A

Project Report

On

“Marketing strategy of Samsung mobiles”

At

“Gharana mobiles”
A multi –brand mobile showroom
Submitted in the partial fulfillment of the degree of

Master of Business Administration

At

School of Commerce and Management

Corporate Guide: Faculty Guide:

Name: Sanchit Singhania Name: Dr.Charu Wadhwa

Designation: Proprietor Designation: Associate Professor

Organization: Gharana Mobiles MBA

Submitted by:

PRERNA SINGH

Enrollment Number: AJU/200786

2020-22

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 EXECUTIVE SUMMARY
Samsung is a company that has been steadily growing throughout the past decade. The following
report will help Samsung maintain the growth that has been enjoyed in the past, with a strong
emphasis on the growth of all consumer durables and mobile divisions. By analyzing customers
and what they want, strategies can be devised as to how Samsung can increase their share of the
competition, opportunities can be identified and capitalized on.

Samsung extend into Indian market with its technologically advanced home appliances. But
when it entered in an Indian market, it had to face very tough competition and still it’s facing
tough competition, but now it has gained the top position among different companies in India.
Not only Samsung has highest market share in home appliances, but also in Smartphone market.
Samsung created its own marketing strategies and also defined there target market to penetrate
into Indian market. Samsung aims to have more market share in Indian market. India is a country
having its major consumers in high and medium income group with some purchasing ability.
Samsung India is now available with a big target market. Already in market major companies are
available which is having a trust among the consumer with respect to the quality, durability and
price.

In this report we try to find out some important things; the different kind of marketing strategies
adopted by Samsung, Marketing Mix (7P’s) and SWOT Analysis of Samsung.

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 TABLE of CONTENT:
Chapter No. Chapter Name Page No.
1. INTRODUCTION 8
1.1 Marketing Strategies adopted by Samsung 9
1.2 Marketing Mix of Samsung 10
1.3 SWOT Analysis of Samsung 13
1.4 Review of Literature 16

2. INDUSTRY PROFILE 18
3. COMPANY PROFILE 21
4. RESEARCH METHODOLOGY 25
5. DATA INTERPRETATION and ANALYSIS 26
6. FINDINGS and RECOMMENDATIONS 31
7. CONCLUSION 32
BIBLIOGRAPHY 33

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CHAPTER 1: Introduction

Marketing Strategy is a process that can allow an organization to concentrate its limited
resources on the greatest opportunities to increase sales and achieve a sustainable competitive
advantage. Setting a marketing strategy is essential to keep your team in sync and performing
well. It aligns the entire company around shared market, business, and product assumptions. This
is a key to launching campaigns and promotional activities that effectively engage potential
customers, drive revenue, build brand awareness, and strengthen the relationship with existing
customers.

A marketing strategy is based on deep research and analysis, factoring what can positively or
negatively impact your business success. This research forms the foundation of your overall
marketing plan and sets the direction for how to achieve your company’s vision, mission and
business goals.

A marketing strategy is designed by:

1. Choosing the target market: By target market we mean to whom the organization wants
to sell its products. Not all the market segments are fruitful to an organization. There are
certain market segments which guarantee quick profits; there are certain segments which
may be having great potential but there may be high barriers to entry. A careful choice
has to be made by the organization. An in depth marketing research has to be done of the
traits of the buyers and the particular needs of the buyers in the target market.
2. Gathering the marketing mix: By marketing mix we mean how the organization
proposes to sell its products. The organization has to gather the four P’s of marketing in
appropriate combination. Gathering the marketing mix is a crucial part of marketing task.
Various decisions have to be made such as-
• What is the most appropriate mix of the four P’s in a given situation
• What distribution channels are available and which one should be used
• What development strategy should be used in the target market
• How should the price structure be designed

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1.1MARKETING STRATEGIES ADOPTED BY SAMSUNG

