Download - Samsung Presentation (Fall 2016)
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Elizabeth Ballou, Gina Mackey, Hannah Davison, Jamie Wilson, Kate Owensby, Monica Hardy & Rebecca Christopher
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Corporate Overview
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● Full refund for any recalled washer purchased in the last 30 days
● Home Label Kit with new control guide & warning labels● Free in-home repair that includes reinforcement of the
washer’s top● Possible rebate towards the purchase of a new washer
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Competitors Samsung LG Electronics Whirlpool
Revenue $172.6 billion $48.8 billion $20.9 billion
Target Audience Moms Moms Moms
Advertising Strategies
Humor appeal Slice of life executional framework
Emotional appealCause-related marketing
Media Presence TV, social media TV, social media TV, social media
Focus on environment/sustainability
-ENERGY STAR qualified products (100% of washers)-Recycling program-Green partnerships-Not prominently featured on website
-Focused on energy efficiency-Recycling program-Green packaging-Not prominently featured on website
-ENERGY STAR programs-Recycling program-Green partnerships
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Advertising Strategies
● “Fast follower”● Brand awareness● “Smart thinking.
Simple living.”
● “Industry shaper”● Customer-centric● “Inspire the world.
Create the future.”
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Target Market● Young moms, 25-35 years old
○ Family-focused○ Environmentally conscious○ Tech savvy○ Achievers○ Upper middle class - upper
class
“Julie”
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Research Overview
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Marketing Communication ObjectivesEnhance Brand Image:
● Cause-Related Marketing
● Eco-Friendly Emphasis
Engage & Appeal to Target Market:
● Mommy Blogs
● Social Media
● Events
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IMC Components
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Building a Cleaner World, One Step At a Time
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SELLING GREEN PRODUCTS AND EDUCATION
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One-for-One ● The “wash line”
○ Discredits 5 billion people● Hand-washing clothes
○ 6 hours a day, 3 times a week, 2-3 weeks to dry
○ Medical problems ● Solution: GiraDora
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For each Samsung washer sold during the course of the campaign, a GiraDora will be donated to a family in need
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Social Media & Online Advertising Social Media Push
FaceBook page: Samsung & Giradora Initiative● Include stories from the
women helped
Instagram, Twitter Ads
● #WalkForWater● One For One
Online Advertising
One for One:
● Advertise on retailer websites (HomeDepot etc.)
● Advertise through Mommy Blog Sponsorship
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Walk for WaterWhat: A walk for a cause, sponsored by SamsungWhen: Earth Day April 22, 2017 - culmination of campaign Where: From 1700 Lida Street (Safe Agua) to Memorial Park in Pasadena How: #walkforwater, leafletsWhy: 3.7 miles - The average distance that women and children walk for water in Africa and Asia
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Measurements of Success ● Interactions & Hits
○ Social media interaction tracked using #WalkForWater○ Digital Analytics ○ Ratio of positive to negative hits
● Increase in positive brand attitudes○ Monitor blogs, Facebook comments, etc
● Increase in washer sales○ Monitor sales of washer models participating in the
one-for-one campaign
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SummaryRestore Samsung's positive brand image through partnership with GiraDora and engagement with the community.
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with
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CitationsLittle, Lindsey. “Kristen Bell Talks Eco-Friendly Habits and Favorite Vegan
Hot Spot.” Ecorazzi. 25 Oct. 2013. Web. Nov. 16 2016. Pasquarelli, Adrianne. “Kristen Bell and Dax Shepard Bring the Cute in New
Samsung Home Appliance Spots.” Advertising Age. May 04, 2016. Web. 15 Nov. 2016.
"Samsung Electronics Announces Fourth Quarter & FY 2015 Results." Samsung Global Newsroom. Samsung Electronics, 28 Jan. 2016. Web. 14 Nov. 2016.
“The Secret to Samsung’s Success: Marketing Exec Speaks Out.” Android Authority. N.d. Web. 15 Nov. 2016.
“Sony vs. Samsung.” Law Essays and Papers. Law Aspect. N.d. Web. 16 Nov. 2016.
Wagstaff, Keith. “Ellen’s Oscar Selfie: Worth $1 Billion?” NBC News. April 9 2014. Web. 15 Nov. 2016.
"Whirlpool Corporation Reports Record Fourth-Quarter And Full-Year 2015 Results." Whirlpool Corporation. Whirlpool Corporation, 29 Jan. 2016. Web. 14 Nov. 2016.
Yeon-jin, Jung. “Samsung #2 Most Valuable World Brand.” Recognition of Recognition. Business Korea. 06 March. 2015. Web. Nov. 16. 2016.
“Annual Report 2005.” Samsung Electronics. Samsung. 2006. Web. 16 Nov. 2016.
Clow, Kenneth E., and Donald Baack. "Chapter 4 The IMC Planning Process." Integrated Advertising, Promotion, and Marketing Communications. Boston: Pearson, 2014. N. pag. Print.
"Eco-Friendly Products." Eco-Friendly Products. Samsung Electronics, n.d. Web. 14 Nov. 2016.
"Environmental Sustainability." Whirlpool Corporation. Whirlpool Corporation, n.d. Web. 14 Nov. 2016.
Fullerton, Laurie. “Start With the Customer – Samsung VP Talks B2B Marketing Strategy in Fireside Chat.” The Drum. 23 Nov. 2015. Web. 15 Nov. 2016.
Garland-McLean, Daphne. "Moms Fiscally Fit, Thinking Green, Going Online." Furniture/Today (2009): 8. Advanced Placement Source. Web. 14 Nov. 2016.
"Green Product Strategy." LG: Mobile Devices, Home Entertainment & Appliances. LG Electronics, n.d. Web. 14 Nov. 2016.
“Kristen Bell Proposes to Dax Shepard after DOMA Ruling.” Huffington Post. Jun. 26, 2013. Web. 15 Nov. 2016.
"LG ANNOUNCES FOURTH-QUARTER AND FULL-YEAR 2015 FINANCIAL RESULTS | LG Newsroom." LG Newsroom. LG Electronics, 26 Jan. 2016. Web. 14 Nov. 2016.