 - Segment selected]

This slide details the segmentation framework that was outlined in the marketing strategy

outcomes by the team. This framework relies on two aspects that are vital. This includes

financial stability and individuals who are keen to purchase new and innovative technology

products (Burns, 2011).

The segment that I would recommend we focus on comprises the financially stable

families that earn over 80,000 per year. These individuals have the finances to buy smart TVs,

and it is a good and beautiful additional in their households.

[Slide 4 - Justification for segment choice]

The reasons for choosing this particular segment is that these families are earning
PRESENTATION SCRIPT FOR RECOMMENDATIONS - SAMSUNG SMART TVS 3

$80,000 year, and they are often left with extra finances after they have met their daily needs.

Most of the families comprise of parents within the 31-41 age group. Additional, these individual

often have businesses and other sources of income that ensure they are financially stable. This

segment will continue to grow as the world economy is stable and incomes are rising.

Based on statistics, these families have a keen eye to purchase an expensive television that meets

different needs. Essentially, the Smart television is a unique product offering. The main goal of

the strategy is to ensure this segment to buy Smart TVs that improves convenience, connectivity

and ensure all their entertainment needs are met by a single product (Pablos, 2015). This segment

is also attracted to the large screen of smart TVs, and the features present.

[Slide 5 Key product features]

Since the wealthy families earning over 80,000 per year are the best group to focus on, I

began to consider the brand VP. I have come to a resolution that the most vital aspects of the

Smart TVs brand for consumers comprise:

Large and clear screen

Simplicity

Value for money

Internet connectivity

Multimedia access from a single device

Smart features

Social TV features

Internet chatting

Integration with smartphones

The current figures about the market show that Samsung is one of the most popular electronic
PRESENTATION SCRIPT FOR RECOMMENDATIONS - SAMSUNG SMART TVS 4

brands worldwide (Chang, 2011). It has an excellent reputation, and the smart TV is quite

attractive for the market. Essentially, t is not necessary to make any changes to the brand as it is

already established worldwide. It has gained an excellent reputation for innovative technologies

and is well known in many markets.

[Slide 6 - Point of difference to competitors]

There are three key aspects of differences between Samsung smart TVs and other smart

TV options by competitors:

1. Samsung offers durable, smart TVs

2. The products have more features in a single device

3. The smart TVs are cheaper than what competitor offer

I believe that the most important aspect is the second feature. In this regard, the brand VP is

based on the features that are inbuilt in the smart TVs.

[Slide 7 - Brand VP]

The brand VP is summarized as producing and selling a product that has new and

innovative features that serve a variety of purposes. Additionally, the product has an advantage

where consumers can gain from these functions to ensure that they are entertained. A large

number of people depend on televisions for entertainment. The smart TV contains a variety of

features such as internet connectivity, control via smartphones, and supports plug and play

devices.

[Slide 8 Marketing Mix]

Now that we have established the segment market financially secure families making

over 80k per year- and our brand recommendation smart features and large screen, I have

begun to consider the marketing mix and strategies Samsung could use to target the market
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comprising of financial stable families. Essentially, this will be based on the message around

smart features and larger screen (Michell, 2010). I have considered the 4Ps and the next slide

will detail the recommendation for each aspect.

[Slide 8 - First P - Product]

The product, considering the large size and innovative smart features, already meets the

needs of the target market. The main goal of the product is to attract the market segment who are

stable financially and are keen to buy an expensive product. Essentially, to ensure them to be part

of the purchase decisions will entail additional of wireless external speakers, blue ray players,

and an online movie subscription service free for the first month as part of the purchase. This

will not affect the price of the product, and it will ensure that they get the best value for their

money (Cellich & Jain, 2012). The consumers will be attracted to the functionality of the

produced, and they will be enticed to purchase it.

[Slide 9 - Second P - Promotion]

I recommend the use of a promotional campaign to launch the smart features. This is

achieved via a mass marketing campaign to attract the market segment. Electronic stores stocked

with electronic products will have the smart TVs on daily, and consumers will be allowed to try

them out and test the feature (Chang, 2011). Additionally, tens will be placed at open stores to

encourage customers to try out the smart TVs, and ask a question about it.

[Slide 10 - Third P - Price]

The price will be high to show the value of the product and the innovative features. The

price will also rely on the components that applied in building the product. It is vital that the

price is low enough for the target segment.

[Slide 10 - Fourth P - Place]

PRESENTATION SCRIPT FOR RECOMMENDATIONS - SAMSUNG SMART TVS 6

In regards to the financially secure segment, the Smart TVs will be available in most

locations that sell high-end smart TVs. It will be in a location that they frequent such as malls,

electronic stores, and these stores will be located in commercial districts to increase the visibility

of the smart TVs (Michell, 2010). Since the smart TVs rely on established stores, it will be easier

to market and sell the product.

PRESENTATION SCRIPT FOR RECOMMENDATIONS - SAMSUNG SMART TVS 7

References

Burns, P. (2011). Entrepreneurship and Small Business. New York: Palgrave Macmillan.

Cellich, C., & Jain, S. C. (2012). Practical solutions to global business negotiations. New York:

Business Expert Press.

Chang, S.-J. (2011). Sony vs. Samsung: the Inside Story of the Electronics Giants' Battle For

Global Supremacy (1st ed.). Hoboken: John Wiley & Sons.

Michell, T. (2010). Samsung Electronics and the struggle for leadership of the electronics

industry (1st ed.). Singapore: Wiley.

Pablos, P. O. (2015). Knowledge management for competitive advantage during the economic

crisis. Hershey, PA: Business Science Reference.

PRESENTATION SCRIPT FOR RECOMMENDATIONS - SAMSUNG SMART TVS 8

Part 2: Discussion points

It was a difficult process to finish the report while working online as a team but we were

successful in the end. I would give the team that I worked with a rating of 9 out of 10.

All the team members made vital contributions towards the project at hand. Additionally,

they all participated, and the contributions were valid and well organized. This ensured that the

team worked effectively. Moreover, all members played different roles in the team. While others

researched on the product, others looked at business practices that are essential to the success of

an organization.

As a team member, I contributed regarding the product, its specific features and its

performance in the market. I was also available during the skype meetings and made the

necessary contributions.

In future, I would encourage the use of online forums to encourage all participants to

make contributions and discussions at the same time. This would minimize the time spent in

coming up with results for the team effort.