IMC Campaign for Samsung Brand

Correspondingly, the company has partaken in different activities to promote awareness of its brand. Comparatively, this essay stipulates the marketing communication strategies that Samsung can apply to cement its position in the market. Situation Analysis SWOT Strengths Innovation. Samsung spends highly on research and development (R&D) to ensure that it retains the strongest portfolio among technology companies. For a business, R&D is a critical component in innovation. Notably, Samsung leverages on its reputation for high-definition screens, Galaxy phones, and home appliances (Lee & Jung, 2016). It is noteworthy that Samsung leads in the manufacturing of semiconductors. The popular brand allowed the company to expand to countries like India. Global presence. Samsung takes advantage of globalization to spread its products. Generally, the PC market is waning, and this situation is worsened by rivals like Lenovo, Apple, and Dell.

Despite handy gadgets, Samsung is still a long way from acquiring the top 5 positions. Dependency on western markets. Samsung highly relies on foreign markets like Europe and the USA. The over-reliance is perilous as there is a lot of competition from companies like Apple (Lee & Jung, 2016). India’s market is lucrative for Samsung. The company already set up a factory in the country to aid in production (Lee & Jung, 2016). Correspondingly, there is likely demand for Samsung product with the rising need for technological gadgets. Artificial Intelligence (AI) rise. There is an increasing demand for AI products. Samsung invests in different portfolios. The overall performance of each item affects the profits of the company (Lee & Jung, 2016). Product dilution is likely to occur when one product fails in the market, affecting the image of the entire brand.

The Marketing Communications Objectives and Target Audience The Objectives • To increase the brand’s market share by 15% by 2022 • To increase customer satisfaction from 60% to 80% by 2022 Target Audience In terms of age: 14-25 years. This group constitutes tech-savvy individuals. Middle and low-income earners. The middle and low-income earners are equally potential buyers for Samsung. With a wide range of products, Samsung’s items are affordable to middle-incomers and low-wagers (Lee & Jung, 2016). Consequently, it is imperative that their interests are also looked into. The Big Idea and Message Strategies The Big Idea The big idea that the brand will communicate to the target audience is that the Samsung brand is the best among technology firms. Message Strategies Emotional message strategy. The strategy will appeal to the emotions of the consumers.

In this case, the message will entail convincing how Samsung plays a significant role in their lives by availing quality technology (De Pelsmacker, 2016). Additionally, the information will appeal to the memories that Samsung has taken part in, for instance, through its cell-phone cameras. Moreover, it will remind the target market on how good it feels to own a gadget at a pocket-friendly price. To have an edge over other competitors, the advertisements will appear like movies. Although Samsung is already using this plan to promote its Galaxy Note devices, the idea will also incorporate other high-selling products (Lee & Jung, 2016). In the short movies, with catchy titles, brand ambassadors will be used to showcase the benefits of the products. Moreover, the movies should have an exciting theme that the audience can resonate with.

For instance, saving the world from an alien invasion. The content will be sent to a website created by Samsung. The best essay would be awarded a prize. By the same token, the company should partner with high-schools on an essay writing competition on the benefits of technology. Samsung will sponsor the activity and award the best writer with the latest Samsung Galaxy phone. The awarding will be televised and announced on the radio. Similarly, every event sponsored will be aired on television and radio, with credits given to Samsung. Print Media and Advertising Print media is useful in promoting the company’s brand. Significant coverage on technology, parent, and teen magazines (Lee & Jung, 2016). In each, the content will be crafted to meet the audience.