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SAMSUNGGLOBAL STRATEGY
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Samsung MP3P Communication Strategy
SAMSUNGGLOBAL STRATEGY
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Samsung MP3P Communication Strategy Process
1. Situation analysis
2. Root problems
3. Consumer analysis
4. IMC strategy
Market analysis
Competitor analysis
Product analysis
Making a difference
Customer survey
Finding the root problemFGI
Case study
Creative insight
Process of IMC strategy
Process Contents
Com
mu
nic
atio
n
Stra
teg
y P
rocess
SAMSUNGGLOBAL STRATEGY
*Situation analysis
Root problems
Consumer analysis
IMC strategyMarket analysis
The MP3P Market Pie will get bigger rapidly!
[ The position of the MP3P in PLC ]
The MP3P market is located between the Introduction and the Growth section.
- The keen competitions - The rapid extension of the market
[ Sales Forecast ]
The sales of MP3Ps are sharply increasing each year. The annual growth rate = 29.1%.
This trend is expected to continue.
SAMSUNGGLOBAL STRATEGY
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87.3%
58.6%
BUT, the pie is an Apple Pie!
[The total M/S of the MP3P]Combining flash-based and hard drive-based players together
Apple maintained its strong hold on the market with a 87.3% share, Rio with a 2.8% share, Creative in fourth with 2.6%, and iRiver at 1.5%.
[The M/S of the hard drive-based player]
Apple remains in first place with a 58.6% share, Second was Rio with 7.1%, iRiver at 6.2%, Digital Way at 4.4%, and Creative at 3.2%.
Situation analysis
Root problems
Consumer analysis
IMC strategy
Apple is in its prime! Where is the Samsung’s pie?
SAMSUNGGLOBAL STRATEGY
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Samsung MP3P, it’s never bad!
Situation analysis
Root problems
Consumer analysis
IMC strategy
The YH-820, one of the Samsung MP3Ps, recently received the “Next Big Thing Award 2005” in the audio equipment part from the CES (2005 International Consumer Electronics Show).
[The best product quality, Samsung MP3P]
[The strong point of Samsung]
The trend which Samsung pursues = The multi-compound function
At the same time through the Samsung MP3P
Samsung has an excellent product quality.
SAMSUNGGLOBAL STRATEGY
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Also customers already know about it.
Situation analysis
Root problems
Consumer analysis
IMC strategy
[Samsung halo effect]Customers recognize and trust the qualities of the Samsung’s products. Some ratios are almost similar to the iPod.
BUT!
[Reviews of Samsung MP3P]There are a lot of Samsung MP3P reviews on the Internet which were made by the customers about the Samsung MP3P’s fascinating qualities. [Brand Funnel (unit : %)]
[Samsung’s MP3P review on the internet]
Some customers say that they know it’s not bad,
but they don’t want to buy it.
SAMSUNGGLOBAL STRATEGY
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What made the customers notwant to buy the Samsung’s MP3P?
Situation analysis
Root problems
Consumer analysis
IMC strategy
[The factors of making a difference]
Brand loyalty & Customer relationship management
SAMSUNGGLOBAL STRATEGY
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No brand loyalty? Be the Love Mark, Not just A Brand.
Situation analysis
Root problems
Consumer analysis
IMC strategy
Product Trade
Mark
Brand Love Mark
[ The changing of Brand ]
※[ The meaning of LOVE MARK ]
The inducement to an action is not reason but feeling! The Love
Mark wakens the customer’s brand loyalty with no questions asked.
From the Love Mark’s point of view,
Let’s check the Samsung MP3P’s brand!
XYLITOLPRSTRATEGY
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[Preconditions for the Love Mark : LOVE, RESPECT]
Common Brand
Love Mark
Low Respec
t
High Love
Low Love
High Respec
t
Samsung MP3P
[ Samsung MP3P = high respect, low love ]
- High functional quality, Low emotional quality of the product
Fads
Commodities
In this situation where high similar product qualities are available, Samsung will be in
danger.
To be the Love Mark, what should we do?
SAMSUNGGLOBAL STRATEGY
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Case study : The example of Love Mark
Situation analysis
Root problems
Consumer analysis
IMC strategy
[Harley Davidson Motorcycle]
A brand : A company
selling motorcycles
They have their ownmagazines. (every other weekly)
Harley Davidson is
not a motorcycle but their Culture!
