Samsung The New King Of TV As Sony Falters

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Samsung is the new luxury TV brand in Australia with new GFK data revealing that Sony has been pushed into third place as consumers desert the Japanese brand due to pricing and brand “perception” issues.

According to research company GFK the June 2009 TV sales report* shows that Samsung has taken over from Sony in both total value and units sold for the second consecutive month.

The GFK data shows that Samsung has 36% value share (percent share of dollar sales) and a 26.5% unit share (percent share of units sold) in June for its LCD TV products, the highest figures this year for the Korean manufacturer.

A big contributor to Samsung’s success globally has been the 500,000 new LED TVs sold globally in the two months since launch.


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In Australia, Samsung has already sold $500 million dollars worth of TV’s this year with the Company overall tipped to exceed $1.5 billion in sales this calendar year. This will be the best year ever for the Korean manufacturer.

Also reporting a record year in Australia is Panasonic who with LG and Samsung have stripped market share away from Sony who has fallen to below 15% share of the Australian TV market.

Mark Leathan, Head of Marketing Consumer Electronics, Samsung Electronics Australia commented: “We’re absolutely delighted with these numbers and we’re determined to continue to take our business from strength to strength in Australia and around the world. Samsung is committed to producing a range of televisions that will appeal to a wide range of consumers”.

“These figures highlight that consumers and retailers are embracing our premium TVs as Samsung continues to drive innovation with each new product we bring to market”, he said.

Cumulatively in the first half of 2009, Samsung has captured a YTD value share high of 29% in the LCD TV category. This key achievement is matched by the brand’s ability to maintain YTD unit share at 23.5% – solidifying its position as the number one LCD TV brand in Australia.

Since April 2009, the new Samsung LED televisions, Series 8, Series 7 and Series 6 models, set themselves apart from the rest of the TV market in a newly launched category – LED TV. This “new species” of television continues to strengthen Samsung’s technology leadership as the pioneer and leader in white LED technology and follows on from the critically acclaimed Series 9 LCD with LED backlighting released in October 2008.

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