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Digital Marketing and Branding Strategy for Samsung

   

Added on  2020-05-16

6 Pages923 Words194 Views
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Running head: DIGITAL MARKETING AND BRANDINGDigital Marketing and BrandingName of the Student:Name of the University:Author note:
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1DIGITAL MARKETING AND BRANDINGStep 1Shannon and Weaver’s Transmission model was created by Elwood Shannon (Dima, Teodorescuand Gifu 2014). It is now considered as the mother of all models. It is more technological thanthe other existing linear models. This model works among the sender, receiver, decoder, channel,encoder and the feedback loop. In Samsung’s marketing strategy there is an absence of thefeedback loop. Samsung gets the feedback from its target audience in the form of digitalanalytics. In order to give the best feedback, Samsung must make use of quantitative feedback inits organization as this will help in gathering the feedback forms and could be kept as a recordfor further analysis. Step 2This part will based on the various different resources that are used to analyze the value of co-creation in the Samsung Company. One of the key concepts that is popular in the currentbusiness scenario for the initiation of innovation and creativity is the value co-creation (Yi andGong 2013). However, with the initiation of the process of the value co-creation, it is benefial forthe customers also due to the reason that, it helps them to involve their feedback and opinion inthe manufacturing of the products (Reay and Seddighi 2012). Thus, the process of the valuecreation also helps in enhancing the competitive advantages for the business organizations. Thisis due to the reason that, having the feedback of the customers in manufacturing the productshelps them to offer the products in the market according to the market trend. this helps ineffective fulfillment of the demand of the customers. Step: 3
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2DIGITAL MARKETING AND BRANDINGAs discussed in the previous assignment, the target customer segment of Samsung is theage group between 18 and 60. However, due to the fact that, Samsung is more famous for theirsmart appliances with having latest technologies, younger generation is being more effectivelytargeted. However, in the targeted age group of 18 to 50 there are various customers segmentscan be identified in terms of their taste and preference patterns. Thus, it is important for Samsungto involve different marketing channels as well as different communication channels to target thedifferent customer segments.One of the key marketing channels being recommended is the social media marketing(Berthon et al. 2012). This is due to the reason that, in the current marketing scenario, socialmedia is having huge market penetration around the world with having the presence of customersacross different age groups. In addition, initiation of the social media marketing will also help toeffectively determine the requirements of the customers as well as the trend in the market.Another recommended marketing strategy that will have maximum benefit for Samsung in futureis the relationship marketing (Christopher, Payne and Ballantyne 2013). This will also bebeneficial for them due to the reason that, in the current business scenario, positive word ofmouth in the market is an important source of gaining competitive advantages. This it is beingrecommended that, Samsung should initiate effective relationship marketing strategy in order togenerate positive word from the existing customers. The more will be the satisfaction of theexisting customers, the more will be the possibility of enhancement of revenue in the market.
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