Samsung I MP

F. Ming
Marketing 6000
Dr. Thomas Kohler
F o r o v e r s e v e n t y y e a r s , S a m s u n g h a s b e e n d e d i c
a t e d t o m a k i n g a b e t t e r w o r l d t h r o u g h d i v e r s e b
u s i n e s s e s t h a t t o d a y s p a n a d v a n c e d t e c h n o l o g y ,
s e m i c o n d u c t o r s , s k y s c r a p e r a n d p l a n t c o n s t r u
c t i o n ,
p e t r o c h e m i c a l s , f a s h i o n , m e d i c i n e , f i n a n c e , h
o t e l s , a n d m o r e . T h e i r f l a g s h i p c o m p a n y , S a m s
u n g
E l e c t r o n i c s , l e a d s t h e g l o b a l m a r k e t i n h i g h - t e c h
e l e c t r o n i c s m a n u f a c t u r i n g a n d d i g i t a l m e d i a .
T h r o u g h i n n o v a t i v e , r e l i a b l e p r o d u c t s a n d s e r v
i c e s , t a l e n t e d p e o p l e ; a r e s p o n s i b l e a p p r o a c h t
o b u s i n e s s a n d g l o b a l c i t i e n s h i p ; a n d c o l l a b o r
a t i o n w i t h o u t
p a r t n e r s a n d c u s t o m e r s , S a m s u n g i s t a k i n g t h e w
o r l d
i n i m a g i n a t i v e n e w d i r e c t i o n s .
s a m s u n g . c o m
Executive Summary
! n " # $ # , S a m s u n g E l e c t r o n i c s w a s f o u n d e d i n S o u t h
% o r e a . T h e c o m p a n y o r i g i n a l l y m a n u f a c t u r e d c o n s u
m e r
e l e c t r o n i c a p p l i a n c e s s u c h a s T & s , c a l c u l a t o r s ,
r e f r i g e r a t o r s , a i r c o n d i t i o n e r s , a n d w a s h i n g m a c h i
n e s .
' y " # ( " , S a m s u n g h a d p r o d u c e d o v e r " ) m i l l i o n
b l a c k a n d w h i t e T & s . ! n " # ( ( i t m e r g e d w i t h S a m
s u n g
S e m i c o n d u c t o r * + o m m u n i c a t i o n s a n d s t a r t e d w h a t
w o u l d b e a m o s t p r o f i t a b l e g l o b a l m a r k e t i n g c a m p a
i g n b y s p o n s o r i n g t h e , l y m p i c - a m e s .
F o r t y y e a r s l a t e r , S a m s u n g E l e c t r o n i c s c e l e b r a t e d i
t s
. ) t h a n n i v e r s a r y i n / ) ) # a n d h a s d e v e l o p e d i n n o
v a t i v e p r o d u c t s , a d d i n g i n t e r a c t i v e s y s t e m s t o f u r
t h e r e n h a n c e c o n s u m e r e 0 p e r i e n c e .
E a r l i e r t h i s y e a r ! n 1 a r c h / ) " ) , t o s t a y a h e a d o f i t s
c o m p e t i t o r s , S a m s u n g i n t r o d u c e d i t s r e v o l u t i o n
a r y l i n e o f t h r e e - d i m e n s i o n a l T & s 2 3 4 T & 5 a t a 6 e w
7 o r k e v e n t , p a r t n e r e d w i t h 4 r e a m w o r k s a n i m a t i
o n .
Marketing Strategy
ver a !eca!e ago" Samsung Electronics #as a little kno#n lo#$en! consumer electronics
com%any #hich %ro!ucts #ere sol! un!er &ran! names no one even remem&ers like Tantus
an! 'e%%, synonymous with cheapand OEM*, brand LESS products sold to other
com%anies an! resol! stam%e! #ith &ran! names at a higher %rice.
(o#ever" this Korean consumer electronics manu)acturer reali*e! that the only #ay to &uil!
a &etter kno#n i!entity an! rival giants such as Sony an! Panasonic #as to )ocus on &uil!ing
a more u%scale image through &etter +uality" !esign" an! innovation. ,ith that" the com%any
!iscar!e! its other &ran!s an! %ut all its resources &ehin! the Samsung name.
-einventing itsel)" Samsung %ro!uce! a line o) )irst$rate" to% +uality T.s" cell %hones an!
a%%liances" to reveal the com%any/s su%er& technological a!vancements. The %erce%tion o)
Samsung was no longer the cheap brand.By elevating the uality o! its products above
its com%etitors" it is no# in the ranks o) Sony an! Panasonic" t#o 0a%anese large electronic
&ig names.
