Samsung to kick off new campaign  ( September '4,2001, FE)

In a strategy aimed at bolstering its presence in the mid-and-high priced cellular handsets market (Rs 9,000-Rs 25,000), Samsung Electronics India Information & Telecommunication Ltd (SEIIT) is kicking off a $ 1-million brand-building budget for its cellular sub-brand Blue-i beginning September 5, 2001. The company is also enhancing its network of service centres from 15 to 40 by the year-end

Says Mr Rajiv Sethi: ‘‘In the GSM handset market, our share has risen from 14 per cent in the year 2000 to 22 per cent currently. Our target is to take it up to 25 per cent by the year-end.’’

In a market marked by the absence of any audited study on the cellular handsets market, Samsung claims to have captured over 50 per cent of the mid-and-high priced segment.

As per its plan of launching a product a month, Samsung will launch a new product, priced at Rs 8,000. Samsung’s handset portfolio includes eight GSP products, including the latest Blue-i; and two CDMA ones.

Samsung has no immediate plans to target the low-end mass segment (dominated by products priced at around Rs 3,000-Rs 4,000). As for its earlier plans to start manufacturing of low-end handsets in India, Mr Sethi says: ‘‘The company has not yet taken any decision on the setting up of manufacturing bases in India.’’

‘‘The focus is now to keep the brand activity high and keep the pricing competitive,’’ says he. ‘‘We’re also putting sharper focus on the service channel to compete against the grey market.’’

As part of its promotional activities, Samsung has roped in leading fashion designers Rohit gandhi, Rina Dhaka, Sangeeta Chopra and Araiya to design clothes with ‘Blue’ as an important theme. The ‘Blue’ designer lines will be unveiled on September 5 and September 8 in New Delhi and Mumbai, respectively. ‘‘We’re looking at promoting these designer lines,’’ says Mr Sethi.