Marketing strategy of

Samsung mobile
Table of Contents
1. EXECUTIVE SUMMARY.
2. SAMSUNG HISTORY
3. COMPANY HISTORY IN INDIA
4. SAMSUNG PRODUCTS
5. STRATEGIES OF SAMSUNG IN INDIA
6. PRODUCT STRATEGY
7. PRICING STRATEGY
8. ADVERTISING AND SALES PROMOTION
9. DIRECT MAIL
10. TARGET MARKETS
11. POSITIONING STRATEGIES

12. PRODUCT INNOVATION

13. BRANDING STRATEGY
14. BRAND ASSOCIATION
15. SAMSUNGS STRATEGY TO GAIN MARKET
SHARE IN THE INDIAN MOBILE PHONE
MARKET
17. SAMSUNG BADA TO RIVAL ANDROID,
LINUX
18. DISTRIBUTION CHANNELS
19. CONSUMER ELECTRONICS DISTRIBUTION
20. MARKETING STRATEGY
21. STRATEGY TO EXPAND MARKET SHARE
22. SOCIAL CONTRIBUTION
23. OBJECTIVES OF STUDY
24. RESEARCH METHODOLOGY
25. QUSENTIONNAIRE
26. SWOT ANALYSIS OF SAMSUNG
27. CONCLUSION

EXECUTIVE SUMMERY
SAMSUNG is a company that has been steadily growing
throughout the past decade. The following report will help
SAMSUNG maintain the growth that has been enjoyed in the past,
with a strong emphasis on the growth of the all consumer
durables and mobile divisions. By analyzing customers and what
they want, strategies can be devised as to how SAMSUNG can
increase their share of the market. Furthermore, by comparing
SAMSUNGs strengths and weaknesses to that of the competition,
opportunities can be identified and capitalised on.SAMSUNG
entered into Indian market with its technologically advanced
home appliances. But when it entered in an Indian market, it had
to face very tough competition and still its facing tough
competition, but now it has gained the top position among
different companies in India. Not only SAMSUNG has highest
market share in home appliances, but also in Smartphone market.
SAMSUNG created its own marketing strategies and also defined
there target market to penetrate into Indian market. SAMSUNG
aims to have more market share in Indian market. India is a
country having its major consumers in high and medium income,
as the poverty level is declining the major group is turning into
medium income group with some purchasing ability. SAMSUNG
India is now available with a big target market. Already in the
Market major companies are available which is having a trust
among the consumer with respect to the quality, durability &
price. The major competitors in Electronic consumer goods

market are LG, Sony, and Panasonic etc. and in Smartphone

market Apple, LG, Nokia, Blackberry, HTC etc. are the major
competitors of SAMSUNG. In this project we try to find out some
important things; the different kind of marketing strategies of
SAMSUNG in Indian market. Market strategy, positioning strategy,
Marketing Mix(Product Strategy, Price Strategy, Promotion
Strategy), Financial, Innovation, Branding strategy etc,
Competitive advantage of SAMSUNG, SWOT analysis of
SAMSUNG.

SAMSUNG History
Unlike other electronic companies SAMSUNG origins were not
involving electronics but other products. In 1938 the SAMSUNGs
founder Byung-Chull Lee set up a trade export company in Korea,
selling fish, vegetables, and fruit to China. Within a decade
SAMSUNG had flour mills and confectionary machines and
became a co-operation in 1951.From 1958 onwards SAMSUNG
began to expand into other industries such as financial, media,
chemicals and ship building throughout the 1970s. In 1969,
SAMSUNG Electronics was established producing what SAMSUNG
is most famous for, Televisions, Mobile Phones (throughout
90s),Radios, Computer components and other electronics
devices.1987 founder and chairman, Byung-Chull Lee passed
away and Kun-Hee Lee took over as chairman. In the 1990s
SAMSUNG began to expand globally building factories in the US,
Britain, Germany, Thailand, Mexico, Spain and China until 1997.In
1997 nearly all Korean businesses shrunk in size and SAMSUNG
was no exception. They sold businesses to relieve debt and cut
employees down lowering personnel by 50,000. But thanks to the
electronic industry they managed to curb this and continue to
grow. In 1993 SAMSUNG developed the lightest mobile phone of
its era. The SCH-800 and it was available on CDMA networks.
Then they developed smart phones and a phone combined
mp3player towards the end of the 20th century. To this date

SAMSUNG are dedicated to the 3Gindustry. Making video, camera

phones at a speed to keep up with consumer demand.Employing
approximately 138,000 people in 124 offices in 56 countries.

The Making of a Global Brand

In 1993, as a first step in its globalization drive, SAMSUNG
acquired a new corporate identity. Itchanged its logo and that of
the group. In the new logo, the words SAMSUNG Electronics
werewritten in white color on blue color background to represent
stability, reliability and warmth. Thewords SAMSUNG Electronics
were written in English so that they would be easy to read
andremember worldwide. The logo was shaped elliptical
representing a moving world symbolizingadvancement and
change.

Company History in India

SAMSUNG Electronics commenced its operations in India in
December 1995 and is today a leadingprovider of Consumer
Electronics, IT and Telecom products in the Indian market.
SAMSUNG Indiais the Regional Headquarters for SAMSUNGs
South West Asia operations, which providesemployment to over
8,000 employees with around 6,000 employees being involved in
R&D. In2010, SAMSUNG India achieved a sales turnover of US$3.5
billion.SAMSUNG began operations in India through its
manufacturing complex located at Noida (UP) which today houses
facilities for Color Televisions (including 3D, LED and LCD
Televisions),Mobile Phones, Refrigerators, Washing Machines and
Split Air Conditioners categories.SAMSUNG commenced
operations of its second stateof-the-art manufacturing complex
atSriperumbudur, Tamil Nadu in November 2007. Today, the

Sriperumbudur facility manufacturesColor televisions, Fully

Automatic Front Loading Washing Machines, Refrigerators and
Split AirConditioners.SAMSUNG India has two R&D Centers in India
at Delhi and Bangalore. While the Delhi R&DCentre develops
software solutions for hi-end televisions such as Plasma TVs, LCD
TVs and DigitalMedia Products, the Bangalore R&D Centre works
on major projects for SAMSUNG Electronics inthe area of telecom,
wireless terminals and infrastructure, Networking, SoC (System on
Chip)Digital Printing and other multimedia/digital media as well as
application software.SAMSUNG India is a market leader in product
categories like LED TVs, LCD TVs, Slim TVs andSide by Side
Refrigerators. While it is the largest mobile handset brand in India,
it leads in the smartphone segment in India.SAMSUNG India has
won several awards and recognitions for both its corporate
initiatives as wellas its product innovations in audio visual, home
appliance, IT and telecom product categories.Apart from
development of innovative technology, SAMSUNG places great
importance on acting asa responsible corporate citizen in the
communities where it operates. Its CSR programs respond tothe
social and environmental needs and seek to give back to
communities that support the company.In 2009, SAMSUNG
launched the companys Corporate Social Responsibility initiative
=SAMSUNG Hope Project with projects in the areas of education,
culture, sports, social welfare andcommunity development. Each
program under the Hope Project uniquely addresses the needs
ofindividual communities while emphasizing on innovations for
development of the communityincluding education, technology,
engineering and IT technical training.Company consists of five
main business units:
o Digital media Business
o LCD Business
o Semiconductor Business

o Telecommunications o Digital Appliance Business

SAMSUNG India Mobile:

SAMSUNG India Mobile a telecom equipment manufacturer, head
office in New Delhi and countryhead Mr. Ranjityadav. SAMSUNG
has divided the mobile business in to areas: CDMA Mobile
Business GSM Mobile Business.

