samsung brand image case study

The Samsung Brand Decoded: Marketing Insights For Brands

When you think of smartphones what brands come to your mind? We bet Samsung’s on your list, right? You’re not alone! It is the market leader in the segment after all. From a local trading company in Korea to a global tech leader – Samsung truly has come a long way. So what sets the Samsung brand apart from the competition? What marketing and branding strategies have helped the brand march steadily for over 86 years in the ever-evolving unpredictable technology realm? 

Well, that’s what we’re here to discuss. The growth and evolution of the Samsung brand and the marketing lessons that brands can take away from this journey. 

The Samsung Brand – An Introduction 

Evolution of the samsung logo , understanding the new samsung logo design , place , promotion , 1. newspaper advertising , 2. outdoor advertising , 3. share the epic – making customers the hero of the campaign , 4. awesome is for everyone – collaborating with creators , 5. #funmode – leveraging ar filters for engagement , 6. brilliance to rely on: growing up – brilliant targeting , 7. #youmake campaign , 8. #samsungunpacked 2024 – positioning itself as a trendsetter , 9. samsung india service – a heartwarming regional ad , 10. flivertising – targeted advertising with a twist , come up with visuals for your samsung brand inspired campaigns with kimp.

Before we begin, let’s take a quick look at where the Samsung brand stands today. And why Samsung is a great source of inspiration for businesses looking to build strong brand identities, amplify their own marketing efforts, and reach new heights.

Founded by Lee Byung-chul in 1938, Samsung (Samsung Trading Co. back then) was initially a trucking business transporting noodles, groceries, and fish. Today, the brand has branched out spectacularly and holds an unparalleled spot in the world of technology. 

In the year 2009, Samsung held just 3.3% of the global smartphone market share (Nokia was ruling the game back then). Fast-forward to 2023, guess which brand is the market leader? That’s right – Samsung – holding a 19.7% market share! Now if that isn’t growth, what is? 

From its humble origins as a trading company based in Su-dong and with 40 employees, Samsung now has more than 266,000 employees in 74 countries . 

What more? Today Samsung is among the 10 most valuable brands in the world valued at 99.66 billion U.S. dollars and also one of the 10 most recognizable brands! This all comes from a blend of understanding customer requirements, embracing market trends and continuously investing in R&D to stay ahead of the curve. To complement these processes in the background, there has also been a blend of strategic marketing and robust branding in the foreground. And this blend is precisely what we’ll delve into today. 

Samsung’s Branding Brilliance: Crafting a Memorable Identity 

Branding extends beyond logo design, yet the logo remains the ultimate brand identifier – a visual signature. A strong logo is paramount for a robust brand image. Samsung excels in this aspect. Over the years, the Samsung logo has seen purposeful refinements, maintaining its effectiveness and significance.

The below image shows the first-ever Samsung logo. It featured the brand’s name in Korean along with 3 stars that continued to hold a special place in the brand’s logo in the years to come. Do you know why? Because the name Samsung was derived from the Korean term translating to “three stars”. Creating a logo that draws inspiration from the brand name goes a long way in building awareness – a great idea for businesses taking their first steps. 

Samsung ventured into the electrical and electronics sector in 1969. Aligning with this shift a more refined and modern logo was introduced, but it still retained the signature 3-star symbol, a more minimalistic version this time. Considering this was the time when huge developments were made in the color television segment, the bright red color in the Samsung logo was a relevant decision. 

The 1990s mark the golden era for Samsung’s place in the tech segment. From the first digital TV to the first MP3 phone , the brand made big steps in the tech industry. To mark this, a fresh new identity was introduced and this introduced blue color into Samsung branding. This was also the time when the brand started expanding to the global market. Hence the modern and versatile logo! 

In the 2000s when the brand started steadily progressing toward the modern era in technology, the Samsung brand logo also became sleeker and more modern than its predecessors. We’ll delve deeper into this logo design in the next sections. 

We spoke about the old Samsung logos and their significance. Now it’s time to analyze the current-day design. It is one of the most iconic examples of the power of simple logos in branding. This logo was introduced in 2005 when the brand already had a strong global presence. Hence a dapper design that transcends geographical boundaries works. The idea was to boost visibility and the harmonious design achieves that perfectly. 

The overall design looks minimalistic and versatile. Its clean look is what makes the current-day Samsung logo visually appealing across various digital and offline platforms. This is particularly useful considering that Samsung is one of the largest advertisers in the world setting aside about 4% to 5% of its revenue for ads in the form of TV commercials, print ads, outdoor ads, sponsorships, social media campaigns, etc.

