SAMSUNG COMMUNICATION REVIEW
Nguyen Ha Dan
APRIL 2015 1
AGENDA
TV UHD 2014 I. Market overview
II.Communication review
III.Evaluation
IV.Summary and Recommendation
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MARKET OVERVIEW
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MARKET OVERVIEW
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
The brand TV people use in their living room
Source: Businesskorea, 2014
4
33%
28%
31%
6%
2%
Smart TV share by brand 2014 in Vietnam
Samsung
Sony
LG
Panasonic
Sharp
Samsung, LG, Sony maintain their dominance in Vietnam market.
MARKET OVERVIEW
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Source: Businesskorea, 2014
Brand Benchmarking
Criteria Samsung LG Brand positioning Imagine Life's Good
Model UHD curved (50, 55, 65, 78, 105 inches) OLED curved (49, 55, 65, 79, 84 inches)
Price > 80 million VND > 200 million VND
Distribution Samsung showroom, electric supermarket LG showroom, electric supermarket
Key Features
- Ultra HD 4K (3840 x 2160 pixel). - 4K 3D - UHD Upscalling. - Quad Core Plus. - Wifi Connection.
- Self - lighting pixel. - Ultra HD 4K (3840 x 2160 pixel) - 4 colour Pixel. - Sound designed by Karman/Hardon - Web OS - 4K 3D +
Key Communication message - First world's curved TV - The power of curve
-Picture perfect, feel the difference.
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Brand Benchmarking
TV Segmentation Segments Samsung LG
Type Curved
Flat
Series 6 Series (4 - 9)
Resolution SUHD
UDH
FULL HD
HD Ready
Technology LED LED
PLASMA PLASMA
SMART
OLED (curved)
ULTRA HD 4K
3D
Feature Type Future Ready
Smart
Full HD 3D
Smart Interaction
Smart Remote
Screen Size 17 sizes (19 - 88) 10 sizes (32 - 105) 7
COMMUNICATION REVIEW
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SAMSUNG
TVC
Event
Digital
PR
Key message : The first curved-screen
TV in the world
POSM
9
TVC
Agency: Bates CHI Length: 1 minute Cut verson: 30 seconds
Tagline: “Đắm chìm vào mọi cảnh phim với Tivi Samsung UHD màng hình cong đầu tiên trên thế giới” “Immerse yourself in every scene with Samsung TV UHD first curved screens in the world”
Độ phân giải UHD 4K UHD 4K resolution
Công nghệ tăng độ sâu ảnh tự động Technology automatically increases the depth image
SAMSUNG
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WHAT WE’LL COVER
Ha Noi
Da Nang
Ho Chi Minh
Event
SAMSUNG
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Event
Da Nang
The launching ceremony
When: 18/04/2014 Where: Da Nang
The ceremony opened with performances of dance art inspired by Roman arena through sound effects, light, electricity curved image. TVs Curved 4K UHD that registered. Representative label Vietnam Samsung officially introduced the highlights of a TV UHD. Combined with the film crew "Hương Ga“.
SAMSUNG
Image: Samsung vina 12
Event
Ho Chi Minh
Experience 90 seconds immediately receiving TV samsung UHD
When: 30/04/2014 Where: Crescent mall
Challenge: Game “Đắm chìm thị giác, tuyệt tác trao tay” (Immerse visual, take masterpiece). Looking at the screen in 90 seconds with the impact of external factors. Prize: 8G USB and 1 curved screen TVs Samsung UHD 55HU9000 worth $ 84,900,000.
SAMSUNG
Image: Samsung vina 13
Event
Ho Chi Minh
Experience curved screen TV Samsung UHD with experts
When: 10/05/2014 Where: WE Tearoom
Who attended the experience just share your photos which took with Samsung TV UHD curve on your facebook, to tag mode public include @SamsungVietnam. On 05/16/2014, the photograph on 20 turn likes will be selected at random, to be awarded the prizes.
SAMSUNG
Image: Samsung vina 14
Event
Ho Chi Minh
In the World "virtual reality" TV worth receiving 84,900,000d
When: 06/11-09/11/2014 Where: Crescent Mall
Space Experience "masterpiece curved screen, raising the living space" to bring the feeling of luxury, modern. Use the phone, taking a little game, you have a chance to get TV Samsung UHD.
