Samsung's Marketing Strategy in India
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Case Code : MKTG089
Case Length : 11 Pages
Period : 1995-2003
Pub Date : 2004
Teaching Note :Not Available
Organization : Samsung India
Industry : Consumer Electronics
Countries : India
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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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 also seemed to have played a significant role in Samsung's success...
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...
At the end of December 2002, Samsung had posted a turnover of Rs. 30 billion - 25% growth from the previous year's Rs. 24 billion.
Analysts appreciated the fact that Samsung had a diversified product range and had implemented holistic brand communications in order to achieve a homogeneous brand image.
Analysts also pointed out that Samsung had deployed a unified and consistent brand-marketing program along with an aggressive sports marketing strategy...
Exhibit I: Product Range of Samsung in India*
Exhibit II: Profile of Sony and Philips in the Indian Audio Market