Samsung's Marketing Strategy in India
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"We are investing aggressively in marketing to transform our company to be truly market driven and to establish our Samsung brand as the most trusted and preferred brand in the market."
- Jong Yong Yun, vice-chairman & CEO, Samsung Electronics, in February 2003.1
The "Team Samsung India First" Campaign
Said Arun Mahajan of Mudra, Samsung's ad agency, "The focus has been to evolve concepts to do with the players, to promote the cause of cricket and patriotism.'' The copy of the print ad read, 'With Team Samsung, It's India First.''
Said Rajeev Karwal, chairman and managing director, Electrolux Kelvinator Ltd, "Samsung's success is the result of a variety of factors such as competitive pricing, aggressive advertising and a tightly-run administration."
1] A Big Leap, Business India, February 17 - March 2, 2003.
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