CHAPTER-1

INTRODUCTION

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Branding
1.2 Introduction to Brand:

An identifying symbol, words, or mark that distinguishes a product or company from its
competitors is known as a BRAND. Usually brands are registered (trademarked) with a
regulatory authority and so cannot be used freely by other parties. For many products and
companies, branding is an essential part of marketing.

The process involved in creating a unique name and image for a product in the consumers'
mind, mainly through advertising campaigns with a consistent theme. Branding aims to
establish a significant and differentiated presence in the market that attracts and retains loyal
customers.

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There are many characteristics of branding. The key for small businesses is creating
brands that consumers and existing customers want. It is also essential for the brand to stand
for something, whether a company is adopting a value, quality or service position in the
marketplace. Brands must also be managed closely throughout their product life cycles, as
companies often need to streamline them for a longer existence.

Targetability

A small company's brands must be targetable. That is, business owners must identify the
types of customers who are most likely to purchase their brands. No one brand can appeal to
the entire market.

Awareness

Another characteristic in the branding process is awareness. Brand awareness is the

percentage of people who are aware of a particular brand. Companies that are well-
established usually enjoy the highest levels of brand awareness.

Consistency

Brands must also remain consistent throughout their existence. Small businesses make
numerous promises in commercials and ads about their brands, and consumers expect
companies to continue living up to these promises. For example, customers may buy a certain
cleaner because it's highly effective in removing grease stains. Hence, it shouldn't matter if
customers buy the brand a month or year later.

Loyalty

Brand loyalty is the highest achievement or apex for any company. Brand loyalists are
customers who buy a particular brand exclusively. Many consumers prefer using certain
brands of clothing, deodorants or toothpastes, for example. They like how their favourite
brands work, or enjoy how certain brands benefit them. The best way to build brand loyalty is
to stay in close contact with customers. Know what features or product characteristics are
most important to them. Companies must also ensure that their brands continue to be
available in stores to maintain high levels of brand loyalty.

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Branding is simply of way of differentiating your product or service.

It's a set of associations created so people choose your offering over everyone else's. These
include visual, emotional, rational and cultural ideas. Branding is much more than just a logo.
Overall, it's the intentional declaration of who you are, what you believe and why your people
should put their faith in your services and products. These strengths are called 'brand values'.

A brand becomes valuable when people start to have positive expectations towards it. It
makes their decisions easier and enhances the value and satisfaction they derive.Branding is
proof that people do judge books by covers. Belief, which is what branding creates, is not a
rational science.

Brand Management

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Brand management is a communication function that includes analysis and planning on how
that brand is positioned in the market, which target public the brand is targeted at, and
maintaining a desired reputation of the brand. Developing a good relationship with target
publics is essential for brand management. Tangible elements of brand management include
the product itself; look, price, the packaging, etc. The intangible elements are the experience
that the consumer takes away from the brand, and also the relationship that they have with
that brand. A brand manager would oversee all of these things.

Branding Strategies

When a company manages its brands it has a number of strategies it can use to further
increase its brand value. These are:

Line extension: This is where an organisation adds to its current product line by introducing
versions of its products with new features, an example could be a crisp/chips manufacturer
extending its line by adding more exotic flavours.

Brand extension: If your current brand name is successful, you may use the brand name to
extend into new business areas. For example Virgin Group extending its brand from records,
to airlines, mobiles and banking.

Multi Branding: The Company decides to introduce more brands into an existing category.
Kellogg‘s for example having a number of brands in the cereal market and the cereal bar
market. Multi-branding can allow an organisation to maximise profits, but a company needs
to be weary over their own brands competing with each other over market share.

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New Brands: An organisation may decide to launch a new brand into a market. A new brand
may be used to compete with existing rivals and may be marketed as something ‗new and
fresh‘.

Brand plays an important role as an inseparable part of the product of a business firm. Some
firms invest a lot of money in the brand of their products. Brand helps to promote product, to
build image, personality and to develop brand loyalty.

The main objectives of branding product are as follows:

1. To differentiate a firm's product

Brand helps to differentiate firm's products from competitors' products. This makes customers
feel easy to recognize products of genuine producers.

2. To assist in promotion

The other objective of branding is to help in conducting promotional activities. The activities
such as advertisement, personal selling, publicity, sales promotion etc. are conducted with
brand name.

3. To increase prestige and status

Branding helps to increase prestige, personality and status of producers, distributors,

customers etc.

4. To maintain product quality

One of the main objectives of branding is to pay attention to maintain quality of the products
in order to sell and distribute the products with brand name. The firms, which cannot maintain
quality of their products, do not want to use brand name.

5. To increase brand loyalty

The other objective of branding is to increase customer' loyalty to brand or branded product.
The customers can buy only the branded products repeatedly.

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6. To legally protect the firm

The other objective of branding a product is to protect the business firm from any legal
obstacles and get legal recognition and protection.

7. To build values for customers

To build consumer value and benefit of the products or value building of products is the other
objective of branding. A marketing manager should concentrate his efforts on promoting
special quality and advantage of the products of certain brand name. This also should promote
the value of the products to the consumers.

