SAMSUNG’S

MARKETING
STRATEGY IN INDIA
RITU SHRIVASTVA(11)
SUKRITI MURGHAI(52)
SWATI NEGI(63)
SWATI PACHORI(64)
SWATI SABHARWAL(66)
BACKGROUND NOTE
Entered India in dec 1995 as 51:49 joint venture with
RCSPL
In 2002 set up r&d centre at noida with investment of us
$5mn
In sept 2002 won the first prize in consumer electronics
category at the annual “awards for excellence in
electronics”
IN NOV 2002 it became a wholly owned subsidary of its
parent co.
 year Sales turnover(in rs bn.)

1996 1.56

1997 4.00

1998 5.40

1999 8.50

2000 19.50

2001 24.55

2002 30.00
Wide range of products
 Home appliances • Information technology
 Microwave Oven products
 Refrigerator  
 Air Conditioner  Note PC
 Washing Machine  HDD
 CD Rom & DVD Rom Drive
 
 TV, video & audio  CD & DVD Read & Write
Solution
 Monitors
 TV
 Laser Printers & Laser Based
 DVD Player
MFPs
 Camcorder
 Fax
 Audio
 Home Theater
Mobile Phones
 Digital Audio Player
 GSM
 Digital Still Camera 
 CDMA
Product features(technology)
Refrigerator
 Bio Ceramic Technology(Bio
Fresh Refrigerators)
 Super X Flow technology
 Electricity Consumption
Comparison
 i-cool TM
Washing Machine:-
 Turbo power
 Quick power optimizer
 I-CONTROL SYSTEM:-
 SUPER DRY
Micro Oven
 High scratch resistance
 Higher nutrient retention:
 3D Showerwave
Television
 India’s first wireless home theater
(Bluetooth technology)
 Bio Colour Televisions
 Silver Nano Technology
 DNIe Technology
 Color Optimizer
YEAR STRATEGY SALES
  “Phod ke RS 2,75 BN
0ct 2001 dekho
May 2002 “Dabake RS 310 CR
jeeto”
Oct-nov 2002 Phir se RS 380 CR
phodke
dekho”
March 2003 “Samsung 21%
rang de increase in
kismet” mkt share
Oct 2003 “Pinning toh
winning”
June 2004 “The $-dollar
programme”
Feb 2005 “Faster finger
 Uses supply chain to enhance differentiation.
 24 state –level distributor offices & a direct dealer
interface.
 Implemented innovative logistic system(Global logistic
network system) GLONETS.
 Believes in JIT (just in time).
 Supplies its goods to “STAR ELITE”.
 Also believes in SHOP- IN-SHOP concept.
 Also planning to set up a chain of exclusive outlets called
as “Samsung Talkies”.
 Pricing plays significant role in samsung success.
Differentiation is the key factor.
 Transparent functioning follows fixed MOP(marketing
operating price).
 High end technology therefore its marketing mainly
focuses on urban areas.
 Stills samsung reputes being a prenium brand, aggressive
in launching newer models ,latest technology at economic
cost.
• STRENGTHS
 Technologically very advanced
 New product concept in 5 months
 Offers new and innovative design
 Heavily investment in technology, product design and
human resources
• WEAKNESSES
 Not proactive to introducing new products
 Lacks in product differentiation
 Perceive low quality as compare to competitors
 Products are not user friendly
 Fe w service centers
• OPPORTUNITIES
 Through distinctiveness can gain more market share
 Perceive low quality as compare to competitors
 Products are not user friendly

• THREATS
 Competitors in electronic market are more dominant
 Increasing competitors in telecommunication industry
 Advertisement are not excessive
RECENT PRODUCTS LAUNCHED
45 NEW SMARTPHONES

LAUNCHED “FRRRUNCH RANGE OF SAMSUNG

REFRIGERATORS”.
FUTURE PRODUCTS TO BE
LAUNCHED
INNOVATIVE & SMARTER LED TVs IN 2011.

OFFERING 32 & 37 INCHES TVs IN 2011

ANNOUNCED ITS LAUNCH OF LED 9000 SERIES.

HOW SAMSUNG PLAN TO REGAIN
ITS NO. 1 SPOT IN INDIA
REACHING DEEPER & WIDER INTO THE INDIAN
MARKET.

PLANNING TO BE NO. 1 IN MOBILE PHONES’

MARKET.