A Project Report

On

Marketing Mix of Samsung

Submitted in partial fulfillment
Of the requirements for the award of degree of
BBA

By

SAURAV MASSAND
Enrollment No 121018031
BBA (2018-21)

Under the Supervision of

Project Guide Ms. Namrata Mehta

O JAGAI TNATH

State Highway-22, Bahadurgarh-Jhajjar Road, Jhajjar, Haryana-124507

Phone: 01276-699700, 01-15
Website: www.jagannathuniversityncr.ac.in
 Table of Content

Chapter TOI)IC Pg.no

1. Introduction 1-17

2 Introduction to Project 18-21

3 Research Methodology 22-23

4 Analysis 24-30

5 Findings and conclusion 31-32

6 Suggestions 33

Bibliography 34

CERTIFICATE BY FACULTY GUIDE

On the basis of declaration submitted by Saurav Massand student of BBA, I hereby certify that the
project titled "Marketing Mix on Samsung Company" which is submitted to the Faculty of
Management, Jagannath University, Jhajjar, Haryana, in partial fulfillment of the requirement for the
award of the degree of BBA, is an original contribution with existing knowledge and faithful record of
research carried out by him/her under my guidance and supervision.
To the best of my knowledge this work has not been submitted in part or full for any Degree or
Diploma to this University or elsewhere.

Place - New Delhi

Date -26th April, 2021

Ms. Namrata Mehta

Signature and name(s) of the guide Signature of Head of the Department

STUDENT'S DECLARATION

I, Saurav Massand, hereby declare that the project titled Marketing Mix on Samsung
Company which is submitted by me to Faculty of Management and Commerce, Jagannath University,
Jhajjar, Haryana, in partial fulfillment of the requirement for the award of Degree of BBA, is my
original work and has never been submitted elsewhere.

Saurav Massand

(Student Name and Signature)

Place - New Delhi

Date - 26th April, 2021

ACKNOWLEDGEMENT

In this project, I have made an honest and dedicated attempt to make the Project Report so easy to
understand for a person who is willing to get knowledge about the "Marketing Mix of Samsung
Company " I am deeply indebted to my lecturers & my faculties who gave me opportunity of making
project report. I am also thankful to my project supervisor for their kind support & suggestions for
making Project report.

Saurav Massand

BBA-IBRM

Enrollment No. - 121018031

 Executive summary

Samsung is a company that have been progressively been growing throughout the years. Nowadays
Samsung is well known as the most cutting edges, quality brands in the electronic industry. Samsung
company go all out to be maintainable and achieve competitive advantage by been one of the best in
the digital market.

Samsung have globally competitive business environment, electronics companies are under intense
pressure to provide inventive products in a very short time with reduced cost and with improved
quality. The five latest technologies used by Samsungs are Smart TV, Camera, Smart Phones, Tablets
and Samsung Gear Series which are like watches.

The Samsung Group is a South Korean multinational conglomerate headquartered in Samsung Town,
Seoul. It comprises numerous affiliated businesses,[ l] most of them united under the Samsung brand,
and is the largest South Korean chaebol (business conglomerate). Samsung was founded by Lee
Byung-chul in 1938 as a trading company. Over the next three decades, the group diversified into
areas including food processing, textiles, insurance, securities, and retail.

Samsung has a powerful influence on South Korea's economic development, politics, media and
culture and has been a major driving force behind the "River". Its affiliate companies produce around
a fifth of South Korea's total exports. Samsung's revenue was equal to 17% of South Korea's $1,082
billion GDP.
 CHATER-I INTRODUCTION
OVERVIEW OF INDUSTRY
The Electronics Industry is made up of companies that manufacture, design, manufacture, assemble,
and service electronic products. These products consist of materials, parts, components,
subassemblies, and equipment that use the principles of electronics to perform their major functions.

Products can range from discrete components like integrated circuits; consumer electronics like TVs,
Smartphone's, and personal computers; medical equipment like heart-rate monitors and dialysis
machines; industrial equipment like robots; to communication and networking equipment like routers
and switchboards. Industries that are supported by the electronics industry include automotive,
aviation, defense, telecommunications, entertainment, and healthcare.

The Electronics Industry is driven by innovation and a lot of money and effort goes into research and
development to design and make improved parts and products, as well as improve manufacturing
processes.

Companies in the electronics industry are always in tough competition to implement innovative ideas
and introduce the newest technology in the market first. This puts a lot of pressure on design and
engineering teams to develop and create innovative products and services faster and cheaper. Sales
and marketing teams are also under pressure to drive sales and ensure that profit margins remain way
above production and operational costs. Many electronic companies are also experimenting with and
utilizing advanced analytics to provide insights that can help improve processes and bring in more
profits.

Companies are also specializing in specific niches to guarantee sustainability and maintain
profitability. Many electronics manufacturing companies are outsourcing manufacturing and
production of parts or products.

The rise of Electronics Manufacturing Services (EMS) and Contract Electronics Manufacturing
(CEM) companies is a testament to that. These are companies that are contracted to manufacture parts
or products for other companies, and also provide a variety of value-added services. This allows the
contracting companies to concentrate their efforts on other strategies that will help drive sales and
help them remain competitive on the global market.

History

Electronics' actual history began with the invention of vacuum diode by J.A. Fleming, in 1897; and,
after that, a vacuum triode was implemented by Lee De Forest to amplify electrical signals. This led to
the introduction of tetrode and pentode tubes that dominated the world until World War Il.

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History of Electronics

Subsequently, the transistor era began with the junction transistor invention in 1948. Even though this
particular invention got a Nobel Prize, yet it was later replaced with a bulky vacuum tube that would
consume high power for its operation. The use of germanium and silicon semiconductor materials
made these transistors gain popularity and wide-acceptance usage in different electronic circuits.

