J&R in the News
- June 11, 2001, by Heidi Brown
Look Out, Sony
...The current ad campaign not only seeks to raise awareness of the Samsung name but also to lift its association away from discount stores such as Wal·Mart and Target. "We learned a lesson," says (Eric) Kim. "Before, we relied on the channels (retailers) to market for us. But we have to create demand, and then the channel gives support." The aim is to boost sales both to the high-volume electronics chains and to prominent independents. Samsung has strategic alliances with the likes of Best Buy, Sears, and J&R Music & Computer World (the number one such retailer in New York City and a mail-order power).
