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Published by: Vikas Arya on Aug 06, 2011
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  • SISO
  • Design
  • Corporate name and logo
  • Semiconductors
  • Slimmer panels
  • Televisions
  • 3D experience
  • Smart TVs and apps
  • Mobile phones
  • Home appliances
  • STP by products and services
  • STP by demographics/ firmographics
  • STP by geography
  • STP by channel
  • STP by psychographics

Punjab Technical University

Asian Business School

[Market mix of Samsung India ltd]

This Report was completed in partial fulfillment of the Degree Master of Business Administration Punjab Technical University Asian Business School

SUBMITTED TO Sachin Srivastava

SUBMITTED BY Vikas Arya MBA 2nd Sem


One of the most pleasant aspects of writing an acknowledgement is the opportunity to thank all those who have contributed to it. Unfortunately, the list of expression of gratitude- no matter how extensive- is always incomplete and inadequate. This acknowledgement is no exception. First of all, I wish to express my sincere gratitude to Mrs. Latika Sahni (Dean) ABS, Filmcity, Noida, for giving me opportunity to do research under her profound guidance. Because of her inspiring guidance, motivation, positive criticism, continuous encouragement and untiring supervision this work could be brought to its present shape. I would like to thank all of them who in one way or the other have helped me.




This is to certify that the project work done, entitled “Market mix of Samsung India ltd” is a bonafide work carried out by and under our supervision and guidance. The project report is submitted towards the partial fulfillment of full time Master of Business Administration Degree.

This work has not been submitted anywhere else for any other degree/diploma.



Table of Content

Targeting and Positioning of Samsung products. To analyze the different market for different products. 2. To know the present status of the competitors of Samsung India ltd.CONCLUSION 46 INTRODUCTION STATEMENT OF THE PROBLEM: “TO STUDY THE MARKET MIX OF SAMSUNG INDIA LTD” In this market. 5|Page . To analyze the market mix of Samsung Electronics. To analyze the Segmenting. we would like to know the strategies that help us to beat our competitors. 3. which is full of competitors. 4. OBJECTIVE OF THE STUDY: 1. This study helps us to know could we overcome our competitors with regards to ‘Four P’s’ and ‘STP’ of our products.

To know deeply about the company.” 6|Page . this study is focused on College students. place. OPERATIONAL DEFINITIONS: The definition committee of the American Marketing Association has defined market mix as. To know about the competitors of the company. Due to time and a resources constraint. 6. SCOPE OF THE STUDY: The study is conducted with respect to Samsung India ltd. and promotion.” A planned mix of the controllable elements of a product's marketing plan commonly termed as 4Ps: product. price. This study helps us to know we can overcome our competitors with regards to advertisement and market mix.5.

4 billion (2009) US$ 8. Seoul. 7|Page Industry Treasury Stocks of Samsung Electronics .64 billion (2009) Lee Kun-hee & Affiliates 17.33 billion (2009) US$ 101. South Korea Worldwide CEO: Choi Gee-Sung Chairman: Lee Kun-hee US$ 179.07%.57%. 13.About the Company SAMSUNG Type Public Korean Consumer electronics Telecommunication Semiconductor Founded Headquarters Area served Key people Revenue Net income Total assets Owner(s) 1969 Samsung Town.

the company has been in the top spot in terms of the number of TVs sold. It is noteworthy that Samsung Electronics has grown in leaps and bounds in a business notorious for cyclical fluctuations. Samsung Electronics was founded in 1969 in Daegu. Samsung’s market position is dominant. Founded in 1938 as a food processing and textile purveyor. Headquartered in Samsung Town. For the four years since 2006.800 (2009) Samsung Group samsung.National Pension Service 5. Its sales revenue in the areas of LCD and LED displays and computer chips is number one in the world. South Korea as Samsung Electric Industries. refrigerators.com of September 31. calculators. It is the flagship subsidiary of the Samsung Group.90% (as Employees Parent Website 187. the company has kept the leading position for eight years in a row. Samsung released the Android powered Samsung Galaxy Tablet. 2009) Samsung Electronics is a Korean company. originally manufacturing electronic appliances such as TVs. In the global LCD panel market. In 1988. which is expected to continue in 2011 and beyond. South Korea. With the Galaxy S model. It was a decision made after considering the fast-growing domestic demand for electronic goods. In the TV segment. the company took the position of the world’s biggest IT maker by surpassing the previous leader Hewlett-Packard. In 2009.000 employees. air conditioners and washers. the parent group entered the electronic business as late as in 1969 when it created under its wings an electronic component subsidiary. By 1981. In competition to Apple's iPad tablet. the company had manufactured over 10 million black and white TVs. Samsung’s Smartphone lineup has retained the second-best slot in the world market for some time. With assembly plants and sales networks in 65 countries across the world) has as many as 200. Seoul. Some of the most popular items produced by Samsung include LED-backlit LCD TVs and Galaxy S mobile phones. 8|Page . it merged with Samsung Semiconductor & Communications.

