Bangkok--21 Oct--Verve
Samsung stands firm as the leader in 2-door-and-more fridge segment with latest product to speed its yearend market share target. The company’s new 2-door fridge, “Samsung Glossy” with blue glass design, sets a new standard of refrigerator as a lifestyle home appliance with a tasteful design and technology combination complete with the efficient LED lighting. At the launching event, Samsung also unveils the new TV commercial starring Mew - Lalita Sasiprapa, Samsung’s home appliance presenter, to communicate about the new product to the mass. Samsung is confident this new move should help the company secure at least 22% market share in premium fridge segment by the end of this year.
Ms. Saowanee Sirariyakul, Business Leader Digital Home Appliance, Thai Samsung Electronics Co., Ltd., says that Samsung is now the clear leader in Thailand’s premium refrigerator segment which includes 2-door and side-by-side units thanks to the company’s relentless pioneering innovations of the side-by-side refrigerator that has now become the statement of a premium fridge, not just for the functions, but also as a beautiful home decoration item. The unique specifications and qualities of Samsung’s refrigerators are widely accepted on both global and local terms as proven by its 7-year leadership in Thailand. This year so far, Samsung still leads in the Thai premium fridge market while during 2008-2009, the company managed to secure a 20% market share or over 60,000 units sold in 2-door and more fridges, translating into a 14% growth when compared to the previous year-on-year sales figures.
“Our success derived mainly from our relentless endeavors in product research and development in which we paid equal attention to the design and technology to meet consumer’s demands. Our strong marketing and sales promotions, especially those at the storefronts, also helped establishing Samsung as the brand of choice among consumers. Everything we did encouraged our fridge sales, especially the most popular full-sized units. This makes it clear that consumers now pay equal attentions to the fridge’s working efficiency as its beautiful design,” explains Ms. Saowanee.
“For this year’s final quarter, Samsung is applying the latest research finding that consumers equally care for the design of the premium refrigerators as their functions to market its products at full force. The latest product, Samsung Glossy reaffirms the company’s market leadership because it is first 2-door refrigerator that perfectly marries a design masterpiece with latest cooling technology. The glossy blue glass finish of the product exudes a stylish luxury and the hidden handles give it a smooth and sleek look to fit all kinds of interiors, making it the first 2-door fridge in the market with a premium design. Also, with the efficient LED lighting and moisture-control system in the ‘Coolever Zone Plus’ for fresh vegetables and fruits, the fridge keeps the moisture levels at 90% while the ‘Cool Pack’ technology accelerates the freezing times for better food storing and safety,” says Ms. Saowanee.
“The ‘Samsung Glossy’ is aimed to please those who appreciate modern designs and in the meantime demand for the latest global technologies. These people always choose their home appliances accordingly and we hope that with our 360-degree marketing strategies covering about above- and below-the-line media, we will be able to successfully reach and attract those target groups. Khun Mew - Lalita Sasiprapa, our product presenter, should also help us broadcast the product outstanding information to the mass while we continue to beef up our distribution channels to cover all parts of the country,” says Ms. Saowanee.
Samsung’s current two main distribution channels include 80% of modern trade stores and 20% of Samsung’s representative stores. The modern trade is clearly Samsung’s main and direct channels for premium products and the company plans to continue to upkeep and improve the service and sales staff quality to make sure that it will never fail consumer’s trusts. The company is confident that it should establish the new trend of refrigerator selections with more people to choose the product both from the look and functions.”
“We expect that the launch of ‘Samsung Glossy’ should cement Samsung’s leadership in premium fridge business where we hope to earn a 22% market share by the end of this year,” says Ms. Saowanee.
There are now about 300,000 premium refrigerators available in the market which on average grows at 18% when compared to the previous year. It is possible that in 2011, the fridge market will face even fiercer competitions with players launching new products with design and technology combinations to compete in the market.
Samsung Glossy is available in four designs: Glossy Blue with Silver Girdle, 360-liter or 12.7cb.ft. capacity, 17,990 baht; Real Stainless, 360-liter or 12.7cb.ft. capacity, 18,990 baht; Glossy Blue, 335-liter or 11.8cb.ft. capacity, 15,990 baht; and Platinum Inox, 335-liter or 11.8cb.ft. capacity, 16,990 baht. For more information, please call Samsung Contact Center 1800-29-3232 (toll-free) or 0-2689-3232.
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Prinda Nilthachan
Thai Samsung Electronics Co., Ltd.
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