This document discusses Samsung's rise from a manufacturer of low-end products to the 9th best global brand. It focuses on Samsung's product and marketing strategies, including technological leadership through R&D investment, customer-focused design, and introducing innovative first-to-market products. Samsung's marketing strategy involved creating a master brand strategy along with hero sub-brands, consolidating advertising agencies, targeting premium brand imagery towards high-income consumers, strategic sponsorships, and advanced digital marketing. These strategies helped shift Samsung's brand image from a value brand to a premium one.
Presentation is about the market strategy and STP process of Apple incorporation with SWOT analysis report.
it includes the history and introduction of apple incorporations and their working and goals and objectives and its CRM techniques.
Presentation is about the market strategy and STP process of Apple incorporation with SWOT analysis report.
it includes the history and introduction of apple incorporations and their working and goals and objectives and its CRM techniques.
Brings about the difference between cause related marketing and corporate philanthropy. CRM campaigns in India has been included to get better idea of the concept
Before an advance formal Discovery Session for which planners will gather relevant business, market, and product insights, the FIRST ACTIONABLE strategic step in the strategic planning process is to develop an initial Go-To-Market framework.
Hi, I'm Colin, a hugely experienced Strategy Director with a proven track record in shaping and executing award-winning brand, communications and digital strategies. freelance UX & Strategy.
I have a diverse background, spanning client-side, creative and media agency roles, which enables a consultative approach, joined-up strategic thinking and ensures the customer is placed at the heart of the solution. I have specialisms in Automotive, B2B, Financial Services, Behavioural Economics, CRM and integrated marketing strategies
ABI is a global business-to-business marketing public relations agency, consistently named one of the Top 50 Agencies by B-to-B Magazine. Our mission is to consult our clients on marketing public relations strategies that will help them generate growth in revenue, profitability and market share, regionally and globally. From offices in New York, London and Singapore we serve multi-billion dollar, global organizations to smaller, regionally-focused companies.
ABI is a global business-to-business marketing public relations agency, consistently named one of the Top 50 Agencies by B-to-B Magazine. Our mission is to consult our clients on marketing public relations strategies that will help them generate growth in revenue, profitability and market share, regionally and globally. From offices in New York, London and Singapore we serve multi-billion dollar, global organizations to smaller, regionally-focused companies.
The presentation gives an idea about how to launch a new product with various marketing strategies, strategies for market positioning, pricing strategies.
Design Matters: Creative that Fuels the FunnelTinuiti
In this webinar, our creative experts discuss how to use the latest consumer preference data to inform your creative strategy. It’s time to inject some holiday spirit into your creative using an insights-based strategy!
Strategy & Space is a boutique consultancy for brand strategy and experience design. Brand strategies are coming to live through the digital, physical and human experience in space. Strategy & Space connects branding with service design and architecture to create environments that are more useful, enjoyable and human centered.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
2. Current case focus
Even though there were a lot factors which worked towards the rise of Samsung, this particular
cases focuses on product & marketing strategy
This case does not take into account:
1) Business factors
2) Management style / Culture
3) HR strategy
4) Portfolio / pricing strategy
5) Distribution / channel strategy
4. The rise from manufacturer of low end, cheap knockoffs
to becoming the 9th best brand global brand*
Source: Interbrand 2012, Best global brands
1934, started as a
small trading house
selling noodles &
dried sea food
Diversification in
industries &
electronic
OEM electronic
supplier to most
major brands
Manufacturer of
low end, cheap
knockoffs
9th Best Global
brand
6. Cornerstones of this rise
Product Strategy
• Technological Leadership
• Customer Focused Design
• Value added, first to market products
Marketing Strategy
7. Cornerstones of this rise
Product Strategy Marketing Strategy
• Master brand strategy in conjunction
with hero ‘sub-brand’
• Advertising agency consolidation for
consistency
• Premium brand imagery targeted at
high life seekers
• Strategic Sponsorships
• Digital Marketing focus
• Advanced marketing expertise &
investment effectiveness
9. Strategic shifts: from a follower to an industry shaper
Product centric
innovation
Product innovations based on
latent consumer needs
PAST
(Fast Follower)
NOW & BEYOND
(Industry Shaper)
Similar benefits with
competition
Value added,
differentiated, first to
market products
Focus on mid-market
segment
More premium range
Product
10. Strategy shifts: from a follower to an industry shaper
Product centric
innovation
Product innovations based on
latent consumer needs
PAST
(Fast Follower)
NOW & BEYOND
(Industry Shaper)
Similar benefits with
competition
Value added,
differentiated, first to
market products
Focus on mid-market
segment
More premium range
Product
12. Technological leadership achieved through:
Product
Massive
investments
in R&D
Partnerships
with mayor
tech leaders
+
Technology leadership image leveraged to shift
perception from value brand to a premium brand
13. Investment in R&D
Product
Massive
investments
$9billion Record spent by Samsung in 2011 in R&D
1st Company in number of patents submitted in 2011 for mobile in
the world.
