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 Exhibit I). Its product range covered all the categories in the consumer electronics and home appliances. Analysts felt that the wide product range of Samsung was one of main reasons for its success in the Indian market. Samsung positioned itself on the technology 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 distribution system. Samsung had 18 state-level distribution offices and a direct dealer interface. The direct dealer interface helped the company get quick feedback from dealers, and enabled it to launch products according to consumer needs...

Advertising and Sales Promotion
In 1995, when Samsung entered India, it realized that Indian consumers were not familiar with the company. So, in order to establish itself in the Indian consumers' mind, Samsung launched corporate advertisements highlighting its technologically superior goods...

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We are investing aggressively in marketing to transform our company to be truly market 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, in February 2003.

. Samsung's ad agency. However. the words Samsung Electronics were written in white color on a blue color background to represent stability. it aimed to cash in on the popularity of cricket in India. to promote the cause of cricket and patriotism. To change consumer perceptions.The Making of a Global Brand The Making of a Global Brand In 1993..'' Samsung . . Samsung decided to focus on product design and launch innovative products. the company's hopes of celebrity endorsement received a setback due to anti-ambush marketing clauses2. arising from ICC's agreement with some other companies. Samsung India Electronics Ltd. as its brand ambassadors. Generally. it had to change the perceptions of consumers who felt that it was an OEM player and associated its products with low technology. (Samsung) announced the signing on of seven celebrity cricketers 'Team Samsung'.The "Team Samsung India First" Campaign In August 2002. In doing this.symbolizing advancement and change. The words Samsung Electronics were written in English so that they would be easy to read and remember worldwide. 'With Team Samsung. Said Arun Mahajan of Mudra. It's India First. consumers in developed markets (such as the US) opted for Samsung when they could not afford brands such as Sony and Panasonic. "The focus has been to evolve concepts to do with the players.. In place of the ads featuring the cricketers. Samsung acquired a new corporate identity. Samsung launched its . Product Initiatives Samsung realized that to become a global brand. reliability and warmth. In the new logo. The logo was shaped elliptical representing a moving world . It changed its logo and that of the group..'Team Samsung.'' The copy of the print ad read. India First' campaign all over the country in December 2002. India's leading consumer electronics player. as a first step in its globalization drive.

1 billion. In 1999. Samsung launched its first corporate advertising campaign . Erick Kim (Kim).Nobel Prize Series." However. when Seoul hosted the Olympics. This move helped it boost its image worldwide. "We want to beat Sony.. such as TVs. In the third quarter of 2002. According to company sources. He focused on capturing the US retail market for consumer electronic goods. However.90 billion. Samsung entered into a partnership with Best Buy one of the top US retailers. the idea was to convey the message that Samsung uses Nobel Prize Laureates' ideas for making its products. with a marketshare of 36. while Samsung was ranked 34th with a brand value of $8. Samsung products transform into more advanced models..4%. As the man passes through different scenes. the Middle East. through partnerships with US retailing giants. Sony was ranked 21st with an estimated brand value of $13.. Sony's had slipped down from 20th in 2001. Advertising and Promotional Strategies In 1997.. took over as the marketing head of Samsung. Beating Sony? In 2001. analysts felt that it would be difficult for Samsung to beat Sony so soon as Samsung was regarded as an OEM player till the mid-1990s. This ad was aired in nine languages across Europe. Samsung emerged as the world's number three player in the mobile market. washing machines and microwave ovens. beating Siemens and Ericsson. Sony has the strongest brand awareness. Samsung became the official sponsor of the wireless technology to the games. we want to be stronger than Sony by 2005. South America and CIS countries..Consolidating Presence in Different Markets To change its brand image. Samsung decided to associate itself with global sport events. Best Buy executives conducted customer research to analyze consumer-buying behavior. a Korean American working with IBM. In 1998.. -------------------------------------------xxxxx------------------------------------- . The advertisement showed a man (representing a Nobel Prize Laureate) passing from one scene to another. while Samsung's rank had moved up from 42 in 2001. In 2002. Kim said. Samsung declared that it would beat Sony in the consumer electronics market by 2005.

