The paper "Samsung Galaxy Note 3 Campaign" is a great example of a marketing case study. Samsung Electronics Co. Ltd is a South Korean multinational electronics company that has it’ s headquartered in Suwon, South Korea. It is the world’ s leading information technology company by revenue since the year 2009 (CHANG 2011, pg76). The company has established its branches and sales network in 88 countries and employs around 370,000 human resources. Initially, the company was well known to manufacture electronic components such as semiconductors, chips, lithium-ion batteries and hard drives for its customers such as HTC, Nokia, Apple and Sony.
However, this has changed in recent times considering the fact that the company has diversified into consumer electronics. As a result, the company has developed into the largest manufacturer of mobile phones and smartphones fueled by the popularity of its Samsung Galaxy line of devices (Baker 2006, pg67). The Samsung Galaxy has been in series and one of the prolific series is the Samsung Galaxy note 3. 1.1. Samsung Galaxy Note 3 Samsung Galaxy Note 3 was released in September 2013 and it is the latest in the Samsung Galaxy series.
The 3rd generation of the Note is the most significant upgrade yet and the 1st note device. That is, the Note 3 is characterized by bigger 5.7-inch full HD screen; revamped S Pen features and S note app; huge processor speed bump; a thinner, lighter chassis; and a built-in news app powered by Flipboard technology. Because of the brighter and sharper screen, Samsung Galaxy Note 3 is fantastic in watching all sorts of visual content. The Galaxy Note 3 comes with Android 4.3 “ Jelly Bean” and Samsung’ s propriety Touch-Wiz user interface and software.
Within the 1st month of its introduction in the market, Samsung has sold 5 million units of the Galaxy Note 3 and broke 10 million units’ sales in just 2 months. 1.2. Campaign objectives To carry a more upscale, “ premium” look in comparison to previous Samsung devices. To provide its consumers with advanced note-taking-the S note-that enable them to easily write, organize, edit and browse notes with a user-friendly interface and the Easy Chart feature. To help the users stay on top of their busy lives, as well as being a great entertainer thanks to the phone’ s wide 5.7” full HD screen. Target audience Compared to its predecessors, the Samsung Galaxy Note 3 was off to a good start having sold 5 million units in a month.
For instance, the Galaxy Note 2 sold 3 million units in its first month of availability and took another one month to reach the 5 million mark. The rise in demand is attributed to its explicit good features. The buying price in the market for the product is around $225.
The price of the phone makes the business people as the most preferred target audience. The target market for the product is business people across the globe. The features make the phone a perfect device for business people because it enables them to transact and communicate business whenever they are across the globe (CHANG 2011, pg88). As mentioned above, Samsung is the leading producer of Android and hence another Android vendor is struggling to catch-up with its market share. The galaxy series of android phones is well known with consumers and the galaxy brand has a loyal following.
The Samsung galaxy note 3 is playing to the market for those who want both a phone and a tablet; and this suit well with the business class. There is no reason at all for Samsung not to target these users considering the fact that Samsung is on the 3rd iteration of the Note series and the Samsung note 3 is selling well enough that it justifies the company’ s continued venture into the Android world (VIARDOT 2004, pg59).
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