Marketing Design & Innovation Report

This report analyzes Samsung's marketing design and innovation strategies, focusing on the Galaxy S6 Edge and S6 Edge Plus. It examines the company overview, marketing of innovative products and services, brand appeal in a competitive market, customer benefits and value, how these have changed over time, customer-delivered value, the uniqueness of product design elements, and brand appeal. The report also includes a reflective section on the learning process and the challenges faced during the research. The author uses various theories, including diffusion of innovation and customer-delivered value, to analyze Samsung's success. The report concludes that a combination of unique features, innovative design, and effective marketing strategies are key to Samsung's success in the competitive smartphone market.

Marketing Design and Innovation
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TABLE OF CONTENTS
SUMMARY OF THE REPORT...........................................................................................................3
INTRODUCTION ...............................................................................................................................5
TASK 1.................................................................................................................................................5
Company overview..........................................................................................................................5
Marketing in innovative products and services...............................................................................5
Brand appeal in the era of competition............................................................................................6
Benefits and value derived by customers........................................................................................7
How benefits and values have changes overtime............................................................................8
Customer delivered value................................................................................................................9
Uniqueness of product design elements...........................................................................................9
Brand appeal..................................................................................................................................10
CONCLUSION...................................................................................................................................11
TASK 2...............................................................................................................................................11
Reflective.......................................................................................................................................11
REFERENCES...................................................................................................................................13
ILLUSTRATION INDEX
Illustration 1: S6 edge plus and unique charging feature..........................................................................8
Illustration 2: Samsung S6 Edge Plus......................................................................................................10
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SUMMARY OF THE REPORT
Marketing design and innovation is all about effective combination of various unique concepts
within product in order to have effective success and advancement in large customer base. The modern
era is facing high competitive market so it became essential for business organisations to amend the
focus on design and innovation of product (Jolly, 2005). In this support, the Samsung has also launched
number of innovative products which has improved people lifestyle by unique features and design.
Recently, Samsung has launched its new product named S6 edge in order to meet the customers
needs and compete with competitors by considering its luxury features. The smart phone market have
great opportunities which provides better retention of customers for long period of time. In the support
of this, it can be said that the newly launched product S6 edge is consisted of various unique features
which differentiate it from other smartphones available within market (Mohr, 2010). The new product
of Samsung has launched with a motive to advance the market share and meet the requirement of
customers who are willing to buy luxury mobile products. Moreover, Samsung S6 edge is also
considered as highly advanced technological smartphone model. It covers advanced camera, processor
and other features which can amend the experience of customers (Tsou, 2014).
Management of Samsung is also focusing on innovative business activities to promote the
product and lead business to impressive success. It has been spotted that the organisation faces key
issues regarding design, innovation, brand appeal and perception of customer towards product. Design
along with innovation is very crucial aspect in the Smartphone industry because it facilitates the
business organization to meet the needs of its target market in most suitable manner (Leventhal, 2005).
Other than this, number of competitors are present in market so with an assistance of deign and
innovation the Samsung can gain competitive advantage and bring highly differentiated product.
Moreover, the needs of customers are changing towards advanced products so the innovation has
became one of most significant factor in this respect (Onur and et. al., 2014). In current competitive
market the brand image is considered as uniqueness in the brand and its products. It also have great
impact on the sales volume of company products so it is necessary for management of Samsung to
establish themselves as unique mobile provider.
The current study has helped me to understand the significance of uniqueness and innovation in
the product which is beneficial for me while developing new product in the future. It has also provided
me information about the importance of change in needs and demand of customers as it has great
influence on the product development and marketing tactics of organisation. It has also enabled me to
realize about brand appeal and factors which can impact the customer perception. After reading this
module I came to know about the reason behind success of Samsung and popularity of its smartphones.
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It has also helped me to understand that Samsung smartphone products are different from other
smartphones due to innovation and unique design. This assignment has played key role in effective
development of my career opportunities by providing knowledge about various skills and development
factors.
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INTRODUCTION
Marketing design and innovation are considered as a unique combination of product which can
lead business to impressive success. In other aspect, it can be stated that with an improved focus on
marketing design and innovation the companies can introduced number of new products in order to
meet the organisational objectives (Arauji, 2010). Innovation in products and services helps business
firms to attract more and more customers towards its wide product range. In order to have effective
sustainability in highly competitive market the business firm need to focus on market design and
innovation as it helps in building better brand image.
