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    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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