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Microwave cooking with Samsung-Sunday ke Sunday
New Delhi, April 27: In an attempt to keep competition at bay, Samsung Electronics, as part of its direct selling initiative for microwave ovens, has started a `Come n' Cook Sunday ke Sunday' programme, at its branch offices at all metros. Potential customers are invited to try their hand at microwave cooking in the office premises. According to J H Park, vice-president, marketing,``The idea is to allow the potential customer to see and experience the product as well as break the mindset that the microwave is a reheating device and not a cooking medium.'' The participants are provided the ingredients and there is a chef at hand to guide them. Simultaneously, Samsung is also holding cookery classes for its existing customers. According to market sources, though the microwave market has seen a growth of 25 per cent, with the size for this year estimated to be 1,20,000, it still represents a penetration of less than 1 per cent. With more players entering the fray and near parity in terms of productdifferentiation and prices, the need now is to change the mindset and shift perception of the microwave from being a mere heating device to a cooking gadget. -- MM Copyright © 2000 Indian Express Newspapers (Bombay) Ltd.
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