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INTRODUCTION In 1938, Lee Byung-Chull founded Samsung, a small

trading company Samsung is the world's largest conglomerate with an

annual revenue of US$173.4 billion in 2008 Samsung Group accounts for more than 20% of South

Korea's total exports. Samsung Telecommunications is one of five business

units within Samsung Electronics, belonging tothe Samsung Group, and consists of the Mobile

Communications Division, Telecommunication SystemsDivision, Computer Division, MP3 Business Team, MobileSolution Centre and Telecommunication R&D Centre.

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Cont Samsung Electronics developed its first CDMA mobile

phone in March 1996, to coincide with the launch of CDMA service. The first digital handset, the SCH-100,was extra light and slim.

By the end of 1997, one year after the CDMA servicewas first launched; Samsung had achieved a 57%market share in the CDMA cellular market.

Market share of Samsung mobile globally is 30%, inIndia it is 15%.

second largest Mobile manufacturer in the world.

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MARKETING MIX

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PRODUCT

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PRICE Pricing is one of the most important elements of the marketing

mix, as it is the only mix, which generates a turnover for theorganization.

Penetration pricing

E.g. Samsung E117, , Samsung Guru E1390 etc.., Psychological pricing: B300 SAMSUNG MOBILE Rs.2999,

D840 SAMSUNG MOBILE- Rs.11,499 Premium pricing: E.g. Samsung I900

Product Line Pricing: E.g. E250 SAMSUNG MOBILE E250 SAMSUNG MOBILE RELOADED

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PLACE Distributed among 74000 retail outlets in India. A third channel that is tie-ups with local co-operatives to

push handset sales in the rural market. Has recently tied-up with Indian Farmers Fertilizer Co-

operative Limited (IFFCO) for rural telephony, which willtake Samsung handsets and services to the countryside.

Nearly 230 Distributors throughout the country. The company will tap large format retail stores like

Croma, Reliance Retail, and Samsung Mobile PrivilegePartner Network (SMPP)

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PROMOTION Promotion involves disseminating information

about a product , product line , brand , or

company. The different promotional strategies followed

by Samsung mobile are:1. Advertising.2. Trade Fairs and Exhibitions. 3. Promotional offers. 4. Sponsorship. Samsung will officially sponsor

the Olympic Games and the OlympicMovement for the next eight years

http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Product_linehttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Product_linehttp://en.wikipedia.org/wiki/Product_(business)

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STP

SEGMENTATION: The different marketsegments in the mobile industry are

1. Low Class2. Middle Class3. High class

4. Youth Segment5. Business Class

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TARGETING: Samsung Mobile has targeted all the segments of

customers. For Low class Segment E1160, E1310, E1107 etc..,

priced below Rs.2000. For middle class segment B2100, S3500,S3310,C 5212

etc.., Rs.3000-Rs10000. For Higher class segment Samsung S8300, M7500,

Omnia etc.., For youth segment guru series covering all segments of

low, middle and high class. For Business class S8300 Ultra touch, Omnia B7320,

etc..,

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POSITIONING:

Re-positioning involves changing the identity of a product, relative to the identity of competing

products, De-positioning involves attempting to changethe identity of competing products

According to a survey made for best globalbrands, Samsung stood at 19th place whosebrand value stood at 17,518 $millions.

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Strong global presence, Diversified product line, Technology, Design, Innovation

Strengths

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Weaknesses Customer perception of weak productattributes like Durability,

Camera / Video quality, User friendliness, Voice clarity, Value for money, Incompatibility with different software

platforms Poor after sales service.

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Opportunities Increasing mobile market, High % of Younger population,

Strong customer demand for innovativeproducts & value-added features,

Low Landline penetration.

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Threats Increasing competition , Decreasing product margins.

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