A

Project report
on
Specialization/ General Management/ Social-Relevance
Project Title
A Project Submitted to University of Mumbai
in Partial Fulfilment of Semester IV
For the award of
Master of Management Studies
in
Specialization
By

Mr. / Ms. Full Name of the Student

Roll. No: 2022---

Under the Guidance of
Guide Name

ROHIDAS PATIL INSTITUTE OF MANAGEMENT STUDIES

(Affiliated to University of Mumbai, Approved by AICTE, New Delhi,
Accredited with “B” Grade by NAAC)

May, 2025

i
 Shree Shankar Narayan Educational Trust

Rohidas Patil Institute of Management Studies

(Affiliated to University of Mumbai, Approved by AICTE, New Delhi)
Mahavidhyalaya Marg, Navghar Road, Bhayandar East, Thane – 401105.

CERTIFICATE

This is to certify that Mr. / Ms. Full Name of the Student is a bonafide student of our Institute and the
dissertation entitled Project Title submitted by him / her is in partial fulfilment of the semester IV for the
Degree of MASTER OF MANAGEMENT STUDIES in Specialization by the University of Mumbai
during the Academic Year 2024-25.

Place: Bhayandar, Thane Dr. Vanita A. Malik

Date: I/C Director
Rohidas Patil Institute of Management Studies

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 GUIDE’S CERTIFICATE

This is to certify that the Dissertation entitled Project Title is a bonafide record of independent research

work done by Mr. / Ms. Full Name of the Student, Roll. No. 2023---- under my supervision during

Academic Year 2024-25, submitted to the University of Mumbai in partial fulfilment of Semester IV for the

Degree of MASTER OF MANAGEMENT STUDIES in Specialization.

Place: Bhayandar, Thane. _____________________

Date : Guide Name

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 DECLARATION

I Mr./Ms. Full Name of the Student hereby declare that the dissertation Project Title submitted to the

University of Mumbai in partial fulfilment of the Semester IV for the Degree of MASTER OF

MANAGEMENT STUDIES in Specialization is an original work and that the dissertation has not

previously formed the basis for the award of any other Degree, Diploma, Associateship, Fellowship or other

titles.

Place: Bhayandar, Thane _____________________

Date: Full Name of the Student

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 EVALUATION OF DISSERTATION

1. Name of the Candidate :

2. Registration / Seat Number :

3. Name / Code of the subject :

4. Title of the Dissertation :

5. Evaluation:

Parameters Maximum Marks

Sr. No.
Marks Awarded
1 Situation analysis and Problem definition 10

2 Literature Review (Secondary data) 10

3 Methodology of Study 15

4 Data Analysis (Primary and Secondary data) 15

5 Conclusions and Recommendations 10

6 Viva Voce 40

Total 100

6. Name & Address of the Evaluator:

7. Signature of Evaluator with Date:

8. Signature of the Head of the Institution with seal:

v
 ACKNOWLEDGEMENT

I take this opportunity to express my gratitude to the people who have been instrumental in the successful
completion of this project. Apart from my efforts, the success of my project depends largely on the
encouragement and guidelines of many others.

I would thank the Management of the Institute for providing valuable resources viz. Library, Computers
with Internet facility which is an essential pre-requisite in the successful completion of the project.

I would like to show my greatest appreciation to Prof. Guide Name, I can’t thank enough for his/her
tremendous support and help. I feel motivated and encouraged to execute my project under his/her
mentorship. Without his/her guidance this project would not have been materialized.

The support received from all the respondents was vital for the success of the project. I am grateful for their
time and efforts. Last but not least, I wish to thank my parents Father’s Name (Father) and Mother’s
Name (Mother) for their continuous motivation.

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 EXECUTIVE SUMMARY

NOTE: The Summary is prepared ONLY AFTER THE COMPLETION OF THE ENTIRE PROJECT report and
this summary represents the entire project work, which includes all the chapters mentioned below in the index. It
should be in the paragraph format completing in single page and should be written in own language. Students should
focus largely on Project Title, Objectives and Outcome of the Study.

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 INDEX

Page
Sr. No. Particulars Remarks
No.
1. Introduction to the Topic (Max. 20 pages)
(Min. 3 -Max 5 objectives, bullet
2. Objectives of the Study
point)
(Min. 10-15 research papers with
3. Literature Review
proper references of abstract)
4. Problem Statement / Need of the Study (Min. 5 points)
(Method of Data Collection –
5. Research Methodology
Primary & Secondary Data)
(Tools & Methods used for Data
6. Data Analysis & Interpretation
Analysis)
(Your understanding of the study
7. Observations & Findings
& results of analysis of data)
(Min. 5 recommendations in
8. Suggestions / Recommendations
small paragraph)
(Min. 3 scopes in small
9. Further Scope of Study
paragraphs)
(Paragraph wise linked with the
10. Conclusion
objectives)
(Books / Journals / Websites /
11. References / Bibliography / Webliography
Videos, etc.)
12. Annexure 1 (Source of Primary Data)
(References of Sources of
13. Annexure 2
Secondary Data)

NOTE: Yellow highlighted text in the above table is for student understanding, kindly delete the text before project
approval.

