Samsung Mobile and its Marketing

1. (inspire the next, creating
the future)

2. GROPU-7
Sudhir Kumar
Mayank Goyal
Siddharth Singh
Hitesh Mishra
Nitin Mishra
Kunal Kishore

4. SAMSUNG GROUP
 TYPE - PUBLIC(KOREAN)
 FOUNDED - 1938
 FOUNDER - Lee Byuna-Chul
 HEADQUATERS - Samsung Town, Seoul
South Korea
 Area Served - World Wide
 Key People - Lee Kun Hee
(Chairman, Ceo)
 Employees - 3,19,958.

5. HISTORY AND BACKGROUND
 Samsung group has been founded in 1938 and firstly
they started with export of dried fish, fruits and
vegetable.
 Samsung electronics was founded in 1969 in Suwon
city south Korea as Samsung electric industries
originally manufacturing electronic appliances such as
TVs, calculators, refrigerators, air conditions and
washing machine

6. Contdi…
 In 1980, the company acquired Hanguk Jeonja Tong sin
in Gumi, and started to build telecommunication
devices. Its early products were switchboards. The
facilities were developed into the telephone and fax
manufacturing systems and became the centre of
Samsung's mobile phone manufacturing

7. VISION OF COMPANY
 Samsung believe that through technology innovation
today, we will find the solutions we need to address the
challenges of tomorrow.
 Samsung is guided by a singular vision: to lead the
digital convergence movement.
 It’s our aim to develop innovative technologies and
efficient processes that create new markets, enrich
people’s lives and continue to make Samsung a trusted
market leader.

8. PRINCIPLES OF THE COMPANY
 The company has adopted the five core principles
values.
1. We complies with laws and ethical standards.
2. We respect our customers, shareholders, and
employees.
3. We are socially responsible corporate citizen.
4. We care for environment health and safety.
5. Clean organizational culture.

9. Smart phones
 Smart phones are Internet enabled phones with many
functions which allowing us to perform multi-task.
 Smart phones are affecting productivity, communication
in the work place, social engagement, and education in a
positive manner.

10. Contdi..
 Smart phones have enhanced the education
sector, students are able to do all their work on the phones.
 Smart phones help students and employees to connect to
other computers on a network or the Internet thereby
allowing them to perform their tasks with having to be in
the school area or work offices/buildings.
 The number of people using social networks e.g
facebook, twitter has increased since people have Internet
on their finger tips.

11. SMARTPHONE FUNCTIONS
 In addition to the basic phone capabilities, it allows us to
send and receive e-mail messages and access the Web
 They communicate wirelessly with other devices or
computers
 Functions as a portable media player and include built-in
cameras
 Some have a touch screen, others mini keyboards
 Offer a variety of application software e.g. word
processing and games.

13. SAMSUNG SMART PHONE
 After achieving the huge success Samsung want to deal
in the new world of smart phone and give the
competition to the present leader they introduce the
Samsung Galaxy Nexus which is first phone with
android 4.0. Features screen resolution 720p video
support up to 1080p and new surfing experience with
high speed

14. CAMPAINING OF SMART PHONE
 TARGET AUDIENCE:-
They targeted the customer who were
between the age group of 25 to 34 because they are
aware of the technology trend feature quality and
competitive product. The customer is 70%male and
30% female.

15. Contdi…
 They taken the area of 30 mile which they done survey
in different cities they go to restaurant clubs bar sports
club where they easily find the young people and make
them aware about the new phone technology and
gather the market, this campaign is for 28 days.

16. RESULT
 The initiative ran as scheduled and delivered 139% of
media play against plan.
 1,111,060 Audience Impressions
 Total unaided brand awareness was 73%, an incredible
49% increase over the previous year
 Total Brand Awareness level was sustained at the high
90’s.
 This campaign initiative was featured in Strategy
Magazine.

17. SAMSUNG INDIA

18. SAMSUNG INDIA
 SAMSUNG India Electronics Pvt. Ltd. is a 100% owned
subsidiary of SAMSUNG Electronics Co. Ltd. (SEC).
 The company consists of five main business units:-
1. Digital Appliance Business,
2. Digital Media Business,
3. LCD Business,
4. Semiconductor Business and
5. Telecommunication Network Business.

19. SAMSUNG SMARTPHONE
STRATEGY

20. SAMSUNG SMARTPHONE STRATEGY
PRODUCT DIVERSIFICATION
 Product Range is from contemporary to hi-tech
 Diversifying products so that each and every segment
is covered

21. SAMSUNG SMARTPHONE STRATEGY
FOCUS OF THE COMPANY
Product Innovation through usage of leading edge
technology
Customer Satisfaction
Continuously Upgrading with technology
Tapping the ever growing High-end Consumer
Tweaked its focus to concentrate on middle class
segment also.

22. SAMSUNG SMARTPHONE STRATEGY
 Understanding the tomorrow ‘s markets and
consumers.
 Spending a good amount of its revenue on R&D.
 Arriving first with light weight & speed efficiently
 Making smart choices that grow markets .
 Creating Value That Can’t Be Touched

23. SAMSUNG APPOINTS AAMIR KHAN AS
ITS BRAND AMBASSADOR FOR MOBILE
PHONES
on Mar 18, 2008

24. Contdi…
 Announcing Aamir Khan as SAMSUNG’s Ambassador
for Mobile Phones, stated Mr. H. B. Lee, President &
CEO, SAMSUNG South West Asia Headquarters, "The
SAMSUNG brand stands for qualities of
innovation, change, discovery, self-expression and
excellence in performance.
 These very same qualities are epitomized by Aamir
Khan, whose quality and depth of work as well as
versatility as an actor, have made him a much loved
and respected actor in India today. We are indeed very
proud and privileged to have him as our Brand
Ambassador".

25. SAMSUNG SMARTPHONE IN INDIA
 "India is a fast-growing mobile market and we will
continue to strengthen our portfolio across price
points," Ranjit Yadav, country head for Samsung's
Mobile and IT business.
 Samsung uses multi-platform strategy in smartphones
as the company launches phones across
android, windows phone and its own Bada operating
system.
 Samsung has 24% market share in the Indian mobile
phone market, they planned to launch at least 3-4 new
phones monthly.

26. DISTRIBUTION NETWORK
OF SAMSUNG
Original equipment manufacturer/vendor or supplier
Factory
Regional Branch warehouse
distributing center
Distributor Direct dealer Modern retail/
Exclusive
stores &
Samsung
digital
plazas
Sub - Dealer
Consumer/Customer
26

28. COMPETITORS OF SAMSUNG
Major Competitors of Samsung:-
NOKIA
LG
MOTOROLA
SONY ERICSSON

29. STRENGTH WEAKNESS
OPPORTUNITY THREAT

30. STRENGTH
 Samsung:
Longtime
supplier, Prestigious brand
Wide range of retailer
network
 Competitive prices compared
to other smart phones
 Eye-catching
design, trendy, broad
product line

31. STRENGTH
 Interactive user
 Support diverse services
 Open platform, easy to
install configuration

32. WEAKNESS
 A new operating system
→less compatible apps and
games
 Not used widely
 Specializes in hardware,
not software→ heavily
dependent on external
software suppliers

33. OPPORTUNITY
Chance of large market
share in upper class

34. OPPORTUNITY
Outstanding in Mobile
World Congress 2011
>> more investment and
cooperation

35. THREAT
 Hard to complete
with others.
 The growth>
consumer demand.
 Loosing customer
confidence.

36. BIBLIOGRAPHY
 WWW.Samsung.com
 WWW.wikipedia.com
 WWW.Marketsurvey&facts.com
36