2004 Athens Olympic Marketing Campaign

Move on, we support you!

For becoming a Digital Convergence global Leader

Brief Contents

Campaign Objective Samsung & Athens Olympic Campaign’s Strategic Intent

Inside the Samsung’s Olympic Marketing

Customer Analysis Identify Customers’ Character from the Key Environment Factor

Customer driven approach -> Needs -> Campaign Slogan

Program Development Repositioning & Reinforcing our Brand with Athens Olympic

2 Main Action Programs - Mapping & Communication Process

Plan Review Review Our Holistic Brand Campaign with Athens Olympic

- IMC chart / Time Table / Expectation

Introduce : Samsung ? Vision

                                   

Vision

Leading the worldwide movementtoward Digital Convergence

Digital-ε Company

But a lot of people don’t know that! So, we have to communicate about that!

At this Athens Olympic Campaign!!

SOC / SOT etc.

4 Core Business

Home Network

Mobile Network

Office Network

.

A Better Digital Lifestyle ; Digital freedom

- Digital Convergence Global Leader image & Strong Loyalty

So

Building Our Brand Image up to the Global Top-class

Up to Global Wireless Product line Competitiveness No. 2

Athens Olympic Campaign’s Strategic Intent

- Nokia 1 Samsung 2 / Strategic Market : Europe + China

Delivery our Core Competence to our customers’ perceived mind

Remind / Re-inform

Persuade Prestige

Attention Leak Points!Olympic interest has decrease.

Mass Marketing!

Athens Olympic gives us…Opportunity & Trap

People love sports!And all around people are exposed

At the same Campaign!

Coming Togetherregardless of Age, gender or race!

TOP >> PR

AVOID the Trap In the Olympic SEIZE Opportunities

We’ve Re-invented and it’s the time of showing our new image strongly in the world!

We declare that “We’re leading digital convergence! “ at the 2004 Athens Olympic

Chance!

To Reposition & ReinforceOur Brand Image

By TOP >> PR

But Transfer

Mass Image Marketing >> Other Products Image UP

TOP : The Olympic Partners

Inside the Samsung’s Olympic Marketing & Performance in past years

                                   

Samsung’s Olympic Marketing

1988 Local sponsor of Seoul 1988 Olympic Games

1998 Nagano Olympic

2000 Sydney Olympic

2002 Salt Lake Olympic

2004 Athens Olympic

The performance

Samsung brand awareness

Setting AwarenessAwareness

In all around the World

It’s not enough

Need More Company Core Image

Unique & Unifying Image absence

Start Performance

Strength Weakness

We need a strong and integratedneed a strong and integrated brand image !

The performance Samsung brand awareness

 

Influence on the Corporate Image  

Influence on Purchase Intention

Good thing : Favorable Response Bad thing : Lack of Market Leader Image

Now is our time to imply a momentum to create new image!

Campaign Message : Move on, We support you!!

Samsung Core Image = Friendly Helper

Identify Customers’ Character from the Key Environment Factor

Disruptive Technologies have changed our customers’ lifestyle into Digital Lifestyle!

Technology driven Speedy

Dynamic Innovative

Flexible Adaptable

Passionate

Digital Lifestyle

Customers’ Character

Obtaining Temporary Advantage to Create Sustained Advantage In Fast Cycle Technology Environment

launch

Exploitation

Counterattack

Firm has already advanced to advantage No.2

Returns from a series of Replicable Actions

00 55 1010 1155

Time (Years)

But

Disruptive Technology can’t cover everything!

What is customers’ motivations and unmet needs?

We must Think our End-user experience & after image!

Not product!

Needs : They want to Keep it easy to use!

our customer driven approach >> Needs

I don’t know high

technology.

But I use digital product line.

Most Early Majority (Cash Cow)

Not technology code!But emotional code!

Our campaign Slogan from the customers’ emotional code

They are scared or too desired. But They don’t know what to do. We can help them to do anything.

