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Samsung Group’s Gamification in Marketing Case Study


Introduction

Modern technologies continue to revolutionize the manner in which business processes are done. The case “Samsung and the gamification of marketing research” reveals a number of issues surrounding the use of gaming to meet companies’ business needs. Analysts believe strongly that gamification is a win-win strategy for both customers and companies (Koenig-Lewis, Marquet, & Palmer, 2013). This is the case because more people who have a college education and live in urban areas have the potential to support this business model. Using the case of Samsung Group, this essay describes how gamification is changing the way companies engage and communicate with their customers.

SWOT Analysis, the 4 Ps, and Target Market

SWOT Analysis

Strengths
  • Companies that use gamification find it easy to engage their customers
  • The practice increases customer loyalty and trust
  • The practice presents timely market research data
  • Gamification of marketing process minimizes business costs
  • The approach influences consumer behaviors
  • Customer relationships are nurtured
  • The approach can support a company’s business model
Weaknesses
  • Gamification of marketing research is still in its infancy
  • Many customers still do not have access to the internet
  • The model will mainly target customers who play online games
  • The strategy might not deliver balanced information to the company
Opportunities
  • The current development of online games supports the approach
  • Many people are playing online games than ever before
  • The current 4G technology will support the model
  • Globalization is promoting the use of gamification
  • More people have access to the internet
Threats
  • Some customers might offer erroneous or false testimonies
  • Online-based applications or games can be easily affected by hackers
  • Some media platforms and online games can affect the future of gamification for market research
  • Individuals addicted to online games might not offer many benefits to the company’s marketing agenda

4Ps of Marketing

The 4Ps model of marketing focuses on the unique aspects that should be considered by companies that want to realize their business objectives. The first aspect of the 4Ps model is the product. Companies planning to achieve their goals must begin by manufacturing superior products that resonate with the changing needs of their customers (Boone, 2013). Samsung is one of the leading companies that embrace this aspect. The firm has gone further to come up with superior products in order to support the gamification of marketing research.

The second aspect focuses on place. The idea of using the internet is revolutionary for companies such as Samsung. This approach has attracted many customers who play online games. Incidentally, the process has made it easier for more people to analyze most of the products marketed by the company such as phones, television sets, refrigerators, and microwaves (Koenig-Lewis et al., 2013).

The third attribute of 4P is promotion. This aspect is what benefits the most from the gamification process. At Samsung, gamification has become a new strategy that engages more customers with a wide range of products. Samsung’s use of social media networks, websites, and gamification supports its promotional strategy (Boone, 2013). Consequently, more customers have been able to learn more about the firm’s products.

Price (or pricing) is the fourth aspect of the 4Ps model. Companies such as Samsung have understood the importance of competitive prices to market their products (Boone, 2013). The gamification of marketing research makes it easier for more people to be aware of unique products and their prices. This approach has supported the firm’s marketing and promotional strategies.

Target Market

A proper understanding of the target market is the first strategy that should be considered by companies that want to market their products successfully. The idea of gamification of marketing research is not appropriate for every target market or population. This is the case because not all people use the internet or visit the company’s website. Whenever identifying the right target market for the gamification approach, Samsung begins by focusing on more people living in urban areas. Individuals with sustainable income and living in urban areas are usually targeted. For instance, more women aged between 30 and 40 years have been attracted (Boone, 2013). The approach has made it possible for the company to get useful marketing information and use it to promote business performance.

Individuals who have a college education appear to form a bigger percentage of the targeted customers. These individuals have better incomes or salaries, live in urban areas, and embrace online games (Conaway & Garay, 2014). By so doing, Samsung Group has been able to collect adequate information that can be used to drive business performance (Koenig-Lewis et al., 2013). Future studies should focus on different market segments based on age and personal preferences. This knowledge will result in new games that can meet the needs of the targeted customers.

Analysis and Discussion Questions

The gamification of marketing research is a new process that can make it easier for more companies to build customer trust. Many companies have embraced the concept to develop positive customer relationships and gather useful marketing information. At Samsung, users who post numerous posts on the company’s website will be rewarded through the Samsung Nation program. This strategy has encouraged more people to share useful information with other social media users. By so doing, Samsung has been able to track the purchasing behaviors of its customers (Lucassen & Jansen, 2014).

With this kind of practice, Samsung has managed to analyze the unique behaviors and expectations of the customers. The collected information is eventually used to support the needs of every future customer. This objective is achieved by sharing the information with the research and development (R&D) department. The R&D department has found it easier to produce superior products and improve existing ones (Boone, 2013). This practice explains why Samsung remains a leader in the global technology industry.

When the targeted employees are rewarded, it becomes easier for them to share their knowledge with other users. Consequently, the company finds it easier to attract more customers. This kind of approach has led to online discussions that have the potential to promote business performance (Conaway & Garay, 2014). Nurtured client relationships encourage more people to purchase the company’s products. It is therefore acknowledgeable that companies that use the gamification strategy to target the right customers will find it easier to realize their business goals.

Conclusion

The gamification of marketing research is a new wave that cannot be underestimated. This is the case because the process is capable of influencing customer behaviors and promoting marketing processes. Companies that want to realize their goals must embrace the power of social media networks and gamification. This approach will guide companies to develop new models and products that resonate with the emerging needs of their customers (Lucassen & Jansen, 2014). A proper analysis of the target market can ensure to ensure the business model is implemented successfully. Finally, companies that fail to consider these new recommendations might lose their competitive edges.

References

Boone, L. (2013). Contemporary marketing (16th ed.). Mason, OH: South-Western Publishing Company.

Conaway, R., & Garay, M. (2014). Gamification and service marketing. SpringerPlus, 3(653), 1-13. Web.

Koenig-Lewis, N., Marquet, M., & Palmer, A. (2013). . Web.

Lucassen, G., & Jansen, S. (2014). Gamification in consumer marketing: Future or fallacy? Procedia – Social and Behavioral Sciences, 148(25), 194-202. Web.

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IvyPanda. (2020, September 26). Samsung Group's Gamification in Marketing. Retrieved from https://ivypanda.com/essays/samsung-groups-gamification-in-marketing/

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"Samsung Group's Gamification in Marketing." IvyPanda, 26 Sept. 2020, ivypanda.com/essays/samsung-groups-gamification-in-marketing/.

1. IvyPanda. "Samsung Group's Gamification in Marketing." September 26, 2020. https://ivypanda.com/essays/samsung-groups-gamification-in-marketing/.


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IvyPanda. "Samsung Group's Gamification in Marketing." September 26, 2020. https://ivypanda.com/essays/samsung-groups-gamification-in-marketing/.

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IvyPanda. 2020. "Samsung Group's Gamification in Marketing." September 26, 2020. https://ivypanda.com/essays/samsung-groups-gamification-in-marketing/.

References

IvyPanda. (2020) 'Samsung Group's Gamification in Marketing'. 26 September.

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