Samsung's Marketing Strategy in India
Samsung's product range in India included CTVs, audio and video products,
information technology products, mobile phones and home appliances (Refer Exhibit
I). Its product range covered all the categories in the consumer electronics and home
appliances. Analysts felt that the wide product range of Samsung was one of main
reasons for its success in the Indian market. Samsung positioned itself on the
Pricing also seemed to have played a significant role in Samsung's success...
Along with the launch of new products, Samsung also consolidated its distribution
system. Samsung had 18 state-level distribution offices and a direct dealer interface.
The direct dealer interface helped the company get quick feedback from dealers, and
enabled it to launch products according to consumer needs...
Advertising and Sales Promotion
In 1995, when Samsung entered India, it realized that Indian consumers were not
familiar with the company. So, in order to establish itself in the Indian consumers'
mind, Samsung launched corporate advertisements highlighting its technologically
We are investing aggressively in marketing to transform our company to be truly
market driven and to establish our Samsung brand as the most trusted and preferred
brand in the market."
- Jong Yong Yun, vice-chairman & CEO, Samsung Electronics, in
The "Team Samsung India First" Campaign
In August 2002, India's leading consumer electronics player, Samsung India
Electronics Ltd. (Samsung) announced the signing on of seven celebrity cricketers -
'Team Samsung', as its brand ambassadors.
In doing this, it aimed to cash in on the popularity of cricket in India. However, the
company's hopes of celebrity endorsement received a setback due to anti-ambush
, arising from ICC's agreement with some other companies.
In place of the ads featuring the cricketers, Samsung launched its - 'Team Samsung.
India First' campaign all over the country in December 2002.
Said Arun Mahajan of Mudra, Samsung's ad agency, "The focus has been to evolve
concepts to do with the players, to promote the cause of cricket and patriotism.'' The
copy of the print ad read, 'With Team Samsung, It's India First.''
Samsung - The Making of a Global Brand
The Making of a Global Brand
In 1993, as a first step in its globalization drive, Samsung acquired a new corporate
identity. It changed its logo and that of the group. In the new logo, the words
Samsung Electronics were written in white color on a blue color background to
represent stability, reliability and warmth.
The words Samsung Electronics were written in English so that they would be easy to
read and remember worldwide. The logo was shaped elliptical representing a moving
world - symbolizing advancement and change...
Samsung realized that to become a global brand, it had to change the perceptions of
consumers who felt that it was an OEM player and associated its products with low
technology. Generally, consumers in developed markets (such as the US) opted for
Samsung when they could not afford brands such as Sony and Panasonic. To change
consumer perceptions, Samsung decided to focus on product design and launch
Consolidating Presence in Different Markets
To change its brand image, Samsung decided to associate itself with global sport
events. In 1998, when Seoul hosted the Olympics, Samsung became the official
sponsor of the wireless technology to the games. This move helped it boost its image
worldwide. In 1999, Erick Kim (Kim), a Korean American working with IBM, took
over as the marketing head of Samsung.
He focused on capturing the US retail market for consumer electronic goods, such as
TVs, washing machines and microwave ovens, through partnerships with US retailing
giants. Samsung entered into a partnership with Best Buy one of the top US retailers.
Best Buy executives conducted customer research to analyze consumer-buying
Advertising and Promotional Strategies
In 1997, Samsung launched its first corporate advertising campaign - Nobel Prize
Series. This ad was aired in nine languages across Europe, the Middle East, South
America and CIS countries. The advertisement showed a man (representing a Nobel
Prize Laureate) passing from one scene to another. As the man passes through
different scenes, Samsung products transform into more advanced models. According
to company sources, the idea was to convey the message that Samsung uses Nobel
Prize Laureates' ideas for making its products...
In 2001, Samsung declared that it would beat Sony in the consumer electronics
market by 2005. Kim said, "We want to beat Sony. Sony has the strongest brand
awareness; we want to be stronger than Sony by 2005." However, analysts felt that it
would be difficult for Samsung to beat Sony so soon as Samsung was regarded as an
OEM player till the mid-1990s.
