Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Marketing strategies of Samsung

40,450 views

Published on

Marketing strategies of Samsung

Published in: Marketing
  • Login to see the comments

Marketing strategies of Samsung

  1. 1. SAMSUNG Raghvendra kumar VJIM, Hyderabad (131206)
  2. 2. INTRODUCTION: • Samsung Electronics Co., Ltd. is a South Korean multinational electronics company headquartered in Suwon, South Korea • Samsung has long been a major manufacturer of electronic components such as lithium-ion batteries, semiconductors, chips, flash memory and hard drive devices • It is currently one of the world's largest manufacturers of mobile phones and smartphones fueled by the popularity of its Samsung Galaxy line of Devices. • The Company is also a major vendor of tablet computers, particularly its Android-powered Samsung Galaxy Tab collection, and is generally regarded as pioneering the phablet market through the Samsung Galaxy Note family of devices.
  3. 3. MARKETING MIX: • PRODUCT: Mobile Phones PRODUCTS Tablet PC Laptops and Chrome Devices LCD and LED Televisions Home Appliances And Accessories Cameras
  4. 4. MARKETING MIX: • PRICE: Since Samsung is into various electronic products ranging from mobile phones to house hold appliances, it doesn’t apply a specific product strategy or fit into a premium product category like Apple. In Mobile and TV segment it employs completion based pricing, ie the pricing model depends on the prices of competitor’s products. Sony Bravia which has been always priced at the top slot in television segment has reduced its prices due to intense competition from Samsung’s high end innovative offerings from Samsung.
  5. 5. MARKETING MIX: • PLACE: major electronic goods retailers such as reliance digital,croma etc. Samsung Smart cafes Institutional sales such as airport, Shopping malls etc. One of the major reason for Samsung’s success in Indian market its effective distribution system and after sales service
  6. 6. MARKETING MIX: • PROMOTION: Samsung has been actively involved in sponsoring for various sorts activities and it has been associated with Olympic Games and Asian games for many years. • In India Amir and Priyanka Chopra has been assigned as the brand ambassadors for Samsung. • It actively promotes its products through social media campaigns.
  7. 7. STP OF SAMSUNG: SEGMENTATION STRATEGY: Geographic –Rural areas as well as urban areas Demographic- various products for all ages and gender Psychographic-All types of life style. MARKET TARGETING: Trendy young people. Professionals. Large businesses. POSITIONING STRATEGIES: Samsung Concept Store Market making & category creation in small towns Wider Care Network Access to Samsung care line
  8. 8. SWOT AND PEST ANALYSIS OF SAMSUNG: SWOT analysis of Samsung Strength- Samsung’s hardware’ can easily be integrated with various soft wares Weakness- Samsung does not have its specific OS and software Opportunity-Growing demand of smartphones and various products. Threat-Rapid technological transformation Pest Analysis of Samsung Political-copyright law suit Economic-Fluctuation of the dollar also affects the sale of Samsung products. Social-There has been a trend in various places that Samsung produces the best products. Technology- Samsung is ranked as one of the most innovative companies.
  9. 9. MARKETING AND PROMOTION STRATEGIES  High end market  First company to top $10 billion in revenues from the tv market alone  Strong brand image  Brand ambassador : aamir khan  Organizing contests like “Samsung mobile karaoke festival”  Opening the samsung fun club for better customer relationships  Free online software updates , tutorials and customer service
  10. 10. MARKETING AND PROMOTION STRATEGIES  Free online software updates , tutorials and customer service  Samsung became a local sponsor for the Seoul 1988 Olympic summer games  Samsung is proud to carry on its Olympic partnership through the 2016 Olympic games  Customer and market orientation  Innovation , meeting challenges and creativity
  11. 11. PPT BY A

×