Samsung emerged as a global corporation. have sold their HDD commercial operation to Seagate Technology for about $1. AU Optronics. On 2009 and 2010. Elpida Memory (Hitachi and NEC) and Micron Technology.2 million of (Samsung-Seagate) shares (9. And only one year after the declaration did Samsung became the third company in the world that developed the 64k DRAM after the United States and Japanese predecessors.” that his company would enter the DRAM (dynamic random access memory) business. Since the onset of the 1997 Asian financial crisis. one of the first chip-making facilities in the country at the time. dubbed the “Tokyo declaration.4 billion with payment of 45. an electronic switching system producer. In December 2010. the company has become more powerful: While most other high-tech companies were hit by cash-flow problems after the crisis. the US and EU fined Samsung Electronics with 8 other memory chip makers for its part in a price fixing scheme from 1999 to 2002. It was soon followed by the 1980 acquisition of Korea Telecommunications. Samsung Electronics Co. After the crisis subsided.Just one year after its founding. 9|Page . it now is by far the most important company with unrivaled influence on the economy through a large network of supplier and partner companies as well as through its own revenue-generating power. For four consecutive years from 2000 to 2003. Chimei InnoLux. it posted more than 5-percent net earnings when 16 large conglomerates out of 30 top companies of the nation went out of business in the wake of the unprecedented crisis.6 percent of shares) with value of $687. Chunghwa Picture Tubes and HannStar Display) of a price fixing scheme. Although Samsung Electronics was already one of the biggest companies in Korea as early as the 1990s. Other companies fined included Infineon Technologies. The EU granted immunity to Samsung Electronics for its part in informing on other members (LG Display. the Samsung Group established in 1970 another subsidiary Samsung-NEC jointly with Japan’s NEC Corp. to manufacture electric home appliances and audio-visual devices. Samsung could avoid financial difficulties by broad-based structural reforms. On April 2011. it expanded into the semiconductor business by acquiring Korea Semiconductor.5 million and the rest will be paid in Cash. Samsung’s founder Lee Byung-chull made an epoch-making announcement. In 1974. The march from then onward as the pioneer in the memory chip-making industry has continued to this day for almost three decades. In February 1983.

Mr.Growth Only ten years ago. ranked at 68th on its list. Despite being a giant in the global technology business with enviable growth. Since returning from a mini retirement in March 2010. 2nd in the electronics industry. Brand Finance ranked the company as the number 1 global brand in electronics. In 2005. To become the top brand in the electronics business. the British brand consultancy. Business Week rated Samsung as 20th on its list of global brands. “Samsung Electronics’ future is not guaranteed because most of our flagship products will be obsolete in 10 years from now. 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. This has been the case for DRAM and SRAM for over a decade. Lee said. Business Week also ranked Samsung as 20th in innovation. it is one of the top suppliers in other home appliances. Samsung is No. 1 in flat-panel TVs and memory chips. making it the world's second-largest mobile phone maker. The semiconductor division of Samsung Electronics is the world's largest memory chip and second largest semiconductor manufacturer worldwide. In 2006. Samsung’s only goal was to catch up with Japanese rivals. But now it is outperforming major Japanese electronics makers in many categories: in terms of global market share. It succeeded in becoming an official sponsor for the 1998 Nagano Winter Olympics. In 2007. Samsung.1 spot as the world's largest technology company. Samsung has spent enormous sums on marketing and branding. 2 in mobile handsets. was one of the world’s most valuable 10 | P a g e . Samsung today is the name that almost always appears in many big games. Samsung Electronics' handset division overtook American rival Motorola.” Global consumers’ brand recognition of Samsung Electronics has increased steadily: According to the top-100 brand list compiled by Millward Brown. In January 2007. Samsung —and its chairman Lee Kun-hee—is famous for fretting over its future and coming crisis. it is No. Samsung overtook Siemens of Germany and Hewlett-Packard of the USA with a revenue of $117. As part of fulfilling this strategy. In 2009.4 billion to take the No. the company devised in 1996 a plan to sponsor major sporting events.

Samsung was also ranked 11th in the “50 Most Innovative Companies 2010” list put out by Business Week. Samsung was placed at 22nd. compiled by the U. work conditions. innovativeness. In the 2010 Business Week innovation ranking. While survey answers take an 80-percent weight to the compilation of the ranking. social responsibility. leadership. a large advancement from the previous year’s 74th. This ranking.S. respectively.brands whose growth has been most pronounced during the 2009-2010 period.1 billion. corporate governance. which gained one notch from 2009’s fourth place. reflects survey results collected from consumers in 24 different countries for global 600 large corporations in terms of annual revenue and its GDP share in respective countries. is based on answers to innovation-related survey questions asked to executives of global corporations. The ranking. In order to cement its leadership in the areas of memory chip and TV production. followed by Microsoft. estimated at as much as US$1. Meanwhile. In the “World’s Most Reputable Companies 2010” ranking published by Reputation Institute of the United States.S. a five-notch increase from the previous year’s 16th. Forbes said that Samsung’s brand value was as much as $12. collated jointly by the U. the remaining 20 percent is accounted for by annual share appreciation (10%) and three-year average sales revenue and profit margin (5% each).8 billion with an average sale revenue growth rate of 17 percent for the past three years. grew by 80 percent. The company currently has 24 R&D centers around the world. 11 | P a g e . Apple Computer and Google retained the leading positions as in the 2009 list. consulting company since 2006. Samsung has invested aggressively in research and development. The respondents answer questions in seven categories including products and services. Its brand value. weekly magazine and Boston Consulting Group since 2005. and financial performance. Samsung took the 33rd place in the “World’s Most Valuable Brands 2010” list made public by the Forbes magazine. Samsung had emphasized innovation in its management strategy since the early 2000s and it again highlighted innovation as part of core strategies when it announced the Vision 2020 in which the company set an ambitious goal of reaching the $400-billion sales revenue within 10 years.

Sri Lanka. The Samsung manufacturing complex housing manufacturing facilities for color Televisions. In November 2007. The Company is also manufacturing fully automatic front loading washing machines at its Sriperumbudur facility SISO 12 | P a g e . Samsung India which commenced its operations in India in December 1995 enjoys a sales turnover of over US$ 1Bn in just a decade of operations in the country. Mobile phones. CIS and SAARC countries from its Noida manufacturing complex. Tamil Nadu. Headquartered in New Delhi. Mobile phones and Refrigerators are being exported to Middle East.SAMSUNG INDIA LTD Samsung India is the hub for Samsung's South West Asia Regional operations. Samsung commenced the manufacture of color televisions and LCD televisions at its state–of-theart manufacturing facility at Sriperumbudur. under the leadership of Mr. Samsung India has widespread network of sales offices all over the country . near Delhi. President & CEO. The South West Asia Headquarters. Maldives and Bhutan besides India. J S Shin. Samsung 'Made in India' products like color Televisions. Refrigerators and Washing Machines is located at Noida. Bangladesh. looks after the Samsung business in Nepal.

