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

BRIEF

Thursday, 3,November 2011
The 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.

Target 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?

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

CLUTTER ANALYSIS

Doing 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.

Contrary 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.

Overall, 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


ZMET

ZMET (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

ZMET (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

Method: 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’.

Aim: 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

Aim: 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

Our 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


Love - connected to friends and family BUT hate - constant invasion into personal time
Love - technology simpliﬁes virtual world BUT hate - clutter, noise in real life
Love - personalise the tech they use BUT hate - everyone striving towards same goals
Love - empowered by ease of access to info BUT hate - pressure to live up to expectations
Love - 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."


moments of receptivity
Do we now know when people are receptive?

KEY:
Waiting for the next step.


TOUCHPOINTS

touch points

MEDIA RECOMMENDATION


SUMMARY


These guys like technology.

AUDIENCE INSIGHT:
LOVE /HATE RELATIONSHIP

MOMENT OF RECEPTIVITY:
WHEN WAITING FOR THE NEXT STEP.

we 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

- Ask class to use

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

not because of buzz
location location location

How is this that useful?
Combine QR with touch point

+
How is this that useful?
Combine QR with touch point

example


Actually 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.

?

Actually 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

Causal dinning such as the SOup Spoon would use a tab

allows playtime and experience with the tab

FINER DINING

Leave the menu card. Make it all digital
Being 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)

Recommended

Recommended

More Related Content

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

Similar to Samsung Case - Research on how to reach audience (2012) (20)

Recently uploaded

Recently uploaded (20)

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