The Korea Times
amn_close.png
amn_bl.png
National
  • Politics
  • Foreign Affairs
  • Multicultural Community
  • Defense
  • Environment & Animals
  • Law & Crime
  • Society
  • Health & Science
amn_bl.png
Business
  • Tech
  • Bio
  • Companies
amn_bl.png
Finance
  • Companies
  • Economy
  • Markets
  • Cryptocurrency
amn_bl.png
Opinion
  • Editorial
  • Columns
  • Thoughts of the Times
  • Cartoon
  • Today in History
  • Blogs
  • Tribune Service
  • Blondie & Garfield
  • Letter to President
  • Letter to the Editor
amn_bl.png
Lifestyle
  • Travel & Food
  • Trends
  • People & Events
  • Books
  • Around Town
  • Fortune Telling
amn_bl.png
Entertainment & Arts
  • K-pop
  • Films
  • Shows & Dramas
  • Music
  • Theater & Others
amn_bl.png
Sports
amn_bl.png
World
  • SCMP
  • Asia
amn_bl.png
Video
  • Korean Storytellers
  • POPKORN
  • Culture
  • People
  • News
amn_bl.png
Photos
  • Photo News
  • Darkroom
amn_NK.png amn_DR.png amn_LK.png amn_LE.png
  • bt_fb_on_2022.svgbt_fb_over_2022.svg
  • bt_twitter_on_2022.svgbt_twitter_over_2022.svg
  • bt_youtube_on_2022.svgbt_youtube_over_2022.svg
  • bt_instagram_on_2022.svgbt_instagram_over_2022.svg
The Korea Times
amn_close.png
amn_bl.png
National
  • Politics
  • Foreign Affairs
  • Multicultural Community
  • Defense
  • Environment & Animals
  • Law & Crime
  • Society
  • Health & Science
amn_bl.png
Business
  • Tech
  • Bio
  • Companies
amn_bl.png
Finance
  • Companies
  • Economy
  • Markets
  • Cryptocurrency
amn_bl.png
Opinion
  • Editorial
  • Columns
  • Thoughts of the Times
  • Cartoon
  • Today in History
  • Blogs
  • Tribune Service
  • Blondie & Garfield
  • Letter to President
  • Letter to the Editor
amn_bl.png
Lifestyle
  • Travel & Food
  • Trends
  • People & Events
  • Books
  • Around Town
  • Fortune Telling
amn_bl.png
Entertainment & Arts
  • K-pop
  • Films
  • Shows & Dramas
  • Music
  • Theater & Others
amn_bl.png
Sports
amn_bl.png
World
  • SCMP
  • Asia
amn_bl.png
Video
  • Korean Storytellers
  • POPKORN
  • Culture
  • People
  • News
amn_bl.png
Photos
  • Photo News
  • Darkroom
amn_NK.png amn_DR.png amn_LK.png amn_LE.png
  • bt_fb_on_2022.svgbt_fb_over_2022.svg
  • bt_twitter_on_2022.svgbt_twitter_over_2022.svg
  • bt_youtube_on_2022.svgbt_youtube_over_2022.svg
  • bt_instagram_on_2022.svgbt_instagram_over_2022.svg
  • Login
  • Register
  • Login
  • Register
  • The Korea Times
  • search
  • all menu
  • Login
  • Subscribe
  • Photos
  • Video
  • World
  • Sports
  • Opinion
  • Entertainment & Art
  • Lifestyle
  • Finance
  • Business
  • National
  • North Korea
  • 1

    Korea sets record of half million economically inactive youth

  • 3

    Actor Yoo Ah-in to appear for questioning Friday over alleged drug use

  • 5

    Commuters still wear masks despite end of mask mandate on public transportation

  • 7

    INTERVIEWNorth Korean-born chef delights Southerners' taste buds, breaks down cultural barriers

  • 9

    COVID-hit Myeong-dong bounces back as tourists return

  • 11

    OTT service providers negatively impacted by illegal streaming website

  • 13

    Lee Se-young to lead MBC's new series 'The Story of Park's Marriage Contract'

