Advertising Galaxy Tab � Campaign DOC

Document Sample
Advertising Galaxy Tab � Campaign DOC Powered By Docstoc
					  Samsung Galaxy Tab
Campaign Time Period November 1, 2010-November 30,

              Tab into the Galaxy Team

            Marketing 3305 – Advertising
     St John’s University Tobin School of Business
               Professor Jaeseok Jeong
                 December 3, 2010
Table of Contents – Samsung’s Galaxy Tab

      A. Agency Philosophy – page 2
      B. Executive Summary – pages 3 – 4
      C. Review of Marketing Plan
               Industry/Company Review – pages 5 – 8
               Product Review/Buyer Analysis – pages 9 – 10
               Competitive Review – pages 11 – 18
               Segmentation, Targeting, and Positioning – pages 19 – 20
               Communications Objectives & Budget Requests – pages 21 – 22
               Creative Strategy Statement – pages 23 - 25
               IMC Mix – pages 26 - 29
               Specific Media Objectives/Mix – pages 30 – 31
               Evaluation Program – pages 32 – 30
      D. Campaign Flowchart – page 33
      E. Sample Media
               Commercial Storyboard & Advertisement 1 – page 34
      F. Appendices – pages 35 – 36
               Questionnaires/Surveys – pages 37 – 40
               Charts – pages
      G. References
Agency Philosophy Statement – Tab into the Galaxy Team

       The most important aspect of our agency’s work is our commitment and
communication with our consumers. We focus on a specific demographics, and based on
their personalities, lifestyles, interests, etc. we narrow down our marketing techniques to
attack those ideas and approaches that we feel would be most influential in their decision
making process. We concentrate heavily on the level of integrity and loyalty towards our
consumers and each other, and refrain from releasing information that can be misleading.
We want our consumers to be able to trust us, and through building that trust, we gain
personal relationships with them as well.

       Working together to achieve our main goal of increasing the number of consumers
for the galaxy tab, we strongly urge our consumers to give us feedback. Learning is a two
way street at this agency, and as long as our consumers are learning from our marketing
techniques, we are constantly learning from their feedback. We analyze and record
behavioral tactics of newly rising generations, and use that research to benefit our methods
of marketing and communication. We know about new trends in technology and personal
interests of younger generations, and use that idea to strategize our next move. Without
communication, success is a limited possibility for us.
Executive Summary – Samsung’s Galaxy Tab

   A. IMC Plan
            The following IMC Plan for the Samsung Galaxy Tab has been prepared with
             the mindset of presenting an effective advertising campaign for this brand
             new product. Throughout the deliberation of this campaign, the advertising
             agency worked diligently in making this tablet stand out from its leading
             competitor, the iPad. After studying various targets, the advertising agency
             realized that the most sufficient and attractive target demographic for this
             product is the one presented below. Our main objective was to present this
             product as its own entity and not a replica of its competitor. As a result, our
             main point is that the Galaxy Tab may have not been the first, but it
             definitely perfected tablet technology. Overall, we came up with a series of
             promotional strategies and delivery of message mediums that would work
             best for this product. This IMC Plan is expected to be successful in that the
             information presented throughout this brief suggests an effective campaign.
   B. Major Target Audiences
            Primary Target – Males and Females Ages 23 to 44
                1. Young Professionals
                2. Already Established Professionals
                3. Family Formers with Children
            Secondary Target – Boys and Girls Ages 13 to 17
                1. “Generation Y” – A generation highly influenced by technology, that is
                   able to motivate parents into purchasing
   C. Campaign Objectives
            Create a state of the art and well-equipped tablet that has a sleek and
             portable design
            Offer a product to the market that will redefine the tablet/portable
             computing market, making Samsung a leading brand with a loyal customer
            Sell at least one million tablets before the end of 2010
            Raise brand awareness of the Galaxy Tab from 0 to 20%
   D. Campaign Theme/Slogan
            Main Slogan - Tab Into the Galaxy
            Theme/Tone - The Galaxy Tab may have not been the first, but it definitely
             perfected tablet technology. It’s truly out of this galaxy.
   E. Overall Budget Total
            We are going to use a mere $245 million dollars for our advertising needs
   F. Budget Breakdown
            Meet the Competition Method:
                1. This tactic is used in highly competitive markets
             2. This would be an essential method since our main competition is
                between Apple; whom has dominated the tablet market by being the
        Advertising:
             1. Television – Percentage Budget Allocation: 19% ($46,550,000)
             2. Out-of-Home – Percentage Budget Allocation: 3% ($7,350,000)
             3. Magazines – Percentage Budget Allocation: 6% ($14,700,000)
             4. Newspapers – Percentage Budget Allocation: 6% ($14,700,000)
             5. Radio – Percentage Budget Allocation: 7% ($17,150,000)
        Sales Promotion:
             1. Rebates – Percentage Budget Allocation: 5% ($12, 250,000)
             2. Contests/Sweepstakes – Percentage Budget Allocation: 4%
             3. Discounts/Offers – Percentage Budget Allocation: 9% ($22,050,000)
        Public Relations:
             1. Event Sponsorship – Percentage Budget Allocation: 6% ($14,700,000)
             2. Press/Releases Premieres – Percentage Budget Allocation: 3%
        Internet/Interactive:
             1. Website – Percentage Budget Allocation: 12% ($29,400,000)
        Direct Marketing:
             1. Electronic Mail – Percentage Budget Allocation: 9% ($22,050,000)
             2. Catalog – Percentage Budget Allocation: 4% ($9,800,000)
        Personal Selling:
             1. Percentage Budget Allocation: 7% ($17,150,000)
G. Summary of Media Used
        TV: specific networks that have partnerships have been selected to run ads
         during a syndicated time; television networks consist of ABC, ESPN, Viacom
         Networks. Time slots have also been selected based on target’s expected time
         to watch television and popular shows that attract that target demographic.
        Newspapers: the Galaxy Tab is designed for the professional person in mind
         and as a result, ads will run in national papers like the New York Times and
         the Wall Street Journal
        Magazines: ads will be displayed in popular magazines that are utilized by
         our target for leisure; magazines will be selected based on their focus, our
         goal is to select magazines that are male driven such as GQ, Details, Men’s
         Fitness, and FHM. We will also target our ads in three popular female
         magazines, Life&Style, Cosmopolitan, Marie Claire.
        Radio: avid drivers who listen to syndicated radio stations and national
         radio stations
        Out-of-Home: would include visual displays in populated subway stations
         and train stations, frequently traveled highways and urbanized centers
         would have billboards, and bus wraps would be displayed in popular
         metropolitan bus routes.
        The Internet: social networking sites like Facebook & Twitter, including
         Google Blogs as well as the Samsung Galaxy Tab website