It employs over 66. It is also ranked number 4 by sales in the semiconductor industry and number 6 by units in the mobile phone industry. Various forms of convergence technology that link conventional stand-alone appliances through networks will be developed. manufacturing. Weaknesses. Samsung’s slogan “everyone’s invited” describes its broad target market strategy. TFT-LCDs. is ready to lead in this Age as it will use its strengths in semiconductor. It can easily raise its image by its quality products and promotional advertisements.000 people in some 50 countries worldwide. Samsung’s Sales and Service centers are in 4 different countries. sales. Introduction Established in 1969. Semiconductor Business. “The partnership between Samsung Mobile and SSAFW comes at a time when the movement towards the fusion of art. to provide international exposure for the pair on this corporate advertising platform.We are highlighting the main points on Samsung Company. In the new digital convergence age.” says Justin Hume. wireless communications. Samsung's vision is to become a leading company of the digital convergence revolution. they will win a contract with Next Models in New York to the value of US$75 000 each. Samsung intends to earn world leadership and secure overwhelming competitive strength. TFT LCDs. Samsung’s main strengths are its Global Business Network. attracting a hefty purchasing . MPR2 technology. Looking ahead. Information & Communications Business and Home Appliances Business. Marketing studies have shown that brands marketing to a more refined audience have ample opportunity. Part IV presents the Marketing Mix of the Company. with vertical sort of distribution system. making the brand more popular. “Today sees more technology than ever forming a part of our daily lives which transcends into an incorporation of these functional items into the milieu of style. which is preceded by a brief abstract of its contents. It is the bond between technology and fashion that Samsung Mobile is entrenching through the Samsung Mobile Icône Modéle competition. This report highlights four major points and is further sub-divided into parts. Part III shows the Target Market of Samsung. Part I presents the introduction and brief History of Samsung. fashion and technology is stronger than ever and where corporate sponsorship of this kind. anywhere communications and a higher quality of life. According to our analysis. however. Brand Name Credibility. marketing and design. Few companies have the business structure to form this network in-house. The winning pair will secure a one-year contract with Samsung Mobile to appear in selected above and below-the-line campaigns for the brand and. Samsung.” The Samsung Mobile brand wishes to communicate with this new breed of fashion-forward and technologically-savvy consumer who are socially liberal and sophisticated and have proven to be particularly brand loyal. Samsung Electronics is positioned at the top of the DRAM. Samsung can use its strengths as threats for other companies. Promotional activities can play a key role in capturing the market share for Samsung. semiconductor market. it has diversified its financial structure and is considered the number 1 company in market share for memory semiconductor chips. Since then. Part V gives the Observations and Recommendations. CDMA mobile phones and computer monitors. with a vast line of products. Our report will surely be fruitful for the marketing strategy of Samsung. core competitiveness will be determined by how companies develop networks from components to digital products. are slowly developing towards communicating to a niche market. ------------------------------xxxxx-------------------------------------------------------- Corporate sponsorship gets fashionable The competition is a nationwide model search seeking a male and female Samsung Mobile Iĉone Modéle who will open Sanlam South African Fashion Week (SSAFW) in August this year. The 21st century will be a time where the Internet. Samsung Electronics is ranked 131st on the Global Fortune 500 List Samsung is best known for the success it has had in the memory semiconductor industry. From 1992. Part II explains the main Strengths. Samsung Electronics has emerged as a major player in the world electronics industry. All the things have been discussed according to Samsung’s presence Globally and particularly in accordance to Pakistan. Samsung Mobile’s fusion with Sanlam South African Fashion Week. The company consists of 4 main business units: the Digital Media Business. Opportunities and Threats of the Company. innovative changes and new styles in Flatron and specially the quality awards that it has won since last two years continuously are positive points for Samsung. Additionally. In turn they demonstrate an appreciation of corporate involvement in events and projects in this sphere. networked systems and contents will be united. telecommunications and consumer electronics technology to develop innovative multi-capable products and create powerful networks that will empower the user for anytime. Samsung marketing manager – Mobile Phones. not only enhances the credibility of this highly regarded fashion week. It is synchronizing product development.