ELECTRONIC MARKET SECTOR IN INDIA

The Electronics sector is a key player in the economy and one of the most globalised
industries in the world. It is a strategic enabler and a driving force for all the services, be it
Internet, telecom, precision engineering industries, aviation, energy, banking imagine any
service, nothing works without Electronics. The rapidly growing Indian electronics industry
can be broadly categorised into six segments. They are consumer Electronics (the largest
chunk of the market), industrial Electronics, strategic Electronics, Computers,
Communication and Broadcasting equipment and Electronic components.

A key focus in the Electronics sector is R&D leading to innovative products. Department of
Information Technology has long acknowledged R&D as an integral part of Electronics
ecosystem and is supporting the entire value chain of R&D activities in the country ranging
from the basic components to sophisticated product development.

As a roadmap for developing, strengthening and enhancing the competitiveness of the Indian
Electronics sector DIT has constituted a group-R&D in Electronics Group to conduct
sponsored R&D activities across India at various academic institutions of higher learning and
R&D laboratories, in the areas assigned to it through a variety of plan programmes. The
sophisticated projects assigned to the groups cover a wide spectrum of key technological
areas. These include developments in Nanotechnology, Medical Electronics,
Microelectronics, Industrial Electronics et al.

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ELECTRONIC PRODUCTS OFFERED BY SAMSUNG

The product categories of Samsung are as follows

 Mobile phones
 Tablets
 TV/Audio/Video
 Camera
 Home Appliances
 PC/Peripherals
 Memory cards

Product Category Market Share Market size(units)

Mobile phones 21% 86.6 million
Tablets 9.90% 4.4 million
TV/Audio/Video 30% 39 million
Camera 15% 129 million
Home Appliances 24% 1.7 million+7lakh
PC/Peripherals 8% 1.9 million
Memory cards 42.40%

ROLE OF SAMSUNG IN EACH PRODUCT CATEGORY IN INDIA

Mobile

In the mobile phone category, Samsung has made sure to have a lengthy extension of its
products starting from basic phones to the most advanced smart phones. In India the brand
equity of Samsung is very high. About a decade back what was once dominated by the Nokia
and Motorola have now been captured by Samsung. The brand ambassador for the company
is Aamir Khan – known for his integrity in the bollywood industry. Amir Khan mainly
promoted the ―hero‖ series of mid-range phones.

Later in 2018 Samsung launched its ―Corby‖ series which was believed to take the mobile
phone market to a whole new level. Affordable cost multimedia combined with the mobile
internet made customers go crazy after the product. The positioning of the ―Corby‖ series was

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perfectly made by targeting the youth segment of the country, which constituted more than
half of the target group in the mobile phone segment. Instant updates on facebook and
affordable touch screen phones added further value to the phones.

In 2010 Samsung further raised the bar by introducing the ―galaxy‖ series which took
Samsung to higher end segment – which was enjoyed only by ―APPLE‖. Ads were made
targeting the customers of Apple. Most of the ads implicitly instigated customers to move
from apple to Samsung. Samsung promised better feature at a lower cost.

Television

In 2018, Samsung sold around 31 million flat-panel televisions, enabling to maintain the
world's largest market share for a fourth consecutive year. In early 2010, the company had set
the year's sales goal at 39 million units (including 10 million LED televisions). In March
2018, Samsung launched the "Finger-Slim" super-slim LED television. In 2018, the product
sold around two million units. The company has led the flat-panel television market for the
past five years with the 2006 introduction of its "Bordeaux" line, followed by the 2007
Bordeaux model, the 2008 "Crystal Rose" line, and the "Finger-Slim" in 2018. The company
retained the leading position by successfully selling more than 1 million 3D televisions as of
August 2010. Samsung launched its first full HD 3D LED television March 2010. Samsung
had showcased the product at the 2010 International Consumer Electronics Show (CES 2010)
held in Las Vegas.

Samsung sold more than one million 3D televisions within six months of its launch. This is
the figure close to what many market researchers forecast for the year's worldwide 3D
television sales (1.23 million units). It also debuted the 3D Home Theater (HT-C6950W) that
allows the user to enjoy 3D image and surround sound at the same time. With the launch of
3D Home Theater, Samsung became the first company in the industry to have the full line of
3D offerings, including 3D television, 3D Blu-ray play, 3D content, and 3D glasses.

Smart televisions

In 2007, Samsung introduced the Internet TV, enabling the viewer to receive information
from the Internet while at the same time watching conventional television programming.
Samsung later developed "Smart LED TV", (now renamed to "Samsung Smart TV") which
additionally supports downloaded apps. In 2008, the company launched the Power Infolink

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service, followed in 2018 by a whole new Internet@TV. In 2010, it started marketing the 3D
television while unveiling the upgraded Internet@TV 2010, which offers free (or for-fee)
download of applications from its Samsung Apps store, in addition to existing services such
as news, weather, stock market, YouTube videos, and movies. Samsung Apps offers for-fee
premium services in a few countries including Korea and the United States. The services will
be custom-tailored for each region. Samsung plans to offer family-oriented applications such
as health care programs and digital picture frames as well as games.

