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Samsung: Making of Global Brand
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4. The Making of a Global Brand Presented by: ChetezeTamang | KarishmaGautam | RoshaniShrestha | SamekBajracharya | Tenzing Samdup
5. 1938 – Samsung Corporation exports dried fish, vegetables and fruit to China 1948 – Works with flourmills and confectionary machines 1953 – Manufactures sugar 1960 – Diversifies into textile, banking and insurance markets 1965 – Enters print media market 1970 – Samsung Electronics established!! fish and chips
6. Digital Camcorder Products, products, & products Vacuum Cleaner DVD-R/CD-R Monitors Mobile phone Tablet PCs TVs Refrigerator Microwave Oven Washing Machine Laptops HDDs DVD player Laser Printer DVD player Air Conditioner Smart Cards
7. Regarded as an original equipment manufacturer Poor brand image in global market High defect rate Associated with poor quality problems
8. Quality From quantity to quality Assembly manufacturing Quality standards (six sigma) Globalization Bring down cost Tap markets efficiently Employ best talents Integrated marketing Identifying key focus areas
9. World leader in around 17 product categories Launched technologically superior products Higher profits (2.2 billion in 2001) 34th in Interbrand’s list of top 100 brands achievements
10. Samsung believes in innovation so it restructured its processes Came up with new logo and designs Making of a global brand
13. Focus on product design and launch innovative products Move away from cheap imitated products Initiate marketing activities worldwide to increase brand visibility Integrate all design activities under four design groups Initiatives for global branding
16. New product portfolio Changed the focus from lower end to higher end Global brand visibility Partnership and alliances – CompUSA and Sears , Roebuck &Co Television, radio commercial and outdoor advertisements Improved communication, relationship with distributors Development strategies
17. Marketing alliance with AOL (Time Warner Group) Undertook 2 month corporate campaign to build brand image in India Global marketing, 1991, launched first corporate advertising campaign –Nobel prize series Decentralized to centralized marketing strategy Transform of strategy – change in logo and slogan Development strategies (contd.)
18. WOW marketing campaign – consumer awareness increase to 83.7 % in 2000 and 91.2% in 2001. Brand awareness from 51.4% to 74.1 April 2002 – internet banking – high profile customers New global campaigns launched ; different tag lines – DigitAll Passion, DigitALL Escape and DigitAll Wow. Development strategies (CONTD.)
19. Increasing brand recognition and recall Centralized marketing and umbrella branding strategy Product improvement Customization Lifestyle segmentation The best strategy for success
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22. Still technology and feature driven Principle: ‘Balance of Reason and Revolution’ Reasons for the success of lifestyle segmentation Analyzing the communication approach
23. Obtaining the Holy Grail of marketing Moving towards a more customer centered approach Taking the leap of faith From satisfaction and solution to lifestyle The way forward
