Samsung Galaxy Note 3 Campaign - Case Study Example

Title: SAMSUNG GALAXY NOTE 3 By: Institution: Course: Instructor: Date Table of contents Campaign…………………………….……………………………………….3 1.0. Organization…………………………………………………….……..3 1.1. Samsung Galaxy Note 3…………………………………………...…..4 1.2. Campaign objectives…………………………………………..…..….4 2.0. Target audience ………………………………………….….…..……….4 3.0. Promotional tools………………………………….………..…….………5 4.0. Media tools………………………………………………………………..6 5.0. Suitability of tools……………………………………………………….6 6.0. Future recommendation ………………………………………………….10 CAMPAIGN 1.0. Organization Samsung electronics Co. Ltd is a South Korean multinational electronics company that has it’s headquarter in Suwon, South Korea. It is the world’s leading information technology company by revenue since the year 2009 (CHANG 2011, pg76). The company has established its branches and sales network in 88 countries and employs around 370,000 human resources. Initially, the company was well known to manufacture electronic components such as semiconductors, chips, lithium-ion batteries and hard drives for its customers such as HTC, Nokia, Apple and Sony. However, this has changed in the recent times considering the fact that the company has diversified into consumer electronics. As a result the company has developed into the largest manufacturer of mobile phones and smartphones fueled by the popularity of its Samsung Galaxy line of devices (Baker 2006, pg67). The Samsung galaxy has been in series and one of the prolific series is the Samsung Galaxy note 3. 1.1. Samsung Galaxy Note 3 Samsung Galaxy Note 3 was released in September 2013 and it is the latest in the Samsung Galaxy series. The 3rd generation of the Note is the most significant upgrade yet and the 1st note device. That is, the Note 3 is characterized by bigger 5.7-inch full HD screen; revamped S Pen features and S note app; huge processor speed bump; a thinner, lighter chassis; and a built-in news app powered by Flipboard technology. Because of the brighter and sharper screen, Samsung Galaxy Note 3 is fantastic in watching all sorts of visual content. The Galaxy Note 3 comes with Android 4.3 “Jelly Bean” and Samsung’s propriety Touch-Wiz user interface and software. Within the 1st month of its introduction in the market, Samsung has sold 5 million units of the Galaxy Note 3 and broke 10 million units’ sales in just 2 months. 1.2. Campaign objectives To carry a more upscale, “premium” look in comparison to previous Samsung devices. To provide its consumers with advanced note-taking-the S note-that enable them to easily write, organize, edit and browse notes with a user-friendly interface and the easy Chart feature. To help the users stay on top of their busy life, as well as being a great entertainer thanks to the phone’s wide 5.7” full HD screen. 2.0. Target audience Compared to its predecessors, the Samsung Galaxy Note 3 was off to a good start having sold 5 million units in a month. For instance, the Galaxy Note 2 sold 3 million units in its first month of availability and took another one month to reach the 5 million mark. The rise in demand is attributed to its explicit good features. The buying price in the market for the product is around $225. The price of the phone makes the business people as the most preferred target audience. The target market for the product is business people across the globe. The features make the phone a perfect device for business people because it enables them to transact and communicate business whenever they are across the globe (CHANG 2011, pg88). As mentioned above, Samsung is the leading producer of Android and hence other Android vendor is struggling to catch-up with its market share. The galaxy series of android phones is well known with consumers and the galaxy brand has a loyal following. The Samsung galaxy note 3 is playing to the market for those who want both a phone and a tablet; and this suit well with the business class. There is no reason at all for Samsung not to target these users considering the fact that Samsung is on the 3rd iteration of the Note series and the Samsung note 3 is selling well enough that it justifies the company’s continued venture into the Android world (VIARDOT 2004, pg59). 3.0. Promotional tools The Samsung Galaxy Note 3 represents the legacy of the original Galaxy Note 2 and Galaxy note. Samsung Galaxy note 3 offers its users a mobile handset that doubles up as a mini tablet. However, it is worth noting that the phone does not necessarily appeal to all users. The phone is a different phone from of the phones in the market (VIARDOT 2004, pg61). The bright vibrant screen is a gorgeous thing to admire; and in terms of performance Galaxy Note will blow away most of the competition. Samsung Galaxy note 3 differs from most of its competitors because of its size. However, despite the continued dominance of the phone in the market, there is undeniably competition from Sony’s Xperia Z Ultra and many others (FERRELL & HARTLINE 2014, pg18). This has prompted Samsung Mobile Company to design the most effective marketing strategies so as to continue enjoying the market dominance. By analyzing customers and their respective tastes, the company has devised strategies on how it will increase its market share in the Android market (KRISHNAMACHARYULU & RAMAKRISHNAN 2012, pg97). In addition, through comparison of its strengths and weakness to that of the competition, the company has identified opportunities that have enabled the introduction of Samsung Galaxy note 3 a success. In order to create awareness of the product in the market, Samsung ltd developed a promotional campaign that ended on 6th January 2014. This campaign was aimed at giving the customers the opportunity to attain the relevant information and features of the phone at a reduced price rate (Broderick & Pickton 2005, pg71). However, this was just an informative campaign about the product hence the need to develop a much comprehensive marketing strategies to make sure that the product continue selling in the market as usual. The most notable marketing strategies used by the company include: price strategy; advertisement and sales promotion, and social media and promotions. 