in R&D 2nd Company in US submitting patents in 2011 (just after IBM with
almost 5000 patents)
(compare to 2.1 by Apple for instance)
14. Partnerships with Tech-leaders
Product
Partnerships
with mayor
tech leaders
Yahoo! and Samsung Form Multi-year Partnership to
Deliver Interactive TV
Strategic marketing and technology alliance with
Time Warner for interactive broadcast service
Joint development with IBM for 32 nm logic process
Partnership list not comprehensive
15. Customer focused design
Product
Unique design philosophy:
“Create an Emotional Journey” that focuses on the
integration of sophisticated style, versatile convenience and
emotional reactions from customers to create
a more enjoyable and fulfilling user experience
16. Global ethnographic research to identify unmet needs,
which serves a product design brief
Product
Customer focused design
Samsung Design India
(Delhi)
Samsung's global experts analyze local culture, lifestyles and industry trends, providing critical inputs
to the Corporate Design Centre…which conducts global research projects that results in the creation of
products that meet every consumer and business needs
17. Product
Winning Product strategy
Technological
leadership
Customer
focus design + = First-to-market
products reflecting
consumers unmet
needs
(hence able to command premium price)
World’s first full
voice, gesture & facial control TV
World’s first full
10 MP camera phone
World’s first full
HD 3D LED TV
Innovation list not comprehensive
1st
20. Marketing strategy essence
Marketing
Master brand
strategy in
conjunction with
hero sub-brand
Focus on premium
imagery targeting
high life seekers
Strategic
sponsorships
Advanced
marketing expertise
and investment
effectiveness
21. Strategy shifts: from a follower to an industry shaper
PAST
(Fast Follower)
Disparate identity with multiple sub-brands
Multiple communication agencies
Good reliable brand targeting sensible buyers
More mass media focus
Gut based marketing decisions
Local / Tactical sponsorship decisions
Marketing
NOW & BEYOND
(Industry Shaper)
Consistent master brand strategy in conjunction
with hero sub-brand
Consolidated communication agency
Premium brand targeting high life seekers
High digital focus
Advanced marketing expertise & investment
effectiveness
Consistent global / local sponsorships of sports /
cultural events
22. Strategy shifts: from a follower to an industry shaper
PAST
(Fast Follower)
Disparate identity with multiple sub-brands
Multiple communication agencies
Good reliable brand targeting sensible buyers
More mass media focus
Gut based marketing decisions
Local / Tactical sponsorship decisions
Marketing
NOW & BEYOND
(Industry Shaper)
Consistent master brand strategy in conjunction
with hero sub-brand
Consolidated communication agency
Premium brand targeting high life seekers
High digital focus
Advanced marketing expertise & investment
effectiveness
Consistent global / local sponsorships of sports /
cultural events
23. Consistent master brand strategy for efficiency
Marketing
from to
With global expansion and increase in product portfolio, Samsung shifted to a
master brand strategy to brining in marketing efficiency
In conjunction with “Samsung” master brand they started marketing “Galaxy”, their hero sub-brand
which infuses the master brand with a lot of youthful feel, premium & innovate traits
24. Consolidation of advertising duties for consistency
Marketing
To bring in consistency across communication, brand look & feel, the advertising
duties were first consolidated with Draft FCB
Later during the course of the years, the advertising duties were consolidated
with Samsung’s own agency ‘Cheil’
25. Premium brand targeting high life seekers
Marketing
Samsung’s product technological leadership and customer focused design was coupled with:
Increased visibility
& exclusive retail
space for customer
to experience
products
Alliances with
global premium
brands
26. Marketing
Premium brand targeting high life seekers
Partnership with global premium brands
2005
Bang & Olufsen joint venture to produce one of the most
expensive mobile ever
2005
Jasper Morrisson partnership to raise the brand’s design
profile
2008
Adidas partnership to compete against Nike-Apple
2007-10
Giorgio Armani Partnership to appeal to the luxury labels fans
27. Marketing
Premium brand targeting high life seekers
Visibility in premium locations
Airports were chosen as key destination to dominate so that it imparts a premium feel to the brand
Beijing & Taipei Hanovre Toronto
World in Your Hand“ themed Landmark Statues started in
2002 and extended to 22 international airports in the world.
