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Samsung: Building a Global Brand My - M987Z247 Eli M987Z254 Loan – M987Z234 Ocha M987Z212 Joice M987Z224 12-inch TVs Memory chip Plasma TVs Multifunction cellphone Samsung Flat-screen display Other digital devices Positioning until the mid-1990s: Low-cost manufactured products for betterknown brands. Selling consumer products (electronics) at very low price. After 1996, several shocks in Samsung’s competitive environments: The global memory chip market went into tailspin due to slackening demand and excess capacity. Asian financial crisis in 1997. Samsung: GOOD TECHNICAL QUALITY but LOW-COST LOW-MARKET IMAGE SAT AT BACK OF THE STORE “Redefining Samsung’s Brand Image” Stylish, high quality brand commanding a premium price Establish a unique competitive position by developing technique and design Technical Innovation and R & D New Product Development and Design Encouraging Marketing Programs Focusing on digital technologies Shifting substantial resources into technical research and development: ◦ Spent about 9% of revenue (US$ 5 billion) on R & D in 2005 ◦ Employs nearly 27,000 researchers (including 2,400 PhDs) to work in 17 research centers around the world. To make the customers consider that Samsung’s products is worth of price To collaborate closely with the firm’s engineers, manufacturing division, marketers, and market researchers. Assigning 450 designers in 6 design centers in the world to ascertain customers tastes and preferences. To build customer awareness of the products: ◦ Ensuring the availability, service after sale, and communicating Samsung essential value and attributes around the world, to make sure the consumers are worth the money. Reorganize the firm’s distribution channels, particularly in developed market. ◦ Pulling the products out of the low-price discount chains and distributing them trough qualityoriented electronic stores Consolidated the firm’s advertising to a single global advertising group. Launching new design product. Extensive use of contemporary promotional tools: ◦ Eg. sponsorship Olympic games, Internet, and movie advertising Global value of Samsung’s brand increased more than 200% from 2000 – 2005. Sales grew to more than US$56 billion in the fiscal year ending in Dec 2005 Operating income hit a record US$ 8 billion Samsung has successfully redefined its image as one of leading electronics companies all over the world. To develop an organization, the well marketing plans is one of the keys to be successful. With the new marketing strategy, Samsung impressed customers of the high-brand image. Slogan “design awakens all your sense” has been familiar worldwide. References Kotler, et al. (2006), Marketing Management, Pearson, 12th Edition Etzel, et al. (2004), Marketing, McGraw Hill, 13th Edition