Write about the Case Study for Samsung Company.
It’s a strategy used by any organization in business to reach their specific target market through different communication types. This strategy is one of the fundamental and complex parts in the Samsung’s efforts of marketing its products. This can include branding, viral marketing, direct marketing, advertising, packaging and many public relation activities that aim at attracting more clientele. Through this communication, Samsung has been able to develop brand awareness. This means that consumers are able to make translation of the information available for any product into different perceptions concerning its position in the larger market as well as the product’s attributes. Samsung has embraced marketing communication so as to retain its current customers’ base and attract new ones too (www.letsgodigital.org )
This strategy has also assisted in the cementing relationships among customers and the relationship among suppliers. It also defines the business plan for Samsung products information dissemination and brand awareness development just the way it does for other businesses. For example, this strategy was successfully used in the launching of Samsung Galaxy s6 with an aim of increasing the market share of the new product. The company achieved this by establishing a prestigious image that made a good representation of smart phones. It also had to target customer retention and loyalty.
When it comes to the reinvention of the brand image, Samsung has done an awesome job. It had previously been perceived as a company that sells cheap products with a habit of copycatting versions of the Japanese technology products. But currently Samsung is a brand that is regarded with high respect to the extent that it can now command premiums for most of its products. Samsung has created an image of being more affordable than apple products but it can still evoke an image where its trendy and this is all thanks to its sleek designs. It’s also regarded as a reliable brand which has always kept up with current technology (Sustainability report, 2015). Its brand image also evokes superior technology. This company has been able to induce a simple image that is easy to use despite being fond of constantly coming up with products which are packed with state-of-the-art features. This is evident in its global brand simplicity index which ranked high in the year 2013 placing it position eight among other companies. In the past few years Samsung has been able to successfully transform its brand image from a ‘value formoney’ brand to an innovative leader. This has been achieved through the change of its marketing strategy where it’s currently focusing more on meeting the customers’ needs (Triggs, p. 2014).
Brand equity framework: Salience in the pyramid is represented by customers’ identity with the product which is quite good globally. Performance and imagery is represented by the meaning of the product to the clients which is quite reliable since it’s a durable product. Judgments and feelings are represented by the response of the company to the clients concerns. While resonance is how the company and the clients relate which is good as well.
Consumer brand awareness for Samsung is not ahigh level compared to some of its competitors. Samsung is a brand that is recognized globally when it comes to consumer electronic brands more so in the mobile space and this is regardless of gender race and even age. Samsung also enjoys top up mind unaided recall in this digital era and its second to apple. In the android space, Samsung ranks top in the android space when it comes to brand awareness. However, Samsung slogan has been difficult to recall among consumers and that has been a downside when it comes to Samsung brand awareness. Consumers still find it hard to recall which Samsung slogan is latest even with aided recall (Sustainability report, p. 2015). Over the years Samsung has also been able to evoke many brand associations with some of its functional brand associations being innovation, smart, quality, durable, stylish, up to date sleek and classy. Some of its emotional brand associations include but not limit. In the brand awareness pyramid in relation to Samsung company: Most consumers are aware of the product and can easily recall and recognize the brand. However, the slogan is not easily recognized.
Samsung’s brand meaning is gotten from Korean language. The word Samsung itself translates as ‘three stars’. The name was originally picked by its founder Lee Byung-chull during the early stages of the company’s inception. He had the idea of this company becoming powerful and everlasting sometime in the future just as the stars in the sky. The reason for the ‘three’ symbol s hidden in the Korean language where three is used as a symbol to represent something that is powerful and big. Samsung has indeed lived to this symbol up to date (Adweek, p. 2014).
Integrated marketing communication is a strategy that Samsung has used to market most of its products through use of different promotional methods which reinforce each other. The main tools used include direct marketing, internet marketing, personal selling, sales promotion, advertising and public relation events (Tibken, p. 2014).
Recently Samsung recalled over 3 million devices globally after the exploding battery crisis. To restore consumer confidence in purchasing its smart telecommunication devices and brand image Samsung has laid down some strategies which include; (IMC, p. 2015).
References
AdWeek (2014) Available at: https://www.adweek.com/news-gallery/technology/samsungs-top-15-media-integrations-over-past-two-years-160686
IMC campaigning samsung galaxy S5, 2015 https://bappi045141.blogspot.co.ke/2015/03/integrated-marketingcommunication-of.html
Jimenez, J.I (2013). Samsung’s marketing communication. https://prezi.com/v7yyhpc2je5j/samsungs-marketing-communication/
Morrison, M. & Bergen, M. (2015) Advertising Age, Available at: https://adage.com/article/cmo-strategy/samsung-launches-marketing-blitz-latest-galaxy/297995
Sustainability Report (2015) Samsung Electronics
Tibken, S (2014). Five ways samsung can overhaul its ailing smartphone. CNET.htm Accessed 13/4/2017
Triggs, R. (2014) Android Authority, Available at: https://www.androidauthority.com/apple-samsung-ad-budget-2013-366238
www.letsgodigital.org , 2012
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