historySamsung 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 worlds largest andmost popular consumer electronics brand as measured by Interbred.In 2006,Samsung was rated 20th in the list of global brands and innovation and 2nd in theelectronics industry.In 2007, Samsung Electronics handset division overtook American rival Motorola, making it theworlds second-largest mobile phone maker. It was also ranked as the #1 company in global brand inelectronics.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 worlds largest technology company.
MARKETING Brand Ambassador: Aamir Khan Providing free content on the mobile by collaborating with the copyright owners of Bollywood movies. For e.g. Ghajini, 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 relationships. 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
MARKETING STRATEGIES contd.. Samsung became a local sponsor for the Seoul 1988 Olympic Summer Games. In 1997, the company then became a member of The Olympic Partner (TOP) Samsung is recognized for providing the Games with crucial, real-time information service in support of the worlds largest sporting event. Samsung is proud to carry on its Olympic partnership through the 2016 Olympic Games.
SWOT ANALYSIS OF Samsung • Samsung is technologically very advanced • Samsung crushed new product concepts in five months. • It attracts customers by offering new and innovative design . • It heavily invest inStrength technology, product design and human resource. • Samsung focuses more towards the innovations
Through make itself Product variation, by Introduce user distinctive from introducing unique friendly mobilecompetitors, it can products and existing phones at affordable gain more market products with variety price. share.
DISTRIBUTION NETWORK OF SAMSUNG Original equipment manufacturer/vendor or supplier Factory Regional Branch warehouse distributing center Distributor Direct dealer Modern retail/ Exclusive stores & Samsung digital plazas Sub - Dealer Consumer/Customer 20