Samsung Electronics’ announced that they will scout Park Ji-sung as their new advertising model for next year, 2010. Park Ji-sung not only played an active part in Britain's Manchester United, but also he is globally popularizing South Korea. Thus, many Korean football fans will hail Samsung's new ad model when they see Park Ji-sung representing PAVV Television. However, this is only a start for both Samsung Electronics and Park Ji-sung to be globally recognized because Park's advertisement will only be broadcasted in Korea. Nonetheless, one can hope for Park Ji-sung to play soccer with the Samsung logo on his uniform. This may come true since Manchester United is actively pursuing Samsung as their new sponsor. In addition, Samsung sponsors Chelsea for the time being.
What is so significant about Park Ji-sung being the main model for Samsung PAVV is that his fierce and confident image runs parallel with Samsung's global leadership of being ranked 'Number One' consumer electronics brand in the world. A Samsung representative stated, "Park Ji-sung, despite his rather disadvantageous physique, he runs side-by-side with the top football players in the Premier League and this is Samsung's first time to recruit a current soccer player to be a model for PAVV." The real motive behind recruiting Park is to maximize Samsung's marketing strategy by combining these dynamic elements of Park's noted reputation and Samsung's powerful title.
Moreover, Samsung is aiming to increase the demand for their wide screen TVs in suit with the World Cup and the Winter Olympics being held next year. Also, Samsung aims to satiate their consumer's desire of watching sports event at home in high-definition quality. Samsung Electronics is developing a marketing strategy elsewhere such as Europe, Asia, the Middle East and in Africa. Thus, Samsung is actively pursuing sports marketing strategy in the global market through promoting football. All in all, Samsung lays out an ambitious goal of strengthening their corporate title by holding hands with the top Korean sports players.
