Submitted to :
Mr. Pranav Desai
Prepaid By :
Pal Vipul (12MBA049)
Vankar Vijay (12MBA113)
I2IM ,Charusat University of Science &Technology
In 1938, Lee Byung-chull of the large landowning family in
the Uiryeong county came to the nearby Daegu city and
founded Samsung Sanghoe , a small trading company with
forty employees located in Su-dong.
It dealt in groceries produced in and around the city and
produced noodles itself.
1969-1971 : Samsung Sanyo electrical founding period.
1972-1974 : Samsung was setting the base for development.
1975-1976 : Revenue expansion period.
1977-1979 : The fast development period.
1980-1982 : Overcoming the depression, developing the
1983-1985 : Leading the exports and developing.
1986-1989 : Changing the direction to overseas
1990-1999 : Advancing towards millenium
2000-2013: In 2000 Samsung opened a computer
programming laboratory in Warsaw, Poland. Its work
began with set-top-box technology before moving into
digital TV and smartphones.
As of 2011, the Warsaw base is Samsung's most
important R&D center in Europe, forecast to be recruiting
400 new-hires per year by the end of 2013.
On 4 September 2012, Samsung announced that it plans to
examine all of its Chinese suppliers for possible violations
of labor policies.
The company said it will carry out audits of 250 Chinese
companies that are its exclusive suppliers to see if children
under the age of 16 are being used in their factories.
Samsung's Retail Strategy: Get Into Apple's Face
In an experiment to see how much of the Apple magic can
be re-created by sheer money and workforce, Samsung is
creating a network of 1,400 Samsung Experience Shops
inside Best Buy stores, complete with tech support desks
staffed by Samsung employees.
Samsung has sharply increased its functionality to
compete with Apple, which is good, but it also means that
customers need to be retrained and that will be seen as a
hassle for shoppers.
Doherty said. "This will be an expansion from Samsung
land to Samsung Country to push down Sony and LG and
use their bucks and catalog to finally challenge Apple in
size and number.
the Smart Service desk can't handle direct repairs for
broken screens, the Samsung employees can help direct
customers to where they can get a screen replaced, receive
help with warranty issues or process swap-outs (for those
with Best Buy's Geek Squad protection). They'll also help
customers install software updates on their phone, do
backups or reinstall their phone OS.
Satisfaction of public
An image represents how a given retailer is perceived
by consumers and others.
Different methods used by Samsung:
Samples - Samsung Mobiles invited prospective customers to try
the product for free. It took out dummy models of the phones, as
well as mobile shops had a trial phone which a customer could
feel in his hand.
London 2012 Olympic Games – Samsung mobile launched a
scheme, where a new customer or an existing customer can
connect their mobile with Optus mobile plan and stand a chance
to win the passes.
Samsung 50$ cash back offer-Samsung Introduced an offer
where one can send a postcard and win Samsung galaxy note,
even it had some participate stores where one was entitled to get
a 50 $ cash back card on purchase of galaxy note.
Accessories – Samsung galaxy tab gave away freebies like
Bluetooth headset, leather case diary, 2GB SD card to its
The corporation is expected to spend $14 billion on
advertising and marketing in 2013, with publicity
appearing in TV and cinema ads, on billboards, and at
sports and arts events.
Promotion in India
Brand Ambassador: Aamir Khan
Providing free content on the mobile by collaborating with the
copyright owners of Bollywood movies. For e.g Ghajini, Love
Promotional offers like free entry to the show of ‘10 ka dum’
Organizing contests like ‘Samsung Mobile Karaoke Festival’
Opening the Samsung Fun Club for better customer
Free online software updates, tutorials and customer service
Highlights the innovative features of its products through a
combination of innovative advertising and branding.
Established many Samsung Mobile Stores to increase the
visibility of the brand
FOLLOWED BY SAMSUNG
The Samsung Galaxy Y advertisement – Punch line reads
‘DESH SMART BAN RAHA HAI, AAP KAB
BANONGE, CHANGE TO SMART’. Samsung wanted
to convey the notion if you are a Samsung Galaxy user
than you are by default smarter than the rest.
