In a move to strengthen its printer business, Samsung India has launched various initiatives. The company has worked out a three-pronged business strategy for the year 2008, which includes strengthening the printer organisation, product range enhancement and channel expansion for this.
The company has launched seven new printer models and is looking at a 26 per cent market share this year, which is almost double of its last year’s market share, which was at 12.5 per cent.
To support its new printer range, Samsung has launched a new communication campaign in both its customer and channel communication using the platform of ‘Say Hello to Printelligence’. The communication encourages the customer to go for Samsung printers, based on the principal of intelligent technology, innovative design and the range of products that meet the requirement of all customers – be it SoHo, SMB or Corporate.
Uday Bhat, General Manager, IT Division, Samsung India Electronics, said, “We have adopted the multi-pronged strategy of launching new products across all customer segments supporting the range with a strong communication concept of ‘Printelligence’ and strengthening our channel engagement across India. To give consumers a complete idea of our IT product portfolio, including printers and LCD monitors, we plan to set up 10 IT Brand Shops this year.”
With the launch of seven new printer models, Samsung’s printer product portfolio now includes 30 products across personal, network, colour laser printer and MFP segments.