Samsung has also launched number of innovative products which has improved people lifestyle
by unique features and design. In this report, the learning will focus on work culture of Samsung in
order to have proper understanding about concepts of marketing design and innovation. It will also
focus on various factors of marketing design and innovation which helps in attaining impressive level
of success. It will also have spot light on various benefits and values of Samsung galaxy S series. It is a
high end Andoid smartphones range which is manufactured by Samsung electronics. It has increases
the market share of company. Learnig will specifically focus on S6 edge as it is a latest product in S
series. It will also focus on uniqueness of its design elements such as shape, colour, design, relevance
and usefulness. Furthermore, it will also focus on concept of brand appeal in relation to competitors in
contemporary market.
TASK 1
Company overview
Samsung is a multinational electronic company which operates its business from South Korea.
In the support of this, it can be said that the organisation focuses on manufacturing of diverse kinds of
electronic products. The classification of electronic products can be as T.V., Smartphones and other
consumer goods which renders a great support to lifestyle of various nations citizens. In current market
condition, Samsung is considered as one of leading Smartphone manufacturer firm in the world which
provides various design and innovation in its products (Gupta, 2013).
Company is also facing high ratio of competition in current market conditions which some time
influences its success ratio. In these market situations the product uniqueness and innovation facilitates
management to gain better sustainability. Moreover, it can also be stated that the level of product
development has increased with an assistance of innovation which also increases the market share of
company and amends its profit margin ratio as well (Michalek, 2005). In order to provide better
support to its marketing design the organisation is providing number of options to its wide range of
customers in respect of Smartphone which also increases the customer base for long term benefits.
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Marketing in innovative products and services
In current market scenario the organizations are facing high ratio of competition so it is
necessary for management to focus on unique marketing techniques to meet the needs of innovative
products and services. It will facilitate business organisations to gain better competitive advantage and
attract more and more customers towards products (Verganti, 2013). In this respect, it is also necessary
for organisation to have improved knowledge of customer perception and needs because their needs
and expectations change rapidly in modern era. It has been spotted that the customers are preferring
advanced products so it is necessary for company to introduce number of innovative product and attain
various benefits such as brand image, increased sales and advancement in profit ratio (Tadajewski,
2012).
In order to have unique marketing of innovative products the company can highlight product
characteristics and advanced features in marketing campaigns which will facilitate firm to gain better
advantages. It is also one of key reason that Samsung highlight its products design and features in order
to gain impressive success of products (Ausutosh, 2010). Samsung has introduced various innovation
in its galaxy S series. For example, the new model of Samsung which is named as S6 edge has
highlighted curve shape body, HD display and other advanced characteristics which differentiate it
from other Smartphones which are available in market. In order to have better marketing the Samsung
is promoting S6 edge unique body design and unique features in its advertisement. It is enhancing the
sales of product which have direct positive impact on the organisational performance (Jolly, 2005). In
other aspect, it can also be stated that the uniqueness in Samsung galaxy S6 edge is also providing
great support to other operational activities and helping to become one of leader in competitive market.
Brand appeal in the era of competition
Brand image is all about identity of organisation within market which facilitates management to
target its customers in easy manner so that business can have impressive success. In other aspect, it can
be stated that the brand is considered as identify of business firm under which management sale its
products and services. It also create differentiation in market and helps in competing with various
rivals in the market (Leventhal, 2005). It is also referred as unique image of company products and
services in the minds of targeted customers which enhances the success ratio of firm.
In the support of this, it can be stated that the Apple is one of key competitor of Samsung and
both companies are having remarkable experience to the customers. In other aspect, it can be said that
Samsung is considered as a one of key leader in current market due to its strong brand image.
Moreover, company is also facing high ratio of competition by some other companies like Sony,
Motorola, etc. These companies are also have high ratio of existence in the market (Mohr, 2010). In
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order to have better competitive advantage the Samsung is offering number of products and services to
its customers with an improved level of focus on design and innovation. Innovation in products also
provides uniqueness to the products and facilitate in competing with number of competitors present in
the market (Onur and et. al., 2014).
