※ CE : Consumer Electronics / IM : IT & Mobile Communications / DS : Device Solutions
Samsung Domestic Appliances (DA) asked GSG to execute the worldwide rollout of its Samsung Open Home initiative. The Samsung Open Home is a shop-in-shop concept that showcases DA’s premium collection at major retailers such as Best Buy, Dixons and Media-Saturn. Similar to shop-in-shop’s that showcase Samsung’s visual displays and smartphones, Samsung Open Home goes one step further by incorporating premium floor models, specifically trained salespeople and an 85-inch interactive display. The 85-inch interactive display, referred to as “CenterStage”, provides an interactive virtual store of Samsung’s DA products.
Concentrating on the European market, the GSG team began by analyzing the DA market and identifying stores that would benefit most from a Samsung Open Home investment. Approaching each investment from a profitability and strategic perspective, GSG worked with six European subsidiaries to determine which stores had the greatest ROI potential and best brand positioning, as Samsung was a relative newcomer compared to its competitors. Once the right stores were identified, GSG developed a roll-out plan to ensure that the Samsung Open Home initiative, from concept to installation, remained on track.
Samsung's Networks division engaged GSG to assess the state of the worldwide market of infrastructure, software and services for mobile telecom operators. With the arrival of 4G/LTE technology, Samsung Networks had grown to become a significant player provider and its top management was considering its next strategic moves.
During this 6-month engagement, GSG developed a product segmentation covering all offerings to telecom operators, a benchmarking of key competitors' strategies, and an in-depth analysis of regional market situations. GSG then investigated the opportunity of entering two specific markets, resulting in operational recommendations on how to enter these markets inorganically.
With the rumors of new wearables being launched and new competitors entering the wearables category every month, Samsung needed to know exactly how to position its next product launch. Wanting to make the launch perfect, the Mobile Marketing team reached out to GSG to gain a fresh perspective on the how consumers' perceived wearables, how their tastes had evolved in the recent past and what types of communications appealed to them most. As such, GSG engaged with an agency to co-design and observe focus groups in key geographical markets. Based on the insights gathered from the focus groups, GSG then designed and adminstered a consumer survey to quantify the market sizes and appeal of new wearable technology.
Faced with stronger market competition in its established IT battery segment, SDI asked GSG to analyze the energy storage system (ESS) market, to re-define their current ESS market segmentation and to create new business models for ESS lithium-ion batteries.
Based on an initial analysis the project was split into 2 phases to look at developed and developing countries separately across key indicators like status of ESS regulations, government support and energy grid stability were considerably different.
GSG then conducted interviews with more than 120 industry experts from more than 80 companies and institutions in the targeted regions. Using the inputs from the experts, GSG established new exclusive segments all along the electricity path and assessed the market size by segment not only for SDI’s technology, but also for its main competing technologies.
This methodology created big waves in the industry and experts considered GSGs approach as groundbreaking and the way to go forward in the ESS research to come.
Building up on these results the most promising market segments for SDI’s technology per region / county were selected and dedicated business models have been created. As a result of the project SDI is now in the process of executing GSG’s recommendations in the markets with customized business models.
Samsung Mobile engaged the Global Strategy Group to create a framework for developing marketing partnerships with leading global companies. The team worked side-by-side with key members of the Mobile Marketing organization to develop and pitch partnership proposals. The intended partnerships ranged in complexity from simple promotions all the way to new product co-development. Given the strength of the Samsung Galaxy brand, Samsung Mobile was looking for strong partners who could make a unique and interesting contribution.
The GSG team worked closely with Samsung Mobile to carefully identify suitable partners based on complementary brand attributes and strategic fit. The team was responsible for developing customized collaboration opportunities for each target partner, being sure to carefully articulate the value proposition both for the partner and, of course, customers. As a direct result of the GSG team’s efforts, Mobile Marketing was able to initiate partnership discussions with leading global companies.
Category Management is a systematic, disciplined approach to managing a product category through sales productivity analysis and SKU portfolio optimization to satisfy customer needs.
The Global Strategy Group (GSG), in partnership with the Samsung Corporate Business Innovation Team’s Retail Channel Management Group (RCM) and Samsung Electronics America (SEA), worked with the largest retailer in the US to develop the first ever Category Management methodology for Consumer Electronics with a focus on the Flat Panel Television (FPTV) category. Collaboratively, the team developed a structured approach to TV assortment selection where retail stores were grouped into clusters based on the socio-demographic information and consumer purchasing behavior. The team then made recommendations to senior executives to optimize the TV assortment by aligning TV characteristics such as backlit technologies (LCD vs. LEDs), TV panel size, features (Smart TV vs. non-smart TVs), etc. with consumer purchasing behaviors related to each store cluster.
Implementation of the teams’ recommendations across the retailer’s store network yielded immediate results which ultimately led the retailer to recognize Samsung Electronics as their acting Category Management Captain in the FPTV category.
The designation of the FPTV Category Management Captainship is the first for Samsung Electronics and the GSG-RCM team has been asked to replicate their approach and success with other major retailers around the world.