Samsung launches major advertising campaign to drive its Business-To-Business Presence

Samsung Electronics has introduced a new global advertising campaign to strengthen its brand among a business audience and raise awareness of the company’s printer offering.

The campaign, “Ctrl P”, is part of a comprehensive marketing push for Samsung’s printing business, a key strategic growth area for the company. “Ctrl P” stands for “easy manageability” of business customer’s printing infrastructure through Samsung’s printing solutions.

Samsung has a very strong brand reputation in the business-to-consumer (B2C) market, in particular for its mobile phones and televisions. Samsung has recognised that its offering for the business-to-business (B2B) market is an area of strategic growth and is focused on strengthening the brand in this space, leveraging the success it has seen in the B2C market. Samsung’s printing business is spearheading its drive into the B2B space and offers continued growth opportunity and strong market potential.

Samsung’s printing devices and solutions portfolio are easy-to-use and enable organisations to manage their printing fleet centrally, minimising maintenance, while offering greater control and reducing the cost of office printing. This comes to life through the “Ctrl P” campaign, which addresses above and below the line activities, including online, press, banners and billboards, raising awareness amongst IT decision makers. This campaign is just one part of Samsung’s printer marketing effort and is designed to support the company’s growth plans in this market.

“Growing the printer business is a major focus for Samsung,” said Anthony Toope, Marketing Manager IT Division, Samsung Electronics Australia. He continued, “Samsung currently holds the second position by market share in the worldwide laser printer industry and we are looking to consolidate this strength through significant growth of the laser printer business. This campaign is a key element of our growth ambitions for the printing business and for company’s global brand strategy.”

In order to continue this growth in the B2B printer market, the company is investing heavily in its workforce and marketing efforts globally, together with significantly expanding its product and solutions portfolio. The “Ctrl P” campaign will run in 14 global markets, Australia, Canada, China, North America, Russia and Singapore and eight European countries,.

The new Samsung Business website www.samsung.com.au/businessprinter provides information for IT decision makers on; the Samsung product range, print solutions to improve workflow, fleet management, IT administration tools, case studies, white papers and third party reviews and awards.

- End -

Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2007 consolidated sales of US$103.4 billion. Employing approximately 150,000 people in 134 offices in 62 countries, the company consists of four main business units: Digital Media Business, LCD Business, Semiconductor Business, and Telecommunication Business. Recognised as one of the fastest growing global brands, Samsung Electronics is a leading producer of digital TVs, memory chips, mobile phones and TFT-LCDs. For more information, please visit www.samsung.com.au.