2. Table of Content
1. Telecommunication Industry In India
2. Smartphones Best Selling Brand In
3. History Of Samsung
4. Hierarchy Followed
5. Vision And Mission
8. 5 Years Product Launch
9. Marketing Mix
11. Marketing Strategy
13. Financial Statements
3. Telecommunication Industry In India
• In March 2016, India’s telephone subscriber
base reached 1,058.86 million.
• In March 2016, the wireless segment (97.62
per cent of total telephone subscriptions)
dominated the market, with the wireline
segment accounting for an overall share of
2.4 per cent.
• Urban regions accounted for 57.6 per cent
share in the overall telecom subscriptions in
the country, while rural areas accounted for
the remaining share.
• India is currently the second-largest
telecommunication market and has the third
highest number of internet users in the world.
▪ In 1938 the Samsung's founder Byung-Chull Lee set up a trade export company in Korea,
selling fish, vegetables, and fruit to China.
▪ In 1951 Samsung had flour mills and confectionary machines and became a co-operation.
▪ 1958 onwards Samsung began to expand into other industries such as financial, media,
chemicals and ship building.
▪ In 1969, Samsung Electronics was established producing what Samsung is most famous
for, Televisions, Mobile Phones (throughout 90's), Radio's, Computer components and
other electronics devices.
▪ In the 1990's 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
▪ 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 mp3 player towards the end of
the 20th century. To this date Samsung are dedicated to the 3G industry. Making video,
camera phones at a speed to keep up with consumer demand. Samsung has made steady
growth in the mobile industry
Samsung is dedicated to
technologies and efficient
processes that create new markets,
enrich people's lives and continue
to make Samsung a digital leader. Vision 2020
• Inspire the world, create the future”,
• Is Samsung mission statement in its vision 2020.
• With this new vision, Samsung commitment is to inspire its communities by
taking advantage of its key strength, creative solutions, innovative products
and new technology, as they continue to promote its new values for
Samsung core networks.
• This includes industry, partners and employees.
• Samsung hopes to contribute a better world and rich experience for all,
using this efforts.
• Also as part of its vision, Samsung has a plan to reach $400 billion in
revenue and be classified as worlds’ top five brands by 2020.
• Quite simply, a company is its people. At Samsung, we’re dedicated to giving our people a wealth
of opportunities to reach their full potential.
• Everything we do at Samsung is driven by an unyielding passion for excellence—and an unfaltering
commitment to develop the best products and services on the market.
• In today’s fast-paced global economy, change is constant and innovation is critical to a company’s
survival. As we have done for 70 years, we set our sights on the future, anticipating market needs
and demands so we can steer our company toward long-term success.
• Operating in an ethical way is the foundation of our business. Everything we do is guided by a
moral compass that ensures fairness, respect for all stakeholders and complete transparency.
• A business cannot be successful unless it creates prosperity and opportunity for others. Samsung
is dedicated to being a socially and environmentally responsible corporate citizen in every
community where we operate around the globe.
22. Marketing Mix Of Samsung
• Samsung Offers a great variety of mobile phones and its latest are
Samsung Galaxy S and A series along with Samsung Galaxy Note
series. Its budget phone is Samsung Guru.
• Its products are top end with latest technology, good battery back
• A lot of service center are there to support the products.
• A variety of models in every price range to cater to the customer’s
• Launched the curved screen phone with Galaxy edge series.
• Product is durable with dust and water resistant in higher category.
• Support the latest android update
23. Marketing Mix Of Samsung
• The price of Samsung phones are very competitive
when compared to the quality and durability they offer.
• The starting price of Samsung Guru series is Rs 1200
and latest phone can go unto Rs 60,000.
• Competitive pricing High end phones are launched at
very premium price of Rs 60,000 and they generally
comes down to range of Rs 40,000 in a year.
• Skimming price strategy is adopted in the case of high
• Here is the price list of 300+ Samsung phones
on Flipkart, Snapdeal or Amazon.
