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Bhargav
Haresh
Hetang
 ntroduction
History of Samsung
‡ Samsung entered ndia in Dec-1995 as 51:49 joint
venture with Reasonable Computer Solutions Pvt. Ltd.
(RCSPL) owned by Venu Gopal Dhoot of the videocon
group.
‡ n 1998 RCSPL diluted its stake in Samsung to 26%
and n Nov-2002, the FPB(Foreign investment
promotional Board) cleared Samsung¶s proposal to buy
RCSPL remaining 23% stake.
‡ N 2000 Samsung set up an R&D center for the Mfg.
Of CTV at Noida.
 ntroduction (Con.)
‡ By Jan-1998, the company had a presence all over
the country
‡ n sep-2002 samsung won the first Prize in the
consumer Electronics category at the Annual
µAwards for Excellence in Electronics¶.
‡ Samsung launched its ± µTeam Samsung. ndia
First¶ campaign all over country in Dec-2002
during World cup.
‡ n Dec-2002, Samsung reported a sales turnover of
Rs. 30 bn with a growth rate of 20%.
 Discussion Questions
‡ Discuss the role played by all the elements
of the marketing mix in Samsung¶s success.
Which element contributed the most to its
success?
 Products
‡ Samsung¶s product range in ndia included CTVs,
audio and video products, information technology
products, mobile phones and home appliances.
‡ Samsung positioned itself on the tech. Platform. t
introduced high tech. Products in the ndian
market in all product categories.
‡ Company launched µBio¶ range of home
appliances ± Bio Fresh, Bio Ceramic, new plano
Models.
‡ Samsung expected to establish an early lead in the
ndian PDP ( plasma Display Panel) market by
introducing the Samsung PDP.
‡ High tech features such as the Bio range in
CTVs. The unique feature of this television
was Samsung¶s internationally patented Bio
ceramic coated picture tube.
‡ Samsung also launched its new, high
powered woofer series of color televisions.
‡ Samsung is only company giving a 1000
watts PMPO sound output in the 21´ flat TV
segment.
‡ Samsung also launched an audio range
comprising of portables, minis, micros, and
home theatre systems in 2002.
‡ n washing machines, samsung offered four
models of fully automatic washing machines
and two models of semi-automatic washing
machine in 2002.
‡ Company introduced a new 5.5 kg. Top
loading fully automatic washing machine
equipped with a µmemory backup¶ feature.
‡ Company launched its audio players with
VCD and MP3 playback.
 Pricing
‡ Company products in the premium range as well as
for price conscious consumers.
‡ Products gave them value for money along with
good after-sales service.
‡ Company give good products at reasonable prices.
‡ Samsung¶s tech. Plank communications helped the
company to gain market share, even though it did
not offer any discounts or exchange schemes when it
entered ndia.
‡ n 2001 due to high competition in the 20´ CTV
segment, Samsung had to resort to price cuts.
 Place
‡ Samsung had 18 state-level distribution
offices and a direct dealer interface.
‡ Samsung delivered its products directly from
its factories to its Regional Dispatch Centers
and form there to Dealers.
‡ Samsung established sales and service
networks all over ndia and announced that it
would increase its service points to 700.
‡ Company implemented an innovative logistics
management system ±Global Logistics
Network Systems (GLONETS).
‡ Company integrated ERP systems.
‡ Samsung introduced the JT concept to its
dealers. For that company set up 4 RDC,
one at each regional location of the country.
‡ Company tied up with planet M to display
its audio range in the cities of Delhi,
Mumbai, Kolkata, Pune, Chandigarh, and
Bangalore.
‡ Company also set up exclusive company
showrooms ± µ Samsung DigitAllhome¶ in
select cities, which supplemented its 24
µSamsung Digital Plazas¶
 Sales Promotion
‡ Company launched corporate Ads. Highlighting
its technologically superior goods.
‡ To increase its brand awareness, Samsung went in
for celebrity endorsements. Company signed
Hindi film actress, Tabu to endorse its brand.
‡ Main Promotional schemes
‡ Phod ke Dekho
‡ Dabaake jeeto
‡ Phir se phod ke dekho.
‡ µDream home¶ road shows
 According to us««««.
‡ New Product innovation and wide range of
products with solid Television Advertising
commercials along with side by side
promotional campaigning was the biggest
success factor of Samsung ndia Pvt Ltd.
 Analyze the role of Marketing in
the Samsung¶s success?
‡The wide product range of Samsung was one of main
reasons for its success in the ndia market.
‡Effective use of Television commercials with proper use
of celebrities like Team ndia and actress Tabbu helped
Samsung to popularize their product range in ndia.
‡Their effective distribution channel and after sales service
was also one of the contributing factor in its popularity.
‡Providing Value for money products is biggest factor in
Success of Samsung.
How far do you think Samsung¶s technology
positioning would help the company to gain market
share?
Samsung ndia needs to study ndian environment well.
They have to come up with different product innovation
And variety of new technological products.

Creativity of R & D Department . ( highly Technical,

Multipurpose products with Number of features,
convenient, portable, Fashionable )

Digital Portfolio Modification

They should enter in Audio market too, because there is a

tremendous opportunities in ndia.