SAMSUNG

Raghvendra kumar

VJIM, Hyderabad

(131206)

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.

MARKETING MIX:

• PRODUCT:

PRODUCTS

Mobile Phones

Tablet PC

Laptops and

Chrome Devices

LCD and LED

Televisions

Cameras

Home Appliances

AndAccessorie

s

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.

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

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.

STP OF SAMSUNG:

SEGMENTATION STRATEGY:Geographic –Rural areas as well as urban areasDemographic- 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 StoreMarket making & category creation in small townsWider Care NetworkAccess to Samsung care line

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.

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

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

PPT BY

A