SAMSUNG

THE MAKING OF GLOBAL

BRAND
PR ES EN TED B Y:-

NIKHI L DI XI T
PR EETI KA A ROR A
PALLA VI S IN GH
NEER AJ K UMA R
SWOT
ANALYSIS
STR ENG TH S
Ø Strong marketing efforts which
appreciated brand value of 200%.
Ø Only non- Japanese brand from Asia to
be lifted in the top 100 brand value by
Interbred Inc. & ranked 34th.
Ø 3rd in the global cell phone market after
Motorola & Nokia.
Ø World leader in the memory chip
market.
Ø It is also the world leader in around 17
product category.

Back support as to covered the group’s

debt through personal stock worth 2.8
trillion won.

Ø In the late 90’s research labs were

established in Tokyo & California.
OPPO RTU NIT Y
Ø Samsung Elec. Developed the world’s first
giga bit DRAM and can expand more and
more.
Ø Samsung established its commercial
vehicles plant.
Ø In the year 95, due to lack of new products
& unfavorable exchange rate between the
dollar and yen, SONY ran into problems.
Ø Following various quality initiatives such as
Six Sigma; for manufacturing following
Assembly manufacturing through optimal
utilization of recourses.
TH REA TS
Ø Cash crunch due to south Asian crises.
Ø Sold 10 units if its business units.
Ø Samsung had a poor image in the global
market and its products had a high
defect rate, many consumer associated
its product with poor quality.
Ø Selling of its real estate & other assets
and cost cutting measures on a large
scale to generate cash.
How would describe, current positioning of
Samsung.
Acc. to the case data we can say…
Ø That after SONY, they have the potential
to be the No.2 brand globally.
Ø It has the brand value of $8.1 billion and
was ranked 34th.
Ø Analyst says that both (Sony &
Samsung) needed each other for their
survival.
Samsungs’
Brand building
Samsungs’ Brand building
BRAND INCLUDES
NAME
LOGO
DESIGN
TERM
SYMBOL
1. LOGO OF SAMSUNG

LANGUAGE (ENGLISH)

SHAPE (ELLIPTICAL)
(REPRESENT MOVING
WORLD)

BACK GROUND COLOUR

(REPRESENT STABILITY,
RELIABILITY)
2. MAIN FOCUS AREA
QUALITY
GLOBALIZATION
MULTIFACTED INTREGRATION

3. RESTRUCTURE PROCESS TO IMPROVE

BRAND IMMAGE
4. INNOVATION IN FOLLOWING AREAS
PRODUCT
PROCESS
ADVERTISING
RESULT OF BRAND BUILDING
IMPROVEMENT IN RANKING
(in $ billions)
YEAR RANK BRAND VALUE
1999 -------- 3.1
2000 43 5.2
2001 42 6.4
2002 34 8.3
SAMSUNG POSTED A NET PROFIT OF
$1.7 TRILLION WON FOR THE THIRD
QUARTER OF 2002-2003.
THIRD PLAYER IN GLOBAL CELL MARKET.
SAMSUNG BECOME GLOBAL LEADER IN
17 PRODUCTS.
STRATEGIC
SUGGESTION
REGARDING MKT.
MIX.
MARKETING MIX
PRODUCT
PRICE
PLACE
PROMOTION
PEOPLE
STRATEGIC SUGGESTION REGARDING MKT.
MIX
1. PRODUCT:- (THEY HAVE HIGH QUALITY PRODUCT BUT-)
PRODUCT RANGE SHOULD INCLUDE
STERIO, PERSONAL WHICH IS VERY
DEMANDING IN U.S MKT.
2. PRICE:-
MIN. PRICE (SELLING PRICE IS HIGH THAN NOKIA)
COST CUTING
3. PLACE:-
ADOPT e-selling TECHNIQUE.
IN INDIA THEY SHOULD TRY TO REACH
THERE PRODUCT IN RURAL MKT.
4. PROMOTION:-
IN CONTEXT OF INDIA, THEY SHOULD
PROVIDE FREE GIFT HAMPER, SPECIALY AT
THE TIME OF FESTIVALS.
ADVETISMENT, PRAMOTION ACTIVITIES
MUST BE IN LOCAL/DOMESTIC LANGUAGE .
IMPORTANT
MARKET
SEGMENTS
SAMSUNG USED “LIFESTYLE
SEGMENTING” INSTEAD OF
“TECHNOLOGICAL SEGMENTING”.
USING “LIFESTYLE SEGMENTING” THE
COMPANY DIVIDED THE MARKET AND
POSITIONED ITS PRODUCTS.
COMPANY FOCUSED ON GENERATION-Y
(13-25 YEAR) AND ON GENERATION-N
(INTERNET-FRIENDLY) CONSUMERS.
COMPANY FOCUSED ON CAPTURING THE
U.S RETAIL MARKET FOR CONSUMER
ELECTRONIC GOODS, SUCH AS TVs,
WASHING MASHINES.
OBJECTIVES OF SAMSUNG
THEY WANT TO BEAT SONY.

PRODUCE HIGH QUALITY PRODUCTS.

FUTURE PROSPECT
IN FUTURE SAMSUNG WILL PROVIDE
SPECIAL QUALITY PRODUCTS WHICH
WOULD BE VERY DIFFERENT TO THEIR
RIVALS. For Example:-
Thank you