Different advertisements have been used at different point
of times highlighting the features. There is an inbuilt
program in the Samsung Galaxy mobiles that shows the
image of a cat and the cat repeats whatever one says. This
humorous feature is also depicted in an advertisement.
Samsung tied up with popular footballer ‘DAVID
BECHKAM’ for the promotion of the Samsung galaxy
note and Samsung Galaxy.
In India upcoming Bollywood actress Nargis Fakhri
(heartthrob of millions) has been used for the promotion
of Samsung galaxy .
Samsung Advertising Method
Samsung using direct and indirect method.
Direct method, for example, Samsung advertise their
product through television, internet, and other else.
Indirect method, for example, Samsung let customer try
their new product and let customer know that their new
product is good to use.
Low Range (Targeting low income groups) – Samsung
Galaxy Y Duos, Samsung Galaxy Y Colour Plus S5360,
Samsung Galaxy Y Pro Duos GT-B5512 , Samsung
Galaxy Y CDMA 1509, Samsung Galaxy Y S5360,
Samsung Galaxy Pocket, Samsung Galaxy Fit S5670,
Galaxy Pop 1559, Samsung Galaxy Ace S5830, Samsung
Galaxy S DUOS. The price range in this segment is Rs
Middle Range (for the middle income group) –
Samsung Galaxy Ace Plus S7500, Samsung Galaxy SL
19003, Samsung Galaxy 2 P3100, Samsung Galaxy R
19103, Samsung Galaxy S plus 19001, Samsung Galaxy S
19000. The price range in this segment is Rs 14000 –
The high end Galaxies (Targeted for the high income
group) – Samsung Galaxy Tab 620, Samsung Galaxy S2
i9100, Samsung Galaxy Beam, Samsung Galaxy Tab 730,
Samsung Galaxy Note, Samsung Galaxy Tab 210.1
,Samsung Galaxy Tab 680, Samsung Galaxy Tab 750,
Samsung Galaxy S3. The price range in this segment is Rs
STRATEGIES ADOPTED TO TACKLE COMPETITION
OR PRIME MARKET EXPANSION
Price – Galaxy has the Y series which is offered for a very
low price than the completion e.g. Nokia, HTC, LG, Sony,
and Motorola. Due to the cost effectiveness
Samsung has been able to cut down on prices, which other
major players have not been able to achieve. Even the
Galaxy Tab brought about turmoil in the tablet industry
when it was launched and the iPad suffered a major
setback in the process.
Distribution – The market penetration of Galaxy is much
more than any other brand. Brands like Micromax that
brought about a revolution with its low price android
phones could not compete because of the well established
distribution network of Samsung.
Innovations – Samsung keeps innovating itself. It strives
to satisfy almost all the features a consumer can ask for in
a mobile device. It boasts of a series of devices
comprising features like the full touch screen, normal
keypad, QWERTY keypad and even a mixture of touch as
well as keypads. It has kept on improvising on almost all
its features per the market demand.
DISTRIBUTION STRATEGY FOLLOWED BY SAMSUNG GALAXY
Franchisees – Samsung Electronics franchised a number
of small outlets (Mobile Stores). All the outlets which are
under the franchiser should follow certain set guidelines of
the franchiser’s company. This would include converting a
normal outlet into Samsung Electronics outlet. But the
franchiser will help in visual merchandising and loan for
deposits which are refundable.
Shopping Malls – Many shopping malls have a separate
mobile phones section. Samsung targeted these malls as
they are the right place for promotion and sales of stylish
variants of Samsung Galaxy.
Mobile Phone Outlets – Samsung Galaxy mobiles are
also available in the different mobile stores present in
different parts of India. The store keepers are paid
commission for demonstrating the various uses of the
Galaxy mobiles to the customers and vouch for the quality
of the products.
Samsung launched its first “Samsung Brand Store” in New
Delhi. The store is the first of its kind in the country. One floor is
dedicated to Samsung’s entire smart phones range of collection
including tablets and accessories.
E-business – Samsung Galaxy is also available in E-business
sites like Flipkart, Home Shop18. These sites often offer
discounts to encourage the sales of the Samsung Galaxy mobiles.