<SAMSUNG COMMUNICATION MEMBERSHIP>
SAMSUNG 3D Monitor
Marketing Communication Strategy
Dongguk Univ. Team 3
Choi hyuna
Lee dong kyu
Lee so youn
Lee min ji
Maria van Hooijdonk
Park sung hyuck
Kim la kyoung
Contents
1. Market analysis
(1)
Whole monitor market analysis
(2)
Samsung analysis
(3)
Competitor (LG) analysis
2. Consumer analysis
(1)
Target deduction process
(2)
Target recognition analysis about monitor
3. Communication strategy
(1)
Communication strategy background
(2)
Samsung 3D monitor(T27A950’) SWOT analysis
(3)
Communication slogan
(4)
Communication strategy execution – viral video/
promotion
4. Conclusion
1.Market Analysis
(1) Whole monitor market analysis
CRT is most known type of monitor. It has been used over 100 years for that reasons
widen viewing angle, the contrast, lower price. As developing technologies and realizing
high-definition, FPD (Flat Panel Display) is become possible using PDP and LCD.
Nowadays many companies develop various next-generation display technologies
including saving electricity, realizing natural color, providing fast video, portability.
Recently, Monitors are not only displaying certain of information but also having various
functions like 3D and ultra definition. Consumer can have new experiences with 3D video
using 3D devices and contents. It is required to solve these two big problems which
visual tiredness and lack of contents. Competitive 3D market is started from 3D TV and
spread out many types of devices such as smart-phone, notebook, projector, digital
camera. It will be transferred to monitor market because of efficient realizing 3D contents
and having new experience using 3D contents lower price than 3DTV. Most 3D Monitors
are positioning as having TV functions and could replace HDTV, Color TV. And mass
market will be appeared including making contents, coding/sending, display.
(2) Samsung analysis
1) position of Samsung in the computer monitor market
According to the IDC, Samsung electronics dominated 17.2%(market sales standard)
and 14.7%(quantity standard), so that takes first place from 2006 three quarters. Also,
Samsung rank top in domestic market share over 46 quarters from 2000. In the
Middle East and Africa’s monitor market, Samsung held 24.5% and became No.1 by
improving percentage of market in sales standard 5.2%. Shares in the market of the
Central and South America came up to 28.9% and it is 4.2% higher than last quarter.
Not only the general monitor MS but also that of the LED monitor move up 7.9%
than last quarter and held 21.7%.
However, LG moves ahead of Samsung a little bit in the 3D monitor section. We
invested the largest sales volume and the most popular product parts of
representative price comparison websites(Enuri.com, Danawa, About, Bibi, etc).
Samsung’s ‘Syncmaster T27A950’ maintains upper ranks. However, the top is ‘LG
Cinema 3D’ product line at the head of ‘DM2780D-PN’. It is very encouraging that
‘T27A950’ ranks high class constantly even though they are maximum 5 months
apart in release date. But, we have to consider seriously that among upper 5 ranks,
Samsung’s product is only one.
(3) Competitor (LG) Analysis
S
W
Low price
Definition(Polarized method)
High recognition in 3D market
Had no DVI
Light glasses (Polarized method)
O
T
Good in Marketing (3D=LG)
SAMSUNG starts 3D marketing
Small and medium sized company
release 3D monitor which has lower
price.
What makes LG has dominant position about 3D market? It might be lower price
than SAMSUNG, but aggressive 3D marketing leads to dominant position. In the
beginning, LG appeals consumer’s recognition by aggressive and steady marketing.
And they pursue to popularize using FPR glasses which has lower price.
Social metrics – this site analyze SNS and show us all contexts and the tone related to
key term. And they make the rank in related and also popular terms. We search ‘3D
monitor’ in this site. The result is LG has upper location than Samsung. We can know
that recognitions and preferences of LG are higher than SAMSUNG in keyword.
When we search news by using keyword ‘3D monitor’, LG’s information occupies most
of them. It means that LG utilizes press ∙ media release and they exposure to people in
direct proportion to these activities.
Samsung could not dominate the leading image in advance, however, put up a better
fight in the section of market share and sales by appealing superior functionalities and
product’s attractiveness. Simple UI and compatibility peculiar to Samsung consult
consumers’ convenience. Unbeatable depth and vivid definition, ‘Smart Hub’ and ‘3D
Explore’ make users to enjoy 3D contents much better. Samsung itself is also one of the
most important factors to make people trust their product, because Samsung is
recognized by everyone as a No.1 in the monitor area.
Existing commercials are missing out the point that 3D monitor market does not expand.
So, we want to make whole market’s Pi larger. At the same time, we are going to
highlight Samsung 3D monitor’s functional advantages and build marketing
communication plans.
2. Consumer Analysis
(1) Target deduction process

Analysis consumer lifestyle
출처 : LG 경제연구소 ‘소비자 Life-style 연구’ (2011)
LG economic Research institute, they can classify consumer’s life style as 7 keywords,
Body, Meaning, Individualism, Realism, Home, E-socializing, mobility. People recognize
monitor as personal device compare with TV. For that reason, we focus on ‘Individualism’
because it is the most related term with monitor.

