<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

Low price

High recognition in 3D market

Light glasses (Polarized method)

W

Definition(Polarized method)

Had no DVI

O

Good in Marketing (3D=LG)

T

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 Single-

person 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, e-

commerce 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?

Less than 1 year

More than 1 year ~

Less than 3 years

More than 3 year ~

Less than 7 years

More than 7 years

2. How many years do you use main computer?

Less than 1 year

More than 1 year ~

Less than 3 years

More than 3 year ~

Less than 7 years

More 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 design design design

모니터 사용 연수

1년이하

1년이상

3년 이하

3년 이상

7년이하

7년 이상

본체사용 연수

1년 이하

1년 이상

3년 이하

3년 이상

7년 이하

7년 이상

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.

모니터 유지 이유

비싸서

고장나지

않아서

다른 만족

제품이

없어서 본체와 같이

바꾸려고

구매시 고려 요인

디자인

화면크기

성능

기능

가격

브랜드

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

high definition

viewing angle (magic angle)

Smart TV function (available to use ‘3D

Explore’)

Samsung Apps

DVI (compatibility)

Able to use ‘Allshare’

W

TN pannel. (previous generation of IPS pannel)

High price(product itself, glasses)

Shutter glasses(hard to use long time)

Crosstalk

O

Securing contents(because of Samsung’s

brand power)

favorable comment of product and Hub from

overseas

Competitors are missing out consumers’ needs

about 3D contents

T

Aggressive marketing of LG(3D)

Competitor’s competitive price( it is important

because needs of 3D are not clarified )

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 Video Context Audio

1

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 Video Context Audio

6

암전에서 잘 차려입은

두 사람이 입구에서

팔짱 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 Video Context Audio

1

버스안

무표정의 예쁜여자

그 옆에 매력없는

경박한 웃음의 남자

2

무서워서 뒤에

숨은 남자

공포영화

소리

3

추워하는 남자

여자 한숨쉬

바람소리

4

5

빛가루 날리며

멋진 남자로 바뀜

여자 남자에게

기댐

cut Video Context Audio

6

놀이공원

안전바가 내려오는장

면

7

한 손은 잡은채로

다른 손으로 하트를

만들며 롤러코스터

타고 내려오는 두 남

녀

신나는 음악

8

유리탁자위

디자인이 별로인

기존모니터

9

여자 바뀐것과 같은

효과로

3D 모니터로 바뀜

10

3D 컨텐츠가 영화 게

임등 극대화로 과장해

서 튀어나오는 장면

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.