H. Evaluation Program
                Effectiveness of campaign will be tested through qualitative consumer
                There will be three different surveys being distributed in three different
                 mediums (packaging, online, and in-store)
                Surveys will test the success behind advertisement message, recall and
                 recognition of campaign, and attitude towards overall product
                Surveys will occur from initial moment of purchase, anytime while visiting
                 the Galaxy Tab website or one of it social networks, and 8 months already
                 into the campaign and three months after campaign is over

Industry/Company Review – Samsung’s Galaxy Tab

    A. Industry Background

                Electronic/Mobile Industry Background
                    o   Distinguished for its rapid innovations and speed to market, short
                        life cycle of products, highly automated manufacturing which
                        supplies high quality for low costs, and production of high volumes
                        at once.
                    o   4.6 billion people actively part of the mobile industry as of February
                    o   Samsung Related Electronic Industry Participants
                              Samsung Electro-Mechanics
                              Samsung SDS
                              Samsung Networks
                              Samsung Techwin
                              Samsung Mobile Display
                              Samsung Digital Imaging

                Size/Growth
                    o   The global electronics industry is known for its constant growth in a
                        short amount of time.
                    o   In the 2005, $950 billion in the U.S.
                    o   Estimated to grow to nearly $2100 billion by 2010
                    o   Market dominated by Asian countries such as China, Taiwan,
                        Singapore, and South Korea

                Current Trends/Developments Affecting the Promotion Program
                    o   Current Trend
                            Technologically driven individuals that rely heavily on hand
                              held devices as well as portable net books to receive constant
                              updates and allow them to constantly communicate with the
                              rest of society.
                    o   Developments Affecting the Promotion Program
                          Constant growing competition within the electronic industry
                           that aims to advance their products to suit the needs of
                           technology savvy consumers.
                          Newly developed products with similar but perfected
                           qualities are being offered to the market at a rapid rate.

           Macro-environment Factors and Issues
               o   Environment
                       With increasing demands for electronic gadgets, more and
                          more products are being recycled by Americans.
                       More and more opportunities to recycle and reuse older
                          products that we replace with newly innovated ones
               o   Demographic
                       Depending on target market, it may be difficult to target one
                          demographic with a single product that assists the needs of a
                          wide range of ages, personality types, and learning abilities
               o   Social/Cultural
                       Depending on social setting and cultural backgrounds, it may
                          be difficult to target an audience in specific locations due to
                       On the other hand, it may be highly efficient for the product
                          to be marketed in certain locations due to high levels of
                          interaction between consumers, and word of mouth
                               Especially now with technology playing such a major
                                   role in the lives of consumers, social networks are
                                   being utilized along with use of the Internet
               o   Legal
                       Restrictions on distribution
                       International governance issues
                               How will the affiliated nations’ governments overseas
                                   treat the company while marketing their product
                       Copyright infringement
                               Issues with new products in competing companies

B. Company Snapshot of Samsung

           Brief Sketch
               o   Samsung Electronics and Mobile Industry
                       Samsung is a digital growing leader in today’s global
                         electronic industry. Constantly seeking out new innovative
                         products, Samsung Group and Samsung Electronics approach
                         business in a way that can efficiently support and contribute
                         to their consumers needs and provide a better world.
                       Samsung Industry Co., Ltd. operates as a subsidiary of
                         Pneutech-Rousseau Inc.
                       Assets valued at approximately $300 billion
                  Samsung Electronics created in 1969
                  Small export business in South Korea
                  Specialize in home appliances, telecommunications
                   equipment and computers