Keyword of consumer - Individualism
We define Individualism as the trend which is more individual or personal society not
egoism.
1. Increasing of single-person households.
Beginning in the 1990, large families became nuclear families. Here we are in the 21st
century and nuclear families are more fragmented than before. The number of Singleperson households is increasing as time goes on. Among others, the rate of single was
highest in people their age 25 to 29, and from 31 to 34.
2.
Growth of indoor activities
출처 : 이마트 유통 산업 연구소
출처: LG 경제 연구소
Indoor activities, especially in home, are hotting up than before by increasing single
households.
More than 50 percent of people in all generation answered that they go in for leisure
activities in home than before. With these trends, sales of game tools(e.g., board games,
Nintendo, etc) that can be enjoyed in home increased a lot.
3. Many people purchase product in online after researching.
출처 : LG 경제연구소 ‘소비자 Life-style 연구’ (2011)
As increasing of internet’s portion, usages of internet are also increasing. In particular, ecommerce is more active. Consumers share their idea or recommendations and affect
each others.
In particular, 20 generations are the most affected people as 58%.
20-30 has the highest Internalization of individual
ㅓ
출처 : LG 경제연구소 ‘소비자 Life-style 연구’ (2011)
Depending on upper documents, consumer of monitors can be refer as Individualism.

Keyword of 3D monitor’s consumers – Early adopters
Early adopter ; when new products release in the market, they are the first to purchase.
After using it, they make estimations and let people know about product information.
When the film Avatar became a hit, 3D
technology appealed its attractiveness to people. It was recognized just a concept of
future’s technology, but through this inventory creation, people could know that it is not
far from them. Technology has highly improved enough to realize vivid 3D. After passing
this turning point, 3D allied products and contents are pouring out. However, in the
whole perspective, 3D implements are still in the infancy stages. Moreover, price is not
easily affordable, so making decisions to purchase is not easy. In the marketing process,
we call early adopters who buy new products in the introduction stage. 20’s and 30’s
have a tendency to act like this, and we can check it on the data.
Through these analysis, we draw a main target of 3D monitor.
They are 20’s and 30’s who gather information on the web, are individualized and
seek new experiences.
(1) Analyze target’s recognition about monitor

Investigating consumer’s recognition about monitor
Survey in 50 employee who are from 20 ~ to 39
1. How many years do you use monitor?
More than 1 year ~
More than 3 year ~
Less than 1 year
More than 7 years
Less than 3 years
Less than 7 years
2. How many years do you use main computer?
More than 1 year ~
More than 3 year ~
Less than 1 year
More than 7 years
Less than 3 years
Less than 7 years
3. Why didn’t you change monitor?
expensive
expensive
expensive
expensive
2. If you purchase new monitor,
what is the most important thing in buying monitor?
design
design
design
모니터 사용 연수
design
design
design
본체사용 연수
1년이하
1년 이하
1년이상
1년 이상
3년 이하
3년 이하
3년 이상
7년이하
7년 이상
3년 이상
7년 이하
7년 이상
구매시 고려 요인
모니터 유지 이유
비싸서
디자인
고장나지
않아서
화면크기
성능
다른 만족
기능
제품이
가격
없어서
본체와 같이
브랜드
바꾸려고
Discovery of phenomenon – not changing monitor easily
According to survey, more than 80 percent people answered that they change desktop
within three years. On the other hand, most of people answered they use monitor more
than 7 years. We asked why they did not replace new one. To this question, most of
people added like this ; “monitor does not break down.”, “Changing monitor is
unnecessary.” It means that if they don’t have reasons to change monitor(breakdown,
definition decline, needs of size, etc.) necessarily, they don’t purchase new one. Also, they
more focus on general factors, like brand or screen’s size, than functional factors.
With these results, we are going to change consumers’ recognition about monitor by
emphasizing that monitor is also consumer goods and should be changed periodically.
We will show various functions and advantages at this point, so that it can connect to
Samsung 3D monitor’s recognition improvement, by extension, sales rise.
3. Communication strategy
(1) Communication strategy background
According to upper graph and investigation on consumer’s recognition about monitor,
People tend to change their monitor not lack of recognition’s 3D.
So, It is impossible to promote using existing advertisements such as providing simple
information of functions.
So we make our communication strategy as improving recognition of consumers. At
the same time, we exercise advertisements related to 3D monitor. We use both messages.
 Communication message
(2) Samsung 3D monitor(T27A950’) SWOT analysis
S
W
high definition
TN pannel. (previous generation of IPS pannel)
viewing angle (magic angle)
High price(product itself, glasses)
Smart TV function (available to use ‘3D
Shutter glasses(hard to use long time)
Explore’)
Crosstalk
Samsung Apps
DVI (compatibility)
Able to use ‘Allshare’
O
Securing
T
contents(because
of
Samsung’s
Aggressive marketing of LG(3D)
brand power)
Competitor’s competitive price( it is important
favorable comment of product and Hub from
because needs of 3D are not clarified )
overseas
Competitors are missing out consumers’ needs
about 3D contents
Through SWOT analysis, we can find out that Samsung is much better than competitors
in ‘contents’. This point has a thread of connection with consumers’ needs to 3D monitor.
So, we are going to highlight experience and emotional satisfaction that can be made by
‘contents’ as the most valuable advantage and execute marketing plans.
 Message that can appeal to people not only 3D monitor’s functions but also
consumers’ recognition improvement
(3) Communication slogan
“Change and Enjoy”
Change your general monitor, enjoy brand new generation with Samsung 3D monitor
 Change your existing monitor, Then you can experience new things and abundant
contents through us
(4) Communication strategy execution
1) Viral video