Camera

After having successfully captured the mobile phone industry in India, Samsung‘s next big
plan is to become the market leader in the camera segment. The market was valued at Rs 17.5
billion during the fiscal year 2010 and is expected to attain a CAGR of 43% to reach Rs 104.6
billion by 2015. There prevails a cut throat competition between the major players which
includes Sony, Nikon, Kodak, Canon and more recently Samsung. The strategies followed in
marketing the cameras sound similar to the strategies followed by Samsung in the mobile
industry about a decade back. They have entered the industry by releasing 12 new digital
cameras at the lower end which starts at Rs. 5000. They have understood the fact that 80% of
the sales come from under Rs 10,000 segment. The high feature rich and affordable pricing
makes Samsung products desirable. With the brand loyalty created by home appliances and
mobile phones, Samsung was able to efficiently leverage on its secondary associations.
Samsung took enough measures to understand the brand feelings among the customers. They
efficiently differentiated its brand association between its lower end segment and the higher
end segment. The lower end segment cameras were positioned among the middle class and
upper middle class families. The emotion in the families was captured in the ads. On the other
hand the higher end SLR cameras were positioned among the professionals and youth
segment.

Laptop/PC

Samsung‘s entry into PC segment began by launching monitors. This was a huge success and
even today many people prefer having a Samsung LCD monitor. But their entry into laptop
segment was a bit late. Moreover their market share is also less. This clearly shows that
Samsung has identified its key strength and decided to concentrate only on those rather than
focussing in every segment.

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Tablet

Samsung with the launch of Galaxy Tab series of tablets compete against the much stronger
Apple‘s I pad. But Samsung‘s tablets run on Android platform and the prices are also quite
low when compared to its competitors. Samsung would definitely come up with further new
innovations in this field as Microsoft has also entered the market with its launch of tablets
which would further increase the rivalry.

Home Appliances

Samsung is also a leading manufacturer of many home appliances. Among them it leads in
the microwave segment where there are no stiff competitions. Refrigerators and Washing
machines are manufactured by Samsung.

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1.2 Objectives of my Study:

1. To be familiar with various electronic product categories of Samsung & its Role in
respective categories.
2. Samsung preference and satisfaction levels of consumers of various age groups.
3. Brand loyalty as strongest success factor achieved by Samsung.
4. Marketing and Brand building strategies of Samsung.
5. Analyzing the various factors leading to success behind this brand especially in respect to
Indian Market.

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 CHAPTER-2
COMPANY PROFILE

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2.1 COMPANY PROFILE

A digital leader...a responsible global citizen...a multi-faceted family of companies... an

ethical business...Samsung is all of these and more.

Samsung Electronics Co., Ltd. (Korean) is a South Korean multinational electronics

company headquartered in Suwon, South Korea. It is the flagship subsidiary of the Samsung
Group and has been the world's largest information technology company by revenues since
2018. Samsung Electronics has assembly plants and sales networks in 61 countries and
employs around 221,000 people.

Samsung Electronics is the world's largest mobile phone maker by 2016 unit sales and world's
second-largest semiconductor chip maker by 2016 revenues (after Intel Corporation). It has
been the world's largest television manufacturer since 2006 and the world's largest maker of
LCD panels for eight consecutive years. It has the largest market share worldwide in memory
chips. The company is the world's largest vendor of smart phones since 2016.Samsung has
also established a prominent position in the tablet computer market, with the release of the
Android-powered Samsung Galaxy Tab.

At Samsung Group and Samsung Electronics, our products, our people, and our approach to
business are held to only the highest standards so that we can more effectively contribute to a
better world.

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The Samsung Philosophy

At Samsung, we follow a simple business philosophy: to devote our talent and technology to
creating superior products and services that contribute to a better global society.

Every day, our people bring this philosophy to life. Our leaders search for the brightest talent
from around the world, and give them the resources they need to be the best at what they do.
The result is that all of our products—from memory chips that help businesses store vital
knowledge to mobile phones that connect people across continents— have the power to
enrich lives. And that‘s what making a better global society is all about.

SAMSUNG Values: SAMSUNG believe that living by strong values is the key to good
business. At Samsung, a rigorous code of conduct and these core values are at the heart of
every decision we make.

People
Quite simply, a company is its people. At Samsung, we‘re dedicated to giving our people a
wealth of opportunities to reach their full potential.

Excellence
Everything we do at Samsung is driven by an unyielding passion for excellence—and an
unfaltering commitment to develop the best products and services on the market.

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Change
In today‘s fast-paced global economy, change is constant and innovation is critical to a
company‘s survival. As we have done for 70 years, we set our sights on the future,
anticipating market needs and demands so we can steer our company toward long-term
success.

Integrity
Operating in an ethical way is the foundation of our business. Everything we do is guided by
a moral compass that ensures fairness, respect for all stakeholders and complete transparency.

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

Vision 2020
As stated in its new motto, Samsung Electronics' vision for the new decade is, "Inspire the
World, Create the Future."

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This new vision reflects Samsung Electronics‘ commitment to inspiring its communities by
leveraging Samsung's three key strengths: ―New Technology,‖ ―Innovative Products,‖ and
―Creative Solutions.‖ -- and to promoting new value for Samsung's core networks -- Industry,
Partners, and Employees. Through these efforts, Samsung hopes to contribute to a better
world and a richer experience for all.

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

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

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Samsung Profile 2019

We believe that we all play a part in creating a better life for the world. We look to both our
past and to our future to find inspirations for today. Whether it's technology or humanity,
Samsung is always working to contribute to a greater future.

