SAMSUNG

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As a distant number two, Samsung still has a lot of work cut out for itself in India...

Be it the 2006 FIFA World Cup or the Lakme Fashion Week, Samsung stung its compatriots by scoring a goal with its freebie offerings. During FY07, Samsung offered triple zero finance offers on its Bordeaux LCD range, discounts on its home theatre system and ran a promotion campaign called ‘Goals and Gifts’ to promote its flat TV range. And while every brand promoted its presence, Samsung went some steps ahead just as Ravinder Zutshi, Deputy MD, Samsung India, asserts, “To enhance brand awareness, we carried out around 100 Samsung Dream Home Road Shows in different parts of the country. The focus is largely on the semi urban markets. This initiative really helped boost our awareness levels.” Plus to make its presence felt amongst trendy Indians, it also sponsored the famed Lakme Fashion Week of 2006. And that’s not all. “Our Wow products coupled with our focus on the Indian market – by way of customizing products and our marketing and distribution strategies, have allowed us to consolidate our position in the market,” said Zutshi. Well, the brand strengthening shots did work and the brand has moved up four places to Rank 26. So, Samsung did sing well!

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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