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Case Study - Samsung

CCS’ Integrated Field Sales, Marketing & Training Solution Grows Samsung’s Success at Retail

In 1999, despite an $800M annual marketing budget, Samsung Electronics was encountering challenges in transforming perceptions of its brand among retail salespeople and consumers.

CCS partnered with Samsung to build a comprehensive sales and marketing strategy for the U.S. marketplace and turn the manufacturer into a world-class industry leader. In 2004, Samsung was named the fastest-growing consumer electronics brand and attributed multiple millions of dollars in incremental sell-through to CCS’ integrated retail solution.

STRATEGY

To deliver comprehensive sales, marketing and merchandising activities at top retailers nationwide, CCS developed and manages Samsung’s North America Retail Support Program featuring a performance-driven, full-time team of territory representatives and part-time Weekend Warriors. To educate Samsung’s reps as well as retail salespeople nationwide, CCS’ integrated retail support solution encompasses a brand champion program as well as a product knowledge site on CyberScholar®.com, the #1 resource for consumer electronics training.

SOLUTION

As the exclusive representative for Samsung Consumer Electronics and Information Technology divisions in the U.S. retail channel, CCS’ field team educates salespeople about the Samsung brand while direct-selling to consumers at retailers nationwide. To reinforce the in-store activities, the Samsung University site on CyberScholar.com delivers training, incentive and certification programs nationwide for Samsung products including home appliances, DVD technology, printers, monitors, wireless handsets, refrigerators and more.

SUCCESS

CCS has played a critical role in the retail success of Samsung, which was named the fastest-growing consumer electronics brand by Interbrand in 2004. That same year, Samsung conducted a study of sell-through at stores covered by the CCS field team versus uncovered stores and attributed multiple millions of dollars in incremental sell-through to the CCS program. The integrated marketing solution provided by CCS has become the blueprint for Samsung retail support programs world-wide.

Samsung