To Overcome the Challenges in Selecting a Suitable Product for Module

The assignment content discusses the features and marketing strategies of Samsung Galaxy S6 Edge. The report highlights the unique features of the product, such as Multi Windows with Multi-Tasking, Selfie Cam and Selfie Sensor, Fast charging and Wireless charging, Ultra-Power saving mode, etc. Compared to Apple iPhone 6, Samsung S6 is better in all aspects. The report also discusses how Samsung has developed its market in smartphones within the past five years through innovative products and marketing strategies.

MARKETING DESIGN AND
INNOVATION

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Benefits and value derived by the clients or customers or recipients...............................1
1.2 The uniqueness of its design elements like shape, color, design, imagination, relevance
and usefulness.........................................................................................................................3
1.3 Brand appeal in relation to competitors in contemporary markets...................................6
TASK 2............................................................................................................................................7
Reflective................................................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

ILLUSTRATION INDEX
Illustration 1: Description of Samsung S6 edge..............................................................................4
Illustration 2: Samsung Galaxy S6 edge Product Specifications.....................................................5
Illustration 3: Specification of the Samsung S6 edge......................................................................6
Illustration 4: Corporate brand Image..............................................................................................7

INTRODUCTION
Innovation is the ability to develop something new. It's an application of much better
solution of meeting new requirements or making improvements in the existing product according
to the trends and needs of customers (Mootee, 2013). On the other hand, designing and
marketing are two major functions which are interrelated by every organization in meeting its
goals. This report aims to explore critical evaluation of Samsung S series. They started with S1
which had a sale of 177 million units. According to time and change in the customer’s
preferences, they have developed the product as an innovation and come up with S6 edge.
Further, this report covers the uniqueness of this product, changes they made in the colour,
design, shape, etc.
TASK 1
1.1 Benefits and value derived by the clients or customers or recipients
There are many other companies which provide smart devices with many features but
there are features which only Samsung S6 edge provides to its customers. Benefits which
customers get with the use of S6 are as follows: Multi Windows with Multi-Tasking: Galaxy Devices has taken multi-tasking to a next
level by allowing customers to open windows simultaneously (Füller and et.al., 2006).
This feature was even available in Galaxy S3. This feature allows customers to view
messages, calendar or any other application at the same time on Galaxy device. Selfie Cam and Selfie Sensor: Galaxy allows the clients to use camera any second just by
clicking twice on the home button (Verganti, 2013). Moreover, there are sensors on the
back side of device which allows taking a perfect picture at any angle. Further, there is
duel camera mode which allows the clients to take photo using both back and front
camera at the same time. Ultra-Power saving mode and power saving mode: With faster performance, it allows
more battery life. Galaxy S6 has 2550mAh battery. It provides Ultra-Power saving mode
and power saving mode which extends the battery life (Grant, 2009). Power saving mode
reduces the brightness and limits the performance of CPU. Ultra-Power saving mode
allows limiting the use of applications to reduce the power consumption.
1

 Fast charging and Wireless charging: All the Galaxy devices have this feature available
in them. Galaxy S6 edge has come up with wireless charging and there is no need of
getting an additional device for using wireless charging pad (Michalek, Feinberg and
Papalambros, 2005). It allows charging up to 100 within 80 minutes. Further, it also
allows using this device for up to four hours only in 10 minutes of charging. Privacy: Samsung provides private mode which secures the customer’s private images or
videos very safe. Other devices also allow hiding private photos but they remain visible
in the album list (Hsu, 2011). This feature given by S6 can be deactivated or activated
from quick setting. When customers turn on the private mode then a private folder can be
created in which all the private photos can be hidden. S Health: It is a companion for customers which tracks down day to day activities. Also,
it helps in reaching everyday goals and in improving user’s fitness by using various
training programs (Veryzer, 2005). It measures the SpO2 and heart rate as well. In short,
it gives the entire information related to health. Easy Screenshot: In this feature, it allows the user to take screenshot just by swiping the
palm across screen. As a result, it allows to easy capturing of information or to send
contact just by using a single gesture.
 Customization: One more feature which only Samsung gives to its customers is that it
allows ultimate customization (Jedlicka, 2009). User can move icons to anywhere on the
screen, allows to have beautiful wallpapers, etc.
Other than all these benefits, it also increases the value of customers who use Samsung
Galaxy S6 edge in the following ways:
 The uniqueness of design given to this device allows the user to stand differently from
other customers as it is having a completely different designed structure.
 The price of this device is high; as a result, it increases the value of customers who use
this device as it indicates their prestige (Beverland, 2005).
 Features given in this device are different from other devices which increase the value of
user as other devices do not have those features. This makes this device different from
other devices.
2

