BRAND NAME: SAMSUNG BRAND LOGO: The first expansion of brand image of Samsung Electronics Company was started

in 1993. Samsung Electronics Company has driven into a new corporate identity by c hanging its logo from the basic black bold type letters of the word Samsung with red star signs at the side into white Samsung word on a blue color background ( Spaeth, 2007). The blue background was designed to be an elliptical shape which gives an impression of modernization and advance. It is determined to agree that Samsung has succeeded in the development of its brand logo. Gardner and Levy (1955, as cited in Park, Jaworski, & Maclnnis, 1986) once state d that the brand will be successful in a long term could depend on a company's str ategies of choosing a brand image and to maintain the image over time. Samsung has clearly proved that it has driven on the right track as the brand is now wid ely well known around the world with its reputation of global electronics brand BRAND TAGLINE: Inspire the World, Create the Future EXECUTIVE SUMMARY: SAMSUNG currently manufacture a wide variety of electronics and world's to p tier market positions with all of its products which include large screen TV, LCD Screens, phones, and flash memory. The company was one of the first to leap into the digital generation which greatly aided its success. Other contributing factors to Samsung's achievement include its commitment to vertical integration, f ocused hardware choices and diverse product categories. In 2002, Samsung recorde d net profits of $5.9B on sales of $544.6B a substantial increase compared to $2 .8B and $28B in 1999. BRAND DESCRIPTION: SAMSUNG currently manufacture a wide variety of electronics and world's to p tier market positions with all of its products which include large screen TV, LCD Screens, phones, and flash memory. The company was one of the first to leap into the digital generation which greatly aided its success. Other contributing factors to Samsung's achievement include its commitment to vertical integration, f ocused hardware choices and diverse product categories. BRAND CATEGORIES: Samsung brand falls under a category of Electronics. MISSION: To devote our talent and technology to create superior products and serv ices that contributes to a better global society VISION: To become the leader in the emerging digital convergence era, which are defined by two trends: combining different technologies in one product and linki ng multiple technologies through one network. To inspire the communities by leveraging Samsung's three key strengths: New

Technologies, Innovative Products and Creative Solutions PURPOSE: The purpose for this research is to explore the marketing strategy of Sa msung, and the particular introduction, decision of the company when marketing i ts smart phone products. The goal of this analysis is to understand whether ther e is evidence to conclude that Samsung's performance in the smart phone market has been positively affected by the marketing strategy decisions and implementation . BRAND SITUATION: BRAND MAP

MARKET SHARE Product Samsung's global M/S Competitors M/S Year DRAM 40.4% Hynix 19.8% Q3 2010 NAND Flash 40.4% Toshiba 33.1% Q2 Large-size LCD Panel (revenue) 26.0% LG Display 25.9% Active-Matrix OLED 97% LG Display, AUO Lithium-ion battery 18.7% Sanyo 19.4% LCD Monitor 18.0% Dell 12.8% 2009 Hard disk drive 9% Seagate Technology 31% Q4 2009 Television sets (LDC, PDP, CRT, LED) 17.2% LG Electronics Mobile phone 21.0% Nokia 32.4% Q3 Digital camera 11.8% Sony 17.4% 2010 MARKET SHARE

2010 Q3 1~3% Q1 2010 2010 2010

14.8% 2010

Q3

2009

TARGET MARKET Samsung has changed and emphasizes on the high-end target group and business whi ch means Samsung spend budget to promotional in niche market like the main compe titor's Sony. That directly affects the brand image in high-class value and to cer tify higher margins and efficiency. (Business weekly,2002) MARKET SEGMENTATON BRAND TARGET (Demographics-Psychographics-Tech Attitude-Lifestyle)

4 P's STRATEGY PRODUCT Samsung manufactures a broad and varied electronic product offering in five main

categories, see Table B. These products are mostly in the B-to-C market, emphas izing innovation and cutting edge technologies. PLACE Samsung does not sell its products directly to consumers. Instead it relies heav ily on channels and partners to sell its products. In the USA specifically it pe netrated as a value brand through Wal-Mart and Target and is now building its im age as a high end brand through partnerships with Best Buy and Circuit City. PROMOTION Samsung consolidated all advertising with a single agency to create a single wor ldwide image. Their strategy is a pull strategy through communication and brand va lue induce the consumer to buy the products at the channels. PRICING Samsung manufactures state of the art products and can customize them for the sp ecific channels. This enables them to charge premiums on their products. When th ey enter a new market they act as a value brand, but through increased brand val ue they move to a preferred brand and raise prices

