1. The document outlines Samsung's corporate identity, background, strengths, weaknesses, opportunities, and threats. It also discusses Samsung's reputation through its charity events and scandals. 2. Samsung aims to restore its reputation by launching a campaign during and after the COVID-19 pandemic to support students and hospitals in Ho Chi Minh City through donations. 3. The campaign aims to present Samsung's positive image in supporting the community and government during difficult times, as well as improve its reputation regarding past product issues.

1. HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES AND
INFORMATION TECHNOLOGY – (HUFLIT)
----o0o----
Department of Foreign Languages
CORPORATE COMMUNICATION
Ho Chi Minh City, January 8th
, 2022

2. 2
NAME STUDENT ID
1 Nguyễn Thị Phượng Ánh 19DH710839
2 Nguyễn Thị Thu 19DH710777
3 Đoàn Thị Anh Thư 19DH712907
4 Nguyễn Hà Đoan Thục 19DH710110
5 Lê Hoàng Thiên Nga 19DH711736
6 Phùng Thị Trang 19DH711594
7 Võ Tường Vi 19DH711385
8 Nguyễn Trần Như Ý 19DH712315

3. 3
1. Corporate Identity.................................................................4
2. Corporate Background..........................................................6
3. S.W.O.T Analysis ...................................................................12
4. Corporate Reputation............................................................13
5. GAP Between Corporate Identity & Corporate Reputation.14
1. Identify and Prioritize Target Stakeholder Groups...............14
2. Identify Themed Message(s)..................................................16
3. Develop Message Styles ........................................................16
4. Develop A Media Strategy.....................................................16
1. Overall Plan ..........................................................................17
2. Detail Execution....................................................................18

4. 4
1. Corporate Identity:
 Company’s name: Samsung Electronics Co., Ltd.
 Abbreviated name: Samsung
 Slogan: “Imagine”
 Logo:
1938
1969
1980
1993

5. 5
2005
 Brand’s image:
Images of Samsung Headquarter
 Business’ icons:
 Business’ ethics: Five Samsung business principles:
 We comply with laws and ethical standards.
 We maintain a clean organizational culture.
 We respect customers, shareholders, and employees.
 We care for the environment, safety, and health.
 We are a socially responsible corporate citizen.

6. 6
2. Corporate Background:
 Samsung’s history:
- Samsung Electric Industries was established as an industrial part of Samsung
Group on January 19th
, 1969.
- December the same year, Samsung Electric established a joint venture
named Samsung-Sanyo Electric with Sanyo and Sumitomo Corporation.
This is the direct predecessor of today's Samsung Electronics.
- The joint venture's early products were electronic and electrical appliances
including televisions, calculators, refrigerators, air conditioners and washing
machines.
- In 1988, Samsung Electronics launched its first mobile phone in the South
Korean market.
- 1995–2008: Component manufacturing and design strategy.
- 2008–present: Recent developments.
 Headquarter: Suwon, Gyeonggi Province, Korea.
 Founder: Lee Byung Chul
 Legal representatives: Lee Jae Yong – Chairman

7. 7
 Business networks: Over the world
 Workforce: 290,000 people
 Visions – Missions – Core values:
 Visions: “Inspire the world, create the future”
- This is at the heart of Samsung's commitment to leading innovation in
product technology and solutions that inspire communities around the world,
joining Samsung's aspiration to create a better world.
- As we recognize our responsibility as a leading global innovation company,
we also dedicate our efforts and resources to deliver innovative solutions,
new value for industry and customers while meeting the shared values of our
employees and partners.
 Missions: “Becoming the best digital-company”
- Samsung is committed to manufacturing and providing quality products and
services that enhance convenience.
- Enabling a smarter lifestyle for its customers around the world.
- Improving the global system through the relentless pursuit of innovation that
breaks and creates value.
 Core values:
- People: At Samsung, we strive to give our employees plenty of
opportunities to reach their full potential.

