Samsung Electronics targets non-metro areas

‘Make for India’ brand Samsung Electronics is making sure its consumer durable portfolio reaches every district with its latest ‘attack’ strategy to increase market share in the non-metro markets.

This fiscal, the company is targeting 80 districts pan India and is customising its flat televisions, refrigerators and washing machines, apart from enhancing its after-sales services to ensure greater penetration into the hinterland.

According to Samsung, the planned 80 districts hold potential to contribute double-digit sales for the company and would lead to covering 90 per cent of the Indian market.

It has targeted the largest number of districts in Maharashtra (12) followed by Uttar Pradesh (9) and Tamil Nadu (9).

For instance, the company is pushing its 40 inches and above flat televisions in segments such as QLED and UHD with prices to suit these 80 districts.

The purpose behind the strategy is to help increase its share from the current 35 per cent reach 40 per cent this year in the 40-inch and above flat television segment.

“We want to target rich farmers and businessmen living in these 80 districts with customised products for the Indian market.

“Even the service delivery will be enhanced in these 80 districts where we already have 535 service vans,” says Piyush Kunnapallil, General Manager - AV Product Marketing, Samsung Electronics.

Samsung will be pushing its flat television models such as Joy Connect which can function without the internet with prices ranging from ₹30,000-52,000.

“The smaller markets in these 80 districts is growing faster than the national average between 13-15 per cent. In categories such as flat televisions, Indians prefer bigger sizes so we will be taking our 40 inch and above models to these markets,” Kunnapallill added.

In the television segment, Samsung already has a 31 per cent share for the past 12 years. It hopes to sustain this position in the segment and is expecting a 4 per cent rise as a result of the new strategy.

“Samsung’s latest offering in the premium TV segment has witnessed promising sales in Maharashtra, which has seen almost 20 per cent of all India QLED sales. We have seen demand coming from small towns such as Aurangabad, Raigarh, Kolhapur, Nagpur, Nandurbar, Nashik, Sangli, Solapur,” he added.

Even in washing machines and refrigerators, it will have products with features suited for the local market such asrefrigerators running on solar energy or semi-automatic washing machines.

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