Integrated Circuits (ICs)

The subsequent years witnessed the invention of the integrated circuits (ICs) that drastically changed
the electronic circuits' nature as the entire electronic circuit got integrated on a single chip, which
resulted in low: cost, size, and weight electronic devices. The years 1958 to 1975 marked the
introduction of IC with enlarged capabilities of over several thousand components on a single chip
such as small-scale integration, medium-large scale, and verylarge-scale integration ICs.
And the trend further carried forward with the JFETS and MOSFETs that were developed from 1951
to 1958 by improving the device designing process and by making more reliable and powerful
transistors.

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Digital integrated circuits were yet another robust IC development that changed the overall
architecture of computers. These ICs were developed with Transistor-transistor logic (TTL),
integrated injection logic (1214), and emitter-coupled logic (ECL) technologies. Later these digital
ICs employed PMOS, NMOS, and CMOS fabrication design technologies.

All these radical changes in all these components led to the introduction of microprocessors in 1969
by Intel. Soon after, the analog integrated circuits were developed that introduced an operational
amplifier for analog signal processing. These analog circuits include analog multipliers, ADC and
DAC converters, and analog filters.

INNOVATION

In this 21st century, every day we are dealing with electronic circuits and devices in some of the other
forms because gadgets, home appliances, computers, transport systems, cell phones, cameras, TV, etc.
all have electronic components and devices. Today's world of electronics has made deep inroads in
several areas, such as healthcare, medical diagnosis, automobiles, industries, electronics projects, etc.,
and convinced everyone that without electronics, it is really impossible to work. Therefore, looking
forward to knowing the past and about the brief history of electronics is necessary to revive our minds
and to get inspired by those individuals who sacrificed their lives by engaging themselves in such
amazing discoveries and inventions that costs everything for them, but nothing for us, and, in turn,
benefitted us immensely since then.

OVERVIEW OF COMPANY

The Samsung Group is a South Korean multinational conglomerate headquartered in Samsung Town,
Seoul. It comprises numerous affiliated most of them united under the Samsung brand,
and is the largest South Korean chaebol (business conglomerate).
Samsung was founded by Lee Byung-chul in 1938 as a trading company. Over the next three decades,
the group diversified into areas including food processing, textiles, insurance,

3
securities, and retail. Samsung entered the electronics industry in the late 1960s and the construction
and shipbuilding industries in the mid-1970s; these areas would drive its subsequent growth.
Following Lee's death in 1987, Samsung was separated into five business groups — Samsung Group,
Shinsegae Group, CJ Group and Hansol Group, and Joongang Group. Since 1990, Samsung has
increasingly globalised its activities and electronics; in particular, its mobile phones and
semiconductors have become its most important source of income. As of 2020, Samsung has the 8th
highest global brand value.
Notable Samsung industrial affiliates include Samsung Electronics (the world's largest information
technology company, consumer electronics maker and chipmaker measured by 2017 revenues),
Samsung Heavy Industries (the world's 2nd largest shipbuilder measured by 2010 revenues), and
Samsung Engineering and Samsung C&T Corporation (respectively the world's 13th and 36th largest
construction companies). Other notable subsidiaries include Samsung Life Insurance (the world's 14th
largest life insurance company),Samsung Everland (operator of Everland Resort, the oldest theme
park in South Korea)and Cheil Worldwide (the world's 15th largest advertising agency, as measured
by 2012 revenues).
Samsung has a powerful influence on South Korea's economic development, politics, media and
culture and has been a major driving force behind the "River". Its affiliate companies produce around
a fifth of South Korea's total exports. Samsung's revenue was equal to 17% of South Korea's $1,082
billion GDP.

History of SAMSUNG

4
1938-1970

Lee Byung-chul, founder of Samsung

In 1938, during Japanese-ruled Korea, Lee Byung-chul (1910—1987) of a large landowning family in
the Uiryeong county moved to nearby Daegu city and founded Mitsuboshi Trading Company
(Kabushiki gaisha Mitsuboshi Shökai)), or Samsung Sanghoe . Samsung started out as a small trading
company with forty employees located in Su-dong (now Ingyodong). It dealt in dried-fish, locally-
grown groceries and noodles. The company prospered and Lee moved its head office to Seoul in 1947.
When the Korean War broke out, he was forced to leave Seoul. He started a sugar refinery in Busan
named Cheil Jedang. In 1954, Lee founded Cheil Mojik and built the plant in Chimsan-dong, Daegu.
It was the largest woollen mill ever in the country.
Samsung diversified into many different areas. Lee sought to establish Samsung as a leader in a wide
range of industries. Samsung moved into lines of business such as insurance, securities, and retail.
In 1947, Cho Hong-jai, the Hyosung group's founder, jointly invested in a new company called
Samsung Mulsan Gongsa, or the Samsung Trading Corporation, with the Samsung's founder Lee
Byung-chull. The trading firm grew to become the present-day Samsung C&T Corporation. After a
few years, Cho and Lee separated due to differences in management style. Cho wanted a 30 equity
share. Samsung Group was separated into Samsung Group and Hyosung Group, Hankook Tire and
other businesses.
In the late 1960s, Samsung Group entered the electronics industry. It formed several electronics-
related divisions, such as Samsung Electronics Devices, Samsung ElectroMechanics, Samsung
Corning and Samsung Semiconductor & Telecommunications, and made the facility in Suwon. Its
first product was a black-and-white television set.

