TOPI

C
STUDY OF PRODUCT MIX OF
SAMSUNG
 INTRODUCTIO
Nfounded in 1969 in Suwon, South korea as Samsung Electric
 Samsung electronics was
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
electronic 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 the 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.
 Samsung in india
 Samsung Electronics commenced its operations in India in
December 1995.

 Two R&D centers in India- Delhi & Bangalore.

 In 2010 achieved a sales turnover of $3.5 billion.

 Market leader in LED TVs, LCD TVs, Slim TVs.

 India’s largest mobile handset brand.

 Leading in smart phone segment in India.

Samsung logo
 Product mix
 When it comes to its products, Samsung has a clear advantage. Samsung
products are trusted since they have delivered excellent results in recent years.
Samsung is well-known for its services, and buyers should be aware that any
of its products can be serviced extremely quickly. As a result, one of
Samsung’s strength points in the marketing mix is its product line.

 Samsung’s product categories are as follows:

i. Tablets
ii. Mobile phones
iii. Televisions – LEDs, LCDs. Plasma TV, SMART TV, HDTV, etc
iv. Cameras
v. Refrigerators
vi. Air Conditioners
Washing Machine
IT – Laptops, printers, and accessories
 Product mix : Samsung
SMARTPHONES J Series S Series Note Series
TABLETS
G TAB S G TAB A G TAB J
WEARABLES Smartwatches Smart Fitness Air Buds
ACCESSORIES Covers Headset Cables Watch Straps

T.V. Curved LCD QLED Plasma

AUDIO Soundbar Home system Party Audio Speaker

KITCHEN
APPLIANCES Microwave Convention Grill Oven

LAPTOPS Chrome Book Galaxy Book Top Load

WASHING Automatic Semi-Automatic

A.C. Split Air Air Purifier

 Stp of samsung

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 business.

 The Common cellular phone users.

 Organizations such as: service to public safety, the

government, and the both utility and manufacturing
enterprises.

 Institutional sales for colleges.

 Target is not only number driven but also about acquiring

and retaining customers.
 Positioning
 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 5G 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.
4P’s IN MARKETING
 Promotion of samsung

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SPONSORSHIPS

 Samsung is proud to carry on its Olympic partnership

through the 2016 Olympic Games.
 Promotion is an important part of the company’s marketing mix. Advertising,
according to Samsung, is the most effective kind of marketing for attracting new
customers and positioning the brand.

 Samsung uses print media, social media platforms, and digital media to market new
goods. To take advantage of celebrities’ large followings, the brand has invited several
celebrities to serve as brand ambassadors and market the product that proves to be
very efficient.

 Recently Samsung released their new range of smartphones related to the Korean
singer band BTS. (It includes exclusive packaging, colours, and in-box items featuring
members of the band)

 Samsung also introduced its new feature known as the Samsung Virtual Assistant
to drive in the audience.
 conclusion
 Product mix provides the basis of products strategy.
Business can increase in four ways .i.e. width, length depth
and consistent. New lines can build reputation to other
lines.
Thank you