450,000 customers are members of theHarley-Owner Groups.
They have a customer’s own site,www.hog.comIt did a lot of activities.
Selling the Samsung MP3P’s culture?
The Love Mark :The company
selling the Harley culture!
▶
SAMSUNGGLOBAL STRATEGY
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Be the Culture icon!
Situation analysis
Root problems
Consumer analysis
IMC strategy
[ How to become a culture icon ]
Dorothy Leonard-Barton (the professor of the Business School at Harvard ) said “If a technology meets the eye which can read the trends, it can be a strong ‘Culture icon’.”
THE CULTURE ICON
technology + Eye which can read the trends
Samsung MP3P must have the eyes which can read CUSTOMERS’ TRENDS!
What customers have on their mind?
SAMSUNGGLOBAL STRATEGY
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FGI (by email)
Situation analysis
Root problems
Consumer analysis
IMC strategy
[The reason why customers buy iPod]
Adam boothe (iPod user, 25, American)
- It’s EASY TO USE. I just want to listen music and it’s the most simple to play..That’s all.
[Survey : Using MP3P’s functions]
Customers just want that if they push the ‘Play’, they can listen to music.
80% ▶
The Communication point ① Be Sensual! Not Sensible.
SAMSUNGGLOBAL STRATEGY
*Situation analysis
Root problems
Consumer analysis
IMC strategy
▶ Marina forester (iPod user, 23, American)
- WE HAVE ONLY OUR BEHAVIORS! For example, it’s the iPod-nod. When I see the iPod user, we nod each other.. It’ special feeling because only iPod user know and can do it..
▶ Nick villalon (iPod user, 24, American)
- WE HAVE ONLY OUR SPACE! There is a site, www.ilounge.com. iPod users upload pictures which took pictures with iPod.. It’s kind of our pride which only we can know and share..
FGI (by email)
[The reason why customers buy iPod]
② Use only Samsung User’s Code continuously.
SAMSUNGGLOBAL STRATEGY
*Situation analysis
Root problems
Consumer analysis
IMC strategyHow can we make Samsung’s own symbol?
[Case study : HP successful global communication campaign]
③ Find infinite symbols for Samsung!
SAMSUNGGLOBAL STRATEGY
*Situation analysis
Root problems
Consumer analysis
IMC strategyThe meaning of music to customes.
[The life style with MP3P]
④ Use the Korean advertisement’s same ‘What To Say’.
MP3P users use them WHENEVER they are, WHEREVER they are,WHATEVER they do. In the customers’ insight :
[Music is my life.]Also it is the advertisement slogan of the Korean Samsung MP3P.
Theodore Levitt (the professor of the Business School at Harvard ) said
“Having ‘ONE PROGRAM, ONE MESSAGE’is very important to the global brand for the building the certain brand identity.
[source : The Globalization of markets]
SAMSUNGGLOBAL STRATEGY
*Situation analysis
Root problems
Consumer analysis
IMC strategy
However, we need to change ‘HOW TO SAY’
Life for Music
- The place, time is limited such as a concert or the break time.
[Finding the wrong + different customer insight]
Life with Music
- Not only the time related to music, but also all of my life time, music is with me.
The new advertisement must show us...
The original advertisement showed
us...
⑤ Let’s find the REAL MUSIC With people in their life!
- I live for music. - Music is the reason why I live.
- I live with Music. - Actually there is no big aspiration for music but it’s natural life style.
SAMSUNGGLOBAL STRATEGY
*Situation analysis
Root problems
Consumer analysis
IMC strategyCreative Insight
[The discover in the life about music]
When I raised my head to sky, I saw five lines
in the sky.
Suddenly it looked like the staff of my music I listened to.
Of course, at that timeI listened to music. The symbol of music,
five lines in our life
Let’s make them Samsung MP3P’s!
