MINOR PROJECT REPORT ON PUBLIC RELATIONS OF SAMSUNG

Department of Business Administration MAHARAJA SURAJMAL INSTITUTE Recognized by UGC u/s 2(f) Affiliated to Guru Gobind Singh Indraprastha University C-4, Janakpuri, New Delhi Session- 2009-2012

SUBMITTED TO: Dr. Anita Sharma Assistant Professor Dept. of Business Administration

SUBMITTED BY: S.Vaishnavi Enrolment no: 06414901709 BBA (GEN) 3rd semester

CERTIFICATE
This is to certify that S.VAISHNAVI, roll no. 06414901709 has completed her project report as a part of partial fulfillment of B.B.A (GEN) programme from Maharaja Surajmal Institute affiliated to Guru Gobind Singh Indraprastha University, under my guidance and her work is original.

Dr. Anita Sharma (ASSISTANT PROFESSOR)

ACKNOWLEDGEMENT
I take this opportunity to express my profound sense of gratitude and respect to all those who helped me throughout the duration of this project. I express my sincere gratitude towards Dr. AZAD SINGH CHILLAR the director of our institute, for being a continuous source of inspiration and motivation. It gives me immense pleasure to acknowledge my indebtness and sense of my gratitude to Dr. Anita Sharma, project coordinator for the project undertaken. I would immensely thank the other faculty members of the institute for providing me immense support and guidance to complete the performance and lastly my family members without their encouragement I would not have been able to complete this project..

S.VAISHNAVI Enrolment no.-06414901709

TABLE OF CONTENTS

CHAPTER 1: Introduction Objectives of the study Research methodology

5-10

CHAPTER 2:

11-39

Profile of the company

CHAPTER 3: Analysis and interpretation

40-51

CHAPTER 4: Conclusion and recommendations

52-55

CHAPTER 1 INTRODUCTION
PUBLIC RELATIONS
Public relations (PR) is a field concerned with maintaining public image for businesses, non-profit organizations or high-profile people, such as celebrities and politicians. Others define it as the practice of managing communication between an organization and its publics. Public relations provide an organization or individual exposure to their audiences using topics of public interest and news items that provide a third-party endorsement not direct payment. Once common activities include speaking at conferences, working with the media, crisis communications and social media engagement, and employee communication. Public relations are used to build rapport with employees, customers, investors, voters, or the general public. Almost any organization that has a stake in how it is portrayed in the public arena employs some level of public relations. There are a number of public relations disciplines falling under the banner of corporate communications, such as analyst relations, media relations, investor relations, internal communications and labor relations. Other public relations disciplines include:
Financial public relations - providing information mainly to business reporters Consumer/lifestyle public relations - gaining publicity for a particular product or service, rather than using advertising Crisis public relations - responding to negative accusations or information Industry relations - providing information to trade bodies Government relations - engaging government departments to influence policymaking

The Industry Today

The need for public relations personnel is growing at a fast pace. The types of clients for whom public relations people work include the government, educational institutions, nonprofit organizations, specific industries, corporations, athletic teams, entertainment companies, and even countries. The title public relations is a broad description of the field because careers that one can have in the public relations field include a publicist, media specialist, analyst, and communications specialist. In the industry today, it is very critical for public relations professionals to learn and know the importance of new media outlets. New media outlets include blogs, social networking sites, as well as Internet radio. Public relations professionals must know that using these new media outlets are ways to directly send messages to their key publicans, also known as target audiences.

Methods, tools and tactics

Public relations and publicity are not synonymous, but many public relations campaigns include provisions for publicity. Publicity is the spreading of information to gain public awareness for a product, person, service, cause or organization, and can be seen as a result of effective public relations planning. More recently in public relations, professionals are using technology as their main tool to get their messages to target audiences. With the creation of social networks, blogs, and even Internet radio public relations professionals are able to send direct messages through these mediums that attract the target audiences. Methods used to find out what is appealing to target audiences include the use of surveys, conducting research or even focus groups. Tactics are the ways to attract target audiences by using the information gathered about that audience and directing a message to them using tools such as social mediums or other technology. Another emerging theme is the application of psychological theories of impression management.

Tools
There are various tools that can be used in the practice of public relations. Traditional tools include press releases and media kits which are sent out to generate positive press on behalf of the organization. Other widely-used tools include brochures, newsletters and annual reports. Increasingly, companies are utilizing interactive social media outlets, such as blogs, Twitter and Facebook, as tools in their public relations campaigns. Unlike the traditional tools which allowed for only one-way communication, social media outlets allow the organization to engage in two-way communication, and receive immediate feedback from their various stakeholders and publics.

One of the most popular and traditional tools used by public relations professionals is a press kit, also known as a media kit. A press kit is usually a folder that consists of promotional materials that give information about an event, organization, business, or even a person. What are included would be backgrounders or biographies, fact sheets, press releases (or media releases), media alerts, brochures, newsletters, photographs with captions, copies of any media clips, and social mediums. With the way that the industry has changed, many organizations may have a website with a link, "Press Room" which would have online versions of these pieces.

Targeting publics
A fundamental technique used in public relations is to identify the target audience, and to tailor every message to appeal to that audience. It can be a general, nationwide or worldwide audience, but it is more often a segment of a population. A good elevator pitch can help tailor messaging to each target audience. Marketers often refer to socio-economically-driven "demographics", such as "black males 1849". However, in public relations an audience is more fluid, being whoever someone wants to reach. Or, in the new paradigm of value based networked social groups, the values based social segment could be a trending audience. For example, recent political audiences seduce such buzzword monikers as "soccer moms" and "NASCAR dads." An alternative and less flexible, more simplistic, approach uses stakeholders theory to identify people who have a stake in a given institution or issue. All audiences are stakeholders (or presumptive stakeholders), but not all stakeholders are audiences. For example, if a charity commissions a public relations agency to create an advertising campaign to raise money to find a cure for a disease, the charity and the people with the disease are stakeholders, but the audience is anyone who is likely to donate money. Sometimes the interests of differing audiences and stakeholders common to a public relations effort necessitate the creation of several distinct but complementary messages. This is not always easy to do, and sometimes, especially in politics, a spokesperson or client says something to one audience that creates dissonance with another audience or group of stakeholders.

