Samsung: Making of Global Brand
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Samsung: Making of Global Brand

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    Samsung: Making of Global Brand Samsung: Making of Global Brand Presentation Transcript

    • The Making of a Global Brand
      Presented by:
      ChetezeTamang | KarishmaGautam | RoshaniShrestha | SamekBajracharya | Tenzing Samdup
    • 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
    • Digital Camcorder
      Products, products, & products
      Vacuum Cleaner
      DVD-R/CD-R
      Monitors
      Mobile phone
      Tablet PCs
      TVs
      Refrigerator
      Microwave Oven
      Washing Machine
      Laptops
      HDDs
      DVD player
      Laser Printer
      DVD player
      Air Conditioner
      Smart Cards
    • Regarded as an original equipment manufacturer
      Poor brand image in global market
      High defect rate
      Associated with poor quality
      problems
    • 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
    • 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 believes in innovation so it restructured its processes
      Came up with new logo and designs
      Making of a global brand
      • Perception of consumers
      • Optional Brand
      Need for 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 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
    • 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
    • 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.)
    • 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.)
    • Increasing brand recognition and recall
      Centralized marketing and umbrella branding strategy
      Product improvement
      Customization
      Lifestyle segmentation
      The best strategy for success
    • Still technology and feature driven
      Principle: ‘Balance of Reason and Revolution’
      Reasons for the success of lifestyle segmentation
      Analyzing the communication approach
    • 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
          