Objectives of Study
The basic objective of study is to analyze the market share of
SAMSUNG consumerdurables and mobile phone. At the same
time, an attempt was made to understand theBrand image of
SAMSUNG.

PRIMARY OBJECTIVESThe primary objective of the study is

to analyze the market share and understand the Brand image of
SAMSUNG ELECTRONICS INDIA PVT LTD.
SECONDARY OBJECTIVES
- To find out the share of Honda Company product in the market.- To record who are the
major players of consumer durables and automobile industry.
- To find out which is the largest selling automobile company among all the segments.To know the Brand Image of Honda.

Strategies of SAMSUNGin India

PRODUCT STRATEGY:SAMSUNG India has segmented their

products into five categories.
1) MOBILE PHONE 2) TV/AUDIO/VEDIO 3) CAMERA/ CAM
RECORDER 4) HOME APPLIANCES 5) PC/PERIPHERALS/ PRINTERS
SAMSUNG offers the most diverse product mix in the 3D market,
offering LED, LCD and Plasma3D TVs. SAMSUNGs cash cow
product in the 3D market however, is the LED 9000
series.Reposition of its products. In early 1990th SAMSUNG was
still perceived as a conservativemanufacturer and always
associated its brand with bargains. SAMSUNG realized that low
price isjust a major means to compete in the lower-market
whereas in upscale market technology and brandare competitive
means. SAMSUNG decided to penetrate the upscale market and
gave up lower-market in order to exalt its brand image. It
repositioned all series of its products such as mobilephone,
consumer electronics and memory flash to upscale market.
Correspond to SAMSUNGs newposition in the market it has
relatively higher price in it category. To SAMSUNG higher price
wouldbring more profit and at the same time it is the better imply
of good quality. The strategy ofreposition helps SAMSUNG starting
to build its noblest image.Technology innovation SAMSUNG
recognized that digital is the future developing aspect ofconsumer
electronics. They regard the digital age as having both
incalculable potential and risks. Itsa time of intense competitionfortunes can be made or lost in the blink of an eye. SAMSUNG
tookthis challenge as an opportunity. They switched their core
competitive power from massmanufacture to its own brand which
based on digital technology. It is well positioned as one of
theworlds recognized leaders in digital technology and eventually
become the world top innovativecompany in technology.It starts
to provide consumers with innovative and cutting edge products
and rapidly become a hugeplayer in electronics field competing
toe to toe with another magnate Sony.SAMSUNG launched an

industry design revolution in order to get rid of its image of

imitator. Itemployed world top designers to expand their thought
and keep track on the world highest level. Itachieved most of the
Award of American Industry Design which is the most important
award in
industry design area on the global basis. Its brand was recognized
by the consumers and specialists.The technology breakthroughs
enhanced SAMSUNGs brand image of young, fashionable
andstrong function.

Pricing strategy:
Pricing also seemed to have played a significant role in
SAMSUNGs success. Differentiation is thekey for a brand to be
preferred by consumers, when there are so many brands within
the sameproduct category. SAMSUNG believes in providing good
products at reasonable prices to itscustomers. SAMSUNGs
technology plank communications helped the company to gain
marketshare, even though it did not offers any discounts or
exchange scheme when it entered India.SAMSUNG focuses on
cost-cutting measures to keep its price low which helps to combat
thediscount schemes of the local companies.For e.g. - In 2001,
due to high competition in the 20?CTV segment, SAMSUNG had to
resort toprice cuts. The company said that value engineering, new
product lines and new chassisdevelopment had contributing in
combating price erosion. SAMSUNG negotiated with its vendors
toreduce costs on cabinets, plastics, speakers, harness coils,
remote controls, etc. SAMSUNGs Brandimage seemed to have
helped it survive the price erosion. Dealers also agreed to lower
marginsowing to companys brand image.SAMSUNG in the year
2002 drastically reduced its operational costs which enabled the
company tokeep low prices for certain products and extract
higher profit margin from premium products. Thishelped
SAMSUNG to post a turnover of Rs.30 bn, a growth from the year

2001.SAMSUNG is very transparent in functioning. It has a fixed

MoP (Marketing Operating Price)whereby the goods are sold to the
distributors and to the customers at a fixed market price only.The
focus of its competitors is to penetrate in the rural and semiurban mass markets. ButSAMSUNG insists that its a high end
technology driven player. Thats why the urban areas are stilla
focus area for it and only 30 per cent of revenue comes from rural
and semi-urban India. They havealways been a hi-end technology
driven player and want to keep that equity.Not surprisingly, the
target customer for SAMSUNG products wont be found in the
price-sensitivemass market. Adopting the lifestyle product
platform, SAMSUNGs aiming for the high-endpremium market.
Hence SAMSUNG has always been keeping premium prices.
SAMSUNG claimsits never been a price warrior - its focus has
always been on the premium market, which is why ithas remained
a steady No. 2 or No. 3 player in most product categories.It is
difficult to achieve the ambitious targets keeping in mind the
pricing strategy of SAMSUNG.But, they believe that it takes time
to ensure your supremacy in market share. Once you get
yourbrand perception right in the minds of the consumers as a
brand that delivers the best technology andgives you value for
money, then ultimately market share goes up. 35. Later on
SAMSUNG changed its policy a bit and instead of just remaining a
high-end technologydriven brand it tried to change its image to
sell products to the huge number of middle incomefamilies in
India. It started pricing its products on the ?value for money?
concept, keeping in mindthe price sensitivity of Indian
consumers.But still SAMSUNG has the repute of being a premium
brand, aggressive in launching newermodels with the latest
technology and at economic costs throughout the
worldAdvertising

and Sales Promotion-

In 1995, when SAMSUNG entered India, it realized that Indian

consumers were not familiar withthe company. So, in order to

establish itself in the Indian consumers =mind, SAMSUNG

launchedcorporate advertisements highlighting its technologically
superior goods. Brand Ambassador: Aamir Khan Providing free
content on the mobile by collaborating with the copyright owners
of Bollywood movies. For e.gGhajini, Love AajKal Promotional
offers like free entry to the show of =10 kadum 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. Established
many SAMSUNG Mobile Stores to increase the visibility of the
brand

Promotion:Offering advanced technology products and positioning itself on

the technology platform will nothelp a company sell its products if
it fails to communicate properly with the potential customers.
Toraise brand awareness and create strong, favourable and
unique brand associations, SAMSUNGadopted various marketing
strategies like celebrity endorsements, corporate
advertisements,highlighting its technological superior goods and
many promotional schemes. 35

Advertising:SAMSUNG is involved in aggressive marketing and advertising of

its product to develop attitudes,create awareness, and transmit
information in order to gain a response from the target market.
Theirmain advertising channels include media such as
newspapers (local, national, free, trade),magazines and journals,
television (local and national) cinema, outdoors advertising (such
as posters,bus sides). The initial advertisements communicated
presence of SAMSUNG in worldwide marketsand its dominance in
those markets. To increase its brand awareness, SAMSUNG went

in forcelebrity endorsements. Initially, the company signed Hindi

film actress, Tabu, to endorse its brand.Till 2002, SAMSUNGs ads
focused on the technological supremacy of its products. But by
late2002, in addition to the technology plank, the company
started advertising on the plank of =passion for country and
sports (cricket and football). Its latest ambassador is John
Abraham for its mobilephone and Rahul Dravid for its Television
range.

