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Samsung outlines marketing strategy for driving market share in Australia

  • 27 May, 2004 13:26

<p>Samsung outlines marketing strategy for driving market share in Australia</p>
<p>Sydney, Australia – 26 May 2004: Samsung Electronics Australia has unveiled plans for expanding its product range and growing its market share in Australia. By increasing its annual investment in advertising, PR, marketing and sponsorships substantially the company aims to dramatically increase awareness, positive opinion and market share across the board. With this increase, Samsung now represents 17% of the total marketing spend across the industry.</p>
<p>The world’s fastest growing brand, Samsung Electronics increased its revenue to approximately US$45 in 2003. In line with this it has increased its research and development spend year on year to 8% of gross sales. Samsung’s goal for Australia is to drive its share of the consumer electronics market by continuing to build its offering of premium, innovative and stylish products and leveraging its strong brand and financial strength.</p>
<p>Core components of Samsung’s strategy include a significant sports marketing program, focused on the Athens Olympic Games but including sponsorship of the Sydney Roosters, targeted arts sponsorship, an extensive corporate social responsibility program and clear and aggressive brand and product positioning. The campaign will focus on a number of market leading premium products. These include the P370 mobile phone with mega-pixel camera, side by side fridges, LCD TVs and monitors.</p>
<p>Commenting on the marketing strategy, Samsung Australia Managing Director Mr. J. S. Park said he believes that Australia is on the cusp of a major move into digital living in the home and workplace. “Through significant investment in research and development and the combination of our chip manufacturing ability, design know-how and consumer presence we are harnessing and drive the digital opportunity. In the past our share of voice has not reflected our strength. Our significant investment in these marketing activities underlines our commitment to take the market leadership position in Australia.”</p>
<p>As Wireless Sponsor of the 2004 Athens Olympics Games and the Olympic Torch Relay, as well as a Silver Sponsor of the Channel Seven Olympics Games coverage, Samsung will have a major presence throughout the competition. Cathy Freeman is the Olympic Ambassador for Samsung and the company will leverage this sponsorship to position its premium mobile products.</p>
<p>In addition to the sports sponsorship program, Samsung is also sponsoring the Sydney Dance Company in 2004. Specifically selected as cutting edge entertainment, Samsung believes that the link up with Sydney Dance Company will add further style credibility to their technology.</p>
<p>In addition to these marketing activities, is Samsung’s corporate social responsibility program, DigitALL Hope. The global program aims to bridge the digital divide amongst youth by providing grants to youth focused charities.</p>
<p>Samsung is working with Foote Cone and Belding on its advertising campaign. Samsung’s new brand campaign, focused around a number of key premium products, rolled out this week and will continue to be highly visible over the next 12 months. The overall brand campaign will be supported by a number of product specific campaigns.</p>
<p>Samsung recently appointed Edelman Public Relations to undertake a public relations campaign which will focus on corporate positioning as well as activities around its four divisions: AV, white goods, telecommunications and IT.</p>
<p>-ends-</p>
<p>About Samsung Electronics</p>
<p>Samsung Electronics Co. Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2003 parent company sales of US$36.4 billion and net income of US$5.0 billion. Employing approximately 88,000 people in 89 offices in 46 countries, the company consists of six main business units: Corporate Technology Operations, Digital Appliance Business, Digital Media Business, LCD Business, Semiconductor Business and Telecommunication Network Business. Recognized as one of the fastest growing global brands, Samsung Electronics is the world’s largest producer of color monitors, color TVs, memory chips, TFT-LCDs and VCRs. For more information, visit www.samsung.com .</p>
<p>For more information contact Carolyn Owen on 9291 3325 or carolyn.owen@edelman.com</p>

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