Samsung Mobile is utilizing outdoor media as well as a print campaign that includes Cosmopolitan magazine and a radio campaign with national youth station 5FM and a number of campus community stations. you may see question marks. particularly in South African society where cell phones are societal status symbols. rather the importance lies in who you wear and what brands accessorize and compete your look. Apart from the mobile phone motivated artwork. Selected SABC. M-NET and DStv channels will also be involved in an above-the-line campaign to ensure that each and every stone is turned to find the first male and female Samsung Mobile Icône Modéle. says. Lucilla Booyzen. ensuring you are toujours a la mode. it’s easy to mistake for the most widely used accessory among shoppers worldwide! Director of Sanlam South African Fashion Week. The fusion between fashion and technology is almost seamless. a fully integrated media campaign is set to roll out over the next 6 months to launch the competition to each and every eligible and eager girl and guy in South Africa. Seoul. The size of a credit card. “Your mobile phone is an extension of your arm. Samsung Mobile’s joint sponsorship with SSAFW is especially innovative. In closing to his speech at the launch Hume summed up the partnership by saying. as corporate sponsorships of artistic endeavors are still relatively new. Yet.public. you’re never without it and it’s a highly visual object no matter what you’re wearing.” Samsung Mobile is employing a diverse range of media to communicate the passion and vigor behind this brand. somewhat like shoes used to be in ancient times when the length of the toe of your shoes communicated your rank in society. Samsung Group 삼성 그룹 Type Founded Founder(s) Headquarters Area served Public (Korean: 삼성 그룹) 1938 Lee Byung-chul Samsung Town.” ------------------------------------------xxxxxx----------------------------------------- Samsung Group From Wikipedia. This article contains Korean text. but it also illustrates the fashion focused and technologically trendy Samsung look. The Giorgio-Armani Samsung cellphone certainly was a hit at the launch of the Samsung Mobile Iĉone Modéle on 13 March 2008. search Not to be confused with Samseong Station. In total over R5 million is being spent to ensure the right models are found. Samsung radiates technological elegance and stylish panache. the free encyclopedia Jump to: navigation. Corporate sponsorships from renowned corporate brands make style and artistic endeavors possible and accessible. “A designer gadget completes your look just as much as a pair of shoes or a great handbag. It no longer matters what you wear. joining forces with SSAFW compliments and enhances this techno – fashion centered brand. boxes. An online micro-site has been built for national access and a viral element will accompany this. South Korea Worldwide . or other symbols instead of Hangul or hanja. Additionally fashion victims and trend targets find a little endorsement from a corporate sponsor further boosts confidence and builds trust in the brand. Without proper rendering support.

It is the world's largest conglomerate by revenue[3][4] with an annual revenue of US$173. CEO of Samsung Life Insurance) [1] Conglomerate Electronics Shipbuilder Financial Chemical Retail Entertainment Flash memory Aviation Optical storage Mobile phones Smartphones Hard disk drive Products Revenue Net income Total assets Total equity Employees Subsidiaries Website ▼ US$ 173.4 billion (2008)[2] ▼ US$ 10.4 billion in 2008[2] and is South Korea's largest chaebol. Samsung. The meaning of the Korean word Samsung is "tristar" or "three stars".[9] Samsung Group accounts for more than 20% of South Korea's total exports[10] and is the leader in many . Samsung has been the world's most popular consumer electronics brand since 2005 and is the best known South Korean brand in the world. the world's largest electronics company.com The Samsung Group (Korean: 삼성 그룹) is a multinational conglomerate corporation headquartered in Samsung Town.5 billion (2008)[2] ▼ US$ 90. the world's second largest shipbuilder[8] and Samsung C&T.Lee Kun Hee (Former Chairman and CEO) Key people Industry Lee Soo-bin (Acting president. The Samsung Group is composed of numerous international affiliated businesses.5 billion (2008)[2] 276. South Korea. most of them united under the Samsung brand including Samsung Electronics.[5][6][7] Samsung Heavy Industries. a major global construction company.000 (2008)[2] Samsung Electronics Samsung Heavy Industries Samsung C&T etc.7 billion (2008)[2] ▼ US$ 252. Seoul.