Samsung employs a variety of marketing techniques and strategies to draw clients to the
brand and encourage the, to purchase its products. Samsung Marketing Strategies as a result,
the company’s marketing plan is effective, allowing it to expand and advance in a variety of
ways.
• BRAND AMABASSADOR STRATEGY OF SAMSUNG
To promote their devices, Samsung has teamed up with celebrities. Through this
relationship, celebrities were able to promote their phones and other businesses across
a variety of social media platforms. Collaborations with A-list celebrities can
guarantee a rise in brand exposure due to their large fan base.
• DIGITAL PRESENCE OF SAMSUNG
Samsung’s success in digital marketing can be attributed to its adept use of social
currency to achieve corporate results. Customer’s level of engagement with a brand,
as well as their readiness to share knowledge with others, is characterized as social
currency. By extending its social media presence, Samsung has done its best to
provide customers and brand loyalists with the chance to share their Samsung
experience with those in their circle- friends and family members.
Brands like Samsung must speak to the interests and concerns of the many segments
of the population that their products target. This means they have social profiles on all
of the major social networks. Samsung has done a commendable job on the same and
is well- represented on all major social media sites, including Facebook, Twitter,
YouTube, and Instagram. Through its specialized social media pages, Samsung has
very attentive and committed customer care teams available.
• DIGITAL MARKETING CAMPAIGNS OF SAMSUNG
Samsung has positioned itself to be a community- oriented brand impacting audiences
worldwide by introducing various marketing campaigns. Along with a promising
marketing strategy Samsung also does a great job in promoting its products and
appealing their audience with exceptional marketing campaigns.
The marketing campaign that made people reconsider their options since Samsung
directly targeted its main competitor by comparing its brand.

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 • R&D INTO INNOVATIVE TECH
Samsung chose to invest heavily in technical innovation and R&D. In order to have a
competitive advantage driven by innovation, Samsung had to become a pioneer in
developing new technology. The digital world required new products and
consequently, the firm shifted substantial resources into developing large- areas.
• PRODUCT DEVELOPMENT & DESIGN
Understanding that cutting-edge technology does not always guarantee market
success, Samsung also focused on product development and design. Their goal was to
create products that deliver benefits that at least some segment of consumers will
consider to be worth the price. Since many product benefits may be subjective-
attractive styling, or a cool image, or maybe the quality of camera- new product
development at Samsung usually involves a team of designers who collaborate
closely with the firm’s engineers, manufacturing teams, and marketers.

1.2 MARKETING MIX OF SAMSUNG

The marketing mix comprises attributes of a marketing mix consisting of product, place, price,
promotion, process, people and physical evidence. It plays a significant role in deciding the
services and products offer. Samsung’s Marketing Mix analyzes brand and product offerings.
These seven marketing mix components should be seen as one unit and endorse each other.

a) PRODUCT
Product is one of the major components in the Marketing Mix of Samsung products are
developed and produced in 6 global design centers and in 53 global manufacturing
facilities. There are 34 R&D centers around the world engaged in the production of new
goods. As shown in the following table, Samsung products can be divided into three
divisions and each division includes more than one product category.
PRODUCT DIVISION PRODUCT CATEGORIES
1. Consumer electronics • Visual display business
• Digital appliances business
• Printing solutions business
• Health and medical equipment

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 business
2. IT & Mobile Communications • Network business
• Mobile communications business
3. Device Solutions • Memory business
• System LSI business

b) PRICE
The pricing strategy of Samsung can be defined as a combination of the following pricing
strategies depending on the product range, time of launch and the climate of the outside
market.
• PRICE SKIMMING
Samsung typically places expensive price tags on its most recent smartphones and
other items with advanced and revolutionary features. Samsung reduces costs and
increases its market share as quickly as rivals launch goods with the same features
and capabilities. “Galaxy S8 and S8 Plus smartphones, for instance, started to see
discounts of more than USD 150 within two months of their launch”.
• COMPETITIVE PRICING
Samsung is an industry leader for displays and smartphones. It does not, however,
hold the same role in all segments of the organization. For example, for home
appliances Samsung cannot possibly surpass LG. Cannon and Nikon are both the
industry leader in cameras. Samsung, therefore, applies aggressive pricing for its
goods and cameras for domestic appliances and claims a position of these
markets.
• PRICING OF THE PRODUCT LINE
In order to build specific quality levels in customers’ minds, Samsung uses
commodity price lines to classify its goods into price groups. For example, the
Galaxy 8 smartphone costs GBP 689 on the Samsung UK website, while the
Galaxy S8 + costs GBP 779.

