2. History Of Samsung
The SPC-1000,
introduced in 1982, was
Samsung's first person-
-al computer.
Samsung SGH-
P930 launched
around 1980s.
Samsung’s 1970
semiconductors.

3. SOME NEW SAMSUNG PRODUCTS

4. Samsung’s Target Market

5. Samsung’s Brand Positioning

7. REASONS FOR SUCCESS AND COMPETITIVE STRENGTHS.
1) Innovation.
2) Aggressive brand building.
3) Partnership with market leaders.
4) Marketing in an economic downturn.

9. Innovation
• Budgeting $40 billion for R&D in
2005-2010.
• The company has 24,000 basic
patents.

11. Aggressive brand building
• From 1998-2009 the company spent $7 billion in
marketing.
• It sponsored 6 Olympics.
• Ran several global campaigns themed “Imagine “ ,
“You” and etc. Some of its ad campaigns used for
massive brand building, are shown next.

12. Some Of Samsung’s Ad Campaigns

13. With
market leaders

15. Some examples of partnership with market leaders
Samsung Windows Mobile Samsung Android Mobile

17. MARKETING IN AN ECONOMIC DOWNTURN
During Asian financial crisis of the late 1990s when Korean chaebols
collapsed beneath a mountain of debt, Samsung took a different
approach. It cut costs and reemphasized product quality and
manufacturing flexibility.

18. MARKETING IN AN ECONOMIC DOWNTURN
During 2008-2009 economic downturn Samsung slashed profit
margins, decreased production, and cut inventories. As a result
the company emerged with record high quarterly profits at the end
of 2009.

19. What’s Next For Samsung

20. Samsung’s Goal
$400
2020.

21. Samsung’s Future Products
To achieve its aggressive goal
by 2020 Samsung has to
explore areas like health care
and home energy products.

22. Created by : Tirthankar Mittra (Jadavpur University)
Under Prof. Sameer Mathur(IIM Lucknow)