Samsung: Making of Global Brand

THE MAKING OF A GLOBAL BRAND

Presented by:Cheteze Tamang | Karishma Gautam | Roshani Shrestha | Samek Bajracharya | Tenzing Samdup

SAMSUNG: THE MAKING OF A GLOBAL BRAND

• 1938 – Samsung Corporation exports dried fish, vegetables and fruit to China

• 1948 – Works with flourmills and confectionary machines

• 1953 – Manufactures sugar• 1960 – Diversifies into textile, banking and

insurance markets• 1965 – Enters print media market• 1970 – Samsung Electronics established!!

FISH AND CHIPS


DIGITAL CAMCORDER

PRODUCTS, PRODUCTS, & PRODUCTS

TVS

MONITORS

LAPTOPS

MOBILE PHONE

DVD PLAYERDVD PLAYER

DVD-R/CD-R

REFRIGERATOR

AIR CONDITIONER

WASHING MACHINE MICROWAVE OVEN

VACUUM CLEANER

LASER PRINTER

TABLET PCS

SMART CARDS

HDDS


• Regarded as an original equipment manufacturer• Poor brand image in global market• High defect rate• Associated with poor quality

PROBLEMS


• Quality– From quantity to quality– Assembly manufacturing– Quality standards (six sigma)

• Globalization– Bring down cost– Tap markets efficiently– Employ best talents

• Integrated marketing

IDENTIFYING KEY FOCUS AREAS


• World leader in around 17 product categories• Launched technologically superior products• Higher profits (2.2 billion in 2001)• 34th in Interbrand’s list of top 100 brands

ACHIEVEMENTS


• Samsung believes in innovation so it restructured its processes

• Came up with new logo and designs

MAKING OF A GLOBAL BRAND


Perception of consumersOptional Brand

NEED FOR A GLOBAL BRAND


• Focus on product design and launch innovative products

• Move away from cheap imitated products• Initiate marketing activities worldwide to increase

brand visibility • Integrate all design activities under four design

groups

INITIATIVES FOR GLOBAL BRANDING


Samsung won IDEA award for NET board computer, weeble phone and junior TV

Lifestyle Segmenting Strategy helped Samsung become a global brand

RESULTS OF THE INITIATIVES


• New product portfolio• Changed the focus from lower end to higher end• Global brand visibility• Partnership and alliances – CompUSA and Sears ,

Roebuck &Co• Television, radio commercial and outdoor

advertisements• Improved communication, relationship with

distributors

DEVELOPMENT STRATEGIES


• Marketing alliance with AOL (Time Warner Group)• Undertook 2 month corporate campaign to build

brand image in India• Global marketing, 1991, launched first corporate

advertising campaign –Nobel prize series• Decentralized to centralized marketing strategy• Transform of strategy – change in logo and slogan

DEVELOPMENT STRATEGIES (CONTD.)


• WOW marketing campaign – consumer awareness increase to 83.7 % in 2000 and 91.2% in 2001. Brand awareness from 51.4% to 74.1

• April 2002 – internet banking – high profile customers

• New global campaigns launched ; different tag lines – DigitAll Passion, DigitALL Escape and DigitAll Wow.

DEVELOPMENT STRATEGIES (CONTD.)


• Increasing brand recognition and recall• Centralized marketing and umbrella branding

strategy• Product improvement• Customization

• Lifestyle segmentation

THE BEST STRATEGY FOR SUCCESS


• Still technology and feature driven• Principle: ‘Balance of Reason and Revolution’• Reasons for the success of lifestyle segmentation

ANALYZING THE COMMUNICATION APPROACH


• Obtaining the Holy Grail of marketing• Moving towards a more customer centered

approach • Taking the leap of faith• From satisfaction and solution to lifestyle

THE WAY FORWARD

THANK YOU FOR LISTENING

Business

Samsung: Making of Global Brand