Group One

Rachel
M987Z226
Nadia M987Z250
Benny
M987Z219
Sonny
M987Z261
Febby M987Z248
Christina
M987Z237

• Samsung was founded in 1938 in South Korea as an export company

Samsung’s first export product was Korean dried fish!

• In the 1950’s, Samsung expanded into a variety of industries including chemicals, electronics, and heavy industry
• Samsung is now the largest company in South Korea

• Samsung Electronics started in 1970 selling small and inexpensive televisions under the Sanyo brand label
• Over the next 2 decades, Samsung would create a number of brands for their variety of products
• In 1996, the company made a decision to focus on one “Master Brand” and migrate to a premium-brand strategy

• Following the implementation of the Master Brand strategy, Samsung experienced rapid growth in many markets.
• Samsung is now ranked #19 among global brands, ahead of Apple,
American Express, Pepsi, and is the #1 brand for consumer electronics.
• Samsung Electronics is a leading manufacturer of LCD displays, mobile phones, semiconductors, and memory chips.

Samsung has achieved their goal of unifying dozens of businesses under one brand.
In doing so, they have created an iconic brand that stands apart from their products .

• Television Advertising
• Print (Newspaper & Magazine)
• Outdoor

• Sponsorship of sporting events and teams
 Samsung Lions Baseball
Team
 Sponsorship of Chelsea
Football Club
• Affiliation with Olympic
Games from 1998 through 2016

• Product placement in movies and television shows
 Samsung products prominently featured in major motion pictures such as: 17 Again, Knowing,
Big Momma’s House 2, Superman Returns, and
The Departed
• Online and Internet advertising
• Creation of viral video marketing campaign for
YouTube with the “Follow Your Instinct” story

Samsung, through research and development, has maintained their lead in consumer electronics.
Working closely with marketers and designers, Samsung continues to create distinctive and fashionable products that reinforce their premium brand status.

• #1 Brand in China • #19 Brand Worldwide
#1 manufacturer of LCD Televisions
#1 manufacturer of semiconductors and memory
#2 manufacturer of mobile phones
Rapidly growing brand for household appliances including refrigerators, washing machines, and vacuum cleaners.

Samsung continues to spend at least 9% of revenue on research and development
By focusing resources on high growth, high margin markets and products, customer demand remains high.

Q&A