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Marketing strategy of

Samsung mobile
Table of Contents


SAMSUNG is a company that has been steadily growing
throughout the past decade. The following report will help
SAMSUNG maintain the growth that has been enjoyed in the past,
with a strong emphasis on the growth of the all consumer
durables and mobile divisions. By analyzing customers and what
they want, strategies can be devised as to how SAMSUNG can
increase their share of the market. Furthermore, by comparing
SAMSUNGs strengths and weaknesses to that of the competition,
opportunities can be identified and capitalised on.SAMSUNG
entered into Indian market with its technologically advanced
home appliances. But when it entered in an Indian market, it had
to face very tough competition and still it‘s facing tough
competition, but now it has gained the top position among
different companies in India. Not only SAMSUNG has highest
market share in home appliances, but also in Smartphone market.
SAMSUNG created its own marketing strategies and also defined
there target market to penetrate into Indian market. SAMSUNG
aims to have more market share in Indian market. India is a
country having its major consumers in high and medium income,
as the poverty level is declining the major group is turning into
medium income group with some purchasing ability. SAMSUNG
India is now available with a big target market. Already in the
Market major companies are available which is having a trust
among the consumer with respect to the quality, durability &
price. The major competitors in Electronic consumer goods

market are LG, Sony, and Panasonic etc. and in Smartphone
market Apple, LG, Nokia, Blackberry, HTC etc. are the major
competitors of SAMSUNG. In this project we try to find out some
important things; the different kind of marketing strategies of
SAMSUNG in Indian market. Market strategy, positioning strategy,
Marketing Mix(Product Strategy, Price Strategy, Promotion
Strategy), Financial, Innovation, Branding strategy etc,
Competitive advantage of SAMSUNG, SWOT analysis of

Unlike other electronic companies SAMSUNG origins were not
involving electronics but other products. In 1938 the SAMSUNGs
founder Byung-Chull Lee set up a trade export company in Korea,
selling fish, vegetables, and fruit to China. Within a decade
SAMSUNG had flour mills and confectionary machines and
became a co-operation in 1951.From 1958 onwards SAMSUNG
began to expand into other industries such as financial, media,
chemicals and ship building throughout the 1970s. In 1969,
SAMSUNG Electronics was established producing what SAMSUNG
is most famous for, Televisions, Mobile Phones (throughout
90s),Radios, Computer components and other electronics
devices.1987 founder and chairman, Byung-Chull Lee passed
away and Kun-Hee Lee took over as chairman. In the 1990s
SAMSUNG began to expand globally building factories in the US,
Britain, Germany, Thailand, Mexico, Spain and China until 1997.In
1997 nearly all Korean businesses shrunk in size and SAMSUNG
was no exception. They sold businesses to relieve debt and cut
employees down lowering personnel by 50,000. But thanks to the
electronic industry they managed to curb this and continue to
grow. In 1993 SAMSUNG developed the lightest mobile phone of
its era. The SCH-800 and it was available on CDMA networks.
Then they developed smart phones and a phone combined
mp3player towards the end of the 20th century. To this date

Employing approximately 138.SAMSUNG commenced operations of its second state–of-the-art manufacturing complex atSriperumbudur. The logo was shaped elliptical representing a moving world – symbolizingadvancement and change.000 people in 124 offices in 56 countries. reliability and warmth. SAMSUNG India achieved a sales turnover of US$3. Itchanged its logo and that of the group. Refrigerators.5 billion. as a first step in its globalization drive. In the new logo. SAMSUNG acquired a new corporate identity. camera phones at a speed to keep up with consumer demand. IT and Telecom products in the Indian market. Washing Machines and Split Air Conditioners categories. The Making of a Global Brand– In 1993.Mobile Phones.000 employees being involved in R&D. which providesemployment to over 8. Company History in India SAMSUNG Electronics commenced its operations in India in December 1995 and is today a leadingprovider of Consumer Electronics. Today. In2010.000 employees with around 6.SAMSUNG are dedicated to the 3Gindustry. the . Tamil Nadu in November 2007. Thewords SAMSUNG Electronics were written in English so that they would be easy to read andremember worldwide. the words SAMSUNG Electronics werewritten in white color on blue color background to represent stability.SAMSUNG began operations in India through its manufacturing complex located at Noida (UP) which today houses facilities for Color Televisions (including 3D. LED and LCD Televisions). Making video. SAMSUNG Indiais the Regional Headquarters for SAMSUNG‘s South West Asia operations.

SAMSUNG India is a market leader in product categories like LED TVs. culture. IT and telecom product categories. it leads in the smartphone segment in India.In 2009.SAMSUNG India has two R&D Centers in India – at Delhi and Bangalore. the Bangalore R&D Centre works on major projects for SAMSUNG Electronics inthe area of telecom. home appliance. engineering and IT technical training. Networking. Fully Automatic Front Loading Washing Machines. technology.Company consists of five main business units: o Digital media Business o LCD Business o Semiconductor Business . Each program under the Hope Project uniquely addresses the needs ofindividual communities while emphasizing on innovations for development of the communityincluding education. While the Delhi R&DCentre develops software solutions for hi-end televisions such as Plasma TVs.Sriperumbudur facility manufacturesColor televisions. SoC (System on Chip)Digital Printing and other multimedia/digital media as well as application software. While it is the largest mobile handset brand in India. Refrigerators and Split AirConditioners. Its CSR programs respond tothe social and environmental needs and seek to give back to communities that support the company. social welfare andcommunity development. sports.Apart from development of innovative technology.SAMSUNG India has won several awards and recognitions for both its corporate initiatives as wellas its product innovations in audio visual. wireless terminals and infrastructure. SAMSUNG launched the company‘s Corporate Social Responsibility initiative –=SAMSUNG Hope Project‘ with projects in the areas of education. Slim TVs andSide by Side Refrigerators. LCD TVs. SAMSUNG places great importance on acting asa responsible corporate citizen in the communities where it operates. LCD TVs and DigitalMedia Products.

o Telecommunications o Digital Appliance Business SAMSUNG India Mobile: SAMSUNG India Mobile a telecom equipment manufacturer.To find out the share of Honda Company product in the market. PRIMARY OBJECTIVESThe primary objective of the study is to analyze the market share and understand the Brand image of SAMSUNG ELECTRONICS INDIA PVT LTD. At the same time. SECONDARY OBJECTIVES .To know the Brand Image of Honda. an attempt was made to understand theBrand image of SAMSUNG. Ranjityadav.To find out which is the largest selling automobile company among all the segments. head office in New Delhi and countryhead Mr. Strategies of SAMSUNGin India . . SAMSUNG has divided the mobile business in to areas: CDMA Mobile Business GSM Mobile Business.To record who are the major players of consumer durables and automobile industry.. Objectives of Study The basic objective of study is to analyze the market share of SAMSUNG consumerdurables and mobile phone.