Digital and Semi-conductor in India where these domains have almost become revolutions. SISO prides in its ability to work in some of the cutting edge technologies that its parent organization ventures into.Samsung Electronics India Software Operations (SISO) is one of the eleven Research & Development centers of Samsung Electronics Co. Quite a synergy prevails between product development and software services initiatives and the entire system is backed by robust development and computing infrastructure. the organization has executed close to 300 projects and has been accredited with the highest software quality certification of CMM Level 5 and ISO 9002. it locates the corporate design center in which more than 900 13 | P a g e . Convergence. housed in the IT hub of India. and. SISO also works with some of the best organizations in software and technology in India. With an objective to spearhead Samsung´s initiatives in India. head quartered in Bangalore with ambitious plans of expanding its operation by 2 to 3 times by the year 2010. SISO also practices Six Sigma as a management methodology to facilitate innovation and increased productivity. With its inception dating back to February 1996. as a liaison office. SISO contributes to the different technologies in Wireless. the firm began emphasizing the importance of design in its products. SISO today is a Private Limited Company.. SISO currently houses some 1000 intellects involved in stupendous research and development activities and parallely the organization also revels in making software backed by leading edge technologies in sync with ever-changing lifestyles. With about a decade of existence. today it has grown in magnitude and proportions as a center of excellence in research and software development encompassing a wide range of technology domains. In the early 1990s. Bangalore. to leverage on their core competencies. Networking. As a captive entity of Samsung Electronics. south of Seoul. Design Behind Samsung’s rapid rise there lies design power. introducing global technologies customized for the Indian requirements. In its high-rise headquarters in Kangnam. SISO also displays a high degree of efficacy in the creation and protection of Intellectual Property. SISO´s business processes have been extensively automated with a vision of making it a completely paperless office in the near future. Ltd.

it scrutinizes all the design trends of the world. The professional designers working in these centers constantly monitor latest design trends in their cities while scanning cultural and lifestyle changes. There is compelling reason for Samsung’s rise as a design powerhouse. Samsung won the awards in five categories including external hard disk. and industrial design. there were only two designers in the whole company. The iF Material Awards are given by the International Forum Design GmbH of Hannover. 14 | P a g e . as well as in Seoul. Samsung was the winner in eight categories in the 2009 IDEA awards. full-touch screen phone. Samsung established as many as seven design centers in the world’s major cities including Milan and London. it received the iF (International Forum) and IDEA design awards. the German company selected a total of 42 products in the areas of home appliance. Korea had for so long been considered a backwater for design excellence. the company that received the most awards. followed by product strategies. In 2010. furniture. For the first year. In the 2010 iF Material Awards. especially compared to the Japanese counterparts famous for churning out eye-catching gadgets. whose number rose to 510 in 2005. Samsung overhauls its design in every two years.full-time designers are housed. and laser printer toner. compact digital camera. Samsung’s effort to improve design paid off: since 2006. In the beginning. it has won as many as 210 awards from internationally prestigious design institutions. It then maps out new design plans during the second year. “side-by-side” refrigerator. For example. Samsung won the Gold Award for five of its products including the external hard disk drive. one of the world’s most prestigious design awards for design materials and process technologies.

Corporate name and logo Samsung Electronics’ corporate name “Samsung” comes from the word “three stars” that shine brightly. The English rendering is a visual expression of its core corporate vision. 15 | P a g e . The blue color symbolizes stability and reliability. The hanja character “Sam” has the double meaning of three and strong while “sung” connotes “star” and “bright” (or “shining”). Samsung’s logo design emphasizes flexibility and simplicity while conveying a dynamic and innovative image through the ellipse. meaning that it foretells success. a company official explained. It also stands for social responsibility as a corporate citizen. The openings on both ends of the ellipse where the letters “S” and “G” are located are intended to illustrate the company’s open-mindedness and the desire to communicate with the world. The basic color in the logo is blue. excellence in customer service through technology. The corporate name has auspicious meaning in it. the symbol of the universe and the world stage. the color that Samsung has had used in its logos for years. which are precisely what the company wishes to accomplish with its customers.

“The Concept of the Marketing Mix. and at other times invents new ingredients no one else has tried.REVIEW OF LITERATURE MARKET MIX: The term "marketing mix" was coined in 1953 by Neil Borden in his American Marketing Association presidential address. Gregory A.” as explained on the site netmba. promotion) forms the entire promotional campaign. “when these are effectively blended. this was actually a reformulation of an earlier idea by his associate. who sometimes follows recipes prepared by others. they form a marketing program that provides want-satisfying goods and services for the company’s market.com. He started teaching the term to many after he himself learned about it with an associate of his. Spiro. including. Rich. sometimes adapts a recipe from immediately available ingredients. and distribution. branding. William J. Stanton. As stated in “Management of a Sales Force” by Rosann L. sometimes prepares his own recipe as he goes along. The marketing mix (price. product. but a guideline to reference back to when implementing the price. The marketing mix is a broad concept which includes several aspects of marketing which all inquire to obtain a similar goal of creating awareness and customer loyalty. James Culliton. but there are other components not already mentioned on the Wikipedia site. promotion. However. who in 1948 described the role of the marketing manager as a "mixer of ingredients"." The term became popular in the article written by Niel Borden called. planning. product. Those are the four main ingredients of the marketing mix. The marketing mix is not only an important concept. distribution. 16 | P a g e .

