Samsung Communication Strategy

Samsung is a South Korean multinational conglomeration corporation. Lee Byung launched the trading company Samsung in 1938, and the brand shifted its focus to consumer electronics and electrical appliances in the 1990s. Today, we’ll discuss Samsung communication strategy or Samsung marketing communication strategy; and the elements involved in the integrated marketing communication of Samsung; advertising, direct marketing, digital marketing, personal selling, public relations, and sales promotions; as brand communication strategy examples.

Products and services of Samsung

  • Flash memory
  • Ships
  • Telecommunication equipment
  • Home appliances
  • Hospitality
  • Information and communication technology
  • SSDs
  • DRAM
  • Advertising
  • Entertainment
  • Construction
  • Financial services
  • Consumer electronics
  • Electronic components
  • Medical equipment
  • Semiconductors
  • Semiconductor company
  • Clothing
  • Automotive chemicals
  • Healthcare services
  • Retail
  • Shipbuilding

Subsidiary brands of Samsung

  • Samsung Biologics, Asset Management
  • C&T Corporation Samsung
  • Samsung Electron Machines
  • Marine & Fire Insurance
  • Heavy Industry Samsung
  • Cheil Worldwide
  • Samsung Life Insurance
  • Securities Samsung
  • Samsung SDI, SDS
  • Samsung Electronics, Engineering

Samsung statistical facts and figures

  • Annual revenue – 204.09 billion USD (2023)
  • Net income – 15 billion USD (2023)
  • Employees – 266673 (2023)

Competitors of Samsung

  • Gionee
  • Intex
  • HTC
  • Nokia
  • Lenovo
  • Huawei
  • Google Pixel
  • Asus
  • iBall
  • Motorolla
  • Sony
  • Apple
  • Micromax
  • Microsoft
  • Oppo
  • Xiaomi
  • Vivo

Samsung communication strategy would analyze the elements like direct marketing, advertising, digital marketing, sales promotion, PR public relations, and personal selling as brand communication strategy examples. Here’s the integrated communication of Samsung as follows;

Samsung Communication Strategy

Let’s discuss the main elements of Samsung communication strategy or integrated marketing communication of Samsung as brand communication strategy examples; they’re as follows;

Advertising Strategy of Samsung

I-Creative & Emotional Ads

The advertisements of Samsung always highlight the latest and creative cutting-edge technology in its TV, home appliances, smartphones, and other consumer electronics products. The ads revolve around a story or a particular socio-cultural event to evoke emotions among the audience; it helps the company to emotionally connect with the customer market.

II-Multiple Media Channels Advertisements

Samsung runs its advertising commercial on multiple media channels; TV, newspaper, print media, billboards, online media, and other channels. When customers see and come across Samsung’s product advertisements everywhere, then it definitely impacts their decisions. Most importantly, employing multiple media channels helps the brand to approach the mass audience; raise brand awareness, and amplify sales.

III-Celebrity Endorsements

Samsung collaborates with the world’s leading celebrities and public figures. They have a mass public influence and their brand and product endorsement, and appearance in the brand’s commercials help the company to influence customers’ decision-making process. Some of the main celebrities and public figures that have endorsed Samsung’s products are as follows;

  • Lionel Messi
  • Millie Bobby Brown
  • Gal Gadot
  • Lil Wayne
  • Thom Browne
  • BTS
  • Dua Lipa

Direct Marketing Strategy of Samsung

I-Buzz Marketing

Samsung implements a buzz marketing strategy by spreading word-of-mouth marketing, showcasing products, employing visually attractive material, and highlighting the benefits of the product. Customers would prefer and choose the product if their friends and loved ones are referring it to them. Peer influence and pressure work in strange and mysterious ways.

II-Popular Campaigns

Samsung has launched various popular marketing campaigns over the years on various events and multiple media channels. They created feelings of awe; attracted the attention of customers; and gave significant product and brand exposure. Some of the main campaigns that Samsung has launched over the years are as follows;

  • Look at Me campaigns – highlighting the communication issues among autistic children
  • Do what you can’t campaign – motivating people to do that is impossible
  • Join the flip side campaign – targeting the iPhone loyal customers who would never switch to Samsung
  • Olympic movement campaign – allowing customers to have real-time experience on their Samsung phone
  • India, ready, action! Campaign – breaking the stereotype among Indians
  • Ingenious campaign – highlighting the flaws of the Apple iPhone
  • Growing up – targeting the weaknesses of the iPhone

Digital Marketing Strategy of Samsung

I-Social Media Platforms

Samsung is highly proactive on various social media platforms and the company has established a very large network. It helps the company in user engagement and product and brand promotion.

  • YouTube – 6.27 million subscribers
  • Facebook – 162 million followers
  • Instagram – 1.2 million followers
  • TikTok – 2 million followers
  • Twitter – 12.5 million followers

II-SEO Strategy

Samsung’s web platform implements a very well-optimized SEO (search engine optimization) strategy. It allows the company to rank up at the top in the searches. However, a higher ranking means more clicks, higher traffic, and ultimately more sales.

III-User Engagement

Samsung publishes highly interactive and interesting content on different social media channels and platforms. It allows the company to generate and amplify user engagement; create buzz about its latest and upcoming products, and attract the attention of customers.

Sales Promotion Strategy of Samsung

Samsung launches multiple types of sales promotional campaigns to attract the attention of customers. Some of them are as follows;

I-Smartphone Trading

Samsung allows its users to trade their old smartphone model with the latest model along with paying a particular amount. It is a great promotional offer for those customers who want to upgrade their smartphones.

II-Free Gifts

Samsung offers free gifts to its regular and loyal customers. They could be in the form of fast-wireless charging convertibles, free memory cards, gear 360 camera convertibles, and others. Free gifts help the company to attract the attention of new customers and retain the existing ones.


In order to promote repetitive purchasing and loyalty among customers, Samsung offers points-based rewards. Every time customers shop from Samsung, they receive points; higher points would make them eligible to earn rewards.

Public Relations Strategy of Samsung

The public relations PR policy of Samsung is very clear and it helps the company to build and maintain a positive brand image to the global audience. The company has made a strong commitment to CSR (corporate social responsibility), environmental sustainability, and reliability.

Personal Selling Strategy of Samsung

Samsung has established a very large supply chain and distribution network. It allows the company to make its smartphones, electrical home appliances, and other products available to customers. When Samsung products are readily available to customers, it helps them to physically experience the product before purchasing it. As a result, it amplifies the overall customer satisfaction level.

Conclusion: Samsung Marketing Communication Strategy | Samsung Integrated Marketing Communication Strategy | Brand Communication Strategy Examples 

After an in-depth study of the Samsung communication strategy; we have realized that Samsung is the world’s leading South Korean multinational conglomerate. If you are learning about the Samsung integrated marketing communication strategy as a brand communication strategy example; then you should keep in mind the abovementioned elements; personal selling, digital marketing, direct advertisement, sales promotion, PR, and direct marketing.

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