In a bid to retain market share amid fierce competition from Chinese smartphone players, Thai Samsung Electronics Co is targeting the three high-potential segments of modern luxury, millennials and Generation Z.
Samsung will continue to invest in the market because of Thailand's steady economy growth and strong purchasing power, as well as use the country as a manufacturing base for exporting products, said Sung Hwan Kim, president of Thai Samsung Electronics.
Thailand will continue to be a strategic market for Samsung, he said.
Wanna Swuddigul, the company's chief marketing officer, said Samsung in 2019 will change its existing marketing strategy from a brand for all market segments to a brand for the three targeted groups.
The first group, modern luxury, includes those who are rich and whose products reflect their social status.
Members of this group are seeking a smart connected home to fit their upscale lifestyle. Most are part of Generation X and live in high-end condominiums.
The second group includes premium users of the millennial generation or Gen Y. The third group is Generation Z, those between 13 and 25 years old who love speed and motion.
Mrs Wanna said consumers nowadays have less brand loyalty and can simply switch from one maker to another if attracted to juicier specifications.
Consumers also require faster service and sales -- an immediate response, rather than waiting 3-7 days.
Marketing and advertising content will be personalised for individuals by using data analytics and artificial intelligence to target users.
"The media that we spend on will be more interactive and engaged with users," Mrs Wanna said.
Wichai Pornpratang, vice-president for telecommunications, said the local smartphone market in 2019 will continue to grow organically in line with GDP, due to growing video content and mobile service providers.
The newly acquired 2300MHz of bandwidth by Total Access Communication Plc (DTAC) will create a need to migrate customers and thus boost demand, Mr Wichai said.
Samsung will focus on preteens, a group buying smartphones for the first time.
Chalermpong Darongsuwan, vice-president for consumer electronics business, said the first quarter of 2019 will see the introduction of a broader line of smart connected home products such as TVs, refrigerators and air conditioners.
Samsung will offer its digital assistant "Bixby" to enable more convenience and a modern lifestyle.