Brand Mngmnt

8/8/2019 Brand Mngmnt

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Samsung Group


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Company profile

Type : Public(Korean)

Industry : Conglomerate

Founded : 1938 Founder : Lee Byung-chul

Headquarters : Samsung Town, Seoul, South

Korea

Area Served : World wide

CEO,chairman : Lee Kun Hee


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Subsidiaries

Samsung electronics

Samsung Life Insurance

Samsung Heavy Industries Samsung C&T


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Globally

Worlds largest electronics company by sales

Samsung Heavy Industries is the worlds second

largest shipbuilder

Samsung Engineering was ranked 35th

Samsung C&T 72nd

Samsung Life insurance was ranked 14th

Samsung Everland, South Koreas first theme park

is the fifth most popular theme park in the world


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Key people

CEO and chairman: Lee Kun-hee

President and CEO of Samsung Life Insurance

Lee Soo-hee


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History

From its inception as a small export business in Taegu,Korea, Samsung has grown to become one of theworld's leading electronics companies, specializing indigital appliances and media, semiconductors,memory, and system integration. Today Samsung'sinnovative and top quality products and processes areworld recognized. This timeline captures the majormilestones in Samsung's history, showing how the

company expanded its product lines and reach, grewits revenue and market share, and has followed itsmission of making life better for consumers around theworld


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In 1938, Lee Byung-chull (19101987) of the

large landowning family in the Uiryeong

county came to the nearby Daegu city and

founded Samsung Sanghoe (), a small

trading company with forty employees located

in Su-dong (now Ingyo-dong). It dealt in green-

grocery and dried fish produced in and aroundthe city, and the noodles.


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During the Korean war he left seol and started

a sugar refinery in Busan

Afterwards he founded a woolen factory Samsung diversified into many areas and Lee

sought to establish Samsung as an industry

leader in a wide range of enterprises and the

company started moving into businesses such

as insurance, securities, and retail


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Park Chung-hee (Korean president) banned

several foreign companies from selling

consumer electronics in South Korea in order

to protect Samsung from foreign competition

and nurture an electronics manufacturing

sector that was in its infancy


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Brand Logo

The meaning of the Korean hanja word

Samsung () is "tristar" or "three stars".

The three represents big, many and powerful,

star means eternity.(According to the Founder

of Samsung Group).


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The Samsung Byeolpyo noodles logo, used fromlate 1938 until replaced in 1950s.

The Samsung Group logo, used from late 1969until replaced in 1979

The Samsung Group logo("three stars"), usedfrom late 1980 until replaced in 1992

The Samsung Electronics logo, used from late1980 until replaced in 1992

Samsung's current logo used since 1993.


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Expansion

The 1990s saw Samsung rise as an

international corporation. Not only did it

acquire a number of businesses abroad, but

also began leading the way in certain

electronic components.


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Divisions

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. Its first product was a black-and-

white television set.


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Marketing strategy

Product Innovation

Samsung's product range in India included CTVs,audio and video products, information

technology products, mobile phones and homeappliances . Its product range covered all thecategories in the consumer electronics and homeappliances.

The wide product range of Samsung is one ofmain reasons for its success in the Indian market.Samsung positioned itself on the technologyplatform...


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Distribution

Along with the launch of new products,

Samsung also consolidated its distribution

system. Samsung had 18 state-level

distribution offices and a direct dealer

interface. The direct dealer interface helped

the company get quick feedback from dealers,

and enabled it to launch products according toconsumer needs...


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Advertising and Sales Promotion

In 1995, when Samsung entered India, it

realized that Indian consumers were not

familiar with the company. So, in order to

establish itself in the Indian consumers' mind,

Samsung launched corporate advertisements

highlighting its technologically superior

goods...


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In August 2002, India's leading consumer

electronics player, Samsung India Electronics

Ltd. (Samsung) announced the signing on of

seven celebrity cricketers - 'Team Samsung', as

its brand ambassadors


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The Making of a Global Brand

In 1993, as a first step in its globalization drive, Samsungacquired a new corporate identity. It changed its logo andthat of the group. In the new logo, the words SamsungElectronics were written in white color on a blue color

background to represent stability, reliability and warmth.

The words Samsung Electronics were written in English sothat they would be easy to read and remember worldwide.The logo was shaped elliptical representing a moving world

- symbolizing advancement and change...


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Product initiatives

Samsung realized that to become a globalbrand, it had to change the perceptions ofconsumers who felt that its products with low

technology. Generally, consumers indeveloped markets (such as the US) opted forSamsung when they could not afford brandssuch as Sony and Panasonic. To change

consumer perceptions, Samsung decided tofocus on product design and launch innovativeproducts...


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Consolidating Presence in Different

Markets

To change its brand image, Samsung decided

to associate itself with global sport events. In

1998, when Seoul hosted the Olympics,

Samsung became the official sponsor of the

wireless technology to the games. This move

helped it boost its image worldwide.


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Advertising and Promotional

Strategies

In 1997, Samsung launched its first corporateadvertising campaign - Nobel Prize Series. This adwas aired in nine languages across Europe, theMiddle East, South America and . Theadvertisement showed a man (representing aNobel Prize Laureate) passing from one scene toanother. As the man passes through differentscenes, Samsung products transform into more

advanced models. According to company sources,the idea was to convey the message thatSamsung uses Nobel Prize Laureates' ideas formaking its products...


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Beating sony

In 2001, Samsung declared that it would beat

Sony in the consumer electronics market by

2005.

"We want to beat Sony. Sony has the strongest

brand awareness; we want to be stronger than

Sony by 2005."


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Cont..

In 2002, while Samsung was ranked 34th witha brand value of $8.1 billion, Sony was ranked21st with an estimated brand value of $13.90

billion. However, while Samsung's rank hadmoved up from 42 in 2001, Sony's had slippeddown from 20th in 2001. In the third quarter of2002, Samsung emerged as the world's

number three player in the mobile market,beating Siemens and Ericsson, with amarketshare of 36.4%...

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