LCD and Plasma3D TVs. Itsa time of intense competitionfortunes can be made or lost in the blink of an eye. consumer electronics and memory flash to upscale market. It repositioned all series of its products such as mobilephone. SAMSUNG tookthis challenge as an opportunity. SAMSUNG‘s cash cow product in the 3D market however.PRODUCT STRATEGY:SAMSUNG India has segmented their products into five categories. In early 1990th SAMSUNG was still perceived as a conservativemanufacturer and always associated its brand with bargains. Correspond to SAMSUNG‘s newposition in the market it has relatively higher price in it category. They switched their core competitive power from massmanufacture to its own brand which based on digital technology. SAMSUNG decided to penetrate the upscale market and gave up lower-market in order to exalt its brand image.Technology innovation SAMSUNG recognized that digital is the future developing aspect ofconsumer electronics.It starts to provide consumers with innovative and cutting edge products and rapidly become a hugeplayer in electronics field competing toe to toe with another magnate Sony.SAMSUNG launched an . offering LED. The strategy ofreposition helps SAMSUNG starting to build its noblest image.Reposition of its products. 1) MOBILE PHONE 2) TV/AUDIO/VEDIO 3) CAMERA/ CAM RECORDER 4) HOME APPLIANCES 5) PC/PERIPHERALS/ PRINTERS SAMSUNG offers the most diverse product mix in the 3D market. They regard the digital age as having both incalculable potential and risks. It is well positioned as one of theworlds recognized leaders in digital technology and eventually become the world top innovativecompany in technology. To SAMSUNG higher price wouldbring more profit and at the same time it is the better imply of good quality. SAMSUNG realized that low price isjust a major means to compete in the lower-market whereas in upscale market technology and brandare competitive means. is the LED 9000 series.

remote controls.In 2001.30 bn.The technology breakthroughs enhanced SAMSUNG‘s brand image of young. SAMSUNG had to resort toprice cuts. Thishelped SAMSUNG to post a turnover of Rs. even though it did not offers any discounts or exchange scheme when it entered India. a growth from the year . etc. plastics.SAMSUNG focuses on cost-cutting measures to keep its price low which helps to combat thediscount schemes of the local companies. Differentiation is thekey for a brand to be preferred by consumers.industry design revolution in order to get rid of its image of imitator.For e.SAMSUNG in the year 2002 drastically reduced its operational costs which enabled the company tokeep low prices for certain products and extract higher profit margin from premium products. SAMSUNG believes in providing good products at reasonable prices to itscustomers. Itachieved most of the Award of American Industry Design which is the most important award in industry design area on the global basis.g. fashionable andstrong function. SAMSUNG‘s Brandimage seemed to have helped it survive the price erosion. when there are so many brands within the sameproduct category. Dealers also agreed to lower marginsowing to company‘s brand image. due to high competition in the 20?CTV segment. Its brand was recognized by the consumers and specialists. speakers. new product lines and new chassisdevelopment had contributing in combating price erosion. . SAMSUNG‘s technology plank communications helped the company to gain marketshare. Pricing strategy: Pricing also seemed to have played a significant role in SAMSUNG‘s success. The company said that value engineering. SAMSUNG negotiated with its vendors toreduce costs on cabinets. Itemployed world top designers to expand their thought and keep track on the world highest level. harness coils.

which is why ithas remained a steady No. 2 or No. Thats why the urban areas are stilla focus area for it and only 30 per cent of revenue comes from rural and semi-urban India.But. 3 player in most product categories.It is difficult to achieve the ambitious targets keeping in mind the pricing strategy of SAMSUNG. ButSAMSUNG insists that its a high end technology driven player. 35. in order to . SAMSUNG‘s aiming for the high-endpremium market. then ultimately market share goes up. they believe that it takes time to ensure your supremacy in market share. Adopting the lifestyle product platform.But still SAMSUNG has the repute of being a premium brand. keeping in mindthe price sensitivity of Indian consumers. Once you get yourbrand perception right in the minds of the consumers as a brand that delivers the best technology andgives you value for money. It started pricing its products on the ?value for money? concept.SAMSUNG is very transparent in functioning. the target customer for SAMSUNG products won‘t be found in the price-sensitivemass market.Not surprisingly.The focus of its competitors is to penetrate in the rural and semiurban mass markets.its focus has always been on the premium market. So. It has a fixed MoP (Marketing Operating Price)whereby the goods are sold to the distributors and to the customer‘s at a fixed market price only. Later on SAMSUNG changed its policy a bit and instead of just remaining a high-end technologydriven brand it tried to change its image to sell products to the huge number of middle incomefamilies in India.2001. aggressive in launching newermodels with the latest technology and at economic costs throughout the worldAdvertising and Sales Promotion- In 1995. SAMSUNG claimsit‘s never been a price warrior . They havealways been a hi-end technology driven player and want to keep that equity. Hence SAMSUNG has always been keeping premium prices. when SAMSUNG entered India. it realized that Indian consumers were not familiar withthe company.

tutorials and customer service • Highlights the innovative features of its products through a combination of innovative advertising and branding. and transmit information in order to gain a response from the target market. • Free online software updates. television (local and national) cinema.bus sides). SAMSUNGadopted various marketing strategies like celebrity endorsements. free. To increase its brand awareness. SAMSUNG went . 35 Advertising:SAMSUNG is involved in aggressive marketing and advertising of its product to develop attitudes. For e.gGhajini. The initial advertisements communicated presence of SAMSUNG in worldwide marketsand its dominance in those markets.create awareness. • Established many SAMSUNG Mobile Stores to increase the visibility of the brand Promotion:Offering advanced technology products and positioning itself on the technology platform will nothelp a company sell its products if it fails to communicate properly with the potential customers.establish itself in the Indian consumers =mind. outdoors advertising (such as posters. favourable and unique brand associations. corporate advertisements. • Brand Ambassador: Aamir Khan • Providing free content on the mobile by collaborating with the copyright owners of Bollywood movies.highlighting its technological superior goods and many promotional schemes.magazines and journals. Theirmain advertising channels include media such as newspapers (local. Toraise brand awareness and create strong. national. trade). SAMSUNG launchedcorporate advertisements highlighting its technologically superior goods. Love AajKal • Promotional offers like free entry to the show of =10 kadum‘ • Organizing contests like =SAMSUNG Mobile Karaoke Festival‘ • Opening the SAMSUNG Fun Club for better customer relationships.

