Samsung & Gucci

Jabira S Kavuri, MBA Finance, PRN: 1820130, Roll #13

SAMSUNG
Introduction South Korean global conglomerate

Operates in electronics & technology

Current (computers, mobiles, wearables, TV,
home appliances, semiconductors,
office equipment); ship building;
1993-2013 insurance, construction and advertising

Best known for its consumer

1980-1993 electronics business - competes with
Apple, Huawei, Google, Sony, HTC,
1970-1980 Lenovo, HP, Microsoft, Panasonic & LG

1960s Samsung (Korean hanja word) means “three stars” -

big, numerous and powerful

First logo
 Background
Samsung Electronics is world’s largest
consumer electronics maker by revenues
Samsung Heavy Industries is world’s 2nd
largest shipbuilder in the world
Samsung Engineering is 13th largest
engineering company in the world
Samsung C&T is 36th largest construction
company in the world
Samsung Life Insurance is 14th largest life
insurance company in the world
Cheil Worldwide is 15th advertising agency
Founded by Lee Byung-chul in 1938 as
a trading company
Over years, diversified business,
entering into electronics in 1960’s
In 1987, it was separated into four
business groups - Samsung, Shinsegae,
Hansol and CJ Group
Samsung Group is into electronics,
heavy industries, engineering and
construction, life insurance and
advertising
Official Brand Statement
“Vision 2020

‘Inspire the World, Create the Future’.

The Vision 2020 is at the core of our commitment to create a better world full of richer digital experiences,
through innovative technology and products. The goal of the vision is to become a beloved brand, an
innovative company, and an admired company. For this, we dedicate our efforts to creativity and innovation,
shared value with our partners, and our great people.

We have delivered world best products and services through passion for innovation and optimal operation.

We look forward to exploring new business areas such as healthcare and automotive electronics, and
continue our journey through history of innovation. Samsung Electronics will welcome new challenges and
opportunities with joy.“
(source: https://www.samsung.com/uk/aboutsamsung/vision/vision2020/)
Tagline “Do What You Can’t”
Brand Strategy
Brand Essence Brand Values Brand Character

Creating a better future ● Innovation ● Pioneering

by enriching people’s ● Creativity ● Innovative
lives with innovation ● Inspiration ● Creative
● Empowerment ● Bold
● Trendy
 The Hero
Motto: Where there’s a will, there’s
a way

Goal: Expert mastery in a way that

Dominating
improves the world

Strategy: To be as strong and

competent as possible

Archetype The Creator

Motto: If you can imagine it, it can
be done

Goal: to realize a vision

Strategy: develop artistic control

and skill
Key Campaigns
Do What You Can’t Perfect Reality Growing Up

2019 - Showcase of their 2018 - Showcase of 2017 - Taking on iPhoneX

consumer electronics QLED TV sets
ecosystem
Key Campaigns
Ostrich Victory Dance Samsung’s Belief

2017 - Showcase of VR 2018 - Outlast the rest - 2019 - Meaningful

systems powerful battery life of innovation for the people
Note9
Digital Presence Evidence
 Online Popularity Trend

Interest over time: Numbers represent search interest relative to the highest point on the chart for the given region and time.
A value of 100 is the peak popularity for the term. A value of 50 means that the term is half as popular. A score of 0 means
that there was not enough data for this term.
GUCCI
Introduction
Italian luxury brand of fashion and
leather goods
Since 2015
Operates out of 500+ locations and
about 278 directly operated stores
worldwide

Since 1933 Ranked 38th most valuable brand

 Background
Ranked 30th World’s Most Valuable Brands,
2019 by Forbes
Ranked 60th Best Employer for New Grads
2018 by Forbes
In 2002, one of the first luxury brands to
invest in internet technology for sales &
marketing
Reaches more than 24 million people via
social media
Founded by Guccio Gucci in 1921, in
Florence, Tuscany, Italy
Started as a leather goods brand
making bags, purses, and luggage set
Added watches, jewelry, ties, eyewear
product lines around 1970s; children’s
line of products in 2010
Run by Gucci family until 1988 when it
was sold off to Investcorp, Bahrain
PPR Luxury Group purchased Gucci in
1999 and is managed by Kering, Paris.
Official Brand Statement
“Influential, innovative and progressive, Gucci is reinventing a wholly modern approach to fashion.

Under the new vision of creative director Alessandro Michele, the House has redefined luxury for the 21st
century, further reinforcing its position as one of the world’s most desirable fashion houses.

Eclectic, contemporary, romantic—Gucci products represent the pinnacle of Italian craftsmanship and are
unsurpassed for their quality and attention to detail.”
(Source: https://www.gucci.com/uk/en_gb/st/about-gucci)
 “Quality is
Tagline remembered long
after the price is
forgotten”
Brand Strategy
Brand Essence Brand Values Brand Character

An Italian luxury brand ● Luxury ● Italian

representing ● Craftmanship ● Luxurious
contemporary sensuality ● Sensuality ● Edgy
and romanticism. ● Romanticism ● Bold
● Contemporary
● Sensual
● Romantic
 The Lover

Dominating Motto: You’re the only one

Goal: Being in a relationship with

Archetype
people, work and surroundings

Strategy: To become more and

more attractive materially and
emotionally to customers
Key Campaigns
Gucci Collectors Gucci Bloom Gucci Guilty

2018 - Showcase of 2017 - Floral collection 2016 - Gucci Guilty series

collector apparels campaign of perfumes
Digital Presence Evidence
 Online Popularity Trend

Interest over time: Numbers represent search interest relative to the highest point on the chart for the given region and time.
A value of 100 is the peak popularity for the term. A value of 50 means that the term is half as popular. A score of 0 means
that there was not enough data for this term.
Thank You
Jabira S Kavuri, MBA Finance, PRN: 1820130, Roll #13