personal selling.” Samsung took the top slot in the ranking. during the second quarter of 2010 Samsung Electronics took the top position in the DRAM segment due to brisk sales of the item on the world market. A prominent marketer. distribution channels. E. which has seen wide use. Samsung’s compound annual growth rate (or CAGR) has been 13. display. Extrapolating this trend to the future. servicing. estimated IC Insights. It also started mass-producing 30 nm-classes NAND flash memories in the same year whose world share rose as high as 42 percent. and physical handling. followed by Hynix. both of which were the first time in the world. Gartner analysts said in their report. All in all the current description of the marketing mix is accurate. it began a strategy of “Green Memory” by which it increased the global DRAM market share to 33 percent. It succeeded in 2010 in mass-producing 30 nm-class DRAMs and 20 nmclass NAND flashes.]Another market researcher IC Insights predicted that Samsung would become the world’s biggest semiconductor chip supplier by 2014 when it surpasses Intel. Samsung will be able to catch up with Intel by the year 2014. PRODUCTS OF SAMSUNG ELECTRONICS Semiconductors For more than 20 years since 1993. advertising.packaging. “Samsung cemented its leading position by taking a 35-percent market share. said Gartner. Samsung has kept the title of the world’s largest memory chip maker. compared with that for Intel paltry 3. All the other suppliers had minimal change in their shares.4 percent. and Micron. but that differential narrowed to only 21 percent during the second quarter of 2010. According to market research firm Gartner. proposed a Four P classification in 1960.5 percent. Jerome McCarthy. For the ten-year period from 1999 to 2009. IC Insights also said that Intel’s 2009 sales revenue had been 52 percent higher than that for Samsung. 17 | P a g e . but missing some vital pieces of information which will allow individuals to gain a better understanding and implement a more effective marketing mix. Elpida. In 2009.

LED displays.” the panel is as thick (or thin) as two coins put together. In 2009.   Hard drives Digital display: LCD displays. This is about a twelfth of the conventional LCD panel whose thickness is approximately 50 millimeters (1.9 millimeters (0.Another hitherto not-well-publicized area where Samsung had significant business in for years is the foundry segment. Samsung had begun investment in the foundry business since 2006 and now positioned it as one of the strategic pillars for semiconductor growth. plasma displays.15 inch). with the thickness of 3. OLED displays Slimmer panels Samsung Electronics’ TVs and display products have undergone a race toward everslimmer panels. Dubbed the “Needle Slim.97 inches). the company succeeded in developing the super-slim panel for 40-inch LED TVs. 18 | P a g e .

The market researcher predicted that Samsung’s leadership would continue in 2011. including full HD resolution. home cinema systems. 19 | P a g e . Samsung is forecast to take a 27-percent share for the global TV market in the second quarter of 2010 while LG Electronics accounts for 26. Samsung could maintain the performance as before.64 mm). In 2009. DVD players. maintaining the top position for four consecutive years in terms of world market share. According to DisplaySearch. Samsung has taken the top spot in the world TV market. it sold as many as 31 million flat-panel TVs. with the launch of best-selling items. In October 2007. followed in October 2008 by the world’s first 7.2 percent of the market. Blu-ray players. They are optimistic that their company could cut TV width by 40 percent within two years from now.5 mm) and 12. the U.S. the biggest factor in reducing the panel thickness was the LED backlight. market research and consulting firm. Samsung is leading the industry by developing panels for 24-inch LCD monitors (3. and 5000:1 contrast ratio.9-mm panel. Home electronics: TVs. projectors  Televisions For years in a row. According to Samsung officials. 120 Hz refresh rate.1-inch laptops (1.While reducing the thickness substantially. settop boxes. Samsung broke the 10-millimeter barrier by introducing the 10-mm thick 40-inch LCD TV panel. In early 2010. the company had set the year’s sales goal at 39 million units (including 10-million LED TVs).

the 2008 “Crystal Rose” line. After expanding its TV lineups.6 million units. Samsung has led the flat-panel TV market for the past five years with the 2006 introduction of its “Bordeaux” line. at many price point. Samsung showcased the new TV in the International Consumer Electronics Show (CES 2010) held in Las Vegas early this year. publications and retailers as the best TV of the year. and the “Finger-Slim” in 2009. better models. the super-slim LED TV has thus far been sold as many as 2. The company retained the leading position by successfully selling more than 1 million 3D TVs as of August 2010. Samsung became the industry-first 10-million-seller challenge. Samsung TVs were selected in major U. Samsung’s LED TV 7000 series was the winner of the “Gadget Awards 2009” by T3. it was sold more than 2 million units. which brightens the future prospect. Samsung outstrips them by consistently introducing new. Launched in March 2009. For example. Combining LED features with 3D functionality. As rivals are jumping on the bandwagon. 20 | P a g e . Today the company offers the full line of TVs.’s most prestigious electronics magazine.K. followed by the 2007 Bordeaux model. In 2009 alone. the new 3D TV is expected to lead the market for years to come. In 2009. This company is developing new LED TV models too.Samsung Electronics is creating a new market by introducing the “Finger-Slim” LED TV. One of the new products to watch is the full HD 3D LED TV that was launched the first time in March 2010.K. U.

