Marketing strategy of Samsung mobile

Table of Contents

1. EXECUTIVE SUMMARY.2. SAMSUNG HISTORY 3. COMPANY HISTORY IN INDIA 4. SAMSUNG PRODUCTS 5. STRATEGIES OF SAMSUNG IN INDIA 6. PRODUCT STRATEGY 7. PRICING STRATEGY 8. ADVERTISING AND SALES PROMOTION 9. DIRECT MAIL 10. TARGET MARKETS 11. POSITIONING STRATEGIES 12. PRODUCT INNOVATION 13. BRANDING STRATEGY 14. BRAND ASSOCIATION 15. SAMSUNGS STRATEGY TO GAIN MARKET SHARE IN THE INDIAN MOBILE PHONE MARKET17. SAMSUNG BADA TO RIVAL ANDROID, LINUX18. DISTRIBUTION CHANNELS19. CONSUMER ELECTRONICS DISTRIBUTION20. MARKETING STRATEGY21. STRATEGY TO EXPAND MARKET SHARE22. SOCIAL CONTRIBUTION 23. OBJECTIVES OF STUDY24. RESEARCH METHODOLOGY 25. QUSENTIONNAIRE26. SWOT ANALYSIS OF SAMSUNG 27. CONCLUSION

EXECUTIVE SUMMERY SAMSUNG is a company that has been steadily growing throughout the past decade. The following report will help SAMSUNG maintain the growth that has been enjoyed in the past, with a strong emphasis on the growth of the all consumer durables and mobile divisions. By analyzing customers and what they want, strategies can be devised as to how SAMSUNG can increase their share of the market. Furthermore, by comparing SAMSUNGs strengths and weaknesses to that of the competition, opportunities can be identified and capitalised on.SAMSUNG entered into Indian market with its technologically advanced home appliances. But when it entered in an Indian market, it had to face very tough competition and still its facing tough competition, but now it has gained the top position among different companies in India. Not only SAMSUNG has highest market share in home appliances, but also in Smartphone market. SAMSUNG created its own marketing strategies and also defined there target market to penetrate into Indian market. SAMSUNG aims to have more market share in Indian market. India is a country having its major consumers in high and medium income, as the poverty level is declining the major group is turning into medium income group with some purchasing ability. SAMSUNG India is now available with a big target market. Already in the Market major companies are available which is having a trust among the consumer with respect to the quality, durability & price. The major competitors in Electronic consumer goods market are LG, Sony, and Panasonic etc. and in Smartphone market Apple, LG, Nokia, Blackberry, HTC etc. are the major competitors of SAMSUNG. In this project we try to find out some important things; the different kind of marketing strategies of SAMSUNG in Indian market. Market strategy, positioning strategy, Marketing Mix(Product Strategy, Price Strategy, Promotion Strategy), Financial, Innovation, Branding strategy etc, Competitive advantage of SAMSUNG, SWOT analysis of SAMSUNG. SAMSUNG HistoryUnlike other electronic companies SAMSUNG origins were not involving electronics but other products. In 1938 the SAMSUNGs founder Byung-Chull Lee set up a trade export company in Korea, selling fish, vegetables, and fruit to China. Within a decade SAMSUNG had flour mills and confectionary machines and became a co-operation in 1951.From 1958 onwards SAMSUNG began to expand into other industries such as financial, media, chemicals and ship building throughout the 1970s. In 1969, SAMSUNG Electronics was established producing what SAMSUNG is most famous for, Televisions, Mobile Phones (throughout 90s),Radios, Computer components and other electronics devices.1987 founder and chairman, Byung-Chull Lee passed away and Kun-Hee Lee took over as chairman. In the 1990s 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 grow. 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 mp3player towards the end of the 20th century. To this date SAMSUNG are dedicated to the 3Gindustry. Making video, camera phones at a speed to keep up with consumer demand.Employing approximately 138,000 people in 124 offices in 56 countries.

The Making of a Global BrandIn 1993, as a first step in its globalization drive, SAMSUNG acquired a new corporate identity. Itchanged its logo and that of the group. In the new logo, the words SAMSUNG Electronics werewritten in white color on blue color background to represent stability, reliability and warmth. Thewords SAMSUNG Electronics were written in English so that they would be easy to read andremember worldwide. The logo was shaped elliptical representing a moving world symbolizingadvancement and change.Company History in IndiaSAMSUNG Electronics commenced its operations in India in December 1995 and is today a leadingprovider of Consumer Electronics, IT and Telecom products in the Indian market. SAMSUNG Indiais the Regional Headquarters for SAMSUNGs South West Asia operations, which providesemployment to over 8,000 employees with around 6,000 employees being involved in R&D. In2010, SAMSUNG India achieved a sales turnover of US$3.5 billion.SAMSUNG began operations in India through its manufacturing complex located at Noida (UP) which today houses facilities for Color Televisions (including 3D, LED and LCD Televisions),Mobile Phones, Refrigerators, Washing Machines and Split Air Conditioners categories.SAMSUNG commenced operations of its second stateof-the-art manufacturing complex atSriperumbudur, Tamil Nadu in November 2007. Today, the Sriperumbudur facility manufacturesColor televisions, Fully Automatic Front Loading Washing Machines, Refrigerators and Split AirConditioners.SAMSUNG India has two R&D Centers in India at Delhi and Bangalore. While the Delhi R&DCentre develops software solutions for hi-end televisions such as Plasma TVs, LCD TVs and DigitalMedia Products, the Bangalore R&D Centre works on major projects for SAMSUNG Electronics inthe area of telecom, wireless terminals and infrastructure, Networking, SoC (System on Chip)Digital Printing and other multimedia/digital media as well as application software.SAMSUNG India is a market leader in product categories like LED TVs, LCD TVs, Slim TVs andSide by Side Refrigerators. While it is the largest mobile handset brand in India, it leads in the smartphone segment in India.SAMSUNG India has won several awards and recognitions for both its corporate initiatives as wellas its product innovations in audio visual, home appliance, IT and telecom product categories.Apart from development of innovative technology, SAMSUNG places great importance on acting asa responsible corporate citizen in the communities where it operates. Its CSR programs respond tothe social and environmental needs and seek to give back to communities that support the company.In 2009, SAMSUNG launched the companys Corporate Social Responsibility initiative =SAMSUNG Hope Project with projects in the areas of education, culture, sports, social welfare andcommunity development. Each program under the Hope Project uniquely addresses the needs ofindividual communities while emphasizing on innovations for development of the communityincluding education, technology, engineering and IT technical training.Company consists of five main business units: o Digital media Business o LCD Business o Semiconductor Business o Telecommunications o Digital Appliance BusinessSAMSUNG India Mobile:SAMSUNG India Mobile a telecom equipment manufacturer, head office in New Delhi and countryhead Mr. Ranjityadav. SAMSUNG has divided the mobile business in to areas: CDMA Mobile Business GSM Mobile Business.

