Samsung Telecom dials visibility, to double advertising spends

After setting up a mobile manufacturing unit at Manesar, Haryana, in March 2006, with a capacity to churn out close to 1.5 million handsets per annum, Samsung Telecommunications is now pushing to increase visibility in the competitive Indian market.

The wholly-owned arm of South Korean giant Samsung Electronics claims to have captured 6.5 per cent share of the handset market. While Nokia dominates the handset market in India, Samsung has lost share to nimbler rivals like Motorola, and Sony Ericsson. The company, which says its market share has corrected from 16 per cent last year, attributes the fall to completely phasing out the manufacture of black and white handsets.

Samsung Telecom has also decided to double its advertising spends for the current year. According to a senior company spokesperson, the ad spend for this year will be between Rs 50-60 crore. Within the next three months Cheil Communication, Samsung Telecom’s advertising and media agency, will roll out three new campaigns. These three campaigns will cater to different target groups; such as high end, low end and intra-level.

Says Asim Warsi, general manager - marketing, Samsung Telecommunications India, “Samsung has a lot to offer for in this market and all our offerings are turning India centric. Whether it’s the products or advertising.” Warsi is referring to features such as SMS in Hindi language (launched three years back) and the Mobile Tracker technology (launched in 2006). Warsi has also hinted that the soon-to-be launched campaigns will once again have an Indian element. These campaign will make a judicious use of television, print, and outdoor.

For the record, Samsung Telecom launched three new Metal Series phones - SGH E840, SGH D900i and SGH D840. These handsets are being pushed as the world’s ``slimmest’’ slide-up phone. They are targeted at Indian business and working professionals and priced between Rs 12,000-Rs 15,000.