Predisposizione di un report per lo sviluppo di un accordo di co-branding per lo sviluppo di una macchinetta fotografica digitale tra i due brand individuati Diesel e Samsung. L'analisi ha provveduto a identificare il posizionamento, la brand identity, la mission e vision dei due brand coinvolti. Analisi del mercato della macchinetta digitale attraverso analisi di mercato per evidenziare trand futuri e analisi dei principali competitors con cui Samsung deve confrontarsi.

2. !" # # # $
% & ' (
) *
#+) # & ,
& - - #
# # . & . "' # #
) # # $
/' , 0 , 1 2
- # ) & #
'# - # 1,

3. HISTORY
'# ' 3 # ' # # & # 4 4 '# #
5$ " / '# !) ' 6 7 # . "' # & # 4
& ' ' # "' # # ' # 8 ' # # #' '#
525 4 # 4 '# ) 97 ) . 4 4 #
" # & # '# "' # 6 % # #
# 4 . '# " 3 #: ;& . ' #
5 2 - # 4 - # # 6
- & # # & # # # # ' 4
'# " # . "' #< " #
& ' " 6
4 4 ' & '# # 6
4 # :5 !:5* 4 # # # & # .
"' # ' " # 6 # # 4
& - ' # ' & # # #
"' # " # # # 4
&& '# # " "' #
- ' #6 = # '
4 ' / / / )
# " #
4 ## # " # ' 6
" # # 4 4 ## 4
' # # > # # '
" # # 4 6 - . - & #
# # ; # # & ' # ?
& # # # ' # & - -
# ' '# 4 6
What’s Samsung today?
Production. )' # '# #
& # #' '
# & ' # 4 4 $*
" # 6 # & ' - '
# # ' @
# ' 8
" & # 8
- #8
&' # & # 8
&& # 8
1 Samsung
Headquarters in
Seoul
2 Samsung d’light is an exhibition
space to showcase Samsung
Electronics’ product.

4. # & ' & & & - " 6 # '# # "
# # # " # . "' # " # 6
Profitability. # # ' # '# . # # & "
? - # 6
# & . # - #
& "
"' # '#
A # ' )
? B. 4 12C
# , 6
# # & . <
# > - #
" # # # 6 '#
& ' & #
# ? 4
& # DC. # #
' & ? A DCB.
E7 # A CB. '
3 A 2CB # . # .
) # ? 4 DC6
# , '# #
> 2$ " # 39%
A 3 #< ' # B 6
4. " # #
#
# # #? 4
# @ .
& # # # - # '& - # ? & - ?
# # "' # 6 # . 4 " # '# # '# ## - -
& ' '# ; # # 4 '# ; . " ' '# #
& # # # 4 '# 4 # # # & 4 # && 6
. # # ' ; #. # & ' ' # # #
# # '# '&& & ' & ' # & #
## - #6
# " # 39% ,,5 , , ,
12.1 D $D.21, 2$.,,
& D . 5 $ .52D $ .*$
7& # ,.5 $ . 5 2. $,
" #
; ' #
. 5 5.1 5 . $5
5. 2 2. D 1. 1D
Target '# " # & # . #. - " # "
& # # & ' '# # 6 '# < 4 $ . # & '
4 & ' " & # . . &' . # - $, 4 & '
&& # # - # 6
& "' '# < & ' & ' ' & & # #
4 # " # & 4 6
# # 4 '# " # 6

5. Distribution. ) ## "' # '# & ' # ' #
# # # ' & ? 6 ; & ? A4 " #
4 # B. ' # . # . 6 #
## . '# - & # # # A #
- # 4 ?B " '
- & ' # # 4 #
# # & ' - A # # #B
- " 6
4 - . '# "' & ' #?
# 4 ? - & # #
# # ? 6 # & "' #
'# & # " ' & # #
4 # ' # - ;& #
'# : & ' 6 ?# 4# F '#
;& # F6
What will Samsung be tomorrow?
& # & '# , , GD,, " # # - #' # " @
7# 4 < & - " # 8
7# 4 < & - ## - - & # 8
7# 4 < & # & # 8
7# 4 < &! ! # # # 6
'# . > # "= - . " && #
# # @ F) - .F F # &.F # F # F. 4 " '# # ' # # !
4 . # & ' ? ' 4 # ;& . # 4. # 4 .
# ' # . # . # " # . # " - # 6
BRAND IDENTITY
& # '# # "
# > & # " #
# " ?# 4# " # - '
#? # 6
' '# # & # #
#? # & ,, " # . 4
# # # " # - ' " H ,C #
6
# 4 # 4 " # #
" # # > # # ' <
;& # . "
- ' # # 1 ? @ I #
# . 9 / # #
# # # ' . #
/ # # 6 # # . # #
# " # " " # # # ' # .
& > # # - " # - '
" # - ' #6
3 Samsung Experience Store in NYC.

