Samsung has launched a major marketing initiative to strengthen its brand equity and awareness in mini metros and smaller towns, where the company is seeking to increase its penetration this year. Samsung also plans to increase its total dealer strength to around 5,000 this year from 3,700.
The company is carrying out ‘Samsung Dream Home’ roadshows in 12 cities this year to increase the awareness of the brand.
In the first half of this year, Samsung carried out Samsung V live shows in places like Ahmedabad , Chandigarh, Hyderabad, Cochin among other centres. Along with these events, the first roadshow was organised in Mangalore and then in Trivandrum and Hubli.
Now the company plans to hold the event in nine more cities, including Mysore, Madurai and Trichi.
The objective of the roadshow is to showcase Samsung's latest high tech digital products like the the plasma television, high definition colour television, DVD players, 'Sync Master' series of colour monitors with TFT LCD display and DynaFlat technology, WAP-enabled mobile phones and Samsung's lightweight mobile phone with built in MP3 player.
At the same time, Samsung is following the strategy of adding on new models and features at the premium segment in all the product categories while expanding its range to cater to the volume segments as well.