Shop in shop Samsung is ensuring a presence in most big malls and multiplexes

Shop in shop samsung is ensuring a presence in most

This preview shows page 36 - 38 out of 57 pages.

customer and guiding him to the right purchase decision at a fair price. Shop-in-shop: Samsung is ensuring a presence in most big malls and multiplexes; even in the multi-brand outlets, as the focus there is to create a shop-in-shop atmosphere. The exclusive showrooms: Keeping its target customer to display Samsung products in a more lifestyle ambience and to communicate the product benefits in a
Image of page 36
more interactive manner, Samsung India has set up a widespread network of over 80 exclusive showrooms comprising Samsung Digital Zone. The Samsung DigitAllhome goes beyond the concept of a Digital Plaza or a Brand Shop because in the DigitalAllhome, they are trying to create a more interactive environment and providing a more lifestyle orientation to the display, so that the customer can visualize the products in his/her own home settings. The Company plans to supplement its existing Samsung Digital Plazas' (Brand Shops) by setting up 'Samsung DigitAllhomes' in select cities. The Company will also be creating exclusive Samsung corners in multibrand outlets this year. The demands and needs within the distribution channel lead to the establishment of MyMemoryStore.com. The site is more than an ordinary selling site, infact it is an industry portal that allows the business partner to come in and track the relevant industry information within the channel, meaning minimizing the inventory overhead. Samsung is also planning to invest over $1 million in setting up a chain of exclusive outlets called `Samsung Talkies'. The entire Samsung mobile range including the latest handsets will be displayed at the outlets, which will be set up in more than 10 cities across India, including Bangalore, Mumbai and Hyderabad. Promotion Along with advertisements, Samsung also focuses on promotional schemes to increase its sales. In October 2001, Samsung launched its highly successful promotional scheme, the Samsung Phod ke Dekho Offer. This offer instantly boosted the sales of the company generating sales of Rs. 2.75 bn from this offer. The campaign was launched on an all India basis during the festival season. Under the scheme, consumers who bought any Samsung product were given a tamper proof plastic coconut with three coins in it. One out of every 10 coconuts had a lucky coin with a gift printed on it. As a part of the campaign, Samsung’s brand ambassador, Tabu interacted with the customers and dealers of Samsung in Bangalore and Chennai and handed over the lucky coconuts to select Samsung customers. The prizes included products from the Samsung range. The Phod ke Dekho offer was followed by another promotion scheme in May 2002, Dabake Jeeto offer coinciding with the football World Cup. During the promotion every customer who purchased company’s electronics or home appliances product got plastic football with an alarm clock in it. The customer had to press the football from the top, and was given the free etched on the tamper- proof anodized sticker. Under this campaign, Samsung gave out gifts worth Rs.
Image of page 37
Image of page 38

You've reached the end of your free preview.

Want to read all 57 pages?

  • Spring '11
  • Dralexander
  • Samsung Electronics, Samsung Group, Samsung Electronics Co., Samsung Mobile Samsung

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture