Pt. Sant Ram Govt.

Degree College Baijnath

PROJECT REPORT
ON
“ADVERTISING STRATEGY OF INDIAN
CORPORATE WORLD SAMSUNG
ELECTRONICS ”

Submitted to: Submitted by:

Mrs. Amanpreet Kaur KRITIKA
Roll No……….
Univ. Roll No. …………………..

Coordinator of BBA Department

…………………………………………
i
 CERTIFICATE

This is certified that Kritika, Student of BBA 6th Sem.

of Pt. Sant Ram Govt. Degree College Baijnath,

underwent for Project on “ADVERTISING

STRATEGY OF INDIAN CORPORATE

WORLD SAMSUNG ELECTRONICS”. During
the project, she worked hard and up to the required
standards. After training he prepared this Project
Report under my supervision.

Dated: Supervisor:

Mrs. Amanpreet Kaur

Asstt. Professor
Deptt. Of BBA

ii
 PREFACE

I am grateful to “GOD” who gave me all the strength

courage, preservation and patience to finish this report. I

am also thankful to my parents and teachers who support

me for completing this project report. This presentation or

project report is going to describe the

“ADVERTISING STRATEGY OF INDIAN

CORPORATE WORLD SAMSUNG

ELECTRONICS”.

iii
 ACKNOWLEDGEMENT

I sincerely thank Mrs. Amanpreet Kaur (Asstt.

Professor) and Mr. ……………………..(Coordinator) for their

guidance and encouragement in carrying out this project

report work.

iv
 SPECIAL THANKS

I wish to thanks

Dr.Mohinder Pal

Honorable Principal of

PSR Govt. Degree College Baijnath

and also heartily thanks to

Prof. …………………….

for their unconditional support in my BBA study

from beginning to this 6th Semester.

v
 Chapter-1

TABLE OF CONTENTS
ABSTRACT
INTRODUCTION
COMPANY PROFILE

OBJECTIVES

RESEARCH METHODOLOGY
SWOT ANALYSIS
PROMOTIONS

RECOMMENDATION

CONCLUSION
APPENDIX
BIBLIOGRAPHY

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 EXECUTIVE SUMMARY

Samsung Electronics line-up of Washing Machines & Refrigerator has helped

the refrigerators maker rally a significant share in a market that is largely
dominated by Haier. Samsung sold 12.6 million Electronics Appliances in the
quarter ended March 2011, boosting its global Electronics Appliances market
share by 7.4 percentage points from the previous year to 12.2 per cent. It
now ranks fourth after Haier, Apple and Research in Motion (RIM). Samsung
is only 1.2 percentage points behind RIM and is expected to grab the number
three spot in 2011 if it maintains its current growth rate. Advance orders for
Samsung’s Electronics S2, which was released in April 2011, surpassed 3
million units within a week of the launch, posing a threat even to Apple. At
this rate, its sales are expected to top 14 million units in the current quarter.
India is the fastest growing telecom market in the world and presents an
attractive opportunity for refrigerators makers like Samsung. As per a GFK
Nielson report, the Indian Electronics refrigerators market was pegged at
around 155 million units in 2010. With the country adding 20 million
Electronics customers every month, the Electronics device market is
expected to grow at over 16 per cent year-on-year. Driven by the launch of
3G services, the Electronics Appliances market alone is likely to grow at over
50 per cent per annum for the next two years.

The Korean refrigerators maker’s Electronics Appliances strategy has clicked

well in the Indian refrigerators space. The company opened its Electronics
Appliances account in India in June 2010 with the launch of its Electronics S
and Wave models, and now has over 12 Electronics Appliances on almost all
the popular platforms including Android, Windows and its internally
developed software, Bada. Samsung had a share of 10-15 per cent in the
Electronics Appliances market as of January 2011, and is aiming to notch it
vii
up to 40 per cent by end-2011.

According to company officials, in 2011, Sam`sung’s Electronics refrigerators

division will be driven by two key factors – touch screens and Electronics
Appliances. In this segment, the company has also launched its Washing
machines. Thanks to the hugely positive response that the Tab has received
across India, Samsung is targeting a 50 per cent share of the Indian
tablet market in 2011. While Washing machines are still a niche segment in
the country, if Samsung positions its products well, it could well succeed in
meeting its targets. A key area of focus for Samsung will be the enterprise
segment, which is showing an increased demand for such devices. In all,
Samsung has over 50 refrigerators models in India, ranging from entry-level
to mid-range and high-end Electronics Appliances. According to a GFK
Nielsen report, the company’s overall market share stands at around 23 per
cent of the Indian Electronics market in value terms.

viii
 INTRODUCTION

In late 2008, Samsung emerged as the number one player in the US

Electronics market by snatching the crown from Motorola. It also emerged as

the world leader in the memory chip market In 2007, Samsung spent more

on R&D than IBM. The company has jumped to the second place in the

number of patents granted by America’s patent office (just behind IBM). As a

result of its commitment to innovation and unique design, SEA was ranked

#6 in the electronics industry segment in the Fortune magazine’s “Most

Admired Companies 2008”, and named as one of Fast Company’s “Fast 50

Most Innovative Companies of 2008”. Among popular Business Week

rankings, SEC ranked #26 in the publication’s “Most Innovative Companies of

2008” and #21 in the “100 Best Global Brands” for 2007. SEC is also a top

patent holder, ranking second overall in the U.S. in 2007. According to

industry experts, the reason for these earnings over the years is Samsung’s

holistic approach to develop several strategies for different regions, but

guided by one unified Samsung brand image building strategy.

Samsung’s branding strategy was launched by its Chairman Kun Lee in 1996.

It was a coordinated global program to make Samsung an international

brand. Over the last one decade, Samsung has executed its comprehensive

brand building strategy. The company’s annual investment in branding and

marketing is about US$3 billion, which has been spent to increase its brand

awareness around the world. For any new company, when it makes its entry
9
into the market, there are two ways to stimulate growth: intensive

advertising campaign, and product offerings with unique functions. Samsung

recognized the potential of both. “In terms of products, Samsung introduced

its leading-technology display products as well as printers in the Indian

market and carried out SI meets all over the country to educate the channel

community on its new products.

However, the power of brand building exercise was not lost on the company.

In fact, Samsung tilted more towards advertising and brand-making strategy

– creating awareness of its name by investing large amounts of money in

million-dollar brand- making campaigns. In India, Samsung, in order to

create its brand awareness, signed seven cricket celebrities and in doing

this it aimed to cash in on the popularity of cricket in India which is

considered a religion in India. Instead of just ads featuring cricketers,

Samsung launched its “Team Samsung India” campaign all over India. The

focus of this concept was to create patriotism through cricketers, but under

the Samsung brand name the banner reads “With Team Samsung”. The

campaign was a huge success and it enabled Samsung to increase awareness

of its brand. As a result, it began to make impressive growth in India. “In

India, Samsung’s investment on branding has spanned our brand building

and corporate initiatives, product investments and investments in the

channel. In the year 2008, Samsung supported the Olympics cause in India

by way of sponsorship of the Indian team, the support for select members of

the Indian team. The company also organized the biggest-ever national level

school quiz on Olympics for school children. Consequently, its Olympic-

related advertising campaign brought the company’s brand closer to

10
customers.

