SAMSUNG : Redefining A brand

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Profile

Global Electronics Industry

Samsung Group of Companies

A Valuable Brand

Samsung Electronics comes of age

Redefining Samsung Brand

Canadian Electronics Market

Samsung Electronics Canada

Challenges and Decisions

Profile

• Type : Chaebol • Industry : Conglomerate• Founded : 1938• Founder(s) : Lee Byung-chull• Headquarters : Samsung Town,

Seoul, South Korea• Area served : Worldwide• Website : Samsung.com

Global electronics industry

1960s - early 1990s - Analog technology

2000 - Digital technology

Established consumer electronics companies are Sony, Toshiba, Hitachi, Panasonic.

Established consumer electronics companies are Sony, Toshiba, Hitachi, Panasonic.

Samsung focused on contract production of electronics for established brands

Expanded the semiconductor industry DRAM,VLSI.

Samsung focused on contract production of electronics for established brands

Expanded the semiconductor industry DRAM,VLSI.

Traditional electronic manufacturers could not dominate new markets

Traditional electronic manufacturers could not dominate new markets

Samsung started to market its own brand.

As the adopters of digital products were teenagers and young adults resolved to become a leading company.

Samsung started to market its own brand.

As the adopters of digital products were teenagers and young adults resolved to become a leading company.

Samsung Group of Companies

1938

1970s-1980s

2002

2003

A Valuable Brand

Major factor behind the impressive growth

• Redefine itself as a vendor of cutting-edge, “gee whiz” consumer technology.

• Brand repositioning was seen as vital to the company’s future success

J.S Park

• President of Mississauga, Ontario-based Samsung Electronics Canada (SECA)

• Charged with developing a strategy for managing the evolution of the Samsung brand in the Canadian market.

Problem

• Consumer product line :low- to mid-range products are sold at affordable prices.

• North American and European consumers still saw the company as a follower rather than a leader in bringing new consumer technologies to market.

Samsung Electronics comes of age

• .

Samsung innovation from 1997

Introduce

d

Internet –enabled

handset

Launched digital light processing tv set

Wireless telephone

Fully integrated PDA mobile telephone device

Manufactured thin film liquid crystal displays

World’s famous leading producer of static random access memory SRAM

Samsung expertised in memory chips and visual displays

Samsung success

• Product innovation• Market acceptance• Leadership in key digital technologies.• Successful execution of brilliant marketing

strategies. by Louis Kim marketing manager-SECA

Redefining Samsung Brand

Steps to enhance brand awareness

Steps to move its image upscale

Samsung Electronics redirected the focus from mass merchants to specialty retailers

- Best Buy, Circuit City