TURN ON TOMMORROW

INTRODUCTION
• Samsung is one of the world‟s largest technology providers. •

It started out as trading company exporting various products from South Korea to Beijing, China.

Founded by Lee Byung-chul in 1938, Samsung gradually developed into

the multinational corporation that it is today.
• The word Samsung means “three stars” in Korean. • SAMSUNG is dedicated to develop innovative technologies and efficient

processes that create new markets, enrich people's lives, and continue to make Samsung a digital leader.

Samsung in India  Samsung India is the hub for Samsung's South West Asia Regional operations. under the leadership of Mr.  The South West Asia Headquarters. Sri Lanka. looks after the Samsung business in Nepal.  Samsung India which commenced its operations in India in December 1995 headquartered in New Delhi. Maldives and Bhutan besides India. President & CEO. J S Shin. Bangladesh.  Samsung India has widespread network of sales offices all over the country .

. Vision 2020 Samsung Electronics vision for the new decade is. Create the Future.“  The Samsung Philosophy To devote our talent and technology to creating superior products and services that contribute to a better global society. "Inspire the World.

SAMSUNG BUSINESS PRINCIPLES .

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PRODUCTS Digital appliance Air Conditioners Refrigerators Microwave Ovens Washing Machines Vacuum Cleaners Home Net Compressors for Air Conditioners and refrigerators .

 Digital display a) Plasma TVs b) LCD TVs c) Micro Display Panel TVs d) Monitors e) PDP Modules f) OLED Panels g) USB Memory h) Flat Panel Computer Monitors .

 Digital media a) Home Theater Systems b) DVD Recorders c) Super Multi DVD Rewriters d) CD±RW e) Notebook PCs f) Desktop PCs g) PDAs h) PDA Phones i) MP3 Players j) New Karaoke Systems k) Car Infotainment .

Mobile communications CDMA Handsets GSM Handsets 3G Handsets Cellular Phones .

KEY BUSINESS AREAS      TV/ AUDIO/VIDEO CAMERAS & CAMCORDERS PC/PERIPHERALS/PRINTERS MOBILE PHONES HOME APPLIANCES  REFRIGERATORS  AIR CONDITIONERS  WASHING MACHINES .

banners are used so as to grab the attention of the costumers. Day to day advertisement in leading newspaper. They have LG exclusive shopee.  . For the marketing of the products a number of activities are followed   Exhibitions are conducted from time to time. Society and college activities are conducted.  Hoarding. Posters.DISTRIBUTION&MARKETING STRATEGY The company has number of dealers and warehouses.

   Discount at festival time.  LG also uses the radio FM for the promotion activities. category to know the performance of the dealers.  They have their sales persons at various sub dealer store and at mordent trade store for particularly for the promotion of the LG product.  Also provide capon and scratch card for festive season. . For dealer relationship they arrange dealer meting at several time in the year LG divide dealer in gold silver etc.

„Health Air System‟  Microwave Ovens -„Health Wave System‟.„Golden Eye‟ technology  Air-conditioners . . LG – CRICKET  LG has differentiated its products using technology and health benefits.  CTV .

Marketing strategies  Product innovation  Pricing  Distribution  Advertisement & sales promotion .

. October and November)."  Unlike many Indian brands which advertised seasonally i. commented: "Communication creates a mind space among the consumers and LG has occupied that fairly well.e.3 billion on advertising.  In 2002.  Of all the elements of marketing mix. LG seemed to have put more emphasis on promotion and advertising. (two-three months of the festival season-September.Promotion….. LG advertised all round the year. . it spent around 1. An ad agency which handled the account of one of the LG's rivals.

Both the units carry out R&D work for the domestic market as well as for the parent company.  The R&D facility in India. where LG has been investing Rs 2 billion per annum. It also does customized R&D for specific countries to which it exports products. .R&D Potential  LG has set up research and development facilities in India at Bangalore and is in the process of setting up another at Pune. accounts for 90% of the innovations.

Research & development  The company‟s thrust on Product Innovation and R&D have given the company a competitive edge in the marketplace  Samsung has two Software development centres -Samsung India Software Centre (SISC)  -Samsung India Software operations unit (SISO) at Noida and Bangalore  Samsung India is also carrying out Hardware R&D at its Noida R&D Centre. .

COMPARATATIVE ANALYSIS .

Brand Awareness & Market Share SAMSUNG 6% APPLE 6% LG 6%  Market Leader: Nokia MOTOROL A 17%  LG has a pie of 6%  Close competitor of Samsung & Apple SONY ERICSSON 17% NOKIA 48% Mobile Phones .

owing to similar user perception .Conclusions .Mobile Phones  Nokia is the market leader. followed by Sony Ericsson  LG is an emerging player  Direct competition with Samsung.

Brand Awareness & Market Share ELECTROL UX 4% BPL 4% SAMSUNG 11% VIDEOCON 4%  Market Leader.LG  Godrej.Second most popular GODREJ 27% brand LG 35%  Samsung & Whirlpool lag behind WHIRLPOO L 15% Refrigerators .

Conclusions .Refrigerators  LG is the dominant player in the market  Other Players have a segmented market share  Unstructured Positioning of all other Players .

LG LG 39%  Voltas.Brand Awareness & Market Share CARRIER 5% WHITE WESTINHOU SE 3% HITACHI 5% ONIDA 3%  Market Leader.Second most popular brand  Samsung commands the third SAMSUNG 16% position GENERAL 5% VOLTAS 24% Air Conditioners .

Air Conditioners  LG is the dominant player in the market  Closer user perception shared with Voltas  LG rated low on Technological aspects like Noise Levels  Hitachi was positioned high for producing low Noise Levels.Conclusions . .

Brand Awareness & Market Share  Market Leader.Sony LG 25%  LG and Samsung close competitors  Philips has a small market share SAMSUN G 17% SONY 54% PHILIPS 4% LCD TV .

Conclusions. . directly competing with each other.LCD Television  Sony is the Market Leader in LCD TV segment. very similar user perception.  Samsung – LG.