Other
Publicity events, pseudo-events, photo ops or publicity stunts Talk show circuit: a public relations spokesperson, or the client, "does the circuit" by being interviewed on television and radio talk shows with audiences that the client wishes to reach Books and other writings

Blogs After a public relations practitioner has been working in the field for a while, he or she accumulates a list of contacts in the media and elsewhere in the public affairs sphere. This "Rolodex" becomes a prized asset, and job announcements sometimes even ask for candidates with an existing Rolodex, especially those in the media relations area of public relations. Direct communication (carrying messages directly to constituents, rather than through the mass media) with, e.g., newsletters in print and e-letters Collateral literature, traditionally in print and now predominantly as web sites Speeches to constituent groups and professional organizations; receptions; seminars, and other events; personal appearances

Front groups
One of the most controversial practices in public relations is the use of front groups, organizations that purport to serve a public cause while actually serving the interests of a client whose sponsorship may be obscured or concealed. Critics of the public relations industry, such as PR Watch, contend that some public relations firms involve a "multi-billion dollar propaganda-for-hire industry" that "concocts and spins the news, organizes phony grassroots front groups, spies on citizens, and conspires with lobbyists and politicians to thwart democracy." The main goal of a public relations department is to enhance a companys reputation. Staff that work in public relations, or as it is commonly known, PR, are skilled publicists. They are able to present a company or individual to the world in the best light. The role of a public relations department can be seen as a reputation protector. People often have the perception of public relations as a group of people who spin everything. Spin can mean to turn around a bad situation to the companys advantage. It is true that part of the purpose of public relations is to show the company in a positive light no matter what. There are certain PR experts that a company can turn to for this particular skill. The public often think of PR as a glamorous job. Public relations people seem to have been tarred with the image of constant partying and networking to find new contacts. The reality is usually long hours and hard work for anyone involved in public relations. The main goal of a public relations department is to enhance a companys reputation. Staff that work in public relations, or as it is commonly known, PR, are skilled publicists. They are able to present a company or individual to the world in the best light. The role of a public relations department can be seen as a reputation protector.

 The business world of today is extremely competitive. Companies need to have an edge that makes them stand out from the crowd, something that makes them more appealing and interesting to both the public and the media. The public are the buyers of the product and the media are responsible for selling it.
Public relations provide a service for the company by helping to give the public and the media a better

understanding of how the company works. Within a company, public relations can also come under the title of public information or customer relations. These departments assist customers if they have any problems with the company. They are usually the most helpful departments, as they exist to show the company at their best.

PR also helps the company to achieve its full potential. They provide feedback to the company from the public. This usually takes the form of research regarding what areas the public is most happy and unhappy with.

People often have the perception of public relations as a group of people who spin everything. Spin can mean to turn around a bad situation to the companys advantage. It is true that part of the purpose of public relations is to show the company in a positive light no matter what. There are certain PR experts that a company can turn to for this particular skill.

The public often think of PR as a glamorous job. Public relations people seem to have been tarred with the image of constant partying and networking to find new contacts. The reality is usually long hours and hard work for anyone involved in public relations.

There are certain skills necessary to work in the world of PR. These include a very high level of communication skills, written and verbal. The PR person must also be very adept at multitasking and time management. He or she may also have some form of media background or training in order to understand how the media and advertising work. Organizational and planning skills are also important in public relations.

 The PR worker must also be able to cope very well under pressure. He or she must have the ability to cope with a barrage of questions from the media and the public. If a company comes under critical attack, it is the PR department who must take control of the situation. They must effectively answer the criticism and turn it around in order to protect the companys reputation. A public relations worker usually has some form of relevant college qualification. Competition for jobs in PR is fierce. A talented public relations person has the opportunity to work up from a junior account executive to an account director in around five years. This is not a nine to five job; the hours are long and can be stressful. However, for successful PR workers, the pay is good and the perks may be even better. With that in mind, here are 6 tips to building better relationships with the media:

Identify who you are and why you are calling. Ask if this is a good time to talk. If it isnt, ask the reporter to suggest the best time you should

call back. Never ask a reporter to return your call. If it is a good time to talk, proceed to the next step.

Let the reporter know you are familiar with the publication or with stories she writes about. Explain the idea in a sentence or two. Explain quickly why readers will care. Ask if the reporter is interested.

Following those simple six steps consistently can make all the difference in the world between a productive day and one that ends up empty handed.

Advantages of Public Relations

Public relations offers several advantages not found with other promotional options. First, PR is often considered a highly credible form of promotion. One of PRs key points of power rests with helping to establish credibility for a product, company or person (e.g., CEO) in the minds of targeted customer

groups by capitalizing on the influence of a third-party -- the media. Audiences view many media outlets as independent-party sources that are unbiased in their coverage, meaning that the decision to include the name of the company and the views expressed about the company is not based on payment (i.e., advertisement) but on the media outlets judgment of what is important. For example, a positive story about a new product in the business section of a local newspaper may have greater impact on readers than a full-page advertisement for the product since readers perceive the news media as presenting an impartial perspective of the product. Second, a well-structured PR campaign can result in the target market being exposed to more detailed information than they receive with other forms of promotion. That is, media sources often provide more space and time for explanation of a product. Third, depending on the media outlet, a story mentioning a company may be picked up by a large number of additional media, thus, spreading a single story to many locations. Finally, in many cases public relations objectives can be achieved at very low cost when compared to other promotional efforts. This is not to suggest public relations is not costly, it may be, especially when a marketer hires PR professionals to handle the work. But when compared to the direct cost of other promotions, in particular advertising, the return on promotional expense can be quite high.

Disadvantages of Public Relations

While public relations hold many advantages for marketers, there are also concerns when using this promotional technique. First, while public relations uses many of the same channels as advertising, such as newspapers, magazines, radio, TV and Internet, it differs significantly from advertising in that marketers do not have direct control over whether a message is delivered and where it is placed for delivery. For instance, a marketer may spend many hours talking with a magazine writer, who is preparing an industry story, only to find that their company is never mentioned in the article. Second, while other promotional messages are carefully crafted and distributed as written through a predetermined placement in a media vehicle, public relations generally conveys information to a member of the news media (e.g., reporter) who then redrafts the information as part of a news story or feature. Thus, the final message may not be precisely what the marketer planned.

