This document discusses the marketing strategies of Samsung and Nokia. It begins by providing a brief history of each company and an overview of their product lines. It then covers segmentation, targeting, positioning, pricing strategies and comparisons between the two companies for both Samsung and Nokia. The segmentation strategies include geographic, demographic and psychographic segmentation. Target markets and positioning strategies aim to create brand distinction. Pricing approaches like penetration pricing are also discussed. In conclusion, the competition between the two companies is described as intense, with Samsung currently leading the mobile phone market.

1. Subject : Marketing Strategy

2. GROUP MEMBER
 Neha Bharekar ( M-3206)
 Krupali Dandekar (M-3210)
 Geeta Kuri ( M-3226)
 Nipun Sharma (M-3246)
 Savita Doke ( M-3259)

3. SAMSUNG
According to the
founder of Samsung
Group, the meaning of
the Korean word
Samsung is "tristar" or
"three stars". The word
"three" represents
something "big,
numerous and
powerful"; the "stars"
Introduction The founder of Samsung

4. BRIEF HISTORY
 Samsung was built in 1938. In 1960s,Its first product was a
black-and-white television set.
 The father of Samsung was dead in 1987. After that ,Samsung
group was separated into four business group.
 Samsung started to rise an international corporation in the
1990s.Samsung became the largest producer of memory
chips in world in 1992.
 Samsung Electronics overtook Sony as one of the world’s
most popular consumer electronics brands and overtook
Apple to become the world’s Largest Smartphone maker.

5. SAMSUNG PRODUCTS
Samsung digital camera Samsung
mobile phone
Samsung Home appliances

6. STP FOR SAMSUNG
SEGMENTATION:
One of the fundamental principles of marketing is the segmentation of the market.
GEOGRAPHIC
 It has Samsung Guru Segment for rural areas as well as Galaxy segment for urban areas. It
has something for everyone.
DEMOGRAPHIC
 Samsung has mobile phones for youth, age of 16-29, for businessmen etc. for middleclass
youth it has Samsung Guru which is for govt. lower class workers also.
 Samsung Galaxy is a good option for youth as it has many attractive features as Wi-Fi, 3G.
Galaxy is also for Businessmen.
 Samsung has partnered with IT industry leaders to bring you the most relevant enterprise
solutions & the Galaxy S II is ready for serious enterprise usage.
PSYCHOGRAPHIC
 Samsung mobile is available for those customers too who have their choice based on their
lifestyle. Samsung came with some so fancy mobile phones specially for girls and cheaper
touch screen stylish phones so that everyone can enjoy touch screen

7. STP FOR SAMSUNG
TARGETING:
 After segmenting the market based on the different groups and classes, the targets need to
be chosen. Samsung mobiles have the following target customers:
 Trendy young people.
 Professionals.
 Large businesses.
 The common cellular phone users.
 Organizations such as: services to public safety, the government, and both utility and
manufacturing enterprises.
 Institutional sales for colleges.
 Target is not only number driven but also about acquiring and retaining customers.

8. STP FOR SAMSUNG
POSITIONING:
Positioning is about the customer perception about the brand as
being different from the other brands on specific dimension including
product attributes. The strategies adopted by Samsung to position
itself in the Mobile Phone market are as follows:
 —It focuses more on the real margin which comes from mid-to-high-
end segments
 —Samsung Concept Store
 —Market making & category creation in small towns
 —Wider Care Network
 —Access to Samsung care line
 —Pioneering in the 3G segment of mobile phones.
 —Branded itself as a synonym for quality.
 —Created a Unique Brand Image for itself as a high end value
driven brand.

