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Copy of Samsung International Marketing
Transcript of Copy of Samsung International Marketing
Samsung & Apple increasing SWOT Analysis Strength Weakness Opportunities Threats Diverse Product line
Brand Value increased by 80% in past 3 years.
Holds significant market share in Asian countries, but has also in developed countries as well.
design, innovation and technology. Not proactive to new products
weaker brand name in some market such as the MP3 player market.
Launching a series of Smart Phones too frequently cause sales of an old product decrease.
Provides less and limited applications. Smartphone sales volume is increasing every year Over 1 Billion people are using smartphone 1971 1885 1979 Exporting
10Million Dollar Export B&W TV
to Panama First Export!! 1978 Strong customer demand for innovative products and value added features.
Increasing smartphone users.
Strong financial position 1982 Build Body Corporate in U.S. Build Body Corporate
in Germany RECOMMENDATIONS increasing competition (Iphone 5 is released)
Apple's dominance in the US and Nokia's in the European market, controls more than half of the world. Exporting
1Billion Dollar 1998 Manufacturing First Digital TV 1999 Holds Largest Market share in LCD Market STP Analysis 2004 STP One and a Half Million sales
of Mobile phone in U.S 2005 No.1 Sales in
U.S & Europe 2010 No.1 Mobile sales
3 years in a row egmentation S (cc) image by anemoneprojectors on Flickr demographic (age and gender:
women: exterior design.
20s&30s: practical and convenient in use.
40s&50s: low recognition to the electronics. T argeting No limit. However it can be identified in the trendy young generation (20-30) Product Style Target Market Advertising Style Marketing P ositioning 20s-30s Business people Single Type Design Creativity & Trendy Various Designs based on
Different Generation No Age Limitation Star Marketing International Marketing Global Marketing create a unique brand image for itself as a high end value driven brand. Localization strategy
'Value for Money'
Average Indian people prefer low-price smartphone
Samsung's low-priced smartphone model (Galaxy Y, half price of IPhone)
- Increase smartphone distribution rate
Increase the number of A/S center
- Customer satisfaction Different smartphone model for different people Business people
Samsung Galaxy Note
Business-friendly function (Diary, Memo, S pen) Children & Seniors
Samsung Galaxy Neo
Easy to use Develop brand image and preference
Increase the number of worldwide customers
Stimulate customer's purchasing desire
Popularity grows, sales increase Star marketing So... Thank you THE END (cc) photo by medhead on Flickr Strategic marketing planning process Roberta Rutigliano
mat. 643761 SAMSUNG GLOBAL EXPANSION SAMSUNG INTERNATIONAL MARKETING Roberta Rutigliano
mat. 643761 "Inspire the world, create the future" VALUES Mission Devote human resources and technology to create superior products and services, thereby contributing to a better global society vision Innovation Change excellence integrity people KEY PRODUCTS SMARTPHONE INDUSTRY COMPETITION sAMSUNG the world's first mobile company which holds the largest sales by taking over iPhone in the US (Galaxy S3 VS iPhone 4S) Samsung & Apple are leading worldwide Smartphone industry by dominating the mobile market Being ahead of the competition is the mantra of Samsung’s success. In business, it always pays to reduce the lead-time, as being late in business means business is over 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 low technology. Generally, consumers in developed markets (such as the US) opted for Samsung when they could not afford brands such as Sony and Panasonic. To change consumer perceptions, Samsung decided to focus on product design and launch innovative products Samsung decided to associate itself with global sport events. In 1998, when Seoul hosted the Olympics, Samsung became the official sponsor of the wireless technology to the games. This move helped it boost its image worldwide. In 1999, Erick Kim (Kim), a Korean American working with IBM, took over as the marketing head of Samsung. CONSOLIDATE BRAND IN DIFFERENT MARKETS "'We have market-leading products with more design awards than anyone else, we've filed more patents than anyone else and are now focusing on making sure our brand gets the same recognition.'"
Andrew Garrihy Samsung focused on capturing the US retail market for consumer electronic goods, such as TVs, washing machines and microwave ovens, through partnerships with US retailing giants.