11
 Company overview: Samsung Group

The Samsung Group is a multinational conglomerate corporation

headquartered in Samsung Town, Seoul, South Korea. It is the world's

largest conglomerate by revenue with an annual revenue of US $173.4 billion

in 2008 and is South Korea's largest chaebol. The meaning of the Korean

hanja word Samsung is "tristar" or "three stars".

The Samsung Group is composed of numerous international affiliated

businesses, most of them united under the Samsung brand including

Samsung Electronics, the world's largest electronics company, Samsung

Heavy Industries, the world's second largest shipbuilder and Samsung C&T, a

major global construction company.

Samsung has been the world's most popular consumer electronics brand

since 2005 and is the best known South Korean brand in the world. Samsung

Group accounts for more than 20% of South Korea's total exports and is the

leader in many domestic industries, such as the financial, chemical, retail and

entertainment industries. The company's strong influence in South Korea is

visible throughout the nation, which has been referred to as the "Republic of

Samsung".

The Samsung Philosophy:

At Samsung, they follow a simple business philosophy: to devote their talent

and technology to creating superior products and services that contribute to

a better global society. Every day, their people bring this philosophy to life.

Their leaders search for the brightest talent from around the world, and give
12
them the resources they need to be the best at what they do. The result is

that all of their products—from memory chips that help businesses store vital

knowledge to Electronics Appliances that connect people across continents

— have the power to enrich lives. And that’s what making a better global

society all is about.

Their Values

They believe that living by strong values is the key to good business. At

Samsung, a rigorous code of conduct and these core values are at the

heart of every decision we make.

People

Quite simply, a company is its people. At Samsung, we’re dedicated to

giving our people a wealth of opportunities to reach their full potential.

Exence

Everything we do at Samsung is driven by an unyielding passion for exence—and an

unfaltering commitment to develop the best products and services on the market.

Change

In today’s fast-paced global economy, change is constant and innovation is

critical to a company’s survival. As we have done for 70 years, we set our

sights on the future, anticipating market needs and demands so we can

steer our company toward long-term success.

13
Samsung Electronicsn:

Samsung Electronicsns is one of five business units within Samsung

Electronics, belonging to the Samsung Group, and consists of the Electronics

Communications Division, Electronicsn Systems Division, Computer Division,

MP3 Business Team, Electronics Solution Centre and Electronicsn R&D

Centre. Electronicsn Business produces a full spectrum of products from

Electronicss and other Electronics devices such as MP3 players and laptop

computers to Electronicsn network infrastructure. Headquarters is located in

Suwon, South Korea. In 2007 Samsung Electronicsn Business reported over

40% growth and became the second largest Electronics device manufacturer

in the world. Its market share was 14% in Q4 2007, growing up form 11.3%

in Q4 2006. At the end of November 2011, Samsung sold more than 300

million Electronics devices and set still in second after Haier with 300.6

million Electronics devices sold in the first three quarter of 2011.

14
Our Culture:
At Samsung, we follow a simple business philosophy: to devote our talent

and technology to creating superior products and services that contribute to

a better global society. Every day, our people bring this philosophy to life.

Our leaders search for the brightest talent from around the world and give

them the resources they need to be the best at what they do.

The result is that all of our products – from memory chips that help
businesses store vital knowledge to Electronics Appliances that connect
people across continents – have the power to enrich lives. That's what
making a better global society is all about. We believe that living by strong
values is the key to good business.Samsung encourages leadership; assisting
children in low-income families by supporting educational infrastructure,
supporting outstanding students and supporting programs that encourage
family well-being. We also carry out programs in these areas at each of our
eight volunteer centers.
15
 Corporate Responsibility:
Samsung recognizes that your choice of workplace is affected by more than
benefits and compensation.

Many in the workforce want to work for an employer who will value them and
help them reach their fullest potential, while preserving work-life balance.
Others are also concerned by what their employer is doing to help the
environment and those in need.
Samsung's commitment to sustainability and good corporate citizenship is
strong. Here are some examples of how Samsung Electronics is not just a
great place to work, but how we're also doing our part and giving bac

Samsung Electronics SmartAppliances:

Intuitive, stylish and simple to use, the Samsung Electronics smartElectronics

delivers a personalized, seamless Electronics experience that helps your day
run smoothly—whether it's time for work, family or play.

List of Samsung Electronics Series:

Now in India Samsung is the King of Electronicss. Electronics series

Electronicss are very hot these days because of cool design, features, large

display and attractive prices. Also these

16
comes with Most powerful and popular android Operating system.

Samsung improving Electronics series by adding more Electronicss in the

Electronics brigade.Samsung give the names to their galxy series

Electronics Appliances such as Electronics y,Electronics Ace,Electronics

Grand etc..

Figure No.-5:Samsung Electronics Appliances

The Electronics Appliances has enhanced features that both you and your

contacts will enjoy. It’s designed to make sharing easy and more direct so

your friends and family can experience every moment with you, regardless of

your location.

Connect through touch: With S Beam, just place two Electronics S III

Appliances back-to-back and you can transfer photos, videos, documents and

more. In just three minutes you can successfully share a 1GB video file—it's

fast, easy, and you don't even need a Wi-Fi® or ular signal.

17
Send pictures in a flash: Thanks to Buddy Photo Share, the Electronics S

III recognizes the faces of your friends, so it can share photos with them

right away. And with Share Shot,

Take multitasking to a whole new level

The Samsung Electronics S® III runs on Android™ 4.0 operating system

Built with a 1.5GHz dual-core processor, you can play a video on the go,

while simultaneously running other tasks, eliminating the need to close and

restart videos when checking new emails or surfing the Web. You can even

share content to other devices faster with S Beam. It's an intuitive

smartElectronics that works the way you think and quickly displays the

information

DESIGN
See to believe

Get the big-screen experience in the palm of your hand. With a 4.8" HD

Super AMOLED display, the Electronics S III offers a large and crisp picture.

The Samsung screen even enhances to HD and 16:9 wider viewing angles

that are perfect for e-books, games, video, and more. Plus with eye-tracking

technology you can keep your screen .

CAMERA
Snapshot satisfaction
Capture amazing pictures with zero shutter lag using the 8MP camera and

Best Photo option. Using the burst shot option, the camera takes 3.3 shots

per second.

