samsung presentation (fall 2016)
Post on 11-Apr-2017
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Elizabeth Ballou, Gina Mackey, Hannah Davison, Jamie Wilson, Kate Owensby, Monica Hardy & Rebecca Christopher
Corporate Overview
● 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
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
Advertising Strategies
● “Fast follower”● Brand awareness● “Smart thinking.
Simple living.”
● “Industry shaper”● Customer-centric● “Inspire the world.
Create the future.”
Target Market● Young moms, 25-35 years old
○ Family-focused○ Environmentally conscious○ Tech savvy○ Achievers○ Upper middle class - upper
class
“Julie”
Research Overview
Marketing Communication ObjectivesEnhance Brand Image:
● Cause-Related Marketing
● Eco-Friendly Emphasis
Engage & Appeal to Target Market:
● Mommy Blogs
● Social Media
● Events
IMC Components
Building a Cleaner World, One Step At a Time
SELLING GREEN PRODUCTS AND EDUCATION
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
For each Samsung washer sold during the course of the campaign, a GiraDora will be donated to a family in need
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
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
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
SummaryRestore Samsung's positive brand image through partnership with GiraDora and engagement with the community.
with
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