frost free refrigerators. Tabu. The campaign was launched on an all India basis during the festival season. The PhodkeDekho offer was followed by another promotion scheme in May 2002. and was given the free etched on the tamper-proofanodized sticker.Under the scheme. SAMSUNG gave out gifts worth Rs. the SAMSUNG=PhodkeDekho Offer‘.mobile phones. to endorse its brand. the company started advertising on the plank of =passion for country and sports (cricket and football).75 from this offer. Thecustomer had to press the football from the top.2. Sales Promotion: Along with advertisements.In October 2001. But by late2002. SAMSUNG‘s brand ambassador. Under this campaign. As a part of the campaign. =DabakeJeetooffer‘ coinciding with the football World Cup. SAMSUNG also focuses on promotional schemes to increase its sales.Till 2002. Karisma washing machines. This offer instantly boosted the sales of the company generating sales of Rs. One out of every 10 coconuts had a lucky coin with a giftprinted on it. The prizes included products from the SAMSUNG range. in addition to the technology forcelebrity endorsements. the company signed Hindi film actress. cameras and Soccer 2002 official . SAMSUNG launched its highly successful promotional scheme. 100 which includedSAMSUNG digital flat TVs. Initially. microwave ovens. During the promotion every customer who purchasedcompany‘s electronics or home appliances product got plastic football with an alarm clock in it. consumers who bought any SAMSUNG product were given a tamper proofplastic coconut with three coins in it. Tabu interacted with thecustomers and dealers of SAMSUNG in Bangalore and Chennai and handed over the lucky select SAMSUNG customers. SAMSUNG‘s ads focused on the technological supremacy of its products. Its latest ambassador is John Abraham for its mobilephone and Rahul Dravid for its Television range.

The next major promotional campaign was the =Phir Se PhodKeDekho offer. 2003 SAMSUNG Launched SAMSUNG Rang De Kismat Offer for Frost FreeRefrigerators which entitled a customer to Lucky Gifts worth Rs 4 Crores with the purchase of anySAMSUNG Frost free Refrigerator. A buyer of any SAMSUNG Consumer Electronics or Home Appliance productsgets the option of walking away with a sleek. All other paymentterms are the standard billing terms and conditions offered by Reliance India Mobile depending onthe package taken up by the customer.On 6 October . There were Color Codes for types ofGifts won by the Customer . This offer was launched to capitalize on the sales of its Frost free refrigerators in the summermonths.600 over a 6-month period. without having to pay any activation charges.310 Crores during the period of the Promotion. The Customer needed to pour chilled water into the glass and wait for the Bio logo onthe Glass to change color to find out the gift won by him/her.000. This campaignnotched up sales worth Rs. This Promotion derives its name from the Rang de Kismatglass.Following its success with its SAMSUNG Rang De Kismat Offer SAMSUNG India come up withanother innovative Consumer Offer?SAMSUNGs Bundling Offer with Reliance India Mobile?Forthe buyers of its Consumer Electronics and Home Appliance Products in the Delhi and NCR Regionon 25 July. The offer waslaunched during October-November 2002 generating sales of Rs. On March 20. advanced SAMSUNG Mobile Phone N191 modelalong with a Reliance India Mobile connection. The Company‘s market share went up to 21% in the Frost free refrigerator market after theoffer.For example. 380 crores. a Green Bio entitled a customer to a SAMSUNGMicrowave oven while a Red Bio gets the Lucky winner a Gift Voucher from Tanishq worth Rs30. 2003. the user gets free talk time worth Rs.Furthermore.licensed T-shirts from Adidas. which was handed over to a customer with the purchase of any SAMSUNG Frost FreeRefrigerator. It was a repeat of theearlier =PhodKeDekho‘ campaign.

character code to 8888 and s/he would immediately get a message showing what gift has been won. and Gold – depending upon the products bought. The offer entitled the buyer of a SAMSUNG product. Trendy Portable Travel Iron and Britannica Encyclopedia 3 pack CDs. the SI was issued a cheque. Touch ScreenLandline Phone. 100crores to offer as prizes. SAMSUNG Projection TVs.The Gifts won in the Promotion include. Silver. SAMSUNG DVD players.SAMSUNG believes that its SIs and re-sellers play a pivotal role in business growth.2003 SAMSUNG India Electronics Ltd launched its mega festival promotion called=SAMSUNG Pinning to Winning Offer‘ on an all India basis. where the consumerstood to win an assured gift on the purchase of any SAMSUNG product. The message to be typed reads as follows: ?Therazor-toothed piranhas of the genera . a card with a unique16 digit alphanumeric code. 2005 called ?Fastest Finger First? which wasanation wide contest to find India‘s fastest SMSer.SAMSUNG Yepp Disc Players. Hard Disk Drives (HDD) and Optical Media Storage (OMS) products. Titan Fast Track Glares.Following its success with its =SAMSUNG Pinning Toh Winning Offer SAMSUNG IndiaElectronics Ltd launched =the $-DOLLAR Program for its IT Reseller and System Integratorfraternity on June9. Blue. This is why theyhave spearheaded revolutionary programs for them ensuring healthy growth in revenues andprofitability. SAMSUNG Mobile Phones. In this Promotion.This offerwas basically launched to maximize its sales during the festival season. They are theones who provide them the edge that they need in today‘s competitive marketplace. Eachtime a SI/reseller purchases SAMSUNG products from a SAMSUNG Star Elite or SAMSUNGStorage Preferred Partner (SSPP). All the consumer had to do is SMS ?SAM? followed by the 16 37 38. 2004. The cheque was of one of the fourcolors – White. have gifts worth Rs.The next sales promotion offer was launched on Feb 3. The program meant for the System Integrators (SI) was applicable onSAMSUNG monitors.

2004 wasSAMSUNG‘s salute to the Olympic values.310crOct-Nov 2002 ?Phir se phodkedekho? offer Rs. global. complete with punctuation marks and lower & upper case. SAMSUNG was theglobal wireless communications sponsors at the Athens Olympics. QWERTY keyboards/ any keyboard was allowed. which included attributes like worldclass.Serrasalmus and Pygocentrus are the most ferocious freshwaterfish in the world.IrfanPathan. These offers generatedhuge profit for the company.380 crMarch 2003 ?SAMSUNG rang de kismet? OfferOct 2003 ?Pinningtoh winning? offerJune 2004 ?The $-dollar programme? OfferFeb 2005 ?Faster finger first? OfferAnd so on. No predictive text (T9Dictionary).Kaif and VirendraSehwag launched the World‘s BestHandset. which were very successful in the Indian market. fair competition and peace.2. In reality they seldom attack a human".SAMSUNG was the sponsor of Lakme India Fashion Week held on April21. 2005. SAMSUNG has launched manysales promotion campaigns. 2005. Mohd. 38 Sponsorship: SAMSUNG used sponsorship of events like Olympic series to boost its sales. TeamSAMSUNG cricketers . The idea behind thesponsorship was that the .SAMSUNG‘s latest and path-breaking mobile phone which hasbeen rated as the =World‘s Best Mobile phone‘ by the 3GSM Association World Congress held atCannes in February 2005. The Olympic series of August5. Thetheme for the SAMSUNG Show was =The Best Thing Says Everything‘ in keeping with thepositioning of SAMSUNG D500 . SAMSUNG used the strategy ofrelating itself directly with the values of the Olympic Games. excellence.75bnMay 2002 ?Dabakejeeto? offer Rs.SAMSUNG sponsored SAMSUNG & MTV Youth Icon 2005 on June10. This SMS had to be typed on the cellphonekeypad.YEAR STRATEGY SALESOct 2001 ?Phodkedekho? offer Rs. SAMSUNG D500 during the SAMSUNG Show at the Lakme India Fashion Week.