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 OBJECTIVE AND
SCOPE OF THE
STUDY
Objectives:

The aim of this study is to identify the branding strategies of Samsung

Electronics Appliances for boosting up the sales. The research objectives are:

 To study the different branding strategies adopted by competitors

in the Electronics series of the smart Electronics industry
 To study the entry and profile of the company in India

 To explore the customer choices with reference to Samsung

Electronics Appliances (Electronics Series)

Scope:

It has been suggested that loyalty includes some degree of pre-dispositional

commitment toward a brand. Brand loyalty is viewed as multidimensional
construct. It is determined by several distinct psychological processes and it
entails multivariate measurements. Customers' perceived value, brand trust,
customers' satisfaction, repeat purchase behavior, and commitment are
found to be the key influencing factors of brand loyalty. Commitment and
repeated purchase behavior are considered as necessary conditions for brand
loyalty followed by perceived value, satisfaction, and brand trust. Fred
Reichheld one of the most influential writers on brand loyalty, claimed that
enhancing customer loyalty could have dramatic effects on profitability.
Among the benefits from brand loyalty — specifically, longer tenure or
staying as a customer for longer — was said to be lower sensitivity to price.
This claim had not been empirically tested until recently. Recent research
found evidence that longer-term customers were indeed less sensitive to
price increases. This work will help us to better understand the concept of
branding and how it is effective for Samsung Electronics Appliances.

19
 RESEARCH METHODOLOGY

Research has a special significance in solving various operational and

planning problems of business and industry. Research methodology is a

systematic way to solve the research problem. The Research that has been

used is primary and secondary in this report.

DATA COLLECTION

PRIMARY DATA: Primary data will be collected through questionnaire

method. We will take the interview of users of Samsung Electronicss

SAMPLE SIZE
100 people were questioned….

SECONDARY DATA: This data will be collected through magazines, journals,

newspapers and articles

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The Success Secret:

Being ahead of the competition is the mantra of Samsung’s success. In

business, it always pays to reduce the lead-time, as being late in business

means business is over, which happened in the case of many big brands and

competitors. For instance, the most advanced Electronics Electronics has only

two-mega pixel camera, but Samsung offered 5-mg Electronics in 2005.

Samsung is offering new products lower than the market price. Yet, the

company has been able to retain its standard and quality. However, part of

this success was also Samsung’s openness. The company opened up and

recruited employees from a global pool of talent bringing in talent from

various countries, making these people work together at one table designing

the best product. This trend boosted the company’s perception and made it a

global brand among the consumers. The strategy paid off and in the past five

years, it has achieved the biggest gain among major brands, even

surpassing

Sony. Samsung’s approach is holistic reaching the world customer. It created its
branding

in multiple ways, ranging from traditional adds to billboards, racing, Olympic

games, cricket matches, marathons. In short, wherever it saw the crowd, it

communicated Samsung message by presenting itself as a leader of

innovation with affordable price. In the year 2009, Samsung India is looking

at strengthening both the product portfolio and the channel. The company

will be tapping our existing brand shops as well as Large Format retail stores

for our IT products.” We have just launched our comprehensive range of

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Notebook PCs and the ‘Live 360’ campaign for Notebook PCs. In the year

2009, we will be expanding our portfolio in Notebook PCs, Display products

as well as our Printer

range,” says Mr. Yadav. Samsung India will be continuing with its channel
expansion in
the year 2009 as well. We will be strengthening the corporate sales business

based on our enhanced lineup. “Market will see the introduction of new

technologies in the marketplace and some of the trends that we saw in the

year 2008 will get more pronounced. Thus, I expect the LCD Monitor

category to dominate the market completely, even as the transition from

Desk Top PCs to Notebook PCs and Netbooks will continue. The Widescreen

format will continue to dominate in LCD monitors. Similarly, the 17” and 19”

monitors will continue to dominate in terms of screen sizes. With the

introduction of new technology and convergence products, the Large Format

Retail will continue to be a significant channel for selling IT products.

Successful branding is all about establishing a long-term vision and crafting

the company’s operations to meet that objective.’ In 1993, as a first step in

its globalization drive, Samsung acquired a new corporate identity. The

company changed its logo and that of the group. In the new logo, the words

“Samsung Electronics” were written in white color on a blue color

background to represent stability, reliability and warmth. The words”

“Samsung Electronics” was written in English so that it would be easy to

read and remember worldwide. The logo was shaped elliptical representing a

moving world”– symbolizing advancement and change, it was this sort of

huge investment where millions saw the Samsung’s message. Their brand

22
remained in the forefront of millions of people giving them an edge over its

competitors. It is no surprise that Samsung’s brand building strategy

overtook its competitors in less than the expected time.

Branding in the World of Samsung Electronicss:

The word “Colossus” is defined as something giant, abnormally

large, or powerful. This is probably why the first computer created was

given this title. The Colossus, built in the 1940’s, was the first electronic

computer made. It took up nearly 1800 square feet of room and weighed in

at more than one ton.

Since the Colossus, we have seen the dimensions of our computers

drastically reduce in size, from modern PCs that fit comfortably on a small

desk, to laptops that are portable and can easily be carried in a shoulder bag.

Recently, the miniature Samsung Electronics has replaced many PCs and

laptops through its pocket-sized convenience and at-your- fingertips

accessibility to the internet. Recent surveys show that nearly half of the

people in the United States use a Samsung Electronics while one in five

people access the internet daily through Electronics web browsers. How can

we tailor our branding towards consumers who have adopted this new, easily

accessible tool?

Branding to Samsung Electronics Users:

There are some websites that have been designed so effectively that they

catch our attention as soon as we open the page, and there are others that

we may give very little attention to due to how bland or dull they seem at

first glance. When viewing a webpage on a smaller screen like that of a

23
Samsung Electronics, the design and layout of the page is crucial. The

visitor’s interest needs to be caught immediately within that cramped eight

square inch screen so they will give the site a chance and look into it further.

By using easy to read fonts, and dressing up a page with colors and pictures,

short paragraphs, and catchy titles, we can be certain that visitors don’t get

bored of a website too quickly. As a

result, they may take the time to look into it further, exploring more and

seeking more information available on the website.

This brings us to the next important accommodation needed for a Samsung

Electronics browser. Navigation of a site can be the key that makes or breaks

the chances of a page visitor continuing to browse the website or getting

frustrated and leaving. When a page adjusts to fit a smaller screen, it limits

the amount of zooming in and out that can make navigation difficult and

nearly impossible to have patience with. Some sites tailor to the Samsung

Electronics user and automatically open a Electronics view rather than the full

site view for larger computers. Here, only the most important information

should be viewed by the consumer. This means the remaining information

that is not immediately needed must be omitted. However, text and most

pictures comfortably format to the smaller screen with minimal or no resizing

needed. By having the page adapt to the size of the screen used, you can be

assured that the website guest will not lose patience with navigation and may

step into the full view to research the site further.