Many major South Korean corporations such as CJ Corporation. chemical.domestic industries.[7][11] Contents [hide] • • • • • • • 1 Background 2 History 3 Market share 4 Sports sponsorship o 4.1 Samsung sponsor of the Olympics 5 See also 6 Notes and references 7 External links [edit] Background Samsung is the world's leading consumer electronics brand and one of the top twenty global brands. which has been referred to as the "Republic of Samsung". Currently helmed by Lee Soo-bin. View of the Samsung logo inside the Time Warner Center in New York City. retail and entertainment industries. Lee Byung-Chull. it has been run by generations of one of the world's wealthiest families. Shinsegae Group and Joong-Ang Ilbo daily newspaper were previously part of the . Hansol Group. formerly by chairman Lee Kun-Hee. CEO of Samsung Life Insurance. such as the financial. the third son of the founder. The company's strong influence in South Korea is visible throughout the nation.

Park placed great importance on industrialization. The company prospered until the Communist invasion in 1950 when he was forced to leave Seoul and start over in Busan. Seoul. were established by ex-Samsung employees. a small trading company with forty employees located in Daegu. Some leading companies in South Korea. and retail. securities. and focused his economic development strategy on a handful of large domestic conglomerates. A large number of South Korean firms.[12] The company has a powerful influence on the country's economic development. In 1938. its revenue as large as some countries' total GDP. Lee Byung-Chull founded Samsung. Samsung Group is the sole monopoly dominating a single market. . Lee borrowed heavily from foreign interests and launched a radio and television station. In 2006. they are no longer officially Samsung affiliates. being a major driving force behind the Miracle on the Han River. In 1953. larger than that of Argentina. The company started moving into businesses such as insurance. Samsung Group also owns the Sungkyunkwan University. The company diversified into many areas and Lee sought to establish Samsung as an industry leader in a wide range of enterprises. media and culture. [edit] History Samsung Group headquarters at Samsung Town. This has led to continued allegations of price fixing and monopolistic practices. many businesses today use its international success as a role model. are dependent on Samsung for the supply of vital components or raw materials such as semiconductor chips or LCD panels. In the early 1970s. Lee started a sugar refinery—South Korea’s first manufacturing facility after the Korean War. During the war. Samsung's businesses flourished and its assets grew twenty-fold. South Korean President Park Chung-hee’s regime during the 1960s and 1970s would prove a boon for Samsung. notably MP3 player manufacturer iriver and search engine portal Naver. politics.Samsung Group. Though they are still controlled by ex-Chairman Lee Kun-hee's relatives. particularly those in the electronics industry. Samsung Group accounts for more than 20% of South Korea's total exports[10] and in many domestic industries. Samsung Group would have been the 34th largest economy in the world if ranked. a major private university in South Korea. protecting them from competition and assisting them financially.