POSITIONING STRATEGIES The concept to position the brand may be based on the functions provided by the product. SAMSUNGIndia had carried out an online voting process on the SAMSUNG India website between May 20th -June 5th 2005 for selecting the recipient of the =SAMSUNG Style Icon‘ and =SAMSUNG Diva‘awards. SAMSUNG sends mail totarget consumers depending on the database i. By associating with the SAMSUNG & MTV Youth Icon.Developing positioning strategy requires integrating the product.e.The Company received a phenomenal response to this online voting contest. and promotionstrategy to focus them . lifestyle oriented andtrendy youth of and msn. value chain. PreityZinta was awarded the =SAMSUNG Diva‘ award while HrithikRoshan was conferredthe prestigious =SAMSUNG Style Icon‘ award at the SAMSUNG IIFA Awards 2005. theexperience it offers or symbol it conveys. Target markets: SAMSUNG target market is high and medium income level communities. thecompany uses the response level received every year as its popularity indicator. the frequency of site visit and on their purchases.SAMSUNG was even the sponsor of SAMSUNG IIFA Awards held on June 13. price. SAMSUNG mobiles make a style statement andby partnering with the Youth Icon.SAMSUNG Mobiles were targeted at the fun loving. this positioning is further re-inforced. as well.Direct Mail:SAMSUNG even uses Direct Mail concept for its product promotion. Popular filmactress. they are seeking tofurther strengthen their relationship with the youth.SAMSUNG is very actively involved in e. ?The =SAMSUNGStyle Icon‘ and =SAMSUNG Diva‘ awards which have been growing in popularity year on year.commerce. The same was also promoted extensively on other sites like indya.

mobile phones and home appliances.Product Innovation -SAMSUNGs product range in India included CTVs. The positioning strategy matches the firm‘s capabilitieswith the buyer‘s preferences. wireless terminals and infrastructure. audio and video products. the threats as you can tell areminimal. which is the only relevant competitive advantage other thanpricing.SAMSUNG has two R&D Centres in India: SAMSUNG India Software Centre (SISC) at Noida. the price of therecurrent products will drop. making themmore readily available to lower class consumersand expanding the target market for their 3Dproducts. Its product range covered all thecategories in the consumer electronics and home appliances. near Delhi.SAMSUNG India additionally carries out R&D for product hardware at its Noida R&D Centre. As SAMSUNGintroduces new 3D products to the market. However. Analysts felt that the wide productrange of SAMSUNG was one of main reasons for its success in the Indian market. SAMSUNG India Software operations unit (SISO) in Bangalore.SAMSUNG‘s emphasis on Product Innovation and R&D has given the Company a competitive edgein the marketplace. The SAMSUNG India Software operations works on major projects for SAMSUNG Electronics inthe area of telecom. Networking. SoC (System on Chip)Digital Printing and other multimedia/digital media as well as application software.While the SAMSUNG India Software Centre develops software solutions for hi-end televisions suchas Plasma TVs.Due to SAMSUNG‘s superiority in the general TV market. LCD TVs and Digital Media Products. informationtechnology products. Thefocus of the Centre is to customise both audio visual and home appliance products to . in the strategies and opportunities sections you will find what we are doing toreduce the risk of these threats having an affect on SAMSUNG‘s market share.on the market target. Developing apartnership with Microsoft will be a vital component to developing the 3D gaming contentavailability. SAMSUNGpositioned itself on the technology platform.

From Flat Televisions with Easy View technology to Frost FreeRefrigerators with Stabiliser Free Operations. 2013 launched its latest offering from its popular Galaxystable. there are two ways to stimulategrowth: intensive advertising campaign. SAMSUNGiltedmore towards advertising and brand-making strategy – creating awareness of its name byinvesting large amounts of money in million-dollar brandmaking campaigns. ?In terms of products. priced at Rs 21.500.However. SAMSUNG launched its?Team SAMSUNG Indiacampaign all over India. butunder the SAMSUNG brand name the banner reads?With Team SAMSUNG? The campaign was ahuge success and it enabled SAMSUNG to increase awareness of its . the power of brand building exercise was not lost on the company. January 22.Director – IT.better meet theneeds of Indian consumers. with dual-SIM. Branding Strategy: For any new company. and product offerings with unique functions. The Galaxy Grand ispowered by Android Jelly Bean operating system and has 21 hours of battery life. Instead of just ads featuring cricketers. the SAMSUNG R&D Centres in India help theCompany to continuously innovate and introduce products customised for the Indian consumer.SAMSUNG on Tuesday. SAMSUNGrecognized the potential of both.SAMSUNG India currently employs around 6000 employees across its R&D Centres at Noida andBangalore. SAMSUNG introduced its leading-technology display products as well as printers in the Indian market and carried out SI meets all overthe country to educate the channel community on its new products? saysRanjit Singh Yadav. under the Galaxy Grand label. In fact. in order to create its brand awareness. SAMSUNG. SAMSUNG India.In India. when it makes its entry into the market. The focus of this concept was to create patriotism through cricketers. signed seven cricket celebrities and indoing this it aimed to cash in on the popularity of cricket in India which is considered a religion inIndia.

Yadav. Consequently. Yadav. it began to make impressive growth in India ?In India. it was named as Worldwide WirelessCommunications Partner of the Olympic Games.? says Mr. As a result.SAMSUNG provided 14. SAMSUNG has positioned itself by developing innovativeproducts. as it knew thatsports attract crowds.? adds Mr. including AbhinavBindra whom wesubsequently signed on as our Brand Ambassador for Consumer Electronics products. The company not only invested hugelyin brand creation campaigns.It has been noted that older companies often portray their products as commodities and generally selltheir products only on the basis of brand without enhancing their quality and lowering their price. SAMSUNG‘s investment on branding has spanned our brand building and corporateinitiatives. In the Athens 2004 Olympic Games. . it also remained a cut above the rest by introducing innovation. The company also organized the biggestevernational level school quiz on Olympics for school children. Theyalso presented themselves in the Olympic Torch Relay.SAMSUNG supported the Olympics cause in India by way of sponsorship of the Indian team. ?In the year 2008.brand. but not without a cost. SAMSUNG has proved to be an exception to this. thus becoming a leader rather than a follower. thesupport for select members of the Indian team. which took place in 27 countries. product investments and investments in the channel. SAMSUNG hugely invested in sports. They alsoshowcased their products for 17 days to the visitors at the Olympic event and also allowed 30. In orderto create a somewhat different image.000 minutes of free calling grabbing the audience to its brand.000 mobile phones and also supported equipment during the games. following hisreturn from the Olympics.However. its Olympic-relatedadvertising campaign brought the company‘s brand closer to customers ?We supported the Indian team to the Beijing Olympic Games as well as provided scholarshipsupport to six Indian athletes for their training expenses.

