SamsungBuilding a Global Brand

Group Members

Overview

1970 making cheap 12 inch television for sanyo

mid 1990’s 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

Market Analysis

SWOT Strengths

Long-time experience in producing technical components and low cost manufactured products for well-known companies.

High –quality productsStrong willing of changing from Samsung’s

BOD

WeaknessesLow-price and down-market imageIts capital eroded by the Asian financial

crisis in 1997Distribution via discount chain at very low

priceCommunication messages were not

consistent due to using so many advertising agencies with more than 20 slogans

SWOT (cont)

OpportunitiesDevelopment of digital technologyNew powerful advertising channel: Internet

ThreatsThe global memory chip market

dramatically decreased due to the shrinking demand and excess supply

Chinese cheap products

Key Success of Marketing Strategy

Close alignment of R&D strategy with business strategy balance between corporate research centers for long term project R&D 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

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 samsung’s marketing approach for example : Chelsea FC shirt, olympic games & horse jumping (samsung super league)

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

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

Marketing ProgramCreate 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

ConclusionsSamsung 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.