   Place in the Industry
       o   Samsung is considered one of the top five industrial leaders in the
       o   Responsible for at least one fifth of South Korea’s exports
   Mission
       o Constantly creating original, high quality products and services that
         are targeted and supported by millions of individuals and businesses
         around the globe
       o “Samsung's businesses harness the power of the digital revolution to
         create ground breaking products and services that take consumers
         and businesses beyond imagination.”- Business Area description by
   Resources
       o   Global R&D Network
               Organization that encourages working together and
                  cooperation among business partners all along the supply
                  end of the distribution. Also includes a strong focus on
                  ongoing investments.
               Research and development network spans six Samsung
                  centers in Korea and 18 more in nine other countries, such as
                  the United States, the United Kingdom, Russia, Israel, India,
                  Japan and China
               Each year at least 9% of sales revenue is invested in the R&D
               R&D is at the heart of everything that Samsung does
   Organizational Structure
       o   CEO Gee-Sung Choi
                Helped build Samsung into world’s largest consumer
                  electronics company
       o   US Executive Team
       o   Board of Directors
                These independent board of directors govern Samsung and
                  serve the affected stakeholders with integrity and morals in
                  their business-related actions
       o   Strategic Management Approaches
                Creativity
                Partnership
                Talent

   Product Line
       o   As a leader of Mobile WiMAX, Samsung provides a complete, end-to-
           end total solution from chipset to devices, Access Service Network
           and Core Service Network products (Samsung Product Overview at
       o   Thirteen of Samsung’s products, including semiconductors, TFT-
           LCD’s, monitors and CDMA mobile phones, are ranked number one
           in the global market share
       o   Earlier this year, released the first 3D LED HD TV in the world

   Sales History
       o   First product introduced in 1970 and it was a small white television
       o   Entered aerospace, genetic engineering and nanotechnology
           industries in the 1980s

   Target Market
       o Current promotional strategy targets anyone on-the-go
                   Businessmen and women
                   Students
                   Everyone in between wanting a portable entertainment

   Current Marketing Mix
       o   High innovative technology at low cost
       o   Rapid production at high volumes
       o   Distributed in several countries other than the U.S.
       o   Constantly gaining recognition and creating new products for loyal
           consumers and keeping them satisfied
       o   Official sponsor of the Summer and Winter Olympic Games from
           2010 to 2016
       o   Considers themselves as having three key strengths: “New
           Technology,” “Innovative Products,” and “Creative Solutions”

   Market Shares
       o   Samsung Electronics Co. (SSNHY, 005930.SE)
       o   Samsung Electronics posted a record-high market share of 17.9
           percent, in terms of sales revenue, in the overall monitor market in
           2009. It has held that No. 1 position for three consecutive years, or
           12 consecutive quarters, since the first quarter of 2007.
       o   Samsung's 17.2 percent--and growing--share of the worldwide TV
           market is a big deal. No company has had a 20 percent share of
           televisions since TVs were first sold.

   Positioning
       o   As stated in its new motto, Samsung Electronics' positioning for the
           new decade is, "Inspire the World, Create the Future."
       o   This vision is a direct reference to the Samsung Electronics’
           dedication and loyalty to its communities by outlining its three key
           strengths: “New Technology, Innovative Products, and Creative
           Solutions” (Samsung Vision 2010)
       o   Samsung wishes to provide a more fulfilled and satisfying experience
           for all of its consumers
Product Review/Buyer Analysis – Samsung Galaxy Tab

      A. Buyer Analysis
            Buying Decision Process
                o Who/What Influences the Purchase Decision
                        Distributors
                        Retailers
                        Current consumers of the product
                        The people surrounding the individual that may talk them
                           into buying the product, or talk them out of it
                        Pricing
                                Without a contract, the cheapest you could purchase
                                    the tab for is $600, or $650 when purchased through
                                With a contract, the price is $400 (Engadget Prices)
                o Who Buys the Product (Behavioral Factors/Demographics)
                        Primary target audience (males and females ages 23-44)
                                These are young adults who are very familiar with
                                    the new technologies introduced to the public, and
                                    another important aspect is their financial
                                    capabilities and means of support to purchase the
                        Business-men will be part of the major target audience due
                           to the frequent use of highly innovated products by
                           individuals in this field of work
                        Young adults are the consumers who know the most about
                           technology today, further reason to target the campaign
                           strongly towards them

