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Samsung Electronics

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Samsung Electronics

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  1. Professor Carl Mela Marketing 460 Product Management Fuqua School of Business Brand Management System On Building A Brand Managing Across Brands Samsung Electronics

  2. SEC - What Happened? 26 Sony Japan Consumer Electronics 11,695 9%

  3. Sony Vs. Samsung

  4. SEC What Happened • 2002 • $44.6 BB Revenue • $5.9 BB Profit • 2006 • $59.0 BB Revenue • $16.6BB Profit • John Kim Video • Growth in all lines

  5. SEC What Happened

  6. SEC – Recent Advertisement • Simplicity and youth

  7. Overview • Migration from engineering to branding orientation • OEM to brands • Redesign organization to add marketing • Customized products and higher margins • Push to pull marketing • Implementation & Eric Kim • Training • CEO Support • Compensation and budgets

  8. SEC Summary • Brand management framework • Brand awareness and associations (Wow!, Simple, Inclusive) • Brand management system • New organizational design • Role and influence of CMO • Marketing planning • Process adopted