MARKETING INNOVATIONS OF SAMSUNG

Name - Debolina kundu PGDM 2ND Semester Roll no - 201109

SAMSUNGu A BRIEF HISTORYu..

y Samsung Electronics was founded in 1969

in Suwon , South Korea as Samsung Electric Industries.

Mr. B D Park is the present CEO of Samsung south west Asia operations and Managing Director

HOW SAMSUNG MOBILE STARTED OUT

ESTABLISHED: 1938

Samsung started out as a small shop in Daegu, South Korea, and gradually built up into a massive conglomerate covering everything from ship building to insurance. The Samsung Electronics business we know best was set up in 1969, initially making TVs, but launching a telecommunication division in 1977. The companys first mobile, the SH-100, was released in 1988.

Samsung woos Indian middle class with technology leadership and premium imagery. The word middle class became synonymous with the words emerging trends as in the next 10-20 years this group will probably take where India is today to becoming the largest consumer markets

INNOVATIVE STRATEGIES
y The philosophy of Samsung has been to offer a

smart phone for everyone , at a range of prices, targeting the masses as well as the top end y Product & product design innovation has been one of the key strategies for Samsung y Pricing is another significant factor for Samsung y Samsung is connecting with consumer through innovative advertising i.e Promotion & retail front y Place i.e distribution, expansion & access an important part of the strategy

PRICE
Rs.30,50032,500

Rs. 28000 Rs. 7,975

(Samsung plans to bring down price of smartphones to Rs 10,000 by the year-end.)

WHAT SAMSUNG IMPLEMENT

y Samsung recently came up with a light laptop which

was made with Duralumin y It collaborated with Italian designer & come up with a range of designer refrigerators, air-conditioners and flat televisions with 3D LED y With the philosophy smartfone for everyonein June 2010 launched Galaxy(android) & Wave(samsung proprietory Bada) platform y Smartphone covers price between Rs.6000-32,890

PRODUCT

PROMOTION
Samsung being innovative at advertising also. In terms of advertising Samsung believes in bringing experience to life The advertising strategy helps the brand create awareness about its creation
C:\Users\Debolina\Favorites\Desktop\Samsung Galaxy S2 Commercial.flv

RESULT
Samsung has managed to double its market share from 12.3% in December 2010 to 27.3% in September 2011 in the smart phone category. In terms of top end Samsung is tapping into the aspirational value. This gets converted into purchasing of more affordable products which are driven through accessible price & wider distribution.