Creating the Most Powerful TV Brand in the World

Presentation on theme: "Creating the Most Powerful TV Brand in the World"— Presentation transcript:

1 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

2 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

3 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

4 Creating New Product Category
OOH Print OLA Designed to Perform → Bold & New Positioning 이두희교수와 함께하는 지식나눔

5 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

6 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

7 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

8 Thank you! Any Questions?
이두희교수와 함께하는 지식나눔