2008 was an incredibly significant year for Samsung Home Appliances thanks to our transition from a brand traditionally known in the white goods field for American-style refrigerators, to a leading manufacturer in the home appliances market. Introducing new products into core categories such as washing machines and two-door refrigeration has given us a solid foundation to build upon. Our first ever above-the-line campaign for a home appliance product – the G-series refrigerator – communicated our strength in the cooling sector and positioned Samsung as an innovator in this division. Improvements to our service network mean we can now offer a dedicated after sales service to our growing customer base.
Samsung is a brand that can offer unique products and differentiation in a market that is becoming increasingly depressed. Our Dual Cook oven splits the standard cavity into two separately controlled ovens, the AIR Refresh washing machines remove odours and wrinkles from fabric without using water and our new ultra-quiet Silencio vacuum cleaners give high performance dust pick-up. The focus for 2009 will build on these strengths with new introductions in the laundry, refrigeration, cooking & floorcare categories.