part of this success was also SAMSUNG‘s openness. it always pays toreduce the lead-time.? adds Mr. ?We willbe strengthening the corporate sales business based on our enhanced lineup.For instance. but SAMSUNGoffered 5-mg phone in 2005. In the year 2009.?says Mr.the company has been able to retain its standard and quality. Yadav. the most advanced mobile phone has only two-mega pixel camera. it has achieved the biggest gain among major brands.The Success Secret Being ahead of the competition is the mantra of SAMSUNG‘s success. ranging from traditional adds to billboards. Yet. we will be expanding our portfolio inNotebook PCs. as being late in business means business is over.?Market will see the .In the year 2009. it communicated SAMSUNG message by presentingitself as a leader of innovation with affordable price. In business. wherever it saw the crowd. Olympic games.SAMSUNG‘s approach is holistic reaching the world customer.SAMSUNG India will be continuing with its channel expansion in the year 2009 as well. It created its branding in multipleways. The company will be tapping our existing brand shops as well as Large Format retail storesfor our IT products? We have just launched our comprehensive range of Notebook PCs and the=Live 360‘ campaign for Notebook PCs.marathons. makingthese people work together at one table designing the best product. racing. even surpassing Sony. The company opened up andrecruited employees from a global pool of talent bringing in talent from various countries. cricket matches.However. In short. SAMSUNG is offering new products lower than the market price. which happened in the case ofmany big brands and competitors. Display products as well as our Printer range. SAMSUNG India is looking at strengthening both the product portfolio and thechannel. Yadav. The strategy paid off and in the pastfive years. This trend boosted the company perception and made it a global brand among the consumers.

Yadav. even as the transition from Desk Top PCs to Notebook PCs andNetbooks will continue. Their brandremained in the forefront of millions of people giving them an edge over its competitors.The words??SAMSUNG Electronics?were written in English so that it would be easy to read andremember worldwide. It is nosurprise that SAMSUNG‘s brand building strategy overtook its competitors in less than the expectedtime.It was this sort of huge investment where millions saw the SAMSUNG‘s message. In the newlogo.? says Mr. the 17?and 19? monitors will continue to dominate in terms of screen sizes. reliability and warmth. The company changed its logo and that of the group.Similarly.Successful branding is all about establishing a long-term vision and crafting the company‘soperations to meet that objective. Thus. SAMSUNGs Strategy to Gain Market Share in the Indian Mobile Phone Market . I expect the LCD Monitor category todominate the market completely. the Large Format Retail will continue tobe a significant channel for selling IT products. =in 1993. as a first step in its globalization drive. the words ?SAMSUNG Electronics? were written in white color on a blue color backgroundto represent stability. With the 43 44. Brand association Brand Associations are not benefits. The Widescreen format will continue to dominate in LCD monitors.introduction of new technologies in the marketplace and some of the trends thatwe saw in the year 2008 will get more pronounced. but are images and symbols associated with a brand or a brandbenefit. SAMSUNGacquired a new corporate identity. The logo was shaped elliptical representing a moving world?– symbolizingadvancement and change. introduction of new technology and convergence products.

And these very same qualities are epitomized by Aamir Khan. self-expression. a good distribution network andwill therefore contribute in strengthening SAMSUNGs reach in the market.The company also announced its new positioning with the new pay-off line Next isWhat? and that it had roped in a leading actor of the Indian film industry Aamir Khan (Aamir) as itsbrand ambassador. 28. Announcing the major celebrityendorsement for the brand." 46 47.700and Rs.The SAMSUNG management has initiated a market-mapping exercise to get into our folddistributors who have relevant knowledge of the market. phones for corporate customers. With Aamirs endorsement of SAMSUNG. Aamir would also feature in its new ads. it was taking initiatives to increasethe number of retailers enrolled as SAMSUNG Mobile Privilege Partners (SMPPs) from around 100in 2007 to around 400 by the end of the year. the fight for the mobile phone market had also become afour-way battle with other leading actors endorsing the rival brands .000. whosequality and depth of work as well as versatility as an actor. president and CEO. discovery. Single and multi-brand retailers had shown an interesting becoming SMPP. HB Lee. In the same month. The company as of early 2008. On the retail front. andexcellence in performance. We are indeed very proud and privileged to have him as our brandambassador. but that the company would launch more expensive mobilephones in the future. credibility. change. "TheSAMSUNG brand stands for qualities of innovation. and acomparatively lower pricedmodel aimed at a bigger chunk of the market. the company launched five new mobile phone models andsaid that it would launch another 13 by the middle of the year.The new distribution strategy would take its penetration level in themarket from the current 55percent to 85 percent by the end of the year. 1. have made him a much loved andrespected actor in India today.Shah Rukh Khan . said. SAMSUNG (South-West Asia). The models that were launchedincluded multimedia phones. its mobile phones werepriced between Rs.

but Bada will have a central app store. whose name is based on theKorean for "ocean. depending on the demand recently to have an impact on international prospective mobilephone users. Most details are left vague. SAMSUNG Bada to rival Android. the dialler and other utilities but extend them with newfeatures of their own. The software. as the forecast would have ." is designed to be open and will compete directly against rivals like AndroidorLiMo. it also signals the likely ends of Symbian andWindows Mobile at SAMSUNG. the mobile phone market in India would be more than 100 million unitsince 20013-14.According to SAMSUNG. including Bada. SAMSUNG has around 46 percent share in the Indiansmartphone market and SAMSUNG was confident of achieving its objective of cornering a 60percent market share in the country. A more formal unveiling is due in the UK forDecember and will be followed by first looks for developers both in December and in January. It will be based on universal standards and wont consider even core aspects of the OS off-limits: developers can not only use contacts. and. HrithikRoshan endorsing Sony Ericsson. More phonesshould be ready by the second half of that year while the app store will expand to 30 differentcountries. including key countries in Europe. With all these new initiatives. If fully representative. SAMSUNG expects the veryfirst device using Bada to show in the first half of 2010 along with the initial app store. Thenews backs analyst claims of SAMSUNG moving to its own plat foradopting modern openplatforms. Linux SAMSUNG entered into the mobile OS arena with Bada. The company said that it had the necessary infrastructure toramp up its production capacity at its manufacturing unit at Noida from the current 6 million annum.endorsingNokia. AbhishekBachchan endorsing Motorola. Carrierswill also have the option of customizing the OS to suit their own tastes.