   B. Strengths and Weaknesses- Samsung Galaxy Tab – new Tablet PC
            Strengths
                 o 7” multi-touch interface running on 1024x600 resolution being
                    backed by Google Android 2.2 and Flash pre-installed with a Qik
                    video chat and a 1.3 MPwebcam and a 5 MP rear-facing camera
                 o There is a slot for MicroSD card reader
                 o 7” smaller than the iPad
                 o Can place the Galaxy in your pocket
                 o Only weighs 1 pound
                 o Battery life of 8 hours
                 o Wi-Fi 802.11 b/g/n/
                 o Equipped with Bluetooth
       o  HDMI out and Social Hub with exclusively pre-installed 1,000
          Premium movies and TV episodes
       o Galaxy will be working with all five major U.S. wireless operators
          (AT&T, T-Mobile, Spring, Verizon, US Cellular) – (Engadget News)
   Weaknesses
       o Doesn’t have as great a name recognition as Apple
       o Doesn’t have a loyal customer base like Apple
       o Some consumers won’t like the fact that it is not too large and would
          have preferred a larger, more computer looking object
       o Galaxy has 7 hours of video playtime, while the iPad has 10
   Opportunities
       o Samsung can surprise the market with a very well-equipped Tab and
          gain more name recognition and also gain a more loyal customer
       o Samsung can be purchased by consumers who thought the iPad was
          too overpriced
   Threats
       o Samsung doesn’t produce an extremely well-equipped smart-phone
          and gets poor reviews
       o Samsung is striving on producing an extremely well-equipped smart-
          phone because it doesn’t have a name that is as reputable as Apple’s
          name is, and if it doesn’t produce this well-equipped phone, a major
          situation for Samsung will arise
       o Dell, Acer, Motorola and LG Electronics have each stated that they
          have plans to make Android-based tablets
   Key Benefits
       o Consumers can enjoy high internet speed
       o Consumers can also enjoy a smaller and hopefully as adequate
          smart-phone as the iPad
   What the Galaxy Has That the iPad Doesn’t
       o Galaxy has 2ce the RAM and the iPad
       o Galaxy offers an expandable microSD storage slot, Apple only offers
          internal storage space
       o The Galaxy Tab has 2 cameras, a 3.2-megapixel camera that faces
          outward and a front-facing 1.3-megapixel camera, which can be used
          for video chatting; the iPad doesn’t have any.
       o Galaxy will be working with all four major U.S. wireless operators,
          Apple only works with AT&T
   Competitors
       o The main competitor of the Galaxy will be the iPad
       o Apple has a larger client base, which is the primary problem
Competitive Review – Samsung’s Galaxy Tab
   A. Direct Competitors
         a.   Apple iPad
         b.   HP Slate (Windows 7)
         c.   Sony Dash
         d.   RIM – Blackberry PlayBook
         e.   Toshiba Folio 100
         f.   Android Tablets
      *Note that there are a series of direct competitors and the following were chosen
      because of their similar design and features to that of the Samsung’s Galaxy Tab. Also
      note that some of these tablets have not been released and therefore research may be
      limited or projected.

   B. Indirect Competitors
         a.   Apple iPhone, iTouch
         b.   HTC Evo
         c.   RIM – Blackberry Torch 9800
         d.   Motorola Droid X
         e.   Dell – Dell Streak
      *Note that there are a series of indirect competitors and the following were chosen
      based on the similar features they posses as well as the similar design of the Samsung’s
      Galaxy Tab. Although PC’s do serve as competitors as well as netbooks, the following
      mobile devices share closer and much more similar characteristics to that of the
      Galaxy Tab.

   C. Breakdown of the Direct Competitors
         a. Apple iPad:
                 1. Market Shares, Sales, & Growth:
                        Market Share has not been determined for the iPad as of yet,
                           however, it has been reported that Apple’s market share is
                           10.6% in personal computers. According to the IDC report,
                           Apple now ranks as the third largest vendor of personal
                           computers in the U.S. market. Research firm IDC also stated
                           that “Apple’s iPad not only ate into PC netbook sales, it also
                           helped Apple sell more Macs, which combined to push Apple
                           into the highest ranking we’ve covered since 1998”.
                        Sales & Growth: According to J.P. Morgan, Apple’s fourth
                           quarter revenue estimate determines strong sales
                           momentum for the iPad and iPhone, J.P. Morgan raised its
                           revenue estimates for Apple's fourth fiscal quarter of 2010
                           from $18.13B to $18.71B. For the iPad, J.P. Morgan estimated
                           $3,223 Million in sales for the fourth quarter selling 4,742
                           units in comparison to the 4,415 expected. For the fiscal year
                           2010, J.P. Morgan estimated that Apple would sell $5,389M in
                           iPad’s and 8,012 units.
            On June 22nd. 2010, Apple reported selling three million
             iPads in 80 days after its introduction in the U.S.
2.   Target Market
          E-Readers
          Netbook Users
          Frequent Travelers
          For Business
          Researchers
          Mobile Users
          Cocooning – ‘home theatre consumers’
3.   Marketing Objectives and Strategies (Current & Non-Current):
          Change portable computing
          Fill the gab between Mac PC and iPhone/iTouch product
          Revolutionize the e-reader market by offering features like
             the iBook Store as well as current features that exist on the
             iPhone and iTouch
4.   Positioning:
          A first in its kind in evolving the mobile PC market, Apple’s
             iPad has successfully incorporated mutli-media and multi-
             touch functionality, e-books, web, e-mail, photos, video,
             games, and music into a sleek and lightweight design. “I don’t
             have to change myself to fit the product, the product fits me”
             Vice President of Design for Apple John Ive. The iPad brings
             technology into your hand, you are literally holding
             applications in your hand as if it were a book or a magazine,
             ultimately changing the experience of surfing the web,
             checking e-mail, watching movies, etc.
5.   Current Advertising, Sales Promotion, PR, and Direct Marketing
          iPad in Business – A new way to work. “iPad features
             incredible applications like Mail, Calendar, Notes and Safari
             in a beautiful, thin and light design, so you stay productive
             anywhere. With easy, secure integration into business
             environments and a robust platform for app development,
             iPad is ready to start working when you are.” iPad is the best
             way to collaborate with colleagues, deliver and display
             presentations, and access, create and share business
             information. The Multi-Touch screen on iPad is incredibly
             precise and responsive, which allows your users to work
             using just their fingers, with little need for training or
             support. And with up to ten hours of battery life, iPad is
             always ready to work whenever your users are. iPad
             integrates with Microsoft Exchange, Lotus Domino and
             standards-based messaging environments, to provide your
             users push email, calendar and contacts, right out of the box.
             And iPad supports the most common corporate VPN and Wi-
             Fi protocols for secure access to your company’s networks.
             With iPad, your users can choose from thousands of business
                  apps at the App Store to help them stay on top of your work.
                  Track key business metrics, read and edit contracts remotely,
                  review and manage sales proposals, organize travel plans
                  and more — all with the tap of a finger. And you can build
                  custom applications designed for specific company needs,
                  such as document management workflows, accounting and
                  approval processes, and financial data tracking. Join the
                  Apple iOS Developer Enterprise Program to get your
                  development teams all the tools they need to develop, design,
                  and deploy proprietary, in-house apps for iPad.
              “Discovering Ancient Pompeii with iPad” – Field
                  researchers recently used iPad and apps to capture
                  invaluable historical data faster, more easily, and with far
                  better accuracy.
              iHelp for Autism – For autistic children, the new iPad is an
                  effective, portable device for teaching communication and
                  social skills.
              Advertising has consisted from television commercials,
                  billboards, magazine displays, etc.
       6. Media Strategies (including message strategies):
              Steve Jobs has utilized the associated press as free
                  advertising to promote the iPad.
              Apple has mastered the use of secrecy and mystery before
                  revealing any of their products; this results in consumer
                  curiosity as well as frenzy once the product is released.
              The iPad is one of its kind and has been successful in the PC
                  & netbooks market, mobile devices market, and e-readers
              In comparison to other tablets of its kind, the iPad is at a
                  reasonable price starting at $499 for a 16GB model.
       7. Overall Assessment (Strengths and Weaknesses):
                 Strengths: Although other competitors are now creating
                  tablets of their own none has compared with the iPad. Like
                  Apple has stated, the iPad has revolutionized technology and
                  various markets at the same time. It is truly one of its kind
                  and will be difficult for competitors to take it off the market
                  especially since it is affordable for the amount of technology
                  and applications it consists of.
                 Weaknesses: There is no camera! This is probably the biggest
                  weakness of the iPad since users cannot take pictures or
                  videoconference, so much for the ultimate picture
                  experience. The operating system is not based on Mac
                  Operating System. Memory storage is too small. Difficult to
                  remove the battery. Multitasking capability is limited.

