SAMSUNG COMMUNICATION REVIEW

Nguyen Ha Dan

APRIL 2015 1

AGENDA

TV UHD 2014 I. Market overview

II.Communication review

III.Evaluation

IV.Summary and Recommendation

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MARKET OVERVIEW

3

MARKET OVERVIEW

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

The brand TV people use in their living room

Source: Businesskorea, 2014

4

33%

28%

31%

6%

2%

Smart TV share by brand 2014 in Vietnam

Samsung

Sony

LG

Panasonic

Sharp

Samsung, LG, Sony maintain their dominance in Vietnam market.

MARKET OVERVIEW

5

Source: Businesskorea, 2014

Brand Benchmarking

Criteria Samsung LG Brand positioning Imagine Life's Good

Model UHD curved (50, 55, 65, 78, 105 inches) OLED curved (49, 55, 65, 79, 84 inches)

Price > 80 million VND > 200 million VND

Distribution Samsung showroom, electric supermarket LG showroom, electric supermarket

Key Features

- Ultra HD 4K (3840 x 2160 pixel). - 4K 3D - UHD Upscalling. - Quad Core Plus. - Wifi Connection.

- Self - lighting pixel. - Ultra HD 4K (3840 x 2160 pixel) - 4 colour Pixel. - Sound designed by Karman/Hardon - Web OS - 4K 3D +

Key Communication message - First world's curved TV - The power of curve

-Picture perfect, feel the difference.

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Brand Benchmarking

TV Segmentation Segments Samsung LG

Type Curved

Flat

Series 6 Series (4 - 9)

Resolution SUHD

UDH

FULL HD

HD Ready

Technology LED LED

PLASMA PLASMA

SMART

OLED (curved)

ULTRA HD 4K

3D

Feature Type Future Ready

Smart

Full HD 3D

Smart Interaction

Smart Remote

Screen Size 17 sizes (19 - 88) 10 sizes (32 - 105) 7

COMMUNICATION REVIEW

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SAMSUNG

TVC

Event

Digital

PR

Key message : The first curved-screen

TV in the world

POSM

9

TVC

Agency: Bates CHI Length: 1 minute Cut verson: 30 seconds

Tagline: “Đắm chìm vào mọi cảnh phim với Tivi Samsung UHD màng hình cong đầu tiên trên thế giới” “Immerse yourself in every scene with Samsung TV UHD first curved screens in the world”

Độ phân giải UHD 4K UHD 4K resolution

Công nghệ tăng độ sâu ảnh tự động Technology automatically increases the depth image

SAMSUNG

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WHAT WE’LL COVER

Ha Noi

Da Nang

Ho Chi Minh

Event

SAMSUNG

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Event

Da Nang

The launching ceremony

When: 18/04/2014 Where: Da Nang

The ceremony opened with performances of dance art inspired by Roman arena through sound effects, light, electricity curved image. TVs Curved 4K UHD that registered. Representative label Vietnam Samsung officially introduced the highlights of a TV UHD. Combined with the film crew "Hương Ga“.

SAMSUNG

Image: Samsung vina 12

Event

Ho Chi Minh

Experience 90 seconds immediately receiving TV samsung UHD

When: 30/04/2014 Where: Crescent mall

Challenge: Game “Đắm chìm thị giác, tuyệt tác trao tay” (Immerse visual, take masterpiece). Looking at the screen in 90 seconds with the impact of external factors. Prize: 8G USB and 1 curved screen TVs Samsung UHD 55HU9000 worth $ 84,900,000.

SAMSUNG

Image: Samsung vina 13

Event

Ho Chi Minh

Experience curved screen TV Samsung UHD with experts

When: 10/05/2014 Where: WE Tearoom

Who attended the experience just share your photos which took with Samsung TV UHD curve on your facebook, to tag mode public include @SamsungVietnam. On 05/16/2014, the photograph on 20 turn likes will be selected at random, to be awarded the prizes.

SAMSUNG

Image: Samsung vina 14

Event

Ho Chi Minh

In the World "virtual reality" TV worth receiving 84,900,000d

When: 06/11-09/11/2014 Where: Crescent Mall

Space Experience "masterpiece curved screen, raising the living space" to bring the feeling of luxury, modern. Use the phone, taking a little game, you have a chance to get TV Samsung UHD.

