EXECUTIVE SUMMERY

SAMSUNG is a company that has been steadily growing throughout the past decade.
The following report will help SAMSUNG maintain the growth that has been enjoyed
in the past, with a strong emphasis on the growth of the all consumer durables and
mobile divisions. By analysing customers and what they want, strategies can be
devised as to how SAMSUNG can increase their share of the market. Furthermore, by
comparing SAMSUNGs strengths and weaknesses to that of the competition,
opportunities can be identified and capitalised on . SAMSUNG entered into Indian
market with its technologically advanced home appliances. But when it entered in an
Indian market, it had to face very tough competition and still it's facing tough
competition, but now it has gained the top position among different companies in
India. Not only SAMSUNG has highest market share in home appliances, but also in
Smartphone market. SAMSUNG created its own marketing strategies and also
defined there target market to penetrate into Indian market. SAMSUNG aims to have
more market share in Indian market. India is a country having its major consumers in
high and medium income, as the poverty level is declining the major group is turning
into medium income group with some purchasing ability. SAMSUNG India is now
available with a big target market Already in the Market major companies are
available which is having a trust among the consumer with respect to the quality,
durability & price. The major competitors in Electronic consumer goods market are
LG, Sony, and Panasonic etc. and in Smartphone market Apple, LG, Nokia,
Blackberry, HTC etc. are the major competitors of SAMSUNG. In this project we try
to find out some important things; the different kind of marketing strategies of
SAMSUNG in Indian market. Market strategy, positioning strategy, Marketing Mix
(Product Strategy, Price Strategy, Promotion Strategy), Financial, Innovation,
Branding strategy etc, Competitive advantage of SAMSUNG, SWOT analysis of
SAMSUNG

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 CHAPTER 1

INTRODUCTION

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 SAMSUNG INTRODUCTION

Unlike other electronic companies SAMSUNG origins were not involving electronics
but other products. I n 1938 the SAMSUNGs founder Byung-Chull Lee set up a trade
export company in Korea, selling fish, vegetables, and fruit to China. Within a decade
SAMSUNG had flour mills and confectionary machines and became a co-operation in
1951.F rom 1958onwards SAMSUNG began to expand into other industries such as
financial, media ,chemicals and ship building throughout the 1970s. In 1969,
SAMSUNG Electronics was established producing what SAMSUNG is most famous
for, Televisions, Mobile Phones (throughout 90s),Radios, Computer components and
other electronics devices.1987 founder and chairman, Byung-Chull Lee passed away
and K un-Hee Lee took over as chairman in the 1990s SAMSUNG began to expand
globally building factories in the US, Britain, Germany,Thailand, Mexico, Spain and
China until 1997.In 1997 nearly all Korean businesses shrunk in size and SAMSUNG
was no exception. They sold businesses to relieve debt and cut employees down
lowering personnel by 50,000. But thanks to the electronic industry they managed to
curb this and continue to grow .1 n 1993 SAMSUNG developed the lightest mobile
phone of its era. The SCH -800 and it was available on CDMA netw orks. Then they
developed smart phones and a phone combined mp3player towards the end of the 20th
century. To this date SAMSUNG are dedicated to the 3Gindustry. Making video,
camera phones at a speed to keep up with consumer demand. Employing a
pproximately 138,000 people in 124 offices in 56 countries.

The Making of a Global Brand

I n 1993, as a first step in its globalization drive, SAMSUNG acquired a new

corporate identity. It changed its logo and that of the group. I n the new logo, the
words SAMSUNG Electronics were written in white colour on blue colour
background to represent stability, reliability and warmth. The words SAMSUNG
Electronics were written in English so that they would be easy to read and remember
worldwide. The logo was shaped elliptical representing a moving world —
symbolizing advancement and change.

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Company History in India

SAMSUNG Electronics commenced its operations in India in December 1995 and is

today a leading provider of Consumer Electronics, IT and Telecom products in the
Indian market. SAMSUNG India is the Regional Headquarters for SAMSUNG, South
West Asia operations, which provides employment to over 8,000 employees with
around 6,000 employees being involved in Ft&D. In 2010, SAMSUNG India
achieved a sales turnover of US$3.5 billion .SAMSUNG began operations in India
through its manufacturing complex located at Noida (UP),which today houses
facilities for Colour Televisions (including 3D, LED and LCD Televisions),Mobile
Phones, Refrigerators, Washing Machines and Split Air Conditioners categories
.SAMSUNG commenced operations of its second state—of-the-art manufacturing
complex at Sriperumbudur, Tamil Nadu in November 2007. Today, the
Sriperumbudur facility manufactures Colour televisions, Fully Automatic Front
Loading Washing Machines, Refrigerators and Split Air Conditioners. SAMSUNG
India has two R&D Centres in India — at Delhi and Bangalore. While the Delhi R&D
Centre develops software solutions for hi-end televisions such as Plasma TVs, LCD
TVs and Digital Media Products, the Bangalore R&D Centre works on major projects
for SAMSUNG Electronics in the area of telecom, wireless terminals and
infrastructure, Networking, SoC (System on Chip)Digital Printing and other
multimedia/digital media as well as application software .SAMSUNG India is a
market leader in product categories like LED TVs, LCD TVs, Slim TVs and Side by
Side Refrigerators. While it is the largest mobile handset brand in India, it leads in the
smartphone segment in India .SAMSUNG India has won several awards and
recognitions for both its corporate initiatives as well as its product innovations in
audio visual, home appliance, IT and telecom product categories .Apart from
development of innovative technology, SAMSUNG places great importance on acting
as a responsible corporate citizen in the communities where it operates. Its CSR
programs respond to the social and environmental needs and seek to give back to
communities that support the company.

