SAMSUNG-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.
 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 ‘Team Samsung’ and ‘Samsung 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:
“CONTINUOUSLY 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
 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
 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 –
‘New 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 ‘SAMSUNG ELECTRONICS DESIGN
INSTITUTE’
 Samsung’s design philosophy on the principle of
‘BALANCE OF REASON AND FEELING’
 Samsung used ‘Lifestyle Segmenting’ instead of
‘Technological Segmentation’
 Digital product suppliers in four markets: personal
multimedia, mobile multimedia, home multimedia and
component business.
 Product Range is from CONTEMPORARY TO HI-TECH
 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 partnerships with US retailing
giants.
 Samsung also entered into alliances with US retailers
such as CompUSA and Sears, Roebuck & Co to
increase its market presence in USA
 Due to this alliance, Samsung products were promoted
in People, Entertainment Weekly and Sports Illustrated
of AOL Time Warner’s magazines
 Advertising and Promotional
Strategies
 Initially, Samsung’s advertising activities was
decentralized.
 In 1999, Samsung unveiled a new slogan –
“Samsung DIGITall: Everyone’s invited”
 Expressed the company’s aim “FOR ALL
GENERATIONS, FOR ALL CUSTOMERS
AND FOR ALL PRODUCTS.”
 In 2001, Samsung added the word ‘WOW’ to its
marketing campaigns to show the admiration of
consumer for its innovative but affordable
products
 In May 2002, Samsung announced its plan to
extend its ‘DigitAll’ campaign, by launching new
global campaigns with different tag lines –
‘DigitAll Passion,’ DigitAll Escape,’ and
DigitAll Wow.”
 New, spunky, tagline - 'Next is What ?'. It is being
used in all of 'Samsung Mobiles' communication
material.
 MARKET PENETRATION

 Working towards reaching out to smaller cities.

 Planning Dream Home road shows.
 Expanding its sales network.
 Revamping sales infrastructure.
 Samsung Marketing Academy – set up to train

frontline sales force and shop demonstrators.

 SWOT ANALYSIS
STRENGHTS
 Core value: Approach market through technology and
design leadership.
 Launching hi-tech and contemporary products with
zeal and speed.
 Target is not only number driven but also about
acquiring and retaining customers.
 Created a Unique Brand Image for itself as a high end
value driven brand.
 The Samsung Marketing Academy
WEAKNESS

 Approach market through technology and design

leadership: a slow process.
 Not targeting the mass market
 Not spreading the brand all over India
OPPORTUNITIES

 LG: its slowing down and has not had any product
innovation in the last 6-8 months.
 The Indian Mass Market.
 The high end value driven proposition helps increase
the Market Share.
 Samsung is well known for it product differentiation
 THREATS
 Indian Mass Market may be captured by a rival
company, LG, Onida, Videocon;etc.
 The consumer durable industry is not in the best
of health.
 Due to increased price of inputs and continuing
price erosion there is downtrend in the consumer
durables market.
 Increased emergence of modern retail chains- a
problem as Samsung is investing in building a
retail network across the country
 Any Queries
??
(Everyone’s
( invited)

THANK YOU