SAMSUNG GALAXY TAB 2
RMIT International University
Bachelor of Commerce Program
ASSIGNMENT COVER PAGE
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Location where you study:
Saigon South Campus
Title of Assignment:
Nguyen Thuan Hieu – s3221969
Tran Thi My Dung – s3231518
Trinh Thi Que Nhu – s3209895
JungSoo Park – s3230147
YeonJea Lee – s3255327
Pham Anh Tuan – s3160828
Student Email Address:
Learning Facilitator in charge:
Mr. Melvin Fernando
Assignment due date:
21 April 2011
Date of Submission:
22 April 2011
Number of pages including this one:
38 (23 pages of main content)
There is an increasing number of young people who are more and more interested in the newest electronic devices these days. Apple iPhone already created a boom worldwide, now it is time for smart tablets to take over the boom. Well-known companies such as Apple and Samsung have already launched tablets called iPad and Galaxy Tab and they have become very popular with people and are getting more popular.
As Samsung is already known as one of the top electronic devices providers, customer awareness of the brand is relatively higher than other competitors, however, the marketing team provides IMC plan throughout the report to gain more customer awareness and sales.
Samsung targets its main target market to 15 to 50 year old middle to high income businessmen, women or students who are mostly early adopters and want to try new high-tech products. The estimated target market size is approximately 10,048,226.
It is true that still Apple iPad is dominating the tablet market by 75% and Samsung Galaxy Tab follows next acquiring 22%, however, Galaxy Tab is closing the gap day by day. As Galaxy Tab is a little cheaper than iPad, people who are price sensitive would prefer Galaxy Tab to iPad. Samsung aims to increase more than 25% of the tablet market by the end of March 2012, and increase customer awareness towards Galaxy Tab 2 from 55% to 75% by the first quarter of 2012.
Samsung is going to use various media tools to promote the product through period 1 to 3 from September 2011 to March 2012. See below;
In the period 1, for the whole month of September before the release of the product, on the Youtube site Galaxy Tab will be broadcast worldwide.
The next period, on the release day, 10 Bentley cars with pictures of Galaxy Tab 2 will be running around HCMC to catch people’s attention. Then for the next few days lucky draws will be held in every Samsung retail store in HCMC, customers who buy Galaxy Tab 2 get a chance to win a trip to Korea, Samsung mobile phones and other electronic devices. Samsung plans to advertise Galaxy Tab 2 as online banner on various popular websites, on TV commercials, magazines and billboards. Samsung also uses celebrity brand endorsers, Mr. Binh Minh and Ms. Thanh Hang, to promote the product and to change consumer perception. Furthermore, Samsung intends to have brand endorsers from Korea, Dong Bang Shin Gi and Yu-Na Kim, to hold autograph sessions at Vincom Centre and Diamond Plaza. Samsung is planning to have autograph session not only to increase customer awareness but also to promote the tablet.
In the period 3, Samsung is aiming to sponsor Thanh Hang to have music video and also from 8 February to 8 March a festival called ‘Where the love begins’ will be held to encourage more customers to purchase the product.
References: * Zach, E, 2011, “Samsung Galaxy Tab sales surpass 2 million units, report claims”, BGR, viewed 16 April 2011, <http://www.bgr.com/2011/01/27/samsung-galaxy-tab-sales-surpass-2-million-units-report-claims/>
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