"ell phones are now a must haveand are carried by people all around the world. #ears
ago people would !eel na$edwithout wearing their wristwatch, but now it is the cell
phone and %&s have moved !rom 'ust the !amily room to every room in the house. (ead o!
Samsung)s 1S2 marketing an! consumer unit" Peter ,ee!)al!" state!" 3,e #ante! the
&ran! in users/ presence *+,-.
To!ay" Samsung Electronics is the most %u&licly visi&le +uality &ran! name #ith consumer
%ro!ucts an! is the thir! largest electronics maker in the #orl! &ehin! num&er one Sony an!
num&er t#o Matsushita.%arent com%any o) Panasonic" 4uasar" Technics" an! 0.5.
6original e+ui%ment manu)acture!
Marketing Strategy
Make 'our Presence Kno#n 789:
In or!er to &e a %o#erhouse electronic com%any" Samsung nee!e! to change
its &ran! image. ,hen Seoul" Korea #as host )or the ;<== Summer lym%ic
>ames the time #as ri%e )or Samsung to sho#case its %ro!ucts &y associating
its com%any #ith this international s%orting event.
Samsung &ecame the o))icial s%onsor o) #ireless technology )or the lym%ic
>ames" ?ust as mega #as an! has &een the o))icial timekee%er. ,ith over a
thousan! athletes )rom 700 or more countries com%eting" %lus tens o)
thousan!s o) #orkers" an! hun!re!s o) millions o) atten!ees an! vie#ers" this
certainly ampli!ied the company)s image.
In ;<<<" 2merican$/orean, Eric$ /im, mar$eting miracle man,started
wor$ing with Samsung and eventually became the head o! Samsung)s
global mar$eting department. 0ithin a !ew years, Samsung)s cell phones
and !lat$ %anel T.s #ere consumer )avorites &ecause Kim )ocuse! on
%artnering #ith @est @uy" a to% 1.S. retailer o) electronic goo!s.
&usiness.gol!sea.com
Mass Marketing
Marketers re%ort a num&er o) reasons to s%onsor eventsA
I!enti)y #ith a %articular target market or li)estyle
Increase a#areness o) com%any or %ro!uct name
5reate or rein)orce %erce%tions o) key &ran! image
Enhance cor%orate image
5reate ex%eriences an! evoke )eelings
Ex%ress commitment to the community or on social issues
Entertain key clients or re#ar! key em%loyees
Permit merchan!ising or %romotional o%%ortunities
Kotler B Keller
, m e g a h a s h a d a l o n
g a n d c l o s e r e l a t i o
n s h i p w i t h t h e , l y m p i c
- a m e s a s o f f i c i a l t i m
e k e e p e r .
S i n c e " # 3 / t h e br a n d h a
s de f i n e d s p o r t st i m e k e e
p i n g t h r o u g h i t s a c c u r a t
e t i m i n g o f / ., l y m p i c
- a m e s a n d i t s sp o n so r sh
i p
c o n t i n u e s u n t i l t h e y e
a r / ) / ) .
omega#atches.com
Marketing S%onsorshi%
Samsung)s involvement with the Olympic 1ames
&egan in ;<==" #hen it &ecame a local s%onsor )or
the Seoul ;<== lym%ic Summer >ames. In ;<<:"
the com%any then &ecame a mem&er o) The
lym%ic Partner CTPD" ,orl!#i!e lym%ic Partner
in the #ireless communications e+ui%ment
category" continuing its contri&ution to the lym%ic
Movement )or )ive consecutive lym%ic >ames.
Through its a!vance! #ireless telecommunication
technology an! %ro!ucts" Samsung is recogni*e! )or
%rovi!ing the >ames #ith crucial" real$time
in)ormation service in su%%ort o) the #orl!/s largest
s%orting event. Samsung is %rou! to carry on its
lym%ic %artnershi% through the 70;6 lym%ic
>ames.
vancouver70;0.com
lym%ic S%onsors
Social me!ia measurement %rograms are custom an! uni+ue )or each com%any
!e%en!ing on their &usiness o&?ectives. Monitoring &ran!s is a measurement %ro?ect
that is re%orte! to the client. In the a&ove gra%h" 5ym)ony" a research com%any that
%rovi!es ex%ert marketing analysis tracks the shares o) lym%ic s%onsorshi%.
cym)ony.com
Samsung Creating Experiences
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Herald Sun
google.com
SAMSUNG
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"(3M24O5S
%6O2(# 0omen
2009 Sydney
B365ES 5OBLE
Euxury 50$@ran!ing
Samsung8s 9rmani Smartphone
In the )all o) 700<" Samsung Electronics an!