Sales Promotion:
Along with advertisements, SAMSUNG also focuses on
promotional schemes to increase its sales.In October 2001,
SAMSUNG launched its highly successful promotional scheme, the
SAMSUNG=PhodkeDekho Offer. This offer instantly boosted the
sales of the company generating sales of Rs.2.75 from this offer.
The campaign was launched on an all India basis during the
festival season.Under the scheme, consumers who bought any
SAMSUNG product were given a tamper proofplastic coconut with
three coins in it. One out of every 10 coconuts had a lucky coin
with a giftprinted on it. As a part of the campaign, SAMSUNGs
brand ambassador, Tabu interacted with thecustomers and
dealers of SAMSUNG in Bangalore and Chennai and handed over
the lucky select SAMSUNG customers. The prizes included
products from the SAMSUNG range. The PhodkeDekho offer was
followed by another promotion scheme in May 2002,
=DabakeJeetooffer coinciding with the football World Cup. During
the promotion every customer who purchasedcompanys
electronics or home appliances product got plastic football with an
alarm clock in it. Thecustomer had to press the football from the
top, and was given the free etched on the tamper-proofanodized
sticker. Under this campaign, SAMSUNG gave out gifts worth Rs.
100 which includedSAMSUNG digital flat TVs, frost free
refrigerators, microwave ovens, Karisma washing
machines,mobile phones, cameras and Soccer 2002 official

licensed T-shirts from Adidas. This campaignnotched up sales

worth Rs.310 Crores during the period of the Promotion.The next
major promotional campaign was the =Phir Se PhodKeDekho
offer. The offer waslaunched during October-November 2002
generating sales of Rs. 380 crores. It was a repeat of theearlier
=PhodKeDekho campaign.
On March 20, 2003 SAMSUNG Launched SAMSUNG Rang De
Kismat Offer for Frost FreeRefrigerators which entitled a customer
to Lucky Gifts worth Rs 4 Crores with the purchase of
anySAMSUNG Frost free Refrigerator. This Promotion derives its
name from the Rang de Kismatglass, which was handed over to a
customer with the purchase of any SAMSUNG Frost
FreeRefrigerator. The Customer needed to pour chilled water into
the glass and wait for the Bio logo onthe Glass to change color to
find out the gift won by him/her. There were Color Codes for types
ofGifts won by the Customer - For example, a Green Bio entitled a
customer to a SAMSUNGMicrowave oven while a Red Bio gets the
Lucky winner a Gift Voucher from Tanishq worth Rs30,000. This
offer was launched to capitalize on the sales of its Frost free
refrigerators in the summermonths. The Companys market share
went up to 21% in the Frost free refrigerator market after
theoffer.Following its success with its SAMSUNG Rang De Kismat
Offer SAMSUNG India come up withanother innovative Consumer
Offer?SAMSUNGs Bundling Offer with Reliance India Mobile?Forthe
buyers of its Consumer Electronics and Home Appliance Products
in the Delhi and NCR Regionon 25 July, 2003. A buyer of any
SAMSUNG Consumer Electronics or Home Appliance productsgets
the option of walking away with a sleek, advanced SAMSUNG
Mobile Phone N191 modelalong with a Reliance India Mobile
connection, without having to pay any activation
charges.Furthermore, the user gets free talk time worth Rs.600
over a 6-month period. All other paymentterms are the standard
billing terms and conditions offered by Reliance India Mobile
depending onthe package taken up by the customer.On 6 October

2003 SAMSUNG India Electronics Ltd launched its mega festival

promotion called=SAMSUNG Pinning to Winning Offer on an all
India basis. In this Promotion, where the consumerstood to win an
assured gift on the purchase of any SAMSUNG product, have gifts
worth Rs. 100crores to offer as prizes. The offer entitled the buyer
of a SAMSUNG product, a card with a unique16 digit alphanumeric code. All the consumer had to do is SMS ?SAM? followed
by the 16 37
38. character code to 8888 and s/he would immediately get a
message showing what gift has been won.The Gifts won in the
Promotion include; SAMSUNG Projection TVs, SAMSUNG Mobile
Phones,SAMSUNG Yepp Disc Players, SAMSUNG DVD players,
Titan Fast Track Glares, Touch ScreenLandline Phone, Trendy
Portable Travel Iron and Britannica Encyclopedia 3 pack CDs.This
offerwas basically launched to maximize its sales during the
festival season.Following its success with its =SAMSUNG Pinning
Toh Winning Offer SAMSUNG IndiaElectronics Ltd launched =the
$-DOLLAR Program for its IT Reseller and System
Integratorfraternity on June9, 2004. The program meant for the
System Integrators (SI) was applicable onSAMSUNG monitors,
Hard Disk Drives (HDD) and Optical Media Storage (OMS)
products. Eachtime a SI/reseller purchases SAMSUNG products
from a SAMSUNG Star Elite or SAMSUNGStorage Preferred Partner
(SSPP), the SI was issued a cheque. The cheque was of one of the
fourcolors White, Blue, Silver, and Gold depending upon the
products bought.SAMSUNG believes that its SIs and re-sellers play
a pivotal role in business growth. They are theones who provide
them the edge that they need in todays competitive
marketplace. This is why theyhave spearheaded revolutionary
programs for them ensuring healthy growth in revenues
andprofitability.The next sales promotion offer was launched on
Feb 3, 2005 called ?Fastest Finger First? which wasanation wide
contest to find Indias fastest SMSer. The message to be typed
reads as follows: ?Therazor-toothed piranhas of the genera

Serrasalmus and Pygocentrus are the most ferocious

freshwaterfish in the world. In reality they seldom attack a
human". This SMS had to be typed on the cellphonekeypad,
complete with punctuation marks and lower & upper case. No
predictive text (T9Dictionary), QWERTY keyboards/ any keyboard
was allowed. SAMSUNG has launched manysales promotion
campaigns, which were very successful in the Indian market.
These offers generatedhuge profit for the company.YEAR
STRATEGY SALESOct 2001 ?Phodkedekho? offer Rs.2.75bnMay
2002 ?Dabakejeeto? offer Rs.310crOct-Nov 2002 ?Phir se
phodkedekho? offer Rs.380 crMarch 2003 ?SAMSUNG rang de
kismet? OfferOct 2003 ?Pinningtoh winning? offerJune 2004 ?The
$-dollar programme? OfferFeb 2005 ?Faster finger first? OfferAnd
so on. 38