b. HP Slate (Windows 7): (Not In Market Yet)
       1. Target Markets:
              Netbook Users
          E-Readers
          Frequent Travelers
          For Business
          Researchers
          Consumers of the iPad
          Mobile Users
          Cocooning – ‘Homebodies’
2.   Marketing Objectives and Strategies (Current & Non-Current):
          Rival Apple as far as consumer-focused slate PCs are
             concerned, according to top marketing executives of HP.
          With the acquiring of the smart-phone manufacturer Palm,
             HP aims to build on its well-earned reputation for
             functionality and reliability to create a genuinely desirable
             brand that gives consumers the overall experience they are
             willing to pay for.
          Making HP desirable – Richard Gerstein, senior vice
             president of the company’s personal system group, said, “I
             want people desiring an HP because the reality is that
             technology has become a fashion statement”.
3.   Positioning:
          HP Slate PC hasn’t been on the market as of yet but it plans to
             be viewed as part of a consumer technology “ecosystem”, in
             the way that Apple has been able to position its offering.
             Ultimately, HP will be looking to deliver what consumers are
             after when it comes to balancing business needs and general
             functionality, with style, enjoyment and desirability.
4.   Current Advertising, Sales Promotion, PR, and Direct Marketing
          So far the only real advertising that has been done for the HP
             Slate by HP has been YouTube videos stating a “Full Mobile
             Experience”, Special Reports with Chief Technology Officer in
             the Innovation Lab, and other videos stating “Web, Flash &
          In order to attain more information on HP Slate, one must
             register on the HP website to find out more. As a result, HP is
             creating a consumer list as to whom to target to.
5.   Media Strategies (including message strategies):
          HP has established that Apple created a new technology first
             in its kind, however HP will perfect that technology. As a
             result a lot of speculation has been going on behind the HP
             Slate, especially since so many prototypes have been made.
             However, HP’s current advertisements promise an even
             better experience then that of the iPad. The HP slate
             possesses every feature the iPad does but more since it is
             also a mobile device that allows videoconferencing through
             Skype as well as a built in camera.
          HP is utilizing their partners, like Adobe, to create various
             online-aired advertisements to explain how the HP Slate can
             be utilized for different things. Alan Tam of Adobe Flash
                 Product Marketing walks the consumer through the
                 innovative technology of flash and how consumers can use it.
             Its starting price is at $599 at 36GB.
      6. Overall Assessment (Strengths and Weaknesses):
             Strengths: The HP Slate is everything the iPad is but more
                 with its built in camera, allowing users to take pictures and
                 videoconference. The HP Slate consists of Windows7
                 processing system as well as Palm Technology. The Slate also
                 comes with a USB 2.0 port as well as an SD card reader and a
                 SIM Card tray. Overall the slate will be much faster than the
                 iPad. Screen resolution is 1024p by 600p along with a full HD
                 1080p Video capability is much higher than the iPad’s 720p.
             Weaknesses: There is clearly a reason as to why HP has
                 delayed its release of the slate, and even with that being said,
                 the HP faces some downsides. Dimension-wise, the HP Slate
                 is slightly thinner and shorter the Apple iPad. The screen size
                 is also smaller at 8.9 inches. The resolution of the Slate is
                 going to be lower compared to that of the iPad’s and even the
                 battery life is fifty percent less, only lasting 5 hours.

