Launching in Chile
Dongbu Daewoo Electronics Co., a South Korean home appliances maker, is to tap into the Chilean TV market.
Accoridng to industry sources on November 3, Dongbu Daewoo Electronics held a “TV launching show” at Noi Hotel in Santiago, the capital of Chile, on the 2nd to jump into the local market. The event was attended by 200 local buyers and key officials from major home appliance manufacturers, including Paris and Ripley, and the press.
At the launching show, the company introduced its new smart TV and ultra high definition (UHD) TV models. It also revealed its strategy to enter the local TV market in earnest by making use of its brand awareness in the Chilean white goods market.
Its smart TV model launched in the Chilean market allows users to easily access Netflix and YouTube, which are popular among locals, by clicking the button on the remote control. Dongbu Daewoo Electronics first entered the Chilean market in 1993 and it is now one of top five brands in the Chilean white goods market, based on the brand awareness built up over 20 years
With the hallyu movement in Latin America, the company is recently raising its brand awareness further as it is the only company that sells Korean home appliances in the Chilean market.
Dongbu Daewoo Electronics hosted the “2016 new product launching event” for Chilean buyers in June to unveil its new products targeting for the premium market, such as large-capacity 3-door refrigerator, “slpoed drum” washing machine and retro-design microwave oven.
Park Jae-yong, head of Dongbu Daewoo Electronics Chile S.A., said, “We will seek to meet the demand of the Chilean TV market, which is rapidly growing by US$400 million (457 billion won) a year, and strengthen our market competitiveness.”