Objectives of StudyThe basic objective of study is to analyze the market share of SAMSUNG consumerdurables and mobile phone. At the same time, an attempt was made to understand theBrand image of SAMSUNG.PRIMARY OBJECTIVESThe primary objective of the study is to analyze the market share and understand the Brand image of SAMSUNG ELECTRONICS INDIA PVT LTD.SECONDARY OBJECTIVES - To find out the share of Honda Company product in the market.- To record who are the major players of consumer durables and automobile industry. - To find out which is the largest selling automobile company among all the segments.- To know the Brand Image of Honda.

Strategies of SAMSUNGin IndiaPRODUCT STRATEGY:SAMSUNG India has segmented their products into five categories. 1) MOBILE PHONE 2) TV/AUDIO/VEDIO 3) CAMERA/ CAM RECORDER 4) HOME APPLIANCES 5) PC/PERIPHERALS/ PRINTERSSAMSUNG offers the most diverse product mix in the 3D market, offering LED, LCD and Plasma3D TVs. SAMSUNGs cash cow product in the 3D market however, is the LED 9000 series.Reposition of its products. In early 1990th SAMSUNG was still perceived as a conservativemanufacturer and always associated its brand with bargains. SAMSUNG realized that low price isjust a major means to compete in the lower-market whereas in upscale market technology and brandare competitive means. SAMSUNG decided to penetrate the upscale market and gave up lower-market in order to exalt its brand image. It repositioned all series of its products such as mobilephone, consumer electronics and memory flash to upscale market. Correspond to SAMSUNGs newposition in the market it has relatively higher price in it category. To SAMSUNG higher price wouldbring more profit and at the same time it is the better imply of good quality. The strategy ofreposition helps SAMSUNG starting to build its noblest image.Technology innovation SAMSUNG recognized that digital is the future developing aspect ofconsumer electronics. They regard the digital age as having both incalculable potential and risks. Itsa time of intense competition-fortunes can be made or lost in the blink of an eye. SAMSUNG tookthis challenge as an opportunity. They switched their core competitive power from massmanufacture to its own brand which based on digital technology. It is well positioned as one of theworlds recognized leaders in digital technology and eventually become the world top innovativecompany in technology.It starts to provide consumers with innovative and cutting edge products and rapidly become a hugeplayer in electronics field competing toe to toe with another magnate Sony.SAMSUNG launched an industry design revolution in order to get rid of its image of imitator. Itemployed world top designers to expand their thought and keep track on the world highest level. Itachieved most of the Award of American Industry Design which is the most important award in industry design area on the global basis. Its brand was recognized by the consumers and specialists.The technology breakthroughs enhanced SAMSUNGs brand image of young, fashionable andstrong function.Pricing strategy:Pricing also seemed to have played a significant role in SAMSUNGs success. Differentiation is thekey for a brand to be preferred by consumers, when there are so many brands within the sameproduct category. SAMSUNG believes in providing good products at reasonable prices to itscustomers. SAMSUNGs technology plank communications helped the company to gain marketshare, even though it did not offers any discounts or exchange scheme when it entered India.SAMSUNG focuses on cost-cutting measures to keep its price low which helps to combat thediscount schemes of the local companies.For e.g. - In 2001, due to high competition in the 20?CTV segment, SAMSUNG had to resort toprice cuts. The company said that value engineering, new product lines and new chassisdevelopment had contributing in combating price erosion. SAMSUNG negotiated with its vendors toreduce costs on cabinets, plastics, speakers, harness coils, remote controls, etc. SAMSUNGs Brandimage seemed to have helped it survive the price erosion. Dealers also agreed to lower marginsowing to companys brand image.SAMSUNG in the year 2002 drastically reduced its operational costs which enabled the company tokeep low prices for certain products and extract higher profit margin from premium products. Thishelped SAMSUNG to post a turnover of Rs.30 bn, a growth from the year 2001.SAMSUNG is very transparent in functioning. It has a fixed MoP (Marketing Operating Price)whereby the goods are sold to the distributors and to the customers at a fixed market price only.The focus of its competitors is to penetrate in the rural and semi-urban mass markets. ButSAMSUNG insists that its a high end technology driven player. Thats why the urban areas are stilla focus area for it and only 30 per cent of revenue comes from rural and semi-urban India. They havealways been a hi-end technology driven player and want to keep that equity.Not surprisingly, the target customer for SAMSUNG products wont be found in the price-sensitivemass market. Adopting the lifestyle product platform, SAMSUNGs aiming for the high-endpremium market. Hence SAMSUNG has always been keeping premium prices. SAMSUNG claimsits never been a price warrior - its focus has always been on the premium market, which is why ithas remained a steady No. 2 or No. 3 player in most product categories.It is difficult to achieve the ambitious targets keeping in mind the pricing strategy of SAMSUNG.But, they believe that it takes time to ensure your supremacy in market share. Once you get yourbrand perception right in the minds of the consumers as a brand that delivers the best technology andgives you value for money, then ultimately market share goes up. 35. Later on SAMSUNG changed its policy a bit and instead of just remaining a high-end technologydriven brand it tried to change its image to sell products to the huge number of middle incomefamilies in India. It started pricing its products on the ?value for money? concept, keeping in mindthe price sensitivity of Indian consumers.But still SAMSUNG has the repute of being a premium brand, aggressive in launching newermodels with the latest technology and at economic costs throughout the worldAdvertising and Sales Promotion-In 1995, when SAMSUNG entered India, it realized that Indian consumers were not familiar withthe company. So, in order to establish itself in the Indian consumers =mind, SAMSUNG launchedcorporate advertisements highlighting its technologically superior goods. Brand Ambassador: Aamir Khan Providing free content on the mobile by collaborating with the copyright owners of Bollywood movies. For e.gGhajini, Love AajKal Promotional offers like free entry to the show of =10 kadum Organizing contests like =SAMSUNG Mobile Karaoke Festival Opening the SAMSUNG Fun Club for better customer relationships. Free online software updates, tutorials and customer service Highlights the innovative features of its products through a combination of innovative advertising and branding. Established many SAMSUNG Mobile Stores to increase the visibility of the brandPromotion:-Offering advanced technology products and positioning itself on the technology platform will nothelp a company sell its products if it fails to communicate properly with the potential customers. Toraise brand awareness and create strong, favourable and unique brand associations, SAMSUNGadopted various marketing strategies like celebrity endorsements, corporate advertisements,highlighting its technological superior goods and many promotional schemes. 35Advertising:-SAMSUNG is involved in aggressive marketing and advertising of its product to develop attitudes,create awareness, and transmit information in order to gain a response from the target market. Theirmain advertising channels include media such as newspapers (local, national, free, trade),magazines and journals, television (local and national) cinema, outdoors advertising (such as posters,bus sides). The initial advertisements communicated presence of SAMSUNG in worldwide marketsand its dominance in those markets. To increase its brand awareness, SAMSUNG went in forcelebrity endorsements. Initially, the company signed Hindi film actress, Tabu, to endorse its brand.Till 2002, SAMSUNGs ads focused on the technological supremacy of its products. But by late2002, in addition to the technology plank, the company started advertising on the plank of =passion for country and sports (cricket and football). Its latest ambassador is John Abraham for its mobilephone and Rahul Dravid for its Television range.Sales Promotion:Along with advertisements, SAMSUNG also focuses on promotional schemes to increase its sales.In October 2001, SAMSUNG launched its highly successful promotional scheme, the SAMSUNG=PhodkeDekho Offer. This offer instantly boosted the sales of the company generating sales of Rs.2.75 from this offer. The campaign was launched on an all India basis during the festival season.Under the scheme, consumers who bought any SAMSUNG product were given a tamper proofplastic coconut with three coins in it. One out of every 10 coconuts had a lucky coin with a giftprinted on it. As a part of the campaign, SAMSUNGs brand ambassador, Tabu interacted with thecustomers and dealers of SAMSUNG in Bangalore and Chennai and handed over the lucky select SAMSUNG customers. The prizes included products from the SAMSUNG range. The PhodkeDekho offer was followed by another promotion scheme in May 2002, =DabakeJeetooffer coinciding with the football World Cup. During the promotion every customer who purchasedcompanys electronics or home appliances product got plastic football with an alarm clock in it. Thecustomer had to press the football from the top, and was given the free etched on the tamper-proofanodized sticker. Under this campaign, SAMSUNG gave out gifts worth Rs. 100 which includedSAMSUNG digital flat TVs, frost free refrigerators, microwave ovens, Karisma washing machines,mobile phones, cameras and Soccer 2002 official licensed T-shirts from Adidas. This campaignnotched up sales worth Rs.310 Crores during the period of the Promotion.The next major promotional campaign was the =Phir Se PhodKeDekho offer. The offer waslaunched during October-November 2002 generating sales of Rs. 380 crores. It was a repeat of theearlier =PhodKeDekho campaign. On March 20, 2003 SAMSUNG Launched SAMSUNG Rang De Kismat Offer for Frost FreeRefrigerators which entitled a customer to Lucky Gifts worth Rs 4 Crores with the purchase of anySAMSUNG Frost free Refrigerator. This Promotion derives its name from the Rang de Kismatglass, which was handed over to a customer with the purchase of any SAMSUNG Frost FreeRefrigerator. The Customer needed to pour chilled water into the glass and wait for the Bio logo onthe Glass to change color to find out the gift won by him/her. There were Color Codes for types ofGifts won by the Customer - For example, a Green Bio entitled a customer to a SAMSUNGMicrowave oven while a Red Bio gets the Lucky winner a Gift Voucher from Tanishq worth Rs30,000. This offer was launched to capitalize on the sales of its Frost free refrigerators in the summermonths. The Companys market share went up to 21% in the Frost free refrigerator market after theoffer.Following its success with its SAMSUNG Rang De Kismat Offer SAMSUNG India come up withanother innovative Consumer Offer?SAMSUNGs Bundling Offer with Reliance India Mobile?Forthe buyers of its Consumer Electronics and Home Appliance Products in the Delhi and NCR Regionon 25 July, 2003. A buyer of any SAMSUNG Consumer Electronics or Home Appliance productsgets the option of walking away with a sleek, advanced SAMSUNG Mobile Phone N191 modelalong with a Reliance India Mobile connection, without