Marketing Design & Innovation Report

This report analyzes Samsung's marketing and innovation strategies focusing on its UHD curved smart TVs. It examines the benefits and values customers derive from these TVs, highlighting unique design elements like the curved screen, PurColor technology, and the integrated web browser. The report also compares Samsung's brand appeal against competitors like Apple, Sony, and LG, analyzing its competitive pricing, distribution channels, and sleek designs. A reflective index discusses the course relevance, lessons learned from the assignment, and challenges faced during the analysis, particularly in understanding the complexities of innovation and its various aspects within a company's operations. The report concludes by emphasizing the importance of innovation, customer needs, and effective communication in achieving marketing success.

Marketing Design and
Innovation

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Benefits and values derived by clients or customers of Samsung..........................................1
Uniqueness of Samsung TV design elements........................................................................4
Samsung's brand appeal in relation to competitors in contemporary market.........................7
CONCLUSION................................................................................................................................9
TASK 2..........................................................................................................................................10
Reflective Index....................................................................................................................10
REFERENCES..............................................................................................................................13

ILLUSTRATION INDEX
Illustration 1: 4K Samsung Ultra HD Curved Smart TV................................................................2
Illustration 2: 4K UHD JU7500 Series Curved Smart TV..............................................................2
Illustration 3: Color range in Samsung smart UHD TV..................................................................3
Illustration 4: 4K UHD HU9000 Series Curved Smart TV (Full Web Browser)............................4
Illustration 5: Samsung UHD TV curve design...............................................................................5
Illustration 6: Censorial colour innovation......................................................................................5
Illustration 7: Grand Chamfer Design.............................................................................................6
Illustration 8: Smart TV market share.............................................................................................8