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c) PLACE
The place is the third component in the marketing mix of Samsung. Samsung is active
through different channels in the market. Samsung also works on the concept named
channel marketing which has three segments. Sales and service dealers, Modern retail &
Distributors. The duty of sales and service dealers is to handle key accounts for Samsung
and to involve in corporate sales. They open showrooms for Samsung as well. Modern
retail includes large retailers who are active in the modern retail chain. Retailers are
bound to keep Samsung because of being such a branded company. For Samsung, the
most interesting segment is a distribution network. Samsung has a single distributor in
several cities in order to distribute throughout a territory. There are 53 international sales
offices in Samsung and the global electronics corporation uses the following distribution
channels:
• Distribution and service dealers: This channel is related to corporate sales.
• Modern company- owned retail outlets: There are very attractive shops with
representatives of customer service and staff called Galaxy Consultants. In 2015,
158 Samsung direct management stores were operated by Galaxy Consultants in
Korea. The corporation plans to extend the Galaxy Consultants system outside
Korea.
• Distributors: Samsung has country distributors, territory distributors, and
regional distributors. Samsung can grant distributor rights for a specific product
category or all Samsung products depending on the area, size, and experience of
the distributor.
• Online Sales: Customers can pick and order Samsung items through the
company’s official website.
d) PROMOTION
Promotion is the main component of the marketing mix of Samsung. Samsung uses many
promotional forms. Through newspapers and digital media, Samsung sells its goods.
Samsung claims that advertisement is the perfect way to reach its future customers.
Samsung uses often difficult tactics to sell the product to the consumer.
Those are the core components of Samsung’s marketing mix in the business world. For
advertisers, their marketing strategy is a great lesson.

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 Marketing mix strategies are essential channels that any organization should pursue to
meet customers. Cost, commodity, advertising, and placement components are targeted to
the target audience or customers who are the product’s final users.
e) PEOPLE
People are one of the components in Marketing Mix of Samsung. Samsung key people
are Lee Kun- hee (Chairman) & Lee Jae- yong (Vice chairman). Samsung has 320671
employees. As employees are the key assets of the company. Samsung has increased its
revenue by US$ 208.5 Billion in 2018. Samsung subsidiaries are Samsung Electronics,
Samsung Engineering, Samsung C&T Corporation, Samsung Heavy Industries, Samsung
Life Insurance, and Samsung Fire & Marine Insurance.
f) PROCESS
The process is one of the components in the Marketing Mix of Samsung. It consists of
approximately 80 businesses. It is highly diversified and has operations in fields
including manufacturing, consumer electronics, financial services, shipbuilding, and
medical services. Samsung is following industries best practices and processes for the
manufacturing of its products.
g) PHYSICAL EVIDENCE
Physical Evidence is one of the components in the Marketing Mix of Samsung. The
company markets its products in different colored packaging that can be readily found on
store shelves. They are put on the company’s special shelves. They are put on the
company’s special shelves, which have a different color and design. It allows the
placement of these shelves in active retail stores for customers.

1.3 SWOT ANALYSIS OF SAMSUNG

SWOT analysis of Samsung analyzes the brand by its strengths, weaknesses, opportunities &
threats. In Samsung SWOT analysis, the strengths and weaknesses are the internal factors
whereas opportunities and threats are the external factors.
SWOT analysis is a proven management framework which enables a brand like Samsung to
benchmark its business and performance as compared to the competitors.

