A recent report released by GFK Group, dating from January 2010 - August 2011, around the retail and technology sector, has indicated market growth for the Samsung brand in two key areas, including: refrigeration and home theatre - as well as indicated sustained market positioning in the flat panel TV market and washing machine sector. It is in line with this, that Samsung South Africa today announced it is South Africa's number one consumer electronics brand.
The results indicated growth in the refrigeration market from 20% to 26% (moving from third to first position) and single block audio (home theatre systems in a box) from 16% to 42% (moving from second to first position).
Furthermore, it highlights that the overall Samsung flat panel TV market has remained in number one position for the past three consecutive years - now with a market share of 40% - with Blu-ray players and Blu-ray home theatre in number one position since January 2010 (46% and 56% respectively), and similarly, washing machines have remained in the number one position for two consecutive years, coming in at a market share of 38%.
Says Mathew Thackrah, Consumer Electronics Director at Samsung South Africa: “Samsung has certainly elevated their product offerings over the past few years - using innovative technology as a business-critical success tool, having developed a number of products that not only meet consumer expectations and needs, but most definitely exceed them by offering products that are 'smart'; in other words - innovative, convenient and accessible.”
Samsung's history over the past year demonstrates products that have been developed with the highest quality, technological innovation and aesthetic appeal, and this has created a solid platform from which to grow the business locally - where consumers are always looking for the best and Samsung is always willing to deliver.
“Not only does Samsung understand the market in which we operate, but so too do we understand what consumers are looking for, and through this we aim to bring products to market that meet these demands. A key consideration for us as a brand has been the value-add that we can pass onto consumers - how we create convenience through our offerings, how we supply the market with new and innovative ideas and products that enhance lifestyles, and certainly, how we deliver upon our promise of quality service delivery,” continues Thackrah.
Some of the products testament to this outlook and market approach include: the Samsung twin-cooling plus refrigerator, the Deep Foam washing machine with eco bubble technology, and the Smart TV - to name a few. “The advanced technology featured within these products are driving uptake in the market - creating connected homes and smarter lifestyles, while allowing consumers to recognise and experience the true market leadership and value synonymous with our brand,” says Thackrah.
“While this is certainly just the beginning of a long, successful road for Samsung in South Africa, we are sure that this leap in market ownership and growing consumer confidence in our brand is going to steer us to great heights in the years to come, and we look forward to continued growth and success - backed by a strong local team and satisfied consumers,” concludes Thackrah.
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