• Brandweek, Marketing Daily, Wednesday, March 10, 2010 10:59 AM

Samsung CMO Sue Shim tells Elaine Wong that an economic downturn is actually a good time to launch pricey, but innovative products such as the company's 3D LED TVs, which start at $1,700.

(Aaron Barr lays out the details behind Samsung's ambitious global advertising effort for the product in this morning's Marketing Daily.)

"Consumers are more concerned about value, [i.e.] what they are getting by paying that much money to buy [a particular] brand or product," Shim says. "So, if the value meets the consumers' wants and needs, they are willing to pay for it. Another [insight is], consumers tend to spend more time at home in an economic downturn, so they are spending more [money] on home entertainment devices and products than before."

Shim maintains that the introduction of 3-D TV will transform the industry in much the same way as the transition from black and white sets to color ones did a generation ago. She also foresees more collaborative partnerships between TV manufacturers and movie studios.

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