Samsung was founded in 1938 in Korea as an exporter of dried fish and agricultural products. It entered manufacturing after the Korean War to help rebuild the economy, first producing sugar and fabrics. In the 1960s, Samsung expanded into electronics and chemicals, establishing its electronics division in 1969. Since then, it has become a global leader in electronics, being the first to develop numerous technologies such as DRAM memory chips, LCD screens, Blu-ray players, and flash memory. Today, Samsung Group is organized into various business units focusing on areas like displays, semiconductors, and mobile communications.

1. May 3, 2018
Faisal Karimi
MA Student, New Media
Shanghai Jiao Tong
University

2. 2 / 15
Samsung Group
• Founded in 1938
– exporter of dried fish, vegetables, and fruits
– flour mill and confectionery machines
• 1950’s Economic Stabilization
– Korean War - Samsung lost all assets
– aimed to help rebuild Korean economy; entered the
manufacturing industry (sugar, fabrics)
– became a leader in modern business practices (recruiting
from outside)
• 1960’s Expansion of Key Industries
– entered electronics and chemical industries
– 1969 established Samsung Electronics Co.

3. 3 / 15
1969
Company established
1969
Company established
1980
Korea Telecommunications
Corp. acquired
1980
Korea Telecommunications
Corp. acquired
1972
Production of B/W TV sets began
1972
Production of B/W TV sets began
1995
TFT-LCD mass production began
1995
TFT-LCD mass production began
1992
Company ranked world’s top DRAM supplier
1992
Company ranked world’s top DRAM supplier
1974
Wafer fabrication started
1974
Wafer fabrication started
1988
Samsung Semiconductor &
Telecommunications merged with
Samsung Electronics Co.
1988
Samsung Semiconductor &
Telecommunications merged with
Samsung Electronics Co.
1994
256Mb DRAM
developed
1994
256Mb DRAM
developed
1996
CDMA cellular services
commercialized
1996
CDMA cellular services
commercialized
History

4. 4 / 15
2004
 S-LCD Corp., LCD joint venture with Sony established
 World’s 1st to develop and demonstrate Mobile WiMAX
2004
 S-LCD Corp., LCD joint venture with Sony established
 World’s 1st to develop and demonstrate Mobile WiMAX
1997
Worldwide Olympic
Partner contract signed
1997
Worldwide Olympic
Partner contract signed
2002
Production using 300mm wafer and
90nm processing technology started
2002
Production using 300mm wafer and
90nm processing technology started
2003
Company became leader
in flash memory
2003
Company became leader
in flash memory
1999
 World’s 1st to offer full
line-up of digital TVs
 Developed watch phone,
MP3 phone and TV phone
1999
 World’s 1st to offer full
line-up of digital TVs
 Developed watch phone,
MP3 phone and TV phone
2006
 World’s 1st Blu-ray
Player launched
 World’s 1st 50nm
1Gb DDR2 DRAM
developed
2006
 World’s 1st Blu-ray
Player launched
 World’s 1st 50nm
1Gb DDR2 DRAM
developed
2007
World’s 1st
64Gb NAND
flash memory
developed
2007
World’s 1st
64Gb NAND
flash memory
developed
2005
 World’s 1st Satellite
and Terrestrial
DMB terminals
launched
 World’s 1st
102”PDP TV,
82”LCD TV,
and 71” DLP™ TV
developed
2005
 World’s 1st Satellite
and Terrestrial
DMB terminals
launched
 World’s 1st
102”PDP TV,
82”LCD TV,
and 71” DLP™ TV
developed
2009 ~ 2010
 Reorganized into stand-alone
businesses
 Acquired Samsung Digital
Imaging Co.
2009 ~ 2010
 Reorganized into stand-alone
businesses
 Acquired Samsung Digital
Imaging Co.
History

5. 5 / 15 | 5
LCDVisual
Display
Semiconductor
Telecom
Systems
Digital
Appliances
IT
Solutions
Mobile
Communications LCD
Digital
Imaging
Business Units

6. 6 / 15
Samsung logo
Tagline:
“Inspire the World, Create the Future”

7. 7 / 15
Samsung marketing strategy
• Samsung marketing strategy integrates various forms of advertising, events
and experiences, public relations, direct marketing and personal selling.
Samsung’s has the largest marketing budget in the competition and this fact
partially explains the leadership position of the business in terms of market
share. Samsung spent a total of USD10.2 billion (11.5 trillion won) on
marketing in 2016 alone.

