Samsung Phone Sports Marketing Strategy Research

The demand for mobile-phone is robust in China domestic marketin 2005;however, most of the domestic mobile-phone enterprisesbadly failed to grasp the opportunity. The market share of domesticmobile producers slumped. Distinctly compared to domesticcounterparts, the market share of Sumsang mobile sizzled,advancing triumphantly, who became the third producer in the world,and the first in Asia.The marketing strategy of Sumsang mobile based on thePublicity Relationship of the Integration Marketing Communication,put emphasis on the public affairs and sponsorship, especially gymmarketing and sponsorship to promote its brand.Sumsang drives its gym marketing into four steps. The firstis to position precisely the targeted consumers. The second oneis to project the theme of the affair to transmit the information.The third is to choose proper affair as marketing media. The lastone is to integrate the marketing communication from severalaspects to maximize the effect.Through the author's analyzing Sumsang gym marketing, hefound that four key points in combining marketing and gym affairs,which are conjunction, creativity, integration andcontinuousness.Conjunction means that how much the products or brand isrelated to the gym affair. Integration the spirit of gym and brandculture is at the point where they are related.Creativity is indispensable to achieve the good marketingeffect.Integration is to utilize all resources related to gym andthe brand.Continuousness means that the efforts and inputs must be made intothe gym area for the long run.