Typography 

The simple sans-serif font creates a contemporary look perfect for a company that invests in the future of technology. And yet to capture the authority that the brand commands over the market, the logo uses uppercase letters with sharpened strokes. 

Other than the bespoke logo font, the brand uses the font Samsung Sharp Sans across its marketing materials. The font gained popularity, particularly with the Galaxy range of products and is now used in several places. This Geometric sans-serif font with its stable structure has also been customized to suit various regional markets that Samsung caters to. 

Colors 

Samsung’s signature blue represents professionalism and builds trust. And yet it also has a bright undertone that captures the enthusiasm that the brand holds in exploring new technology. 

Samsung Blue: 

• CMYK – 100/80/0/0
• RGB – 20/40/160
• HEX – 1428A0

Sculpting the Samsung Brand With a Strong Marketing Mix 

Having spoken about the Samsung brand’s core identity, let’s now discuss the brand’s marketing strategy, particularly its marketing mix. Because for a fast-growing brand with a diverse portfolio and a massive global presence, a clear marketing mix lays a strong foundation. 

Samsung is always ahead of the market in several technological innovations through its products spanning smartphones, home appliances, entertainment, semiconductors, and other electronic components, displays, and other segments. 

In all of these segments, the brand continuously innovates and introduces new products to keep up with the changing needs of the market. 

Samsung has intuitively priced categories to meet the needs of various audience segments. From premium-priced flagship products to feature-focused budget products the brand has a wide spectrum of pricing. The brand also adopts price skimming in various product categories to stay ahead of the competition. 

Samsung was among the first tech brands to bring its products to the world of ecommerce. This shows the brand’s efforts in making its products accessible. And it still flies high in the physical retail segment. Take for example the local distribution through Samsung Experience Stores – these are present in more than 60 countries! 

Samsung’s advertising strategies have been constantly evolving. From its quirky competitive ads that take a dig at Apple to its experiential campaigns, creative billboards to social media ads, the brand has left no stone unturned, no platform untouched when it comes to promotions. 

Having discussed the core marketing mix of Samsung, let’s now discuss a few creative campaigns that helped establish the Samsung brand as a global icon. 

Captivating Campaigns That Helped Build the Samsung Brand 

Samsung is one of the few brands that continue to invest in traditional advertising platforms like newspapers and magazines. According to Statista, the brand invested about 8.8 billion South Korean won (approx. 6.77 million USD) in newspaper ads in the year 2023. 

The below image features an old newspaper ad from Samsung – one of the many in which the brand took a dig at Apple. In this one, it was about Apple’s signal issues. The ad was meant to highlight the superior signal quality of the Samsung Galaxy S smartphones and the visuals were bang-on. 

Samsung’s outdoor ads, similar to its newspaper ads, have thrown the spotlight on the product advertised and used crisp copies to instantly communicate the message. Additionally, the brand is known for its creative use of the outdoor ad space so as to deliver the message in a more memorable way. Take the below ads for its Galaxy Flip phones for example. 

Both these ads make the most of the available advertising space to communicate the core message – in this case, the compact pocket-friendly size of the Galaxy Flip phones. 

Moreover, Samsung has also quickly been adapting to the advancements in the outdoor advertising segment, like digital billboards and 3D billboards. The below 3D billboard ad was placed in Seoul. Notice how the brand seamlessly incorporates symbols and colors most relevant to the local culture to appeal to the local audience in this case. 

To promote its Galaxy S23 Ultra series, Samsung created the Share the Epic campaign. This one is a reminder of how the brand excels in monitoring its target customers and keeping up with their likes and dislikes. Because the ad takes cues from the generation that likes to share pictures and videos with their friends. 

The brand also garnered an endless reserve of user-generated content with this ad. Additionally, by featuring user content across various platforms the brand created a lot of buzz both online and offline. The below video shows an outdoor experiential set-up the brand installed as a part of the Share the Epic campaign. 

For this, Samsung allowed users to experience the power of the camera on the S23 Ultra through a photo booth in the heavily crowded Piccadilly Circus area in London. The photos were then featured on the large billboard screens. By involving customers in the campaign, the brand boosted its engagement significantly. 

Samsung has been among the first few global brands to tap into the booming creator marketing sector. Take the “Awesome is for Everyone” campaign for example. The campaign was meant to promote the Galaxy A series phones as feature-packed ones where there is something for everyone. 

For this, the brand highlighted a wide range of features on the phone featuring creators in relevant segments – like popular gaming creators for the phone’s superior gaming abilities. By working with creators from various segments, the brand appealed to everyday people from all walks of life. 