which offers free (or for-fee) download of applications from its Samsung Apps store. This is the figure close to what many market researchers forecast for the year’s worldwide 3D TV sales (1. YouTube videos. In 2010. energy efficiency and connectivity. and movies.23 million units). It also debuted the 3D Home Theater (HT-C6950W) that allows the user to enjoy 3D image and surround sound at the same time. including 3D TV. and 3D glasses. weather. the company launched the Power Infolink service. Samsung Apps. in addition to existing services such as news. and download applications on the user’s hard disk drive. Just like iTunes store. 21 | P a g e . 3D experience Samsung sold more than 1 million 3D TVs within six months of its launch. Samsung is also developing a new “Smart LED TV” from which consumers can download applications as well as view Internet content. 3D content. In 2008. followed in 2009 by a whole new Internet@TV. With the launch of 3D Home Theater. Samsung started marketing the 3D TV while unveiling the upgraded Internet@TV. Samsung became the first company in the industry to have the full line of 3D offerings. slim design. The company is trying offer the 3D content streaming service on its 3D TVs. stock market. 3D Blu-ray play.The T3 magazine in its news article on “ten reasons why you should buy Samsung LED TV” listed as the reasons superior picture quality. Smart TVs and apps Samsung has introduced the Internet TV in 2007 that enabled the audience to receive information from the Internet while at the same time watching conventional TV programming. the Samsung 3D TV aims to allow the user to connect to its own online store.

beginning in Korea and the United States.Samsung Apps will provide for-fee premium services starting the latter half of 2010. The services will be custom-tailored for each region’s culture. followed early next year by the same services in Europe. Samsung plans to offer family-oriented applications such as health care programs and digital picture frames as well as games. 22 | P a g e .

The UK consumers association (Which?) writeup of the latest model in 2011 was highly complementary of the picture quality.. which believed to disable the SamyGO project. work around for DLNA problems by playing movies from SAMBA and NFS shares support etc. supporting DTS codec on B Series TVs. Samsung expects that Samsung Apps would ultimately become a multi-device application store attracting users of all kinds of electronic device such as mobile phones. Also placed web browser right into TV with mouse and keyboard support and many more applications. computers. and later supported A and C series TV's also.. 23 | P a g e . Samsung started to release restricted firmware updates starting from Feb 2010 for fixing security issues those used by SamyGO community and disabled firmware downgrade option from TV menus. under GPLv2 license and deployed new applications like a tool increasing subtitle size and changing its color. The company also reckons that its Smart TV will be the future home entertainment hub. and cameras. enabling internal video player on low end models.SamyGO community created at 2009 for hacking Samsung B series TV firmwares. But hackers find workarounds for those new restricted firmwares. enabling PVR functionality of TV.

Following the success of its “Anycall” brand mobile phones in Korea. Malaysia and South Korea in June 2010 followed by US variants called Vibrant and Captivate in July and Epic and Fascinate in August and September. The I9000 Galaxy S was recognized for its superior-quality screen and excellent connectivity while the S8500 Wave for its Bada operating system with unparalleled social networking and location-based services. corresponding to a market share of 20.Mobile phones Samsung Electronics sold 235 million mobile handsets in the year 2009. Samsung’s I9000 Galaxy S and S8500 Wave Smartphones were the winners of the 2010 European EISA Awards in the Smartphone and social media phone categories. It was initially launched in Singapore. and environmentally friendly phones. Samsung’s flagship mobile handset line is the Galaxy S. which many consider a direct competitor of Apple's popular iPhone. full-touch screen phones. The share in the United States has doubled in the second quarter of the year from the previous quarter. giving it a global marketshare of 22% trailing Nokia by 12%. In 24 | P a g e . Samsung’s 2010 Smartphone shares worldwide are rising rapidly. Samsung sold 280 million mobile phones in 2010. It sold more than 1 million units within the first 45 days of in the US alone. the company introduced numerous mobile handset models including premium phones. Overall.2%. At the end of Q3 2010 Samsung had surpassed the 70 million unit mark in shipped phones.

The company set the sales goal of the 2010 yearend at 20 million units. Samsung has kept supporting a wide range of operating systems in the market. it also supports other competing operating systems such as Symbian. While many other handset makers tend to focus on supporting one (or at most two) operating system. In the North American. the year of worldwide recession due to the 2008 global credit crisis. and Russian markets. RIM. Samsung employs a two-pronged strategy to emphasize its premium image for affluent consumers 25 | P a g e . air-conditioners. Zipel-brand side-by-side and kimchi refrigerators. Microsoft Windows Phone. Samsung held the leading position thanks to strong sales of its flagship items. it solidified its image as a premier home appliance maker by selling so many refrigerators. Samsung’s sales revenue rose 27 percent from the previous year. Although the Galaxy S adopts Google Android as the primary operating system. Linux-based LiMo. In the home market. An alliance of Chinese low wage and Taiwanese technology is catching up closely. as well as new steam microwave ovens and “robot” vacuum cleaners. Home appliances In 2009.the second quarter the company shipped as many as 3 million Smartphones. and Samsung’s proprietary Bada. and Samsung is working to maintain its top position. washing machines. a 173percent increase from the same period last year. the biggest increase in the industry. Samsung faces challenges in the phone market. Smartphone makers such as Apple. and HTC are busy coming up with new models. In a market clearly split into two extremes of up market and budget categories. European.

In other segments such as mono-laser printers. Samsung introduced a host of new products including a premium mini-laptop computer N310 and slim-sized laptop X420. multifunction printer. 1 the first time in its history. In the laser multifunction printer segment. Samsung launched mono-laser printer. In 2009.while marketing lower-end items with fewer bells and whistles for emerging economies consumers. Samsung was first or second place in the world. and color laser multifunction printer CLX-3185. one of the next-generation strategic areas. Samsung was ranked second in the world in the area of letter-size (A4) laser printers. In the printer business division. multifunction printers. it became No. Thanks to these new market entrants. In 2010. and enterprise-use high-speed digital multifunction printer models. including the premium laptop R580. Samsung could sell as many as 6 million laptops for the year. Samsung introduced many new products boasting energy efficiency and ecofriendliness. the world’s smallest mono-laser printer ML-1660. The N310 and the X420 are the thirdgeneration laptops with all the advanced features as well as portability and connectivity. all of which indicates that Samsung is growing fast in the printer business despite under the condition of severe economic recession. and color laser printers. 26 | P a g e . netbook N210.

