Samsung's Launching People Campaign: Strategies for Success in International Marketing

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INTERNATIONAL MARKETING
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Introduction
The ultimate goal of any marketing campaign is to increase sales, improve the brand
position in the market and impact consumers positively. Through its 2013 Launching people
campaign, Samsung aimed at helping passionate individuals in different regions to achieve their
dreams through events and sports sponsorship and the provision of funding and mentorship for
innovative ideas. The campaign required passionate individuals to submit diverse ideas ranging
from entrepreneurship and art to get an opportunity to turn them into reality (Keegan and Green,
2016). The campaign also focused on discovering people’s real stories and sharing them with the
world. This report explores various aspects of Samsung’s launching people campaign.
How can Samsung engage more consumers for this campaign in your country?
There is a considerable usage of social media across Australia. Data published by the
Australian Bureau of statistics show that more than 15 Million Australian’s are on Facebook.
This number represents 60% of the total Australian population. The same data also estimates the
number of Australians on YouTube and Instagram to be 15 million and 9 million respectively.
Twitter and LinkedIn are also among the most used social media site with an average population
of 4 Million users (Cowling, 2018). With a significant percentage of Australian’s on Social
media, Samsung Company can make use of the most used social media sites such as Facebook,
Twitter, Instagram and YouTube to engage its Australian Consumers. They can do this by
sharing stories of individuals who have benefited from the campaign and through posting content
with details about the Campaign.
TV Ads

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Television advertisement has also remained to be one of the most effective strategies for
reaching Australian Consumers. Although not all individuals watch TV on a daily basis, the fact
that 70% of the Country’s population watches TV every day, 90% every week and almost the
entire population in a month makes it a powerful tool. There is a huge volume of time spent
watching TV at different times of the day, week or month. The popularity of TV as one of the
top advertising mediums in Australia comes third after social media and Reconditions from
friends (Statista, 2017). Based on these statistics, Samsung can, therefore, use Television media
to create awareness about its Launching people campaign
how does usage of electronics products vary from country to country?
The usage of electronic devices is determined by several factors including technological
advancements in the country and living standards. The Culture of a country also determines the
level of usage of technological products. For example, despite the huge technological and
Cultural similarities between Japan and South Korea and Japan, the usage of Smartphones in the
two countries differs significantly. There is an approximate 39% percent usage of Smartphones
in Japan as compared to 88% percentage usage in South Korea. The main contributing factors for
this trend include usage habits, cultural differences, technological availability and uncertainty
(Sarma, 2018). Culture refers to a system of beliefs that influences the formation of attitudes and
behaviours. Research by various scholars has linked cultural influences to the acceptance and
usage of electronic products (Sarma, 2018).
Expensive brands like Apple and Samsung have for the longest time dominated western
markets because such products are deemed to meet the needs of those users. There is, however, a
diminishing rate of usage of these products among the African market largely because of their
pricing aspect. On the contrary brands like Techno, Infinix and Itel produced by a Chinese firm