SAMSUNG

Image: Samsung vina 15

Event

Ha Noi

Experience Curved TV UHD - The first curve screen TV

When: 03-06/10 + 11/10 -19/10 Where: Royal City + Savico Center

Royal City (from 03 - 06/10) 14.310 people have visited and nearly 8,000 people directly experience the Curved UHD TV. Visitor can win attractive prizes donated from the organizing committee.

SAMSUNG

Image: Samsung vina 16

Event

Ha Noi

Experience curved screen TV Samsung UHD with experts

When: 17/05/2014 Where: Rooftop café, Hoan Kiem Dist, Ha Noi

Visitors has been directly involved in interactive games, to experience TV Samsung UHD

SAMSUNG

Image: Samsung vina 17

Event

Ha Noi

Experience 90 seconds immediately receiving TV samsung UHD

When: 18/05-21/05 + 02/09/2014 Where: Royal City + The Garden

Challenge: Game “Đắm chìm thị giác, tuyệt tác trao tay” (Immerse visual, take masterpiece) Looking at the screen in 90 seconds with the impact of external factors Prize: 8G USB and 1 curved screen TVs Samsung UHD 55HU9000 worth $ 84,900,000

SAMSUNG

Image: Samsung vina 18

POSM

Source: Samsung.com.vn

SAMSUNG

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PR

Source: https://www.tinhte.vn/threads/tren-tay-tv-man-hinh-cong-uhd-4k-samsung-uhd-9000-65.2300211/

KOL: cuhiep (Admin of tinhte.vn) writes a product review

Replies: 164 Views: 36,025

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PR

Source:

The top online newspaper Vietnam have write about Samsung UHD TV: tinhte.vn, vnexpress.net, dantri.com.vn, zing.vn, vietnamnet.vn, etc.

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Digital

Microsite

http://curveduhdtv.ci.com.vn/

Photo Contest: “Tuyệt phẩm màn hình cong, nâng tầm không gian sống“ “Masterpiece curved screen, elevate the living space”

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Digital

Microsite

HOW 1: Using Curved UHD applications on mobile phones, with two versions on Android and IOS + Download the app for your phone Curved UHD individuals, scanned images a TV (TV) Samsung Curved UHD on brochures or websites of the program, select the location where you want to place the TV, take pictures of your last corner a television (TV). Samsung Curved UHD you wish to take. + Perform upload pictures contest in Curved UHD applications. + Call to vote for your entry form at the website www.samsung.com/vn/curveduhdtv

How to join

HOW 2: Join experiences in the event of SAMSUNG + Join Samsung Curved UHD TV experience at the event organized SAMSUNG, photography and provide personal phone number. + Organizing Committee will post pictures of the contest with information phone number and provide login code for the contest. Entrants + login using the code provided by the organizing committee to log into the site and register for updates contest.

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Digital

Social Media

https://www.facebook.com/SamsungVietnam

4 status is related to UHD TV

Change the cover twice related UHD TV

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EVALUATION

Evaluation base on ABCC model

• Change • Campaign-able

• Attention grabbing • Brand fit

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EVALUATION

ABCC A B C C

LG

SAMSUNG

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SUMMARY AND RECOMMENDATION

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SUMMARY

Samsung LG

Key message - First world's curved TV. - The power of curve.

- Picture perfect, feel the difference.

TVC 2 versions (1 min and 30 sec), focuses on the great feeling of the first world's curved UHD TV.

1 version (2 mins), focuses on the unique functional of curved OLED TV -> less emotional.

Print Ads Very align with key communication message. Very align with key communication message.

Event The most concentrated activation of campaign -> focuses on the interaction with customers to catch the attention.

Just stop at press conference and very a few activities with celebs -> not LG's concentration.

Digital

Have the Microsite with the photo contest, however it is low effective due to have low administration. Fanpage: 430,769 followers, twice a day posts, high level of interaction.

Do not have the Microsite for OLED TV. Fanpage: 378, 281 followers, twice a day posts High level of interaction.

PR Very strong at PR, mainly are earned Media. Very strong at PR, mainly are earned Media.

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RECOMMENDATION

Digital should be paid more attention, especially Microsite and Fan-page in order to raise the level of brand fit and brand awareness.

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SAMSUNG THANK YOU

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