The customer response path focuses on recording the reaction by the organization to the queries and activities of the customer and the entire systematic overview of the same. The creative message strategy brief for the product is the Samsung Tab S series. The focus is completely taken into consideration with the target market, which is the younger generation and a higher income-based target market for the following product (Yilmaz,Varnali & Kasnakoglu,2016). Utilizing the customer response path, the organization will be able to understand what specific changes and specific forms of differences can be made within the marketing strategy of the product that can appeal to the right customers.
The focus will be to constantly initiate a plan where the brand could reduce Videos specific complaints that are passed on by the customers and focus on delivering well to the target audiences which are the younger generation .
Customer insight dedicated towards the following product of the following brand is focused on the target market and the idea of creating elevation to the product launch and how the company intends to constantly strive to make change and development in its series (Knöferle,2012). The Samsung S7 series among customers has been stated to have positive reviews to a point where the brand was rated to have 4.8 stars out of five for the specific Galaxy S7 tab .However through analyzation it has been discovered among the few customers who have faced any form of prominent issues that the following series lack a prominent level of strength in terms of providing a positive gaming experience. With the analysis of customer data and behavior is along with feedback into conclusion that can be used to improve the product development as well as the customer support the whole idea of customer inside for the Galaxy S7 range is focused on Innovation and elevating the feature to create a change within the market and its current range list(Wieneke & Lehrer,2016). The Samsung Galaxy Tab 7 range has improved quality and features, yet it has a conditional space for better improvement, which can also help enhance the organization’s brand equity. One of the key forms discovered inside that can be gathered from customer reviews is the fact of lack of innovation and experience that customers can gather through the gaming experience which needs to be improved in the coming time.
The current message objective of the organisation is to create the entire S7 tab series into an elevated feature model of the brand that is supported by its target market . In order to do so the brand needs to elevate its Integrated marketing communication which will help the brand build its customer Numbers along with increasing brand awareness (Lotfi,Mehrjerdi & Mardani,2017).
As the band intends to perfect its integrated marketing communication the selling strategy should be mix media types from the course materials and that Samsung should consider are advertising, sales promotions, publicity and PR, customer service, direct marketing, data-driven marketing, internet, interactive, mobile marketing, social media, personal selling, sponsorships, events, and product placement(Dong,Yang & Zhao,2018).Apart from that as the target customers of the current series of the Galaxy S7 tabs are the younger people there is a prominent need of creating a betterment in the entire progressive design of the phones that will become more friendly towards the usage of heavy gaming applications. This will lead to a better chance of growth in terms of the target market .
The message strategy statement for Samsung Over the following collections will be focused on the core idea of innovation and constant development with every new launch within the market specifically focusing on reducing the negative effects and negative features based feedback that the company has gained in the past (Blakeman,2018). The statement in general terms will be focused on describing the brand as futuristic and developing and constantly evolving with the current technological world while giving customers the ultimate experience of a device that runs smoothly with a higher level of processor and feature list that is better than any of its core competitors.
All the different ideologies of brand positioning strategy are integral to Samson and the particular range of these Samsung S7 tablet ranges. The reason behind the same comes from the idea of the brand’s objective itself, which is to create the entire series into an elevated feature model phone which is supported by its core target market, which is the younger generation. To do so, the brand requires to create a proper positioning strategy for the upcoming plan of Integrated Marketing communication (Finne & Grönroos,2017). The positioning strategy that the brand needs to adopt to move ahead and create a positive brand image and increased awareness around the tablet series itself will be by acquiring particular features which will make it more elevated in comparison to its core competitors. Among primary positioning features that lead to the success of the major competitors in the market, two factors are integral in this entire position, which is the number of features every possible tablet has offered along with the pricing. Here the brand already is in a prominently safer spot by being not as expensive as the iPad, yet being in a relevant space where the brand is more expensive than the Microsoft tablets. The best idea for the brand is to uplift itself in terms of its features by reducing its shortcomings in comparison to its competitors.
Product Brand Features, attributes, and Benefits will be used in the Integrated Marketing Communication Plan.