By featuring young artists from around the world, the campaign captured the essence of diversity and inclusivity. This also helped build authenticity and appealed to a global audience. 

KIMP Tip: The ad worked in favor of the Samsung brand because of the catchy visuals in particular. From the transitions to the audio tracks, text effects to animated typography, everything about the video editing in the above ad aligns with the peppy theme and the vibrant audience it targeted. 

Need help editing your videos? The KIMP Video subscription covers both video editing and motion graphics design. 

Snapchat and other apps have popularized the trend of AR filters. They are great because they encourage users to create content on your brand’s behalf and share them online thus garnering free advertising through the most reliable brand advocates – customers. This is particularly helpful for brands looking to grab the attention of the younger generation and strengthen their social media presence. Samsung tapped into this with its #FunMode campaign. 

The campaign introduced a Fun Mode on Galaxy phones featuring an AR wardrobe letting users snap a picture of themselves in various AR costumes. This feature was both fun and engaging. For this campaign, the brand collaborated with popular K-Pop artist BIBI to boost the authenticity and to create a trend that users will be eager to hop on to. 

When we talk about the Samsung brand, it’s not just the smartphone sector that the brand excels in. The home appliances segment is yet another where Samsung has carved a niche for itself. The below ad was created to promote the wide range of appliances from the brand. 

The commercial worked because it kept things realistic and relatable by featuring real people and real-life problems at home and in the kitchen. From the familiar home setting to the characters featured in the ad, every little element aligns with the target customer persona – the family audience. 

KIMP Tip: A noteworthy detail in the above campaign is the incorporation of storytelling . Storytelling helps humanize your brand and foster authentic connections. 

The Samsung brand is not just about one gadget or one home appliance. Over the years it has managed to create wholesome ecosystems of connected devices. The #YouMake campaign promotes such Samsung ecosystems. The campaign reiterates how the brand has continued to inspire creative people and allowed them to personalize their creations in many ways. 

Like most Samsung commercials, this one shows the products in action. Rather than merely talking about a feature, showing a live demo does make a lasting impact! 

Innovation is the name of the game when it comes to Samsung’s approach to growth! Samsung’s recent innovation in the Galaxy S24 series is proof of this. The #SamsungUnpacked 2024 event was one of the most anticipated announcements in the world of technology. And on January 17th, the brand made its big reveal – an assortment of Google AI features coming to the Galaxy S24 range of smartphones. 

The brand teased the Galaxy AI era in the below commercial along with a host of social media ads and posts. 

The ad features various milestones achieved by the Samsung brand and positions it as a trendsetter in the smartphone segment eventually leading to the idea that Samsung is among the first brands to introduce powerful AI features into the smartphone segment. 

The irony here is that only a few months ago Samsung restricted the use of generative AI tools among employees on company-owned devices. 😉 And now the brand has taken a big step in making AI an integral part of its devices. 

A regional ad from Samsung became the Most Watched Video Globally on YouTube in 2017 and also won the YouTube Ads Leaderboard Award . It was an ad for Samsung India Service. The idea was to highlight the convenience of doorstep service offered by Samsung, even in the most difficult terrains. 

Delivering the brand’s message “We’ll Take Care of You, Wherever You Are” the ad won hearts through emotional storytelling. 

To mark the launch of Galaxy Z Flip4, Samsung came up with one of the most creative campaigns ever. Titled Flipvertising, the ad was created as a cure to the ad skepticism that exists today. 

The whole campaign was built around the fact that people trust other people when it comes to product launches. So, they wanted to create a campaign that would motivate people to search more about a product and gather all the answers. 

Customers had to search for different things about the product to ensure that the Google algorithm understood their interests and moved them to the retargeting pool. Clues were revealed along the series of ads served leading to a secret ad that was only fed to the audience that searched the most about the product. In other words, the audience that showed the most interest in the product. 

Instead of passive ad fatigue, users became active participants, intrigued by the mystery and challenge. The campaign won several awards and reportedly led to a 34% increase in sales ! 

This is one campaign where Samsung’s creativity truly stands out! 

As can be seen from the various hit campaigns, Samsung deploys the best visuals to bring its campaign ideas to life. These are in the form of print designs, outdoor ads like billboards, social media videos, and so much more. This variety is what makes the campaigns a hit across various channels. And this variety has also been the reason behind the brand’s success with omnichannel marketing. 

Looking to take cues from this approach and refine your visuals? Working with a designated design team helps. And with an unlimited design subscription, like KIMP , you can work with a designated design team at a flat monthly fee!

So, what are you waiting for? Register now for a free 7-day trial. 

