Campaign on Samsung Galaxy Tab 10-1 v - Report Example

Unit Name Campaign Report on Samsung Galaxy Tab 10.1 v Your Name Student Number Date Agency: Tablets4u Client: Samsung Table of Contents 1. Introduction 4 2. Findings 4 2.1. Target market 4 2.1.1. Identification 4 2.1.2. Analysis 4 2.2. Central idea 5 2.2.1. Message/ theme 5 2.2.2. Creative appeal/ techniques 6 2.3. Media 6 2.3.1. Identification 6 2.3.2. Analysis 6 2.3.3. Costing 6 2.4. Design advertisement 7 2.4.1. Details 7 2.4.2. Mock-up advert 8 2.5. Promotions 8 2.5.1. Description 8 2.5.2. During/Timing 8 2.6. Time schedule for campaign 8 2.6.1. Starting date 8 2.6.2. Completion date 8 3. Conclusions and recommendations 9 4. References 11 1. Introduction In the attempt to make a better world, Samsung engages in diverse businesses that offer range of advanced technologies from skyscraper and plant construction, semi-conductors, petrochemicals, medicine , fashion, hotels and many more (Samsung, 2011). Samsung electronics has led the global market in digital media and high tech electronics. Samsung wished to offer a credible alternative to the iPad 2 with the introduction of their Samsung Galaxy Tab 10.1 v. Being a new player in the tablet market, Samsung released the attractive Android tablet with the latest “Honeycomb” operating system from Google. Our advertisement agency, Tablets 4 U, was hired to promote the Vodafone exclusive Samsung Galaxy Tab 10.1 v in order to compete with the Apple’s iPod 2, Motorola Xoom as well as Acer Iconia A500 currently selling through major retailers. 2. Findings As an advertising agency, we carried out a survey in the market to know the existing companies that offered similar technologies and how they did their marketing. We also sought to find out the most effective communication mode that could capture the attention of many customers. 2.1. Target market 2.1.1. Identification The campaign was to target the youth and other individuals who like stylish devices. 2.1.2. Analysis The promotion majorly targeted college and university students who like entertainment in their lives (Kurtz, 2010). Businessmen were among the other individuals targeted in this promotion. These groups of individuals need life tools such as web browsing, fast downloads and Google applications among others. Some also like the android experience as well as the ultimate entertainment which offers them the grandest scale. The promotion aimed to attract approximately 10, 000 customers who would purchase the Samsung Galaxy Tab 10.1v. 2.2. Central idea 2.2.1. Message/theme The main theme of the promotion was to create the best experience with Samsung galaxy tab 10.1v, with its Google’s latest Android 3.0 “honeycomb” operating system. Among the key ideas presented in the promotion are its features, software pack and performance. Considering the features, we made the customers be aware that the device had a screen display size of 10.1 inches, capacitive TFT display technology, display resolution of 1280 x 800 pixels, multi-touch, front camera of 2 megapixels, 8 megapixels rear camera, video recording1080 pHO, GPS, internal memory of 16 GB, overall weight of 60g, width dimension 2462 x 170.4 x 10.9 mm, Samsung duo core (1 GHZ ), 1 GB RAM, 3G networks that include HSDA 850/900/ 2100, wifi 802.11 a/b/g/n, battery life of up to 10 hours Adobe Flash Player (Samsung Galaxy Tab 10.1 v., 2011). Considering the software and performance, Samsung Galaxy Tab 10.1v runs Android 3.0 'Honeycomb' which include an action bar’ displayed at the top of the screen as a contextual option. The software allows a display of customisable 5 home screens that emphasize on recent applications, widgets for easier multi tasking as well as an improved feature of copy and paste. The android 3.0 Honeycomb operating system supports tabbed web browsing as well as 3D display graphics. The tablet also offers a slick web browsing that displays Flash content and it is very fast without any delay. Once an individual get used to the on-screen keyboard, it becomes easy and comfortable to use and notifications are handled in an excellent manner, with recent applications making flicks back and forth. 2.2.2. Creative appeal/ techniques Since the mainstream consumers targeted include youths and individuals who like entertainment, road and trade shows would create a better appeal (Martin, 2002; Wimmer & Dominick, 2006). For the businessmen and employees, newspapers and websites would better serve them. 2.3. Media 2.3.1. Identification Mass media such as TV and radio were to be used as the main promotion media for the campaign. Websites advertisement would also present the design features and specifications for the Samsung Galaxy Tab 10.1v. 2.3.2. Analysis TV and radio coverage was chosen since it reaches most of people (Cooper-Chen, 2005). Customers mostly visit websites to know more about the features and specifications of products, especially electronics so that they make informed decisions. The tablets4u official website offers all the technical specifications and unique features of Samsung Galaxy Tab 10.1v. 2.3.3. Costing The promotional budget developed included all the expenses for promotional activities such as brochures, advertisements, bundles, trade and road shows, display and sponsorships. Promotional budget for planned activities Promotional activities cost Expected sales (units) Newspaper advertisements £1500 £10000 Website £500 £15000 Trade shows in universities and colleges £500 £8000 Brochures £500 £2000 Sponsorships £1000 £15000 Bundle (MBs) £300 £1000 Road shows £300 £1000 TOTAL PROMOTIONAL EXPENDITURES/ SALES (units) £4600 £52000 2.4. Design Advertisement 2.4.1. Details The promotion advertisement was designed to present Samsung’s serious move into the tablet market. All the technical specifications and unique features of Samsung Galaxy Tab 10.1v were to be presented in our road shows in major towns of Australia as well as in the website for customers to know the exact details of the new product