Samsung entered into a partnership with Best Buy one of the top US retailers. 'David is a well-respected athlete in his field, also passionate about technology, and has inspired numerous kids around the world to do the absolute best they can in their sport.' Andrew Garrihy ADVERTISING STRATEGIES In 1997, Samsung launched its first corporate advertising campaign - Nobel Prize Series. This ad was aired in nine languages across Europe, the Middle East, South America and CIS countries. The advertisement showed a man (representing a Nobel Prize Laureate) passing from one scene to another. As the man passes through different scenes, Samsung products transform into more advanced models. According to company sources, the idea was to convey the message that Samsung uses Nobel Prize Laureates' ideas for making its products Samsung had 17.2% and 14.7% of the global monitor market in terms of value and unit, respectively, in the second quarter, maintaining the global market leadership for 20 consecutive quarters from the third quarter of 2006. In the Korean market alone, it has kept the leadership even for 46 consecutive quarters, equivalent to 11 straight years.
Samsung was the only company that sold more than 5 million units both in the first and second quarters of 2011, once again reaffirming that it is the world's best monitor brand reputation. Samsung performed well in emerging markets such as the Middle East, Africa and Central and South America, showing a drastic market share increase in these regions—up by 5.2 percentage points from the first quarter to 24.5% in the Middle East and Africa market, and by 4.2 percentage points to 28.9% in the Central and South America market. Founded in South Korea in 1969 as a low-cost manufacturer of black and white television, Samsung Electronics is now the world's largest IT company, dominating 13 products' market share in the world (Smartphone, Display, TV...) with 2 billion sales. SAMSUNG STRATEGIES SAMSUNG LOGO 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 word Samsung were written in white color on a blue color background to represent stability, reliability and warmth.
The elliptical logo represents a moving world through space - symbolizing advancement and change. The first and the last letter break out of the oval to connect the interior with the exterior showing Samsung's desire to be one with the world and to serve society as a whole.
"We will continue to bring more innovation to products to cement our market leadership in the display business," Sangsuk Roh, President of Samsung Electronics Levant. FACTORS OF SUCCESS innovative corporate culture to create products with new concepts BRAND RECOGNITION As a result, Samsung is now focusing its marketing on becoming a top five brand in the world by 2020, in accordance with Interbrand's Best Global Brands scale. It currently sits in 17th place, the spot Apple held before it jumped to eighth place in the latest rankings. To make good on this ambition, Samsung has launched a Music Hub, where users of mobile devices can buy or stream music from a catalogue of 19m songs. Samsung is entering the independent arts and music sectors through a series of films and a social-media campaign to showcase the 'creative potential' of its Galaxy Note device. THE CAMPAIGN 'BREAKFREE' The films, created by Jam, will be hosted on a dedicated YouTube page and seeded elsewhere. Samsung will also run a Twitter competition asking followers to tweet about moments when they have 'broken free' from everyday life INDIA Samsung's product range in India included CTVs, audio and video products,information technology products, mobile phones and home appliances. 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 also seemed to have played a significant role in Samsung's success since Indians like low price smartphones. 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. 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. 4' P FOR INDIAN MARKET PRICING The price of a Samsung products is generally lower than that of most models from either Sony or Apple. This pricing strategy has proven to be a useful tool, especially developing countries because in these countries, the Apple and Sony products are seen as luxury items and Samsung is a lower price option. DISTRIBUTION Samsung uses distribution channels such as Direct stores and Retailers' shops but 42% of people find out products from internet articles. “a stylish, high quality brand commanding a premium price” Hotel chains (such as Hilton), where most in-room technology was now dated and required early replacement to retain competitive advantage. PROMOTION SPONSORSHIPS ( Summer and Winter olympics games;Chelsea FC shirt sponsorship deal; Horse jumping) This stresses the importance of the internet as a channel of not only distributing Samsung's products, but also the importance of communicating through the internet. This means placing advertisements on the internet and also using the internet as a channel for selling the product. REINFORCE BRAND NAME. In the digital era, products will be distinguished by brand names rather than by its functions or quality.
FOCUS ON GENERATING QUALITATIVE AND QUANTITATIVE GROWTH to enlarge control in the premium market as well as in the emerging markets.
STRENGHTEN MARKET SUPREMACY AND INCREASE BRAND VALUE by making a high quality and customer oriented products which meets consumer's expectations and by adopting holistic marketing strategy in its place of individual marketing strategy. BUILD STRONG CUSTOMER RELATIONSHIPS by providing training to the employees on how to deal with the customer in order to gain customer loyalty. EXPAND THE SMARTPHONE CONCEPT by developing new multi-functional products that provides more functionality to users. PRODUCT PRICE PLACE PROMOTION