Sponsorship:
SAMSUNG used sponsorship of events like Olympic series to boost
its sales. SAMSUNG was theglobal wireless communications
sponsors at the Athens Olympics. SAMSUNG used the strategy
ofrelating itself directly with the values of the Olympic Games,
which included attributes like worldclass, global, excellence, fair
competition and peace. The Olympic series of August5, 2004
wasSAMSUNGs salute to the Olympic values.SAMSUNG was the
sponsor of Lakme India Fashion Week held on April21, 2005.
TeamSAMSUNG cricketers - IrfanPathan, Mohd.Kaif and
VirendraSehwag launched the Worlds BestHandset, SAMSUNG
D500 during the SAMSUNG Show at the Lakme India Fashion
Week. Thetheme for the SAMSUNG Show was =The Best Thing
Says Everything in keeping with thepositioning of SAMSUNG
D500 - SAMSUNGs latest and path-breaking mobile phone which
hasbeen rated as the =Worlds Best Mobile phone by the 3GSM
Association World Congress held atCannes in February
2005.SAMSUNG sponsored SAMSUNG & MTV Youth Icon 2005 on
June10, 2005. The idea behind thesponsorship was that the

SAMSUNG Mobiles were targeted at the fun loving, lifestyle

oriented andtrendy youth of today. By associating with the
SAMSUNG & MTV Youth Icon, they are seeking tofurther
strengthen their relationship with the youth. SAMSUNG mobiles
make a style statement andby partnering with the Youth Icon, this
positioning is further re-inforced.SAMSUNG was even the sponsor
of SAMSUNG IIFA Awards held on June 13, 2005. Popular
filmactress, PreityZinta was awarded the =SAMSUNG Diva award
while HrithikRoshan was conferredthe prestigious =SAMSUNG
Style Icon award at the SAMSUNG IIFA Awards 2005.
SAMSUNGIndia had carried out an online voting process on the
SAMSUNG India website between May 20th -June 5th 2005 for
selecting the recipient of the =SAMSUNG Style Icon and
=SAMSUNG Divaawards. The same was also promoted
extensively on other sites like indya.com and msn.com as
well.The Company received a phenomenal response to this online
voting contest. ?The =SAMSUNGStyle Icon and =SAMSUNG Diva
awards which have been growing in popularity year on year,
thecompany uses the response level received every year as its
popularity indicator.Direct Mail:SAMSUNG even uses Direct Mail
concept for its product promotion. SAMSUNG sends mail totarget
consumers depending on the database i.e. the frequency of site
visit and on their purchases.SAMSUNG is very actively involved in
e- commerce.

Target markets:
SAMSUNG target market is high and medium income level
communities.
POSITIONING STRATEGIES
The concept to position the brand may be based on the functions
provided by the product, theexperience it offers or symbol it
conveys.Developing positioning strategy requires integrating the
product, price, value chain, and promotionstrategy to focus them

on the market target. The positioning strategy matches the firms

capabilitieswith the buyers preferences.Due to SAMSUNGs
superiority in the general TV market, the threats as you can tell
areminimal. However, in the strategies and opportunities sections
you will find what we are doing toreduce the risk of these threats
having an affect on SAMSUNGs market share. Developing
apartnership with Microsoft will be a vital component to
developing the 3D gaming contentavailability, which is the only
relevant competitive advantage other thanpricing. As
SAMSUNGintroduces new 3D products to the market, the price of
therecurrent products will drop, making themmore readily
available to lower class consumersand expanding the target
market for their 3Dproducts.Product Innovation -SAMSUNGs
product range in India included CTVs, audio and video products,
informationtechnology products, mobile phones and home
appliances. Its product range covered all thecategories in the
consumer electronics and home appliances. Analysts felt that the
wide productrange of SAMSUNG was one of main reasons for its
success in the Indian market. SAMSUNGpositioned itself on the
technology platform.SAMSUNGs emphasis on Product Innovation
and R&D has given the Company a competitive edgein the
marketplace.SAMSUNG has two R&D Centres in India: SAMSUNG
India Software Centre (SISC) at Noida, near Delhi. SAMSUNG India
Software operations unit (SISO) in Bangalore.While the SAMSUNG
India Software Centre develops software solutions for hi-end
televisions suchas Plasma TVs, LCD TVs and Digital Media
Products,
The SAMSUNG India Software operations works on major projects
for SAMSUNG Electronics inthe area of telecom, wireless terminals
and infrastructure, Networking, SoC (System on Chip)Digital
Printing and other multimedia/digital media as well as application
software.SAMSUNG India additionally carries out R&D for product
hardware at its Noida R&D Centre. Thefocus of the Centre is to
customise both audio visual and home appliance products to

better meet theneeds of Indian consumers. From Flat Televisions

with Easy View technology to Frost FreeRefrigerators with
Stabiliser Free Operations, the SAMSUNG R&D Centres in India
help theCompany to continuously innovate and introduce
products customised for the Indian consumer.SAMSUNG India
currently employs around 6000 employees across its R&D Centres
at Noida andBangalore.SAMSUNG on Tuesday, January 22, 2013
launched its latest offering from its popular Galaxystable, under
the Galaxy Grand label, with dual-SIM, priced at Rs 21,500. The
Galaxy Grand ispowered by Android Jelly Bean operating system
and has 21 hours of battery life.

Branding Strategy:
For any new company, when it makes its entry into the market,
there are two ways to stimulategrowth: intensive advertising
campaign, and product offerings with unique functions.
SAMSUNGrecognized the potential of both. ?In terms of products,
SAMSUNG introduced its leading-technology display products as
well as printers in the Indian market and carried out SI meets all
overthe country to educate the channel community on its new
products? saysRanjit Singh Yadav,Director IT, SAMSUNG
India.However, the power of brand building exercise was not lost
on the company. In fact, SAMSUNGiltedmore towards advertising
and brand-making strategy creating awareness of its name
byinvesting large amounts of money in million-dollar brandmaking campaigns.In India, SAMSUNG, in order to create its brand
awareness, signed seven cricket celebrities and indoing this it
aimed to cash in on the popularity of cricket in India which is
considered a religion inIndia. Instead of just ads featuring
cricketers, SAMSUNG launched its?Team SAMSUNG Indiacampaign
all over India. The focus of this concept was to create patriotism
through cricketers, butunder the SAMSUNG brand name the
banner reads?With Team SAMSUNG? The campaign was ahuge
success and it enabled SAMSUNG to increase awareness of its

brand. As a result, it began to make impressive growth in India ?In

India, SAMSUNGs investment on branding has spanned our brand
building and corporateinitiatives, product investments and
investments in the channel,? says Mr. Yadav. ?In the year
2008,SAMSUNG supported the Olympics cause in India by way of
sponsorship of the Indian team, thesupport for select members of
the Indian team. The company also organized the biggestevernational level school quiz on Olympics for school children.
Consequently, its Olympic-relatedadvertising campaign brought
the companys brand closer to customers ?We supported the
Indian team to the Beijing Olympic Games as well as provided
scholarshipsupport to six Indian athletes for their training
expenses, including AbhinavBindra whom wesubsequently signed
on as our Brand Ambassador for Consumer Electronics products,
following hisreturn from the Olympics,? adds Mr. Yadav. SAMSUNG
hugely invested in sports, as it knew thatsports attract crowds. In
the Athens 2004 Olympic Games, it was named as Worldwide
WirelessCommunications Partner of the Olympic Games, but not
without a cost.SAMSUNG provided 14,000 mobile phones and also
supported equipment during the games. Theyalso presented
themselves in the Olympic Torch Relay, which took place in 27
countries. They alsoshowcased their products for 17 days to the
visitors at the Olympic event and also allowed 30,000 minutes of
free calling grabbing the audience to its brand.It has been noted
that older companies often portray their products as commodities
and generally selltheir products only on the basis of brand without
enhancing their quality and lowering their price.However,
SAMSUNG has proved to be an exception to this. The company
not only invested hugelyin brand creation campaigns, it also
remained a cut above the rest by introducing innovation. In
orderto create a somewhat different image, SAMSUNG has
positioned itself by developing innovativeproducts, thus becoming
a leader rather than a follower.

