제일기획 옙 공모전 동상 수상작
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제일기획 옙 공모전 동상 수상작 제일기획 옙 공모전 동상 수상작 Presentation Transcript

  • SAMSUNG GLOBAL STRATEGY * Samsung MP3P Communication Strategy
  • SAMSUNG GLOBAL STRATEGY * Samsung MP3P Communication Strategy Process 1. Situation analysis 2. Root problems 3. Consumer analysis 4. IMC strategy Market analysis Competitor analysis Product analysis Making a difference Customer survey Finding the root problem FGI Case study Creative insight Process of IMC strategy P rocess C ontents Communication Strategy Process
  • SAMSUNG GLOBAL STRATEGY * Situation analysis Root problems Consumer analysis IMC strategy Market analysis [ The position of the MP3P in PLC ] The MP3P market is located between the Introduction and the Growth section. - The keen competitions - The rapid extension of the market [ Sales Forecast ] The sales of MP3Ps are sharply increasing each year. The annual growth rate = 29.1%. This trend is expected to continue. The MP3P Market Pie will get bigger rapidly !
  • SAMSUNG GLOBAL STRATEGY * BUT, the pie is an Apple Pie! [The total M/S of the MP3P] Combining flash-based and hard drive-based players together [The M/S of the hard drive-based player] Situation analysis Root problems Consumer analysis IMC strategy 87.3% 58.6% Apple maintained its strong hold on the market with a 87.3% share, Rio with a 2.8% share, Creative in fourth with 2.6%, and iRiver at 1.5%. Apple remains in first place with a 58.6% share, Second was Rio with 7.1%, iRiver at 6.2%, Digital Way at 4.4%, and Creative at 3.2%. Apple is in its prime! Where is the Samsung ’ s pie ?
  • SAMSUNG GLOBAL STRATEGY * Samsung MP3P, it ’ s never bad! Situation analysis Root problems Consumer analysis IMC strategy The YH-820, one of the Samsung MP3Ps, recently received the “ Next Big Thing Award 2005 ” in the audio equipmen t part from the CES (2005 International Consumer Electronics Show). [The best product quality, Samsung MP3P] [The strong point of Samsung] The trend which Samsung pursues = The multi-compound function At the same time through the Samsung MP3P Samsung has an excellent product quality.
  • SAMSUNG GLOBAL STRATEGY * Also customers already know about it. Situation analysis Root problems Consumer analysis IMC strategy [Samsung halo effect] Customers recognize and trust the qualities of the Samsung ’ s products. Some ratios are almost similar to the iPod. BUT! [Reviews of Samsung MP3P] There are a lot of Samsung MP3P reviews on the Internet which were made by the customers about the Samsung MP3P ’ s fascinating qualities. [Brand Funnel (unit : %)] [Samsung ’ s MP3P review on the internet] Some customers say that they know it ’ s not bad, but they don ’ t want to buy it .
  • SAMSUNG GLOBAL STRATEGY * What made the customers not want to buy the Samsung ’ s MP3P? Situation analysis Root problems Consumer analysis IMC strategy [The factors of making a difference] Brand loyalty & Customer relationship management
  • SAMSUNG GLOBAL STRATEGY * No brand loyalty? Be the Love Mark , Not just A Brand. Situation analysis Root problems Consumer analysis IMC strategy Product Trade Mark Brand Love Mark [ The changing of Brand ] ※ [ The meaning of LOVE MARK ] The inducement to an action is not reason but feeling! The Love Mark wakens the customer ’ s brand loyalty with no questions asked. From the Love Mark ’ s point of view, Let ’ s check the Samsung MP3P ’ s brand!
  • XYLITOL PR STRATEGY * [Preconditions for the Love Mark : LOVE, RESPECT] Common Brand Love Mark Low Respect High Love Low Love High Respect Samsung MP3P [ Samsung MP3P = high respect, low love ] - High functional quality, Low emotional quality of the product Fads Commodities In this situation where high similar product qualities are available, Samsung will be in danger. To be the Love Mark , what should we do?