1.2 The uniqueness of its design elements like shape, color, design, imagination, relevance and
usefulness
Shape and colour: Samsung Galaxy S6 edge is totally a different phone as compared to
its shape as they have extended the screen till the edge of phone. As a result, it makes this
different from other devices (Foxall, 2014). It uses a frame made up of aluminum alloy with a
glass backing. Moreover, it is available in black Sapphire, white Pearl and Gold Platinum. Its
thickness is 132g, 7mm. In addition to this, it has 5.1'' (1440*2560) display size and resolution,
16MP camera, 3GB ram and 2600mAh battery capacity.
Dimensions: 142.1 * 70.1*7 mm (5.59*2.76*0.28 in)
Weight: 132 g (4.66 oz)
Build: Corning Gorilla Glass 4 back panel
SIM: Nano-SIM with fingerprint sensor
From the above given details about S6 edge, it is clear that the organization has improved
in all the areas where they were lacking. In other words, when S5 is compared with S6 then there
is the improved performance. Galaxy S5 had 1920*1080 pixel displays with 2.1 mega pixels.
This shows that they have improved their features tremendously (Mohr, Sengupta and Slater,
2009). They have just doubled the performance in S6 edge. Moreover, they have also made
change in the shape. They have given almost eight color patterns in which Gold platinum is the
most loved by the customers. Over all it would not be wrong to say that Samsung has developed
a product which is really innovative as they have fully covered all the areas which they were
lacking in S5.
3

Illustration 1: Description of Samsung S6 edge
(Source: Samsung Galaxy S6 edge Product Specifications, 2015)
Design: Samsung has designed S6 edge in such a way that all the icons on main screen can be
displayed at the edge of phone Icons can be changed according to the user’s choice (Kumar,
2012). User can also adjust the width of the edge. This device is very light weighted as compared
with other devices. In addition to this, it has weight up to 132 g.
4

Illustration 2: Samsung Galaxy S6 edge Product Specifications
(Source: Feature of S6 edge, 2015)
Relevance and Usefulness:
Following is the comparison of Galaxy S6 Edge with Apple iPhone 6
Samsung Galaxy S6 Apple iPhone 6
RAM: 3GB RAM: 1GB
Front Camera Megapixels: 5MP Front Camera Megapixels: 1.2MP
Real Camera Megapixels: 16MP Real Camera Megapixels: 8MP
Display (# of pixels): 3.6M Display (# of pixels): 1.0M
Battery: 2,600mAh Battery: 1,810mAh
According to the above given table, it is clear that Samsung S6 edge is better in all the
aspects when compared with Apple iPhone 6. From this, it is clear that S6 edge is very much
comfortable and is the best innovation developed by this company. This device is providing
more features than Apple and that is also at a low price. In short, customers can enjoy extended
features at low price (Ogrodnik, 2012). This device has key software feature which shows the
favorite contacts and notifications which slides out from the side. It also allows having a specific
color to certain contacts and when that contact calls the customer, phone will emit a light of that
colour which the customer has selected. In addition to the other feature, it has improved a lot on
fingerprint sensor. It supports wireless charging and has fast charging technology. According to
the data given by company, if a customer charges his phone up to 30 minutes then it will be
5

charged up to 50% (Hauser, Tellis and Griffin, 2006). Adding to the feature, it has Microsoft
apps preloaded and compared with previous Samsung phones, setting menu is more simplified.
According to the review of Samsung S6 edge, following are the ratings given by a site
out of ten against its specification:
Illustration 3: Specification of the Samsung S6 edge
(Source: Samsung Galaxy review, 2015)
According to the given data, it is clear that the performance of this device is very much
remarkable. They have provided all kinds of features as well as with high performance in all
areas. They have improved the features, design and performance highly as it is very clear in the
above given data. The rating given to S5 was maximum 7 but they improved their performance,
keeping in mind the needs and wants of the customers.
1.3 Brand appeal in relation to competitors in contemporary markets
There are many strategies adopted by Samsung in order to create a brand appeal among
customers. Among many alternatives, one of the best strategies adopted by Samsung is the use of
videos for promoting their devices (Stamm, 2008). Before launching of product in the market,
they release the video of product which they are going to release as their promotional strategy. In
this way, it creates an anxiety among customers and as a result, this strategy appeals the brand. In
this video, they included the uses of product and described the features of it as well. Brand
appeal is highly associated with the media coverage and customer involvement. Marketing
strategy plays a crucial role in creating brand appeal among customers (Luchs and Swan, 2011).
One more strategy adopted by Samsung is that they are a proud sponsor of the football team
'Chelsea'. This strategy plays a vital role in strengthening and in having a key position.
6

