The Samsung Bordeaux LCD TV manifests a concept of subtle curvilinear lines and the beauty of simplicity, released in March was an attempt to catch up with its arch-rival, Sony's flat screen Bravia TV. Samsung is right. Bordeaux LCD TV smashed records, selling more than one million over in three weeks. It set a remarkable record- the largest sales performance, the shortest time for one item. It has also successfully improved its brand image - about 2 million units of this hottest item
have been sold  worldwide since its roll-out.

Consumers may or may not agree that it looks like a wine glass. But they have taken in to the design-focused Bordeaux, with its hidden speaker and good picture quality, helping Samsung increase its global sales and improve brand image. Samsung sold 550,000 units of the TV in June, making Samsung the top-ranking flat panel TV producer in Europe and in North America. In Southeast Asia, Samsung LCD TVs leads as reported GFK Asia from from March to May data.

The increasing popularity of the Bordeaux TV is a good news beyond just the headline sales figures. Analysts have long cited the company's lack of iconic consumer products in its line-up, such as Apple's iPod, as one of the biggest shortcomings of its efforts to lift its brand value overseas.

"Among Samsung consumer products, mobile phone has become very successful, and is instrumental in lifting the brand awareness. Now we have taken the first step [towards increasing the brand value] in the TV segment with Bordeaux," says Jun Sung-ho, vice-president Digital Media Division.

Samsung has also become the leader in Europe's LCD TV market, with 21 per cent share this year, beating the local favourite Philips, according to market researcher GFK. Samsung also overtook Sony and Sharp in the US in June to become the biggest LCD TV seller with a 17.4 per cent share, data from the NPD group shows.

Samsung’s new marketing campaign “imagine” also plays an important role in elevating Samsung’s brand position and in building stronger emotional relationships with its customers; positioning Samsung as the preferred, premium brand as in the case of prestige LCD TVs. Samsung LCD TVs is the most preferred brand of local hotels and restaurants during the recent World Cup mania. High end cinemas also display Samsung LCD TVs  forging a strong alliance with the Man of Steel “Superman Returns” the movie

Here in the Philippines, Samsung performed well in the last three months as compared with rivals as noted in the recent report of GFKasia and records of local consumer assocation. It is reported that four out of the top 10 prestige TVs are Samsung Bordeax LCD TV. 

“Few years ago, Samsung was considered to be a struggling brand. Even our partners does not have confidence to sell Samsung.  This has changed since the unification of our marketing message across all countries. We patiently invested in our R and D to make sure we are the first to introduce. It is also my philosphy to balance, its not just overloading our dealers, but there should be sell out to the end users. We want to Samsung product reach our customers. Our salespeople are imposed to constantly visit and check the dealer’s store to make sure that our products properly displayed and well merchandised. We believe that the store display plays vital role in enticing the customers to patronize Samsung products. Our customers can also be assured that they are not only getting the best product but also impeccable after sales service. Samsung in the next few months will not only lead in prestige tv segment  but also in the flat tv category as stressed by Mr. Spencer Shim, President and CEO.