Strategic Alignment

Goal of project: Align the strategies of Samsung with their partner the NFL

Methodologies employed: Analyzed the value of Samsung’s NFL activation by channel partners:

• Monthly sales lift vs. historic data (comparable selling season, trend analysis)
• Premium display space obtained vs. competitors and historic trend
• Marketing value of collateral materials used (circulars, mailers, newspaper, TV and web)
• Identified best practices by key channel partners (Sears, Best Buy, Radio Shack)
• NFL-themed promotion by Burger King using Samsung rights

Quantifiable results:  Aligned Samsung’s strategy and investment in the NFL to  35% positive (tangible) ROI attributable to NFL sponsorship; recommended renewal terms and strategy

Key takeaway: NFL and Super Bowl affiliations gave Samsung competitive advantage against competitors, generating significant additional sales (confidential results). Sponsorship was renewed and extended.