>iorgio 2rmani release! their %remium
smart%hone. It #as !esigne! &y the #orl!
reno#ne! Italian )ashion !esigner to the rich
an! )amous" >iorgio 2rmani an! Samsung
FeaturesA Samsung >iorgio 2rmani @:670
1nlocke! ,in!o#s Mo&ile Smart%hone
4ua!$@an! >SM #ith Full 4,E-T'
key&oar!" Touchscreen" FMP camera" >PS
navigation an! ,i$Fi $ International .ersion
#ith Go ,arranty C@ron*eD.
Eist %riceA H<<<.<<
2ma*on PriceA
H=8<.<<
2 luxury smart%hone that looks like a %iece o)
?e#elry is very eye catching. ne can only
imagine Samsung)s ne7t partner.Merce!es
@en* o) Daimler2> or may&e even -olls
-oyceI
smart%hone in)oA
ama*on.com
imageA google.com
Key Pro!ucts
Samsung Electronics manu)actures %ro!ucts in a num&er o) categoriesA
Semicon!uctorA D-2M" SD-2M" )lash memory
(ar! !rives
Digital !is%layA E5D !is%lays" EED !is%lays" %lasma !is%lays" EED
!is%lays
(ome electronicsA T.s" D.D %layers" @lu$ray %layers" home
cinema systems" set$to% &oxes" %ro?ectors
Mo&ile !evicesA mo&ile %hones" MPJ %layers" !igital cameras"
camcor!ers"
5om%uting %ro!uctsA monitors" la%to%s" 1MP5s" 5D an! D.D
Drives" laser %rinters" )ax machines
(ome a%%liancesA re)rigerators" #ashing machines" micro#aves" ovens"
vacuum cleaners" air con!itioners.
#iki%e!ia.com
Evolution o) the T.
circa ;<=0s 8 color T.
circa ;<:0s 8 &lack an! #hite T.
google.com
circa ;<<0s 8 color %ro?ection T.
Samsung)s 9:%&
5inema$+uality JD ex%erience J$Dimensional T.s a!! ne# !e%th an! !imension to create
larger$than$li)e ex%eriences. JD 2ctive >lasses sync u% #ith the JD T. to %ro!uce JD
images that virtually lea% o)) the screen. Favorite sho#s can even &e trans)orme! to JD in
real time )or the ultimate 3reality3 T..
samsung.com
>ro#th
In 700F" Samsung sur%asse! 0a%anese rival Sony )or the )irst time to &ecome the
#orl!/s largest an! most %o%ular consumer electronics &ran! as measure! &y
Inter&ran!.
In 7006" @usiness ,eek rate! Samsung as 70th on its list o) glo&al &ran!s" 7n!
in the electronics in!ustry. @usiness ,eek also ranke! Samsung as 70th in
innovation.
In 0anuary 700:" @ran!Finance ranke! the com%any as the num&er ; glo&al &ran!
in electronics. Samsung Electronics/ han!set !ivision overtook 2merican rival
Motorola" making it the #orl!/s secon!$largest mo&ile %hone maker.
In 700F" Samsung sur%asse! 0a%anese rival Sony )or the )irst time to &ecome the
#orl!/s largest an! most %o%ular consumer electronics &ran! as measure! &y
Inter&ran!.
In 700<" Samsung overtook Siemens o) >ermany an! (e#lett$Packar! o) the 1S2
#ith a revenue o) H;;:.8 &illion to take the Go.; s%ot as the #orl!/s largest
technology com%any.
###.#iki% e !i a .c o m
Samsung hel! on to the to% s%ot in the
&roa!er category o) )lat$%anel T.s"
thanks in %art to its strength in
%lasma as #ell as E5D$&ase! T.s.
Samsung/s
1.S. )lat$%anel television shi%ments
rose to 6.6 million units in 700<" u%
77.6 %ercent )rom F.8 million units in
700=" giving the Korean giant a ;=.8
%ercent market share !o#n )rom ;=.F
%ercent in 700=.
eetimes.com
.ision 7070
samsung.com
Strategy 2nalysis
Positioning 8 is the act o! designing the
company)s o))ering an! image to occu%y a
!istinctive %lace in the min!s o) the target market.
Samsung change! its image" creating an elli%tical logo
sym&oli*ing the #orl! moving through s%ace an!
#riting
Samsungin English to e7pand its global presence.