In 2002, while Samsung was ranked 34th with a brand value of $8.1 billion, Sony was
ranked 21st with an estimated brand value of $13.90 billion. However, while
Samsung's rank had moved up from 42 in 2001, Sony's had slipped down from 20th
2001. In the third quarter of 2002, Samsung emerged as the world's number three
player in the mobile market, beating Siemens and Ericsson, with a marketshare of
We are highlighting the main points on Samsung Company. Our report will surely be fruitful for the
marketing strategy of Samsung.
Samsung intends to earn world leadership and secure overwhelming competitive strength. It is synchronizing
product development, sales, manufacturing, marketing and design. Samsung’s slogan “everyone’s invited”
describes its broad target market strategy, with a vast line of products. According to our analysis, Samsung’s
main strengths are its Global Business Network, Brand Name Credibility, MPR2 technology, TFT LCDs,
innovative changes and new styles in Flatron and specially the quality awards that it has won since last two
years continuously are positive points for Samsung. Samsung’s Sales and Service centers are in 4 different
countries, with vertical sort of distribution system. Samsung can use its strengths as threats for other
companies. It can easily raise its image by its quality products and promotional advertisements. Promotional
activities can play a key role in capturing the market share for Samsung.
This report highlights four major points and is further sub-divided into parts, which is preceded by a brief
abstract of its contents.
Part I presents the introduction and brief History of Samsung; Part II explains the main Strengths,
Weaknesses, Opportunities and Threats of the Company; Part III shows the Target Market of Samsung; Part
IV presents the Marketing Mix of the Company; Part V gives the Observations and Recommendations. All the
things have been discussed according to Samsung’s presence Globally and particularly in accordance to
Established in 1969, Samsung Electronics has emerged as a major player in the world electronics industry.
The company consists of 4 main business units: the Digital Media Business, Semiconductor Business,
Information & Communications Business and Home Appliances Business. It employs over 66,000 people in
some 50 countries worldwide. Samsung Electronics is ranked 131st on the Global Fortune 500 List
Samsung is best known for the success it has had in the memory semiconductor industry. From 1992,
Samsung Electronics is positioned at the top of the DRAM, semiconductor market. Since then, it has
diversified its financial structure and is considered the number 1 company in market share for memory
semiconductor chips, TFT-LCDs, CDMA mobile phones and computer monitors. It is also ranked number 4 by
sales in the semiconductor industry and number 6 by units in the mobile phone industry.
Looking ahead, Samsung's vision is to become a leading company of the digital convergence revolution. The
21st century will be a time where the Internet, wireless communications, networked systems and contents
will be united. Various forms of convergence technology that link conventional stand-alone appliances
through networks will be developed.
In the new digital convergence age, core competitiveness will be determined by how companies develop
networks from components to digital products. Few companies have the business structure to form this
Samsung, however, is ready to lead in this Age as it will use its strengths in semiconductor,
telecommunications and consumer electronics technology to develop innovative multi-capable products and
create powerful networks that will empower the user for anytime, anywhere communications and a higher
quality of life.
Corporate sponsorship gets fashionable
The competition is a nationwide model search seeking a male and female Samsung Mobile Iĉone Modéle who
will open Sanlam South African Fashion Week (SSAFW) in August this year. The winning pair will secure a
one-year contract with Samsung Mobile to appear in selected above and below-the-line campaigns for the
brand and, to provide international exposure for the pair on this corporate advertising platform, they will
win a contract with Next Models in New York to the value of US$75 000 each.
“The partnership between Samsung Mobile and SSAFW comes at a time when the movement towards the
fusion of art, fashion and technology is stronger than ever and where corporate sponsorship of this kind, are
slowly developing towards communicating to a niche market,” says Justin Hume, Samsung marketing
manager – Mobile Phones, “Today sees more technology than ever forming a part of our daily lives which
transcends into an incorporation of these functional items into the milieu of style.”
