The Hindu Business Line : Samsung fine-tuning audio range

CLOSE on the heels of chalking out its plans for colour television (CTV) and refrigerators segments, consumer electronics and durables major Samsung India Electronics Ltd is now streamlining its audio range.

"The launch of audios in the last quarter of this year has elicited a positive response, especially in the mini segment. In 2003, we plan to strengthen our line-up further by launching new models in the existing segments, especially the home theatre category. We will be increasing the number of DVD + MP3 Platform products. In terms of total volumes planned, we are looking at doubling our quantities next year," Mr Ravinder Zutshi, Vice-President, Sales, Samsung India, said.

Talking to Business Line on the audio range, he said, the range was available across portable (3 models), mini (4 models), micro (1) and home theatre categories. All audios would have VCD and MP3 playback and be characterised by very contemporary styling, Multi-format playback MP3-CD/VCD/CD-R /RW, power sound, super bass and very low acoustic distortion of 0.05 per cent, he said. "We have taken VCD/ MP3 as the platform for our entire audio range because this is the segment which has the maximum youth appeal and is showing the highest growth in the domestic market," Mr Zutshi said.

The audio range is priced between Rs 5,490 and Rs 36,000, while the home theatre system, HTDL200 is priced at Rs 39,900. On whether these audios were manufactured in India, Mr Zutshi, "These audios are imported as CBUs."

"Our presence in the audio segment is in the CD-based music systems market, which includes the mini/micro/mini VCD and the RCD segments. The CD segment constitutes around 54 per cent of the total audio market and this is the segment we are focusing on," he said.

Commenting on the company's performance in 2002, he said "the consumer electronics division will be contributing around 60 per cent of our sales turnover. We are expecting to sell 8.5 lakh CTVs and thereby register a 42- per cent growth in terms of our CTV volumes this year. The contribution of flat TVs this year is estimated to be around 12 per cent of the total CTV volume."

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