In other aspect, it can be stated that the Samsung is using its potential and employees innovative
capabilities to have effective development of products which can retain its large number of customers
for long time. Furthermore, it is also necessary for Smartphone organisation to bring some
differentiation in its products in order to have better sustainability in the market. However, it is another
way to create brand appeal which renders a great support to company and provide enhanced level of
competitive advantage (Tsou, 2014). It also helps management of Samsung to meet the needs of
targeted customers in more suitable manner.
Benefits and value derived by customers
Samsung Galaxy S series
It has been spotted that the Samsung provides wide range of Smartphone products in market
under the name of Galaxy S series and all have great level of popularity in current market conditions.
Number of customers are attracted towards its products due to unique features and innovation aspect
(Wee, 2015). In this support it can be stated that the newly introduced product which is named as S6
Edge is also consisted of various unique features and advanced design. Product specifications are
classified as follows:
Table 1: Galaxy S4
Screen size 5
Resolution 1080 x 1920 pixels
RAM 2 GB
Internal storage 16GB
Rear camera 13MP
Front camera 2 MP
Operating system Android 4.2
Table 2: S6 edge features
Screen size 5.10
Resolution 1440*2560 pixels
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RAM 3GB
Internal storage 32GB
Rear camera 16MP
Front camera 5 MP
Operating system Android 5.0
In the support of the innovation and new product launch the Samsung has also introduced its
new version of S6 Edge which is named as S6 Edge Plus. New model of Edge Smartphone also covers
number of unique features which attract customers and increases the business opportunities of
Samsung.
Table 3: S6 edge plus features
Screen size 6.9
Resolution 1440*2560 pixels
RAM 4GB
Internal storage 32GB
Rear camera 16MP
Front camera 5 MP
Operating system Android 5.1.1 (Lollipop)
In the support of this, it can be stated that the unique characteristics of S6 edge and S6 edge
plus provides differentiation to brand image which facilitates in gaining better sustainability as
compared to other Smartphones present in the market. Other than this, the unique features like Micro
USB, proximity sensor, compass, barometer, ambient light sensor etc also creates better opportunity for
firm (Wee, 2015). With an effective highlighting of these unique features the marketing team of
Samsung is trying to build better brand image and attract more customers towards new and innovative
products. It also provides better brand loyalty which is beneficial for impressive success of Samsung.
Moreover, the curved screen of Smartphone make it easy handing and present product as a profitable
concept in the market (Wee, 2015). The values which can be provided by Samsung cannot be measured
but it can only be experience by customers in form of benefits.
Diffusion of Innovation
In the support of this, the management of Samsung is focusing on diffusion of innovation
theory in order to understand the success level of its innovative products which facilitate management
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to bring potential innovations in better way. In other aspect, it can be stated that the diffusion of
innovation is a approach which analyse the new ideas and technology which they have spread through
cultures. For example, the management has analysed the previous innovation and design of its galaxy S
series before focusing on innovation of S6 edge. Company always analyse the features and design of
galaxy S series products with responses of customers. It provide better information about market needs
and facilitates in providing better benefits and values to customers.
Illustration 1: S6 edge plus and unique charging feature
Benefits and values that product provides to customers
It has been spotted that the number of benefits can be attained by customers by using new
product which is named as because of highly advanced attributes which does not exist in any other
Smartphone. Customer need and requirement changes rapidly, now a days they are attracted towards
advanced and innovative features of Smartphone. The classification of features can be as advanced
processor, camera and some other additional characteristics (Kim, 2015). In this support, S6 edge
covers high resolution 16 megapixel camera, innovative design to carry, number of sensor like
barometer and gyroscope. The resolution of S6 edge is 1440*2560 pixels which provides great support
to its 6.9 screen. S6 edge and edge plus have number of features which meet the needs of customers
and provide them remarkable experience (Ohlsson, 2015). It also assist Samsung to hold its loyal
customers and lead business to impressive success.
The metallic body of S6 edge and edge plus differentiate it from other products and attract more
customers. In this support, it can be said that the unique features of S6 edge and edge plus provides
better value for money. Moreover, the super charging technology amends the experience of customers
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and make them feel valued (Xie, 2013). Other features like cutting edge core technology, vivid images
and enhanced features in camera are also valuable for customers. It has direct impact on the customer
satisfaction level which also allows management of Samsung to attain better advantage.