6. # ; # 1 - # # & - ' #
4 ?. # ; & " # # 6
# & ' . ' '# # . " - ' # " # . " # 4 ?
# & A ' ? . # # # B # J' & #
#' ' D. & # # ' .
# . '# " #
4 : - ' " " # 6
'# # & # & # ' #. "' - & # #
& ' 4 # # # 4 & & ' '# 6 7# - .
# < # " ' D C. " ? 6 . '#
& # # - # & # 4 4 4 # #? ' 6
MISSION&VISION
Mission.
Vision.
I '# ## - #. ; " # '# J' # - 6 # & '# "
? # @ 4 # . ## - - ' # ) - ' # 6
4 # " ' & # # " 4 # # ' . # # &
- # 4 '# - - "= - 6 & > # ;& #.
1 I@ ) . ) # . #. 9 & # - # 6 I@ ' # . 9 - # . # #.
) # # . # . # # # 6
D '# 6

7. '# ## - # ' & # " # # &
> # &6
Corporate Culture.
# # '# 4 "' - & ' ' # .
. - ' # K & L ? 6
# '# # # # # # #
# > # ' ' 4 " & & 4 ? - . "' #
? " # # && # # 4 ? # $6
& # ' & < . #< ' # # & !
# 6 - . # # & . '# '
K % ? L A % B & # # 55*. # K % ?& L6
'# & - & # ' '# #
,,5 ' # # ' & & & - '
9+ 3 A3# 4 # # B6 '# '&& '# - .
# # - # & # # ' # # # & & 4 - .
# & # & # & # & 4 # ; " & # # # #
& # # " > #6
'# " ' # - # # # ? & # & #
# # ' & & '" ' # ' & # # # #
& 6
$ '# & # ' # 4 ? '
. '# & KI ; " L. # ,,*6

8. # 5 *. 1. " ' D,C
# 4 & # # ' '&6 # 4 4
' # # #' " ' ' " # # .
' . . .
# . "- ' . 9 #> < 4# M /9 6
#? 4 ' '# 4
- . ## - - # # & & .
" # 6 " # # 4 #
# # # && 6 4 # # " '
# 4 # 4 '# 6
I 5* # # # > #. "' ? & # # " # ' # 8
# . & ' # # = # # ; ' - # # # # #
& # A4 # B 4 # # #
' # . < # 6
# 5* ' 4 & # # 4
3 # 4 '# 6
I & . " # & ? "
4 # ;& # #. # " ' G$ # ##'
6
# 5*5 I 4 '# # & #
& # 6 6 ? 6
55 4 # & #
. " ' # # #
' ' K ' ' ' - # L & # 4
'# 6 # & . 9 #> " ' # #
: ' / A # B. - # . #
4 ' ' . ? - 6
# 4 # '# # 4 " # . $$! .
#? 9 #> < # & # # 4" # 6
& # " # # # & 4
# & ' . # # 6
9 #> " ' & # # N #> A B #
# # . # 4 4 & '
4 # . - # && 6
# 552 & # D.,,,! J' ! &
# 4 O ? ) <
; # # - #' . 4
" # # # # #:
) - # # # 55 6
# 55* '& " 4 '# 6
" ## # # ' . J'
! " # ,, & # # ' '
? 6
& ' 4 '# # ,, 4 #
. ' & # & # 4 <7 P <

9. ';' & ' - #8 # & . '# = # #
" 4 - # # # 4 #6
# ,,* # 4 & ' & # #. # . 4 '# #
# & . " & # & 4 # ? I . ! #
I $,, A # ,6,,, $%% 4 & ' B6
## '# ? # & # & 4 #
) &' # # # ' & . # #
# : - ' 4 . # 4 =
& # # 4 " # 7 /I &
A : " B6
# ,,5 : #.
. 4 '# 6
# , & # & #
; # . . '
& # & 4 # # #' ' ' .
4 ?. # , . #
6
# 4 '# - " .
4 " #' ' # 6
" # # 4 # ##' ' # - - # " # ' . *$C
4 # ' 6 J' # - # . # # ! #
& . "' & # & # # # *, '# 4 $6,,, & # .
# ' # # 1,, # !" # 6 & # 7 O /9 N .
4 # & $$ . # # # # # ? # # #
. N ? # 9 6
& & - 4 . # 4 # # # " "' ' # #
# 8 . # ' # # 4 # , 1$ .
4 # ##' # G$,6,,,!G ,,6,,,. 4 - # " . # & # #
## - . 4 '# J' & # # 4 & # # # '# # #
J' #! 4 # 6
I # ; 4 ' # # #
. # & ' # 4 . #
# # # 4 && '# 8 4 - . 9 #>
' # ' "
- & # # # . #.
KJ' # L " # 4 6
! "
# $