Third, while a PR campaign has the potential to yield a high return on promotional expense, it also has the potential to produce the opposite if the news media feels there is little value in running a story pitched (i.e., suggested via communication with the news outlet) by the marketer. Fourth, with PR there is always a chance that a well devised news event or release will get bumped from planned media coverage because of a more critical breaking news story, such as wars, severe weather or serious crime.
Finally, in some areas of the world the impact of traditional news outlets is fading forcing public relations professionals to scramble to find new ways to reach their target markets.

Objectives of Public Relations

Like other aspects of marketing promotion, public relations are used to address several broad objectives including:
Building

Product Awareness When introducing a new product or relaunching an existing

product, marketers can use a PR element that generates consumer attention and awareness through media placements and special events.
Creating Interest

Whether a PR placement is a short product article or is included with other

products in round up article, stories in the media can help entice a targeted audience to try the product. For example, around the holiday season, a special holiday food may be promoted with PR through promotional releases sent to the food media or through special events that sample the product.
Providing Information PR can be used to provide customers with

more in depth information

about products and services. Through articles, collateral materials, newsletters and websites, PR delivers information to customers that can help them gain understanding of the product.
Stimulating Demand

A positive article in a newspaper, on a TV news show or mentioned on the In many companies the public relations function is also involved with

Internet, often results in a discernable increase in product sales.

Reinforcing the Brand

brand reinforcement by maintaining positive relationships with key audiences, and thereby aiding in building a strong image. Today it is ever more important for companies and brands to build a good image. A strong image helps the company build its business and it can help the company in times of crises as well.

Key Public Relations Tools

Marketers have at their disposal several tools for carrying out public relations. The key tools available for PR include:
Media Relations Media Tours Newsletters Special Events Speaking Engagements Sponsorships Employee Relations Community Relations and Philanthropy

Before choosing among the various tools marketers should begin by identifying their targeted audiences (e.g., target markets) and key messages they wish to send. These should align with the messages and audiences identified for the product being promoted or corporate goals for non-specific product promotions, such as corporate image promotions. The key messages are used in the development of public relations materials and supporting programs described below. The purpose of key messages is to provide a consistent point of view over time and across numerous PR methods that reinforce product positioning (i.e., customer's perceptions) and reach the desired target audience.

OBJECTIVES OF THE STUDY

To know about PR Objectives - need for PR

How the industry works brief about project taken up Samsung company brief Various brands under Samsung, Approaches taken for each sub brand Perception of Samsung in public Samsungs need for PR 1-2 years of PR activity Launches, celebrity endorsement, ad-driven PR, Comparison with other key players Samsung, Sony, Panasonic, LG, Videocon, Philips (PR agency, What they have done in PR, Perception, media perception, industry perception)

RESEARCH METHODOLOGY

Data can be classified under two main categories, depending upon the sources used for the collection purposes, i.e., primary data and secondary data. The methodology adopted for data gathering also affects the conclusions drawn there from. This project is based on Secondary data. SECONDARY DATA: It is the data collected by someone other than the user. Secondary data can be obtained from two different research strands: QUATITATIVE: census, housing, social security, electoral statistics, and other related databases QUALITATIVE: interviews, observation records, research-related documents, etc.

A clear benefit of using secondary data is that much of the background work needed has already been carried out, for example: case studies might have been carried out, published texts, statistics could have been used already elsewhere. Secondary data have a pre-established degree of validity and reliability which need not be re-examined by the researcher who is re-using such data.

CHAPTER 2

PROFILE OF THE COMPANY

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 productsfrom memory chips that help businesses store vital knowledge to mobile phones that connect people across continents have the power to enrich lives. And thats what making a better global society all is about.

Our Values
We 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, were 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 excellenceand an unfaltering commitment to develop the best products and services on the market.

Change

In todays fast-paced global economy, change is constant and innovation is critical to a companys 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." 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 worlds 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.

Purchasing Ethics Charter

We, the purchasers of the Samsung Electronics, realize and accept our critical role in enhancing values for our customers. In this important endeavor, we will conduct all dealings with our suppliers with honesty and integrity for mutual growth and prosperity. We will also understand and comply with law, regulation, and codes governing the conduct of our business.

Purchasing Emblem

Samsung Electronics and Suppliers will cooperate to make the best performance toward the Global Top Tier on the basis of "Win-Win" ideology of co-existence and co-prosperity between Samsung Electronics and our valued Suppliers. Samsung Profile 2008 Wherever you are... in the hustle of the streets or the comfort of the home...Samsung is part of the fabric of your life. As a global leader we are at the forefront of change, anticipating today what our customers around the world will want tomorrow.

SAMSUNG

HOME APPLIANCES

PRINTERS

CAMERA

MOBILE PHONES

TV/AUDIO/

No matter how you stay in touch, Samsung connects you in style

From the coolest conventional and brightest smart phones, to the most stylish touch screens, bars, sliders and feature-rich devices with full QWERTY keyboards, Samsung makes you more mobile, your way.

Touch Phone----- Leading the TOUCH revolution. Style Phone------- Make en eye-stopping STYLE statement. Multimedia Phone----- MULTIMEDIA magic unlimited. Business Phone-------- The Smarter way to work & play. Guru Series--- Rock with GURU. Dual Sim Phone---- Find the perfect balance with DUAL SIM. CDMA Phone--- Discover a unique lifestyle with CDMA.

Choose the right TV for you

Samsung TVs offer world-class picture quality, design and energy efficiency . Find the TV that is perfect for you.

LED TV Redefine the way we watch television. LCD TV All the purity of liquid crystal. Plasma TV Enjoy the Superior cinematic experience. Ultra Slim Fit TV 40% slimmer and 20% lighter.

Flat TV Technology and style combine for captivating entertainment. TV Accessories Get the best home entertainment experience possible with Samsung accessories created just for your TV.

Samsung DVD Players with BD wise and Best Playability Samsung offers excellence in standard and HD DVD players alike boasting features like 1080p up conversion and Touch of Colour design. Discover which is right for you.

HD DVD Player

Samsung offers excellence in HD DVD player with boasting features like HDMI, 1080p up conversion, Touch of Color design and USB for easy connection and CD-Ripping .Discover which is right for you.
Standard DVD Player

Samsung Standard DVD players can play any DVD, regardless of its condition. Its rolling actuator technology automatically adjusts the lens angle so that it can read the information stored in the disc with 100% accuracy.

