Samsung was founded in 1938 and initially focused on exports before expanding into consumer electronics. Under the leadership of Kun-Hee Lee in the 1980s, Samsung restructured to become a global leader in technology. Samsung now manufactures a wide range of electronic devices, appliances, and gadgets. The company uses an aggressive "spray and pray" marketing strategy of flooding the market with products and advertisements. Samsung competes directly with Apple by maintaining lower prices and sponsoring celebrities. With 15% annual growth, Samsung's goal of $400 billion in sales by 2020 is feasible given its current market dominance in devices like smartphones.

1. Presented by: Aditya Gupta Raut
Amity University, Kolkata

2. SAMSUNG’S HISTORY
o Founded in 1938 as an export company.
o Turned towards providing value-priced
commodity products in the 1970s and 1980s.
o Founder’s son, Kun-Hee Lee succeeded his late
father in 1987 and restructured the company to
make it what it is today.

3. VISION
“For over 70 years, Samsung has been dedicated to making a better
world through diverse businesses that today span advanced technology,
semiconductors, skyscraper and plant construction, petrochemicals,
fashion, medicine, finance, hotels, and more.”

4. List of Products:
Samsung manufacturers and sell a variety of
products, such as:
o Electronic Devices( Phones, Tablets,
Televisions)
o Appliances( Washing Machines, Refrigerators)
o Gadgets ( Smartwatch, Virtual Reality Headsets)

8. Samsung Marketing Strategy
Samsung uses a marketing strategy commonly
referred to as the ‘spray and pray’. It refers to
flooding a market with products and
advertisements catering to all needs.

9. Samsung’s Marketing Strategy
o Has a huge variety of products.
o Sells directly to the retailers and service dealers.
And due to this strategy, only service dealers are
responsible for the corporate sales.
o Uses competitive and skimming pricing
techniques.
o Believes advertising is key in engaging potential
customers.

10. Samsung vs Apple
o Samsung markets more aggressively on
social media compared to Apple.
o Keeps prices below Apple iPhones.
o Enlists high profile celebrities to create
buzz.

11. Samsung released a set of advertisements where it
clearly mentioned Apple’s name.

12. Samsung challenging Apple’s build quality.

13. One of the most influential photos of the 21st
century features a Samsung phone.

14. Advertisements and Promotions
o Samsung believes that advertisement is key
when it comes to engaging potential customers.
o Samsung believes in promotions through
sponsorships.
o Samsung employs hugely influential brand
ambassadors.

15. Samsung uses powerful social influencers from
the world of sports and entertainment.

16. Released for the Indian audience, this Samsung
ad has garnered over a 100 million views.

17. What are some of Samsung’s greatest
competitive strengths?
o Wide range of products.
o Competitive and skimming pricing techniques.
o Good and trust worthy brand image.
o Focus on advertisements and social media
marketing.
o Leader in innovation and design.

18. Samsung’s goal of earning $400 billion in sales
by 2020 would bring it to the same level as
Walmart. Is this a feasible goal? Why or why
not?
• Samsung sells about $200 billion a year, with record
sales in 2013 of $327 billion.
• Apple sells about $220B Samsung's Galaxy outsells
iPhone in most countries
• It will 'only' take a 15% annual growth rate (across all
divisions) to achieve $400B in sales
• If everything goes according to Samsung’s plans, it is
possible to see a rise to $400 billion by 2020.

19. To Summarise:
o Samsung has a wide range of products, satisfying
a wide range of needs.
o Samsung is not afraid to venture and innovate
into unexplored territories.
o Samsung is beating Apple like paper beats rock.

20. DISCLAIMER
• This presentation was made by Aditya Gupta
Raut of Amity University, Kolkata under the
guidance of Prof. Sameer Mathur.