c. Sony Dash:
      1. Target Markets:
              Entertainment
              Cocooning – “homebodies”
              Simplified Technology Users (users who aren’t as hands-on
                 with technology)
      2. Marketing Objectives and Strategies (Current & Non-Current):
              Create a simplified version of the iPad with similar features
                 for those users who aren’t as hands-on with technology
              The Sony Dash is meant to be used for entertainment, instead
                 of relying on a netbook, users can be comfortable with a
                 small compact device that holds all of their entertainment
                 applications, like social networking, pictures, music, and the
      3. Positioning:
              It seems as though Sony created this device for a home
                 atmosphere, whether it’s in the kitchen, the bedroom, or a
                 family room. It serves more as an entertainment center
                 instead of a mobile PC.
      4. Current Advertising, Sales Promotion, PR, and Direct Marketing
              Television Commercials
              Website page that allows users to select the environment
                 they would most likely be in their home and where their
                 dash could be utilized the most.
      5. Media Strategies (including message strategies):
              The Sony Dash is relatively new to the market and therefore
                 hasn’t made a tremendous splash, however it is presented
                 very nicely on Sony’s Website. The Website allows users to
                  select which environment they would like their dash to be in.
                  Sony’s Dash isn’t on the same level as the iPad or the Galaxy,
                  but it does have similar features to be aware of.
              The Sony Dash is meant for the home environment, its meant
                  to give you all the necessary things you need to make either
                  your morning experience or your personal home experience
                  easier and much more comfortable.
       6. Overall Assessment (Strengths and Weaknesses):
              It doesn’t seem as though the Dash will be much of a threat
                  however it does share similar qualities to that of the Galaxy
                  and the other competitors. The Dash might be good for those
                  who struggle with technology, since its design and attributes
                  are simplified. Besides that the Dash doesn’t consist of a
                  camera, videoconferencing, and its not really a mobile pc
                  tablet. Yet the Dash is pretty powerful in the sense that it can
                  playback video from Netflix and access social media
                  applications without any buffering. The Dash also has
                  accelerometer, a headphone jack, a USB ports, and its core is
                  a Linux based OS.

