marketing strategy of samsung in india(BBA project)

PROJECT REPORT ON
A study on the marketing strategy of Samsung in India
Affiliation: MAULANA ABUL KALAM AZHAD UNIVERSITY OF
TECHNOLOGY
By
Sankha Bhunia
Roll. no: 29705016016
Under The Guiadance Of
MR. Dipanjan Dutta
PAILAN COLLEGE OF MANAGEMENT AND
TECHNOLOGY
(2016-2019)

Acknowledgement
In preparation of my assignment, I had to take the help and guidance
of some respected persons, who deserve my deepest gratitude. As
the completion of this assignment gave me much pleasure, I would
like to show my gratitude MR. DIPANJAN DUTTA, Course Instructor,
of Pailan College of Management And Technology for giving me good
guidelines for assignment throughout numerous consultations. I
would also like to expand my gratitude to all those who have directly
and indirectly guided me in completing this assignment.
In addition, a thank you to my family members and friends, who
helped me to the Methodology of work, and whose passion for the
“underlying structures” had lasting effect
Many people, especially my classmates have made valuable
comment suggestions on my project which gave me an inspiration to
improve the quality of the assignment.

Table of Contents
1. EXECUTIVE SUMMERY
2. SAMSUNG INTRODUCTION
3. Company History in India
4. SAMSUNG Products
5. The SAMSUNG Philosophy
6. ACHIEVEMENTS OF THE COMPANY
7. NEED FOR THE STUDY
8. COLLECTION OF PRIMARY DATA
9. SWOT ANALYSIS OF SAMSUNG
10. Strategies of SAMSUNG in India
11. Advertising and Sales Promotion
12. The Success Secret
13. SAMSUNGs Strategy to Gain Market Share in the Indian
MobilePhone Market
14. Future Prospects
15. Conclusion
16. Questionnaire
17. Bibliography

EXECUTIVE SUMMERY
SAMSUNG is a company that has been steadily growing throughoutthe past
decade. The following reportwill help SAMSUNG maintain the growth that has
been enjoyed in the past, with a strong emphasis on the growth of the all
consumer durables and mobile divisions. By analyzing customers and what
they want, strategies can be devised as to how SAMSUNG can increase their
shareof the market. Furthermore, by comparing SAMSUNGs strengths and
weaknesses to that of the competition, opportunities can be identified and
capitalised on .SAMSUNG entered into Indian marketwith its technologically
advanced home appliances. But when it entered in an Indian market, it had to
face very tough competition and still it‘s facing tough competition, but now it
has gained the top position among different companies in India. Not only
SAMSUNG has highest market sharein home appliances, but also in
Smartphonemarket .SAMSUNG created its own marketing strategies and also
defined there target market to penetrate into Indian market. SAMSUNG aims
to have more marketshare in Indian market. India is a country having its major
consumers in high and medium income, as the poverty level is declining the
major group is turning into medium income group with some purchasing
ability. SAMSUNG India is now available with a big target market. Already in
the Marketmajor companies areavailable which is having a trustamong the
consumer with respectto the quality, durability & price. The major
competitors in Electronic consumer goods marketare LG, Sony, and Panasonic
etc. and in Smartphone marketApple, LG, Nokia, Blackberry, HTC etc. are the
major competitors of SAMSUNG. In this project we try to find out some
important things; the different kind of marketing strategies of SAMSUNG in
Indian market. Market strategy, positioning strategy, Marketing Mix(Product
Strategy, Price Strategy, Promotion Strategy), Financial, Innovation, Branding
strategy etc, Competitive advantage of SAMSUNG, SWOTanalysis of SAMSUNG

SAMSUNG INTRODUCTION
Unlike other electronic companies SAMSUNG origins were not involving
electronics but other products. In 1938 theSAMSUNGs founder Byung-Chull
Lee set up a trade export company in Korea, selling fish, vegetables, and fruit
to China. Within a decade SAMSUNG had flour mills and confectionary
machines and became a co-operation in 1951.From 1958onwards SAMSUNG
began to expand into other industries such as financial, media ,chemicals and
ship building throughoutthe 1970s. In 1969, SAMSUNG Electronics was
established producing whatSAMSUNG is mostfamous for, Televisions, Mobile
Phones (throughout90s),Radios, Computer components and other electronics
devices.1987 founder and chairman, Byung-ChullLee passed away and Kun-
Hee Lee took over as chairman .In the 1990s SAMSUNG began to expand
globally building factories in the US, Britain, Germany ,Thailand, Mexico, Spain
and China until 1997.In 1997 nearly allKorean businesses shrunk in sizeand
SAMSUNG was no exception. They sold businesses to relieve debt and cut
employees down lowering personnelby 50,000. Butthanks to the electronic
industry they managed to curb this and continue to grow .In 1993 SAMSUNG
developed the lightest mobile phone of its era. The SCH-800 and it was
available on CDMA networks. Then they developed smartphones and a phone
combined mp3player towards theend of the 20th century. To this date
SAMSUNG are dedicated to the 3Gindustry. Making video, camera phones at a
speed to keep up with consumer demand. Employing approximately 138,000
people in 124 offices in 56 countries.
The Making of a Global Brand
In 1993, as a firststep in its globalization drive, SAMSUNG acquired a new
corporateidentity. It changed its logo and that of the group. In the new logo,
the words SAMSUNG Electronics were written in white colour on blue colour
background to represent stability, reliability and warmth. The words SAMSUNG
Electronics werewritten in English so that they would be easy to read and
remember worldwide. The logo was shaped elliptical representing a moving
world – symbolizing advancementand change.