SAMSUNGGLOBAL STRATEGY
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The Process of IMC strategy
Changing consumers’
perception
Strong,
continuously Communicatio
n :
1st
Responding customers’ behaviors
Campaign which
customers can join easily
2nd
Being the Love mark, customers’
brand loyalty↑
Long-run campaign
with something
new
3rd
Situation analysis
Root problems
Consumer analysis
IMC strategy
[The changing fate]
SAMSUNGGLOBAL STRATEGY
*Situation analysis
Root problems
Consumer analysis
IMC strategyCommunication_Print ①
SAMSUNGGLOBAL STRATEGY
*Situation analysis
Root problems
Consumer analysis
IMC strategyCommunication_Print ②
SAMSUNGGLOBAL STRATEGY
*Situation analysis
Root problems
Consumer analysis
IMC strategyCommunication_Print ③
SAMSUNGGLOBAL STRATEGY
*Situation analysis
Root problems
Consumer analysis
IMC strategyCommunication_Print ④
SAMSUNGGLOBAL STRATEGY
*Situation analysis
Root problems
Consumer analysis
IMC strategyCommunication_
Outdoor advertising ①
SAMSUNGGLOBAL STRATEGY
*Situation analysis
Root problems
Consumer analysis
IMC strategyCommunication_
Outdoor advertising ②
SAMSUNGGLOBAL STRATEGY
*Situation analysis
Root problems
Consumer analysis
IMC strategyCommunication_
Outdoor advertising ③
SAMSUNGGLOBAL STRATEGY
*Situation analysis
Root problems
Consumer analysis
IMC strategyCommunication_
Outdoor advertising ④
SAMSUNGGLOBAL STRATEGY
*Situation analysis
Root problems
Consumer analysis
IMC strategyCommunication_
Outdoor advertising ⑤
SAMSUNGGLOBAL STRATEGY
*Situation analysis
Root problems
Consumer analysis
IMC strategyCommunication_
Outdoor advertising ⑥
SAMSUNGGLOBAL STRATEGY
*Situation analysis
Root problems
Consumer analysis
IMC strategyCampaign
which customers can join easily ①
Make a site which only Samsung customers can useCustomers find the 5 lines which remind us of musicUpload the pictures on the Samsung customer’s siteGive customers who upload music some gifts such as a free music coupons of the music site which Samsung will make, pick up the best picture as the next print advertisement with prize.
Show the music in your life!The Title
The effect
Customers will continuously try to find and think about symbols of Samsung in their life. => Brand familiar ↑
Cam
paig
nP
rocess
Step Contents
Step 1.
Step 2.
Step 3.
Step 4.
SAMSUNGGLOBAL STRATEGY
*Situation analysis
Root problems
Consumer analysis
IMC strategyCampaign
which customers can join easily ②
Customers choose a song that they like.
Change the words of song to the story about their life.
Upload their new lyrics’ song on to the Internet site.Choose the good lyrics and give customer some free music coupon, and use the one of the lines to the next advertisement’s lyrics.
Sing your life!The Title
The effect
The Samsung’s slogan can approach to the customer’s real life and they can show their lifestyle through the Samsung MP3P.
Cam
paig
nP
rocess
Step Contents
Step 1.
Step 2.
Step 3.
Step 4.
SAMSUNGGLOBAL STRATEGY
*Situation analysis
Root problems
Consumer analysis
IMC strategyCampaign
which customers can join easily ③
(American like party, it’s their life style.) Customer upload their music party plan shortly on to the customers’ site. (for example : party concept, members, date, etc. Pick up the one plan per month, give them financial aid for their music party.
Soooooooooooooo, Music party is my life.The Title
The effect
The customer who receives the funding must upload the music party review and a thankful letter on the site
Cam
paig
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rocess
Step Contents
Step 1.
Step 2.
Step 3.
Samsung’s image will be changed not as an equipment selling company but as the company which makes the music culture.
SAMSUNGGLOBAL STRATEGY
*Situation analysis
Root problems
Consumer analysis
IMC strategyBe the long-run campaign
with new version.
▶ There are a lot of other music symbols.
With the same ‘tone and manner’
▶ We can use them in the next time for the long-run campaign.
SAMSUNGGLOBAL STRATEGY
*Situation analysis
Root problems
Consumer analysis
IMC strategyThe process of the desired effect
▶ Samsung MP3P will be the symbol of music and the best MP3P brand.
▶ No brand loyalty for Samsung MP3P
Be the Love Mark ! Find infinite music symbols in our life
Take them as the symbol of Samsung MP3P.
All of music symbol in our life will advertise the
Samsung MP3P naturally.
SAMSUNGGLOBAL STRATEGY
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Thank you for your attention!