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INTRODUCTION

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 INTRODUCTION OF MARKETING

The concept of marketing came in India very late. Though we are known lot about the theoretical
part of it. The theoretical importance was left by the Indian industries when they came to know
about the competition with the multinational companies functioning in India also exporting our
products in abroad.

The essence marketing is an exchange or a transaction, intended to satisfy human needs or wants.
That is, marketing is a human activity directed at satisfying needs and wants, through an exchange
process. A demand is a want for which the consumer is prepared to pay a price. A want is anything
or a service the consumer desires or seeks. Wants become demands when backed by purchasing
power. A need is anything the consumer feels to keep himself alive and healthy. A transaction
consists of a value between two parties. A transaction differs from a transfer. A transfer may receive
nothing in return. The aim of marketing is to make sales in order to earn reasonable profit for the
producer.

MEANING

The marketing occupies an important position in any business units. Traditional view of marketing is
the customer wants whatever the seller presents to them. The main objective is to manufacture the
things without considering the need and want of consumer wants. Several authors have defined term
marketing.

DEFINATION

“Marketing includes those business activities which goods are involved in the flow of goods and
services from production to consumption” – Converse

“Marketing is the business process by which products are matched with market and through which
transfer of ownership are effected.” Cundiff.

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Previously market was considered to be a place where buyers and sellers would meet. But market
dose not necessarily mean a place. According to Barwell, marketing consists of identifying,
anticipating and

satisfying customer needs and desires. According to Stanton, “marketing is the creation and delivery
of a standard of living; it is finding out what customer wants, then planning and developing a
product

of service that will satisfy those wants; and then determining the best way to price, promote and
distribute that product or service,” Peter Drucker observes that the purpose of business is to create a
customer by which he lays stress on two aspects: (a) identification of consumer needs and (b)
organizing the business to meet these needs. The modern concept focused on the consumer and their
satisfaction. The approach of modern marketing is consumer-oriented instead of solely product-
oriented.

OBJECTIVE OF MARKETING:

 Intelligent and capable application of modern marketing policies.

 To develop the marketing field.
 To develop guiding policies and their implementation for a good result.
 To suggest solution by studying the problems relating to marketing.
 To find sources for further information
 To revive existing marketing function, if shortcomings are found.
 To take appropriate actions in the course of actions.

BENEFITS OF MARKETING

 Increasing sales
 Improving brand recognition
 Building consumer trust
 Enhancing the company's reputation
 Improving understanding of the marketplace
 Developing a trustworthy brand
 Adding value to company products

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 Generating higher sales profits

COMPANY PROFILE

Samsung is a Korean company that has risen to prominence in many fields over the years. The size
and to scope of the company is almost unimaginable, as they are one of the largest and most diverse
companies in the world. While the company is mostly known for their technology division (cell
phones, radios, MP3 Players, computer screens, and the like) they have many other divisions as
well.

The company has expanded form a humble storefront storefront launched in the late 1930s to the
largest company in Korea and the second largest company in the world. In addition to the electronics
division, which is the most profitable and successful one in the world, the company also has forayed
into finance, chemicals, retail, and straight-up entertainment – all with great degrees of success.

The company employs many of south Korea’s finest employees, including many with PHD level
education. This is not surprising, seeing as the company’s assets total somewhere around 300
billion. The company has some of the most loyal employees around and many work every day – that
means on holiday time off or weekends – both because they want to and it is expected.

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However, it is important to note the company is responsible for at least 1/5 of the Country’s exports.
As a result, they are in a position of power because of the money they supply to the government.
Additionally, their vast number of employees is essential to the country’s economy.

The company has been around for quite some time, and although there has been some controversy
about their strength and power in South Korea, there is no denying that they benefit the economy
greatly by providing jobs, exporting their services, and otherwise doing things that smaller
companies would not be equipped to do. Samsung is a powerhouse of a company, with many people
worldwide using their products, particularly the electronics such as cell phones and MP3 players.
It’s not surprising that the company continues to thrive in the ways it does.

Founded in 1938, Samsung is currently the world’s leading consumer electronics brand. The
massive south Korean conglomerate entered the television market in 1972 and began making flat
panel TVs in 1999.

SAMSUNG – COMPANY OVERVIEW, HISTORY, PRODUCTS

Samsung Electronics Co. Ltd. is one of the largest and most popular South Korean multinational
conglomerates. Samsung is currently owned by the Samsung Group which is currently
headquartered in Samsung town, Seoul, South Korea. Samsung currently employs more than
2,60,000 employees worldwide. The various subsidiaries working under Samsung include Samsung
electronics, Samsung SDS, Samsung engineering, Samsung biologics, Samsung fire and marine
insurance, Samsung Life insurance, Samsung heavy industries, Samsung C&T corporation,
Samsung SDI, Samsung electro-mechanics, and Cheil Worldwide. Samsung is currently one of the
largest business conglomerates with the 8th largest global brand value.

