04/22/15

amudean Delia Casandra

MBM Year II

BRIEF HISTORY
Samsung Electronics was founded in 1969 in Suwon,South Korea as

Samsung Electric Industries.

In 1988, it merged with Samsung Semiconductor & Communications.
In 2005, Samsung surpassed Japanese rival Sony for the first time to become
the world's largest and most popular consumer electronics brand as measured
by Interbrand.
In 2006,Samsung was rated 20th in the list of global brands and innovation
and 2nd in the electronics industry.
In 2007, Samsung Electronics' handset division overtook American rival
Motorola, making it the world's second-largest mobile phone maker. It was
also ranked as the #1 company in global brand in electronics.
In 2009, Samsung overtook Siemens of Germany and Hewlett-Packard of the
USA with a revenue of $117.4 billion to take the No.1 spot as the world's
largest technology company.

Swot Analysis

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PRODUCTS OF SAMSUNG

MARKETING STRATEGIES
Brand Ambassador: Aamir Khan
Providing free content on the mobile by collaborating with

the copyright owners of Bollywood movies. For e.g

Ghajini, Love Aaj Kal
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

MARKETING STRATEGIES contd..

Samsung became a local sponsor for the

Seoul 1988 Olympic Summer Games.

In 1997, the company then became a
member of The Olympic Partner (TOP)
Samsung is recognized for providing the
Games with crucial, real-time information
service in support of the world's largest
sporting event.
Samsung is proud to carry on its Olympic
partnership through the 2016 Olympic
Games.

SEGMENTATION
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.

TARGETING
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.

POSITINING
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.

CHALLENGES
Indian Mass Market may be captured by a rival company, LG,

Onida, Videocon, Sony , HP, Nokia;etc.

The consumer durable industry is not in the best of health.
Due to increased price of inputs and continuing price erosion
there is downtrend in the consumer durables market.
Increased emergence of modern retail chains- a problem as
Samsung is investing in building a retail network across the
country

CURRENT POSITION IN VARIOUS

SEGMENTS

CURRENT POSITION IN VARIOUS

SEGMENTS

TELEVISION

CURRENT POSITION IN VARIOUS

SEGMENTS

MOBILE PHONE HANDSETS

STRENGTHS

CDMA Handset Market

Green Handset Initiative
3G Handset Market
Market Leader
Brand Position
Product Quality
Horizontal Integration
Core Competence
Distribution Network

Financial marketing plan

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OPPORTUNITIES
LG: its slowing down and has not had any product

innovation in the last 6-8 months.

The Indian Mass Market.
The high end value driven proposition helps increase
the Market Share.
Samsung is well known for it product differentiation

Vision by 2020
By 2020, we seek to achieve annual sales of USD 400 billion while
placing Samsung Electronics overall brand value among the global top
5. Three key strategic pillars that are now part of our culture, business
operation and management describe the governing initiatives to this
end: Creativity , Partnership and Great People.

04/22/15