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SAMSUNG : Redefining A brand

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Profile

Global Electronics Industry


Samsung Group of Companies A Valuable Brand Samsung Electronics comes of age Redefining Samsung Brand
Canadian Electronics Market Samsung Electronics Canada Challenges and Decisions

Profile
Type Industry Founded Founder(s) Headquarters : : : : : Chaebol Conglomerate 1938 Lee Byung-chull Samsung Town, Seoul, South Korea Worldwide Samsung.com

Area served Website

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Global electronics industry


1960s - early 1990s - Analog technology
Established consumer electronics companies are Sony, Toshiba, Hitachi, Panasonic. Samsung focused on contract production of electronics for established brands Expanded the semiconductor industry DRAM,VLSI.

2000 - Digital technology


Traditional electronic manufacturers could not dominate new markets
Samsung started to market its own brand. As the adopters of digital products were teenagers and young adults resolved to become a leading company.

Samsung Group of Companies


2003 2002

1970s-1980s

1938

Small trading company

1,75,000 employees worldwide in 67 countries

sales $116.8 billion

ranked 59th in Fortune 500 and 15th in Asia top 50.

A Valuable Brand
Major factor behind the impressive growth Redefine itself as a vendor of cutting-edge, gee whiz consumer technology. Brand repositioning was seen as vital to the companys future success

J.S Park
President of Mississauga, Ontario-based Samsung Electronics Canada (SECA) Charged with developing a strategy for managing the evolution of the Samsung brand in the Canadian market.

Problem
Consumer product line :low- to mid-range products are sold at affordable prices. North American and European consumers still saw the company as a follower rather than a leader in bringing new consumer technologies to market.

Samsung Electronics comes of age


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1980s - Unknown outside Korea

2000 - Became credible player by introducing latest technology.

2003- Achieved market leadership. By launching 95 new products in US

Samsung innovation from 1997


Samsung expertised in memory chips and visual displays Wireless telephone Worlds famous leading producer of static random access memory SRAM

Fully integrated PDA mobile telephone device

Launched digital light processing tv set Manufactured thin film liquid crystal displays

Samsung success
Product innovation Market acceptance Leadership in key digital technologies. Successful execution of brilliant marketing strategies. by Louis Kim marketing manager-SECA

Redefining Samsung Brand


Steps to enhance brand awareness
1999
worldwide campaign tagline SAMSUNG DIGITall - everyones invited

2000

Sponsored Sydney Olympic Games.

2002

paid to prominently featured Samsung mobile phones in 2 popular science fiction films The matrix : reloaded and the matrix : revolutions.

Changes made in companys distribution strategy.

Steps to move its image upscale


Samsung Electronics redirected the focus from mass merchants to specialty retailers - Best Buy, Circuit City