d. RIM-Blackberry PlayBook: (Not In Market Yet)
       1. Target Markets:
               Netbook Users
               E-Readers
               Frequent Travelers
               For Business
               Researchers
               Consumers of the iPad
               Mobile Users
               Cocooning – ‘Homebodies’
       2. Marketing Objectives and Strategies (Current & Non-Current):
               Rival Apple’s iPad and Samsung’s Galaxy Tab by perfecting
                  their design and characteristics but just improving it.
       3. Positioning:
               The PlayBook hasn’t been on the market as of yet but it plans
                  to be viewed as part of a consumer technology “ecosystem”,
                  in the way that Apple has been able to position its offering.
                  Ultimately, the PlayBook will be looking to deliver what
                  consumers are after when it comes to balancing business
                  needs and general functionality, with style, enjoyment and
       4. Current Advertising, Sales Promotion, PR, and Direct Marketing
               RIM-Blackberry Website has released a breakdown and
                  elaborate presentation of the PlayBook and its features. Its
                  sleek design and multiple characteristics make any consumer
                  order one immediately. Blackberry paints the picture with its
                  current display that the PlayBook is nicer and much more
                  efficient than the Galaxy and the iPad.
      5. Media Strategies (including message strategies):
              The PlayBook hasn’t been released yet, however it is being
                  advertised and making a real splash. Bloggers have stated
                  that the PlayBook is bound to give Apple and the Galaxy Pad
                  a run for their money.
              RIM-Blackberry utilized the associated press to promote
                  their PlayBook in order to start a buzz amongst consumers
                  and the technology world.
      6. Overall Assessment (Strengths and Weaknesses):
              Strengths: The leading design concepts for tablet PC’s are
                  divided into two – in the first the computer will be based on a
                  heavy and demanding OS (Windows 7) along with a
                  relatively strong processor to support it. In the second the
                  computer will be based on an easier OS (Android, iOS) and
                  therefore will not need a powerful processor. It seems RIM
                  wants to get the best of all worlds: dual core ARM processor,
                  that displays better performance that its rivals in the
                  category and an easy OS. The PlayBook has a 7-inch screen,
                  strong dual core processor, support of multiple formats
                  (including Opne PL that allows development of games and
                  heavy graphic interfaces), database               management,
                  synchronization with office software and more. The strong
                  processor is intended to support functions such as multiple
                  video call participants, presentations and more. The
                  PlayBook also possesses every application and feature of the
                  iPad yet it has a built in camera. RIM's new device also boasts
                  1GB RAM and Adobe Flash support, while the iPad has only a
                  quarter of the RAM and no flash support, and the Tab half the
                  RAM and also offering Flash support. The support for Flash
                  implies a much wider variety of functions that the iPad
                  doesn't have, a weakness that both the PlayBook and Tab
              Weaknesses: Consumers are still unaware of price and
                  battery life, this may be or may not be an issue for RIM.
e. Toshiba Folio 100: (Not In US Market Yet; Next Year)
       1. Target Markets:
               Netbook Users
               E-Readers
               Frequent Travelers
               For Business
               Researchers
               Consumers of the iPad
               Mobile Users
               Cocooning – ‘Homebodies’
       2. Marketing Objectives and Strategies (Current & Non-Current):
               Rival Apple’s iPad and Samsung’s Galaxy Tab by perfecting
                  their design and characteristics but just improving it.
       3. Positioning:
                           As of right now, the Folio 100 hasn’t been released in the US
                            yet, however it is guaranteed to make a huge splash. The
                            Folio 100 has speed and graphic capabilities that could make
                            it the iPad’s most potent competitor. The Folio 100 plans to
                            become a part of a consumer technology “ecosystem”, in the
                            way that Apple has been able to position its offering.
                            Ultimately, the Folio 100 will be looking to deliver what
                            consumers are after when it comes to balancing business
                            needs and general functionality, with style, enjoyment and
                 4. Current Advertising, Sales Promotion, PR, and Direct Marketing
                        Since the Folio 100 hasn’t made it to the states as of yet,
                            much advertising hasn’t been done.
                 5. Overall Assessment (Strengths and Weaknesses):
                        The tablet comes with a 10.1-inch screen, slightly larger than
                            iPad's 9.7-inch screen, and runs on Google's Android 2.2 OS.
                            The devices are about equally portable: The Folio weighs
                            1.67 pounds, while the iPad weighs 1.5 pounds.The Folio has
                            Nvidia's Tegra 2 chip that could give it faster processing
                            capabilities than the iPad. The chip includes a dual-core Arm
                            processor running at 1GHz and offers 1080p video
                            capabilities thanks to a GeForce core in the chip. By
                            comparison, the iPad is powered by a chip package that
                            includes a single-core Arm processor running at 1GHz. But
                            the powerful processor and 1080p HD video could drain the
                            Folio's battery quickly. Toshiba has said the device's battery
                            life is about seven hours when browsing. That pales in
                            comparison to the iPad, which can last around 10 hours
                            when running video.The Folio tablet will be available during
                            the fourth quarter in Europe, the Middle East and Africa, with
                            the price starting at around $508 for a Wi-Fi version, the
                            company said.

         f.   Android Tablets:
                 1. From the technology makers of the Galaxy Tab, a series of Android
                    Tablets are emerging besides the Galaxy Tab. Android Technology
                    also teamed up with Toshiba to create the Toshiba Folio 100, the
                    Archos Tablet, the Dell Tablet, Elocity A7, amongst others. The
                    following 6 tablets mentioned above however serve the most threat
                    towards the Galaxy Tab, yet it is important to note that there are
                    other tablets emerging with the same technology as that of the
                    Galaxy Tab, all possessing Android technology.

Segmentation, Targeting, and Positioning – Samsung’s Galaxy Tab

   A.   Segmentation Analysis
          o Primary Target Market
              Individuals ranging from the ages of 23 to 44
                     Young professionals, already established professionals and
                        family formers with children
              Technology Adoption Segmentation System
              Journeymen
                     “Technology is an important part of my life”
                     These group of individuals are fiscally fit
                            o Caution with spending, but optimistic
              Wizards
                     “Technology is life”
                     This group consists of confident spenders
                            o Spend more, take risks, optimism (Segments of
                                Technology Consumers)
              The geographic location of our main target audience will consist of
                those residing in more urban settings (NYC, Chicago, LA, etc)

      o Secondary Target Market
             Boys and girls aging 13 to 17
             Generation Y

B.   Targeting
       o Emphasis on the following to our market:

              7 inch touch screen (2 inches smaller than iPad)
              Google’s Android 2.2 mobile Operating System
              Adobe’s Flash 10.1 software for interactive websites and video
              3G equipped, 802.11N Wi-Fi
              Bluetooth 3.0
              Global roaming
              Rear 3-megapixel camera with autofocus and flash (iPad doesn’t
               have a camera, and if they do get a camera, Apple products do not
               usually come out with a flash right away)
              Easy to carry (good for students who don’t want to carry much with
               their books)

C.   Positioning
       o Emphasize important features of the product:
               The camera
                     Ability to have videoconferences
                     Send and receive photos via email
                     Use of Skype
                     Create videos on your own
               Flash for camera
                     If the iPad releases a newever version with a camera, very
                         likely that it will lack a flash
               MicroSDHC card slot
                     Memory card that can be used with the product
Communications Objectives & Budget Request – Samsung’s Galaxy Tab

   A. Brand Awareness
      To make people aware of our new product, the Galaxy Tab, we have to do a range of
      things. We will have to make commercials to put on television. We will have to
      record radio commercials to be aired. We will need to get half a page at the least to
      put ads in magazines and newspapers. We would like to put ads on websites of our
      new product. Posters at cell phone providing stores as well as billboards on busy
      roadways are great ideas to raise brand awareness. People are already aware of the
      Samsung brand but now we have to raise the awareness of the Galaxy Tab from 0-

   B. Knowledge
      We must make it a priority to increase consumer knowledge of the Galaxy Tab. With
      sufficient knowledge consumers will feel educated enough to purchase and use our
      product. We have decided to create pamphlets to hand out at cell phone provider
      stores and also at major electronic stores such as Best Buy. At these same electronic
      stores we will set up stations that offer hands on experience with the Galaxy Tab.
      We also will set up an extensive website offering known and unknown information
      on the Galaxy Tab.