72.

total assets

total liabilities

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 net income

A company's success is measured not only by its business achievements, but also by how well
it serves its community, protects our planet's resources, and makes a difference in people's
lives. Samsung embraces its responsibility to contribute as a good citizen, taking action

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around the world to foster a better society, protect and improve the environment, and
strengthen our community.

Samsung's History

From its inception as a small export business in Taegu, Korea, Samsung has grown to become
one of the world's leading electronics companies, specializing in digital appliances and media,
semiconductors, memory, and system integration. Today Samsung's innovative and top
quality products and processes are world recognized. This timeline captures the major
milestones in Samsung's history, showing how the company expanded its product lines and
reach, grew its revenue and market share, and has followed its mission of making life better
for consumers around the world.

Pioneering the Digital Age

The digital age has brought revolutionary change – and opportunity – to global business, and
Samsung has responded with advanced technologies, competitive products, and constant
innovation.
 Present - 2000 Pioneering the Digital Age
 2000 - 1997 Advancing the Digital Frontier
 1997 - 1994 Becoming a Global Force
 1994 - 1990 Competing in a Changing Tech World
 1990 - 1980 Entering the Global Marketplace
 1980 - 1970 Diversifying in Industries and Electronics
 1970 - 1938 Samsung‘s Beginnings

Samsung is comprised of companies that are setting new standards in a wide range of
businesses, from consumer electronics to petrochemicals, from advertising to life insurance.
They share a commitment to creating innovative, high quality products that are relied on
every day by millions of people and businesses around the world.

Electronics Industries
 Samsung Electro-Mechanics
 Samsung SDI
 Samsung Corning Precision Materials

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  Samsung SDS
 Samsung Mobile Display
 Samsung LED

Machinery & Heavy Industries

 Samsung Heavy Industries
 Samsung Technique .

Chemical Industries
 Samsung Total Petrochemicals
 Samsung Petrochemicals
 Samsung Fine Chemicals
 Samsung BP Chemicals

Financial Services
 Samsung Life Insurance
 Samsung Fire & Marine Insurance
 Samsung Card
 Samsung Securities
 Samsung Asset Management
 Samsung Venture Investment

Other Affiliated Companies

 Samsung C&T Corporation
 Samsung Engineering
 Cheil Industries
 Samsung Everland
 The Shilla Hotels & Resorts
 Cheil Worldwide
 S1 Corporation
 Samsung Medical Centre
 Samsung Economics Research Institute

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Affiliated Organizations
 Samsung Human Resources Development Centre
 Samsung Lions
 The Ho-Am Foundation
 Samsung Foundation of Culture
 Samsung Welfare Foundation
 Samsung Life Public Welfare Foundation

Samsung acts as a responsible citizen

 Social Welfare
 Culture and Arts
 Volunteer Services
 Academics and Education

Social Welfare

Samsung lends support to people and their communities in many different ways. Our current
area of focus is on investing in teenagers‘ futures, through support of science education and
creative thinking that encourages leadership; assisting children in low-income families by
supporting educational infrastructure, and discovering and supporting outstanding students;
and supporting programmes that encourage family well-being. We also carry out programes
in these areas at each of our eight volunteer centers.

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Culture and Arts

Samsung provides support for diverse artistic and cultural activities around the world. Over
the years, Samsung has contributed extensively to numerous museums, galleries and exhibits
in Korea and in many countries, including the United States and France. The Samsung
Museum of Modern Art collects preserves and exhibits modern and contemporary art from
Korea and abroad, while the Samsung Children's Museum, the first of its kind in Korea,
invites children have fun exploring the world they live in. Samsung also hosts and supports
various cultural events for children and programmes that encourage their early artistic
development.

Volunteer Services

In 1995, Samsung launched the Social Contribution Corps to encourage employees to get
involved in community service. The initiative has since expanded to eight volunteer centres
across Korea, manned by social welfare experts who support the development of employee
volunteer programmes. Our employees use their expertise and skills to give back to local
communities, and each employee donates an average of 10 hours to community-based
projects.

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Academics and Education

Strengthening the minds and fostering the creativity of young people is a primary focus of
many of Samsung‘s programmes. Samsung is a major supporter of the Korea Youth Science
Olympiad, the country‘s most prestigious science competition for junior, middle and high
schools and the National Students Creativity Olympiad, aimed at encouraging inventiveness
among students from junior to high school levels. Since 2001, Samsung has teamed up with
the Green Family Movement Association to run a "green school," which promotes
environmental awareness in children and enables them to take practical steps to protect our
ecosystems.

As one of the world‘s leading companies, Samsung has a strong corporate responsibility to
the communities we operate in our home country of Korea and around the world. Our work
with animal companionship, assistance and welfare programmes is one meaningful way we
give back to those communities and one of the only programmes of its kind led by a
multinational corporation.

At Samsung, we believe the relationship between people and their pets helps make the world
a less stressful, more caring place. Our programmes, including an employee dog adoption
centre; guide dog school; working dog breeding centre; and detector dog and rescue dog
operations, bolster this outcome by connecting people with dogs that can better their lives..

At Samsung, we believe it’s our responsibility to do business in a way that enriches our
planet.

That‘s why we carry out a wide range of environmental activities all around the world. We‘re
the leader in delivering innovative eco-friendly products to consumers and are committed to
products stewardship throughout the entire life cycle of our products.

