^v[v )vv 20101

Ti,v.n I,vi 20101

Tvnv, )vni[ 201010
Tvcc[ ^cnv 20101!
)oni v 20101
novv.ion
The Samsung Group was founded in 1938 by Lee Byung-chul
(1910-1987).
The meaning of the Korean word Samsung is "Tri-Star" or "three
stars".
Samsung ndia commenced its operations in ndia in December
1995 enjoys a sales turnover of over US$ 1Bn in just a decade
of operations in the country.
'i.ion
'Ov vin i. o vin c.nnooi.v cvvc.ni in nc
nvivn nv[cv.c c.cn v. ov ov i. o cvn nc
o.c vnv c.c. o{ noc vnv noc o{ ov nvivn
.on.vnc.."
^. } nin
Tc.ivcn (1O
vn.vn ovn +c. /.iv 1cvv Qvvc.
cncnvion
W Segmenting is the process of dividing the market into
segment based on customer characteristics & needs.
WGeographic segmentation
WDemographic segmentation
WPsychographic segmentation
Ivcin
%argeting is the process of focusing on a particuIar
market with a particuIar product .
W LOCAL MARKE%
%ER 1 C%ES
%ER 2 C%ES
To.iionin : 'Iiiv c.nnoo, cvvc"
ppoints R KH s ts Brand
mbassador For obile Phones.
ppoints Olympic Gold edalist
BH' BDR s Brand
mbassador for its consumer
Electronics Business.
Tovv. vc,
^oic Tnonc
Second largest player after okia (n ndia).
Products line comprising over 50 models.
I' , /vvio , 'ivco
Known for their innovation and technology.
First to bring the concept of LED technology in televisions.
(vncv , (vn.ovc
Fine technology and optical innovations such as auto focus and
"optical zoom capabilities.
Though high on technology are at affordable range.
1onc /ivn.c.
Leading home appliances manufacturer.
'ision in terms of product innovations like silver nanotechnology,
twin cooling etc.
T( , Tcincv. , Tinc.
ot a leader in this segment.
But inclination of high end technology shows into these products
also.
^v[c nvc
olour Television forms 30%
share of the sales volume.
Refrigerators & ir
onditioners together form
30% share of sales volume.
Refrigirators & s T's Others
Ti.c vc,
Ti.in .vcic. {oo.cv , vn.vn
ompetition-based pricing
Based on distinctiveness and value proposition
Premium pricing
ntroduction of innovative technology.
439/
Ti.in .vcic. {oo.cv , vn.vn
Focus on cost-cutting measures
ot offer any discount and exchange offers.
Fixed market operating pricing(oP)
ewer been a price warrior.
Ti.c )vnc
vn.vn
^oic Tnonc.:
^ - ,!^21,^^ !,002,000
I', .ivco vvvio
I':
To]c.ion I'
(I To]c.ion I' ^,000 10^,000 ^,^^0^^,^^0
Iv Tvnc
Tv.nv 2,000 ^,0,000 2,^,000,0,000
(I I' ^,^^0 2,000 ,0001,^,^00
Iv I'
2^ in.nc. 1^,^^0 1,^^0 20,2^0,^^0
21 in.nc. ,^^0 1,^0 ^,1^011,^^0
(on.cnionv I'
21 in.nc. 1!^0 ,^^0,^^0
20 in.nc. ^0 ^^0 ,^0,^0
Ti.c )vnc (oninvcv.
I'I Tv,c: ,^^0 - ,000 ,^^0!,^^0
/vvio:
'(I ,.cn ^,^00 2,^^0 ,002,^^0
I'I ,.cn 1,200 2,^^0 1,^^02^,^^0
1onc Incvc: 12,^^0 ,000 1,^^01^,^^0
n{onvion c.nnoo, ovv..:
)oc T( ^,^^0 1^,^^0 ^,001,0,000
(I )on I'I )on Ii.c
(I )on Ii.c. 0 1,00
I'I )on Ii.c. 1,00 1,^00 ,00
(I I'I )cvv +ic ovion
(I +ic. 1,00 !,20
(ono Ii.c. ,000,000 ,00
I'I +ic. !,00 ,00
Ti.c vnc (oninvcv.
^onio.
()I ^onio.
1" nvi. in )vnc ,000 1,0
1" 1n, c.c )vnc ,!0 ,0
(I ^onio. 1,000 !,000 1^,00!,00
1onc vivn.c.
^i.o.v.c O.cn
oo !,^^0,^^0 ,!^0,^^0
i ,^^0 10,^0 ,^^01,^^0
(on.c.ion 12,^^0 1,^0 12,^^01,^^0
)c{icvo:
Iic. (oo Io. Icc ,00 10,200 ^,^011,!00
ivc , .ivc .,.cn ,000 1,20,000 ^,0001,2,000
/i (onviionc:
n.v (ni +invo. 1!,^^0 2,^^0 1,!^020,^^0
n.v (ni i 2!,^0 !1,^^0 2,0!2,00
Tv.c vc,
(v.onc nv[cin .nvnnc.
(nvnnc 1
(nvnnc 2
(nvnnc
(nvnnc !

