Samsung - The Making of a Global Brand
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ICMR HOME | Case Studies Collection
Case Details:
Case Code : MKTG055
Case Length : 15 Pages
Period : 1998-2003
Pub Date : 2003
Teaching Note :Not Available
Organization : Samsung Electronics Corporation
Industry : Consumers Electronics
Countries : India
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Excerpts Contd...
Advertising and Promotional Strategies
In 1997, Samsung launched its first corporate advertising campaign - Nobel Prize Series. This ad was aired in nine languages across Europe, the Middle East, South America and CIS countries. The advertisement showed a man (representing a Nobel Prize Laureate) passing from one scene to another. As the man passes through different scenes, Samsung products transform into more advanced models. According to company sources, the idea was to convey the message that Samsung uses Nobel Prize Laureates' ideas for making its products...
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Beating Sony?
In 2001, Samsung declared that it would beat Sony in the consumer electronics market by 2005. Kim said, "We want to beat Sony. Sony has the strongest brand awareness; we want to be stronger than Sony by 2005." However, analysts felt that it would be difficult for Samsung to beat Sony so soon as Samsung was regarded as an OEM player till the mid-1990s.
In 2002, while Samsung was ranked 34th with a brand value of $8.1 billion, Sony was ranked 21st with an estimated brand value of $13.90 billion. However, while Samsung's rank had moved up from 42 in 2001, Sony's had slipped down from 20th in 2001. In the third quarter of 2002, Samsung emerged as the world's number three player in the mobile market, beating Siemens and Ericsson, with a marketshare of 36.4%...
Exhibits
Exhibit I: Sony Corporation
Exhibit II: About Samsung Corporation
Exhibit III: Market Position of Samsung in Various Product Categories Worldwide*
Exhibit IV: Income Statements of Samsung Electronics from 1997-2001
Exhibit V: Samsung - Digitall Advertisements
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