SAMSUNG

GLOBAL
STRATEGY
Samsung MP3P
Communication Strategy
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GLOBAL
Samsung MP3P Communication Strategy Process

STRATEGY
Process Contents

Strategy Process
Communication
1. Situation analysis Market analysis
Competitor analysis
Product analysis

2. Root problems Making a difference

Customer survey
Finding the root
problem
3. Consumer analysisFGI
Case study
Creative insight

4. IMC strategy Process of IMC

strategy
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GLOBAL
Situation Root Consumer IMC
analysis problems analysis strategy
Market analysis

STRATEGY [ The position of the MP3P in PLC ]

The MP3P market is located between

the Introduction and the Growth section.

- The keen competitions

- The rapid extension of the market

[ Sales Forecast ]

The sales of MP3Ps are sharply

increasing each year.

The annual growth rate = 29.1%.

This trend is expected to

continue.
The MP3P Market Pie will get bigger rapidly
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Situation Root Consumer IMC
analysis problems analysis strategy
BUT, the pie is an Apple Pie!

STRATEGY
[The M/S of the hard drive-based player]

Apple maintained its strong hold on the market

with a 87.3% share, Rio with a 2.8% share,
87.3% Creative in fourth with 2.6%, and iRiver at 1.5%.

[The total M/S of the MP3P]

Combining flash-based and hard drive-based players
together

Apple remains in first place with a 58.6% share,

Second was Rio with 7.1%, iRiver at 6.2%,
58.6% Digital Way at 4.4%, and Creative at 3.2%.

Apple is in its prime! Where is the Samsung’s pie

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Situation Root Consumer IMC
analysis problems analysis strategy
Samsung MP3P, it’s never bad!

STRATEGY
[The best product quality, Samsung MP3P]

The YH-820, one of the Samsung MP3Ps,

recently received the “Next Big
Thing Award 2005”
in the audio equipment part from the CES (2005
International Consumer Electronics
Show).
[The strong point of Samsung]
The trend which Samsung pursues = The multi-compound
function
At the same time through the Samsung MP3P

Samsung has an excellent product quality

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Situation Root Consumer IMC
analysis problems analysis strategy
Also customers already know about it.

STRATEGY
[Samsung’s MP3P review on the internet]

[Brand Funnel (unit : %)]
[Reviews of Samsung
MP3P]
There are a lot of Samsung MP3P
reviews on the Internet which
were made by the
customers about the
Samsung MP3P’s fascinating qualities.
[Samsung halo effect]
Customers recognize and trust the
qualities of the Samsung’s products.
Some ratios are almost similar to
the iPod.

BUT!

Some customers say that they know it’s not bad,

but they don’t want to buy it.
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GLOBAL
Situation Root Consumer IMC
analysis problems analysis strategy
What made the customers not
want to buy the Samsung’s MP3P?

STRATEGY
[The factors of making a difference]

Brand loyalty & Customer relationship managemen

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GLOBAL
Situation Root Consumer IMC
analysis problems analysis strategy
No brand loyalty?
Be the Love Mark, Not just A Brand.

STRATEGY
[ The changing of Brand ]

Product Trad Brand Love

e
Mark Mark

※[ The meaning of LOVE MARK ]

The inducement to an action is not reason
but feeling! The Love
Mark wakens the customer’s brand loyalty
with no questions asked.

From the Love Mark’s point of view,

Let’s check the Samsung MP3P’s brand!
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PR [Preconditions for the Love Mark : LOVE, RESPECT]

STRATEGY
High Love

Fads Love Mark

Low High
Respec Respec
t t
Commodities Samsung MP3P
Common Brand

Low Love

[ Samsung MP3P = high respect, low love ]

- High functional quality, Low emotional quality of
the product
In this situation where high similar product qualities
are available, Samsung will be in
danger.

To be the Love Mark, what should we do?

