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

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

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

7|Page Industry Treasury Stocks of Samsung Electronics .64 billion (2009) Lee Kun-hee & Affiliates 17. Seoul.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.07%.57%.4 billion (2009) US$ 8. 13. South Korea Worldwide CEO: Choi Gee-Sung Chairman: Lee Kun-hee US$ 179.33 billion (2009) US$ 101.

com of September 31. In the TV segment. With assembly plants and sales networks in 65 countries across the world) has as many as 200. Samsung Electronics was founded in 1969 in Daegu. the company has been in the top spot in terms of the number of TVs sold. the parent group entered the electronic business as late as in 1969 when it created under its wings an electronic component subsidiary. which is expected to continue in 2011 and beyond.National Pension Service 5. Some of the most popular items produced by Samsung include LED-backlit LCD TVs and Galaxy S mobile phones.800 (2009) Samsung Group samsung. Seoul. With the Galaxy S model.000 employees. refrigerators. It is the flagship subsidiary of the Samsung Group. South Korea as Samsung Electric Industries. South Korea. For the four years since 2006.90% (as Employees Parent Website 187. 2009) Samsung Electronics is a Korean company. the company has kept the leading position for eight years in a row. In 2009. In the global LCD panel market. originally manufacturing electronic appliances such as TVs. In 1988. the company took the position of the world’s biggest IT maker by surpassing the previous leader Hewlett-Packard. Headquartered in Samsung Town. the company had manufactured over 10 million black and white TVs. calculators. Samsung’s market position is dominant. In competition to Apple's iPad tablet. Samsung’s Smartphone lineup has retained the second-best slot in the world market for some time. By 1981. Its sales revenue in the areas of LCD and LED displays and computer chips is number one in the world. It was a decision made after considering the fast-growing domestic demand for electronic goods. it merged with Samsung Semiconductor & Communications. Samsung released the Android powered Samsung Galaxy Tablet. 8|Page . Founded in 1938 as a food processing and textile purveyor. It is noteworthy that Samsung Electronics has grown in leaps and bounds in a business notorious for cyclical fluctuations. air conditioners and washers.

AU Optronics. Although Samsung Electronics was already one of the biggest companies in Korea as early as the 1990s. the company has become more powerful: While most other high-tech companies were hit by cash-flow problems after the crisis. it expanded into the semiconductor business by acquiring Korea Semiconductor. Other companies fined included Infineon Technologies. have sold their HDD commercial operation to Seagate Technology for about $1. Chunghwa Picture Tubes and HannStar Display) of a price fixing scheme. Samsung could avoid financial difficulties by broad-based structural reforms. Chimei InnoLux.5 million and the rest will be paid in Cash. dubbed the “Tokyo declaration. 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.” that his company would enter the DRAM (dynamic random access memory) business. In December 2010. The EU granted immunity to Samsung Electronics for its part in informing on other members (LG Display. Samsung’s founder Lee Byung-chull made an epoch-making announcement. On 2009 and 2010. On April 2011. 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.4 billion with payment of 45. Samsung emerged as a global corporation. one of the first chip-making facilities in the country at the time.6 percent of shares) with value of $687. to manufacture electric home appliances and audio-visual devices. 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. Elpida Memory (Hitachi and NEC) and Micron Technology. In February 1983.Just one year after its founding. Since the onset of the 1997 Asian financial crisis. the Samsung Group established in 1970 another subsidiary Samsung-NEC jointly with Japan’s NEC Corp. an electronic switching system producer. For four consecutive years from 2000 to 2003. After the crisis subsided. 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. 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. 9|Page .2 million of (Samsung-Seagate) shares (9.

1 spot as the world's largest technology company. In January 2007. Samsung —and its chairman Lee Kun-hee—is famous for fretting over its future and coming crisis. 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. To become the top brand in the electronics business. It succeeded in becoming an official sponsor for the 1998 Nagano Winter Olympics. “Samsung Electronics’ future is not guaranteed because most of our flagship products will be obsolete in 10 years from now. was one of the world’s most valuable 10 | P a g e .Growth Only ten years ago. Business Week rated Samsung as 20th on its list of global brands. Samsung’s only goal was to catch up with Japanese rivals. Samsung overtook Siemens of Germany and Hewlett-Packard of the USA with a revenue of $117. But now it is outperforming major Japanese electronics makers in many categories: in terms of global market share. 1 in flat-panel TVs and memory chips. the British brand consultancy. Since returning from a mini retirement in March 2010. Mr. ranked at 68th on its list. In 2009. In 2006. This has been the case for DRAM and SRAM for over a decade. In 2005. 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 2007. Brand Finance ranked the company as the number 1 global brand in electronics. As part of fulfilling this strategy. Samsung has spent enormous sums on marketing and branding. Samsung today is the name that almost always appears in many big games. making it the world's second-largest mobile phone maker. Samsung.4 billion to take the No. 2 in mobile handsets. it is one of the top suppliers in other home appliances. it is No. Samsung is No. 2nd in the electronics industry. Despite being a giant in the global technology business with enviable growth. The semiconductor division of Samsung Electronics is the world's largest memory chip and second largest semiconductor manufacturer worldwide. the company devised in 1996 a plan to sponsor major sporting events. Business Week also ranked Samsung as 20th in innovation. Lee said.

