MUMBAI: Product innovation, technological leadership and design will be the key focus areas for Samsung India this year.

"Flat panel TVs, digital media products like MP3 players, digital still cameras and camcorders and home appliances products like ACs and washing machines will be our growth drivers for our consumer electronics business this year," said Samsung India deputy managing director R Zutshi.

The company, which announced the launch of its new LCD television range in the country today, plans to strengthen its focus on Flat and SlimFit TVs this year.

Samsung, which sold 1.5 million colour TVs last year and recorded a 100 per cent jump in Flat TV sales last year, aims to sell 1.8 million CTVs this year across Flat /Slim Fit and Flat Panel TV categories.

Samsung is targeting a market share of around 50 per cent in the fast growing Flat Panel market in India. With the introduction of the new range, the Samsung LCD TV range is priced between Rs 44,990 to Rs 399,000.

Accordingly, the company plans to enhance its SlimFit lineup by commencing the production of SlimFit TVs at its Noida facility by the end of February. The SlimFit range, which is currently available in 32" and 29" screen sizes will be enhanced to include 21" screen size as well. Samsung aims to increase its market share in Flat TVs from 22.5 per cent (December 2005) to 30 per cent by the end of the year and is targeting a market share of 50 per cent in Flat Panel TVs by the end of this year.

"Our enhanced product portfolio across categories, innovative marketing coupled with faster response to the market will be our key strategies towards achieving our business plans this year," added Zutshi.

In the direction of becoming more customer oriented and responding faster to the needs of the market, Samsung India has put in place a regional sales structure, with each region being headed by a regional manager.

"The regional managers will bring more synergy in the operations of the branches in each region and at the same time ensure faster decision making. They will report into the director-consumer electronics business," informed Zutshi.

Samsung India, plans to strengthen its focus on air-conditioners and washing machines this year. The company has already invested $5 million as mould investments towards introducing its new, advanced air conditioner range in the market last week.

"All our home appliance categories will see range enhancements in this year, in sync with seasonality trends," said Zutshi. Samsung India aims to garner a market share of over 20 per cent in refrigerators and 26 per cent in microwave ovens by the end of this year.

Samsung India plans to further strengthen its Flat Panel TV business in the country by introducing its new, advanced LCD range in the country. Six new LCD models have been launched in the screen sizes between 20" - 46", taking its total LCD range offering to nine models.

The company plans to enhance market penetration and grow the market for LCD TVs in India by enhancing the product availability across multibrand counters beyond the top nine cities and by expanding the concept of Samsung AV stores in the country. The first Samsung AV Store, set up in Kolkata last year, is dedicated to selling audio video products. It also plans to expand its brand shop network by 30 per cent this year.

Samsung India director sales Pradeep Tognatta said, "Our differentiated product offering, our efforts at educating customers through our more interactive, experiential Samsung brand shops and AV stores, our LCD oriented advertising as well as the growing product availability across large format retail stores, all should help fuel the growth of the LCD category in the country. Flat Panel TVs should contribute five per cent to our total CTV sales this year.

Samsung Electronics, the parent company of Samsung India, too plans to continue its thrust on LCD TVs in the coming years. The company expects over 30 per cent of its global sales to come from Flat Panel TV sales this year. Samsung Electronics is also supplying LCD Panels to Sony through a 50:50 joint venture with Sony; called S-LCD Corp. Sony has invested $1 billion in this joint venture and receives 30,000 sheets a month of LCD 'mother glass' from this facility.