By Patrick Avenell
SYDNEY, NSW: Samsung Australia has this today delivered a clear message of intent to the whitegoods industry: it’s about to make its move.
Although relatively inactive in this section of the market for the last three years, preferring instead to focus its energy on its booming entertainment division, Samsung has held its ground in whitegoods, and is currently ranked number four.
The three companies holding them out of the top spots – believed to be Electrolux, Fisher & Paykel and LG – should now be on notice; Samsung will be “ramping up its marketing” with significant above the line activity for the rest of 2010.
The first announcement from the Korean suppliers is a partnership with the Better Homes and Gardens brand. Advertising will be incorporated in to both the television programme and the magazine, with a focus on refrigerators, washing machines, air conditioning, microwaves, built-in ovens and vacuum cleaners.
This promotion will commence on 21 March and will run for 12 weeks.
A second announcement today was the recruitment of television personality Tara Dennis as Samsung’s new brand ambassador. Talking about this appointment, and Samsung’s new marking push, is head of consumer electrics marketing, Mark Leathan.
“We aim our products towards Australian home owners, particularly those undergoing renovations. With this in mind, Better Homes and Gardens seemed like the perfect partner to reach our market and with the help of Tara Dennis, we hope to be able to drive a closer connection with the Australian public,” said Leathan.
“This partnership will help us gain recognition as a brand in the home appliance market. Currently Samsung is number one in side-by-side fridges, and number two in total fridges; our washing machines are also very popular.
“By increasing our marketing within Australia, we will raise awareness and familiarity of Samsung, not just as a mobile or television brand but as a major player in home appliances.”