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What: Samsung is the biggest smartphone maker worldwide and also the sales leader of affordable smartphones in emerging markets.
Why is it important: Samsung’s sales and marketing strategies have proven to be market-specific, meeting customer’s needs and possibilities.

Samsung’s third-quarter operating profit rose to about 10.1 trillion won (US $9.4 billion), beating analysts’ expectations on sales of cheap handsets in emerging markets. As it turns out, its aggressive sales strategy of making its smartphones available at every price point has proven to be quite accurate.

HTC Corp., on the other hand, one of Samsung’s biggest competitors –despite its revival of flagship One handset and a US $12 million marketing deal with actor Robert Downey Jr.–, posted a net loss of US $101 million in the same period, as its global smartphone market share plunged by more than half.

Samsung has expanded its range of mid-priced smartphones such as the Galaxy Golden and S4 Mini to capture sales in blooming markets such as China and India. The company has also benefited from rising prices for the memory chips it makes for customers such as Apple Inc.

“Samsung’s identity is all about speed, which is something that no one can easily mimic. The market is changing extremely fast”, said Lee Seung Woo, a Seoul-based analyst at IBK Securities Co.

Samsung sells at least 40 smartphone models, according to its U.S. website, thus satisfying the market’s constant demand for high-end devices. That compares to about 25 HTC devices.

“HTC needs to figure out if it just wants to focus on the high-end market or the mid- to low-end segment, and right now it is missing out on both,” said Wang Wanli, a Taipei-based analyst at CIMB Securities Ltd.

Source: Bloomberg.

What: Samsung is the biggest smartphone maker worldwide and also the sales leader of affordable smartphones in emerging markets.
Why is it important: Samsung’s sales and marketing strategies have proven to be market-specific, meeting customer’s needs and possibilities.

Samsung’s third-quarter operating profit rose to about 10.1 trillion won (US $9.4 billion), beating analysts’ expectations on sales of cheap handsets in emerging markets. As it turns out, its aggressive sales strategy of making its smartphones available at every price point has proven to be quite accurate.

HTC Corp., on the other hand, one of Samsung’s biggest competitors –despite its revival of flagship One handset and a US $12 million marketing deal with actor Robert Downey Jr.–, posted a net loss of US $101 million in the same period, as its global smartphone market share plunged by more than half.

Samsung has expanded its range of mid-priced smartphones such as the Galaxy Golden and S4 Mini to capture sales in blooming markets such as China and India. The company has also benefited from rising prices for the memory chips it makes for customers such as Apple Inc.

“Samsung’s identity is all about speed, which is something that no one can easily mimic. The market is changing extremely fast”, said Lee Seung Woo, a Seoul-based analyst at IBK Securities Co.

Samsung sells at least 40 smartphone models, according to its U.S. website, thus satisfying the market’s constant demand for high-end devices. That compares to about 25 HTC devices.

“HTC needs to figure out if it just wants to focus on the high-end market or the mid- to low-end segment, and right now it is missing out on both,” said Wang Wanli, a Taipei-based analyst at CIMB Securities Ltd.

Source: Bloomberg.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.

  • BVI  – South America

The government of the British Virgin Islands has disclosed that it will pay JGBlackBook $144,000 annually to market the British Virgin Islands (BVI) in South America, which includes countries like Brazil and Argentina.During a press briefing last week  Premier and Minister of Tourism Dr. D. Orlando Smith disclosed that JGBlackBook will start working in the South American market next month.

  • Rolls Royce

Roll-Royce Motor Cars has appointed Engine to handle its global marketing communications activity, following a pitch against M&C Saatchi with Lida, The Corner and Leo Burnett’s luxury arm Atelier.The global account will be lead by Engine’s digital direct specialists Partners Andrews Alridge, drawing on expertise from Engine Strategy and Fuel. The business will be run out of Engine’s London office, with support from offices in New York, Shanghai and the Middle East.

  • ARAMARK

ARAMARK, a global leader providing innovative food, facility management and uniform services, has signed Draftfcb Chicago as its worldwide advertising and marketing agency-of-record (AOR.) The step is a first for the company and effective immediately.According to ARAMARK officials, the company sought an agency partner to supplement its internal capabilities and contribute to the strong business growth it has been experiencing. “We were seeking a partner with the creativity and strategic thinking to complement our business strategy,” said Frank Mendicino, President, Strategic Assets and Chief Strategy Officer. “The Draftfcb team displayed that and more, demonstrating the best grasp of our vision for ARAMARK plus the reach of a strong global network.”The company previously worked with multiple agencies on a project basis and reviewed a number of firms before deciding to consolidate its business at Draftfcb. Draftfcb will focus on ARAMARK’s business-to-business advertising and marketing needs, including brand identity work as well as fully integrated, 360-degree marketing for all aspects of its business.

  • AVON / JWT – Brazil

JWT Brazil will be working with AVON in the country as its advertising agency. JWT have been already working with the brand for the digital works.Before the pitch, AVON´s account was in the hands of Grey 141.

  • American International / Tetra Pack / Dunkin Donuts – Colombia

Ogilvy & Mather Colombia has announced that will be working with three new accounts in Colombia: American International Group Inc, Tetra Pack and Dunkin´Donuts. The agency will be in charge of the BTL, ATL and digital works for the brands.

  • HTC – Global

Taiwanese smartphone manufacturer HTC has teamed up with Hollywood actor and director Robert Downey Jr. in a two-year deal to be the face of its newly-launched ‘Change’ marketing global campaign.

  • TCL – Argentina

TCL has chosen Scarpato agency to produce its advertising campaign in the country. The company is represented by Radio Victoria Fueguina SA in Argentina.