23 Jan, 2024

Related Posts

• SUGGESTED TOPICS
• The Magazine
• Newsletters
• Managing Yourself
• Managing Teams
• Work-life Balance
• The Big Idea
• Data & Visuals
• Reading Lists
• Case Selections
• HBR Learning
• Topic Feeds
• Account Settings
• Email Preferences

Why Samsung’s Note 7 Crisis Won’t Hurt Its Brand Long Term

• Utpal M. Dholakia

We’ve seen this movie before.

Things look rather bleak for Samsung at the moment. Within weeks of launching its flagship smartphone, the Galaxy Note 7, the company had to recall all of the more than 3 million devices it had sold, after reports of overheating and exploding batteries. Soon after, it halted production and scrapped the product entirely. All told, current estimates indicate the recall’s cost will exceed $6 billion (with one estimate even higher ). But the greater concern is about the long-term hit on Samsung’s brand. After all, it is one of the most valuable global brands. Branding consultancy Interbrand estimated Samsung’s 2016 brand value at $51.8 billion .

• Utpal M. Dholakia is the George R. Brown Professor of Marketing at Rice University’s Jesse H. Jones Graduate School of Business and author of  How to Price Effectively: A Guide for Managers and Entrepreneurs .  

Partner Center

Samsung's Marketing Strategy: How Samsung became a Pioneer in the Electronics Industry despite all odds

Learn about samsung's iconic marketing strategy and advertising campaigns. read how samsung aces the 4ps of marketing mix - product, price, promotion & placement..

• overview#goto" data-overview-topic-param="history">Foundation of Samsung Electronics
• overview#goto" data-overview-topic-param="mix">Samsung's Marketing Mix
• overview#goto" data-overview-topic-param="notable">Notable Marketing Campaigns
• overview#goto" data-overview-topic-param="digital">Digital Marketing Campaigns

Samsung is a global tech giant specializing in the consumer and industrial electronics industry. It has emerged as a pioneer in the electronics industry with innovative products, ingenious marketing strategies, and cutting-edge technology. Samsung ranks second in the top 10 consumer electronics companies worldwide by sales, despite facing massive competition from mammoth brands like Apple, Microsoft, and Sony.

How did Samsung reach the top position in such an impenetrable industry? Let’s uncover Samsung’s Marketing Strategy with a detailed study of its cunning marketing mix and bold digital marketing campaigns.

Foundation of Samsung Electronics & Evolution of its Mobile Phones

Samsung is a family-owned conglomerate from South Korea. In 1938, Lee Byung-Chul founded a grocery trading company known as Samsung trading company. The name Samsung means Three Stars representing its vision to become powerful and everlasting like stars. In the following two decades, Samsung ventured into the banking, manufacturing, insurance, and retail industries.

The monolithic Samsung Electronics we know today, came into being in 1969 when it took its first steps in the consumer electronics industry. Samsung became a business partner with Sanyo Lab to produce low-cost TVs and microwave ovens. It also started producing mobile phones which saw a paramount failure due to their low quality and extreme customer dissatisfaction.

Following this fiasco, Samsung decided to switch gears instead of giving up. It shifted its marketing strategy from being a low-tier manufacturing brand to a company building products with revolutionary technology and innovative features. This was Samsung’s “Do what you can’t” moment, which made them the most profitable tech company to ever exist.

In June 2009, Samsung launched its first smartphone Galaxy GT-17500, which was received exceptionally well by the market. Its quality was claimed to be as great as those of smartphones by well-established brands. Since then, Samsung electronics has produced dozens of smartphones, each outperforming its predecessor with eccentric new features and enhanced system upgrades.

As of 2022, it ranks sixth on the Brand Global Value list with a brand value of US$107.3 billion .

Now that we are aware of the influential origin of one of the most valuable brands, let’s unearth Samsung marketing strategy and digital marketing secrets.

Source: Phone Arena

Samsung's Marketing Mix Strategy

Marketing mix elements are crucial marketing vehicles to make strategic decisions about a product’s launch and promotion. Samsung’s Marketing Mix plan focuses on wide-ranging high-quality products sold in e-commerce and retail stores at a premium or competitive price based on demand. It uses advertisements, content marketing, sales promotions, event experiences, and digital campaigns to publicize and hype its products.

Let's analyze their marketing mix using 4P analysis:

Samsung marketing strategy is to identify developments in the market trends, adapt to dynamic changes, and produce products that the target market demands. Samsung is a customer-centric brand with a diverse product offering in the consumer electronics industry.

Samsung’s competitive advantage is its cutting-edge technology, cost-effectiveness, innovative research, and unparalleled product features.