We can help you!

Don’t worry, Be happy!

Trust us!

So, our Campaign Slogan is

Move on, Move on, We support you!We support you!

Open the door

To the new world

Called ubiquitous

Just, Enjoy Samsung!We’re leading digital convergence! We have capabilities for the better life!

Repositioning & Reinforcing Our Brand with our Campaign Slogan

Reinforcing Re-positioningMove on, We support you!

Wireless Product line Competitiveness No. 2

Digital-ε Company +

Rebuilding Samsung Brand image No.1 Nokia and No.2 Samsung

with

Our New Brand Image is started by 2 Olympic Action Programs!

One. Kids Olympic Two. Guide PhoneEnhance Brand Familiarity

Kids Olympic Program Development ; Customer Analysis

Innovators Early Adopters

Early Majority Late Majority Laggards

Techies:Try it!

Pragmatists:Stick with the herd!

Conservatives:

Hold on!

Skeptics:No way!

Visionaries:Get ahead of the herd!

Technology Adoption Life Cycle

Type 1

Let they go!!

Type 2

Let they Play!!

so

Play with Digital

Kids OlympicType1 : Self Service Type 2 : Wait a Perfect One

Action Program 1 ; Kids Olympic >> Communication Process

Entry : Under 7 children of the worldUnder 7 children of the world ; Prospect Customers; Prospect Customers

Concept

Function

Target

Needs

Scared

End-userExperience

Customers’Satisfaction

Re-building

Digital Leader Image

SamsungOlympic

Kids

PR PR by Create press release / Deliver an invitation card /AD

Enhance Brand Familiarity

Samsung Brand image ->Digital-ε Company

Funny + Joyful Experience with DigitalFunny + Joyful Experience with Digital

KidsOlympic

Event

Take a picture by using a digital camera and printingDigital photo shop Digital photo shop

Prize of winnerPrize of winnerA memorial of Samsung’s digital product

Kids Olympic17-19. Aug. 2004

Press & ADPress & AD

PRPR

HospitalityHospitality

Dealer relationship marketingDealer relationship marketing

Memorial of winner & entryMemorial of winner & entry

Product marketingProduct marketing

Image ofImage ofcorporationcorporation

LinkingLinkingKids & Olympic Kids & Olympic

& Samsung& Samsung

CoCoMarketingMarketing

Action Program 1 ; Kids Olympic >> Mapping

Guide Phone Program Development 1 ; Competitor Analysis in global

Samsung’s Segmented market is Premium mobile market !

Nokia marketing strategy is focused on ‘Connecting People’ In global mass market.

vs

How can Samsung eat a large portion of wireless Pie?

Nokia35.5%

Motorola15.5%

Samsung12.3%

Siemens7.4%

LG5.2%

The rest24.1%

2003 Wireless Market M/S

Samsung : Nokia = NO. 3 : NO. 1 Samsung is in the Bad Situation!

Is there solution to be No.2 ?

YES!

Samsung’s Opportunity

HOW TO?

Differentiation Marketing Strategy

Program Development 2 ; Counteract competitors in global wireless market

Samsung : To gain Competitive advantage

Differentiation Marketing Strategy

Target Market : Premium Wireless DevicesOur Choice

Value added Services

Exchange We Customer

Premium Prices

Our ValueAdded

Services

On Demand

Our Core Competence (Technology & Design) enables to provide These services!