having to pay any activation charges.Furthermore, the user gets free talk time worth Rs.600 over a 6-month period. All other paymentterms are the standard billing terms and conditions offered by Reliance India Mobile depending onthe package taken up by the customer.On 6 October 2003 SAMSUNG India Electronics Ltd launched its mega festival promotion called=SAMSUNG Pinning to Winning Offer on an all India basis. In this Promotion, where the consumerstood to win an assured gift on the purchase of any SAMSUNG product, have gifts worth Rs. 100crores to offer as prizes. The offer entitled the buyer of a SAMSUNG product, a card with a unique16 digit alpha-numeric code. All the consumer had to do is SMS ?SAM? followed by the 16 3738. character code to 8888 and s/he would immediately get a message showing what gift has been won.The Gifts won in the Promotion include; SAMSUNG Projection TVs, SAMSUNG Mobile Phones,SAMSUNG Yepp Disc Players, SAMSUNG DVD players, Titan Fast Track Glares, Touch ScreenLandline Phone, Trendy Portable Travel Iron and Britannica Encyclopedia 3 pack CDs.This offerwas basically launched to maximize its sales during the festival season.Following its success with its =SAMSUNG Pinning Toh Winning Offer SAMSUNG IndiaElectronics Ltd launched =the $-DOLLAR Program for its IT Reseller and System Integratorfraternity on June9, 2004. The program meant for the System Integrators (SI) was applicable onSAMSUNG monitors, Hard Disk Drives (HDD) and Optical Media Storage (OMS) products. Eachtime a SI/reseller purchases SAMSUNG products from a SAMSUNG Star Elite or SAMSUNGStorage Preferred Partner (SSPP), the SI was issued a cheque. The cheque was of one of the fourcolors White, Blue, Silver, and Gold depending upon the products bought.SAMSUNG believes that its SIs and re-sellers play a pivotal role in business growth. They are theones who provide them the edge that they need in todays competitive marketplace. This is why theyhave spearheaded revolutionary programs for them ensuring healthy growth in revenues andprofitability.The next sales promotion offer was launched on Feb 3, 2005 called ?Fastest Finger First? which wasanation wide contest to find Indias fastest SMSer. The message to be typed reads as follows: ?Therazor-toothed piranhas of the genera Serrasalmus and Pygocentrus are the most ferocious freshwaterfish in the world. In reality they seldom attack a human". This SMS had to be typed on the cellphonekeypad, complete with punctuation marks and lower & upper case. No predictive text (T9Dictionary), QWERTY keyboards/ any keyboard was allowed. SAMSUNG has launched manysales promotion campaigns, which were very successful in the Indian market. These offers generatedhuge profit for the company.YEAR STRATEGY SALESOct 2001 ?Phodkedekho? offer Rs.2.75bnMay 2002 ?Dabakejeeto? offer Rs.310crOct-Nov 2002 ?Phir se phodkedekho? offer Rs.380 crMarch 2003 ?SAMSUNG rang de kismet? OfferOct 2003 ?Pinningtoh winning? offerJune 2004 ?The $-dollar programme? OfferFeb 2005 ?Faster finger first? OfferAnd so on. 38Sponsorship:SAMSUNG used sponsorship of events like Olympic series to boost its sales. SAMSUNG was theglobal wireless communications sponsors at the Athens Olympics. SAMSUNG used the strategy ofrelating itself directly with the values of the Olympic Games, which included attributes like worldclass, global, excellence, fair competition and peace. The Olympic series of August5, 2004 wasSAMSUNGs salute to the Olympic values.SAMSUNG was the sponsor of Lakme India Fashion Week held on April21, 2005. TeamSAMSUNG cricketers - IrfanPathan, Mohd.Kaif and VirendraSehwag launched the Worlds BestHandset, SAMSUNG D500 during the SAMSUNG Show at the Lakme India Fashion Week. Thetheme for the SAMSUNG Show was =The Best Thing Says Everything in keeping with thepositioning of SAMSUNG D500 - SAMSUNGs latest and path-breaking mobile phone which hasbeen rated as the =Worlds Best Mobile phone by the 3GSM Association World Congress held atCannes in February 2005.SAMSUNG sponsored SAMSUNG & MTV Youth Icon 2005 on June10, 2005. The idea behind thesponsorship was that the SAMSUNG Mobiles were targeted at the fun loving, lifestyle oriented andtrendy youth of today. By associating with the SAMSUNG & MTV Youth Icon, they are seeking tofurther strengthen their relationship with the youth. SAMSUNG mobiles make a style statement andby partnering with the Youth Icon, this positioning is further re-inforced.SAMSUNG was even the sponsor of SAMSUNG IIFA Awards held on June 13, 2005. Popular filmactress, PreityZinta was awarded the =SAMSUNG Diva award while HrithikRoshan was conferredthe prestigious =SAMSUNG Style Icon award at the SAMSUNG IIFA Awards 2005. SAMSUNGIndia had carried out an online voting process on the SAMSUNG India website between May 20th -June 5th 2005 for selecting the recipient of the =SAMSUNG Style Icon and =SAMSUNG Divaawards. The same was also promoted extensively on other sites like indya.com and msn.com as well.The Company received a phenomenal response to this online voting contest. ?The =SAMSUNGStyle Icon and =SAMSUNG Diva awards which have been growing in popularity year on year, thecompany uses the response level received every year as its popularity indicator.Direct Mail:SAMSUNG even uses Direct Mail concept for its product promotion. SAMSUNG sends mail totarget consumers depending on the database i.e. the frequency of site visit and on their purchases.SAMSUNG is very actively involved in e- commerce. Target markets:SAMSUNG target market is high and medium income level communities.POSITIONING STRATEGIESThe concept to position the brand may be based on the functions provided by the product, theexperience it offers or symbol it conveys.Developing positioning strategy requires integrating the product, price, value chain, and promotionstrategy to focus them on the market target. The positioning strategy matches the firms capabilitieswith the buyers preferences.Due to SAMSUNGs superiority in the general TV market, the threats as you can tell areminimal. However, in the strategies and opportunities sections you will find what we are doing toreduce the risk of these threats having an affect on SAMSUNGs market share. Developing apartnership with Microsoft will be a vital component to developing the 3D gaming contentavailability, which is the only relevant competitive advantage other thanpricing. As SAMSUNGintroduces new 3D products to the market, the price of therecurrent products will drop, making themmore readily available to lower class consumersand expanding the target market for their 3Dproducts.Product Innovation -SAMSUNGs product range in India included CTVs, audio and video products, informationtechnology products, mobile phones and home appliances. Its product range covered all thecategories in the consumer electronics and home appliances. Analysts felt that the wide productrange of SAMSUNG was one of main reasons for its success in the Indian market. SAMSUNGpositioned itself on the technology platform.SAMSUNGs emphasis on Product Innovation and R&D has given the Company a competitive edgein the marketplace.SAMSUNG has two R&D Centres in India: SAMSUNG India Software Centre (SISC) at Noida, near Delhi. SAMSUNG India Software operations unit (SISO) in Bangalore.While the SAMSUNG India Software Centre develops software solutions for hi-end televisions suchas Plasma TVs, LCD TVs and Digital Media Products, The SAMSUNG India Software operations works on major projects for SAMSUNG Electronics inthe area of telecom, wireless terminals and infrastructure, Networking, SoC (System on Chip)Digital Printing and other multimedia/digital media as well as application software.SAMSUNG India additionally carries out R&D for product hardware at its Noida R&D Centre. Thefocus of the Centre is to customise both audio visual and home appliance products to better meet theneeds of Indian consumers. From Flat Televisions with Easy View technology to Frost FreeRefrigerators with Stabiliser Free Operations, the SAMSUNG R&D Centres in India help theCompany to continuously innovate and introduce products customised for the Indian consumer.SAMSUNG India currently employs around 6000 employees across its R&D Centres at Noida andBangalore.SAMSUNG on Tuesday, January 22, 2013 launched its latest offering from its popular Galaxystable, under the Galaxy Grand label, with dual-SIM, priced at Rs 21,500. The Galaxy Grand ispowered by Android Jelly Bean operating system and has 21 hours of battery life. Branding Strategy:For any new company, when it makes its entry into the market, there are two ways to stimulategrowth: intensive advertising campaign, and product offerings with unique functions. SAMSUNGrecognized the potential of both. ?In terms of products, SAMSUNG introduced its leading-technology display products as well as printers in the Indian market and carried out SI meets all overthe country to educate the channel community on its new products? saysRanjit Singh Yadav,Director IT, SAMSUNG India.However, the power of brand building exercise was not lost on the company. In fact, SAMSUNGiltedmore towards advertising and brand-making strategy creating awareness of its name byinvesting large amounts of money in million-dollar brand- making campaigns.In India, SAMSUNG, in order to create its brand awareness, signed seven cricket celebrities and indoing this it aimed to cash in on the popularity of cricket in India which is considered a religion inIndia. Instead of just ads featuring cricketers, SAMSUNG launched its?Team SAMSUNG Indiacampaign all over India. The focus of this concept was to create patriotism through cricketers, butunder the SAMSUNG brand name the banner reads?With Team SAMSUNG? The campaign was ahuge success and it enabled SAMSUNG to increase awareness of its brand. As a result, it began to make impressive growth in India ?In India, SAMSUNGs investment on branding has spanned our brand building and corporateinitiatives, product investments and investments in the channel,? says Mr. Yadav. ?In the year 2008,SAMSUNG supported the Olympics cause in India by way of sponsorship of the Indian team, thesupport for select members of the Indian team. The company also organized the biggest-evernational level school quiz on Olympics for school children. Consequently, its Olympic-relatedadvertising campaign brought the companys brand closer to customers ?We supported the Indian team to the Beijing Olympic Games as well as provided scholarshipsupport to six Indian athletes for their training expenses, including AbhinavBindra whom wesubsequently signed on as our Brand Ambassador for Consumer Electronics products, following hisreturn from the Olympics,? adds Mr. Yadav. SAMSUNG hugely invested in sports, as it knew thatsports attract crowds. In the Athens 2004 Olympic Games, it was named as Worldwide WirelessCommunications Partner of the Olympic Games, but not without a cost.SAMSUNG provided 14,000 mobile phones and also supported equipment during the games. Theyalso presented themselves in the Olympic Torch Relay, which took place in 27 countries. They alsoshowcased their products for 17 days to the visitors at the Olympic event and also allowed 30,000 minutes of free calling grabbing the audience to its brand.It has been noted that older companies often portray their products as commodities and generally selltheir products only on the basis of brand without enhancing their quality and lowering their price.However, SAMSUNG has proved to be an exception to this. The company not only invested hugelyin brand creation campaigns, it also remained a cut above the rest by introducing innovation. In orderto create a somewhat different image, SAMSUNG has positioned itself by developing innovativeproducts, thus becoming a leader rather than a follower.