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GLOBAL
Situation Root Consumer IMC
analysis problems analysis strategy
Case study : The example of Love Mark

STRATEGY[Harley Davidson
Motorcycle]
450,000 customers
are members of the
They have their own
magazines.
Harley-Owner Groups. (every other weekly)

They have a Harley Davidson is

customer’s
not a
own site,www.hog.com motorcycle
It did a lot of activities. but their
Culture!

A brand : The Love Mark :

A company ▶ The company
selling selling the Harley
motorcycles culture!

Selling the Samsung MP3P’s culture?

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Situation Root Consumer IMC
analysis problems analysis strategy
Be the Culture icon!

STRATEGY
[ How to become a culture
icon ]

Eye which can

Dorothy Leonard-Barton
technology (the professor of the
read the trends
+ Business School at
Harvard ) said “If a
technology meets the eye
which can read the trends,
THE CULTURE ICON it can be a strong ‘Culture
icon’.”

Samsung MP3P must

have the eyes
which can read
CUSTOMERS’
TRENDS!

What customers have on their mind?

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Situation Root Consumer IMC
analysis problems analysis strategy
FGI (by email)

STRATEGY
[The reason why customers buy iPod]

Adam boothe (iPod user, 25, American)

- It’s EASY TO USE.

I just want to listen music and it’s the most
simple to play..That’s all.

[Survey : Using MP3P’s functions]

Customers just want that

80% ▶ if they push the ‘Play’,

they can listen to

music.
The Communication point ① Be Sensual! Not Sensible
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Situation Root Consumer IMC
analysis problems analysis strategy
FGI (by email)

STRATEGY[The reason why customers buy iPod]

▶ Marina forester (iPod user, 23, American)

- WE HAVE ONLY OUR BEHAVIORS!

For example, it’s the iPod-nod. When I see the iPod
user, we nod each other.. It’ special feeling
because only iPod user know and can do it..

▶ Nick villalon (iPod user, 24, American)

- WE HAVE ONLY OUR SPACE!

There is a site, www.ilounge.com. iPod users upload
pictures which took pictures with iPod.. It’s kind of
our
pride which only we can know and share..

② Use only Samsung User’s Code continuously

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Situation Root Consumer IMC
analysis problems analysis strategy
How can we make Samsung’s own symbol?

STRATEGY[Case study : HP successful global communication campaign]

③ Find infinite symbols for Samsung

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GLOBAL
Situation Root Consumer IMC
analysis problems analysis strategy
The meaning of music to customes.

STRATEGY[The life style with MP3P]

MP3P users use them

WHENEVER they are,
WHEREVER they are,
WHATEVER they do.
In the customers’ insight :

[Music is my life.]
Also it is the advertisement
slogan of the Korean
Samsung MP3P.
Theodore Levitt (the professor of the Business School at Harvard
) said
‘ONE PROGRAM, ONE
“Having

MESSAGE’is very important to[source : The Globalization

the global brand for of markets]
the
building the certain brand identity.

④ Use the Korean advertisement’s

same ‘What To Say’.
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GLOBAL
Situation Root Consumer IMC
analysis problems analysis strategy
However, we need to change ‘HOW TO
SAY’

STRATEGY
[Finding the wrong + different customer
insight]
The original
advertisement showed
The new
advertisement
us... must show us...

Life for Life with

Music Music
- I live for music. - I live with Music.
- Actually there is no big
- Music is the reason why I
aspiration
live. for music but it’s natural life
style.
- Not only the time related to
- The place, time is limited
music,
such as a concert or the break time.
but also
all of my life time,
music is
with me.
⑤ Let’s find the REAL MUSIC
With people in their life!
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GLOBAL
Situation Root Consumer IMC
analysis problems analysis strategy
Creative Insight

STRATEGY
[The discover in the life about music]

When
OfThe
course,
Suddenly
symbol
I raised atof
it
my
that
looked
music,
headtime
like
to
sky,
I five
listened
lines
I saw
in
toour
five
music.
life
lines
the staff of
my music in Ithe
listened
sky. to.

Let’s make them Samsung MP3P’s!

