International Marketing

1. INTERNATIONAL MARKETING
PRESENTING
BY-DEEPAK.M.JHA

2. 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.

4. 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

5. Leadership Philosophy
• Quality is the top priority
• Globalization
• Multifaceted integration

6. Marketing Strategy

7. 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.

8. Other recorded Growth

9. Global Market Share

10. 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.

12. Samsung India
Commencement
• 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.

13. How it won over
• Market in which to do long term business. When
other players found it short term.
• In for the long haul
i. 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 key
i. Invested heavily in local R&D
ii. Product localization

14. How it won over
• Reaching out
i. Broadened its presence across non-metro and semi-urban Towns
ii. Aggressive advertisement helped them build brand recall-increased
not just share of mind but also share of market.
• Getting satisfaction through customer retention
i. Replacement for electronics and appliances and aftersales service
ii. Life cycle getting shorter
• Looking ahead
i. Growth market of future.
ii. Around 70000 villages still waiting for electrification.

15. 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 mobiles
i. Redefine smartphone experience with innovative launches
ii. Dominate with innovative line-up
• New market creation-Medical and bio-business(bio-medicine)
• Best consumer Experience- Enriching product portfolio’s

16. Thanking You