Korea Student Advertising Competition (KOSAC) is a competition to promote advertising and to provide a chance for the newbie marketers' exposure. This competition is sponsored by 'Youngsamsung','Ministry of Culture, Sports and Tourism,' and 'NHN.' It is done by letting students from different parts of the region in Korean peninsula to present their competitive presentation and the best of them are picked by the KOSAC committee. In this way companies can search for the marketing experts.
Surprisingly, students from our school have won the competition last year. They've won the grand prize! It was a competition from all around regions in Korea and the amamzing thing is that people from Namsongri have won the competition.
The grand prized team "Wangta T'alchulgi" pointed out the problem of Samsung's image. They started with what the image of Samsung to Koreans is by giving an example of 'Wangta' or loner in the school achieving his studies well but unfavored by his classmates. Samsung is doing so well all over the world with making it up to top 1 for many areas of the world's record. However, the image is not as nice as it performs in Korea. Many Koreans think that Samsung's not a good company at all. They respect what Samsung's doing, but do not love it.
The team then pointed out that the problem of Samsung is because it has the bossy image. Its advertisement portrayed only of its excellence. People have the impression that it has too much of a pride. The team then explained about the value of servanthood leadership. The true leaders are people who serve the follower. They pointed out that it is important that Samsung needs to level their eye down on the height of the consumers. In this way servanthood leadership can be done. They then introduced the strategies to promote servanthood image.
Watching this presentation for almost about 20 minutes, I've thought that the idea they presented cannot be synthesized by other students all around Korea. Simply saying, this idea can only be done by Handong students. The idea they presented is the "Somgimi" the school's tradtional servanthood program for the freshmen. They emphasized that through serving the customers and fixing its eyes on the customers, then Samsung can win people's hearts.
The presentation once again was really impressive. It had all the values that our school emphasized. And I've realized that in order to win the hearts of consumers, a company needs to always convey to them that it is serving them with the value- the value of servanthood. In this way people can gain trust toward that company.
The link of the presentation is on:
and if ever the page doesn't show properly, download the viewer program at:
and download the file viewerOCX.exe then start the presentation file again.
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