1970-1990

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The SPC-IOOO, introduced in 1982, was Samsung's first personal computer (sold in the Korean
market only) and used an audio cassette tape to load and save data — the floppy drive was optional.

In 1980, Samsung acquired the Gumi-based Hanguk Jeonja Tongsin and entered telecommunications
hardware. Its early products were switchboards. The facility was developed into the telephone and fax
manufacturing systems and became the center of Samsung's mobile phone manufacturing. They have
produced over 800 million mobile phones to date. The company grouped them together under
Samsung Electronics in the 1980s.
After Lee, the founder's death in 1987, Samsung Group was separated into five business groups—
Samsung Group, Shinsegae Group, CJ Group, Hansol Group and the JoongAng Group. Shinsegae
(discount store, department store) was originally part of Samsung Group, separated in the 1990s from
the Samsung Group along with CJ Group (Food/Chemicals/Entertainment/logistics), Hansol Group
(Paper/Telecom), and the JoongAng Group (Media). Today these separated groups are independent
and they are not part of or connected to the Samsung Group. One Hansol Group representative said,
"Only people ignorant of the laws governing the business world could believe something so absurd",
adding, "When Hansol separated from the Samsung Group in 1991, it severed all payment guarantees
and share-holding ties with Samsung affiliates." One Hansol Group source asserted, "Hansol,
Shinsegae, and CJ have been under independent management since their respective separations from
the Samsung Group". One Shinsegae department store executive director said, "Shinsegae has no
payment guarantees associated with the Samsung Group"
In 1980s, Samsung Electronics began to invest heavily in research and development, investments that
were pivotal in pushing the company to the forefront of the global electronics industry. In 1982, it
built a television assembly plant in Portugal; in 1984, a plant in New York; in 1985, a plant in Tokyo;
in 1987, a facility in England; and another facility in Austin, Texas, in 1996. As of 2012, Samsung has
invested more than US$13,000,0()0,00() in the Austin facility, which operates under the name
Samsung Austin Semiconductor. This makes the Austin location the largest foreign investment in
Texas and one of the largest single foreign investments in the United States.
In 1987, United States International Trade Commission orders that the Samsung Group of South
Korea unlawfully sold computer chips in the United States without licenses from the chip inventor,
Texas Instruments Inc. The order requires Samsung to pay a penalty to Texas Instruments within the
coming weeks. Otherwise, sales of all dynamic random access memory chips made by Samsung and
all products using the chips would be banned in the United States. The ban includes circuit boards and
equipment called single-in-line packages made by other companies that use ID-RAM's made by
Samsung with 64,000 or 256,000 characters of memory. It also covers computers, facsimile machines
and certain telecommunications equipment and printers bearing either of the Samsung chips.

1990-2000
Samsung started to rise as an international corporation in the 1990s. Samsung's construction branch
was awarded contracts to build one of the two Petronas Towers in Malaysia, Taipei 101 in Taiwan and
the Burj Khalifa in United Arab Emirates. In 1993, Lee Kun-hee sold off ten of Samsung Group's
subsidiaries, downsized the company, and merged other operations to concentrate on three industries:
electronics, engineering and chemicals. In 1996, the Samsung Group reacquired the Sungkyunkwan
University foundation.
Samsung became the world's largest producer of memory chips in 1992 and is the world's second-
largest chipmaker after Intel (see Worldwide Top 20 Semiconductor Market Share Ranking Year by
Year). In 1995, it created its first liquid-crystal display screen. Ten years later, Samsung grew to be
the world's largest manufacturer of liquid-crystal display panels. Sony, which had not invested in
large-size TFT-LCDs, contacted Samsung to cooperate, and, in 2006, S-LCD was established as a

6
joint venture between Samsung and Sony in order to provide a stable supply of LCD panels for both
manufacturers. S-LCD was owned by Samsung (50% plus one share) and Sony (50% minus one
share) and operates its factories and facilities in Tanjung, South Korea. As of 26 December 2011, it
was announced that Samsung had acquired the stake of Sony in this joint venture.
Compared to other major Korean companies, Samsung survived the 1997 Asian financial crisis
relatively unharmed. However, Samsung Motor was sold to Renault at a significant loss. As of 2010,
Renault Samsung is 80.1 percent owned by Renault and 19.9 percent owned by Samsung.
Additionally, Samsung manufactured a range of aircraft from the 1980s to the 1990s. The company
was founded in 1999 as Korea Aerospace Industries (KAI), the result of a merger between then three
domestic major aerospace divisions of Samsung Aerospace, Daewoo Heavy Industries and Hyundai
Space and Aircraft Company. However, Samsung still manufactures aircraft engines and gas turbines.

2000—present

The prominent Samsung sign in Times Square, New York City

In 2000, Samsung opened a development center in Warsaw, Poland. Its work began with settop-box
technology before moving into digital TV and Smartphone's. The Smartphone platform was developed
with partners, officially launched with the original Samsung Solstice line of devices and other
derivatives in 2008, which was later developed into Samsung Galaxy line of devices including Notes,
Edge and other products.

