16-05-2012, 11:40 AM
Samsung's Marketing Strategy in India
25248905-Samsung-Marketin-Strategy.pdf (Size: 467.24 KB / Downloads: 202)
Product Innovation
Samsung's product range in India included CTVs, audio and video products,
information technology products, mobile phones and home appliances (Refer Exhibit
I). Its product range covered all the categories in the consumer electronics and home
appliances. Analysts felt that the wide product range of Samsung was one of main
reasons for its success in the Indian market. Samsung positioned itself on the
technology platform...
Pricing
Pricing also seemed to have played a significant role in Samsung's success...
Distribution
Along with the launch of new products, Samsung also consolidated its distribution
system. Samsung had 18 state-level distribution offices and a direct dealer interface.
The direct dealer interface helped the company get quick feedback from dealers, and
enabled it to launch products according to consumer needs...
Advertising and Sales Promotion
In 1995, when Samsung entered India, it realized that Indian consumers were not
familiar with the company. So, in order to establish itself in the Indian consumers'
mind, Samsung launched corporate advertisements highlighting its technologically
superior goods...