2. Brief Summary
I n 1 969, Sams ung Electroni c s was founded i n South
Korea. The company origi nally manufactured consumer
el ec t r oni c appl i anc es s uc h as TVs , c al c ul at or s ,
r ef r i ger at or s , ai r c ondi t i oner s , and was hi ng mac hi nes .
By 1 981 , Sams ung had pr oduc ed over 1 0 mi l l i on bl ac k
and whi t e TVs . I n 1 988 i t mer ged wi t h Sams ung
Semi c onduc t or & Communi c at i ons and s t ar t ed what
woul d be a mos t pr of i t abl e gl obal mar ket i ng c ampai gn by
s pons or i ng t he Ol ympi c Games .
For t y year s l at er , Sams ung El ec t r oni c s celebr at ed i t s
40t h anni ver s ar y i n 2009 and has devel oped i nnovat i ve
pr oduc t s , addi ng i nt er ac t i ve s ys t ems t o f ur t her enhanc e
c ons umer exper i enc e.
Ear l i er t hi s year I n Mar c h 201 0, t o s t ay ahead of i t s
c ompet i t or s , Sams ung i nt r oduc ed i t s r evol ut i onar y l i ne
of t hr ee - di mens i onal TVs ( 3DTV) at a New Yor k event ,
par t ner ed wi t h Dr eamwor ks ani mat i on.
4. Marketing Strategy
Over a decades ago, Samsung Electronics was a little known low-end consumer
electronics company. However, this Korean consumer electronics manufacturer
realized that the only way to build a better known identity and rival giants such as
Sony and Panasonic was to focus on building a more upscale image through better
quality, design, and innovation. With that, the company discarded its other brands
and put all its resources behind the Samsung name. Reinventing itself, Samsung
produced a line of first-rate, top quality TVs, cell phones and appliances, to reveal
the company's superb technological advancements. The perception of Samsung
was no longer the ―cheap brand.‖ By elevating the quality of its products above
its competitors, it is now in the ranks of Sony and Panasonic, two Japanese large
electronic big names.
In 1999 famous Marketing expert Erick Kim started working with
Samsung and within a few years Samsung flat TV and Cell phones becoming
consumer favorite. Kim collaborated with Best Buy, a top US electronics goods
retailer to promote their goods in North America.
5. In order to be a powerhouse electronic
company, Samsung needed to change its brand image.
• Samsung became a local sponsor for the Seoul 1988 Olympic
Summer Games.
• In 1997, the company then became a member of The Olympic Partner
(TOP) under the category of wireless telecommunications equipment.
• Samsung is recognized for providing the Games with crucial, real-time
information service in support of the world's largest sporting event.
• Samsung is proud to carry on its Olympic partnership through the 2016
Olympic Games.
6. Mass Marketing
Marketers report a number of reasons to sponsor events:
• Increase awareness of company or product name
• Create or reinforce perceptions of key brand image
• Enhance corporate image
• Create experiences and evoke feelings
• Express commitment to the community or on social
issues
• Entertain key clients or reward key employees
• Permit merchandising or promotional opportunities
7. S-T-P STRATEGIES
SEGMENTATION:-Demographic by Age, Economical
class, segmentation according to consumer
knowledge, Designing the new products on the latest trends etc
Targeting:- Trendy Young people, Business
persons,professionlas, Students,tech savvy people etc
Target is not only number driven but also about retaining
customers.
Positing:- Samsung Concept Store, Market making &
category creation in small towns, Wider Care Network
Access to Samsung care line etc