  • SAMSUNG GLOBAL STRATEGY * Case study : The example of Love Mark Situation analysis Root problems Consumer analysis IMC strategy [Harley Davidson Motorcycle] A brand : A company selling motorcycles They have their own magazines. (every other weekly) Harley Davidson is not a motorcycle but their Culture! 450,000 customers are members of the Harley-Owner Groups. They have a customer ’ s own site, www.hog.com It did a lot of activities. Selling the Samsung MP3P ’ s culture? The Love Mark : The company selling the Harley culture! ▶
  • SAMSUNG GLOBAL STRATEGY * Be the Culture icon! Situation analysis Root problems Consumer analysis IMC strategy [ How to become a culture icon ] Dorothy Leonard-Barton (the professor of the Business School at Harvard ) said “ If a technology meets the eye which can read the trends, it can be a strong ‘ Culture icon ’ . ” THE CULTURE ICON + Samsung MP3P must have the eyes which can read CUSTOMERS ’ TRENDS! technology Eye which can read the trends What customers have on their mind ?
  • SAMSUNG GLOBAL STRATEGY * FGI (by email) Situation analysis Root problems Consumer analysis IMC strategy [The reason why customers buy iPod] [Survey : Using MP3P ’ s functions] Customers just want that if they push the ‘ Play ’ , they can listen to music. 80% ▶
    • Adam boothe (iPod user, 25, American)
    • It ’ s EASY TO USE.
    • I just want to listen music and it ’ s the most
    • simple to play..That ’ s all.
    The Communication point ① Be Sensual! Not Sensible.
  • SAMSUNG GLOBAL STRATEGY * Situation analysis Root problems Consumer analysis IMC strategy FGI (by email) [The reason why customers buy iPod]
    • ▶ Marina forester (iPod user, 23, American)
    • WE HAVE ONLY OUR BEHAVIORS!
    • F or example, it ’ s the iPod-nod. When I see the iPod user, we nod each other.. It ’ special feeling because only iPod user know and can do it..
    • ▶ Nick villalon (iPod user, 24, American)
    • WE HAVE ONLY OUR SPACE!
    • There is a site, www.ilounge.com. iPod users upload
    • pictures which took pictures with iPod.. It ’ s kind of our
    • pride which only we can know and share..
    ② Use only Samsung User ’ s Code continuously .
  • SAMSUNG GLOBAL STRATEGY * Situation analysis Root problems Consumer analysis IMC strategy How can we make Samsung ’ s own symbol? [Case study : HP successful global communication campaign ] ③ Find infinite symbols for Samsung!
  • SAMSUNG GLOBAL STRATEGY * Situation analysis Root problems Consumer analysis IMC strategy The meaning of music to customes. [The life style with MP3P] ④ Use the Korean advertisement ’ s same ‘ What To Say ’ . MP3P users use them WHENEVER they are, WHEREVER they are, WHATEVER they do. In the customers ’ insight : [Music is my life.] Also it is the advertisement slogan of the Korean Samsung MP3P. Theodore Levitt (the professor of the Business School at Harvard ) said “ Having ‘ ONE PROGRAM, ONE MESSAGE ’ is very important to the global brand for the building the certain brand identity. [source : The Globalization of markets]
  • SAMSUNG GLOBAL STRATEGY * Situation analysis Root problems Consumer analysis IMC strategy However, we need to change ‘ HOW TO SAY ’ Life for Music - The place, time is limited such as a concert or the break time. [Finding the wrong + different customer insight] Life with Music
    • Not only the time related to music, but also all of my life time, music is with me.
    The new advertisement must show us... The original advertisement showed us...
    • I live for music.
    • Music is the reason why I live.
    • I live with Music.
    • Actually there is no big aspiration for music but it ’ s natural life style.
    ⑤ Let ’ s find the REAL MUSIC With people in their life!
  • SAMSUNG GLOBAL STRATEGY * Situation analysis Root problems Consumer analysis IMC strategy Creative Insight [The discover in the life about music] When I raised my head to sky, I saw five lines in the sky. Suddenly it looked like the staff of my music I listened to. Of course, at that time I listened to music. The symbol of music, five lines in our life Let ’ s make them Samsung MP3P ’ s!