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- Excellence: Everything we do at Samsung is driven by an unwavering
passion for excellence and an unwavering commitment to developing the
best products and services on the market.
- Change: As we have done since our founding, we set our sights on the
future, anticipating the needs and wants of the market so we can steer the
company towards long-term success.
- Integrity: Ethical business is the foundation of our business. Everything we
do is guided by an ethical guideline that ensures fairness, respect for all
stakeholders and complete transparency.
- Co-development: Samsung is committed to being a socially and
environmentally responsible corporate citizen at all its branches around the
world.
 Outstanding achievements and awards in 3 years:
- In 2019, Samsung had the largest global brand value in Asia and at the same
time ranked 4th in the world.
- In November 2020, Samsung with a market share of 33.7% leads the
smartphone market in the US.
- Also in 2020, Samsung's brand value is valued at approximately US$ 95
billion, ranking No.1 in Asia and No.5 in the world.
- February 2020 Samsung received 61 awards, including two gold, at the
world-famous International Design Forum awards ceremony.
- October 2020, Samsung received a certificate of merit from the Prime
Minister for its efforts to ensure workers' lives.
- In January 2021, at the Tech Award 2020 event, he received 4 awards in the
product categories: Excellent Refrigerator Brand, Excellent TV, Best Home
TV, Excellent Phone.
 Services and products:

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- Samsung focuses on four areas: digital media, semiconductor,
telecommunication network and LCD digital appliances.
- Samsung Electronics produces LCD and LED panels, mobile phones,
memory chips, NAND flash, solid-state drives, televisions, digital cinemas
screen, and laptops. The company previously produced hard-drives and
printers.
- Some typical products of Samsung:
 Smart phone:
Samsung Galaxy J5 Prime Samsung Galaxy Note 20 Ultra
Samsung Galaxy Z Flip Samsung Galaxy Fold 3

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The change of the Galaxy S series over the years
 Tablet:
Samsung Galaxy Tab SM
Samsung Galaxy Tab S6
 Smart watch:

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Samsung Galaxy Fit2 Samsung Galaxy Watch 4
Samsung Galaxy Watch 3 LTE Samsung Galaxy Watch 4 Classic
 Other products:
Samsung Smart TV Samsung Smart Washing Machine

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Samsung Laptop Samsung Smart Fridge
3. S.W.O.T Analysis:
INSIDE OUTSIDE
Strengths Weakness Opportunities Threats
- High brand value: ranked
8th
in the world’s most
valuable brand in 2020.
- Strong manufacturing and
marketing capabilities.
- Long experience in the
field of technology
development.
- Variety of products:
tablet, camcorder, mobile
phone, camera,
TV/video/audio, Memory
Cards, PC.
- Always innovative
research and development.
- Product
Failures:
Samsung Galaxy
Fold 3, Note 7.
- Bribery
Scandal.
- High price.
- 5G Technology.
- Digital
Marketing.
- Product
acquisition and
diversification.
- Growing demand
for digital services.
- Impact of
Pandemic.
- Strong
competitors:
Apple, Xiaomi,
Huawei.

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4. Corporate Reputation:
 Events and charity activities:
- Since the Olympic Winter Games Nagano 1998, Samsung has supported the
Olympics with innovative mobile technology as the official Worldwide
Olympic Partner in Wireless Communications Equipment.
- Samsung will continue to serve as the official Worldwide Olympic Partner
and provide wireless communication and computing equipment support for
the Olympic Games until 2028.
- Samsung Employee Helps Dream Big! Broaden Access to Girls’ Sports on
July 10, 2019. Over the past 12 months, Samsung has supported 47
employee-nominated non-profit organizations through the Community
Impact Grant, total about $65,000 in donations.
- “Samsung Gives” Charity Gala Celebrates Partnerships that Help Defy
Barriers on September 19th, 2019. Samsung raised more than $2.4 million in
charitable contributions at the gala, including proceeds raised during the
evening’s auction.
- Samsung supported U.S. communities in the fight against COVID-19 on
October 4, 2020. Samsung U.S. businesses donate $4.3 million to help
partners in local communities.
 Scandals:
- Samsung was the subject of several child labour complaints in series from
2012 to 2015.
- In 2016, 35 Galaxy Note 7 smart phones have been reported to have battery
problems. This fault of the battery has made Galaxy Note 7 suddenly one of
the worst crises.

