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Samsung'S Marketing Strategy in India

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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Swati Sabharwal
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643 views28 pages

Samsung'S Marketing Strategy in India

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.

Uploaded by

Swati Sabharwal
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
  • Background Note
  • Samsung Revenue Growth
  • Product Innovation
  • Promotion
  • Place
  • Price
  • SWOT Analysis
  • Future Strategies

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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