In an attempt to market its digital component products as consumer products, Samsung India has rechristened its IT peripherals division as Samsung Digital Imaging Solutions Business.
The electronics major has also launched three advanced LCD monitor series – Myst, Mendel and Mobius – in the 17 inch and 22 inch screen size segment. The company has enhanced its multifunction printer range by launching the world’s smallest colour laser, MFP CLX-3160, and its digital multifunction printer, SCX-6345N.
“With the new launches, Samsung Digital Imaging Solutions Business is targeting the SOHO and SMB markets. The focus will be on corporate and SMB markets for the multifunction laser printers, and we will be tapping new large format retail opportunities for it. We are also growing the sales team for the same,” said Ravinder Zutshi, Deputy MD, Samsung India.
Sanjay Sharma, VP-Digital Imaging Solutions Business, Samsung India, said, “We have noticed that in the IT sector, digital imaging products have been the growth drivers. We are cashing on the same aspect for Samsung’s growth. In 2006, LCD monitors contributed to 22 per cent of the company’s profits, having sold 300,000 units of LCD monitors. We are targetting this figure to go up to 40 per cent in the next fiscal.”
As for the marketing plan for the newly launched products, billboards have been put up across all major cities and towns, and the company is also educating its channel partners about its shift from being an IT peripheral company to one that is directly catering to the consumer through its own products.
The media spend of Samsung is 4.5-5 per cent of their annual turnover. Cheil Communication handles the advertising for Samsung. The electronics major would be relying heavily on print campaigns.