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- In 2019, SAMSUNG was the first to launch a foldable phone, but Galaxy
Fold encountered a screen error.
5. GAP Between Corporate Identity & Corporate Reputation:
- SAMSUNG is committed to complying with local laws and regulations and
applies a strict global code of conduct to all employees. However, Samsung
was the subject of several child labour complaints in series from 2012 to
2015.
- Although Samsung's commitment to leading innovation in product
technology, the Galaxy Note 7 cell phones disaster and the screen error of
Galaxy Fold costed the company billions.
 In just 3 years, Samsung had 2 huge scandals and seriously related to its
flagship. It has impacted Samsung’s reputation and users' trust in folding
phones.
 Strategic Intent: The company needs a communication project to protect its
reputation, restore the company's image better and better in protecting
children, supporting the government and the country, improving the quality
of products.
 In order to restore the good images of business in supporting
community and enhancing product quality, Samsung will launch a
campaign in 2 periods: during Covid – 19 Pandemic in the early 2022,
and after Covid – 19 Pandemic in the middle 2022.
 During COVID – 19 Pandemic in the early 2022: Samsung connect with
local authorities in difficult condition areas in Ho Chi Minh city to donate
learning supplies, electronic devices (laptops, smartphone, headphones) to

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1,000 poor students and support medical equipment for Hospital of Tropical
Diseases and 115 People’s Hospital at the theater of Ho Chi Minh City.
Through this activity, Samsung wants to present a positive image of itself in
supporting the government and community to overcome the pandemic.
 After COVID – 19 Pandemic in the middle 2022: Samsung will organize a
showroom event with 100 the press, famous celebrities and KOLs, and
customers in order to introduce products. Participants, customers, and
journalist can experience Samsung products in reality, from which they can
see that the company's product quality is more and more improving. Besides,
the company will also hold a marathon competition at Sala in District 2 with
at least 1000 participants to help 50 orphans and donate more than
100,000,000 VND to Disable Children Fund.
1. Identify and Prioritize Target Stakeholder Groups: The main
stakeholders include:
 Government: Helping company make the list of orphans after Covid –
19 Pandemic and students whose family conditions are extremely
difficult.
 Social Media: The press, social networks such as Facebook, TikTok,
Twitter, Youtube, and famous celebrities and KOLs. They will run
advertisement about Samsung’s campaign on news, TV channels,
social platforms.
 Community: People in Vietnam, customers of Samsung. They can
experience products when attending the showroom event to see how it
is qualified and they can sign up for participating the marathon to
raise funds for pandemic orphans and disable children.

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2. Identify Themed Message(s):
 With this campaign, Samsung would like to convey the message
“Flying Dreams” to the community. “Flying Dreams” not only shows
the company's growing desire, but also expresses the desire to give
wings to the dreams for disadvantaged children, especially orphans
and disabled children. With Samsung, every dream can come truth.
3. Develop Message Styles:
4. Develop A Media Strategy:
 Samsung will hold a press conference to announce this campaign.
 Samsung’s website page will constantly update all information about these
events and activities.
 Samsung uses all the most popular social media platforms.
 Contacting with big broadcasters such as VTV, HTV to run the
advertisement about events.
 Running ads on social networks such as Facebook, TikTok with hashtag
#flyingdream #runforfuture #samsunggeneration.

