How your market determines the success or failure of the
product. You can add brand value and determine the success of your product by changing your product name. Some might say that quality of the product is the most important thing, but in my opinion, marketing strategy could be more important. In 1984, when the cell phone market was dominated by Motorola, Samsung Anycall entered the mobile phone industry. Samsung Anycall is the leading mobile company not only in Korea, but in the world as well by offering high quality product at premium price. Then let's look at the marketing strategies of Samsung Mobile, Anycall.
Product:
There are unbelievable legends on Samsung phones. Samsung phones survive through fire and because of this story, Samsung phone has become known for well made product which has good durability. Especially, Samsung phone has excellent connection even in mountainous area, so it is distinguished from other product by offering a good quality of cell phone conversation.
Samsung differentiate their products from others by offering different designs and functions. For example, SPH-3500 which had a wireless internet function won Samsung first prize in America. In addition, the World phone (which can conversation everywhere in the world), the first ever WCDMA phones, high quality camera phones, VOD featured phones and music phone made Samsung phone well-known. This kind of technical innovation allowed Samsung Anycall gain entry in the global market.
Price:
The premium pricing is one of Samsung's competitive strategies. When they first entered the North American Market, Samsung chose to market them selves by offering high quality products at premium price rather then going for low cost strategy to promote their brand image. They were not able to satisfy customers in pricing, but they were able to promote their brand by educating the customers that they offer only the premium.
Place:
Where can we sell the product? There are two of the same products. One is bought at the department store and another product is bought at the discount store. Even if it is exactly the same product sold at exactly the same price, the image of the product of brand it leaves the customer is very different for the customer. Deciding on the channel you choose to reach your customer has a huge impact as well. First of all, Samsung has many stores, Anycall studio in Shanghai, China and Anycall Plaza in several places like Myoung-dong and Kang-nam, so that they could easily attract target-people who are leading trends. Not only purchasing the products but also seeing the brand-new IT products. Furthermore, they offer multimedia places for the customer. It is a little bit different distribution strategy compared to the other company. Through this strategy, they are broadening their distribution network.
Promotion:
4p has an unclear boundary at the point of marketing. As I stated before Samsung's compelling story about surviving through fire is a kind of a promotion of Samsung mobile. This promotion emphasized the durability of Samsung phone and it's the reason why many people want to use a Samsung phone. Compete in the global market, they announced and advertise through Hollywood, TV show and Pro-sports. Matrix phone is the most well-known example. They made a Matrix phone and made it appear in a popular Hollywood movie. And they sell this phone as a limited edition which higher the model's value and allows them to charge more. It was a successful promotion to Samsung. I think this kind of proper global promotion is a motive force of Samsung phone as a Samsung or Anycall. Finally, the responsible and friendly A/S strategy is a very important promotion as well in the electronic product industry.
My opinion:
Product sale can be maximize when the characteristic of the product, channel of distribution, promotion and the price get joined together. If something changes it leads another factors changed. 4p have to be consistent and complementary. As I read this chapter, I learned the importance of 4p's proper mixture.
Reference:
http://www.i4u.com/article375.html
http://www.windowsfordevices.com/news/NS4924948203.html
http://en.wikipedia.org/wiki/Anycall
http://www.zdnet.co.kr/news/digital/0,39030978,39131189,00.htm
http://www.samsung.com/sec/news/newsRead.do?news_group=productnews&news_type=consumer&news_ctgry=mobilephone&news_seq=275
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