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  1. 1. SAMSUNG : Redefining A brand
  2. 2. Next 20 min Profile Global Electronics Industry Samsung Group of Companies A Valuable BrandSamsung Electronics comes of age Redefining Samsung Brand Canadian Electronics Market Samsung Electronics Canada Challenges and Decisions
  3. 3. Profile• Type : Chaebol• Industry : Conglomerate• Founded : 1938• Founder(s) : Lee Byung-chull• Headquarters : Samsung Town, Seoul, South Korea• Area served : Worldwide• Website : Samsung.com
  4. 4. Global electronics industry 1960s - early 1990s - Analog technologyEstablished consumer Established consumer Samsung focused on contract production of Samsung focused on contract production ofelectronics companies are electronics companies are electronics for established brands electronics for established brandsSony, Toshiba, Hitachi, Sony, Toshiba, Hitachi,Panasonic. Panasonic. Expanded the semiconductor industry DRAM,VLSI. Expanded the semiconductor industry DRAM,VLSI. 2000 - Digital technology Samsung started to market its own brand. Samsung started to market its own brand.Traditional electronic Traditional electronicmanufacturers could not manufacturers could not As the adopters of digital products were teenagers As the adopters of digital products were teenagersdominate new markets dominate new markets and young adults resolved to become aaleading and young adults resolved to become leading company. company.
  5. 5. Samsung Group of Companies 2003 2002 1970s-1980s1938
  6. 6. A Valuable BrandMajor 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
  7. 7. 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.
  8. 8. 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.
  9. 9. Samsung Electronics comes of age• .
  10. 10. Samsung innovation from 1997 Samsung expertised in d d od uce nable memory chips and visual eIntr rnet – displays Inte dset han Wireless telephone World’s famous leading Fully integrated PDA producer of static random mobile telephone device access memory SRAM Launched digital light processing tv set Manufactured thin film liquid crystal displays
  11. 11. Samsung success• Product innovation• Market acceptance• Leadership in key digital technologies.• Successful execution of brilliant marketing strategies. by Louis Kim marketing manager-SECA
  12. 12. Redefining Samsung BrandSteps to enhance brand awareness
  13. 13. Steps to move its image upscale Samsung Electronicsredirected the focus frommass merchants tospecialty retailers - Best Buy, Circuit City