Analysis of Marketing Design and Innovation in Samsung Mobile Phones

This report examines the marketing design and innovation strategies of Samsung mobile phones, focusing on customer benefits, product uniqueness, and brand appeal. It begins with an introduction to the research's objectives, which include assessing customer value, exploring design elements, and determining brand appeal relative to competitors. The report then delves into the evolution of mobile phone technology, tracing advancements from early analog phones to the development of smartphones and 4G technology. Task 1 evaluates customer benefits, highlighting the importance of innovation and value. It also discusses the uniqueness of Samsung's designs, particularly the Galaxy S6 Edge, and the brand's appeal in a competitive market. A comparison table between the Samsung Galaxy S6 and the Apple iPhone 6 is included. The report concludes with a reflective essay summarizing the researcher's journey through the study.

Marketing Design and Innovation
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Table of Contents
INTRODUCTION ...............................................................................................................................5
TASK 1 ................................................................................................................................................7
Benefits and value derived by the customers ..................................................................................7
Uniqueness of products design and elements ...............................................................................10
Brand Appeal ................................................................................................................................14
TASK 2: REFLECTIVE ESSAY .......................................................................................................16
CONCLUSION .................................................................................................................................18
REFERENCES...................................................................................................................................19
APPENDIX .......................................................................................................................................21
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Illustration Index
Illustration 1: S curve for Mobile Phones.............................................................................................8
Illustration 2: Cell phone life cycle .....................................................................................................9
Illustration 3: Shape of Samsung Galaxy S6 Edge ............................................................................11
Illustration 4: Samsung Galaxy S6 Edge colours ..............................................................................13
Illustration 5: Curving edge of Samsung Galaxy S6 Edge.................................................................14
Illustration 6: Samsung Android market share in the world...............................................................15
Illustration 7: Adoption curve ............................................................................................................21
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Index of Tables
Table 1: Comparison between Samsung Galaxy S6 and Apple iPhone 6..........................................10
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INTRODUCTION
The following research is based on marketing designing and innovation and to understand
the importance in the industry, Samsung has taken into consideration. The purpose behind
conducting this research is to derive values and benefits of Samsung Mobile Phones for customers,
uniqueness of its design, and brand appeal by a cell phone in the competitive market. Along with
this, a reflective essay is written which describe journey of the researcher through this study (Gurau
and Ranchhod, 2009). Beside this, the objectives which will be covered under the following report
are major characteristics of products and service design and innovation form the marketing
perspective, key characteristics of the design process and impact of current developments in design
of products.
Objectives:
 To assess the benefits and value derived by the clients or customer from Samsung Smart
phones.
 To explore the uniqueness of design elements of Samsung. To determine the brand appeal of Samsung Smartphone in relation to its competitors in the
contemporary markets.
Influence:
The thing which has inspired the researcher to conduct the research in the following area is
continuous and new innovation in Samsung phone. From the last few years, the innovations in the
cell phones has become made with the dynamic mode which make it more smart with the time. The
technology has changed the working style of the users and made the work simpler and faster as
compare to the old time.
Evaluation of cell phones
In the earlier time, the cell phone was just an invention where the different imaginations
were carrying out. The first automatic analog cellular phone was developing in 1979 in Tokyo in
which FDMA (Frequency Division Multiple Access) technique was use. In 1983, the invention was
taking place in the innovation in which the idea was transform into the action. The second analong
cellphone of this period was Motorola DynaTC 8000X and it was small and easy to carry.
According to Gestalt rule second, during the period of 1979-1983, the all mobile phones were
having in the same characteristics in terms of shape, size and colour. The architectural of the mobile
phones in this era was brick size. This was the first generation cellular analog phones (The Cell
Phone Timeline. 2015).
In 1990, the second generation phone was starting to develop and they were in the nature of
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digital. During this time, the two standard GSM and CDMA were evolving. These were different
from the previous generation models and their working was also fast. The raise in innovation in the
mobile phones were help the different mobile communication organizations to use the new
information for taking the advantages (The Cell Phone Timeline. 2015). The result of the high
absorptive capacity, 2G network was evolve and it was the critical success factors of prepaid mobile