Everything we do is guided by our focus on the ―greening‖ of management, products,

processes, workplaces and communities. Our green management policy guides and supports
the continuous enhancement of greener environment through all of our business activities
including product design, manufacturing process and workplace operations.

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Samsung in India

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

Samsung began operations in India through its manufacturing complex located at Noida (UP),
which today houses facilities for Colour Televisions (including 3D, LED and LCD
Televisions), Mobile Phones, Refrigerators, Washing Machines and Split Air Conditioners
categories. Samsung commenced operations of its second state–of-the-art manufacturing
complex at Sriperumbudur, Tamil Nadu in November 2007. Today, the Sriperumbudur
facility manufactures Colour televisions, Fully Automatic Front Loading Washing Machines,
Refrigerators and Split Air Conditioners. Samsung India has two R&D Centres in India – at
Delhi and Bangalore .While the Delhi R&D Centre develops software solutions for hi-end
televisions such as Plasma TVs, LCD TVs and Digital Media Products, the Bangalore R&D
Centre works on major projects for Samsung Electronics in the area of telecom, wireless
terminals and infrastructure, Networking, SoC (System on Chip) Digital Printing and other
multimedia/digital media as well as application software.

Samsung India is a market leader in product categories like LED TVs, LCD TVs, Slim
TVs and Side by Side Refrigerators. While it is the second largest mobile handset brand in
India, it leads in the smart phone segment in India.

Samsung India has won several awards and recognitions for both its corporate initiatives as
well as its product innovations in audio visual, home appliance, IT and telecom product
categories.

Apart from development of innovative technology, Samsung places great importance on

acting as a responsible corporate citizen in the communities where it operates. Its CSR
programs respond to the social and environmental needs and seek to give back to
communities that support the company. In 2018, Samsung launched the company‘s Corporate
Social Responsibility initiative – ‗Samsung Hope Project‘ with projects in the areas of

25
education, culture, sports, social welfare and community development. Each program under
the Hope Project uniquely addresses the needs of individual communities while emphasizing
on innovations for development of the community including education, technology,
engineering and IT technical training.

SAMSUNG- Electro world –

(Chhattisgarh‘s only certified Samsung Electronics Distributive outlet)

History:
Electro world started to function as the floor level channel of Samsung throughout
Chhattisgarh from 29th November 2010 onwards.
It follows the code of conduct of Samsung and is linked directly to Samsung India Head
office through its branch in Raipur Lal Ganga shopping mall.
This organization has been started in the form of partnership and grew its web all over the
cities in Chhattisgarh.
The organization mainly deals with the electronic product category of Samsung panels,
Washing machines and Refrigerators.

About the Organization:

Quenching the growing demand of Samsung brand in Chhattisgarh electronic market zone,
Samsung India decided to start its branch in Raipur.
The Raipur main branch handed over the distribution channel of Samsung electronic products
all over Chhattisgarh to Electro World.
Electro World is the head distributors of Samsung which undertakes 300 distributors under
them spread in Chhattisgarh.
This organization is the main responsible management of Advertising & marketing of
Samsung Electronics in Chhattisgarh.

Organization Structure:

Office & Store Location: Bus Stand, Rajiv Plaza, Bilaspur-Chhattisgarh – 495001.

Samsung Product Category Retailed by this outlet:

 Samsung Led Products Range

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  Led –PDP product range
 Samsung Washing Machines:
 Fully loaded fully automatic
 Semi-automatic
 Top- loaded fully automatic.
 Samsung Refrigerators.

Current Project of Samsung:

Samsung is launching its new panel series this month in Chhattisgarh which is marketed and
advertised by electro world among 300 sub-distributors.

BRANDING STRATEGY OF SAMSUNG: (With respect to study undertaken by

Writepass Journal)

Introduction:

In this report we have evaluated the literature and actual brand strategies used by Samsung.
Samsung Electronics Company is worldwide leading consumer electronics brands which have
very high opponents in the same business field like HTC, Sony, Panasonic, and Nokia. With
the help of its creative products and services it is attracting lot of customers. Later on in
1993 Samsung became the world‘s best popular because of joined into the LCD industry.

The success of brand is the goal pursued of companies whose attempting to lead the market.
Brand value is one of significant criteria that enhance branding of the company.

Samsung ranks 39th in the Top 100 Global brands in 2017.That shows Samsung brand value
up 11 percent from year earlier, according to annual report by global branding inter brand.
The reason for this success is Samsung approach to develop in marketing strategy for
different regions.

Strategies adopted by Samsung:

 Creating Identity of the Brand.

 Reaction from rival‘s
 Cost involved in repositioning of brand

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  Research and development

According to the data of Brand Value in Global brands in 2018-19,

Samsung was stable in rank 14th in last year and current that show it can manage marketing
strategy in good brand value in crisis economic situation.

Strengths of Samsung

 CDMA Handset market

 Samsung Pannels Branding.
 Brand Position.
 Product Quality.
 Horizontal Integration.
 Core Competence.
 Distribution Network.

Conclusion

Samsung has created lot of attraction among customers during last year‘s and nowadays also
by using different marketing strategies. The main goal of CEOs is to drive their brand to
worldwide which shows that Samsung have good management of and intention to identify
their brand to global whiles improve and develop the products among to premium quality
with main competitor is Sony. The marketing strategies help to contribute to be a good brand
image such as to sponsor in Olympic game; including, product placement in the movie.
Samsung concerned to the environmental and launched the products that are eco-friendly.

