SAMSUNG - REDEFINING A

BRAND

PRESENTED BY
TAMOGHNA CHATTERJEE
INDRANIL GANGULY
ROHAN SAMANTA
USHASHI SARKAR
 CONTENT
 COMPANY PROFILE
 PRODUCT LINE
 MARKET SEGMENT
 DISTRIBUTION STRATEGY
 PROBLEM RECOGNITION
 RECOMMENDATION
 COMPANY PROFILE
 HEADQUARTER IN MISSISSUAUGA,ONTARIO

 START INDEPENDENT OPERATION FROM 1987

 LARGEST ELECTRONICS BASED CANADIAN

COMPANY IN SOUTH KOREA

 WORLD’S FASTEST GROWING BRAND

 CORE ACTIVITIES- ELECTRONICS, FINANCE AND

TRADE AND SERVICES
 PRODUCT LINE
 TWO BROAD CATEGORIES OF PRODUCTS –
I)CONSUMER ELECTRONICS AND APPLICATIONS

II)INFORMATION TECHNOLOGY

EXAMPLES :-
 CDMA MOBILE PHONE
 VCR
 HIGH DEFINITION TELEVISIONS ( LIKE LCD TV)
 MP3 AND DVD PLAYERS
 LEADERSHIP IN DIGITAL ELECTRONICS PRODUCT
 MARKET SEGMENT
 IT HAS FOUR MARKET SEGMENTS:

 HIGH INCOME FAMILIES IS THE PRIMARY

TARGET

 YOUNG GENERATIONS ARE ATTRACTED BY

DIGITAL TECHNOLOGY

 BUSINESS USERS HAVE FOCUS IN NEEDS AND

SATISFACTION

 HOBBYISTS ARE HIGHLY PRICE SENSITIVE

 DISTRIBUTION STRATEGY
 SPECIALTY STORES HAVE MAXIMUM
IMPORTANCE

 DEPARTMENTAL STORES ARE ALSO

SIGNIFICANT

 OFFICE SUPPLY SUPERSTORES ARE USEFUL

FOR BUSINESS APPLICATION PRODUCTS

 E-MARKETING IS NOT SO POPULAR

 SWOT ANALYSIS
STRENGTH
•GOOD BRAND IMAGE
•EFFICIENT R&D TEAM
•SIGNIFICANT DISTRIBUTION CHANNEL
•CUSTOMER SATISFACTION

THREATS WEAKNESS
•COMPETITORS PRESENT SWOT MINIMUM
IN THE MARKET SALES FORCE

OPPORTUNITY
INCREASING
CUSTOMER DEMAND
 PROBLEM RECOGNITION
 PROMOTIONAL BUDGET AND SPENDING ON
ADVERTISING

 ISSUE ABOUT NEW PRODUCT AND

DISTRIBUTION

 PROBLEMS IN PRODUCT PRICING

 RECOMMENDATION
IT HAS TO FIX THAT WHETHER SAMSUNG
WANTS TO BE A PRIME BRAND
 IT HAS TO CHARGE PRIME COST
 IT HAS TO TAKE THE OPPORTUNITY OF DIGITAL
REVOLUTION
 IT HAS TO INCREASE THE SALES FORCE
 IT HAS TO CONCENTRATE ON REVENUE AND
NOT ONLY SALES VOLUME
 COST OF PROMOTION NEED NOT TO BE
INCREASED
THANK YOU