Professional Documents
Culture Documents
Gregory Lee
Chief Marketing Officer
Contents
Marketing Performance
Company
Coca-Cola Microsoft IBM Nokia
Value
US $ billion 45.0 35.0
[US$ bil.]
20.
28. 73. 78.
Samsung
Sony Motorola Panasonic
14.9
15.0
13.2
12.812.6 10.7
14.9 SAMSUNG
SONY MOTOROLA PANASONIC
10.7
5.0
6.4
8.3
10.8
3.8 3.7
'01 '02 '03 '04 '05
Net present value of the brands future earnings Assessment of business and brand strengths
Unaided Awareness
Positive Opinion
84
75
46
31
2002
2005
2002
2005
7.7
2002
2005
2002
2005
DRAM
SRAM
MCP
NAND Flash
31.0%
LDI
34.0%
LCD
29.0%
Color Monitor
61.0%
CDMA
19.0%
22.1%
14.9%
20.6%
Flat TVs
Plasma TV
LCD TV
DLP Projection TV
150
Color TV
Mobile Phone
Monitor
Refrigerator
Marketing Vision
MARKETING VISION
= Icon Brand
Brand Leadership
Premium Brand Experience
Customer Leadership
Win-Win Partnership
Category
Unaided Awareness Icon Index* No. 1 M/S Products
Unit
% % EA
2005
44 23 8
2008
53 28 19
2010
60 32 23
Brand Leadership
Product Leadership
s-API Index 104 110 120 N/A
Dealer
CTV
13.5
22
26
Sony : 25.1
Marketing Strategies
Brand Leadership
Product Leadership
Customer Leadership
Marketing Strategies
2005 ~
Preference
Brand Target
Brand Essence
Brand Positioning
Unlimited Living
Tech Attitude
Highest interest in CE Spend most money on CE Early adopter Tech in everyday lives
Primary Target: 17% (Spending on CE 28%) Extended Target: 34% (Spending on CE 50%)
Psychographics
Passionate, creative Appreciate excellence Crave things that give them a fuller, more engaged life
Lifestyle
Time-out Seek knowledge Seek community Work hard, play hard
Sensory Premium
Technology Leadership
Design Focus
Manifesto
LCD/PDP-TV
MP3 Player
Mobile Phone
Advertising
Imagery, Color Scheme, Sound logo/Jingle
See
Visual
Hear
Auditory
Product
Design, Packaging, Sound Interface
Touch
Tactile
Smell
Olfactory
Environments
Multi-sensory Elements
Build premium brandship by leveraging first-class properties (global & local specific)
From building brand awareness to increasing brand preference
Sports
Arts
Entertainment
Cause Marketing
Awareness of Samsungs sponsorship in 2005 is one of the highest among European teams Media value to date estimated at US$ 32 Million
Cause marketing program for North America since 2001 Fund raising with key channel partners (Best Buy, Circuit City, etc.) and key celebrity foundations (Magic Johnson Foundation)
16Gb 50nm
64Gb 3xnm
1Gb 120nm
4Gb 70nm
01
03
05
07
iPod Nano
Nintendo Revolution*
* Not yet in the market
Gizmondo
Camcorder + TV
Development
Ideation
Idea Screening
Conceptualization
Product Planning
Launching Plan
Areas of Improvement
Under ground
mn A lu
MUSIC
Samsung Team
Internal Workshop
Lifestyle
Consumer Market
Consumer Market
33% 67%
20% 80%
Commercial Market
Commercial Market
* Includes toner cartridges
Channel Development
Obtain sizeable & loyal reseller customer base Improve management of commercial channels (e.g. PRM system)
IT Brand
Improve brand awareness and perception in IT market Strengthen marketing for IT products (e.g. systematic reseller prgm.)
Organization
Increase synergy in IT-cluster by creating channel driven organization Increase expertise for IT market
MARKETING CAPABILITY
Marketing Capability
MarketDriven Process
MarketDriven Culture
CIS
HQ (GBM/GMO)
North America
Europe China
MEA
SWAsia
91 MI personnel with specialties (05): Extend up to 150 MI personnel by 2007 Market Research Spending: 110% increase from 2004 to 2005
2,358
15%
56%
SEC Mktg. Investment as % of sales*
54%
57%
56%
6.3% 2002
6.7% 2003
6.9% 2004
6.8% 2005
Short-term Sales Promotion
Process
Refine & apply optimal investment processes (planning, budgeting, execution and measurement)
Capabilities
Develop required ME capabilities (skills, resources) Continuous improvement of investment IT systems Expand data quality & coverage
Brand Management