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 CHAPTER-3
RESEARCH METHODOLOGY

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Research

A way of examining your practice…

Research is undertaken within most professions.

More than a set of skills, it is a way of thinking: examining critically the various Aspects of
your professional work. It is a habit of questioning what you do, and a systematic
examination of the observed information to find answers with a view to instituting
appropriate changes for a more Effective professional service.

DEFINITION OF RESEARCH

When you say that you are undertaking a research study to find answers to a question,

You are implying that the process;

1. Is being undertaken within a framework of a set of philosophies ( approaches);

2. Uses procedures, methods and techniques that have been tested for their Validity
and reliability; is designed to be unbiased and objective .

Philosophies mean approaches e.g. qualitative, quantitative and the academic discipline in
which you have been trained. Validity means that correct procedures have been applied to
find answers to a question. Reliability refers to the quality of a measurement procedure that
provides repeatability and accuracy. Unbiased and objective means that you have taken each
step in an unbiased Manner and drawn each conclusion to the best of your ability and without
introducing your own vested interest. (Bias is a deliberate attempt to either conceal or
highlight something).

Adherence to the three criteria mentioned above enables the process to be called research.

CHARACTERISTICS OF RESEARCH:

Research is a process of collecting, analyzing and interpreting information to answer

questions.

But to qualify as research, the process must have certain characteristics: it must, as far as
possible, be controlled, rigorous, systematic, valid and verifiable, empirical and critical.

30
Controlled- in real life there are many factors that affect an outcome. The concept of control
implies that, in exploring causality in relation to two variables (factors), you set up your study
in a way that minimizes the effects of other factors affecting the relationship. This can be
achieved to a large extent in the physical sciences (cookery, bakery), as most of the research
is done in a laboratory. However, in the social sciences (Hospitality and Tourism) it is
extremely difficult as research is carried out on issues related to human beings living in
society, where such controls are not possible

Rigorous-you must be scrupulous in ensuring that the procedures followed to find answers to
questions are relevant, appropriate and justified. Again, the degree of rigor varies markedly
between the physical and social sciences and within the social sciences.

Systematic-this implies that the procedure adopted to undertake an investigation follow a

certain logical sequence. The different steps cannot be taken in a haphazard way. Some
procedures must follow others.

Valid and verifiable-this concept implies that whatever you conclude on the basis of your
findings is correct and can be verified by you and others.

Empirical-this means that any conclusions drawn are based upon hard evidence gathered
from information collected from real life experiences or observations.

Critical-critical scrutiny of the procedures used and the methods employed is crucial to a
research enquiry. The process of investigation must be foolproof and free from drawbacks.
The process adopted and the procedures used must be able to withstand critical scrutiny. For a
process to be called research, it is imperative that it has the above characteristics.

THE RESEARCH PROCESS

The research process is similar to undertaking a journey. For a research journey there are two
important decisions to make-

1. What you want to find out about or what research questions (problems) you want to
find answers to;
2. How to go about finding their answers.

There are practical steps through which you must pass in your research journey in order to
find answers to your research questions. The path to finding answers to your research

31
questions constitutes research methodology. At each operational step in the research process
you are required to choose from a multiplicity of methods, procedures and models of research
methodology which will help you to best achieve your objectives.

Steps in Research Process

 Formulating the Research Problem

 Extensive Literature Review
 Developing the objective
 Preparing the Research Design including Sample Design
 Collecting the Data
 Analysis of Data
 Generalization and Interpretation
 Preparation of the Report or Presentation of Results-Formal write ups of
Conclusions reached.

Sources of Data Collection

Data collection is the most important aspect of statistical investigation.

Statistical data are mainly of two types:-

Primary data:

Primary research consists in research to collect original primary data. It is often undertaken
after the researcher has gained some insight into the issue by collecting secondary data. This
can be through numerous forms, including questionnaires, direct observation and telephone
interviews amongst others.

The term primary research is widely used in academic research, market

research and competitive intelligence.

Secondary data:

Secondary data, is data collected by someone other than the user. Common sources of
secondary data for social science include censuses, organizational records and data collected
through qualitative methodologies or qualitative research. Primary data, by contrast, are
collected by the investigator conducting the research.

32
Secondary data analysis saves time that would otherwise be spent collecting data and,
particularly in the case of quantitative data, provides larger and higher-quality databases that
would be unfeasible for any individual researcher to collect on their own. In addition, analysts
of social and economic change consider secondary data essential, since it is impossible to
conduct a new survey that can adequately capture past change and/or developments.

OBJECTIVE OF STUDY

 To know the effectiveness of Branding choosing Samsung Electronics.

 To analyze whether people are aware of Samsung Brand or not.
 To find out the preference of consumers in Electronic Product Brands.
 Samsung emergence of Successful Branding for its products.

SCOPE OF THE STUDY

 To improve knowledge about branding concept

 To determine the sequence of process of branding
 To improve the Brand Image & Positioning.
 To analyze facts regarding Samsung Electronics.
 To examine the critical factors about Brand Management.