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 SAMSUNG PRODUCTS

Mobile Phones

Samsung Galaxy s10 Samsung Galaxy Note 10

Samsung Galaxy A50 Samsung Guru

Televisions

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 Camera’s

Refrigerators

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Air Conditioner

Washing Machine

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 Laptop/PC

The SAMSUNG Philosophy

SAMSUNG follows a simple business philosophy:to devote our talent and technology
to creating superior products and services that contribute to a better global society
.Every day, our people bring this philosophy to life. Our leaders search for the
brightest talent from around the world, and give them the resources they need to be
the best at what they do. The result is that all of our products—from memory chips
that help businesses store vital knowledge to mobile phones that connect people
across continents— have the power to enrich lives. And that's what making a better
global society is all about.

Company's Values

We believe that living by strong values is the key to good business. At SAMSUNG, a
rigorous code of conduct and these core values are at the heart of every decision we
make. People quite simply, a company is its people. At SAMSUNG, we're dedicated

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to giving our people a wealth of opportunities to reach their full potential. Excellence
everything w e do at SAMSUNG is driven by an unyielding passion for excellence—
and an unfaltering commitment to develop the best products and services on the
market. Change I n today's fast-pa ced global economy, change is constant and
innovation is critical to a company's survival. As we have done for 70 years, we set
our sights on the future, anticipating market needs and demands so we can steer our
company toward long-term success.I ntegrity Operating in an ethical way is the
foundation of our business. Everything w e do is guided by a moral compass that
ensures fairness, respect for all stakeholders and complete transparency. Co-prosperity
A business cannot be successful unless it creates prosperity and opportunity for
others. SAMSUNG is dedicated to being a socially and environmentally responsible
corporate citizen in every community where we operate around the globe.

Vision 2020

As stated in its new motto, SAMSUNG Electronics vision for the new decade is,
"Inspirethe World, Create the Future." This new vision reflects SAMSUNG
Electronics'commitment to inspiring its communities by leveraging SAMSUNGs
three key strengths: —New Technology, —Innovative Products, and —Creative
Solutions. -- And to promoting new value for SAMSUNGs core networks -- Industry,
Partners, and Employees. Through these efforts, SAMSUNG hopes to contribute to a
better world and a richer experience for all.

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As part of this vision, SAMSUNG has mapped out a specific plan of reaching $400
billion in revenue and becoming one of the world's top five brands by 2020. To this
end, SAMSUNG has also established three strategic approaches in its management:
—Creativity, —Partnership, and —Talent. SAMSUNG is excited about the future. As
we build on our previous accomplishments, we look forw ard to exploring new
territories, including health, medicine, and biotechnology. SAMSUNG is committed
to being a creative leader in new markets and becoming a truly No.1 business going
forward.

Inspire the World, Create the Future

ACHIEVEMENTS OF THE COMPANY

1995:- SAMSUNG India Electronics (SI EL) products launched in India. Certificate
for commencement of business received by SAMSUNG.

1996:- Foundation Stone laid for CTV Factory at Noida, Uttar Pradesh. Launch in
South Home Appliances Launch.

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2002:- Construction commences for 5,000,000 refrigerator plant in Noida SAMSUNG
unveils new technology for Consumer Home Entertainment (DNIeT1 ELCI NA
(Electronics Industries Association of India) Awards for _Excellence in Electronics'
instituted by the ITdepartment of the Government of India. SAMSUNG India
received the 1st Prize in the Consumer Electronics category for productivity, exports,
R&D and quality assurance in 2002.

2003:- Inaugurated SAMSUNG’s new, High-Tech, advanced Refrigerator facility.

Commencement of production at refrigerator facility in Noida. Merger of SIEL with
SEIIT. Software technology park set up at Noida.

2004:- SAMSUNG received the Golden Peacock Special commendation Certificate

for Corporate Social Responsibility (Private Sector) for the year 2004 from Mr.
Shivraj Patil, Union Home Minister. India made regional headquarters for
SAMSUNG Southwest Asia. Mr. K. S. Kim appointed as the First President and
Chief Executive Officer of SAMSUNG South West Asia.

2005:- The India Retail Forum has awarded SAMSUNG as the Best Retailer of the
year 2005 in the consumer Durables category. Most Trusted Company Award 2005 by
Var India. Mr. S. H. Oh appointed as the President and Chief Executive Officer of
SAMSUNG South West Asia.

2006:- Developed the worlds first real double-sided LCD Developed the worlds first
50nm 1G DRAM Unveiled 10M pixel camera phone Launched the worlds first Blu-
Ray Disc Player Developed 1.72"Super-Reflective LCD Screen.

2007:- No.1 worldwide market share position for TVs achieved for the seventh
quarter in a row Developed the worlds first 30nm-class 64Gb NAND Flash'. memory

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Blacklack bestowed the Best Smart Phone award at CTIA in the U.S. Attained No.1
worldwide market share position for LCD for the sixth year in a row.

