Samsung was founded in 1938 in Korea as a trading company and entered the semiconductor business in the 1970s. It has since become a global electronics giant known for its mobile phones, televisions, and other consumer electronics. The presentation summarizes Samsung's history, target demographics, marketing strategies including celebrity endorsements and contests, strengths as a major global brand, and opportunities to expand into new product categories.

1. MINI RESEARCH PROJECT WORK
PRESENTATION
ON
SAMSUNG

2.  Samsung was founded by Lee Byung –Chull in 1938 as
trading company.
 Samsung is a Korean firm born in 1938 as a company
that dealt with green grocery and dried fish.
 In 1969 SEC (Samsung Electronic Company) was
founded.
 In 1970’s it entered into semi conductor business.
 In 1980’s the SamsungTelevision Division was built.
 In 1997-1999 Asian Crisis (Motor and Aircraft divisions
were sold)

5.  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

7.  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.

8.  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.

9.  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

10. STRENGTH
 40 years of experience on global market.
 Ability to make and implement new major strategy.
 R&D department(27000 researchers>24000 PHDs, 17 centers around the globe).
 Close collaboration between Samsung employees.
 Strategic formation of designers and marketing experts around the major world
capitals.
 Stylish and cool design.
 World awareness of Samsung brand.
 Excellent promotion strategies.
 High sale Marko Marinic.

11. WEAKNESS
 Very dependent on advertisement
 Dependent on material resources
 Lack of their own well known software platform
 Risk of sight damaging (3DTV) Marko Marinic

12. OPPORTUNITIES
 Think of Samsung brand before start shopping
 Five key fields:
• Capturing
• Display
• Storage
• Processing
• Connectivity
 SAMSUNG Future Life and Style Marko Marinic

13. THREATS
 New global market shocks.
 Material time delivery and cost.
 Lack of electricity around the world.
 Brand softening.
 New technologies and designs from other competitors.
 World too indebted to buy new products very frequently.
 War – North Korea Marko Marinic.

14.  In 2005 the firm devoted nearly 15
percent of its media budget to page
topping banner ads on over 400
Internet sites.
 Provide links to mainstream
entertainment products from partner
company, such as Fox's
『Fantastic Four』

15. TOP SELLERS IN INDIA