Article summary
Samsung Electronics participated in the Crufts Dog Show, which is the most famous dog show in the world, as an official sponsor. It was held in NEC (National Exibition Centre), England. There were 15milion visitors and 2milions and 5thousand dogs were participated to this show. Samsung was the only sponsor except the Dog organizations, and it gave the positive images of the company. In England, almost half of them say that they are dog fancier, so this sponsorship meant a lot for English. Samsung provided whole support of this event, and also they arranged their booth where displayed their cell-phones, home-theaters and so on. Therefore, they could promote their product and also their high technologies. This sponsorship removed negative image of Korea that eating dogs and also gave some messages that they contributed great services through dogs.
Opinion
One day, I was watching the Soccer game which was the match of Manchester United FC- Tottenham-hotspur. Then, I suddenly realized that many companies’ logos were everywhere we could see. These were on the walls and the players’ uniform, even on the lawn soccer field. Do you think it would work to let the people know about their companies? I had no idea how it could give the positive effect of companies’ image. After Samsung has taken the sponsorship of Manchester, people prefer to buy Samsung brand rather than the other their own-produced brand. And also, the survey said that Samsung’s image became positive after they took the sponsorship of Manchester United FC. This is one of the marketing methods, sports marketing, and it is really useful in my opinion.
In relation to this sport marketing, this article also shows some kind of image marketing. Today, I think marketing is not only product, but also about the public perception of the company. If consumers thought that the company was not ethically right, they could boycott its products. On the contrary, if there were some positive concept of the firm, their product seemed to be nice. I also think that it is important that the company’s origin. It means that Samsung is Korea brand and Korea had negative image in England, because they hated our eating dog culture. It was needed to change. This is also coherent with that type of product marketing such as “drinking milk.”
From this article, I learned that lots of things should be considered in the global market. I think marketing is life. To become a good marketing manager, I need a good eye to be able to see the relation between the products and people's life. Also I think that as a good Christian manager, I should have honesty and go well together with others rather than beating them. Win-win.
Source
20400347 Shim, hajung
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