2008:- Became the official sponsor of 2010 Guangzhou Asian Game Developed the
worlds first 2Gb 50 NANO SAMSUNG takes No. 1 spot in U.S. cell phone market
Opened Global Brand PR Centre SAMSUNG Dlight No.1 worldwide market share
position for TVs achieved for the 9th quarter in a row.

2009:- Released the world's first solar -powered mobile phone in India SAMSUNG
took up a record high market share in LCD monitors Released the —Corby full touch
phone targeted at younger users.

2010:- SAMSUNG Electronics launched World's first 3D home theatre SAMSUNG

Electronics launched WAVE, the first Smartphone based on Bada platform
SAMSUNG Electronics began mass producing industry's first 3D TV panels 21.

Competitors Of Samsung in INDIA

1. APPLE

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Apple’s Iphone is without doubt the number 1 Samsung competitor when we talk
about high end smartphones. Almost every year, there are 3 smartphones sure to be
launched. One would be an Iphone, another a Samsung Note and the third Samsung
galaxy or Samsung galaxy edge. Iphone was one of the first phones to come out in the
market with multi touch features.

However, although Iphone is loved by many, Samsung utilised Google Android to

launched several features of its own, including some awesome hardware. The Apple
vs Samsung (Android) debate is endless. Apple Iphone has the lions share of
Smartphones in US and it is second highest market share holder worldwide and is one
of the strongest Samsung competitors in the business.

2. HUAWEI

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Huawei has repeatedly impressed consumers with its design as well as functionality of
its phones. Obviously Huawei operates with strong penetrative pricing, which is
common for all Samsung competitors other then Apple’s Iphone and Google’s Pixel
(which operate on Skimming price strategy). There are ripe speculations that Huawei
is becoming a strong global contender to Samsung and Apple both.

3. XIAOMI

In 2015, Xiaomi was the worlds 4th largest smartphone maker. Xiaomi is a privately
owned company operating from China. The best advantage to Xiaomi is the Asian
population which it can cover easily, mainly India and China, two of the most
populated countries in the world. Because of its massive distribution and production
capacity, Xiaomi is the third highest Samsung competitors in the world.

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4. OPPO

Oppo came quite late in the picture, but took away the market share which was going
to Micromax. Oppo left Micromax far behind with its well designed smartphones
which were value for money. In fact, most distributors which were purely Micromax
players are seen more and more to side with Oppo. Oppo is also known very well for
its well executed branding strategies at point of purchase. Oppo is the fourth highest
Samsung competitor in the world.

5. VIVO

Another Chinese company with the same advantages as Oppo, but which lacks the
marketing skills of Oppo is Vivo. Vivo started its business in 2009 and because of its
Manufacturing capacity and the wide market at its disposal, capture a good chunk of
the market share very fast. Within 3-4 years, Vivo had established itself in 100
countries like China, India, Malaysia and others. It closely follows the footsteps of
Oppo in product design.

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Strategies of SAMSUNG in India

PRODUCT STRATEGY

SAMSUNG India has segmented their products into five categories.

1) MOBILE PHONE

2) TV/AUDIO/VIDEO

3) CAMERA/ CAM RECORDER

4) HOME APPLIANCES

5) PC/PERIPHERALS/PRINTERS

SAMSUNG offers the most diverse product mix in the 3D market, offering LED,
LCD and Plasma3D TVs. SAMSUNG's cash cow product in the 3D market however,
is the LED 9000 series .Reposition of its products. In early 1990th SAMSUNG was
still perceived as a conservative manufacturer and always associated its brand with
bargains. SAMSUNG realized that low price is just a major means to compete in the
lower-market whereas in upscale market technology and brand are competitive means.
SAMSUNG decided to penetrate the upscale market and gave up lower-market in
order to exalt its brand image. It repositioned all series of its products such as mobile
phone, consumer electronics and memory flash to upscale market. Correspond to
SAMSUNG's new position in the market it has relatively higher price in it category.
To SAMSUNG higher price would bring more profit and at the same time it is the
better imply of good quality. The strategy of reposition helps SAMSUNG starting to
build its noblest image. Technology innovation SAMSUNG recognized that digital is
the future developing aspect of consumer electronics. They regard the digital age as
having both incalculable potential and risks. It's a time of intense competition-fortunes
can be made or lost in the blink of an eye. SAMSUNG took this challenge as an
opportunity. They switched their core competitive power from mass manufacture to
its own brand which based on digital technology. It is well positioned as one of the
worlds recognized leaders in digital technology and eventually become the world's top
innovative company in technology.

