Samsung is set on lifting its game in the appliance and whitegoods divisions, to establish itself as a major competitor locally and across the globe.

In an exclusive interview with Samsung head of marketing consumer electronics,  Mark Leathan, www.connectedaustralia.com was given an insight on the manufacturer’s strategy to tackle the appliance market.

Big plans for whitegoods in 2011

Leathan told www.connectedaustralia.com that the Samsung sees the appliance and whitegoods divisions as a major focus and potential growth point for the company.

“Appliances are now a major focus for us, and whitegoods certainly are too,” Leathan said.

“The reason for this – the TV market is not going to keep growing at an exponential rate. Our position in appliances isn’t as strong as in other divisions, so we believe that is the sector that has room for potential growth,” he added.

He continued to say that at present, Samsung is positioned number four in whitegoods, but has intentions to change this.

“We are currently number four in the whitegoods division. By the end of 2011, we plan to be number two,” he said.

One-off global acquisition

Leathan told www.connectedaustralia.com that Samsung has purchased a whitegoods factory in Poland. He continued to say however, that this global acquisition is a one-off for the company, and is not an indication of future moves.

“Samsung has purchased a whitegoods factory in Poland. As a company, we are not usually one to grow a product via acquisition. This is the only acquisition that has happened so far,” Leathan said.

Leathan explained that the company is not planning on engaging in a number of acquisitions, but intends on building its name in the appliance sector the same way it attacked the television market.

”Take our TVs for example. We built our position through the right product, right distribution and the right marketing. We intend to do the same with whitegoods,” he said.

Brand recognition – the key to success

Leathan said the company’s main intention is to become a recognised and sought out brand in the appliance and whitegoods sectors; divisions that at present, the company is not a major player.

 “We want to gain recognition as a brand in these sectors. Currently we’re number one in side-by-side fridges, and number two in total-fridges. We’re also a major player in washing machines, but we’re just not recognised yet as a major player in the appliance sector,”

Leathan continued to explain that the company is currently assessing it’s position in the market, and intends to become a major competitor in categories such as cooking appliances and air conditioners.

“We’re going to put a lot of money behind advertisements, promotions and point of sales, to gain the recognition in these sectors,” he said.