INTERNATIONAL MARKETING

PRESENTING

BY-DEEPAK.M.JHA

Samsung Electronics Co., Ltd.• South Korean multinational electronics in Suwon- Byung-

chull lee.• Flagship subsidiary of the Samsung Group ,world's largest

information technology company.• Has assembly plants and sales networks in 88 countries and

employs around 370,000 people.• Previously known for its position as a manufacturer of

components such as lithium-ion batteries, semiconductors, chips, flash memory and hard drive devices for clients such as Apple, Sony, HTC and Nokia.

• Expanded in consumer markets moving away from its manufacturing roots - marked by new products and increasing revenue.

Industries/Key Products• Tablet

– Tablet• TV / Audio / Video

– Television– Blu-ray– DVD Player– Home Theatre – Air Track

• Camera / Camcorder – SMART Cameras– Cameras– Camcorders

• Home Appliances – Refrigerator– Air Conditioner– Washing Machine– Microwave Oven– Smart Oven– Dish Washer

• Memory / Storage – SSD– Memory Cards

• Mobile Phone – Tablet Smartphone– Smartphone– Smart Feature Phones– Galaxy Note– Dual Sim Phone– Touch Phone– Qwerty Messaging Phone– Multimedia Phone– CDMA Phone– Galaxy Camera

• PC / Peripherals / Printer – Tablet PC– Notebook– Monitor– Optical Disc Drive– Laser Printer / Multifunction

• Accessories – Mobile Phone Accessories– TV Accessories– Consumable / Toner

Leadership Philosophy

• Quality is the top priority• Globalization• Multifaceted integration

Marketing Strategy

Overall Growth• Since 2010 has been one of the largest vendors in the

mobile phone and smartphone markets, including its Samsung Galaxy line of devices.

• Also one of the largest vendors in the tablet computer market, with the release of the Android-powered Samsung Galaxy Tab and Note 10.1.

• World's largest maker of LCD panels since 2002, world's largest television manufacturer since 2006, world's largest manufacturer of mobile phones since 2011.

• Displaced Apple Inc. as the world's largest technology company in 2011in South Korea and in other countries.

• Has been a major part of the Economy of South Korea.

Other recorded Growth

Global Market Share

Why India???

• Sustained policy and administrative reforms-Economic liberalization-1991.

• Fifth largest economy In the world.• Third largest GDP in Asia.• Second largest among emerging nation- PPP.• Second largest population.• One of the few markets that offered high prospect

for growth and learning potential in practically all area of business.

• Main domestic competitors had already been preparing to enter- LG.

Samsung IndiaCommencement

• In December 1995-Samsung India

• Manufacturing complex located at Noida (UP),

• leading provider of Consumer Electronics , IT and Telecom products in the Indian market.

• R&D Centre in India – at Delhi and Bangalore

Achievement• Market leader in product categories like LED TVs,

LCD TVs, Slim TVs and Refrigerators. • Second largest mobile handset brand in India, it

leads in the smart phone segment in India.• Won several awards and recognitions for both its

corporate initiatives as well as its product innovations in audio visual, home appliance, IT and telecom product categories.

• Places great importance on acting as a responsible corporate citizen –where operates

• CSR programs respond to the social and environmental needs and seek to give back to communities that support the company.

• In 2009, Samsung launched the company’s Corporate Social Responsibility initiative – ‘Samsung Hope Project’ with projects in the areas of education, culture, sports, social welfare and community development.

How it won over

• Market in which to do long term business. When other players found it short term.

• In for the long hauli. Focused on creating a premium brand image by

emphasizing the design and technology aspect of its high priced product.

ii. Also reached out to the price sensitive masses offering affordable and customized products.

• Product innovation is the keyi. Invested heavily in local R&Dii. Product localization

How it won over

• Reaching outi. Broadened its presence across non-metro and semi-urban Townsii. Aggressive advertisement helped them build brand recall-

increased not just share of mind but also share of market.

• Getting satisfaction through customer retentioni. Replacement for electronics and appliances and aftersales serviceii. Life cycle getting shorter

• Looking aheadi. Growth market of future.ii. Around 70000 villages still waiting for electrification.

Implications for future

• To make larger investment to strengthen existing competitiveness.

• Plan to establish world’s largest comprehensive R&D center-Semiconductor ,memory , LSI research center by ’13.

• Consolidate market leadership in mobilesi. Redefine smartphone experience with innovative launchesii. Dominate with innovative line-up

• New market creation-Medical and bio-business(bio-medicine)

• Best consumer Experience- Enriching product portfolio’s

Thanking You