phones. In 1991, the first GSM network was launch in Finland and the major component on which
this phone was working was 2G. The critique of the following network was it was working on
900MHz frequency and same 1G network also using this frequency band.
To defensive the speed of new 2G cellphone, the 1G network was completely close so that
the 2G band could he effectively utilized. In 1993, IBM was coming in the market and it was the
world first company which was bringing the smartphone in the market (The History And Evolution
Of Cell Phones. 2015). It was the disruptive innovation which create a new market by interrupt in
existing market. It was displacing the existing mobile organizations from old market to new market.
The dynamic capabilities of the firm was help in introducing pager, fax machine, address book,
clock, calender, calculator, touchscreen with a QWERTY keyboard in a single phone. The
following explicit knowledge had transform and the result was increase battery life and introduced
SMS application for text messaging (The History And Evolution Of Cell Phones. 2015).
After introducing the 2G phones, the use of the cell phones were began to increase. But after
few time, the need of access the internet for browsing the more information on mobile phones. This
was the failure reason of 2G and it leads to innovation of fixed broadband services. The mobile
network communication organizations were starring working in the direction on 3G (The Cell
Phone Timeline. 2015). Due to this, the radical innovation was starting to taking place in the
cellphones and it was affect the product styling. The following network was done in 2001 and the
many types of technological changes had placed between 2001 to 2010. In addition to this, the
Golden rule was using to design of screen of cell phones where the users can access the websites in
easier. For grids or blocks and test, the golden rule was starting to use.
In 2010, the 4G technology becomes evolved and the mobile communication industry has
started to data optimized by increasing the speed of communication and networking (The History
And Evolution Of Cell Phones. 2015). In this period, the new innovation has taken place as well as
imitation of the smartphones became developed. It has created the offensive situation for the
companies which has deal in the manufacturing of the cellphones. The market became more
aggressive and more competitive with time. The innovation of the mobile phones have closed
innovation because every company has its own team who are working for the firm to develop best
smartphones. Therefore, the by passing from first generation to the fourth generation, the old
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technology has merged with the new one. The similar thing has happened with the evaluation of
Samsung Galaxy S6 Edge (The Cell Phone Timeline. 2015.).
TASK 1
Benefits and value derived by the customers
Martín, Catalán and Jerónimo, 2012 has stated that “new idea or concept is not a root of
innovation but when the thought transforms into a object in the form of prototype is called an
invention” (Martín, Catalán and Jerónimo, 2012). The similar thing has happened with Samsung
where company had started to develop cell phones in the year 2000. Before this time period, the
development of the cell phone was the concept of the company. But after this, firm had transformed
the idea into the action and after 2000, the new innovations, modifications and the radical changes
started. According to Bogue, 2013, “in 2005, Samsung had released world first 7 MP camera phones
which was the speech recognition cell phone” (Bogue, 2013). As the time passed, the firm started to
bring new technology in the cell phones and it made the phones smarter and effective in working. In
addition to this, Gurau and Ranchhod, 2009 has explored in his research that “the radical
improvements in mobile technologies has increased the connectivity of the people with each other
and made the work faster and easier as compare to previous time” (Gurau and Ranchhod, 2009).
Therefore, the result of the continuous innovation by Samsung Company, it has launched the new
smartphone in the market and firm has recognized globally as a technology leader across the world.
As per the view points of Martín, Catalán and Jerónimo, 2012, it has stated that “S curve has
defined the innovation of a product or service” (Martín, Catalán and Jerónimo, 2012). It shows a
pattern of technology innovation which has different segregations such as initial progress, raid
progress and slow progress when the technology become mature and reached to its limits. With the
help of this, it can be easy to explore the cycle of decreasing returns of Smartphone as well as
cyclical growth of the new innovations in the market which has increase the growth in the
marketplace.
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The terms benefits and value are important elements for developing and marketing the
services or products of the company. According to Onur and et. al., 2014, “value has defined in the
terms of usefulness or importance of the object for a consumer” (Onur and et. al., 2014). The value
is referred to the intangible experience which has get by the customers from the product and service
in the exchange of the money. Similarly, Roach, 2009 has stated that “benefit is the major reason
which influenced the service users to buy goods and services” (Roach, 2009). For example, at the
time of buying new cell phone, the benefits delivered to the customers are ease to use, affordable,
new innovation, easy to complete the work etc. Mohr, Sengupta and Slater, 2010 has asserted that
“every Smartphone is different from the other in the terms of features such as radical innovation,
product styling, uniqueness, connectivity, pricing, product life cycle etc” (Mohr, Sengupta and
Slater, 2010). From the last few years, the technology of the cell phones has changed drastically. In
the present time, today's cell phones are transformed into the Smartphone and because of this; it has
made the work of the people become simple and faster. With the help of this, the users can able to
text message, access internet, send and receive the mails, take the photos and make videos, access
the various social media at any time and from any place.
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Illustration 1: S curve for Mobile Phones
(Ssource : Martín, Catalán and Jerónimo, 2012 )

