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Submitted To: -

Submitted By: -

Professor. S. Suresh

Ekta Chaturvedi (15609029)

Sugandha Tiwari (15609015)
Aakansha Yadav (15609009)
S. Shradha (15609018)
Sachin Dominic (15609022)

HOLISTIC MARKETING
Holistic marketing concept can be defined as a marketing strategy which considers the
business as a whole and not as an entity with various different parts. According to
holistic marketing concept, even if a business is made of various departments, the
departments have to come together to project a positive & united business image in
the minds of the customer. Holistic marketing concept involves interconnected
marketing activities to ensure that the customer is likely to purchase their product
rather than competition.
Example of Holistic marketing concept An organization will have different
departments like sales and marketing, accounting and finance, R&D and product
development and finally HR and operations. Thus, if you want to implement a holistic
marketing concept in your organization, you need to ensure that R&D andproduct
development take the feedback from marketing and sales to launch the product which
is most likely to attract customers. On the other hand they need to work closely with
accounting and finance to find out the exact budget for the project. Sales and
marketing need to communicate to the HR the right kind of people that they need, and
finally, admin and operations need to devise a plan to retain these people.

Samsung is an example of Holistic marketing where the products are developed

keeping the customer in mind, The showrooms are branded in the proper manner, the
customer service is polite and the service is fast. Thus Samsung is an excellent
example of Holistic marketing.

INTRODUCTION TO SAMSUNG
SAMSUNG is known globally for its electronic products and it is one of the
successful brands in the electronic industry. It is an established company almost all
around the world.
SAMSUNG ELECTRONICS is a south korean multiinational electronics and
information technology company headquartered in SAMSUNG TOWN, Seoul. It is
the flagship subsidiary of the SAMSUNG group.With assembly plant and sales
network in 61 countries across the world, SAMSUNG has approximately 1,60,000
employees.
In 2009, the company took the position of revenue in the areas of LCD and LED
displays and memory chips is number one in the world.
In the TV segment, SAMSUNGs market position is dominant. For the 5 years since
2006, the company has been in the top spot in terms of number of TVs sold, which is
expected to continue in 2010 and beyond the worlds biggest IT maker by surpassing
the previous leader HP.

With the Galaxy S model mobile phone, Samsungs Smartphone line-up has retained the secondbest slot in the world market for some time. In competition to Apple's ipad tablet, Samsung
released the Android powered Samsung Galaxy Tablet.

Integrated Marketing Communication (IMC)

Integrated Marketing Communication (IMC) is the application of
consistent brand messaging across both traditional and non-traditional marketing
channels and using different promotional[ methods to reinforce each other.
The first definition for integrated marketing communication came from the American
Association of Advertising Agencies (also 4A's) in 1989, defining IMC as "an
approach to achieving the objectives of a marketing campaign through a wellcoordinated use of different promotional methods that are intended to reinforce each
other. The 4A's definition of IMC recognizes the strategic roles of various
communication disciplines (advertising, public relations, sales promotions, etc.) to
provide clarity, consistency, and increased impact when combined within a
comprehensive communications plan. Basically, it is the application of consistent
brand messaging across both traditional and non-traditional marketing channels.

The Journal of Integrated Marketing Communication from the Medill School of

Journalism at Northwestern University refers to IMC as "a strategic marketing process
specifically designed to ensure that all messaging and communication strategies are
unified across all channels and are centered around the customer. " [2] IMC is used

practically to allow one medium's weakness to be offset by another medium's strength,

with elements synergized to support each other and create greater impact. [3]
A more contemporary definition states, "True IMC is the development of marketing
strategies and creative campaigns that weave together multiple marketing disciplines
(paid advertising, public relations, promotion, owned assets, and social media) that are
selected and then executed to suit the particular goals of the brand. " [6] Instead of
simply using various media to help tell a brand's overall story, with IMC the
marketing leverages each communication channel's intrinsic strengths to achieve a
greater impact together than each channel could achieve individually. It requires the
marketer to understand each medium's limitation, including the audience's
ability/willingness to absorb messaging from that medium. This understanding is
integrated into a campaign's strategic plan from the very beginning of planning - so
that the brand no longer simply speaks with consistency, but speaks with planned
efficacy.[6] This concept inherently provides added benefits that include: a
singular/synchronized brand voice and experience, cost efficiencies generated through
creativity and production, and opportunities for added value and bonus.