HOME THEATRES OF SAMSUNG

Samsung India Electronics has launched its next generation DVD Players in the Indian Market, including its first Blu-ray player BD-P1400. The flagship model of the new 2008 DVD range is the Samsung Pebble (DVD F1080), which is an ultra Compact High Definition 1080p up conversion DVD Player. Home Appliances Innovative Appliances That Will Become the Focal Point of Your HomeFrom spacious French Door Refrigerators to our largest capacity front-load Washer, Samsung's stylish Home Appliances help you do more, and do it better, in less timeall while fitting your space and your budget.

Refrigerators

The innovative 4-door refrigerator is perfect for large families and those that love to cook and entertain. The FlexZone Drawer offers convenient refrigerator space with four independently controlled temperature settings. Washers & Dryers

Samsungs largest and quietest front-load washer lets you wash more at once so youll do fewer loads, saving you time, water and electricity. Samsungs front-load dryer reduces the need for ironing and dry cleaning. Microwaves

Samsungs Over-the Range Speed Oven is a convection oven, toaster oven, microwave and range hood all in one. This multitasking machine will streamline your life.

Dishwashers

Samsung provides one of the quietest dishwashers in its class thanks to a special insulation system that minimizes noise so it wont disturb you as it runs. Its so quiet, you can leave it on while your children do homework at the kitchen table or have a conversation with guests during a dinner party.

Great Picture and more

Smart guidance, intuitive interfaces and automated features help you channel your inner photographer under any circumstance, regardless of your expertise.

NX Series The Samsung NX series lets you be creative without having to make any compromises. Its a lightweight point-and-shoot that delivers the performance and professional image quality of a DSLR all in a compact form. So now you can get the best of both worlds.

Compact Everything you need in a compact camera. Smart Auto Scene Recognition and Perfect Portrait System are just some of the features that can turn you into a smart photographer, regardless of your skills. Coupled with the easy to use features, like Face Detection, Beauty Shot and Dual image Stabilization, Samsung Compact Series will turn that perfect moments into a lasting memories.

Lighter, brighter, longer

From among the world's lightest to the most powerful, Samsung's Notebook PCs take productivity with you wherever you go.

The right screen for every needs

From 7 digital photo frame to 50 plasma monitors and everything in between, Samsung monitors are easy on the eyes in more ways than one.

Presentations made perfect

From classroom to conference room, Samsung Data Projectors are the highlight of any presentation.

Samsung is the right choice for any workload

In black and white or vivid colour for your home office, small office or any office Samsung leads the way in printing productivity.

PUBLIC RELATIONS STRATEGY

So much has changed in the public relations industry in the last couple of years it's easy to get lost in the crowd and forget what the role of a PR agency or professional is. With the growth of online news outlets and Web 2.0 offering an instant information hit, the traditional "PR way" is having to adapt or lose relevance. However, there are still some traditional ways of working that are just as relevant in today's Web 2.0 world when it comes to effective PR strategies, no matter if it's a predominantly online or offline campaign. Media Relations One of the age-old prerequisites for good PR is making sure the media picks up the campaign. It doesn't matter if it's a single press release or a full-blown PR blitz - having strong ties to the media will give you an immediate advantage, particularly in this day of blog power. Journalists and especially editors are busy people and don't have time to look at every

news or media release. However, have one on your side and you've immediately got an inroad into getting the media attention your story needs. So how do you get the media on your side? It's all about credibility - you need to make sure your story is newsworthy first. The best way to ensure this is to make sure your news is timely and interesting. Having a newsworthy story is half the battle in getting a media source interested. The next is to call your desired media source directly to introduce yourself and explain why your news will be of interest to their readers. If they're not free to talk at that time, offer to call back (or even meet) at a more convenient time. Meeting someone face-to-face is one of the best ways to build trust - and if your story is indeed newsworthy and you offer first bite at future releases, you'll stand more chance of building a strong media contact. Know Your Market PR is probably one of the fastest changing markets around along with technology - you need to know what's happening around you to be able to act immediately to keep your clients ahead of the game. Use everything at your disposal to keep abreast of the latest news. Web 2.0 offers a fantastic portal to keep up-to-date with what's making the news - podcasts from the big newspapers via the likes of iTunes, blogs from the top people in your niche and Google Trends and Google Alerts are just some of the ways you can ensure you're at the head of the information queue. Use them, because it's almost guaranteed your contemporaries are. Use Technology A recent report from the UK suggested that as many as 79% of British PR firms don't have an online strategy. In today's predominantly online business world, I find that to be just a little scary. There's no quicker medium than online for breaking a big news story. Social media giants like Facebook, Digg and Youtube are now being heavily used by PR

agencies for their clients. Viral marketing and video campaigns are just two of the ways that businesses are reaching a wider audience. Blogging is another vital cog in the online promotion of a business. Where else can you have a medium that allows instant interaction between you and your customers, or potential customers? Additionally, a blog allows you to offer a more personal side to your "business speak" and can help you connect to your key audience in a way that would have been almost impossible before. Monitor the Web As much as social media and Web 2.0 offers a wonderful tool for any PR campaign, they're only as good as you make them. You need to know what's being said so you can act, or react. For example, say you have a new product on the market and, for whatever reason, it receives some negative reaction in the blogosphere. If you're not monitoring the situation, then you won't be able to come out with any answers to the negative questions being asked. Social Awareness

There's no better PR strategy than local awareness. Consumers especially are more likely to buy into a product or idea that gives back to the community - just look at how successful eco-friendly businesses are compared to non-green competitors. If your business can offer something to the community as a result of your new product or service, you'll be in a far better position to receive positive PR. Look at fast food giant McDonald's - no-one can deny they have come in for a large amount of stick over their menus. Public Relations (or P.R.) is a wonderful, yet often overlooked marketing tool. P.R. is an intangible making it a tough sell for many P.R. professionals. It is our job to sell the concept and show the client how it will enhance marketing efforts and, in many cases, replace costly or one-off advertising. Public relations is just that relating to the public. Every outward communication should be carefully executed and the mission of the company should never be compromised. How do your customers find you? How does the public perceive your business? These points can be incorporated into a P.R. strategy that

maintains consistent messages to your customers, thereby keeping your company top of mind and, in turn, growing your business. Below are six P.R. strategies that can be implemented today. Whether you hire an outside professional or keep your publicity in-house, these strategies should be a part of your marketing plan

Brand Building It is very common for businesses to use advertising in brand-building strategies, however publicity can be less expensive and much more effective in establishing a brands identity. One complimentary news piece in a publication read by your target consumer can produce significant results. Publicity, whether performed by an external company or executed in-house, can also be cost-effective. Several online distribution services are available making the cost to send out a press release affordable, and sometimes even free depending on desired reach. It is important that any news release is informative and factual. Many of the online distribution services even offer templates to assist in the development of a release for a small fee. Before paying for such a service, however, be sure to identify hidden talent in your organization there may be a great writer in your midst.

