Company Overview:
Samsung
Telecommunications is one of five business units within Samsung
Electronics, belonging to the Samsung Group, and consists of
the Mobile Communications Division, Telecommunication Systems Division,
Computer Division, MP3 Business Team, Mobile Solution Centre and
Telecommunication R&D Centre. As of Q3 2012, Samsung is the largest
manufacturer of devices running Google Android with a 46% share in the market.
Transcom
mobile ltd is the Transcom group’s latest venture into the mobile business and
the exclusive distributor of Samsung Mobile in Bangladesh.
Promotion:
Samsung Mobile in Bangladesh has
already been placed as a ‘preference’ in the consumer minds owing to it’s
variations in models and price targeting each target markets respectively,
being consistent with the quality of the products. For promotion, Samsung uses
a lot of tools like print ads, support medias, TVC, Internet marketing etc.
Samsung Bangladesh has successfully
under gone the steps in hierarchy of models i.e Awareness, Knowledge, Liking,
Preference, Conviction and Purchase.
Experiential Marketing:
Sense, think & act marketing:
Through their promotional tools and campaigns i.e display in showrooms,
billboards and print ads they are focusing on sense , think (cognitive)and act
marketing.
Relationship Marketing:
Mass customization: Through their
continuous and rapid updates in technology they are referring to mass
customization of products to provide convenience to customers.
Advertising appeal: Samsung uses the informational appeal mainly to
create a mindset in the customers.
a. Features: In most of the ads, Samsung
Mobile focuses on the benefits and main features of the product ( e.g quad core
processor, one touch music playback etc)
Favorable price: Pricing factor is often
the dominant part of their ads ( e.g Samsung duos at only 4999tk)
News:
Brand achievements in print ads (e.g World’s best seller music phone)
Besides they also
use emotional appeal and combinations in print ads : joy, happy, amusement, excitement
etc
Brand Personality: User Friendly, Innovative etc
Advertising Execution:
a. Factual: Most ads are benefits/features
based (info appeal)
b. Slice of life: Problem solving with
unique features.
c. Comparison: Competitive advantage (e.g
greater battery life)
d. Demonstration: Often used by galaxy
series.
Support medias: Regular and
mobile billboards are most common support medias for Samsung Mobile BD.
Besides, the use of transit media (cabs, buses) were also used before.
Sales Promotion:
Consumer oriented: Discounts(use of Standard Chartered Card), price
offs, bonus packs, event sponsorship, replacement etc are some consumer sales
promotion used by Samsung.
Trade oriented: Trade shows, contests and dealer incentives etc
Internet Marketing:
1.Search engine marketing : With own website http://www.samsung-bd.com/mobile/
2.Social Media Marketing: Facebook page
3. Video/Viral Marketing : ‘Samsung Rexposed ‘ is a famous celebrity
prank series in Bangladesh that is channeled in Youtube and sponsored by Samsung.
4. Affiliate Marketing: Affiliation with mobiledokaan.com
Leveraging
Samsung uses a number of factors for secondary
associations such as:
1. Co- Branding: Samsung has used the co-branding strategy
with Robi and grameenphone.
Ingredient
Branding: Use of android is an ingredient branding ( e.g android kitkat 4.4)
2. Third Party Sources: World Brand
Congress has awarded Samsung Mobile Bangladesh ‘Best use of social media in
Marketing’.
3. Events:
S- Carpet event with grameenphone, mobile fairs, television and youtube
shows like Rexposed.
These secondary
associations result in enhancement of overall brand resonance for Samsung
Mobile Bangladesh
Bibliography-
1.Wikipedia
2. www.samsung-bd.com
3. Facebook
4. Lecture slides
5.Google
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