6/9/ SAMSUNG’S MARKETING STRATEGY IN INDIA

BACKGROUND NOTE 6/9/ Samsung India electronics ltd.(Samsung) started in India in December 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 subsidiary of its parent co.

Wide range of products 6/9/ Home appliances Microwave Oven Refrigerator Air Conditioner Washing Machine TV, video & audio TV DVD Player Camcorder Audio Home Theater Digital Audio Player Digital Still Camera Information technology products Note PC HDD CD Rom & DVD Rom Drive CD & DVD Read & Write Solution Monitors Laser Printers & Laser Based MFPs Fax Mobile Phones GSM CDMA

Product features(technology) 6/9/ Refrigerator Bio Ceramic Technology(Bio Fresh Refrigerators) Super X Flow technology Electricity Consumption Comparison i-cool TM Washing Machine:- Turbo power Quick power optimizer I-CONTROL SYSTEM:- SUPER DRY Micro Oven High scratch resistance Higher nutrient retention: 3D Showerwave Television India’s first wireless home theater (Bluetooth technology) Bio Colour Televisio ns Silver Nano Technology DNIe Technology Color Optimizer

Samsung revenue growth 6/9/ year Sales turnover(in rs bn.)

Sales promotion 6/9/ YEARSTRATEGYSALES 0ct 2001 “Phod ke dekhoRS 2,75 BN May 2002“Dabake jeeto”RS 310 CR Oct-nov 2002Phir se phodke dekho” RS 380 CR March 2003“Samsung rang de kismet” 21% increase in mkt share Oct 2003“Pinning toh winning” June 2004“The $-dollar programme” Feb 2005“Faster finger first”

PLACE: 6/9/  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”.

PRICE: 6/9/  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.

CHALLENGES FOR SAMSUNG IN FUTURE: 6/9/ There are different companies in this industry then many competitors in the world like LG, PANASONIC, TOSSHIBA, ETC. Competitors have increase the sales or to break up the customers at lowest price or any free product of the company for purchasing the company then Samsung has to increased the features of the product and decreased in cost at the different company prices.

MARKET SHARE OF SAMSUNG & OTHER COMPANIES: 6/9/ COMPANY CTV MARK ET FLAT TVREFRIGER ATOR WASHING MACHINE FULLY AUTOMATIC SEMI AUTOMA TIC SAMSUNG LG ONIDA11.6 WHIRPOOL SONY23.6 GODREJ OTHERS

THANK YOU 6/9/