MC weaves diverse aspects of business and marketing together. These include:

1. Organizational culture
2. The organization's vision and mission
3. Attitudes and behaviors of employees & partners
4. Communication within the company
Four C's of Marketing mix:
1.Consumer
2. Cost
3. Convenience
4. Communication

Four C's in 7Cs Compass Model (commodity, Cost, Channel, Communication,

see Marketing mix, Co-marketing )
Advertising , Broadcasting/mass advertising: broadcasts, print, internet advertising,
radio, television commercials, Outdoor advertising: billboards, street furniture,
stadiums, rest areas, subway advertising, taxis, transit, Online advertising: mobile
advertising, email ads, banner ads, search engine result pages, blogs, newsletters,
online classified ads, media ads.
Direct marketing:
Direct mail, telemarketing, catalogs, shopping channels, internet sales, emails, text
messaging, websites, online display ads, fliers, catalog distribution, promotional
letters, outdoor advertising, telemarketing, coupons, direct mail, direct selling,
grassroots/community marketing, mobile
Online/internet marketing:
1.E-commerce
2.Search engine optimization (SEO)
3. Search engine marketing (SEM)
4. Mobile Marketing
5. Email marketing
6. Content marketing
7.Social Media (Facebook, Twitter, LinkedIn, Google +, Foursquare, Pinterest,
YouTube, Wikipedia, Instagram)
Sales & customer service :
1.Sales materials (sell sheets, brochures, presentations)
2.Installation, customer help, returns & repairs, billing
3. Public Relations

4. Special events, interviews, conference speeches, industry awards, press

conferences, testimonials, news releases, publicity stunts, community involvement,
charity involvement & events
Promotions:
1.Contests, coupons, product samples (freebies), premiums, prizes, rebates, special
events
2. Trade shows
3. Booths, product demonstrations
4. Corporate philanthropy
5. Donations, volunteering, charitable actions
When these diverse aspects of business and marketing are weaved together properly
an effective campaign can be achieved. Effective campaigns are demonstrated on the
Integrated Brands shocase which recognizes brands that are innovative, strategic and
successfully growing their sales.[8] By effectively leveraging each communication
channel greater impact can be achieved together than achieved individually.
Samsungs IMC strategyGALAXY S5
Samsung released the Galaxy S5 with an IMC campaign that used advertising, emarketing, public relations and sales promotion. Samsung profiled the identified
target market as both men and women, between the ages of 15-50. This campaign
would appeal to people who use smart phones and enjoy keeping up to date with the
latest technology.
Promotional tools were used as follows:
Advertising TV advertisements to generate brand awareness.
E-Marketing online banner advertising and awareness on Facebook and YouTube.
Publicity feature of the phone during the Oscars, before the phone was released. The
phone captures the worlds most viral selfie taken by Ellen DeGeneres.

Sales promotion offer of a bonus pack for people who purchase a new Samsung
phone and trade their old one in to receive their old phone value worth in shopping
money for The Iconic.
According to the Wall Street Journal, Samsung stated the company sold 11 million
Galaxy S5 phones since its launch. The effectiveness of the campaign has clearly
worked, evident in the sales rates.
GALAXY S2
Integrated Marketing Communication Strategy of Samsung Galaxy S II . In todays
Modern Marketing Organisations, Marketers strive to present a concise message
across different mediums and platforms. Integration was the key to success,
Continuity and Uniformity, simple strategies that changed the Marketing Science
forever. Integrated Marketing Communication for Samsung Galaxy SII is been
architected since its launch. Days before its release dancers with boxes written
Letters from The World and the Samsung Logo paraded across Barcelona-Spain to
promote the new Galaxy phone. That also created Buzz within the city about the
launch. By using the World Mobile Convention 2011, in Barcelona-Spain, to launch
the phone, they earned lots of Public Relations from the media about the Galaxy SII
and favouring the new trends showed on the Convention. On its release TV
Advertisements, Billboards, Radio, Magazine Ads, Website, Micro-Sites, Kiosks, Instore Banners, Sponsorships, YouTube Videos all worked together to promote
Samsungs message across different media platforms all showcasing the new
Samsungs product. Going deeper and unveiling Samsungs IMC strategy we can
identity Major Communication Elements present on this campaign. Mass
Communication with Mass Media Advertisement (TV, Magazine,Radio), Target
Communication especially in the Sporting Market with the Sponsorship. of the
London Olympic Games 2012, In-Store Communication with banner ads, and sales
force using branded t-shirts, One-to-One Communication with Kiosks and Microwebsites promoting the Letters from.. concept that interacted with customers. On
this Promotional Mix we could see: Advertising, Direct Marketing, PR,
Sponsorship,Sales promotion and EMarketing. Based on the campaign published by
Samsung, the Sender, initially the intent was to create Awareness about the product to
inform consumers about the Galaxy SII. As the campaign progressed the customer, the
Receiver, got the message the campaign aimed to move down the Buying-Readiness
States to last stage, the Purchase state. The Strengths of the Galaxy S II actually go