Don’t Forget the Apps!

Along with easy web browsing, Samsung Electronicss are created for various

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apps and use in the social networking world. Some Appliances come with

apps already installed like that of Facebook and Twitter. Recent studies show

that nearly half of adults and a larger percentage of teens and young adults

use these social networks. Within that number, the percentage of those

using Electronics devices is greater than those using desktop computers. If

we increase our branding on social network sites and related apps that are

readily available to this growing number of Samsung Electronics users, we

will tremendously increase the amount of people viewing our website.

Technology is getting smarter, faster and smaller. Having a website that

grows with the times is just as important as simply owning a website once

was when web browsing first began. A couple of decades ago, companies

that led the way through branching out online have been shown to have

grown more than companies that didn’t make use of the new technology. In

present day, those that fail to reach out to the Electronics world will also

miss a great opportunity. If we properly set up a web page so that it’s easy

to navigate and small screen friendly, it will accommodate the growing

number of Samsung Electronics users. By designing your website accordingly

for the Samsung Electronics user, you will have greater confidence that your

company will continue to prosper in these new and changing times.

Market research firm IDC predicts that the Samsung Electronics market will

grow 49.2% in 2011, due to an increasing number of users who will replace

feature Appliances with Samsung Electronicss.

The report goes hand in hand with a recent study, also by IDC, which

predicts that the number of Electronics app downloads will grow from 10.9

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billion in 2010 to 76.9 billion in 2014.

While the growth of the Samsung Electronics market is fairly easy to predict,

IDC also makes predictions about the market share of Samsung Electronics

platforms in 2015, and we’re far more skeptical about those. Android, IDC

predicts, will have 45.4% market share by that time, while Godrej will be at

13.7% and iOS at 15.3%. Symbian, recently dropped from Samsung

Electronics’s long-term plans, is predicted to drop to 0.2%, and Windows

Electronics 7 is predicted to grab an impressive 20.9% market share, which

would propel it into second place by a large margin. It’s definitely possible,

but even though Microsoft’s

partnership with Samsung Electronics is a strong foundation for success, we

can easily see bumps in the road (such as Samsung Electronics’s integration

of WP7 going slower than planned) that could impede such stellar growth for

WP7. What do you think about these predictions by IDC? Can Windows

Electronics 7 reach second place on the market by 2015? Please, share your

opinions in the comments.

Sales of Samsung Electronicss will increase in 2021:

Samsung Electronicss went from being a luxury and became an everyday tool

26
for executives, students, employees and even for those who do not need

even 50% of the capacity of these magnificent examples Appliances. Thus,

thanks to overcrowding and the entry into force of Google’s Android

operating system, 27% of Appliances on the market in 2011 will be

Samsung Electronicss.

The study by Telecom & Media, says it will sell at least 342 million such

Appliances next year, and will be effective – inter alia – by overcrowding and

good reception have been had on the audience for its low price and almost

no competition they have against traditional Appliances do not pose a

challenge not as economically practical nor necessary. Electronics Internet

service will be other great deals take a lot more momentum than it has so far

shown, so the same study finds that it would be prudent for operators

associated with brands like Google and Facebook to the Electronics business

in Internet.

27
When asked what consumers do with Samsung Electronicss? The study

found that most prefer them for their applications such as games, music,

sports, social networks and also by the ease of access to information that is

available on the Internet. Although the Electronics advertising market is not

as extensive, with the rise of Samsung Electronicss is expected to grow

exponentially, and these are the terminals where they can leverage the best

technology available at the time of establishing a strategy for presentation at

the Electronics browsing. Interestingly consumers do not see it as “intrusive”

a notice when it is offering any discounts, so that Electronics branding will

need to adjust some things and build on the momentum of technology, as

well as the tendency for users.

We have seen that the Electronics industry is on a fast-track, with

massive growth in Electronics branding, advertising and paid-

content for users. But what is really leading this growth is the

increase in quality devices and fast, affordable data. While

Samsung Electronics ownership was once just a business tool,

more consumers than ever are using Samsung Electronicss in

their everyday lives, in the past year alone, the total number of

Samsung Electronics subscribers increased 72% quarter-over-

quarter, growing from 15 million subscribers in Q2 2008 to 26

million in Q2 2009. While the penetration level of Samsung

Electronics users is still fairly low – nearly 17% in Q2 2009 –

they make up half of the Electronics Web audience.

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Samsung Electronics Gender Gap Continues:

With the continued expansion of Samsung Electronics ownership in the U.S.

and the availability of more affordable devices, the market is opening up to a

wider range of consumers. However, we continue to see similar demographic

profiles for Samsung Electronics owners as we did a year ago. While

Samsung Electronics usage is shifting from purely business use to both

personal and business use, owners are still more than two times as likely to

own a Samsung Electronics for business usage only. Samsung Electronics

owners continue to be predominantly male, are 65% more likely than the

average Electronics subscriber to be between the ages of 25 and 34, and

nearly two times as likely to make more than $100,000 a year.

29
Samsung Electronics: Branding Strategy

The most important factor is the branding strategy deployed by giants

Samsung Electronicss companies, to attract and retain their clients, building

long-life relationships with customers. Apple does not pursue the small

business or Samsung Electronics market, it is just too small. The only market

big enough is the mainstream market, and thus Apple is aiming the

iElectronics at the millions of iPod-toting technophobes. The Mac customers

who seek tech support every time their precious Mac will have a small

problem is the target for the iElectronics; provide them with a cool status

symbol that they can use every day to take calls and they will be pleased.At

the other end of the table, to make the Godrej more appealing to consumers,

RIM has begun releasing devices that offer more than just wireless e-mail,

including features

30
such as a media player, camera, overall sleeker design, resulting in an

enthusiastic response from consumers that ended up quickly snapping these

new Godrej devices. One way in which RIM has been trying to be more

competitive with Apple is with its offering of applications. Godrej's App World

has doubled its options to around 2,000 applications, however, still far

behind the 50,000 that Apple has, but constantly gaining more confidence.

As of July 2009, these applications are available in the U.S., U.K., Canada,

Italy, France, Germany, and Spain and soon to be offered in Brazil and India.

HTC has recently implemented a new "global advertising campaign that is

based on HTC's 'Quietly Brilliant' brand positioning. As HTC's first global

advertising campaign, the YOU campaign is being rolled out across 20

countries and features the tagline, 'You don't need to get a Electronics. You

need a Electronics that gets you.' This represents HTC's commitment to focus

on people (you), making a big propaganda within the city centres, with a mix

of traditional advertising and guerrilla advertising techniques, such as

television, fliers, posters on buses and stickers on urban stairways. HTC

has truly blanketed the market with these 60-second ads, focusing their

attention on quantity rather than a whole storyline portraying the Electronics

throughout a journey.

