Samsung Initiates New Marketing Strategy in India

Samsung India will focus on a county-level business strategy for its consumer electronics business, said vice president of marketing for consumer electronics,  Rajeev Bhutani.

The plan includes rolling out value-for-money models across entry-to-mid segments, expanding branches from 35 to 47, and a separate investment plan for market development. The company is also building its service capabilities in these markets.

Bhutani said that the 80 counties the company had identified on the base of purchasing power, had the potential for healthy double-digit sales on a long-term basis. Mid-segment products had started selling even in smaller rural markets. “This includes frost-free refrigerators and washing machines. The improvement in infrastructure and electrification is driving the demand. We want to create the market for mid-end value products,” he added.

A Samsung Refrigerator

“We are now addressing almost 90 per cent of the market,” said Bhutani. About 75 percent of Samsung India’s sales come from the mobile phone business and the remainder is generated from consumer electronics.

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Posted on by Gunjan Bagla
Gunjan Bagla
California-based management consultant Gunjan Bagla runs Amritt, a consulting firm helping American companies to succeed in India. Amritt is the trusted advisor for India market research, India business development, India market entry, Global Engineering, Global Technology Scouting, India R&D and Open Innovation. Gunjan is author of "Business in 21st Century India: How to Profit Today from Tomorrow’s Most Exciting Market" (Hachette Book Group, 2008), Amazon's top rated title on the subject. He has appeared as the India Expert on BBC Television, Bloomberg TV, Fox Cable Business and has been quoted in the New York Times, the Los Angeles Times, the Hollywood Reporter and Business Week for his expertise on India.


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