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Samsung expands refrigerator and microwave oven range with new launches

02-April-2008
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Samsung expands refrigerator and microwave oven range with new launches

In a bid to strengthen its presence in the Indian market, Samsung India Electronics Ltd (SIEL) has launched their new range of Freshtech refrigerators and microwave ovens. With this launch, the company is targeting 50 per cent growth in both the segments.

R Zutshi, Deputy Managing Director, Samsung India, said, “The Samsung ‘Freshtech’ refrigerator range represents the company’s efforts to continuously introduce innovative, new technologies for the Indian consumer. We have also created a new segment in the hi-end convection microwave oven segment by launching our premium, advanced and innovative smart microwave ovens in 36L and 42L capacities.”

The company is targeting over 50 per cent growth in its microwave oven sales this year. Said Zutshi, “The smart ovens are unique in that they offer a combination of conventional oven, grill and microwave functions – a three-in-one convenience – all in an extremely user friendly, compact device. The microwave ovens are priced between Rs 25,990 and Rs 35,990.

The ‘Freshtech’ range of refrigerators has been prices between Rs 13,000 and Rs 23,500. In total, the company has a range of 47 frost free models priced between Rs 13,000 and Rs 141,000. “We expect our frost free range to contribute around 46 per cent of our total refrigerator volumes this year,” Zutshi added.

Samsung is trying to tap into new large format retail opportunities like Croma, Reliance Retail, and Aditya Birla Group, among others, for more visibility in their marketing strategy.

The company is unveiling its communication plans from the first week of April, starting with a TVC that will break in the next 10 days, while the print campaign will follow later. The company is planning around 225 road shows in 2-3 cities as part of its below-the-line initiative.

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