SAMSUNG GLOBAL STRATEGY * Samsung MP3P Communication Strategy.

SAMSUNGGLOBAL STRATEGY

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Samsung MP3P Communication Strategy


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Samsung MP3P Communication Strategy Process

1. Situation analysis

2. Root problems

3. Consumer analysis

4. IMC strategy

Market analysis

Competitor analysis

Product analysis

Making a difference

Customer survey

Finding the root problemFGI

Case study

Creative insight

Process of IMC strategy

Process Contents

Com

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Stra

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*Situation analysis

Root problems

Consumer analysis

IMC strategyMarket analysis

The MP3P Market Pie will get bigger rapidly!

[ The position of the MP3P in PLC ]

The MP3P market is located between the Introduction and the Growth section.

- The keen competitions - The rapid extension of the market

[ Sales Forecast ]

The sales of MP3Ps are sharply increasing each year. The annual growth rate = 29.1%.

This trend is expected to continue.


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87.3%

58.6%

BUT, the pie is an Apple Pie!

[The total M/S of the MP3P]Combining flash-based and hard drive-based players together

Apple maintained its strong hold on the market with a 87.3% share, Rio with a 2.8% share, Creative in fourth with 2.6%, and iRiver at 1.5%.

[The M/S of the hard drive-based player]

Apple remains in first place with a 58.6% share, Second was Rio with 7.1%, iRiver at 6.2%, Digital Way at 4.4%, and Creative at 3.2%.

Situation analysis

Root problems

Consumer analysis

IMC strategy

Apple is in its prime! Where is the Samsung’s pie?


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Samsung MP3P, it’s never bad!

Situation analysis

Root problems

Consumer analysis

IMC strategy

The YH-820, one of the Samsung MP3Ps, recently received the “Next Big Thing Award 2005” in the audio equipment part from the CES (2005 International Consumer Electronics Show).

[The best product quality, Samsung MP3P]

[The strong point of Samsung]

The trend which Samsung pursues = The multi-compound function

At the same time through the Samsung MP3P

Samsung has an excellent product quality.


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Also customers already know about it.

Situation analysis

Root problems

Consumer analysis

IMC strategy

[Samsung halo effect]Customers recognize and trust the qualities of the Samsung’s products. Some ratios are almost similar to the iPod.

BUT!

[Reviews of Samsung MP3P]There are a lot of Samsung MP3P reviews on the Internet which were made by the customers about the Samsung MP3P’s fascinating qualities.

[Brand Funnel (unit : %)]

[Samsung’s MP3P review on the internet]

Some customers say that they know it’s not bad,

but they don’t want to buy it.


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What made the customers notwant to buy the Samsung’s MP3P?

Situation analysis

Root problems

Consumer analysis

IMC strategy

[The factors of making a difference]

Brand loyalty & Customer relationship management


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No brand loyalty? Be the Love Mark, Not just A Brand.

Situation analysis

Root problems

Consumer analysis

IMC strategy

Product Trade

Mark

Brand Love Mark

[ The changing of Brand ]

※[ The meaning of LOVE MARK ]

The inducement to an action is not reason but feeling! The Love

Mark wakens the customer’s brand loyalty with no questions asked.

From the Love Mark’s point of view,

Let’s check the Samsung MP3P’s brand!

XYLITOLPRSTRATEGY

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[Preconditions for the Love Mark : LOVE, RESPECT]

Common Brand

Love Mark

Low Respec

t

High Love

Low Love

High Respec

t

Samsung MP3P

[ Samsung MP3P = high respect, low love ]

- High functional quality, Low emotional quality of the product

Fads

Commodities

In this situation where high similar product qualities are available, Samsung will be in

danger.

To be the Love Mark, what should we do?


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Case study : The example of Love Mark

Situation analysis

Root problems

Consumer analysis

IMC strategy

[Harley Davidson Motorcycle]

A brand : A company

selling motorcycles

They have their ownmagazines. (every other weekly)

Harley Davidson is not a motorcycle but their Culture!

450,000 customers are members of theHarley-Owner Groups.

They have a customer’s own site,www.hog.comIt did a lot of activities.

Selling the Samsung MP3P’s culture?

The Love Mark :The company selling t

he Harley culture!▶

http://www.hog.com/


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Be the Culture icon!

Situation analysis

Root problems

Consumer analysis

IMC strategy

[ How to become a culture icon ]

Dorothy Leonard-Barton (the professor of the Business School at Harvard ) said “If a technology meets the eye which can read the trends, it can be a strong ‘Culture icon’.”

THE CULTURE ICON

technology + Eye which can read the trends

Samsung MP3P must have the eyes which can read CUSTOMERS’ TRENDS!

What customers have on their mind?


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FGI (by email)

Situation analysis

Root problems

Consumer analysis

IMC strategy

[The reason why customers buy iPod]

Adam boothe (iPod user, 25, American)

- It’s EASY TO USE. I just want to listen music and it’s the most simple to play..That’s all.

[Survey : Using MP3P’s functions]

Customers just want that if they push the ‘Play’, they can listen to music.

80% ▶

The Communication point ① Be Sensual! Not Sensible.


*Situation analysis

Root problems

Consumer analysis

IMC strategy

▶ Marina forester (iPod user, 23, American)

- WE HAVE ONLY OUR BEHAVIORS! For example, it’s the iPod-nod. When I see the iPod user, we nod each other.. It’ special feeling because only iPod user know and can do it..

▶ Nick villalon (iPod user, 24, American)

- WE HAVE ONLY OUR SPACE! There is a site, www.ilounge.com. iPod users upload pictures which took pictures with iPod.. It’s kind of our pride which only we can know and share..

