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Copy of Copy of Brand Audit - The world of Samsung

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by

Cristina Acin

on 4 January 2013

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Transcript of Copy of Copy of Brand Audit - The world of Samsung

Welcome to the
Samsung World! A project by Group #9:
Cristina Acin
Kathrin Herrmann
Cristina Piñol
Carlos Zapata
Simeng Zhang KOREA? WHO IS SAMSUNG? HOW WE GOT THERE? high potential
yet regulated market saturated market with increasing environmental concerns WHY THE BRAND IS THERE? SMARTPHONES
KSF TELEVISION KSF SAMSUNG CORE COMPETENCIES PAST LOW COST
BRAND NOW HIGH-TECH
COMPANY FUTURE MEANINGFUL BRAND WHERE COULD THE BRAND BE? "Samsung: a giant without face" HOW CAN THE BRAND GET THERE? BRAND MANAGEMENT
ANA VARELA "INSPIRE THE WORLD, CREATE THE FUTURE" SALES 2010: 220.10 $ Billion
INCOME 2010: 21.20 $ Billion BRAND ARCHITECTURE = MONOLITHIC BRAND IDENTITY A LOW COST
BRAND A HIGH-TECH COMPANY from... to a... INTERBRAND RANKING but... how? Teenagers & Young Adults "I want to feel part of the Community
and express my individuality" Businessman "I want to feel part of the Community
and to show my status" Samsung is the leader of the Chinese Market Smarthpones will reach
the maturity in 2016 Technology Lovers Families Basic Users "I want my TV to be the most technologically advanced device offerig me a superior & tailored entertainment" "We need a tailored offer & innovative technology to fullfil our diverse needs" "We just need a TV that works and watch broadcasted entertainment" Samsung is the leader of the American market The product life cycle of television
in America depends on its features Technology Inovation
Economies of Scale
Software & Apps
Ease-of-use
Integrated Device
Distribution Network Technology Innovation
Economies of Scale
Global Footprint
Brand Awareness
Supply Chain Strategy From rational tone
to emotional tone But... still product-oriented communication Communication cycles
of product launches But... still focused on educating the consumer Aggressive Marketing Strategy 1. Market penetration
in the USA: reinforce image and create emotional bond with consumers

2. Market penetration
in China: strengthen their position in 1st Tier cities 3. Market development in China: expand into 2nd & 3rd Tiers cities through segmentation Reinforce image and create an emotional bond with consumers Create consumer-friendly products

"Smart-pricing strategy" to penetrate the market quicker

Integration of retail stores to create better brand experience

Communication: global 360º advertising campaign to achieve emotional attachment Product Price Place Promotion Major Aim: To transcend from a technological advanced company to a meaningful brand Expand into new markets through segmentation Samsung WAVE as tailored product for Chinese needs

More accessible price strategy

Pursue "authorized-resellers" strategy

Focusing in educating product benefits in compliance with global communication strategy Product Price Place Promotion Major Aim: Adapt product offering to Chinese needs to grow in new segments & establish a model for further expansion into emerging markets Which impact will have these strategies on the global branding strategy? Create a meaningful brand thanks to become:
Servile brand
"Glocal" brand
Emotionally linked with consumers Clearer brand architecture to differenciate the Samsung brand from its subbrands Educate the society reinforcing the values & the attachment between the brand & the customers Be present in all the touchpoints in order to have more chances to appeal the consumers and become a relevant brand Forward integration in retail stores

360º communication campaign less focused on product features to reach emotional charge

Reconsideration of the Samsung's monolitic brand structure Smart Product Strategy Integrated production chain Not to be considered Not to be considered ORIGIN: FAMILY BUSINESS The Communication Strategy Building an emotional link with the consumers
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