The core brand feature which will be utilized to ensure the specific positioning will be to elevate the gaming experience of the product itself (Duralia,2018). This will not only help the brand create a particularly better image of the series but will also help in creating a new focal point in the marketing communications space for the company to gather the target market. The other major factor that can also be improved for others is the core processor of the product itself, which needs to be elevated from time to time to attract customers’ attention. Processes over the years tend to have a developed feature every six months that needs to be included.
Why this Positioning Strategy is appropriate in Terms of the Products Brand Target Audience along with the Brand’s Direct Competitors
This specific positioning strategy in terms will help the brand in creating a proper image and a sense of attraction in the mind of the brand’s target audiences. The tablet range and its target market have always been the younger generation; the need for an elevated feature and price point is integral. This can only be done by reducing the issues in the models and increasing the features that they have provided in the past (Bruhn & Schnebelen,2017). This positioning strategy in terms of the products brand direct competitors which are the iPad and the Microsoft tablet will also be beneficial as a positioning strategy as the organization will be able to reduce all forms of weaknesses within the market that is stopping it from becoming the most popular in its range and competition.
Product’s Brand in the Marketplace on a Positioning Map
Fig-1 Positioning Map of Samsung S7 tab
By analysing the positioning map of the product which is Samsung Galaxy S7 tab in the Marketplace currently it can be stated that the following product targets young generation. Samsung Galaxy S7 tab is the prominent technology that can deliver a better performance and constant development in its features, so they can help create a technological experience that can conquer the short comings it has had in the past in terms of gaming technology along with the limitations of the competitors in mind. The reason behind the same comes from the very fact that the following series focuses on constant evolution and creation of a positive technological advancement.
Brand Message Objective to be Communicated to the Target Audiences.
The primary brand message objective that has to be communicated to the target audience is to assure the customers that the brand and its S7 tab series are superior to any of its competitors. The following series have done prominently well within the market, yet it has been seen that there is a lack of brand awareness around the specific series of the product along with a prominent lack of positive reviews that have been garnered towards the gaming experience of the tablet. Here, to create a prominent brand image, the focus will be to ensure that the customers understand that all these issues are resolved (Juska,2021). This can be done by expanding the brand message objective into a better understanding not just through the product itself but from the brand image of Samsung.
Creative Concept and Seam Around which the Integrated Marketing Communication Campaign will be Built.
The core concept and theme around which the entire Integrated Marketing Communication campaign will be built is focused on presenting the futuristic appeal of the product along with the experience that it can provide to the customers. The core theme of the campaign will be to provide customers with a futuristic product that on its terms, not only ensures to provide the right services to the right customer but also a shirt to innovate itself from time to time. The campaign will also focus on assuring to completely focused on characterizing the weaknesses of the competitors of the brand as the core weakness of the iPad which is the lack of innovation that it faces after a significant amount of time as the product has a lower level of upgrade within itself while the Microsoft tablets are in many ways lower in features (Valos et al.,2017). As the primary target market of the company is the younger population, this will essentially suit well with the brand and its image. When linking back and connecting it with the prominent ideas and previous decisions the following Integrated Marketing communication campaign will not only be sure to bring forth a positive change as well as a sure to focus on the decision of creating better brand awareness and informing customers of the elevated features of the product.
The Message Appeal Most Appropriate to Support the Message Objective
The best message appeal that will be most appropriate to support the message objective will be to focus on promoting the brand as a futuristic approach from the Samsung Galaxy range and the particular product range itself being the pioneer head of the same. The message core appeal will be to present the fluent experience and the chance of gaining a better experience over the competitors.
Why the Product’s Brand Message Strategy is suitable for the Target Audience.
The following products brand message strategy is suitable for the target audiences as the coordinates of the S7 tablet range are the younger population around the world (Laurie & Mortimer,2019). This will not only help in attracting the interest of these customers who are younger in age and look for specific products that can create a more integrated experience that is moving forward with technology. From that, the general idea of the young population is to go forward towards the brand as well as product ranges which they have frequently heard of as a sign of quality itself, which is the very reason why brand awareness is integral in the following case.
How is the Product-Brand Message Strategy appropriate for Competing with Direct Product Brand Competitors?
