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    Samsung'S Marketing Strategy in India

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    Swati Sabharwal
    Samsung entered the Indian market in 1995 and has since experienced substantial growth, with sales turnover increasing from 1.56 billion rupees in 1996 to 30 billion rupees in 2002. Samsung offers a wide range of consumer electronic products using various new technologies and has employed innovative marketing strategies. It aims to differentiate its products and regain its position as the top brand in India by reaching more consumers and becoming the leading mobile phone brand.

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    Samsung'S Marketing Strategy in India

    Uploaded by

    Swati Sabharwal
    451 views28 pages
    Samsung entered the Indian market in 1995 and has since experienced substantial growth, with sales turnover increasing from 1.56 billion rupees in 1996 to 30 billion rupees in 2002. Samsung offers a wide range of consumer electronic products using various new technologies and has employed innovative marketing strategies. It aims to differentiate its products and regain its position as the top brand in India by reaching more consumers and becoming the leading mobile phone brand.

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    Samsung entered the Indian market in 1995 and has since experienced substantial growth, with sales turnover increasing from 1.56 billion rupees in 1996 to 30 billion rupees in 2002. Samsung offers a wide range of consumer electronic products using various new technologies and has employed innovative marketing strategies. It aims to differentiate its products and regain its position as the top brand in India by reaching more consumers and becoming the leading mobile phone brand.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    451 views28 pages

    Samsung'S Marketing Strategy in India

    Uploaded by

    Swati Sabharwal
    Samsung entered the Indian market in 1995 and has since experienced substantial growth, with sales turnover increasing from 1.56 billion rupees in 1996 to 30 billion rupees in 2002. Samsung offers a wide range of consumer electronic products using various new technologies and has employed innovative marketing strategies. It aims to differentiate its products and regain its position as the top brand in India by reaching more consumers and becoming the leading mobile phone brand.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 28

    SAMSUNG’S

    MARKETING
    STRATEGY IN INDIA
    RITU SHRIVASTVA(11)
    SUKRITI MURGHAI(52)
    SWATI NEGI(63)
    SWATI PACHORI(64)
    SWATI SABHARWAL(66)
    BACKGROUND NOTE
    Entered India in dec 1995 as 51:49 joint venture with
    RCSPL
    In 2002 set up r&d centre at noida with investment of us
    $5mn
    In sept 2002 won the first prize in consumer electronics
    category at the annual “awards for excellence in
    electronics”
    IN NOV 2002 it became a wholly owned subsidary of its
    parent co.
    year Sales turnover(in rs bn.)

    1996 1.56

    1997 4.00

    1998 5.40

    1999 8.50

    2000 19.50

    2001 24.55

    2002 30.00
    Wide range of products
     Home appliances • Information technology
     Microwave Oven products
     Refrigerator  
     Air Conditioner  Note PC
     Washing Machine  HDD
     CD Rom & DVD Rom Drive
     
     TV, video & audio  CD & DVD Read & Write
    Solution
     Monitors
     TV
     Laser Printers & Laser Based
     DVD Player
    MFPs
     Camcorder
     Fax
     Audio
     Home Theater
    Mobile Phones
     Digital Audio Player
     GSM
     Digital Still Camera 
     CDMA
    Product features(technology)
    Refrigerator Micro Oven
     Bio Ceramic Technology(Bio  High scratch resistance
    Fresh Refrigerators)  Higher nutrient retention:
     Super X Flow technology  3D Showerwave

     Electricity Consumption Television


    Comparison  India’s first wireless home theater
     i-cool TM (Bluetooth technology)
    Washing Machine:-  Bio Colour Televisions

     Turbo power  Silver Nano Technology


     DNIe Technology
     Quick power optimizer
     Color Optimizer
     I-CONTROL SYSTEM:-
     SUPER DRY
    YEAR STRATEGY SALES
      “Phod ke RS 2,75 BN
    0ct 2001 dekho
    May 2002 “Dabake RS 310 CR
    jeeto”
    Oct-nov 2002 Phir se RS 380 CR
    phodke
    dekho”
    March 2003 “Samsung 21%
    rang de increase in
    kismet” mkt share
    Oct 2003 “Pinning toh
    winning”
    June 2004 “The $-dollar
    programme”
    Feb 2005 “Faster finger
     Uses supply chain to enhance differentiation.
     24 state –level distributor offices & a direct dealer
    interface.
     Implemented innovative logistic system(Global logistic
    network system) GLONETS.
     Believes in JIT (just in time).
     Supplies its goods to “STAR ELITE”.
     Also believes in SHOP- IN-SHOP concept.
     Also planning to set up a chain of exclusive outlets called
    as “Samsung Talkies”.
     Pricing plays significant role in samsung success.
    Differentiation is the key factor.
     Transparent functioning follows fixed MOP(marketing
    operating price).
     High end technology therefore its marketing mainly
    focuses on urban areas.
     Stills samsung reputes being a prenium brand, aggressive
    in launching newer models ,latest technology at economic
    cost.
    • STRENGTHS
     Technologically very advanced
     New product concept in 5 months
     Offers new and innovative design
     Heavily investment in technology, product design and
    human resources
    • WEAKNESSES
     Not proactive to introducing new products
     Lacks in product differentiation
     Perceive low quality as compare to competitors
     Products are not user friendly
     Fe w service centers
    • OPPORTUNITIES
     Through distinctiveness can gain more market share
     Perceive low quality as compare to competitors
     Products are not user friendly

    • THREATS
     Competitors in electronic market are more dominant
     Increasing competitors in telecommunication industry
     Advertisement are not excessive
    RECENT PRODUCTS LAUNCHED
    45 NEW SMARTPHONES

    LAUNCHED “FRRRUNCH RANGE OF SAMSUNG


    REFRIGERATORS”.
    FUTURE PRODUCTS TO BE
    LAUNCHED
    INNOVATIVE & SMARTER LED TVs IN 2011.

    OFFERING 32 & 37 INCHES TVs IN 2011

    ANNOUNCED ITS LAUNCH OF LED 9000 SERIES.


    HOW SAMSUNG PLAN TO REGAIN
    ITS NO. 1 SPOT IN INDIA
    REACHING DEEPER & WIDER INTO THE INDIAN
    MARKET.

    PLANNING TO BE NO. 1 IN MOBILE PHONES’


    MARKET.

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