Launching high-end technology products
A Samsung case study

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Page 2: Promotion

Samsung 5 Image 4A common feature of its marketing strategy is promotion, one of the four Ps. Samsung promotes its products in a variety of ways ranging from attending the relevant trade fairs for each of its products, to providing print brochures, posters and specification sheets.

Information about products is also available on Samsung’s website and via brochure lines. Brochure lines are 0800 numbers which the public can use to find out more about specific products and at which retail outlets they are available. Samsung increases general brand awareness through corporate sponsorship, lending its support to such events as the Royal Windsor Horse Show and the Samsung Open tennis tournament.

All of these methods of promotion are available to support the launch of a specific product. The marketing approach for each product may vary, however they are co-ordinated and monitored by the marcoms division, Samsung’s internal communications network. Marcoms maintain accurate product and dealer information on a database allowing the employees of
Samsung to monitor what form of promotion is available to what product and who is to be involved.

Samsung has played a leading role in the development of DVD (digital video discs), the revolutionary new format which provides near studio quality picture and sound reproduction using the latest digital technology. The data capacity of DVD is up to 26 times greater than that of a CD or CD-ROM, which means flexibility and quality can be vastly improved. Samsung has included all the most sophisticated features, but at a very keen price. As increasing numbers of electronics companies have launched DVD models, the average price has fallen consistently and was forecast to fall by 50 per cent during 1999.

Samsung | Launching high-end technology products