10. & # # " # > & # " # #
" ?# 4# " # - ' #? # 6
" # & ' & # # ' # # # A # # B
#? # 6
/ # & ,, # / #
, ,@ #?
, @ #? 1
- @ #6
& ,, ;& # - # / # .
4 ' # ? - ' . "
# & # & # " # !
4# . ? & # #
&& '# & # #
" # 6
& 9 9 #? " Q
, ,@ #?
, @ #? 2
- @ " 6
& 9 . # " # ! # .
? # . # & > # 6
& ,, # / #
, @ #? 2
- @ #
" # '# # 4 # # #
" " # 6

11. # #' ' # - # " 4 " & - # !
- ; # ;& # ' ' . & # # !4 ? 6
' ( ( ) * * )
+ ) (
" , , ( # ) )
)
- ".
K7# " - L & & 6 I - #.
'# #- # # # ' 6 # . #: 4 # # # A4 ## # B
4 " & J' @ # 4 4 # ; # . "' =' 4
4 ' 4 # - 6
- - # '# & & . #< & 4
' # . "' ' 6 # # '# J' # . 4
4 - @ " & ' # ? 6

12. ! " #$"#
' ' ' ' 9 #> 9 @ # # # #
"' # # 4 #? # # & # K L6
# . K/ ) - L # > & ' # # <
& # . ? # ? # 6 # # . " # # ' " 9 #>
K &L. 4 # # & # 4 # 8
# J' - 4 # - & # #
'# "' # # 6
# ,,,. 9 #> ' < & # & 4 A # # # # '&& B
' # # '# # . " 4 # 4 ## # # &
& ;! # # # & & # < # J' 6
%%
# # . 9 #> ' " # . # # # 4
4 : # '# # 6 K/ # L " # '
' ' @ 4 - & & # & # & " . # #
'#& " . # - # # 4 # & # 6

13. ! " " "
# " $% & '
" " " (
'' " )
" *++
" "
" " "
, " "
"
"
$-
& "
.
/ !0
1 0
2 %340
*
! "
+ * 5 ' 6 7 8
/9+
" &
! 5

14. 6
* : " " " "
& 2 $--% ; & $--< =
" , " > ? " ? 8 -@
"
" " 8 A B "
" ,
"
5 6 " "
,C " & D !" "
" "
.
"
7 " : " " "
" " 0
>
"
> " ! "
=! 7 >) D E
C F *" 5 8 .
G " 6

15. "
,
. * " ;
5* ; 6
"
5 " 6
"
, $-- >$- -
; "
.
$-
"
"
" ! "
.
! "
#!
$

16. > - " , H :
" # "
8 !
! * >1 Samsung
5 + * " + 6
" !
A* C B 0 8 ! "
"
" "
5 6 5+ 6 , +
5 ! 6
.
. < @
+ . 4 @
! "
" , "
+ : !
#
+ "
: " " . 5 -@ 6
"8 ! "
+ ; "
, . "
! " " +
D " " " 4 $ " ! ! "
> $. "
4>% " !
" " 5 6
! "

17. #
, " #
+ )
) + ! " ,
" "
! " "
" . + "
" #
& " A# C B

18. ! "
#
$ %
#
"
!
$ !
!
! %
& "
' !
( ) "
* +
+ ,
+ !
! +!

19. -
# '
) *
.
'
( '
/ " 0 " 1 2 3/"
( 45 46 7 ( 45 46 7 ( 45 46 7
489 ::; <= =5 > //" 489 ::; <= =5 > //" 489 ::; <= =5 > //"
4? 6 6
@ A B5 C =: B? A =C9: 6 A =C9: 6
: :<,>C 6 D< > : :<,>C 6 D< > : :<,>C 6 D< >
E9F1 <48:F1 > E9F1 <48:F1 > E9F1 <48:F1 >
G (F (F ( G (F 7 F /
! ( ?B 4BB 9BB ABB ?BB 45BB :9BB
"
7 / , " (F
# $
! " !
H I I
% &'
" %
: B+ 3/" : B+ 3/" : B+ 3/"
%
# 4 6+ #
( %
" 7 9B
#% " =9B ." 1 2
& #
" ) ( ( J 2 # # ) 2 #
*
( A
* , B 9 C A 4 B 6 C 4 A
"&$ &+ &
%!
, -
H H H
"&* $
&!
G I G I & G & 3 , 7
7 ( 7 / I K &
." /
7 8 1 8 . " 8 8 # 8 / 8 2 8 G
F 4 8 G F 9 8 G F : 8 G F A

