Samsung

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Samsung

• Building a Global Brand

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Group Members
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Overview

• 1970 making cheap 12 inch television for sanyo
• mid 1990s selling me too consumer products under
  samsung brand through discount chains like
  wal-mart
• 1996 is the turning point for samsung because
  samsung image for cheap brand product

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Market Analysis
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SWOT

• Strengths
• Long-time experience in producing technical
  components and low cost manufactured products for
  well-known companies.
• High quality products
• Strong willing of changing from Samsungs BOD
• Weaknesses
• Low-price and down-market image
• Its capital eroded by the Asian financial crisis
  in 1997
• Distribution via discount chain at very low price
• Communication messages were not consistent due to
  using so many advertising agencies with more than
  20 slogans

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SWOT (cont)

• Opportunities
• Development of digital technology
• New powerful advertising channel Internet
• Threats
• The global memory chip market dramatically
  decreased due to the shrinking demand and excess
  supply
• Chinese cheap products

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Key Success of Marketing Strategy

• Close alignment of RD strategy with business
  strategy balance between corporate research
  centers for long term project RD department
  called as Samsung Advanced Institute of
  Tech.(SAIT)
• Accelerating growth with a new B2B marketing
  strategy. B2B market segments were identified.
  For example
• Pubs, clubs, world cup, conferences, mass
  marketing techniques were used.
• - Hotel chains (Hilton) most in room technology

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Key Success of Marketing Strategy(cont)

• - New high volume channels to consumer market
• Major development projects like fiber optic and
  telecommunication project 
• Local brand engagement in high involvement
  activities
• Sports other sponsorship is a major very
  public feature of samsungs marketing approach
  for example Chelsea FC shirt, olympic games
  horse jumping (samsung super league)

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New competitive Marketing Strategy

• Extensive use of more contemporary promotion
  tools ( product placement, sponsorships, internet
  advertising )
• Largely distribution channels
• Customization of high end products (cell phone
  designed for you only)
• Demand for electronic gadgets is getting higher
• Development of Digital Technology
• New powerful advertising channel internet

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New competitive Marketing Strategy(Cont.)

• High focus on digital content including cinema
  music as a part of Samsung Digital campaign
• Very close integration of marketing (planning,
  sales/activity sales support
• Linking to the hottest music movies for
  example the fantastic four (samsung gadget play
  apart) as a part of Samsung Digital their newest
  platform for their product

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Marketing Program

• Create a good after sales service Marketing
  Sales Standards Setting Body (MSSSB)
• In 2001 Put internet banners
• Major sponsors for some big events
• Create Customization of high end products (cell
  phone designed for you only)
• Always cooperate closely with other bussines
  sector

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Conclusions

• Samsung is dedicated to harnessing the power of
  the digital future - making it simple, inclusive,
  and delightful for people around the world
• Develop state-of-the-art corporate solutions to
  give the power of digital thinking across every
  product, process and decision.
• Deliver a full range of services to small and
  medium-sized business as well as multi-national
  corporations and their customers include
  corporate clients, systems integrators, the
  education sector and government institutions.
•