SAMSUNG S MARKETING STRATEGY IN INDIA

RITU SHRIVASTVA(11) SUKRITI MURGHAI(52) SWATI NEGI(63) SWATI PACHORI(64) SWATI SABHARWAL(66)

BACKGROUND NOTE
y Entered India in dec 1995 as 51:49 joint venture with RCSPL y In 2002 set up r&d centre at noida with investment of us $5mn y In sept 2002 won the first prize in consumer electronics category at the annual awards for excellence in electronics y IN NOV 2002 it became a wholly owned subsidary of its parent co.

50 24.00 .40 8.50 19.Samsung revenue growth year 1996 1997 1998 1999 2000 2001 2002 Sales turnover(in rs bn.55 30.56 4.00 5.) 1.

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Wide range of products y Home appliances y y y y ‡ Microwave Oven Refrigerator Air Conditioner Washing Machine Information technology products Note PC HDD CD Rom & DVD Rom Drive CD & DVD Read & Write Solution y Monitors y Laser Printers & Laser Based MFPs y Fax y y y y y TV. video & audio y y y y y y y TV DVD Player Camcorder Audio Home Theater Digital Audio Player Digital Still Camera y Mobile Phones y y GSM CDMA .

Product features(technology) y Refrigerator Bio Ceramic Technology(Bio Fresh Refrigerators) y Super X Flow technology y Electricity Consumption Comparison y i-cool TM y y Micro Oven y High scratch resistance y Higher nutrient retention: y 3D Showerwave y Television y India s first wireless home theater (Bluetooth technology) y Bio Colour Televisions y Silver Nano Technology y DNIe Technology y Color Optimizer y Washing Machine:Turbo power y Quick power optimizer y I-CONTROL SYSTEM:y SUPER DRY y .

After sales service .

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advertising .

Sales promotion YEAR 0ct 2001 May 2002 Oct-nov 2002 STRATEGY Phod ke dekho Dabake jeeto Phir se phodke dekho Samsung rang de kismet Pinning toh winning The $-dollar programme Faster finger first SALES RS 2.75 BN RS 310 CR RS 380 CR March 2003 21% increase in mkt share Oct 2003 June 2004 Feb 2005 .

Sponsorship .

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 Also planning to set up a chain of exclusive outlets called as Samsung Talkies .  Implemented innovative logistic system(Global logistic network system) GLONETS.  24 state level distributor offices & a direct dealer interface.  Also believes in SHOP.IN-SHOP concept. Uses supply chain to enhance differentiation. .  Believes in JIT (just in time).  Supplies its goods to STAR ELITE .

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. Differentiation is the key factor. Pricing plays significant role in samsung success.  Stills samsung reputes being a prenium brand.latest technology at economic cost.  High end technology therefore its marketing mainly focuses on urban areas. aggressive in launching newer models .  Transparent functioning follows fixed MOP(marketing operating price).

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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 .‡ STRENGTHS  Technologically very advanced  New product concept in 5 months  Offers new and innovative design  Heavily investment in technology.

‡ 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 .

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.RECENT PRODUCTS LAUNCHED y 45 NEW SMARTPHONES y LAUNCHED FRRRUNCH RANGE OF SAMSUNG REFRIGERATORS .

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.FUTURE PRODUCTS TO BE LAUNCHED y INNOVATIVE & SMARTER LED TVs IN 2011. y OFFERING 32 & 37 INCHES TVs IN 2011 y ANNOUNCED ITS LAUNCH OF LED 9000 SERIES.

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1 SPOT IN INDIA y REACHING DEEPER & WIDER INTO THE INDIAN MARKET. 1 IN MOBILE PHONES MARKET. .HOW SAMSUNG PLAN TO REGAIN ITS NO. y PLANNING TO BE NO.

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