Illustration 4: Corporate brand Image
(Source: Top 10 selling football club jerseys, 2015)
With the help of this strategy, it creates a brand image and builds product’s identity.
Customer attraction towards products and services of Samsung increases. With respect to it, cited
company is able to create large customer base which helps the corporate to increase their
productivity and revenue.
Other than all these strategies, Samsung has brand ambassadors. Traditional symbols,
logo and social media provides brand image but a person who is well known for something
contributes a lot in increasing the brand image (Mozota, 2005). People try to be like a celebrity
which they admire and copy all those things which they do. In this case, when a celebrity
endorses a product, this highly contributes in the brand image and in the growth of organization.
One more strategy adopted by Samsung is that their products are of low cost as compared to its
competitors. They provide a high range of products in which they have covered from low to the
highest range in price. So, people can afford their devices easily. In case of Samsung S6 edge,
the price of this device is low in comparison with its competitors (Vergant, 2013). As it was
discussed above, Samsung provides S6 at low cost and with lot more features. However, in
Apple iPhone 6, they are providing fewer features at higher cost.
TASK 2
Reflective
The above module has helped me in knowing different types of marketing strategies which
an organization adopts. It has helped in improving critical and analytic skills. Moreover, this
7

module will help to understand the overall marketing design and innovation which an
organization adopts for attracting more customers. It also helps to know what all strategies a
company adopts in order to create the brand image among customers. Different types of
strategies given in the module enables in promoting the product in an effective way.
New and interesting ideas
Form my learning for the module I got know that marketing concept is very useful in
contributing to the growth of organization. According to my perception marketing concept, firm
analyzes the wants or needs of customers and according to this analysis, proper decision will be
made to fulfill all those needs. There are mostly five types of marketing concepts: Production concept: Companies which believe that if products and services are made
cheap then it can be made easily available to many places. Samsung follows this kind of
strategy as they provide their products at a cheaper rate and as a result, they are able to
expand or cover the range of distribution at many places. Product concept: According to this concept, companies believe that if they would provide
higher quality then more customers will be attracted towards the product. Samsung also
uses this kind of concept depending upon different range. They provide good quality
products by which more customers get attracted. Selling concept: In this concept, company believes that customers have to be attracted
towards the product. Marketing Concept: It says that success can only be achieved when customers get
satisfied with the product.
 Societal marketing concept: This concept focuses on customer satisfaction as well as on
their welfare.
From the module, I got to know that social media marketing is very helpful in promotion.
This is the easiest way in reaching to the ultimate customers. It helps in increasing the brand
recognition as it enables more accessibility for new customers. Moreover, it makes the existing
customers more familiar with the products. Social media marketing helps in changing regular
customers into the loyal one. Further, with the help of social media marketing, the cost for
promotion is reduced. Samsung uses social media as a tool to satisfy their customers by
providing them better services. Further, media also helps in knowing the needs, wants and
8

requirements through various sites like Facebook, twitter, etc. These kinds of social sites help to
have a direct contact with the customers. If taken as a common term then it can be said that
internet marketing is something which helps to reach customers globally. Moreover, it has
benefits like cost effectiveness, time effectualness, selecting the target audience, collecting data,
etc.
Apart from all these strategies, Samsung has sponsored for football team 'Chelsea'. The
team players were given with t-shirts of Samsung that is written on it. The strategy adopted by
them helped tremendously in gaining viewers’ attention towards it. In short, viewers of football
more specifically fans of 'Chelsea' will get attracted towards Samsung.
Learning from module
From this module, I have gained research skills and identified exact answers to the given
questions. It has helped me in evaluating information on the basis of validity, need, importance,
accuracy and in terms of cultural and social context. It has helped in improving my writing as
well as presentation skills. Before starting this module, I found difficulty in understanding the
questions but now I am able to understand the same and can also answer it. Further, I am able to
give sound presentation on the topic given. This module has also helped me in developing
analytical and critical thinking skills. In other words, it has improved my ability to articulate,
solve and visualize and moreover, to make decisions effectively. To get accurate answers, one
should always ask questions to himself. In each task, I started asking questions to myself for
getting accurate answers and to think critically. It is also evident that research has become easy
for me and I have made investigation in such a way that any asked question related to topic is
easy for me. In addition to this learning, time management also plays an important role and same
is attained by completing this module. I am able to properly allocate the time so that tasks can be
completed on time. Moreover, it has also helped me in reviewing literature to a certain extent. In
short, I have started understanding the views given by different authors on a topic and can
develop my own understanding out of it.
Challenges faced
There were many challenges that I faced in completing this module. Among all these
challenges, first was difficulty in understanding the task. The tasks given cannot be answered
directly, thus, to understand and answer them, I required a lot of time. There was plenty data
given on different sites as a result of which I found difficulty in understanding the information
9

