Samsung says new campaign seen to affect long-term sales

Korean consumer electronics manufacturer Samsung expects its two-week facturer marketng camapign directed to youth market to impact on sales in the long term.

"We don't expect it to boost revenue yet of this year, but we expect the campaign to genereate more brand awareness. If that spells into sales, well and good, but not in the short term," Samsung Electronics Philippines Corp. executive Glenn Martin T. Glinoga said.

Glinoga spoke to the Business Mirror at the sideling of the company's Monday press launch of its "Imagine "marketing campaing targeting young people in Metro Manila from 15 to 25 years old. According to Glinoga, the campaign is an original initiative of the company to ramp up brand relationship with the market.

He notes that while the company has maintained a lead market share in the liquid-crystal display (LCD) television category, "we eant to consolidate that lead and give a good showing in other consumer categories."

Aside from LCD TV, the companu also inports and sells in thelocal market mobile phones, LCD camera, printer, video disc players and computer monitors, among others.

The campaign, launched on Ocotober 15, invite young people to send text messages about what they imagine. Messages that get theo most vote from other users, according to Glinoga, would win a cash prize, consumer electronic products and gift certificated from retailer Folded and Hung. "We're encouraging yourn Filipinos to speak uo and voice out their opinions, thoughts, feelings and ideas," he said, adding that the campaign is in no way connected with politics or the electoral exercise next year.

Called "shout-out," the messages are entered through a micro-site of the company's main address in the Internet.

Mobile phones with Internet access can also be used to get into the campaign website.

According to the firm's press material, the shout-outs can be in English or Filipino but must fall under one of three categories: talk, play and love.

Only one slogan can be accepted for each category. Submission will be accepted until November 30, and the winners will be announced after this date.

Glinoga said he's optimistic that even without this campaign, the company willmeet its revenue target for this year. He, however, declined to cite figures.

Likewise, he added that despite the year nearly ending, the company will release new products.

However, he said, "Samsung has yet to see major attractions to justify putting up a manufacturing plant here."

"As of now, our imports and distribution model of business is working so we don't see that plan coming into view."