The Success Secret Being ahead of the competition is the mantra of SAMSUNGs success. In business, it always pays toreduce the lead-time, as being late in business means business is over, which happened in the case ofmany big brands and competitors.For instance, the most advanced mobile phone has only two-mega pixel camera, but SAMSUNGoffered 5-mg phone in 2005. SAMSUNG is offering new products lower than the market price. Yet,the company has been able to retain its standard and quality.However, part of this success was also SAMSUNGs openness. The company opened up andrecruited employees from a global pool of talent bringing in talent from various countries, makingthese people work together at one table designing the best product. This trend boosted the company perception and made it a global brand among the consumers. The strategy paid off and in the pastfive years, it has achieved the biggest gain among major brands, even surpassing Sony.SAMSUNGs approach is holistic reaching the world customer. It created its branding in multipleways, ranging from traditional adds to billboards, racing, Olympic games, cricket matches,marathons. In short, wherever it saw the crowd, it communicated SAMSUNG message by presentingitself as a leader of innovation with affordable price.In the year 2009, SAMSUNG India is looking at strengthening both the product portfolio and thechannel. The company will be tapping our existing brand shops as well as Large Format retail storesfor our IT products? We have just launched our comprehensive range of Notebook PCs and the=Live 360 campaign for Notebook PCs. In the year 2009, we will be expanding our portfolio inNotebook PCs, Display products as well as our Printer range,?says Mr. Yadav.SAMSUNG India will be continuing with its channel expansion in the year 2009 as well. ?We willbe strengthening the corporate sales business based on our enhanced lineup,? adds Mr. Yadav.?Market will see the introduction of new technologies in the marketplace and some of the trends thatwe saw in the year 2008 will get more pronounced. Thus, I expect the LCD Monitor category todominate the market completely, even as the transition from Desk Top PCs to Notebook PCs andNetbooks will continue. The Widescreen format will continue to dominate in LCD monitors.Similarly, the 17?and 19? monitors will continue to dominate in terms of screen sizes. With the 4344. introduction of new technology and convergence products, the Large Format Retail will continue tobe a significant channel for selling IT products,? says Mr. Yadav.Successful branding is all about establishing a long-term vision and crafting the companysoperations to meet that objective. =in 1993, as a first step in its globalization drive, SAMSUNGacquired a new corporate identity. The company changed its logo and that of the group. In the newlogo, the words ?SAMSUNG Electronics? were written in white color on a blue color backgroundto represent stability, reliability and warmth.The words??SAMSUNG Electronics?were written in English so that it would be easy to read andremember worldwide. The logo was shaped elliptical representing a moving world? symbolizingadvancement and change.It was this sort of huge investment where millions saw the SAMSUNGs message. Their brandremained in the forefront of millions of people giving them an edge over its competitors. It is nosurprise that SAMSUNGs brand building strategy overtook its competitors in less than the expectedtime.Brand associationBrand Associations are not benefits, but are images and symbols associated with a brand or a brandbenefit. SAMSUNGs Strategy to Gain Market Share in the Indian Mobile Phone MarketThe SAMSUNG management has initiated a market-mapping exercise to get into our folddistributors who have relevant knowledge of the market, credibility, a good distribution network andwill therefore contribute in strengthening SAMSUNGs reach in the market.The new distribution strategy would take its penetration level in themarket from the current 55percent to 85 percent by the end of the year. On the retail front, it was taking initiatives to increasethe number of retailers enrolled as SAMSUNG Mobile Privilege Partners (SMPPs) from around 100in 2007 to around 400 by the end of the year. Single and multi-brand retailers had shown an interesting becoming SMPP. In the same month, the company launched five new mobile phone models andsaid that it would launch another 13 by the middle of the year. The models that were launchedincluded multimedia phones, phones for corporate customers, and acomparatively lower pricedmodel aimed at a bigger chunk of the market. The company as of early 2008, its mobile phones werepriced between Rs. 1,700and Rs. 28,000, but that the company would launch more expensive mobilephones in the future.The company also announced its new positioning with the new pay-off line Next isWhat? and that it had roped in a leading actor of the Indian film industry Aamir Khan (Aamir) as itsbrand ambassador. Aamir would also feature in its new ads. Announcing the major celebrityendorsement for the brand, HB Lee, president and CEO, SAMSUNG (South-West Asia), said, "TheSAMSUNG brand stands for qualities of innovation, change, discovery, self-expression, andexcellence in performance. And these very same qualities are epitomized by Aamir Khan, whosequality and depth of work as well as versatility as an actor, have made him a much loved andrespected actor in India today. We are indeed very proud and privileged to have him as our brandambassador." 4647. With Aamirs endorsement of SAMSUNG, the fight for the mobile phone market had also become afour-way battle with other leading actors endorsing the rival brands - Shah Rukh Khan endorsingNokia, AbhishekBachchan endorsing Motorola, and, HrithikRoshan endorsing Sony Ericsson.According to SAMSUNG, the mobile phone market in India would be more than 100 million unitsince 20013-14. With all these new initiatives, SAMSUNG has around 46 percent share in the Indiansmartphone market and SAMSUNG was confident of achieving its objective of cornering a 60percent market share in the country. The company said that it had the necessary infrastructure toramp up its production capacity at its manufacturing unit at Noida from the current 6 million annum, depending on the demand recently to have an impact on international prospective mobilephone users.

