Samsung Marketing

Prepared By: Kamal Ud Din. Rafiullah.

Introduction History Logo Mission Statement SBU Positioning Segmentation Targeting Promotion

Content

Samsung was founded by Lee Byung-Chull in 1938 as a trading company.

South Korean Company. Largest information Technology company

measured by 2011 revenues. Assembly plant and sales network in 61

countries

Introduction

1974Wafer fabrication started

1969Company established

1972Production of B/W TV sets began

1980Korea Telecommunications Corp. acquired

1988Samsung Semiconductor & Telecommunications merged with Samsung Electronics Co.

1992Company ranked world’s top DRAM supplier

1995TFT-LCD mass production began

1994256Mb DRAMdeveloped

1996CDMA cellular services commercialized

1970 1980 1990

History

1997Worldwide Olympic Partner contract signed

1999 World’s 1st to offer full line-

up of digital TVs Developed watch phone,

MP3 phone and TV phone

2003Company became leader in flash memory

2002Production using 300mm wafer and 90nm processing technology started

2004 S-LCD Corp., LCD joint venture with Sony established World’s 1st to develop and demonstrate Mobile WiMAX

2006 World’s 1st Blu-ray

Player launched World’s 1st 50nm

1Gb DDR2 DRAM developed

2007World’s 1st 64Gb NAND flash memory developed

2005 World’s 1st Satellite

and Terrestrial DMB terminals launched

World’s 1st 102”PDP TV, 82”LCD TV, and 71” DLP™ TV developed

2009 ~ 2010 Reorganized into stand-alone businesses Acquired Samsung Digital Imaging Co.

2000 2010

History

1st logo was developed in the year in 1958.First Logo

2nd logo was developed in the year 1979.

Second Logo

3rd Logo was developed in the year 1993.Third Logo

Focus on a limited number of goals.

Strong desire of growth and constant innovation.

Creating, providing and maintaining high quality products.

Providing a new, innovative and “potential revealing” experience to customers.

Mission Statement

SBUVisual Display Mobile Telecom

SystemIT

SolutionDigitalAppliance

SemiConductor LCD Digital

Imaging

It focuses more on the real margin which come from to high-end segment.

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. Created a unique brand image for itself as a

high and value driven hand

Positioning

Demographic by age: -Middle age groups -Teenagers -Executive class Behavioral segmentation. Technological segmentation. Designing the new product on the latest

trends. Apt prices for all income groups of the society. More of a B2B orientation.

Segmentation

Trendy young people Professional Large business The common cellular phone user Organization such as: service to public

safety the government, and both utility and manufacturing enterprises.

Institutional sales for colleges Target is not only member driven but also

about acquiring and retaining customer.

Targeting

Promotion Through TV