Global tech-producer SAMSUNG has placed Ghana as one of its priority markets in Africa for 2013.
Nigeria and Kenya remain SAMSUNG’s biggest markets on the continent in terms of volumes but Ghana’s recent performance in value compared to other African countries has attracted the attention of the company.
According to SAMSUNG, recent surveys show it is the market leader in phones in Ghana, number one value market share in smart phones particularly, TV and air conditioners.
The company has significantly increased operational activities in the country in terms of presence, advertising and sales. It has also hinted of some new major projects in Ghana, South Africa and Nigeria.
Some of these include the Mobile Fun Zone which is was development for the 2013 Africa Cup of Nations but expected to continue after the tournament.
SAMSUNG will also next month start the Chelsea Dream the Blues that will provide kids with global opportunities in football in Ghana, Nigeria and in South Africa.
These moves according to the Corporate Marketing Manager for Africa for SAMSUNG Lucy Jones in an interview with Citi Business News,
“enables us to take Samsung to the People and we are going to be engaging people a lot more than we have done. Another objective is to create a lot more awareness of the brand across Africa.”
SAMSUNG seems to be enjoying a lot of patronage in Ghana and across the continent with its high end and entry level phones as well as home appliances.
Lucy Jones told Citi Business News,
the company has been successful in that regard because “we work with the guys in-country to try and understand what the market needs and ensure that we give them what they want. Plus there is constant effort to innovate to new technology to kind of have this approach of an ongoing enrichment of people’s lives based on technology”, she said.
The Chief Operating Officer of SAMSUNG, George Ferreira in an earlier interview said “SAMSUNG ultimately does not want to just create awareness but we definitely want to be the most preferred and the most loved brand because it will translate positively into our bottom line”.
Lucy Jones also said she feels SAMSUNG is getting there “after doing quite a number of inroads, we are a very new brand in Africa and yet the growth that we have achieved has been good and quite phenomenal”.
In December 2012, SAMSUNG was adjudged a ‘super brand in Ghana’ by Super Brands, an international organization and the world’s largest independent arbiter of branding.
This was after SAMSUNG’s recent rating as the 9th Best Global Brand by Interbrand’s Best Global Brands Report for 2012.
By: Nana Boakye-Yiadom/citifmonline.com/Ghana