Its product range includes smartphones and related accessories, smart TV, watches, tablets, plasma TV, monitors, and memory storage. Recently, Samsung expanded into the kitchen and home appliances producing air conditioners, washing machines, cooking appliances, etc.

Samsung’s strength is that it can meet your every electronic device need while keeping your pocket happy. It accounts for a whopping one-sixth of South Korea’s total exports.

Among recent supply chain crises and high demand for memory chips, Samsung outperformed its competitors, gaining high corporate sales and revenue in the chip manufacturing industry. Samsung is truly a high-quality brand worthy of recognition bestowed upon it.

Samsung's marketing strategy is not immune to failures either.

Samsung's weakness is its history of producing faulty mobile devices, including an exploding Galaxy Note 7 and a malfunctioning foldable phone. In addition, Apple has filed a patent infringement lawsuit against the company. It is also in controversies with other competitors for design thefts.

Still, Samsung has the potential to achieve tremendous development if it steers clear of such mishaps in the future.

Source: Connection

Samsung is a pricing expert. They operate in a highly competitive smartphone industry where competitors devise products with identical features within weeks. In defense, Samsung's marketing strategy has to be swift enough to deflect all blows.

The two pricing schemes used by Samsung are:

Price skimming tactic

Competitive Pricing

When the company launches a new smartphone, it values the product at the highest price the customers are willing to pay. Over time as the shine fades and its competitors launch identical products, Samsung lowers its product prices using a competitive strategy to retain market share.

Samsung’s promotion strategy uses a blend of print and digital advertisements, events experiences, and content marketing to promote its hottest product and establish a strong brand image. The message of its digital campaigns is out-of-the-box and bold.

As a part of its promotion mix, Samsung is omnipresent on major social media platforms, connecting and interacting with its customers through organic and paid social media marketing. Samsung's competitive strategy for sales promotions includes incentives and discounts.

Even after being a notable name in the Asian market, Samsung relies heavily on the American market. Samsung spent nearly $2.3 billion on advertising in the USA alone in 2021.

Source: Grab On

Samsung’s e-commerce store has an easy-to-use user interface, detailed product categorization, and thorough descriptions. Customers can buy any electronic device from the comfort of their homes.

Otherwise, Samsung is a single distribution business selling to only service dealers and brand-owned stores. Samsung prides its customer care front, positioning itself as a brand with attentive, committed, and fast service dealers in every nook and corner of the world.

Source: Samsung

Source: Sam mobile

Samsung Marketing Strategy - notable marketing campaigns

Innovation, change, and smart branding are the cornerstones of the Samsung marketing strategy. Samsung's integrated marketing model uses a mix of various marketing campaigns like influencer marketing, content marketing, and search engine marketing. Samsung dives into the world of social platforms, identifies where brand-relevant conversations are happening, and collects data about its user base as to how they use Samsung products and their perception of the brand.

Influencer Marketing Strategy

As a part of its marketing strategy, Samsung has partnered with global celebrities to leverage its social positioning and large fan base. This enables the company to retain its market leader image.

World-renowned boy band BTS are Samsung's brand ambassador since 2021, giving the brand exposure to its massive fan base.

Samsung launched the Blackpink edition for their Galaxy A80 to appeal to their mighty fan base Blinks.

Social Media Marketing Strategy

Samsung has a social media presence on major social networks to keep an eye on the goings-on in and around the smartphone market. Their engaging social media content centers around product promotions and user interaction.

Samsung's YouTube channel has 6.27M subscribers, with individual subsidiary channels for different countries.

Samsung's Facebook page has a massive following of 46M users.

Samsung's Instagram profile, filled with visually appealing posts, has 1.2M followers.

Samsung's TikTok profile has an engaging audience of over 2M followers garnering 11.6M likes.

Search Engine Marketing Strategy

Samsung's website is SEO optimized to rank on the first page of Google. Its domain authority has an exceptional score of 94 with Samsung Galaxy S22 Ultra keyword ranking at the top after Samsung.

Source : Moz

Digital marketing campaigns

Samsung marketing strategy is thriving because of its unafraid stance for its beliefs, risk-taking attitude, and inspirational messaging. Samsung's digital marketing tactics focus on user interaction with Samsung devices.

Samsung marketing strategy for digital media focuses on the following three pillars:

How the user interacts with their device implanting it in their life.

How the device makes their life easier. 

How users can communicate with their loved ones using Samsung products building positive emotional relationships.

Here are Samsung's top noteworthy digital campaigns:

Growing up Campaign

Samsung's Growing up campaign was a direct jab at its main competitor Apple ’s shortcomings like low storage, high battery drainage, no water resistance, and need for adapters.