back to their Marketing Orientation defined by Kotler, Adam, Denise and Armstrong
(2009) as the Product Concept where the company will favour quality, performance
and innovation features.

Galaxy S4
Swisscom is Switzerlands leading telecoms provider with 6.3 million customers and
around 1.7 million broadband connections. In 2013, Swissscom and Samsung joined
forces to launch the Samsung Galaxy S4 smartphone in Switzerland.
Objectives:Swiss mobile brand Swisscom took the classic playground game of outstaring your
friends and turning it into a promotion for the Samsung Galaxy S4.
The campaign created by perfect Fools for Swisscomss agency Heimat used a City
light Poster(CLP) showcasing the smartphones eye tracking interface.
Strategy:The Samsung S4 was placed inside a special CLP billboard and people were invited to
stare at the phone for 60 minutes to win it.
60 minutes players were challenged by a number of distractions around the CLP.
A series of professional actors doing their utmost to create a scene to steal the
attention away from the new S4.
Execution:The whole event was streamed live to a special microsite and a series of live banners
on all major Swiss websites.
From the microsite, users could interact with players in the game by sending tweets
and instagrams to the screen of the S4- to show their support or to make things even
more difficult.
A video of the event went viral in its first day on youtube bringing millions more eyes
on the S4 from around the world.

Results :4.1 million views , 19,582 likes and 136,180 shares on youtube.
151,000 interactions on the microsite.
Over 12 million adlmpressions in Switzerland.
1 in every 3 swiss people reached.
Featured on the reddit front page.
Ranked #5 on the global viral video chat 2013.
Featured on the Huffington post, Gizmodo, CNN Money, Forbes, Fortune, Businees
Insider, PSFK, AOL, TV news, Creativity, and many others.
Learning and Conclusions :Creating a buzz is important for a products success.
Communicate new features by engaging customer with the brand.
Innovative and execution of ideas helps create a brand recollect.
Leveraging all media platforms is essential to make the campaign viral.

Internal Marketing
Samsung volunteer program was the First Employee Volunteer Program in Korea
which was founded in 1994. It adopted Sharing Management strategy; and their
ambition was to respond to CSR as the most respected company; and also to volunteer
effectively in order to enhance humanity and morale of the employees .
Currently, Samsung has more than 30 companies, 200 CCI managers within the group
and the employee participation rate is about 70%, more than 100,000 employee
volunteers. Their vision is to create a better world through sharing and interdependent
living. The Korean word means win-win and interdependence. Its
missions are strengthening the social relationship, creating a trustful corporate culture,
and promoting a culture of sharing through employee volunteering and strategic CCI
activities.
As for the role of Samsung Volunteer Program, there are 2 big pictures that are
driving samsung to complete. They are those of the empowering center and the
window for networking.
The responsibility of the empowering center includes strategy making for a short &
long-term EVP of Samsung group, organizing 4 volunteer campaigns annually,
training volunteer managers and network making, serving as an outlet of volunteer
information and company PR, and developing human resources and a sharing friendly
company culture.
To play the other role, that is being the window for networking, the office has actively
pursued partnerships with NGOs, central & local governments, etc. Samsung shared
EVP management know-how with other companies, and collaborated with
international organizations and companies as well. This shows how much determined
samsung really is to keep theWindow for networking as transparent as possible.
CEOs Yoon Jong Yong, who is vice chairman of Samsung Electronics was serving in
lunch box delivery program. Samsung employees do volunteer working at Taegue
Subway fire accident.
In New York, Samsung had 4 seasons of hope charity night. It also donated to Unesco
for children education in undeveloped countries; And collaborated with China for