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a) STRENGTHS
• Largest Product Line: Samsung has the largest product line of smartphones, TV/
audio/ video, cameras, home appliances, printers, memory cards and other
accessories.
• Market Share: Samsung maintains substantial market share in most product
categories.
• Smart phone market dominates: Samsung has been leading the smart phone
market for years. It held the No.1 spot globally in first quarter of 2020 with a
market share of 18.5 percent.
• Research and Development: Creative research and development has always
been the basis of Samsung. Expenditure on these departments culminated in the
company having among its rivals a wide variety of product portfolios.
• Award Winning Brand: The status of Samsung as an engineering leader is
endorsed with reputation. Samsung has been awarded in the Consumer
Electronics Show for its products and designs and also won (IDEA) International
Design Excellence Award.
• Asian market power: Samsung maintains leadership in Asian markets,
particularly India and China. Both the business markets are greatly rising.
Samsung has taken advantage of the potential markets in these countries.
• Technology: In terms of interface features and technology Samsung is the best. It
was the first to launch dual- screen mobiles, 65k color TFT/LCD phones, first
polyphonic ringtone phones, revolving lens phones, thinnest and lightest note
pads, etc.

b) WEAKNESSES
• Decline in mobile sales: After 2017, Samsung has witnesses a downturn in
smartphone sales. A similar trend was followed in China because of the Chinese
market’s price sensitivity. Many of those items are dumped on the Indian market
at a cheaper cost, affecting the sales of Samsung. In India, Samsung wanted to
turn additional attention, but that approach did not yield meaningful results for the
business.

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 • Product defects: Any product that places customers’ lives at risk erodes faith and
interest in the brand. From the exploded Samsung Galaxy A20 to a faulty foldable
tablet, Samsung has shipped many flawed items to the market.
• Low-end mobile dependency: A significant majority of Samsung’s revenue
comes from low-end handset sales. Low end handset sales have declined because
of availability of high-end devices at lower prices. Samsung sale sis declining at a
rapid pace. Company has to concentrate on product pricing and use effective
marketing strategies to compete with its competitors.
• Online retailers providing a wide variety of items provide excellent prices because
they do not bear costs in the sales channel.

c) OPPORTUNITIES
• Triple Protection Proposal: Samsung is planning to launch its latest air
conditioning device called ‘Triple Protection Proposal’ which combines cutting-
edge technology and impeccable design. The item is directed towards a target
consumer base that will guarantee full retention of consumers.
• HR Management: If Samsung spends in its HR management, it will make
remarkable transformation achievements. It would not only be beneficial for its
revenues, but also give it negotiating advantage over its competitor. In order to
boost job morale and retention. The organization should leverage its market value
to attract highly experienced and skilled workers.
• Introduce Creative Devices: The technology market is extremely diverse and in
a moment the new innovations go out of control. By creating the trend with great
and creative products such as the fordable phone, Samsung can achieve
tremendous growth.
• 5G Technologies: Samsung has the potential and know-how to harness the ability
as the world transitions to 5G. The business is currently in intensive contractual
negotiations to sell 5G and 6G network infrastructure to operators in the EU. In
the UK’s ranking of future 5G operators, Samsung is one of the biggest firms.
• The population of young Indians is increasing, and cell phone revenues are
projected to raise due to lower call rates.

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 d) THREATS
• Increased Competition: Competition from opponents has reached a record level,
especially from those in the consumer electronics, digital devices, and computing
industries. All the competitive rivals are outperforming each other to become the
best company in technology.
• Legal and regulatory challenges: With the environment becoming more
globalized and technologically focused, political agencies have started to release
directives that are growing legal and regulatory challenges to businesses around
the globe.
• Samsung has a wide range of product lines; failure of one product line would
influence the other and lead to dilution of brand.
• Big Retailers like Reliance Electronics, Tata Cliq, Chroma, sell consumer
electronics and home appliances in a low-cost approach, that are procured in bulk
from the international market.

1.4 REVIEW OF LITERATURE

Drucker (1973) strategic marketing as seen as a process consisting of: analyzing

environmental, market competitive and business factors affecting the corporation and its
business units, identifying market opportunities and threats and forecasting future trends in
business areas of interest for the enterprise, and participating in settling objectives and
formulating corporate and business unit strategies.

