Says Samsung vice-president (marketing) MB Lee,The launch of digital camcorders will serve to further reinforce our digital image and leadership in the Indian market.
Sony and Panasonic dominate the 8,000-10,000 units organised camcorder market, which forms a meagre 25 per cent of the total market.
One of the camcorders Samsung plans to introduce in the Indian market is its ultra compact and fully featured MiniDV camcorder. The range will include both analogue as well as digital product category. In the first leg, it will introduce four models, two each in analogue and digital.
The range will straddle the mid-to-high end of the market. While indicating that the pricing for the products was being worked out, Mr Lee says the range would be competitively priced and products offered on the value-for-money platform.We will make a range of models available across different price points. Further, through the introduction of our latest, contemporary range backed by an assurance of good after-sales service, we expect to wean customers away from the grey market as well, he says.
The huge grey market, which offers a price differential of almost 35 to 40 per cent, is a major stumbling block to the market expansion plans of branded players. However, there has been a marked shift in mindset with acceptance level for the product being better today than it was five years back. We therefore feel there is a dormant demand and more players coming in will help grow this nascent category, he says. Even Sony, which is the brand leader in the category and has been generally low key in its marketing initiatives, has begun to advertise aggressively recently.
Besides its existing dealer channel for Consumer Electronics and Home Appliance products and DigitalHomes, Samsung will also be building a separate channel for the marketing of this product category, which will include shops selling photography material.