Korea-China Forest Project. And for helping Vietnamese kids suffering from heart
disease, Samsung launched A Heart to Heart project.
Motivation can be divided into internal and external. Uphold Pride of individuals is
one of the two effective Internal Motivations. In fact, pride matters more than money
for the most Samsung volunteers, Why? Because Samsung is the Most Wanted
Company to be employed in Korea. Through networking and communications, It
attempts to fully provide the internal motivation to its employees. It shares and
celebrates successful practices through the regular meeting. Samsung delegate power
to teams and let them take the responsibilities.
The second most important part of the internal motivation is the process of training
and education. In Samsung, once a year, CCI managers have a workshop in which it
shares its strategies and make action plans. There is also an intensive training and
education for the CCI managers to build up and strengthening their mental muscle for
volunteering and organizational skills for volunteer management.
External motivation - Financial support is also important and helpful in retaining
employee volunteers. Samsung usually combines volunteering with giving. For
example, Samsung Electronic raises fund through the Love Marathon events and
spends some funds for 3rd world education projects.
In addition to internal motivation programs, Samsung have external motivation
programs for recognition and award: It evaluates EVP impact. Awards are given to
outstanding volunteers and service credits will be added in annual evaluation of
performances. For example, SAMSUNG Fire & Marine Insurance Co. includes
employee volunteering in the evaluation for the Great Work Place as a management
strategy. Love Thermometer, the intranet, is used to show volunteering & donations
by employees. Samsung Electronics gives the New Leader Award to outstanding
volunteers through its quarterly evaluation.
When there is a domestic emergency, paid time-offs are given as a way of responding
to the community needs, especially, in the case of disaster relief. Internationally,
Samsung supports by sending medical service teams, 3119 emergency service teams,
rescue-dogs from Samsung Search & Rescue Dog Center and provide paid leaves for
every emergency volunteer. It encourages volunteers to use this paid-leave for serving
remote and helpless communities, stricken by disasters.

Samsung motivates its volunteers through 4 nation wide campaigns. They are Blood
Donation Relay, Inauguration Day Volunteer Festival, SAMSUNG Global Volunteer
Service Festival, and Love for Neighbors campaign. Through these 4 popular
campaigns, almost all employees participate in volunteering.
Since 1995, Samsung had full time volunteer coordinators. As compared to 1995, the
volunteering areas have been diversified by the year of 2003. Accordingly, Samsung
has full time staff support ready to help the diversified programs, such as program
development, interviews, team management, fund operation etc. Also, It awards
coordinators and their companies for outstanding performance.
Volunteer activities are sometimes dangerous; therefore Samsung provides full
insurance coverage for the volunteers as you see here, An example of Samsung life
insurance co., ltd.
In order to enhance the process of recognizing individual volunteers and sharing the
good and successful practices, we have a volunteer management system around the
online volunteer center. E-Sharing System by Samsung Electronics provides busy
researchers with a more convenient and easier approach to volunteering. As a result,
participants have increased from 30% to 95%, and donation went up to 80%.
In Samsung SDI, there is a mileage volunteering system with the catchphrase, 1
hour volunteering, 100 won for community. Time of family volunteering, done by
family member, is also counted in this system.
The impact of our Samsungs activities to local communities are as follows:
* Samsung repaired & improved about 2,500 social welfare facilities annually.
* 5,300 IT certificates have been acquired by young inmates through Samsung SDS
computer education, and some of them have opened 4 venture companies since 1995.
* Street patrol volunteering reduced youth crimes about 20%. (Samsung Heavy
Industries)
* Through tutoring and mentoring program, 73 students at risk graduated from high
school. Among them, 43 were hired, 30 entered university .This was done by
Samsung SDS.

* As a result of 1 company caring 1 river movement, the amounts of chemical waste

has been reduced substantially, and the quality of Taewha River improved
significantly. This was proceeded by Samsung Chemicals.
The main question that remains is What is the more effective ways of motivation?
Samsung believes and have learned over the years, The answer is, understanding
what they need and supporting what they want!. Samsung volunteer program would
never be lazy with Hope.

