Creating the Most Powerful TV Brand in the World Samsung LED TV Marketing Success Case Prepared for Professor DH Lee’s 2nd real time marketing seminar
2011. April in Miami “Sony is NOT anymore the most premium TV” A business man in Miami iphone 4 & his 3,000$ Samsung LED TV 9000 이두희교수와 함께하는 정과 재능나눔
Tough times in TV industry → Finding Solutions from Customers How & why it begins 시장 크기 잠재욕구 (현재 평판TV 대비) 지불의향 Tough times in TV industry → Finding Solutions from Customers Latent Needs WTP Size Brighter 300$ 90% of consumers Slimmer 200$ 86% of consumers Greener 150$ 80% of consumers 이두희교수와 함께하는 지식나눔
Creating New Product Category OOH Print OLA Designed to Perform → Bold & New Positioning 이두희교수와 함께하는 지식나눔
Conversations, Not ad Award/Review Marketing WOM Marketing Over 100 awards including Cnet’s highest product review score People do research their TV between 3 and 6 months before purchase WOM Marketing Before product launch (3/17 online) Generated over 4.6M YouTube views & reported by major press & media such as NY Times, BBC, etc (Buzz & PR) 이두희교수와 함께하는 지식나눔
More than expected outcomes Halo Effect More space at channels Higher Recommendations from RSP Real Victory in Premium Seg Big Jump in Most Preferred Status 이두희교수와 함께하는 지식나눔
To Create Marketing Success Narrow down Target Market well Who (e.g. premium segment) Strong Positioning Message What (e.g. New Category of TV) Design & Execute marketing communications well How And this is What we do in marketing 이두희교수와 함께하는 지식나눔
Thank you! Any Questions? 이두희교수와 함께하는 지식나눔