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

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

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

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

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

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

E. proposed a Four P classification in 1960. servicing. and Micron. followed by Hynix. distribution channels. Extrapolating this trend to the future. but missing some vital pieces of information which will allow individuals to gain a better understanding and implement a more effective marketing mix. but that differential narrowed to only 21 percent during the second quarter of 2010.5 percent. it began a strategy of “Green Memory” by which it increased the global DRAM market share to 33 percent. According to market research firm Gartner.packaging. Samsung’s compound annual growth rate (or CAGR) has been 13. compared with that for Intel paltry 3. A prominent marketer. In 2009. IC Insights also said that Intel’s 2009 sales revenue had been 52 percent higher than that for Samsung. advertising. “Samsung cemented its leading position by taking a 35-percent market share. Elpida. both of which were the first time in the world. It succeeded in 2010 in mass-producing 30 nm-class DRAMs and 20 nmclass NAND flashes. It also started mass-producing 30 nm-classes NAND flash memories in the same year whose world share rose as high as 42 percent. display. 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.]Another market researcher IC Insights predicted that Samsung would become the world’s biggest semiconductor chip supplier by 2014 when it surpasses Intel. estimated IC Insights. said Gartner. Jerome McCarthy. personal selling. Samsung will be able to catch up with Intel by the year 2014. Samsung has kept the title of the world’s largest memory chip maker. which has seen wide use. Gartner analysts said in their report. All the other suppliers had minimal change in their shares. and physical handling. All in all the current description of the marketing mix is accurate. 17 | P a g e .” Samsung took the top slot in the ranking.4 percent. PRODUCTS OF SAMSUNG ELECTRONICS Semiconductors For more than 20 years since 1993. For the ten-year period from 1999 to 2009.

97 inches).   Hard drives Digital display: LCD displays. plasma displays. the company succeeded in developing the super-slim panel for 40-inch LED TVs. LED displays. In 2009. This is about a twelfth of the conventional LCD panel whose thickness is approximately 50 millimeters (1. OLED displays Slimmer panels Samsung Electronics’ TVs and display products have undergone a race toward everslimmer panels.” the panel is as thick (or thin) as two coins put together.Another hitherto not-well-publicized area where Samsung had significant business in for years is the foundry segment. Dubbed the “Needle Slim.9 millimeters (0. Samsung had begun investment in the foundry business since 2006 and now positioned it as one of the strategic pillars for semiconductor growth.15 inch). 18 | P a g e . with the thickness of 3.

2 percent of the market. the company had set the year’s sales goal at 39 million units (including 10-million LED TVs). DVD players.While reducing the thickness substantially. Home electronics: TVs. 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. According to DisplaySearch.1-inch laptops (1.5 mm) and 12. The market researcher predicted that Samsung’s leadership would continue in 2011. 120 Hz refresh rate. 19 | P a g e . Blu-ray players. settop boxes. According to Samsung officials. with the launch of best-selling items. In early 2010. maintaining the top position for four consecutive years in terms of world market share. In 2009. market research and consulting firm. the U. They are optimistic that their company could cut TV width by 40 percent within two years from now. projectors  Televisions For years in a row. Samsung could maintain the performance as before. it sold as many as 31 million flat-panel TVs.9-mm panel. including full HD resolution. Samsung has taken the top spot in the world TV market. Samsung is leading the industry by developing panels for 24-inch LCD monitors (3.S.64 mm). Samsung broke the 10-millimeter barrier by introducing the 10-mm thick 40-inch LCD TV panel. and 5000:1 contrast ratio. home cinema systems. followed in October 2008 by the world’s first 7. the biggest factor in reducing the panel thickness was the LED backlight. In October 2007.

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

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

followed early next year by the same services in Europe. 22 | P a g e . Samsung plans to offer family-oriented applications such as health care programs and digital picture frames as well as games.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. beginning in Korea and the United States.

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.SamyGO community created at 2009 for hacking Samsung B series TV firmwares. under GPLv2 license and deployed new applications like a tool increasing subtitle size and changing its color. work around for DLNA problems by playing movies from SAMBA and NFS shares support etc. enabling PVR functionality of TV. enabling internal video player on low end models. The company also reckons that its Smart TV will be the future home entertainment hub. Also placed web browser right into TV with mouse and keyboard support and many more applications.. But hackers find workarounds for those new restricted firmwares. which believed to disable the SamyGO project. supporting DTS codec on B Series TVs. 23 | P a g e . and cameras. and later supported A and C series TV's also.. computers.The UK consumers association (Which?) writeup of the latest model in 2011 was highly complementary of the picture quality. 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.

