By Patrick Avenell
SYDNEY, NSW: Samsung will realign its digital imaging focus in 2011, with the brand moving from domination of the low end of the category up to competing in the premium end, alongside key rivals Sony and Canon.
Lambro Skropidis, head of marketing at the Korean giant’s Australian office, explained how a delayed entry into the digital imaging categories resulted in Samsung becoming a volume player at the low end – a segment he said Samsung now is dominating. With Samsung’s objective to becoming the value leader in this category, a position currently held by Canon, Skropidis has outlined a strategy that encompasses new products, more innovation and a broadening of Samsung’s channel strategy.
We’ve continued to be in innovative categories like the hybrid area and the mirrorless area and we’re going to continue to play in that segment,” Skropidis said. “We’re going to continue to provide higher and higher ASP (average sales price) products. We’re doing very well in that market from a unit perspective: from what I can see, we completely dominate the low end of the pricing segments.
“The challenge for us is to become the overall value leader in the category — we’re having a really good run from a volume perspective, the last two periods in GfK we were the unit leader in the category, but from our perspective, trading below $250 is not really what it’s all about for us, so we’re going to continue to bring better and better innovations in higher price points.”
Skropidis said there would be more high end products in Samsung’s NX range released soon, with Current.com.au understanding that the week of 11 April 2011 has been pencilled in for a high-concept launch. In addition to hybrid and mirrorless models, there will be an expansion of Samsung 2View range and more interchangeable lens options for consumers.
Read more : http://www.current.com.au/2011/03/21/article/Samsung-to-expand-its-high-end-camera-range-engaging-more-photo-specialists/DESCWCQTDU.html
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