Your SlideShare is downloading. ×
0
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Samsung Case - Research on how to reach audience (2012)
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

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

3,631

Published on

This is a presentation to Starcom MediaVest from Singapore Management University in a course called Communication Research. …

This is a presentation to Starcom MediaVest from Singapore Management University in a course called Communication Research.

The case was to find audience insights, moments of receptivity and touch points for Samsung.
Samsung's goal is to become the most sold Android tablet on the market and one day, and this was our group's presentation and suggestions on what to do.

These slides present our findings, allow with suggestions on how to accommodate our findings.

The course is lead by Mark Chong.

Published in: Technology, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
3,631
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
34
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. BRIEFThursday, 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.
  • 2. 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
  • 3. 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?
  • 4. CLUTTER ANALYSISThursday, 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.
  • 5. 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 tellsus 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.
  • 6. 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.
  • 7. METHODOLOGYThursday, 3,November 2011
  • 8. ZMETThursday, 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.
  • 9. ZMET AUDIENCE INSIGHTSThursday, 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.
  • 10. ZMET WHAT WOULD YOU LIFE BE WITHOUT TECHNOLOGYThursday, 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 ownThey were instructed to collect 10 photographs that fell under the theme, ‘What would your life be without technology’.
  • 11. 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 receptivityMethod: 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
  • 12. JOURNALINGThursday, 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 receptivityMethod: 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
  • 13. 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 itwasn’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.
  • 14. RESULTS OF RESEARCHThursday, 3,November 2011
  • 15. Thursday, 3,November 2011
  • 16. Thursday, 3,November 2011
  • 17. Thursday, 3,November 2011
  • 18. Thursday, 3,November 2011
  • 19. 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
  • 20. Thursday, 3,November 2011
  • 21. "GETTING IMPATIENT WAITING FOR BUS. SPOT AN AD FOR DENGUE FEVER ON ONE OF THE BUSES."Thursday, 3,November 2011
  • 22. "IS IT LUNCH YET? I THINK FOOD IS AN EXCUSE TO ESCAPE FROM OFFICE LIGHTS AND DESK."Thursday, 3,November 2011
  • 23. "I KINDA HATE THE PLACES THEY PICK TO EAT AT; FOR TODAY ITS THIS LOCAL CAFE WITH BAD FOOD THAT I DREAD... GOING ALONG ANYWAY FOR SOME NON-COMPUTER BASED INTERACTION."Thursday, 3,November 2011
  • 24. "TRYING VERY HARD TO BE INTERESTED. PERHAPS I SHOULD HAVE USED THE LUNCH BREAK TO SURF AFTER ALL."Thursday, 3,November 2011
  • 25. Thursday, 3,November 2011moments of receptivityDo we now know when people are receptive?
  • 26. KEY: Waiting for the next step.Thursday, 3,November 2011
  • 27. Thursday, 3,November 2011TOUCHPOINTS
  • 28. Thursday, 3,November 2011touch points
  • 29. Thursday, 3,November 2011touch points
  • 30. MEDIA RECOMMENDATIONThursday, 3,November 2011
  • 31. SUMMARYThursday, 3,November 2011
  • 32. Thursday, 3,November 2011These guys like technology.
  • 33. 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.
  • 34. QRThursday, 3,November 2011- Ask class to use- what is the technology- It hides a msg, and people know it= provokes an actionnot because of buzzlocation location location
  • 35. Thursday, 3,November 2011How is this that useful?Combine QR with touch point
  • 36. Thursday, 3,November 2011How is this that useful?Combine QR with touch point
  • 37. +Thursday, 3,November 2011How is this that useful?Combine QR with touch point
  • 38. +Thursday, 3,November 2011How is this that useful?Combine QR with touch point
  • 39. +Thursday, 3,November 2011How is this that useful?Combine QR with touch point
  • 40. exampleThursday, 3,November 2011
  • 41. Thursday, 3,November 2011
  • 42. Thursday, 3,November 2011
  • 43. Thursday, 3,November 2011
  • 44. Thursday, 3,November 2011
  • 45. Thursday, 3,November 2011
  • 46. Thursday, 3,November 2011
  • 47. Thursday, 3,November 2011
  • 48. Thursday, 3,November 2011
  • 49. Thursday, 3,November 2011
  • 50. 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.
  • 51. 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.
  • 52. ?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.
  • 53. ?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.
  • 54. ?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.
  • 55. ?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.
  • 56. ?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.
  • 57. ?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.
  • 58. ?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.
  • 59. MRTThursday, 3,November 2011
  • 60. CAUSAL DININGThursday, 3,November 2011Causal dinning such as the SOup Spoon would use a taballows playtime and experience with the tab
  • 61. FINER DININGThursday, 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.
  • 62. SOCIAL MEDIAThursday, 3,November 2011There are many good examples of how social media/mobile media can spread.
  • 63. SUMMARY AUDIENCE INSIGHT: LOVE /HATE RELATIONSHIP MOMENT OF RECEPTIVITY: WHEN YOU ARE WAITING FOR THE NEXT STEP. TOUCH POINT: PUBLIC TRANSPORT, DINING, RESTROOM, ELEVATORThursday, 3,November 2011
  • 64. Thursday, 3,November 2011

×