Failure of explosion on Samsung Galaxy Note 7

Consumer Demand and Brand Loyalty

For a product to stand out in the market, consumer demands must be examined and monitored; understanding what motivates consumers to pick one brand over another is critical, especially in the case of rapidly changing technology (West, Ford and Ibrahim, 2015). Marketers must therefore understand the elements that influence consumers to buy or even contemplate buying a product. The idea behind the Samsung Note 7 mobile phone was not just to consider speed, connectivity, and other special features; the firm also considered psychological aspects such as personality, lifestyle, and, most importantly, brand loyalty.

Meeting Market Needs

Among the market needs were its hardware component the company realized that so many phones in the market were damaged by water and when accidentally fell on the ground. Therefore it developed a water resistance display. Secondly, there was a need for high performance as most smartphones were not efficient when it comes to speed. Another factor considered was the security feature as many customers would prefer the phone that has high-security features. Samsung has two edges along with a news pen capability; the pen also works underwater and secure folder.

Durable and Feature-Rich

Additionally, Samsung note 7 is durable; this is one of the need that customer requires in a phone, with the water resistance feature the phone is more long-lasting. Also, Note seven has a long life battery that can take up to 18 hours without being recharged when in use. Other features that would satisfy customer wants includes its beautiful curved display that adds some symmetry to its look, flattened camera bump that gives it a sleek and un-spoilt finish.

Improvements from Note 5

Samsung note 7 is an evolution of Samsung galaxy note 5, though they have the same feature in regards to hardware components, Samsung note 7 has some improvements in its features. Whereas both Samsung note 5 and note 7 have a metal glass and a chassis glass ip68 water protection and a microSD card slot, Samsung note seven is equipped with an octa-core. The two handsets are identical when it comes to the screen. Samsung note 7 is different in the following ways; the design of Samsung note 7 is slightly higher than note 5 with 169g, ip68 certification, and USB type-C. Whereas note 5 has 171g with a micro USB, though note 7 has a supersized 5.7in panel it adopts the edge screen and manages to retain elegance.

Enhanced Features

Samsung has added 4,096 points of pressure sensitivity for a greater accuracy and control to Samsung note 7 and ip68 certification, extending to the S Pen that can be used when the screen is wet, in regards to the phone display. Samsung note seven processor has a small increase in core-speed and power efficiency; it uses the newer exons 8890 chipsets, though it is more preferable when it comes to the RAM of 4 GB as compared to that of note five that has 3GB RAM.

Improved Security and Camera

Both Samsung note 5 and note 7 ,have figure prints sensor in regards to security, but note 7 has abit improved with a clever iris scanning on the front that allows the consumer to unlock the handset , which also authenticate payments using sum sang pass with the eye. Galaxy has also a storage of 64 GB base model which leaves customers with a plenty of space and also a trend of adding micro support upto a sizeable 256 GB.While note 5 has 16 MP snapper AND video shooting ability ,note 7 uses a dual-pixel ability along with a wider aperture for its camera(Dwivedi, 2015). Due to the above outstanding quality of note 7 the prices a bit higher compared to Samsung note 5.

Differentiated Marketing Strategy

Samsung Company applied differentiated marketing strategy. Differentiated Strategydivides the total market into groups of customers having relatively common needs and attempts to develop a program that appeals to this group (Hensmans, Johnson and Yip, 2012). The strategy works well when within a similar within a group, but needs differ across groups.

Targeting High Economic Class

Samsung note 7 caters for to consumers from high economic class, with additional features which makes it a little bit costly. Samsung promotional strategy that involved push strategy through advertising through print and broadcast as well as social media sites for example Facebook, twitter and youtube. It also does push marketing using spot placement and major events including sports (Dwivedi, 2015). Samsung Company also partners with retailers and networks carriers in other country to help in the distribution of their products.

Innovation and Competitive Advantage

Samsung operates in an industry in which innovation is key in maintaining competitive advantage; therefore it has to be innovative in order keep pace with the market, one of o the threat are the Samsung marketing strategy(West, Ford and Ibrahim, 2015). Though this strategy is less costly, it poses a threat when a product experiences failure and therefore the company need to recall the product.

Recommendations for a Marketing Plan

In regards to the marketing plan and implementation it is recommendable that when introducing a new product to the market it should consider implementing, a niche marketing strategy that focuses on a particular section of the market (Hensmans, Johnson and Yip, 2012). Before it can enter into the wider market, by so doing issues that arises such as product failure can be monitored and dealt with easily, this may also reduce the cost of product recall.

References

Dwivedi, A. (2015). A higher-order model of consumer brand engagement and its impact on loyalty intentions. Journal of Retailing and Consumer Services, 24, 100-109.

Hensmans, M., Johnson, G., & Yip, G. (2012). Strategic transformation: changing while winning. Springer.

West, D. C., Ford, J., & Ibrahim, E. (2015). Strategic marketing: creating competitive advantage. Oxford University Press, USA.