Samsung India is undertaking new initiatives to strengthen its IT peripherals business in the country. The company is eyeing a market share of 44 per cent by the end of this fiscal, from the current 35 per cent. The growth initiative involves new product launches, setting up dedicated IT brand shops, and an advertising burst, among others. Cheil Communications, Samsung’s in-house agency, is handling the creative and media duties.
Y J Lee, VP- IT Business, Samsung India, said, “The Indian market has shown rapid growth, especially in LCD monitors. The sales contribution from LCD monitors alone is 70 per cent. In keeping with the global market trends, India, too, is witnessing a dramatic shift in favour of LCD monitors. Samsung is fueling this transition in India by continuously launching LCD monitors that lead in terms of their design, performance and innovative features.”
The latest from the Samsung India stable are three new advanced LCD monitor series – T monitor series, Myst Plus and Lime Offer. The company has also forayed into two new products verticals – projectors and digital photo frames.
In addition to strengthening its IT product portfolio, Samsung India has also announced its plans to expand its IT channel this year, which includes setting up of dedicated IT brand shops.
Sanjay Sharma, VP-IT Division, Samsung India Electronics, said, “We will further strengthen our range by adding our wireless network photo frame in another couple of months. In addition, we will have IT brand shops coming in the top 10 cities in the next 6-8 months.”
All these activities would be supported by an advertising push. “We will be advertising in all the national dailies and IT consumer magazines, which will start from next week,” Sharma informed.