Customer Delivered Value
In the support of this, it can be said that the customer delivered value is a theory which provides
better analysis of difference between prospective customer evaluation of benefits and cost of one
product as compared to other. In order to have better innovation and meet the standards of cost and
benefits the management of Samsung is also focusing on customer delivered value theory. In this
management compare its previous models of S series with upcoming product and then bring some
innovations in order to meet the standards. The pricing of products are also decided as per the
comparison of Galaxy S series and other smartphones available in the market.
Illustration 2: Galaxy S Series Comparision
How benefits and values have changes overtime
It has been spotted that the customer perception and needs change in rapid manner which
impacts the benefits and vales of product. In this respect, it is necessary for business organisation to
have effective knowledge about diverse requirement of customers (Cecere, 2015). Moreover, the
management can compare present needs of market with the advanced features of product so that
business can have impressive success. It has been identified that in past era the mobile phones were
only considered as a way to communicate with friends and family but in modern era the innovative
features of Smartphone are assisting in sending messages, emails, saving notes etc (Tidd, 2014).
Moreover, the benefits and value also have some impacts due to changes in income level. If customer
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income level has increased then they prefer highly advanced smartphones in order to meet their needs.
Customer delivered value
Customer value is refereed as benefits which are expected from customers in context of
products. Samsung has launched S6 edge to amend the customer values by introducing number of
advanced features in product. In this support, customer also expect that they are receiving proper value
for money in respect of smartphone features (Woodcock, 2012). Improved focus on customer value
helps business to gain better competitive advantage. In order to meet the customer value standards the
Samsung can focus on factors like innovation, easy to adopt, customer perception, etc. Company must
focus on taking risk to have effective development of new ideas.
Uniqueness of product design elements
It has been spotted that the unique features of Samsung S6 edge is boosting the success ratio of
organizational success. Company is attracting number of customers towards product by focusing on
various factors of uniqueness (Wu, 2012). Moreover, S6 is developed with an improved focus on
customers needs. Company has focused on shape of S6 Edge which differentiate it from other
Smartphones and its QHD display provides better value for money. Coat of Gorilla glass and metallic
trim also attracts more customers.
Furthermore, the colour and design has also considered as critical aspect and S6 Edge is
available in three colours. Design has crafted in manner which provides convenience to carry. Left side
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Illustration 3: Samsung S6 Edge Plus

volume buttons enhances the design of S6 Edge model. Other than this, imagination, relevance and
Usefulness has also considered in S6 edge (Wiggers, 2015). Smartphone covers high resolution
imagination which enhances the picturing experience. 5.1 and 6.9 HD display assist in representing
brighter screen which provides better imagination experience. In the support of this, it can be stated
that the company is also focusing on imagination, relevance and usefulness. With an assistance of
stunning display of the S^ Edge the organization is enhancing the imagination factor. It provides better
display and proper design of product is also providing proper handling of product in the hands of
customers. The 5.1 inch quad HD super AMOLED display also enhances the presentation and provide
brighter and more captivating on screen. These things creates better imagination to customers and
unique features are meeting guidelines of usefulness and relevance. In this support, camera, internal
memory size, processor and resolution are key factors which amend the relevancy and usefulness of
product.
Product Life Cycle
Product life cycle is also one of key strategy which is needed to consider for effective
development in the product. In introductory stage the company has introduced its product at very low
cost in order to compete with diverse competitors. Such as Nokia, Motorola, etc, Company was also
providing various discount to boost its sales. In the stage of growth the Samsung has introduced
various new models at low cost which consist of features like antenna, touch screen, dual sim. It was a
phase where company has introduced its smartphones. In this company has started competing with
smartphone manufacturing companies. In maturity stage the Samsung has launched its galaxy S series
and boosted the market of android smartphones. In order to boost the sales the number of modifications
were made in wide range of products. Newly launched model S6 edge plus is also lies in maturity
level. In order to reduce the occurrence of decline it is also essential for management to have constant
focus on design and innovation factor during product development.
Brand appeal
In order to have better brand appeal the Samsung is strongly highlighting the key features S6
edge and S6 edge plus in its advertising. It helps in attaining better competitive advantage and provide
better sustainability in the market. Moreover, number of marketing strategies has been adopted to
promote S6 edge model and compete effectively with rivals like Apple, HTC, Sony ,etc (Wu, 2012).