The Success Secret

Being ahead of the competition is the mantra of SAMSUNGs
success. In business, it always pays toreduce the lead-time, as
being late in business means business is over, which happened in
the case ofmany big brands and competitors.For instance, the
most advanced mobile phone has only two-mega pixel camera,
but SAMSUNGoffered 5-mg phone in 2005. SAMSUNG is offering
new products lower than the market price. Yet,the company has
been able to retain its standard and quality.However, part of this
success was also SAMSUNGs openness. The company opened up
andrecruited employees from a global pool of talent bringing in
talent from various countries, makingthese people work together
at one table designing the best product. This trend boosted the
company perception and made it a global brand among the
consumers. The strategy paid off and in the pastfive years, it has
achieved the biggest gain among major brands, even surpassing
Sony.SAMSUNGs approach is holistic reaching the world
customer. It created its branding in multipleways, ranging from
traditional adds to billboards, racing, Olympic games, cricket
matches,marathons. In short, wherever it saw the crowd, it
communicated SAMSUNG message by presentingitself as a leader
of innovation with affordable price.In the year 2009, SAMSUNG
India is looking at strengthening both the product portfolio and
thechannel. The company will be tapping our existing brand shops
as well as Large Format retail storesfor our IT products? We have
just launched our comprehensive range of Notebook PCs and
the=Live 360 campaign for Notebook PCs. In the year 2009, we
will be expanding our portfolio inNotebook PCs, Display products
as well as our Printer range,?says Mr. Yadav.SAMSUNG India will
be continuing with its channel expansion in the year 2009 as well.
?We willbe strengthening the corporate sales business based on
our enhanced lineup,? adds Mr. Yadav.?Market will see the

introduction of new technologies in the marketplace and some of

the trends thatwe saw in the year 2008 will get more pronounced.
Thus, I expect the LCD Monitor category todominate the market
completely, even as the transition from Desk Top PCs to Notebook
PCs andNetbooks will continue. The Widescreen format will
continue to dominate in LCD monitors.Similarly, the 17?and 19?
monitors will continue to dominate in terms of screen sizes. With
the 43
44. introduction of new technology and convergence products, the
Large Format Retail will continue tobe a significant channel for
selling IT products,? says Mr. Yadav.Successful branding is all
about establishing a long-term vision and crafting the
companysoperations to meet that objective. =in 1993, as a first
step in its globalization drive, SAMSUNGacquired a new corporate
identity. The company changed its logo and that of the group. In
the newlogo, the words ?SAMSUNG Electronics? were written in
white color on a blue color backgroundto represent stability,
reliability and warmth.The words??SAMSUNG Electronics?were
written in English so that it would be easy to read andremember
worldwide. The logo was shaped elliptical representing a moving
world? symbolizingadvancement and change.It was this sort of
huge investment where millions saw the SAMSUNGs message.
Their brandremained in the forefront of millions of people giving
them an edge over its competitors. It is nosurprise that
SAMSUNGs brand building strategy overtook its competitors in
less than the expectedtime.

Brand association
Brand Associations are not benefits, but are images and symbols
associated with a brand or a brandbenefit.

SAMSUNGs Strategy to Gain Market Share in the

Indian Mobile Phone Market

The SAMSUNG management has initiated a market-mapping

exercise to get into our folddistributors who have relevant
knowledge of the market, credibility, a good distribution network
andwill therefore contribute in strengthening SAMSUNGs reach in
the market.The new distribution strategy would take its
penetration level in themarket from the current 55percent to 85
percent by the end of the year. On the retail front, it was taking
initiatives to increasethe number of retailers enrolled as
SAMSUNG Mobile Privilege Partners (SMPPs) from around 100in
2007 to around 400 by the end of the year. Single and multi-brand
retailers had shown an interesting becoming SMPP. In the same
month, the company launched five new mobile phone models
andsaid that it would launch another 13 by the middle of the year.
The models that were launchedincluded multimedia phones,
phones for corporate customers, and acomparatively lower
pricedmodel aimed at a bigger chunk of the market. The company
as of early 2008, its mobile phones werepriced between Rs.
1,700and Rs. 28,000, but that the company would launch more
expensive mobilephones in the future.The company also
announced its new positioning with the new pay-off line Next
isWhat? and that it had roped in a leading actor of the Indian film
industry Aamir Khan (Aamir) as itsbrand ambassador. Aamir
would also feature in its new ads. Announcing the major
celebrityendorsement for the brand, HB Lee, president and CEO,
SAMSUNG (South-West Asia), said, "TheSAMSUNG brand stands
for qualities of innovation, change, discovery, self-expression,
andexcellence in performance. And these very same qualities are
epitomized by Aamir Khan, whosequality and depth of work as
well as versatility as an actor, have made him a much loved
andrespected actor in India today. We are indeed very proud and
privileged to have him as our brandambassador." 46
47. With Aamirs endorsement of SAMSUNG, the fight for the
mobile phone market had also become afour-way battle with
other leading actors endorsing the rival brands - Shah Rukh Khan

endorsingNokia, AbhishekBachchan endorsing Motorola, and,

HrithikRoshan endorsing Sony Ericsson.According to SAMSUNG,
the mobile phone market in India would be more than 100 million
unitsince 20013-14. With all these new initiatives, SAMSUNG has
around 46 percent share in the Indiansmartphone market and
SAMSUNG was confident of achieving its objective of cornering a
60percent market share in the country. The company said that it
had the necessary infrastructure toramp up its production
capacity at its manufacturing unit at Noida from the current 6
million annum, depending on the demand recently to have an
impact on international prospective mobilephone users.