The brand message strategy that will be utilized for the Samsung Galaxy S7 tablet range will be significant in competing with the direct product brand competitors. The reason behind the same comes from the very idea that the brand can become someone who can crack the weaknesses of its core competitors. This will also help the brand in reaching out to customers who are not interested due to the following weaknesses and gaps of these brands and their products. The fundamental idea will be to create a market strategy and create better brand awareness to put itself ahead of the brand competitors (Porcu, Del Barrio-García & Kitchen,2017). This can only be done in a way where the brand can fill the gaps with the market and help reduce the issues that have been faced in the past. Only this way the current product brand battery will be suitable in its progression to compete well with the direct product brand competitors.
The Creative Big Idea that will be Employed to Execute the Brand Message Strategy.
As the prior advertisement campaigns that were focused on the Galaxy S7 tablet rained primarily focused on making the tablet more prioritized by people who are artists or people who are more interested in creating Skeches or other forms of work that can be done on a computer or laptop the whole game of the creative idea will be changed. The big idea will be to promote the brand through young well-known faces across the country. Specifically, gathering in well-known artists, not only creators of art pieces on sketch forms or paintings but also artists like video creators as well as gamers will be included in the ad campaign to connect well with the younger audiences (Š?iltere & Bormane,2018). The advertisement for the entire Integrated Marketing Communication campaign will be focused on creating a better understanding of the product through these people and how they are utilizing the tablet in completing the day-to-day job.
Utilizing the following big idea will not only ensure that the brand is utilizing the current target market, which is the young generation. Including people who are prominent among this specific age group will not only help in creating better connectivity but will also ensure that reach is guaranteed specifically through the fans of these people (Porcu et al.,2020). The following idea will showcase prominent figures, specifically people well known as Canadians, to be using the following tab from Galaxy Samsung and assuring to use these products specifically for all the futuristic uses that the younger generation requires when using a specific tablet on their own
Prioritizing Canadian creators will also help in creating a personalized impact as well as promoting the culture as well as the development of the nation and its culture itself.
Storytelling Format that will be used to Execute the Creative Direction Through the Big Idea
The storytelling format will first focus on showcasing one specific artist using the following tablet as a generalized device as more of a mobile phone. This can be done by a well-known singer or popular personality who comes from the Canadian community itself. Examples could be utilizing Shawn Mendes, Jacob Tremblay, or Finn Wolfhard. From that point onwards the frame will progress towards showcasing another prominent Canadian figure which can be well-known gamers like Arteezy experiencing and playing a game on the tablet. This can further progress on two showcasing another significant celebrity like Winnie Harlow, who also comes from Canada and is a well-known supermodel working on a tablet and writing her current week’s routine utilizing the Galaxy S-pen on the tablet (Orasmäe,2017). This holds endless possibilities as the brand can include many more names from different parts of the society of Canada specifically focusing on the younger generation and including them and showing them utilizing the tablet doing the day to day job as a connective link and something of a way to prioritize and completely focus on the Canadian population overall.
How will the Idea work on Different Media used in the Integrated Marketing Communication Campaign?
The following idea will work differently on all different respective platforms by understanding and recognizing the different uses that it can hold in its way. Firstly individual advertisements of each of the prominent figures and them utilizing the tablet can be showcased on social media platforms of the official account of Samson Canada along with these celebrities on social media platforms so that it can gonna more attention from the generalized public and fans of these people. Apart from that, utilizing other forms of media, like the primary relief concept of advertisement will showcase the entire progression of the ad of all celebrities in one place (Das,2021). In terms of sales promotion and publicity along with PR, the brand can send away new pieces of the tablet to prominent reviewers of the product while encouraging them to put forth their review of the product online. Customer service the brand can also open up a direct communication forum on their website as well as social media platforms and other establishments where customers can directly ask relevant questions associated with the product. In terms of data-driven marketing, internet, interactive mobile marketing, social media sponsorship event and product placement will all be directed through the utilization of celebrities.
Message Visuals and the Message Copy in the “Big Idea.”
Messsage Visuals
Shawn Mendes
Source-(Lipshutz, 2022)
Jacob Tremblay
Source-(hollywoodinsider.com, 2022)
Finn Wolfhard
Source-(nypost.com, 2022)
Arteezy
Source-(talkesport.com, 2022)
References
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