samsung
TRANSCRIPT
SAMSUNG : Redefining A brand
Next 20 min
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 : Chaebol • Industry : Conglomerate• Founded : 1938• Founder(s) : Lee Byung-chull• Headquarters : Samsung Town,
Seoul, South Korea• Area served : Worldwide• Website : Samsung.com
Global electronics industry
1960s - early 1990s - Analog technology
2000 - Digital technology
Established consumer electronics companies are Sony, Toshiba, Hitachi, Panasonic.
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.
Samsung focused on contract production of electronics for established brands
Expanded the semiconductor industry DRAM,VLSI.
Traditional electronic manufacturers could not dominate new markets
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 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
1938
1970s-1980s
2002
2003
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 company’s 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
• .
Samsung innovation from 1997
Introduce
d
Internet –enabled
handset
Launched digital light processing tv set
Wireless telephone
Fully integrated PDA mobile telephone device
Manufactured thin film liquid crystal displays
World’s famous leading producer of static random access memory SRAM
Samsung expertised in memory chips and visual 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
Steps to move its image upscale
Samsung Electronics redirected the focus from mass merchants to specialty retailers
- Best Buy, Circuit City