Company History in India
SAMSUNG Electronics commenced its operations in India in December 1995
and is today a leading provider of Consumer Electronics, ITand Telecom
products in the Indian market. SAMSUNG India is the Regional Headquarters
for SAMSUNG‘s South WestAsia operations, which provides employment to
over 8,000 employees with around 6,000 employees being involved in R&D.
In2010, SAMSUNG India achieved a sales turnover of US$3.5 billion .SAMSUNG
began operations in India through its manufacturing complex located at Noida
(UP),which today houses facilities for Colour Televisions (including 3D, LED and
LCD Televisions),MobilePhones, Refrigerators, Washing Machines and Split Air
Conditioners categories .SAMSUNG commenced operations of its second
state–of-the-art manufacturing complex at Sriperumbudur, TamilNadu in
November 2007. Today, the Sriperumbudur facility manufactures Colour
televisions, Fully Automatic FrontLoading Washing Machines ,Refrigerators
and Split AirConditioners. SAMSUNG India has two R&D Centres in India – at
Delhi and Bangalore. While the Delhi R&D Centre develops softwaresolutions
for hi-end televisions such as Plasma TVs, LCD TVs and Digital Media Products,
the BangaloreR&D Centre works on major projects for SAMSUNG Electronics
in the area of telecom, wireless terminals and infrastructure, Networking, SoC
(Systemon Chip)Digital Printing and other multimedia/digital media as well as
application software.SAMSUNG India is a market leader in productcategories
like LED TVs, LCD TVs, Slim TVs and Side by Side Refrigerators. While it is the
largest mobile handset brand in India, it leads in the smartphonesegment in
India .SAMSUNG India has won severalawards and recognitions for both its
corporateinitiatives as well as its productinnovations in audio visual, home
appliance, ITand telecom productcategories .Apartfrom development of
innovative technology, SAMSUNG places great importanceon acting as a
responsiblecorporatecitizen in the communities where it operates. Its CSR
programs respond to the social and environmental needs and seek to give back
to communities that supportthe company.

SAMSUNG Products
SAMSUNG mobile phones
Samsung Galaxy S10 Samsung Galaxy Grand 2
SamsungMetro 313 SamsungGalaxyA50
SAMSUNG TV’s
SMART Cameras

Refrigerator
Air Conditioner
Washing Machine

The SAMSUNG Philosophy
SAMSUNG follows a simple business philosophy: to devote our talent and
technology to creating superior products and services that contribute to a
better global society .Every day, our people bring this philosophy to life. Our
leaders search for the brightesttalent from around the world, and give them
the resources they need to be the best at whatthey do. The result is that all of
our products—frommemory chips that help businesses storevital knowledge
to mobile phones that connect people across continents—have the power to
enrich lives. And that‘s what making a better global society is all about.
Company’s Values
We believe that living by strong values is the key to good business. At
SAMSUNG, a rigorous codeof conductand these core values are at the heart
of every decision we make. People quite simply, a company is its people. At
SAMSUNG, we‘rededicated to giving our people a wealth of opportunities to
reach their full potential. Excellence everything we do at SAMSUNG is driven
by an unyielding passion for excellence—and an unfaltering commitment to
develop the bestproducts and services on the market. Change In today‘s fast-
paced global economy, change is constantand innovation is critical to a
company‘s survival. As wehavedone for 70 years, weset our sights on the
future, anticipating market needs and demands so wecan steer our company
toward long-term success.Integrity Operating in an ethical way is the
foundation of our business. Everything wedo is guided by a moral compass
that ensures fairness, respectfor all stakeholders and complete transparency.
Co-prosperity A business cannotbe successfulunless it creates prosperity and
opportunity for others. SAMSUNG is dedicated to being a socially and
environmentally
responsible
corporatecitizen in
every community
wherewe operate
around the globe.

Vision 2020
As stated in its new motto, SAMSUNG Electronics vision for the new decade is,
"InspiretheWorld, Create the Future." This new vision reflects SAMSUNG
Electronics‘commitment to inspiring its communities by leveraging SAMSUNGs
three key strengths: ―New Technology, ―InnovativeProducts, and ―Creative
Solutions. -- And to promoting new value for SAMSUNGs corenetworks --
Industry, Partners, and Employees. Through theseefforts, SAMSUNG hopes to
contribute to a better world and a richer experience for all.
As part of
this vision,
SAMSUNG has mapped out a specific plan of reaching $400 billion in revenue
and becoming one of the world‘s top five brands by 2020. To this end,
SAMSUNG has also established three strategic approaches in its management:
―Creativity, ―Partnership, and ―Talent. SAMSUNG is excited about the
future. As we build on our previous accomplishments, welook forward to
exploring new territories, including health, medicine, and biotechnology.
SAMSUNG is committed to being a creative leader in new markets and
becoming a truly No. 1 business going forward.

