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Published on February 7, 2008

"Samsung targets capturing more of the married-couple market segment, expecting to reach a share of 25 per cent this year, up from 20 per cent last year," Chanvit Khieonavavongsa, marketing manager of Thai Samsung Electronics, said yesterday.

The total married-couple market is estimated at Bt7 billion a year, he said.

according to the National Statistics Office database, there are about 350,000 newly wedded couples a year in Thailand. Samsung estimates that each married couple will spend about Bt20,000 on electrical appliances and equipment.

The amount will tend to increase among couples who move into a new home.

Charnvit said the married-couple part of the market formed part of its Segment Marketing, which ues a marketing strategy under the "One-Stop Wedding Solutions Provider" concept. Samsung will implement the same marketing strategy for other segments, such as soldiers and low-income earners.

 In addition, Samsung aims to build stronger ties with its business partners and has recently collaborated with the KTC credit-card company to launch campaigns throughout the year.

The campaigns will be announced during a grand event called "The First Hot-Air Balloon Wedding & World Heritage Festival". The event will be recorded in "Guinness World Records" for the number of wedding couples to ride in a hot-air balloon: 15 couples from all over the world, of which 10 will be Thai.

Sasithorn Ongdee

The Nation