Corporate Citizenship
At the heart of Samsungs philosophy lies a strong commitment to Corporate
Citizenship, the idea that companies have a responsibility to create positive change
and help people live better lives. True success goes hand-in-hand with creating
prosperity and opportunities for the community. That is why Samsung has dedicated
itself to being socially and environmentally responsible in every community in which
we operate, all across the world.
Today, Samsung is carrying out projects in 85 countries, making sure that each project
fits the needs and circumstances of the respective community. In 2013, It employed
five primary strategies around the world to help improve education, increase
employment, and provide greater access to better medical services.

Samsungs Five Main Corporate Citizenship Program Strategies

Samsung Tech Institute focuses on helping young adults gain employment through
training and education in the IT and service industries. In developed areas, it focuses
on training youths in software development, while in developing countries it teach es
them how to excel in the field of product services. In 2013, Samsung implemented 23
programs across broad regions Africa, Middle East, Southeast Asia and Europe and
thanks to these programs, it has been able to employ extraordinary talent from around
the globe. In Africa, it first launched an engineering academy in South Africa in
March 2011. The following year, Samsung Electronics established academies in

Kenya and Nigeria. The academies offer one-year courses teaching practical skills to
help its graduates start their career as engineers at IT companies.

Samsung Smart School uses advanced technology to create better learning

environments and aid in the development of smarter and more creative individuals.
With over 380 Smart Schools around the world, Samsung is working to find highlevel solutions that meet specific local educational needs. Samsung seeks to reduce
the digital divide by providing basic educational materials, such as books and lesson
plans, and even school buildings in underprivileged areas. In more developed regions,
it is bringing IT into the classrooms and putting technology Samsung Galaxy Notes,
e-boards, and other smart devices into the hands of the students. 187 Smart Schools
were launched in Europe last year. Libraries and basic education institutes were set up
in countries like Ecuador and Nicaragua, while in Brazil and Argentina, Smart School
solutions, tablet PCs and electronic boards were provided to support advanced training
in IT.

Samsung Care Drive was established to help provide medical services to

communities that lack access to basic infrastructure such as hospitals. Mobile medical
centers and medical volunteers offer developing communities in areas of Africa and
parts of Asia access to medical care. For example, Samsung Mobile Health
Center provides mobile medical services to help reduce health issues such as
maternal and fetal mortality rate.

Solve for Tomorrow was created in 2010 to provide opportunities for talented
individuals from across the globe who are passionate about building a better
community. Participants submit proposals and present their ideas for a project.
Selected winners then receive funding to carry out those projects and bring them to
life. The Solve for Tomorrow project has been successful in promoting social
entrepreneurship and proven how technology can improve our environment and our
communities. The competition for 2013 involved high school and university students
from a number of countries, including China, who developed solutions for energy
efficiency, environmental protection and health. More than 10,000 students on 2,703
teams have offered their ideas for tomorrow.

Samsung Nanum Village involves building essential infrastructure in isolated

communities in developing countries. Starting in Vietnam and India, Samsung has
worked on building better infrastructures such as medical centers, schools and
community centers in different regions. We are currently working with four villages
around the world, with facilities scheduled for completion in 2014.

At Samsung, we realize that our products and actions can have a tremendous impact
on a number of social challenges across the world and that is why we are focusing on
becoming a responsible global citizen. We strive to help people connect to more
possibilities both through our products and by ensuring that everything we do has a
positive impact on the future. Stay tuned for more stories on how we are working to
bring positive changes for better lives full of possibilities.

Employee Competencies

Samsung Electronics assesses individual work capabilities according to job function

and offers a wide range of training opportunities to nurture all employees into experts
in their respective fields. To provide all employees, including those based overseas,
with access to comparable levels of training programs regardless of location, we have
set up a global education portal and mobile education system. Led by the HR
Development Center, diverse programs are offered through training departments
according to business division and work function.

Education in 2010
Samsung Electronics continued to enhance employee competencies by utilizing online
and offline education programs. Education became revitalized with the expansion of
online and mobile program Going foward, we will heighten effectiveness by offering
more online and mobile course.

Expert Training
We have instituted an expertise development process to help employees become
leading experts in their fields. Previously, the process was concentrated on software
and marketing personnel but is now being applied to workers in all job functions.
Work skill assessments allow employees to identify their own capabilities so that they
can draw up personal development plans to improve on their areas of weakness.
Employees receive support from the department head and company to implement
these plans which in turn helps to fuel personal growth and increase work satisfaction.
The work skill assessments are set to be conducted annually in the third week of
March, after promotions are announced. This period was selected to give HR an
opportunity to craft more effective and efficient development measures.

