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

SAMSUNG: THE MAKING OF A GLOBAL BRAND

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

SAMSUNG: THE MAKING OF A GLOBAL BRAND

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

PROBLEMS

SAMSUNG: THE MAKING OF A GLOBAL BRAND

• 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

SAMSUNG: THE MAKING OF A GLOBAL BRAND

• 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: THE MAKING OF A GLOBAL BRAND

• Samsung believes in innovation so it restructured its processes

• Came up with new logo and designs

MAKING OF A GLOBAL BRAND

SAMSUNG: THE MAKING OF A GLOBAL BRAND

Perception of consumersOptional Brand

NEED FOR A GLOBAL BRAND

SAMSUNG: THE MAKING OF 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: THE MAKING OF A GLOBAL BRAND

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

SAMSUNG: THE MAKING OF A GLOBAL BRAND

• 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

SAMSUNG: THE MAKING OF A GLOBAL BRAND

• 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.)

SAMSUNG: THE MAKING OF A GLOBAL BRAND

• 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.)

SAMSUNG: THE MAKING OF A GLOBAL BRAND

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

strategy• Product improvement• Customization

• Lifestyle segmentation

THE BEST STRATEGY FOR SUCCESS

SAMSUNG: THE MAKING OF A GLOBAL BRAND

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

ANALYZING THE COMMUNICATION APPROACH

SAMSUNG: THE MAKING OF A GLOBAL BRAND

• 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