Ingenious Campaign

As the idea was a huge success, Samsung launched a similar concept named the Ingenious campaign. It took shots at Apple's disadvantages while comparing it to Galaxy S9. The message was that Apple's superior products don't live up to their name.

India, Ready, Action! Campaign

Samsung India, ready, action! campaign urges Indians to break the stereotypes against them, and share the real India.

Olympic movement Campaign

Samsung has been an Olympic partner for more than two decades. Through its Olympic movement, Samsung has enabled fans to engage in real-time with immersive game experiences and celebrate the Olympic spirit together.

Smartphone line Campaign

The Smartphone line was an effort to create a digital line for Galaxy S4 instead of a physical line outside stores. Fans had to share which features they were most excited about. The more those posts were liked and re-shared, the closer they got to the front of the line.

Join the flip side Campaign

Join the flip side ad campaign starts with the line “I would never switch to Samsung, I love my phone”, a probable jab at Apple's brand loyalists who cannot fathom the idea of switching to another smartphone brand. 

Do what you can't Campaign

The do what you can’t campaign inspires people to do what can’t be done.

Look at me Campaign

Samsung marketing strategy is in tune with social issues. Its Look at me app helps children with autism develop communication skills through eye contact and interpreting facial expressions.

Samsung prioritizes relationships before its products. They position themselves as a brand that helps users live comfortably and builds society into a better place. Through customer-centric and socially conscious marketing, Samsung has emerged as a global electronics powerhouse building a better future together for tomorrow .

If you are building a consumer technology business, you can explore marketing mix of Apple and Boat to know more.

• popover#mouseOver mouseout->popover#mouseOut" data-popover-translate-x="-25%" , data-popover-translate-y="-220%"> Copy link
• bottom-bar#toggleTagsSection"> popover#mouseOver mouseout->popover#mouseOut" data-popover-translate-x="-25%" , data-popover-translate-y="-220%"> Copy Link
• bottom-bar#toggleTagsSection">

You'll love these articles too!

Co-founder & CEO at Flexiple ($3mn+ revenue, bootstrapped) & buildd.co | Helping Startup...

Monster Energy Marketing Strategy: How Monster become a market leader by 'Unleashing the Beast'?

Learn about Monster's iconic marketing strategy and advertising campaigns. Read how Monster aces the 4Ps of marketing mix - Product, Price, Promotion & Placement.

Co-founder at Flexiple, buildd & Remote Tools ($3 million revenue, bootstrapped)

Breaking Down The Maruti Suzuki Marketing Strategy: How they became a brand that rules India's automobile market

Learn about Maruti Suzuki's iconic marketing strategy and advertising campaigns. Read how Maruti Suzuki's aces the 4Ps of marketing mix - Product, Price, Promotion & Placement.

Clinical Research | Data Analytics

Partner at Deloitte | Banking & Capital Markets | Cloud Strategy | FinOps Offering Leader | Board...

Swiggy Business Model: How the Company is Building a Brand That's Hard to Resist

Explore the innovative business strategies behind Swiggy's success, including the company's approach to building a strong brand and delivering unbeatable customer experiences. Learn how Swiggy is disrupting the food delivery industry and solidifying its place as a leader in the market.

Table of Contents

Digital presence of samsung, digital marketing campaigns of samsung , marketing mix of samsung, swot analysis, results of samsung marketing strategy, conclusion , how samsung marketing strategy solidifies its brand value.

The global electronics powerhouse– Samsung began its journey as a low-tier manufacturing brand. A strong Samsung marketing strategy revolutionized its stance in the market, making it the No.1 smartphone producer worldwide. The tech giant ranks 4th in Forbes' list of the World's Largest Tech Companies. A perfect blend of digital marketing and innovation has established Samsung as a unique, high-quality brand worthy of customer loyalty.  

Become a Certified Marketing Expert in 8 Months

Samsung's adept use of social currency has contributed to its success in digital marketing. Expanding its social media presence, Samsung provides customers and brand loyalists several chances to share their experiences with those in their circle. 

Samsung YouTube Channel

To connect with the various segments of the population their products target, Samsung has social profiles on all of the major social networks, including 

• Facebook: 162M
• Twitter: 12.5M
• YouTube: 6.24M
• Instagram: 4.5M

Samsung Facebook Page with 162 Million Likes

Moreover, Samsung has several profiles on each platform. For instance, Instagram has Samsung, Samsung India, Samsung UK, Samsung UA, Samsung Mobile and more.

The company adheres to the best digital marketing practices like SEO and quality content creation that solves customer problems. 

