Expecting a 50% jump in colour TV sales market next year, the electronics major Samsung plans to spend Rs.22-25 crore in ads in the first quarter of next year. With an eye on the upcoming cricket world cup, new TVCs under its Team Samsung campaign are also going to be launched.
Speaking to exchange4media, R. Zutshi, Vice President-Sales, Samsung India Electronics said, "To further leverage our Team Samsung strategy, we are coming out with 2-3 new TV commercials for the upcoming cricket world cup. We plan to spend close to Rs.22-25 crore on advertising in the first quarter next year." Samsung's ad budget for year 2002 has been around Rs.80 crore.
It must be noted that recently LG had released its new Rs.40 crore campaign 'Always cricket first' featuring the captains of the 14 teams participating in the cricket world cup. Denying the allegation of adopting ambush marketing tactics in the last few months, Zutsthi said, "Instead of calling ambush marketing, I would say we took the route of pro-marketing. We signed up with the seven core players of the Indian cricket team for our Team Samsung campaign to strengthen our association with cricket." Samsung is the media sponsor of the India-New Zealand cricket series on the ESPN channel.
Riding high on the cricket fever, Samsung aims to sell 4.5 lacs of colour TV units in the first quarter. And to achieve this, new colour TV models are going to be launched by Samsung during the period. Informing on their further growth plan for next year, Zutshi said, "Along with the new colour TV models, we are going to add new models in the audio and microwave range besides launching video cameras. We should be able to achieve 100% growth in the refrigerator market as well by selling more than 4 Lac units next year."
Samsung is setting up a new refrigerator manufacturing facility costing US $25 million at Noida. It is expected to commence production of both conventional and frost free refrigerators by August next year. "This will allow us to introduce new refrigerator models with shorter lead times as well as allow for greater customization of the range," claimed Zutshi. The company is expecting its home appliance share to be around 40% of the total Samsung India turnover.
To achieve such high growth targets, Samsung plans to go aggressive on the promotion front with presence on all major TV channels delivering high TRP programmes, stated Zutshi. He further added, "The regional print media also figures highly in our media plan as it helps us to penetrate deeper in the market. Plus we are sponsoring Indian teams in mega sports events such as Olympic and Asian games."