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Samsung India's marketing thrust to focus on BTL activities this year

Samsung India's marketing thrust to focus on BTL activities this year

Author | Sumita Patra | Saturday, Mar 04,2006 8:16 AM

Samsung India's marketing thrust to focus on BTL activities this year

Samsung India Electronics Ltd has some buoyant plans for 2006. The company, as reported by exchange4media earlier, would lay stress on flat panel TVs and digital media products this year. In a previous communication with exchange4media, R Zutshi, Deputy MD, Samsung India, had said, "Flat panel TVs, digital media products like MP3 players, digital still cameras/camcorders and home appliances, ACs and washing machines will be the growth drivers for our consumer electronics business this year."

In order to achieve that, Samsung India would push its marketing focus towards below the line activities this year. This would be in addition to the advertising thrust being given by the company to grow its business this year.

The below the line activities that the company would lay stress on include live product demonstrations, allowing customers to experience the products at lifestyle malls and housing complexes and participating in exhibitions / road shows.

Said Zutshi, "While the advertising campaign will generate awareness on our products, the ground level activities will allow customers to touch and feel our products, especially in the case of smaller, digital products like MP3 players or digital still cameras."

The enhanced focus on below the line activities will be complemented by the advertising efforts as well as thrust on retail that the company would be undertaking. Samsung India plans to set up 10 AV Zones this year, in addition to setting up around 15 IT stores and also has plans to expand its digital home network by around 25 per cent.

While the AV Zones will be retail outlets selling the hi-end audio-video products in a lifestyle ambience, the digital homes will showcase the entire product portfolio.

Pradeep Tognatta, Director-Sales, Samsung India, said, "Our differentiated product offering, our efforts at educating customers through our more interactive, experiential Samsung brand shops, AV Stores and ground level activities, our LCD oriented advertising as well as the growing product availability across large format retail stores, all should help fuel the growth of our digital product categories in the country."

Samsung India, which is focusing on product and technology innovation to drive the sales of its premium products, is planning to introduce its new lineup in MP3 players, digital still cameras and camcorders later this month. The company also plans to commence manufacturing 21" SlimFit TVs at its Noida factory by the middle of this month.

Tags: e4m

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