Samsung electronics which is a part of the Samsung Group is one of the largest tech companies for
manufacturing consumer electronics and a silicon chip maker. Samsung is the second largest phone
manufacturing company in the world. Also, Samsung Heavy Industries is the second largest
shipbuilding company in the world along with Samsung engineering.

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Samsung has diversified itself into multiple business products like consumer electronics, home
appliances, chip manufacturing, clothing, medical equipment, and telecommunications. Its various
services also include advertising, financial services, information technology, medical services,
semiconductors, shipbuilding, hospitality, construction, and advertisements.

Samsung was initially founded by Lee Byung Chul in 1938 as a retail company in Daegu city under
the name of Mitsubishi Trading Company. It was initially focused on food processing,
manufacturing, textiles, insurance, and trade & retail. Later on, Samsung diversified itself into the
electronics and IT industry in the 1960s such as Samsung electronics, Samsung Corning, and
Samsung semiconductors. Samsung manufactured the first Black and white TV during this time.

By the 1970s, Samsung also entered the shipbuilding, construction, and infrastructure business to
diversify its revenue. In 1987, the founder of Samsung Group Lee Byung Chul died which led to the
division of Samsung into 5 companies namely – Samsung Group, CJ Group (Food and chemicals),
Hansol Group (Paper and Telecommunications), JoongAng Group (media), and Shinsegae Group
(departmental stores).

During the 1990s, Samsung focused to invest in the research and development of its products and
diversify its business all over the world beginning in the United States by setting up multiple
manufacturing plants.

During this time Samsung won multiple contracts for its construction business like Burj Khalifa in
the United Arab Emirates, Petronas towers in Malaysia, and Taipei 101 in Taiwan. Samsung also
became the world’s largest producer and manufacturer of LCD screens, semiconductors, and mobile
phones. By 1999, Samsung also started developing gas turbines and aircraft engines for its
commercial airline business.

In 2008, Samsung started its Galaxy line of smartphones which changed the game for Samsung. By
2012, Samsung electronics became the world’s largest smartphone manufacturing company by

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beating other companies. In the same year, Samsung had to pay a 1 billion dollar fine to Apple for
violating its patents using Apple’s smartphone technology. In 2018, Samsung established the
world’s largest mobile manufacturing industry in Noida, India which was inaugurated by Prime
Minister Narendra Modi.

Samsung – Products and Services

The various products and services of Samsung are as follows:

Consumer electronics – Samsung is one of the largest consumer electronics manufacturing

companies which includes air conditioners, mobile phones, semiconductors, refrigerators, monitors,
TVs, and AMOLED displays. It is one of the largest sources of revenue for Samsung.

Construction – Samsung is also known for its construction in infrastructure services. Samsung has
developed multiple popular skyscraper buildings like Burj Khalifa in the United Arab Emirates,
Taipei 101 in Taiwan, and Petronas towers in Malaysia.

Pharmaceutical – Samsung biologics is known for its biopharmaceutical manufacturing of drugs

and medicines for curing harmful diseases.

Ship Building – Samsung Heavy Industries is the largest shipbuilding engineering company in
South Korea that manufactures container vessels for crude oil and passengers due to which trade
takes place in the world.

Insurance – Samsung also provides insurance services for accident vehicles, casualty, fire & marine
insurance, and life insurance as well.

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Energy – Samsung SDI is known for the development of energy solutions and products using
electrically rechargeable batteries or solar and wind-powered energy systems.

IT Services – Samsung SDS also provides various IT services like consulting, customer care, and
outsourcing technical services. It uses artificial intelligence, blockchain, and the internet of things to
manage its business.

SAMSUNG MARKETING STRATEGY

Samsung, a global technology leader, has secured its position as a leading brand through a strategic
and innovative marketing approach. From its humble beginnings as a low-tier manufacturing brand,
Samsung has transformed its market positioning and branding strategy to become a global leader in
technology. With a strong presence in Forbes’ list of the World’s Largest Tech Companies,
Samsung has gained recognition for its digital marketing prowess and commitment to innovation. A
closer look at Samsung’s marketing plan reveals a multifaceted approach that encompasses social
media engagement, digital marketing campaigns, and a careful utilization of the marketing mix.
Samsung’s digital presence and active engagement on major social media platforms like Facebook,
Instagram, and YouTube have played a crucial role in establishing its brand and connecting with its
target audience.

As Samsung continues to expand its presence in various sales channels and collaborate with service
dealers, retailers, and e-commerce platforms, its products remain readily available to consumers. By
utilizing a pricing skimming strategy for high-end products and competitive pricing for mid-range
offerings, Samsung ensures its products cater to a wide range of consumers.

One of Samsung’s notable successes is its digital marketing campaigns, such as the #YouMake
campaign, which have created a strong sense of brand loyalty among consumers. By actively
encouraging user-generated content on social media and fostering brand advocacy, Samsung has
built a dedicated community of brand enthusiasts.

