Samsung is a South Korean electronics company and one of the largest manufacturers of smartphones, mobile phones and tablets. It also produces televisions, home appliances, semiconductors and other electronic components. Samsung employs a variety of marketing strategies including competitive pricing, wide distribution through retailers and Samsung stores, and promotions through celebrity brand ambassadors, social media campaigns and sponsoring of major sporting events. The company targets both urban and rural consumers across demographics and lifestyles with its broad product portfolio.

1. SAMSUNG
Raghvendra kumar
VJIM, Hyderabad
(131206)

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. MARKETING MIX:
• PRODUCT:
Mobile
Phones
PRODUCTS
Tablet PC
Laptops
and
Chrome
Devices
LCD and
LED
Televisions
Home
Appliances
And
Accessories
Cameras

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. 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. 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. 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. 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. 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. 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. PPT
BY
A