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SAMSUNG ELECTRONICS • In 2005, Samsung surpassed Japanese rival Sony for the first time to be rated as the new leading and most popular consumer electronics brand in the world by Interbrand. • In 2007 making it the world's second-largest mobile phone maker. • At the end of 2007, Samsung Electronics exceeded the $100 billion mark in annual sales for the first time in its history. • This achievement places the company, along with Siemens of Germany, IBM of the U.S.
SAMSUNG ELECTRONICS % Sales ($27B) % Operating Profit Digital Media 6% Telecommunications 12% Semiconductors 40% Digital Media 29% Home Appliances 3% Home Appliances 8% Telecommunications 23% Semiconductors 79%
AT PRESENT • Today, Samsung brand is the best known South Korean brand in the world and in 2008. • Business week rated Samsung as 21st on the Top 100 Best Global Brands 2008. • Samsung overtook Japanese rival Sony as the world's leading consumer electronics brand.
Focus: 4 Core Markets Mobile Multimedia Home Multimedia Personal Multimedia Core Components
PRODUCT Price 4P’s IN MARKETING Place PROMOTION
PLACE United States Top 5 Innovators 2008
PRICE Samsung sells product with a price that’sworth, ifwe compare it with the functions, benefits and technology. Samsung is in the process of building an image as “a stylish, high quality brand commanding a premium price”
Promotion Product placements Media Advertising Sponsorships
INTERNET ADVERTISING • In 2005 ,the firm devoted nearly 15 % of its media budget allocated to page -topping banner ads on over 400 Internet sites • Link to mainstream entertainment : Fox’s movies Fantastic Four • Display in the film
sponsorships • The Summer and Winter olympics games • Chelsea FC shirt sponsorship deal • Horse jumping (Samsung Superleague).
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