SAMSUNG Bada to rival Android, Linux

SAMSUNG entered into the mobile OS arena with Bada. The
software, whose name is based on theKorean for "ocean," is
designed to be open and will compete directly against rivals like
AndroidorLiMo. It will be based on universal standards and wont
consider even core aspects of the OS off-limits: developers can
not only use contacts, the dialler and other utilities but extend
them with newfeatures of their own. Most details are left vague,
but Bada will have a central app store. Carrierswill also have the
option of customizing the OS to suit their own tastes. SAMSUNG
expects the veryfirst device using Bada to show in the first half of
2010 along with the initial app store. More phonesshould be ready
by the second half of that year while the app store will expand to
30 differentcountries, including key countries in Europe. A more
formal unveiling is due in the UK forDecember and will be
followed by first looks for developers both in December and in
January. Thenews backs analyst claims of SAMSUNG moving to its
own plat foradopting modern openplatforms, including Bada. If
fully representative, it also signals the likely ends of Symbian
andWindows Mobile at SAMSUNG, as the forecast would have

Symbian gone entirely by 2011 andMicrosofts OS at just 20

percent by 2012 where it makes up 80 percent of SAMSUNG
Windows Mobile therelative minority in numbers, though not
necessarily market share. Recent happenings were theSAMSUNG
Corby, which is a full-touch handset that places users at the
centre of the social media revolution with full support for a wide
range of social networks. The new mobile compliments
theCompanys existing touch screen strategy ?touch for every
lifestyle? by broadening the market andtargeting the youth
audience. The Corby represents a complete makeover for the
youth segment,with its eye-catching design, which marks a
significant break from the way full touch phones areusually
designed. The SAMSUNG Corby is notable for both its body design
and colors; it comeswith bold color options With Ghazini swiping
the box office SAMSUNG has enchased on its brandambassador
Amir Khan by launching Ghazini mobile games on selected
models which is a smartand innovative approach of marketing
strategy.The future prospects of SAMSUNG mobiles dont seem
gloomy with the above developments andwith time to come there
would be a tough competition with itsrivals. So Next is what?

Distribution Channels:
Along with the launch of new products, SAMSUNG also
consolidated its distribution system.SAMSUNG had 18 state-level
distribution offices and a direct dealer interface. The direct
dealerinterface helped the company get quick feedback from
dealers, and enabled it to launch productsaccording to consumer
needs.SAMSUNG uses supply chain to enhance differentiation,
increase sales and penetrate new marketsand channels. Its
supply chain is beneficial in several ways. It helps the company to
deliver productsto the customer faster. It efficient supply chain is
transparent, so that all the players in the supplychain have the
right information at the right time about the movement of the
products within thechain. This means lower inventories,

elimination of waste, and reductions of costs. In addition to

theintangible benefits like quick feedback from customers help in
launching new products.SAMSUNG has 24 state-level distribution
offices and a direct dealer interface. The direct dealerinterface
helps the company to get quick feedback from dealers, and
enables it to launch productsaccording to consumer needs. To
minimize time overruns, SAMSUNG delivered its productsdirectly
from its factories to its Regional Dispatch Centers (RDCs) and
from there to dealers.SAMSUNG has sales and service networks
all over India and more than 650 service points.SAMSUNG has
implemented an innovative logistics system Global Logistics
Network Systems(GLONETS). GLONET application is used on the
B2B i.e. Business to Business front for thevendors. This involved
linking the key vendors, which form the bulk of SAMSUNGs
sourcing (26domestic and 30 international) through SAMSUNGs
GLONET. This system enables SAMSUNG toconnect its purchase
department with the SAMSUNG headquarters and international
procurementoffices through integrated ERP systems. The
integrated ERP system enables SAMSUNG to purchaseits
requirements from its international procurement offices and also
from its Indian vendors. Thisapplication is also extended to order
placement, production plan sharing and invoicing, resulting
inshorter business cycles and reduced inventory levels and low
waste.
In addition to GLONETS, SAMSUNG also believes in JIT (Just-inTime) concept to its dealers. Tomake delivery of products within
48 hours of the expected date of delivery, the company has
setupfour RDCs, one at each regional location of the country.The
distribution channel is structured very systematically wherein all
the transactions and businessconducted is documented. The
program is based on incentives so that dealer payments can be
madeon time. The Company supplies its goods to the Star Elite
who supplies goods to the distributor whoin turn sell the goods via
their own channel of retailers and distributors. The SAMSUNG

Brand shopnetwork complements the over 8500 retail points for

SAMSUNG products located across the lengthand breadth of the
country. SAMSUNG plans to continue enhancing its penetration
levels in thecountry to reach out to more and more Indian
consumers. They consider the Star Elite partner astheir actual
product champion as their link with the end customer. As, they
have been adding valueto the sale to the customer and guiding
him to the right purchase decision at a fair price.Shop-in-shop:
SAMSUNG is ensuring a presence in most big malls and
multiplexes; even in themulti-brand outlets, as the focus there is
to create a shop-in-shop atmosphere.The exclusive showrooms:
Keeping its target customer to display SAMSUNG products in a
morelifestyle ambience and to communicate the product benefits
in a more interactive manner,SAMSUNG India has set up a
widespread network of over 100 exclusive showrooms
comprisingSAMSUNG Digital Zone (focusing on high-end digital
audio-video products such as MP3 players,camcorders and
LCD/plasma TVs). The SAMSUNG DigitAllhome goes beyond the
concept of aDigital Plaza or a Brand Shop because in the
DigitalAllhome, they are trying to create a moreinteractive
environment and providing a more lifestyle orientation to the
display, so that thecustomer can visualize the products in his/her
own home settings. The Company plans to supplementits existing
SAMSUNG Digital Plazas (Brand Shops) by setting up SAMSUNG
DigitAllhomes inselect cities. The Company will also be creating
exclusive SAMSUNG corners in multibrand outletsthis year.The
demands and needs within the distribution channel lead to the
establishment ofMyMemoryStore.com. The site was more than an
ordinary selling site, infact it is an industry portalthat allows the
business partner to come in and track the relevant industry
information within thechannel, meaning minimizing the inventory
overhead. But now this site has be closed due to
somereasons.SAMSUNG is also planning to invest over $1 million
in setting up a chain of exclusive outlets calledSAMSUNG Talkies.

The entire SAMSUNG mobile range including the latest handsets

will bedisplayed at the outlets, which will be set up in more than
10 cities across India, includingBangalore, Mumbai and
Hyderabad.
Companys manufacturing units (Noida and chennai) C & F agents
(one in each state)Frenchized Distributers Big retaliers Retail
chains outlets Small Dealers / Retailers Digital plazas Digital
homes Digital worldsSAMSUNG has two manufacturing units on
each in noida and chennai. A national distributor takecare of the
logistics associated with distributing the goods across the country.
A carry & forward(C&F) agent is present in each of the main
states. The C & F agent takes care of storing andtransporting the
goods onwards to dealers and distributors. While warehouses for
storing theproducts are provided by the C&F agent the goods are
still owned by the company. In big cities likeDelhi the goods are
shipped directly from the C&F agents to the dealers. In some
cases the smallerdealers may be supplied by the some of larger
dealers. For big retailers like Zone and Next thegoods may be
shipped from the C&F agents warehouse owned by the retail
chain. In both the caseonce the goods are transferred to the
dealers the ownership is taken over by them. The transactionsare
on cash basis and no goods are given on credit. In case of larger
retail chains the purchasingdecisions are taken at a national level
and happen directly between the company and the head officeof
the retailer.

Marketing Strategy:
SAMSUNG has to improve its after sales service in order to retain
customer and create brandloyalty. The current policy adopted by

SAMSUNG is aggressive spending more on advertising

andmarketing and less on retaining customers that is after sales
service.So the corrective strategy to be adopted by SAMSUNG
must be to spend more on retaining customerrather than
acquiring them as it costs 5 times more to the company to get to
a new customer ratherthan pleasing existing ones. Moreover it
costs 16 times to take the new customer to the loyalty stage.
They should have regional service centres in North, South, East,
and West where the complaints canbe received and processed
quickly. Moreover they should employ and train the technicians
toprovide quality and timely sales service.

