Samsung Eyes 30 Percent Share In Domestic Microwave Oven Market (02-Mar-2010)
The electronics major, Samsung India is eyeing for a 30% share in the domestic microwave oven market and for this category it has roped in Chef Sanjeev Kapoor as its brand ambassador.
The company said in a statement .that Samsung is the leading microwave oven brand and therefore the association brings together the most celebrated face of the Indian cuisine.
At present, Samsung has 17% share of the domestic microwave oven market which is 1.2 million units and is expected to become 1.5 million units in the current year.
A company official said that Samsung through its association with celebrity chef coupled with country wide marketing and promotional activities is now targeting a 30 per cent market share in the segment.
Apart from this the company in order to promote its brand is few regions would also undertake below the line marketing activities such as organising cooking classes.
Samsung India MD R Zutshi said that the cooking classes will enable consumers to understand that they can use Samsung Microwave ovens as a cooking device for Indian dishes rather than a mere reheating device.
Meanwhile, Samsung Electronics is eyeing to treble its smartphone sales to more than 18 mn units.
Boosting its smartphone sales is a tough job for Samsung as the competitors like - LG Electronics Inc., which together accounts for more than 30% of the total cell-phone market, however holds very small portion of the smartphone market.
Mr. Shin Jong-kyun, Head of Samsung''s mobile division said this year the company will make a major change in its Smartphone category and also has plans to reinforce its smartphone business, not only by improving the hardware offerings but also by updating its content, applications and services.
Besides this, Samsung India earlier this year had stated that other than increasing its LED display range, it plans to introduce 3D enabled flat screen televisions in India.
However, it will introduce 3D models of LCD, LED and plasma television sets in the overseas markets by March-end, and will launch them in the domestic market by June.
The 3D televisions will be launched globally by the end of March and depending on the demand, they will plan to introduce it here 2 months later.
The 3D televisions are those that can operate in three-dimensional mode showing other details such as the depth and heights of the visuals.
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