SAMSUNG Bada to rival Android, LinuxSAMSUNG entered into the mobile OS arena with Bada. The software, whose name is based on theKorean for "ocean," is designed to be open and will compete directly against rivals like AndroidorLiMo. It will be based on universal standards and wont consider even core aspects of the OS off-limits: developers can not only use contacts, the dialler and other utilities but extend them with newfeatures of their own. Most details are left vague, but Bada will have a central app store. Carrierswill also have the option of customizing the OS to suit their own tastes. SAMSUNG expects the veryfirst device using Bada to show in the first half of 2010 along with the initial app store. More phonesshould be ready by the second half of that year while the app store will expand to 30 differentcountries, including key countries in Europe. A more formal unveiling is due in the UK forDecember and will be followed by first looks for developers both in December and in January. Thenews backs analyst claims of SAMSUNG moving to its own plat foradopting modern openplatforms, including Bada. If fully representative, it also signals the likely ends of Symbian andWindows Mobile at SAMSUNG, as the forecast would have Symbian gone entirely by 2011 andMicrosofts OS at just 20 percent by 2012 where it makes up 80 percent of SAMSUNG Windows Mobile therelative minority in numbers, though not necessarily market share. Recent happenings were theSAMSUNG Corby, which is a full-touch handset that places users at the centre of the social media revolution with full support for a wide range of social networks. The new mobile compliments theCompanys existing touch screen strategy ?touch for every lifestyle? by broadening the market andtargeting the youth audience. The Corby represents a complete makeover for the youth segment,with its eye-catching design, which marks a significant break from the way full touch phones areusually designed. The SAMSUNG Corby is notable for both its body design and colors; it comeswith bold color options With Ghazini swiping the box office SAMSUNG has enchased on its brandambassador Amir Khan by launching Ghazini mobile games on selected models which is a smartand innovative approach of marketing strategy.The future prospects of SAMSUNG mobiles dont seem gloomy with the above developments andwith time to come there would be a tough competition with itsrivals. So Next is what?Distribution Channels: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 dealerinterface helped the company get quick feedback from dealers, and enabled it to launch productsaccording to consumer needs.SAMSUNG uses supply chain to enhance differentiation, increase sales and penetrate new marketsand channels. Its supply chain is beneficial in several ways. It helps the company to deliver productsto the customer faster. It efficient supply chain is transparent, so that all the players in the supplychain have the right information at the right time about the movement of the products within thechain. This means lower inventories, elimination of waste, and reductions of costs. In addition to theintangible benefits like quick feedback from customers help in launching new products.SAMSUNG has 24 state-level distribution offices and a direct dealer interface. The direct dealerinterface helps the company to get quick feedback from dealers, and enables it to launch productsaccording to consumer needs. To minimize time overruns, SAMSUNG delivered its productsdirectly from its factories to its Regional Dispatch Centers (RDCs) and from there to dealers.SAMSUNG has sales and service networks all over India and more than 650 service points.SAMSUNG has implemented an innovative logistics system Global Logistics Network Systems(GLONETS). GLONET application is used on the B2B i.e. Business to Business front for thevendors. This involved linking the key vendors, which form the bulk of SAMSUNGs sourcing (26domestic and 30 international) through SAMSUNGs GLONET. This system enables SAMSUNG toconnect its purchase department with the SAMSUNG headquarters and international procurementoffices through integrated ERP systems. The integrated ERP system enables SAMSUNG to purchaseits requirements from its international procurement offices and also from its Indian vendors. Thisapplication is also extended to order placement, production plan sharing and invoicing, resulting inshorter business cycles and reduced inventory levels and low waste. In addition to GLONETS, SAMSUNG also believes in JIT (Just-in-Time) concept to its dealers. Tomake delivery of products within 48 hours of the expected date of delivery, the company has setupfour RDCs, one at each regional location of the country.The distribution channel is structured very systematically wherein all the transactions and businessconducted is documented. The program is based on incentives so that dealer payments can be madeon time. The Company supplies its goods to the Star Elite who supplies goods to the distributor whoin turn sell the goods via their own channel of retailers and distributors. The SAMSUNG Brand shopnetwork complements the over 8500 retail points for SAMSUNG products located across the lengthand breadth of the country. SAMSUNG plans to continue enhancing its penetration levels in thecountry to reach out to more and more Indian consumers. They consider the Star Elite partner astheir actual product champion as their link with the end customer. As, they have been adding valueto the sale to the customer and guiding him to the right purchase decision at a fair price.Shop-in-shop: SAMSUNG is ensuring a presence in most big malls and multiplexes; even in themulti-brand outlets, as the focus there is to create a shop-in-shop atmosphere.The exclusive showrooms: Keeping its target customer to display SAMSUNG products in a morelifestyle ambience and to communicate the product benefits in a more interactive manner,SAMSUNG India has set up a widespread network of over 100 exclusive showrooms comprisingSAMSUNG Digital Zone (focusing on high-end digital audio-video products such as MP3 players,camcorders and LCD/plasma TVs). The SAMSUNG DigitAllhome goes beyond the concept of aDigital Plaza or a Brand Shop because in the DigitalAllhome, they are trying to create a moreinteractive environment and providing a more lifestyle orientation to the display, so that thecustomer can visualize the products in his/her own home settings. The Company plans to supplementits existing SAMSUNG Digital Plazas (Brand Shops) by setting up SAMSUNG DigitAllhomes inselect cities. The Company will also be creating exclusive SAMSUNG corners in multibrand outletsthis year.The demands and needs within the distribution channel lead to the establishment ofMyMemoryStore.com. The site was more than an ordinary selling site, infact it is an industry portalthat allows the business partner to come in and track the relevant industry information within thechannel, meaning minimizing the inventory overhead. But now this site has be closed due to somereasons.SAMSUNG is also planning to invest over $1 million in setting up a chain of exclusive outlets calledSAMSUNG Talkies. The entire SAMSUNG mobile range including the latest handsets will bedisplayed at the outlets, which will be set up in more than 10 cities across India, includingBangalore, Mumbai and Hyderabad. Companys manufacturing units (Noida and chennai) C & F agents (one in each state)Frenchized Distributers Big retaliers Retail chains outlets Small Dealers / Retailers Digital plazas Digital homes Digital worldsSAMSUNG has two manufacturing units on each in noida and chennai. A national distributor takecare of the logistics associated with distributing the goods across the country. A carry & forward(C&F) agent is present in each of the main states. The C & F agent takes care of storing andtransporting the goods onwards to dealers and distributors. While warehouses for storing theproducts are provided by the C&F agent the goods are still owned by the company. In big cities likeDelhi the goods are shipped directly from the C&F agents to the dealers. In some cases the smallerdealers may be supplied by the some of larger dealers. For big retailers like Zone and Next thegoods may be shipped from the C&F agents warehouse owned by the retail chain. In both the caseonce the goods are transferred to the dealers the ownership is taken over by them. The transactionsare on cash basis and no goods are given on credit. In case of larger retail chains the purchasingdecisions are taken at a national level and happen directly between the company and the head officeof the retailer.

