Samsung Building a Global Brand

Group Members Li Merlina (Merlin) M987Z246 Thidarat Prashitphornpakdee (Nok) M987Z245 Nguyen Thi Thanh Nhan (Nhan)M987Z232 Huynh Than Phong (phong) M987Z242 Victor Marbun (victor) M987Z259

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.