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.