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 The marketing teams of Samsung will contact to famous celebrities and
influencers to make short videos promoting the process of implementation
and organizing ideas.
1. Overall Plan:
 During COVID – 19 Pandemic:
 January 2022: Contact local authorities of district 4, district 6, district 8,
district 9, and Nha Be district to make detail list of 1000 poor students.
 February 2022: Giving away presents to 1000 students and supporting
medical equipment for Hospital for Tropical Diseases and 115 People’s
Hospital at the theater of Ho Chi Minh City.
 After COVID – 19 Pandemic:
 January - March 2022: Connect with the press (Thanh Nien News),
broadcasters, famous celebrities, KOLs such as Den Vau, Binz, Toc Tien,
Jun Pham, Hoa Minzy, H’Hen Nie, Do Mixi, Cris Phan, Co Em Trendy,
BabyKobo Home, Tuan Ngoc to widespread the spirit, message, and
meaning of the campaign on social media.
 March – April:
 At least 1000 earliest social network users who share, create short
video with hashtag #flyingdream #runforfuture #samsunggeneration
will be receive tickets to attend Samsung showroom.
 Open registration for the marathon.
 May 2022: Started setting up, building, and decorating at Sala – the event
venue in District 2.
 June 2022: Take off day: Running Samsung showroom event and
marathon competition.

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2. Detail Plan:
 During COVID – 19 Pandemic in the early 2022:
Date Time Activities
05/01
The team contact local authorities to make a
detail list of number of 1000 poor children will
receive support.
14/01
The team choose and contract to learning tools
distributor.
18/01
The team inform the authorities about the time to
implement the supply.
26/01 7:00 – 8:00
The team prepare and check the list of attendees
before starting.
8:00 – 8:15 MC giving the introduction speech.
8:15 – 8:30
Local authorities of the People's Committee and
representatives of hospitals giving speech.
8:30 - 8:45 Samsung representatives giving a speech.
8:45 – 9:30
Medical equipment (Real-time PCR Rotor-gene
Q, RS85 and air purifier) donation ceremony for
frontline hospitals.
9:30 – 11:00
Giving learning tools and electronic devices to
poor students.
11:00 – 11:15
Time for the press taking commemorative
photographs.
11:15 – 11:25 Expressing gratitude with a speech.

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11:30 The end of event.
 After COVID – 19 Pandemic in 2022:
Date Time Activities
03/01 8:00 – 10:00
The team contact the authority in HCM to get the
permission.
13/01 – 30/03
Connecting with the press (Thanh Nien News,
Tuoi Tre), broadcasters (VTV, HTV), famous
celebrities (Den Vau, Binz, Toc Tien, H’Hen Nie,
Jun Pham, Hoa Minzy), KOLs (Do Mixi, Cris
Phan, Co em Trendy, Babykopo Home, Tuan
Ngoc) to widespread the spirit, message, and
meaning of the campaign on social media.
01/03– 01/04
Starting a contest for social network users
creating short videos with hashtag #flyingdream
#runforfuture #samsunggeneration
20/03 – 20/04 Open registration for the marathon.
02/04 – 16/04
Calculating the number of shares of posts and
videos with hashtag #flyingdream #runforfuture
#samsunggeneration
19/04 – 29/04
Calculating the number of qualified participants
to multiply the free tickets and send them tickets
to attend the showroom.
21/04 – 23/04 Totaling number of participants in the marathon.
13:00 – 17:00 - Contacting the providers and the sponsors.

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- Contacting the press (Thanh Nien News, Tuoi
Tre) to get more attention for these events.
01/06 8:00 – 9:30
- Welcome special guests (HCM city authorities,
the press, reporters, famous celebrities, KOLs),
counter partners, customers, and other attendees.
- Taking photos at the red carpet.
10:00 Starting ceremony.
10:05 – 10:15
MC introduce the sponsors, providers, special
guests, and give them flowers.
10:15 – 10:25 Samsung’s presentative gives a speech.
10:25 – 10:35
Ho Chi Minh City’s leader of the People's
Committee gives a speech.
10:35 – 10:45 Special guests give their speech.
10:45
- Start the showroom: people can experience
Samsung products, especially Samsung Galaxy
Fold 3 and Samsung smart watches.
- Explain detail the rules and prizes of the
marathon:
+ For each participant crossing the finish line
(5km ≤ 20mins): Receive Samsung Galaxy
Watch 3 (4,990,000 VND), and one orphan will
be sponsored by Samsung until the age of 18.
+ Especially, the 1st
winner will receive a
Samsung galaxy Fold 2 (44,000,000 VND).
+ For each participant who does not cross the
finish line but run than 3.5km (≤ 20mins):