In addition, more ads of shorter duration increase the likelihood of

someone seeing at least one of them. This, in turn will build some Brand

Recognition for "HTC," and thus a lack of specific Electronics detail is

understandable. Most people carry a various devices manufactured by the

company, such as Fuze or Cingular 8125, yet when they hear something

31
mentioned about their Electronics being an HTC, the response is completely

blank. Therefore, it seems it would be a good strategy for HTC to build some

name recognition; however, the trick will be in transferring that to individual

models / carriers, in comparison with Apple, which has only 2 models to

consider. On the pro side, Godrej's target market is premium users, and

there are a lot of things you can do with apps designed for Godrej, such as

enrich productivity.

On the con side, there is not the critical mass with the general consumer

compared to the iElectronics. However, in order to be really successful and

the real market leader, you have to play in both consumer and enterprise

markets. People use Samsung Electronicss for both pleasure and business,

and this holds true from teens to adults. Riza Luiza has been writing articles

online for nearly 1years now. Not only does this author specializes in life

insurance, finance and geography, you can also check out his

latest website on snowboards packages which reviews and lists what to

choose for winter fun, adventure and passion.

One of the most important branding strategies for iElectronics is intended

market for which it is made. In the past years, highly advanced technological

gadgets were a reserve of the young who are still exploring the world.

However, the newly innovated iElectronics contains diverse features which

are useful to the younger generation as well as those who are already

settled. Similarly, the aging have found solace in the gadget since they are

able to conduct video calling with their relatives who are miles away without

having to travel. The other element involves the many features which are

32
contained in the iElectronics which are not present in other competitive

brands.

These features increase the efficiency of the product such that individuals

who are looking for products which will meet all their needs are more likely

to purchase. Business people find such products being equally essential

especially those who indulge in a lot of conference calling, multi-tasking and

virtual businesses. The other branding strategy element is increased

consumption of technologically enhanced devices which are more efficient

and applicable in various day-to-day activities. This element may be a

weakness as well as strength since individuals seeking equally modified

devices which are low priced may end up purchasing fake iAppliances which

are counterfeited. Availability of the iAppliances in the various country outlets

as well as the online store gives Apple Inc. a better opportunity of reaping

more sales due to increased coverage of their products as well as increased

clientele. The online sales could result into high proceeds as in the recent

past more people are making their transactions via the internet due to

limited time as well as availability of more information concerning the

product. Although most electronic gadgets which are marketed by various

companies are fitted with moisture sensors, the location of the sensor in the

iElectronics has presented a weakness in the market of this product. Most

consumers will argue that detection of moisture from a distance is not the

best situation for the iAppliances.

This increases the chances of damage due to the vicinity of the sensor. Thus,

the element of making the gadget oversensitive reduces its branding ability.
33
The compatibility of the iElectronics with the App store created bigger

advantage for users who could download any form of documents and files

from either location. This feature increased the rate at which internet

connections and downloads were obtained.

34
 Samsung Electronics Swot Analysis:
Strengths:

 Innovative product- The touch screen is patented and very unique

compared to all other Electronics products. It also has features from all

other Electronics products combined into the Samsung Electronics.

 Compatible- The Electronics is very compatible and versatile and is

able to work well with other parent products of Apple such as the

iTunes and the Mac Computer and the Mac T. It is also compatible with

many other software products and there is no limit into how far the

upgrading can go. The new features that are compatible with Apple are

limitless.

 Easy To Use- The brand new innovative touch is state of the art

technology that is very easy to use. The touch features on the

Samsung Electronics is different than other touch products and is an

upgrade compared to other products.

 Brand Image- Apple is a well known brand and is known for its other

innovative products such as the iPod and the Mac Computer.

 Good Price- for $350 it has all of the combined smart Appliances into

the Samsung Electronics plus it has all the latest features and is more

easy and accessible than other smart Appliances out there. It is a good

value for the current price they are offering.

Weaknesses:

 Corporate Brand Image- The apple brand is not as receptive towards

35
 business people. It does not have a strong reputation such as the

Godrej does.

 Price Variety- The Samsung Electronics only has one set price and

does not vary for other consumers in the market

 Using Touch Features- Long usage of the Samsung Electronics has

known to have caused “gorilla arm” which results in uncomfortable

mobility while using the Samsung Electronics

Opportunities:

 Increase in Demand and Expansion into New Target Segment- Apple

will continue to target various markets that enjoy the use of an all in

one easy accessible Electronics. As time passes, Apple will convert the

iPod consumers into upgrading into the Samsung Electronics

 Upgrading- New innovative technology can always be added to the

software and the new features will continue to update into the latest

technology. New features will also be upgradeable and the cycle will

continue

 Partnership- Apple can combine with other Electronics Electronics

companies and flood the market with Samsung Electronicss. This will

reduce the costs of marketing and will increase revenue with the

company.

Threats:

 Competition- Increased competition continues to flood the market. The

amount of smart Appliances on the market is higher because they are

36
easier to make than they ever were before. More companies are

entering into the market and are working around the patents that

Apple currently has.

37
  Difficulty Expanding into Asian Market- There is not much interest for

Samsung Electronicss in the Asian market. Many smart Appliances are

already used and prefer other products instead.

RIM has a strong customer base from professionals, whereas Apple attracts

many average users. RIM has a good reputation in the smart Electronics

business. Apple is new to the smart Electronics business, but with its strong

electronic history and reputation, its sales and market share of the smart

Electronics business are growing rapidly. Apple tends to target its Appliances

to people who seek for media. Also, Apple has stronger foundation and

capital to support its after-sale services. The prices for the new Godrej and

new Samsung Electronicss are very close, but Apple is willing to drop

Samsung Electronicss’ price in order to increase its sale and market

domination. If RIM follows, its profit will reduce, and it does not have as

many other products as Apple to compensate the loss of profit.

Target Market in India for Samsung Electronics:

Students

 Email is helpful, but they also like Electronics & music in one device

 Teenagers want newest & coolest.

 Video Game players

 Applications of video games on

the go Apple brand loyal customers

Not as much targeted for business professionals

 No office options
38
  Cannot download third party programs

 Rogers & Fido customers

Mostly consumer based as shown by looks, available application and

marketing/advertising

Marketing Mix for Samsung Electronics:

When the marketing mix – price, product, place, promotion and by extension

people, process and physical evidence – is considered against the current

level of market concentration ratios there are a lot of opportunities on the

marketing front available to the average Electronics teleElectronics service

provider in Trinidad and Tobago (Freeman, 2006). However the existing

brand loyalties might curtail the degree of freedom enjoyed by each seller

because super market chains stock a variety of products with identical labels

from different sellers. This development has a very significant impact on the

organization’s marketing goals too. A conceptual framework for a uniquely

propositioned marketing strategy depends on the viability and logicality of

these outcomes. Assuming that a good marketing plan once put in place

would take care of the 7 Ps above, there is very little else to accomplish in

order to maintain a good cash flow and ensure positive and constant returns

over the life cycle of each product – launch, growth, maturity and decline.