Global Education
In 2010, we expanded the global SMA (Samsung Manager Academy) and GEC
(Global Executive Course) programs to advance the capabilities of workers employed
by global subsidiaries. For foreign workers and
new recruits based in Korea, we offered the global orientation program to introduce
them to Samsung Electronics business philosophy, values and strategy. Improvements
were made to more closely link the regional specialist training program to the
deployment of employees to posts in global subsidiaries. Regional specialist training
is designed to foster global experts who will lead Samsung Electronics growth into a
leading global corporation. Recently, we have been deploying more regional
specialists to the fast growing countries to strengthen our global operation.

RELATIONSHIP MARKETING OF
SAMSUNG
Due to the rise in the number of competitors as well as the buying options in front of
consumers, relationship marketing has been on the rise.
Relationship marketing involvesMaking strong and deep relationship with the consumers (whether they be individuals
or organizations), such that the consumer does not shift a brand and has a long term
and satisfying relationship with the brand.
Relationship marketing need not be used only with your end customers. Your
stakeholders are equally important. That is why one of the key goals of marketing
activities today is to build strong relationships with customers and stakeholders. Thus
in all, the various entities involved in relationship marketing are1. Customers
2. Employees
3. Channel partners (Distributors, suppliers etc)
4. Financial partners (Shareholders, investors etc)
SAMSUNG has built a strong relationship with all these entities to be in the front.
Imagine having a high defection rate, or having a high attrition in the organization.
Defection rate is the rate of a customer leaving its brands, whereas attrition rate is the
rate at which an employee leaves a company which has hired him. You do not want a
high defection or attrition rate. And hence the use of relationship marketing.
These four entities together can also be known as the Marketing network for
relationship marketing. One of the smarter strategies for a company to generate profits
is simple Take good care of your marketing network and your profits will follow.
Imagine a highly motivated employee working alongside a highly motivated channel

partners. This builds confidence for the company from the point of view of the
customers which in turn brings sales and better numbers. This attracts the financial
community and they in turn start investing in the company. Thus in essence,
relationship marketing can actually take the organization to a whole new level of
generating business and profits.
With individualization and customization on the rise, relationship marketing too has
evolved and has started making separate offers to all the four entities. Nowadays you
will find specific recognition awards being given to employees, loyalty programs
given to customers, retention rewards and monetary awards given to channel partners
and finally financial rewards (stocks, dividends) being given to the financial partners
of the company.
By implementing these measures and being focused on relationships, SAMSUNG has
placed much more importance on customer retention. As we know, the better the
relationship, the better the relations. And furthermore, the cost of retaining a customer
is 20% to that of acquiring a new customer. Also, the retained customer will be
responsible for a high amount of sales for the company. The company having a higher
number of retained customers is more likely to have a higher market share as
compared to the competition.
Overall, relationship Marketing has built a tight knit for SAMSUNG bringing its
main players together and thereby taking it forward.
This in turn has resulted in high performance and high rewards. As said by Leonardo
Dicaprio in the movie Inception A positive motivation always trumps a negative
thought. This is where the crux of relationship marketing lies. A positive motivation
which brings people together, builds a strong bond and helps the company in
achieving its target.

PERFORMANCE MARKETING
Performance Marketing is a comprehensive term that refers to online marketing and
advertising programs in which advertisers and marketing companies are paid when a
specific action is completed; such as a sale, lead or click.
Samsung Electronics America spent virtually nothing on the Internet last year. This
year, it intends to splurge more than $5 million on online marketing calculated to yield
350 million impressions a month across the Web. The online effort is part of an
overall $400 million worldwide television, radio, print and outdoor campaign taglined
"DigitAll Experience. Everyone's invited." It aims to reposition Samsung as a serious
player in digital convergence and possibly unseat rival Sony Corp. from dominance in
U.S. consumer electronics.
"It simply means that we understand the value of the demographics of adoption in a
new generation of the knowledge economy," said Peter Weedfald, vice president of
strategic marketing and new media at Samsung Electronics America, Ridgefield Park,
NJ.
Developed by advertising agency Foote, Cone & Belding, the Samsung television
campaign focuses on how the marketer's portfolio of products meets changing needs
of consumers. Similarly, online, print and billboards ads, created by Samsung-owned
Cheil Communications America, will deliver specific offers. Online tactics include
sponsorships, banners, coupons, sweepstakes, real-time audio and video, interstitials
and channel-related Web offers.
"We want to build affinity and direct opportunities," Weedfald said.

