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Market Strategy of Samsung Mobiles
Market Strategy of Samsung Mobiles
SAMSUNG MOBILES
SUBMITTED BY:
Chirag Jain
Enrolment No. 16609007
Aakansha Chauhan
Enrolment No. 16609023
Sonali Misra
Enrolment No. 16609004
Pranjali Jain
Enrolment No. 16609064
Vaibhav
Enrolment No. 166
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INDEX
S. No. Topic
1 History
2 Company history in India
3 Philosophy of Samsung
4 Marketing strategies
5 Price
6 Product
7 Promotion
8 Place
9 Positioning
10 References
11 Conclusion
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HISTORY
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.
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The history of Samsung and mobile phones stretches back to over 10
years. In 1993 Samsung developed the 'lightest' mobile phone of its
era. The SCH-800 and it was available on CDMA networks.
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COMPANY’S HISTORY
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’s South West Asia operations, which
provides employment to over 8,000 employees with around 6,000
employees being involved in R&D. In 2010, Samsung India achieved
a sales turnover of US$3.5 billion.
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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 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.
Its CSR programs respond to the social and environmental needs and
seek to give back to communities that support the company. In 2009,
Samsung launched the company’s Corporate Social Responsibility
initiative – ‘Samsung Hope Project’ with projects in the areas of
education, culture, sports, social welfare and community
development.
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Each program under the Hope Project uniquely addresses the needs of
individual communities while emphasizing on innovations for
development of the community including education, technology,
engineering and IT technical training.
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THE SAMSUNG
PHILOSOPHY
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
Our Values
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We believe that living by strong values is the key to good business.
That’s why these core values, along with a rigorous code of conduct,
are at the heart of every decision we make.
People
Excellence
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Change
In today’s fast-paced 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.
Integrity
Operating in an ethical way is the foundation of our business.
Everything we 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.
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MARKETING STRATGIES
What is marketing?
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Putting the right product in the right place, at the right
price, at the right time.
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the marketing mix, and was first expressed in 1960 by E J
McCarthy.
The 4Ps are:
Product (or Service)
Place
Price
Promotion
PRICE
Samsung in India brought its first mobile in the year 2004.
When it was first introduced in India, the cost was very high
and it was used by very limited people. Also the features were
very less. Earlier, the mobile phone was basically used for
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two purposes i.e. to receive and make calls and messages.
Now, Samsung has introduced wide ranges of mobile phones
with additional features like cameras, internet facilities,
voice/video recording etc. Since the cost of mobile phones
reduced drastically due to competitive market, it is widely
available and even the poor people can afford to buy mobile
phones.
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Price Rs. 11200/-
PRODUCT
Tablet Smart Phone
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Samsung Galaxy Tab 2
SMART PHONES
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ATIV ODSSEY Windows Phone GALAXY NOTE 2
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Promotion
EMI Scheme
Samsung introduced the finance-linked schemes
with the launch of the Samsung Galaxy Own Now campaign in
January this year. This was a 360-degree campaign with a focus on
television, print and digital. As part of this campaign, we had offered
an EMI scheme on five Galaxy devices, wherein there is no interest,
down payment or processing fee for Galaxy devices initially. These
devices include Galaxy Note 800, Galaxy SIII, Galaxy Grand, Galaxy
Note II and Galaxy Camera, and our latest launch Galaxy S4.
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Having said that, the various finance-related schemes that include 0
per cent finance, equated monthly installments (EMI) and the cash-
back offer launched early this year have been widely accepted and
have become very popular with the consumers. According to report
Samsung’s sales have increased nearly 20 % because of this EMI
scheme.
ADVERTISING
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distribution structure from our earlier strategy of having just a
distributor for each of the regions," said Mr. Dutt.
POSITIONING
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Samsung is ruling the roost among different dealers, remaining at the
top position with a market share of 23.65 percent, ahead of Nokia at
14.8 percent and Apple at 9 percent. Just a year ago, Nokia was on top
with 19.7 percent market share.
Sales rose by 13 percent for Samsung and 16 percent for Apple, while
Nokia suffered a steep 24 percent fall, compared to the corresponding
period last year. The overall sales figures in the market in the first
three months rose by 0.7 percent, driven by a strong demand for smart
phones in the Asia Pacific region which managed to offset weaker
sales in other parts.
The world’s number one seller of smart phones was Samsung in the
first quarter of the year. It was leading in revenue and has overtaken
the data of Apple from the show of strategic analysis. The first there
months of the year showed an eye-candy figure of $23.63 billion as
the sale of smartphones of Samsung. This report was provided by
Yonhap News which revealed that these figures have also toppled up
the leading iPhone maker.
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REFERENCES
1. http://www.samsung.com/in/consumer/mobile-phone/mobile-phone
2. http://www.samsung.com/in/business/resource/promotion
3. http://www.samsung.com/in/business/resource/marketing
4. http://apps.samsung.com/mercury/main/getMain.as/positioning
5. https://account.samsung.com/account/check.do/price/india
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Conclusion
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