Marketing and Samsung Electronics Samsung

Topics: Marketing, South Korea, Samsung Town Pages: 9 (896 words) Published: September 23, 2013
SAMSUNGSAMSUNG-THE MAKING OF
GLOBAL BRAND

Presented By:SIMRANJEET (50802063)
ROHIT CHANDRA(50802056)

LMT SOM

CONTENTS







Background of the Samsung
Mission statement (Aim & Goal)
Objective
Product Initiatives
Advertising & Promotional Strategies
SWOT Analysis

SAMSUNG ELECTRONICS«
Samsung was established in 1969 as the flagship
company of SAMSUNG CORPORATION
 It was the third largest player in the Korean
electronics market after LG and Daewoo
 In the 1980 it acquired Korea
Telecommunications Corp, which was renamed
Samsung Semiconductor & Telecommunications
Co. in 1982.
1982.
 Manufacturing bases a presence in around 47
countries, and approximately 64,000 employees.
 Samsung India commenced its operations in
December 1995
 Current Market Share is 30.5% after LG.


MARKET SHARE OF SAMSUNG IN
CONSUMER ELECTRONICS

SAMSUNG ELECTRONICS (Ctd«)
Core competency in the field of
semiconductors which is backed by it¶s R&D
capabilities and manufacturing scale
 Emerge as one of the most unique brands
creating innovative and superior digital
products every year
 By 2001 it posted a net income of $2.2 billion
 Samsung has very successfully leveraged its
association with Cricket and Cinema in the
form of µTeam Samsung¶ and µSamsung IIFA
Award¶


MISSION STATEMENT
AIM :
 Samsung aims to become India¶s leading volume
retailer in the consumer electronics segment
 Achieving its aim by focusing on its Core Strategy
 Work on strengthening its unique Brand Image
 Gaining Customer Satisfaction
VISION:
³CONTINUOUSLY STRIVING TO CONQUER
NEW ERA IN DIGITAL TECHNOLOGY AND
PRODUCTS ´

OBJECTIVE
(Where do they want to be ???)
Cross Rs7,500 Crore in Turnover in 2006
 Strengthen Exports
 Reorientation of Marketing activities
 Expansion of its Sales Infrastructure
 Move to the Tier-II and Tier-III Cities
TierTier Become a Mass product and still retain its
leading edge technology


FOCUS OF THE COMPANY
Product Innovation through usage of leading
edge technology
 Customer Satisfaction
 Continuously Upgrading with technology
 Tapping the ever growing High-end Consumer
High Tweaked its focus to concentrate on middle
class segment also
 Spending a good amount of its revenue on
R&D


SAMSUNGS PRODUCT LINE
Consumer Electronic Products like :
 Colour Television (CTV¶s)
 Refrigerators (Frost Free)
 Air Conditioners
 GSM & CDMA Handsets
 Front Loading Washing Machines
 LCD TV, Plasma TV

RESTRUCTURING PROCESS
In 1994, a business restructuring process ±
Management¶
µNew Management¶ ± was initiated to transform
Samsung into a global brand.
 Identified 3 major focus areas:
QUALITY
GLOBALIZATION
AND MULTIFACETED INTEGRATION
 Implemented various quality initiatives such as
six sigma and manufacturing initiatives such as
assembly manufacturing to enhance output
through the optimum utilization of resources
 Main emphasis on continuous innovation
 To change its brand image, Samsung decided to
associate itself with global sport events


PRODUCT INITIATIVES









In 1994, Samsung restructured its design department
& Formed the µSAMSUNG ELECTRONICS DESIGN
µSAMSUNG
INSTITUTE¶
Samsung¶s design philosophy on the principle of
µBALANCE OF REASON AND FEELING¶
FEELING¶
Samsung used µLifestyle Segmenting¶ instead of
Segmenting¶
Segmentation¶
µTechnological Segmentation¶
Digital product suppliers in four markets: personal
multimedia, mobile multimedia, home multimedia and
component business.
Product Range is from CONTEMPORARY TO HIHITECH
Diversifying products so that each and every segment
is covered









Samsung became the official sponsor Seoul
Olympics in 1998. This move helped it boost its
image worldwide.
Focused on capturing the US retail market for
consumer electronic goods, such as TVs, washing
machines and microwave ovens, through...
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