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GLOBAL
Situation Root Consumer IMC
analysis problems analysis strategy
The Process of IMC strategy

STRATEGY
[The changing fate]

Long-run Being the

3rd campaign Love mark,
with customers’
something brand loyalty↑
Campaign
new Responding
2nd which customers’
customers can behaviors
join easily
Strong, Changing
1st consumers’
continuously perception
Communicatio
n:
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Situation Root Consumer IMC
analysis problems analysis strategy
Communication_Print ①

STRATEGY
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Situation Root Consumer IMC
analysis problems analysis strategy
Communication_Print ②

STRATEGY
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Situation Root Consumer IMC
analysis problems analysis strategy
Communication_Print ③

STRATEGY
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Situation Root Consumer IMC
analysis problems analysis strategy
Communication_Print ④

STRATEGY
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Situation Root Consumer IMC
analysis problems analysis strategy
Communication_
Outdoor advertising ①

STRATEGY
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Situation Root Consumer IMC
analysis problems analysis strategy
Communication_
Outdoor advertising ②

STRATEGY
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Situation Root Consumer IMC
analysis problems analysis strategy
Communication_
Outdoor advertising ③

STRATEGY
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GLOBAL
Situation Root Consumer IMC
analysis problems analysis strategy
Communication_
Outdoor advertising ④

STRATEGY
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Situation Root Consumer IMC
analysis problems analysis strategy
Communication_
Outdoor advertising ⑤

STRATEGY
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Situation Root Consumer IMC
analysis problems analysis strategy
Communication_
Outdoor advertising ⑥

STRATEGY
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Situation Root Consumer IMC
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Campaign
which customers can join easily ①

STRATEGY Step Contents

Process
Campaign

The Title Show the music in your life!

Step 1. Make a site which only Samsung customers

can use
Step 2. Customers find the 5 lines which remind us
of music
Step 3. Upload the pictures on the Samsung
customer’s site
Step 4. Give customers who upload music some
gifts such as a free music coupons of the
music site which Samsung will make, pick
up the best picture as the next print
advertisement with prize.
The Customers will continuously try to find and think
effect about symbols of Samsung in their life.
=> Brand familiar ↑
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Situation Root Consumer IMC
analysis problems analysis strategy
Campaign
which customers can join easily ②

STRATEGY Step Contents

Process
Campaign

The Title Sing your life!

Step 1. Customers choose a song that they like.

Step 2. Change the words of song to the story

about their life.
Step 3. Upload their new lyrics’ song on to the
Internet site.
Step 4. Choose the good lyrics and give customer
some free music coupon, and use the one
of the lines to the next advertisement’s
The lyrics.
The Samsung’s slogan can approach to the customer’s
effect real life and they can show their
lifestyle through the Samsung MP3P.
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GLOBAL
Situation Root Consumer IMC
analysis problems analysis strategy
Campaign
which customers can join easily ③

STRATEGY Step Contents

Process
Campaign

The Title Soooooooooooooo, Music party is my life.

Step 1. (American like party, it’s their life style.)

Customer upload their music party plan
shortly on to the customers’ site. (for
example : party concept, members, date,
etc.
Step 2. Pick up the one plan per month, give them
financial aid for their music party.

Step 3. The customer who receives the funding must upload

the music party review and a thankful
letter on the site
The Samsung’s image will be changed not as an
effect equipment selling company but as the
company which makes the music culture.
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GLOBAL
Situation Root Consumer IMC
analysis problems analysis strategy
Be the long-run campaign
with new version.

STRATEGY ▶ There are a lot of ▶ We can use them

other music in
symbols. the next time
for
the long-run campaign.

With the same

‘tone and manner’
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Situation Root Consumer IMC
analysis problems analysis strategy
The process of the desired effect

STRATEGY
▶ No brand loyalty for
Samsung MP3P

Find infinite music

Be the Love Mark !
symbols in our life

Take them as the symbol All of music symbol in our

of Samsung MP3P. life will advertise the
Samsung MP3P naturally.

▶ Samsung MP3P will be the symbol of music and the

best MP3P brand.
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GLOBAL
STRATEGY
Thank you for your
attention!