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A prime example of Samsung’s marketing prowess is its Growing Up commercial, which gained
millions of views on YouTube, enhancing brand visibility. Samsung’s ability to utilize illustrations
on social media platforms effectively connects with its audience and reflects its adventurous and
challenging approach to marketing.

Comparatively, Apple has maintained consistency in its market share despite increasing
competition. While Apple emphasizes brand value and quality over quantity in its product offerings,
Samsung excels in using illustrations and a more adventurous approach in its marketing campaigns.

Samsung is a global tech giant specializing in the consumer and industrial electronics industry. It has
emerged as a pioneer in the electronics industry with innovative products, ingenious marketing
strategies, and cutting-edge technology. Samsung ranks second in the top 10 consumer electronics
companies worldwide by sales, despite facing massive competition from mammoth brands like
Apple, Microsoft, and Sony.

Samsung, one of the world’s leading technology companies, has built its reputation through
innovative products, cutting-edge technology, and effective marketing strategies. This article delves
into the core elements of Samsung’s marketing strategy that have helped the company maintain its
position as a global leader.

 Samsung’s marketing strategy has led to significant revenue growth and increased brand value.

 The company effectively leverages social media platforms to engage and connect with its target
audience.
 Samsung encourages user-generated content on social media, fostering brand advocacy.
 The company offers a wide range of products, including mobile phones, tablets, televisions,
cameras, and refrigerators.
 Through diverse marketing strategies, competitive pricing, and strategic promotions, Samsung
has established itself as a powerhouse in the tech industry.

SAMSUNG’S DIGITAL PRESENCE AND SOCIAL MEDIA ENGAGEMENT

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Samsung recognizes the power of a strong digital marketing strategy in today’s competitive
landscape. With an active social media presence and a focus on engaging with its audience,
Samsung leverages various digital platforms to reach and connect with its customers.

One of the key avenues through which Samsung engages its audience is social media. The company
maintains active accounts on major platforms like Facebook, Instagram, Twitter, LinkedIn, TikTok,
and YouTube. Each platform offers a unique opportunity for Samsung to showcase its products,
interact with customers, and build brand loyalty.

Let’s take a closer look at Samsung’s social media engagement and the impact it has on its digital
marketing strategy:

Facebook

Samsung’s Facebook page, under the name Samsung Electronics, boasts an impressive 5 million
followers. With 162 million likes, the page has garnered a strong and dedicated following. This
active engagement on Facebook allows Samsung to share product updates, engage in conversations
with customers, and provide customer support, strengthening its brand presence.

Instagram

On Instagram, Samsung taps into its massive user base by maintaining multiple accounts tailored to
specific regions and product lines. Samsung India on Instagram has 4.8 million followers, while
Samsung Mobile on Instagram has 1.4 million followers. The account @samsungwithgalaxy also
has 4.8 million followers. Through stunning visuals, behind-the-scenes content, and user-generated
posts, Samsung creates an immersive brand experience and fosters meaningful connections with its
audience.

Twitter

Twitter is another platform where Samsung actively engages with its audience. Samsung’s Twitter
account has 706.9K followers, while Samsung Mobile on Twitter has a staggering 12.4 million
followers. Samsung India on Twitter has 2.8 million followers, and Samsung Mobile US on Twitter
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has 4.6 million followers. This active presence allows Samsung to share real-time updates, respond
to customer queries, and generate buzz around product launches.

LinkedIn

Samsung recognizes the importance of professional networking and engages with its audience on
LinkedIn. Samsung’s LinkedIn account has 4.2 million followers, allowing the company to establish
thought leadership, share industry insights, and connect with professionals in the tech sector.

TikTok and YouTube

Samsung embraces the power of video content by maintaining an active presence on TikTok, with
2.5 million followers, and YouTube, with 6.52 million subscribers. Through engaging videos,
tutorials, and product showcases, Samsung captivates its audience and reinforces its position as a
leader in the industry.

By maintaining an active social media presence and leveraging these platforms strategically,
Samsung solidifies its digital marketing strategy. The company understands the importance of
engaging with its audience, fostering brand loyalty, and staying relevant in a rapidly evolving digital
landscape.

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SAMSUNG’S DIGITAL MARKETING CAMPAIGNS

Samsung’s digital marketing campaigns have proven to be highly effective in capturing the attention
of consumers and creating a strong brand presence. Through innovative and engaging campaigns,
Samsung has successfully showcased its products and connected with its target audience on various
digital platforms.

One of Samsung’s notable campaigns is the #YouMake Campaign, which allows consumers to
personalize their devices and showcase their unique style. This campaign not only promotes self-
expression but also taps into the growing trend of personalization in the mobile industry. By
empowering users to customize their devices, Samsung is able to foster a deeper connection with its
customers and create a sense of ownership.

Another impactful campaign by Samsung is the Growing Up commercial. This campaign directly
targets Apple and cleverly highlights the limitations of its devices compared to Samsung’s offerings.
By humorously showcasing scenarios where Apple devices fall short, Samsung positions itself as a
better alternative and resonates with consumers who may be considering a switch. The Growing Up
commercial effectively demonstrates Samsung’s ability to leverage competitive analysis in its
marketing strategies.

