09-08-2012, 10:25 AM
SAMSUNG’S MARKETING STRATEGY IN INDIA
SAMSUNG’S MARKETING STRATEGY IN INDIA.ppt (Size: 905 KB / Downloads: 162)
BACKGROUND NOTE
Samsung India electronics ltd.(Samsung) started in India in December 1995.
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
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)
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 Televisions
Silver Nano Technology
DNIe Technology
Color Optimizer
PLACE:
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:
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:
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.