Business Case Studies, Brands & Branding and Private Labels Case Study, Samsung in India: Brand Building through Customer Service

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Brands & Branding and Private Labels Case Study

Case Title:

Samsung in India: Brand Building through Customer Service

Publication Year : 2009

Authors: Shreya Tantia & Priti Krishnan

Industry: Engineering, Electrical and Electronics


Case Code: BBP0106

Teaching Note: Available

Structured Assignment: Available

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This case, set in 2008, attempts to analyse how to build brand in a hyper competitive industry like consumer durables industry where brands matter the most and marketing efforts matter even more. This case study can very effectively be used to debate on what can be the unique platforms for competitive advantage in consumer durable industry. Post liberalisation in 1991, with the entry of multinational companies like LG, Samsung and Whirlpool, the Indian consumer durables industry has witnessed intense competition. In order to lure the customers, companies flooded the market with latest models, new features and latest technology. To position their brands in the minds of the consumers, these players adopted several brand-building strategies apart from investing heavily on R&D and marketing. This case delves into the critical success factors of the industry and the factors that gave a few players market leadership in this industry. To create a competitive edge, Samsung, the No. 2 player, is emphasising on customer service. It is believed that customer service is a key influencing factor in the consumer durables industry. However, with other companies also catching up, can Samsung create an edge? The case delves into what Samsung needs to do to create a competitive advantage in the highly competitive consumer durables industry.

Pedagogical Objectives:

  • To debate on the sources of brand-building in a commoditised industry
  • To understand Samsung India’s brand-building strategies
  • To analyse and debate on whether Samsung’s focus on customer service would give it a competitive advantage over rivals.

Keywords : Rebranding, Repositioning, Strategic Postioning, Conglomerate, Branding, Network Operator, Retail, Diversification, Vision, Airtel, Bharti, Bharti Televentures


  • Consumer Electronics Market in India: An Overview
  • Comparison of Consumer Durable Companies in India
  • Customers Who Rated Performance as Excellent (2007) (in %)
  • Samsung India Limited: Brand Building Strategies
  • Samsung India Limited: Brand Building through Customer Service
  • Service Delivery Value Chain of Samsung

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