Samsung: Selling more digital appliances without talking directly to those who buy them

This case study outlines how Samsung leveraged the growing lifestyle aspirations of young Vietnamese consumers in order to break the monopoly of Japanese brands within the home appliances category.

Samsung: Selling more digital appliances without talking directly to those who buy them

Alok Bhute

Campaign details

Brand owner: SamsungLeading agency: Leo Burnett VietnamCountry: VietnamIndustry: Appliances & DurablesMedia channels: Events and experiential; Online video; Point-of-purchase, in-store; Public relations; Social media; Television

Market background and cultural context

In 2014 the Digital appliances (DA) category – comprising refrigerators, washing machines and air conditioners, grew 18%* by value and 16%* by volume over 2013. This growth has fuelled the rise in the number of players and variety of products offered in the market. There are eleven...

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