SAMSUNG uses supply chain to enhance differentiation.SAMSUNG had 18 state-level distribution offices and a direct dealer interface. which is a full-touch handset that places users at the centre of the social media revolution with full support for a wide range of social networks. so that all the players in the supplychain have the right information at the right time about the movement of the products within thechain. So Next is what? Distribution Channels: Along with the launch of new products. This means lower inventories. Its supply chain is beneficial in several ways. Recent happenings were theSAMSUNG Corby. The direct dealerinterface helped the company get quick feedback from dealers. it comeswith bold color options With Ghazini swiping the box office SAMSUNG has enchased on its brandambassador Amir Khan by launching Ghazini mobile games on selected models which is a smartand innovative approach of marketing strategy. It efficient supply chain is transparent.with its eye-catching design. The Corby represents a complete makeover for the youth segment. .Symbian gone entirely by 2011 andMicrosofts OS at just 20 percent by 2012 where it makes up 80 percent of SAMSUNG Windows Mobile therelative minority in numbers. The new mobile compliments theCompany‘s existing touch screen strategy ?touch for every lifestyle? by broadening the market andtargeting the youth audience. increase sales and penetrate new marketsand channels.The future prospects of SAMSUNG mobiles don‘t seem gloomy with the above developments andwith time to come there would be a tough competition with itsrivals. which marks a significant break from the way full touch phones areusually designed. and enabled it to launch productsaccording to consumer needs. The SAMSUNG Corby is notable for both its body design and colors. though not necessarily market share. It helps the company to deliver productsto the customer faster. SAMSUNG also consolidated its distribution system.

GLONET application is used on the B2B i. one at each regional location of the country. the company has setupfour RDCs. The direct dealerinterface helps the company to get quick feedback from dealers. In addition to theintangible benefits like quick feedback from customers help in launching new products. The program is based on incentives so that dealer payments can be madeon time. The SAMSUNG .SAMSUNG has 24 state-level distribution offices and a direct dealer interface. The Company supplies its goods to the Star Elite who supplies goods to the distributor whoin turn sell the goods via their own channel of retailers and distributors. The integrated ERP system enables SAMSUNG to purchaseits requirements from its international procurement offices and also from its Indian vendors. This system enables SAMSUNG toconnect its purchase department with the SAMSUNG headquarters and international procurementoffices through integrated ERP systems.The distribution channel is structured very systematically wherein all the transactions and businessconducted is documented. SAMSUNG delivered its productsdirectly from its factories to its Regional Dispatch Centers (RDCs) and from there to dealers. Tomake delivery of products within 48 hours of the expected date of delivery. and reductions of costs.SAMSUNG has sales and service networks all over India and more than 650 service points. Business to Business front for thevendors.elimination of waste. In addition to GLONETS.SAMSUNG has implemented an innovative logistics system – Global Logistics Network Systems(GLONETS). resulting inshorter business cycles and reduced inventory levels and low waste. SAMSUNG also believes in JIT (Just-inTime) concept to its dealers. This involved linking the key vendors. Thisapplication is also extended to order placement. production plan sharing and invoicing.e. and enables it to launch productsaccording to consumer needs. which form the bulk of SAMSUNG‘s sourcing (26domestic and 30 international) through SAMSUNG‘s GLONET. To minimize time overruns.

The Company will also be creating exclusive SAMSUNG corners in multibrand outletsthis year. meaning minimizing the inventory overhead.SAMSUNG is also planning to invest over $1 million in setting up a chain of exclusive outlets calledSAMSUNG Talkies. as the focus there is to create a shop-in-shop atmosphere. they have been adding valueto the sale to the customer and guiding him to the right purchase decision at a fair price. They consider the Star Elite partner astheir actual product champion as their link with the end customer. But now this site has be closed due to somereasons.Brand shopnetwork complements the over 8500 retail points for SAMSUNG products located across the lengthand breadth of the country. The site was more than an ordinary selling site. The Company plans to supplementits existing SAMSUNG Digital Plazas (Brand Shops) by setting up SAMSUNG DigitAllhomes inselect The SAMSUNG DigitAllhome goes beyond the concept of aDigital Plaza or a Brand Shop because in the DigitalAllhome.The demands and needs within the distribution channel lead to the establishment ofMyMemoryStore. As. . even in themulti-brand outlets. infact it is an industry portalthat allows the business partner to come in and track the relevant industry information within thechannel.The exclusive showrooms: Keeping its target customer to display SAMSUNG products in a morelifestyle ambience and to communicate the product benefits in a more interactive manner. SAMSUNG plans to continue enhancing its penetration levels in thecountry to reach out to more and more Indian consumers.SAMSUNG India has set up a widespread network of over 100 exclusive showrooms comprisingSAMSUNG Digital Zone (focusing on high-end digital audio-video products such as MP3 players.Shop-in-shop: SAMSUNG is ensuring a presence in most big malls and multiplexes. so that thecustomer can visualize the products in his/her own home settings. they are trying to create a moreinteractive environment and providing a more lifestyle orientation to the display.camcorders and LCD/plasma TVs).

Mumbai and Hyderabad. In case of larger retail chains the purchasingdecisions are taken at a national level and happen directly between the company and the head officeof the retailer. In both the caseonce the goods are transferred to the dealers the ownership is taken over by them. For big retailers like – Zone and Next thegoods may be shipped from the C&F agent‘s warehouse owned by the retail chain. In big cities likeDelhi the goods are shipped directly from the C&F agents to the dealers. which will be set up in more than 10 cities across India. Company’s manufacturing units (Noida and chennai) C & F agents (one in each state)Frenchized Distributers Big retaliers Retail chains outlets Small Dealers / Retailers Digital plazas Digital homes Digital worldsSAMSUNG has two manufacturing units on each in noida and chennai. The current policy adopted by . While warehouses for storing theproducts are provided by the C&F agent the goods are still owned by the company. The transactionsare on cash basis and no goods are given on credit. In some cases the smallerdealers may be supplied by the some of larger dealers. The C & F agent takes care of storing andtransporting the goods onwards to dealers and distributors. includingBangalore.The entire SAMSUNG mobile range including the latest handsets will bedisplayed at the outlets. Marketing Strategy: SAMSUNG has to improve it‘s after sales service in order to retain customer and create brandloyalty. A national distributor takecare of the logistics associated with distributing the goods across the country. A carry & forward(C&F) agent is present in each of the main states.