ACHIEVEMENTS OF THE COMPANY
1995:-SAMSUNG India Electronics (SIEL) products launched in India. Certificate
for commencement of business received by SAMSUNG.
1996:- Foundation Stonelaid for CTV Factory at Noida, Uttar Pradesh. Launch
in South Home Appliances Launch
2002:- Construction commences for 5,000,000 refrigerator plantin Noida
SAMSUNG unveils new technology for Consumer Home Entertainment (DNIe™)
ELCINA (Electronics Industries Association of India) Awardsfor ‗Excellence in
Electronics‘ instituted by the ITdepartment of the Governmentof India.
SAMSUNG India received the 1st Prizein the Consumer Electronics category for
productivity, exports, R&D and quality assurancein 2002
2003:- Inaugurated SAMSUNGs new, High-Tech, advanced Refrigerator facility.
Commencement of production at refrigerator facility in Noida. Merger of SIEL
with SEIIT. Softwaretechnology park setup at Noida
2004:- SAMSUNG received the Golden Peacock Special commendation
Certificate for CorporateSocial Responsibility (PrivateSector) for the year 2004
fromMr. Shivraj Patil, Union Home Minister. India made regional headquarters
for SAMSUNG SouthwestAsia. Mr. K. S. Kim appointed as the FirstPresident
and Chief Executive Officer of SAMSUNG South West Asia.
2005:- TheIndia Retail Forum has awarded SAMSUNG as the Best Retailer of
the year 2005 in the consumer Durables category. MostTrusted Company
Award 2005 by Var India. Mr. S. H. Oh appointed as the Presidentand Chief
Executive Officer of SAMSUNG South West Asia.

2006:- Developed the worlds firstreal double-sided LCD Developed the worlds
first50nm 1G DRAMUnveiled 10Mpixel camera phoneLaunched the worlds
firstBlu-Ray Disc Player Developed 1.72"Super-ReflectiveLCD Screen
2007:- No.1 worldwidemarketshareposition for TVs achieved for the seventh
quarter in a row Developed the worlds first30nm-class 64Gb NAND Flash™
memory BlackJack bestowed the Best Smart Phone award at CTIA in the U.S.
Attained No.1 worldwidemarketshareposition for LCD for the sixth year in a
row
2008:- Became the official sponsor of 2010 Guangzhou Asian GameDeveloped
the worlds first2Gb 50 NANO SAMSUNG takes No. 1 spot in U.S. cell phone
market Opened Global Brand PR Centre SAMSUNG Dlight No.1 worldwide
market shareposition for TVs achieved for the 9th quarter in a row
2009:- Released the world‘s firstsolar -powered mobile phone in India
SAMSUNG took up a record high marketsharein LCD monitors Released the
―Corby full touch phone targeted at younger users
2010:- SAMSUNG Electronics launched World‘s first3D home theatre
SAMSUNG Electronics launched WAVE, the firstSmartphonebased on Bada
platformSAMSUNG Electronics began mass producing industry‘s first3D TV
panels 21

NEED FOR THE STUDY
The basic idea of taking up this study is to analyzethe marketshareof
SAMSUNG consumer durables and mobile phone in KOLKATA. At the same
time, an attempt was made to understand the Brand image of SAMSUNG in
KOLKATA.
PRIMARYOBJECTIVES:-
The primary objective of the study is to analyze the market shareand
understand the Brand image of SAMSUNG ELECTRONICS INDIA PVT
LTD.SECONDARYOBJECTIVES - To find out the shareof SAMSUNG product in
the market. - To record who are the major players of consumer durables and
mobile phone. - To find out which is the largest selling mobile among all the
segments - To know the Brand Imageof SAMSUNG.
RESEARCH METHODOLOGY :-
The essential part of any report is research methodology. The field study was
conducted to analyzethe market shareand understand the Brand image of
SAMSUNG products.
Sample Size - The sample sizewas 20 respondents taken.
Questionnairewould be: -
Itwould be maximum 14 questions. - Time spentto respondents would be 5
to 10 minutes.
Field work & Data Collection:-
In the data collection phase, I tried to cover maximum area and the consumer
of Thakurpukur (Kolkata).COLLECTIONOF DATA used of this report is mainly
primary data, which are collected firsthand by Survey in the field .In somearea
secondary data may also be taken into consideration.