Generate Press Releases Press releases are for announcing newsworthy information to the media only. If the information is not news, it should not be announced. In addition to news, a press release should contain only facts not hype. Business as usual is not news. Celebrating a milestone such as a ten-year anniversary, onemillionth sale, or appointing a new CEO is newsworthy. In many cases, a newsworthy story can be developed with some creativity. For example, if your company manufactures comfortable walking shoes you can create a Walk to Work day. Provide fun facts about the health benefits of walking and why the right walking shoes are so important. This can be pitched to your local media outlets and may get picked up nationally. Many times current events will also create an opportunity for a press release (see #3.) Remember to always include your companys website at least once and be sure accurate contact information is listed.

Tap Into Media Trends Many times businesses can tie into current events and trends in the media. For example, if the evening news is covering storm damage to an area in your town and your company sells a product or service that

would benefit people living in those areas, you have a topical news announcement. Call, fax or email the news desk and tell them about your product and why their viewers need to know about it. Be sure to mention that your story idea is time-sensitive. Watch your local news for one week and take notes. Identify what types of stories the local reporters are covering. Chances are at least one of the subjects covered was a direct result of a recent news story. Listen and learn how one led to the other then be ready to pitch your service or product when future opportunities arise. Website Improvements Produce More Traffic Optimize your companys website often. Be sure keywords on the website are targeted toward your consumers. Ask customers what words they would enter in a search engine when looking for your products or services and add those to your keywords. Small adjustments can mean a big difference in traffic to the site and subsequently increased business. Constantly updating web content is an easy and effective way to generate better search engine results. Be sure to update news and information at least once a month. Always add press release announcements to your website press area and be sure your press area is easy to find, easy to read, and easy to print.

PERCEPTION OF SAMSUNG
The social phenomenon known as public perception can be seen as the difference between an absolute truth based on facts and a virtual truth shaped by popular opinion, media coverage and/or reputation. Celebrities, politicians and corporations all face the same scrutiny by the public they serve, and it can be very difficult to overcome a negative public perception. While individual companies may strive to do the right things for the right reasons, public perception of the industry as a whole can make those things much more challenging to put into motion. This public perception may be based on an absolutely accurate assessment of the industry, or it may be based on biased media reports and faulty scientific studies. Public perception is not necessarily inaccurate or based on something other than the truth. The public at large can often receive enough factual information in order to form a general opinion about a public figure, celebrity or industry without relying on innuendo or unfounded rumors. There can be instances, however, when public perception of a situation is affected by other issues, such as cultural bias or

prejudice. A defendant accused of a heinous criminal act may or may not be guilty of the actual crime, but public perception of that type of crime can be difficult for a jury to ignore while deliberating.

The first and foremost being the need for communication and to stay connected to their friends and the world at last. The owner then can count on their mobile phones to provide them with the latest updates about what his happening in the world and provides a platform where they can access internet as well and make sure that they are completely aware of what is happening around them. The Samsung S8000 Jet is perfect for this very function and nothing can beat it in this regard. Now you are connected to the system. The system which runs the whole world and runs individuals life. They are the one who teach young debutante's in the society that one should study hard and get into a good college. Study harder and get a good job. Get a good job and then get marry the one who is meant for you. Take a lot of loans for buying that dream home and that perfect car. Now encourage your kids to do the same and follow the same cycle convincing yourself and your kids that this is the right way. That you the owner is happy with their lives and that nothing is wrong. That the owner is doing what they want to do and not just something which they are being forced to do. They are living their lives to the fullest and on their death bed are thinking that they have lead a wonderful life but in fact they could not have been more wrong. Just find what you need in the new Samsung S8000 Jet.

Samsung Beats iPhone in Consumer Perception

Sept 24, 2010

The mobile phone brand with the best consumer perception this summer did not have a fruit in its logo. It was Samsung, which in addition to shipping one million Android-based Galaxy S units in the U.S. from mid July through the end of August, unleashed a major marketing effort promoting the Smartphone, per research firm Battle of the Smartphone Samsung initially began offering the Galaxy S Smartphone via two carriers: AT&T and T-Mobile. And this fall, the mobile phone maker added Sprint and Verizon Wireless to the list. Samsung's marketing blitz emphasized the Android phone's cinema quality picture, using scenes from Avatar, for instance. The buzz resulting from this campaign kept Samsung's score in the 20s range all summer long. Samsung got the upper hand when rival iPhone sunk deep into negative territory at the end of July. The iPhone rebounded throughout August and early September, and currently has a buzz score of 18.4.

On the brand management end, Samsung took the now standard approach for any successful global company of mapping out a platform to determine what the Samsung brand stands for; this information is used to arrive at target segments, positioning, and brand architecture. Suh suggests that the primary reliance of the Samsung Electronics high ranking at Samsung masterbrand will come under scrutiny in the next year while the number 25 on the list doesnt mean it has the company looks at the feasibility of introducing sub-brands. competition beat. Sony came in at 20, a position it has basically owned for the last Perceptions do not change overnight and consumer electronics products are easily three years (21 in 2002, 20 in 2001). But copied and quickly commoditized. But it is the combination of these factors that Samsungs upward rise from 42 in 2001 to 34 in 2002 to its present position at 25 indicates that makes Samsung a formidable opponent. Just five years ago, it would have been the brand has gathered momentum against its competition. The whole possibility would have laughable to suggest that Samsung might pose a threat to huge brands like Sony. seemed unlikely to many observers just five or six years ago. At that time, Samsung was seen as Even now, although Samsung may be a stronger name in certain product ranges a low-quality brand in a tough consumer electronic industry (Korean companies in general were or regions of the world, it still faces strong competition (which differs depending associated with corporate scandal and Asia was in a financial crisis). on business area). Today the brands parent company, Samsung Group, is the number one business group in South Korea edging out Hyundai Group. Total sales for 2002 were reported at won 146,052 billion (US$ 116.8B; 110.4B). Founded in 1938, the chaebol now comprises 14 listed companies, including divisions in credit cards, chemicals and securities.

