Marketing Strategy of Samsung in India

Topics: Samsung Group, Samsung Electronics, Mobile phone Pages: 11 (3115 words) Published: January 22, 2012
Section B
Submitted by –Harsh Golan

About Samsung:

The Samsung Group is a multinational conglomerate corporation headquartered in Samsung Town, Seoul, South Korea. It is the world's largest conglomerate by revenue. The Samsung Group is composed of numerous international affiliated businesses, most of them united under the Samsung brand including Samsung Electronics, the world's largest electronics company, Samsung Heavy Industries, the world's second largest shipbuilder and Samsung C&T, a major global construction company. Samsung has been the world's most popular consumer electronics brand since 2005 and is the best known South Korean brand in the world. Samsung Group accounts for more than 20% of South Korea's total exports and is the leader in many domestic industries, such as the financial, chemical, retail and entertainment industries.

Samsung India Electronics Private Limited (SIEL) is the Indian subsidiary of the US $55.2 billion Samsung Electronics Corporation (SEC) headquartered in Seoul, Korea. Headquartered in New Delhi, SAMSUNG India has widespread network of sales offices all over the country. SAMSUNG India is the hub for SAMSUNG’s South West Asia Regional operations. The South West Asia Headquarters looks after the SAMSUNG business in Nepal, Sri Lanka, Bangladesh, Maldives and Bhutan besides India. SAMSUNG India which commenced its operations in India in December 1995 enjoys a sales turnover of over US$ 1Bn in just a decade of operations in the country.

From being a virtually unknown entity in the Year 1995, brand SAMSUNG today enjoys an awareness level of over 65% and a positive opinion of over 80% in the country today (source: BAS 2007). Initially, a player only in the Color Televisions segment, it later diversified into color monitors (1999) and refrigerators (2003). Today, it is recognized as one of the fastest growing brands in the sphere of digital technology. SIEL is the market leader in high end digital television (Plasma, LCD).


Segmenting is the process of dividing the market into segment based on customer characteristics & needs. Segmenting consists of:
1.Geographic segmentationation: it is nearly present in 14 countries but has maintained a nearly same price and quality tag worldwide.
2. Demographic segmentation: it has motto of ‘everyone’s invited’ so it produces goods for nearly every segment, from tech-savvy to gamers to middle class family. It has something in sort for you. Targeting:

Is the process of focusing on a particular market with a particular product . LOCAL MARKET
Samsung produces goods for both tier1 and tier 2 cities and its nearly all electronic goods are available in both cities. The differences can be seen is the in tier1 cities it has exclusive Samsung showrooms while in tier2 and below cities it usually shares counter with other competitors .Also goods like smart phones and android phones, expensive models of TVs like 3d etc are found in tier1 cities .in tier2 and below cities it becomes a mass producer of electronic items at reasonable cost. Positioning:

Samsung has positioned itself as “Digital technology leader”. In 1990 group chairman, Kun-Hee Lee(Lee), initiated transformation from a low-end OEM into a world-class electronics company and now Samsung came to be perceived as a company with exciting product portfolio. TOP Olympic Sponsor for the 2008 Beijing Olympics and Olympic Partner for the 2008 Olympic Torch Relay. Manavjit Singh Sandhu was its Olympic Brand Ambassador and launched the program 'Spread the Olympic Flame' ...
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