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1、Unit2InternationalmarketingMovingyourbrandimageupmarketBeforeyoureadWhatproductsisSamsung,theKoreanelectronicsgroup,famousfor?WhatcanSamsungdotosellitsproductsmoreeffectivelyinEurope?WhatcanSamsungdotoappealtopeoplewhobuymoreexpensiveproducts?ReadingReadthisarticlebyMaijaPesolafromtheFinanci
2、alTimesanddotheexercisesthatfollow.SamsungplaystotheyounggenerationMaijaPesolaForhundredsofEurope’smostfanaticalcomputergarnerswhotookpartinthefirstEuropeanchampionshipsthisMarchtherewasgloryupforgrabsinbest-sellinggamessuchasHalo2andFIFASoccer2005,and€150,000(￡104,000)inprizemoney.ForSamsun
3、g,theKoreanelectronicsgroupthatsponsoredtheevent,itwasachancetostrutitsbrandinfrontofEurope’sgamingcommunity.Itwillbehopingthattheseven-figuresumitspentonthechampionshipsatHanover’sCeBITcomputerindustryexhibitionwillhelpitwinoveranaudiencethathasbeendifficultforadvertisersandmarketerstoreach
4、.ThegamesattheSamsungEuroChampionshipswerealldisplayedonthecompany’s19-inchliquidcrystaldisplayflatpanelscreens,themobilephoneeventofthegameswasplayedonSamsung’sD500handsetsandthecompanycreatedaspecialgamefortheeventcalledBabeRally.‘Thegamesareaplatformforustocommunicatewiththeyouthsectorand
5、earlyadopters,’saysHadrianBaumann,Samsung’sgeneralmanagerforEuropeanmarketing.Overthepastfiveorsixyears,Samsunghasfoughttomoveitsbrandimagemoreupmarkettocompetewithpremiumnames,suchasSony.Asaresult,muchofitsmarketingstrategyhasfocusedonwhatitcallsthe“high-lifeseeker”segmentofthemarket一people
6、whoadopttechnologyearlyandarewillingtopayahighpriceforit.Interbrand,thebrandconsultancy,recentlyrankedthecompanyastheworld’s21stmostvaluablebrand,upfrom42ndin2001.ButpressurehasmountedonSamsungtokeepupitsefforts.ThecompanyrecentlyslippedbackintothirdplacebehindMotorolainmobilehandsetsales.At
7、thesametime,SamsungissufferingfromfallingpricesforitsLCDscreens,duetoaglutinthemarket.Stimulatingdemandforthescreensamonggamingfanscouldbeonewaytohelprampupsales.AlthoughSamsungscoreswellinoverallbrandsurveysandisstronginAsia,studiesindicatethatinE
