SHIPRA SINGH</li></li></ul><li>BRIEF HISTORY<br /><ul><li>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.</li></li></ul><li>PRODUCTS OF SAMSUNG<br />
MARKETING STRATEGIES<br />Brand Ambassador: Aamir Khan<br />Providing free content on the mobile by collaborating with the copyright owners of Bollywood movies. For e.gGhajini, Love AajKal<br />Promotional offers like free entry to the show of ‘10 ka dum’<br />Organizing contests like ‘Samsung Mobile Karaoke Festival’<br />Opening the Samsung Fun Club for better customer relationships.<br />Free online software updates, tutorials and customer service<br />Highlights the innovative features of its products through a combination of innovative advertising and branding.<br />Established many Samsung Mobile Stores to increase the visibility of the brand<br />
MARKETING STRATEGIES contd..<br />Samsung became a local sponsor for the Seoul 1988 Olympic Summer Games.<br />In 1997, the company then became a member of The Olympic Partner (TOP)<br />Samsung is recognized for providing the Games with crucial, real-time information service in support of the world's largest sporting event.<br />Samsung is proud to carry on its Olympic partnership through the 2016 Olympic Games.<br />
SEGMENTATION<br />Demographic by Age:<br /> - Middle Age groups<br /> - Teenagers<br /> - Executive class<br />Behavioral Segmentation.<br />Technological Segmentation.<br />Designing the new products on the latest trends.<br />Apt prices for all income groups of the society.<br />More of a B2B orientation. <br />
TARGETING<br />Trendy young people.<br />Professionals.<br />Large businesses.<br />The common cellular phone users.<br />Organizations such as: services to public safety, the government, and both utility and manufacturing enterprises .<br />Institutional sales for colleges.<br />Target is not only number driven but also about acquiring and retaining customers.<br />
POSITINING<br />IT focuses more on the real margin which comes from mid-to-high-end segments<br />Samsung Concept Store<br />Market making & category creation in small towns<br />Wider Care Network <br />Access to Samsung care line<br />Pioneering in the 3G segment of mobile phones.<br />Branded itself as a synonym for quality.<br />Created a Unique Brand Image for itself as a high end value driven brand.<br />
CHALLENGES<br /><ul><li>Indian Mass Market may be captured by a rival company, LG, Onida, Videocon, Sony , HP, Nokia;etc.
The consumer durable industry is not in the best of health.
Due to increased price of inputs and continuing price erosion there is downtrend in the consumer durables market.
Increased emergence of modern retail chains- a problem as Samsung is investing in building a retail network across the country</li></li></ul><li>CURRENT POSITION IN VARIOUS SEGMENTS<br />
CURRENT POSITION IN VARIOUS SEGMENTS<br />TELEVISION<br />
CURRENT POSITION IN VARIOUS SEGMENTS<br />MOBILE PHONE HANDSETS<br />
CURRENT POSITION IN VARIOUS SEGMENTS<br />GLOBAL MARKET SHARE OF SAMSUNG IN THE WORLD<br />