Samsung Case - Research on how to reach audience (2012)

BRIEF

Thursday, 3,November 2011The Brief: Starcom MediaVest Group presented the case of constructing a marketing campaign for the Samsung tablet series called GALAXY that is being launched worldwide with a special focus on their target audience in Singapore.

The strategy described by Starcom MediaVest is to focus on becoming the most sold and best-known Android tablet available on the market. This leads the focus away from competing with any tablets using a different OS such as iOS, WebOS, Windows etc.

Consequently, many popular tablets (such as the iPad) which one would expect to read about in this form of report receive the status of being indirect competition and are therefore not the focus.

Thursday, 3,November 2011Target Audience

• Primary target: Age 25 ~ 45, gender neutral, PMEBs (professionals, managers, executives and businessmen), tech enthusiasts

• Secondary target: Age 20 ~ 25, gender neutral, mobile and tech-savvy youths

How are you going to get your target audience to be more engaged with

the brand message?

Thursday, 3,November 2011Objective:

How are you going to get your target audience to be more engaged with the brand message?

CLUTTER ANALYSIS

Thursday, 3,November 2011Doing a clutter analysis will enable us to discover where Samsung and their competitors are currently making their customers aware of themselves. This is useful in order to differentiate oneself and therefore send a stronger and clearer message.

Thursday, 3,November 2011Contrary to common perception, the market is actually filled with a number of Android tablets, although they do not currently have large market shares. It is also important to keep in mind that the tablet market has only existed for a few years. The number of brands with Android tablets tells

us that there is a rapid development of the Android market, and there are no imminent signs that this will slow down.

- Almost all tablets are advertised through television commercials either viewable on TV or through videos on online sites. One can assume that creating awareness through the TV media is productive, but not differentiating.

- On the social media aspect, we mainly looked to see if the product was highly visible on Facebook, since it is the main social media platform in Singapore. The clutter shows that there are very different strategies, where such companies as HTC have pages specific to location (Singapore,

USA, UK etc.), while others have pages dedicated solely to the product, or only have a company page that changes its focus depending on its latest offering.

- It is clear that those companies that have highly popular tablets are also the companies that have a generally better approach to creating awareness across several platforms, and not just one standard or singular platform.

Thursday, 3,November 2011Overall, the clutter analysis leaves the company one of two choices:

1) Find new and creative locations for advertising or,

2) Find a new and creative method of communicating the message.

METHODOLOGY

Thursday, 3,November 2011

ZMET

Thursday, 3,November 2011ZMET (The Zaltman Metaphor Elicitation Technique)

Aim: To identify behavioral and emotional insights to understand the audience’s attachment to technology. Non-verbal communication would lead to deeper and more representative insights about the audience.

ZMET

AUDIENCE INSIGHTS

Thursday, 3,November 2011ZMET (The Zaltman Metaphor Elicitation Technique)

Aim: To identify behavioral and emotional insights to understand the audience’s attachment to technology. Non-verbal communication would lead to deeper and more representative insights about the audience.

ZMET

WHAT WOULD YOU LIFE BE WITHOUT TECHNOLOGY

Thursday, 3,November 2011Method: Through purposive sampling, 16 individuals were recruited in the age group of 25-35, and are currently working in Singapore.

Since we can use only 1 theme to give to our respondents, we looked into several themes and decided to use the theme ‘What would your life be without technology’ in order to find out what they like and dislike about technology and how their lives revolve around the gadgets they own

They were instructed to collect 10 photographs that fell under the theme, ‘What would your life be without technology’.