33
Sample size

Sample size determination is the act of choosing the number of observations or replicates to
include in a statistical sample. The sample size is an important feature of any empirical study
in which the goal is to make inferences about a population from a sample. In practice, the
sample size used in a study is determined based on the expense of data collection, and the
need to have sufficient statistical. In complicated studies there may be several different
sample sizes involved in the study: for example, in as survey sampling involving stratified
sampling there would be different sample sizes for each population. In a census, data are
collected on the entire population; hence the sample size is equal to the population size.
In experimental design, where a study may be divided into different treatment groups, there
may be different sample sizes for each group.

Sample sizes may be chosen in several different ways:

Expedience - For example, include those items readily available or convenient to collect. A
choice of small sample sizes, though sometimes necessary, can result in wide confidence
intervals or risks of errors in statistical hypothesis testing.

 using a target variance for an estimate to be derived from the sample eventually
obtained
 Using a target for the power of a statistical test to be applied once the sample is
collected.

Sample sizes are judged based on the quality of the resulting estimates. For example, if a
proportion is being estimated, one may wish to have the 95% confidence interval be less than
0.06 units wide. Alternatively, sample size may be assessed based on the power of a
hypothesis test. For example, if we are comparing the support for a certain political candidate
among women with the support for that candidate among men, we may wish to have 80%
power to detect a difference in the support levels of 0.04 units.

Sample is a group of such selected units from whole unit groups which represents entirely
whole of the unit or groups. Sample size is the number of units or population which is
selected for research process.

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THIS PROJECT REPORT IS BASED ON 50 SAMPLE SIZE.

SAMPLING

Sampling technique Non probability sampling

Sample unit Customers, Electronic Product Users.

Sample size 50 respondents (age above 18 yrs)

Method Direct survey through questionnaire

Data analysis method pie chart & bar

Area of survey Raipur [C.G]

35
 CHAPTER-4
DATA ANALYSIS

36
Q1. ) Do you own any electronic product manufactured by Samsung?

particulars Number of respondents Percentage

YES 39 78%

NO 11 22%

UNAWARE OF SAMSUNG 0 0%
BRAND

TOTAL 50 100%

Brand Awareness

11
samsung product users

non-users of Samsung Products

39
unaware of Samsung brand
name

Interpretation:-

The researcher founded:

 Mostly Electronic Product Consumers own Samsung Products

 Few consumers still go for other electronic brands over Samsung
 Samsung is Successful in creating Brand Awareness in Consumers.

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Q2. Gender?

Particulars Number of respondents Percentage

MALE 29 58 %

FEMALE 21 42 %

Total 50 100%

Brand Image

21
Male Electronic Product
29 users
Female Electronic users

Interpretation:-

The researcher founded:

Samsung is not only has persuaded in building technically sound image but also has
convinced emotional, safe & convenient aspect of Indian Females in the growing aspect of
digital era.

38
Q3. May we know your age group?

particulars Number of respondents Percentage

Above 18 yrs 28 56%

Between 18-35 yrs 12 24%

Above 35 yrs 10 20%

Total 50 100%

Age wise details

20%

24%
56%

Interpretation:

The researcher founded:

Only 13% of Customers go for Electronic Products or Samsung Brand Products.

27 % Middle Aged Consumers are accepting Electronic Products from Samsung.

60% Young Customers prefer Samsung.

39
Q4. Are you satisfied with the Product?

Particulars Number of respondents Percentage

Yes, Completely. 27 54%

Yes, Partially. 19 38%

No 03 6%

Can‘t Say 01 2%

Total 50 100%

Brand Satisfaction

completely
partially
unsatisfied
undetermined

Interpretation:-

The researcher founded:

Majority of Samsung Consumers are satisfied by the brand‘s Product(s).However, mostly feel
the scope of improvement in the same.

Yet a small portion of consumers are found unsatisfied by the brand.

40
Q5. Please Describe Samsung electronics Brand in one word?

style
comfort

cheap

Samsung

Interpretation:

The researcher found that Samsung Brand Name itself creates an Image of an attribute
appreciated by customers and defined by them in just single word.

Although there were many words and lines people refer Samsung Brand. However

researcher could conclude to sum up all those defined words and line and confined into above
three words.

41
Q6. ). What do you think is the differentiating factor of Samsung compared with other brands
offering the same products?

Particulars Respondents Percentage

Affordable price 28 56%

Innovative Design/features 15 30%

Range of application/ 07 14%

technological aspect

Total 50 100%

Brand Differentiation Factor

Price
Design & Features
Technology range

Interpretation:

The researcher found that mostly customers prefer Samsung for its affordable price range
whereas rest majority go for its design and technology.

42
Q.7). Will you be willing to purchase any Samsung electronics product just because of its
Brand Name?

Particulars Respondents Percentage

Yes 22 44%

NO 13 26%

Depends/May be 15 30%

Total 50 100%

Brand Name

Yes
no
Depends

Interpretation:

The researcher found that Samsung is yet to gain its brand name dominate over all the
electronic product categories in Chhattisgarh as some customers do not just go for the brand
name for any electronic product.

43
Q.8) Do you believe Samsung emerging as a Promising Brand?

Particulars Respondents Percentage

Yes 37 74%

No 04 08%

Can‘t Say 09 18%

Total 50 100%

Brand Goodwill

Promising Brand
unsatisfactory
undetermined

Interpretation:

The researcher found that out of 50, majority of customers be it Samsung lovers or not agree
to the fact that Samsung is a promising and growing brand. Yet minority but still there are
customers Samsung Brand couldn‘t convince.

