1. SAMSUNG -AN OVERVIEW
The Samsung Group is a multinational conglomerate corporation headquartered inSamsung
Town, Seoul, South Korea. It is the world's largest conglomerate by revenuewith annual revenue
of US$173.4 billion in 2008 and is South Korea's largest chaebol.The meaning of the Korean
word amsungis "Tri-Star" or "three stars".
The Samsung Group is composed of numerous international affiliated businesses, mostof them
united under theSamsungbrand including Samsung Electronics, the world'slargest electronics
company, Samsung Heavy Industries, the world's second largestshipbuilder and Samsung C&T,
a major global construction company
Samsung has been the world's most popular consumer electronics brand since 2005and is the
best known South Korean brand in the world. Samsung Group accounts formore than 20% of
South Korea's total exports and is the leader in many domesticindustries, such as the financial,
chemical, retail and entertainment industries
MARKETING MIX-4P’S
Products: -
Samsung’s product range in India includes CTVs, video products,
informationtechnology products, mobile phones and home appliances. Its product range coversall
the categories in the consumer’s electronics and home appliances. According, tothe analyst’s
wide product range of Samsung is one of the main reasons for itssuccess in the Indian market.
Pricing:
Pricing also seemed to have played a significant role in Samsung’s success.Differentiation is the
key for a brand to be preferred by consumers, when there areso many brands within the same
product category. Samsung believes in providinggood products at reasonable prices to its
customers. Samsung’s technology plankcommunications helped the company to gain market
share, even though it did notoffers any discounts or exchange scheme when it entered India.
Samsung focuseson cost-cutting measures to keep its price low which helps to combat the
discountschemes of the local companies
Promotion:-
Offering advanced technology products and positioning itself on the technologyplatform will not
help a company sell its products if it fails to communicate properlywith the potential customers.
To raise brand awareness and create strong, favorableand unique brand associations, Samsung
adopted various marketing strategies likecelebrity endorsements, corporate
advertisements, highlighting its technologicalsuperior goods and many promotional schemes

2. Place:
Samsung even uses Direct Mail concept for its product promotion. Samsung sendsmail to target
consumers depending on the database i.e. the frequency of site visitand on their purchases.
Samsung is very actively involved in e- commerce.
Samsung has 24 state-level distribution offices and a direct dealer interface. Thedirect dealer
interface helps the company to get quick feedback from dealers, andenables it to launch
products according to consumer needs. To minimize timeoverruns, Samsung delivered its
products directly from its factories to its RegionalDispatch Centers (RDCs), and from there to
dealers. Samsung has sales and servicenetworks all over India and 650 service point.
Samsung uses supply chain to enhance differentiation, increase sales and penetratenew markets
and channels. Its supply chain is beneficial in several ways. It helpsthe company to deliver
products to the customer faster. It efficient supply chain istransparent, so that all the players in
the supply chain have the right information atthe right time about the movement of the products
within the chain. This meanslower inventories, elimination of waste, and reductions of costs. In
addition to theintangible benefits like quick feedback from customers help in launching
newproducts.