The Samsung Group's chairman, Lee Kun-hee (left), with South Korean President Park Geun-hye,
2013

In 2007, former Samsung chief lawyer Kim Yong Chul claimed that he was involved in bribing and
fabricating evidence on behalf of the group's chairman, Lee Kun-hee, and the company. Kim said that
Samsung lawyers trained executives to serve as scapegoats in a "fabricated scenario" to protect Lee,
even though those executives were not involved. Kim also told the media that he was "sidelined" by
Samsung after he refused to pay a $3.3 million bribe to the U.S. Federal District Court judge presiding
over a case where two of their executives were found guilty on charges related to memory chip price-
fixing. Kim revealed that the company had raised a large number of secret funds through bank

7
accounts illegally opened under the names of up to 1,000 Samsung executives—under his own name,
four accounts were opened to manage 5 billion won.
In 2010, Samsung announced a ten-year growth strategy centered around five businesses. One of these
businesses was to be focused on biopharmaceuticals, to which has committed
In first quarter of 2012, Samsung Electronics became the world's largest mobile phone maker by unit
sales, overtaking Nokia, which had been the market leader since 1998.
On 24 August 2012, nine American jurors ruled that Samsung Electronics had to pay Apple $1.05
billion in damages for violating six of its patents on Smartphone technology. The award was still less
than the $2.5 billion requested by Apple. The decision also ruled that Apple did not violate five
Samsung patents cited in the case. Samsung decried the decision saying that the move could harm
innovation in the sector. It also followed a South Korean ruling stating that both companies were
guilty of infringing on each other's intellectual property. In first trading after the ruling, Samsung
shares on the Kospi index fell 7.7%, the largest fall since 24 October 2008, to 1,177,000 Korean won.
Apple then sought to ban the sales of eight Samsung phones (Galaxy S 4G, Galaxy S2 AT&T, Galaxy
S2 Skyrocket, Galaxy S2 T-Mobile, Galaxy S2 Epic 4G, Galaxy S Showcase, Droid Charge and
Galaxy Prevail) in the United States which has been denied by the court.
As of 2013, the Fair Trade Commission of Taiwan is investigating Samsung and its local Taiwanese
advertising agency for false advertising. The case was commenced after the commission received
complaints stating that the agency hired students to attack competitors of Samsung Electronics in
online forums. Samsung Taiwan made an announcement on its Face book page in which it stated that
it had not interfered with any evaluation report and had stopped online marketing campaigns that
constituted posting or responding to content in online forums.
In 2015, Samsung has been granted more U.S. patents than any other company — including IBM,
Google, Sony, Microsoft and Apple. The company received 7,679 utility patents through 11
December.
The Galaxy Note 7 Smartphone went on sale on 19 August 2016. However, in early September 2016,
Samsung suspended sales of the phone and announced an informal recall. This occurred after some
units of the phones had batteries with a defect that caused them to produce excessive heat, leading
to fires and explosions. Samsung replaced the recalled units of the phones with a new version;
however, it was later discovered that the new version of the Galaxy Note 7 also had the battery
defect. Samsung recalled all Galaxy Note 7 Smartphone's worldwide on 10 October 2016, and
permanently ended production of the phone the following day.
In 2018, Samsung launched the world's largest mobile manufacturing facility in Noida, India, with
guest of honour including Indian Prime Minister Narendra Modi.

SWOT Analysis of Samsung

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 Samsung's Strengths — Internal Strategic Factors
1. Dominates the Smartphone Market — Samsung has dominated the Smartphone market for years.
According to Gartner, in QI of 2020, Samsung has maintained the No. I spot globally with a 18.5%
market share, where as Apple is at 13.7% market share.

2. Research and Development — The foundation of Samsung has always been on Innovative research
and development. Expenditure in these departments resulted in the company having a wide range
of product portfolio among its competitors. These include tablet, camcorder, mobile phone, camera,
TV/video/audio, Memory Cards, PC, and other accessories. They have 34 R&D (research and
development) centers operating worldwide.

3. Award Winning Brand — Samsung's position as a pioneer for innovation is backed with credibility.
Samsung has won many awards for its offerings. Samsung has been awarded the CES (Consumer
Electronics Show) owing to its designs and products for 14 consecutive years. It went on to receive
36 CES awards in 2018 along with 400 more awards within a period of 14 years. It also secured 7
wins at the (IDEA) International Design Excellence Awards.
4. Ecologically Friendly Innovations — Samsung has enhanced its brand reputation through its
environmentally friendly innovations. It secured its ranking at 9th position in the Top 30 Tech and
Telecom companies of the EPA's 2016 Green Power Partner list. It also received the Environmental
Protection Agency's (EPA) annual ENERGY STAR Partner of the Year Excellence Award for five
consecutive years. Other companies do not share this achievement and hence increases Samsung's
appeal across all business lines.

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5. Stronghold in the Asian Markets — Samsung retains a stronghold in the Asian markets, particularly
India and China. Both India's and China's business markets are growing substantially which is why
Samsung has taken advantage of the opportunity and incentivize in these countries accordingly.

Samsung's Weaknesses
1. Heavily dependent on the American Markets — It is estimated that both Apple and Samsung sold at
least 70.8% of Smartphone's in the USA. While Samsung has diversified its resources and expanded
its operations in Asia, it is still heavily dependent on the American markets. The American economy
is very unpredictable and another recession could put Samsung's revenues in jeopardy and can
damage its operational resources. That's why Samsung needs to involve itself into the Asian and
European markets to ensure sustainability and avoid potential failures if the US economy ever
collapses.
2. Decline in Smartphone Sales — Samsung has been experiencing a decline in Smartphone sales since
2017. A similar trend was seen in China due to the price sensitivity of the Chinese market. They
dump a lot of those products in the Indian market at a lower cost which harms the Samsung sales.
Samsung has tried to shift more focus in India, but that strategy did not produce substantial results
for the company.
3. Product Failures — Any product that threatens the life of consumers erodes confidence and trust in
the company. Samsung has delivered several faulty products to the market from the exploding
Samsung Galaxy A20e to a faulty foldable phone.