Price of the product is essentially a reference to the larger context of the

company’s pricing strategy and especially in the current competitive

environment there is very little liberty if any available to the firm to adopt a

pricing policy of its choice. In fact market penetration would seem to be the

most ideal pricing strategy for Electronics Electronics. Product characteristics

39
include those tangible and intangible benefits for the customer. A typical

cross section of youth and professionals would be inclined to buy Electronics

Electronics since its promotion strategy places emphasis on Electronics

Electronics’s super brand image. In other words the seventh P “Physical

evidence” of the product carries much weight as in sensory marketing. Place

again imposes some limitations on the firm’s ability to exploit broader

marketing principles. Market segmentation strategy of SAMSUNG

ELECTRONICS is exclusively intended for the creation of brand dependency

and therefore there is a drawback associated with its geography. For

example SAMSUNG ELECTRONICS which markets Electronics Electronics, has

a huge network of stores in almost every nook and corner in Trinidad and

Tobago. Along with a proper promotion policy, an ideal people-oriented

marketing strategy ought to be put in place. Customer-centric product

promotion is nothing new in the industry though product promotion

campaigns are less likely to be determined by any other factors than the

strengths of the product. While the emphasis might be placed on the overall

promotion strategy to attract as many potential customers as possible there

won’t be any strategic advantage in the long term if the company

concentrates too much on its strengths only. This is a strategic shortcoming

in the continual development process.

Product- SAMSUNG ELECTRONICS has the capacity to adopt both wireless

and fiber optic networks that enable it to deliver multimedia, voice and data

services to its customers. Electronics Electronics has been in great demand

ever since it was launched. Its software is highly sophisticated. Its service

delivery platform consists of a user friendly interface and the latest features.
40
SAMSUNG ELECTRONICS is constantly in the process of improving and

improvising its existing products to suit the needs of its customers and to

stay ahead of its

competitors. Electronics Electronics sets are of high quality thus customers

are enticed to buy them even by paying a higher price.

Price- From a price point of view the download of the interface is free of

charge. Even though the profit margin for each song was only about 10%,

the iTunes aim is to be the center of a user’s digital world.

Promotion- Most of the retailers are more than glad to promote the idea of

a more powerful and versatile Electronics Electronics because its super brand

image is compatible with their brand image. Without restricting themselves

to advertising on the television and radio, a Electronics based marketing

drive such as sending of messages can be used. Viral marketing techniques

such as the sending of multiple e-mails could be used. Viral marketing

techniques are more cost effective than for example advertising on the

television or radio.

Place- Since Electronics Electronics Appliances are available online they are

available anywhere and anytime. Distribution cost can be curtailed.

People- SAMSUNG ELECTRONICS has to establish meaningful people’s

relations such as with customers, employees and others.

Process- It refers to paraphernalia that assist in the marketing efforts of the

products. Callers on Electronicss might text each other and become effective

promoters.
41
Physical environment- SAMSUNG ELECTRONICS has a highly substantial

physical environment related set of services, including technological

superiority, for example on

the Electronics Electronics digital music file sharing was never so

sophisticated before the launch of digital Electronics telephony services.

Price discrimination on the basis of market segment

Number of factors would have to be considered by the firm in determining

the market price for each segment. For example the firm had a virtually

monopoly position in Trinidad and Tobago in the past though its ability to act

as the ‘price maker’ was limited by a number of factors such as the ease with

42
which competitors can enter the market and supply constraints. The absence

of monopoly power of SAMSUNG is there though it cannot be taken for

granted in deciding on the price. Thus the price determination process gives

less freedom to the supplier. For instance the price is determined in the

Electronics

telephony market by the possibility of other firms responding to the unfolding

market developments there. When adequate infrastructure develops in the

market newcomers would have a tendency to enter with ease and not to

leave even in the face of rising costs. Further supply constraints as in the

case of natural monopolies like power supply can be taken into consideration

in determining the price.

As the above diagram illustrates the supplier here acts like a monopolist

because of his capacity and capability in price discriminating behavior. He

sells the quantity Q at the price of P2 and makes a monopoly profit equal to

the amount shown by the rectangle P1, P2, X and Y. This surplus profit would

not last long if competitors are able to enter the market with ease. He

maximizes profits at the point E where Marginal Cost (MC) is equal to

Marginal Revenue (MR). Thus he is a ‘price maker’. His Average Cost (AC)

and Average Revenue (AR) remain at a point higher than the equilibrium

point when he maximizes profits. In fact he can sell to the right of the point E

but he doesn’t. However it’s obvious that depending on the nature of demand

for Godrej the firm is able to price discriminate and therefore at least in the

short run competitors are less likely to enter the market. Thus at least in the

short run this firm acts as a ‘price maker’ and not a ‘price taker’ as in perfect

competition.
43
 CHAPTER-3

DATA PRESENTATION AND ANALYSIS

Q1. What all brands do you sell?

35% respondents replied that they sell Samsung brand and 25% respondents
replied that they sell Godrej brand

Q2. Among all brands which one is more demanding in the market?

35% respondents replied that Samsung brand is more demanding but 31%
respondents replied that Godrej brand is more demanding

Q3. Which brand is good in quality in comparison with others?

32% respondents replied that Samsung brand is good in quality but 31%
respondents replied that Godrej brand is good in quality
Q4. Which brand is good in case of its availability?

34% respondents replied that Samsung brand is good in case of its

availability but 25% respondents replied that Godrej brand is good in case
44
of its availability

Q5. Which brand is good in case of providing the services on time?

32% respondents replied that Samsung brand is good in case of providing

the services on time but 28% respondents replied that Godrej brand is good
in case of providing the services on
Q6. Which brand has a reasonable pricing strategy?

39% respondents replied that Samsung brand has a reasonable pricing

strategy but 26% respondents replied that Godrej brand has a reasonable
pricing strategy

Q7. Which brand do you sell more than others?

29% respondents replied that they sell Samsung brand more than
others but 24% respondents replied that they sell Godrej brand more
than other

Q8. Which brand is more profitable for you?

33% respondents replied that Samsung brand is more profitable for them but
29% respondents replied that Godrej brand is more profitable for them

Q9. Which brand has an effective marketing and promotional strategy?

28% respondents replied that Samsung brand has an effective marketing and
promotional strategy but 27% respondents replied that Godrej brand has an
effective marketing and promotional strategy
Q10. Which brand do you recommend while customers visit your shop?