COLLECTION OF PRIMARY DATA
The data was collected through the primary sourceby survey method using
Questionnaireand taking respondent‘s personalinterview .COLLECTIONOF
SECONDARYDATA The data collected from journals and internet.
DATA INTERPRETATION AND ANALYSIS
1. Gender?
Interpretation: Fromtheabove table, it can be observed that 60% males and
40% females have been taken in this survey.
2. Age?
Interpretation: Fromtheabove table, it can be observed that the age of the
respondents areless than 18 (6.67%), 18-22(36.67%), 22-26 (30%), 26-30
(16.67%)and morethan 30 (10%) havebeen taken in this survey. This numbers
show that most of the respondents areyoung.

3. Occupation?
Interpretation: Fromtheabove table, it can be observed that the occupation
of the respondents are college student(46.67%), Business man (16.67%),
working people (20%) and others (16.67%) havebeen taken in this survey. This
numbers show that mostof the respondents areyoung and college students.
4. Do you have any of the following manufactured by SAMSUNG?
Interpretation: Fromtheabove table, it can be observed that the respondents
use SAMSUNG products- mobile(63.33%), Tablet(3.33%), TV (6.67%), Home
apps (10%), PC/Laptop (3.33%) and others (3.33%).Thesenumbers show that
Samsung mobile are in the hands of mostof the consumers.

5 .Which mobile phone you are using?
use SAMSUNG mobile more than other consumers. Nokia (6.67%), SAMSUNG
(63.33%), LG (10%),I Phone (6.67%), Blackberry(6.67%) and others (3.33%).
These numbers show that Samsung mobile are very famous in consumers.
6. How long you are using the currentmobile phone?
are using mobile phones less than 1year. Less than 1 year (70%), 1-2 years
(20%), 2-4 years (6.67%), and Above4 years (3.33%).

7. Are you satisfied with the SAMSUNG product?
are satisfied with SAMSUNG products. 93.33 % respondents aresatisfied and
3.33% respondents arenotsatisfied
8. What do you think is the differentiating factor of SAMSUNG compared with
its competitors?
consider the SAMSUNG as an innovative product. Affordableprice(20%),
innovative (36.67%), design (30%), technology (3.33%), application (10%), and
others (0%).

9. Will you be ready to buy a SAMSUNG productjustbecause of its brand
name?
Interpretation: Fromtheabove table, it can be observed that 80% respondents
buy SAMSUNG products becauseof its brand name. And 20% respondents
don‘t buy SAMSUNG products becauseof its brand name.
10. Do you believe SAMSUNG could become the market leader in majority of
their product categories?
Interpretation: Fromtheabove table, it can be observed that 86.67%
respondents believe SAMSUNG could become the market leader in majority of
their product categories. And 13.33% respondents don‘tbelieve SAMSUNG
could become the marketleader in majority of their productcategories

11. Do you feel purchasing a SAMSUNG productto be worth?
Interpretation: Fromtheabove table, it can be observed that 90% respondents
feel purchasing a SAMSUNG productto be worth. And 10% respondents don‘t
feel purchasing a SAMSUNG productto be worth.
12. Where do you often see the SAMSUNG advertisement?
Interpretation: Fromtheabove table, it can be observed that the SAMSUNG
TV advertisements affect the respondents more. TV (73.33%), newspaper
(3.33%), magazine(3.33%), online(6.67%), outdoor(10%), radio (0%), leaflets
(3.33%).

13. Why you like the SAMSUNG brand?
like SAMSUNG brand becauseof Quality. Advertisement(3.33%), appearance
(20%), price(13.33%), function (13.33%),quality (26.67%), brand image(20%)
and service(3.33%)
14. What is the image of SAMSUNG in your mind?
consider SAMSUNG as a durable brand. Economical (6.67%), durable(73.33%),
smooth product(10%) and safeproduct (3.33%).

SWOT ANALYSIS OF SAMSUNG
STRENGTHS
 Customers areloyal and appreciating the brand. SAMSUNG is enjoying
very good position against its competitors. The company is maintaining
very good relationship with its suppliers. The company is also
maintaining with labourers.
 SAMSUNG is a financial strong and Stable. The production processes and
procedures of inventory management are consistentwith industrial
standards.
 SAMSUNG enjoys the widest rangeof productportfolio which includes
Mobile phone, Tablet, TV/Audio/Video, Camera, camcorder, Home
appliance, pc, printer, memory cards and other accessories.
 SAMSUNG holds significant market sharein most of the product
categories.
 SAMSUNG is NO.1 in terms of market sharein mobiles, it captured
Nokia‘s marketshare by superior innovation in smartphones.
 SAMSUNG is the best in terms of design features and technology. Itwas
the firstto introduced dual screen mobiles, 65k TFT/LCD colour phone,
firstphone with polyphonic ringtones, phones with rotating lens,
thinnest and lightest note pad etc
 SAMSUNG enjoys the firstmover advantage in terms of introducing
advancefeatures in LCD, refrigerator, Air conditioner etc. Itintroduced
the world‘s smallest MP3 player and India‘s first17” TFT-LCD-TV
monitor.
 SAMSUNG took advantageof the growing economy of Asian marketby
setting up manufacturing plant in India there by reducing logistics and
supply chain costs.
 SAMSUNG brand value increased by 80% in pastthree years.

