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3/20/12
SAMPOORN
A
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TUNed by
Tejas Chavan 02
Abhishek Gupta 08Chiranjiv Karkera 16
Mrunal Mokal 30Shameem Hanif 43
Sankalp Thakur 50
NAME ROLL NO.
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About
LG electronics is a South Korean multinational company,established in India in 1997.
Worlds 3rd largest appliance maker.
It is one of the leading companies in India in consumerelectronics, home appliances and computer peripherals.
Innovative and customer friendly products, along with
competitive pricing and vast distribution network has enabledLG to become market leader in its business.
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Rural foray
LG electronics launched Sampoorna, its first low priced CTVfor rural consumers.
The name Sampoorna meant that the product was the
complete solution to the needs of the rural market
The operations booklet was in Devnagari script on screendisplay (OSD)
Priced at 3000,it was affordable, consumer-friendly andaimed at semi-urban and rural India
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The challenges faced
q Language and communication
q Price sensitiveness
q Competition
q Bad signal and cable connection problems
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Penetration strategy
Product localization
Hindi & regional language menus on TV
Integrated technology feature
Low price
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Availability
Regional distribution channel
65 Remote Area Offices,230 service
centers
2,600 mobile authorized servicepersonnel for villages having below10,000 residents
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awareness
Exhibitions
Road Shows
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affordability
Reduce cost by replacing 4 speakers by 2
Sampoorna - `3000 Cineplus - `4900
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Acceptability
Product innovation.
Easy to operate.
Affordable price.
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Samsungv/s lg
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Points
LG
SAMSUNG
STRATEGY Thinking locally, succeedingglobally.
Affordable & feature-richproducts.
DISTRIBUTIONLG has adopted the regionaldistribution channel in India.
Local distributors to showcasethe Samsung range in local
Melas.
PROMOTION
Assured gifts, besides luckycoupons, roadshow.
Mobile van display, screendisplay in vernacular languages.
MARKET SHARE 20.56% 12.78%
FINANCEPACKAGES
Cash down payments Designed zero interest loans onspecific product categories.
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Success followed
High growth in rural market.
Strong bonding and connection with India.
Sampoornas huge sales and turnover
Major revenue centers.
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The Indian Rural market is vast and offers greatopportunities to companies
Sampoorna TVs success is the result of integratedstrategy
Sampoornas success has demonstrated that ifcompanies want to tap the rural potential they will have tomake and sell products that are relevant for the ruralconsumers.
CONCLUSION
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