4.0- Media tool Digital media: Facebook, Twitter and YouTube Print- newspaper and magazine (The New York time, Newsweek, and TIME Magazine) Broadcasting: television Online advertising: mobiles ads 5.0 Suitability of tools Pricing strategy Pricing has played a vital role in the success of Samsung Company. For a brand to be preferred by the customers, then differentiation is important; especially when there are many brands within the same product category (KRISHNAMACHARYULU & RAMAKRISHNAN 2012, pg41). This is true to the Android market where the Samsung Note 3 is facing stiff competition from Sony and other Android phones. Samsung Ltd believes in providing good products at reasonable prices to its customers. The resent launch of Samsung note 3 is characterized with advanced technology and applications that makes each and every customer feels satisfied for the value of the money they are paying for the product. In regards to pricing strategy, the company has launched a sensitizing campaign in December 2013 to help the customers understand the value of their money to the product. Samsung Company is very transparent in functioning. In trying to promote the newly launched Samsung Note 3, the company has adopted a fixed Marketing Operating Price (MoP) whereby the phones are sold to the distributors and to the customer’s at a fixed market price only (GOOKIN 2012, pg98). Samsung is a high end technology driven player in the Android market; and that explains why the urban areas are still a focus for its newly introduced Samsung note 3. This is opposed to its competitors who are trying to penetrate the rural and semi-urban markets. The target customer for Samsung Note 3 is not found in price-sensitive mass market. The company has adopted the lifestyle product platform. The current promotional campaign for Samsung note 3 aims for the high-end premium market. One area that the company has really done well is the fact that it has got its brand perception right in the minds of the Samsung note 3’s customers. This will ensure satisfaction of the customers and increasing the market share. Advertising and sales promotion Generally, when a product is new in the market few customers if not all customers are not familiar with it. This is also true after the launch of the Samsung note 3. So in order to establish the Samsung galaxy note 3 in the consumer’s mind, the company launched corporate advertisement entailing the various features of the phone (PASQUA & ELKIN 2013, pg34). Among the notable advertising campaign for Samsung galaxy note 3 include: Opening the Samsung Fun Club for better customer relationship Providing free content of the phone by collaborating with famous celebrities to help market the phone Organizing contests such as Samsung Mobile Karaoke festival Free online software updates, customer service and tutorials Appropriate branding (MICHELL 2010, pg10) Proper communication between the company and the customers of its products is inevitable for sustainable sales of the product. To raise the awareness of Samsung galaxy note 3, the company adopted various marketing strategies such corporate advertisement and celebrity endorsement highlighting the technological superior of Samsung galaxy note 3 (PASQUA & ELKIN 2013, pg123). However, it is also worth noting that all the marketing and advertising process is aimed at developing attitudes, creating awareness and transmit information so as to attain response from the target market. As mentioned above, the target market for Samsung galaxy note 3 is mainly the working and business class. The main advertising channels that Samsung Ltd is using to market galaxy note 3 include media such as; magazine and journals, local and international television networks, local and international newspapers and outdoors advertising (PASQUA & ELKIN 2013, pg118). This is a sure way of expanding the target market for Samsung galaxy note 3. Social media and Sponsorships Samsung Ltd is a large and multinational company. As part of its corporate social responsibility, the company offers scholarships and sponsorships ranging from academic scholarships to sports sponsorships (DOOLE & LOWE 2005, pg57). However, the most notable activity is the sponsorship that is used as a marketing strategy for its products. For instance, the company was the main wireless communication sponsors at the Athens Olympics. The company used the strategy of relating itself directly with the values of the Olympic Games. As much as the company wants to be associated with various global sports attributes, the main aim of the sponsorships will always be to increase its sales (FERRELL & HARTLINE 2014, pg44). Just like the Athens Olympics, Samsung has been on the forefront for various sponsorships in various countries. Focusing on sponsorship as promotional strategy for Samsung galaxy note 3, the company has been engaged in various sponsorship programs in various countries across the globe. In India for example, the company sponsored the Samsung Show at the Lakme India Fashion Week to market galaxy note 3. In addition, the company is planning to be the main sponsor of Samsung & MTV Youth Icon that is scheduled in June 2014 in the USA. The motivation factor behind this sponsorship is to target the fun loving, lifestyle oriented and trendy youth. This will enable the company to strengthen their relationship with the youths hence expand their target market from the current working and business class to the fun loving youths. The importance of social media in today’s business is not negotiable. Apart from its website, the company also advertise Samsung galaxy note 3 through the social media such as facebook and twitter. This has ensured that the social elites are fully aware of the new Samsung galaxy note 3 hence increasing the market share (HUSSAIN 2006, pg12). Apart from the sponsorships, the company has also been sending direct mails to its target customers for Samsung galaxy note 3. The contacts of the customers are retrieved from the database depending on the frequency of visits and purchases (Brook 2005, pg156). The fact that Samsung undertakes e-commerce makes this strategy easier than expected. 6.0. Future Recommendations The launch of Samsung galaxy note 3 has been a success. Compared to other brands, the company has witnessed tremendous sales during the past month of its launch with the figure standing at 5 million units. All these successes are attributed to well-crafted effective marketing strategies (FERRELL & HARTLINE 2014, pg31). However, there is also the fact of stiff competition from other android producers hence still much work is needed. Therefore, to remain as the preferred android for mobile and tablet users, Samsung Ltd has to design a marketing strategy that focus on the middle class and rural population in addition to urban and business population. This will ensure a wider and diversified market. Bibliography Baker. (2006). Sale Promotion. In R. Barker, & G. Angelopulo, Integrated Organisational Communication. Lansdawne: Juta & Co Ltd. Broderick, A., & Pickton, D. (2005). integrated Marketing commuincation (2nd ed.). Essex: Pearson Education limited. Brook. (2005). Co-ordinated marketing communication. In C. Fill, & G. 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Successful marketing strategy for high-tech firms. Boston, Mass. [u.a.], Artech House. Read More