"Growing the printer business is a major focus for Samsung," said Anthony Toope, Marketing Manager IT Division, Samsung Electronics Australia. "Samsung currently holds the second position by market share in the worldwide laser printer industry and we are looking to consolidate this strength through significant growth of the laser printer business. This campaign is a key element of our growth ambitions for the printing business and for company's global brand strategy."

In order to continue this growth in the B2B printer market, the company is investing heavily in its workforce and marketing efforts globally, together with significantly expanding its product and solutions portfolio. The "Ctrl P" campaign will run in 14 global markets, Australia, Canada, China, North America, Russia and Singapore and eight European countries.

The campaign, "Ctrl P", is part of a marketing push for Samsung's printing business, a key strategic growth area for the company. "Ctrl P" stands for "easy manageability" of business customer's printing infrastructure through Samsung's printing solutions.

Samsung says the business-to-business (B2B) market is an area of strategic growth and the company is focused on strengthening the brand in this space.

Samsung's printing devices and solutions portfolio are easy-to-use and enable organisations to manage their printing fleet centrally, minimising maintenance, while offering greater control and reducing the cost of office printing. This comes to life through the "Ctrl P" campaign, which addresses above and below the line activities, including online, press, banners and billboards, raising awareness amongst IT decision makers. This campaign is just one part of Samsung's printer marketing effort and is designed to support the company's growth plans in this market.