The Hindu Business Line : Samsung hopes to cash in on cricket fever

TO cash in on the `Samsung Cup' fever and strengthen its position in the consumer electronics market, Samsung India Electronics Ltd (SIEL) is all set to expand its colour television (CTVs) and air-conditioners (ACs) portfolio by offering products at various price points. From March end the company is going to introduce flat colour televisions (CTVs) with its latest Digital Natural Image Engine (DNIe) technology. The company has just launched the new G series of split air-conditioners (ACs) (3-models) in the popular 1.5 tonne and 2.0 tonne capacity segments.

The new G premium model comes with Samsung's patented `Bionizer' Air Purifying System. The G series is priced in the range of Rs 35,990 - Rs 48,990. "We are anticipating a 20 per cent jump in AC sales in the April-June period this year, over corresponding period last year," Mr R. Zutshi, Director-Sales, Samsung India, said.

The company is, however, still working out the pricing for its new 50-hertz DNIe-enabled flat TVs in the 21", 25" and 29" screen size segments. Currently, Samsung CTV product portfolio comprises systems with its latest DNIe technology: Plasma (42"-63"), LCD (15" -32"), `Plano' Digital Flat TVs in the screen size 17"-34" and conventional televisions (14"-29"), priced in the range of Rs 7,490 - Rs 13,99,990. "We are expecting a 50 per cent jump in CTV sales in the March - April period this year over the sales recorded in the corresponding period last year, linked with the Samsung Cup," Mr Zutshi , said. On what percentage of growth is the company expecting from its latest CTV offering, he said, "It's too early to make any predictions." The company expects Flat TVs to lead its CTV sales during the period of the Samsung Cup. Flat TVs should contribute 35 per cent - 40 per cent of the total CTV sales during the two-month period between March-April, Mr R. Zutshi, said.

Samsung India is focussing on DNIe in terms of its television advertising campaigns as well. Coinciding with the Samsung Cup, the company has released new ads for CTVs, ACs, phones and refrigerators with the total spend of Rs 60 crore, which includes expenditure on the Samsung Cup. The tag line of the campaign to support its CTVs with DNIe technology is Duniya Hai Gol, TV Flat. The campaign addresses a younger mindset, which, in today's context is most open to consumption of new technologies, Mr Zutshi, said.

The tag line for its air-conditioners range is `Breathes Life'. This campaign highlights the benefits of Samsung's proprietary technology, Bioniser, which releases anions into the room environment and coupled with the `Silver Nano' health system helps in making air pure and fresh, devoid of any kind of pollution.

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