Samsung bares key to success

Mobile phone manufacturer Samsung Electronics Philippines Corporation (SEPCO) has attributed the brand's success in Cebu to Cebu-grown mobile products and services provider Junrex Cellphones and Accessories, Inc.

The digital consumer technologies giant has engineered a "win-win" relationship with its key dealers nationwide and Junrex is one of the fast-sellers.

Junrex currently distributes Samsung mobile phones and mp3 players.

"Junrex is engaging itself in the propagation of the brand. Being a local company, they have gained the following of the Cebuanos," disclosed SEPCO Corporate Marketing Head Angie Limbaco.

She said that there is synergy between Samsung and Junrex as the latter gets the brand to the market through localized marketing strategies, product promos for one. "We do regular meetings with them to check and balance things. We also aid them in merchandising, marketing campaigns and we share to them our technology by training their people," Limbaco added.

In terms of detailed management, she said that Junrex is organized and pays attention to the merchandise.

In a statement issued to The Freeman, SEPCO President Spencer Shim said "Guided by this corporate philosophy, as well as, stronger alliance with our dealers, we project Samsung's sales revenues for 2006 to increase by US$50 million. This will be largely driven by our prestige products that primarily target the mid to high-end market."

"Given that our valued industry partners are instrumental in ensuring that our cutting-edge products ultimately reach the end-users we have launched innovative marketing programs. The Samsung Academy imbues customer touchpoints such as frontliners, sales personnel, and dealers with product know-how, customer advocacy, successful branding strategies, and retail marketing practices," added Shim.

Last year, SEPCO has achieved a growth of 35 percent, which, Junrex took part in.

Though the shop is offering the complete line of mobile phone brands in the market today, Junrex President Jun Yap disclosed that they are more focused on selling Samsung mobile phones reasoning that the brand needs further pushing in the local market. He said that they want to create a notion among the minds of the people that tags or associates Samsung to Junrex and Junrex to Samsung.

"Our sales for Samsung increased over last year and luckily, we don't have much problems," Yap disclosed. The growth figures however are unavailable.

He said that they are accredited by Samsung as well as the other manufacturers. Since they are selling Samsung, they need to have a service center dedicated for the brand. "Having their service center in our shops, that's adding service to what we are selling," Yap noted.

Moreover, Junrex is also positioned to build a stronger brand image to gain more client loyalty. "We are now banking our efforts on solidifying the Junrex brand. In doing so, we can create loyalty among the Cebuanos and our clients in general."

From a table of only two personnel ten years ago, Junrex have grown into a chain of 14 shops in the Vis-Min area employing over a hundred motivated individuals. Twelve of their branches are in Cebu, one is in Tacloban, Leyte and the other one is at Cagayan de Oro City in Mindanao.

From focusing mainly on mobile phones, Junrex has grown to offer mobile technology convergence products and is looking into showcasing laptop computers. They will be expanding in Cebu and in eyeing for expansion in the nearby provinces like Bohol.

Samsung Electronics Co., Ltd., the mother company of SEPCO on the other hand is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2005 parent company sales of US$57 billion and net income of US$7.6 billion. Employing approximately 128,000 people in over 90 offices in 51 countries, the company consists of five main business units: Digital Appliance Business, Digital Media Business, LCD Business, Semiconductor Business and Telecommunication Network Business. Recognized as one of the fastest growing global brands, Samsung electronics is a leading producer of digital TVs, memory chips, mobile phones, and TFT-LCDs.