Question & Answer: How might Samsung market their cell phones to children as a primary market, an influence market, and…

Expert Answer

Samsung understands how different personalities project themselves through the product. By including personality factors in branding, Samsung has seen higher levels of success with its new line of smart phones. They are developing the advertisement to become market leaders and dominate market.

In a advertisement, Samsung is showing how many features the Samsung phone is carrying which is targeted to lure competitor product users not to wait for new launches by the competitors but to switch to Samsung phones. This is showcase strategy through advertizing.

The marketing statistics clearly reveal that 35% of children above 9 years have a mobile phone. So it is a big market and Samsung too has started the entire dynamic of family life by promoting brand upon younger consumers who seemingly don’t need a product. Samsung advertize its brand for children by justifying the purchase by using pseudo science wherein they tell that possessing the ability to reach their children at any time is major attraction to buy. ” Do not depict children as helpless or dependent on someone else. Emphasize traditional values such as discipline, self-denial and hard work theme advertisements are developed to target children.

Samsung is focused on building value and they are less priced to target price sensitive customers to make believe they are getting a superior product and good value. Today customers have many needs and greater financial restraints, often shop at value-oriented retailers, making them unsure of themselves and often need reassurance that their choices are sound. Samsung through effective brand promotion communication help them plan for the future and balance work, family, and personal life. Customers like initiatives that will make things more useful and practical.

Samsung gives plenty of access to information and educate consumers into buying. Samsung advertizing shows bigger picture and informal communication lines rather than overly slick marketing pitches. Samsung speaks the language of the consumers directly and in a non-threatening friendly way. Samsung appeals to consumers belief that by using its product they are safe and getting the value of money. Samsung provides systematic feedback through value positive reinforcement compared to other organizations and want more input into all things in which they participate.

The portrayal of multiple racial and ethnic individuals in advertizing by Samsung is aimed at generating multi-ethnic consumer. Samsung is more creative with media and promotional themes to capture audience. This has helped them in market their cell phones to children as a primary market, an influence market, and a future market.