Superlative Samtron

The world over 15-inch display might be fading out and is being replaced by

17-inch monitors, but in India, 15-inch display still holds a good 60 percent of

the marketshare by screen size. And there is no doubt about Samsung holding the

most of it, despite a whole lot of monitor vendors going aggressive with their

marketing campaign in 2001-02.

During 2000-01, Samsung tried its best to promote the SyncM  Â

aster brand in the high-end category, however, the popularity remained with the

14 and 15-inch Samtron models. As customer preference chang-ed, 15-inch model

overtook the 14-inch model. In 2001-02, channels pushed the 15-inch monitors as

the entry-level model. By the last quarter of 2001-02, the share of 15-inch

model as per market estimates grew to as much as 60 percent.

Samsung 15” monitor: Tough competition but still sells well
Milestones
	Monitor sales backed up strongly with  attractive offers
	It is available  through 7,000 resel-lers country-wide

FIGHTING COMPETITION



Samsung, which entered the Indian market in 1989, now has a reseller base of

nearly 7,000 resellers and 75 dealers. 50 percent of Samsung’s revenue comes

from PC monitors. Today, Samsung enjoys immense recall both in the channel and

in the minds of the customer.

But with the competition getting increasingly stiff with newer players

entering this segment, Samsung does have a cause for concern. Resellers are of

the view that Samsung surely has lost some of its share in the monitor market,

but they believe that it still continues to be the leader.

And Samsung was not one to keep quiet in the face of fierce competition. The

company did a series of promotional activities to strengthen its brand.

And these schemes has been paying off well. "From the business done so

far, every month is proving to be better than the previous. Our ‘Bol Baby Bol’

and ‘Big Buy’ promotional schemes have done exceedingly well," says JS

Jong, Director, SEIIT.

During the last financial year, West accounted for 35 percent of SEIIT sales,

while North and South accounted for 30 and 28 percent of the sales respectively.

The Samsung 15" monitor (Samtron 56V) model is not very different from

its predecessor 55E model in terms of looks and performance. However, at an

estimated street price of Rs 6,200, it is best suited for most segments and

makes for a very good buy.