2011-02-08- samsung electronics company sec - casus presentation

8/6/2019 2011-02-08- Samsung Electronics Company SEC - Casus Presentation

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Presentatie Strategisch advies

Datum 2011-02-08


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1. Vraagstelling

2. Aanpak stappenplan1. Huidige situatie 2003 SEC

2. Om

gevingsfactoren3. SWOT analyse

4. Genereren Strategische opties

5. Marketing adviezen

6. Rol van de CMO voor de implementatie

x Communicatie

x Change management

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1. Wat zijn de onderdelen van de strategische turnaround ?

2. Hoe sterk is het merk tov Sony ?

3. Wat zijn de verantwoordelijkheden , taken en rol van de CMO ?

Hoe invloed opbouwen ?

4. Wat zijn uw marketing adviezen taan de CEO van SEC ?

?


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` Communicatie

x x

` Change management

x X

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` Hardware & devices - Technology focus

` Betting on Open architecture

x Not developing Proprietary Systems

x Not developing Software, Content, movies, Video games

` Building blocks for Digital Convergencex

Offering Consumers more choicex Software vs. competitor devices

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` Product diversification Nokia (cell phones) ;

Sony (Consumer electronics);

Intel (Chips)

SECR&D

mu

ltiple categories (5)

` 97 : Focus on Innovationof high quality products, all categories

03. Samsung leader in LCDTV&Video cell Phone

. Samsung Top-3 Brand in major product categories

` Telecoms First entrance with Samsung branded cell phones via SPRINT in US

Market share Samsung 99-> 02 resp. 2,7% 10%

despite higher prices (+20% for high-end models)

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` Transition from Analog to Digital in the 90-ties

Once in a life time opportunity

Attracting and retaining top scientific talent

R&D17.000 scientists & engineers & designers

` Relentless flow of new digital products,

twice as fast as competition (*), setting STDs

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` 2Trends

1. Merging different technologies into 1major product

2. Multiple technologies linked into 1major network Ubiquitous Network

` Samsungs intent

x to be squarely @ center of this future society (linked)

` Challengesx Standardization & simplification

x Customer education on the benefits of convergence

x Cannibalization of existing Samsung products + render obsolete

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` 90s: Product Manufacturer, selling to OEMs (B2B)

` 93: New management initiative

` 97: Low-end Commodities

High-end Premium goods

` 99: Setting up Global Marketing Operations Build Corporate Brand Image (200 markets, 17 Product BUs )

Pillar Products

Turning internal education into Communicable message

wow + simple + inclusive

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` 99: GMO Global Marketing Operations - 90 FTEx Developing the corporate Marketing Program S.

x Strategic Brands outside Korea - seperate team for Korean home market

` 99: GMO - teamsx Global Marketing Strategy - Team Controling

x Regional Strategy - Team

x Product Strategy - Team

` 01: Consolidation of SEC advertising

x => Consistent message

x => Uniqe Brand essence for Samsung to differentiate

x =>Help to strip away sub-brands (distracted mgt & resources)

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` Marketing Budget % of sales => Potential growth

` 03: Budget split GMO (HQ 40%, 17BUs 60%)

x GMO=>

A

dvertising&

BrandF

ranchising;70%/

30%

(opport.)

x BUs => Price promos (consumers & trade)BUs to

` Systematic allocation: M-Net Software

x SalesAnalysis -> Improvement opportunities balancing spend

x Positive results: brand preference; market share; operating profit

x Change enablers: Incentive program:

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` Marketing function - More then advertising & product price promos

` Building Products based on Customer Insights

` 02 Creating Brand visibility with new brand campaignx DigitAll =Digital Convergence

` 03 next level Brand activitiesx Co-marketing campaign WB Movie The matrix reloaded

x Target 20- 30-yr old segment solidify there brand experience

x

Cam

paign video gam

e (+200 Sam

sung brand i

mpressions)

` 97 WW Olympic sponsor 00-onwards

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` South Korea -> Separate Mkt. Team

x 40 year brand known (similar forGE in US)

x 15% of total Samsung sales WW

x 50% share aprox. all products; high repeat sales

=> Launch market for new products

=> Though tech challenge non-urban users70% urban users use broadband

x Multi-brand, Multi segment

x Launch ofsub-brands targeting all age groups

` Other Marketsx Focus on corporate brand building image needed

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` Different stages of development/country markets

x A.Accelerator: build brand awareness aided + unaided

x B.Turning point: ok awareness, brand image reinforcement

x C.Advanced: strong unaided brand awareness & reputation

` Growth opportunities

x China: BC, well positioned in cities, strong Regional Mkt efforts

+ 5 m customers for phone services /month 02

x Latin America: mobile internet + 47musers by 05

x India: VARs PC-packages assemblers; fast growing ITmarketgreater brand recognition then Intel orMS

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` 99: FCB brand image analysis

x Relationship model

(1) # 13 Relationship dimensions brand connections +/-

attitu

des&

opinions associated w/each di

mension

(2) # 7 Relationship styles types of customer- brand rel.

