Marketing Campaign for a Successful Product Launch - Book Report/Review Example

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Institution Instructor Date Executive Summary Samsung is a big company in the electronic industry. Their entry into the mobile phones industry has seen them grow their image as a globally recognized brand by producing high-end mobile phone devices…
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Marketing Campaign for a Successful Product Launch
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"Marketing Campaign for a Successful Product Launch"

This report seeks to explain two important promotional tools, advertising and sales promotion that will be utilized in the successful launch the Samsung Galaxy III mini smartphone. Marketing Campaign for a Successful Product Launch A product launch whether for a new or existing product is a very important stage in the product’s life cycle. It is important that the launch of a product to be spectacular as it is a determinant whether the product will be successful in the market or not (Richardson, 2010). This is a key process especially when the market is saturated. The tasks sometimes overwhelm considering the number of factors that need to be put into consideration such as schedules, deadlines, stakeholders, and several endless tasks. However, the important aspect is that if the campaign is successful then the rewards are worth the trouble. Marketing Campaign Marketing campaign is what separates market leaders from slow growing companies (Shimp, 2010). Three very crucial roles that businesses have to perfect for it to become successful in the market include advertising, marketing, and promotion (Lamb, et al., 2008). Another, important thing marketers need to understand is that, marketing campaigns are not instant but, are composed of well thought ideas, detailed planning, research, and finally coming up with a grand idea (The Entrepreneur, 2013). Samsung Company has had its share of successful product launches especially in the smartphone market (Samsung Mobile, 2013). With this in mind, their knowledge and experience in successful marketing campaign over the years play a major role for each product they bring to the market. The marketing campaign for Samsung galaxy III mini smartphone will have to adopt a successful promotional mix that will incorporate the 7Ps of the marketing mix in order to have a successful product launch. Promotional tools to implement with the launch of Samsung galaxy III mini Promotion is a comprehensive means for the success of a product since it covers the whole process of creating awareness, attracting, offering information, and stimulating demand (Sudhakar, 2013). In his study, Sudhakar (2013), after investigating the promotion impact on Samsung’s galaxy tab, indicates that low sales mostly are as a result of poor or lack of promotional strategies. There are five strategies in the promotional mix (Ryan & Jones, 2011) that Samsung could adopt to launch the new smartphone. However, instead of using all the strategies, only two that appear to be most suitable are chosen and these are Sales promotion and advertising. One of the main causes of product fails is because of a poor promotion strategy during the launch of the product (Dietrich & Livingston, 2012). In using this two promotional strategies, it is important that they address in part of the whole of the seven marketing mix. The main reasons why these two methods tend to be the most suitable is as below. Sales promotion Starting with sales promotion, we need to understand that this is a very powerful tool in creating customer demand and stimulating sales (Beamish & Ashford, 2007). In launching Samsung galaxy III mini, the main sales promotion tools to be used will include discounts, and warranties. Discounts are very important part of sales promotion; this is because they tend to spark the sales of the product by creating a friendly environment for the price cautious customers (Ryan & Jones, 2011). Discounts touch on a very important pa Read More
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