The Samsung Mobile brand wishes to communicate with this new breed of fashion-forward and
technologically-savvy consumer who are socially liberal and sophisticated and have proven to be particularly
brand loyal. In turn they demonstrate an appreciation of corporate involvement in events and projects in
this sphere. Marketing studies have shown that brands marketing to a more refined audience have ample
opportunity, making the brand more popular.
It is the bond between technology and fashion that Samsung Mobile is entrenching through the Samsung
Mobile Icône Modéle competition. Additionally, Samsung Mobile’s fusion with Sanlam South African Fashion
Week, not only enhances the credibility of this highly regarded fashion week, attracting a hefty purchasing
public, but it also illustrates the fashion focused and technologically trendy Samsung look. Samsung radiates
technological elegance and stylish panache, joining forces with SSAFW compliments and enhances this
techno – fashion centered brand. Corporate sponsorships from renowned corporate brands make style and
artistic endeavors possible and accessible. Yet, Samsung Mobile’s joint sponsorship with SSAFW is especially
innovative, as corporate sponsorships of artistic endeavors are still relatively new.
Additionally fashion victims and trend targets find a little endorsement from a corporate sponsor further
boosts confidence and builds trust in the brand. It no longer matters what you wear, rather the importance
lies in who you wear and what brands accessorize and compete your look. The Giorgio-Armani Samsung
cellphone certainly was a hit at the launch of the Samsung Mobile Iĉone Modéle on 13 March 2008. The size
of a credit card, it’s easy to mistake for the most widely used accessory among shoppers
worldwide! Director of Sanlam South African Fashion Week, Lucilla Booyzen, says, “A designer gadget
completes your look just as much as a pair of shoes or a great handbag, ensuring you are toujours a la
Samsung Mobile is employing a diverse range of media to communicate the passion and vigor behind this
brand. Apart from the mobile phone motivated artwork, a fully integrated media campaign is set to roll out
over the next 6 months to launch the competition to each and every eligible and eager girl and guy in South
Africa. An online micro-site has been built for national access and a viral element will accompany
this. Samsung Mobile is utilizing outdoor media as well as a print campaign that includes Cosmopolitan
magazine and a radio campaign with national youth station 5FM and a number of campus community
stations. Selected SABC, M-NET and DStv channels will also be involved in an above-the-line campaign to
ensure that each and every stone is turned to find the first male and female Samsung Mobile Icône Modéle.
In total over R5 million is being spent to ensure the right models are found.
In closing to his speech at the launch Hume summed up the partnership by saying, “Your mobile phone is an
extension of your arm, you’re never without it and it’s a highly visual object no matter what you’re
wearing. The fusion between fashion and technology is almost seamless, particularly in South African society
where cell phones are societal status symbols, somewhat like shoes used to be in ancient times when the
length of the toe of your shoes communicated your rank in society.”
From Wikipedia, the free encyclopedia
Jump to: navigation, search
Not to be confused with Samseong Station.
This article contains Korean text. Without
proper rendering support, you may see question
marks, boxes, or other symbols instead of Hangul
Type Public (Korean: 삼성 그룹)
Founder(s) Lee Byung-chul
Headquarters Samsung Town, Seoul, South Korea
Area served Worldwide
Lee Kun Hee (Former Chairman and CEO)
Lee Soo-bin (Acting president, CEO of Samsung Life
Hard disk drive
Revenue ▼ US$ 173.4 billion (2008)
Net income ▼ US$ 10.7 billion (2008)
Total assets ▼ US$ 252.5 billion (2008)
Total equity ▼ US$ 90.5 billion (2008)
Employees 276,000 (2008)
Samsung Heavy Industries
Samsung C&T etc.
The Samsung Group (Korean: 삼성 그룹) is a multinational conglomerate
corporation headquartered in Samsung Town, Seoul, South Korea. It is the world's
largest conglomerate by revenue
with an annual revenue of US$173.4 billion in
and is South Korea's largest chaebol. The meaning of the Korean word
Samsung is "tristar" or "three stars".
