A SALES PRESENTATION SUBMITTED TO Prof AJIT SHARMA

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SUBMITTED BY: VIKRAM SINGH V SATYA DEEPAK TANUSHREE BARAL

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.

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PRODUCTS OF SAMSUNG

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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.

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Established many Samsung Mobile Stores to increase the

MARKETING STRATEGIES contd..

Samsung became a local sponsor for the

Seoul 1988 Olympic Summer Games. of The Olympic Partner (TOP)

In 1997, the company then became a member Samsung is recognized for providing the

Games with crucial, real-time information service in support of the world's largest sporting event. partnership through the 2016 Olympic Games.

Samsung is proud to carry on its Olympic

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STP STRATEGIES

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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.
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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.

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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.
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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

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CURRENT POSITION IN VARIOUS SEGMENTS

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CURRENT POSITION IN VARIOUS SEGMENTS

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TELEVISION

CURRENT POSITION IN VARIOUS SEGMENTS

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MOBILE PHONE HANDSETS

CURRENT POSITION IN VARIOUS SEGMENTS

GLOBAL MARKET SHARE OF SAMSUNG IN THE WORLD

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STRENGTHS

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

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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

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