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Samsung- Building a Global Brand
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Content
Overview of Samsung
Part 1
Part 2
Marketing Strategies
Part 3
Results and suggestions
Marketing strategies
Overview
Results
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Introduction

• Company Overview
• Achievement
• Issues

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Company Overview

• The biggest brand of Samsung Chaebol
• Started out in 1970
• Marketing strategy Cost-driven

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Achievements

• The number one position of the global chip market
• Pioneering the development of flat-screen
  displays, Plasma TVs,

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Issues

• Internal
• - Sales and profits fell
• - Image downed
• External - Competition
• - Slackening demand and excess capacity
  in the global market
• - Asian financial crisis in 1997
• - Emerging of new Digital Age

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Survive develop or notWhat did they do???
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Marketing strategies
Technical Innovation and RD
New Product Development and Design
Brands Image Building
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Analog - Digital

• Why did it change?
• Higher expectation of each electronics tools at
  the global market
• Required better performance to fulfill the
  advancing technology
• Base on the market needs.
• Force the company to fulfill the capacity of
  each technology.
• Leads for a new innovation

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Analog ? Digital

• How can it be done?
• Develop through research on the targeted market.
• Increase Research Funding
• Hire more specialists for innovations

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Building The Brand Image

• The progress of Brand Image
• 1996 Samsungs branded products were softening.
• 2000-2005 became the most valuable consumer
  electronics brand.
• Objective for building the Brand Image
• Building an image of the Samsung
• (stylish, high-quality brand commanding
  the premium price)
• Establish a unique competitive position using
  technical innovation and design to appeal to
  younger and relatively upscale customer segments

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Building The Brand Image activities

• Marketing Programs that were used
• Effective marketing
• Build customer awareness
• Re-organize the firms distribution channels
• Advertising campaigns
• Promotional tools - such as sponsorships,
  advertising, etc.

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Results Samsungs brand value
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Results
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Results

• In period of 2000-2005, Samsungs global value
  doubled
• gt Overtook Sony
• Samsungs sales grew more than 57 trillion won
  (about 56 billion) in Dec,2005.
• Half came from outside Asia
• Operating income hit a record 8 trillion won (8
  billion)

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Suggestions

• Success starts from an effective strategy,
  marketing plan, and implementation.
• For CEO decide technologies, goods and
  services,.
• Chief financial officer market the merits of the
  company
• Executive director of nonprofit community agency
  pursue the necessary resources
• All of managers market the ideas

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• Samsung marketing programs (BBC and asianweeks)
• Direct sale
• Premium Samsung magazine, catalog, exhibition
• PR
• Advertisement
• 5M mission, money, message, media, measurement
• Content of ads - AIDA
• Get ATTENTION
• Hold INTEREST
• Create DESIRE
• Lead to ACTION

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Sources

• Marketing management handout
• Samsung annual reports from 1998 to 2007
• BBC and Asianweeks
• www.samsung.com/us
• www.wikipedia.com
• Samsung commercial video - www.youtube.com

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Thank You !