Levels of Brand Loyalty: Transacting->Attraction->Connection->Bonding

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` 00: Samsungs Relationship style Index (RSI)

in 6 markets: BZL; CHI; GER; HK; UK;US

Different levels of development - different Marcom Strategies

` 00: Key competitors (also on RSI)

Consumer perceptions of Brand Personalities

=>cell Phones starting.

Aims:

Shape brand image in F(future consumer trends)

Be the brand of choice among vanguard consumers (young opinion L

WW)

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` 02: Industry experts interviews in 11 countries

=> 6 consumer trends & Samsung implications

to build brand image

1. Living on Demand & In Control

2. Living the Converged life

3. From Consumers to experiences

4. Milking the moment

5. Technology gone from wow to oh

6. Moving by instinct

03-04: Conclusion Positive consumer response to DigitAll campaign

CONCERNS: Enough to propel Samsung into the premier league of

global brands ?

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Fase 0

Gestructureerde samenvatting van de tekst

Timing: 30november

Fase 1

Analyse van de omgevingscomponenten

Timing: 14 -december

Fase 2 Bepalen Kernproblemen Timing: 21 december

Fase 3

Visievorming - mogelijke oplossingen

Timing: 28 december

Fase 4

Besluitvorming: keuze uit de alternatieven

Timing: 11 januari

Fase 5

Planning & implementatie

Timing: 18 januari- FINALE

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1. Wat zijn de onderdelen van de

strategische turnaround ?

2. Hoe sterk is het merk tov Sony ?

3. Wat zijn de verantwoordelijkhe-den , taken en rol van de CMO ?

Hoe invloed opbouwen ?

4. Wat zijn uw marketing adviezen

taan de CEO van SEC ?

30/11

1wkFase

0

14/12

2wk

Fase1

21/12

1wk

Fase2

28/12

1wk

Fase3

11/1

2wk

Fase4

18/11wk

Fase5


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1980s: Global Mass production commodity products

1993: New Management initiative & Brand focus top100->10 Analog Digital = opportunity in a live time

1997: Asian financial crisis Negative Profits Call for change to build a resilient & enduring Value Proposition unique to Samsung-Products to distinguish

from competitors (avoiding commoditization trap)

1998: Vertical integration

FOCUS: Core Manufacturing + R&D competence

Innovation on high Quality Products = Avoiding Commoditization trap

Hardware focus & Product breath & Product development pr. Technology focus; betting on Open architecture (not SW, games, content,etc.) ;

Digital convergence: fast releases all categories, high premium Quality products, price &margin

1999: Marketing Organisation GMO HQ/17 BUs /Home Market Brand image analysis RSI 13;7 Brand Relationship Dimensions, Types

Key Competitors analysis based on RSI indexmodel

Global, Regional, and product Marketing strategy; Consolidation advertising agency

Marketing Budget spend control f(growth potential) - M-Net

Market driven Change: Customer Insights; Segmentation; Trends analysis & anticipation

2002: Brand Visibility & Campaigns DigitAll International Expansion stages of develop. Growth opportunities


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` 8A4-tjes niet vergeten.

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` Why decided Kun Hee Lee in 93 to change a

radical transformation (new management

initiative) ?

`

Financial analysis 2000 2003 - 2005by product portfolios

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` Memory chips leader info 2005

` 2010 Top-100 Global Brands x Best Global Brands - Methodology

x Samsung position

` 2010 Top-10 risers & fallers

` 2010 Industry insights 0810 Brand Value

` Ranking Samsung 2003 2010

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` Interbrands method looks at the ongoing investment and management of thebrand as a business asset.This means that ourmethod takes into account all of the many ways in which a brandtouches and benefits its organization from attracting and retaining talent to delivering on customer expectation.The final value can then be used to guide brand management, so businesses can make better, more informeddecisions.

` 3 Key aspects1. The financial performance 2. The Role of the Brand 3.The Brand Strenght


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` 2001

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` 2006

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2007

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` 2009

` 2010


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2011-02-08- samsung electronics company sec - casus presentation

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