Sony’s new strategy to beat Samsung so samsung should bring some innovations to maintain no.1 position TOKYO: Sony Corp., struggling to return its television business to profit, may pass Samsung Electronics Co. this year as the top seller of flat-screen TVs in India, the fastest-growing major market, researcher DisplaySearch said. In a shift from an earlier strategy that focused on India’s wealthiest shoppers, Sony has gained market share by offering cheaper models and expanding its distribution network, Hisakazu Torii, a Tokyo-based analyst at DisplaySearch, said in an interview yesterday.
The maker of Bravia TVs last year ranked third in India behind Samsung and LG Electronics Inc., he said. “We’re finally starting to see the fruits of Sony’s efforts to strengthen its brand image and its sales network,” Torii said. “There’s a real possibility they could take the top share for the year.” Sony’s push in India is part of a larger move by Japanese companies including Toshiba Corp., who are following South Korean rivals in expanding into emerging markets. Still, a weak consumer recovery in the U.S. and Europe, Sony’s traditional strongholds, may prevent Chief Executive Officer Howard Stringer from ending a six year losing streak at the TV business.
Samsung’s product range in India included CTVs, audio and video products, information technology products, mobile phones and home appliances (Refer Exhibit I). Its product range covered all the categories in the consumer electronics and home appliances. Analysts felt that the wide product range of Samsung was one of main reasons for its success in the Indian market. Samsung positioned itself on the technology platform…
PricingPricing also seemed to have played a significant role in Samsung’s success… 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 to consumer needs…
Advertising and Sales PromotionIn 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… ———————————————xxxxx————————————————— We are investing aggressively in marketing to transform our company to be truly market driven and to establish our Samsung brand as the most trusted and preferred brand in the market.”
-Jong Yong Yun, vice-chairman & CEO, Samsung Electronics, in February 2003.
The “Team Samsung India First” CampaignIn 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.
In doing this, it aimed to cash in on the popularity of cricket in India. However, the company’s hopes of celebrity endorsement received a setback due to anti-ambush marketing clauses2, arising from ICC’s agreement with some other companies. In place of the ads featuring the cricketers, Samsung launched its – ‘Team Samsung. India First’ campaign all over the country in December 2002.
Said Arun Mahajan of Mudra, Samsung’s ad agency, “The focus has been to evolve concepts to do with the players, to promote the cause of cricket and patriotism.” The copy of the print ad read, ‘With Team Samsung, It’s India First.”
Samsung – The Making of a Global BrandThe Making of a Global BrandIn 1993, as a first step in its globalization drive, Samsung acquired a new corporate identity. It changed its logo and that of the group. In the new logo, the words Samsung Electronics were written in white color on a blue color background to represent stability, reliability and warmth.
The words Samsung Electronics were written in English so that they would be easy to read and remember worldwide. The logo was shaped elliptical representing a moving world – symbolizing advancement and change… Product Initiatives
Samsung realized that to become a global brand, it had to change the perceptions of consumers who felt that it was an OEM player and associated its products with low technology. Generally, consumers in developed markets (such as the US) opted for Samsung when they could not afford brands such as Sony and Panasonic. To change consumer perceptions, Samsung decided to focus on product design and launch innovative products…
Consolidating Presence in Different MarketsTo 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. In 1999, Erick Kim (Kim), a Korean American working with IBM, took over as the marketing head of Samsung.
He focused on capturing the US retail market for consumer electronic goods, such as TVs, washing machines and microwave ovens, through partnerships with US retailing giants. Samsung entered into a partnership with Best Buy one of the top US retailers. Best Buy executives conducted customer research to analyze consumer-buying behavior…
Advertising and Promotional StrategiesIn 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…
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%…
public, but it also illustrates the fashion focused and technologically trendy Samsung look. Samsung radiates technological elegance and stylish panache, joining forces with SSAFW compliments and enhances this techno – fashion centered brand.
Corporate sponsorships from renowned corporate brands make style and artistic endeavors possible and accessible. Yet, Samsung Mobile’s joint sponsorship with SSAFW is especially innovative, as corporate sponsorships of artistic endeavors are still relatively new. Additionally fashion victims and trend targets find a little endorsement from a corporate sponsor further boosts confidence and builds trust in the brand.
It no longer matters what you wear, rather the importance lies in who you wear and what brands accessorize and compete your look. The Giorgio-Armani Samsung cellphone certainly was a hit at the launch of the Samsung Mobile Iĉone Modéle on 13 March 2008. The size of a credit card, it’s easy to mistake for the most widely used accessory among shoppers worldwide! Director of Sanlam South African Fashion Week, Lucilla Booyzen, says, “A designer gadget completes your look just as much as a pair of shoes or a great handbag, ensuring you are toujours a la mode.”
Samsung Mobile is employing a diverse range of media to communicate the passion and vigor behind this brand. Apart from the mobile phone motivated artwork, a fully integrated media campaign is set to roll out over the next 6 months to launch the competition to each and every eligible and eager girl and guy in South Africa.
An online micro-site has been built for national access and a viral element will accompany this. Samsung Mobile is utilizing outdoor media as well as a print campaign that includesCo smop o li t an magazine and a radio campaign with national youth station 5FM and a number of campus community stations. Selected SABC, M-NET and DStv channels will also be involved in an above-the-line campaign to ensure that each and every stone is turned to find the first male and female Samsung Mobile Icône Modéle.
In total over R5 million is being spent to ensure the right models are found. In closing to his speech at the launch Hume summed up the partnership by saying, “Your mobile phone is an extension of your arm, you’re never without it and it’s a highly visual object no matter what you’re wearing. The fusion between fashion and technology is almost seamless, particularly in South African society where cell phones are societal status symbols, somewhat like shoes used to be in ancient times when the length of the toe of your shoes communicated your rank in society.” ——————————————xxxxxx—————————————–
Samsung GroupFrom Wikipedia, the free encyclopediaJump to:navigation,s earchNot to be confused with Samseong Station.This article containsK orean text.Wi thoutproper rendering support, you may seequest i onmarks, boxes, or other symbols instead of Hangulorhanj a.Samsung Group삼성 그룹TypePublic(Korean: 삼성 그룹)Founded1938Founder(s)Lee Byung-chul
he Samsung Group (Korean: 삼성 그룹) is a multinational conglomerate corporation headquartered in Samsung Town,Seoul, South Korea. It is the world’s largestconglomera te by revenue with an annual revenue of US$173.4 billion in 2008 and is South Korea’s largestchaebol. The meaning of theKorean word Samsung is “tristar” or “three stars”.
The Samsung Group is composed of numerous international affiliatedbus ines s es, most of them united under theSam s ung brand including Samsung Electronics, the world’s largestelectron ics company, Samsung Heavy Industries, the world’s second largests hipbuilder and Samsung C&T, a major global construction company.
Samsung has been the world’s most popular consumer electronics brand since 2005 and is the best known South Korean brand in the world. Samsung Group accounts for more than 20% of South Korea’s totalexports and is the leader in many