Samsung Launches Major Advertising Campaign To Drive Its Business-to-Business Presence

The campaign, "Ctrl P," is part of a comprehensive marketing push for Samsung's printing business, a key strategic growth area for the company. "Ctrl P" stands for "easy manageability" of business customer's printing infrastructure through Samsung's printing solutions.

Samsung has a very strong brand reputation in the business-to-consumer (B2C) market, in particular for its mobile telephones and televisions. Samsung has recognized that its offering for the business-to-business (B2B) market is an area of strategic growth and is focused on strengthening the brand in this space, leveraging the success it has seen in the B2C market. Samsung's printing business is spearheading its drive into the B2B space and offers continued growth opportunity and strong market potential.

Samsung's printing device and solutions portfolio are easy-to-use and enable organizations to manage their printing fleet centrally, minimizing maintenance while offering greater control and reducing the cost of office printing. This comes to life through the "Ctrl P" campaign, which addresses above and below the line activities, including online, press, banners and billboards, raising awareness amongst IT decision makers. This campaign is just one part of Samsung's printer marketing effort and is designed to support the company's growth plans in this market.  

"Growing the printer business is a major focus for Samsung," said Boonlerd Viboonkiat, business group leader - IT, Thai Samsung Electronics.

He continued, "Samsung currently holds the second position by market share in the worldwide laser printer industry and we are looking to consolidate this strength through significant growth of the laser printer business. This campaign is a key element of our growth ambitions for the printing business and for company's global brand strategy,"

Samsung has significantly expanded its presence in the printer market in recent years, achieving the number two position in the global laser printer market. In order to continue this growth in the B2B printer market, the company is investing heavily in its workforce and marketing efforts globally, together with significantly expanding its product and solutions portfolio.

The "Ctrl P" campaign will run in 14 global markets, including eight European countries, Australia, Canada, China, North America, Russia and Singapore.