4. Dependence on Low-end Smartphone's — A large portion of Samsung revenues come from low-end
Smartphone sales. Recent events have impacted this segment more than the high-end Smartphone
segment, which played a role in Samsung's decline from 71 million smartphone sales and 19.1% of
market share in QI 2019 to 55 million Smartphone's sold in QI 2020 with 18.5% of market share (as
per Gartner Report).

Samsung's Opportunities

l . Triple Protection Proposition — Samsung is preparing to launch its new air conditioning product called
the 'Triple Protection Proposition' that incorporates cutting edge technology and impeccable
construction. The product is geared towards a target customer base that would ensure maximum
customer retention.
2. HR Management — Samsung can make impressive transformational accomplishments if it invests in
its HR management. Not only would it be good for its sales but it will also give it competitive
leverage over its rival. The company can utilize its brand image and hire highly qualified and skilled
employees to improve employee performance and productivity.
3. Diversification and Acquisitions — It is critical that Samsung avoids the mistake of being limited to
just one marketplace. It not only invites risks from an economic perspective, but it also attracts
unwanted political polarization and negative media publicity. That's why there is a business vacuum
present in the Asian and European economies in which Samsung can thrive. It needs to expand its
customer base as well. It can only be achieved through diversification and acquisitions of other
businesses. Samsung is a popular brand and can generate impressive revenues thanks to its financial
standing.

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4. Introduce Innovative Products — The Smartphone sector is highly dynamic, with the latest trends
going out of style in an instant. Samsung can attain immense growth by setting the trend with great
and innovative products like the foldable phone.
5. 5G Technology — As the world moves to 5G, Samsung has the capacity and know-how to exploit this
opportunity. The company is already in active commercial discussions with operators in the EU to
supply 5G and 6G network equipment. Samsung is one of the top companies in the UK's list of
potential 5G providers.

Samsung's Threats
1. Patent Infringement Controversies — Samsung has been involved in controversies that have
threatened its business. Its rival Apple filed a lawsuit against Samsung for patent infringement which
underwent a heated court battle for seven long years until finally reaching a settlement. However,
the company suffered consequences when a jury decided that Samsung had indeed copied Apple
and was to pay $1.049 billion in damages. This suit damaged the company's reputation and its sales.
2. Increased Competition — Competition from opponents especially from those within the consumer
electronics, Smartphone products, and computing industries has reached a record high. Whether it's
Xiaomi, Apple, or Huawei, all the technological competitors are outmanoeuvring and outperforming
each other to become the best technology company. This only increases the pressure for Samsung in
both competition and finances.
3. Legal and Regulatory Threats — With the world becoming more globalized and digitally oriented,
governmental authorities have begun issuing their guidelines which are increasing legal and
regulatory threats to companies around the globe. Samsung is no exception to these rules. Laws
differ from market to market, and these strict regulations cause a hindrance in operations. Failure to
comply could even result in a complete shutdown in the respective market which may be fatal for
Samsung.
4. Economic Uncertainty — Recent events have catalyzed uncertainty in the global market and led to a
decline in new Smartphone sales by 20.2% in QI of 2020. Financial struggles have forced many
consumers to seek recycled or refurbished phones, which has increased by 24%. Samsung has
already experienced a decline in sales, and it can drop further if uncertainty persists.
5. Rise of Counterfeiting — According to numerous research studies, Samsung is by far the most
counterfeited phone brand. Statistics from mobile benchmarking site An Tutu highlight that over
36% of all counterfeit Smartphone's are Samsung copies. Also, Samsung Galaxy S7 Edge holds the
record of the most counterfeited Smartphone model.
6. Impending Court Cases — Any disruption in leadership can affect performance. A South Korean
court is debating whether to send Samsung's leader and heir Jay Lee back to jail. New allegations of
stock-price manipulation and audit-rule violations have dogged the executive and threaten to throw
the company into another tumultuous period without leadership.

PRODUCTS OF SAMSUNG

Mobile phones
TV
Smart watches
Tablets
Printers

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Microwave

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13
 Vision and Mission of SAMSUNG

Samsung's Mission Statement

Samsung's mission statement is "We will devote our human resources and technology to create
superior products and services, thereby contributing to a better global society." This corporate mission
was published in the 1990s, when the company was undergoing rapid global expansion in various
semiconductors, electronics, and related technology markets. Based on its business operations and
current international industry positioning, Samsung focuses on the following components in its
corporate mission:

1. Human resources and technological resources

2. Superiority of products and services
3. Improvement of the global society

Samsung's Vision Statement

Samsung's corporate vision is to "Inspire the world with our innovative technologies, products and
design that enrich people's lives and contribute to social prosperity by creating a new future." The
company follows this vision statement to maintain profitable technology business operations that
contribute to the improvement of people's lives. Samsung frequently refers to a shortened version of
this corporate vision: "Vision 2020: Inspire the World, Create the Future. " The company extensively
implements this statement throughout its subsidiaries' operations in the consumer electronics,
computing technology, and semiconductors industries. The following components are contained in
Samsung's vision statement:

1. Global inspiration
2. Innovation
3. Improvement of lives and future social prosperity
Competitors of SAMSUNG
1) Apple

Apple's IPhone is without doubt the number I Samsung competitor when we talk about high end
Smartphone's. Almost every year, there are 3 Smartphone's sure to be launched. One would be an
IPhone, another a Samsung Note and the third Samsung galaxy or Samsung galaxy edge. IPhone was
one of the first phones to come out in the market with multi touch features.

However, although IPhone is loved by many, Samsung utilised Google Android to launched several
features of its own, including some awesome hardware. The Apple vs. Samsung (Android) debate is
endless. Apple IPhone has the lion's share of Smartphone's in US and it is second highest market share
holder worldwide and is one of the strongest Samsung competitors in the business.

