Marketing Strategy Of Samsung

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Summary of the Campaign and Organisation Samsung was founded in 1969 in Suwon, Korea. Since then it has become a global leader in information technology, with more than 200 subsidiaries under its belt. The firm deals in electronics ranging from televisions, refrigerators, monitors, washing machines, tablets and smartphones. Moreover, Samsung provides electronic components, for instance, non-memory semiconductors and Dynamic Random-Access Memory (DRAM). Even though the company has been rocked with misfortunes in its mobile telecommunication platforms, it promises quality products and services that lead to better and smarter lifestyles. The company is at the forefront of championing for ground-breaking innovations true to its mantra and vision 2020 of ‘Inspiring the World, Creating the Future’ (Samsung Electronics, 2017). The ad-campaign began in March 2017 and was for the promotion of its newest products; the Samsung S8 and S8+. The campaign titled Samsung Official TVC: Ostrich showcases that despite the millennial evolutionary pressures, ostriches need only a little bit of inspiration and some more motivation from the song Rocket Man by Elton John to take up to the sky (Samsung Mobile, 2017). The public relations campaign, led by Leo Burnett Chicago, was orchestrated to distract customers and the public from the exploding battery fiasco of the Note 7 Series and introduce customers to the new and improved S8 series with a tagline ‘Do What You Can’t’ (Jardine, 2017).
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