Pricing strategy

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Pricing also seemed to have played a significant role in SAMSUNG's success.
Differentiation is the key for a brand to be preferred by consumers, when there are so
many brands within the same product category. SAMSUNG believes in providing
good products at reasonable prices to its customers. SAMSUNG's technology plank
communications helped the company to gain market share, even though it did not
offers any discounts or exchange scheme when it entered India .SAMSUNG focuses
on cost-cutting measures to keep its price low which helps to combat the discount
schemes of the local companies. For e.g. - In 2001, due to high competition in the
20"CTV segment, SAMSUNG had to resort to price cuts. The company said that
value engineering, new product lines and new chassis development had contributing
in combating price erosion. SAMSUNG negotiated with its vendors to reduce costs on
cabinets, plastics, speakers, harness coils, remote controls, etc. SAMSUNG's Brand
image seemed to have helped it survive the price erosion. Dealers also agreed to lower
margin sowing to company's brand image. SAMSUNG in the year 2002 drastically
reduced its operational costs which enabled the company to keep low prices for
certain products and extract higher profit margin from premium products..SAMSUNG
is very transparent in functioning. It has a fixed MoP (Marketing Operating Price)
whereby the goods are soId to the distributors and to the customer's at a fixed market
price only. The focus of its competitors is to penetrate in the rural and semi-urban
mass markets. But SAMSUNG insists that its a high end technology driven player.
That's why the urban areas are still a focus area for it and only 30 per cent of revenue
comes from rural and semi-urban India. They have always been a hi-end technology
driven player and w ant to keep that equity .Not surprisingly, the target customer for
SAMSUNG products won't be found in the price-sensitive mass market Adopting the
lifestyle product platform, SAMSUNG's aiming for the high-end premium market.
Hence SAMSUNG has always been keeping premium prices. SAMSUNG claim sit's
never been a price warrior - its focus has always been on the premium market, which
is why it has remained a steady No. 2 or No. 3 player in most product categories. It is
difficult to achieve the ambitious targets keeping in mind the pricing strategy of
SAMSUNG. But, they believe that it takes time to ensure your supremacy in market
share.

Advertising and Sales Promotion

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In 1995, when SAMSUNG entered India, it realized that Indian consumers were not
familiar with the company. So, in order to establish itself in the Indian consumers
mind, SAMSUNG launched corporate advertisements highlighting its technologically
superior goods.

Brand Ambassador: Aamir Khan(mobile phones ),Priyanka chopra(global products)

• Providing free content on the mobile by collaborating with the copyright owners of
Bollywood movies. For e.g Ghajini, Love Aaj Kal.

• Promotional offers like free entry to the show of '10 ka dum'.

• Organizing contests like SAMSUNG Mobile Karaoke Festival'

• Opening the SAMSUNG Fun Club for better customer relationships.

• Free online software updates, tutorials and customer service

• Highlights the innovative features of its products through a combination of

innovative advertising and branding.

• Established many SAMSUNG Mobile Stores to increase the visibility of the brand

Promotion

Offering advanced technology products and positioning itself on the technology

platform will not help a company sell its products if it fails to communicate properly
with the potential customers. To raise brand awareness and create strong, favourable
and unique brand associations, SAMSUNG adopted various marketing strategies like

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celebrity endorsements, corporate advertisement ,highlighting its technological
superior goods and many promotional schemes.

Advertising

SAMSUNG is involved in aggressive marketing and advertising of its product to

develop athtudes ,create awareness, and transmit information in order to gain a
response from the target market. Their main advertising channels include media such
as newspapers (local, national, free, trade),magazines and journals, television (local
and national) cinema, outdoors advertising (such as posters ,bus sides). The initial
advertisements communicated presence of SAMSUNG in worldwide market sand its
dominance in those markets. To increase its brand awareness, SAMSUNG went in for
celebrity endorsements. Initially, the company signed Hindi film actress.

Sales Promotion

Along with advertisements, SAMSUNG also focuses on promotional schemes to

increase its sales in October 2001, SAMSUNG launched its highly successful
promotional scheme, the SAMSUNG'Phod keDekho Offer'. This offer instantly
boosted the sales of the company generating sales of Rs.2.75 bn from this offer. The
campaign was launched on an all India basis during the festival season. Under the
scheme, consumers who bought any SAMSUNG product were given a tamper proof
plastic coconut with three coins in it. One out of every 10 coconuts had a lucky coin
with a gift printed on it. As a part of the campaign, SAMSUNG's brand ambassador,
Tabu interacted with the customers and dealers of SAMSUNG in Bangalore and
Chennai and handed over the lucky coconuts to select SAMSUNG customers. The
priz es included products from the SAMSUNG range. The Phod ke Dekho offer was
followed by another promotion scheme in May 2002, 'Dabake Jeeto offer' coinciding
with the football World Cup. During the promotion every customer who purchased
company's electronics or home appliances product got plastic football with an alarm
clock in it. The customer had to press the football from the top, and was given the free
etched on the tamper-proof anodized sticker. Under this campaign, SAMSUNG gave
out gifts worth Rs. 100 mn, which included SAMSUNG digital flat TVs, frost free
refrigerators, microwave ovens, Karisma washing machines, mobile phones, cameras
and Soccer 2002 official licensed T-shirt from Adidas. This campaign notched up
sales worth Rs.310 Crores during the period of the Promotion. The next major

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promotional campaign was the 'Phir Se Phod Ke Dekho offer'. The offer was launched
during October-November 2002 generating sales of Rs. 380 crores . It w as a repeat of
the earlier 'Phod Ke Dekho' campaign.