2) Sony

The Sony Xperia series was a breath of fresh air for the brand after the phasing out of Sony Ericsson
— the tie up between Sony and Ericsson to make and distribute Smartphone. Sony Xperia took the
market by storm when it launched Smartphone's which were water resistant and could stay safe even
if dropped in the pool. Smartphone industry being what it is, others soon copied the example and there
were multiple brands marketing their waterproof mobile. Yet, Sony had a first mover advantage and it
got the attention of many consumers. Till date, Sony Xperia series and other Sony Smartphone's are
loved by consumers.

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LG has a solid presence with regards to its Television, washing machine, refrigerator and other
kitchen appliances. While Samsung has lesser products in the kitchen and home appliance segment,
LG has a massive product portfolio. Hence, it is a strong Samsung competitor where consumer
durable is concerned.

4) Panasonic

Panasonic has a strong hold on multiple products like Air conditioners, Television as well as
refrigerators. Like other consumer durable brands, Panasonic has a wide product portfolio which
comprises of home appliances, kitchen appliances and other white and brown goods.

5) Philips

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 PHILIPS
An awesome array Of products to choose from
now at a great price

Philips has a fantastic personal care and grooming line of products, which fall under consumer
appliances. On the other hand, Philips sound systems, its televisions as well as kitchen and home
appliances make it a strong Samsung competitor.

6) Microsoft

People would expect Microsoft to be a major player wherever it steps in. However, it is definitely not
so in the Smartphone market and Microsoft is far behind amongst Samsung competitors. The reason
Microsoft does not have wider acceptance in the market is its operating system. People either want
Android or they want IOS. However, no one is running behind windows 10 on a Smartphone, which
looks like PC software repackaged as mobile software. But we can never expect Microsoft to sell
phones with software made by Google or Apple. So it is unlikely Microsoft will climb up the ladder
as a Samsung competitor.

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 CHAPTER-2LITERATURE REVIEW

Samsung rolls out pick-up, drop service for smartphone, tablet repair

Given the rising cases of COVID-19 across the country, Samsung India has introduced a pick-up and
drop service to facilitate repair process for smart phones and tablets. Introduced in 46 cities in the
country, this contactless service will eliminate the need to visit a service/repair centre. The service has
been priced at Rs 199 for pick up and drop, and Rs 99 for drop only service. The payment can be
made through several digital options.
The pick-up and drop service for mobile devices has been launched in 46 cities including Delhi,
Gurgaon, Mumbai, Kolkata, Chennai, Pune, Bangalore, Ahmedabad, Ghaziabad, Faridabad, Noida,
Chandigarh, Ludhiana, Jalandhar, Jaipur, Udaipur, Jodhpur, Agra, Lucknow, Varanasi, Dehradun,
Guwahati, Bhubaneswar, Patna, Durgapur, Ranchi, Thane, Aurangabad, Kolhapur, Nagpur, Surat,
Vadodara, Bhopal, Indore, Raipur, Rajkot, Jabalpur, Coimbatore, Madurai, Kochi, Calicut, Tirupati,
Hubli, Hyderabad, Vijayawada and Vishakhapatnam - for non-containment zones falling within
municipal limits and with adherence to curfew rules.
Customers can register for service of their Galaxy A, Galaxy M, Galaxy S, Galaxy F, Galaxy Note
and Galaxy Fold series smart phones as well as tablets. Personnel involved in the pickup and drop of
the devices from the homes of consumers will follow all safety protocols.
"At Samsung, consumer well-being is top priority and we are committed to take every step to provide
convenience to them and their families. The new pick-up and drop & drop only service will allow
consumers to get their mobile devices serviced without stepping out of their homes, especially in the
current situation. We are confident our wide service network and many contactless service options
will help deepen our consumer connect while providing greater convenience. We are hopeful
consumers will utilise the pick-up and drop service while they stay home and stay safe," says Sunil
Cutinha, Vice President, Customer Service, and Samsung India.

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Make In India: After Investing Rs 4,825 Crore, Samsung Begins
Production Of Mobile Display Panels At Its Noida Factory

In a big boost for Make in India, South Korean technology major Samsung has begun the production
of mobile display panels at its factory in Uttar Pradesh (UP)'s Noida, reports Economic Times.

While the move will result in significant value addition and give a boost to the local manufacturing,
the company is now set to further ramp up the production to also manufacture IT display panels in
India.

It should be noted that for the project, Uttar Pradesh government approved special incentives as a
result of which the company has invested Rs 4,825 crore to relocate its mobile and IT display
manufacturing unit from China to Noida.

The incentives include financial provisioning of Rs 250 crore from the State government for five
years. Other than this, the company will also get a financial incentive of Rs 460 crore under the
Centre's Scheme for Promotion of Manufacturing Electronic Components and Semiconductors.

Samsung alone makes more than 70 per cent of the total display products used across the world in
TVs, mobile phones, tablets and watches, among other gadgets and its production facilities are located
in South Korea, Vietnam and China.

Samsung gives discounts for students on the purchase of Galaxy Tab S6

Lite Tab A7 Tab M Tab S7+
The company said that it is giving massive discounts on the Galaxy Tab S6 Lite, the Galaxy

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Tab A7, the Galaxy Tab S7, and the Galaxy Tab S7+. Those who are planning to buy Galaxy Tab S7+
and Galaxy Tab S7 will be eligible for a discount of Rs 10,000 on the purchase of a keyboard cover.

South Korean Smartphone maker Samsung has come up with a campaign called, "Back to School" for

school and college students in India and they are going to offer attractive discounts on Galaxy Tabs in

the country.

