3. SAMSUNG ELECTRONICS
Samsung Electronics was founded in 1969 in Suwon,South Korea as Samsung
Electric Industries.
In 1988, it merged with Samsung Semiconductor & Communications.
In 2005, Samsung surpassed Japanese rival Sony for the first time to become the
world's largest and most popular consumer electronics brand as measured by
Interbrand.
In 2006,Samsung was rated 20th in the list of global brands and innovation and
2nd in the electronics industry.
In 2007, Samsung Electronics' handset division overtook American rival
Motorola, making it the world's second-largest mobile phone maker. It was also
ranked as the #1 company in global brand in electronics.
In 2009, Samsung overtook Siemens of Germany and Hewlett-Packard of the
USA with a revenue of $117.4 billion to take the No.1 spot as the world's largest
technology company
4. SAMSUNG IN INDIA
Samsung Electronics commenced its operations in India in December
1995
Two R&D centers in India- Delhi & Bangalore
In 2010 achieved a sales turnover of $3.5 billion
Market leader in LED TVs, LCD TVs, Slim TVs
India’s largest mobile handset brand
Leading in smart phone segment in India
6. SAMSUNG LOGO
First logo was developed in the year 1958 2nd logo from the year 1979-1993
It was the present logo of Samsung from the year 1993
Tagline:
“Imagine the Possibilities”
7. SWOT Analysis of Samsung
Strength
Samsung enjoys the widest range of product portfolio
Samsung holds significant market share in most of the product categories
Samsung is the best in terms of design features and technology. It was the first to introduced
dual screen mobiles
Samsung brand value increased by 80% in past three years
Investment in R&D reached 4 billion in a year
Weakness
Samsung Mobile launched a series of Smart phones recently which led to cannibalization
Samsung is a hardware leader but has too much of dependence for software from other
parties.
High Employee Turnover
High Debt Level $3 Billion
Poor customer service in Rural Areas
8. SWOT Analysis of Samsung
Opportunity
Growing demand of smartphones and various products
The Indian youth population is growing and mobile phone sales is expected to increase due to lesser call
rates
Samsung is proud to carry on its Olympic partnership through the 2016 Olympic Games.
Disposable Income level is increasing
Samsung Mobile and Home appliance has future plans of launching Customized products for Indian market.
This will improve the market share in rural market
Samsung is planning to make the air-condition product category more strong with unique technology called
‘Triple protection proposition’
Growth of Tablet market
9. Threats in the SWOT analysis of Samsung
Saturated Smartphone markets in developed countries
Rapid Technological Change
Price War
Threat of Chinese Products
Competition from other competitors like Apple , Microsoft ,HTC ,
Micromax etc
13. Place Mix of Samsung
Samsung has its own stores which can be found around the world. Not
only in Asia , but also in America, Europe, Australia and Africa.
Samsung has its stores located & also its service center at places
where it is closes to the customer reach.
At the stores, we not only can buy the product that sold, but also feel
the experience of digital lifestyle.
14. Promotion Mix of Samsung
Sponsorships
The Summer and
Winter olympics games
Chelsea FC shirt
sponsorship deal
Horse jumping
(Samsung Superleague).
Sales Promotion
Advertisement
Samsung is proud to carry on its Olympic partnership
through the 2016 Olympic Games.
15. MARKETING STRATEGIES IN INDA
Brand Ambassador: Amir Khan , Shahid Kapoor and Fahad
khan.
Providing free content on the mobile by collaborating with
the copyright owners of Bollywood movies. For e.g.
Bhajrangi BhaiJaan,PK , PK and other super hits.
Organizing contests like ‘Samsung Mobile Karaoke Festival’
Opening the Samsung Fun Club for better customer
relationships.
Free online software updates, tutorials and customer service
Established many Samsung Mobile Stores to increase the
visibility of the brand
18. STP OF SAMSUNG:
Demographic by Age:
- Middle Age groups
- Teenagers
- Executive class
Behavioral Segmentation.
Technological Segmentation.
Designing the new products on the latest trends.
Apt prices for all income groups of the society.
More of a B2B orientation.
SEGMENTATION
19. TARGETING
Trendy young people.
Professionals.
Large businesses.
The common cellular phone users.
Organizations such as: services to public safety, the government, and both utility
and manufacturing enterprises .
Institutional sales for colleges.
Target is not only number driven but also about acquiring and retaining
customers.
20. POSITINING
IT focuses more on the real margin which comes from mid-to-high-end
segments
Samsung Concept Store
Market making & category creation in small towns
Wider Care Network
Access to Samsung care line
Pioneering in the 3G segment of mobile phones.
Branded itself as a synonym for quality.
Created a Unique Brand Image for itself as a high end value driven brand.