Mobile charging stations and free Internet
access to build affinity with travelers
Premium exclusive stores in airports , helped the brand to build its
reputation and image
Since 2002
Since 2008 Since 2008
28. Marketing
Premium brand targeting high life seekers
Premium exclusive stores
Realizing the importance of customer experience with their products, Samsung operated exclusive
show rooms where customers could see, touch, and experience its latest products
Premium exclusive Samsung experience stores across US, Russia, Australia, Brazil, China, Chile and India
29. Focus on digital marketing
Marketing
0
People working in
social-media for
Samsung in 2009
+300
People working in 2012 for the
social-media team (in-house or
outsourced in agencies)
30%
Target for the 2013
marketing budget spent
online.
Understanding the reduced role of traditional mass media and that its core TA, the 25-
45 y.o, early adopters & style conscious segments use the net for researching &
shopping, Samsung started focusing on the digital medium
30. Ensure that it
demonstrates
Samsung’s regional
sentiments
Strategic Sponsorships
Ensure good
global reach &
audience affinity
Marketing
Global Strategic Sponsorship decision based on 2 important criteria:
If it is a
Global sponsorship
If it is a
Local sponsorship
Sports / Soccer key choice
31. Strategic Sponsorships
Marketing
All sponsorships investments had to deliver on 2 specific business goals:
Strengthen &
leverage channel
relationships
Contribute to sales
by connecting
sponsorship event
with sales programs
32. Strategic Sponsorships, examples
Marketing
Sports/ Global & Local
Exclusive sponsor for the Wireless
Communications Equipment category since
1998 at the Olympics”
Official Chelsea’s shirt sponsor since 2005, and
that agreement lasts at least until 2015”
Sochi 2014 OlympicWinter Games in Russia
Arts / Culture
Cultural / Art sponsorship the brands
maintains a human personality
Entertainment
Headline sponsor of Take That’s
2010 Tour
Cause Marketing
Philanthropic Initiative Announced to
Reinforce How Samsung is Dedicated to
Helping Children Live, Learn, and Thrive.
33. Advanced marketing & investment effectiveness
Marketing
Moving away from gut based decisions, Samsung ensured that:
Investment
decisions were
based on it ability
to generate ROI
Ensure overall
corporate
profitability
rather than just
volume / country
profitability
Ensure adequate
support for
category which
has potential but
which were small
currently
34. Advanced marketing & investment effectiveness
Marketing
Samsung, M-Net ensures an analytical
approach to marketing
“M-Net”, an intranet based software which
helps take marketing decisions based on
data
Data includes per capita spending by country,
category penetration, category growth, brand
share of competition, media clutter & cost,
category profitability, competition metric
etc…
35. Key take-aways
Product strategy
• Achieve Technological Leadership
• Alliance with tech leaders
• Customer focus design philosophy
• Introduce first to market, innovative,
differentiated products
• Premium brand experience
Marketing strategy
• Master brand strategy in conjunction
with hero sub-brand
• Consolidation of advertising duties with
single agency
• Premium brand image building
• Partnership with premium brands
• Visibility in premium locations
• Exclusive experience stores
• Focus on digital marketing
• Advanced marketing & investment
effectiveness
• Strategic sponsorships
36. Thank You
Subash Franklin
+ 91 976990 5404
subashfranklin@gmail.com