Indiantelevision.com Team

(8 July 2008 5:00 pm)

BANGALORE: Samsung India Electronics announced here the launch of its new communication campaign 'Say hello to Printelligense,' directed at both its customers and channels.

The company also launched seven new laser printers, including a flagship India specific model - the ML 2245.

Samsung has planned its 'Printelligense' campaign across the print media, outdoor and internet. The campaign will encourage customers to go for Samsung printers' basis their intelligence, technology, innovative design and price range for 'customers to make an intelligent choice'. With the launch of the seven new printers, Samsung claims that its printer portfolio has now expanded to 30 products across personal, network, color laser printers and MFP (Multi Function Print) devices priced in the range of Rs 5299 to Rs 139,999.

For the current year, Samsung is aiming at growing the number of sales units from last year's 110,000 to 260,000. The company claims a 12.5 per cent market share in India and is positioned at number two, far behind leader Hewlett Packard which has about 70 per cent market share.

To give a fresh thrust to its printer business, Samsung plans to double its printer sales and marketing manpower team and has restructured its sales and marketing. For tier II and II cities, the company plans to increase its partners from the current 120 to 175 this year.

Said Samsung general manager IT Division Uday Bhat, "The key driver this year will be our increased channel engagement to reach out to all customer segments. In addition to expanding our SI (system integrators) and SMB (small and medium business) channel in all customer segments, we will also be setting up IT brand shop network this year to showcase our products to our customers."

Samsung plans to launch ten franchisee IT brand shops in ten major cities in the country this year, revealed Bhatt.

Samsung had revenues of $1.4 billion last fiscal (Rs 54 billion). The company spends about Rs 2 billion towards promotion, marketing and advertising campaigns in India. Cheil is the creative and media agency. Starcom too handles some of the media buying for Samsung India.