  • 15

    TWICE's new album hits No. 2 on Billboard 200

  • 17

    Celebrities head back abroad to film K-food reality shows

  • 19

    N. Korea holds nuclear counterattack simulation drills; Kim urges perfect readiness

  • 2

    Woman killed in stopped car struck by bus on highway

  • 4

    Video footage highlights details of stepmother's fatal abuse of 12-year-old

  • 6

    KAIST student becomes first Korean recipient of Apple Scholars fellowship

  • 8

    American admits to train graffiti-related charges but calls himself artist

  • 10

    BLACKPINK Jennie's 'Solo' music video hits record high 900 mil. YouTube views

  • 12

    Brides in early 40s outnumber those in early 20s

  • 14

    Public officials reluctant to dine with coworkers

  • 16

    Japanese students' field trips to Korea resume after pandemic hiatus

  • 18

    ANALYSISYoon-Kishida meeting raises expectations of 3-way summit with China

  • 20

    Korean startup Innospace launches test launch vehicle HANBIT-TLV

Close scrollclosebutton

Close for 24 hours

Open
  • The Korea Times
  • search
  • all menu
  • Login
  • Subscribe
  • Photos
  • Video
  • World
  • Sports
  • Opinion
  • Entertainment & Art
  • Lifestyle
  • Finance
  • Business
  • National
  • North Korea
Business
  • Tech
  • Bio
  • Companies
Wed, March 22, 2023 | 15:52
Tech
Samsung spends record $11 bil. on marketing
삼성전자, R&D보다 마케팅
Posted : 2013-03-05 17:20
Updated : 2013-03-05 17:20
Print PreviewPrint Preview
Font Size UpFont Size Up
Font Size DownFont Size Down
  • facebook
  • twitter
  • kakaolink
  • whatsapp
  • reddit
  • mailto
  • link
By Kim Yoo-chul

Samsung Electronics spent a record-breaking $11 billion or 12.9 trillion won on marketing activities in 2012, despite a deepening patent dispute with Apple, according to documents obtained by The Korea Times, Tuesday.

The amount accounts for 6.5 percent of the firm's 200 trillion won revenue last year, and was up 38 percent from the previous year. It was 6.8 times the 1.9 trillion won it spent in 2005.

The documents also show that the electronics giant spent 1.15 trillion won on research and development in 2012, taking up 5.7 percent of its total sales. The figure was up 15.5 percent from a year earlier and 3.1 times what it spent seven years ago.

The numbers suggest Samsung is placing a greater emphasis on marketing in a bid to increase its slice of the smartphone market and improve its brand image.

"Samsung's focus on marketing was the main reason the company was so successful last year," said a source inside Samsung, asking not to be identified.

"With its strategic Galaxy S3 and Galaxy Note smartphones selling tens of millions, the company doesn't care too much about allocating a gigantic marketing budget,'' said the official.

Last year, Samsung became the world's top mobile phone maker, ending Nokia's reign in the top slot. It also became the world's biggest smartphone manufacturer late last year.

The company began increasing the ratio of its marketing expenses to sales to 6 percent in 2008 when the firm overcame the U.S.-led financial crisis and emerged as a global player competing with Apple.

Before that, the ratio was between 3.3 percent and 4.1 percent. Marketing expenses include advertisements, sales promotions, public relations and sponsorships for international events.

"Samsung was just a 1.5-tier consumer electronics firm before 2008. But the company rose as the world's top TV seller after defeating Japan's Sony in 2007. From that time, it expanded its marketing expenses," said the official in a brief meeting with The Korea Times last week.

Samsung is expected to increase its promotional spending again this year to solidify its leadership in the electronics and smartphone markets, and further improve its brand image

"Samsung has spent big on advertising on its way to capture market share," said one industry source.

Last year, global brand consultancy Interbrand listed Samsung's brand value as ninth in the global market.

It was the first time Samsung cracked the top 10 list and just another milestone the company looks to exceed as it continues to work on its marketing plans.



삼성전자, R&D보다 마케팅

삼성전자가 마케팅 비중을 늘리고 있다. 반면 연구개발 투자 비용에는 상대적으로 인색한 것으로 나타났다. 

5일, 삼성전자에 따르면 회사는 작년 총 마케팅 비용으로만 12조9859억원을 지출했다. 이는 전년도인 9조4095억원 대비 3조5천억원 늘어난 것이다. 매출 대비 비중도 2011년 5.7%에서 6.5%로 늘었다.   

마케팅비용의 비중이 늘어난 반면 연구개발 (R&D) 비용의 비중은 줄었다. 삼성전자는 2012년 총 11조5328억원을 R&D 비용으로 지출했다. 이는 2011년도의 9조9798억원 보다 2조원 안팎의 증가세에 그친 셈.

삼성전자의 한 관계자는 ``매출이 늘고 있기 때문에 매출 증가분을 고려하지 않고 단순히 마케팅 비용증가만 놓고 얘기하기에는 무리가 있다’’면서도 ``회사의 주력 제품에 대한 경쟁력이 강화되고 있는 데다 시장 선도 기업으로써 점유율을 지켜나가야 하기 때문에 올해 마케팅 비용도 작년보다 늘 것’’이라고 말했다.