20. #&*
L I 1 1 L
0*
H H H
*&$
M NGFK "/ FOM 9 94 "G) 4 4 G & 4 B
7 / / 7GA 1 . 95A ( ((/
" )
F " / < AK& >
"./ < ?K& >
"O/ < 5AK& >
"
( 4B7& ( 4B7& ( 4B7&
%& " * $
" J " ) < > P2 M
( * *% $
Q ,(1 Q ,(1 Q ,(1
" 4B 4B 4B
&0%
"
1 7 7 7
0 2 0 0
#%" H H H
0 + 3 4 H H H
( ) ! (1 I / G(3 <R >
% "
)! -
.5 # %/
A 4:% 9 :9% B D?% A 4:% 9 :9% B D?% A 4:% 9 :9% B D?%
(
$ %
& ' 4? -
&
'
&
) 5 6
'
-
) :" G ( &
3 - G G 7
: B :" G G K G F M
G
& JK
7 "

21. "
F
"
<
>
3
M "
"
9 4
- 9
" <&
& & R >
"
-
!
& G /
-
4 I
9 G

22. # ' "
!
</ I >
M "
! # "
<( G K S> " 7
$ ! % "
"
*
M

23. "
M
#"
< >
M 96B T
!
"
F ( (
M R /
& - M
K & N
U
!" 7 344 8
!# 344 8 6 9:4 8
! 9;< 8 6 9=4 8
$ 9>< 8 6 944 8
% & # ? 944 8

24. #
< F 7 7 R & & >
$ H # %
4? :B
K
"
46B#9BB T :
: 495
M M M M*
M *
% ! ,! @ , !
A ! ) ! 1 ,! %
)! B

25. <
S>
I
5 ) ! ! ! ! !
) B
V 4? 4? # 96 95 # :B :4 # :6 W :6
&
# A ) !B
7
+' " %
P < > R G 2
&F 3FOM&3F 9BB BBB 96B T 6B BBB BBB T
&F /R2M)R 9BB BBB 96B T 6B BBB BBB T
&F G2) (K)IM 9BB BBB 96B T 6B BBB BBB T
+' 0 *'
2 G
) (3 2F1FIRF 4BBX
,F F2I FR2)GF
I)2 . (7F2M/(
)R . (7F2M/(
( M(
.F 2F ) .F ,)23"
< >
, F
7 F (

26. !
" !# !! !
$ % & ' % !(
$ % % ) !(
% * +%, - !(
- . / 0& '0/ / !(
+ * / " & $ ) (
) !(
/ - 1 ' & !(
&
!(
2 / -
1 ' & 3
+* & $ 2 4 ' 5 + $
) 6 / & 5 6 % " 7 ' 3
!(
2
& 3
+* & $ 21 3 !(

27. !
+/ 8 9 %:; ;5
<
$ * +
=#< (#<
+/ 8 9 %:; ;5
+5; !# >? # # #
>!< !(= # @@ ? # A? ??#
& = < > > == @!= ?# !@ ?=@ ?#
B >@< < (=< #A #A # ? =# ! (#! (#
$C% ?@< < =< > > = >@! >?# ? #
% B ! < > < >< !( #!( # ! @( ?@( ! > ?!@
9
+ *
=#< (#< =< > > # @A@ (A( ( != =#@
(@< = < (!< A= A! !? A ( ?# > = #
B : &
: 7 D *
'
D / * *
* * * * . E
.
%
*
% '
* *
! " & *
/ ! <
/ - 1 ' .
% 6
* * 2 F5 G *
3

28. ! " #
$
%
! & '% %
(
!( & !) & % * (
+ ' %
,
%
!
"# $ %
- *
+
. % !& ' ( & " "

29. -
) " / " $ . $ / / . ( 0 1
(203 (4'.3 -1 5 67 777 8 9
4-3' :;6 777 $
" .<1 ;7= 777 $
>? @;6 777 $
' ' ; ;A6 ABA $
. 3'2<88 -). 9 C DD 777 $
3'" 'C "0 0>3."-. =; 777 $
E . E
% !8 ) &
,
0 "
( 8
F (
" " > G
) *
$
) )
+
& ,
- % *
.
)
! & "/ 0 )
/ 1 %
+ 1

30. 0 - ( ,
3 23
4
H( % H
%
8 ) % ,
9
8 2
! &
8 " %
-
H0 2 H
,
0
9 H H
.
0 %
( %

31. $ " 4
! & 9
9
(
(
(
2 : D $ 3 3 $ $ I
* ( +
9
$ 3 3 $ $ I
% ' 801
" ;; !" F ( ) &
> 1 2

32. . % ; !0 2 &
.
1 F )
3 /
2
$
1
8
(
8
! 9 &,
9
; )

33. !
"
! # $$