India being a country of villages. South. They should have regional service centres in North. The drawback in their aftersales service strategy is that they have only one customer service centre throughout India which situated in Delhi. SAMSUNG should focus more in the rural market in order toincrease its market share.SAMSUNG should come out with new economic products like LG had taken out?television range aimed only for the rural market.The problem with SAMSUNG is that it is a premium brand and focuses only on urban and semi-urban markets whereas the rural market is neglected to a great extent which is why LG is dominatingin that market.Hence SAMSUNG could have come up with a conventional range of television models whichalthough are no very technologically advanced but fulfills the basic needs. East.SAMSUNG is aggressive spending more on advertising andmarketing and less on retaining customers that is after sales service. Future Prospects: We found out common is that SAMSUNG lacks in after sales service.SAMSUNG earns revenue of only 30% from rural areas. Moreover they should employ and train the technicians toprovide quality and timely sales service.All these strategies are very practical promising higher gains with less cost pains. Moreover it costs 16 times to take the new customer to the loyalty stage. Strategy to Expand Market Share: Currently SAMSUNG ranks second in the Indian consumer durable market whereas LG ranks first.So the corrective strategy to be adopted by SAMSUNG must be to spend more on retaining customerrather than acquiring them as it costs 5 times more to the company to get to a new customer ratherthan pleasing existing ones. and West where the complaints canbe received and processed quickly. When a customer has a complaint he .

Each program under the Hope Project uniquely addresses the needs ofindividual communities while emphasising on innovations for development of the communityincluding education. technology. culture. SAMSUNG places great importance onacting as a responsible corporate citizen in the communities where it operates. SAMSUNG launched the company‘s Corporate Social Responsibility initiative –=SAMSUNG Hope Project with projects in the areas of education. The complaints are not entertained for a period of 10 -15 days.approaches his retailer who in turn registersthe complaint in the Delhi service centre from where the complaints are processed and replacementsare made. engineering and IT technical training. an initiative designed to help under-privileged children through e-learning centers. Its CSR programsrespond to the social and environmental needs and seek to give back to communities where it operates. Social Contribution: Apart from developing innovative technology products. Delhi and . These e learning centres located in different parts of the country impart computerliteracy to underprivileged youth and ensure placements as well. social welfare andcommunity development. SAMSUNG has instituted twoprograms: SAMSUNG Innovation Award with IIT. a partnership between SAMSUNG and variouseducational and media agencies to support grassroots innovations.Innovations for development of the community.The presence of only one service centre makes it very difficult to give timely response as thecomplaints come throughout India. sports. In 2009.Notable local programs include:SAMSUNG Hope for Children.Hence the customer is not satisfied with the after sales service of SAMSUNG.

which are collected first hand by Survey in the field. SAMSUNG partners with INKO to present the SAMSUNG Women‘s InternationalFilm Festival that gives voice and expression to the perspective of women and celebrates her spiritthrough the medium of Cinema. SAMSUNG is partnering with the SahityaAkademi for the Tagore Literature Awards. SAMSUNG is also the Sponsor of the Indian team to the forthcoming LondonOlympics RESEARCH METHODOLOGY The essential part of any report is research methodology. The field study was conducted to analyzethe market share and understand the Brand image of SAMSUNG products. COLLECTION OF DATAData used of this report is mainly primary data. COLLECTION OF SECONDARY DATA The data collected from journals and internet.In some area secondary data may also be taken into consideration. .SAMSUNG Innovation Quotientwhich recognizes India‘s best grassroots innovators from across the countryHope for Culture represents SAMSUNG‘s tribute to the rich Indian cultural heritage throughTagore Literature Awards that recognizes the best literary contributions in 24 Indian regionall languages.Sports Sponsorship is an ongoing initiative wherein SAMSUNG supports top ranking individual sports disciplines with their training expenses while they prepare for the Asian orthe Olympic Games.Additionally. COLLECTION OF PRIMARY DATAThe data was collected through the primary source by survey method using Questionnaire and takingrespondent‘s personal interview.

the study is positioned as both descriptive research and exploratory research. In order to achieve this. Descriptive research objectives is to portray an accurate profile of a situation In this case. this study is hoped to produce hypotheses about what are the marketing strategy decisions that may have caused the success of Samsung in the smartphone industry. The survey strategy allows in collecting quantitative data that can be analyzed quantitatively using descriptive statistics. Exploratory research was chosen as the instrument to collect primary data for this study. The questionnaire will include all techniques of data collection in which persons are asked to respond to . it is possible to collect huge amount of data from a large population in a highly economical way. Through this research. the study focuses on analyzing Samsung marketing strategy that might have caused its success in the smartphone market. Exploratory research is usually used to provide a better understanding of a situation. This is obtained by use of internet questionnaires that will be administered via Facebook inbox and some through emails. Survey strategy is used in this study to collect data. With the survey. The survey strategy is seen as authoritative by people in general and is both comparatively easy to explain and understand.The purpose for this study is to understand the consumer perception to the marketing strategies used by Samsung in the smartphone market. Though it is not designed to come up with final answer or decisions. This is was efficient for this research since it is focused in acquiring information from random smartphone users.

By using a questionnaire. and questions which are answered without an interviewer being present. I thought its best to interview the population of smartphone consumer. telephone questionnaires. It is the interviewee perception that guides the conducts of the interview when performing unstructured interview. I believed to obtain more primary data. The target population for this survey was in the 18 to 50 age group with at least college education. and information collected already by different authors and are referred during this thesis. The interviewees had the chance to talk freely about Samsung products. The survey was based on formal. these are the information acquired through my research that can be compared to the secondary data. Unstructured interviews are informal and are used in exploring in depth general areas of interest. Since the study is based on the consumer perception on Samsung marketing strategies. who are smartphone owners. structured questionnaire that was emailed (Facebook . Questionnaire provides an efficient way of acquiring data from a large sample prior quantitative analysis. The intended group was a small random sample with 30 respondents. Usage of the unstructured interview assisted in explaining and understand the consumer behavior through qualitative data collection. This will help to map up the marketing strategy decisions made by Samsung.the same set of questions that are established in advance. This may include structured interviews. The choice of the questionnaire was influenced by the research questions and objectives and resources for this thesis.

etc. reviews from the smartphone users. The sample size is very low and hence there maybe high probability of error. popularity of the brand. The survey had 10 questions in total and collected data from 20 respondents. product attributes influencing the smartphone purchase decision. An attempt was made to understand whether Samsung smartphone has managed to cater for its consumer demand. . The survey was made up of parts aimed at gathering. that influence the purchase choices. The survey was constructed to study different variables such as quality of the product. the perceived superiority of 25 different smartphone brands in terms of innovation in the market and the effectiveness of Samsung’s promotion strategy. The survey was structured to know consumer perception about Samsung smartphone marketing and thus obtaining their feedback and suggestions. The qualitative data can be useful to develop concepts and about the purchase decision process. In order to reduce the limitations of the quantitative study and gain more insight. value of money. perception of product promotion and other influencing factors that lead to customer purchasing decision.inbox) to the target group in an internet form that could be filled and the data was collected back from respondents electronically. This will assist in mapping the marketing strategy used by Samsung to reach out to its customers. the survey was designed to utilize closed and open-ended questions together that were aimed at gathering qualitative data from the respondents.

