SAMSUNG
About Samsung:
Lee Byung-Chul launched Samsung as a commercial company in 1938. The
company expanded into food processing, textiles, insurance, securities, and
retail during the next three decades. In the late 1960s, Samsung entered the
electronics business. Samsung has a diverse product portfolio and a presence
in a variety of product categories. The Samsung Smartphones, such as the
Samsung Note series and the Samsung Galaxy series, is the brand image
drivers for Samsung
Samsung manufactures a wide range of consumer and industrial electronics,
including appliances, digital media devices, semiconductors, memory chips,
and integrated systems, among other things. It has become one of the most
well-known names in the technology industry, accounting for almost a quarter of

products they sell:
Refrigerators Washing
Machines
Microwave
Ovens

Dishwashers Air Conditioners
Air Purifiers Mobile phone and Buds

Marketing Strategy of Samsung:
 Samsung employs a variety of marketing techniques and strategies to draw
clients to the brand and encourage them to purchase its products. Samsung
Marketing Strategies As a result, the company’s marketing plan is effective,
allowing it to expand and advance in a variety of ways.
 Brand Ambassador strategy of Samsung-
 To promote their devices, Samsung has teamed up with celebrities. Through
this relationship, celebrities were able to promote their phones and other
businesses across a variety of social media platforms. Collaborations with A-
list celebrities can guarantee a rise in brand exposure due to their large fan
base.
 They have worked with several well-known celebrities, including BTS,
BLACKPINK, Huma Qureshi, etc.

Digital Presence of Samsung-
 Samsung’s success in digital marketing can be attributed to its adept use of
social currency to achieve corporate results. Customers’ level of engagement
with a brand, as well as their readiness to share knowledge with others, is
characterized as social currency. By extending its social media presence,
Samsung has done its best to provide customers and brand loyalists with the
chance to share their Samsung experience with those in their circle—friends
and family members.
 Brands like Samsung must speak to the interests and concerns of the many
segments of the population that their products target. This means they have
social profiles on all of the major social networks. Samsung has done a
commendable job on the same and is well-represented on all major social
media sites, including Facebook, Twitter, YouTube, and Instagram. Through its
specialized social media pages, Samsung has very attentive and committed
customer care teams available.

Digital Marketing Campaigns of
Samsung
Samsung has positioned itself to be a community-oriented brand impacting
audiences worldwide by introducing various marketing campaigns. Along with a
promising marketing strategy Samsung also does a great job in promoting its
products and appealing their audience with exceptional marketing campaigns.
Recently during Pride Month, the brand celebrated with the community displaying
with pride the importance of diversity and how Samsung stands as an ally for the
LGBTQ++ community on its Social Media handles.

Enjoy having a look at these exceptional Marketing Campaigns by
Samsung.

Here’s the marketing campaign that made people reconsider their options since Samsung directly targeted
its main competitor by comparing its brand to Apple iPhones. This video took the world by storm when it
went popular on the internet

Adventurous Branding Image
The purpose of brand films is to acquaint your audience with your values, visions
and ultimately the core of your brand. You can get your brand across using visuals,
sounds and storytelling in a way that would be impossible through any other
medium.
Remembering the outdoor themed ad campaigns a lot of time, Samsung is always
side-reflecting an adventurous concept in as a brand image in a notable amount of
time. In their brand film from 2013 as below, we see 18 perilous locations from
Scandinavia filmed in -31 Celsius with helicopter shots and husky dog sleds and
snowmobiles. The film is being used by Samsung to promote their new Heat Pump,
N-Series specially for Scandinavia but also had shown at exhibitions and trade
shows globally.

Bringing Art and Creativity To the
Room
 A technology brand needs to be futuristic and has to
display its talents in a powerful way. As always
comparing to Apple, Samsung seems and appears to be
more technologic and analog, however it’s at its
opposite in the advertising world.
 The ‘future’ starts with a child gazing at the
monster on the window while playing at home, then
the robot-applicable tattoos, design clothes in an
interactive mirror, foldable smartphones and the
phone-operated ultrasounds came to life. The spot
makes the cut with a real-life meetup to slay an
augmented reality monster, balancing the quaint
optimism of the classic song with an equally
optimistic view of an unknown future.