Marketing Strategy:SAMSUNG has to improve its after sales service in order to retain customer and create brandloyalty. The current policy adopted by SAMSUNG is aggressive spending more on advertising andmarketing and less on retaining customers that is after sales service.So the corrective strategy to be adopted by SAMSUNG must be to spend more on retaining customerrather than acquiring them as it costs 5 times more to the company to get to a new customer ratherthan pleasing existing ones. Moreover it costs 16 times to take the new customer to the loyalty stage. They should have regional service centres in North, South, East, and West where the complaints canbe received and processed quickly. Moreover they should employ and train the technicians toprovide quality and timely sales service.Strategy to Expand Market Share:Currently SAMSUNG ranks second in the Indian consumer durable market whereas LG ranks first.The problem with SAMSUNG is that it is a premium brand and focuses only on urban and semi-urban markets whereas the rural market is neglected to a great extent which is why LG is dominatingin that market.SAMSUNG earns revenue of only 30% from rural areas.India being a country of villages, SAMSUNG should focus more in the rural market in order toincrease its market share.SAMSUNG should come out with new economic products like LG had taken out?television range aimed only for the rural market.Hence SAMSUNG could have come up with a conventional range of television models whichalthough are no very technologically advanced but fulfills the basic needs.All these strategies are very practical promising higher gains with less cost pains.Future Prospects:We found out common is that SAMSUNG lacks in after sales service. The drawback in their aftersales service strategy is that they have only one customer service centre throughout India which situated in Delhi. When a customer has a complaint he approaches his retailer who in turn registersthe complaint in the Delhi service centre from where the complaints are processed and replacementsare made.The presence of only one service centre makes it very difficult to give timely response as thecomplaints come throughout India. The complaints are not entertained for a period of 10 -15 days.Hence the customer is not satisfied with the after sales service of SAMSUNG.