To get this offer, students will be required to use their official school or college email address to log in

to Samsung Student Advantage or validate their credentials via Samsung's official student ID

validation partner, Student Identify.

The company said that it is giving massive discounts on the Galaxy Tab S6 Lite, the Galaxy

Tab A7, the Galaxy Tab S7, and the Galaxy Tab S7+. Those who are planning to buy Galaxy Tab S7+

and Galaxy Tab S7 will be eligible for a discount of Rs 10,000 on the purchase of a keyboard cover.

And for Galaxy Tab S7+ and Galaxy Tab S7, the keyboard cover price ranges from Rs 7,999 and Rs

5,999. Also, if you are planning to pay via HDFC Bank Credit and Debit card, cash back offers are

available of Rs 10,000 on Galaxy Tab S7+ and Rs 9,000 on Galaxy Tab S7.

Lastly, for Galaxy Tab S6 Lite, Samsung said that customers will get Galaxy Buds+ at a discounted

price of Rs 1,999 along with an additional cash back offer of Rs 3,000 for HDFC Bank Credit and

Debit card.

For Galaxy Tab A7, customers can avail of the Book Cover at a discounted price of Rs 999 along with

additional cash back of Rs 2,000 from HDFC Bank Credit and Debit card.

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Additionally, there will be special discounts on Samsung Brand Days Sale on Amazon and Flip kart.
Samsung Brand Days will be held on Amazon from April 11 to April 13 and on
Flip kart from April 19 to April 21

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 HAPTER- h 1
Title of the project
4ps of SAMSUNG

Objectives

To study the Marketing Strategies of SAMSUNG

v/ Product Strategies

Pricing Strategies

Place Strategies

v/ Promotion Strategies

Research design ( Type of research)

Research design refers to the overall strategy utilized to carry out research that defines a
succinct and logical plan to tackle established research question through the collection,
interpretation, analysis, and discussion of data.

Types of research design

1. Descriptive research design

2. Experimental research design
3. Correlational research design
4. Diagnostic research design
5. Explanatory research design

In this project Descriptive research has been used.

Descriptive research aims to accurately and systematically describe a population, situation or

phenomenon. It can answer what, where, when and how questions, but not why questions. A
descriptive research design can use a wide variety of research methods to investigate one or more
variables.

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 • Data Collection
Data collection is the process of gathering and measuring information on targeted variables in
an established system, which then enables one to answer relevant questions and evaluate
outcomes.

Types of Data
• Primary data
• Secondary data
In this project Secondary data has been used for the purpose of analysis

Secondary data refers to data that is collected by someone other than the user. Common sources of
secondary data for social science include censuses, information collected by government departments,
organizational records and data that was originally collected for other research purposes.

• Tools of Data Collection

1) Internet
2) Company websites 3) Through publish articles and
Reports
4) Other websites

• Limitations
1) Secondary data can be general and vague and may not really help companies with
decision making.
2) The information and data may not be accurate. The source of the data must always be
checked.
3) The data maybe old and out of date.
4) The sample used to generate the secondary data may be small. 5) The company
publishing the data may not be reputable.

CHAPTER-4ANALYSIS
MARKETING MIX (4Ps)
The marketing mix is a crucial tool to help understand what the product or service can offer and how
to plan for a successful product offering. The marketing mix is most commonly executed through the
4 P 's of marketing: Product, Price, Place and Promotion.

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 4Ps of Marketing Mix
Product
The product is either a tangible good or an intangible service that is seem to meet a specific customer
need or demand. All products follow a logical product life cycle and it is vital for marketers to
understand and plan for the various stages and their unique challenges. It is key to understand those
problems that the product is attempting to solve. The benefits offered by the product and all its
features need to be understood and the unique selling proposition of the product need to be studied. In
addition, the potential buyers of the product need to be identified and understood.

price
Price covers the actual amount the end user is expected to pay for a product. How a product is priced
will directly affect how it sells. This is linked to what the perceived value of the product is to the
customer rather than an objective costing of the product on offer. If a product is priced higher or lower
than its perceived value, then it will not sell. This is why it is imperative to understand how a
customer sees what you are selling. If there is a positive customer value, than a product may be
successfully priced higher than its objective monetary value. Conversely, if a product has little value
in the eyes of the consumer, then it may need to be underpriced to sell. Price may also be affected by
distribution plans, value chain costs and mark-ups and how competitors price a rival product.

Place
Place or placement has to do with how the product will be provided to the customer. Distribution is a
key element of placement. The placement strategy will help assess what channel is the most suited to
a product. How a product is accessed by the end user also needs to compliment the rest of the product
strategy.

Promotion
The marketing communication strategies and techniques all fall under the promotion heading. These
may include advertising, sales promotions, special offers and public relations. Whatever the channel
used, it is necessary for it to be suitable for the product, the price and the end user it is being marketed
to. It is important to differentiate between marketing and promotion. Promotion is just the
communication aspect of the entire marketing function.

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Marketing Mix (4ps) of SAMSUNG
Samsung has a vast product portfolio and its presence is in several different product categories. The
brand image driver for Samsung are the Samsung Smartphone's such as the Samsung note series or the
Samsung galaxy series.

1) Products in the marketing mix of Samsung

Mobile phones-Samsung introduced its first mobile phone to India in 2004. In 2008, Samsung
Electronics' Telecommunication Business declared its new business strategy focusing on
consumer and marketing. Samsung mobile phones are divided into 6 major categories —
Style, Infotainment, Multimedia, Connected, Essential and Business.

TV-Samsung Smart TVs are dedicated to giving you access to a world of content beyond
streaming so you can schedule recordings, search and game all while connecting to more
devices across your home.

