When Samsung first started, they were a low-tier manufacturing brand and now the tech giant ranks 4th in Forbes’ list of the World’s Largest Tech Companies. Their rise to the top is attributed to their marketing strategy which has been displayed all over the world. Samsung has created a perfect blend of digital marketing and innovation has established Samsung as a unique, high-quality brand worthy of customer loyalty (Simplilearn, 2023). To be able to reach an audience worldwide, Samsung has created multiple social media accounts based on specific geographic regions. For example they have different Instagram accounts like Samsung, Samsung India, Samsung UK, and Samsung UA, plus many more. This allows the company to segment their market when introducing a new product or service for specific buyers and users. This is just one of the many global marketing channels Samsung uses to market their brand.
Samsung has used their enormous following base to their advantage when they are promoting new products. With 162M followers on Facebook, 12.5M followers on Twitter, 6.78M YouTube subscribers, and 4.5M followers on Instagram the brand is able to introduce new marketing campaigns to a vast audience. Not only is the company using their social media presence to their advantage for content marketing but they also are able to use traditional advertising tools to promote the brand. This may be in the form of partnerships and endorsements with celebrities and brands, television advertisements, and billboards. While these traditional methods can still be beneficial for the company, a lot of brands today are pushing towards digital methods when it comes to attracting their consumers. Samsung has ventured into the endorsement space by having contracts with some of the world’s biggest stars like Sydney Sweeney, BLACKPINK, and the 2028 LA Olympics. For the brand to have these contracts it allows them to attract certain audiences whether they be in the United States or Korea.
For Samsung when developing a global marketing strategy, they have decided to segment the market as they have created separate social media accounts to promote products. The reason why the company did this is because of different consumer cultures. 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 (Simplilearn, 2023). Samsung is known for their top of the line products along with exceptional customer service. Some of those products include mobile phones, tablets, televisions, cameras, refrigerators, air conditioners, washing machines, and laptops. Having a differentiated product mix allows for the company to expand their network through different channels and it gives the brand worldwide exposure.
References
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Simplilearn. (2023, October 30). How Samsung Marketing Strategy Solidifies Its Brand Value. Simplilearn.com. Retrieved April 5, 2024, from https://www.simplilearn.com/tutorials/marketing-case-studies-tutorial/samsung-marketing-strategyZaccardi, N. (2018, December 4). Samsung signs Olympic sponsorship to 2028 Los Angeles Games. NBC Sports. Retrieved April 7, 2024, from https://www.nbcsports.com/olympics/news/samsung-olympic-sponsor