Out of the Box Marketing
 We all are aware of that Samsung’s product
pricing strategy is not in A-class and
competitive generally as on purpose. That’s
where the brand needs to develop other
extracurriculars to make their products and
serves its technology interestingly. Just
like thinking outside of their box.
 Samsung’s “Galleried” spot above makes
picture frames great again.. Spending a day
at the museum, art-lovers are getting
shocked about how the precious artworks
inside the frames suddenly dissapear. A
bunch of people, terrified, looking at blank

Covering Cause Marketing and
Social Responsibility in Balance
 Another type of marketing that almost all brands cover in
order to draw attention for making world a better place,
social responsibility projects are always essential for
Samsung.
 Samsung Italy’s meaningful project, PizzAut, is a tablet
app designed for people with autism. Aiming to create an
inclusive work environment for people with autism, Samsung
Italy built an app that makes restaurant management easier
and provides them a chance to get involved in the society.
 Created by FCB Milan, the app has been designed by
engineers, UX designers, psychotherapists, language experts
to reveal the challenges which are usually faced with.

Expertized in How To Make Clever
Attributions
 Just the spot called “Growing Up” doesn’t mean the brands grow
up and stop bickering with each other in the marketing world.
 Before the launch date of the iPhone X, Samsung rolled out a
new spot which is entirely about mocking Apple. That wasn’t
the first time Samsung mocked Apple (we stopped counting, to
be honest) but this time, they’re making it more fun. Created
by Wieden + Kennedy Portland, ‘Growing Up’ refers to
everything from storage space to water resistance — and of
course the endless line-ups which is the funniest part. After
watching the film, even the fans of Apple we bet can’t help
but smile.
 The spot begins in the year 2007, as the first-gen release of
iPhone. The hero, Erik, of course buys the product, while his
future-girlfriend Lauren has a Samsung by 2013. Eric started
having storage issues even in the old version of iOS . Then,
in 2013, when they compare the screen sizes and the water
resistance, the results are shameful.

Advertising Strategy of Samsung
 Samsung involves heavy promotions in their advertising strategy by using both push and pull
strategy. By following push advertising strategy, Samsung places their products through sales
and advertising strategies. it is done by heavy investment on traditional advertising. In the push
advertising strategy, Samsung spot placements in the major events like Super Bowl.

Again, Samsung uses social networking sites such as Facebook, Twitter, Youtube etc. to
maintain their online presence regularly. Through these social media marketing strategies,
Samsung builds and maintain a relationship with the customers. They also declare
announcements of their new products in the social networking sites. These types of initiatives
are included in pull advertising strategy.
 Samsung used to tied up with celebrity in advertising their products. They never tied up with
David Beckham for the advertising of their Samsung Galaxy Note & Samsung Galaxy. Again,
Samsung hired Bollywood actress Nargis Fakhri for advertising Samsung Galaxy in India.
 Samsung used to follow another way of advertising their mobile phones by focusing their
attention on gathering audiences. Samsung started the advertisement by telling basic
information about Samsung phones to the customers. This technic informs the customers about
the brand name of the phones by zooming into Samsung phones so that the customers are able
to see the brand name printed on the phones.

In terms of Samsung Electronics, all of their advertising activities are designed to provide
accurate information to the customers through high-quality advertisements and these sort of
advertisements help the customers to take the decision whether they will buy the products or
not. In a broad sense, Samsung’s advertisement is centered on the empowerment of corporate
brand identity and product.
Besides these, common global advertising strategy ways of Samsung are
•TV advertisement
•Print advertisement
•Point of Sale advertisement
In conclusion, we can say that Samsung is very effective in terms of advertising their products.
Samsung creates association with their products and uses those associations to appeal their
customers and try to make them one of the customers of their products. Samsung basically uses
their advertising method in two ways, direct 7 indirect methods. The indirect method, they
advertise their products through television, internet, and other media. And in the indirect
method, Samsung let their customers know that the new products are good to use

Conclusion
Although the quality, design and technological specifications of consumer electronics remain important
characteristics in the decision making process of a consumers’ purchase, marketing strategies and
tactics have a crucial impact on the perception of existing and potential customers. The reputation of a
company, including their ethical behaviour, from human resources to their impact on the environment
at large and the perception of industry innovators in their specific market can influence the profits of a
company in a significant manner. This paper has presented how the external environment can
influence the marketing strategy of a company and how Samsung Electronics’ current practices are in
line with the demands and realities of the consumer electronics market across the globe. Although the
competition is fierce and

Samsung’s rivals in the TV market share are other well-known global brands
such as LG, Sony or Panasonic, the ethical behaviour of Samsung has
helped the company increase their revenue each year, through launching
products that attract the technological savvy customers, as well as launching
promotional offers for the customers who are more price sensitive.
Samsung’s ambition to become a global leader in the consumer electronics
industry is complemented by their investment in research and development
and marketing functions of the organisation, as well as adapting a strategy of
glocalisation, using their recognisable brand name but becoming aware of
the needs and desires of customers in each local market.
All in all, this paper proves that time and resources invested in developing a
strategy that focuses on the needs and desires of customers across the
distinct markets that a global leader operates in translates into increased
profits and reputation building

Thank you
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