Being a community-oriented brand that impacts audiences worldwide, Samsung introduces various marketing campaigns. The promising Samsung marketing strategy focuses on leveraging the power of exceptional marketing campaigns to promote its products and appeal to the audience. 

Social media ads, sponsorships, and online advertising strengthened the brand. Some exceptional Samsung marketing campaigns are as follows: 

• #YouMake Campaigns: It brings up a global marketing platform for consumers to take the lead with device customization. It brings a better way of personalization via customized control enabled by SmartThings IoT solutions. The #YouMake campaign offers continuous services and virtual benefits, encouraging customer participation by utilizing the best metaverse platforms.
• Growing Up: Another commercial on YouTube that made people reconsider their options. The company directly targeted its main competitor–Apple, and the video took the internet by storm.

Product, Price, Place, and Promotion–the 4Ps of the marketing mix constitute an integrated marketing model. Samsung’s marketing mix plan gives insights into the company’s success secret. 

1. Product Mix

Delivering excellent results in recent years, Samsung products are well-known for their services and quick support. Samsung’s marketing mix in its product line is one of its major strong points. The products fall into the following categories: 

• Mobile phones
• Televisions – LEDs, Plasma TV, LCDs, SMART TV, HDTV
• Refrigerators
• Air Conditioners
• Washing Machine
• IT – Printers, laptops, and accessories

2. Price Mix

Price mix is one of the strongest points in the Samsung marketing strategy. It offers two pricing schemes to satisfy its clients. The corporation adopts a price skimming tactic whenever it releases a new smartphone with the latest technology. Moreover, it reduces the price of that product when the competitors launch identical products. 

3. Promotion Mix

Samsung attracts customers via advertising while employing the best tactics to push products through sales promotions.

The company employs several marketing vehicles both during the festive season and outside of it. It grants numerous discounts and incentives to business partners, encouraging them to sell Samsung products above the competition. 

4. Place Mix

Samsung service dealers are responsible for corporate sales. Its selling point is its distribution. They distribute their goods via a single distribution business. They then distribute them to other locations.

SWOT analysis is one of the best ways to dive deeper into the Samsung marketing technique. It provides insights into Samsung’s strengths, weaknesses, opportunities, and threats concerning its marketing competitiveness.

Samsung’s Strengths

• It has held a strong position in the smartphone manufacturing industry for years. Climbing the ladder, Samsung ranks first on the world’s best smartphone manufacturers list. 
• Significant investments in the innovative research and development sector have helped Samsung generate a diverse product offering compared to its competitors.
• Its transition to a customer-centric management system has brought about revolutionary changes. 
• Its consistent efforts for sustainable development, such as the adoption of eco-packaging for TVs, give it the upper hand. 
• Samsung leads the development of advanced technologies like AI, 5G, automotive and robotics. 
• Lastly, it is rapidly expanding commercial marketing in India and China. 

Samsung’s Weakness

• Despite expanding its operations in Asia, the company relies heavily on American markets.
• Samsung’s defective items, such as the Samsung Galaxy A20e and a malfunctioning foldable phone.

Samsung’s Opportunities

• Samsung can achieve tremendous development in the smartphone industry by setting the standard with innovative goods like foldable phones.
• As the world adopts 5G, Samsung has the know-how to capitalize on the opportunity.
• The company can hire exceptionally skilled professionals using its brand image. 

Samsung’s Threats

• Samsung’s entanglement in controversies can jeopardize its business, such as the lawsuit filed by Apple for patent infringement.
• Xiaomi, Apple, and Huawei stand as major threats and technological competitors who can outsmart Samsung. 

Samsung’s revamped marketing programs and competitive strategy implementation have significantly contributed to its huge success over the years. 

Performing continuous market research, adding new features, serving customer pain points and employing special efforts to reduce costs, Samsung has paved the way for its success from the very beginning. 

Its global value increased by more than 200% in a short span ranging from 2003 to 2008. 

Samsung took over Sony–one of the most valuable consumer-electronics brands worldwide. Consequently, Samsung’s sales reached $119 billion by 2009. When the company introduced Samsung Galaxy and leveraged the power of digital platforms for promotions and marketing, its revenue grew to $218 billion in 2018. 

Today, Samsung stands 5th on Interbrand’s list of Best Global Brands with a brand value of USD 74.6 billion. It has witnessed a 20% increase in comparison to the last year.

Sparking creativity worldwide, Samsung is the most profitable tech company. The robust Samsung marketing strategy has made it one of the most valuable brands today. Its smart digital marketing tactics set an excellent example of how to revamp your online business as a digital marketer. 

