Marketing Mix for Samsung India
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Transcript of Marketing Mix for Samsung India
Mukul Kalra - 2010155Piyush Tyagi - 2010156 Pranay Karthik - 2010160 Prateek Mehra - 2010164Rohit Garg - 2010186
Introduction
The Samsung Group was founded in 1938 by Lee Byung-chul (1910-1987).
The meaning of the Korean word Samsung is "Tri-Star" or "three stars".
Samsung India 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.
Vision
“Our aim is to gain technological leadership in the
Indian marketplace even as our goal is to earn the
love and respect of more and more of our Indian
consumers.”
Mr. J S ShinPresident & CEOSamsung South West Asia Head Quarters
Segmentation
• Segmenting is the process of dividing the market into segment based on customer characteristics & needs.
•Geographic segmentation
•Demographic segmentation •Psychographic segmentation
Targeting
Targeting is the process of focusing on a particular
market with a particular product .
• LOCAL MARKET
– TIER 1 CITIES– TIER 2 CITIES
Positioning : “Digital technology leader”
Appoints AAMIR KHAN As Its Brand Ambassador For Mobile Phones.
Appoints Olympic Gold Medalist ABHINAV BINDRA As Brand Ambassador for its consumer Electronics Business.
Product Strategy
Mobile Phone
Second largest player after Nokia (In India).
Products line comprising over 50 models.
TV / Audio / Video
Known for their innovation and technology.
First to bring the concept of LED technology in televisions.
Camera / Camcorder
Fine technology and optical innovations such as auto focus and “optical zoom” capabilities.
Though high on technology are at affordable range.
Home Appliances
Leading home appliances manufacturer.
Vision in terms of product innovations like silver nanotechnology, twin cooling etc.
PC / Peripherals / Printers
Not a leader in this segment.
But inclination of high end technology shows into these products also.
Market Share
Colour Television forms 30% share of the sales volume.
Refrigerators & Air Conditioners together form 30% share of sales volume.
Refrigirators & AC's TV's Others
Price Strategy
Pricing strategies followed by Samsung
Competition-based pricing
Based on distinctiveness and value proposition
Premium pricing
Introduction of innovative technology.
Contd….
Pricing strategies followed by Samsung
Focus on cost-cutting measures
Not offer any discount and exchange offers.
Fixed market operating pricing(MoP)
Newer been a price warrior.
Price Range
Samsung LGMobile Phones:-
GSM – 3,649-21,399 4,800-28,000
TV, video & audio• TV:-• Projection TV• LCD Projection TV - 69,000- 109,000 89,990-99,990 • Flat Panel• Plasma 265,000- 9,0,000 2,95,000-
7,50,000• LCD TV- 59,990- 265,000 75,000-
1,69,900 Flat TV• 29 inches- 19,990- 31,990 20,290-37,990• 21 inches- 8,990- 17,690 9,190-11,990 Conventional TV• 21 inches- 13490 7,990-8,990• 20 inches- 7690- 8990 7,890-8,890
Price Range Continued… DVD Player:- 3,990 – 5,000 3,990-
4,990
Audio:-• VCD System - 9,900- 26,990
8,500-26,990 • DVD System - 16,200- 25,990
13,990-29,990 Home Theater: - 12,990- 68,000 15,990-
19,990 Information technology products:- • Note PC - 69,990- 159,990 79,500-
1,70,000 CD Rom & DVD Rom Drive• CD Rom Drives- 750 1,600• DVD Rom Drives- 1,600- 1,900 3,300 CD & DVD Read & Write Solution• CD Writers- 1,600 4,250• Combo Drives- 3,000-5,000 6,500• DVD Writers- 4,600 7,800
Price range Continued… Monitors CRT Monitors• 17” magic Bright Range- 8,000
13,750• 15” Entry Level Range- 5,450
5,750 LCD Monitors - 15,000-
34,000 19,500-46,800 Home appliances Microwave Oven • Solo - 4,990-6,990
5,490-7,990• Grill - 5,990-
10,590 6,990-13,990• Convection - 12,990-
15,590 12,990-18,990 Refrigerator:-• Direct Cool - Frost Free 7,500- 10,200
9,950-11,400• Side by side system- 68,000-
1,20,000 69,000-1,25,000 Air Conditioner:-• Insta Chill Window - 14,990- 23,990
15,490-20,990• Insta Chill Split - 24,790- 41,990
26,750-42,500
Place Strategy
24
Customer marketing channels
• Channel 1
• Channel 2
• Channel 3
• Channel 4
MM
MM
MM
MM WW JobberJobber CC
WW CC
RR CC
CC
RR
RR
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Channel Design Decisions
Analyzing consumer service needs.
Analyzing consumer service needs.
Setting the channel objectivesand constraints
Setting the channel objectivesand constraints
Identifying major alternatives.
Identifying major alternatives.
Evaluating the major alternatives.
Evaluating the major alternatives.
Designingdistributionchannel.
Designingdistributionchannel.
Place Strategy of Samsung
• Three types:
Available everywhere
Selective
Exclusive
PLACE STRATEGY
• 24 state level distribution offices
• Direct Dealer interface
• Regional dispatch centers(RDC)
Distribution System
• One level channel
• Two level channel
• Shop-in-shop
• Exclusive Showrooms
• Sales and Service network all-over the India.
Distribution Network
• Factory
• Regional distributing center
• Branch warehouse
• Direct dealer
• Modern retail/
• Exclusive
• stores &
• Samsung digital
• plazas
•
• Distributor
• Sub - Dealer
• Consumer/Customer
Original equipment manufacturer/vendor or supplier
Promotion Strategy
Print Media Advertising
In 2009, Samsung India was the second most user of Print Media After LG Electronics in consumer durables.
Television Advertising
Internet Advertising
Other Advertising
• Official Sponsor:
1) Vancouver 2010 Paralympics Winter Games. 2) Samsung Cup. 3) Chelsea Football Club. 4) Sydney Roosters. 5) NASCAR Nextel Cup 6) French People’s Baseball Team 7) Texas Motor Speedway.
Other Advertising
• Brand Ambassadors: 1) Aamir Khan -> Samsung Mobile. 2) Priyanka Chopra -> Samsung Consumer Durables 3) Abhinav Bindra -> Samsung Consumer Electronics
Sales Promotion
• Diwali Offer to the Customers.
Sales Promotion
Point of Sale
• Point of Purchase promotion.• Use of Electronic billboards, danglers etc.
Rural Promotion• Challenges: Electricity Shortage. Acute Water Shortage. Poor Transportation availability. Consumer Finance Options. Literacy rate. Culture and traditions. Rural reach. Too many languages and dialects.
Rural Promotional Strategies: Haat or weekly markets Melas (25,000 melas; 7.6lakhs visits annually)� Wall paintings� Customer contacts (home-to-home)� Van campaigns� Event management�
Rural Promotion
•LG down fall during the year.•Explosive increasing demand•Indian mass market• Regional market activation due to the decentralization •World cup/ Asian game•Utilization of local R&D centers
•#1 Service (Customer satisfaction 97%)•Premium brand image positioning•High-end technology •Cultural identity•Innovative and fashionable design•Various kind of products•Solid domestic market
•Godrej comes with full product line.• Investing in core technologies.• Strong requirement for transforming of technologies•Emerging native companies
•High price•Insufficient distribution channel•The core technologies’ high dependency on foreign country (High royalty)•Weak cost competitive power•Lack of patent possession
S W
TO
SWOT Analysis
Thank You