An integrated marketing and brand communication presentation concerning Samsung's recent PR problems. Offering a solution based on green marketing and goodwill marketing
6. ● Full refund for any recalled washer purchased in the last
30 days
● Home Label Kit with new control guide & warning labels
● Free in-home repair that includes reinforcement of the
washer’s top
● Possible rebate towards the purchase of a new washer
15. One-for-One
The “wash line”
Discredits 5 billion people
Hand-washing clothes
6 hours a day, 3 times a
week, 2-3 weeks to dry
Medical problems
Solution: GiraDora
16.
17. For each Samsung washer sold during the course of the campaign,
a GiraDora will be donated to a family in need
18. Social Media & Online Advertising
Social Media Push
FaceBook page: Samsung &
Giradora Initiative
Include stories from the
women helped
Instagram, Twitter Ads
#WalkForWater
One For One
Online Advertising
One for One:
Advertise on retailer websites
(HomeDepot etc.)
Advertise through Mommy
Blog Sponsorship
19. Walk for Water
What: A walk for a cause, sponsored by
Samsung
When: Earth Day April 22, 2017 -
culmination of campaign
Where: From 1700 Lida Street (Safe
Agua) to Memorial Park in Pasadena
How: #walkforwater, leaflets
Why: 3.7 miles - The average distance
that women and children walk for water in
Africa and Asia
20.
21. Measurements of Success
Interactions & Hits
Social media interaction tracked using #WalkForWater
Digital Analytics
Ratio of positive to negative hits
Increase in positive brand attitudes
Monitor blogs, Facebook comments, etc
Increase in washer sales
Monitor sales of washer models participating in the one-for-one campaign
24. Citations
Little, Lindsey. “Kristen Bell Talks Eco-Friendly Habits and Favorite
Vegan Hot Spot.” Ecorazzi. 25 Oct. 2013. Web. Nov. 16 2016.
Pasquarelli, Adrianne. “Kristen Bell and Dax Shepard Bring the Cute
in New Samsung Home Appliance Spots.” Advertising Age. May 04,
2016. Web. 15 Nov. 2016.
"Samsung Electronics Announces Fourth Quarter & FY 2015 Results."
Samsung Global Newsroom. Samsung Electronics, 28 Jan. 2016. Web.
14 Nov. 2016.
“The Secret to Samsung’s Success: Marketing Exec Speaks Out.”
Android Authority. N.d. Web. 15 Nov. 2016.
“Sony vs. Samsung.” Law Essays and Papers. Law Aspect. N.d. Web.
16 Nov. 2016.
Wagstaff, Keith. “Ellen’s Oscar Selfie: Worth $1 Billion?” NBC News.
April 9 2014. Web. 15 Nov. 2016.
"Whirlpool Corporation Reports Record Fourth-Quarter And Full-
Year 2015 Results." Whirlpool Corporation. Whirlpool Corporation,
29 Jan. 2016. Web. 14 Nov. 2016.
Yeon-jin, Jung. “Samsung #2 Most Valuable World Brand.”
Recognition of Recognition. Business Korea. 06 March. 2015. Web.
Nov. 16. 2016.
“Annual Report 2005.” Samsung Electronics. Samsung. 2006. Web.
16 Nov. 2016.
Clow, Kenneth E., and Donald Baack. "Chapter 4 The IMC Planning
Process." Integrated Advertising, Promotion, and Marketing
Communications. Boston: Pearson, 2014. N. pag. Print.
"Eco-Friendly Products." Eco-Friendly Products. Samsung
Electronics, n.d. Web. 14 Nov. 2016.
"Environmental Sustainability." Whirlpool Corporation. Whirlpool
Corporation, n.d. Web. 14 Nov. 2016.
Fullerton, Laurie. “Start With the Customer – Samsung VP Talks B2B
Marketing Strategy in Fireside Chat.” The Drum. 23 Nov. 2015. Web.
15 Nov. 2016.
Garland-McLean, Daphne. "Moms Fiscally Fit, Thinking Green,
Going Online." Furniture/Today (2009): 8. Advanced Placement
Source. Web. 14 Nov. 2016.
"Green Product Strategy." LG: Mobile Devices, Home Entertainment
& Appliances. LG Electronics, n.d. Web. 14 Nov. 2016.
“Kristen Bell Proposes to Dax Shepard after DOMA Ruling.”
Huffington Post. Jun. 26, 2013. Web. 15 Nov. 2016.
"LG ANNOUNCES FOURTH-QUARTER AND FULL-YEAR 2015
FINANCIAL RESULTS | LG Newsroom." LG Newsroom. LG
Electronics, 26 Jan. 2016. Web. 14 Nov. 2016.
Editor's Notes
Hannah
Hannah
Hannah -
With the mention of the Samsung Galaxy Note 7 appearing so often in the news social media in the past few months...one has to wonder what is going on with this company...and people are.
So I am sure you are all aware of the Samsung Galxy Notes exploding...but have you heard about their exploding washers?
Samsung released the following statement: "In rare cases, affected units may experience abnormal vibrations that could pose a risk of personal injury or property damage when washing bedding, bulky or water-resistant items."
Samsung also said the washers have handled hundreds of millions of loads with no problem.
Samsung and the CPSC are advising people to only use the delicate cycle while washing bulky items.
An interesting AdAge article asked a very important question: “Fiery Phones and, Exploding Washers have indeed taken Samsung through the wringer as one AdAge article pointed out and the asked the all too important question, Can Samsung Recover?
Thus far
Samsung has issued a mandatory recall of all Galaxy Note7s
Implemented an Exchange Program
Expanded the Exchange Program to replace a user’s Note7 phone of Samsung and refund for the difference. (0r $25)
Added additional possible incentives...such as a $25 credit if you choose to not replace your phone with Samsung
Samsung has also very recently issued
Unfortunately due to the severity of Samsung’s issue these actions alone will not be enough to sanctify its relationship with consumers as a leader in quality consumer products
Hannah
Target audience is similar/media presence, however the strategies/appeals used to target this audience differ
100% Samsung clothes washers exceed ENERGY STAR specs by an average of 48%
Hannah
Past: selling product, focused brand awareness exapnding into newmarkets
Nothing to do with new consumers
Recent: In 2005 , humor, Kristen bell dax shepard
Young moms millienials, socially conscoius
Mothers are 20% of online users
In free time, enjoy gardening/spending time outdoors with family
Based on current ad strategies and our target market we conducted some research
Not focusing on past problems, enhance image for the future
Products & Education: Selling Green Products and Education through Sustainability tab
Affective + Emotional → go together because sentiments and feelings → want to create feelings of happiness and respect for Samsung’s CSR → will be transferred to the brand itself
CSR
300 loads of laundry each year. ENERGY STAR can help families cut their related energy and water costs. ENERGY STAR certified clothes washers use about 25% less energy and 45% less water than regular washers.
$40 a day - Hans Rosling
Medical problems: chronic lower back pain
Tenosynovitis
Cracked hands and bleeding skin
Respiratory problems from mold growth
Cite TOMS promotions
http://www.theatlantic.com/technology/archive/2010/12/data-analyst-hans-rosling-people-vote-for-washing-machines/67680/
41 through 1 minute
Social Media: Walk,
Leflets will be distributed around colleges
Word spread on Samsung’s social media sites, etc.
Personal connection
Promotional items given away by samsung
Heart of silicon valley
Also, lots of colleges near pasadena = lots of participants and young mothers
Ultimately increasing awarenss and visibility of Samsung as a responsible brand that cares, not only about its consumers, but about all people
Analytics of clicks on sustainability, FB pages, one for one campaign ads
