Shop in shop samsung is ensuring a presence in most

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

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.