Want to know more about Digital Marketing? Enroll on Simplilearn’s Digital Marketing Specialist Program and upskill yourself digitally. 

Our Digital Marketing Courses Duration And Fees

Digital Marketing Courses typically range from a few weeks to several months, with fees varying based on program and institution.

Recommended Reads

Digital Marketing Career Guide: A Playbook to Becoming a Digital Marketing Specialist

A Case Study on Netflix Marketing Strategy

12 Powerful Instagram Marketing Strategies To Follow in 2021

Introductory Digital Marketing Guide

A Case Study on Apple Marketing Strategy

What is Digital Marketing and How Does It Work?

Get Affiliated Certifications with Live Class programs

Post graduate program in digital marketing.

• Joint Purdue-Simplilearn Digital Marketer Certificate
• Become eligible to be part of the Purdue University Alumni Association
• PMP, PMI, PMBOK, CAPM, PgMP, PfMP, ACP, PBA, RMP, SP, and OPM3 are registered marks of the Project Management Institute, Inc.

The Effect of Brand Ambassador, Brand Image, Product Quality, and Price on Purchase Decisions Samsung Smartphones

15 Pages Posted: 29 Jan 2019

Endah Hafilah

State University of Jakarta, Faculty of Economics, Students

State University of Jakarta - Faculty of Economics

Date Written: January 11, 2019

The study aims to examine 1. Effect of Brand Ambassador of the Purchase Decision, 2. Effect of Brand Image on Purchase Decision, 3. Product Quality Impact on Purchase Decisions, 4. Influence of Price to Purchase Decision, 5. Effect of Brand Ambassador, Brand Image, Quality Products, and the price of the Samsung smartphone buying decision. The purpose of this study was to determine which variables are the most dominant influence on purchasing decisions Smartphone Samsung products to the public in Indonesia. Samples taken as many as 300 respondents, namely the consumers who use smartphone Samsung. Data were analyzed using SEM techniques, for the purpose of this study was to test the theory, analysis techniques that are based on SEM (Covariance based SEM), SEM approach that uses PLS tools, namely SmartPLS 3.0. The results showed that the variables that have a major influence on purchasing decisions is the Product Quality. Meanwhile, the variables that have a low impact on the purchase decision is the Brand Ambassador. Brand Ambassador has a negative coefficient indicates that not too influential in purchasing decisions.

Keywords: Brand Ambassador, Brand Image, Product Quality, Price and Purchase Decision

Suggested Citation: Suggested Citation

Endah Hafilah (Contact Author)

State university of jakarta, faculty of economics, students ( email ).

Jl.pemuda 3, Rt.12, Rw.02, No.20 Jakarta Timur, ID Jakarta 13220 Indonesia

State University of Jakarta - Faculty of Economics ( email )

Pemuda Street No. 18 Jakarta, ID Jakarta 13220 Indonesia

Do you have a job opening that you would like to promote on SSRN?

Paper statistics, related ejournals, marketing science ejournal.

Subscribe to this fee journal for more curated articles on this topic

• Agriculture
• Education & art
• Electronics & technology
• Financial services
• FMCG Alcoholic beverages
• FMCG Household products
• FMCG Non-alcoholic beverages
• FMCG Personal care & beauty
• Gyms & fitness centres
• Kids products
• Manufacturing
• Media & entertainment
• Non-profit organisations
• Pharmaceuticals and healthcare products
• Professional services
• Real estate
• Restaurants
• Telecommunications
• Travel & transportation

The Caregiver

The creator, the explorer, the innocent, the magician, the regular guy, search by category, search by archetype.

Brand Strategy / Positioning

Electronics & technology  –  computers ,   mobile phones ,   tablets , wearables , TV sets and home cinemas , cameras , home appliances , semiconductors ,  VR & AR devices ,  office equipment ;  Retail –  electronics & technology stores , e-retail ; Manufacturing

Owner of the brand

Samsung Group

Key competitors

Apple ,  Huawei , Microsoft , Google , Sony , Lenovo, HP , Panasonic , LG , HTC

To get access to the full brand strategy analysis and hundreds more, please Log in or Sign Up.

To see an example of a full brand strategy analysis, explore our free resources below

FMCG Non-alcoholic beverages and 1 more

Media players and 12 more

Apparel and 8 more

Get access to all 262 Brand Analysis case studies

Organisation, per user / per year.

Up to 70 Users

Express category briefings

Per briefing, weekly access to brandstruck, daily access to brandstruck, for 24 hours.

Share this with your social Community

or copy link

--> Lost Password? -->