Sponsorship

SAMSUNG used sponsorship of event like Olympic series to boost its sales.
SAMSUNG was the global wireless communications sponsors at the Athens
Olympics. SAMSUNG used the strategy of relating itself directly with the values of
the Olympic Games, which included attributes like world class, global, excellence,
fair competition and peace. The Olympic series of August5, 2004 was SAMSUNG's
salute to the Olympic values .SAMSUNG was the sponsor of Lakme India F ashion
Week held on ApriI21, 2005. Team SAMSUNG cricketers - I rfan Pathan, Mohd. Ka
if and Virendra Sehwag launched the World's BestHandset, SAMSUNG D500 during
the SAMSUNG Show at the Lakme India Fashion Week. The theme for the
SAMSUNG Show was _The Best Thing Says Everything' in keeping with the
positioning of SAMSUNG D500 - SAMSUNG's latest and path-breaking mobile
phone which has been rated as the _World's Best Mobile phone' by the 3GSM
Association World Congress held at Cannes in February 2005.SAMSUNG sponsored
SAMSUNG 8, MTV Youth Icon 2005 on June10, 2005. The idea behind the
sponsorship was that the SAMSUNG Mobiles were targeted at the fun loving,
lifestyle oriented and trendy youth of today. By associating with the SAMSUNG &
MTV Youth Icon, they are seeking to further strengthen their relationship with the
youth. SAMSUNG mobiles make a style statement and by partnering w ith the Youth
Icon, this positioning is further re-inforced. SAMSUNG was even the sponsor of
SAMSUNG I I FA Awards held on June 13, 2005. Popular film actress, Preity Zinta
was awarded the SAMSUNG Diva' award while Hrithik Roshan was conferred the
prestigious SAMSUNG Style Icon' award at the SAMSUNG UFA Awards 2005.

POSITIONING STRATEGI ES

The concept to position the brand may be based on the functions provided by the
product, the experience it offers or symbol it conveys. Developing positioning
strategy requires integrating the product, price, value chain, and promotion strategy to
focus them on the market target. The positioning strategy matches the firm's
capabilities with the buyer's preferences. Due to SAMSUNG's superiority in the

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general TV market, the threats as you can tell are minimal. However, in the strategies
and opportunities sections you will find what we are doing to reduce the risk of these
threats having an effect on SAMSUNG's market share. Developing a partnership with
Microsoft will be a vital component to developing the 3D gaming content availability,
which is the only relevant competitive advantage other than pricing. As SAMSUNG
introduces new 3D products to the market, the price of their current products will
drop, making the more readily available to lower class consumers and expanding the
target market for their 3D products.

Branding Strategy

For any new company, when it makes its entry into the market, there are two ways to
stimulate growth: intensive advertising campaign, and product offerings with unique
functions. SAMSUNG recognized the potential of both. —I n terms of products,
SAMSUNG introduced its leading-technology display products as well as printers in
the Indian market and carried out SI meets all over the country to educate the channel
community on its new products, — says Ranjit Singh Yadav,Director— IT,
SAMSUNG India. However, the power of brand building exercise was not lost on the
company. I n fact, SAMSUNG tilted more towards advertising and brand-making
strategy — creating awareness of its name by investing large amounts of money in
million-dollar brand- making campaigns in India, SAMSUNG, in order to create its
brand awareness, signed seven cricket celebrities and in doing this it aimed to cash in
on the popularity of cricket in India which is considered a religion in India. Instead
ofjust ads featuring cricketers, SAMSUNG launched its —Team SAMSUNG India
campaign all over I ndia. The focus of this concept was to create patriotism through
cricketers, but under the SAMSUNG brand name the banner reads —With Team
SAMSUNG. The campaign was a huge success and it enabled SAMSUNG to increase
awareness of its brand. As a result, it began to make impressive growth in India.—In
India, SAMSUNG's investment on branding has spanned our brand building and
corporate initiatives, product investments and ainvestments in the channel, says Mr.
Yaday. —I n the year 2008,SAMSUNG supported the Olympics cause in India by
way of sponsorship of the Indian team, the supportfor select members of the Indian
team. The company also organized the biggest-ever national level school quiz on
Olympics for school children. Consequently, its Olympic-related advertising
campaign brought the company's brand closer to customers.—We supported the

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Indian team to the Beijing Olympic Games as well as provided scholarship support to
six Indian athletes for their training expenses, including Abhinav Bindra whom we
subsequently signed on as our Brand Ambassador for Consumer Electronics products,
following his return from the Olympics,ll adds Mr. Yaday. SAMSUNG hugely
invested in sports, as it knew that sports attract crowds. In the Athens 2004 Olympic
Games, it was named as Worldwide Wireless Communications Partner of the
Olympic Games, but not without a cost. SAMSUNG provided 14,000 mobile phones
and also supported equipment during the games. They also presented themselves in
the Olympic Torch Relay, which took place in 27 countries.

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SWOT ANALYSIS OF SAMSUNG

STRENGTHS

• Customers are loyal and appreciating the brand. SAMSUNG is enjoying very good
position against its competitors. The company is maintaining very good relationship
with its suppliers. The company is also maintaining with labourers

• SAMSUNG is a financial strong and Stable. The production processes and

procedures of inventory management are consistent with industrial standards.

• SAMSUNG enjoys the widest range of product portfolio which includes Mobile
phone, Tablet, TV/Audio/Video, Camera, camcorder, Home appliance, pc, printer,
memory cards and other accessories.

• SAMSUNG holds significant market share in most of the product categories.

• SAMSUNG is NO.1 in terms of market share in mobiles, it captured Nokia's market

share by superior innovation in smart phones.

• SAMSUNG is the best in terms of design features and technology. It was the first to
introduced dual screen mobiles, 65k TFT/LCD colour phone, first phone with
polyphonic ringtones, phones with rotating lens, thinnest and lightest note pad etc

• SAMSUNG took advantage of the growing economy of Asian market by setting up

manufacturing plant in India there by reducing logistics and supply chain costs.

