TURN ON TOMMORROW

INTRODUCTION
Samsung is one of the worlds largest technology providers.

It started out as trading company exporting various products from South Korea to Beijing, China.

Founded by Lee Byung-chul in 1938, Samsung gradually developed into

the multinational corporation that it is today.

The word Samsung means three stars in Korean. SAMSUNG is dedicated to develop innovative technologies and efficient

processes that create new markets, enrich people's lives, and continue to make Samsung a digital leader.

Samsung in India
Samsung India is the hub for Samsung's South West Asia Regional

operations.
The South West Asia Headquarters, under the leadership of Mr. J S Shin,

President & CEO, looks after the Samsung business in Nepal, Sri Lanka,
Bangladesh, Maldives and Bhutan besides India.

Samsung India which commenced its operations in India in December 1995

headquartered in New Delhi.

Samsung India has widespread network of sales offices all over the country

 Vision 2020

Samsung Electronics vision for the new decade is, "Inspire the World, Create the Future.
The Samsung Philosophy

To devote our talent and technology to creating superior products and services that contribute to a better global society.

SAMSUNG BUSINESS PRINCIPLES

PRODUCTS
Digital appliance Air Conditioners Refrigerators Microwave Ovens Washing Machines Vacuum Cleaners Home Net Compressors for Air Conditioners and refrigerators

 Digital display
a) Plasma TVs b) LCD TVs c) Micro Display Panel TVs d) Monitors e) PDP Modules f) OLED Panels g) USB Memory h) Flat Panel Computer Monitors

 Digital media
a) Home Theater Systems b) DVD Recorders c) Super Multi DVD Rewriters d) CDRW e) Notebook PCs f) Desktop PCs g) PDAs h) PDA Phones i) MP3 Players j) New Karaoke Systems k) Car Infotainment

Mobile communications CDMA Handsets GSM Handsets 3G Handsets Cellular Phones

KEY BUSINESS AREAS

TV/ AUDIO/VIDEO CAMERAS & CAMCORDERS PC/PERIPHERALS/PRINTERS MOBILE PHONES HOME APPLIANCES REFRIGERATORS AIR CONDITIONERS WASHING MACHINES

DISTRIBUTION&MARKETING STRATEGY
The company has number of dealers and warehouses. They have LG exclusive shopee. For the marketing of the products a number of activities are followed

Exhibitions are conducted from time to time.

Society and college activities are conducted.

Hoarding, Posters, banners are used so as to grab the attention of the costumers.
Day to day advertisement in leading newspaper.

Discount at festival time. For dealer relationship they arrange dealer meting at several time in the year LG divide dealer in gold silver etc. category to know the performance of the dealers.

They have their sales persons at various sub dealer store and at mordent

trade store for particularly for the promotion of the LG product.

LG also uses the radio FM for the promotion activities.

Also provide capon and scratch card for festive season.

 LG CRICKET

LG has differentiated its products using technology and health benefits.

CTV - Golden Eye technology
Air-conditioners - Health Air System

Microwave Ovens -Health Wave System.

Marketing strategies
Product innovation Pricing Distribution Advertisement & sales promotion

Promotion..
Of all the elements of marketing mix,

LG seemed to have put more emphasis on promotion and advertising.

In 2002, it spent around 1.3 billion on advertising. An ad agency which

handled the account of one of the LG's rivals, commented: "Communication creates a mind space among the consumers and LG has occupied that fairly well."
Unlike many Indian brands which advertised seasonally i.e., (two-three

months of the festival season-September, October and November), LG advertised all round the year.

R&D Potential
LG has set up research and development facilities in India at Bangalore and

is in the process of setting up another at Pune. Both the units carry out R&D work for the domestic market as well as for the parent company. It also does customized R&D for specific countries to which it exports products.
The R&D facility in India, where LG has been investing Rs 2 billion per

annum, accounts for 90% of the innovations.

Research & development

The companys thrust on Product Innovation and R&D have given the

company a competitive edge in the marketplace Samsung has two Software development centres -Samsung India Software Centre (SISC) -Samsung India Software operations unit (SISO) at Noida and Bangalore Samsung India is also carrying out Hardware R&D at its Noida R&D Centre.

COMPARATATIVE ANALYSIS

Brand Awareness & Market Share

SAMSUNG 6% APPLE 6% LG 6%

Market Leader: Nokia

MOTOROL A 17%

LG has a pie of 6% Close competitor of Samsung & Apple

SONY ERICSSON 17%

NOKIA 48%

Mobile Phones

Conclusions - Mobile Phones

Nokia is the market leader, followed by Sony Ericsson
LG is an emerging player

Direct competition with Samsung, owing to similar user perception

Brand Awareness & Market Share

ELECTROL UX 4% BPL 4% SAMSUNG 11%

VIDEOCON 4%

Market Leader- LG
Godrej- Second most popular

GODREJ 27%

brand
LG 35%

Samsung & Whirlpool lag behind

WHIRLPOO L 15%

Refrigerators

Conclusions - Refrigerators
LG is the dominant player in the market
Other Players have a segmented market share

Unstructured Positioning of all other Players

Brand Awareness & Market Share

CARRIER 5% WHITE WESTINHOU SE 3% HITACHI 5% ONIDA 3%

Market Leader- LG
LG 39%

Voltas- Second most popular

brand
Samsung commands the third

SAMSUNG 16%

position
GENERAL 5% VOLTAS 24%

Air Conditioners

Conclusions - Air Conditioners

LG is the dominant player in the market
Closer user perception shared with Voltas

LG rated low on Technological aspects like Noise Levels

Hitachi was positioned high for producing low Noise Levels.

Brand Awareness & Market Share

Market Leader- Sony
LG 25%

LG and Samsung close competitors

Philips has a small market share

SAMSUN G 17% SONY 54%

PHILIPS 4%

LCD TV

Conclusions- LCD Television

Sony is the Market Leader in LCD TV segment.
Samsung LG, very similar user perception, directly competing with each other.