Samsung’s digital marketing campaigns extend beyond just highlighting the features of its products.
They also focus on collaborations and events that engage the target audience. For example, Samsung
partnered with graphic designer Jean Rosa in Brazil to showcase digital art on the Galaxy Z Flip5
and Galaxy Tab S9. This collaboration not only appeals to the creative community but also
showcases the versatility of Samsung’s devices.
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Additionally, Samsung has successfully utilized social media platforms to amplify its campaigns and
engage with its audience. With millions of followers on Facebook and Twitter, Samsung leverages
its strong online presence to interact with customers, receive feedback, and generate excitement
about its products. The company’s social media engagement rates and the number of likes and
retweets on its posts highlight the effectiveness of its digital marketing strategies.

xxii
By continuously innovating and adapting its marketing strategies, Samsung effectively captures the
attention of its target audience and establishes a strong brand presence. These digital marketing
campaigns not only promote Samsung’s products but also cultivate a deeper connection with
consumers, fostering loyalty and driving sales.

SAMSUNG’S MARKETING MIX

Samsung, a global leader in consumer electronics, utilizes an effective marketing strategy known as
the marketing mix. This strategy encompasses four key elements – product diversity, competitive
pricing, strategic promotions, and a robust distribution network. Let’s explore each element in detail:

Product Diversity

One of Samsung’s strengths lies in its extensive product range. The company offers a wide array of
products, including smartphones, tablets, audio-visual equipment, TVs, home appliances, cameras,

xxiii
printers, and computers, among others. This product diversity allows Samsung to cater to various
consumer needs and establish itself as a one-stop destination for consumer electronics.

One of Samsung’s key strategies is its extensive product diversification. Unlike many of its
competitors, Samsung offers a wide range of products, including:

 Smartphones: From flagship models like the Galaxy S and Note series to budget-friendly
options like the Galaxy A series.

 Consumer Electronics: Including smart TVs, refrigerators, washing machines, and more.

 Semiconductors and Display Panels: Providing components for other manufacturers, including
rivals.

This diversification not only helps Samsung cater to a broad audience but also mitigates risks
associated with market fluctuations in any single product category.

Competitive Pricing

Samsung employs a pricing strategy that combines premium pricing and value-based pricing. The
company sets prices for its products based on target market segments and customer perception.
Samsung uses premium pricing for its high-end devices, leveraging the brand’s reputation and
cutting-edge technology. Simultaneously, the company adopts competitive pricing for its mid-range
and entry-level offerings to attract price-sensitive consumers.

Strategic Promotions

In order to create awareness and generate demand for its products, Samsung employs a mix of
traditional and non-traditional promotional channels. The company utilizes advertising campaigns,
sales promotions, sponsorship, personal selling, and public relations to effectively market its
products. By strategically planning and executing these promotions, Samsung ensures maximum
reach and impact among its target audience.

Distribution Network

Ensuring its products are readily available to customers is paramount for Samsung. To achieve this,
the company implements a selective distribution strategy. Samsung works with authorized resellers,
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Samsung Experience Stores, and maintains e-commerce platforms on company websites. These
distribution channels help Samsung to efficiently deliver its products to consumers, providing
convenience and accessibility.

The image above illustrates the four elements of Samsung’s marketing mix, highlighting the
company’s emphasis on product diversity, competitive pricing, strategic promotions, and a well-
established distribution network.

Brand Positioning

Samsung positions itself as a premium brand offering high-quality, innovative products across
various segments, including smartphones, consumer electronics, and home appliances. The
company’s tagline, “Inspire the World, Create the Future,” reflects its commitment to innovation
and leadership in technology. By consistently delivering top-tier products, Samsung has managed to
build a strong brand image that appeals to both tech enthusiasts and everyday consumers.

Customer Engagement and After-Sales Service

Samsung places a strong emphasis on customer engagement and after-sales service. The company
uses social media platforms to interact with customers, address their concerns, and provide support.
Additionally, Samsung’s extensive network of service centres ensures that customers have access to
reliable after-sales service, reinforcing brand loyalty and trust.

Strategic Partnerships and Sponsorships

Samsung engages in strategic partnerships and sponsorships to enhance brand visibility and
credibility. The company sponsors major sporting events, including the Olympic Games and football
leagues, leveraging these platforms to reach a global audience. Additionally, partnerships with other
tech companies and content creators help Samsung expand its ecosystem and offer integrated
solutions to consumers.

Sustainability and Corporate Social Responsibility (CSR)

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In recent years, Samsung has increased its focus on sustainability and CSR initiatives. The company
is committed to reducing its environmental impact through eco-friendly products and sustainable
manufacturing practices. Samsung’s CSR activities, including educational programs and community
support initiatives, enhance its brand image and demonstrate its commitment to making a positive
impact on society.

Samsung’s marketing strategy is a comprehensive blend of innovation, product diversification,

effective advertising, and customer-centric approaches. By continually adapting to market trends
and consumer preferences, Samsung has maintained its status as a global technology leader. The
company’s

focus on quality, innovation, and customer satisfaction ensures that it remains at the forefront of the
industry, inspiring and shaping the future of technology.