brought by Samsung. Since tablet fans consider the design of these products when purchasing them, they actually pay more attention to the slimmest one. The features to be focused included a big touch screen i.e. 10.1 inches WXGA capacitive touch screen with a resolution of 1280×800 pixels which allow great movie playback experience; 8.0 megapixel in-built front and rear cameras, with LED flash and autofocus function. In regard to performance, the device is Android based and it is run by Nvidia Tegra 2 dual core processor (Tablets4u, 2011). In addition, it allows the user to multitask as well as run a variety of its applications at the same time. 2.4.2. Mock-up of advert. The advert ignored some of the features of Samsung Galaxy Tab 10.1v such as thickness and only gave much consideration on the other technical specifications 2.5. Promotions In promoting the Samsung Galaxy Tab 10.1v in the Australian market, we targeted all individuals who had like to look stylish with their devices, especially the youths who need life tools such as web browsing, fast downloads and Google applications among others. It also targets those who like the android experience as well as the ultimate entertainment which offers them the grandest scale. 2.5.1. Description of promotion Since the majority of students like entertainment, we made publications with all the features and specifications of Samsung Galaxy Tab 10.1v to capture these mainstream consumers. Our group would, therefore make efforts to raise the reputation of this product among colleges and universities. Besides, we would hold teach-ins in most of the colleges and universities throughout Australia. We would encourage students to choose Samsung and their products, more especially the Samsung Galaxy Tab 10.1v. After a lot research and surveys, our group realized that the internet could serve to promote the tablet in an efficient way (Charlesworth, 2009). Most customers who wish to purchase various products go to the internet to look for the features and specifications as well as prices to make comparisons with other producers of similar products before making up their minds. It is then we decided to include all the relevant information concerning the Samsung Galaxy Tab 10.1v for customers to make informed decision. In the promotional campaign we would offer 600 MB bundles to each customer who buys the device. This would actually encourage more customers because they will be able to use the android applications and internet services free of charge at the initial stages of using the devices. The bundles would serve the individuals depending on their usage and more students were encouraged with the offer. 2.5.2. Duration/Timing In addition to the students who were in colleges and universities by then, the timing was appropriate for employees who were to receive their payment at the end of the month. 2.6. Time schedule for campaign 2.6.1. Starting date The campaign started immediately after the launch of the product on 15th May, 2011. The main idea for this placement was to ensure that the targeted group got to know of the product prior to end month, so that they could incorporate it in their shopping budgets. 2.6.2. Completion date. The promotion ended on 31st June, 2011. 3. Conclusion and recommendations The promotion had some success although there were some failures realized due to various reasons. Firstly, the financial crisis made the electronic industry not have a good prosperity. The Samsung Galaxy Tab 10.1v cost £399, which was difficult to afford by most of the youths. Secondly, the customers needed something stylish and slim. Other competitors offered slim tablets and so Samsung decided to hold the distribution of Samsung Galaxy Tab 10.1v and instead replaced it with Galaxy Tab 10.1 which enshrouds pretty diverse features (Cnet, 2011). The device came with NVidia’s 1GHz dual-core processor an improvement of the previous version. For the sake of design, the camera was reduced to 3 megapixels. Another challenge faced was to convince the customers who had a taste on the other product brands. There were few attempts of people buying the Samsung Galaxy Tab 10.1 v. Samsung could have considered all the features of the product design before putting it into the market place. They produced the Samsung Galaxy Tab 10.1 v and in a short while, after realizing the cons of the product they launched the other versions of the product Samsung Galaxy Tab 10.1 and 8.9. For our promotional group, we would have conducted a thorough survey to collect more detailed information from the potential customers, businessmen, young people , clerks and so on what they could like to be delivered with. While carrying the promotions, we should also include the “suggestion and complaint” paper for customers to appraise the new products. We should also improve our promotional strategy by re-sounding a slogan that captures a greater attention of customers. 4. References Charlesworth, A. (2009). Internet Marketing: A practical Approach. Burlington, MA: Butterworth-Heinemann. Cnet (2011). Cnet review. Retrieved on 26th July, 2011. From http://reviews.cnet.com/tablets/ Cooper-Chen, A. (2005). Global Entertainment Media: Content, Audiences, Issues. London: Routledge Press. Kurtz, D. (2010). Contemporary Marketing. Mason, OH: Cengage Learning. Martin, J. (2002). Mass Media: A Bibliography with Indexes. New York, NY: Nova Publishers Samsung (2011). Samsung Inc. Retrieved on 26th July, 2011. From http://www.samsung.com/au/aboutsamsung/index.html Samsung Galaxy Tab 10.1 v. (2011). Samsung Galaxy Tab 10.1 v. Retrieved on 26th July, 2011. From http://www.samsung.com/global/microsite/galaxytab/10.1v/index.html Tablets4u (2011). Your Daily Source of Tablet News. Retrieved on 26th July, 2011. From http://www.tabletsforu.com/category/product-released/ Wimmer R & Joseph R. Dominick, J. (2006) Mass Media Research: An Introduction. Mason OH: Cengage Learning Read More

 

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