March 21, 2000 in Social Responsibility News

SAMSUNG Electronics Eyes Top of the European Air Conditioner Market

SEOUL, Korea - March 21, 2000 - Samsung Electronics Co., Ltd. has adopted a distinctive, localized marketing approach in an all-out effort to conquer the European air conditioner market. Europeans put a priority on environmental friendliness and comfort when deciding which electronic products to buy. Samsung Electronics has unveiled a line of new air conditioners that cater to these preferences, and now a marketing blitz is underway to boost the company to the top.

Samsung Electronics exhibited 26 different air conditioner models, including the new split type M30, wall-hanging unit, at the Mostra Convegno Show, held in Milan from March 21 to 25.

The 26 models unveiled locally were specifically developed to reflect European preference for comfort and environmental friendliness. In consideration of European tastes, the products use the non-CFC refrigerant R407C, and the outdoor unit of split type model is made of plastic for anti-rust effect. If the power is shut off and then turned back on, the settings are automatically restored.
The new split type M30, wall-hanging model is an important example of a product designed specifically for Europe. Environmental concerns are addressed with the application of clean "bio" technology.

From last year, a total of 30 engineers worked on the W3.8 billion project to create the new wall-hanging model. The new split type M30 has five different setting modes for air conditioning. It is at least 20% lighter and smaller than other models of its type and is very easy to use.

In the future, Samsung Electronics will diversify its marketing, which currently centers on general consumers. The company plans to launch cassette and duct models that are built into large structures and apartment complexes. By entering new markets, orders for air conditioner will be stabilized and sales could be maximized.
Samsung Electronics is strengthening its marketing effort and taking part in local trade shows to boost air conditioner sales in Europe to a targeted 300,000 units this year, which would be a 30% increase over 1999.

The Mostra Convegno Show in Milan is held once every two years. Over 1,500 air conditioner makers from around the world attend this event, which draws more than 200,000 visitors.

About Samsung Electronics
Samsung Electronics Co., Ltd., with 1999 sales revenue of US$22.8 billion is a world leader in the electronics industry. The Korea-based concern has operations in about 50 countries with 54,000 employees worldwide. The company consists of three main business units: Digital Media, Semiconductors and Information & Communications Businesses. For more information, please visit our website,

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