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Samsung

Samsung. Building a Global Brand. Group Members. 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.

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Samsung

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  1. Samsung Building a Global Brand

  2. Group Members

  3. 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

  4. Market Analysis

  5. 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

  6. 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

  7. 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

  8. 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)

  9. 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

  10. 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

  11. 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

  12. 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.

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