Smart watches-Samsung Gear is a line of wearable computing devices produced by Samsung

Electronics. The first device in the series, the Samsung Galaxy Gear smart watch, was

25
 announced in 2013. Since then, the line has expanded to include fitness bands and ear buds,
as well as more smart watches.

Tablets-The Samsung Galaxy Tablet is a tablet computer that runs on Google's Android
operating system. The original Galaxy had a seven-inch (17.8centimeter) screen; the newer
Galaxy 10.1 features a 10.1-inch (25.7-centimeter) screen.

The benefit of Samsung in terms of its product is that there is a trust on all Samsung products because
of the way Samsung products have performed in the last few years. Problems with the products have
been negligible.

And with its Smart phones, Samsung has achieved a status symbol for its customers. At the same
time, Samsung is known for its service and people know that Samsung gives a very fast service for
any of its product. Thus in the marketing mix of Samsung, the product portfolio is one of the strongest
point for Samsung.

2) Price in the marketing mix of Samsung

Because of its presence in different product categories, Samsung uses various pricing strategies. We
can divide the pricing strategies and match it with the products that it is used for.

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Skimming price— Samsung's smart phones are one of the best in the market and are the market leader
in terms of the features and USP's that they provide. The recent Samsung Note 3 + Gear is another
entrant in the market which is catching people's eyes. Thus Samsung uses Skimming price for these
products wherein it tries to get a high value in the start before competitors catch up. Once the model is
old or any competitor has launched a similar product, Samsung immediately drops the price.

Competitive pricing — For products other than smart phones, Samsung uses competitive pricing.
Televisions, air conditioners, refrigerators and other products have competition in the form of
Panasonic or LG. Samsung is known to be a great brand but it is not greater than LG for home
appliances.

In fact LG beats Samsung where home appliances are concerned. Similarly in Washing machines —
Whirlpool, and in Cameras — Cannon are the brands which are to be beaten. You can view this article
on top Samsung competitors in each segment. Thus in various categories, Samsung keeps competitive
pricing so as to beat the competitor. Samsung as a brand hardly uses penetrative pricing because it
doesn't enter late in the market. In fact, it is present in most consumer durable segments in the market.

3) Place in the marketing mix of Samsung

Samsung is present through various channels in the market. It works on the channel marketing
concept wherein there are three segments. Sales and service dealers, Modern retail and Distributors.

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The sales and service dealers handle key accounts for Samsung and are involved in corporate sales.
These dealers may also open exclusive Samsung showrooms.

The Modern retail segment includes large retailers like Croma, Hypercity, Vijay sales, Vivek's and
any others who are present in the modern electronic retail chain. Samsung being such a branded
product, the retailers are bound to keep Samsung as an alternative or as the primary product for their
customers.

The distribution network is the most interesting in the case of Samsung. In several cities, Samsung has
a single distributor through whom they distribute throughout a territory. For example — In Mumbai,
Samsung has SSK distributors who are distributors for all Samsung products.

This distributor has a huge investment in Samsung and both, the distributor and the company, go hand
in hand for the sale of Samsung's products. Thus all material of Samsung will be sold to a single
distributor who in turn will sell it forward to retailers.

28
4) Promotions in the marketing mix of Samsung
Samsung uses multiple forms of promotions. Samsung as a company believes in pulling the customer
to themselves through advertising but at the same time uses strong tactics to push the product to the
customer through sales promotions.

Thus on one hand, Samsung uses various marketing vehicles across the year covering festive season
as well as non festive time. On the other hand, it gives many offers and discounts to its trade partners
to motivate them to sell Samsung above competition. With such a strategy, Samsung's brand is on the
rise so that both, the pull as well as push strategy is working simultaneously in Samsung.

The marketing mix of Samsung is a lesson to marketers in several points. First, Business will grow if
you have multiple products at once as all of these products can become revenue drivers for your
company. Second, Pull strategy, though expensive, is far more beneficial in the long time.

SAMSUNG

The Giftsof

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 Findings

Samsung has maintained the No. I spot globally with a 18.5% market share, where as Apple is
at 13.7% market share.

The foundation of Samsung has always been on Innovative research and development.
Samsung has enhanced its brand reputation through its environmentally friendly innovations.
Samsung presents the recent high-tech features that can attain all that any mobile phone can
presently carry out.
Samsung was the very first to grasp the android OS technology that has a universal standing
for making millions of applications available by means of Google play. Samsung is always
looking forward to making the best software features available on its phone.

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 Conclusion

Samsung is the main brand for mobile phones with its high —end specifications. The users are
average consumers and companies. The main competitor is Apple; however Samsung gives
the competitive attention through mobile features. Many customers are loyal to Samsung
mobile phones and will continue to develop a relationship with the brand. Lastly, the
customer decision to buy a Samsung mobile phone is based on the phones enticing features
making it a powerful motivator.

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 CHAPTER-6
Suggestions

Samsung needs to involve itself into the Asian and European markets to ensure
sustainability and avoid potential failures if the US economy ever collapses.
Samsung should focus on a few high quality products in each market. Samsung is a
hardware leader but has too much of dependence for software from other parties
Samsung cannot use its bargaining powers over competitors as it can easily lose its
customers and sales.
Samsung Company become get the share of market at many area but not much at the
share of market compare with others.
It should take proper feedback of customers. So that they will bring improvement in
their products.

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 BIBLIOGRAPHY

in.seekweb.com
www.elprocus.com
en.wikipedia.org cleverism.com
marketing91.com panmorc.com
www.businesstoday.in
Swarajyamaj.com
zeenewslndia.com
honestproscons.com

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