Introduction
Samsung represents one of the world’s leading corporations engaged in the production of electronic devices and the development of information technology. The Galaxy line is one of the most popular product groups among the company’s achievements. The challenge is to identify the target market for their new Galaxy Note20 smartphone, with a specific focus on targeting New England. It is required to draw up a rough portrait of the main audience that can purchase this product, and describe its main characteristics and strengths. Finally, one needs to come up with campaign ideas that capture the client’s attention with New England culture. It is a clear plan of marketing actions that will be able to realize the potential laid down by the creators of this smartphone.
Device Innovations
Discussing the technical characteristics of this smartphone, it should be noted the financial policy of Samsung, which produces phones for various economic classes of society. The corporation needs this to cover even larger niches of the electronic device market, offering less expensive alternatives for those who want to purchase a branded product but cannot overpay for it. The specificity of Note 20 is that it comes in two versions. The main version of this smartphone is called Ultra and has a full package of technical innovations. At the same time, the main innovations remain in their more budgetary version with a reduced set of available options.
The main innovation of this smartphone is the so-called SPen – a device that resembles a stylus in the currently outdated first-generation communicators. However, the advantages of this stylus are much higher than those of a standard similar instrument. SPen is a complete and technically advanced tool that goes far beyond just clicking on the screen. This tool has many functions that can be useful for an adult working in any professional field related to information. SPen features, for example, the ability to recognize text directly from a photograph, which is very useful for people working with a large amount of scientific material (Specs, 2021). Moreover, this small stylus allows the user to control presentations when they are displayed on the monitor. In other words, it is an adult working in business, science, teaching, or marketing that can appreciate the main advantages of this smartphone. Thus, one can make an unambiguous conclusion that the marketing campaign should be targeted at the wealthy people of the middle- and upper-middle class.
Distribution Strategy for New England
There are several ways to organize the distribution of Samsung’s smartphones, but these strategies should be developed and implemented simultaneously. First of all, the company should focus on the official stores, and representatives of the company, in which phones will be sold at a standard price (~$650), focusing on individual customers. At the same time, the first batch of these devices can be sold at 10-15% more to create additional excitement around the novelty (~$750).
It should be noted that these smartphones are still more affordable than the production of competitors – the iPhone 12, for example, costs 800 dollars. By slightly lowering the price, the company’s business remains a winner, since they make the customer perceive the purchase as more profitable. Probably, Samsung should also create an opportunity to pre-order a smartphone on the official website of the company. This is necessary for the client to have the advantage of receiving a phone by delivery or by mail, avoiding many hours of waiting in queues. The firm is the leading wireless retailer in New England and America’s fourth-largest player in the field. Collaboration with this store would thus be mutually beneficial.
Another possible option is the resale of large consignments of goods to cell phone stores and household appliance stores. In particular, an alliance with New England Wireless, which is based on the sale of purely wireless tools, would make sense. Another option for distributing the phone is the sale of wholesale lots of smartphones for company employees who need the most up-to-date mobile technical equipment. Sufficiently wealthy companies can buy lots of smartphones for the office since these smartphones and their innovations are ideal for working with information.
By creating excitement around the product due to the initially increased price, it is possible to maintain the attention of potential customers of this product. In particular, one can turn the client to the product by gradually lowering the price to the established standard, but there are other options as well. For example, it would be useful and quite profitable to be able to buy a phone in installments, while the client is free to independently choose the terms in which they will pay. Samsung is one of the key companies in the modern market, which affects the relatively high cost of its products. It is in this connection that it makes sense to provide the client with the freedom to pay for the goods. A person who is unable to buy the necessary device due to an inflated price in this way can still perceive the installment plan as a fair and, therefore, profitable financial solution.
It should be borne in mind that Samsung, despite its rapid rise in this century, is still not the only dominant company in the modern electronic device market (Yun et al., 2019). This is why the phone’s release date and marketing strategies should not coincide with the advertising campaigns of such prominent companies as Apple or Sony. The corporation should not fight openly for successful sales – rather, it is required to determine as accurately as possible the time slot when the product will be successfully sold on sale. The differences between Note20 and other modern smartphones should also be emphasized since this is how the audience who needs it will draw to the product.
Advertising Strategies
Customer perception plays an important, in fact, decisive role in the process of selling a product at any marketing level. That is why an advertising campaign is required that adapts to the needs of the client and makes them realize that this particular smartphone is capable of positively affecting the quality of their life and work (Amani & Akbari, 2021). At the same time, focusing on the territory of New England, it is necessary to give advertising a unique specificity, a flavor that would emphasize the attention of the campaign developers to the client as to a person with a real homeland and history.
The culture of New England is famous for its historical characteristics, which are deeply rooted in the history of the founding of the American state. Especially noteworthy is New England literature, replete with the names of prominent writers from Emily Dickinson to Jack Kerouac (O’Donnell, 2017). It is probably in this context that a smartphone like the Note20 can have a special marketing benefit. The development of advertising is related not only to the organization of work and personal life but focusing to the creation and writing of creative texts. Advertising that allows New England residents to remember their cultural roots and feel like they are part of it could result in major success. This smartphone can be presented to the audience as ideal for solving creative problems – writing poems or prose stories. The emphasis on poetry seems original in this context and attracts positive attention.
It also seems necessary to focus not only on attracting new customers to the attention of the product but also turning to already proven and reliable customers who prefer Samsung to other manufacturers. An advertising campaign that hints at the existence of a real connection between the company and its consumer could be a great success. By showing on the screen, presumably, the evolution of Galaxy models, one can evoke in the viewer committed to this line a deep sense of nostalgia and gratitude to the company. Territorial specificity would have worked no less effective in this context. New England has the longest history of any other region of America as a state. Attention to history and respect for traditions and their development, being implicitly encoded in an advertising campaign, would only strengthen the client’s desire to become involved in the current history in the making.
Conclusion
Thus, from the analysis of the innovative innovations proposed in the Galaxy Note20 and the search for applied benefits, a portrait of a potential client was gradually formed. Employees of firms and corporations of the middle- and upper-middle-class can either buy a phone or get it in installments, in two versions, the original and the budget. An advertising campaign that draws attention to the history and culture of New England, highlighting the client’s creativity with this smartphone, appears to be potentially highly successful.
References
Amani, V. J., and Akbari, H. (2021). Effects of consumer perception on decision to purchase: A case of Samsung Electronics. International Journal of Business and Management Studies, 13(1), 22-37. DOI:10.48080/ijbms.20210102
O’Donnell, J. (2017). Living shorelines: A review of literature relevant to New England coast. Journal of Coastal Research, 33(2), 435–451. DOI:10.2112/JCOASTRES-D-15-00184.1
Specs: Galaxy Note20 5G | Note20 Ultra 5G.(2021). Samsung.
Yun, B.-S., Lee S.-G., & Ayoshima, Y. (2019). An analysis of the trilemma phenomenon for Apple iPhone and Samsung Galaxy. Service Business, 13, 779-812. DOI:10.1007/s11628-019-00405-5