New Samsung Phones Iran--UCLA Case Study--Marketing Plan.

1. David Pearl
Executive
Summary/Marking Plan
TEM:
Iran

2. UBPS: High End Samsung
phones with encryption
software

3. Discover the power of custom layouts
Course contents
• Overview: Choices that suit your content
• Lesson: The power of layouts
The lesson includes a list of suggested tasks and a set of
test questions.

4. Why Iran ?
• Growing Population
• Growing upper and
middle classes
• Telecom infrastructure

5. • Why Iran ? Part 2
• Peace accord with the West
• Large population of youth dying for
next gen, secure web enabled
devices
• Modernizing rapidly

6. Competitors:
• High End: Apple
• Middle/Android: Huawei, HTC, LG,
Alcatel, Google, and Motorola
• Low end: Xiaomi, Chinese Knock
offs/cheap Iranian phones

7. PEST: Issues and how to overcome them
Censorship blocked sites: Encryption software
Censorship: Unsecure data transmissions:
Encryption software
Sanctions blocking infrastructure: Nuke deal with
USA
Sanctions blocking investments in the country: Nuke
deal with USA
Sanctions blocking non Iranian exports: Nuke deal
with USA

8. LS #1
Rich Kids of Iran or Trust Fund Babies

9. •
LS #1
Young rich, sheltered from the harsh realities
of the conservative Islamic world.
Want the latest, greatest and most
aesthetically pleasing phone/gadgets
Want secure data and 24/7 access to all
websites
Capitalistic, materialistic, spoiled, sons and
daughters of wealthy parents.
Looking to create a unique identity separate
from their parents.

10. LS #2
Wheeler Dealers

11.  LS #2
Male businessmen under 40
Need access to the latest quotes for
commodities, energy and gas stocks
Prefer the flashiest, latest and greatest next
gen phone
Need easily to use phone with 24/7 access
to each other and websites

12. 1. USP:
Double sided, double glass next gen Galaxy
7 and Note 6 phones
Phones with encryption software
Access to all websites
Secure data transmissions
High speed, 24/7 access

13. • Marketing Strategy:
Samsung Iran dedicated sites: You
Tube, Instagram, Twitter,
Facebook
Iranian Social Media Sites
Print: Paper and magazine
Billboards
Radio
Field Marketing
TV/You Tube/Yahoo: Commercials

14. • 30 second television commercial with Amal
Alamuddin— televised in Farsi when it
broadcasts
Field marketing using Amal.

15. • 30 second television commercial with Amal
Alamuddin— televised in Farsi when it
broadcasts
a. “This is Amal Alamuddin-Clooney for Samsung!”
b. “The Samsung Galaxy S6 and S6 Edge—the edgiest,
hottest, coolest phones in Iran!”
c. “100% secure with special encryption software for
secure data transmissions and web access!”
d. “24-7 secure high speed access to the internet day and
night!”
e. “Sleek, sexy, styling, personalized to fit your busy
lifestyle! “
f. “Samsung, when you want the best in life!”

16. Positioning and Distribution
1)Samsung Retail stores
2)Native retail stores
3)Samsung website/partner sites
4)Sales and distribution channels in Iran
5)Phone stores/telecom stores
6)Pricing just under costs of IPhone
7)Localization to fit Iranian tastes/consumers

17. Let’s do launch !
“SAMSUNG: The future is NOW!”