Samsung India`s Rural Service Push: Venturing into New Avenues

Case Code: MKTG433
Case Length: 10 Pages
Period: -
Pub Date: 2021
Teaching Note: Available
Price: Rs.300
Organization : Samsung India Electronics Pvt. Ltd.
Industry :Home Appliances & Consumer Products
Countries : India
Themes: Services Marketing, Rural Markets, Consumer Behavior, Service Operations
Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
Abstract Case Intro 1 Case Intro 2 Excerpts


Samsung India’s Service Network

It was in December 1995 that Samsung began its operations in India (See Exhibit III for Samsung’s Timeline in India). For over 14 years, the brand was the market leader in the television segment and after toppling Nokia Corporation in 2012, it led the mobile business for eight years. As of 2020, Samsung India had two manufacturing units, three Research and Development centers, and one design center, which employed over 40,000 people..

AD To Promote Customer Service

In 2017, Samsung India launched a nationwide campaign named “Wherever You Are, We’ll Take Care of You” to advertise its service offering in all Indian language. The campaign was supported by print media across various cities...

The Service Initiative Takes Off

Over a period of time, Samsung was able to fruitfully salvage its brand image and have several successful product launches such as the Galaxy S8, Note8 and the Galaxy S9 and S9+. In two major trust surveys conducted in 2017, customers in India voted Samsung as the ‘Most Trusted Brand’. Speaking on the issue, Abraham Koshy, Professor of Marketing at IIM Ahmedabad..


Exhibit I: Samsung’s Market Share in Various Consumer Durable Markets, As of 2017
Exhibit II: Growth Prospects of the Indian Consumer Durables Market
Exhibit III: Samsung’s Timeline in India
Exhibit IV: Classification of Indian Cities

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