thereby commencing the race toward the new category of camera market. the ST550 (the dual-LCD-mounted camera). and the HMX-H106 (64GB SSD-mounted full HD camcorder). Digital cameras and camcorders are the areas Samsung cannot overlook. the company launched the NX10. In 2010. are in wide commercial use in many overseas markets. Since mobile telecom service providers in the United States. 27 | P a g e .In the area of wireless networking. and Russia began deploying the standards. the next-generation interchangeable lens camera. the protocols developed by Samsung and adopted in 2007 as international standards. Since then. more and more providers (as many as 139 providers in 75 countries) are readying to take it up. Japan. The company has introduced several models in these areas such as the WB550 (the premium camera). the company has focused more on high-priced items. the mobile telecom protocols such as Mobile WiMax and WiBro. Samsung in 2009 took the third place in the compact camera segment.

In the MP3 player segment. the premium MP3 player model and the world’s smallest DivX MP3 player R1 STP BY FOUR P 28 | P a g e . the largest in the industry.In the area of storage media. Samsung is doing quite well. it is focusing more on selling external hard disk drives. In 2010. It is launching a host of new products including the M1.5-inch disk. the company started marketing the 320Gb-perdisk HDD. Samsung in 2009 succeeded in grabbing more than 10 percent of the world market share by introducing a new hard disk drive capable of storing 250Gb per 2. In addition.

Samsung segmented its market for its products. STP by products and services STP by demographics/ firmographics STP by geography STP by channel STP by psychographics STP OF CELLPHONE MARKET 29 | P a g e . Targeting and Positioning.STP refers to Segmenting. STP is a market strategy of any company to market its products. It does STP for every category of products differently.

It has something for everyone. Samsung has partnered with IT industry leaders to bring you the most relevant enterprise solutions and the most comprehensive mobile implementation of Exchange ActiveSync. it is coming in 3G also.Samsung segmented its cellular market in several categories. for businessmen etc. GEOGRAPHIC It has Samsung Guru segment for rural areas as well as Galaxy segment for urban areas. Decidedly adept in security concerns and the answer to your every business need. Samsung is one of the largest manufacturers of mobile phones and it shares the highest cellphone customers with Nokia in India. DEMOGRAPHIC Samsung has mobile phones for youth. age of 16-29. PSYCHOGRAPHIC 30 | P a g e . for middle class youth it has Samsung Guru which is for govt. It is a good option if you want to get a cheap 3G handset. lower class workers also. Guru has many variants. 3G. Samsung Galaxy is a good option for youth as it has many attractive features as Wi-Fi. the Galaxy S II is ready for serious enterprise usage. Galaxy is also for Businessmen.

later they were available on lower rates so that they are now used by rural areas. Samsung has its range of mobile phones start from 1200 to 32.Samsung mobile is available for those customers too who have their choice based on their lifestyle. Now technology has changed so much and urban areas are enjoying Samsung 3D LED televisions which have full HD and a great experience of watching television. Also Samsung has TFTs and LCDs for both semi urban and urban markets. STP OF TELEVISION GEOGRAPHIC Samsung segmented its television in rural urban as well as semi urban markets. Samsung came with some so fancy mobile phones specially for girls and cheaper touch screen stylish phones so that everyone can enjoy touch screen T the rate of normal mobiles. 31 | P a g e . Earlier Samsung Plasma televisions were used in urban areas.000+. Samsung has round televisions for rural market as it can bear heavy fluctuations in electricity which normally happens in villages.

32 | P a g e . on the other hand a round television. LEDs and TFTs are ment for upper middle class. it’s useless for villages as they have no computers and they are technologically too backward to use these gadgets.PSYCHOGRAPHIC Samsung television is also segmented as psychographic market. These gadgets also are the status symbol. STP OF AUDIO/ VIDEO PLAYERS/ CAMERAS (GADGETS) GEOGRAPHIC & PSYCHOGRAPHIC Samsung audio/ video players are mainly made for youth. They are used as luxurious gadgets too. It’s not made for rural areas as it is a waste of time kind of thing for them. A 3D LED TV is a very luxurious thing. even a flat screen CRT TV is ment for middle class or lower middle class.

Samsung gadgets are so stylish and youth oriented.Samsung cameras and camcorders too are made for urban and semi urban areas only. STP OF HOMEAPPLIANCES GEOGRAPHIC 33 | P a g e .

Microwave Oven. Air conditioners. It has appliances for rural as well as urban areas. Robotic vacuum cleaners are so much luxurious products so as induction stoves. Washing machines. Samsung side by side refrigerators and Samsung front loader washing machines are so luxurious products. Robotic Vacuum Cleaner etc. Induction Stove.Samsung categorized its home care products geographically. Most of the products are for urban and semi urban areas and only a few are for rural areas such as washing machines and refrigerators. Air conditioners are both for middle class and premium class. Samsung also produces WASHING MACHINES AIRCONDITIONERS REFERIGERATORS MICROWAVE OVEN VACUUM CLEANER ELECTRONIC COOKER INDUCTION STOVE CD/DVD PLAYERS WRITABLE CDs/DVDs HOME THEATRE BLU-RAY PSYCHOGRAPHIC Samsung categorized its home care products according to the lifestyle of customers. Refrigerators are now a day used in rural areas also. It has luxurious products like Electronic Cooker. 34 | P a g e . Washing machines are still not so much used in rural areas but it is used in these areas.

today it has grown in magnitude and proportions as a center of excellence in research and software development encompassing a wide range of technology domains. RAM etc. Samsung makes chipsets along with Toshiba. 35 | P a g e . as a liaison office..e. Samsung is famous for its hard drives. housed in the IT hub of India.OTHER PRODUCTS SOFTWARE Samsung Electronics India Software Operations (SISO) is one of the eleven Research & Development centers of Samsung Electronics Co. HARDWARE Samsung is one of the largest manufacturer of IT products. Ltd. head quartered in Bangalore with ambitious plans of expanding its operation by 2 to 3 times by the year 2010. flash memory. It is the largets manufacturer of microchips i. With its inception dating back to February 1996. Bangalore. SISO today is a Private Limited Company.