SAMSUNG’S SWOT ANALYSIS

A SWOT analysis provides valuable insights into Samsung’s marketing competitiveness. By

evaluating the company’s strengths, weaknesses, opportunities, and threats, Samsung can strategize
effectively and make informed business decisions. Let’s take a closer look at Samsung’s SWOT
analysis:

Strengths

1. Strong Global Brand: Samsung’s brand recognition is a key strength, allowing the company to
establish a strong presence in various markets.

2. Semiconductors and Electronics Manufacturing Expertise: Samsung’s expertise in

semiconductors and electronics manufacturing gives the company a competitive advantage over its
rivals.

3. Synergistic Support among Divisions or Subsidiaries: Samsung’s diverse portfolio of businesses

benefits from collaborative support, enabling synergies across different divisions and subsidiaries.

Weaknesses

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1. Dependence on Android OS: Samsung’s heavy reliance on Android operating system for its
smartphones exposes the company to potential limitations and constraints set by the platform.

2. Lack of a Competitive Comprehensive Platform for Hardware, Software, and Services: Samsung
lags behind competitors in offering a comprehensive ecosystem that seamlessly integrates hardware,
software, and services.

Opportunities

1. Strategic Partnerships with Software Developers: Collaborating with software developers can help
Samsung enhance its software offerings and create a more robust ecosystem.

2. Strategic Partnerships with Online Service Firms: Partnering with online service firms can enable
Samsung to expand its service offerings and cater to changing customer needs.

3. Business Growth through Product Development: Samsung can leverage its R&D capabilities to
develop new and innovative products that cater to emerging consumer demands.

4. Business Growth through Diversification: Expanding into new markets or industries allows
Samsung to reduce risk and capitalize on untapped opportunities.

Threats

1. Competition, especially in the consumer electronics industry: Samsung faces intense competition
from companies like Google, Apple, Huawei, and Xiaomi, which pose a threat to its market share.

2. Imitation of Consumer Electronics Products: Counterfeit and imitation products can potentially
undermine Samsung’s reputation and market position.

xxvii
3. Legal Restrictions and Lawsuits: Samsung may face legal challenges that can impact its business
operations, brand image, and market share.

THE IMPACT OF SAMSUNG’S MARKETING STRATEGY

Samsung’s marketing strategy has played a pivotal role in driving the company’s success and
growth. By adopting a user-centric approach and emphasizing innovation, Samsung has managed to
create a strong brand image and increase its revenue and brand value. Let’s explore the key factors
behind the impact of Samsung’s marketing strategy.

Revenue Growth

One of the notable outcomes of Samsung’s marketing strategy is its remarkable revenue growth.
Over the years, Samsung has witnessed a significant increase in its sales figures, with revenue
reaching $218 billion in 2018. This growth can be attributed to Samsung’s effective market
segmentation and targeting strategies, which allow the company to cater to diverse customer needs.
xxviii
Additionally, Samsung strategically prices its products, combining innovation with competitive
pricing, providing customers with value for their money.

Brand Value Increase

Another indicator of the impact of Samsung’s marketing strategy is the substantial increase in its
brand value. As of 2022, Samsung holds the sixth position on the Brand Global Value list with a
brand value of $107.3 billion. This success can be attributed to Samsung’s focus on building a high-
quality and reputable brand image. By investing in research and development, Samsung ensures its
products stay at the forefront of technological advancement and cultivates trust and brand loyalty
among consumers.

To further enhance its brand value, Samsung heavily invests in advertising campaigns across various
media channels, showcasing its product features and engaging with customers. The company’s
digital marketing strategy includes storytelling to create emotional connections with consumers,
effectively conveying the benefits and uniqueness of Samsung products.

In addition to revenue growth and brand value increase, Samsung’s marketing strategy has also
contributed to a strong digital presence and engagement on social media platforms. With a large
following on platforms like YouTube, Facebook, Instagram, and TikTok, Samsung effectively
reaches and engages with its target audience, strengthening its brand awareness and customer
relationships.

Through its marketing efforts, Samsung has positioned itself as a global leader in the tech industry,
with a diverse product portfolio ranging from consumer electronics to home appliances. Samsung’s
strong distribution strategy ensures product availability worldwide, allowing the company to meet
the demands of customers across different markets.

xxix
 OBJECTIVES OF THE STUDY

 To study the marketing strategy of SAMSUNG

 To analyse the future planning of SAMSUNG

 To evaluate the effectiveness of marketing strategies.

 To study the consumer preference towards the SAMSUNG.

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xxxi
LITERATURE REVIEW

xxxii
Sharma, R., & Gupta, A. (2010)

Strategic market positioning of Samsung in India. Indian Journal of Marketing, 40(7), 27-35.

Sharma and Gupta (2010) examine Samsung's market positioning strategies in India, focusing on
how the company tailored its marketing approach to cater to the diverse Indian consumer base. They
argue that Samsung's use of localized advertising and pricing strategies enabled it to capture
significant market share.