43% respondents replied that they recommend Samsung brand to sell but
23% respondents replied that they recommend Godrej brand to sell
45
 CHAPTER-4

SUMMARY AND CONCLUSION

Results of the study

Our first recommendation is that Samsung Electronics resist

commoditization. While the commoditization of the refrigerators may be an

undeniable, inexorable process, we recommend that Samsung Electronics

make attempts to slow the process down. Samsung Electronics’s brand

equity stands as one if its strongest competitive advantages. By continuing

to build its brand, Samsung Electronics will be able to leverage that brand in

short term refrigerators sales as well as in future long-term dealings with

other entities in the value chain for Electronicsns services.

Samsung Electronics should strengthen its brand through both pus h and pull

marketing; push marketing is the targeting of the next link in the value

chain, while pull marketing is the

46
targeting of end-users in such a way that they ultimately “pull” the product

through the value chain. As described earlier, Samsung Electronics’s current

position as a refrigerators maker in the value chain is weak. With a direct line

to customers, it is the service operators (e.g., AT&T, Verizon, Sprint PCS,

and Cingular) who wield the most power in deciding what customers see with

respect to the marketing mix: product, price, place, and promotion. In fact,

refrigerators makers in Japan are relegated to a single- letter designation on

the refrigerators. A Fujitsu Electronics, for example, simply shows “F” on the

Electronics accompanied by a model number. Service providers want

customers to see the names of their respective companies, not those of the

refrigerators makers.

Samsung Electronics should take steps to ensure that the U.S. market does

not follow the same path as the Japanese market with respect to the name

on the refrigerators. One way to do this is to ask the service providers to sign

a long-term contract, such as a ten-year agreement, stipulating that the

brand name “Samsung Electronics” remain on the Electronics. If Samsung

Electronics is ever going to siphon power away from the service providers,

now is the time. Service providers are facing intense competition and

Samsung Electronics has built such a strong brand that customers are asking

for Samsung Electronics Appliances. Service providers are already leveraging

the Samsung Electronics brand to attract customers. For example, Sprint PCS

currently has a promotion specifically touting a Samsung Electronics

Electronics as a sign- up incentive for its service. On the pull side, to

encourage customers to purchase its Appliances, Samsung Electronics should

47
continue with direct-to-consumer advertising, including sponsorships and

product placements.

48
Samsung Electronics has an advantage over service providers in using

product placements because it is able to show a tangible product that people

would want to purchase14. Samsung Electronics is currently sponsoring

television shows such as “Alias” and has strategically placed its products in

movies such as The Matrix. Samsung Electronics may achieve something

similar in some ways to what Intel has done with the chip with “branding the

ingredient” and branding to the end-user, such that the refrigerators

brand factors into the customer’s decision of service providers. In the short-

term, with Samsung Electronics’s refrigeratorss positioned as “stylish” and

“cutting edge,” customers will continue to pay for the perceived added value

of the brand. In the long-term, as Samsung Electronics transitions from

refrigeratorss into other markets, such as networking and Internet services,

it will be able to leverage its brand; customers will have positive associations

with the name and Samsung Electronics’s designs may provide a sense of not

only being “hip” but innovative.

SUGGESTIONS

Focus on Replacement Market: With Electronics refrigerators penetrating

through the mass market, it is becoming increasingly difficult for

refrigerators makers to sell additional Electronics Appliances and sustain

growth. This is especially true for a market leader like Samsung Electronics.

By the end of the year 2000, approximately 58% of Europeans and nearly

40% of Americans carried Appliances, according to Herschel Shosteck,

president and CEO of the international wireless consulting firm Herschel

Shosteck Associates. With the market approaching saturation, the only viable

49
source of growth for the Electronics refrigerators industry is the replacement

marke t. Figure 4 in the Appendix shows the global trend of the

50
refrigerators replacement market. Samsung Electronics has fully recognized

the potential of the replacement market. “Our firm opinion continues to be

that the replacement will continue to grow and the share of replacements in

the total market will grow,” Matti Alahuhta, president of Samsung

Electronics’s Electronics Electronics division, told Reuters The replacement

market customers will be pickier about their next refrigerators and will

demand data services (MP3 player, GPS, Electronics Vending Machine, just to

name a few) in addition to voice communications from their Electronics

refrigerators. Therefore, Samsung Electronics must concentrate its efforts on

convincing existing users of the need to purchase the next generation of

refrigeratorss.

One way to effectively achieve this goal is to segment the existing customers

into different groups based on their collective characteristics and employ

different marketing strategies to the different target groups. Two groups of

customers naturally come to mind for the replacement market, youth and

professional users. For the youth market, the refrigerators should add

services with an emphasis on entertainment. For instance, MP3 players, short

message services, chatting, and Electronics gaming are some promising

examples. Also for the youth market, careful attention should be paid to the

design of the refrigerators. Teenagers and young adults simply won’t buy if

the new refrigerators does not look “cool” or “hip.” For professional users,

Samsung Electronics should provide the ability to remotely access their data

and files through the refrigerators. Calendars, conference schedules, e-mails,

PowerPoint presentations, spreadsheet, and word processing documents

should be obtained with the touch of a button, at least in the corporate site,
51
if not nationally. Due to the limited memory capacity available to

refrigeratorss, Samsung Electronics should also provide the means to

transfer information from the refrigerators to a computer or PDA.

Professional users are known to pay premium prices for convenience;

Samsung Electronics will see huge margins for its new refrigeratorss if they

can provide seamless data access services.

Enable Data-Driven Services: One way Samsung Electronics may capture

the replacement market is by working with content providers and enabling

the delivery of compelling data content. With the emergence of 3G, data

communications are finally ready to be deployed for the Electronics

refrigerators. As a refrigerators manufacturer, Samsung Electronics does not

have core competence in the data content area, so key alliances with data

content providers will be beneficial in terms of delivering innovative services

to customers through Samsung Electronics’s refrigerators. Samsung

Electronics also needs to establish strategic partnerships with Electronics

software developers so that new data services can be launched without

glitches. To avoid repeating the dot-com experience, Samsung Electronics

needs to carefully consider the kind of data services it will offer to customers.

For example, motorists will certainly value GPS and E-911 services more

than, say, Electronics purchasing capabilities. Samsung Electronics needs to

obtain the first-mover advantage by successfully launching at least one type

of data service before its competitors. If Samsung Electronics succeeds in

this attempt, it would further establish the Samsung Electronics brand by

associating innovative data services with its line of refrigeratorss; this would

likely encourage consumers to consider Samsung Electronics when the time

52
comes to replace their Electronics Appliances.

