GROUP 2 Ajitha Kondabala 1302-195 Anisha Damani - 1302-024 Anvesh Reddy 1302-049 Alok Kumar 1302-020 Chinalee Garg

arg 1302-196 Gourav Didwania 1302-057

OVERVIEW
Introduction Marketing Philosophy Market Environment Competitors SWOT Analysis Marketing Strategy Marketing Mix Conclusion

INTRODUCTION

1938

Founded by Lee Byung-chul as a trading company.

1960

Entered the electronics industry

1970

Started the construction and shipbuilding industries

1987

Separated into four business groups Samsung Group, Shinsegae Group, CJ Group and Hansol Group

1990

Increasingly globalized its activities, and electronics, particularly mobile phones and semiconductors

Market
Consumer Market Business Market

How is Samsung better than competitors in after sale service?

Actual Product benefit

Augmented Benefit

MARKETING PHILOSPHY

Devote the talent and technology for creating superior products and services that contribute to a better global society

Societal Marketing Concept

MARKETING ENVIRONMENT

Customers

Employees

Suppliers

Political Competitors & Legal

Public

Media

MICRO FACTORS

Political & Legal

Demography

MACRO FACTORS

COMPETITORS

SWOT analysis of SAMSUNG

Mass low cost producer

Mass Differentiation

Generic Brand Strategies

Targeted low cost producer

Targeted Differentiation

Profit in 2012

Android Phone Market Share

Market Retention

HELPFUL
Strengths Financially strong Positioned Well Market Leader Societal Marketing Opportunities Growing market Brand extension. Low price Mobiles devices

HARMFUL
Weakness Not as innovative Often new products Low cost producer image Porters mid market trap Threats Stiff Competition Chinese mobiles Law suits

EXTERNAL

INTERNAL

(4 Ps for Indian Market)

MARKETING MIX

 Product
Range of Mobile phones Tablets including smart phone tablets CDMA phones for Rural areas Range of Home Appliances

Pricing
Reduced costs by local production Lower price than Apple products Different prices for different segments

 Place
Consolidated on its distribution System Quick feedback from direct dealers system Quick response to customer needs

Promotion
Corporate Events Celebrity Endorsements Fastest finger first Samsung and MTV Youth Icon award

Video

STP

Segmentation
Identify distinct groups of buyers who differ in their needs and wants.

Geographic

Demographic Age, Gender, income, education

Behavioral: V=B/P Loyalty Usage Rate

Psychographic

Targeting
No Limit. However, it can be identified in the trendy young generation Suffered from Cannibalism
PRESENT
INTERMEDIATE

INITIALLY

Positioning How well you can categorize your product so that consumers understand what the brand
offers & what makes it superior. Create an unique brand image for itself as a high value driven brand.

How well you can categorize your product so that consumers understand what the brand offers & what makes it superior.

CONCLUSION

 Samsung has successfully followed the societal concept of marketing and the new product development process, and has the opportunity to compete if they continue to do so. The focus will be on creating stylish products but also improving interactivity between Samsung products. They have positioned their brand well in a differentiated market and have attractive business units. Samsung's focus on quality is apparent through all three levels of product development.