Integrated Marketing Communications for iPhone- MyAssignmenthelp

Question: Discuss about theIntegrated Marketing Communicationsfor Apple iPhone. Answer: Background of the Task This study will focus on the campaign launched by Samsung named as Commitment to Quality. Last year was not a good year for the tech giant as its Note 7 battery issue has hampered its brand image drastically. Therefore, the management of the organization released the campaign. However, the campaign failed to gain consumers attention and failed to regain trust of the consumers. This study will identify what was the message of the campaign and why the campaign was unable to help Samsung to regain the trust of the consumers. Strategy Statement Within in the new campaign of Samsung named as commitment to quality, the tech giant included two 30-second advertisements during Oscars. The advertisement tried to give audiences a look at how the organization generally tests its manufactures mobile phones. Those videos also carried a statement that the management will make sure that in the future none of their phones will explode (Dissanayake and Amarasuriya 2015). The strategy here was to highlight the high- level testing procedures of the company so that consumers can understand that the organization is working hard to rectify their manufacturing defect. The advertisement also included a message that the team of Samsung is delivering high level of importance in checking and rechecking the batteries that will be equipped in the Samsung phones in the future. According to Zepeda (2017), the main strategy of this message was also to change perception of the consumers. Samsung was all ready to launch its new Galaxy S8. However, the management of the organization was not sure whether the Note disaster will affect the popularity of S8 or not. The question was whether the consumers will again trust the Korean juggernaut or not. Therefore, the advertisement was a step toward regaining that trust of the customers. Samsungs Brand Positioning (Perceptual Map) Figure 1: Perceptual Map of Samsung (Source: Labbrand.com. 2017) Samsung embodies style and expertise for the young professionals. Their main features are cutting edge design and better connectivity features. Positioning statement of the organization displays its differentiation from other mobile phone manufacturing organizations. In any market, the consumers has tons of choices, Samsung attracts young and technologically updated professionals by its exterior design and soft and hard features (Kova?evi? et al. 2015). Samsungs point of equivalence is its habit to implement continuous innovation and high end technologies for the features and for the design of its mobile phones (Batra et al. 2016). In order to differentiate its products from other mobile manufacturing companies, Samsung is continuously trying to provide humanized and superior individual experience along with customer insight products and creative technology (Dissanayake and Amarasuriya 2015). Overall performance of the brand was quite impressive as it became the 7th best global brand in the year of 2015. However, the recent battery issue of their Note 7 has critically harmed its brand image among the consumers. The consumers are questioning the companys theme of continuous innovation. In most of the markets where Samsung was the first choice of the consumers, it has lost its customer base. Objective of the Message The main objective of the message was to attract the customers and gain their trusts. The issues of Note 7 hampered t6he reputation of the brand that needs to be recovered. The maiun purposed of the campaign was to clear the doubt of the customers and show their brand image. Via the campaign, Samsung tried to prove their authenticity and be the first choice of the customers again (Ciurumelea et al. 2017). Target Audience What does the Target Audience Currently Feel about Samsungs Products? As Samsung is a renowned company, the expectation of the target customers is high. However, Samsung tried to get back the trust of the target audience by developing the campaign, which was not successful at all. Due to the scandal of the Note 7, the trust of the customers decreases. As a result, the brand value of Samsung decreases gradually. In comparison to Samsung, the other companies like Apple, HTC are developing. The satisfaction levels of the customers need to be developed so that the company can regain their reputation (Son and Kim 2016). What do we want the Target Audience to think and Feel? The owners of Samsung are trying their best to get back their target audience. However, the campaign was not successful to gain the attention of the customers. As a result, they are not able to gain the trust of the customers. The tech savvy company wants to get back their customers by offering various offers and products. They are launching new products to attract the customers. However, the owners want that the audience should buy their new products and feel safe to those. What do we Want the Target Audience to do? The owner of Samsung wants to catch the attention of the customers. They want the targeted customers to join their campaigns and make it successful. Overall performance of Samsung was quite impressive. It became the seventh best global brand in the year of 2015 (Holmgren 2015). Hence, it can be expected that the audience will get back their trust in them. They need to give some times to the customers to overcome the trauma and trust the brand again. How Should Samsung Speak to the Target Audience? As Samsung is an international brand, they need to apply some attractive strategies to get back the trust of the customers. They can use the social media cites such as face book, Twitter, and instagram for the promotion of the brand. They can develop their pricing strategy as well as the advertising and sales promotion. They can advertise their products via the television, radio, corporate website, and eye- catching hoardings (Son and Kim 2016). They need to reach to their customers. Hence, they can arrange more campaigns and use the YouTube to communicate with the public. Moreover, they can arrange online surveys and interviews with the public. References Batra, R., Zhang, Y.C., Aydino?lu, N.Z. and Feinberg, F.M., 2016. Positioning Multi-Country Brands: The Impact of Variation in Cultural Values and Competitive Set. Journal of Marketing Research. Ciurumelea, A., Schaufelbhl, A., Panichella, S. and Gall, H.C., 2017, February. Analyzing reviews and code of mobile apps for better release planning. InSoftware Analysis, Evolution and Reengineering (SANER), 2017 IEEE 24th International Conference on(pp. 91-102). IEEE. Dissanayake, D.M.R. and Amarasuriya, T., 2015. Role of brand identity in developing global brands: a literature based review on case comparison between apple iPhone vs Samsung smartphone brands. Holmgren, R., 2015.Energy Efficiency Experiments on Samsung Exynos 5 Heterogeneous Multicore using OmpSs Task Based Programming(Master's thesis, NTNU). Kova?evi?, A.K., Vu?emilovi?, V. and Ara?i?, M., 2015, January. Smartphones positioning on Samsung example. In TEAM 2015 7th International Scientific and Expert Conference ot the Interantional TEAM Society 15/16th October, Belgrade, Serbia. Labbrand.com. 2017. Brand Positioning Strategies of the Rising Chinese Smartphone Brands | Labbrand Brand Innovations. [online] Labbrand.com. Available at: https://www.labbrand.com/brandsource/issue-article/brand-positioning-strategies-rising-chinese-smartphone-brands [Accessed 26 May 2017]. Son, I. and Kim, J., 2016. The Effect of Samsung Pay Release Event on Samsung Pays Strategic Alliances in Korea Equity Market.International Journal of u-and e-Service, Science and Technology,9(3), pp.121-130. Zepeda, D. 2017. Samsungs latest ads tout its commitment to product quality. [online] Technobuffalo.com. Available at: https://www.technobuffalo.com/2017/02/27/samsungs-ad-commitment-to-quality/ [Accessed 26 May 2017].