Samsung's Strategy to Gain Market Share in the Indian Mobile Phone Market
Abstract In early 2008, Samsung Telecommunications India Pvt. Ltd. (Samsung India), a subsidiary of Samsung Electronics Co. Ltd. (Samsung), announced its various strategic initiatives to double its market share in the India mobile phone market by the end of the year. The company was bolstering is distribution network, rolling out new mobile phone models at different price points with a new brand positioning,

and also planning to leverage on the popularity of its new brand ambassador Aamir Khan, in order to achieve its market share objective in this key emerging market. Introduction In early 2008, Samsung Telecommunications India Pvt. Ltd. (Samsung India) announced that it was taking various strategic initiatives to increase its share in the mobile phone market in India. The strategy included bolstering its distribution network, rolling out a number of mobile phone models in all price segments, and adopting a new positioning for the brand supported by celebrity endorsement. With these initiatives, the company aimed to increase its market share in India by 100 percent in 2008. Sunil Dutt (Dutt), country head (mobile business), Samsung India, said, "We are looking at doubling our market share to 15 per cent in 2008, which at present is around 7-8 per cent. The company will make required investments in building the brand, expanding channels and rolling out new models." Samsung India, the 100 percent subsidiary of Samsung Electronics Co. Ltd. (Samsung), had a manufacturing unit at Noida and also imported high-end mobile phones from the parent company. In August 2002, India's leading consumer electronics player, Samsung India Electronics Ltd. (Samsung) announced the signing on of seven celebrity cricketers 'Team Samsung', as its brand ambassadors.

In place of the ads featuring the cricketers, Samsung launched its - 'Team Samsung. India First' campaign all over the country in December 2002.

CHAPTER 3 ANALYSIS AND INTERPRETATION

Strategic Manageme nt: Samsung Electronics

April

200 9
Understanding the attitudes, needs and preferences of consumers is the cornerstone of the work we do.
Samsung Global Strategy Group 2008

A report critically analyzing the strategic management of Samsung Electronics with a focus on the LCD market.

Research Report April 2009

Onkardeep Singh Bhatia

Introduction The past few years has seen a huge advancement in display technologies with Liquid Crystal Displays (LCDs) taking much of the recent limelight over the once popular Cathode Ray Tube (CRT). The global market for display technologies today is already in excess of USD$82.4billion and it is estimated to exceed US$97.4 billion by 2011 (Vadera, 2008). Samsung Electronics Co. LTD (SEC), the cornerstone of Samsung Group, is the world's largest manufacturer of LCD panels and is the leader in many other consumer electronic products (Moon, 2009). It principally operates in Asia, Europe and America through four business divisions; digital media, telecommunication, Semiconductor and LCD. The LCD division manufactures panels for TVs, Digital Information Displays, notebook PCs, desktop monitors and mobile products (Samsung, 2008). Its strategic objective is to create qualitative and quantitative growth and deliver competitive value to customers while maintaining profitability (Evans and Lindsay, 2008).

Industry Environment
Porters 5 Forces (Porter, 1997) will be used to understand the attractiveness, likely-profitability and power distribution of the LCD electronics industry. Understanding these forces provides the groundwork for a strategic agenda of action. A summary of 5 forces is the Appendix followed by an of the main detailed each of the given in (Table 4) overview points.

Figure 4: Porters Five Forces (Porter, 1997)

Current Strategy One of the key areas of strategy for any business is how it intends to grow. (Chandler, 1962; Penrose, 1959). This is central to SEC as it wants to be a leader as highlighted by their corporate vision; Leading SECs VisionConvergencestatements (About Samsung, Figure 9: the Digital and mission Revolution (Figure 9). The two key strategic methods employed are organic growth and strategic alliances.
2009)

Recommendations Three future strategies for continued success for SEC are given below.

Diversify Growth Strategy for Emerging Markets Most emerging market competitors are imitators and SECs current strategy of organic growth and strategic alliances is not very effective because mutual benefit is unlikely to occur. Therefore, SEC should focus on seeking out and acquiring resources in emerging markets. This would be applicable as it would provide immediate market presence and the essential deep local knowledge to effectively compete. Mergers are not recommended as they too are unlikely to provide sufficient benefit to SEC who through acquisitions could fully own their own operations. This diversification in growth strategy would allow SEC to expand their global presence as well as employ a greater diversity of people, ultimately moving SEC towards their corporate vision of Leading the Digital Convergence Revolution.

Continue Heavy R&D and Innovation

Continued investment in R&D especially in newer technologies such as OLED and nanotechnology will allow SEC to widen the cost leadership and differentiation gap meaning that they can produce more differentiated products at lower costs. SEC should aim to be the first to launch products at a premium price to maximise profits and continue innovating to ensure firstmover advantage is maintained. This will also allow SEC to create new markets and thus employ a more focused differentiation strategy so that price premiums can be charged. This is especially important in the current economic climate where margins are restricted.

Enhance Brand Loyalty Retaining customers for longer by enhancing customer loyalty schemes will help increase switching costs and therefore reduce the costs of customer acquisition and reduce the complications of hypercompetitive environments. This should include both domestic and business to business buyers.

Samsung in India has a presence in the following areas of business: Consumer Electronics (CE)/Audio Visual (AV) Business Home Appliances (HA) Business Information Technology (IT) Business

Its operations are broadly divided into the following key sub-functions: Sales & Marketing Manufacturing Software Centre Operations

THE SALES & MARKETING FUNCTION Headquartered in New Delhi, Samsung India has a network of 19 branches and 16 Area Sales Offices (ASOs) located all over the country, and the

number is expected to grow, as the organization continues to expand its horizons. Corporate Marketing is aimed at strengthening Samsung as a brand among the dealers, distributors, and end customers. Hence, the activities covered under this function include formulating and announcing promotional schemes for both the trade partners as well as the end customers. Moreover, it also plays an instrumental role in ensuring brand visibility through corporate sponsorships, and planning, managing and organizing various events and product launches. Another function of the sales & marketing function at SIEL is public relations, also known as corporate communications. Here, the scope of activities includes maintaining liaison with the media, organizing corporate social responsibility initiatives, website management, corporate literature, etc.