INTRODUCTION
Marketing refers to promoting a product or service in order to attract customers for
increasing sales turnover. Business organizations are always required to innovate new ideas or
concepts regarding their products and services to influence customers (Vedin and et. al., 2006).
Though, lot of fund is necessary to get invested but it results in high profitability.
In the current scenario, Samsung is the chosen public limited company headquartered in
Seoul, South Korea. The report will explain products and services provided by Samsung to its
potential customers all over the world. In this report, prime focus will be given on Television
series launched by Samsung in regular intervals of time to entertain customers and fulfill their
changing needs time to time.
TASK 1
Benefits and values derived by clients or customers of Samsung
In the modern age, scope of technology has increased up to a large extent. It has led to
advancement in number of electronic appliances as well. One of the most innovative products
that has been widely accepted and enjoyed by people in the modern world is Television set of
Samsung introduced to change the perceptions of people towards technology.
4K Samsung Ultra HD Curved Smart TV has influenced customers up to a great extent.
Research and development department of Samsung has delivered an outstanding product to
customers for fulfilling their increased needs and requirements (Verganti, 2008). The newly
innovated television set of the company has benefited customers in number of ways. The first
and foremost benefit derived through innovation of 4K Samsung Ultra HD Curved Smart TV is
it’s curved and HD picture quality. Moreover, another mind blowing advantage customers can
get through the innovation is that they can get wider viewing angles while watching TV. Another
major benefit provided by designers of Samsung to their customers is that, Curved TV shortens
the distance between viewers in order to create more natural angles.
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Illustration 1: 4K Samsung Ultra HD Curved Smart TV
(Source: Veryzer, 2005)
Moreover, it has been designed with a 4.2m radius curvature which has been optimized
for average viewing distance (Veryzer, 2005). The picture quality of Samsung Ultra HD TV is
the biggest overall good feature for viewers as they can enjoy the actions occurring on the
screen. Customers can see astounding brittleness in the picture with detailed 4 times the
resolution of Full HD. The most impressive feature of Samsung's Curve TV is its outlook. In
simple words, the curvy nature of screen is surprising for viewers as it is for the first time in the
market that a TV screen is curve.
Illustration 2: 4K UHD JU7500 Series Curved Smart TV
(Source: Loschek, 2009)
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In order to experience a greater sense of deepness and feel the picture with optimized
contrast, large number of customers has preferred to choose curved TV of Samsung. In return,
manufacturers of the firm have delivered nice quality of product according to the expectations of
customers (Loschek, 2009). Innovated product of Samsung has totally changed the perceptions
of customers towards Televisions because advanced features of Curved TV by the company are
offering multiple benefits in terms of shape, color, size and flexibility to customers.
Illustration 3: Color range in Samsung smart UHD TV
(Source: Hsu, 2011)
The above image shows picture with a wider range of colors. However, this feature
allows the TV to explicit most shades of color as nature intended for the best picture
performance. The prime focus of most of the TV's is Red, Green and Blue while PurColor
focuses over primary as well as secondary colors such as Magenta, Cyan and Yellow (Hsu,
2011). Colors get changed with lightning speed and customers can really enjoy media and
entertainment with such super-fast speed. Eco sensors have been developed in the TV which
automatically measures the magnitude of light in the room and adjusts the brightness of screen.
Another major advantage of such type of technology is, it saves lot of energy.
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Illustration 4: 4K UHD HU9000 Series Curved Smart TV (Full Web Browser)
(Source: Luo et.al., 2005)
One more outstanding and innovative feature of Curved Samsung TV is 'Full Web
Browser' application. Here, user can connect the TV with internet in order to browse the latest
content. User can enjoy this features in terms of online shopping, social media browsing,
entertainment news or can enjoy the latest Youtube hits as well (Luo and et. al., 2005). It has
been observed in many old TVs that it takes lot of time to turn on but Samsung's UHD TVs turns
up four times faster than other TVs. Thus, it is another beneficial feature for Samsung customers
to purchase such an advanced television.
Uniqueness of Samsung TV design elements
In order to make Samsung UHD TV a unique product, its features have also been
designed in a differentiated manner. There are numerous features which have been developed in
this TV which makes it more attractive and unique from various other television sets.
The first and foremost specialized feature of Curved Smart TV is its curve shape.
Samsung is the only developer of curve TV which has offered its customers a totally new and
developed product.
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Illustration 5: Samsung UHD TV curve design
(Source: Beverland, 2005)
Illustration 6: Censorial colour innovation
(Source: Hauser, Tellis and Griffin, 2006)
The above figure clearly demonstrates the curve shape of Samsung TV. The main
advantage of its curve shape decreases the distance between viewer which feels like the user or
viewer has been surrounded by the TV. The back part of this product is wrapped with metallic
plates which gives it a gorgeous look (Beverland, 2005). Moreover, it has been supported by a
stylish elusive Y beam stand which creates a floating effect that naturally draws eyes of
customers directly onto the screen. Thus, this feature explores a new design for TVs that presents
elegant and marginal look that enhances the immersive experience to customers.
Ultra-high definition pictures keeps customers more close towards the TV as it totally
changes their visualizing experience. It reflects back brilliant colors that stimulate far more than
just sight for a total sensorial experience. Samsung has used ground breaking Nano Crystal
Technology in the back light panel which emits radiant light in order to create remarkably
precise and rich colors (Hauser, Tellis and Griffin, 2006). Moreover, users can experience, a
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spectacular range of shades with the deepest blacks and most pristine whites that changes the
thinking of viewers in more magical way. In simple words, wide range of color combination
have been used which is beyond the imagination of customers and it has affected the perceptions
of customers regarding Information Technology because such an innovative product has totally