WEAKNESSES
 SAMSUNG is facing hard competition. South Korea‘s labour unions are
strategically linked for collective bargaining and negotiation.
 SAMSUNG need improvements in defining the vision, mission and
strategic corporateobjectives.
 Marketing management needs improvementin all the facts of
marketing.
 HRM also needs improvement in all the facts of human resources
management.
 SAMSUNG Mobile launched a series of Smartphones recently which led
to cannibalization.
 The demand for LCD panels is expected to decline in the future.
 Still Nokia is considered to be the most preferred productin India in
terms of ease of use, reliability and resale value.
OPPORTUNITIES
 The economic condition of South Korea seems favourable. SAMSUNG is
interiorizing the social shifts. Itis having constantpolicy given by the
government.
 SAMSUNG is reasonableequipped to take care of technological
changes.
 SAMSUNG is maintaining good international relationship with other
countries and the local.
 SAMSUNG is planning to make the air-condition productcategory more
strong with unique technology called ‘Triple protection proposition‘.
 SAMSUNG is the India‘s official‘Olympic partner’ for the 2012 London
Olympic and recently launched ‘Olympic Ratna Program‘. This will result
enhance brand awareness and increase the sales.
 SAMSUNG Mobile and Home appliance has future plans of launching
Customized products for Indian market. This will improvethe market
sharein rural market.
 The Indian youth population is growing and mobile phone sales are
expected to increase due to lesser call rates.

THREATS
 The legislation has been passed frequently related to industry.
Technological transformation takes place in the industry was very high.
 Regulatory issues and safeguarding of property rights was main threats
in legislations.
 SAMSUNG has wide variety of product lines; failure of one productline
will have impact on the other and will result in brand dilution.
 The competitors like Nokia are focused focussed only in one segment.
 Since India is a potential market, entry of foreign players is likely high.
Foreign players like Haier havealready started gaining market sharein
India in home appliances.
 Threats from Chinese products.
 Retail Chains like Bigbazaar sell consumer electronics and home
appliance in low cost strategy which is procured in bulks from foreign
market.

Strategies of SAMSUNG in India
PRODUCT STRATEGY
SAMSUNG India has segmented their products into five categories.
1) MOBILEPHONE
2) TV/AUDIO/VEDIO
3) CAMERA/ CAM RECORDER
4) HOME APPLIANCES
5) PC/PERIPHERALS/PRINTERS
SAMSUNG offers the most diverseproductmix in the 3D market, offering LED,
LCD and Plasma3D TVs. SAMSUNG‘s cash cow productin the 3D market
however, is the LED 9000 series .Reposition of its products. In early 1990th
SAMSUNG was still perceived as a conservative manufacturer and always
associated its brand with bargains. SAMSUNG realized that low price isjusta
major means to compete in the lower-marketwhereas in upscalemarket
technology and brand are competitive means. SAMSUNG decided to penetrate
the upscalemarket and gaveup lower-marketin order to exalt its brand image.
Itrepositioned all series of its products such as mobile phone, consumer
electronics and memory flash to upscale market. Correspond to SAMSUNG‘s
new position in the market it has relatively higher price in it category. To
SAMSUNG higher price would bring more profit and at the sametime it is the
better imply of good quality. The strategy of reposition helps SAMSUNG
starting to build its noblest image. Technology innovation SAMSUNG
recognized that digital is the future developing aspect of consumer electronics.
They regard the digital age as having both incalculable potential and risks. It’s a
time of intense competition-fortunes can be made or lost in the blink of an
eye. SAMSUNG took this challenge as an opportunity. They switched their core
competitive power frommass manufactureto its own brand which based on
digital technology. Itis well positioned as one of the worlds recognized leaders
in digital technology and eventually become the world‘s top innovative
company in technology.

Pricing strategy
Pricing also seemed to haveplayed a significant role in SAMSUNG‘s success.
Differentiation is the key for a brand to be preferred by consumers, when
there are so many brands within the same productcategory. SAMSUNG
believes in providing good products at reasonableprices to its customers.
SAMSUNG‘s technology plank communications helped the company to gain
market share, even though it did not offers any discounts or exchange scheme
when it entered India .SAMSUNG focuses on cost-cutting measures to keep its
price low which helps to combat the discountschemes of the local companies
.For e.g. - In 2001, dueto high competition in the 20”CTV segment, SAMSUNG
had to resortto price cuts. The company said that value engineering, new
productlines and new chassis developmenthad contributing in combating
price erosion. SAMSUNG negotiated with its vendors to reduce costs on
cabinets, plastics, speakers, harness coils, remotecontrols, etc. SAMSUNG‘s
Brand image seemed to have helped it survivethe price erosion. Dealers also
agreed to lower margin sowing to company‘s brand image. SAMSUNG in the
year 2002 drastically reduced its operational costs which enabled the company
to keep low prices for certain products and extract higher profit margin from
premium products..SAMSUNG is very transparentin functioning. It has a fixed
MoP (Marketing Operating Price) whereby the goods are sold to the
distributors and to the customer‘s ata fixed market price only. The focus of its
competitors is to penetrate in the ruraland semi-urban mass markets. But
SAMSUNG insists that its a high end technology driven player. That’s why the
urban areas are still a focus area for it and only 30 per cent of revenuecomes
fromruraland semi-urban India. They have always been a hi-end technology
driven player and wantto keep that equity .Not surprisingly, thetarget
customer for SAMSUNG products won‘tbe found in the price-sensitivemass
market. Adopting the lifestyle productplatform, SAMSUNG‘s aiming for the
high-end premium market. Hence SAMSUNG has always been keeping
premium prices. SAMSUNG claim sit‘s never been a price warrior - its focus has
always been on the premium market, which is why it has remained a steady
No. 2 or No. 3 player in most productcategories. Itis difficult to achieve the
ambitious targets keeping in mind the pricing strategy of SAMSUNG. But, they
believe that it takes time to ensureyour supremacy in marketshare.