and to select the best among them. I found problem in expressing my viewpoint regarding certain
aspects when I am asked to do so. This leads to challenging situation in my early days of module.
I had the understanding of module but was not able to express it in my own words. With all these
challenges, a lot of time was consumed and I found difficulty in completing my task on time.
There was a communication gap occurred between me and my mentor because what she
explained me about the task was not what I predicted and as a result, I did the task in a wrong
way but later, I made the correction. To overcome this kind of situation, one should always have
a proper division of time according to the word limit and given deadline. Lastly, I found it
difficult to select the suitable product for module. There are many innovative products available
in the market but among all these products, selecting the best suitable product for completing this
assignment was very difficult for me. Along with selecting the product, knowing strengths and
weaknesses of competitors was also a difficult task. A complete market research has to be done
for getting the details and I found it very hard to do it.
CONCLUSION
From the above report, this can be articulated that Samsung Galaxy S6 is highly effective
and has many features like Multi Windows with Multi-Tasking, Selfie Cam and Selfie Sensor,
Fast charging and Wireless charging, Ultra-Power saving mode and power saving mode, etc.
These are the unique features which Samsung has included in Galaxy S6 Edge. Further, when
compared with Apple iPhone 6, it was found that Samsung S6 is better in all aspects like it has
3GB RAM, 2600mAh battery capacity, 5MP front camera, etc. Apart from all this, it was found
that Samsung has developed its market in smartphones within past 5 years. Launching videos of
the product which are to be released is the most useful marketing strategy adopted by Samsung.
From this, it can be concluded that Samsung has developed a product which is really innovative
as they have fully covered all the areas which they were lacking in previous Samsung Galaxy S
series.
10

REFERENCES
Books and Journals
Beverland, M. B., 2005. Managing the Design Innovation–Brand Marketing Interface: Resolving
the Tension between Artistic Creation and Commercial Imperatives. Journal of Product
Innovation Management. 22(2). pp. 193-207.
Foxall, G., 2014. Corporate Innovation (RLE Marketing): Marketing and Strategy. Routledge.
Füller, J. and et.al., 2006. Community based innovation: How to integrate members of virtual
communities into new product development. Electronic Commerce Research. 6(1). pp.
57-73.
Grant, J., 2009. The Green Marketing Manifesto. John Wiley & Sons.
Hauser, J., Tellis, G. J. and Griffin, A., 2006. Research on innovation: A review and agenda for
marketing science. Marketing science. 25(6). pp. 687-717.
Hsu, Y., 2011. Design innovation and marketing strategy in successful product competition.
Journal of Business & Industrial Marketing. 26(4). pp. 223-236.
Jedlicka, W., 2009. Packaging Sustainability: Tools, Systems and Strategies for Innovative
Package Design. John Wiley & Sons.
Kumar, V., 2012. 101 Design Methods: A Structured Approach for Driving Innovation in Your
Organization. John Wiley & Sons.
Michalek, J. J., Feinberg, F. M. and Papalambros, P. Y., 2005. Linking marketing and
engineering product design decisions via analytical target cascading. Journal of Product
Innovation Management. 22(1). pp. 42-62.
Mohr, J. J., Sengupta, S. and Slater, S. F., 2009. Marketing of High-technology Products and
Innovations. Pearson Prentice Hall.
Mootee, I., 2013. Design Thinking for Strategic Innovation: What They Can't Teach You at
Business or Design School. John Wiley & Sons.
Mozota, B. B. D., 2005. Design Management: Using Design to Build Brand Value and
Corporate Innovation. Skyhorse Publishing Inc.
Ogrodnik, P. J., 2012. Medical Device Design: Innovation from concept to market. Academic
Press.
Stamm, B. V., 2008. Managing Innovation, Design and Creativity. John Wiley & Sons.
Verganti, R., 2013. Design Driven Innovation: Changing the Rules of Competition by Radically
Innovating What Things Mean. Harvard Business Press.
11

Veryzer, R. W., 2005. The roles of marketing and industrial design in discontinuous new product
development. Journal of Product Innovation Management. 22(1). pp. 22-41.
Online
Samsung Galaxy S6 edge. 2015 [Online]. Available through:
<http://www.gsmarena.com/samsung_galaxy_s6_edge-7079.php>. [Accessed on 7th
October 2015].
Uniqueness of Samsung Galaxy S6 edge. 2015. [Online]. Available through:
<http://techlife.samsung.com/7-unique-features-make-life-easier-1543.html>. [Accessed
on 7th October 2015].
12