changed minds of customers.
Illustration 7: Grand Chamfer Design
(Source: Luchs and Swan, 2011)
The Samsung UHD TV has been framed with a real metal chamfered edge in a fine matte
finish. It is evocative of framed piece of work on a museum wall. Furthermore, it is supported by
a stylish yet impalpable Y-Beam stand for the purpose of providing a floating impression which
deepens customer's feeling of immersion (Luchs and Swan, 2011). However, such an innovative
design is believed to be beyond the imagination of customers because till date, this kind of
advanced television product has not been offered by any other company. Experts in technological
field of Samsung had provided their views to launch a unique product in market which quickly
impressed customers and led to the evolution of curve structured TV in market.
The main reason for launching curve smart TV by Samsung had to step forward than
other companies. On this relevancy, managers decided to introduce unique product of Samsung
in market. The company has gained remarkable income through launching such an outstanding
product which has accomplished needs and requirements of customers up to large exchange
(Michalek, Feinberg and Papalambros, 2005). Simultaneously, this kind of innovation has
changed the definition in television in the modern era. Moreover, Curve TV of Samsung is very
easy to operate as experts have reduced complexity while manufacturing it. In context of its
usefulness, introduction of Curve TV has eased the work of customers. Certain advantages of
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Samsung's Curve TV are smart remote controlling system, dual screen, screen mirroring, quad
core plus, instant on, WiFi, full web browser, Eco sensor, one connect box, DTS premium sound
etc. Availability of all such features has attracted large number of customers and this is the only
reason for popularity of Samsung Curve TV in modern market (Von Stamm, 2008).
Samsung's brand appeal in relation to competitors in contemporary market
Brand appeal is considered as one of the most significant immaterial resources on which
the brand or product of the firm is highly dependent. It is very crucial to develop connection
between brand and customers to increase their relationship. Similarly, Samsung has to so the
same thing by appealing its branded Curve TV towards its customers. However, there are two
types of brand appeal methods that can be used by Samsung. They are:
 Emotional brand appealing
 Rational brand appealing
Emotional brand appealing refers to triggering an emotional response in the consumer
which points out towards the desire of advertised brand. It creates magnificent impact over
consumers when they experience a strong and long-lasting attachment to the brand which is
comparable to a feeling of bonding (Sawhney, Verona and Prandelli, 2005). On the other hand,
rational brand appeal attempts to prove the quality as well as usefulness of the product. Samsung
has to undertake both the brand appealing methods towards its customers in order to prove better
than its competitors. There are number of competitors of Samsung like Apple, Sony, Motorola
etc. they always seek to pressurize Samsung through various efforts. In such situation, it
becomes necessary for the cited firm to give effective response by innovating new product like
Curve TV. Accepting the opportunity by Samsung has led to the emergence of new era and
customers are expecting more from the firm in the upcoming years (Füller, J. and et.al., 2006).
In couple of years back, certain competitors of Samsung dominated the market but in the
contemporary market, situations have been changed up to large extent. Competitive pricing,
global distribution channels, innovative features and product's sleek designs have made
Samsung's Curve TV a unique brand in the market. There are various factors which are leading
Samsung to make such a strong brand appeal against its competitors (Davenport, 2013). Some of
them have been mentioned below:
 Competitive pricing
 Innovating distribution channels
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 Representation of consumer's expectation
 Sleek design of TVs Innovative features (Urenio.org, 2015).
Increasing trend in market share
Illustration 8: Smart TV market share
(Source: Hsu, 2012)
The above figure states that global smart TV market share of Samsung in the year 2013
has been 26.4% which is far more than any of its competitor like Sony, LG or Panasonic. It also
indicates that brand appealing of Samsung is very effective in convincing its customers to make
purchase of its innovative products (Hsu, 2012). It has also been ascertained that brand appealing
of Samsung is increasing day by day which results in increasing marketing share of the firm.
Brand appeal is associated with number of issues which also includes association of consumers
and media coverage as well. Although, the major competitor of Samsung, Apple is far ahead in
terms of brand appealing in terms of effective marketing management, marketing segmentation
and innovative production.
The figure also depicts that Samsung has more tendency to retain its consistency if it
continuously makes efforts. Smart TV market share of Samsung is 26.4% all over the world
according to the research conducted in the year 2013 (Cramton, 2009). It states that, the cited
firm has kept sound dominance over its competitors. LG and Sony are the same level, 14.4% and
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14.3% is the market share occupied by each firm respectively. On the other hand, Panasonic and
Sharp are far away from Samsung who occupies only 7% and 4.9% respectively. It can be
ascertained that through keeping competitive pricing policy and innovating various distribution
channels, Samsung has kept good amount of possession over its customers (McKelvey and
Munslow, 2011). By providing exclusive facilities like smart features in TV and user-friendly
version developed in smart TV has really convinced customers to purchase new models launched
by the firm in market.
CONCLUSION
Through the above discussion, it can be identified that success of any company is highly
dependent over its product's design and innovative features. Moreover, the marketing approach
used by the firm should be such that it can address needs and demands of customers. Not only
should that but the distribution channel be sound enough to meet the expectations of customers
with perfect timing. It increases loyalty of customers and retain them for long-term period. Major
outcome of this report is that, Samsung has to make sure before bringing innovation in its
products otherwise there is always high probability of customers to switch to other brand.
Number of factors like competitive pricing policy, innovative features, attractive design,
effective distribution channels and representation of customer's expectations are the key areas
which are to be focused on during innovation of the product.
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