SWOT , Marketing Strategies in India , STP , 4 Ps

1. PRESENTED BY
Abhishek Tyagi
Rajat Sharma
Ashutosh Dubey
Malikzada Raashid Rashid
L Bendangsashi Jamir

3. SAMSUNG ELECTRONICS
Samsung Electronics was founded in 1969 in Suwon,South Korea as Samsung
Electric Industries.
In 1988, it merged with Samsung Semiconductor & Communications.
In 2005, Samsung surpassed Japanese rival Sony for the first time to become the
world's largest and most popular consumer electronics brand as measured by
Interbrand.
 In 2006,Samsung was rated 20th in the list of global brands and innovation and
2nd in the electronics industry.
 In 2007, Samsung Electronics' handset division overtook American rival
Motorola, making it the world's second-largest mobile phone maker. It was also
ranked as the #1 company in global brand in electronics.
In 2009, Samsung overtook Siemens of Germany and Hewlett-Packard of the
USA with a revenue of $117.4 billion to take the No.1 spot as the world's largest
technology company

4. SAMSUNG IN INDIA
 Samsung Electronics commenced its operations in India in December
1995
 Two R&D centers in India- Delhi & Bangalore
 In 2010 achieved a sales turnover of $3.5 billion
 Market leader in LED TVs, LCD TVs, Slim TVs
 India’s largest mobile handset brand
 Leading in smart phone segment in India

5. Competitors of Samsung
 Apple
 Sony
 LG
 Micromax
 Philips
 Panasonic

6. SAMSUNG LOGO
First logo was developed in the year 1958 2nd logo from the year 1979-1993
It was the present logo of Samsung from the year 1993
Tagline:
“Imagine the Possibilities”

7. SWOT Analysis of Samsung
Strength
 Samsung enjoys the widest range of product portfolio
 Samsung holds significant market share in most of the product categories
 Samsung is the best in terms of design features and technology. It was the first to introduced
dual screen mobiles
 Samsung brand value increased by 80% in past three years
 Investment in R&D reached 4 billion in a year
Weakness
 Samsung Mobile launched a series of Smart phones recently which led to cannibalization
 Samsung is a hardware leader but has too much of dependence for software from other
parties.
 High Employee Turnover
 High Debt Level $3 Billion
 Poor customer service in Rural Areas

8. SWOT Analysis of Samsung
Opportunity
 Growing demand of smartphones and various products
 The Indian youth population is growing and mobile phone sales is expected to increase due to lesser call
rates
 Samsung is proud to carry on its Olympic partnership through the 2016 Olympic Games.
 Disposable Income level is increasing
 Samsung Mobile and Home appliance has future plans of launching Customized products for Indian market.
This will improve the market share in rural market
 Samsung is planning to make the air-condition product category more strong with unique technology called
‘Triple protection proposition’
 Growth of Tablet market

9. Threats in the SWOT analysis of Samsung
 Saturated Smartphone markets in developed countries
 Rapid Technological Change
 Price War
 Threat of Chinese Products
 Competition from other competitors like Apple , Microsoft ,HTC ,
Micromax etc

10. PRODUCT
PROMOTION
Price
4P’s IN
MARKETING
Place

11. Product Mix of Samsung
PRODUCTS
LCD AND LED
PANELS
MOBILE PHONES
SEMICONDUCTORS
TELEVISIONS
Others
• OLED
• AMOLED
• 100.2$
• Amoled
samsung
wave
• Amoled
Advanced +
USA &
INTERNATIONAL

12. Price Mix of Samsung

13. Place Mix of Samsung
 Samsung has its own stores which can be found around the world. Not
only in Asia , but also in America, Europe, Australia and Africa.
 Samsung has its stores located & also its service center at places
where it is closes to the customer reach.
 At the stores, we not only can buy the product that sold, but also feel
the experience of digital lifestyle.

14. Promotion Mix of Samsung
Sponsorships
 The Summer and
Winter olympics games
 Chelsea FC shirt
sponsorship deal
 Horse jumping
(Samsung Superleague).
Sales Promotion
Advertisement
Samsung is proud to carry on its Olympic partnership
through the 2016 Olympic Games.

15. MARKETING STRATEGIES IN INDA
 Brand Ambassador: Amir Khan , Shahid Kapoor and Fahad
khan.
 Providing free content on the mobile by collaborating with
the copyright owners of Bollywood movies. For e.g.
Bhajrangi BhaiJaan,PK , PK and other super hits.
 Organizing contests like ‘Samsung Mobile Karaoke Festival’
 Opening the Samsung Fun Club for better customer
relationships.
 Free online software updates, tutorials and customer service
 Established many Samsung Mobile Stores to increase the
visibility of the brand

16. SAMSUNG 5 FORCE ANALYSIS
HIGH HIGHMEDIUM
MEDIUM
LOW

18. STP OF SAMSUNG:
 Demographic by Age:
- Middle Age groups
- Teenagers
- Executive class
 Behavioral Segmentation.
 Technological Segmentation.
 Designing the new products on the latest trends.
 Apt prices for all income groups of the society.
 More of a B2B orientation.
SEGMENTATION

19. TARGETING
 Trendy young people.
 Professionals.
 Large businesses.
 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
customers.

20. POSITINING
 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.

21. Samsung.
Thank You