The Samsung Group is composed of numerous international affiliated businesses,
most of them united under the Samsung brand including Samsung Electronics, the
world's largest electronics company,
Samsung Heavy Industries, the world's
second largest shipbuilder
and Samsung C&T, a major global construction
Samsung has been the world's most popular consumer electronics brand since 2005
and is the best known South Korean brand in the world.
Samsung Group accounts
for more than 20% of South Korea's total exports
and is the leader in many
domestic industries, such as the financial, chemical, retail and entertainment
industries. The company's strong influence in South Korea is visible throughout the
nation, which has been referred to as the "Republic of Samsung".
• 1 Background
• 2 History
• 3 Market share
• 4 Sports sponsorship
o 4.1 Samsung sponsor of the Olympics
• 5 See also
• 6 Notes and references
• 7 External links
Samsung is the world's leading consumer electronics brand and one of the top twenty
View of the Samsung logo inside the Time Warner Center in New York City.
Currently helmed by Lee Soo-bin, CEO of Samsung Life Insurance, it has been run
by generations of one of the world's wealthiest families, formerly by chairman Lee
Kun-Hee, the third son of the founder, Lee Byung-Chull.
Many major South Korean corporations such as CJ Corporation, Hansol Group,
Shinsegae Group and Joong-Ang Ilbo daily newspaper were previously part of the
Samsung Group. Though they are still controlled by ex-Chairman Lee Kun-hee's
relatives, they are no longer officially Samsung affiliates. Some leading companies in
South Korea, notably MP3 player manufacturer iriver and search engine portal Naver,
were established by ex-Samsung employees. A large number of South Korean firms,
particularly those in the electronics industry, are dependent on Samsung for the
supply of vital components or raw materials such as semiconductor chips or LCD
panels. This has led to continued allegations of price fixing and monopolistic
practices. Samsung Group also owns the Sungkyunkwan University, a major private
university in South Korea.
Samsung Group accounts for more than 20% of South Korea's total exports
many domestic industries, Samsung Group is the sole monopoly dominating a single
market, its revenue as large as some countries' total GDP. In 2006, Samsung Group
would have been the 34th largest economy in the world if ranked, larger than that of
The company has a powerful influence on the country's economic
development, politics, media and culture, being a major driving force behind the
Miracle on the Han River; many businesses today use its international success as a
Samsung Group headquarters at Samsung Town, Seoul.
In 1938, Lee Byung-Chull founded Samsung, a small trading company with forty
employees located in Daegu. The company prospered until the Communist invasion in
1950 when he was forced to leave Seoul and start over in Busan. During the war,
Samsung's businesses flourished and its assets grew twenty-fold. In 1953, Lee started
a sugar refinery—South Korea’s first manufacturing facility after the Korean War.
The company diversified into many areas and Lee sought to establish Samsung as an
industry leader in a wide range of enterprises. The company started moving into
businesses such as insurance, securities, and retail. In the early 1970s, Lee borrowed
heavily from foreign interests and launched a radio and television station.
South Korean President Park Chung-hee’s regime during the 1960s and 1970s would
prove a boon for Samsung. Park placed great importance on industrialization, and
focused his economic development strategy on a handful of large domestic
conglomerates, protecting them from competition and assisting them financially.
Samsung was one of these companies. Park banned several foreign companies from
selling consumer electronics in South Korea in order to protect Samsung from foreign
competition and nurture an electronics manufacturing sector that was in its infancy.
“To make up for a lack of technological expertise in South Korea, the South Korean
government effectively required foreign telecommunications equipment
manufacturers to hand over advanced semiconductor technology in return for access
to the Korean market”. Such policies eventually lead to Samsung manufacturing the
first Korean dynamic random access memory chips.
