ABOUT THE COMPANY HISTORY The Samsung Group was founded in 1938 by Lee Byung-chul (19101987).

It was incorporated in 1951 as Samsung Corporation. The meaning of theKorean word Samsung is "Tri-Star" or "three stars".Samsung Electronics was founded in 1969 in Suwon City South Korea asSamsung Electric Industries originally manufacturing electronicappliances such as TVs, calculators, refrigerators, air conditioners and washers. CORE VALUES In everything we do, we strive to help people live better lives. VISSION AND MISSIONSAMSUNG is dedicated to developing innovative technologies and efficient processes that create new markets, enrich people's lives, and continue to make Samsung a digital leader. KEY BUSINESS AREAS CONSUMER ELECTRONICS TELEVISION & LCD TVs MOBILE PHONES MP3 & AUDIO/VIDEO CAMERAS & CAMCORDERS HOME APPLIANCES INFORMATION TECHNOLOGY LASER PRINTER & MULTIFUNCTIONS SEMICONDUCTORS WHAT IS MARKETING

Marketing deals with identifying and meeting human and social needs profitably. WHAT IS INTERNATIONAL MARKETING? International Marketing deals with identifying and meeting human and social needs globally & profitably or we can say reaching the international market and peoples to expand the brand identity. INTERNATIONAL MARKETING STRATEGIES OFSAMSUNG STP APPROACH OF SAMSUNG SEGMENTING Segmenting is the process of dividing the market into segment based on customer characteristics & needs. Segmenting consists of: 1. Geographic segmentation 2. Demographic segmentation 3. Psychographic segmentation TARGETING Targeting is the process of focusing on a particular market with a particular product . LOCAL MARKET TEIR 1 CITIES TEIR 2 CITIES NICHE MARKET

POSITIONING Digital technology leader In 1990 group chairman , Kun-Hee Lee(Lee),initiated transformation from a low-end OEM into a world-class electronics company and now Samsung came to be perceived as a company with exciting product portfolio. TOP Olympic Sponsor for the 2008 Beijing Olympics and Olympic Partner for the 2008 Olympic Torch Relay. Manavjit Singh Sandhu was its Olympic Brand Ambassador and launched the program 'Spread the Olympic Flame'

POSITIONING Digital technology leader APPOINTS OLYMPIC GOLD MEDALIST ABHINAV BINDRA AS BRAND AMBASSADOR FOR ITS CONSUMER ELECTRONICS BUSINESS APPOINTS AAMIR KHAN AS ITS BRAND AMBASSADOR FOR MOBILE PHONES New, spunky, tagline - 'Next is What ?'. It is being used in all of 'Samsung Mobiles' communication material. CONCLUSIONSINITIATIVES TAKEN BY SAMSUNG TOPROMOTE CSR Making CFC gas free compressors. Making the home appliances 5 star rated. Launching freshtech refrigerators in the market. Launching televisions with easy view technology. Merchandising: Mobile: - Kept either brand wise or price wise, as per the store format value store, life style store and luxury store. In a value driven store- The best way to sell is through price point eg Big Bazaar In a lifestyle store, display brand wise , eg: Samsung In a luxury driven store, keep the merchandise category wise, eg: basic model, music phones, business phones.