Samsung's Marketing Strategy in India


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:
Case Code : MKTG089 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

Marketing Mix
Case Length : 11 Pages
Period : 1995-2003
Pub Date : 2004
Teaching Note : Not Available
Organization : Samsung India
Industry : Consumer Electronics
Countries : India

Abstract:

The case examines the marketing strategy of Samsung in India. It provides a detailed account of Samsung's marketing strategies to garner more market share. The case examines Samsung's approach to product, pricing, distribution and promotion. The case also provides insights into the future prospects of the company in light of the increasing competition and the slowdown in the consumer electronics market.

Issues:

• The marketing strategies adopted by Samsung to gain market share in the highly competitive Indian consumer electronics market.

• Analyze the role of the four Ps in Samsung's marketing mix.

Contents:

Page No.
The "Team Samsung India First" Campaign 1
Background Note 2
Product Innovation 3
Pricing 4
Distribution 4
Advertising and Sales Promotion 5
Sustaining Growth 6
Exhibits 8

Keywords:

Marketing strategy, Samsung, India, market share, product, pricing, distribution, promotion, future prospects, competition, slowdown, consumer electronics, market

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