• SAMSUNG brand value increased by 80% in past three years.

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WEAKNESSES

• SAMSUNG is facing hard competition. South Korea's labour unions are strategically
linked for collective bargaining and negotiation.

• SAMSUNG need improvements in defining the vision, mission and strategic

corporate objectives.

• Marketing management needs improvement in all the facts of marketing.

• HRM also needs improvement in all the facts of human resources management.

• SAMSUNG Mobile launched a series of Smart phones recently which led to

cannibalization.

• Still Nokia is considered to be the most preferred product in India in terms of ease of
use, reliability and resale value.

OPPORTUNITI ES

• The economic condition of South Korea seems favourable. SAMSUNG is

interiorizing the social shifts. It is having constant policy given by the government

• SAMSUNG is reasonable equipped to take care of technological changes.

• SAMSUNG is maintaining good international relationship with other countries and

the local.

• SAMSUNG is planning to make the air-condition product category more strong with
unique technology called 'Triple protection proposition'.

• SAMSUNG is the India's official 'Olympic partner' for the 2012 London Olympic
and recently launched 'Olympic Ratna Program'. This will result enhance brand
awareness and increase the sales.

• SAMSUNG Mobile and Home appliance has future plans of launching Customized
products for Indian market. This will improve the market share in rural market

• The Indian youth population is growing and mobile phone sales are expected to
increase due to lesser call rates.

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THREATS

• The legislation has been passed frequently related to industry. Technological

transformation takes place in the industry was very high.

• Regulatory issues and safeguarding of property rights was main threats in

legislations.

• SAMSUNG has wide variety of product lines; failure of one product line will have
impact on the other and will result in brand dilution.

• The competitors like Nokia are focused focussed only in one segment.

• Since India is a potential market, entry of foreign players is likely high. Foreign
players like Haier have already started gaining market share in India in home
appliances.

• Threats from Chinese products.

• Retail Chains like Bigbazaar sell consumer electronics and home appliance in low
cost strategy which is procured in bulks from foreign market.

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NEED FOR THE STUDY

The basic idea of taking up this study is to analyze the market share of SAMSUNG
consumer durables and mobile phone in Delhi. At the same time, an attempt was
made to understand the Brand image of SAMSUNG in Delhi.

PRIMARY OBJECTIVES:- The primary objective of the study is to analyze the

market share and understand the Brand image of SAMSUNG ELECTRONICS
INDIA PVT LTD.

SECONDARY OBJECTIVES -To find out the share of SAMSUNG product in the
market. - To record who are the major players of consumer durables and mobile
phone. - To find out which is the largest selling mobile among all the segments

- To know the Brand Image of SAMSUNG.

RESEARCH METHODOLOGY :-

The essential part of any report is research methodology. The field study was
conducted to analyze the market share and understand the Brand image of
SAMSUNG products.

Sample Size - The sample size was 30 respondents taken.

Questionnaire would be:- It would be maximum 14 questions. - Time spent to

respondents would be 5 to 10 minutes.

Field work & Data Collection:-

In the data collection phase, I tried to cover maximum area and the consumer of
Rohini(Delhi). COLLECTION OF DATA used of this report is mainly primary data,
which are collected first hand by Survey in the field in some area secondary data may
also be taken into consideration.

26
 CHAPTER 2

LITERATURE REVIEW

27
1. Seungkwon Jang, Kilpyo Hong, Gee Woo Bock, Ilhwan Kim
Journal of Knowledge Management
ISSN: 1367-3270

2. Ante, S. and Troianovski, A. Microsoft's mobile moment: Will

consumers buy in? The Wall Street Journal 

3. Tabuchi, H. and Wingfield, N. Tokyo court hands win to Samsung

over Apple. The New York Times 

28
 CHAPTER 3

DATA PRESENTATION

& ANALYSIS

29
COLLECTION OF PRIMARY DATA

The data was collected through the primary source by survey method using
Questionnaire and taking respondent's personal interview. COLLECTION OF
SECONDARY DATA The data collected from journals and internet

DATA INTERPRETATION AND ANALYSIS

1. Gender?

GENDER RESPONDENTS
MALE 18
FEMALE 12

Gender

Female
12

Male
18

Interpretation: From the above table, it can be observed that 60% males and 40%
females have been taken in this survey.

30
2. Age?

AGE RESPONDENTS
LESS THAN 18 YEARS 2
18-22 YEARS 11
22-26 YEARS 9
26-30 YEARS 5
MORE THAN 30 YEARS 3

Age
3 2

5 Less than 18
18-22
22-26
26-30
11
More than 30

Interpretation: From the above table, it can be observed that the age of the respondents
are less than 18 (6.67%), 18-22(36.67%), 22-26 (30%), 26-30 (16.67%) and more
than 30 (10%) have been taken in this survey. This numbers show that most of the
respondents are young.

31
3. Occupation?

OCCUPATION RESPONDENTS
COLLEGE STUDENT 14
BUSINESSMAN 5
WORKING PEOPLE 6
OTHERS 5

Occupation

College Student
Business Man
Working People
14
Others
6

Interpretation: From the above table, it can be observed that the occupation of the
respondents are college student(46.67%), Business man (16.67%), working people
(20%) and others (16.67%) have been taken in this survey. This numbers show that
most of the respondents are young and college students.