Advertising and Sales Promotion
In 1995, when SAMSUNG entered India, it realized that Indian consumers were
not familiar with the company. So, in order to establish itself in the Indian
consumers mind, SAMSUNG launched corporateadvertisements highlighting
its technologically superior goods.
Brand Ambassador: Aamir Khan(mobilephones),Priyanka chopra(global
products)
• Providing freecontent on the mobile by collaborating with the copyright
owners of Bollywood movies. For e.g Ghajini, LoveAaj Kal
• Promotionaloffers like free entry to the show of ‘10 ka dum’.
• Organizing contests like SAMSUNG Mobile KaraokeFestival‘
• Opening the SAMSUNG Fun Club for better customer relationships.
• Freeonline softwareupdates, tutorials and customer service
• Highlights the innovativefeatures of its products through a combination of
innovative advertising and branding.
• Established many SAMSUNG Mobile Stores to increase the visibility of the
brand
Promotion
Offering advanced technology products and positioning itself on the
technology platformwill not help a company sell its products if it fails to

communicate properly with the potential customers. To raisebrand awareness
and create strong, favourableand unique brand associations, SAMSUNG
adopted various marketing strategies like celebrity endorsements, corporate
advertisements ,highlighting its technological superior goods and many
promotional schemes.
Advertising
SAMSUNG is involved in aggressivemarketing and advertising of its productto
develop attitudes ,create awareness, and transmitinformation in order to gain
a responsefromthe target market. Their main advertising channels include
media such as newspapers (local, national, free, trade),magazines and journals,
television (local and national) cinema, outdoors advertising (such as posters
,bus sides). The initial advertisements communicated presence of SAMSUNG in
worldwidemarketsand its dominancein thosemarkets. To increase its brand
awareness, SAMSUNG wentin for celebrity endorsements. Initially, the
company signed Hindi film actress.
Sales Promotion
Along with advertisements, SAMSUNG also focuses on promotional schemes to
increase its sales .In October 2001, SAMSUNG launched its highly successful
promotional scheme, the SAMSUNG’Phod keDekho Offer’. This offer instantly
boosted the sales of the company generating sales of Rs.2.75 bn from this
offer. The campaign was launched on an all India basis during the festival
season. Under the scheme, consumers who boughtany SAMSUNG product
were given a tamper proof plastic coconutwith three coins in it. Oneout of
every 10 coconuts had a lucky coin with a gift printed on it. As a partof the
campaign, SAMSUNG‘s brand ambassador, Tabu interacted with the customers
and dealers of SAMSUNG in Bangaloreand Chennai and handed over the lucky
coconuts to select SAMSUNG customers. Theprizes included products from
the SAMSUNG range. The Phod ke Dekho offer was followed by another
promotion scheme in May 2002, ‘DabakeJeeto offer’ coinciding with the
football World Cup. During the promotion every customer who purchased
company‘s electronics or home appliances productgot plastic football with an
alarm clock in it. The customer had to press the football from the top, and was
given the free etched on the tamper-proof anodized sticker. Under this