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. Samsung’s flagship mobile handset line is the Galaxy S. the company introduced numerous mobile handset models including premium phones. Samsung’s 2010 Smartphone shares worldwide are rising rapidly.2%. 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. Samsung sold 280 million mobile phones in 2010. It was initially launched in Singapore. and environmentally friendly phones. At the end of Q3 2010 Samsung had surpassed the 70 million unit mark in shipped phones. corresponding to a market share of 20. 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. The share in the United States has doubled in the second quarter of the year from the previous quarter. Following the success of its “Anycall” brand mobile phones in Korea. Overall. which many consider a direct competitor of Apple's popular iPhone. full-touch screen phones. In 24 | P a g e .Mobile phones Samsung Electronics sold 235 million mobile handsets in the year 2009. It sold more than 1 million units within the first 45 days of in the US alone. giving it a global marketshare of 22% trailing Nokia by 12%.

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

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

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

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

It does STP for every category of products differently. 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 . Samsung segmented its market for its products. Targeting and Positioning. STP is a market strategy of any company to market its products.STP refers to Segmenting.

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

Samsung mobile is available for those customers too who have their choice based on their lifestyle. Also Samsung has TFTs and LCDs for both semi urban and urban markets. later they were available on lower rates so that they are now used by rural areas. 31 | P a g e . 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. Earlier Samsung Plasma televisions were used in urban areas. Samsung has round televisions for rural market as it can bear heavy fluctuations in electricity which normally happens in villages. Samsung has its range of mobile phones start from 1200 to 32.000+. 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.

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. on the other hand a round television. 32 | P a g e . It’s not made for rural areas as it is a waste of time kind of thing for them. LEDs and TFTs are ment for upper middle class. They are used as luxurious gadgets too. A 3D LED TV is a very luxurious thing. 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. 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 .

34 | P a g e . Samsung side by side refrigerators and Samsung front loader washing machines are so luxurious products. 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. Refrigerators are now a day used in rural areas also. Robotic vacuum cleaners are so much luxurious products so as induction stoves. Microwave Oven. Washing machines are still not so much used in rural areas but it is used in these areas. It has appliances for rural as well as urban areas.Samsung categorized its home care products geographically. Air conditioners. 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. Washing machines. Induction Stove. Robotic Vacuum Cleaner etc. It has luxurious products like Electronic Cooker.

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

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

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

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

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

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.' in 2004 November 2006MoU signed with Tamil Nadu Government for setting up a second manufacturing Complex at Sriperumbudur.AWARDS During its tenure of 12 years in the country. IT and Telecom Product categories. 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 has won several Product Awards and recognitions across its Audio Video.in 2006 by Consumer Electronics & TV Manufacturers Association No. near Chennai June 2006Samsung commences manufacture of LCD TVs in India 40 | P a g e . exports. 2007 Electronics Company of the Year . Home Appliance.1 Channel Favorite Company .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. Samsung India received the 1st Prize in the Consumer Electronics category for productivity.

in the metros and smaller markets to create consumer awareness.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.000 units per annum June 1996Foundation Stone laid for CTV Factory at Noida. have contributed to the success of the brand in the Indian market.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. Product design and innovative marketing have all contributed to making Samsung a household name in the Indian market. June 1997CTV Factory Inaugurated with Initial Plant Capacity of 400. To display Samsung products in a more lifestyle ambience and to communicate the product benefits in a more interactive manner. 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 . leading technology products in the Indian market coupled with the Company’s efforts to customize products for the Indian consumers. Wow. Samsung India has set up a widespread network of Samsung Digital Plazas all over the country. The Company has carried out over 170 Dream Home Road Shows . brand Samsung today enjoys an awareness level of over 65% and a positive opinion of over 80% in the country today (source: BAS 2007). November 1997 Sponsorship of Indian Contingent to 13th Asian Games in Bangkok. Uttar Pradesh. BRAND POWER From being a virtually unknown entity in the Year 1995. The introduction of World First. Technology Leadership. New Delhi.

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. The 'Samsung Olympic Ratnas' who have been identified for this Scholarship are. 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.SOCIAL CONTRIBUTIONS OLYMPIC SCHOLARSHIP PROGRAM FOR INDIAN ATHLETES Digital technology leader.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 2007 National Games : Avneet Kaur Sidhu 42 | 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. H B Lee. high potential.. who we hope can return from Beijing with Medals for the country. "Our Olympic program seeks to support the training needs of these seven. the term 'Samsung Olympic Ratna' for them. IT and Telecommunications On the Samsung Olympic Scholarship Program. Hence. Samsung India has also become the 'Olympic Partner' for the Indian delegation to the 2008 Beijing Olympics. the Samsung Scholarship Program will support the training expenses of these players for a period of one year. The Company will be the Official Sponsor in the category of Consumer Electronics. President & CEO. . states Mr. high caliber athletes. between October 2007 and September 2008." 43 | P a g e . Samsung South West Asia HQ.First Indian Archer to qualify for the Olympics and Gold Medal winner at the Archery World Cup 2007 : Dola Banerjee.

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

our products as well as our efforts to make our customers happy through our products and services. 'Best Company' in terms of the internal workplace environment. J S Shin President & CEO Samsung South West Asia Head Quarters 45 | P a g e .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. 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 manpower." Mr.

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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 .

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

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