4. Do you have any of the following manufactured by SAMSUNG?

32
 DEVICES RESPONDENTS
MOBILE 19
TABLETS 1
TV 2
HOME APPLIANCES 3
PC/LAPTOP 1
OTHERS 4

Devices

1
Mobile
Tablets
3 TV
Home Appliances
PC/Laptop
Others

2
19

Interpretation: From the above table, it can be observed that the respondents use
SAMSUNG Products- mobile(63.33%), Tablet(3.33%), TV(6.67%), Home
appliances(10%), PC/Laptop(3.33%) and others(3.33%). These numbers show that
Samsung mobile are in the hands of most of the consumers.

5 .Which mobile phone you are using?

BRANDS RESPONDENTS
SAMSUNG 10
APPLE 4
HUAWEI 1

33
 XIAOMI 7
OPPO 6
VIVO 2

Brands

2
Samsung
6 10 Apple
Huawei
Xiaomi
Oppo
Vivo

7 4
1

Interpretation: From the above table, it can be observed that the respondents use
SAMSUNG mobile more than other consumers. Apple(13.33%), SAMSUNG
(33.33%), Huawei (3.33%), Xiaomi (23.33%), Oppo (20.67%) and VIVO (6.66%).
These numbers show that Samsung mobile are very famous in consumers.

6. How long you are using the current mobile phone?

YEAR RESPONDENTS
LESS THAN 1 YEAR 21
1-2 YEARS 6
2-4 YEARS 2
ABOVE 4 YEARS 1

34
 Year

1
2

Less than 1 year

6 1-2 years
2-4 years
Above 4 years

21

Interpretation: From the above table, it can be observed that the respondents are using
mobile phones less than 1year. Less than 1 year (70%), 1-2 years (20%), 2-
4,11(6.67%), and Above4 years (3.33%).

7. Are you satisfied with the SAMSUNG product?

SATISFACTION RESPONDENTS
YES 18
NO 12

35
 Satisfied

12 Yes
No

18

Interpretation: From the a bove table, it can be observed that the respondents are
satisfi.with SAMSUNG products. 93.33% respondents are satisfied and 3.33%
respondent are not satisfied

8. What do you think is the differentiating factor of SAMSUNG compared with its
competitors?

COMPARISION WITH RESPONDENTS

OTHER BRANDS
AFFORDABLE PRICE 6
INNOVATIVE 11
DESIGN 9
TECHNOLOGY 1

36
 APPLICATIONS 3
OTHERS 0

3
6
1

Affordable Price
Innovative
Design
Technology
9 Applications
Others

11

Interpretation: From the a bove table, it can be observ. that the respondents consider
the SAMSUNG as a n innovative product. Affordable price (20%), innovative
(36.67%), design (30%), technology (3.33%), a pplication (10%), and others (0%).

9. Will you be ready to buy a SAMSUNG PHONE just because of it brand name?

BRAND PERCEPTION RESPONDENTS

YES 24
NO 6

37
 6

Yes
No

24

Interpretation: From the a bove table, it can be observed that 80% respondent buy
SAMSUNG producis because of its brand name. And 20% respondents don't buy
SAMSUNG products because of its brand name.

10. Do you believe SAMSUNG could become the market leader in majority of their
product categories?

CONSUMER PERCEPTION RESPONDENTS

YES 26
NO 4

38
 4

Yes
No

26

Interpretation: From the a bove table, it can be observed that 86.67% respondents
believe SAMSUNG could become the market leader in majority of their product
categories. And 13.33% respondents don't believe SAMSUNG could become the
market leader in majority of their product categories

11. Do you feel purchasing a SAMSUNG product to be worth?

WORTHY RESPONDENTS
YES 27
NO 3

39
 3

Yes
No

27

Interpretation: From the a bove table, it can be observed that 90% respondents feel
purchasing a SAMSUNG product to be worth. And 10% respondents don't feel
purchasing a SAMSUNG product to be worth.

12. Where do you often see the SAMSUNG advertisement?

TV 22
NEWSPAPER 1
MAGAZINE 1

40
 ONLINE 2
OUTDOOR 3
RADIO 0
LEAFLETS 1

1
3

TV
1 Newspaper
Magazine
Online
1 Outdoor
Radio
Leaflets

22

Interpretation: From the a bove table, it can be observed that the SAMSUNG TV
advertisements affect the respondents more. TV (73.33%), newspaper (3.33%),
magazine (3.33%), online (6.67%), outdoor(10%), radio (0%), leaflets (3.33%).

13. Why you like the SAMSUNG Mobile Phone?

ADVERTISEMENT 1
APPEARANCE 6
PRICE 4
FUNCTIONS 4
QUALITY 8
BRAND IMAGE 6

41
 SERVICE 1

1 1

6 6

Advertisement
Appearance
Price
Functions
Quality
Brand Image
Service
4

Interpretation: From the a bove table, it can be observed that the respondents like
SAMSUNG brand because of Quality. Advertisement (3.33%), appearance (20%),
price (13.33%),function (13.33%), quality (26.67%), brand image (20%) and service
(3.33%)

14. What is the image of SAMSUNG in your mind?

ECONOMICAL 2
DURABLE 24
SMOOTH PRODUCT 3
SAFE PRODUCT 1

42
 1 2
3

Economical
Durable
Smooth Product
Safe Product

24

Interpretation: From the a bove table, it can be observed that the respondents consider
SAMSUNG as a durable brand. Economical (6.67%), durable (80%), smooth product
(10%) and safe product (3.33%).

