SAMPOORN A Click to edit Master subtitle style

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TUNed by
NAME ROLL NO.

Tejas Chavan Abhishek Gupta Chiranjiv Karkera Mrunal Mokal

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02 08 16 30 50

Shameem Hanif 43 Sankalp Thakur

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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 consumer electronics, home appliances and computer peripherals. Innovative and customer friendly products, along with competitive pricing and vast distribution network has enabled LG to become market leader in its business.

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Rural foray
LG electronics launched Sampoorna, its first low priced CTV for 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 screen display (OSD) Priced at 3000,it was affordable, consumer-friendly and aimed at semi-urban and rural India

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The challenges faced

q q q q

Language and communication Price sensitiveness Competition 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 service personnel for villages having below 10,000 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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Samsung v/s lg
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Points
STRATEGY

LG
Thinking locally, succeeding globally.

SAMSUNG
Affordable & feature-rich products.

DISTRIBUTION

LG has adopted the regional distribution channel in India.

Local distributors to showcase the Samsung range in local Melas. Mobile van display, screen display in vernacular languages.

PROMOTION

Assured gifts, besides lucky coupons, roadshow.

MARKET SHARE

20.56%

12.78%

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Cash down payments

Designed zero interest loans on specific product categories.

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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CONCLUSIO N The Indian Rural market is vast and offers great

opportunities to companies Sampoorna TVs success is the result of integrated strategy Sampoornas success has demonstrated that if companies want to tap the rural potential they will have to make and sell products that are relevant for the rural consumers.

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