MM
MM
MM
MM WW
Jobber Jobber
CC
WW
CC
RR CC
CC
RR
RR
(nvnnc Ic.in Ic.i.ion.
5
nalyzing
consumer
service needs.
nalyzing
consumer
service needs.
Setting the
channel
objectives
and constraints
Setting the
channel
objectives
and constraints
dentifying major
alternatives.
dentifying major
alternatives.
Evaluating the
major alternatives.
Evaluating the
major alternatives.
Designing
distribution
channel.
Designing
distribution
channel.
Tv.c vc, o{ vn.vn
W Three types:
vailable everywhere
Selective
Exclusive
T/(1 I)/I1
W state level distribution offices
W Direct Dealer interface
W Regional dispatch centers(RD)
Ii.ivion ,.cn
W One level channel
W Two level channel
W Shop-in-shop
W Exclusive Showrooms
W Sales and Service network all-over the ndia.
Ii.ivion )c.o[
actory
RegionaI
distributing
center
Branch warehouse
Direct
deaIer
Modern
retaiI/
ExcIusive
stores &
Samsung
digitaI
pIazas
Distributor
Sub - DeaIer
Consumer/Customer
Original equipment manufacturer/vendor or supplier
Promotion Strategy
Tin ^cviv /v.ci.in
n 009, Samsung ndia was the second most user of Print
edia fter LG Electronics in consumer durables.
Icc.i.ion /v.ci.in
ncnc /v.ci.in
Onc /v.ci.in
W Official Sponsor:
1) 'ancouver 010 Paralympics Winter Games.
) Samsung up.
3) helsea Football lub.
) Sydney Roosters.
5) SR extel up
6) French People's Baseball Team
7) Texas otor Speedway.
Onc /v.ci.in
W Brand mbassadors:
1) amir Khan -> Samsung obile.
) Priyanka hopra -> Samsung onsumer Durables
3) bhinav Bindra -> Samsung onsumer Electronics
vc. Tonoion
W Diwali Offer to the ustomers.
vc. Tonoion
Toin o{ vc
W Point of Purchase promotion.
W Use of Electronic billboards, danglers etc.
)vv Tonoion
W Challenges:
Electricity Shortage.
cute Water Shortage.
Poor Transportation availability.
onsumer Finance Options.
Literacy rate.
ulture and traditions.
Rural reach.
Too many languages and dialects.
Rural Promotional Strategies:
Haat or weekly markets
elas (5,000 melas; 7.6lakhs visits annually)
Wall paintings
ustomer contacts (home-to-home)
'an campaigns
Event management
)vv Tonoion
LG down Iall during the year.
Explosive increasing demand
Indian mass market
W Regional market activation due to the
decentralization
World cup/ Asian game
Utilization oI local R&D centers
#1 Service (Customer satisIaction 97)
Premium brand image positioning
High-end technology
Cultural identity
Innovative and Iashionable design
Various kind oI products
Solid domestic market
Godrej comes with Iull product line.
W Investing in core technologies.
W Strong requirement Ior transIorming oI
technologies
Emerging native companies
High price
InsuIIicient distribution channel
The core technologies` high dependency
on Ioreign country (High royalty)
Weak cost competitive power
Lack oI patent possession
S S
WW
TT
OO
+OI /nv,.i.