MANILA, Philippines -- Korean giant Samsung is aiming to become an "alternative" brand in the printer market in the Philippines, according to one of its executives.

Acknowledging the dominance of rival HP in the local market, Samsung Philippines hopes to make a dent as it markets printer products that are 30 to 40 percent cheaper than the top brand, according to Cathy Pacia, newly appointed general manager of the information technology team in Samsung Philippines, in an interview.

Pacia said Samsung will continue pushing its laser printers both in the consumer and corporate segments.

The Philippines, she added, remains a very price-sensitive market.

Considering the increasing oil prices and inflation, the Samsung executive said that the company is focused on offering attractive prices for its printer products.

Using the analogy of soda drinks versus non-soda drinks, Pacia said Samsung printers are going to be marketed as a strong alternative to rival HP.

Since Samsung manufactures its own printers, prices will also be "localized," giving the company an advantage in terms of providing flexible cost packages for printer products, she added.

Pacia declined to disclose details of Samsung's printer business in the country. But in a statement, Samsung Philippines said it aims to double its revenues to become one of the top two brands in the regional laser market.

Samsung unveiled new laser printers, multi-function printers, color printers and some printing solutions, which the company deemed appropriate for the local market.