Social Contribution:Apart from developing innovative technology products, SAMSUNG places great importance onacting as a responsible corporate citizen in the communities where it operates. Its CSR programsrespond to the social and environmental needs and seek to give back to communities where it operates. In 2009, SAMSUNG launched the companys Corporate Social Responsibility initiative =SAMSUNG Hope Project with projects in the areas of education, culture, sports, social welfare andcommunity development. Each program under the Hope Project uniquely addresses the needs ofindividual communities while emphasising on innovations for development of the communityincluding education, technology, engineering and IT technical training.Notable local programs include:SAMSUNG Hope for Children, an initiative designed to help under-privileged children through e-learning centers. These e learning centres located in different parts of the country impart computerliteracy to underprivileged youth and ensure placements as well.Innovations for development of the community, a partnership between SAMSUNG and variouseducational and media agencies to support grassroots innovations. SAMSUNG has instituted twoprograms: SAMSUNG Innovation Award with IIT, Delhi and SAMSUNG Innovation Quotientwhich recognizes Indias best grassroots innovators from across the countryHope for Culture represents SAMSUNGs tribute to the rich Indian cultural heritage throughTagore Literature Awards that recognizes the best literary contributions in 24 Indian regionall languages. SAMSUNG is partnering with the SahityaAkademi for the Tagore Literature Awards.Additionally, SAMSUNG partners with INKO to present the SAMSUNG Womens InternationalFilm Festival that gives voice and expression to the perspective of women and celebrates her spiritthrough the medium of Cinema.Sports Sponsorship is an ongoing initiative wherein SAMSUNG supports top ranking individual sports disciplines with their training expenses while they prepare for the Asian orthe Olympic Games. SAMSUNG is also the Sponsor of the Indian team to the forthcoming LondonOlympics

RESEARCH METHODOLOGY The essential part of any report is research methodology. The field study was conducted to analyzethe market share and understand the Brand image of SAMSUNG products. COLLECTION OF DATAData used of this report is mainly primary data, which are collected first hand by Survey in the field.In some area secondary data may also be taken into consideration.COLLECTION OF PRIMARY DATAThe data was collected through the primary source by survey method using Questionnaire and takingrespondents personal interview. COLLECTION OF SECONDARY DATA The data collected from journals and internet.The purpose for this study is to understand the consumer perception to the marketing strategies used by Samsung in the smartphone market. In order to achieve this, the study is positioned as both descriptive research and exploratory research. Descriptive research objectives is to portray an accurate profile of a situation In this case, the study focuses on analyzing Samsung marketing strategy that might have caused its success in the smartphone market. Exploratory research was chosen as the instrument to collect primary data for this study. Exploratory research is usually used to provide a better understanding of a situation. Though it is not designed to come up with final answer or decisions. Through this research, this study is hoped to produce hypotheses about what are the marketing strategy decisions that may have caused the success of Samsung in the smartphone industry. Survey strategy is used in this study to collect data. With the survey, it is possible to collect huge amount of data from a large population in a highly economical way. This is was efficient for this research since it is focused in acquiring information from random smartphone users. This is obtained by use of internet questionnaires that will be administered via Facebook inbox and some through emails. The survey strategy is seen as authoritative by people in general and is both comparatively easy to explain and understand. The survey strategy allows in collecting quantitative data that can be analyzed quantitatively using descriptive statistics. The questionnaire will include all techniques of data collection in which persons are asked to respond to the same set of questions that are established in advance. This may include structured interviews, telephone questionnaires, and questions which are answered without an interviewer being present. Questionnaire provides an efficient way of acquiring data from a large sample prior quantitative analysis. The choice of the questionnaire was influenced by the research questions and objectives and resources for this thesis. By using a questionnaire, I believed to obtain more primary data, these are the information acquired through my research that can be compared to the secondary data, and information collected already by different authors and are referred during this thesis. Unstructured interviews are informal and are used in exploring in depth general areas of interest. The interviewees had the chance to talk freely about Samsung products. It is the interviewee perception that guides the conducts of the interview when performing unstructured interview. Usage of the unstructured interview assisted in explaining and understand the consumer behavior through qualitative data collection. Since the study is based on the consumer perception on Samsung marketing strategies, I thought its best to interview the population of smartphone consumer. This will help to map up the marketing strategy decisions made by Samsung. The target population for this survey was in the 18 to 50 age group with at least college education, who are smartphone owners. The intended group was a small random sample with 30 respondents. The survey was based on formal, structured questionnaire that was emailed (Facebook inbox) to the target group in an internet form that could be filled and the data was collected back from respondents electronically. In order to reduce the limitations of the quantitative study and gain more insight, the survey was designed to utilize closed and open-ended questions together that were aimed at gathering qualitative data from the respondents. The qualitative data can be useful to develop concepts and about the purchase decision process. The survey was made up of parts aimed at gathering, product attributes influencing the smartphone purchase decision, perception of product promotion and other influencing factors that lead to customer purchasing decision. The survey had 10 questions in total and collected data from 20 respondents. This will assist in mapping the marketing strategy used by Samsung to reach out to its customers. The survey was structured to know consumer perception about Samsung smartphone marketing and thus obtaining their feedback and suggestions. An attempt was made to understand whether Samsung smartphone has managed to cater for its consumer demand. The sample size is very low and hence there maybe high probability of error. The survey was constructed to study different variables such as quality of the product, value of money, popularity of the brand, reviews from the smartphone users, etc. that influence the purchase choices, the perceived superiority of 25 different smartphone brands in terms of innovation in the market and the effectiveness of Samsungs promotion strategy.

