a case presentation on(2)
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A Case Presentation onA Case Presentation on
The Making Of A Global Brand
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Worlds largestmultinational conglomerate corporationheadquartered in Samsung Town, Seoul, South
Korea
Samsung - "Tri-Star Electronics, HeavyIndustries , C & T.
World's most popular consumer electronics brandsince 2005.
Strategic PrologueStrategic Prologue
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In 1938, Lee Byung-Chull founded Samsung, asmall trading company with forty employeeslocated in Daegu.
Samsung Group later formed several electronics-related divisions, such as Samsung ElectronicsDevices Co., Samsung Electro-Mechanics Co.,Samsung Corning Co., and Samsung
Semiconductor & Telecommunications Co., andgrouped them together under SamsungElectronics Co., Ltd. in 1980s
StrategicStrategic Times Gone ByTimes Gone By
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12-inch TVsMemory chip
Flat-screen displayPlasma TVs
Other digital devicesMultifunction cellphone
Samsung
Samsung ElectronicsSamsung Electronics
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Year Rank Brand Value
1999 - 3.1
2000 43 5.2
2001 42 6.4
2002 34 8.3
2004 21 12.5
2005 20 14.9
2009 19 17.5
Brand ValueBrand Value
Source: www.samsung.org
www.businessweek.com
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Three Major Focus Areas
Quality
Globalization
Multifaceted Integration
Business RestructuringBusiness Restructuring
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The Making Of A Global BrandThe Making Of A Global Brand
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A new corporate identityA new corporate identity
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Was perceived as an OEM player & products are with lowtechnology.
Revamping its image by:-
Moving away from cheap imitated products.
Offering innovative & technological advanced products.
Initiating marketing activities worldwide to increase thevisibility of the brand.
Product InitiativesProduct Initiatives
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1994 - Samsung Electronics Design Institute Seoul
Palo alto
Middlesex
1996 Balance of Reason & Feeling
1996 Year of Design Revolution
Late 1990s Technological segmentation toLifestyle segmentation
InitiativesInitiatives
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1998 Official sponsor of the wireless technology in SeoulOlympics.
2005 - Signed the second biggest sponsorship deal inEnglish football history with Premiership team Chelsea.
2009 - Signed a three-year deal with the Brazilian FootballLeague Team Palmeiras.
2004 onwards - Sponsors the rugby league team the Sydney
Roosters in the Australian National Rugby League.
Entered into a partnership with Best Buy.
Brand AwarenessBrand Awareness
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1997 Nobel Prize Series
Shifted to Umbrella Branding Samsung DIGITall :Everyones Invited
April 2001 New Brand Campaign 30 countries
There is a world where you see, hear & feel things likenever before, where design awakens all your senses. Thisis the world of Samsung and everyones invited.
May 2002- Extended its Digitall campaign DigitallPassion, Digitall Escape, Digitall Wow.
Advertising & PromotionalAdvertising & PromotionalStrategiesStrategies
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Establishment of the Company
Different Strategies for different countries
like India & Nigeria Focus Strategy
Focusing on US & European market.
Beating its biggest competitor Sony Differentiation strategy
The Samsung-edge &The Samsung-edge &Generic StrategiesGeneric Strategies
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Presented By :-
Lagnajit PradhanRohith Sreekum arManjeet OjhaVikas MishraAbhishek Srivastava
Presented To:-Prof. Veni Nair
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