BRAND ANALYSIS

Brand Analysis: Samsung Galaxy S3

Brand Analysis: Samsung Galaxy S3

Abstract

Samsung is one of the world's leading companies with their focus on technology and innovation. Almost a decade ago the company entered into cellular phones for consumers and since then they have been making waves in the industry. Their flagship device, the Galaxy S3 was announced on May 3rd 2012 and launched globally on 28th June 2012. Since its launch, the device has sold more than 90 million units all over the world and has captured more than 25% of the global market share of the mobile industry. In this paper, we study the consumer behavior theories and concepts in light of the promotional activities and strategies adopted by Samsung for selling the Galaxy S3.

Table of Contents

Introduction1

Product Overview1

The organization3

Major competitors3

The Galaxy Family4

Consumer Behavior Strategy5

Strategy: Product Extension5

Advertisement and Promotions5

User Generated5

Company Generated6

The S3 Revolution: Current marketing strategies of the product7

Pre-Launch7

Post Launch Strategy8

Value Added Strategies8

Consumer Behaviour Theories9

Consumer innovativeness and social class9

Definition9

Application to Samsung9

Benefits11

Consumer personality and self-concept11

Definition11

Application to Samsung11

Benefits12

Consumer Perception12

Definition12

Application to Samsung13

Benefits14

Subculture and Market Segmentation's impact on consumer behaviour15

Definition15

Application to Samsung15

Benefits18

Factors that affect the above mentioned concepts18

Complex products18

Perceived risk18

Distinct brands19

Benefits of the theories to the product and firm19

Product Life Cycle20

Position Map of Samsung Galaxy21

Literature Review21

Conclusion22

References23

Introduction

In simple words, a business is a transaction between two parties that involve the sale of a product or service in return for cash or monetary gain. What started with the barter system a few centuries ago evolved into the formation of small setups by people who believed that they could make good profits from selling products or services of their expertise. Today, businesses have evolved into multinational organizations and conglomerates with operations all around the globe and roots in dozens of countries all around the world. As strategists and business experts say, the world has turned into a global village where the boundaries between countries do not matter anymore.

With the evolution of businesses came the evolution of customers. Previously, products and services were bought without much ado, depending on the need of the product or service. Today, a customer thinks a dozen times before purchasing an item or a service. There are several factors that led to this change such as customer preference, increased information and awareness as well as the availability of substitute products. Hence, to operate in today's world a business has to go beyond a simple offering. A business has to offer a product or service that is unmatched and better than the competitors.

Product Overview

Whendiscussing products that are unmatched and better than the rest, the Samsung Galaxy S3 tops the list and turns many heads. Never has a product created as much hype and anticipation as the Samsung Galaxy S3 'supersmart' phone by the Korean giant Samsung Electronics. On May 3, 2012 Samsung hosted a magnificent event at Earl's Court in London where the Galaxy S3 smartphone was unveiled to thousands of fans and cell phone enthusiasts. This event was preceded by a lot of hype that the company created to raise interest and create demand as well ...