As per the research of Mozota, 2003, it has been found that “Samsung has brought radical
improvements in his cell phones and the result of this is the uniqueness of its phones which is
different from its competitors” (Mozota, 2003). Samsung has introduced the long product line of the
Smartphone in which the new innovation of Samsung Galaxy S6 Edge. The features of the
following product have communicated the capabilities of the cell phones to its target market. In the
contrast, Swan and Zou, 2012 has stated that “the features of Samsung Galaxy S6 Edge are valuable
for the customers when these are providing benefits to them” (Swan and Zou, 2012). The major
features of the product are multi tasking with multi window, selfie camera with sensor, various
power saving modes, wireless with fast charging facility and many other things. The most important
feature of Samsung Galaxy S6 Edge is S Health in which the users can track own daily activities as
well as health. According to showing results, he can improve his fitness by attending different kinds
of health and training programs.
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Illustration 2: Cell phone life cycle
(Source: Gurau and Ranchhod, 2009 )

Comparison between Samsung Galaxy S6 and Apple iPhone 6
Table 1: Comparison between Samsung Galaxy S6 and Apple iPhone 6
Factors Samsung Galaxy S6 Apple iPhone 6
Design Aluminium body and glass panel
Therefore easy to grip (Parker, 2015).
Anodised aluminium back
Hard to carry the phone for the
long time.
Screen 5.1 inch
Increase the enjoyment of videos and
browsing web.
High resolution which is sharper as
compare to iPhone 6s display.
4.7 inch
Small screen and not use 2K
resolution (Parker, 2015).
Performance 3 times more faster as compare to the
iPhone 6.
1.4GHz which slower down the
speed of working of phone.
Storage 32, 64 and 128GB, no micro SD card
support
16, 64 and 128GB, no micro SD
card support
Software Android lollipop 5.0.2 (Parker, 2015) IOS 8.4
Camera 16 megapixel rear camera and 5 megapixel
front camera
8 megapixel
Battery life 2550 mAh non removable battery and
wireless charging.
It takes 1 hour 20 minutes to charge the
phone from 0 to 100%.
1810 mAh non removable battery.
It takes 3 to 3.5 hours to charge
the phone from 0 to 100%
(Parker, 2015).
Uniqueness of products design and elements
The uniqueness of the product has made direct appeal to the customers regarding purchasing
it. There are various things of Samsung Galaxy S6 Edge which defines it as unique and more
attractive. The major feature that made it different from the other companies Smartphone is
fingerprint, accelerometer, gyro, barometer, heart rate etc. The most important thing of this phone is
Wireless charging and active noise cancellation with dedicated mike (Samsung galaxy S6 cool
Shape. 2015). Samsung Galaxy S6 Edge has the combination of advance technology which is
beyond the imagination of the users. The design and the uniqueness of the product has direct appeal
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to the users to buy it. The uniqueness of Samsung Galaxy S6 Edge can be defines from its design
elements such as shape, colour, design, imagination, relevance and usefulness. The description of
these elements are as follows.
Shape: Samsung has more emphasized on excellent outer finishing of hardware and looking of
Samsung Galaxy S6 Edge smartphone because it has made the product more appealing and
attractive. The shape of the phone is in pill shape with the rounded tops and bottoms and sides are
straight. Because of the straight edge of the phone, it is easy to grip and perform the various task in
more easier manner (Williams, 2015).
Colour: The available colours in Samsung Galaxy S6 Edge smartphone are White Pearl, Gold
Platinum, Black Sapphire and Green Emerald. The colour of display screen of the phone I
combination of 16000000 (Kellex, 2015).
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Illustration 3: Shape of Samsung Galaxy S6 Edge
(Source: Samsung galaxy S6 cool Shape. 2015)

Design: For designing of Samsung Galaxy S6 Edge smartphone, the matte aluminum alloy fame as
well as Gorilla Glass 4 has used in front and back end of the phone. This cellphone has apart from
the plastic components and different from the other smartphones of Samsung. The power button and
slot of nano SIM card has on right spine. In the bottom side, the micro USB charging point and
handset jack live has placed. On the other hand, in the left side, the separate section of up and down
volume button has given (Dolcourt, 2015).
Imagination: The good imagination of Samsung Galaxy S6 Edge is a playing a good part in the
success of the following smartphone. It has differentiate the brand from the other competitors who
are presently dealing in the area of manufacturing and selling of smartphones. The imagination of
introducing the curving edge in new Samsung Galaxy S6 Edge smartphone has a reason (Williams,
2015). As per the research conducted by Samsung itself is people have felt impolite when they are
using their cellphones to answer the calls, texting or glancing the phone screen in social situation.
For the smartphone users, it has rude to continuous check the phones to keep in touch with the
loved ones all the time. Therefore, to resolve the issues of the cellphone users, Samsung has
introduced a screen on the edge of the phone. With the help of this, the user can see easily the
notifications without having to flip the handset over (Williams, 2015).
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Illustration 4: Samsung Galaxy S6 Edge colours
(Source: Kellex, 2015)