A SALES PRESENTATION

SUBMITTED TO Prof AJIT SHARMA

SUBMITTED BY:
• VIKRAM SINGH
• V SATYA DEEPAK
• TANUSHREE BARAL
• RICHA SHARMA
• SHEFALI GARG
• SHIPRA SINGH
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.
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.
STP STRATEGIES
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

CURRENT POSITION IN VARIOUS
SEGMENTS

GLOBAL MARKET SHARE OF SAMSUNG IN THE

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