Samsung: Making of Global Brand

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Samsung: Making of Global Brand

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  4. 4. The Making of a Global Brand<br />Presented by:<br />ChetezeTamang | KarishmaGautam | RoshaniShrestha | SamekBajracharya | Tenzing Samdup<br />
  5. 5. 1938 – Samsung Corporation exports dried fish, vegetables and fruit to China<br />1948 – Works with flourmills and confectionary machines<br />1953 – Manufactures sugar<br />1960 – Diversifies into textile, banking and insurance markets<br />1965 – Enters print media market<br />1970 – Samsung Electronics established!!<br />fish and chips<br />
  6. 6. Digital Camcorder<br />Products, products, & products<br />Vacuum Cleaner<br />DVD-R/CD-R<br />Monitors<br />Mobile phone<br />Tablet PCs<br />TVs<br />Refrigerator<br />Microwave Oven<br />Washing Machine<br />Laptops<br />HDDs<br />DVD player<br />Laser Printer<br />DVD player<br />Air Conditioner<br />Smart Cards<br />
  7. 7. Regarded as an original equipment manufacturer<br />Poor brand image in global market<br />High defect rate<br />Associated with poor quality<br />problems<br />
  8. 8. Quality<br />From quantity to quality<br />Assembly manufacturing<br />Quality standards (six sigma)<br />Globalization<br />Bring down cost<br />Tap markets efficiently<br />Employ best talents<br />Integrated marketing<br />Identifying key focus areas<br />
  9. 9. World leader in around 17 product categories<br />Launched technologically superior products<br />Higher profits (2.2 billion in 2001)<br />34th in Interbrand’s list of top 100 brands<br />achievements<br />
  10. 10. Samsung believes in innovation so it restructured its processes<br />Came up with new logo and designs<br />Making of a global brand<br />
  11. 11. <ul><li>Perception of consumers
  12. 12. Optional Brand</li></ul>Need for a global brand<br />
  13. 13. Focus on product design and launch innovative products<br />Move away from cheap imitated products<br />Initiate marketing activities worldwide to increase brand visibility <br />Integrate all design activities under four design groups<br />Initiatives for global branding<br />
  14. 14. <ul><li>Samsung won IDEA award for NET board computer, weeble phone and junior TV
  15. 15. Lifestyle Segmenting Strategy helped Samsung become a global brand</li></ul>Results of the initiatives<br />
  16. 16. New product portfolio<br />Changed the focus from lower end to higher end<br />Global brand visibility<br />Partnership and alliances – CompUSA and Sears , Roebuck &Co<br />Television, radio commercial and outdoor advertisements<br />Improved communication, relationship with distributors <br />Development strategies<br />
  17. 17. Marketing alliance with AOL (Time Warner Group)<br />Undertook 2 month corporate campaign to build brand image in India<br />Global marketing, 1991, launched first corporate advertising campaign –Nobel prize series<br />Decentralized to centralized marketing strategy<br />Transform of strategy – change in logo and slogan<br />Development strategies (contd.)<br />
  18. 18. WOW marketing campaign – consumer awareness increase to 83.7 % in 2000 and 91.2% in 2001. Brand awareness from 51.4% to 74.1 <br />April 2002 – internet banking – high profile customers<br />New global campaigns launched ; different tag lines – DigitAll Passion, DigitALL Escape and DigitAll Wow.<br />Development strategies (CONTD.)<br />
  19. 19. Increasing brand recognition and recall<br />Centralized marketing and umbrella branding strategy<br />Product improvement<br />Customization <br />Lifestyle segmentation<br />The best strategy for success<br />
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  22. 22. Still technology and feature driven<br />Principle: ‘Balance of Reason and Revolution’<br />Reasons for the success of lifestyle segmentation<br />Analyzing the communication approach<br />
  23. 23. Obtaining the Holy Grail of marketing<br />Moving towards a more customer centered approach <br />Taking the leap of faith<br />From satisfaction and solution to lifestyle<br />The way forward<br />
  24. 24. Thank you for listening<br />     <br />

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