Man version.
While the man becomes refined and more handsome as time goes, his girlfriend is still
soggy and unfashionable from the first. The man goes out with her, but his face is not
bright. Then, the copy, “change and enjoy!”, pops up and the girlfriend disappeared. At
that time, one beautiful, capable, and fashionable girl appears front him. He really enjoys
date with her and experience new things. Then, general monitor’s image comes out and
the copy, “change and enjoy!” is showed again and a lot of interesting contents pour out
from the monitor.
<Story board>

Woman version.
While the woman becomes refined and prettier as time goes, her boyfriend is still soggy
and unfashionable from the first. The woman goes out with her, but her face is not
bright. Then, the copy, “change and enjoy!”, pops up and the boyfriend disappeared. At
that time, one handsome, capable, and fashionable man appears front her. She really
enjoys date with him and experience new things. Then, general monitor’s image comes
out and the copy, “change and enjoy!” is showed again and a lot of interesting contents
pour out from the monitor.
<Story board >
cut
1
Video
Context
Audio
공원 벤치
잘생기고 깔끔하게 입
은 남자.
옆에 팔짱낀 매력없는
여자
2
같은 표정 같은 자세
여자만 움직임
3
한숨쉬는 남자
4
5
빛가루 날리며 예쁜
여자로 바뀜
무표정이던 남자 환하
게 웃음
둘이 일어나며 화면
가리고 암전
신나는 음악
cut
6
Video
Context
Audio
암전에서 잘 차려입은
두
팔짱
사람이
입구에서
끼고
들어오는
모습
7
유리탁자위
디자인이 별로인
기존모니터
8
여자 바뀐것과 같은
효과로
3D 모니터로 바뀜
9
3D 컨텐츠가 영화 게
임등 극대화로 과장해
서 튀어나오는 장면
10
신나는 음악
cut
1
Video
Context
Audio
버스안
무표정의 예쁜여자
그 옆에 매력없는
경박한 웃음의 남자
2
3
무서워서 뒤에
공포영화
숨은 남자
소리
추워하는 남자
바람소리
여자 한숨쉬
4
5
빛가루 날리며
멋진 남자로 바뀜
여자 남자에게
기댐
cut
6
Video
Context
Audio
놀이공원
안전바가
내려오는장
면
7
한 손은 잡은채로
다른 손으로 하트를
만들며 롤러코스터
타고 내려오는 두 남
녀
8
유리탁자위
디자인이 별로인
기존모니터
9
여자 바뀐것과 같은
효과로
3D 모니터로 바뀜
10
3D 컨텐츠가 영화 게
임등 극대화로 과장해
서 튀어나오는 장면
신나는 음악
10
신나는 음악
2) Promotion
 Compensation event
When general Samsung monitor users experience 3D monitor in the shop, lottery tickets
are provided to them. They can participate in compensation event by submit lottery
ticket. If winner bring back general monitor, Samsung change it to 3D monitor.
 Viral Marketing through the SNS
Samsung SNS encourages users to post usage review of 3D monitor on it, and select their
intimate friends.
Samsung choose some good reviews and give presents to not only
reviewer(fee-charging contents voucher) but also their friends(3D monitor).
4. Conclusion
We try to change the recognition about monitor of 2030 generations to make them
purchase their new monitor with viral video and promotions including integrated
message ‘change, enjoy’. At the same time, we are going to communicate the brilliant
functional characteristics of Samsung 3D Monitor and a lot of good contents in quality,
efficiently.