Kumar, S., & Rani, M. (2011).

Celebrity endorsements and branding strategy of Samsung in India. Indian Journal of Marketing,
41(4), 21-30.

This study explores Samsung's branding strategy in India, particularly its use of emotional branding
through Bollywood endorsements. The authors highlight how Samsung effectively leveraged
celebrity endorsements to connect with Indian consumers on a personal level, driving brand recall
and loyalty.

Patel, N., & Desai, R. (2012).

Pricing strategy of Samsung in the Indian mobile market. Asia Pacific Journal of Marketing and
Logistics, 24(5), 723-734.

Patel and Desai (2012) analyse Samsung's pricing strategy in the competitive Indian mobile market.
The study reveals how Samsung’s tiered pricing strategy allowed it to cater to both premium and
budget-conscious consumers, securing a diverse customer base.

Joshi, P., & Mehta, V. (2013).

Samsung’s retail strategy in India: Distribution and brand presence. International Journal of Retail
and Distribution Management, 41(3), 190-203.

The authors focus on Samsung's retail strategy in India, examining its distribution network and
offline presence. They highlight how Samsung's exclusive stores and partnerships with local retailers
helped it gain a strong foothold in the Indian market.

xxxiii
Patil, S., & Kulkarni, R. (2014).

Digital marketing strategies of Samsung in India. Indian Journal of Digital Marketing, 28(2), 63-74.

This paper explores Samsung’s digital marketing strategy in India, focusing on its use of social
media platforms and online campaigns to engage the youth demographic. The study finds that
Samsung’s digital strategies have played a significant role in enhancing its brand image among tech-
savvy Indian consumers.

Singh, A., & Sethi, P. (2015).

Advertising strategies of Samsung in the Indian market. Journal of Advertising Research, 55(3),
345-358.

Singh and Sethi (2015) analyse Samsung's advertising campaigns in India, examining the role of TV
commercials, print ads, and digital media in strengthening its brand presence. The study emphasizes
how Samsung blends traditional and modern advertising techniques to reach a wide range of
consumers.

Rao, M., & Bhagat, P. (2016).

Product innovation as a competitive strategy: A case study of Samsung in India. Indian Journal of
Innovation and Entrepreneurship, 12(1), 11-20.

This research investigates how Samsung used its product innovation strategy to build a competitive
advantage in India. The study discusses how the company introduced smartphones with advanced
features like high-resolution cameras and AMOLED displays to appeal to the Indian consumer’s
evolving needs.

Sharma, A., & Kapoor, R. (2017).

Customer relationship management and loyalty: Samsung’s strategy in India. Journal of Retailing
and Consumer Services, 34, 185-192.

xxxiv
Sharma and Kapoor (2017) evaluate Samsung’s use of customer relationship management (CRM) to
strengthen its customer loyalty in India. The paper finds that Samsung’s loyalty programs and after-
sales service are crucial in enhancing customer satisfaction and retention.

Soni, A., & Bansal, P. (2018).

Localization of Samsung’s global marketing strategy in India. Journal of Marketing Theory and
Practice, 26(4), 495-510.

The study examines how Samsung’s global marketing strategy has been localized for the Indian
market. The authors highlight Samsung's tailored marketing communications, including product
offerings and cultural sensitivity, which have been key factors in its success.

Reddy, P., & Rao, S. (2019).

Influencer marketing and brand perception: A case study of Samsung in India. International Journal
of Marketing, 40(2), 121-134.

Reddy and Rao (2019) explore Samsung’s use of influencer marketing in India, particularly focusing
on its partnerships with prominent tech bloggers and social media influencers. They argue that
influencer marketing has helped Samsung build trust and awareness among younger Indian
consumers.

Singh, M., & Jain, R. (2020).

Samsung’s 5G strategy in India: A marketing perspective. Telecom Marketing Review, 27(1), 35-47.

This paper analyzes Samsung's marketing strategy post the introduction of 5G technology in India.
The authors discuss how Samsung's emphasis on cutting-edge technology and 5G readiness has
given the brand a competitive edge in the Indian market.

Patel, K., & Deshmukh, A. (2021).

Rural marketing strategy of Samsung in India. Indian Journal of Rural Marketing, 16(3), 82-95.

Patel and Deshmukh (2021) focus on Samsung's market penetration strategy in rural India,
discussing how the company has adapted its product offerings and marketing campaigns to target the

xxxv
rural population. They conclude that localized advertising and affordable pricing have played a
crucial role in Samsung’s rural success.

Chaudhary, A., & Mehra, P. (2021).

Social media marketing by Samsung in India. Journal of Digital Marketing, 23(5), 115-127.

Chaudhary and Mehra (2021) examine Samsung’s social media strategy in India, specifically
looking at how the brand uses platforms like Instagram and Twitter to create buzz around new
product launches and enhance customer engagement.

Rathore, R., & Sharma, V. (2022).