Samsung Group later formed several electronics-related divisions. the South Korean government effectively required foreign telecommunications equipment manufacturers to hand over advanced semiconductor technology in return for access to the Korean market”. Doosan(formerly known as Daewoo Heavy Industries) 20. Not only did it acquire a number of businesses abroad.. Samsung Electro-Mechanics Co.54%). The company was founded in 1999 as Korea Aerospace Industries(KAI). engineering. Korea Aerospace Industries(KAI) . Samsung Electronics invested heavily in research and development. Samsung's construction branch was awarded a contract to build one of the two Petronas Towers in Malaysia. in 1984. Taipei 101 in Taiwan and the Burj Khalifa in United Arab Emirates (founded by Callum Cuirtis). Compared to other major Korean companies. Samsung survived the Asian financial crisis of 1997-98 relatively unharmed. sold off ten of Samsung Group's subsidiaries.[14] .Samsung was one of these companies. and chemicals. However. Lee Kun-hee.54%. shipping.. investments that were pivotal in pushing the company to the forefront of the global electronics industry. Samsung's brand strength has greatly improved in the last few years. and merged other operations to concentrate on three industries: electronics. Its first product was a black-and-white television set. Ltd. Samsung Motor. Samsung Corning Co. and in 1987.largest shareholders as of 2009 (Korea Development Bank 30..53%. The 1990s saw Samsung rise as an international corporation.. Samsung Techwin 20. Hyundai Motor 20. Daewoo Heavy Industries and Hyundai Space and Aircraft Company (HYSA).. it built a television assembly plant in Portugal. even surpassing worldwide leader Intel in investments for the 2005 fiscal year. Samsung Electronics (SEC) has since come to dominate the group and the worldwide semiconductor business. Park banned several foreign companies from selling consumer electronics in South Korea in order to protect Samsung from foreign competition and nurture an electronics manufacturing sector that was in its infancy. downsized the company. it built another $25 million facility in England. Such policies eventually lead to Samsung manufacturing the first Korean dynamic random access memory chips.54%. and selling a wide range of appliances and electronic products throughout the world”. “To make up for a lack of technological expertise in South Korea. and Samsung Semiconductor & Telecommunications Co. In 1982. such as Samsung Electronics Devices Co. In the late 1980s and early 1990s. it built a $25 million plant in New York. “By the 1980s Samsung was manufacturing. which is the tallest structure ever constructed. Most importantly. a $5 billion venture was sold to Renault at a significant loss. the result of merger between then three domestic major Aerospace divisions of Samsung Aerospace. Lee Byung-chull’s successor.[13] In 1993 and in order to change the strategy from the imitating costleader to the role of a differentiator. in 1980s. the Samsung Group reacquired the Sungkyunkwan University foundation. but also began leading the way in certain electronic components. In 1996. Additionally. Samsung manufactured a range of aircraft from 1980 to 1990s. and grouped them together under Samsung Electronics Co.

[16] [17][18][19] In 1995.7 % Q3'09 Revenue .2% Panel PDP panel 30. Sony. In 2005 Samsung agreed to plead guilty and to pay a $300 million fine. optical storage drives and it aims to double sales and become the top manufacturer of 20 products globally by 2010.2% Q1 2009 13.4% printers Television sets 23% (LCD. which saw record profits and revenue in 2004 and 2005. 2009 [27] [28] [29] [30] [31] Dell 14.Samsung became the largest producer of memory chips in the world in 1992.8% Q1 2008 20% Q2 2008 Q2. and is the world's second-largest chipmaker after Intel (see Worldwide Top 20 Semiconductor Market Share Ranking Year by Year). Samsung grew to be the world's largest manufacturer of liquid-crystal display panels. and is now ranked #19 in the world overall.1% Hard disk drive 9. Nokia. S-LCD was established as a joint venture between Samsung and Sony in order to provide a stable supply of LCD panels for both manufacturers. Samsung conspired with Hynix Semiconductor. overtook Sony as one of the world's most popular consumer electronics brands.9% 2007 HP LG 19. Samsung Electronics. the second-largest criminal antitrust fine in the US history. Considered a strong competitor by its rivals. flash memory.6% Q1 2009 28. In 2006. S-LCD is owned by Samsung and Sony 51% to 49% respectively and operates its factories and facilities in Tangjung. PDP. Ten years later. Infineon Technologies.5% Active-Matrix 90. It is now the world's leading manufacturer of liquid crystal displays.8% February 34.6% 2008 Seagate Technology 34.0% OLED Lithium-ion 19% battery LCD Monitor 16. Samsung is the world's second largest by volume producer of cell phones with a leading market share in the North America and Western Europe. it built its first liquid-crystal display screen. which had not invested in LCDs.1% 2008 2009 25. Elpida Memory (Hitachi and NEC) and Micron Technology to fix the prices of DRAM chips sold to American computer makers. CRT) 21.5% Multifunction 16.4% Toshiba LG Display LG LG Sanyo M/S Year Source [22] [23] [24] [25] [26] DRAM NAND Flash Large-size LCD 26. Samsung Electronics expanded production dramatically to become the world's largest manufacturer of DRAM chips.[21] [edit] Market share Products Samsung's global Competitors m/s 34. contacted Samsung to cooperate.3% Hynix 40. South Korea.[15] From 1999 to 2002.[20] Behind.