campaign, SAMSUNG gave out gifts worth Rs. 100 mn, which included
SAMSUNG digital flat TVs, frostfree refrigerators, microwaveovens, Karisma
washing machines, mobile phones, cameras and Soccer 2002 officiallicensed
T-shirts fromAdidas. This campaign notched up sales worth Rs.310 Crores
during the period of the Promotion. The next major promotionalcampaign was
the ‘Phir Se Phod Ke Dekho offer’. The offer was launched during October-
November 2002 generating sales of Rs. 380 crores . Itwas a repeat of the
earlier ‘Phod Ke Dekho’ campaign.
Sponsorship
SAMSUNG used sponsorship of events like Olympic series to boostits sales.
SAMSUNG was the global wireless communications sponsorsatthe Athens
Olympics. SAMSUNG used the strategy of relating itself directly with the values
of the Olympic Games, which included attributes like world class, global,
excellence, fair competition and peace. The Olympic series of August5, 2004
was SAMSUNG‘s saluteto the Olympic values .SAMSUNG was the sponsor of
Lakme India Fashion Week held on April21, 2005. Team SAMSUNG cricketers -
Irfan Pathan, Mohd. Kaif and Virendra Sehwag launched the World‘s
BestHandset, SAMSUNG D500 during the SAMSUNG Show at the LakmeIndia
Fashion Week. The theme for the SAMSUNG Show was ‗The Best Thing Says
Everything‘ in keeping with the positioning of SAMSUNG D500 - SAMSUNG‘s
latest and path-breaking mobile phone which has been rated as the ‗World‘s
Best Mobile phone‘ by the 3GSMAssociation World Congress held at Cannes in
February 2005.SAMSUNG sponsored SAMSUNG & MTV Youth Icon 2005 on
June10, 2005. Theidea behind the sponsorship was thatthe SAMSUNG
Mobiles were targeted at the fun loving, lifestyle oriented and trendy youth of
today. By associating with the SAMSUNG & MTV Youth Icon, they are seeking
to further strengthen their relationship with the youth. SAMSUNG mobiles
make a style statement and by partnering with the Youth Icon, this positioning
is further re-inforced. SAMSUNG was even the sponsor of SAMSUNG IIFA
Awards held on June 13, 2005. Popular film actress, Preity Zinta was awarded
the SAMSUNG Diva‘ award while Hrithik Roshan was conferred the prestigious
SAMSUNG Style Icon‘ award atthe SAMSUNG IIFA Awards 2005.

POSITIONING STRATEGIES
The concept to position the brand may be based on the functions provided by
the product, the experience it offers or symbolit conveys. Developing
positioning strategy requires integrating the product, price, value chain, and
promotion strategy to focus them on the market target. The positioning
strategy matches the firm‘s capabilities with the buyer‘s preferences. Dueto
SAMSUNG‘s superiority in the general TV market, the threats as you can tell
are minimal. However, in the strategies and opportunities sections you will find
what weare doing to reducethe risk of these threats having an effect on
SAMSUNG‘s marketshare. Developing a partnership with Microsoftwill be a
vital component to developing the 3D gaming content availability, which is the
only relevant competitive advantage other than pricing. As SAMSUNG
introduces new 3D products to the market, the price of their current products
will drop, making the more readily available to lower class consumers and
expanding the target marketfor their 3Dproducts.
Branding Strategy
For any new company, when it makes its entry into the market, there are two
ways to stimulate growth: intensive advertising campaign, and product
offerings with unique functions. SAMSUNG recognized the potential of both.
―In terms of products, SAMSUNG introduced its leading-technology display
products as well as printers in the Indian marketand carried out SI meets all
over the country to educate the channel community on its new products, ―
says RanjitSingh Yadav,Director – IT, SAMSUNG India. However, thepower of
brand building exercise was not lost on the company. In fact, SAMSUNG tilted
more towards advertising and brand-making strategy –creating awareness of
its name by investing large amounts of money in million-dollar brand- making
campaigns .In India, SAMSUNG, in order to create its brand awareness, signed
seven cricket celebrities and in doing this it aimed to cash in on the popularity
of cricket in India which is considered a religion in India. Instead of justads
featuring cricketers, SAMSUNG launched its ―Team SAMSUNG India campaign
all over India. The focus of this concept was to create patriotism through
cricketers, but under the SAMSUNG brand name the banner reads ―With
Team SAMSUNG. The campaign was a huge success and it enabled SAMSUNG

to increase awareness of its brand. As a result, it began to make impressive
growth in India.―In India, SAMSUNG‘sinvestmenton branding has spanned
our brand building and corporate initiatives, productinvestments and
investments in the channel, says Mr. Yadav. ―In the year 2008,SAMSUNG
supported the Olympics causein India by way of sponsorship of the Indian
team, the supportfor select members of the Indian team. The company also
organized the biggest-ever national level schoolquiz on Olympics for school
children. Consequently, its Olympic-related advertising campaign brought the
company‘s brand closer to customers.―Wesupported theIndian team to the
Beijing Olympic Games as well as provided scholarship supportto six Indian
athletes for their training expenses, including Abhinav Bindra whom we
subsequently signed on as our Brand Ambassador for Consumer Electronics
products, following his return from the Olympics,‖ adds Mr. Yadav. SAMSUNG
hugely invested in sports, as it knew that sports attractcrowds. In theAthens
2004 Olympic Games, it was named as WorldwideWireless Communications
Partner of the Olympic Games, but not without a cost. SAMSUNG provided
14,000 mobilephones and also supported equipment during the games. They
also presented themselves in the Olympic Torch Relay, which took place in 27
countries.

