Kia-Samsung Co-marketing Campaign
Samsung Electronics and Kia Motors have launched a co-marketing campaign. It has been 12 years since 2006 that Samsung Group and Hyundai Motor Group, Korea’s two largest conglomerates (in terms of asset), are holding big-scale co-marketing.
Kia Motors announced on July 31 that it will carry out “The-Dream Festival,” which offers buyers of Kia cars discounts on Samsung Electronics household appliances. Customers who purchased Kia cars after January 2015 can access the homepage of Kia Motors and purchase the corresponding products. The discount rate is 45% for Samsung Electronics TVs, 28% for refrigerators, and 29% for air conditioners. Other than Samsung Electronics household appliances, products such as smart phones, black boxes, camping equipment, and car supplies can be purchased at discounted prices.
This is the first joint marketing between Samsung Electronics and Kia Motors. The year 2006 was the last time that Samsung Electronics and Hyundai Motor conducted marketing together. Since then, Samsung Electronics and Hyundai-Kia Motors have minimized collaboration.
In the business world, there are various interpretations about collaboration in 12 years. One official said, "Collaboration between the two companies should have been difficult because of the very fact that they are Korea’s top two groups. As collaboration between companies is becoming more important, Samsung Electronics and Kia Motors seem to have decided to join hands."
There is also the expectation that Samsung Group and Hyundai Motor Group will collaborate extensively beyond co-marketing. Samsung Electronics said it would make car electronics its major profitable products, while Hyundai is working to install reliable electronic equipment in its vehicles.