Which attributes you consider most important in Samsung mobile? Price Quality Demand .QUSENTIONNAIRE 1. After sale service that has been provided by company is Excellent Good Average Below average 4. Which mobile phone you are using? Nokia Samsung LG IPhone Blackberry Other 2. How is this mobile? Good Better Best Bad 3.

How long you are using the current mobile phone? Less than 1 year 1 – 2 years 2 – 4 years Above 4 years 8. Do you think Samsung mobile is innovative? Yes No 7. Will you be ready to buy a Samsung mobile just because of its brand name? Yes No 10. Will you tell your friends to purchase Samsung mobile? Yes NO 6.Brand image 5. Are you satisfied with the Samsung mobile? Yes No 9. the Samsung brand? Advertisement Appearance Price Functions Quality Why you like .

G.Brand Image Service Others . Data interpretation and analysis Which mobile phone you are using? nokia samsung L. IPhone Blackberry Other .

Iphone(4). Nokia(9).L.Samsung(12). How is this mobile? Price Quality Demand Brand image Interpretation .Interpretation From the above pie chart.G(2). it can be observed that the respondents use SAMSUNG mobile more than other mobile. These numbers shows that Samsung mobile is very famous in consumers.Other(1).Blackberry(2).

After sale service that has been provided by company is Price Quality Demand Brand image Interpretation From the above pie chart. it can be observed that Samsung mobile is good to use. it can be observed that there is need to some changes in aftersales service to make average to Excellent.From the above pie chart. Which attributes you consider most important in Samsung mobile? .

it can be observed that most of the people check quality of mobile then he will purchase. Will you tell your friends to purchase Samsung mobile? .Price Quality Demand Brand image Interpretation From the above pie chart.

it can be observed that only 13 peoples told friends to purchase Samsung mobile. Do you think Samsung mobile is innovative Yes No .Yes No Interpretation From the above pie chart.

. it can be observed that large number of persons are use the mobile in only 1 – 2 years. How long you are using the current mobile phone? Less than 1 Year 1 .Interpretation From the above pie chart.2 years 2 .4 years Above 4 years Interpretation From the above pie chart. it can be observed that only 11 peoples said that Samsung mobile is not innovative it means there is need to make some innovation in Samsung mobile.

Are you satisfied with the Samsung mobile? Yes No Interpretation From the above pie chart. . it can be observed that good number of peoples are satisfied with Samsung mobile.

.Will you be ready to buy a Samsung mobile just because of its brand name? Yes No Interpretation From the above pie chart. it can be observed that 16 out of 30 peoples said that he will ready to buy Samsung mobile just because of its brand name.

SWOT ANALYSIS OF SAMSUNG STRENGTHS Customers are loyal and appreciating the brand.Why you like the Samsung brand Advertisement apperance Price functions Quality Brand image Service Other Interpretation From the above pie chart. SAMSUNG enjoys the widest range of product portfolio which includes Mobile phone. The company is maintaining very good relationship with its suppliers. Tablet. it can be observed that 15 peoples like Samsung just because of its quality and price functions. SAMSUNG is a financial strong and Stable. SAMSUNG is enjoying very good position against its competitors. The company is also maintaining with laborers. The production processes and procedures of inventory management are consistent with industrial standards. .

SAMSUNGis the best in terms of design features and technology. WEAKNESSES SAMSUNG is facing hard competition. Online stores which sell a wide . This results in reduction of sales. refrigerator. mission and strategic corporate objectives. It introduced the world‘s smallest MP3 player and India‘s first 17‖ TFT-LCD-TV monitor. SAMSUNG holds significant market share in most of the product categories. it captured Nokia‘s market share by superior innovation in smart phones. South Korea‘s labor unions are strategically linked for collective bargaining and negotiation. Air conditioner etc. SAMSUNG brand value increased by 80% in past three years. SAMSUNG took advantage of the growing economy of Asian market by setting up manufacturing plant in India there by reducing logistics and supply chain costs. Marketing management needs improvement in all the facts of marketing. first phone with polyphonic ringtones. Home appliance. Camera.TV/Audio/Video. camcorder. It was the first to introduced dual screen mobiles. SAMSUNG Mobile launched a series of Smart phones recently which led to cannibalization. reliability and resale value.1 in terms of market share in mobiles. SAMSUNG is NO. 65k TFT/LCD color phone. pc. SAMSUNG is a hardware leader but has too much of dependence for software from other parties. Chinese products focus on economies of scale and dump into Indian market for lesser cost. HRM also needs improvement in all the facts of human resources management. SAMSUNG enjoys the first mover advantage in terms of introducing advance features in LCD. SAMSUNG need improvements in defining the vision. memory cards and other accessories. Still Nokia is considered to be the most preferred product in India in terms of ease of use. thinnest and lightest note pad etc. printer. phones with rotating lens. The demand for LCD panels is expected to decline in the future.

SAMSUNG is interiorizing the social shifts. Foreign players likeHaier have already started gaining market share in India in home appliances. Regulatory issues and safeguarding of property rights was main threats in legislations. SAMSUNG is planning to make the air-condition product category more strong with unique technology called ‗Triple protection proposition‘. The Indian youth population is growing and mobile phone sales are expected to increase due to lesser call rates. Its financial position is strong and there is a scope of entering into unrelated diversification THREATS The legislation has been passed frequently related to industry. SAMSUNG Mobile and Home appliance has future plans of launching Customized products for Indian market. SAMSUNG is the India‘s official ‗Olympic partner for the 2012 London Olympic and recently launched ‗Olympic Ratna Program‘. Technological transformation takes place in the industry was very high. SAMSUNG is maintaining good international relationship with other countries and the local. SAMSUNG has wide variety of product lines. failure of one product line will have impact on the other and will result in brand dilution.range of products are giving better deals as they don‘t incur cost in distribution channel. This will improve the market share in rural market. OPPORTUNITIES The economic condition of South Korea seems favorable.Threats from Chinese products. entry of foreign players is likely high. This will result enhance brand awareness and increase the sales. SAMSUNG is reasonable equipped to take care of technological changes.Since India is a potential market. It is having constant policy given by the government.Retail Chains like Bigbazaar sell consumer . The competitors like Nokia are focused focused only in one segment.

Conclusion Although Samsung has captured the highest market share in Indian market.Samsung has positioned itself in consumr mind as a quality brand. It means despite of problems and blames. but the company had toface so many problem. For example conflict with the Apple.electronics and home appliance in lowcost strategy which is procured in bulks from foreign market. This blame damaged the reputation of theSamsung all over the world. . But still Samsung is a favourite brand of Indian consmers whether wetalk about Electronic consumer goods or Smartphone. Apple blamed the Samsung thatcompany is copying some of its features and design.