Samsung Group later formed several electronics-related divisions, such as Samsung
Electronics Devices Co., Samsung Electro-Mechanics Co., Samsung Corning Co., and
Samsung Semiconductor & Telecommunications Co., and grouped them together
under Samsung Electronics Co., Ltd. in 1980s. Its first product was a black-and-white
In the late 1980s and early 1990s, Samsung Electronics invested heavily in research
and development, investments that were pivotal in pushing the company to the
forefront of the global electronics industry. “By the 1980s Samsung was
manufacturing, shipping, and selling a wide range of appliances and electronic
products throughout the world”. In 1982, it built a television assembly plant in
Portugal; in 1984, it built a $25 million plant in New York; and in 1987, it built
another $25 million facility in England.
The 1990s saw Samsung rise as an international corporation. Not only did it acquire a
number of businesses abroad, but also began leading the way in certain electronic
components. Samsung's construction branch was awarded a contract to build one of
the two Petronas Towers in Malaysia, Taipei 101 in Taiwan and the Burj Khalifa in
United Arab Emirates (founded by Callum Cuirtis), which is the tallest structure ever
In 1993 and in order to change the strategy from the imitating cost-
leader to the role of a differentiator, Lee Kun-hee, Lee Byung-chull’s successor, sold
off ten of Samsung Group's subsidiaries, downsized the company, and merged other
operations to concentrate on three industries: electronics, engineering, and chemicals.
In 1996, the Samsung Group reacquired the Sungkyunkwan University foundation.
Compared to other major Korean companies, Samsung survived the Asian financial
crisis of 1997-98 relatively unharmed. However, Samsung Motor, a $5 billion venture
was sold to Renault at a significant loss. Additionally, Samsung manufactured a range
of aircraft from 1980 to 1990s. The company was founded in 1999 as Korea
Aerospace Industries(KAI), the result of merger between then three domestic major
Aerospace divisions of Samsung Aerospace, Daewoo Heavy Industries and Hyundai
Space and Aircraft Company (HYSA). Korea Aerospace Industries(KAI) - largest
shareholders as of 2009 (Korea Development Bank 30.53%, Samsung Techwin
20.54%, Doosan(formerly known as Daewoo Heavy Industries) 20.54%, Hyundai
Most importantly, Samsung Electronics (SEC) has since come to dominate the group
and the worldwide semiconductor business, even surpassing worldwide leader Intel in
investments for the 2005 fiscal year. Samsung's brand strength has greatly improved
in the last few years.
Samsung became the largest producer of memory chips in the world in 1992, and is
the world's second-largest chipmaker after Intel (see Worldwide Top 20
Semiconductor Market Share Ranking Year by Year).
From 1999 to 2002,
Samsung conspired with Hynix Semiconductor, Infineon Technologies, Elpida
Memory (Hitachi and NEC) and Micron Technology to fix the prices of DRAM chips
sold to American computer makers. In 2005 Samsung agreed to plead guilty and to
pay a $300 million fine, the second-largest criminal antitrust fine in the US history.
In 1995, it built its first liquid-crystal display screen. Ten years later, Samsung grew
to be the world's largest manufacturer of liquid-crystal display panels. Sony, which
had not invested in LCDs, contacted Samsung to cooperate. In 2006, S-LCD was
established as a joint venture between Samsung and Sony in order to provide a stable
supply of LCD panels for both manufacturers. S-LCD is owned by Samsung and
Sony 51% to 49% respectively and operates its factories and facilities in Tangjung,
Considered a strong competitor by its rivals, Samsung Electronics expanded
production dramatically to become the world's largest manufacturer of DRAM chips,
flash memory, optical storage drives and it aims to double sales and become the top
manufacturer of 20 products globally by 2010. It is now the world's leading
manufacturer of liquid crystal displays.
Samsung Electronics, which saw record profits and revenue in 2004 and 2005,
overtook Sony as one of the world's most popular consumer electronics brands, and is
now ranked #19 in the world overall.
Behind, Nokia, Samsung is the world's second
largest by volume producer of cell phones with a leading market share in the North
America and Western Europe.
