2.  GROUP MEMBERS:-
Muhammad Usama
Luqman Yunas
ATIQ UR REHMAN
ABDUL GHAFFAR KHAN
ABDUL MUTAL
Project of Principle of Marketing

4. COMPANY REVIEW

5.  Samsung was founded by Lee Byung- Chull in 1938 as
a trading company
 South Korean company
 Largest Information Technology company measured
by 2011 revenues
 Assembly plants and sales networks in 61 countries
Introduction

6.  In first quarter of 2012, Samsung became world’s
largest mobile phone maker by unit sales,
overtaking Nokia, which had been the market leader
since 1998
 In third quarter of 2012, it sold 98 million phones, of
which 55 million were smartphones
Cont.….

7. Samsung logo
First logo was
developed in the
year 1958

8. 2nd logo from the
year 1979-1993

9. It was the present
logo of Samsung
from the year 1993
Tagline:
“Inspire the World,
Create the Future”

10. Lee Kun-Hee (Chairman & CEO)

11. Products

13. o In the Micro Environment of company it’s
includes the company “suppliers” because even
the slightest delay in receiving supplies can result
in dissatisfaction.
o “Marketing Intermediaries” which refers to
reseller of the products.
o “Competitors” are also factor in the micro
environment & include companies with similar
offerings for goods and services.
Micro Environment

14. o Company’s Macro Environment includes
o Demography
o Economic Environment
o The technological environment
o The political environment
Macro Environment

15.  The pricing of the product
 Placement of the product
 Distribution of the product
 The market segmentation
Marketing Mix of the brand
 Product Customer Solution
 Price Customer Cost
 Place Convenience
 Promotion Communication
Marketing strategy and
Marketing Mix

16.  Sony: is a good competitor due to its brand loyalty
and its market value for its products
 LG: LG is now a days making efforts and trying to have
a competition in the market.
 Toshiba: Moving towards the latest technology in LED
TVs
 Panasonic: Creating new ideas in LED.
 Apple: Also creating innovative ideas
Major Competitors of the
Selected Product

17.  Culture: Moving from TV  Monitor screen  LCD screen
 LED TV
 Social aspect: Family environment, Social communications
 Personal factors: Lifestyle, Salaries, status
 Psychological: Motivation, Perception and Learning
Characteristics affecting
consumer behavior

20.  The process of breaking of buyers into groups
that are different from each other but internally
similar
Why Segment???
 Segmentation allows us to chose which buyers to
target and provides important insights as to how
to appeal to them.
What is Market Segment??

21. age
gender
geographic location
income
spending patterns
cultural background
demographics
marital status
education
language
mobility
Market Segmentation characteristics

23. Geographic Segmentation:-
Samsung geographic segmentation is world wide, they
sell their phones in 61 different countries. They make slight
variations in languages and applications but the physical
appearance of their phones is universal.
Demographic Segmentation:-
o Age Segmentation : -
Their target age segmentation is teens, young
adults and mid 30's.
Marketing Segmentation

24. o Income Segmentation : -
Their target income segmentation is middle class and high class
income.
o Family Life Cycle Segmentation : -
Their target family life cycle is young single.
o Gender segmentation:-
Smartphones are not gender specific but since women shop
more than men.
Marketing Segmentation(cont..)

25. Behavioural segmentation:-
 On the basis of occasions, product usage, benefits
sought, brand loyalty
Psychographic segmentation:-
 Psychographic profiles on a target market
segment are obtained by doing a lot of
questionnaires and surveys to ask people if they
agree/disagree with certain statements made about
particular activities, interests or opinions
Marketing segmentation

26.  The life cycle stage of our brand is growth stage and
moving towards the maturity
 Company is making efforts to make the product to
the Maturity Level
 The company has to maintain the Smart TV as a Star
product of Samsung to move it towards Maturity
level
 Samsung allocated 60 to 65% of the market share on
this product
Life cycle stage of your brand
and its corresponding strategy

29. Price set to ‘penetrate the market’
‘Low’ price to secure high volumes
Suitable for products with long
anticipated life cycles.
May be useful if launching into a new
market.
Penetration Pricing

30. High price, Low volumes
Skim the profit from the market
Suitable for products that have short life cycles or
which will face competition at some point in the
future.
Skimming strategy

31. Value Pricing Strategy
Price set in accordance with customer
perceptions about the value of the
product/service
Examples include status products/exclusive
products

34. SWOT
Strength
Opportunities
Threats
weakness

35.  Well diversified and differentiated product line,
to meet changing customer needs. Samsung
electronics has 4 business areas to cover
customer electronic needs.
 Design with an attractive styling that catching
the pulse of customer, as the result of the
development of Samsung‘s new products that
involve team of product designers.

36. With an excellent
research and
development
capabilities, they spend
a high percentage of
revenue on R&D. It
resulted in global
leadership in the
television segment, and
in improving its position
from the third to
second player in mobile
phones with their
innovative products.

38.  Customer perception of weak product
attributes like Durability
 Different perception on “worth the price”
product on each person that difficult to cover.
 Not pro-active coming out with unique and
leading model
 Focus on mass market instead of niche market

41.  Samsung has wide variety of product lines,
failure of one product line will have impact
on the other and will result in brand dilution
 The competitors like Nokia are focused only
in one segment
 Threats from Chinese products
 Retail Chains like Big bazaar sell consumer
electronics and home appliance in low cost
strategy which are procured in bulks from
foreign market