The Success Secret

Being ahead of the competition is the mantra of SAMSUNG's success. In business, it

always pays to reduce the lead-time, as being late in business means business is over,
which happened in the case of many big brands and competitors. For instance, the
most advanced mobile phone has only tw o-mega pixel camera, but SAMSUNG
offered 5-mg phone in 2005. SAMSUNG is offering new products lower than the
market price. Yet, the company has been able to retain its standard and quality.

43
However, part of this success was also SAMSUNG's openness. The company opened
up and recruited employees from a global pool of talent bringing in talent from
various countries, making these people work together at one table designing the best
product. This trend boosted the company's perception and made it a global brand
among the consumers. The strategy paid off and in the past five years, it has achieved
the biggest gain among major brands, even surpassing Sony. SAMSUNG's approach
is holistic reaching the world customer. It created its branding in multiple ways,
ranging from traditional adds to billboards, racing, Olympic games, cricket matches,
marathons. In short, wherever it saw the crowd, it communicated SAMSUNG
message by presenting itself as a leader of innovation with affordable price in the year
2009, SAMSUNG India is looking at strengthening both the product portfolio and the
channel. The company will be tapping our existing brand shops as well as Large
Format retail stores for our ITproduct.11 We have just launched our comprehensive
range of Notebook PCs and the Live 360' campaign for Notebook PCs. In the year
2009, w e w ill be expanding our portfolio in Notebook PCs, Display products as well
as our Printer range, says Mr. Yaday. SAMSUNG India will be continuing with its
channel expansion in the year 2009 as well. —We will be strengthening the corporate
sales business based on our enhanced line up, adds Mr. Yaday.—Market will see the
introduction of new technologies in the marketplace and some of the trends that we
saw in the year 2008 willget more pronounced. Thus, I expect the LCD Monitor
category to dominate the market completely, even as the transition from Desk Top
PCs to Notebook PCs and Net books will continue.

SAMSUNGs Strategy to Gain Market Share in the

Indian Mobile Phone Market

The SAMSUNG management has initiated a market-mapping exercise to get into our
fold distributors who have relevant knowledge of the market, credibility, a good
distribution network and will therefore contribute in strengthening SAMSUNGs reach
in the market .The new distribution strategy wouldtake its penetration level in the

44
market from the current 55percent to 85 percent by the end of the year. On the retail
front, it was taking initiatives to increase the number of retailers enrolled as
SAMSUNG Mobile Privilege Partners (SMPPs) from around 100in 2007 to around
400 by the end of the year. Single and multi-brand retailers had shown an interest in
becoming SMPP. I n the same month, the company launched five new mobile phone
models and said that it would launch another 13 by the middle of the year. The models
that were launched included multimedia phones, phones for corporate customers, and
a comparatively lower priced model aimed at a bigger chunk of the market. The
company as of early 2008, its mobile phones were priced between Rs. 1,700and Rs.
28,000, but that the company would launch more expensive mobile phones in the
future. The company also announced its new positioning with the new pay-off line
Next is What? and that it had roped in a leading actor of the I ndian film industry
Aamir Khan (Aamir) as its brand ambassador. Aamir would also feature in its new
ads. Announcing the major celebrity endorsement for the brand, HI3 Lee, president
and CEO, SAMSUNG (South-West Asia), said, "The SAMSUNG brand stands for
qualities of innovation, change, discovery, self-expression, and excellence in
performance. And these very same qualities are epitomized by Aamir Khan, whose
equality and depth of work as well as versatility as an actor, have made him a much
loved and respected actor in India today. We are indeed very proud and privileged to
have him as our brand ambassador.

Future Prospects

We found out common is that SAMSUNG lacks in after sales service. The drawback
in their after sales service strategy is that they have only one customer service centre
throughout India which is situated in Delhi. When a customer has a complaint he

45
approaches his retailer who in turn registers the complaint in the Delhi service centre
from where the complaints are processed and replacements are made.

The presence of only one service centre makes it very difficult to give timely response
as the complaints come throughout India. The complaints are not entertained for a
period of 10 -15 days. Hence the customer is not satisfied with the after sales service
of SAMSUNG.

Social Contribution

Apart from developing innovative technology products, SAMSUNG places great

importance on acting as a responsible corporate citiz en in the communities where it
operates. Its CSR programs respond to the social and environmental needs and seek to
give back to communities where it operates. In 2009, SAMSUNG launched the
company's Corporate Social Responsibility initiative — SAMSUNG Hope Project
with projecis in the areas of education, culture, sports, social welfare and community
development. Each program under the Hope Project uniquely addresses the needs of
individual communities while emphasising on innovations for development of the
community including education, technology, engineering and IT technical training.

46
 CHAPTER 4

CONCLUSION

Conclusion

Although Samsung has captured the highest market share in Indian market, but the
company had to face so many problem. For example conflict with the Apple, Apple
blamed the Samsung that company is copying some of its features and design. This

47
blame damaged the reputation of the Samsung all over the world. But still Samsung is
a favourite brand of Indian consumers whether we talk about electronic consumer
goods or smart phone. It means despite of problems and blames, Samsung has
positioned itself in consumer mind as a quality brand.

48