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A Case Presentation onA Case Presentation on

The Making Of A Global Brand

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Worlds largestmultinational conglomerate corporationheadquartered in Samsung Town, Seoul, South

Korea

Samsung - "Tri-Star Electronics, HeavyIndustries , C & T.

World's most popular consumer electronics brandsince 2005.

Strategic PrologueStrategic Prologue

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In 1938, Lee Byung-Chull founded Samsung, asmall trading company with forty employeeslocated in Daegu.

Samsung Group later formed several electronics-related divisions, such as Samsung ElectronicsDevices Co., Samsung Electro-Mechanics Co.,Samsung Corning Co., and Samsung

Semiconductor & Telecommunications Co., andgrouped them together under SamsungElectronics Co., Ltd. in 1980s

StrategicStrategic Times Gone ByTimes Gone By

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12-inch TVsMemory chip

Flat-screen displayPlasma TVs

Other digital devicesMultifunction cellphone

Samsung

Samsung ElectronicsSamsung Electronics

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Year Rank Brand Value

1999 - 3.1

2000 43 5.2

2001 42 6.4

2002 34 8.3

2004 21 12.5

2005 20 14.9

2009 19 17.5

Brand ValueBrand Value

Source: www.samsung.org

www.businessweek.com

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Three Major Focus Areas

Quality

Globalization

Multifaceted Integration

Business RestructuringBusiness Restructuring

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The Making Of A Global BrandThe Making Of A Global Brand

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A new corporate identityA new corporate identity

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Was perceived as an OEM player & products are with lowtechnology.

Revamping its image by:-

Moving away from cheap imitated products.

Offering innovative & technological advanced products.

Initiating marketing activities worldwide to increase thevisibility of the brand.

Product InitiativesProduct Initiatives

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1994 - Samsung Electronics Design Institute Seoul

Palo alto

Middlesex

1996 Balance of Reason & Feeling

1996 Year of Design Revolution

Late 1990s Technological segmentation toLifestyle segmentation

InitiativesInitiatives

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1998 Official sponsor of the wireless technology in SeoulOlympics.

2005 - Signed the second biggest sponsorship deal inEnglish football history with Premiership team Chelsea.

2009 - Signed a three-year deal with the Brazilian FootballLeague Team Palmeiras.

2004 onwards - Sponsors the rugby league team the Sydney

Roosters in the Australian National Rugby League.

Entered into a partnership with Best Buy.

Brand AwarenessBrand Awareness

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1997 Nobel Prize Series

Shifted to Umbrella Branding Samsung DIGITall :Everyones Invited

April 2001 New Brand Campaign 30 countries

There is a world where you see, hear & feel things likenever before, where design awakens all your senses. Thisis the world of Samsung and everyones invited.

May 2002- Extended its Digitall campaign DigitallPassion, Digitall Escape, Digitall Wow.

Advertising & PromotionalAdvertising & PromotionalStrategiesStrategies

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Establishment of the Company

Different Strategies for different countries

like India & Nigeria Focus Strategy

Focusing on US & European market.

Beating its biggest competitor Sony Differentiation strategy

The Samsung-edge &The Samsung-edge &Generic StrategiesGeneric Strategies

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Presented By :-

Lagnajit PradhanRohith Sreekum arManjeet OjhaVikas MishraAbhishek Srivastava

Presented To:-Prof. Veni Nair

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