Marketing in the Media 2013 - Samsung Galaxy Note 3 - Essay Example

? Marketing in the Media Marketing in the Media - Samsung Galaxy 3 Introduction There is a splendid marketing media event, which astonished the whole world in a humongous manner, and this was the launch of the Samsung Galaxy Note 3, which took place on September 4th, 2013 at IFA; the largest consumer-electronics show in Europe. Samsung also featured the Samsung Galaxy Gear, which is a noble wristwatch device, which can ably surf the web, take photos as well as make various phone calls. This innovation ideally beats Apple’s Inc devices in order for Samsung to become the biggest Smartphone’s maker in the world (Bloomberg, 2013). In accordance to Cant (2006), marketing is mainly associated with any marketing media event since the company can display its latest products. It is paramount to note that marketing is mainly defined as the creation of awareness that a certain product exists through any paid method form of non-personal either through various mediums that include e-mail, direct mail, print, radio or participation in a marketing media activity (Pride & Ferrell, 2013). The major purposes of such events are for promoting and presentation of services, goods or ideas by any identified sponsor who for the purposes of this study is Samsung Electronics Company. There are various examples of mediums that a company can fully utilize, and they include web pages, posters, billboards, radio, print adverts and the television, which includes the mostly viewed television commercial on the new cell phone, the Galaxy Note by Samsung. Sam sung first created and aired the first commercial when the latest Super Bowl football game was taking place, and it was shown on television to create effectively awareness on the numerous benefits of the Galaxy Note prior to the marketing media event in Europe. This commercial differentiated the new Galaxy Note from a very particular competitor at the same time targeting a certain specific market segment. This also happened in the marketing media event on September 4th, 2013 at IFA in Europe (Bloomberg, 2013). This unique marketing media event displayed the new Samsung Galaxy Note in a very creative and effective manner that attracted huge numbers of people who were curious on knowing the Galaxy Notes benefits. On the screen was the advert where the features of the Galaxy Note were displayed, and they included the new phone’s screen that is larger, the included stylus, the camera capabilities as well as the video conferencing that the new phone can facilitate. The phone’s camera capabilities include the video; the camera’s features for both the back and the front and when it is at still status (Bloomberg, 2013). The marketing media event by Samsung at IFA is relevant to marketing since it was taking place at IFA, which is the largest consumer-electronics show in Europe where it attracts many people. It is also an event where various companies display innovations and products, which mainly rival their competitors, and this was an exception to the Samsungs’ activity at the event (Armstrong & Armstrong, 2009). This is an event where various high-flying company marketers usually use their latest expertise and current trends to highlight their products. It is vital to note that such an event will normally be knowledgeable to any marketer with a passion on their professional carriers (Pride & Ferrell, 2011). However, such great events will always have marketing issues that are at stake considering the high level of sensitivity that normally goes with such highly publicized events (Gillespie & Hennessey, 2011). Recent research by notable marketing researchers has extensively shown that such high-level events will have marketing issues that are most likely to take place, and it is therefore, the job of the marketers’ in-charge of these marketing events to strategize on how they will handle such eventualities (Kurtz & Young, 2009). Among the marketing issues that are at stake on such events include the possibility of the event being a failure due to technological factors such as system failures, product malfunction, low attendance from the various customers and other stakeholders as well as last minute rash that could jeopardize the whole marketing media event that is highly publicized. Such marketing issues that are at stake could lead to devastating effects to the people involved with the organization of the event as well as marketing professionals for the various companies taking part. It is worth noting that a slight mistake could lead to a great damage to the various stakeholders, regulators, individuals involved as well as the firms at the event, which even the public relations, cannot be able to repair. People expect such events to be close to perfect and therefore, any eventuality of any marketing issue would be considered very unacceptable due to the high stakes involved (Kerin & McDonnell, 2008). Marketing issues have detrimental effects on the firms involved since the public will view that firm not being serious, and this is could lead to losses since potential customers will not purchase that company’s products due to that perception (Czinkota & A, R. I., 2007). This eventually leads to losses for the firm, and it is also worth noting that such marketing media events are highly publicized with many media houses covering such events as well as the various competitors keeping a keen eye in order for them to capitalize on such eventualities of marketing issues (Mullins, Walker & O. C, 2010). In incidences of marketing issues that are at stake in such events taking place, the various individuals in control are most likely to face job dismissals or demotions, and it is always fundamental for them to ensure that all marketing strategies are in place to minimize any marketing issues from taking place. The regulators are also affected by any marketing issues, which are at stake in such an event since it is their sole responsibility to ensure that any incidence do not occur (Paul & Kapoor, 2008). They are expected to be aware that such incidences can take place, and therefore, preventive measures would have taken place before they happened. This can make the regulators to be discredited, and their reputation can be affected hugely. Other stakeholders in such a marketing media event include the suppliers, the employees of the firms as well as any other person involved either directly or indirectly in organizing that event can be affected in a negative manner if any marketing issue that is at stake was to take place. This can lead to job losses, loss of potential business and bad reputation to the other stakeholders (Pride & Ferrell, O. C., 2006). Conclusion There are abundant, precious and excellent lessons to be learnt from the marketing media event that took place in IFA on the 24th of September 2013 by Samsung. Samsung could display the latest Smartphone in the technological world whereby it targeted at a specific competitor in order to prove to the world that they are still the best in the industry. The Galaxy Gear was an admirable innovation since is showed on what marketers can offer on the current trend that was different from the traditional methods of marketing. The special event was an important event since other marketers could socialize and share contacts, and it was a great moment to share ideas as well as to meet other famous professionals in the field of marketing. The marketing media’s organization was of excellent class and minimal marketing issues at stake were not noticeable since the marketing teams had prepared themselves fully (Lamb, 2012). The Galaxy Note could distinguish fully itself from the competitors by displaying its superiority of its features as well as its benefits and there was no doubt after the marketing media event that the Galaxy Note is a force to reckon (Bertini, Wathieu & Iyengar, 2012). 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