The LCD (liquid crystal display) TV boom will help to drive expected overall sales growth of 20 per cent for Samsung's audio-visual and white-goods sectors.

The company would also like to increase its sales of IT products and mobile phones by 25 per cent each this year.

"LCD TVs have become more affordable for Thai consumers, who demand a better standard of picture technology," said Arnut Changtrakul, deputy managing director of Thai Samsung.

"Since the beginning of the year, we have reduced our LCD TV prices by almost 30 per cent to make them affordable to our customers."

Samsung expects sales of audio-visual products and white goods to reach almost Bt8 billion this year, up 20 per cent. About 60 per cent of the total will come from audio-visual products.

Sales of IT products should reach Bt3 billion this year, up 25 per cent, while mobile phones will contribute almost Bt8 billion, up 25 per cent.

According to Arnut, the total market for electrical appliances is expected to grow by only 5 per cent this year, down from 10 per cent last year, due to the coup and flooding affecting the mood and purchasing power of consumers. But he believes the market is ready to rebound.

"Our business growth will be driven by sales of LCD TVs," said Arnut, who expects the overall demand for LCD TVs in Thailand this year to jump dramatically by almost five times from last year to more than 100,000 units, with sales next year reaching 300,000.

"Thailand has become the largest market in Southeast Asia for display products consisting of conventional CRT [cathode ray tube] and LCD TVs and monitors, with a total demand of more than three million units this year," said Arnut.

He added that all major LCD TV players had already shifted production to Thailand to make them more competitive in terms of product cost.

Samsung has expanded its LCD TV facility in Thailand since the first quarter of last year.

Kwang Kee Park, Thai Samsung's managing director, said its LCD TVs focused on consumers' lifestyles.

"We aim to offer LCD TVs as an object of art to consumers to represent their individual lifestyles. We supply the widest range of innovative and affordable products to meet consumers' needs and lifestyles," he said.

"We have a complete product line-up offered for consumers with different needs and lifestyles, such as first-time users, design-leading users and technology-conscious users.

"Our products come from the world's best technology and design. Our local manufacturing enhances the efficiency of production, distribution and logistics as well as helping to employ Thai people. Our LCD TVs made in Thailand are also exported to other international markets, reaffirming Samsung's world-class manufacturing standards."

Thai Samsung yesterday announced the launch of a promotional campaign named "Samsung 11 Days Special", which will run from October 21 to 31. Audio-visual products, home appliances, IT products and mobile phones will be offered on a mix-and-match basis with discounts of up to 40 per cent.

Kwanchai Rungfapaisarn

The Nation