 Market share
Competitors M/S Year Source
DRAM 34.3% Hynix 21.6% Q1 2009 
NAND Flash 40.4% Toshiba 28.1% 2008 
26.2% LG Display 25.8%
PDP panel 30.5% LG 34.8% Q1 2008 
90.0% LG - Q2 2008 
19% Sanyo 20% Q2, 2009 
LCD Monitor 16.1% Dell 14.6% 2008 
Hard disk drive 9.5% Seagate Technology 34.9% 2007 
16.4% HP 19.2% Q1 2009 
(LCD, PDP, CRT)
23% LG 13.7 % Q3'09
18.79% Whirlpool 23.83%
Mobile phone 21% Nokia 37.8% Q3 2009 
Digital camera 9.1% Canon 19.2% 2007 
20% 2000~2007 
 Sports sponsorship
The Samsung Running Festival in Taipei, Taiwan.
Samsung sponsors English premiership team Chelsea FC.
Samsung Super League with Fédération Équestre Internationale - French (English:
International Federation for Equestrian Sports) and the FEI Nations Cup, the world’s
oldest and best renowned equestrian series, at the end of each season brings additional
excitement and further enhances the sporting qualities of both series. Since the
beginning of this year (29.04.2009) Samsung Electronics Austria has been supporting
the Spanish Riding School of Vienna, Austria (de: Spanische Hofreitschule, the
"Spanish Court Riding-School")
Samsung has also tried hard to improve its international image. It has spent more than
$6 billion since 1998 on marketing, sponsoring the last five Olympics and erected a
large video sign in Times Square in 2002 (Lee kun-hee). Samsung is very involved in
the Asian Games, contributing Samsung Nations Cup Riding Competition, Samsung
Running Festival, Samsung World Championship (LPGA Tour) and still many more
around the globe.
Samsung owns the professional soccer club Suwon Samsung Bluewings, the baseball
team Samsung Lions, the basketball team Seoul Samsung Thunders, the women's
basketball team Samsung Bichumi, and the volleyball team Samsung Bluefangs in
In 2005 Samsung signed the second biggest sponsorship deal in English football
history with Premiership team Chelsea. Their five-year deal is estimated to be worth
£50 million. In April 2008 Samsung and Mexican football team Club Deportivo
Guadalajara signed a sponsorship deal for six years where Samsung will provide 865
plasma and LCD screens for the team's new stadium Estadio Chivas.
On January 15, 2009, Samsung signed a three-year deal with the Brazilian Football
League Team Palmeiras, worth R$15 million annually (~4.8 million Euros annually).
As well as having their logo printed on the Palmeiras football shirts, the deal also
provides for the supply of Samsung products to the club, and a plan for activation
with the crowd, being developed by Samsung.
The company sponsors the rugby league team the Sydney Roosters in the Australian
National Rugby League 1995-1997, 2004–present. It also sponsored the Melbourne
Victory football club in the Australian A-League. The deal with Victory is also
believed to be the largest in Australian club football history. From 2009 Samsung will
be the primary sponsor of the Essendon Football Club.
Samsung is a sponsor of the April NASCAR Nextel Cup race at Texas Motor
Speedway, the Samsung 500. This sponsorship, initially with RadioShack from 2002–
2006, was in doubt after the 2003 race because of NASCAR's ban on wireless
telecommunication sponsors effective the 2004 season, but was grandfathered into the
Nextel contract (Nextel uses exclusively Motorola equipment). However, after
Sprint's merger with Nextel, the ban was rescinded for Samsung, because of Sprint's
sale of Samsung products.
Samsung currently sponsors French People's Baseball Team. They plan to start a
cricket league in India with the prize money of $20 million (Samsung plans to
construct 9 stadiums by the end of 2009).
Samsung sponsors a professional StarCraft team, Samsung Khan. Samsung Khan
won their first championship in the first season 2008 Shinhan Bank Proleague. It is
also the leading sponsor of the World Cyber Games (WCG), an annual competition
for various computer games including StarCraft.
Samsung is also the official HDTV sponsor of the National Football League (NFL).
