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Acknowledgement & Thanks- International School of Business & Media, Bangalore

- Samsung India Electronics Pvt.Ltd, Mumbai

- Project Guides:

- Prof.S.P.Kumar, Marketing Dept., ISB&M,Bangalore-

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- Mr.Sarwar Zariwala, Regional Marketing Manager

(West Region), SIEL, Mumbai-56

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To improve the visibility of Samsung Brand by promotional activities like branding & advertising

To Promote Samsung with No. 1 COUNTER SHARE

SAMSUNG VISIBILITY ENHANCEMENT

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SAMSUNG VISIBILITY ENHANCEMENT

SAMSUNG VISIBILITY ENHANCEMENT

SAMSUNGSTREET

SAMSUNGSTREET

SAMSUNG CTVDISPLAY SCHEME

SAMSUNG CTVDISPLAY SCHEME

SAMSUNGSHOP DISPLAY

SAMSUNGSHOP DISPLAY

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What is Samsung street?

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

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Work FlowMarketSurvey

SelectTarget

Penetration

Scheme

Brand

Exposure

Customer

Promotion

SELECTION OF STREET

SELECTION OF STREET

ELEMENTS OF SAMSUNG

STREET

ELEMENTS OF SAMSUNG

STREETTraditional LowEnd Market

Traditional LowEnd Market

High DensityDealers

High DensityDealers

Light HouseMarket

Light HouseMarket

Brand BuildingShowcase

Brand BuildingShowcase

Intensive ATL Promotion

Intensive ATL Promotion

Display Scheme& ISD

Display Scheme& ISD

In shop Branding& Signage

In shop Branding& Signage

OutdoorBrandingOutdoorBranding

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SAMSUNG

Starting point

Exit point

outdoor outdoor

pole Mobile Van

bra

nd

ing

DISPLAY ZONE

bra

nd

ing

sinage

Floor SalesmanTraining

SAMSUNG SAMSUNG SAMSUNG

SAMSUNG SAMSUNG SAMSUNG

pole pole pole pole pole pole

Conceptual Map of Samsung Street

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Indore Samsung Street

Starting point

Exit point

Madhurwani Marketing

Raj Radio

Vision Enterprises

Vision Marketing

Vicky Elect.

HomeCollection

ChitrawaniElect

Grand Electronics

Shree Krishna

STREETSTREET

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CTV Display Scheme

Display Scheme Letter Entry Form

Envelope

CTV Displayed in Shop

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Rewarded Dealers

CTV Display Scheme

 DVD

Player15" Flat

TV29" 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

Engaged Dealers

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Contents

OUTSIDE INSIDE

•Pole Branding•Outdoor On Street•Glow Sign Board•Frontage Branding•Gates•Road Show•Banners

•Branding

•Shop In Shop (SIS)

CTV LCDPlasmaACCamera

VISIBILITY

Continued…14

•Display Stands

CTV StandLCD StandPlasma StandAC StandCamera Stand

• Samsung Light Box

INSIDE

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OUTSIDE BRANDINGOUTSIDE BRANDING

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Pole Branding

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Outdoor on Street

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Glow sign Board

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Frontage Branding

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Gates…

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Gates

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Road Shows

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Banners

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INSIDE BRANDINGINSIDE BRANDING

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Branding

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SHOP IN SHOP (SIS)SHOP IN SHOP (SIS)

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CTV-Flat TV

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CTV-Flat TV

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CTV-Slim TV-1

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CTV-Slim TV-2

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LCD-1

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LCD-2

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LCD-3

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AC-1

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AC-2

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AC-3

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CAM-1

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DISPLAY STANDSDISPLAY STANDS

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CRT TV-A

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LCD-Height-31004800mm

3100mm

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LCD-Height-3100

2400mm1200mm

2400mm

3100mm

3100mm

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LCD-Height-2600

4800mm

2400mm

2600mm

2600mm

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LCD-Height-2600

1200mm

2600mm

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LCD-Height-2500

2400mm

4800mm

2500mm

2500mm

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LCD-Height-2500

2400mm

1200mm

2500mm

2500mm

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LCD-Height-24004800mm

2400mm

2400mm

2400mm

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LCD-Height-2400

1200mm

2400mm

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LCD-Height-2300

4800mm

2400mm

2300mm

2300mm

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LCD-Height-2300

1200mm

2300mm

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AC-A

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AC-B

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Front Counter3.5’ x 3’

DSC-Front Counter

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DSC-Back Counter 6 Feet

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Back Counter7’ x 6’

DSC-Back Counter 3 Feet

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Back Counter7’ x 3’

Samsung Light Box

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Conclusion1) 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

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Presentation By

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