Lambin (1977) the role of strategic marketing is to lead the firm towards attractive economic
opportunities, that is, opportunities that are adapted to its resources and know-how and offer
a potential for growth and profitability.

Aramario & Lambin (1991) although marketing has basically an strategic conception of the
selling activity, we use to distinguish between strategic marketing and operational marketing,
depending on long term or short term objectives. Strategic marketing starts in thoughts about

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current situation of company and situational analysis and possible evolution of markets and
the environment.

Sudharsan (1995) Marketing strategy creates pathways to a desirable future. The output
forms such marketing strategy analysis and choice is a marketing strategy statement.

Jain (2000) Strategic marketing means looking at the whole of a company’s portfolio of
products and markets, and managing the portfolio to achieve the company’s overall goals.

Bradely (2003) a marketing strategy consists of an internationally integrated but externally

focused set of choices about the organization addresses its customers in the context of a
competitive environment.

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CHAPTER 2: Industry Profile

Indian Telecom Industry is the fastest growing and 5th largest in the world at 110.01 million
connections. The subscriber base has grown by 40% in 2005 and has reached the expectations of
250 million in 2007. Over the years, two out of every three new telephone connections are
wireless. Consequently, wireless now accounts for 54.6% of the total telephone subscriber base,
as compared to only 40% in 2003. Wireless subscriber has grown to 2.5 million new subscribers
every month from 2007.

The wireless technologies currently in use in the Indian Telecom Industry are Global System for
Mobile Communications (GSM) and Code Division Multiple Access (CDMA). The industry
presently has 9 GSM and 5 CDMA operators providing mobile services in 19 telecommunication
circles and 4 metro cities, covering more than 2000 towns across the country and the
connectivity numbers are still growing for Indian Telecom Industry. It is regulated by the
Telecom Regulatory Authority of India (TRAI). It has been able to earn a good reputation for its
transparency and competence.

Indian Telecom Industry services are not only confined to basic telephone but also extend to
internet, broadband, SMS etc. Telecom Industry today in India is expected to contribute nearly
1% to India’s GDP which is heartening and estimated to grow further and brighten the scenario
of Indian Telecom Industry. It has been able to earn a good reputation for its transparency and
competence. Telecom Industry community has three types of players:

• State owned companies like- BSNL and MTNL.

• Privately owned Indian companies like- Reliance Infocomm and Tata Teleservices.
• Companies like – BPL Mobile, Bharti Tele-Ventures, Idea Cellular, Escotel Spice
Communications, etc. were done with foreign investments.

Market Size of Telecom Industry

• The number of internet subscribers in the country increased at a CAGR of 45.74 percent
during FY06- FY19 to reach 636.73 million in FY19. The internet subscribers reached
687.62 million by September 2019. Total wireless data usage in India grew 10.58 percent
to 19.838.886 terabytes between July- September 2019.
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 • Its total telephone subscriber base and teledensity reached 1,177.02 million and 87.45
percent, respectively as of January 2020.
• Gross revenue of the telecom sector stood at Rs 121,527 crore in FY20 (April- September
2019).
• Over the next 5 years, rise in mobile phone penetration and decline in data costs will add
500 million new internet users in India, creating opportunities for new businesses.

Recent Investment/ Development in Telecom Industry

• The Government of India is working to digitally connect the rural and remote regions in
the country and has decided a new affordable tariff structure with the principle or more
you use less you pay. The changes will soon be reflected in tariff changes by service
providers in the country.
• India telecommunication companies will be investing US$ 20 billion over the next two
years for the expansion of network and operations.

Government Initiatives taken for development of Telecom Industry

The government has fast- tracked reforms in the telecom sector and continues to be proactive in
providing room for growth for telecom companies. Some of the other major initiatives taken by
the government are as follows:

• The Government of Telangana is targeting to provide broadband connection to every

household in the state by 2018, which is expected to lead too revolutionary changes in the
education in the education and health sectors.
• Government of India stated that the government will provide the requires support for
achieving the dream of a fully connected and truly empowered India soon while
inaugurating a national conference on ‘BharatNet and its utilization with states’.
• The Ministry of Communications & Information Technology has launched Twitter Sewa,
an online communications platform for registration and resolution of user complaints in
the telecommunications and postal sectors.

