EDGE 2015 is starting in

Find out more EDGE 2015
Menu
Improving brand awareness important for printer business: Samsung

Improving brand awareness important for printer business: Samsung

Technology company aims to improve its printer brand in order to drive sales globally

Samsung is not a newcomer to the printing space, but the company would like to see its standing in the B2B space improve.

Printing solutions sales and marketing team vice president, Hyesung Ha, said the company reshuffled its printer business into its own unit last year to strenthen its market focus.

“The printer unit has now regained its independence, because it is that important for us,” she said.

“Before it was part of the IT division together with the PC business.”

Ha said the spin-off was a necessary step in ensuring the printer division meets its potential of becoming a key growth area for Samsung going into 2020.

Samsung has been in the printer business since 1990 with the introduction of its COFAX-6000 multifunction laser printer, with the company grabbing the second position in Asia and top spot in countries such as Thailand.

Globally, the company holds the second spot in terms of shipments and has kept the position since 2003.

Read more: Showdown: LG G3 vs Samsung Galaxy S5

Renewed approach

Despite the strong sales, Samsung’s brand does not have a strong awareness in the printing space, particularly compared to its smartphone and TV divisions.

“The public and media are not as well aware of Samsung as a printer brand, and it is something we need to address and change,” Ha said.

With a focus on its 2020 vision, Samsung aims to bolster its image in the B2B printer space with a new global marketing campaign that began in Q4 last year.

The headquarters driven initiative began in seven countries, spanning UK, Germany, Italy, France, Spain, China, and Brazil.

Ha said the campaign will be run on a three year plan, and will include investment in TV, print and online advertising.

The US market will be added to the list in June this year, with the marketing push expected to continue into 2015 and spread to other regions.

“In terms of local execution, there will be increased investment with the new campaign and subsidiaries will also carry out their own promotions,” Ha said.

Further investment

Read more: Resellers struggling with growth, sales challenges: Fuji Xerox

Printing solutions sales and marketing team senior vice president, David Song, admits Samsung has struggled in the past to appeal to the B2B segment and lacked the communication know-how.

“Samsung has been strong in B2C, but there were limitations in our B2B strategy,” he said.

Spinning off the printer division into its own entity is designed to help refocus on B2B, and Song said the company is continually improving its messaging and marketing.

“In some ways it is still early days, but it is a matter of time before we catch up,” he said.

Following Samsung’s initial investment in the new marketing campaign, Song said the printer division is encouraged with the market response so far and will invest further.

Patrick Budmar covers consumer and enterprise technology breaking news for IDG Communications. Follow Patrick on Twitter at @patrick_budmar.

EDGE 2015:: For all the latest on EDGE 2015 including the keynote speakers visit the EDGE mini-site now

Follow Us

Join the ARN newsletter!

Error: Please check your email address.

Tags Printerslaser printerssamsung

Upcoming

Slideshows

In Pictures: 7 things we hate about Twitter

In Pictures: 7 things we hate about Twitter

You probably either love Twitter for its quirkiness and brevity or see it as a pointless waste of time. After nearly a decade on the social scene, Twitter still needs to improve its user experience and fill in notable gaps in the service. These seven problems are long overdue for a fix.

In Pictures: 7 things we hate about Twitter
IN PICTURES: EDGE 2015 - Sponsor Briefing

IN PICTURES: EDGE 2015 - Sponsor Briefing

With EDGE 2015 rapidly approaching, ARN and Reseller News NZ held a Sponsors Briefing where ARN publisher and president, Susan Searle, and Events Manager, Alexandra West, ran through the considerable logistics in detail. Attendees then enjoyed some splendid canapes and drinks. EDGE is designed to bring the A/NZ channel together in a collaborative and educational environment. Themed around channel channel leadership, EDGE will be held at the Sheraton Mirage, Port Douglas, July 20-23. Photos by MIKE GEE.

IN PICTURES: EDGE 2015 - Sponsor Briefing
In Pictures: Robots that cook, clean, sing and dance

In Pictures: Robots that cook, clean, sing and dance

Cooking, learning language and doing the laundry are a few of the human skills demonstrated by.real humanoid bots featured in the National Geographic movie Robots.

In Pictures: Robots that cook, clean, sing and dance

iasset.com is a channel management ecosystem that automates all major aspects of the entire sales, marketing and service process, including data tracking, integrated learning, knowledge management and product lifecycle management.

Show Comments