Management at Samsung Group and HTC Corporation - Case Study Example

Creative Brief 1 and 2 Name Institution Creative Brief 1 Project Summary: Headquartered in South Korea, Samsung Group is a major electronics manufacturer. This brief focuses on Samsung’s mobile phone manufacturing arm, which further focuses on the television and internet advertisement of the Samsung Galaxy IV. The key competitors in the smart phone market include Apple Inc, with its iPhone series and HTC, with its Windows and Android phone-based operating systems. The smart phone market is greatly competitive and characterised by dependence on service-operated contracts. With the smartphones possessing competitive features, the Samsung Galaxy IV faces stiff competition from Apple’s iPhone 5. Samsung Galaxy IV is the fourth in Samsung’s Galaxy series and is generally perceived to be a serious contender in the smartphone market. While many advertisement campaigns for Samsung IV currently exist for the Samsung Galaxy series of smartphones, this brief proposes a more innovative one as the next in line (Williams, 2013). Target Audience: This advertisement campaign is targeted universally at the current Samsung Galaxy series customers, as well as the loyal customers of the competitors. It seeks to secure between 10 and 15% of the competitor’s current market share. The key target audience consists of the global smartphone users, and seeks to encourage them to consider the Samsung Galaxy IV model over the competitors’. The existing Samsung customers are also targeted, with focus on encouraging them to upgrade to the new mobile phone, as a way of renewing their new contracts with the company. Hence, the idea is to increase Samsung’s customer base and loyalty base (Thorn, 2014). The secondary target consists of casual smartphone users currently using the competitor brands, and who have little or no brand loyalty. This target audience will be encouraged to try the Samsung Galaxy IV model. The demographic consists of young professionals looking to stay connected through the internet and social media platforms, in addition to the individuals with a high disposable income. The smartphone will also be positioned in a way that ensures it does not isolate other markets. Objective The objective is to produce an innovative printed media campaign encouraging the existing and new smartphone users to adopt the Samsung Galaxy IV through creation of desire and relation to Samsung Galaxy IV’s features with the view of making the customers to give the phone the foremost consideration in the smart phone market. It also seeks to intensify brand loyalty with the current customers while simultaneously creating interest and desire in the competitors’ customers. It also seeks to increase market share by up to 15%, and to distinguish Samsung Galaxy IV from competitors’ with regards to features and brand perception. Tone of voice Dynamic, vibrant, exciting, communicative, fun, modern Key Message The campaign message is “more superior, creative, exciting, and communicative.” The intention is to show customers that Samsung phone is designed to improve the communication experience, as well as the level of fun users expect with modern gadgets. The appeals that will be used will be factual, such as showing processor speeds, the number of apps, the camera capabilities, in comparison with the competitors’. The objective of the message is to draw attention to the differences between Samsung Galaxy IV and competitors’ phones. Communication Strategy: The media planned for executing the ads are television and the internet. The two will channel video clips containing information on Samsung Galaxy IV’s features. Product demonstrations and product sneak peeks will also be used on the television and internet ads. Budget $6,000.00 Schedule Two weeks Creative Brief 2 Project Summary: Headquartered in Taiwan, HTC Corporation is an electronics manufacturer, specialising in the manufacture of smartphones and tablets, based on the Android and Windows mobile operating systems. While the company had a small market share of 3% in the fourth quarter of 2013, it had increased its market share to 7.2% by the first quarter of 2015. This brief focuses on HTC’s mobile phone, HTC One M8. While the smartphone market may be crowded, the smartphone competitor concentrates on three main contenders that stand out in the crowd. HTC One series is one of the three. The main competitors in the smart phone market include Apple’s iPhone 6 and Samsung’s Samsung Galaxy IV. The two companies have nearly the same equal share in the smartphone market with exceptional brand loyal customers (Curry, 2015). To win these customers over, this creative brief seeks to make HTC One M8 to stand out radically against the two. Brand profile: The HTC One M8 is a major competitor in the smartphone markets. Its key rivals include Samsung Galaxy IV and iPhone 5. HTC focuses on its new 64 bit mobile processor. HTC has often dependent on innovation and superior design. Its new processor is the first of its kinds in the market, and is expected to give the smartphone a competitive edge over its competitors. Its new processor is faster and has a capacity to handle a lot more. Target audience The target audience are mainly “trenders,” or smartphone users who tend to go with the next available new and hot trends, not due to the best available product but since they constantly seek the best image to represent them. Those targeted are usually in the age group of between 15 and 25 years. While they often do not have large incomes, they tend to spend what they have on the new and hot products in the market. They are often in search of principal features, such as the logo and class. Still, HTC’s new processor is a new feature they can use to flaunt the superior design features of their phone over the competitors’. Advertising Objective: The objective of the ad is to increase the sales volume and market share of the HTC One M8. The ad is also intended to show what users of the smartphone can do, including taking pictures of friends and sharing them instantly, as well as opening up the most popular apps much faster than their friends using competitor phones. The advertising objective will communicate the processor’s speed in addition to how it will get users greater attention over their peers. Increase brand loyalty with the current customers while simultaneously creating interest and desire in the competitors’ customers. Increase market share by up to 20%. Creative Strategy The message to be conveyed is “superiority.” The appeals to be used to show superiority include straight up comparison with the speeds of the competitor brands side by side and product endorsement by throwing the product in the hands of famous celebrities or trendsetters to win the “trender’s” attention. Tone of voice Superior, fun and vivacious Communication Strategy: Creative execution media targeted for use include television and the internet. Both will incorporate direct communication methods with video clips featuring the superior features of HCT One M8. Budget $4,000.00 Schedule Two weeks References Curry, D. (2015). HTC One (M8) will get Android M. Retrieved: Thorn, T. (2014). Samsung Galaxy S4 vs iPhone 5S. retrieved: Williams, A. (2013). Samsung Galaxy S4 vs iPhone 5. Retrieved: Read More