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Samsung Marketin Strategy

Samsung Marketin Strategy

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Published by: anamkhanclear on Jan 15, 2010
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08/08/2013

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Samsung's Marketing Strategy in India
Product Innovation
Samsung's product range in India included CTVs, audio and video products,information technology products, mobile phones and home appliances (Refer ExhibitI). Its product range covered all the categories in the consumer electronics and homeappliances. Analysts felt that the wide product range of Samsung was one of mainreasons for its success in the Indian market. Samsung positioned itself on thetechnology platform...
Pricing 
Pricing also seemed to have played a significant role in Samsung's success...
Distribution
Along with the launch of new products, Samsung also consolidated its distributionsystem. Samsung had 18 state-level distribution offices and a direct dealer interface.The direct dealer interface helped the company get quick feedback from dealers, andenabled it to launch products according to consumer needs...
 Advertising and Sales Promotion
In 1995, when Samsung entered India, it realized that Indian consumers were notfamiliar with the company. So, in order to establish itself in the Indian consumers'mind, Samsung launched corporate advertisements highlighting its technologicallysuperior goods...---------------------------------------------xxxxx---------------------------------------------------
We are investing aggressively in marketing to transform our company to be trulymarket driven and to establish our Samsung brand as the most trusted and preferred brand in the market." 
-
Jong Yong Yun, vice-chairman & CEO, Samsung Electronics, inFebruary 2003.
 
The "Team Samsung India First" CampaignIn August 2002, India's leading consumer electronics player, Samsung IndiaElectronics Ltd. (Samsung) announced the signing on of seven celebrity cricketers -'Team Samsung', as its brand ambassadors.In doing this, it aimed to cash in on the popularity of cricket in India. However, thecompany's hopes of celebrity endorsement received a setback due to anti-ambushmarketing clauses
2
, arising from ICC's agreement with some other companies.In place of the ads featuring the cricketers, Samsung launched its - 'Team Samsung.India First' campaign all over the country in December 2002.Said Arun Mahajan of Mudra, Samsung's ad agency, "The focus has been to evolveconcepts to do with the players, to promote the cause of cricket and patriotism.'' Thecopy of the print ad read, 'With Team Samsung, It's India First.''
Samsung - The Making of a Global Brand
The Making of a Global Brand 
In 1993, as a first step in its globalization drive, Samsung acquired a new corporateidentity. It changed its logo and that of the group. In the new logo, the wordsSamsung Electronics were written in white color on a blue color background torepresent stability, reliability and warmth.The words Samsung Electronics were written in English so that they would be easy toread and remember worldwide. The logo was shaped elliptical representing a movingworld - symbolizing advancement and change...
Product Initiatives
Samsung realized that to become a global brand, it had to change the perceptions of consumers who felt that it was an OEM player and associated its products with lowtechnology. Generally, consumers in developed markets (such as the US) opted for Samsung when they could not afford brands such as Sony and Panasonic. To changeconsumer perceptions, Samsung decided to focus on product design and launchinnovative products...
 
Consolidating Presence in Different Markets
To change its brand image, Samsung decided to associate itself with global sportevents. In 1998, when Seoul hosted the Olympics, Samsung became the officialsponsor of the wireless technology to the games. This move helped it boost its imageworldwide. In 1999, Erick Kim (Kim), a Korean American working with IBM, took over as the marketing head of Samsung.He focused on capturing the US retail market for consumer electronic goods, such asTVs, washing machines and microwave ovens, through partnerships with US retailinggiants. Samsung entered into a partnership with Best Buy one of the top US retailers.Best Buy executives conducted customer research to analyze consumer-buying behavior...
 Advertising and Promotional Strategies
In 1997, Samsung launched its first corporate advertising campaign - Nobel PrizeSeries. This ad was aired in nine languages across Europe, the Middle East, SouthAmerica and CIS countries. The advertisement showed a man (representing a NobelPrize Laureate) passing from one scene to another. As the man passes throughdifferent scenes, Samsung products transform into more advanced models. Accordingto company sources, the idea was to convey the message that Samsung uses NobelPrize Laureates' ideas for making its products...
Beating Sony? 
In 2001, Samsung declared that it would beat Sony in the consumer electronicsmarket by 2005. Kim said, "We want to beat Sony. Sony has the strongest brandawareness; we want to be stronger than Sony by 2005." However, analysts felt that itwould be difficult for Samsung to beat Sony so soon as Samsung was regarded as anOEM player till the mid-1990s.In 2002, while Samsung was ranked 34th with a brand value of $8.1 billion, Sony wasranked 21st with an estimated brand value of $13.90 billion. However, whileSamsung's rank had moved up from 42 in 2001, Sony's had slipped down from 20
th
in2001. In the third quarter of 2002, Samsung emerged as the world's number three player in the mobile market, beating Siemens and Ericsson, with a marketshare of 36.4%...-------------------------------------------xxxxx-------------------------------------

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