2. Samsung: Building a Global Brand

3. My Eli -Ocha - - M987Z247 M987Z254 M987Z212 Loan – Joice - M987Z234 M987Z224

4. 12-inch TVs Memory chip Flat-screen display Plasma TVs Other digital devices Multifunction cellphone Samsung

5. Positioning until the mid-1990s :  Low-cost manufactured products for better- known brands.  Selling consumer products (electronics) at very low price.

6. After 1996, several shocks in Samsung’s competitive environments:  The global memory chip market went into tailspin due to slackening demand and excess capacity.  Asian financial crisis in 1997.

7.  Samsung: GOOD TECHNICAL QUALITY but LOW-COST LOW-MARKET IMAGE SAT AT BACK OF THE STORE

8. “Redefining Samsung’s Brand Image”  Stylish, high quality brand commanding a premium price  Establish a unique competitive position by developing technique and design

9.  Technical Innovation and R & D  New Product Development and Design  Encouraging Marketing Programs

10.  Focusing on digital technologies  Shifting substantial resources into technical research and development: ◦ Spent about 9% of revenue (US$ 5 billion) on R & D in 2005 ◦ Employs nearly 27,000 researchers (including 2,400 PhDs) to work in 17 research centers around the world.

11.  To make the customers consider that Samsung’s products is worth of price  To collaborate closely with the firm’s engineers, manufacturing division, marketers, and market researchers.

12.  Assigning 450 designers in 6 design centers in the world to ascertain customers tastes and preferences.

13.  To build customer awareness of the products: ◦ Ensuring the availability, service after sale, and communicating Samsung essential value and attributes around the world, to make sure the consumers are worth the money.

14.  Reorganize the firm’s distribution channels, particularly in developed market. ◦ Pulling the products out of the low-price discount chains and distributing them trough quality- oriented electronic stores

15.  Consolidated the firm’s advertising to a single global advertising group.  Launching new design product.  Extensive use of contemporary promotional tools: ◦ Eg. sponsorship Olympic games, Internet, and movie advertising

17.  Global value of Samsung’s brand increased more than 200% from 2000 – 2005.  Sales grew to more than US$56 billion in the fiscal year ending in Dec 2005  Operating income hit a record US$ 8 billion

18.  Samsung has successfully redefined its image as one of leading electronics companies all over the world.  To develop an organization, the well marketing plans is one of the keys to be successful.

19.  With the new marketing strategy, Samsung impressed customers of the high-brand image.  Slogan “design awakens all your sense” has been familiar worldwide.

20.  Kotler, et al. (2006), Marketing Management, Pearson, 12 th Edition  Etzel, et al. (2004), Marketing, McGraw Hill, 13 th Edition References