24. Marketing Mix Of Samsung
• Place is the distribution channel of your products.
Various distribution channel are available in today’s era
and you need to decide on the combination of single
• Samsung has following different distribution channel to
support it massive number of mobile phones.
• Samsung sells its thru mobiles online and offline
• Samsung appoints distributors which sells to retailers
and sub dealers.
• Samsung sells directly through its online site
• Distributors also sells to e-commerce sites
like Flipkart, Snapdeal or Amazon.
25. Marketing Mix Of Samsung
• This is one of the interesting P out of the 4P
of Marketing Mix of Samsung.
• Samsung is known as a mega advertiser and
very active online and offline to market its
• Like Apple it organizes a mega launch event
for its new phone launch which is followed
by million across the globe.
26. STP of Samsung
Samsung Electronics (Mobile Division) operates in one of the most competitive markets of
the world. According to the US Federal Communication Commission 67 new Smartphone
devices are introduced every year. Samsung traditionally had a conservative image that
focused on low-price products for the lower end of the market. With low prices it was able
to compete in the lower-market whereas in the upper market it had lesser penetration. To
penetrate the upper-market Samsung had to give up their lower-market position and focus
on innovation and perceiving a higher brand value. The following is the STP Analysis of
▪ It has Samsung Guru Segment for rural areas as well
as Galaxy segment for urban areas.
▪ Samsung is one of the largest manufacturers of
mobile phones and it shares the highest cell phone
customers in India.
▪ It has something for everyone.
• Samsung mobile is available for those customers too who have
their choice based on their lifestyle.
• Samsung came with some so fancy mobile phones specially for
girls and cheaper touch screen stylish phones so that everyone
can enjoy touch screen.
• The rate of normal mobiles.
• Samsung has its range of mobile phones start from 1200-32,000+.
• Samsung has mobile phones for youth, age of 16-29, for
businessmen etc. for middleclass youth it has Samsung Guru
which is for govt. lower class workers also.
• Guru has many variants; it is coming in 3G also. It is a good
option if you want to get a cheap 3G handset. Samsung
Galaxy is a good option for youth as it has many attractive
features as Wi-Fi, 3G.
• Galaxy is also for Businessmen.
• Samsung has partnered with IT industry leaders to bring you
the most relevant enterprise solutions and the most
comprehensive mobile implementation of Exchange
• Decidedly adept in security concerns and the answer to your
every business need, the Galaxy S II is ready for serious
After segmenting the market based on the different groups and classes, the
targets need to be chosen. Samsung mobiles have the following target
Trendy young people.
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
Positioning is about the customer perception about the brand as being different
from the other brands on specific dimension including product attributes.
▪ The strategies adopted by samsung to position itself in the mobile phone market
are as follows:
▪ 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.
33. Samsung’s has the largest marketing budget in the competition and this fact partially explains the leadership
position of the business in terms of market share (see Figure 1 below). The total marketing budget for 2013
amounted to USD 363 million, which is a decline by 10% compared to the previous year. Samsung marketing
strategy integrates various forms of advertising, events and experiences, public relations, direct marketing and
personal selling as discussed further below in more details.
MARKETING BUDGET OF SAMSUNG ELECTRONICS AND ITS MAJOR COMPETITORS FOR 2013
34. Samsung marketing communication strategy comprises two steps and each step involves a set of separate
activities. It has to be noted that legal review as an important element of marketing communication process is
present in both steps – production and execution. This is because neglecting legal implications associated with the
development and delivery of marketing communication messages can cause considerable damage to the brand
image with severe financial implications.
▪ Print and media advertising is one of the core elements of the marketing mix
extensively utilized by Samsung Electronics. Moreover, partnership with
Fox channel in the US to run four 30-second advertising clips during the
National Football League, college football and World Series games in 2012
have been praised as efficient marketing campaigns.