Thursday, 3,November 2011Aim: To employ an auto-ethnographic research technique to understand a typical day in the life of our audience and thus identify the touch points and moments of receptivity

Method: Through purposive sampling, 13 individuals in the age group of 25-35 and 15 individuals in the age group of 18-25 were recruited and asked to maintain a journal recording the timeline of their typical daily activities

JOURNALING

Thursday, 3,November 2011Aim: To employ an auto-ethnographic research technique to understand a typical day in the life of our audience and thus identify the touch points and moments of receptivity

Method: Through purposive sampling, 13 individuals in the age group of 25-35 and 15 individuals in the age group of 18-25 were recruited and asked to maintain a journal recording the timeline of their typical daily activities

Thursday, 3,November 2011Our initial plan involved using Twitter as a medium of journaling, instead of maintaining a paper journal, where the participants could tweet their activities through the day with the hash tag #commresearch. However, after observing the tweets of six respondents over one day, we realised that it

wasn’t serving the purpose of our research because the language used was the language of emotion and not the language of action, so we switched over to traditional journaling.

RESULTS OF RESEARCH


Thursday, 3,November 2011Love - connected to friends and family BUT hate - constant invasion into personal timeLove - technology simplifies virtual world BUT hate - clutter, noise in real lifeLove - personalise the tech they use BUT hate - everyone striving towards same goalsLove - empowered by ease of access to info BUT hate - pressure to live up to expectationsLove - not missing out BUT hate - not being able to lose track of time

"GETTING IMPATIENT WAITING FOR BUS. SPOT AN AD FOR DENGUE FEVER ON ONE OF THE BUSES."


"IS IT LUNCH YET? I THINK FOOD IS AN EXCUSE TO ESCAPE FROM

OFFICE LIGHTS AND DESK."


"I KINDA HATE THE PLACES THEY PICK TO EAT AT; FOR TODAY IT'S THIS LOCAL CAFE WITH BAD

FOOD THAT I DREAD... GOING ALONG ANYWAY FOR SOME NON-COMPUTER BASED INTERACTION."


"TRYING VERY HARD TO BE INTERESTED. PERHAPS I SHOULD HAVE USED THE LUNCH

BREAK TO SURF AFTER ALL."


Thursday, 3,November 2011moments of receptivityDo we now know when people are receptive?

KEY:Waiting for the next step.


Thursday, 3,November 2011TOUCHPOINTS

Thursday, 3,November 2011touch points

MEDIA RECOMMENDATION


SUMMARY


Thursday, 3,November 2011These guys like technology.

AUDIENCE INSIGHT: LOVE /HATE RELATIONSHIP

MOMENT OF RECEPTIVITY: WHEN WAITING FOR THE NEXT STEP.

Thursday, 3,November 2011we know they have a very pratical use of technology, but that it also hinders them.

So we want to get the right target audience, by showing that they can use technology to make life easier.

QR

Thursday, 3,November 2011- Ask class to use

- what is the technology- It hides a msg, and people know it= provokes an action

not because of buzzlocation location location

Thursday, 3,November 2011How is this that useful?Combine QR with touch point

+

Thursday, 3,November 2011How is this that useful?Combine QR with touch point

example


Thursday, 3,November 2011Actually USE of QR- can not lame- can cool- can useful- In the end it must lead to a sense of improvement of life, so the user perceives samsung’s tab better.

?


??


MRT


CAUSAL DINING

Thursday, 3,November 2011Causal dinning such as the SOup Spoon would use a tab

allows playtime and experience with the tab

FINER DINING

Thursday, 3,November 2011Leave the menu card. Make it all digitalBeing able to order directly on a tab, allows play time and experience on the tab but with even more indepth experience.

SOCIAL MEDIA


There are many good examples of how social media/mobile media can spread.

SUMMARY

AUDIENCE INSIGHT: LOVE /HATE RELATIONSHIP

MOMENT OF RECEPTIVITY: WHEN YOU ARE WAITING FOR THE NEXT STEP.

TOUCH POINT:PUBLIC TRANSPORT, DINING, RESTROOM, ELEVATOR


Samsung Case - Research on how to reach audience (2012)

Technology

Transcript of Samsung Case - Research on how to reach audience (2012)