Rapid Product innovation

Beautiful & luxury & user-friendly Design (interface)

Relentless upgrading @ Wireless Services

On Demand

Action Program 2 ; Guide Phone >> Communication Process

Tourist / pressman / dealer etc ; Prospect CustomersTourist / pressman / dealer etc ; Prospect Customers

Digital

+Wireless

+Guide

Concept

Function Translator / cameraTranslator / camera

Guide a user to a placeGuide a user to a place

Inform a user with the Olympic newsInform a user with the Olympic news

Target

Needs

Rent Phone

Our ValueAdded

Services

On Demand

Guide Phone

Information / Helper & Wireless Services @ On demandInformation / Helper & Wireless Services @ On demand

ConvenienceConvenience

HelperHelper

Strategy

End-userExperience

Customers’Satisfaction

Re-positioning

Leader Image

Action Program 2 ; Guide Phone>> Mapping

Guide PhoneDuring Olympic Game Period

Press & ADPress & AD

PRPR

HospitalityHospitality

EventEvent

On-lineOn-line

WirelessServices

; mailing & etc

CoCoMarketingMarketing

Local Communication

Network / Sports illustrated &

news

Offer dealer and Concerned with Olympic

Photo Services by Digital Camera Phone

Another Sponsorship Campaign Action Programs

Item Demonstration ServicesOn-line

PromotionObjective

Put it Reinforcing brand

Running Festival Olympic soul

Bring the increased concern of exercise for well-being life

Running & care

Smart exercise info.

On Sports sites

By PRSports Spirit with Samsung

Film FestivalNotice open space

(Athens’ merit) is on Film Festival

Show movies & Olympic news by Samsung Jumbotron

Arrange a party around

Show real-time situation on

Samsung Official site

Attract People by funny image

Plug on Emotional code

A day nursery Make the nursery around

stadium

Take Digital Photos of

Kids & Printing

Provide name tag

On Official Athens Olympic site

Support action

For the peaceful, friendly brand image

Pet OlympicMake the place around stadium

Advertise mainly European

Take Digital Photos of Pats & Printing

Make a pet nursery

On Pet sites

By PR

Support action

For Pet Love People

Smart Wheelchair

For Olympic Provide Smart Wheelchair

applied with direct-Supporting Support / Guide info.

On disable Community sites By

PR

Positive Response

Show our Citizenship

OR@SOlympic Rendezvous @Samsung

Experience :

Home Network

See + Feel +OR@S on Samsung Official site

Attract people to digital Product line

Move on, We support you!

Samsung Core Image= Friendly Helper

Developing Programs

Global AD campaignGlobal AD campaign- Move on, we support you- Move on, we support you

SamsungSamsung

beforebefore OlympicOlympic(13-29 Aug. 04)(13-29 Aug. 04)

ParalympicParalympic(17-28 Sep. 04)(17-28 Sep. 04)

afterafter

PR / ADPR / AD

SponsorSponsor / /

EventEvent

Kids OlympicKids Olympic

Guide phoneGuide phone

Smart wheelchairSmart wheelchair

Film festivalFilm festival

A day nurseryA day nursery

Contest of on-line gameContest of on-line game

Food contestFood contest

Beforehand press meetingBeforehand press meeting

OR@SOR@S

WOW serviceWOW service

Running festivalRunning festival

SD @ the rocksSD @ the rocks

STM CallSTM Call

ProgramProgramss

Our Holistic Brand Campaign - Time Table

A sophisticated sports sponsorship program

Provided 58.000wirelessProvided 58.000wirelessCommunication equipmentCommunication equipment

Our Holistic Brand Campaign - IMC chart

Samsung : Integrated Marketing Communication

Campaign

Strategy

Olympic

Actions

Move on,We support you!

Reinforce Global Top-class Brand Image

Reposition Wireless Competitiveness No. 2

TOP >> PR Effect

Running Festival

Film Festival

A day nursery

Pet Olympic

Smart Wheelchair

OR@S

Guide Phone

Kids Olympic

Digital Leader

Expectation of Our Holistic Brand Campaign

In Customers’ perceived mind! Samsung = Global Top Brand

Finally Potential Receivers of this Campaign Message are our Customers!

Customers’ Needs Communicate Campaign Message Keep it easy to use! Match Move on, We support you!

Good Response

Reinforce Samsung Brand + Enhance Brand Familiarity

so muchso much

Thank youThank you