Targete! certain ty%e o) s%orts$min!e! consumers on an
international level &y s%onsoring the lym%ic >ames
an! other s%orting events in various countries.
Targete! consumers attracte! to %restige" +uality an! #ealth
&y %artnering #ith >iorgio 2rmani.
Strategy 2nalysis
"ompetitive advantage is a company)s ability
to %er)orm in one or more #ays that
com%etitors cannot or #ill not match.
Samsung manu)actures everything )rom air con!itioners to
cell %hones to har! !isk !rives to vacuum cleaners. They
%ro!uce the #hole gamut o) %ro!ucts relate! to electronics.
Samsung re)rigerators are to% o) the line an! com%ara&le to
com%anies #hose main %ro!ucts are kitchen a%%licances like
Kitchen2i!" Maytag" an! 0enn$2ir.
Samsung)s newest product is the 9:%& that one revolutionary
ste% a&ove the %lasma" EED" an! E5D television screens.
Strategy 2nalysis
Pro!uct Ei)e$5ycle 8 a company)s positioning and
!i))erentiation strategy must change as the
%ro!uct" market" an! com%etitors change.
Samsung comes out #ith a ne# cell %hone every )e#
months that is the latest rave. Samsung)s 1ala7y S which
is the !irst smart%hone to +uali)y )or %oint$to$%oint ,i$Fi
communications.
For )ashion$min!e! consumers" the >iorgio 2rmani 8
Samsung Sli!e is the most gorgeous smart%hone %ro!uce!.
Its &ron*e color #ill match any out)it in any occasion.
Though critics are saying that the JDT. is ?ust a novelty or
)a!" to ex%erience vie#ing it is an un)orgetta&le )eeling.
5onsumers are rea!y )or the J$D e))ect a)ter having seen many
hit movies in J$D.
Strategy 2nalysis
5om%etition 8 a goo! #ay to start to !eal #ith it
is through creatively !esigne! an! #ell$execute!
marketing %rograms.
Samsung kne# #ho their com%etitors #ereA Sony an!
Panasonic" the t#o 0a%anese electronic kings. ,ith
emerging com%etitors" they ha! to stay one$ste% ahea! o) the
game.
@y analy*ing their com%etitors in the electronics market"
Samsung %ut more into research an! !evelo%ment to
%ro!uce high +uality an! eye$catching television sets an!
ma?or home appliances, appealing to the consumer)s senses
through )unctionality an! looks.
Strategy 2nalysis
Market$5hallenger Strategy 8 5hallengers set high
as%irations.
Samsung may not &e the in!ustry lea!er )or all their
%ro!ucts" #ith the exce%tion o) the cell %hone an! the T." &ut
they continue to try an! e!ge out its com%etitors #ith
innovative %ro!ucts.
Samsung seems to attack the market lea!er hea! on" matching"
i! not surpassing its opponent)s product, advertising, price, and
!istri&ution. More %eo%le &uy Samsung T.s than Sony
&ecause o! the price di!!erence. Samsung)s 9:%& is a
technological lea!er that/s %acke! #ith almost every
imagina&le cutting$e!ge advancement.
;consumersearch.com<
2nalysis
More than a !eca!e ago my uncle &ought the chea%est .(S recor!er9%layer on the
market.it was a Samsung. 3t that time it was considered the poor man)s
Sony.(e tol! me that it laste! longer than any other &ran! he &ought . My uncle
#as retired and %& was his hobby, his passion, his li!e. 4t)s un!ortunate he didn)t
live long enough to e7perience Samsung)s LE: %& and now its innovative 9:%&.
Samsung has positioned itsel! as one o! the world)s most recogni=ed leaders not
only in cell %hones" &ut in T.s an! a%%liances. The !igital age is here an! Samsung
is taking every o%%ortunity to a!vance in this technology to &e a com%etitive )orce.
%heir unwavering commitment to being the world>s best and pledge to be better
than Sonyhas given them the 5o.? global mar$et share !or more than a do=en o!
their innovative products. 4t)s mar$eting strategy proved success!ul by sponsoring
the lym%ic >ames an! other s%orting events" as #ell as %artnering #ith electronics
giant" @est @uy an! haute couture !esigner" >iorgio 2rmani.
2s #e en! the )irst !eca!e o) the 7;
st
century" Samsung has create! a revolutionary
mo!e o) entertainment that consumers #ill &e a&le to ex%erience in their o#n
homes.JD television. Samsung Electronics has %roven that its name
synonymous #ith +uality an! %rogress.
Samsung Timeline
2 Deca!e at a >lance
samsung.com
@i&liogra%hy
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