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Samsung Electronic Company

Samsung Electronic Company. Main Issue. How to become the world’s preferred brand of premium electronics?. Recommendation. Focus exclusively on the Samsung brand Keep consistent global message Tailor for region and product line. Agenda. Current situation Challenges Alternatives

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Samsung Electronic Company

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  1. Samsung Electronic Company

  2. Main Issue How to become the world’s preferred brand of premium electronics?

  3. Recommendation • Focus exclusively on the Samsung brand • Keep consistent global message • Tailor for region and product line

  4. Agenda • Current situation • Challenges • Alternatives • Recommendation

  5. Current situationHistory • Founded in 1969 • 1970s • Low cost manufacturer • 1980s • B-to-B market • Commodity products for OEMs • 1990s • Manufacturing quality and technical leadership • Product driven company, B-to-B market • Focus on digital products • 1997 • Start transition to B-to-C market • High-end premium goods • 2003 • current

  6. Current situationCompany • Vision • “to lead the digital convergence movement” • Business areas • Digital media • Telecommunication network • Semiconductor • LCD

  7. Current situationMarketing plan • Product • Innovative, cutting edge • Product diversification • Promotion • Single agency for worldwide image • Mix of a “pull” and “push” • Price • Premiums on high-end products • Premium for customization • Place • Product sells exclusively through channels • Transition from value to premium channels

  8. Challenges • Main • How to become the world’s preferred brand of premium electronics? • Top 10 in BusinessWeek's world's most valuable brands • Components • Samsung’s brand value • Communication strategy • Buy-in from the division managers

  9. ChallengesBrand value • Brand profile analysis • Cold, aloof • Value based • Brand report card toolkit • Improvement opportunities • Pricing strategy • Consumer’s perception • Difference across countries and product lines

  10. ChallengesCommunication strategy • FCB study • Relationship monitor • market/country results • product line results • Create Samsung “flavor” • Develop brand experience

  11. ChallengesBuy-in of managers • Product driven company • B-to-B mentality

  12. Alternatives • Stay the course • Single brand, communication mix • Brand extension • Through inherited sub branding • Multiple differentiated brands • Per market and/or product line

  13. AlternativesStay the course • Current strategy very successful • From 34th to 25th place • Samsung brand value • Return on investment

  14. AlternativesSingle brand, communication mix • Samsung brand value • Return on investment • Communication mix per segment • Tailor for specific country/market • Tailor for specific product line • Single global image with customization

  15. AlternativesBrand extension • Create sub brands • Specific to country/market • Specific to product line • Capitalize on Samsung brand value • Targeted communications

  16. AlternativesMultiple brands • New brands for markets • Expansion and diversification without confusing brand image • Segment markets and products • Value products, entry markets • Premium product, established markets • Insulation from sub-brand failures

  17. AlternativesCriteria set • Return on investment • Brand focus and confusion • Future growth • Strategic fit

  18. Recommendation • Focus exclusively on the Samsung brand • Keep consistent global message • Tailor for region and product line

  19. RecommendationAnalysis • Return on investment • Samsung brand value • Brand focus and clarity • Company of choice • The leader in digital products • Future growth • Global presence • Strategic fit • Digital convergence • Product breadth

  20. Q&A

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