The Korean electronics major, Samsung is on a product launch spree in India, with launches of more than 200 new models across categories slated for this year; with plans to localise even its global flagship and premium. With what industry executives say is the greatest number of launches ever by any global technology brand in the Indian market, Samsung wants to consolidate its presence and grow its revenue at more than 30%. In 2012, Samsung India became the largest electronics and consumer goods company in India with Rs 27,000 crore revenue.In the last three months, Samsung has launched a galaxy of smartphones - Galaxy S4, Galaxy Fame, Galaxy Young, Galaxy Star, Grand Quattro, Galaxy Mega, Galaxy Tab2 and Galaxy Pocket Neo, along with the Rex series. There have been over 20 new flat panel television launches, 30 new models of air-conditioners and refrigerators each.Retailers say Samsung's main competitors lag far behind in new launches, even though Nokia has upped the tempo recently with the Lumia and Asha series. Samsung has increased its brand pull as a rub-off effect of its huge success in mobile phones and increased the number of new launches.In an industry where new product launches often make or break a brand, Samsung is trying to fill in every possible price point.The results show that the strategy's working - Samsung has sold more than 15 million of its Galaxy smartphones in India, recently beat Nokia in overall cellphone market share, and has become the largest brand by sales in flat panel television, frost-free refrigerators, side-by-side refrigerators, smartphones and tablets.Such frequent launches every month helps to create new segments in the market and cater to the consumers' upgradation demand. Samsung India's country head (mobile phone) Vineet Taneja said the company has even started localising some of its global flagship products for India. For instance, Samsung developed a dual-sim version of the Galaxy Grand model specifically for India, considering dual-sim phones account for more than 60% of the Indian market. It is also offering local apps and services like access to thousands of local movies, trailers, songs and books in smartphones. In appliances and television, Samsung has taken its localisation strategy beyond the entry-to-mid segment products to the premium segment. For instance, it has launched 'made-for-India' LED televisions which allows to share content directly between devices eliminating the need for a computer, and safety features like protection against electrical surges, lightning and humidity.
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Friday, 28 June 2013
Samsung bets that new devices to stay on top of the market
The Korean electronics major, Samsung is on a product launch spree in India, with launches of more than 200 new models across categories slated for this year; with plans to localise even its global flagship and premium. With what industry executives say is the greatest number of launches ever by any global technology brand in the Indian market, Samsung wants to consolidate its presence and grow its revenue at more than 30%. In 2012, Samsung India became the largest electronics and consumer goods company in India with Rs 27,000 crore revenue.In the last three months, Samsung has launched a galaxy of smartphones - Galaxy S4, Galaxy Fame, Galaxy Young, Galaxy Star, Grand Quattro, Galaxy Mega, Galaxy Tab2 and Galaxy Pocket Neo, along with the Rex series. There have been over 20 new flat panel television launches, 30 new models of air-conditioners and refrigerators each.Retailers say Samsung's main competitors lag far behind in new launches, even though Nokia has upped the tempo recently with the Lumia and Asha series. Samsung has increased its brand pull as a rub-off effect of its huge success in mobile phones and increased the number of new launches.In an industry where new product launches often make or break a brand, Samsung is trying to fill in every possible price point.The results show that the strategy's working - Samsung has sold more than 15 million of its Galaxy smartphones in India, recently beat Nokia in overall cellphone market share, and has become the largest brand by sales in flat panel television, frost-free refrigerators, side-by-side refrigerators, smartphones and tablets.Such frequent launches every month helps to create new segments in the market and cater to the consumers' upgradation demand. Samsung India's country head (mobile phone) Vineet Taneja said the company has even started localising some of its global flagship products for India. For instance, Samsung developed a dual-sim version of the Galaxy Grand model specifically for India, considering dual-sim phones account for more than 60% of the Indian market. It is also offering local apps and services like access to thousands of local movies, trailers, songs and books in smartphones. In appliances and television, Samsung has taken its localisation strategy beyond the entry-to-mid segment products to the premium segment. For instance, it has launched 'made-for-India' LED televisions which allows to share content directly between devices eliminating the need for a computer, and safety features like protection against electrical surges, lightning and humidity.
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