Focus on the CDMA market: Over the last twelve years, Samsung

Electronics has done many things right to establish market leadership. It was

one of the first companies to develop a GSM Electronics in 1992, and since

then it has been leading the market in TDMA

technology, of which GSM is a specific standard. Its U.S. market share for

TDMA/ GSM Appliances is around 64.4%. However, one of the challenges

Samsung Electronics faces is to maintain its dominance as the technology

evolves to 2.5G and onward to 3G. Although the standards evolution process

is not totally clear, it seems like CDMA will be the technology of choice in the

U.S. in the future. And Samsung Electronics has a big problem in that its

market share for CDMA is a paltry 2.9%. Currently, CDMA and TDMA have

roughly equal presence within the U.S., with CDMA gaining a slight edge in

2001. Verizon and Sprint PCS are the two major carriers who have all digital

CDMA networks. On the other hand, AT&T and Cingular use TDMA/GSM

technology in their networks. higher data rate; however, in the long run, 3G

would probably be deployed which is primarily based on CDMA technology.

Carriers are now starting to deploy 2.5G networks, which would continue

with current standards.

Traditionally, Samsung Electronics has been extremely good at capturing

market share when the technology changes. During the transition from

analog to digital networks, Samsung Electronics managed to displace then

market leader Motorola, which was slow to catch on. Until the year 2000, it

looked like the current CDMA standard, IS-95, would migrate to cdma2000

53
and becomes the dominant standard for 3G systems in the U.S. In late 2000,

however, AT&T completed a deal with NTT DoCoMo of Japan to migrate to

GSM networks and provide new services in the United States. This implies

that W-CDMA (which is the 3G evolution of GSM) might be the preferred

evolutionary path for 3G rather than cdma2000. This uncertainty in future

standards is a hurdle as Samsung Electronics will be hard-pressed to achieve

dominance in both markets. But in any case, we feel that Samsung

Electronics has to develop more refrigeratorss that are based on CDMA so

that it does

not lag behind in the technology. Since its strength is in GSM, it should

develop Appliances for the W-CDMA standard and then move on to

cdma2000. Samsung Electronics should not allow itself to stumble on

technology in the future. In contrast to our previous recommendations, this

is a longer-term issue Samsung Electronics must address.

54
 CONCLUSION

As we have shown, Samsung Electronics must rethink its strategies if it is to

remain successful. The recent economic slowdown coupled with impending

market saturation and the demand for increased functionality, is beginning

to dramatically change the refrigerators market. Samsung Electronics should

take aggressive measures to resist commoditization if it is to grow and

continue being profitable. We have outlined some ways that it can

accomplish this. Its brand has proven to be one of its most valuable

assets, and Samsung Electronics should continue building it. Samsung

Electronics must also thoroughly research evolving customer needs and

provide a positive impetus for brand differentiation. Finally, by forming

strategic alliances with industry and service providers, Samsung Electronics

can ensure and maximize its visibility to the end- user. Samsung Electronics

also needs to bring new products to market, and, as the market is showing

signs of saturation, shift its focus onto the replacement market. This means

developing data- driven services and appropriate partnerships with content

providers. There simply needs

55
to be an incentive for existing refrigerators owners to purchase a new

Samsung Electronics refrigerators. Finally, Samsung Electronics should

secure its long-term position by placing more R&D and marketing emphasis

on CDMA, as opposed to its current core market of TDMA. CDMA will form the

basis of third-generation Electronics technology, and it would be an

advantage to be seen as an a priori leader in this domain. While Samsung

Electronics’s future – and indeed that of the entire Electronics

communications industry – is growing more uncertain, Samsung Electronics

is not doomed yet. As long as Samsung Electronics is open to reworking its

marketing strategies

REFERENCES

 “Letting Your Future Go” (Ziff Davis Smart Business PCCG) Ziff-Davis

Wire - September 12, 2001.

 “Samsung Electronics expects to meet estimates” CNET Tech Sites: By

Reuters, September 12, 2001. “Samsung Electronics in the hot seat,”

by Rex Crum, Hoover’s Online, August 22, 2001.

 “Samsung Electronics Targets Refrigerators Replacement Market With

New Product Features”, Carolyn Koo, Staff Reporter, TheStreet.com,

Nov. 26, 2000.

 “Telecoms Industries Around the World Face Unfamiliar Challenges

From U.S. Downturn”, Bhawani Shankar, Gartner, April 3, 2001.

 “What Will The Electronicsns Marketplace of Tomorrow Look Like?”,

Telcordia Technologies, www.ITPapers.com

 “IDC Spots Wireless Refrigerators Sales Slump”, Brian McDonough,

56
wireless.newsfactor.com, Aug. 28, 2001.

57
 “Samsung Electronics says 40%-plus refrigerators market share possible”, Paul de

Bendern, infoworld.com, May 4, 2001.

 Wireless Subscriber And Refrigerators Update—Equity Research Notes, US Bancorp Piper

Jaffray, Sep. 24, 2001.

 “Smart Appliances – From Luxury Item to Lifestyle Necessity”, Karen Parnell, Perspective

Wireless Communications.

 “Data Access Fosters Growth in ular Refrigerators Market”, Kristen Skedd, instat.com, July

25, 2000.

58
 QUESTIONNAIRE
FOR
PRODUCT LINE OF SAMSUNG
ELECTRONICS

SELLING POINT:

Store Location:

Date:

Time:

ABOUT THE CUSTOMER:

❖ Name:

❖ Age:

❖ Occupation:
❖ Monthly shopping of staples from SAMSUNG ELECTRONICS:

59
Principle of marketing-Philip Kotler

Q1. What all brands do you sell?

Haier

Sony

Samsung

Godrej

LG

Others

Q2. Among all brands which one is more demanding in the market?

60
Haier

Sony

Samsung

Godrej

LG

Others

Q3. Which brand is good in quality in comparison with others?

Haier

Sony

Samsung

Godrej

LG

Others

Q4. Which brand is good in case of its availability?

Haier

Sony

Samsun

61
Godrej

LG

Others

Q5. Which brand is good in case of providing the services

on time? Haier

Sony

Samsung

Godrej

LG

Others

Q6. Which brand has a reasonable pricing strategy?

Haier

Sony

Samsung

Godrej

LG

Others

62
Q7. Which brand do you sell more than others?

Haier

Sony

Samsung

Godrej

LG

Others

Q8. Which brand is more profitable for you?

Haier

Sony

Samsung

Godrej

LG

Others

Q9. Which brand has an effective marketing and promotional strategy?

Haier

63
Sony

Samsung

Godrej

LG

Others

Q10. Which brand do you recommend while customers visit your shop?

Haier

Sony

Samsung

Godrej

LG

Others

BIBLIOGRAPHIES

Referred Sites:-

➢ www.samsung.com

➢ www.google.com

Referred Books:-
o Marketing strategy-Daniel Sams

64
o Research & Development Methodology-Maxwell

65