In a bid to boost sales of its consumer electronic devices, Samsung has devised an “attack district” plan to target 80 key districts in India. The new strategy is aimed at replicating the success that the company has seen in the country’s smartphone market and leveraging that experience to become the country’s largest white goods maker.
This happens to be the first time that Samsung India is focusing on a district-level business strategy for consumer electronic devices like televisions, refrigerators and washing machines.
The company is interested in significantly increasing its consumer electronics business in the country. Over 75 percent of Samsung India’s sales are generated by the mobile phone business so clearly, there’s room for the consumer electronics business to contribute more. It’s the second largest consumer electronics company in India by revenue.
The plan includes rolling out affordably priced models in entry-to-mid segments initially, expanding the number of branches from 35 to 47 and devising a separate investment plan for market development, confirmed vice president marketing of the consumer electronics business Rajeev Bhutani.
The company has identified districts that have long-term business potential based on purchasing power. It’s going to build its service capabilities in these markets. “We expect almost 2.5 times growth in smaller markets with such a strategy. We are making huge marketing investment for this,” Bhutani added.
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