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How Samsung Spain uses CIE to grow and protect its leading market position

Samsung 1
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Consumer Electronics, IT & Mobile Communications, Device Solutions

Facts & Figures

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Employees Worldwide

309,630

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Sales

243.8 KRW Trillion

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We use GfK Consumer Insights Engine to understand the purchase journey in all our segments to target consumers we know will be interested in our products. 

Olga Rodríguez

Business Intelligence – Digital Transformation & MARCOM Samsung Electronics Iberia SA

Plan strategy and tactics from one solution

Numerous teams at Samsung Spain rely on business intelligence from GfK’s Consumer Insights Engine (CIE). With its huge sample size and constantly updated data set, applications within Samsung Spain range from the strategic to tactical:

  • Strategically: big picture perspectives on markets and categories, competitive intelligence, detecting market opportunities, identifying new audiences.
  • Tactically: a 360º view of audiences from CIE’s depth of detail on where and what consumers research pre-purchase, which brands they consider and how their purchase journey changes as product size and price increases.

The depth of data allows for a deep dive into the specific detail of every target, retailer, channel or brand.

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We’re finding teams throughout the organization are pushing for access to CIE its insights into consumer purchasing behavior.

Olga Rodríguez

Business Intelligence – Digital Transformation & MARCOM Samsung Electronics Iberia SA

Identify and address weaknesses fast

By accurately pinpointing where and why the brand is underperforming compared to the main competitor, by category, segment and price, Samsung’s teams can immediately spot and address areas of weakness.

Olga Rodríguez, Business Intelligence – Digital transformation & MARCOM in the Samsung Spain commercial team explains: “We see GfK’s Consumer Insights Engine as a tool for any briefing, and for any campaign. We rely on it to plan ad hoc marketing campaigns to supplement our scheduled activities. With the insights into which consumers buy which products, what channels they use to shop, and their reasons to purchase, we have the information we need to prepare tactical campaigns fast. We can react to competitors’ campaigns and promotions to protect and defend our position. The dashboard allows us to adapt our campaigns with relevant products and messages and create new actions as needed for each one of them. Of course, these learnings feed into our longer-term planning cycles too.”

Multiple applications and relevance

Different teams across Samsung Spain have developed a clear passion for the data and how it can transform a market, category or segment.

As Olga Rodríguez, Business Intelligence – Digital transformation & MARCOM explains, that’s why more teams want access to the CIE: “The GfK Consumer Insights Engine (CIE) is used right across different departments in Samsung Spain. From commercial to comms, trade marketing to business intelligence, it has multiple applications and relevance.”

Samsung appreciates GfK’s proactive approach, always ensuring the teams have access to the best insights.



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