A Case Presentation on

The Making Of A Global Brand

 Strategic Prologue

 World’s largest
multinational conglomerate corporation
headquartered in Samsung Town, Seoul, South
Korea

 Samsung - "Tri-Star” – Electronics, Heavy
Industries , C & T.

 World's most popular consumer electronics brand
since 2005.
 Strategic Times Gone By

 In 1938, Lee Byung-Chull founded Samsung, a
small trading company with forty employees
located in Daegu.

 Samsung Group later formed several electronics-
related divisions, such as Samsung Electronics
Devices Co., Samsung Electro-Mechanics Co.,
Samsung Corning Co., and Samsung
Semiconductor & Telecommunications Co., and
grouped them together under Samsung
Electronics Co., Ltd. in 1980s
 Samsung Electronics
Memory chip 12-inch TVs

Plasma TVs Samsung Flat-screen display

Multifunction cellphone
Other digital devices
 Brand Value

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

Source: www.samsung.org
www.businessweek.com
 Business Restructuring
 Three Major Focus Areas


◦ Quality
◦
◦ Globalization
◦
◦ Multifaceted Integration
The Making Of A Global Brand
 A new corporate identity





Product Initiatives
 Was perceived as an OEM player & products are with low
technology.


 Revamping its image by:-

◦
◦ Moving away from cheap imitated products.
◦
◦ Offering innovative & technological advanced products.
◦
◦ Initiating marketing activities worldwide to increase the
visibility of the brand.
◦

Initiatives
 1994 - Samsung Electronics Design Institute
◦ Seoul
◦ Palo alto
◦ Middlesex
 1996 – “Balance of Reason & Feeling”


 1996 – “Year of Design Revolution”



 Late 1990s – Technological segmentation to

Lifestyle segmentation
◦
◦
 Brand Awareness
 1998 – Official sponsor of the wireless technology in Seoul
Olympics.

 2005 - Signed the second biggest sponsorship deal in
English football history with Premiership team Chelsea.


 2009 - Signed a three-year deal with the Brazilian Football

League 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”.


 Advertising & Promotional
Strategies
 1997 – Nobel Prize Series


 Shifted to Umbrella Branding – “Samsung DIGITall :

Everyone’s Invited”


 April 2001 – New Brand Campaign – 30 countries



 “There is a world where you see, hear & feel things like
never before, where design awakens all your senses. This
is the world of Samsung and everyone’s invited.”

 May 2002- Extended its “Digitall” campaign – “Digitall
Passion”, “Digitall Escape”, “Digitall Wow.”




 The Samsung-edge &
Generic Strategies
 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
Present ed To:- Present ed By :-
Prof. Veni Nair
Lagnajit Pradhan
Rohit h Sreekum ar
Manjeet Ojha
Vikas Mishra
Abhishek Srivast ava