Mobile Technology is technology that goes where the user goes. It consists of portable two- way
communications devices, computing devices and the networking technology that connects them.
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Currently, mobile technology is typified by internet- enabled devices like smartphones, tablets
and watches. These are the latest in a progression that includes two-way pagers, notebook
computers, mobile telephones (flip phones), GPS navigation devices and more. The
communications networks that connect these devices are loosely termed wireless technologies.
They enable mobile devices to share voice, data and applications (mobile apps).

Mobile technology is persuasive and growing. The number of smartphone users has climbed
beyond 3 billion and the global workforce is expected to reach 1.87 billion by 2022.

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CHAPTER 3: Company Profile
Samsung commenced its operations in India in December 1995 and is today a leading provider
of Consumer Electronics. IT and Telecom products in the Indian market. Samsung India is the
Regional Headquarters for Samsung’s South West Asia operations, which provides employment
to over 8,000 employees with around 6,000 employees being involved in R&D. In 2010,
Samsung India achieved a sales turnover of US$ 3.5 billion.

Samsung began operations in India through its manufacturing complex located at Noida (UP),
which today houses facilities for Color Televisions (including 3D, LED and LCD Television),
Mobile Phones, Refrigerators, Washing Machines and Split Air Conditioners categories.
Samsung India is a market leader in product categories like LED TVs, LCD TVs, Slim TVs and
Side by Side Refrigerators. While it is the largest mobile handset brand in India, it leads in the
smart phone segment in India. It has 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.

Apart from development of innovative technology, Samsung paces great importance on acting as
a responsible corporate citizen in the communities where it operates. Its 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. Each program under the Hope Project uniquely addresses the
needs of individual communities while emphasizing on innovations for development of the
community including education, technology, engineering and IT technical training.

SAMSUNG INDIA MOBILE

Samsung India Mobile a telecom equipment manufacturer, head office in New Delhi and country
head Mr. Rajiv Yadav. Samsung has divided the mobile business in two areas:

• CDMA Mobile Business

• GSM Mobile Business

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The SAMSUNG Philosophy
Samsung follows 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 mobile phones that connect people across continents- have the power to enrich lives. And
that’s what making a better global society all is about.

Company’s Values:-
We 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.

Excellence

Everything we do at Samsung is driven by an unyielding passion for excellence- 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 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 ling-term success.

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 Integrity

Operating in an ethical way is the foundation of our business. Everything we do is guided by a

moral compass that ensures fairness, respect for all stakeholders and complete transparency.

Co-prosperity

A business cannot be successful unless it creates prosperity and opportunity for others. Samsung
is dedicated to being a socially and environmentally responsible corporate citizen in every
community where we operate around the globe.

Vision:-
As stated in its motto, Samsung vision for the new decade is, “Inspire the World, Create the
Future.” This new vision reflects Samsung commitment to inspiring its communities by
leveraging Samsung’s three key strengths: “New Technology,” “Innovative Products,” and
“Creative Solutions,”- and to promote new value for Samsung’s core networks- Industry,
Partners and Employees. Through these efforts, Samsung hopes to contribute to a better world
and a richer experience for all.

Creative
Industry
Solutions

New Innovative Partner Employees

Technolog PRODUCTS
y

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As part of this vision, Samsung has mapped out a specific plan of reaching $400 billion in
revenue and becoming one of the world’s top five brands by 2020. To this end, Samsung has also
established three strategic approaches in its management: “Creativity,” “Partnership,” and
“Talent.”

Samsung is excited about the future. As we build on our previous accomplishments, we look
forward to exploring new territories, including health, medicine, and biotechnology. SAMSUNG
is committed to being a creative leader in new markets and becoming a truly No.1 business going
forward.