Taiwan.Share French door refrigerator (U.S. 18. Samsung sponsors English premiership team Chelsea FC.83% 2009 January [32] Nokia 37.8% Q3 2009 Canon 19. .2% 2007 Daewoo Shipbuilding & 20% 2000~2007 Marine Engineering [33] [34] [35][36] [edit] Sports sponsorship The Samsung Running Festival in Taipei.1% Drillship 80% Whirlpool 23.79% market only) Mobile phone 21% Digital camera 9.

Samsung World Championship (LPGA Tour) and still many more around the globe. However. In 2005 Samsung signed the second biggest sponsorship deal in English football history with Premiership team Chelsea.[38][39][40] The company sponsors the rugby league team the Sydney Roosters in the Australian National Rugby League 1995-1997. Since the beginning of this year (29. the "Spanish Court Riding-School")[37] Samsung has also tried hard to improve its international image. Samsung owns the professional soccer club Suwon Samsung Bluewings.2009) Samsung Electronics Austria has been supporting the Spanish Riding School of Vienna. being developed by Samsung. and a plan for activation with the crowd. From 2009 Samsung will be the primary sponsor of the Essendon Football Club. the Samsung 500. On January 15. 2009. Samsung Running Festival. Samsung signed a three-year deal with the Brazilian Football League Team Palmeiras. the baseball team Samsung Lions. worth R$15 million annually (~4. Austria (de: Spanische Hofreitschule. The deal with Victory is also believed to be the largest in Australian club football history. In April 2008 Samsung and Mexican football team Club Deportivo Guadalajara signed a sponsorship deal for six years where Samsung will provide 865 plasma and LCD screens for the team's new stadium Estadio Chivas. It has spent more than $6 billion since 1998 on marketing. was in doubt after the 2003 race because of NASCAR's ban on wireless telecommunication sponsors effective the 2004 season. the women's basketball team Samsung Bichumi. Their five-year deal is estimated to be worth £50 million. after Sprint's merger with Nextel. This sponsorship. . Samsung is very involved in the Asian Games.04. the basketball team Seoul Samsung Thunders. sponsoring the last five Olympics and erected a large video sign in Times Square in 2002 (Lee kun-hee). the ban was rescinded for Samsung. It also sponsored the Melbourne Victory football club in the Australian A-League. They plan to start a cricket league in India with the prize money of $20 million (Samsung plans to construct 9 stadiums by the end of 2009). initially with RadioShack from 2002– 2006. the deal also provides for the supply of Samsung products to the club. contributing Samsung Nations Cup Riding Competition. because of Sprint's sale of Samsung products. Samsung currently sponsors French People's Baseball Team.French (English: International Federation for Equestrian Sports) and the FEI Nations Cup. and the volleyball team Samsung Bluefangs in South Korea. at the end of each season brings additional excitement and further enhances the sporting qualities of both series. As well as having their logo printed on the Palmeiras football shirts. but was grandfathered into the Nextel contract (Nextel uses exclusively Motorola equipment). Samsung is a sponsor of the April NASCAR Nextel Cup race at Texas Motor Speedway.Samsung Super League with Fédération Équestre Internationale .8 million Euros annually). 2004–present. the world’s oldest and best renowned equestrian series.