Company is providing transparent knowledge about product and its features so that customers can feel
attracted towards product. Other than this, improved focus on innovative advertising and reflecting
unique characteristics of the product is playing key role in brand appeal and attract customers towards
product.
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In the support of this, it can be stated that the Samsung holds position of innovative and
advanced organization in the perception of its target market. Further, organization is also focusing on
presenting itself as a innovative and smartphones manufacturing firm which bring various change as
per the requirement of target market. It is also one of key reason that the organization is perceived
positively by its target market. It also provides better customer base to company as compared to its key
competitors such as Apple, Sony etc. Furthermore, the company is also having quite high ratio of
loyalty in the market. It is due to Samsung offers number of product at premium quality and low price
to its target market. It is also beneficial for better accomplishment of customers’ needs as compared to
competitors.
Moreover, the organisation has also focused on presence of product within market. Company is
using its brand image to create better presence of product in the market. Samsung also ensure that the
advertising of product is relevant to the product and its unique features in order to have better success
(Woodcock, 2012). Comparison of performance helps in analysing differences in previous and current
condition of product in market. Company is trying to take advantage of its brand image and uniqueness
in product to gain better competitive advantage and meet needs of competitive market. It increases the
sales of Smartphone as compared to other brands like Apple, HTC, etc (Tidd, 2014). Organisation also
tries to create long lasting bonding with its customers. It have direct positive impact on the success of
product as well as brand.
CONCLUSION
As per the above study it can be said that the marketing design and innovation plays a key role
in success of Samsung galaxy S6 edge and S6 edge plus. It has been identified that unique features and
design attracts number of customers towards product. The classification of features can be as shape,
colour, body, design, etc. Moreover, it has also been spotted that the unique and innovative products
needs uniqueness in marketing so that business can have impressive success.
TASK 2
Reflective
Marketing design and innovation study is critical for effective development of new product. In
current study I have focused on various concepts of marketing innovation and development. It has
provided me information about the significance of marketing design and innovation in order to gain
better competitive advantage. In other aspect, it can be said that the report study has helped me to attain
better knowledge about innovation and design. Marketing is my key stream so I have decided to gain
information about product development and marketing by using innovative aspects. It has been
identified by me that customer satisfaction level of customers can be enhanced with an use of
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innovative products and uniqueness.
I have also acquired the information regarding various theories which can boost my career
opportunities. In this support, I can say that product life cycle is also one of key strategy which is
needed to consider for effective development in the product. In the support of this, I have also noticed
that the the management of Samsung is focusing on diffusion of innovation theory in order to
understand the success level of its innovative products which facilitate management to bring potential
innovations in better way. Moreover, I also came to know that the customer delivered value is a theory
which provides better analysis of difference between prospective customer evaluation of benefits and
cost of one product as compared to other.
I have gained the information about marketing concepts which includes various innovative
aspects and helps in reducing risk level while new product development. It has also provided me
information regarding various ways which can be used to create better brand image or brand appeal in
order to gain better competitive advantage. In the support of this, it can be said that the learning has
provided me understanding regarding market design and innovation concepts adopted by Samsung.
Moreover, in order to gain information about the unique and innovative products of Samsung I have
focused on various information sources like books, journals and online articles. It has improved my
skills regarding information gathering and provided me better knowledge about innovation and design
concepts.
Other than this, the reading books and journals has also influenced my reading skills in positive
manner. Current learning has also improved my analytical capabilities and made me understand about
benefits and values that customer drives. It has also provided me a information that the innovation and
uniqueness in product is not sufficient for impressive success. It is also necessary for business
organisations to focus on sales after services so that customers can have better experience.
After focusing on the module I came to know that the reason behind success of S6 edge is
enhanced level of Samsung brand image in the market. By accessing the in-depth study I came to know
that the link relation between innovative product and customer satisfaction influences the overall
performance of Samsung. This clearly indicates that the marketing design and innovation is one of
critical aspect while operating business in Smartphone industry.
In the support of this, I have also noticed that while carrying out the study I have faced some
challenges which act as a barrier towards valid conclusion. I have noticed that the lack of information
regarding diverse subjects like design and innovation is one of key problem which has impacted the
overall process. It means it is necessary for me to amend my knowledge regarding Smartphone market.