▪ Samsung print advertising in popular newspapers, magazines and journals
have previously included direct attacks on its major competitors, notably
Apple. For example, a print ad campaign titled ‘It doesn’t take a genius’ is a
clever play of words on Apple’s emphasize on genius branding. The print ad
compares major functionalities of iPhone5 and Galaxy S III and illustrating
the superiority of Samsung’s product on several fronts.
▪ Viral marketing is also extensively used by Samsung as one of the most
effective advertising methods. For example, the latest 60-second viral
marketing video titled “Anticipation” is a successful attempt to associate
Samsung Galaxy S6 with excitement and a sense of achievement and
▪ Samsung is one of the largest
companies in the world.
▪ Samsung is mostly famous for its
product quality, but besides the
gadgets, Samsung is known for being a
sponsor giant. Current sponsorship of
Samsung is Sydney Opera
House, Australian Olympic
Team, NSWIS Awards, Oceania
38. Product Innovation
▪ Samsung's product range in India
included CTVs, audio and video
products, information technology
products, mobile phones and home
appliances (Refer Exhibit I).
▪ Its product range covered all the
categories in the consumer electronics
and home appliances.
▪ Analysts felt that the wide product range
of Samsung was one of main reasons for
its success in the Indian market.
▪ Samsung positioned itself on the
▪ 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 dealer interface helped the
company get quick feedback from
dealers, and enabled it to launch
products according to consumer needs.
41. Continuous Innovation
Why did Samsung conduct a global creative review in 2014, and what did you learn from it? Did it reflect
organizational changes within Samsung's marketing department?
Samsung has multiple divisions: mobile, digital appliance, visual display. Periodically our leadership team reviews our
agencies in terms of expertise and experience. We have some long-term relationships with our agency partners, but we
review to see what we can do better together. As a partner, we try to learn a lot from our multiple agencies and their
different expertise. We learned a lot from that (2014 review) process. It's part of our efforts to increase efficiency and be
consistent in our communication as a company. It doesn't necessarily mean that we are changing our marketing approach
or strategy at all.
On the premium end, Samsung has always done battle with Apple. Now there's increasing pressure from lower-
end manufacturers like Huawei, Xiaomi, OPPO and Vivo. How will you compete with them going forward?
The mobile industry has been very dynamic for the past few decades. Being a leader now does not mean that you can
sustain that leadership forever. Samsung knows that very well, and that's why we keep our mindset very humble and
relentlessly pursue better technology, superior marketing campaigns and more efficient global operations. I respect the
brands you mentioned, their commitment and efforts to enter into the global market from several local success stories.
We will focus on providing better value to our consumers, the way we have always been … successful. We are always
ready and very confident to win.
▪ Most Trusted Brand by The Brand Trust Report, India
▪ Ultra Data Saving Mode was awarded as Excellence in Mobile Device and Equipment ET Now Telecom Excellence
▪ Special Recognition Award for the most Attractive Employer, CE industry, Randstad
▪ Best Contact Centre at Kamikaze Customer Fest
▪ Best Service Leadership at Kamikaze Customer Fest
▪ Most Happy Customers at TeleAnalysis Leadership Awards
▪ Best Aftermarket Service at TeleAnalysis Leadership Awards
▪ Most Stylish Smartphone of the year by CNBC Awaaz TechGuru for Galaxy S6 edge, Note 5
▪ Samsung Mobile ranked India's 2nd Most Trusted Brand in India by The Economic Times Brand Equity
▪ Most Trusted Brand in Consumer Durables by The Economic Times Brand Equity
▪ Most Trusted Brand in Mobile Handset/Tablets by The Economic Times Brand Equity
Samsung marketing strategy is a perfect example for marketers to progress
and grow. No matter how hard you try, it’s crucial to create a powerful
marketing strategy for your business to grow and evolve. Furthermore,
having multiple products can dramatically benefit your company, but if it’s
not wisely used, then the whole firm might collapse. So, being cautions is
vital. And never spare your energy, time and money on marketing, because
it’s the core competency of your business development.