The NFL has installed Samsung high definition televisions in select areas of all of its
Samsung has agreed to become an Official IAAF (International Association of
Athletics Federations) Partner of the 2009 (Berlin, Germany) and 2011 (Daegu, South
Korea) IAAF World Championships in Athletics and the 2010 IAAF World Indoor
 Samsung sponsor of the Olympics
Samsung first became a full sponsor of the Olympic Games during the Nagano
Olympic Winter Games in 1998. According to the new contract, Samsung will
officially sponsor the Olympic Games and the Olympic Movement for the next eight
years, a deal that covers the Vancouver Winter Olympics in 2010, the London
Olympic Games in 2012, the 2014 Olympic Winter Games, and the Rio de Janeiro
Olympic Games in 2016.
According to guidelines set forth by Samsung Chairman, Lee Kun-hee in 1996 –
“Devise strategies that can raise brand value, which is a leading intangible asset and
the source of corporate competitiveness, to the global level” – Samsung decided to
sponsor the Olympic Movement to strengthen its global corporate image and brand
value and has been carrying out a global marketing campaign with the Olympic
Games and the Olympic Movement as the single theme.
Accordingly, Samsung concluded a TOP (The Olympic Partner) sponsorship contract
with the IOC in 1997. Since then, the company has been an official sponsor in the
wireless telecommunications equipment category, including the 1998 Nagano Winter
Olympic Games, the 2000 Sydney Olympic Games, the 2002 Salt Lake City Olympic
Games, the 2004 Athens Olympic Games, the 2006 Winter Olympic Games, the
Beijing 2008 Olympic Games and the 2010 Vancouver Winter Olympics. By
sponsoring the Olympic Games and the Olympic Movement for the last ten years,
Samsung has made great strides towards becoming a “cutting-edge global brand” that
leads the mobile phone industry. The Beijing Olympic Games in 2008 are expected to
be the climax of the company’s efforts for the last ten years.
OCTOBER 31, 2005
Samsung The Network
Blurring the line between ads and media like never
Let's say you buy several million dollars' worth of Internet advertising.
Let's say you long ago staked out prime property, like page-topping
banners on the home page of time.com (TWX ). Let's say you have
such space on more than 400 sites.
This being the Web, these ads are neither static nor one-way. They can link to other sites, should consumers be
given a good reason to click. It occurs to you: This is a network in and of itself. You can use your collective ad buy to
leverage partnerships with other marketers. You have essentially blurred the line between advertiser and medium.
Such is the story with consumer-electronics darling Samsung. Its ads not only promote its own wares but also
sometimes other big mainstream entertainment products, be it Fantastic Four or releases from Jon Bon Jovi and The
Who. "Hi, Hollywood. You would like to reach 175 million people in 30 days?" deadpans Peter Weedfald, Samsung's
senior vice-president for consumer electronics and North American marketing. "We can do it."
There are many arrows in Weedfald's quiver -- all that choice Web real estate, Samsung products' natural fit with
entertainment, musicians' need to promote themselves independently of labels' efforts, and his own ultra-audacious,
buzzword-studded selling style. With them all, Weedfald is proving there's life left yet in the lowly Web banner ad, and
in the tattered mass-marketing model itself.
INTERNET SPENDING by Samsung Electronics -- that is, its consumer unit -- tripled between 2001 and 2004, to
$11.5 million. It accounted for slightly more than 14% of its measured media spending for the first half of 2005.
Samsung also boosted its advertising on network TV and in magazines, but it has, perhaps unwittingly, created
competition for traditional media by becoming something of an ad vehicle itself. "Let us be your advertising,
marketing, publishing, creative" partner, says Weedfald, warming to an imaginary audience. "We get to burnish
Samsung by standing next to Jon Bon Jovi. He gets a vast distribution network."
Using ads as a distribution mechanism is a byproduct of the bigger game for Weedfald. As a mass marketer with
myriad product lines, Samsung seeks ubiquity and repetition. (Googling some of Weedfald's pet phrases -- "the ADD
economy," the Internet being "Darwin on speed" -- aptly proves that he practices what he preaches regarding
repetition.) Weedfald, a former tech-magazine executive, loves publishing metaphors. "I want Jon Bon Jovi. I believe
in his audience -- his circulation -- and what he stands for," he says. "The unique editorial is his music, and his genius
around the music." (You were warned about his selling style.) What is a network without content?
