What is the purpose behind Samsung’s global “Launching People” campaign?

How can Samsung localize this campaign in emerging markets?

How can Samsung engage more consumers for this campaign in Vietnam?

How does usage of electronic products vary from country to country?

What strategies should Samsung pursue in 2014 to make this a successful global campaign?

How can Samsung measure the success of this initiative?

 

lectronics is a textbook example of global products. Discerning not to pay brands such as Samsung. Moreover, electronics consumers everywhere associate products with aspirational goals such as success and achieve- ment. In 2013, Samsung launched a global campaign featuring the program "Launching People," which focuses on discovering real sto- ries, helping consumers, and sharing their stories with the world. Samsung Electronics Co. Ltd. is a multinational electronics and infor- mation technology company headquartered in Suwon, South Korea. It is an important offshoot of the Samsung Group and employs 319,000 peo- ple across 80 countries, making it the global leader in technology with annual sales of $190 billion. Through continuous innovation, Samsung has been changing lives and revolutionizing markets it operates in with its products, which include everything electronic-televisions, smart- phones, personal computers, printers, cameras, home appliances, medi- cal devices, semiconductors, and more. According to Interbrand's "Best Global Brands 2015" report, the Samsung brand rose to 7th place with a 15 percent brand growth since 2013, twice that of most of the top 100. It reached the top 10 in 2012, having first entering the top 20 in 2009. Samsung Electronics is recognized for its outstanding management, global growth in brand value through marketing initiatives and continued market leadership. Samsung also ranked 2nd in global strategic consulting firm Boston Consulting Group's (BCG) report. "The Most Innovative Companies 2013." Samsung strengthened its ranking as the best in the mobile and TV categories by delivering new technologically advanced products such as the Galaxy S4, Galaxy Note 3, and the world's first curved UHD TV. Samsung also created a new market with the launch of the inge- nious wearable device, the Galaxy Gear. In addition, the company is leading the market in one-of-a-kind household appliances. Samsung's objective is to become one of the top five global brands by 2020. To achieve this vision, Samsung has refreshed its brand strat- egy: "Accelerating Discoveries and Possibilities. This reflects the phi- losophy of a global brand aiming to meet current consumer demand. Regional and local Samsung subsidiaries began to make a strong impression on their customer base with localized consumer-centric marketing activities. Subsidiaries in Europe, for instance, were some of the first in Samsung Electronics to identify and carry out cultural marketing based around different local "passion points." As the name suggests, the term refers to any commodity that consumers relate to and which generates excitement. Sports, the fine arts, music, cinema, politics, and religion are all topical passion points. Cultural marketing around passion points gives the subsidiary marketing team ample opportunity to proactively engage consumers and create links between Samsung and the most pertinent local pas- sions. Whereas in England the UK subsidiary found considerable suc- cess with football marketing (eventually leading to Samsung's sponsor- ship of Chelsea football 2005-2014), the French subsidiary focused on cultural aspects like fashion, art, and gastronomy (cooking). Another example of this marketing initiative is the "Launching People" program, a 2013 global Samsung brand campaign that actively conveys the newly established brand Ideal that various op- portunities can be discovered and realized when new products and technology meet consumer potential. To help people around the world realize their potential, Samsung's culture of innovation is reaching beyond products to technology, and aims to make a difference in people's lives by identifying and investing in inspiring individuals across a varied cross-section. The campaign invites people passionate about their dreams to submit their ideas for several categories such as sports, art, and entre- preneurship for an opportunity to turn them into reality. The campaign started in France in June 2013 with the goal of turning consumers' dreams and potentials into reality in 13 regions across Europe, Latin America, and the Middle East in 2013. It was rolled out to other territories over 2014-5. The campaign has gained tremendous popularity in France, reach- ing around 60 million people in 5 weeks and discovering 2,000 stories. It has made a significant impact on Samsung's brand, with an increase of 10 percent in brand attributes such as "friendly," "for me," and "differentiated" compared to before the campaign was released. The campaign promises to invest not only in technology, but also in the ideas of passionate people-whether this potential is related to a personal journey, a larger cause, or both. Samsung will spread the word about "Launching People with real consumer stories on Samsung.com and across all digital and social media channels, includ- ing Facebook and YouTube. The focus will be on providing ambitious consumers with the chance to realize their potential by teaming them up with renowned regional mentors, start-up funding, and products to help them on their journey.