According to the new contract. South Korea) IAAF World Championships in Athletics and the 2010 IAAF World Indoor Championships. It is also the leading sponsor of the World Cyber Games (WCG). the 2002 Salt Lake City Olympic Games. The Beijing Olympic Games in 2008 are expected to be the climax of the company’s efforts for the last ten years. a deal that covers the Vancouver Winter Olympics in 2010. the 2004 Athens Olympic Games. Lee Kun-hee in 1996 – “Devise strategies that can raise brand value. [42] [edit] Samsung sponsor of the Olympics Samsung first became a full sponsor of the Olympic Games during the Nagano Olympic Winter Games in 1998. the London Olympic Games in 2012. The NFL has installed Samsung high definition televisions in select areas of all of its team stadiums. the 2006 Winter Olympic Games. an annual competition for various computer games including StarCraft. Samsung will officially sponsor the Olympic Games and the Olympic Movement for the next eight years. According to guidelines set forth by Samsung Chairman.Samsung sponsors a professional StarCraft team. which is a leading intangible asset and the source of corporate competitiveness. Samsung has made great strides towards becoming a “cutting-edge global brand” that leads the mobile phone industry. including the 1998 Nagano Winter Olympic Games. Samsung is also the official HDTV sponsor of the National Football League (NFL). the 2014 Olympic Winter Games. Since then. the Beijing 2008 Olympic Games and the 2010 Vancouver Winter Olympics. and the Rio de Janeiro Olympic Games in 2016.[41] Samsung has agreed to become an Official IAAF (International Association of Athletics Federations) Partner of the 2009 (Berlin. Samsung concluded a TOP (The Olympic Partner) sponsorship contract with the IOC in 1997. Accordingly. By sponsoring the Olympic Games and the Olympic Movement for the last ten years. Samsung Khan won their first championship in the first season 2008 Shinhan Bank Proleague. -------------------------------xxxxxxxxxxx----------------------------------------- . Samsung Khan. to the global level” – Samsung decided to sponsor the Olympic Movement to strengthen its global corporate image and brand value and has been carrying out a global marketing campaign with the Olympic Games and the Olympic Movement as the single theme. the company has been an official sponsor in the wireless telecommunications equipment category. the 2000 Sydney Olympic Games. Germany) and 2011 (Daegu.

2005 MEDIA CENTRIC Jon Fine Samsung The Network Blurring the line between ads and media like never before Let's say you buy several million dollars' worth of Internet advertising.BUSINESSWEEK. like page-topping banners on the home page of time. STORY TOOLS Printer-Friendly Version E-Mail This Story Reader Commen ts .SOURCE:WWW.com (TWX ). Let's say you have such space on more than 400 sites.COM OCTOBER 31. Let's say you long ago staked out prime property.

says Weedfald.his circulation -. READER COMMENTS ------------------------------------------------------XXXX--------------------------- .5 million. these ads are neither static nor one-way. Even if you act like one. created competition for traditional media by becoming something of an ad vehicle itself.000 viewers. publishing. creative" partner. It accounted for slightly more than 14% of its measured media spending for the first half of 2005. The Samsung corollary is: On the Web.) Weedfald. Samsung also boosted its advertising on network TV and in magazines.and what he stands for. "Hi. Samsung sponsored a Webcast of a Bon Jovi concert. I believe in his audience -. loves publishing metaphors.This being the Web.a deal promoted. "Think where moviegoers are: They're on the Internet for a significant portion of the day. be it Fantastic Four or releases from Jon Bon Jovi and The Who. With them all. They can link to other sites."the ADD economy. Such is the story with consumer-electronics darling Samsung. "We can do it. The old New Yorker cartoon tells us that on the Internet. "Let us be your advertising. marketing. and grabbed 125. no one knows you're a dog. Samsung's senior vice-president for consumer electronics and North American marketing. Samsung products' natural fit with entertainment. You would like to reach 175 million people in 30 days?" deadpans Peter Weedfald. He gets a vast distribution network. "We get to burnish Samsung by standing next to Jon Bon Jovi. a former tech-magazine executive. You have essentially blurred the line between advertiser and medium. and his own ultra-audacious. (Googling some of Weedfald's pet phrases -. musicians' need to promote themselves independently of labels' efforts. It occurs to you: This is a network in and of itself. it likely didn't hit Web users that they were watching another turret crumble on the advertiser-media wall. Hollywood.) What is a network without content? A full-court promotional press for Fox's Fantastic Four last summer involved Net and traditional media ads and instore displays at Best Buy." (You were warned about his selling style." the Internet being "Darwin on speed" -. Fox's senior vice-president for global marketing partnerships. Its ads not only promote its own wares but also sometimes other big mainstream entertainment products.that is. Last year." says Lisa Licht. should consumers be given a good reason to click. of course. its consumer unit -. "I want Jon Bon Jovi. INTERNET SPENDING by Samsung Electronics -.all that choice Web real estate. but it has. buzzword-studded selling style. As a mass marketer with myriad product lines." There are many arrows in Weedfald's quiver -. 87% of whom stuck around for the nearly two-hour show.aptly proves that he practices what he preaches regarding repetition. warming to an imaginary audience. perhaps unwittingly. Uncomfortable as it may make media executives who might once have aired a Bon Jovi concert themselves. framed by what looked like a Samsung TV. and in the tattered mass-marketing model itself.tripled between 2001 and 2004. "The unique editorial is his music. You can use your collective ad buy to leverage partnerships with other marketers. Actual money that changed hands between Samsung and the studio: zero. as Samsung traded off its Net bona fides for multiple product placements in the film. to $11. no one knows you're not a medium." he says." Samsung (NWS ) just announced a deal with The Who in which buyers of certain Samsung systems get free Who DVDs -. Samsung seeks ubiquity and repetition. by its Web presence." Using ads as a distribution mechanism is a byproduct of the bigger game for Weedfald. "Samsung's Internet reach is so pervasive. and his genius around the music. Weedfald is proving there's life left yet in the lowly Web banner ad.

