One of the largest appliance retailers, Samsung is looking to expand there business in Pakistan. Although they already hold 38% share in Pakistan they are looking to expand that to 50% by the end of 2013. According to The Express Tribune, Amir Shahzad, Samsung Pakistan's retail and Channel Management Head explains that Samsung is benefitting from the rise of the Pakistani middle class.
Shahzad stated “Our latest appliances are relatively higher-end, but we are also targeting the rising middle class. These retail outlets are providing us a wonderful platform to promote our brand,”
Even though Samsung wants to expand they are reluctant to do so. They have not decided yet wether or not they will set up a manufacturing plant in the country. So what is Samsung going to do? According to electroiq,They are going to Advertise themselves to reach the masses. “We want every Pakistani to use Samsung products, for which we are using every possible advertising channel, whether electronic and print media, road shows, brand shops, social media, promotion schemes, online advertisements,”
They also have set up a facebook page to better reach the public. Besides Social Media they have set up commericals to better reach the masses. This video is an advertiment for Samsungs E1087, in which Samsung is sending a message of if you have this phone everything will be better.
Another way Samsung has decided to expand is to set of Brand Shops. In other words they set up retail store with employees who really know the product insead of selling in a store that sells multple brands. Shahzad also stated "The Samsung Brand Shop is a revolutionary business model for the Samsung retail brand, from where all retailers can learn and emulate building a consistent branding approach,”
Will Samsung succeed and expand in Pakistan? Well only time will tell.