8. 8 / 15
Who:
• Buyer Persona
 Millennials/Young Professionals
 Trendy young people
 Large businesses.
 The common cellular phone users.
 Organizations such as: services to public safety, the government, and
both utility and manufacturing enterprises .

9. 9 / 15
Who:
Description
- Who is this person?
•The usual target age group of customers range from the 20s to 60s or
even older, as long as the person has the ability to purchase and use the
products that Samsung has to offer in the market.
•Teenagers to early adults (age 14 - 25)
•Adults (age 26 - 60)
The company can segment the
market into urban and then rural
people to regain market share.

10. 10 / 15
WHAT
• Problems you solve for this buyer?
- Why are they buying from you?
Providing telephone and telecommunication
services to the buyer.
Supply of entertainment and entertainment
needs of the buyer
Connect the buyer to the digital world
Provide the diversity of communication
devices and products
Cheaper prices than other brands
Excellent quality and unique design

11. 11 / 15
WHAT
Actions you'd like them to take:
- Purchase- buy, donate, subscribe, etc
- Enquire- Live Chat Support, FB Messenger, Phone Support line
- Connect- connect on Social media, Subsctibe to email newsletter,
webinar,
- Free download (Lead magnet)- Download Free Apps, devices
guides e-books, template, Slideshare,

12. 12 / 15
WHY
• How are you remarkable?
• Proof
- Guarantees, testimonials, press etc.
 Product warranty service for the buyer
 Warranty service for the buyer
 Waterproof of devices
 The product is universally accepted
 Product Safety
 One of the largest technology companies in the world

13. 13 / 15
WHERE
• Where are they?
- Google, blogs, Facebook, Instagram
etc.
Samsung users are in all parts of the world.
Also, they have present in a variety of social media.
Even where is not electricity

14. 14 / 15
HOW
• Content is King (Strategy)
-What will you publish?
Product promotion, product manuals, answers to user questions, latest
changes, sales amount, Superiority over competitors
- Keywords buyers type into Google
Mobile, Samsung, Smartphone, Electronics, Android, Galaxy, Tablets
Marketing is Queen (Tactics)
Blog, Twitter, YouTube, email, newsletter, e-books, Facebook, podcasts etc.

15. 15 / 15
Samsung’s web Strategy
• Multi-dimensional across all platforms
Videos, GIFs, images, reviews, video guides, etc
Social media is a very important part of Samsung’s strategy. They have a
strong presence on Facebook, Twitter as well as YouTube on the name of
their social media strategy.
Samsung on Facebook: When you will open Samsung’s Facebook page,
you will notice that Samsung has more than 156 Million fans and their
cover picture clearly indicate about the latest upcoming launches of
Samsung.

16. 16 / 15
Samsung’s web Strategy
• Samsung on Twitter
Samsung is not only ruling through its Facebook page but it also holds a
good fan following on Twitter as well. Frequency of posts here is quite
high.

17. 17 / 15
Samsung’s Website
 Very well constructed
 Seamless integration between all pages
 Recommendation: Free up space

18. 18 / 15
Samsung’s Website

19. 19 / 15
Online Ads/Internet Marketing
• Very good, but can be improved
 Short, concise messaging
 Visually stimulation a must
• Strong in SEO
 Recommendation: Keep up with products

20. 20 / 15
Mobile Apps/Web
 Excellent presence on mobile
 Samsung has mastered the online shopping cart
 Fully integrated, seamless web experience
 Samsung Pay

21. 21 / 15
Thank you!