Retail in Asia

In Trends

Samsung steps it up in home appliances in Australia

Samsung Electronics Australia is embarking on a mission to drive growth in its home appliances division with its first major advertising push in three years. Currently positioned as number four in home appliances in the Australian market, Samsung will be aggressively ramping up its marketing activity first seen this year, with media investment kicking in from March 2010.

The Samsung home appliance division has invested in a major new partnership with Better Homes and Gardens, a joint magazine-TV brand. The national integrated television and magazine sponsorship is expected to drive awareness of the Samsung range of home appliances which includes refrigerators, washing machines, air-conditioners, microwaves and built-in ovens, and vacuum cleaners. The sponsorship deal also includes the use of Better Homes and Gardens’ resident interior design expert Tara Dennis as a brand ambassador for Samsung Home Appliances.

According to Mark Leathan, head of Consumer Electrics Marketing, Samsung Electronics Australia, the partnership with Better Homes and Gardens and Tara Dennis was established due to their alignment with a similar target market to Samsung: "We aim our products towards Australian home owners, particularly those undergoing renovations. With this in mind, Better Homes and Gardens seemed like the perfect partner to reach our market and with the help of Tara Dennis, we hope to be able to drive a closer connection with the Australian public."

(Source: Samsung)