Transcript Samsung

Samsung
Building a Global Brand
Group Members
Li Merlina (Merlin)
M987Z246
Huynh Than Phong
(phong) M987Z242
Victor Marbun
(victor) M987Z259
Thidarat
Prashitphornpakdee
(Nok) M987Z245
Nguyen Thi Thanh Nhan
(Nhan)M987Z232
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
Samsung before 1996
Low
Cost
Discount
store
Down
market
SWOT
 Strengths
 Long-time experience in producing technical
components and low cost manufactured
products for well-known companies.
 High –quality products
 Strong willing of changing from Samsung’s BOD
 Weaknesses
 Low-price and down-market image
 Its capital eroded by the Asian financial crisis in
1997
 Distribution via discount chain at very low price
 Communication messages were not consistent
due to using so many advertising agencies with
more than 20 slogans
SWOT (cont)
 Opportunities
 Development of digital technology
 New powerful advertising channel: Internet
 Threats
 The global memory chip market dramatically
decreased due to the shrinking demand and
excess supply
 Chinese cheap products
Rebranding
Developing and new marketing strategy for
the superior products
Building an image of Samsung as a stylish
and High quality brand
Innovative Product development; improving
R&D department, creating new marketing
program, improving key success factor for
the product
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 Program
 Create 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
Conclusions
 Samsung 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.