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Receive Samsung Galaxy Fit2 (799,000 VND),
and Samsung will donate 100,000 VND/person to
Disable Children Fund.
13:00
Making teams and giving equipment (Samsung
Galaxy Fit2) for each participant.
14:00 Begin the marathon competition.
14:20 Finish the marathon competition.
14:45 Announce the winners
15:00 – 15:45
Invite the sponsors, providers, and Samsung
representatives to come up the stage to give the
rewards to winners, signed a pledge to sponsor
orphans, and donate money to the Disabled
Children Fund.
16:30
Start the concert (listen to music and socialize)
with:
+ Rapper: Den Vau, Binz.
+ Singers: Toc Tien, Jun Pham, Hoa Minzy.
+ Miss Universe Vietnam: H’Hen Nie
+ KOLs: Do Mixi, Cris Phan, Co em Trendy,
Babykopo Home, Tuan Ngoc.
17:30 The end of event.
 Online survey: On 1st
June 2022 after the end of event, the online
survey will be created on Google Form for marathon event and

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products demonstration in the showroom. Questionnaires typically
include open-ended questions, closed-ended questions, or a
combination of both.
 Advantages:
- Just take about 3 minutes to finish the online survey.
- Through the internet, more people can reach the survey.
- Do not make the people survey feel annoying.
- Can survey many people at once.
- Can show the percent of answers and allow easy analysis of results.
 Disadvantages:
- Can’t gather more information about the events.
- Can’t advertise corporate products with the potential customers.
- Unanswered questions.
 Ads and view time: Through ads and view time on Facebook,
Youtube, Tiktok, and the company's media team, the campaign is
easily accessible to people in the community and Samsung can know
more detail about the widespread popularity of this campaign.
1. Technical risks of event equipment:
 Sound loss, microphone failure, light bulb explosions, power off.

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 Equip backup devices such as electrical cabinets, laptops,
microphones, speaking trumpets to swiftly transmit electricity to
the generator so that the program can continue.
 Prepare a technical team to support unexpected situations.
2. Unexpected weather:
 Rain, storm, … can easily force the presentation to "break the show."
 Preview the weather forecast before the event.
 Equip lightning rod to avoid strong lightning.
 Prepare specialist rainproof items. For example, outdoor LED
screens, big-capacity electrical cabinets to prevent fire and
explosions, enormous tents, and umbrellas for guests when
escorting or giving speeches, and so on.
 Prepare a spare space in the room.
3. Some participants in the event took unwell unexpectedly:
 When there are a huge number of attendees, it is not uncommon for
someone in the crowd to pass out, have a stroke, or have an accident.
 Prepare a medical team with experience in handling flexible
situations, standing by until the program is completely over,
readying 2-3 ambulances for emergency cases.
4. The slow progress of activities:
 Guests are regularly late for several objective and subjective reasons,
leaving MCs on stage uneasy.
 To fill the time, we may prepare some light games or funny
activities ahead of time.