The South Korean marketer has bought media on 57 major Web sites. The list
includes CNET, Forbes.com, Fortune.com, BusinessWeek.com, CNN.com,
CBS.SportsLine.com, CarandDriver.com, Elle.com, roadandtrack.com, premiere.com,
people.com, dealerscope.com, pcmag.com and pcworld.com. Sites of popular radio
stations are also part of the media plan. The choice of sites was not as straightforward

as it seems.
After research and analysis of the market opportunities, Weedfald matched that
information with the various Samsung divisions, their products and their typical
distribution channels. Then he met with the respective division heads and sales and
marketing executives to understand their objectives for the year. Weedfald married the
learning from such conversations with the targeted sites' impressions and unique
traffic numbers to craft a strategy. Advertising units on these sites cover a variety of
banner sizes with templates for 18 programs. So Samsung had readied banners for
Father's Day, Fourth of July, Christmas and New Year's, to name a few. All that needs
to be done is insert the pertinent product.
"The placements mostly are above-the-fold, 24 hours a day, 365 days a year,"
Weedfald said. "This is 100 percent static, staid, nobody has parity with Samsung 24
hours a day on the home page [of the sites running the ads]."
Creative in 12 to 14 executions will tout products in the convergence, entertainment
and mobile areas. Featured products include LCD cell phones, portable DVD players,
set-top boxes, MP3 players, CD-ROMs, LCD monitors, home theater systems, digital
TV sets and an Internet fridge. Samsung currently is asking consumers to click
through on banners and buttons to gain information on the new plasma screen TV or
to buy via Sprint the latest Samsung cell phone. Unlike Sony's SonyStyle.com
venture, Samsung has little intention of adding e-commerce to its manufacturing role.
Weedfald said it is difficult to sell products directly as a single manufacturer. "The
reason Home Depot works," he said, "is the large emporium of different choices of
brands and products. Same with Best Buy, same with Sears."
In many instances, Samsung will ask consumers to submit contact information for
more personalized marketing. This permission-based marketing will come into its own
as Samsung next month begins integrating various retail partners in the online
marketing programs. Weedfald claims he has the addresses and ZIP codes of every
store in the United States that sells Samsung products.

"I can match that to anyone in my database of opt-in permission-based e-mail

addresses so that I can actually deliver targeted offers," he said.
Until last year, Samsung had no consumer e-mail database to speak of. While
Weedfald would not disclose the current size of the database, he expects it to grow
exponentially because of this campaign.
"We're hoping that we're building something here that we can repeat year after year,"
he said
In 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.
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 throughdifferent
scenes, Samsung products transform into more advanced models. Accordingto
company sources, the idea was to convey the message that Samsung uses Nobel Prize
Laureates' ideas for making its products.

Samsung entered India in December 1995 as a 51:49 joint venture with Reasonable
Computer Solutions Pvt Ltd (RCSPL), owned by Venugopal Dhoot of the Videocon
group. In 1998, RCSPL diluted its stake in Samsung to 26% and in November 2002,
the FIPB cleared Samsung's proposal to buy RCSPL's remaining (23%) stake.

In 2002, Samsung established manufacturing facilities for colour televisions,

microwave ovens, washing machines and air conditioners at Noida, Uttar Pradesh. It
also had a presence in consumer electronics, information technology products, mobile
phones and home appliances. Samsung's flagship businesses were consumer
electronics and home appliances, which contributed more than 60% of its revenues.

In 2002, Samsung reported sales of Rs.170 million with 26% growth over the
previous year. Its consumer electronics business grew by 29% and contributed 60% to
the total sales, and its home appliances division grew by 21%, contributing 40 % of
the total sales.

Samsung Marketing Strategy

Price Samsungs pricing their product Samsung galaxy S II for RM1499.

Samsungs products are good in quality and technology so that the price will be
higher.
Product Samsungs product, such as Samsung galaxy series, television, and
computer product.
Promotion They will give some stuff when you buy their product, such casing or
free to installing some application. They also offer free wifi to their customer.
Place Samsungs company got many branches mostly located in everywhere.
Customer can easily to get the information about their product and services.