QUSENTIONNAIRE1. Which mobile phone you are using? Nokia Samsung LG IPhone Blackberry Other

2. How is this mobile? Good Better Best Bad3. After sale service that has been provided by company isExcellent Good Average Below average

4. Which attributes you consider most important in Samsung mobile?Price Quality Demand Brand image

5. Will you tell your friends to purchase Samsung mobile?Yes NO6. Do you think Samsung mobile is innovative?Yes No7. How long you are using the current mobile phone? Less than 1 year 1 2 years 2 4 years Above 4 years

8. Are you satisfied with the Samsung mobile? Yes No

9. Will you be ready to buy a Samsung mobile just because of its brand name? Yes No

10. Why you like the Samsung brand? Advertisement Appearance Price Functions Quality Brand Image Service Others .

Data interpretation and analysis

Which mobile phone you are using?

InterpretationFrom the above pie chart, it can be observed that the respondents use SAMSUNG mobile more than other mobile. Nokia(9),Samsung(12),L.G(2),Iphone(4),Blackberry(2),Other(1). These numbers shows that Samsung mobile is very famous in consumers.

How is this mobile?

InterpretationFrom the above pie chart, it can be observed that Samsung mobile is good to use.

After sale service that has been provided by company is

InterpretationFrom the above pie chart, it can be observed that there is need to some changes in aftersales service to make average to Excellent.

Which attributes you consider most important in Samsung mobile?

InterpretationFrom the above pie chart, it can be observed that most of the people check quality of mobile then he will purchase.

Will you tell your friends to purchase Samsung mobile?

Interpretation From the above pie chart, it can be observed that only 13 peoples told friends to purchase Samsung mobile.Do you think Samsung mobile is innovative

InterpretationFrom the above pie chart, it can be observed that only 11 peoples said that Samsung mobile is not innovative it means there is need to make some innovation in Samsung mobile.

How long you are using the current mobile phone?

InterpretationFrom the above pie chart, it can be observed that large number of persons are use the mobile in only 1 2 years.

Are you satisfied with the Samsung mobile?

InterpretationFrom the above pie chart, it can be observed that good number of peoples are satisfied with Samsung mobile.

Will you be ready to buy a Samsung mobile just because of its brand name?

Interpretation From the above pie chart, it can be observed that 16 out of 30 peoples said that he will ready to buy Samsung mobile just because of its brand name.

Why you like the Samsung brand

InterpretationFrom the above pie chart, it can be observed that 15 peoples like Samsung just because of its quality and price functions.

SWOT ANALYSIS OF SAMSUNG STRENGTHS Customers are loyal and appreciating the brand. SAMSUNG is enjoying very good position against its competitors. The company is maintaining very good relationship with its suppliers. The company is also maintaining with laborers. SAMSUNG is a financial strong and Stable. The production processes and procedures of inventory management are consistent with industrial standards. SAMSUNG enjoys the widest range of product portfolio which includes Mobile phone, Tablet, TV/Audio/Video, Camera, camcorder, Home appliance, pc, printer, memory cards and other accessories. SAMSUNG holds significant market share in most of the product categories. SAMSUNG is NO.1 in terms of market share in mobiles, it captured Nokias market share by superior innovation in smart phones. SAMSUNGis the best in terms of design features and technology. It was the first to introduced dual screen mobiles, 65k TFT/LCD color phone, first phone with polyphonic ringtones, phones with rotating lens, thinnest and lightest note pad etc. SAMSUNG enjoys the first mover advantage in terms of introducing advance features in LCD, refrigerator, Air conditioner etc. It introduced the worlds smallest MP3 player and Indias first 17 TFT-LCD-TV monitor. SAMSUNG took advantage of the growing economy of Asian market by setting up manufacturing plant in India there by reducing logistics and supply chain costs. SAMSUNG brand value increased by 80% in past three years.WEAKNESSESSAMSUNG is facing hard competition. South Koreas labor unions are strategically linked for collective bargaining and negotiation. SAMSUNG need improvements in defining the vision, mission and strategic corporate objectives. Marketing management needs improvement in all the facts of marketing. HRM also needs improvement in all the facts of human resources management. SAMSUNG Mobile launched a series of Smart phones recently which led to cannibalization. The demand for LCD panels is expected to decline in the future. Still Nokia is considered to be the most preferred product in India in terms of ease of use, reliability and resale value.Chinese products focus on economies of scale and dump into Indian market for lesser cost. This results in reduction of sales. SAMSUNG is a hardware leader but has too much of dependence for software from other parties. Online stores which sell a wide range of products are giving better deals as they dont incur cost in distribution channel.OPPORTUNITIESThe economic condition of South Korea seems favorable. SAMSUNG is interiorizing the social shifts. It is having constant policy given by the government. SAMSUNG is reasonable equipped to take care of technological changes. SAMSUNG is maintaining good international relationship with other countries and the local. SAMSUNG is planning to make the air-condition product category more strong with unique technology called Triple protection proposition. SAMSUNG is the Indias official Olympic partner for the 2012 London Olympic and recently launched Olympic Ratna Program. This will result enhance brand awareness and increase the sales. SAMSUNG Mobile and Home appliance has future plans of launching Customized products for Indian market. This will improve the market share in rural market. The Indian youth population is growing and mobile phone sales are expected to increase due to lesser call rates. Its financial position is strong and there is a scope of entering into unrelated diversificationTHREATS The legislation has been passed frequently related to industry. Technological transformation takes place in the industry was very high. Regulatory issues and safeguarding of property rights was main threats in legislations. 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 focused only in one segment.Since India is a potential market, entry of foreign players is likely high. Foreign players likeHaier have already started gaining market share in India in home appliances.Threats from Chinese products.Retail Chains like Bigbazaar sell consumer electronics and home appliance in lowcost strategy which is procured in bulks from foreign market.

Conclusion Although Samsung has captured the highest market share in Indian market, but the company had toface so many problem. For example conflict with the Apple, Apple blamed the Samsung thatcompany is copying some of its features and design. This blame damaged the reputation of theSamsung all over the world. But still Samsung is a favourite brand of Indian consmers whether wetalk about Electronic consumer goods or Smartphone. It means despite of problems and blames,Samsung has positioned itself in consumr mind as a quality brand.