Marketing Intern at SAMSUNG (2014)
This was my first professional experience
The role consisted in updating the MARCOM compliance checklist:
MARCOM managers (for Marketing Communication) had regular campaigns.
These campaigns were in two main formats:
1) BTL: (below the line) non conventional marketing such as events and shop display.
BTL cannot afford too many people but offers a higher impact in the audience.
2) ATL: (above the line) mass media such as TV, radio and Newspaper.
These campaigns are targeted to millions of potential customers.
The priority for visibility was based on:
- Flagship products release (example: the lastest Samsung Galaxy S series)
- Special Dates, such as holidays, supermarket aniversaries or back to school campaigns (students buy tablets)
For Samsung precision is fundamental, so it was important to track consistently all the marketing records.
Samsung sales peak worldwide
It was a very exciting experience to work in Samsung during this period. It was the moment in which the brand had just won the first place in Mobile Sales senging Apple Iphone in a second place.
Curve TVs were in the verge of success having a close competence with LG products for market share.
IT was interesting how Samsung Mobile impacted the sales of other product lines such as Audio, Video, Printers and Domestic Appliances.
Multinantionals like this have developed a good product and invest much budget in Marketing to face new competitors. They also offer post sales services to differentiate and keep the loyalty of old customers.
Personally since this experience I only buy Samsung Galaxy Smartphones!
