By >Daimaou - G.G-B
Samsung’s Two Track Marketing in Chinese LCD Market: ‘Premium’ and ‘Localization’
Samsung plans to pursue the Chinese LCD market with two track marketing strategy of ‘Premium’ and ‘Localization’.
The Samsung Electronics LCD Business confirms its two track marketing strategy for the Chinese LCD market: One is the Premium Strategy providing best of the best products and another is the Localization Strategy tailored to reflect Chinese consumers’ tastes and needs, and to further create new demands.
The Premium Strategy is centered on providing Samsung’s best products: Active 3D panel and Narrow Bezel applied high efficiency panel with LED backlight. According to a report by the AVC, a Chinese market researcher, Samsung Active TV takes 82% of the LED 3D market in China in terms of sales. Samsung plans to continue its leadership in the premium market by building up its 3D product line-up with further segmentation.
The Localization Strategy is pursed with 43/48 inch panels solely customized for the Chinese market. These panels find ‘a hidden inch’ on the screen by minimizing the bezel width to 9 mm from 15 mm of current 42/47 inch panels. Samsung’s 43/48 products have reached 1 million sales in 3 months after the releases.