9. PRICING
Skimming Pricing
 PRICE
Penetration Pricing
Skimming to Penetration
Samsung Champ
Samsung Guru
Samsung Galaxy Note
Samsung Galaxy Grand
Samsung Galaxy Ace

10. B.C.G MATRIX
CASH GENERATION
HIGH LOW
HIGH
CASH USAGE
LOW
?
CASH
COW
DOG
1. Samsung
galaxy
grand
2. Samsung
Tablets
Samsung
CDMA PrimoSamsung Galaxy ACE
Samsung Galaxy Young
Samsung Champ
1. Samsung galaxy
‘S’ series
2. Samsung galaxy
Note

12. BRIEF HISTORY
 1865 – From the foundations tobecoming a major industrial force:
Nokia Ab. was created in 1865, when Fredrik Idestam established a paper
mill at the Tammerkoski Rapids in south-western Finland. Nokia was named
for the river, next to which the pulp mill was created.
 1968-1991 for a pioneering role in the early evolution of mobile
communications:
The newly formed Nokia Corporation was ideally positioned for a pioneering
role in the early evolution of mobile communications.
 1992 essential strategic decisions:
Nokia decided to focus on its telecommunications business. This was
probably the most important strategic decision in its history.
 1994 - first satellite call :
The world’s first satellite call is made, using a Nokia GSM handset

13. STP FOR NOKIA
Segmentation
 Niche Marketing
Nokia also has products for customer groups seeking a distinctive mix of benefits and
are ready to pay a premium price for it. E.g. Nokia Lumia 925, Lumia 920.
 Demographic Segmentation
High Income Group
Caters to the upper segment of the society with high purchasing power .e.g. Nokia
Asha501, Lumia925, Lumia920, Lumia625, Lumia720, etc.
 Medium Income Group
Caters to the segments which give more importance to the value for money.
Example of phone for this segment are Nokia Asha 206, Asha 205, etc.
 Low Income Group
Caters to this segment which have very low income and use mobile phones
only for calling purpose. Example of offering for this segment are Nokia 106, Nokia 111,
Nokia 112, Nokia 103, Nokia 113, Nokia 100, Nokia 101 etc.
 Psychographic Segmentation
Lifestyle
Achievers- Looking for design and style, followers of trends and fashion and
have active lifestyle– Nokia Lumia1020.
Strivers- Combination of ease of use and elegant looks. Want seamlessly connected
and in best possible way Nokia 6110 Navigator.

14. STP FOR NOKIA
 Nokia Target Market Selection
Selective Specialization
 Nokia has selected a number of segments and has
come out with products for each of them thereby
ensuring its presence in the complete market

15. STP FOR NOKIA
 POSITIONING:-
 Nokia has been very successful in this strategy.
 Nokia has created a distinct position in customer mind by:-
 Nokia logo:
 Slogan: Know your past, create the future
 StandardmRingtone
 Standard message tone.
 Long battery backup.
 User friendly mobiles.
 The specific message that is conveyed to the customers in every
advertisement is: “Nokia enable you to get more out of life”.
 These specific aspects have been embedded into the mindset of the
consumer in such a way that every time they saw the logo or heard the
ringtone they associate it with a Nokia product. Hence Nokia has been very
successful in positioning it products in the market.

16. PRICING STRATEGY
 Nokia’s Pricing Strategy
 Penetration Pricing
1. Used to gain instant market share in a new market.
2. Well know companies like Nokia do it with new
products that carry new technologies to
take more market share from competitors.
 Competitor – BasedPricing
 1. Used when there is a lot of competition in the market.
2. When a company is looking to take another
company’s market share by
offering similar products at a lower price.

17. NOKIA VS SAMSUNG
 Nokia has concentrated its
efforts on design and it has
consumers among businessmen
 Nokia is a traditional brand.Its
logo is “connecting people”
 Nokia is considered of a very
high quality by segment of
consumer between 20 to 50
years of age.
 Nokia has concentrated its
efforts on design forgetting that
function is more important
 Samsung has market leadership
through its innovative and hot
mobile phones and it has young
consumers
 Samsung is a young brand.Its
new logo is “with Samsung it’s
not that hard to imagine
 Samsung is considered of a
medium high quality by segment
of consumer between 15 to 35
years of age.
 Samsung has spent money on the
latest high tech device. It has
exploited technology and
produced increasingly small hand
set.

18. CONCLUSION
 Nokia is better than Samsung
but Samsung beat the Nokia.
 The competition between Nokia
& Samsung is very tuff.
 Samsung has brought in
innovation but Nokia had led
back in the race.
 Samsung has taken a crown of
market leader which was earlier
possessed by Nokia
 The struggle will probably never
end…..