DEMOGRAPHIC 36 | P a g e . PERSONAL COMPUTERS Samsung also is a maker of laptops with some great features like waterproof. sleek design. The company was established in 2004. Toshiba owns 51% of its stock. long lasting battery life and light weight.Toshiba Samsung Storage Technology Corporation (abbreviated TSST) is an international joint venture company of Toshiba (Japan) and Samsung Group (Korea). while Samsung owns the remaining 49%. STP OF COMPUTERS GEOGRAPHIC Samsung computers are made for semi urban and urban areas. Netbooks are so much in fashion now a days. And mainly it is used by students as it is so easy to carry and stylish too. full HD LED display. The company specializes in optical disc drive manufacturing. Samsung laptops are made for students and also for official purpose. It is aiming to be the largest in optical drives.

it has a good battery life with slim design. Samsung is launching its new range of luxury laptops ‘Airfoil’ which takes on ‘Macbook Air’. but no one is bound. Problem with Macbook Air that it has no swappable battery life. It is so sleek and beautiful laptop and also it is a luxury product which can be an add-on to your gadgets. Samsung now came up with new range of laptops this time it is "premium" QX series . they can use as they like. PSYCHOGRAPHIC Samsung laptops are both for urban and semi urban markets. It is basically for college girls. Samsung also is the maker of computer equipments likePRINTERS RAM CD/DVD ROM WRITABLE/ rewritable CD/DVD MONITOR/ LED/ LCD DISPLAY FOR DESKTOP 37 | P a g e . there Samsung ‘Airfoil’ get rid of that.Samsung laptops are also available in girly colors. Netbooks are designed for college purpose and notebooks are used for official purpose mainly. every time you have to plug in your charger.given an "airfoil design exterior" that's aluminium clad like as certain fruit-branded manufacturer's notebooks. But not entirely constructed from metal: Samsung's release suggests it's just the lid that's fashioned from.

Acer. Whirlpool refrigerator. Bluestar. Hitachi. web camera. Philips. Electrolux. O2 etc are major competitors of Samsung. Dell. COMPETITORS HOME CARE PRODUCTS Competitors of Samsung electronics In home appliances Whirlpool. Voltas. Sony. Markson. Whirlpool. LG air conditioners are major competitors of Samsung Air conditioners. LG. Bajaj. LG. HTC.FLASH DRIVES PROJECTORS PLEOMAX Samsung makes computer hardware under the name of PLEOMAX like keyboards. Haier. Godrej. Godrej. COMPETITIVE PRODUCTS 38 | P a g e . Huawei. speakers and other peripheral devices. Apple. Blackberry. washing machines is major competitive products for Samsung. Motorola. Sony Ericsson. Thomson. MOBILES In mobiles Nokia. Onida. mouse. Videocon. Hitachi. Kelvinator etc COMPETITIVE PRODUCTS 3D LED by Sony and LG are major competitor for Samsung LG side by side refrigerator. Bluestar.

Lenovo. TVS are the main competitive printer makers for Samsung. Moserbaer are the main competitors for Samsung IT products. Nokia N. Sony. COMPETITIVE PRODUCTS Intel is a big competitor for Samsung Chipset. IT PRODUCTS In IT industry Intel. Apple. Sony. Dell. LG cookie is competitor of Samsung Corby. Logitech. Logitech is a competitive for Samsung Pleomax. Sony. HP. Lenovo. Hp. hp. Dell. Wipro.Apple I-phone. Acer. Sony Ericsson xperia play is a competitor of Samsung SCH-B5200 HTC Sensation is a big competitor of Samsung Galaxy Tab. E series mobile phones are competitor of Samsung Smartphone. X. 39 | P a g e . Seagate. Canon. IBM. LG. Toshiba are the main competitors for Samsung computers. Creative etc are major competitors of Samsung.

AWARDS During its tenure of 12 years in the country.' in 2004 November 2006MoU signed with Tamil Nadu Government for setting up a second manufacturing Complex at Sriperumbudur. exports.in 2006 by Varindia Most preferred TV partner in Hospitality Industry by Hospitality India 2006 Best Retailer for the Year 2005 by India Retail Forum Most Trusted Company Award 2005 by VarIndia ELCINA (Electronics Industries Association of India) Awards for 'Excellence in Electronics' instituted by the IT department of the Government of India.in 2006 by Consumer Electronics & TV Manufacturers Association No. 2007 Electronics Company of the Year . Samsung India has won several Product Awards and recognitions across its Audio Video.1 Channel Favorite Company . The Corporate Recognitions received by the Company in the recent past include: 'Electronics Organization of the Year' by EFY Magazine at its 'Readers' Choice Awards' February. Samsung India received the 1st Prize in the Consumer Electronics category for productivity. near Chennai June 2006Samsung commences manufacture of LCD TVs in India 40 | P a g e . Home Appliance. R&D and quality assurance in 2002 Golden Peacock Special commendation Certificate for Corporate Social Responsibility (Private Sector) for the year 2004 'Special Award' by Electronic Industries Association of India for 'significant contribution to the development and growth of India's Electronics Hardware and IT industry. IT and Telecom Product categories.

