Marketing Dissertation Topic in Samsung India Electronics-Project Report Help
Company Analysis of Samsung
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From being a virtually unknown
entity in 1995, Samsung today enjoys an awareness of over 95% and a positive
opinion of around 80% in the country today (source: BAS 2004).
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Sports marketing and entertainment
marketing have been the key elements of the company’s brand marketing strategy.
Samsung has very successfully leveraged its association with cricket and cinema
in the form of ‘Team Samsung’ and ‘Samsung IIFA Award’. Samsung India sponsored
the high profile ‘Samsung Cup’ Indo-Pak Cricket Series in 2004. ‘Team Samsung’
- Samsung’s team of celebrity cricketers endorsing Samsung products - has been
successfully used to create more awareness for Samsung products.
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To further reinforce its
lifestyle positioning, Samsung has been associated with the Lakme India Fashion
Week (LIFW) for its mobile phones. The company used the LIFW-2005 as a platform
to launch its D-500, “World’s Best Mobile Phone” in India.
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Customising the product range
to specifically suit the needs of Indian customers has drive the company’s
growth in India.
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Samsung India has set up a
widespread network of Samsung Digital Worlds, Digital Homes and Digital Plazas
all over the country to display Samsung products in a more lifestyle ambience
and to communicate the product benefits in a more interactive manner.
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The Samsung brand has a high
penetration level with almost 8,500 retail points
·
The company has set up numerous
manufacturing facilities all over the country to cope with production on a cost
effective scale.
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Samsung Electronics will focus
on increasing brand recognition and value though its high-end product lines
rather than attaching itself to simple, numerical sales volume in India. The
company is restructuring its business segments in India to concentrate more on
high value-added production.
Competitive Positioning
·
Samsung is a brand of growing
significance with a presence in refrigerators, air conditioners, washing
machines, and microwaves.
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Aggressive marketing has helped
maintain the popularity of the brand in India.
·
Continuous innovation helps
drive the demand for the company’s products. A wide product range is one of the
main reasons for Samsung’s success in India.
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The ‘Biofresh’ concept in
refrigerators has attracted customers who do not have time to shop everyday and
like to stock up on perishables. Samsung’s refrigerators have therefore
developed a major customer base among working women.
·
The company has an extensive
network of dealers and retail points.
If you want Marketing Case Studies in Samsung, contact Mahasagar Publications by calling + 91 8081344446 or mail mahasagarpublications@gmail.com