44
Q.9).Would you conclude purchasing a Samsung product ―worth‖ after its usage and stick to
the same brand?

Particulars Respondents Percentage

Yes, completely 29 58%

Yes but depends 04 08%

Yes but wouldn‘t stick to 15 30%

same brand

No 02 04%

Total 50 100%

Brand Loyalty

customer retaining for same

brand
variable customers

unsatisfied Customers

disappointed customers

Interpretation:

The researcher found that Samsung Brand is on its way building Customer Retention,
however it is yet to go a long way for gaining consumer confidence completely.

45
Q.10.).What makes/made you pick Samsung products over other electronic Brands? (Factors
leading to your purchase)

Brand Equity

Price
user-friendly features
latest technology
affordable range
variety
Design
Advertising

Interpretation:

The researcher found that Samsung Brand is projecting out some common and attractive
attributes for customers to prefer this particular brand by covering the market and hence
emerging out with a greater Brand equity.

46
 CHAPTER-5
FINDINGS & LIMITATION

47
FINDINGS.

1. People of this era are very well adopting Technology advancement by consuming
Electronic Products of Every Category.

2. Out of 50, Females in Raipur prefer Samsung Products much more as Compared to
Males which means Samsung is successful in creating Promising & Emotional Brand
Image as well.

3. Out of 50, very less consumers above the age of 35 yrs go for Samsung Electronic
Brands as they stick to old traditional brand purchasing whereas the young generation
is booming the Electronic market with maximum preference of Samsung Brand in
Electronics.

4. Samsung Electronics Products are Prior Preference to almost every next consumer in
electronic market segment especially in electronics.

5. Majority of Samsung product users are satisfied by the user-friendly products offered
by Samsung Electronics.

6. Samsung has successfully created a Brand Image which is either described as

innovative or promising or affordable when asked to describe the brand in single word.

7. Samsung has achieved consumer retention towards its Brand. Mostly consumers also
agree to accept Samsung as a Promising Brand.

8. Choosing Samsung products analyses of Consumer Preference for Samsung over other
Brands which are mainly due to its innovative technology with affordable price and
good quality with user-friendly product features.

48
LIMITATIONS

 Biasness of respondent.

 Reluctant to filling questionnaire.

 Limited time of research.

 Less technical knowledge of Electronic Products.

 Coordination problems regarding the reason behind the survey.

 No proper gesture or serious response achieved at times.

 Time limitations of people redressing surveys

49
 CHAPTER-6
CONCLUSION & SUGGESTIONS

50
CONCLUSION:

SAMSUNG BRAND is the fastest and most promising growing Brand in the electronic
market segment of India especially Chhattisgarh.
The most preferred attributes of this brand by the customers are for its Price and Innovations.
Samsung is currently the leading brand in electronics competing Sony and LG.

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SUGGESTIONS:

 Samsung Team should build strategies to break the conservative buying preference of
customers above age of 35 yrs who prefer experimenting less in choosing other brands.
 Customers should always go for authentic product description and rating.
 A Proper Customer Feedback System is yet to be build by Samsung for its growth and
gaining customer confidence.
 CRM needs to be widely maintained by Samsung.

52
Bibliography

1. Colborn James: Search Marketing Strategies: A Marketers' Guide to Objective

Driven Success from Search.

2. Michell Anthony Marketing & Advertising Management

3. www.google.com

4. www.scribd.com

5. www.wikipedia.org

53
 QUESTIONNAIRE

Dear Sir/Mam I Monika Bansija student of B.B.A 5th semester of Amity University and my
research report topic is

“A Project on Brand Study of Samsung Electronics”. It is assured from us that any

information given by you will not be disclosed by any means. With this assurance I expect
accurate data from you to help me for my project.

NAME- ----------------------------------
ADDRESS- -----------------------------
AGE- -------------------------------------
CONTACT NO. -----------------------

1). Do you own any electronic product manufactured by Samsung?

(a) Yes
(b) No
(c) Unaware of the above brand.

2). Gender?
(a) Male
(b) Female

3). May we know your age group?

(a) <18 yrs
(b) Between 18-35 yrs
(c) <35 yrs

4) Are you satisfied with the Product?

(a) Yes, completely.
(b) Yes, Partially.
(c) No
(d) Do not own any Samsung electronics product.

54
5). Please Describe Samsung electronics Brand in one word

6). A/c to you, what do you think is the differentiating factor of Samsung compared with
other brands offering the same products?
(a) Affordable Price
(b) Innovative Design and features.
(c)Range of applications
(d) Others ( )

7) . Will you be willing to purchase any Samsung electronics product just because of its
Brand Name?
(a) Yes
(b) No
(c) Depends/May be.

8). Do you believe Samsung emerging as a Promising Brand?

(a)Yes
(b)No

9). Would you conclude purchasing a Samsung product ―worth‖ after its usage and stick
to the same brand?
(a) Yes, completely
(b) Yes but would not stick to the same brand
(c) Yes, however purchasing decisions would still vary for this brand
(d) No

10). What makes you pick Samsung products over other electronic Brands? (Factors
leading to your purchase)

55