Strategy to Expand Market Share:

Currently SAMSUNG ranks second in the Indian consumer durable
market whereas LG ranks first.The problem with SAMSUNG is that
it is a premium brand and focuses only on urban and semi-urban
markets whereas the rural market is neglected to a great extent
which is why LG is dominatingin that market.SAMSUNG earns
revenue of only 30% from rural areas.India being a country of
villages, SAMSUNG should focus more in the rural market in order
toincrease its market share.SAMSUNG should come out with new
economic products like LG had taken out?television range aimed
only for the rural market.Hence SAMSUNG could have come up
with a conventional range of television models whichalthough are
no very technologically advanced but fulfills the basic needs.All
these strategies are very practical promising higher gains with
less cost pains.

Future Prospects:
We found out common is that SAMSUNG lacks in after sales
service. The drawback in their aftersales service strategy is that
they have only one customer service centre throughout India
which situated in Delhi. When a customer has a complaint he

approaches his retailer who in turn registersthe complaint in the

Delhi service centre from where the complaints are processed and
replacementsare made.The presence of only one service centre
makes it very difficult to give timely response as thecomplaints
come throughout India. The complaints are not entertained for a
period of 10 -15 days.Hence the customer is not satisfied with the
after sales service of SAMSUNG.

Social Contribution:
Apart from developing innovative technology products, SAMSUNG
places great importance onacting as a responsible corporate
citizen in the communities where it operates. Its CSR
programsrespond to the social and environmental needs and seek
to give back to communities where it
operates. In 2009, SAMSUNG launched the companys Corporate
Social Responsibility initiative =SAMSUNG Hope Project with
projects in the areas of education, culture, sports, social welfare
andcommunity development. Each program under the Hope
Project uniquely addresses the needs ofindividual communities
while emphasising on innovations for development of the
communityincluding education, technology, engineering and IT
technical training.Notable local programs include:SAMSUNG Hope
for Children, an initiative designed to help under-privileged
children through e-learning centers. These e learning centres
located in different parts of the country impart computerliteracy
to underprivileged youth and ensure placements as
well.Innovations for development of the community, a partnership
between SAMSUNG and variouseducational and media agencies
to support grassroots innovations. SAMSUNG has instituted
twoprograms: SAMSUNG Innovation Award with IIT, Delhi and

SAMSUNG Innovation Quotientwhich recognizes Indias best

grassroots innovators from across the countryHope for Culture
represents SAMSUNGs tribute to the rich Indian cultural heritage
throughTagore Literature Awards that recognizes the best literary
contributions in 24 Indian regionall languages. SAMSUNG is
partnering with the SahityaAkademi for the Tagore Literature
Awards.Additionally, SAMSUNG partners with INKO to present the
SAMSUNG Womens InternationalFilm Festival that gives voice and
expression to the perspective of women and celebrates her
spiritthrough the medium of Cinema.Sports Sponsorship is an
ongoing initiative wherein SAMSUNG supports top ranking
individual sports disciplines with their training expenses while
they prepare for the Asian orthe Olympic Games. SAMSUNG is
also the Sponsor of the Indian team to the forthcoming
LondonOlympics

RESEARCH METHODOLOGY
The essential part of any report is research methodology. The field
study was conducted to analyzethe market share and understand
the Brand image of SAMSUNG products.

COLLECTION OF DATAData used of this report is mainly

primary data, which are collected first hand by Survey in the
field.In some area secondary data may also be taken into
consideration.

COLLECTION OF PRIMARY DATAThe data was collected

through the primary source by survey method using
Questionnaire and takingrespondents personal interview.

COLLECTION OF SECONDARY DATA

The data collected from journals and internet.

The purpose for this study is to understand the consumer

perception to the marketing strategies used by Samsung
in the smartphone market. In order to achieve this, the
study is positioned as both descriptive research and
exploratory research. Descriptive research objectives is
to portray an accurate profile of a situation In this case,
the study focuses on analyzing Samsung marketing
strategy that might have caused its success in the
smartphone market. Exploratory research was chosen as
the instrument to collect primary data for this study.
Exploratory research is usually used to provide a better
understanding of a situation. Though it is not designed to
come up with final answer or decisions. Through this
research, this study is hoped to produce hypotheses
about what are the marketing strategy decisions that
may have caused the success of Samsung in the
smartphone industry. Survey strategy is used in this study
to collect data. With the survey, it is possible to collect
huge amount of data from a large population in a highly
economical way. This is was efficient for this research
since it is focused in acquiring information from random
smartphone users. This is obtained by use of internet
questionnaires that will be administered via Facebook
inbox and some through emails. The survey strategy is
seen as authoritative by people in general and is both
comparatively easy to explain and understand. The
survey strategy allows in collecting quantitative data that
can be analyzed quantitatively using descriptive
statistics. The questionnaire will include all techniques of
data collection in which persons are asked to respond to

the same set of questions that are established in

advance. This may include structured interviews,
telephone questionnaires, and questions which are
answered without an interviewer being present.
Questionnaire provides an efficient way of acquiring data
from a large sample prior quantitative analysis. The
choice of the questionnaire was influenced by the
research questions and objectives and resources for this
thesis. By using a questionnaire, I believed to obtain more
primary data, these are the information acquired through
my research that can be compared to the secondary data,
and information collected already by different authors
and are referred during this thesis. Unstructured
interviews are informal and are used in exploring in depth
general areas of interest. The interviewees had the
chance to talk freely about Samsung products. It is the
interviewee perception that guides the conducts of the
interview when performing unstructured interview. Usage
of the unstructured interview assisted in explaining and
understand the consumer behavior through qualitative
data collection. Since the study is based on the consumer
perception on Samsung marketing strategies, I thought
its best to interview the population of smartphone
consumer. This will help to map up the marketing
strategy decisions made by Samsung. The target
population for this survey was in the 18 to 50 age group
with at least college education, who are smartphone
owners. The intended group was a small random sample
with 30 respondents. The survey was based on formal,
structured questionnaire that was emailed (Facebook

inbox) to the target group in an internet form that could

be filled and the data was collected back from
respondents electronically. In order to reduce the
limitations of the quantitative study and gain more
insight, the survey was designed to utilize closed and
open-ended questions together that were aimed at
gathering qualitative data from the respondents. The
qualitative data can be useful to develop concepts and
about the purchase decision process. The survey was
made up of parts aimed at gathering, product attributes
influencing the smartphone purchase decision, perception
of product promotion and other influencing factors that
lead to customer purchasing decision. The survey had 10
questions in total and collected data from 20
respondents. This will assist in mapping the marketing
strategy used by Samsung to reach out to its customers.
The survey was structured to know consumer perception
about Samsung smartphone marketing and thus
obtaining their feedback and suggestions. An attempt
was made to understand whether Samsung smartphone
has managed to cater for its consumer demand. The
sample size is very low and hence there maybe high
probability of error. The survey was constructed to study
different variables such as quality of the product, value of
money, popularity of the brand, reviews from the
smartphone users, etc. that influence the purchase
choices, the perceived superiority of 25 different
smartphone brands in terms of innovation in the market
and the effectiveness of Samsungs promotion strategy.

