2. - International School of Business & Media, Bangalore - Samsung India Electronics Pvt.Ltd, Mumbai - Project Guides : - Prof.S.P.Kumar , Marketing Dept., ISB&M,Bangalore-37 - Mr.Sarwar Zariwala , Regional Marketing Manager (West Region), SIEL, Mumbai-56 Acknowledgement & Thanks
3. To improve the visibility of Samsung Brand by promotional activities like branding & advertising To Promote Samsung with No. 1 COUNTER SHARE SAMSUNG VISIBILITY ENHANCEMENT
6. THE ENTIRE STREET as ONE BIG OUTDOOR of Samsung . All Shops Promote Samsung with No. 1 COUNTER SHARE. Local Target Marketing Program for Traditional Market. Three Dimensional Approach to tackle Traditional Market. Marketing Mix for CHANNEL EXPANSTION and business Growth What is Samsung street?
7. Work Flow Market Survey Select Target Penetration Scheme Brand Exposure Customer Promotion SELECTION OF STREET ELEMENTS OF SAMSUNG STREET Traditional Low End Market High Density Dealers Light House Market Brand Building Showcase Intensive ATL Promotion Display Scheme & ISD In shop Branding & Signage Outdoor Branding
8. Conceptual Map of Samsung Street SAMSUNG Starting point Exit point outdoor outdoor pole branding DISPLAY ZONE branding sinage Floor Salesman Training SAMSUNG SAMSUNG SAMSUNG SAMSUNG SAMSUNG SAMSUNG pole pole pole pole pole pole Mobile Van
9. Indore Samsung Street Starting point Exit point Madhurwani Marketing Raj Radio Vision Enterprises Vision Marketing Vicky Elect. Home Collection Chitrawani Elect Grand Electronics Shree Krishna STREET
10.
11. CTV Display Scheme Display Scheme Letter Entry Form Envelope CTV Displayed in Shop
12. Rewarded Dealers CTV Display Scheme Engaged Dealers DVD Player 15" Flat TV 29" Flat TV BRANCH SLAB I SLAB II SLAB III TOTAL BHOPAL 9 20 21 50 INDORE 45 26 18 89 JABALPUR 41 15 8 64 RAIPUR 18 45 17 80 TOTAL 113 106 64 283 Branch Slab I Slab II Slab III Total Indore 85 35 25 145 Bhopal 55 20 25 100 Jabalpur 17 8 12 37 Raipur 35 35 10 80 Total 192 98 72 362
57. 1) helped to enhance the visibility 2) helped in development of promotion & branding of Samsung 3) success in to change the people’s mind towards Samsung 4) good extent of recognition of Samsung Brand among Indian Consumers 5) success in to tackle Traditional Market 6) channel expansion in marketing mix 7) Samsung India is recognised as a leading brand of high tech Consumer electronics and Home Appliance Products in India Conclusion
