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PRESENTED BY
Abhishek Tyagi
Rajat Sharma
Ashutosh Dubey
Malikzada Raashid Rashid
L Bendangsashi Jamir
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
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
Competitors of Samsung
 Apple
 Sony
 LG
 Micromax
 Philips
 Panasonic
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”
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 $3 Billion
 Poor customer service in Rural Areas
SWOT Analysis of Samsung
Opportunity
 Growing demand of smartphones and various products
 The Indian youth population is growing and mobile phone sales is expected to increase due to lesser call
rates
 Samsung is proud to carry on its Olympic partnership through the 2016 Olympic Games.
 Disposable Income level is increasing
 Samsung Mobile and Home appliance has future plans of launching Customized products for Indian market.
This will improve the market share in rural market
 Samsung is planning to make the air-condition product category more strong with unique technology called
‘Triple protection proposition’
 Growth of Tablet market
Threats in the SWOT analysis of Samsung
 Saturated Smartphone markets in developed countries
 Rapid Technological Change
 Price War
 Threat of Chinese Products
 Competition from other competitors like Apple , Microsoft ,HTC ,
Micromax etc
PRODUCT
PROMOTION
Price
4P’s IN
MARKETING
Place
Product Mix of Samsung
PRODUCTS
LCD AND LED
PANELS
MOBILE PHONES
SEMICONDUCTORS
TELEVISIONS
Others
• OLED
• AMOLED
• 100.2$
• Amoled
samsung
wave
• Amoled
Advanced +
USA &
INTERNATIONAL
Price Mix of Samsung
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.
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.
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
SAMSUNG 5 FORCE ANALYSIS
HIGH HIGHMEDIUM
MEDIUM
LOW
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
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.
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.
Samsung.
Thank You

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Samsung Marketing PPT

  • 1. PRESENTED BY Abhishek Tyagi Rajat Sharma Ashutosh Dubey Malikzada Raashid Rashid L Bendangsashi Jamir
  • 2.
  • 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
  • 5. Competitors of Samsung  Apple  Sony  LG  Micromax  Philips  Panasonic
  • 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 $3 Billion  Poor customer service in Rural Areas
  • 8. SWOT Analysis of Samsung Opportunity  Growing demand of smartphones and various products  The Indian youth population is growing and mobile phone sales is expected to increase due to lesser call rates  Samsung is proud to carry on its Olympic partnership through the 2016 Olympic Games.  Disposable Income level is increasing  Samsung Mobile and Home appliance has future plans of launching Customized products for Indian market. This will improve the market share in rural market  Samsung is planning to make the air-condition product category more strong with unique technology called ‘Triple protection proposition’  Growth of Tablet market
  • 9. Threats in the SWOT analysis of Samsung  Saturated Smartphone markets in developed countries  Rapid Technological Change  Price War  Threat of Chinese Products  Competition from other competitors like Apple , Microsoft ,HTC , Micromax etc
  • 11. Product Mix of Samsung PRODUCTS LCD AND LED PANELS MOBILE PHONES SEMICONDUCTORS TELEVISIONS Others • OLED • AMOLED • 100.2$ • Amoled samsung wave • Amoled Advanced + USA & INTERNATIONAL
  • 12. Price Mix of Samsung
  • 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
  • 16. SAMSUNG 5 FORCE ANALYSIS HIGH HIGHMEDIUM MEDIUM LOW
  • 17.
  • 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.