It has also made me understand that the innovative product and proper level of information can reduce
the effectiveness of hurdle. Moreover, I have also spotted that the collection of information is not
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sufficient so analysing and implementation skills are also essential for better learning.
On the other hand, it has also been identified by me that the customers are demanding advanced
products so it is necessary for business firms to have improvement in product range using innovation
skills. This clearly indicates that I must acquire information about Smartphone market in order to have
better job opportunities in same market. Earlier I was not able to understand the significance of mobile
phone and its features like HD display, advance processor etc. I have acquired a proper knowledge
about Smartphone industry to amend my skills. Innovation in products and services marketing also
influence the customer perception. This kind of information is also beneficial for me to have better
career in marketing scheme.
Moreover, I have also came to know that the creating a brand appeal means presenting the
product in market with unique and differentiate manner. It is necessary for business organisations to
design marketing scheme in differentiate way as compared to other rivals in the market. I have also
identified that the unique characteristic and innovations in product provides number of advantages to
customer as well as organization which is beneficial better success in the market. It also made me
realized that the product suitability is also significant aspect which provides better opportunity in
Smartphone market.
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REFERENCES
Books and Journals
Arauji, L., 2010. Reconnecting Marketing to Markets. Oxford university press publishes.
Cecere, G., 2015. Innovation and competition in the smartphone industry: Is there a dominant design?.
Telecommunications Policy. 39(3). pp. 162-175.
Gupta, S. and Malhotra, N. 2013. Marketing innovation: a resource-based view of international and
local firms. Marketing Intelligence & Planning. 31(2). Pp. 111-126.
Jolly, A., 2005. From Idea to Profit. Kogan Page London.
Kim, Y., 2015. Differential innovation of smartphone and application use by sociodemographics and
personality. Computers in Human Behavior. 44. pp. 141-147.
Leventhal, C. R., 2005. The importance of marketing. Strategic Direction. 21(6) .pp.3 – 4.
Michalek, J. J., 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., 2010. Marketing of High-technology Products and Innovations. Pearson Prentice Hall.
Ohlsson, J., 2015. Process innovation with disruptive technology in auto insurance: Lessons learned
from a smartphone-based insurance telematics initiative. BPM-Driving Innovation in a Digital
World. pp. 85-101.
Onur, E. and et. al., 2014. Mobile tethering: overview, perspectives and challenges. Journal of Product
Innovation Management. 16(3). pp. 85-101.
Tadajewski, M., 2012. History and critical marketing studies. Journal of Historical Research in
Marketing. 4(3). Pp. 440–452.
Tidd, J., 2014. Open innovation research, management and practice. Imperial College Press.
Tsou, H., 2014. Market and technology orientations for service delivery innovation: the link of
innovative competence. Journal of Business & Industrial Marketing. 29(6) .pp.499 – 513.
Verganti, R., 2013. Design driven innovation: changing the rules of competition by radically
innovating what things mean. Harvard Business Press.
Wee, A., 2015. As thin as a sword-Samsung Galaxy A8 hands on!. Sage.
Wee, A., 2015. Honor 7 customers get their new smartphone in 1 hour!. Screen.
Wee, A., 2015. Samsung new patent makes you a wizard. Times books.
Woodcock, B., 2012. Considering the Smartphone Learner: an investigation into student interest in the
use of personal technology to enhance their learning. Student Engagement and Experience
Journal. 1(1). pp. 1-15.
Wu, C. C., 2012. Investigating Brand Loyalty of Smartphone from Perspectives of Brand and Product
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Involvements. Sage.
Xie, W., 2013. A case study: Innovation strategy assessment of the leading smartphone companies.
Innovation Conference (SIIC). pp. 121-126.
Online
Ausutosh, K., 2010. Mobile Innovations That We Need More Than Flexible Phones. [Online].
<Available through:http://www.hongkiat.com/blog/mobile-innovations-we-need/>. [Accessed
on: 9 November , 2015].
Wiggers, K., 2015. Everything you need to know about the Samsung Galaxy S6 Edge Plus. [Online].
<Available through:http://www.digitaltrends.com/mobile/samsung-galaxy-s6-plus-news/>.
[Accessed on: 9 November , 2015].
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