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5. Fire incidents:
 Because the event involves many electrical objects, fire precaution is
always required.
 We should have fire extinguishers strategically placed across the
event grounds.
 If a fire breaks out, turn off all electrical equipment immediately
and evacuate everyone to the exits. Then, while calling the
firemen, use the fire extinguisher to put out the flames.
6. Internal security incident:
 A big-scale event attracts a large number of attendees and guests.
Therefore, some participants are able to engage in scuffles or violent
activities against one another.
 Strangers infiltrate the event.
 Check participants' tickets before allowing them to join the event.
 Set up security in radio areas to prevent jostling or violent conduct
at the event.
 Arrange particular, unambiguous signs to direct event attendees.
 In the case of large-scale disputes beyond our control, we will
notify the nearest police unit for help immediately, with no serious
implications.
7. When attending an event, there is a problem with trash:
 The waste has a direct influence on the area where participants
congregate because the event is hosted outside.

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 The organizers set up little garbage cans with a message
advocating environmental care.
8. Children in the event:
 Children are frequently mischievous, tinkering with things they do not
understand, which not only damages the equipment servicing the event
but can even result in a catastrophic disaster.
 Create a loudspeaker system to aid in the search for missing
children.
 Always urge parents to look after their children.
 Areas near power lines are closed and supervised and devices
should be kept out of children's reach.
 Create a few focused play places for kids.
Giving away presents to students + supporting medical equipment
Quantity Initial price Total
School stationery for each present. 1000 700.000 700.000.000
Real-time PCR. 2 1.250.000.000 2.500.000.000
RS85. 2 248.000.000 496.000.000
Air Purifier.
3 7.990.000 23.997.000
Broadcast on HTV. 1 220.000.000 220.000.000
Broadcast on VTV. 1 440.000.000 440.000.000
Broadcast on Thanh Nien News. 1 37.000.000 37.000.000

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Broadcast on Tuoi Tre. 1 40.000.000 40.000.000
Set up stage. 1 3.500.000 3.500.000
MC. 1 2.000.000 2.000.000
Total
4.462.497.000
VND
Showroom event
Ground-Hired cost at Sala. 1 day 170.000.000 170.000.000
Broadcast on HTV. 2 220.000.000 440.000.000
Broadcast on VTV. 2 440.000.000 880.000.000
Broadcast on Than Nien
News.
2 37.000.000 74.000.000
Broadcast on Tuoi Tre. 2 40.000.000 80.000.000
Posting celebrities fees.
Den Vau 150.000.000
935.000.000
Binz 210.000.000
Toc Tien 150.000.000
Jun Pham 120.000.000
Hoa Minzy 130.000.000
H’Hen Nie 140.000.000
Posting KOLs fees.
Do Mixi, 120.000.000
360.000.000
Cris Phan 100.000.000
Co Em
Trendy
85.000.000

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Me bau
BabyKobo
Home
25.000.000
Tuan Ngoc 30.000.000
Event company rental fee
(MC, setting up stage,
sound, equipment,
personnel, security, ...)
600.000.000 600.000.000
The cost of inviting
celebrities to attend.
Den Vau 310.000.000
1.740.000.000
Binz 600.000.000
Toc Tien 300.000.000
H’Hen
Nie
280.000.000
Jun Pham 250.000.000
Hoa Minzy 250.000.000
The cost of inviting KOLs to
attend.
Me bau
BabyKobo
Home
65.000.000
743.000.000
Tuan Ngoc 78.000.000
Do Mixi 220.000.000
Cris Phan 200.000.000
Co Em
Trendy
180.000.000
Prize money for the 1st
place winner (Samsung
Galaxy Fold 3).
1 44.000.000 44.000.000

28. 28
Money donated for disabled
Children Fund according to
the number of participants.
About 1600 100.000 160.000.000
For each participant crossing
the finish line (5km ≤
20mins).
About 50
Samsung Galaxy
Watch 3
(4,990,000 VND)
249.500.000
Banners, standees. 15 180.000 2.700.000
Bottled water. 1700 5.000 8.500.000
Flowers for delegates
attending.
20 150.000 3.000.000
Total
6.489.700.000
VND
TOTAL COST FOR COMMUNICATION PLAN
Giving away presents to students + supporting
medical equipment
4.462.497.000 VND
Showroom event
6.489.700.000 VND
Total
10.952.197.000 VND