BUDGET: Last 2013, Samsung is expected to spend $14 billion this year on advertising and promoting its devices. That is the largest percentage of revenue that any of th e top 20 companies (by revenue) spends on spreading the word about its products. While the Korean based OEM shells out 5.4% of its revenue on advertising, rival Apple spends just .6% on promotion. SALES FORECAST: 2012 Financial Summary Samsung Electronics and Consolidated Subsidiaries

CURRENT MARKET STANDING: Based on the Malaya Business Insights Newspaper, Samsung Electronics Co. , Ltd. sold a record 86M smart phones in the fourth quarter and widened its lead over Apple Inc. even after the US firm reached a new iPhone sales high, data f rom research firm Strategy Analytics showed. Samsung took 29.6% of the global smart phone market in the fourth quarter, ahead of Apple's 17.6% , as strong low-end market growth led by Chinese vendors continu ed to shake up the smart phone industry, the data showed. Apple sold a record of 51M iPhones in the year-end quarter although its market share slipped from the previous year's 22%, as Huawei Technologies Co., Ltd . And Lenovo Group Ltd. Rose to become the world's No. 3 and No.4 respectively. Hu awei sold 16.6M smart phones and Lenovo sold 13.6M, each taking 5.7% and 4.7% of the market. For the entire 2013, global smart phone shipments grew 41% to reach a record 990 M. Samsung sold 319.8M units to take 32.2%, up from 30.4% percent in 2012. Apple sold 153.5M iPhones with a 15.5% market share. MEANWHILE, Samsung will pay Erickson $650M along with years of royalties to end a technology license spat, the Swedish company said on Monday. The world's No. 1 mobile network equipment maker sued Samsung in 2012 on t he grounds that the Korean firm had infringed patents involving technology for c learer voice transmission, touch screen functions and network efficiency. The smart phone and tablet maker, which is increasingly active in networ

k equipment, made a counter claim. The initial payment will lift fourth-quarter sales by 4.2 billion Swedis h crowns and net income by 3.3 billion, Erickson said in a statement. Analysis in a Reuters poll had forecast fourth quarter net sales of 65.. 1 billion crowns and net income of 4.0 billion. Erickson declined to give further details of the agreement or what royal ties Samsung would pay, but its shares rose 2.4% by 1123 GMT as markets anticipa ted billions of crowns of extra revenue for the Swedish firm for years to come. Kasim Alfalahi, Erickson's Chief Intellectual Property Officer, would not say how long the agreement with Samsung was, but said patent agreements generall y over 4 to 7 years. He also believes that this agreement allows the both compan ies to continue to focus on bringing new technology to the global market and pr ovides an incentive to other innovators to share their own ideas Bernstein analy st Pierre Ferragu estimated annual revenues from the royalties at 17 billion cro wns. Erickson shares rose 2.2% by 1244 GMT, outperforming European technology stocks which were up 0.8%. Shares in Samsung, which declined to comment, fell 1 2% Patent infringement suits have become frequent in high-tech industries s uch as telecoms in recent years. While equipment such as handsets share much of their technology, forcing rivals to take out licenses from one another, companies are also desperate to p rotect any advantages they have and maximizes income that are under pressure fro m fierce competition, leaving plenty of room for dispute. Samsung is also embroiled in a legal battle with Apple in several countr ies, with Apple alleging various Samsung products infringed its patent. The Korean firm signed a licensing deal with Erickson in 2001 covering h andset and network patents and renewed that deal in 2007. However, the two could not agree terms in 2011 when the deal ran out, wi th Samsung accusing Erickson of demanding prohibitively higher royalty rates to renew the same patent portfolio. Erickson, which invests about 30 billion crowns annually in research and development, has over 33,000 patents covering key technology for 2G, 3G and 4G networks and handsets. It has more than 1oo license agreements with major player s in the industry. Samsung said on Sunday it had signed a cross-licensing agreement with Go ogle and signed a license deal with Nokia in November last year.