The Success Secret
Being ahead of the competition is the mantra of SAMSUNG‘s success. In
business, it always pays to reduce the lead-time, as being late in business
means business is over, which happened in the caseof many big brands and
competitors. For instance, the most advanced mobile phone has only two-
mega pixel camera, but SAMSUNG offered 5-mg phone in 2005. SAMSUNG is
offering new products lower than the market price. Yet, the company has been
able to retain its standard and quality. However, partof this success was also
SAMSUNG‘s openness. Thecompany opened up and recruited employees from
a global pool of talent bringing in talent from various countries, making these
people work together at one table designing the best product. This trend
boosted the company‘s perception and made it a global brand among the
consumers. Thestrategy paid off and in the past five years, it has achieved the
biggest gain among major brands, even surpassing Sony. SAMSUNG‘sapproach
is holistic reaching the world customer. Itcreated its branding in multiple ways,
ranging fromtraditional adds to billboards, racing, Olympic games, cricket
matches, marathons. In short, wherever itsaw the crowd, it communicated
SAMSUNG messageby presenting itself as a leader of innovation with
affordableprice .In the year 2009, SAMSUNG India is looking at strengthening
both the productportfolio and the channel. The company will be tapping our
existing brand shops as well as Large Formatretail stores for our ITproducts.‖
We have justlaunched our comprehensiverangeof Notebook PCs and the Live
360‘ campaign for Notebook PCs. In the year 2009, wewill be expanding our
portfolio in Notebook PCs, Display products as well as our Printer range, says
Mr. Yadav. SAMSUNG India will be continuing with its channel expansion in the
year 2009 as well. ―We will be strengthening the corporatesales business
based on our enhanced line up, adds Mr. Yadav.―Marketwill see the
introduction of new technologies in the marketplace and someof the trends
that we saw in the year 2008 willget morepronounced. Thus, I expect the LCD
Monitor category to dominate the market completely, even as the transition
fromDesk Top PCs to Notebook PCs and Net books will continue.

SAMSUNGs Strategy to Gain Market Share in the Indian
Mobile Phone Market
The SAMSUNG management has initiated a market-mapping exerciseto get
into our fold distributors who haverelevant knowledgeof the market,
credibility, a good distribution network and will therefore contribute in
strengthening SAMSUNGs reach in the market .The new distribution strategy
would take its penetration level in the marketfrom the current55percentto
85 percent by the end of the year. On the retail front, it was taking initiatives
to increase the number of retailers enrolled as SAMSUNG Mobile Privilege
Partners (SMPPs) fromaround 100in 2007 to around 400 by the end of the
year. Single and multi-brand retailers had shown an interest in becoming
SMPP. In the same month, the company launched five new mobile phone
models and said that it would launch another 13 by the middle of the year. The
models that were launched included multimedia phones, phones for corporate
customers, and a comparatively lower priced model aimed at a bigger chunk of
the market. The company as of early 2008, its mobile phones were priced
between Rs. 1,700and Rs. 28,000, butthat the company would launch more
expensive mobile phones in the future. The company also announced its new
positioning with the new pay-off line Next is What? and that it had roped in a
leading actor of the Indian film industry Aamir Khan (Aamir) as its brand
ambassador. Aamir would also feature in its new ads. Announcing the major
celebrity endorsement for the brand, HBLee, presidentand CEO, SAMSUNG
(South-WestAsia), said, "TheSAMSUNG brand stands for qualities of
innovation, change, discovery, self-expression, and excellence in performance.
And these very samequalities are epitomized by Aamir Khan, whoseequality
and depth of work as well as versatility as an actor, have made him a much
loved and respected actor in India today. We are indeed very proud and
privileged to have him as our brand ambassador.

Future Prospects
We found out common is that SAMSUNG lacks in after sales service. The
drawback in their after sales servicestrategy is that they haveonly one
customer servicecentre throughoutIndia which is situated in Delhi. When a
customer has a complaint he approaches his retailer who in turn registers the
complaint in the Delhi servicecentre from where the complaints are processed
and replacements are made.
The presenceof only one servicecentre makes it very difficult to give timely
responseas the complaints come throughoutIndia. The complaints are not
entertained for a period of 10 -15 days. Hencethe customer is not satisfied
with the after sales serviceof SAMSUNG.
Social Contribution
Apart fromdeveloping innovativetechnology products, SAMSUNG places great
importance on acting as a responsiblecorporatecitizen in the communities
whereit operates. Its CSR programs respond to the social and environmental
needs and seek to give back to communities where it operates. In 2009,
SAMSUNG launched the company‘s CorporateSocial Responsibility initiative –
SAMSUNG Hope Project with projects in the areas of education, culture,
sports, socialwelfareand community development. Each program under the
Hope Projectuniquely addresses theneeds of individual communities while
emphasising on innovations for development of the community including
education, technology, engineering and ITtechnical training.

Conclusion
Although Samsung has captured the highest market sharein Indian market,
but the company had to face so many problem. For example conflict with the
Apple, Apple blamed the Samsung that company is copying someof its
features and design. This blame damaged the reputation of the Samsung all
over the world. But still Samsung is a favouritebrand of Indian consumers
whether wetalk about electronic consumer goods or smartphone. Itmeans
despite of problems and blames, Samsung has positioned itself in consumer
mind as a quality brand.

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