As the Olympics approached, as the global sponsor of the 2008 Beijing Olympic Games, Samsung Group's advertising covers almost every audiovisual corner of Beijing: advertising version of bus stop, newspapers and magazines, TV media, huge advertisements of Zhongguancun, airport terminal The display of Samsung mobile phones when the Olympic torch was on Mount Everest, as well as the Samsung mobile phone advertisements endorsed by Korean popular artists in the Korean entertainment program. Samsung can always give people the technology and tenderness and impact. This brand from a country with a strong cultural heritage in China has been out of the Chinese market for more than ten years, and has always been out of the market with unique, firm and meticulous strategies in marketing, branding, R&D and talent strategy. A road to Chineseization that is worth learning and research by competitors.
Marketing model of Samsung
In China's domestic mobile phone market, Nokia and Motorola have been at the forefront for many years, and Samsung is in the forefront. In 2007, Samsung sold 161 million mobile phones, with sales of 18.37 trillion won ($22.1 billion), up 22% from the previous year, while Motorola sold 159 million mobile phones in the same period, with sales of 19 billion. In the US dollar, Samsung jumped to become the world's second largest mobile phone manufacturer. The same ranking is also established in China, a large global market. For a time, for Samsung's marketing magic, people began to study more carefully.
As early as October 2003, the English version of Harvard Business Review published the article "Optimal Marketing", which for the first time revealed in detail the secret of the growth of the Samsung brand. Samsung has a very accurate correspondence in marketing and marketing efficiency: “Abstracting the impact of the environment (a combination of factors) into a black box, and assuming that every dollar marketing cost flows through this black box will have a specific The impact of entering a series of historical data, the computer can simulate a specific functional relationship between marketing expenses and sales revenue."
“Samsung’s sales of 14 products in more than 200 countries and regions have achieved a better optimization of the marketing budget between these 476 products-country combinations: Samsung is relying on Solid data in dealing with this issue. Instead of intuition, Samsung has made a reasonable response to the marketing budget and effectiveness of each region."
In China, Samsung has seized the consumer psychology of different users, putting technology on the fashion and humane cloak: from the epoch-making full-featured "Egg" T108 to the P408 with wide-band body, rotatable display and camera. From the history of the previous Bluetooth megapixel slider phone D508 black mystery to U608 red beautiful, in many consumers, especially young women, Samsung mobile phone is more like a symbol of fashion luxury.
Among Samsung's many products, there are many products designed for Chinese users: Samsung SGH-i718 is a commercial smartphone. Samsung found that Chinese users have high demand for mobile communications. Samsung and Microsoft have cooperated to assemble the Windows Mobile 5.0 operating system with DirectPush technology into a mobile office system for business people; Samsung released 70 inches worldwide in October last year. The LCD TV with LED light source design China's Xiangyun pattern on the TV frame, and the Chinese style is rich.
In addition to the promotion of successful traditional media, Samsung has also achieved good results in online marketing: Take the straight-line mobile phone that Samsung has rarely launched as an example. F308 is a high-end entertainment mobile phone. Through the week-long community forum word-of-mouth marketing, the brand attention index is Before the launch, 7 liters rose to around 500 during the promotion period. After the promotion, the forum attention index continued to stabilize at around 30, which can be said to be a small investment with a large return.
In addition to mobile phones, the sales of monitors in the larger branch of the Samsung Group are also a shining star in the Samsung China market. Its previous eight-year sales in the Chinese market has indeed demonstrated Samsung's consistent quality, meticulous marketing and technical support.
Leveraging the Olympic brand promotion
In Samsung's brand promotion road, the sports marketing of the Olympic Games is undoubtedly a very important chapter, and as the larger overseas market of China, the 2008 Olympic Games will also be an important step in the promotion of Samsung brand.
In the 1988 Seoul Olympics, Samsung, already a Korean domestic company, was pushed to the international stage. Since then, the Olympic sports marketing strategy has been accompanied by Samsung's brand growth path. In 1997, Samsung became the TOP sponsor of the International Olympic Committee and officially started Samsung's Olympic journey. Since the Seoul Olympics in 1988, as a global partner of the Olympic Games, Samsung has sponsored two Olympic Games and three Winter Olympic Games, and Samsung will participate in the 2010 World Expo in Shanghai, and Samsung’s Olympic sponsorship will also Continue to the 2016 Olympic Games.
The end of each sponsorship event has brought a far-reaching brand boost to Samsung. From 2001 to 2005, Samsung's brand value rose from 6.4 billion US dollars to 14.9 billion US dollars, achieving a growth of 186%, ranking from 42nd to 20th.
Although Samsung is a global partner of the Beijing Olympics, the company has focused almost exclusively on the Chinese market, and its torch marketing follows this principle: “The launch of the domestic torch relay means the beginning of the Beijing Olympics. "Zheng Guixian, vice president of global sports and public relations at Samsung Electronics, said this. In addition to sponsoring China's local sports events before the Olympics, combined with the concept of the "Green Olympics" of the Beijing Olympic Games, Samsung hosted an environment in Lijiang, the station of the torch relay, a beautiful and green city with a "green" temperament. Forum, to correspond to the theme of the 2008 Samsung Green Year of the Year. In the choice of the Samsung torchbearer, we saw Lu Chuan, the director of "Kekexili", and one of the ways Samsung used the Olympic torch relay for marketing.
As a sponsor of electronic products manufacturers, the release of Olympic mobile phones has also become the focus of attention. The E700 of the Greek Olympics and the D600 of the Turin Winter Olympics have become classics in Samsung mobile phones. The U308 and the commemorative gold P318+, which were launched for the Beijing Olympics, were unveiled in ultra-thin and gold-plated luxury styles.
Different from the previous Olympic Games, as Samsung's larger market in the international market, Samsung's investment in the Beijing Olympic Games has reached a higher level in previous Olympic Games. "If you win in China, Samsung will win; if you lose in China, Samsung will lose." Samsung's relevant personnel said.
In the overall publicity of the Olympic Games, it also reflects Samsung's consistent localization style, which is in line with the hope of Chinese users participating in the Olympic Games in the Olympic year: in the Olympic star celebrity endorsement, Samsung does not simply consider important stars, but favors Chinese native athletes; In addition to promoting the city in the Olympic Games, Samsung has brought the Olympics to cities such as Xi'an, Chengdu, Shenzhen, Guilin, Guangzhou, Hangzhou, etc. The person in charge of Samsung said, "The Olympic Games should be the Olympic Games for everyone, those who failed to host the Olympic Games. The city is still part of China, and someone needs to ignite the atmosphere and build a good atmosphere so that the Olympics can be truly successful."
The effect of leveraging the Olympic brand promotion is significant: a document within the Samsung Group shows that Samsung’s brand value was only $3.2 billion at the Nagano Winter Olympics and $5.2 billion at the Sydney Olympics. Since then, it has been increasing at a rate of 50% for each Olympic Games. By the 2006 Winter Olympics in Turin, it has exceeded $16.2 billion, surpassing the brand value of Sony in Japan. Samsung's successful Chinese marketing has become a model for many multinational companies to enter China, and it also provides inspiration for domestic companies to go out of China.
Reflective Traffic Vest,Reflective Vest,Waterproof Vest
Zhejiang Caiyuan Reflecting Material Co., Ltd , http://www.china-reflectivematerial.com