THE MANUFACTURING FUNCTION SIEL has its manufacturing facility at Noida, U.P. This is the state-of-the-art, hightech facility for manufacturing Colour Televisions, Colour Monitors, and Washing Machines & Refrigerators. This manufacturing unit consists of sophisticated facilities with latest Auto Insertion Machines, Auto PCB Tester, High Efficiency Module Conveyor, and all modern machines geared up for High Speed, High Volume & Very High Quality Production. We firmly believe that continuous innovation is the key to making path-breaking improvements in our products & processes and achieve productivity goals beyond imagination. Samsung uses many tools for innovation such as Reduced 7 Type of

Wastage & SixSigma. Our commitment to grow through continuous innovation has helped us improve our productivity by 200% in the last 5 years.

Brand architecture art of Samsung--The TOP Brand in the World

FRONTLINES:
With the growing globalization of markets and competition, the brand architecture became a key component in international firms brand building strategy. It provides a framework to leverage strong brands into other markets, assimilate acquired brands, and rationalize the firm's international branding strategy. The key element contributes to a successful brand-building strategy is a harmonious and consistent brand architecture across countries and product lines. This achievement is closely related to its sponsorship strategies. Samsung associate its name to the TOP plan, which is The Olympic Partner plan. It is a plan which leads Samsung to be the top brand in the world. However, there are many other programs to support Samsungs sponsorship strategy. Without these strategies the TOP plan will not have such effectiveness and efficiency. Samsungs philosophy is devote our human resources and technology to create superior products and services, thereby contributing to a better global society. (www.samsung.com) Under this philosophy Samsung has adopted a sport-based strategy in building its brand. The multinational consumer electronics firm acknowledges the fundamental role played by sport and by the Olympic Games as a promoter of its brand. Vice president of corporate communication at Samsung, IlHyung Chang, rationalizes the important role of sport sponsorship by stating "sports sponsorship is a strategy that fits well within our operations at Samsung.its an integral part...

Samsung: Building brand equity through brand community

Samsung has created a strong brand around innovation, cutting edge technology and world class design. True to its brand image, Samsung resorted to a design competition to excite customers and involve the brand's community about its upcoming MP3 range of electronic gadgets. To boost the Samsung brand's hip image amongst the younger crowd, Samsung asked students to offer their concepts for a MP3 design. The idea resonated strongly among the student community to such an extent that Samsung received a whopping 2000 designs for this contest. In a cut-throat market of branded consumer electronics, these innovative marketing methods to involve the brand community offer great leverage to sustain long-term brand equity. The Samsung design contest drives home the point that a strong brand always involves the community in its brand building efforts to strengthen brand equity beyond traditional brand communication and media channels.

TIE-UPS, PRESS RELEASES, CAMPAIGNS

Sun Direct, Samsung tie up to launch HD TV services

Mr Tony D'Silva (left), COO, Sun Direct, with actor SohaAli Khan and Mr Ravinder Zutshi, Deputy ManagingDirector, Samsung India, at the launch of its HD Set TopBox in the Capital on Monday. - Ramesh Sharma Our Bureau New Delhi, Dec. 14

Television viewing in India is set to enter the next generation. Twenty-seven years ago when Delhi hosted the Asian Games, India was introduced to colour televisions and now with less than a year to go for the Commonwealth Games, Sun Direct on Monday announced the launch of High Definition (HD) TV services. Sun Direct HD will be launched with five HD channels along with regular standard definition channels already available through its Sun Direct service. Mr D'Silva added that the company has tied up with Cartoon Network for a HD channel for kids, UTV World Movies for English movies.Sun Direct has tied up with Samsung to promote the HD content offered by Sun Direct. Samsung India will be manufacturing Sun Direct HD's set top boxes (STB) which would feature an HDMI output for LCD and LED TV owners. Sun Direct HD will available for Rs 9,990, which includes activation, installation, one year Metro channel pack subscription and one year HD channel pack subscription.

Tata Docomo, Samsung tie up for new phone

Sunday, 27.09.2009, 04:15am (GMT)

A phone which is a metal detector, magnetic compass and also a cocktail mixer the newly launched Samsung Galaxy I7500 has all of these and more. Under an exclusive tie up with Tata Docomo, Samsung Galaxy is the new smartphone with cutting-edge technology with 3.2 amoled full touchscreen, wi-fi connectivity providing users the access to preloaded Google mobile services. Powered by android market technology, Samsung on Wednesday launched this complete touch-screen, lifestyle phone in all the circles where Tata Docomo has kicked off its GSM services, with an offer of 500 MB free download permonth, for a period of six months. However, the phone is available in other services as well. This android market technology is an open mobile operating system running on linux kernel developed by the open handset alliance. It brings the internet style innovation in mobile phones making surfing easy for the consumers. The phones installed with this technology will help users to download free and paid applications and games, will have preloaded Google mobile services with Google Maps, Google Talk, Gmail, Google Chrome, Google search and YouTube.

This launch marks the beginning of Tata Docomos relationship with Samsung. We will continue working together to launch more innovative mobile offerings for Indian consumers on the Tata Docomo platform, said Deepak Gulati, president, Tata Docomo. Applications from the Android market can be downloaded and installed on to this mobile over the air, without the use of a PC, thereby opening up an entire new world to the user, states Asim Warsi, GM-marketing, Samsung India.

Seagate And Samsung Announce Agreement To Jointly Develop Controller Technology For Enterprise SSDs

SCOTTS VALLEY, Calif. - August 12, 2010 - Seagate Technology plc (NASDAQ: STX), the world leader in hard disk drives and storage solutions, and Samsung Electronics Co., Ltd., the world leader in advanced memory technology, today announced that they have entered into a joint development and licensing agreement. Under the agreement, the two companies will jointly develop and cross-license related controller technologies for solid state drive ("SSD") storage devices to attain the high levels of performance, reliability and endurance demanded by enterprise storage applications. "Seagate has long recognized that solid state technology has an important role to play in the comprehensive solutions the storage industry will deliver today and in the future, particularly in the enterprise market," said Steve Luczo, Seagate chairman, president and CEO. "Today's agreement with Samsung will help us bring a compelling set of SSD innovations to the enterprise storage market, with benefits that range from enhanced performance, endurance and reliability to cost and capacity improvements. Overall, this agreement with Samsung strengthens our SSD solutions strategy, and positions Seagate well as global demand for storage continues on its strong growth path." Seagate is the world leader in hard disk drives and storage solutions.