Industry
Vision

Partner Employee
Vision Vision

Gharana Mobiles
Gharana mobiles in Sakchi have been providing an extraordinary service to the citizens ever
since its establishment in 1990. Making available a wide range of mobiles and tablets of all
renowned national and international brands such as Oppo, Apple, Samsung, Xiaomi, One Plus
etc. Connecting people, this mobile store ensures to offer its products at the best prices and thus
helps the buyers to buy their favorite gadget at cheap. High on quality, all its products carry the
warranty of their respective brands making them reliable for purchase. Customers have an option
to choose from vast range of products under its roof leaving an almost endless choice for them.

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CHAPTER 4: Research Methodology
Research Methodology is the specific procedures or techniques used to identify, select process
and analyze information about the topic.

OBJECTIVE OF THE STUDY:

• To learn and know Marketing Strategies used by Samsung.

• To know Samsung strengths, weaknesses, opportunities and threats.
• To know the brand image of SAMSUNG.

Sampling Unit: 41

Sampling Size: 60

Sampling Area: Jamshedpur

Sampling Technique: Questionnaire Method

Nature of Research: Descriptive Research

DATA COLLECTION TOOL:

Primary Data: Primary data was collected through online polls, and a survey was done. A
Questionnaire was prepared to gather the data.

Secondary Data: Secondary data was collected through the following resources:

• Internet
• Company’s Website

LIMITATION OF THE STUDY:

• Customers’ behavior is unpredictable and it may lead to inaccuracy in data.

• Data is only related to Samsung products and it do not represent whole smartphone
industry.
• Study is only limited to 41 respondents.

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CHAPTER 5: Data Interpretation & Analysis
The data was collected through the primary source by survey method using Questionnaire and
taking responds.

1. Age?

less than 18
18-22
22-30
More than 30

Interpretation: From the above graph, it can be observed that the age of the respondents are less
than 18 (4.9%), 18-22 (43.9%), 22-30 (39%) and More than 30 (12.2%) have been taken this
survey. This numbers shows that most of the respondents are young.

2. Occupation?

College Student
Business man
Working people
Others

Interpretation: From the above graph, it can be observed that the occupation of the respondents
are College student (63.4%), Business man (4.9%), Working people (19.5%) and Others (12.2%)
have been taken this survey. This numbers show that most of the respondents are young and
college students.

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 3. Do you have any of the following manufactured by SAMSUNG?

Mobile
Tablet
Television
Home Appliances
Others

Interpretation: From the above graph, it can be observed that the respondents use SAMSUNG
products- Mobile (36.6%), Tablet (9.8%), Television (29.3%), Home appliances (19.5%) and
others (4.9%). These numbers show that Samsung mobile are in the hands of most of the
consumers.

4. Which mobile phone you are using?

Samsung
Xiaomi
Iphone
Others

Interpretation: From the above graph, it can be observed that the respondents use Samsung
mobile more than other consumers. Samsung (51.2%), Xiaomi (17.1%), IPhone (22%) and
others (9.8%). These numbers show that Samsung mobiles are very famous in consumers.

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 5. Are you satisfied with the Samsung product?

Yes
No

Interpretation: From the above graph, it can be observed that the respondents are satisfied with
Samsung products- 82.9%% respondents are satisfied and 17.1% respondents are not satisfied.

6. What do you think is the differentiating factor of Samsung compared with

competitors?

Affordable price
Innovative
Design
Application

Interpretation: From the above graph, it can be observed that the respondents consider the
Samsung as an affordable price product. Affordable price (46.3%), Innovative (24.4%), Design
(7.3%) and Application (22%).

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 7. Do you feel purchasing a Samsung product to be worth?

Yes
No

Interpretation: From the above graph, it can be observed that 75.6% respondents feel
purchasing a Samsung product to be worth. And 24.4% respondents don’t feel purchasing a
Samsung product to be worth.

8. Where do you often see the Samsung Advertisement?

Television
Newspaper
Online
Others

Interpretation: From the above graph, it can be observed that the Samsung Television
advertisements affect the respondents more. Television (41.5%), Newspaper (14.6%), Online
(36.6%) and Other (7.3%).

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 9. Why do you like the Samsung Brand?

