The best way to boost sales of TV sets is to advertise on TV. This was, after all, the strategy embraced by the Samsung brand in Romania last year. "We were the top advertising spender of the entire black goods segment and second on the white goods segment," said Ovidiu Bejan, sales and marketing manager of Genco Electric Romania, the importer of the Samsung electronics and home appliances on the domestic market. Under the circumstances, Samsung's sales in Romania increased 50% last year, pushing the turnover up 40% to more than 17 million euros. "The growth pace will maintain this year," Genco Electric's representative feels. Besides importing Samsung products, Genco Electric, part of the Greek Fourlis Group, also represents the General Electric and Fourlis brands in Romania. "Samsung accounts for the bulk of the sales, i.e. nearly 80%, though," Bejan explained. He added the aggressive promotion strategy would continue this year. "The promotion budget will be at least equal to the one last year. We want to get past the South-Korean producer image and be seen as a high-end international brand." ZF
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