Samsung strengthens its LED TV Lineup

The Samsung advanced 8000 series with 200Hz Motion Plus technology and mega picture clarity Samsung India today raised the bar for flat-panel TVs with the launch of its revolutionary 8000 series of LED HDTV in the Indian market. Samsung launched its 8000 series of LED TVs in 55 screen size and added 32 screen size to its 6000 Series and 55 screen size to its 7000 Series lineup, thereby strengthening its LED TV offerings for the Indian market. Mega Picture clarity Razor Slimness Unique Crystal Design The DLNA Wireless Eco Friendly

Samsung Launches Samsung Monte GT S5620 in Indian Market Posted by Gian

Recently, Samsung Electronics announced to launch its new touchscreen phone Monte GT S5620 in the Indian Market. The phone is featured with 3.0 inch touchscreen with TouchWiz 2.0. You can enjoy various other features with Monte GT S5620 mobile phone such as FM Radio, GPS geo-tagging and Google Map 3.0. The phone comes with 3.2 MP cameras. It supports 3G technology. It offers an inbuilt memory of 200 MB. The phone can be expanded to 16 GB. Samsung Monte GT S5620 mobile phone offers the greatest entertainment package with MP3 and video player along with a 3.5mm audio jack for earphones. Samsung Monte handset is priced at Rs 12,390 in Indian mobile phone market.

Samsung Galaxy Tab to Launch in India

It seems highly possible that India will be grasping hold of their Galaxy tabs within just a few weeks. Very exciting, i think you will agree. So you better start saving the pennies as these new gadgets could set you back between Rs 45,000-Rs and 50,000. Samsung Galaxy is a light weight, portable device that allows its users to leisurely browse the Internet and get lost in the fun of the tabs multimedia content on the perfectly proportioned display screen. The galaxy Tab is expected to deliver unbeatable value and enjoyment for anyone that uses it.

Samsung Launches the UbiCell from CTIA

Product Launch by Brad Kellett on Thursday April 05, 2007.

Samsung was showing off some interesting gadgets at CTIA in Orlando, Florida last week, but one thing that piqued our interest was the UbiCell. The Samsung UbiCell leverages Access Point Base Station technology, sometimes known as a femtocell, to improve mobile coverage in the home.

The "Team Samsung India First" Campaign

In August 2002, India's leading consumer electronics player, Samsung India Electronics Ltd. (Samsung) announced the signing on of seven celebrity cricketers 'Team Samsung', as its brand ambassadors. In place of the ads featuring the cricketers, Samsung launched its - 'Team Samsung. India First' campaign all over the country in December 2002.

Samsung built its brand through sponsor Olympic Games in the following ways.

Samsung mobilized the organization for brand building. Both the process and the result of a brand-building effort often have a key payoff internally to employees, as well as externally to consumers. Samsung sponsored ATHENS 2004 Olympic Torch Relay, which was the first truly journey of Olympic flame. 1,900 torchbearers were selected from over 40 countries including Samsungs employees. (www.sumsung.com) They received emotional benefits from pride in being associated with the sponsorship and have a direct link to the Olympic activities.

Samsung used Olympic Games as a platform to demonstrate new products and technology. The most powerful way to introduce a new product and technology is by publicity. It is not only cost-effective but also more credible. Samsung provided its latest wireless communications technology during the Sydney 2000 Olympic Game.

Samsung campaign touches on Star quality

By: Pamela Vinsence, Malaysia Published: Jun 02, 2009

Samsung launches Samsung Star and Shine campaign Campaign is to promote its new full-touch screen mobile phone Cheil handled creatives

Malaysia - Samsung Malaysia Electronics has launched a campaign to promote its new full-touch screen mobile phone - the Samsung Star S5233. The consumer campaign titled Be a Samsung Star and Shine' is in collaboration with Starbucks Coffee, and is a search for a Samsung Star' rewarding them with cash prizes and merchandise from Samsung, Starbucks Coffee, Converse and Red Box. "Samsung has embarked on a journey to extend the touch experience to everyone. In 2008, Samsung sold more than 10 million phones, which means one out of every four touch phones purchased was a Samsung."

Samsung gets Aamir to croon for new TVC

By Gunjan Prasad on Sep 22, 2008 filed under Advertising, India

Samsung Mobile has unveiled a television commercial to promote the loud, clear music output of its Samsung Beat 270 phone. Taking its brand message, 'Next is what' forward, the campaign showcases the new launch as India's first 'Mobile Karoke' phone with preloaded karoke content. "The phone is aimed at music lovers who love to sing along with their music," says Alok Agrawal, COO, Cheil Worldwide. "It will be a boon for all aspiring contestants of numerous music talent shows on TV and bathroom singers alike.Its clear sound quality compels them to sing along." Samsung has managed a sort of a coup for its latest TVC. It has, for the first time in India, managed to get Aamir Khan to sing for a TV commercial. Across four edits Khan has sung a medley of 12 songs capturing a myriad of moods.

SAMSUNG LCD TV - ABHINAV BINDRA ENDORSEMENT

Abhinav Bindra is the newest celebrity into the Samsung Stable. He did an exceptional job at the olympics and does a more than decent job in this ad. What is annoying is the way he has been used. I am yet to understand what this "Design is a Passion, Performance a Thriller" means to the celebrity and Samsung as a Brand. The video does seem to have the essential elements to get the attention. The cool new celebrity with a hot looking gun and suit , all leave one impressed and then it goes to puts its foot in its mouth with the tag line.

SWOT Analysis of Samsung

Strengths:
New bogus appurtenances abstraction to rollout in 5 months. Communicable the beating of the buyer, present acceptable designs &

accepting emotions. Heavy asset in technology, artifact architecture and staff. Focus on new articles for the high-end marketplace.

Weaknesses:
Lack in artifact separation. Different models at assorted amount points. Centermost on accumulation bazaar instead of alcove markets. Not actual user affable design.

Opportunities:
Differentiate its account from competitors. Offer artifact variation Crave for corpuscle phones apprenticed by the account provider or carriers. Tie up with account providers. lower the amount of a buzz by just $20 in

abounding countries could increase Affordability by 43%.

Threats:

Motorola's baby minding in the U.S market, Nokia's acceptance in the

Pakistani market, artful added than bisected of the apple market.

Agitated competitor, including Sony Ericsson and Siemens bistro into its share. Not befitting clue of the new trend in the market. Not an appearance accent and appearance statement