Price
Quality
Functions
Others

Interpretation: From the above graph, it can be observed that the respondents like Samsung
Brand because of its Quality. Price (29.3%), Quality (48.8%), Functions (17.1%) and Others
(4.9%).

10. What is the image of Samsung in your mind?

Economical
Durable
Smooth product
Safe product

Interpretation: From the above graph, it can be observed that the respondents consider
Samsung as a durable brand. Economical (19.5%), Durable (46.3%), Smooth product (22%) and
Safe product (12.2%).

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CHAPTER 6: Findings and Recommendations
Findings:
• 43.9% of the respondents are young and 63.4% of the respondents are college students.
• Samsung has the widest range of products which includes mobile phones, tablets,
televisions, home appliances etc. But 51.2% of the respondents rely on the Samsung
mobile phones.
• 46.3% of the respondents think that Samsung’s affordable price is the differentiating
factor compared with its competitors.
• 75.6% of the respondents are satisfied with the Samsung products and feels that they are
worth purchasing.
• 48.8% of the respondents like the quality of the Samsung brand products.
• 46.3% of the respondents think that Samsung is a durable product.

Recommendations:
After conducting the survey and knowing the market, I realize that:

• Samsung has wide variety of product lines; failure of one product line will have impact
on the other and will result in brand dilution.
• Samsung should focus on further increasing its market share of its various products.
• Samsung should work on constantly innovating, the products application and design in
order to ensure that their sales don’t fall.
• Samsung needs improvement in all forms of advertisement especially in online platforms.

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CHAPTER 7: Conclusion
For the conclusion of this research, Samsung is already seen as the current leader in the
smartphone market. This was due to its innovative products which were launched. As it focuses
on being an aspirational brand to its target market of young consumers. Samsung is literally
evolving its brand, to not just innovate but by making it lives up to its mission on enhancing lives
of its consumers.

The marketing strategy choices Samsung makes affects its positive outcome in the smartphone
market. As we have seen earlier in my research on Samsung’s marketing mix, the company has
chosen to use well the differentiation strategy targeting a broad market segment. According to
the analysis and considering the marketing situation this strategy choice of Samsung indeed
boost its positive performance in the smartphone market.

Samsung’s customers are enjoying the experience with its smartphone’s product lines. The
products are quite well known for their durability. The strategy of launching the product with
reasonable price range and powerful new innovative product is generating a lot of success in
smartphone market.

Samsung is the favorite brand of Indian consumers whether we talk about electronic consumer
goods or smartphone. It means despite of problems and blames, Samsung has positioned itself in
consumer mind as a quality brand.

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 BIBLIOGRAPHY
The sources through which I have been able to complete this report and helped me to provide
data are:

• https://www.slideshare.net/obito71/samsung-project-bba
• https://www.samsung.com
• https://www.managementstudyguide.com/marketing-strategy.htm
• https://www.projects4mba.com/marketing-mix-of-samsung/1015/
• https://iide.co/case-studies/marketing-strategy-of-samsung/
• https://www.indianmirror.com/indian-industries/telecom.html

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 ANNEXURE
QUESTIONNAIRE

1. Your Name

2. Your Age
o Less than 18
o 18-22
o 22-30
o More than 30

3. What is your occupation?

o College Student
o Business man
o Working people
o Others

4. Do you have any of the following manufacturers by Samsung?

o Mobile
o Tablet
o Television
o Home appliances
o Others

5. Which mobile phone you are using?

o Samsung
o Xiaomi
o IPhone
o Others

6. Are you satisfied with the Samsung product?

o Yes
o No

7. What do you think is the differentiating factor of Samsung compared with competitors?
o Affordable Price
o Innovative
o Design
o Application

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8. Do you feel purchasing a Samsung product to be worth?
o Yes
o No

9. Where do you often see the Samsung Advertisement?

o Television
o Newspaper
o Online
o Others

10. Why do you like Samsung Brand?

o Price
o Quality
o Functions
o Others

11. What is the image of Samsung in your mind?

o Economical
o Durable
o Smooth Product
o Safe Product

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