New Delhi. leading technology products in the Indian market coupled with the Company’s efforts to customize products for the Indian consumers. Samsung India has set up a widespread network of Samsung Digital Plazas all over the country. To display Samsung products in a more lifestyle ambience and to communicate the product benefits in a more interactive manner. November 1997 Sponsorship of Indian Contingent to 13th Asian Games in Bangkok. Product design and innovative marketing have all contributed to making Samsung a household name in the Indian market. Technology Leadership.in the metros and smaller markets to create consumer awareness.January 1998All India operations with launch in East December 1997 Sponsorship of the lighting of the Permanent Asian Games Flame Ceremony at the National Stadium. Uttar Pradesh. brand Samsung today enjoys an awareness level of over 65% and a positive opinion of over 80% in the country today (source: BAS 2007). Wow. June 1997CTV Factory Inaugurated with Initial Plant Capacity of 400. BRAND POWER From being a virtually unknown entity in the Year 1995. The Company has carried out over 170 Dream Home Road Shows .000 units per annum June 1996Foundation Stone laid for CTV Factory at Noida. The introduction of World First. have contributed to the success of the brand in the Indian market. Samsung plans to continue enhancing its penetration levels in the country to reach out to more and more Indian consumers 41 | P a g e .a four day exhibition of its new products and technologies . The Samsung Brand shop network complements the over 8500 retail points for Samsung products located across the length and breadth of the country.

Silver Medal Winner at the Commonwealth Games 2006 and 2007 National Games : Avneet Kaur Sidhu 42 | P a g e .Silver Medal Winner at the 2004 Athens Games and Rajiv Gandhi Khel Ratna Award Winner 2004 : Rajyavardhan Singh Rathore .Silver Medal Winner at the Commonwealth Games 2006 and Rajiv Gandhi Khel Ratna Award Winner 2003 : Anjali Bhagwat . Samsung India has announced a Samsung Scholarship Programme to support seven top Indian athletes as they prepare for the forthcoming Beijing Olympics.SOCIAL CONTRIBUTIONS OLYMPIC SCHOLARSHIP PROGRAM FOR INDIAN ATHLETES Digital technology leader. Rajiv Gandhi Khel Ratna Award Winner 2006 and Samsung Olympic Brand Ambassador : Manavjit Singh Sandhu .First Indian shooter to win a World Championship Gold in Zagreb in 2006 and Rajiv Gandhi Khel Ratna Award Winner in the Year 2001 : Abhinav Bindra .World Shooting Champion 2006. The 'Samsung Olympic Ratnas' who have been identified for this Scholarship are.

the term 'Samsung Olympic Ratna' for them.. high potential.First Indian Archer to qualify for the Olympics and Gold Medal winner at the Archery World Cup 2007 : Dola Banerjee. . President & CEO. "Our Olympic program seeks to support the training needs of these seven. the Samsung Scholarship Program will support the training expenses of these players for a period of one year. who we hope can return from Beijing with Medals for the country. IT and Telecommunications On the Samsung Olympic Scholarship Program. high caliber athletes." 43 | P a g e .2007 National Boxing Champion and Silver Medal Winner at the SAF Games 2006 : A L Lakra Patterned on the Olympic Solidarity Fund. between October 2007 and September 2008. Samsung South West Asia HQ. Samsung India has also become the 'Olympic Partner' for the Indian delegation to the 2008 Beijing Olympics. H B Lee.. states Mr. The Company will be the Official Sponsor in the category of Consumer Electronics. Hence.

More than a quarter of all Samsung employees 42. imaginative people. and a strong commitment to ongoing investment. At—and among our 42 research facilities around the world. Through the interplay of creative. Samsung has put R&D at the heart of everything we do. People One of Samsung's strongest assets is our team of talented researchers and engineers. As new technologies are being constantly introduced to the market.000 people work everyday in research and development. speed is essential for remaining competitive in today's digital era. and new markets have to be pioneered continuously. 44 | P a g e . and we expect that number to surpass 50. an organisation that encourages collaboration and cooperation among business partners all along the supply chain. a global R&D network. they collaborate on strategic technologies for the future and original technologies designed to forge new market trends and set new standards for excellence.000 by 2010.R&D @ SAMSUNG R&D at Samsung Innovation is crucial to Samsung's business.

easier and richer through our superior quality products. "Our aim is to gain technological leadership in the Indian marketplace even as our goal is to earn the love and respect of more and more of our Indian consumers. our products as well as our efforts to make our customers happy through our products and services.VISION Growing to be the best Samsung India aims to be the 'Best Company' in India. Samsung aims to grow in India by contributing to the Indian economy and making the lives of our consumers simpler. our manpower." Mr. J S Shin President & CEO Samsung South West Asia Head Quarters 45 | P a g e . 'Best Company' in terms of the internal workplace environment.

46 | P a g e .

VALUES Samsung Electronics Global Vision would be achieved through nine action values: 47 | P a g e .

Continuous Innovation Creativity Challenge Strategic Focus Speed Simplicity Empowerment Crisis Awareness Customer Focus CONCLUSION 48 | P a g e .

“Priority to Human Resources”. Whether it was “Economic Contribution to the Nation”. 49 | P a g e . Each of them represented a different stage of Samsung’s growth from a domestic industrial leader to a global electronics powerhouse. this can also help these areas in developing itself. it will help changing the lifestyle of people there.Ever since its inception in1938. India is a country of very large population. Samsung mobile phones are not as much used in rural areas as much as Nokia sells its mobile phones. At least those products which are used in rural areas such as washing machines and Refrigerators could be endorsed there. and in itself. Samsung has continually refined its Mission statement to respond to changes both in the world. So. just because Nokia reaches there but Samsung do not. But Samsung has its product line mainly for urban markets. or “Pursuit of Rationalism”. each slogan had the quality of representing the most significant moments in Samsung’s history. where a big part of population belongs to rural areas and semi urban areas. Samsung should also be focused on these areas as these areas are developing.

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