QUSENTIONNAIRE
1. Which mobile phone you are using?
Nokia
Samsung
LG
IPhone
Blackberry
Other
2. How is this mobile?
Good
Better
Best
Bad
3. After sale service that has been provided by company
is
Excellent
Good
Average
Below average

4. Which attributes you consider most important

in Samsung mobile?
Price
Quality
Demand

Brand image

5. Will you tell your friends to purchase Samsung

mobile?
Yes
NO
6. Do you think Samsung mobile is innovative?

Yes
No
7. How long you are using the current mobile

phone? Less than 1 year

1 2 years
2 4 years
Above 4 years
8. Are you satisfied with the Samsung mobile?
Yes
No
9. Will you be ready to buy a Samsung mobile just

because of its brand name?

Yes
No
10.

the Samsung brand?

Advertisement Appearance
Price Functions
Quality

Why you like

Brand Image
Service
Others .

Data interpretation and analysis

Which mobile phone you are using?

nokia

samsung

L.G.

IPhone

Blackberry

Other

Interpretation
From the above pie chart, it can be observed that the respondents use
SAMSUNG mobile more than other mobile.
Nokia(9),Samsung(12),L.G(2),Iphone(4),Blackberry(2),Other(1). These
numbers shows that Samsung mobile is very famous in consumers.

How is this mobile?

Price
Quality
Demand
Brand image

Interpretation

From the above pie chart, it can be observed that Samsung mobile is good to
use.

After sale service that has been provided by

company is

Price
Quality
Demand
Brand image

Interpretation
From the above pie chart, it can be observed that there is need to some
changes in aftersales service to make average to Excellent.

Which attributes you consider most important in

Samsung mobile?

Price
Quality
Demand
Brand image

Interpretation
From the above pie chart, it can be observed that most of the people check
quality of mobile then he will purchase.

Will you tell your friends to purchase Samsung

mobile?

Yes
No

Interpretation
From the above pie chart, it can be observed that only 13 peoples told
friends to purchase Samsung mobile.

Do you think Samsung mobile is innovative

Yes
No

Interpretation
From the above pie chart, it can be observed that only 11 peoples said that
Samsung mobile is not innovative it means there is need to make some
innovation in Samsung mobile.

How long you are using the current mobile phone?

Less than 1 Year

1 - 2 years
2 - 4 years
Above 4 years

Interpretation
From the above pie chart, it can be observed that large number of persons
are use the mobile in only 1 2 years.

Are you satisfied with the Samsung mobile?

Yes
No

Interpretation
From the above pie chart, it can be observed that good number of peoples
are satisfied with Samsung mobile.

Will you be ready to buy a Samsung mobile just

because of its brand name?

Yes
No

Interpretation
From the above pie chart, it can be observed that 16 out of 30 peoples said
that he will ready to buy Samsung mobile just because of its brand name.

Why you like the Samsung brand

Advertisement
apperance
Price functions
Quality
Brand image
Service
Other

Interpretation
From the above pie chart, it can be observed that 15 peoples like Samsung
just because of its quality and price functions.

SWOT ANALYSIS OF SAMSUNG

STRENGTHS
Customers are loyal and appreciating the brand. SAMSUNG is
enjoying very good position against its competitors. The company
is maintaining very good relationship with its suppliers. The
company is also maintaining with laborers. SAMSUNG is a
financial strong and Stable. The production processes and
procedures of inventory management are consistent with
industrial standards. SAMSUNG enjoys the widest range of
product portfolio which includes Mobile phone, Tablet,

TV/Audio/Video, Camera, camcorder, Home appliance, pc, printer,

memory cards and other accessories. SAMSUNG holds significant
market share in most of the product categories. SAMSUNG is NO.1
in terms of market share in mobiles, it captured Nokias market
share by superior innovation in smart phones. SAMSUNGis the
best in terms of design features and technology. It was the first to
introduced dual screen mobiles, 65k TFT/LCD color phone, first
phone with polyphonic ringtones, phones with rotating lens,
thinnest and lightest note pad etc. SAMSUNG enjoys the first
mover advantage in terms of introducing advance features in
LCD, refrigerator, Air conditioner etc. It introduced the worlds
smallest MP3 player and Indias first 17 TFT-LCD-TV monitor.
SAMSUNG took advantage of the growing economy of Asian
market by setting up manufacturing plant in India there by
reducing logistics and supply chain costs. SAMSUNG brand value
increased by 80% in past three years.
WEAKNESSES
SAMSUNG is facing hard competition. South Koreas labor unions
are strategically linked for collective bargaining and negotiation.
SAMSUNG need improvements in defining the vision, mission and
strategic corporate objectives. Marketing management needs
improvement in all the facts of marketing. HRM also needs
improvement in all the facts of human resources management.
SAMSUNG Mobile launched a series of Smart phones recently
which led to cannibalization. The demand for LCD panels is
expected to decline in the future. Still Nokia is considered to be
the most preferred product in India in terms of ease of use,
reliability and resale value.
Chinese products focus on economies of scale and dump into
Indian market for lesser cost. This results in reduction of sales.
SAMSUNG is a hardware leader but has too much of dependence
for software from other parties. Online stores which sell a wide

range of products are giving better deals as they dont incur cost
in distribution channel.
OPPORTUNITIES
The economic condition of South Korea seems favorable.
SAMSUNG is interiorizing the social shifts. It is having constant
policy given by the government. SAMSUNG is reasonable
equipped to take care of technological changes. SAMSUNG is
maintaining good international relationship with other countries
and the local. SAMSUNG is planning to make the air-condition
product category more strong with unique technology called
Triple protection proposition. SAMSUNG is the Indias official
Olympic partner for the 2012 London Olympic and recently
launched Olympic Ratna Program. This will result enhance brand
awareness and increase the sales. SAMSUNG Mobile and Home
appliance has future plans of launching Customized products for
Indian market. This will improve the market share in rural market.
The Indian youth population is growing and mobile phone sales
are expected to increase due to lesser call rates. Its financial
position is strong and there is a scope of entering into unrelated
diversification
THREATS
The legislation has been passed frequently related to industry.
Technological transformation takes place in the industry was very
high. Regulatory issues and safeguarding of property rights was
main threats in legislations. SAMSUNG has wide variety of product
lines; failure of one product line will have impact on the other and
will result in brand dilution.
The competitors like Nokia are focused focused only in one
segment.Since India is a potential market, entry of foreign players
is likely high. Foreign players likeHaier have already started
gaining market share in India in home appliances.Threats from
Chinese products.Retail Chains like Bigbazaar sell consumer

electronics and home appliance in lowcost strategy which is

procured in bulks from foreign market.

Conclusion
Although Samsung has captured the highest market share in
Indian market, but the company had toface so many problem. For
example conflict with the Apple, Apple blamed the Samsung
thatcompany is copying some of its features and design. This
blame damaged the reputation of theSamsung all over the world.
But still Samsung is a favourite brand of Indian consmers whether
wetalk about Electronic consumer goods or Smartphone. It means
despite of problems and blames,Samsung has positioned itself in
consumr mind as a quality brand.