FGI (by email)

[The reason why customers buy iPod]

② Use only Samsung User’s Code continuously.


*Situation analysis

Root problems

Consumer analysis

IMC strategyHow can we make Samsung’s own symbol?

[Case study : HP successful global communication campaign]

③ Find infinite symbols for Samsung!


*Situation analysis

Root problems

Consumer analysis

IMC strategyThe meaning of music to customes.

[The life style with MP3P]

④ Use the Korean advertisement’s same ‘What To Say’.

MP3P users use them WHENEVER they are, WHEREVER they are,WHATEVER they do. In the customers’ insight :

[Music is my life.]Also it is the advertisement slogan of the Korean Samsung MP3P.

Theodore Levitt (the professor of the Business School at Harvard ) said

“Having ‘ONE PROGRAM, ONE MESSAGE’is very important to the global brand for the building the certain brand identity.

[source : The Globalization of markets]


*Situation analysis

Root problems

Consumer analysis

IMC strategy

However, we need to change ‘HOW TO SAY’

Life for Music

- The place, time is limited such as a concert or the break time.

[Finding the wrong + different customer insight]

Life with Music

- Not only the time related to music, but also all of my life time, music is with me.

The new advertisement must show us...

The original advertisement showed

us...

⑤ Let’s find the REAL MUSIC With people in their life!

- I live for music. - Music is the reason why I live.

- I live with Music. - Actually there is no big aspiration for music but it’s natural life style.


*Situation analysis

Root problems

Consumer analysis

IMC strategyCreative Insight

[The discover in the life about music]

When I raised my head to sky, I saw five lines

in the sky.

Suddenly it looked like the staff of my music I listened to.

Of course, at that timeI listened to music. The symbol of music,

five lines in our life

Let’s make them Samsung MP3P’s!


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The Process of IMC strategy

Changing consumers’ perception

Strong,

continuously Communicatio

n :

1st

Responding customers’ behaviors

Campaign which

customers can join easily

2nd

Being the Love mark, customers’

brand loyalty↑

Long-run campaign

with something

new

3rd

Situation analysis

Root problems

Consumer analysis

IMC strategy

[The changing fate]


*Situation analysis

Root problems

Consumer analysis

IMC strategyCommunication_Print ①


*Situation analysis

Root problems

Consumer analysis

IMC strategyCommunication_Print ②


*Situation analysis

Root problems

Consumer analysis

IMC strategyCommunication_Print ③


*Situation analysis

Root problems

Consumer analysis

IMC strategyCommunication_Print ④


*Situation analysis

Root problems

Consumer analysis

IMC strategyCommunication_

Outdoor advertising ①


*Situation analysis

Root problems

Consumer analysis


Outdoor advertising ②


*Situation analysis

Root problems

Consumer analysis


Outdoor advertising ③


*Situation analysis

Root problems

Consumer analysis


Outdoor advertising ④


*Situation analysis

Root problems

Consumer analysis


Outdoor advertising ⑤


*Situation analysis

Root problems

Consumer analysis


Outdoor advertising ⑥


*Situation analysis

Root problems

Consumer analysis

IMC strategyCampaign

which customers can join easily ①

Make a site which only Samsung customers can useCustomers find the 5 lines which remind us of musicUpload the pictures on the Samsung customer’s siteGive customers who upload music some gifts such as a free music coupons of the music site which Samsung will make, pick up the best picture as the next print advertisement with prize.

Show the music in your life!The Title

The effect

Customers will continuously try to find and think about symbols of Samsung in their life. => Brand familiar ↑

Cam

paig

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rocess

Step Contents

Step 1.

Step 2.

Step 3.

Step 4.


*Situation analysis

Root problems

Consumer analysis


which customers can join easily ②

Customers choose a song that they like.

Change the words of song to the story about their life.

Upload their new lyrics’ song on to the Internet site.Choose the good lyrics and give customer some free music coupon, and use the one of the lines to the next advertisement’s lyrics.

Sing your life!The Title

The effect

The Samsung’s slogan can approach to the customer’s real life and they can show their lifestyle through the Samsung MP3P.

Cam

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rocess

Step Contents

Step 1.

Step 2.

Step 3.

Step 4.


*Situation analysis

Root problems

Consumer analysis


which customers can join easily ③

(American like party, it’s their life style.) Customer upload their music party plan shortly on to the customers’ site. (for example : party concept, members, date, etc. Pick up the one plan per month, give them financial aid for their music party.

Soooooooooooooo, Music party is my life.The Title

The effect

The customer who receives the funding must upload the music party review and a thankful letter on the site

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Step Contents

Step 1.

Step 2.

Step 3.

Samsung’s image will be changed not as an equipment selling company but as the company which makes the music culture.


*Situation analysis

Root problems

Consumer analysis

IMC strategyBe the long-run campaign

with new version.

▶ There are a lot of other music symbols.

With the same ‘tone and manner’

▶ We can use them in the next time for the long-run campaign.


*Situation analysis

Root problems

Consumer analysis

IMC strategyThe process of the desired effect

▶ Samsung MP3P will be the symbol of music and the best MP3P brand.

▶ No brand loyalty for Samsung MP3P

Be the Love Mark ! Find infinite music symbols in our life

Take them as the symbol of Samsung MP3P.

All of music symbol in our life will advertise the

Samsung MP3P naturally.


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Thank you for your attention!

SAMSUNG GLOBAL STRATEGY * Samsung MP3P Communication Strategy.

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Transcript of SAMSUNG GLOBAL STRATEGY * Samsung MP3P Communication Strategy.