A full-court promotional press for Fox's Fantastic Four last summer involved Net and traditional media ads and in-
store displays at Best Buy. Actual money that changed hands between Samsung and the studio: zero, as Samsung
traded off its Net bona fides for multiple product placements in the film. "Samsung's Internet reach is so pervasive,"
says Lisa Licht, Fox's senior vice-president for global marketing partnerships. "Think where moviegoers are: They're
on the Internet for a significant portion of the day." Samsung (NWS ) just announced a deal with The Who in which
buyers of certain Samsung systems get free Who DVDs -- a deal promoted, of course, by its Web presence. Last
year, Samsung sponsored a Webcast of a Bon Jovi concert, framed by what looked like a Samsung TV, and grabbed
125,000 viewers, 87% of whom stuck around for the nearly two-hour show.
Uncomfortable as it may make media executives who might once have aired a Bon Jovi concert themselves, it likely
didn't hit Web users that they were watching another turret crumble on the advertiser-media wall. The old New
Yorker cartoon tells us that on the Internet, no one knows you're a dog. The Samsung corollary is: On the Web, no
one knows you're not a medium. Even if you act like one.
Samsung Distribution Network
We have many premium term papers and essays on Samsung Distribution Network.
We also have a wide variety of research papers and book reports available to you for
free. You can browse our collection of term papers or use our search engine.
Samsung Distribution Network
It's been a long while since H B Lee really relaxed. Since last February, when he took
over in New Delhi as President and CEO of Samsung, South West Asia, the 58-year-
old Lee has been busy turning all Samsung strategies on their heads.
The Korean consumer electronics giant is now reaching deeper and wider into the
Indian market, tempting consumers with technologically advanced products specially
tailored to their needs.
Showrooms are being brought under a common umbrella brand and now, a new
facility may well become a manufacturing hub for Samsung worldwide. Not that Lee
views his "strategy revitalisation" effort as an attempt to change things. "What we
adopted in 2007 was not really a change in strategy but an evolution of our strategy,"
Surely not? Over the past decade, Samsung has clung to its premium positioning, with
products that emphasised design, aesthetics and cutting-edge technology and prices
that were commensurately higher. Until now. For the first time, it is moving
downwards, so much so that industry observers believe Samsung may go after the
masses much like its arch rival LG Electronics did until a couple of years ago:
already, Samsung flat televisions are among the cheapest in the market.
Samsung India Deputy Managing Director, Ravinder Zutshi, vehemently rejects the
price warrior tag, though. "Samsung is not a price warrior but today we are as
competitively priced as our rivals. The focus is on expansion and deeper market
penetration," he says.
So, which is it? Evolutionary or radical change in strategy? Decide for yourself.
Volumes do matter
In 2005, Samsung introduced over 100 new products that were sold on the lifestyle
platform. These included flat panel, LCD and plasma TVs [Get Quote], top-end
refrigerators, home theatre systems, digital cameras and camcorders, MP3 players,
notebook computers and mobile phones.
At the time, sceptics argued that growth targets based on premium products rather
than on India's...
Manager - Sales & Distribution [ Mobile Biz ]
Company: Samsung India Electronics Ltd.
Salary: Best of the Industry Standard
Date posted: 31 Dec, 2009
iii. Managing the entire key performance indicators of Mobile Business namely
volume, revenue, outlet base, stock norms, sales forecasting, accessory sales and
average selling price of the product. iv. Devising Product Strategies and Market
Promotions for Product basis on the diverse geographies and ensuring overall success
of the Business. Samsung India Electronics Private Limited (SIEL) is the Indian
subsidiary of the US $55.2 billion Samsung Electronics Corporation (SEC)
headquartered in Seoul, Korea. It is the hub of Samsung’s South West Asia Regional
Operations, and looks after its business in Nepal, Bangladesh, Maldives & Bhutan
besides India. SIEL commenced operations in India in December…