한편 2008년부터 2012년까지 연간 매출액에서 마케팅비용이 차지하는 비중은 6% 초반대를 유지하고 있는 것으로 확인됐다. 2005년부터 2007년까지 매출액 대비 마케팅 비용의 비중은 연 평균 3.7%였다.

특히 금융위기의 여파가 가시지 않았던 2010년에는 전년보다 마케팅 비용을 0.4% 포인트 줄이고 대신 R&D 비용을 같은 기간 5.2%에서 5.9%로 늘렸다.

삼성전자의 매출액 대비 마케팅 비용의 비중이 4%를 넘어선 것은 소니를 꺾고 TV시장 세계 1위에 오른 2007년부터다. 2007년 삼성전자의 연간 매출액은 63조1460억원이었고 이 중 마케팅 비용으로 2조5765억원을 썼다.

TV시장 1위 제조업체로써의 지위를 유지하기 위해 회사는 다음해인 2008년 연간 매출액의 6.5%인 4조7106억원을 마케팅 비용으로 썼다. 2007년에 비하면 무려 2.5% 포인트 상승한 셈.

이 삼성 관계자는 ``회사의 마케팅 비용 증가는 그 때 마다 큰 변곡점이 있었다’’며 ``2007년이 그랬고 애플과 치열하게 소송전을 벌였던 작년이 그랬다’’고 말했다.

삼성전자는 2005년 대비 2012년 연간 매출이 57조4577억원에서 201조로 3.8배 늘었다. 이 기간 R&D 지출은 3조7550억원에서 11조5328억원으로 3.1배 증가했다. 반면 마케팅 비용은 1조9065억원에서 6.8배 수직 상승했다.
Emailyckim@koreatimes.co.kr Article ListMore articles by this reporter
 
LG Group
Top 10 Stories
1Japanese students' field trips to Korea resume after pandemic hiatus Japanese students' field trips to Korea resume after pandemic hiatus
2Possibly next SOHO, Seoul selects 5 neighborhoods for new signature 'K-alleys' Possibly next SOHO, Seoul selects 5 neighborhoods for new signature 'K-alleys'
3President Yoon refutes criticism of fence-mending summit with Japan President Yoon refutes criticism of fence-mending summit with Japan
4Kakao criticized for half-baked AI chatbot Kakao criticized for half-baked AI chatbot
5Lotte desperate to win LVMH Chairman Arnault's heart Lotte desperate to win LVMH Chairman Arnault's heart
6Apple Pay service starts in Korea Apple Pay service starts in Korea
7US report voices concerns over S. Korea's press freedom US report voices concerns over S. Korea's press freedom
8LVMH allegedly joins takeover bid to acquire Missha LVMH allegedly joins takeover bid to acquire Missha
9Busan to have alternate no-driving days during Expo inspection Busan to have alternate no-driving days during Expo inspection
10Shinhan, Woori shine in overseas business Shinhan, Woori shine in overseas business
Top 5 Entertainment News
1Lee Se-young to lead MBC's new series 'The Story of Park's Marriage Contract' Lee Se-young to lead MBC's new series 'The Story of Park's Marriage Contract'
2Celebrities head back abroad to film K-food reality shows Celebrities head back abroad to film K-food reality shows
3[INTERVIEW] 'The Flag': Kwon Jin-ah's love letter to people chasing their dreams INTERVIEW'The Flag': Kwon Jin-ah's love letter to people chasing their dreams
4Park Sung-woong talks about filming 'Woong Nam' with comedian-turned-director Park Sung-woong talks about filming 'Woong Nam' with comedian-turned-director
5Kwon Sang-woo's new series to stream on Disney+ this year Kwon Sang-woo's new series to stream on Disney+ this year
DARKROOM
  • Turkey-Syria earthquake

    Turkey-Syria earthquake

  • Nepal plane crash

    Nepal plane crash

  • Brazil capital uprising

    Brazil capital uprising

  • Happy New Year 2023

    Happy New Year 2023

  • World Cup 2022 Final - Argentina vs France

    World Cup 2022 Final - Argentina vs France

CEO & Publisher : Oh Young-jin
Digital News Email : webmaster@koreatimes.co.kr
Tel : 02-724-2114
Online newspaper registration No : 서울,아52844
Date of registration : 2020.02.05
Masthead : The Korea Times
Copyright © koreatimes.co.kr. All rights reserved.
  • About Us
  • Introduction
  • History
  • Contact Us
  • Products & Services
  • Subscribe
  • E-paper
  • RSS Service
  • Content Sales
  • Site Map
  • Policy
  • Code of Ethics
  • Ombudsman
  • Privacy Statement
  • Terms of Service
  • Copyright Policy
  • Family Site
  • Hankook Ilbo
  • Dongwha Group