SAMSUNG
Image: Samsung vina 15
Event
Ha Noi
Experience Curved TV UHD - The first curve screen TV
When: 03-06/10 + 11/10 -19/10 Where: Royal City + Savico Center
Royal City (from 03 - 06/10) 14.310 people have visited and nearly 8,000 people directly experience the Curved UHD TV. Visitor can win attractive prizes donated from the organizing committee.
SAMSUNG
Image: Samsung vina 16
Event
Ha Noi
Experience curved screen TV Samsung UHD with experts
When: 17/05/2014 Where: Rooftop café, Hoan Kiem Dist, Ha Noi
Visitors has been directly involved in interactive games, to experience TV Samsung UHD
SAMSUNG
Image: Samsung vina 17
Event
Ha Noi
Experience 90 seconds immediately receiving TV samsung UHD
When: 18/05-21/05 + 02/09/2014 Where: Royal City + The Garden
Challenge: Game “Đắm chìm thị giác, tuyệt tác trao tay” (Immerse visual, take masterpiece) Looking at the screen in 90 seconds with the impact of external factors Prize: 8G USB and 1 curved screen TVs Samsung UHD 55HU9000 worth $ 84,900,000
SAMSUNG
Image: Samsung vina 18
POSM
Source: Samsung.com.vn
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PR
Source: https://www.tinhte.vn/threads/tren-tay-tv-man-hinh-cong-uhd-4k-samsung-uhd-9000-65.2300211/
KOL: cuhiep (Admin of tinhte.vn) writes a product review
Replies: 164 Views: 36,025
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PR
Source:
The top online newspaper Vietnam have write about Samsung UHD TV: tinhte.vn, vnexpress.net, dantri.com.vn, zing.vn, vietnamnet.vn, etc.
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Digital
Microsite
http://curveduhdtv.ci.com.vn/
Photo Contest: “Tuyệt phẩm màn hình cong, nâng tầm không gian sống“ “Masterpiece curved screen, elevate the living space”
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Digital
Microsite
HOW 1: Using Curved UHD applications on mobile phones, with two versions on Android and IOS + Download the app for your phone Curved UHD individuals, scanned images a TV (TV) Samsung Curved UHD on brochures or websites of the program, select the location where you want to place the TV, take pictures of your last corner a television (TV). Samsung Curved UHD you wish to take. + Perform upload pictures contest in Curved UHD applications. + Call to vote for your entry form at the website www.samsung.com/vn/curveduhdtv
How to join
HOW 2: Join experiences in the event of SAMSUNG + Join Samsung Curved UHD TV experience at the event organized SAMSUNG, photography and provide personal phone number. + Organizing Committee will post pictures of the contest with information phone number and provide login code for the contest. Entrants + login using the code provided by the organizing committee to log into the site and register for updates contest.
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Digital
Social Media
https://www.facebook.com/SamsungVietnam
4 status is related to UHD TV
Change the cover twice related UHD TV
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EVALUATION
Evaluation base on ABCC model
• Change • Campaign-able
• Attention grabbing • Brand fit
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EVALUATION
ABCC A B C C
LG
SAMSUNG
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SUMMARY AND RECOMMENDATION
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SUMMARY
Samsung LG
Key message - First world's curved TV. - The power of curve.
- Picture perfect, feel the difference.
TVC 2 versions (1 min and 30 sec), focuses on the great feeling of the first world's curved UHD TV.
1 version (2 mins), focuses on the unique functional of curved OLED TV -> less emotional.
Print Ads Very align with key communication message. Very align with key communication message.
Event The most concentrated activation of campaign -> focuses on the interaction with customers to catch the attention.
Just stop at press conference and very a few activities with celebs -> not LG's concentration.
Digital
Have the Microsite with the photo contest, however it is low effective due to have low administration. Fanpage: 430,769 followers, twice a day posts, high level of interaction.
Do not have the Microsite for OLED TV. Fanpage: 378, 281 followers, twice a day posts High level of interaction.
PR Very strong at PR, mainly are earned Media. Very strong at PR, mainly are earned Media.
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RECOMMENDATION
Digital should be paid more attention, especially Microsite and Fan-page in order to raise the level of brand fit and brand awareness.
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SAMSUNG THANK YOU
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