As a strategy to drive growth, Samsung India is customizing its product range to suit the needs of Indian consumers. Apart from product innovations, the company has also announced an advertising budget of $18 million.
The Korean consumer electronic major plans to introduce fully-automatic machines with features such as memory back-up facility to meet frequent power failures and `a sari cycle' designed for washing saris. In its microwave ovens, the company has incorporated a pre-programmed `one-touch Indian menu' concept, making cooking more convenient.
The company is launching two new campaigns, one each for microwave oven and air conditioner categories, on Feb. 15. The campaigns will be handled by Triton Communications' Delhi office. The other roster agency is Mudra Communications.
Samsung India is targeting a sales turnover of $317 million from consumer electronics and home appliances this year. In 2001, sales were $281 million with home appliances contributing 41.5%.