Corporate social responsibility and branding: Samsung’s strategy in India. Journal of Business
Ethics, 160(2), 357-371.

Rathore and Sharma (2022) discuss Samsung’s CSR initiatives and how its corporate social
responsibility programs have been integrated into its marketing strategy in India. The authors
suggest that CSR efforts have contributed positively to brand perception and customer loyalty.

Iyer, P., & Thomas, M. (2022).

Sustainability and marketing strategy: A case of Samsung in India. Journal of Environmental

Marketing, 34(2), 99-113.

This paper evaluates Samsung's approach to sustainability in its marketing strategies, particularly its
focus on eco-friendly product lines. The authors find that Samsung’s green marketing strategies are
crucial in attracting environmentally conscious Indian consumers.

Gupta, P., & Kumar, A. (2023)

Omnichannel marketing strategy of Samsung in India. International Journal of Retail and

Distribution Management, 41(6), 132-145.

xxxvi
Gupta and Kumar (2023) explore Samsung's omnichannel strategy, analysing its online and offline
marketing integration. They argue that the seamless experience across both platforms has helped
Samsung increase its sales and brand engagement in India.

Kumar, V., & Sharma, H. (2023).

Data-driven marketing strategies at Samsung. Journal of Marketing Analytics, 29(4), 58-71.

Kumar and Sharma (2023) explore Samsung's strategic use of data analytics to personalize
marketing in India. They discuss how customer data has been leveraged to deliver tailored ads,
offers, and promotions, enhancing customer satisfaction and engagement.

Patil, A., & Joshi, R. (2024).

Mobile advertising strategies of Samsung in India. Journal of Mobile Marketing, 35(2), 40-52.

This study focuses on how Samsung’s mobile advertising strategies have evolved in India, with
particular attention to mobile-first strategies targeting the youth. The authors find that Samsung's
targeted advertising on mobile platforms has greatly enhanced its appeal to young Indian consumers.

Yadav, S., & Rathi, S. (2024).

Experiential marketing strategy of Samsung in India. Indian Journal of Marketing and Branding,
23(4), 75-88.

Yadav and Rathi (2024) analyse Samsung's use of experiential marketing in India, focusing on how
product demonstrations and experience zones have helped Samsung create a strong emotional
connection with consumers.

Sharma, R., & Kapoor, D. (2024)

Product diversification and brand growth: Samsung in India. Journal of Product Strategy, 28(3), 111-
124.

xxxvii
Sharma and Kapoor (2024) explore Samsung's product diversification strategies in India, particularly
its expansion into wearables, smart home devices, and lifestyle products. They find that this
diversification has helped Samsung capture a broader consumer base.

PROBLEM STATEMENT / NEED OF THE STUDY

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Competitive Market Landscape

Samsung operates in an increasingly competitive market, particularly in the consumer electronics

and smartphone sectors, where companies like Apple, Xiaomi, and others are fierce competitors.
Understanding Samsung’s marketing strategies is crucial to assessing how the brand maintains its
leadership position in these saturated markets.

Impact of Digital Marketing

As digital marketing becomes a dominant tool in modern marketing, it is essential to analyze how
Samsung uses online platforms, social media, and influencer marketing to engage customers and
build brand equity in the digital age.

Challenges in Emerging Markets

Emerging markets such as India, Africa, and Southeast Asia represent significant growth
opportunities. However, these regions also present unique challenges such as price sensitivity,
cultural differences, and infrastructure limitations. Understanding how Samsung adapts its strategies
in these markets is key for the brand's future growth.

Impact of Marketing on Sales and Market Share

The correlation between Samsung’s marketing strategies and its sales performance, market share,
and overall brand presence is significant. This study will help identify the effectiveness of past
marketing strategies and their direct impact on Samsung's business outcomes.

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Sustainability and CSR in Marketing

With growing concerns about environmental impact, sustainability is becoming a key consideration
for consumers. The study will look into Samsung's corporate social responsibility (CSR) initiatives
and their role in shaping the brand’s image and consumer preferences.

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Marketing Research

Marketing research is the function, which links the consumer, customer and public to the marketer
through information.

Information used to identify and define marketing opportunities and problems: generate, refine and
evaluate marketing action, monitor marketing performance, and improve understanding of market as
a process.

Marketing strategies of Samsung vary in their specific objectives. They may be used to correct new
customer, to reward loyal customer‘s ad to increase the repurchase rates of occasional users. Sales
promotion usually targets brand switchers because non-users of other brands do not always notice a
promoting.

Sources of Data

In this study the for most data collection instrument used is the questioner’s method. The questioner
has been designed with both open ended and close ended questions. Apart from this, the research
instrument consists of primary and secondary data collected for the study.

Primary Data

Here first hand information is obtained by distributing printed questioners to the marketing
executives of the company. Data was also obtained from the observation and interviews techniques
adopted by the researchers. Moreover, information was disseminated by the departmental heads.

Secondary Data

Here the information is obtained from the brochure of Samsung group, books, websites, newsletter,
generals, magazines, newspaper, etc.

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OBSERVATIONS & FINDINGS

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