  • SAMSUNG GLOBAL STRATEGY * The Process of IMC strategy Changing consumers ’ perception Strong, continuously Communication : 1 st Responding customers ’ behaviors Campaign which customers can join easily 2 nd Being the Love mark, customers ’ brand loyalty↑ Long-run campaign with something new 3 rd Situation analysis Root problems Consumer analysis IMC strategy [The changing fate]
  • SAMSUNG GLOBAL STRATEGY * Situation analysis Root problems Consumer analysis IMC strategy Communication_Print ①
  • SAMSUNG GLOBAL STRATEGY * Situation analysis Root problems Consumer analysis IMC strategy Communication_Print ②
  • SAMSUNG GLOBAL STRATEGY * Situation analysis Root problems Consumer analysis IMC strategy Communication_Print ③
  • SAMSUNG GLOBAL STRATEGY * Situation analysis Root problems Consumer analysis IMC strategy Communication_Print ④
  • SAMSUNG GLOBAL STRATEGY * Situation analysis Root problems Consumer analysis IMC strategy Communication_ Outdoor advertising ①
  • SAMSUNG GLOBAL STRATEGY * Situation analysis Root problems Consumer analysis IMC strategy Communication_ Outdoor advertising ②
  • SAMSUNG GLOBAL STRATEGY * Situation analysis Root problems Consumer analysis IMC strategy Communication_ Outdoor advertising ③
  • SAMSUNG GLOBAL STRATEGY * Situation analysis Root problems Consumer analysis IMC strategy Communication_ Outdoor advertising ④
  • SAMSUNG GLOBAL STRATEGY * Situation analysis Root problems Consumer analysis IMC strategy Communication_ Outdoor advertising ⑤
  • SAMSUNG GLOBAL STRATEGY * Situation analysis Root problems Consumer analysis IMC strategy Communication_ Outdoor advertising ⑥
  • SAMSUNG GLOBAL STRATEGY * Situation analysis Root problems Consumer analysis IMC strategy Campaign which customers can join easily ① Make a site which only Samsung customers can use Customers find the 5 lines which remind us of music Upload the pictures on the Samsung customer ’ s site Give customers who upload music some gifts such as a free music coupons of the music site which Samsung will make , pick up the best picture as the next print advertisement with prize. Show the music in your life! The Title The effect Customers will continuously try to find and think about symbols of Samsung in their life. => Brand familiar ↑ Campaign Process Step Contents Step 1. Step 2. Step 3. Step 4.
  • SAMSUNG GLOBAL STRATEGY * Situation analysis Root problems Consumer analysis IMC strategy Campaign which customers can join easily ② Customers choose a song that they like. Change the words of song to the story about their life. Upload their new lyrics ’ song on to the Internet site. Choose the good lyrics and give customer some free music coupon, and use the one of the lines to the next advertisement ’ s lyrics. Sing your life! The Title The effect The Samsung ’ s slogan can approach to the customer ’ s real life and they can show their lifestyle through the Samsung MP3P. Campaign Process Step Contents Step 1. Step 2. Step 3. Step 4.
  • SAMSUNG GLOBAL STRATEGY * Situation analysis Root problems Consumer analysis IMC strategy Campaign which customers can join easily ③ (American like party, it ’ s their life style.) Customer upload their music party plan shortly on to the customers ’ site. (for example : party concept, members, date, etc. Pick up the one plan per month, give them financial aid for their music party. Soooooooooooooo, Music party is my life. The Title The effect The customer who receives the funding must upload the music party review and a thankful letter on the site Campaign Process Step Contents Step 1. Step 2. Step 3. Samsung ’ s image will be changed not as an equipment selling company but as the company which makes the music culture.
  • SAMSUNG GLOBAL STRATEGY * Situation analysis Root problems Consumer analysis IMC strategy Be the long-run campaign with new version. ▶ There are a lot of other music symbols. With the same ‘ tone and manner ’ ▶ We can use them in the next time for the long-run campaign.
  • SAMSUNG GLOBAL STRATEGY * Situation analysis Root problems Consumer analysis IMC strategy The process of the desired effect ▶ Samsung MP3P will be the symbol of music and the best MP3P brand. ▶ No brand loyalty for Samsung MP3P Be the Love Mark ! Find infinite music symbols in our life Take them as the symbol of Samsung MP3P. All of music symbol in our life will advertise the Samsung MP3P naturally.
  • SAMSUNG GLOBAL STRATEGY * Thank you for your attention!