INTRODUCTION

1.1. Executive Summary

SAMSUNG is a company that has been steadily growing throughout the pass decade. The
following report will help SAMSUNG maintain the growth that has been enjoyed in the past,
with the strong emphasis on the growth of the all the consumer durables and mobile division.
By analyzing customer what they want, strategy can be devised as to how SAMSUNG can
increase share of the market. Furthermore, by comparing SAMSUNGs strengths and
weaknesses to that of the competition, opportunities can be identify and capitalized on.
SAMSUNG entered into Indian market with is technologically advance home appliances, but
when it entered in an Indian market, it had to face very tough competition and still its facing
tough competition, but now it has gained the top position among different companies in India.
Not only SAMSUNG has highest market share in home appliance, but also in Smartphones
market. SAMSUNG created its own marketing strategies also defined their target market to
penetrate into Indian market. SAMSUNG aims to have more market share in Indian market.
India is country having its major consumer in high and medium income, as the poverty level
is declining the major group is turning into medium income group with some purchasing
ability. SAMSUNG India is now available with a big target market. Already in the market
major companies are available which having a trust among the consumer with respect to the
quality, durability and price. The major competitor in Electronic consumer goods market are
LG, Sony and Panasonic etc. and in smartphones market Apple, LG, Nokia , Blackberry ,
HTC etc. are the major competitors of SAMSUNG . In this project we try to find out some
important things: the different kind of Marketing Strategies of SAMSUNG in Indian Market.
Market strategy, positioning strategy, marketing mix (product strategy, Price strategy,
promotion strategy), Financial, Innovation, Branding strategy etc, competitive advantages of
SAMSUNG, SWOT analysis of SAMSUNG.

1.2 The Samsung Philosophy

At Samsung, they follow a simple business philosophy: to devote their talent and
technology to creating superior products and services that contribute to a better global
society.
Every day, their people bring this philosophy to life. The 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 its productsfrom memory chips that help businesses
store vital knowledge to mobile phones that connect people across continents have the
power to enrich lives. And thats what making a better global society all is about.

1.3 Values of Samsung

We believe that living by strong values is the key to good business. At Samsung, a
rigorous code of conduct and these core values are at the heart of every decision we
make.
People
Quite simply, a company is its people. At Samsung, were dedicated to giving our
people a wealth of opportunities to reach their full potential.
Excellence
Everything we do at Samsung is driven by an unyielding passion for excellenceand
an unfaltering commitment to develop the best products and services on the market.
Change
In todays fast-paced global economy, change is constant and innovation is critical to
a companys 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 longterm 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.

1.4 Vision 2020

As stated in its new motto, Samsung Electronics' vision for the new decade is, "Inspire
the World, Create the Future."This new vision reflects Samsung Electronics commitment
to inspiring its communities by leveraging Samsung's three key strengths: New
Technology,Innovative Products, and Creative Solutions. -- And to promoting new
value for Samsung's core networks -- Industry, Partners, and Employees. Through these
efforts, Samsung hopes to contribute to a better world and a richer experience for all.

As part of this vision, Samsung has mapped out a specific plan of reaching $400
billion in revenue and becoming one of the worlds top five brands by 2020. To
this end, Samsung has also established three strategic approaches in its
management:
CreativityPartnership and Talent.
Samsung is excited about the future. As we build on our previous accomplishments, we
look forward to exploring new territories, including health, medicine, and biotechnology.
Samsung is committed to being a creative leader in new markets and becoming a truly No.
1 business going forward.

1.5 Key Products

LEDTV

Premium Design Monitor

Note PC

SPH-M800Instinct

SGH-A867 Eternity

SGH-A877Impression

HZ15W

TL320

FullHD Camcorder

MP3Player

ColorLaser Printer

Microwave

Refrigerator

8M-pixel CIS (CMOS Image Sensor)

800MHz MobileAP

Mobile DDI Smart CardIC

2GbDDR3SDRAM

1Gb GDDR5SDRAM

 1.6 Major Competitors of Samsung

o LG
o VIDEOCON
o ONIDA
o SONY
o SANSUI
o PANASONIC o
THOMPSON

WHIRLPOOL o
GODREJ
o DELL
o NOKIA

1.7 Objective of Samsung

Primary Objective:
Everything we do at Samsung is guided by the objective: To identify the best digital ECompany.

Secondary Objective:
To check the Marketing strategy of Samsung.
To check whether it is Indias best digital company in India or not.

 1.5. Scope of the study

This study highlights the marketing strategy of Samsung using in India.

The aim of the study is about people understand the marketing strategy of Samsung
product.
This study helps to know about the consumer how Samsung is the best digital
company in India.
The research findings of this study will customer know the actual company profile.

1.6. Limitation of the study

The response given by the respondents may not be true, which may be subject to
change.

The respondents may be careless in responding to the questionnaire.

Unnecessary response given by illiterate people.

The minimum respondents are not able to understand the question. So the missing
the value.

The time of the study short duration so extra data not include

QUESTIONNAIRE

PROJECT TOPIC: - MARKETING STRATEGIES OF SAMSUNG

RESPONDENT PROFILE

Name:Sex:-

Male

],

Female [

Age Group:-

15 to 25 [

],

25 to 35 [

],

45 to55 [

],

55 and above

Q. 1

Q. 3

No

By which Medium you come to know about SAMSUNG?

Advertisement

Family Member

Friends/Relative/Neighbour

Other Source

Have you seen any SAMSUNGs ad?

Yes

Q. 4

Are you user of SAMSUNG Home Product?

Yes

Q. 2

35 to 45 [

],

No

Which advertisement feature influenced you most in a particular Ad?

Concept/Message

Logo/Slogan

Picturisation

Overall

Q. 5

Q.6

How do you find the marketing of SAMSUNG?

Impressive

],

Unsatisfactory

],

No

],

No

],

Costly

Neither Economical nor Costly

Are you happy with After Sales Service of SAMSUNG?

Yes

Q. 10

Based on the price range what impression do you carry of SAMSUNG product?
Economical

Q. 9

Does the advertisement reflect actual product profile?

Yes

Q. 8

Did you went to go exclusive SAMSUNGs Showroom? Yes

[

Q. 7

Satisfactory

],

No

Do you think that Samsung is the best digital company in India ?

Yes

],

No