the 58-yearold Lee has been busy turning all Samsung strategies on their heads. You can browse our collection of term papers or use our search engine. We also have a wide variety of research papers and book reports available to you for free. Until now.. with products that emphasised design." he says.Samsung Distribution Network We have many premium term papers and essays on Samsung Distribution Network. South West Asia. Samsung has clung to its premium positioning. so much so that industry observers believe Samsung may go after the masses much like its arch rival LG Electronics did until a couple of years ago: already. The Korean consumer electronics giant is now reaching deeper and wider into the Indian market. So. Not that Lee views his "strategy revitalisation" effort as an attempt to change things. "Samsung is not a price warrior but today we are as competitively priced as our rivals. home theatre systems.JOBISJOB. Showrooms are being brought under a common umbrella brand and now. digital cameras and camcorders. Ravinder Zutshi. a new facility may well become a manufacturing hub for Samsung worldwide. These included flat panel. when he took over in New Delhi as President and CEO of Samsung. "What we adopted in 2007 was not really a change in strategy but an evolution of our strategy. ----------------------------------------------xxxxx--------------------------------SOURCE:WWW. At the time. top-end refrigerators. though. which is it? Evolutionary or radical change in strategy? Decide for yourself. LCD and plasma TVs [Get Quote]. vehemently rejects the price warrior tag. Surely not? Over the past decade. it is moving downwards. sceptics argued that growth targets based on premium products rather than on India's. The focus is on expansion and deeper market penetration.IN . Samsung India Deputy Managing Director." he insists. Since last February. MP3 players. Volumes do matter In 2005.. For the first time. Samsung introduced over 100 new products that were sold on the lifestyle platform. tempting consumers with technologically advanced products specially tailored to their needs. aesthetics and cutting-edge technology and prices that were commensurately higher. notebook computers and mobile phones. Samsung Distribution Network It's been a long while since H B Lee really relaxed.CO. Samsung flat televisions are among the cheapest in the market.

2 billion Samsung Electronics Corporation (SEC) headquartered in Seoul.Manager . Korea. It is the hub of Samsung’s South West Asia Regional Operations.Sales & Distribution [ Mobile Biz ] Company: Samsung India Electronics Ltd. iv. Maldives & Bhutan besides India. Salary: Best of the Industry Standard Location: Bhopal Date posted: 31 Dec. and looks after its business in Nepal.com Description: iii. Bangladesh. stock norms. outlet base. Samsung India Electronics Private Limited (SIEL) is the Indian subsidiary of the US $55. Managing the entire key performance indicators of Mobile Business namely volume. 2009 From: naukri. sales forecasting. SIEL commenced operations in India in December… -----------------------------------------------XXXX------------------------------ . revenue. accessory sales and average selling price of the product. Devising Product Strategies and Market Promotions for Product basis on the diverse geographies and ensuring overall success of the Business.