Samsung Advertising Method

Samsung using direct and indirect method. Direct method, for example, Samsung
advertise their product through television, internet, and other else. Indirect method,
for example, Samsung let customer try their new product and let customer know that
their new product is good to use.

Global Digital & Social

Media Strategy at Samsung
Samsung is justly one of the largest and most popular brands in the Netherlands. Not
only as a brand in itself, but on social media Samsung is a pioneer as well. Samsungs
enthusiasm for social media is clearly visible; Samsung Nederland is present on the
most popular social media channels and knows how to create cool content about
product. But whoevers good wants to get better.
Last year, Samsung became the top mobile manufacturer in the world, taking the spot
held by Nokia since 1998 and overtaking competitor, Apples, share of the smartphone
market. But Samsung isnt only a global mobile giant. With 20 million followers on
Twitter and 15 million Facebook fans, its also a company that understands the value
of social currency.
The meteoric rise of Samsung Mobile is no accident. In a digital environment that
includes an estimated three billion mobile users worldwide, it has become
increasingly critical for companies and brands to engage with mobile consumers on
the devices of their choosing. According to mobiThinking, a resource for global
digital mobile marketing agencies, in Why Samsung is number one
handset/smartphone vendor: why your mobile strategy should emulate Samsung,
Companies have to fit their mobile strategy to suit consumer choice.
This is an area in which Samsung Mobile has excelled. It offers mobile phones and
devices at a variety of price ranges and hasnt pigeonholed its buyers into using one
operating system over another. Companies that are prescriptive in their mobile
engagement, epitomized by companies that only offer an iPhone or Android app, are

pushing all their other customers (both those that have a different handset and those
who simply dont want another app cluttering up their cell phone) into the welcoming
arms of their competitors, mobiThinking says.
Samsung allows users to stick with the Samsung brand while being able to choose
from several different smartphone operating systems, including Android, Windows,
and Bada. It also manufactures an astounding 153 varieties of handsets that it makes
available worldwide. Its biggest competitors dont come close.
Nokia offers 22 handsets worldwide, but only eight varieties in the US, and its
smartphones are now only available on the Windows platform. Apple, the third largest
handset manufacturer, has a handful of incarnations of its iPhone line, while ZTE
offers 22 handsets with Android and Windows options, and LG, the fifth largest
handset provider carries 61, primarily Android, mobile phone varieties. Customer
choice has given Samsung an edge in the mobile market, in which 1.9 billion mobile
devices were sold last year alone, according to mobiThinking.
Samsung Mobiles broad reach, partially as a result of offering consumers more
choice, has been markedly heightened by its successful social media strategy which
has accommodated the new mobile consumer environment by embracing the shift
towards what Vivaldi Partners Group refer to as the Social Currency Paradigm, in
its recent Social Currency Impact Study. The secret to Samsung Mobiles digital
marketing success, says Vivaldi Partners, is their use and understanding of social
currency, or the degree to which customers share a brand or information about a
brand with others, to drive business results.
According to Vivaldi Partners, Samsung has been particularly successful at driving
consumer behavior towards the consideration to purchase, the purchase (and the
awareness of it), and loyalty towards a brand, by taking advantage of the boost that
social media enable in the six degrees of social currency: affiliation, conversation,
information, advocacy, utility and identity. This is a global digital strategy that some
of its competitors in electronics, including Sony, have failed to employ as
successfully, says Vivaldi Partners.

Social currency wheel Samsung

In this way, Samsung has been able to draw in new socially engaged consumers and
gain competitive advantage, says Max Nisen, in These Social Currency Wheels Show
Why Everyone Loves Samsung. Samsung has put a great deal of consideration into
socially enabling its customers and brand loyalists, through its social media presence
and its website, to network with others, such as friends and family members, by
fostering an environment of advocacy and the genuine celebration of its products and
services.
Much of Samsung Mobiles more recent social media success has been due to its
efforts to launch its latest lines of Galaxy smart phones and tablets. However, as
Samsungs example shows, a global digital and social marketing strategy must be
actively adapted to an increasingly mobile world and enable customers to talk with
and share with one another, amplify marketing campaigns, and build communities of
brand advocates and social media influencers. As Vivaldi Partners and Nisen point
out, a holistic approach to cultivating social currency, like Samsungs, includes
considering the impact of customers social media behaviors on producing three
outcomes: consideration, purchase and loyalty.