Following is the detailed discussion of Samsung’s communication mix: -
The methodology of Brand equity model is quite simple in application. Therefore, to build a strong base for brand, it is important to shape how consumer may perceive and feel about the product. Samsung comes with the right kind of experience. The targeted customers are particular, comes with positivity, beliefs, and perception about the brand. Following are the four steps that Samsung follow in order to build brand image which also a part of brand equity model:
Samsung is Korean company and in Korean this word means three stars. This kind of brand name was actually picked by the founder of the company during establishing the company (Lee and Coughlin, 2015). The basic idea behind the name was that one day; it will become one of the most powerful and forever star in the sky. Three stars symbolize with the success and the reason of it being three is associated with culture of three where it symbolizes as big or powerful (Yadav and Pavlou, 2014).
Marketing team at large all over the world understand that the life of the brands is based on the connections and it is important to capture every possible option by developing an IMC approach. The goal must be to increase the overall brand equity by changing the positions of customer along with overall customer based experience in order to purchase and it leads to advocacy for the brand. The goal of IMC is to provide the right message to appropriate audience at the right time and at the right location (Shah, 2014). It is crucial for the marketing managers to build an efficient plan of IMC that provides a clear as well as compelling message.
Samsung while launching a new product take helps of various medium to communicate the right message. Mediums like advertisements on TV, radio, websites, billboards, YouTube, Sponsors and many other platforms helps in spreading the message to maximum audiences at the same time. Then there is mass communication which is done with the help of Mass media ads like TV, Radio or magazines. Target based communication is specifically in the sporting based market with the help of sponsorship and in addition there is also effective in-store communication which take help of many banners, sales force strategy using branded merchandise, personal communication at Kiosks and promotion on micro websites (Shah, 2014).
Therefore the company uses, advertisement, PR, sales promotion and E-marketing medium in IMC strategy to promote the product. Current IMC approach of the company is to revive the image since the company is facing a difficult time in terms of falling market shares and overall profitability. The company is looking to raise the product competitiveness significantly for every price category. For this, the company is planning to use new kind of materials as well as technologies like metal frames and flexible displays to set the devices away from the rivals (Lee and Coughlin, 2015).
van Scheers, L. and Prinsloo, C., 2014. Investigating word of mouth as advertising tool for mobile devices in South Africa. International Journal of Academic Research in Business and Social Sciences, 4(11), pp.332-354.
Rodrigues, J.J., Lopes, I.M., Silva, B.M. and Torre, I.D.L., 2013. A new mobile ubiquitous computing application to control obesity: SapoFit. Informatics for Health and Social Care, 38(1), pp.37-53.
Damarjati, I.H., Kusumawati, A. and Mawardi, M.K., 2016. THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATION (IMC) ON BRAND EQUITY AND PURCHASE DECISION (Survey on Indosat-M3 customers among members of Unit Aktivitas Band Universitas Brawijaya class of 2014). Jurnal Administrasi Bisnis, 34(1), pp.29-37.
Cornelissen, J., 2014. Corporate communication: A guide to theory and practice. Sage.
Yadav, M.S. and Pavlou, P.A., 2014. Marketing in computer-mediated environments: Research synthesis and new directions. Journal of Marketing, 78(1), pp.20-40.
Lee, C. and Coughlin, J.F., 2015. Perspective: older adults' adoption of technology: an integrated approach to identifying determinants and barriers. Journal of Product Innovation Management, 32(5), pp.747-759.
Shah, K., 2014. Advertising and Integrated Marketing Communicatons. Tata McGraw-Hill Education.
Berger, B.K. and Meng, J., 2014. Public relations leaders as sensemakers: A global study of leadership in public relations and communication management. Routledge.
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