   C. Interest
      We have already started on an extensive journey to get consumers interested in the
      Galaxy Tab. As we raise their interest, we hope to see it in sales when the product is
      released into the market. For two weeks in London starting October 18, Samsung
      handed out Galaxy Tabs to Londoners so they could try it out for a loan time of 2
      days. This kind of promotion gets the consumers to learn to use our product and
      then know enough about it to buy it. People are very interested in the price of the
      Galaxy Tab because it could potentially be less than the iPad, which will attract
      consumers. Unlike the iPad, the Galaxy Tab has a pocketable feature as well as video
      chat capabilities.

   D. Favorable Attitudes and Image
      Samsung is the world’s largest conglomerate by revenue at this time, which makes
      them a very respectable company. Samsung is also the second largest mobile phone
      maker, which gives consumers relief when buying their products. Android
      Smartphone’s have had much success in competing with the iPhone so there is a
      strong possibility that the Galaxy Tab will do well. Also, Samsung is currently
      producing some of the best mobile hardware on the planet. With all of these things
      going for Samsung already, we can count on customer loyalty towards our new

   E. Purchase Intentions
      We have to take into account consumer purchase intentions to help them make the
      right decision. These intentions can either positively or negatively affect them when
      deciding to buy the Galaxy Tab. Some things we have taken into consideration are
      the price, the size, and the memory space. We have to also take into consideration
      why the consumer is buying a tablet; for school, home, or work purposes.

   F. Budget
      We want to create a budget that will most effectively reach the target market. The
      budget is going to be based on other major competitors. Our only real competition is
      the iPad so we will base our budgetary needs on close figures. Samsung Electronics
      delivered $121.3 trillion in sales in 2009. We also had $5.5 trillion in net profit. Of
      these funds we are going to use a mere $245 million for our advertising needs. This
      number is compared to Apple’s entire advertising expense of $501 million.

   G. Budget Method
      We are going to use the “Meet-the-Competition Method”. This method is used in
      highly competitive markets. This is not a highly competitive market but the
      competition between us and Apple is fierce. One big goal is to prevent the loss of
      market share. Apple spent a total of $501 million for advertising all of their
      products, which range from the iPhone, iTouch, iPod, iMac, and the iPad.

Creative Strategy Statement – Samsung’s Galaxy Tab
   A. Target Market
         Primary - Ages 23 to 44

               1. Males and Females 23 to 34: Young professionals in their appraised
                  career fields that strive to attain the latest in technology to assist them in
                  being the best and most efficient. This target has shown to have the most
                  disposable income and therefore it is the most sought after target in any
                  market. (27% of this target purchased an iPad)
               2. Males and Females 35 to 44: Already established professionals that seek
                  to be up to date with the latest in technology so that they too can
                  compete with the younger generations. Already established family
                  formers that have children ranging between the ages of 8 and 18. (15%
                  of this target purchased an iPad)

               *Note that the majority of our creative strategy will focus on males because when it
               came to purchasing the leading competitor of the Samsung Galaxy Tab, 65% of males
               purchased an iPad.

         Secondary - Ages 13 to 17

               1. The reason as to why we have chosen to target those between the ages
                  of 13 to 17 is because although they do not have any purchasing power,
                  these targets are able to motivate their parents into purchasing the
                  tablet. Being that the following target is considered to be “Generation Y”,
                  a generation highly influenced by technology, the Galaxy Tab serves as
                  the perfect piece of technology in the palm of their hands.
B. Objectives
      To create a state of the art and well-equipped tablet that offers innovative
       technology with a sleek design and will have an everlasting effect on portable
      To offer a product that will redefine the tablet/portable computing market and
       will result in making Samsung a leading brand with a loyal customer base.
      To sell at least one million tablets before the end of 2010 (Galaxy Tab was
       released on November 10th, 2010).

C. Key Benefits
      Convenience: The Galaxy Tab’s sleek design and small size (7 inch) allows for
       easy portability; it practically fits in ones pocket. Carried by 4 major U.S mobile
      Technology in the Palm of One’s Hand: The Galaxy Tab is always connected,
       redefining what an electronic device is capable of. With Adobe Flash 10.1
       software, a front and rear facing 3 megapixel flash camera, a microSDHC card
       slot, and a Media Hub that includes an Android Marketplace as well as a Google
       Mobile Services; consumers are able to take full advantage of the latest
       advancements in technology.
      High-Speed Productivity On The Go

D. Support
The data suggests that the primary target market identified (ages 18 to 55) is not only
interested in technology, but they want the latest technological innovation. We can only
assume that this is the correct target to go after since it was this specific target that
made up the largest percentages when purchasing the leading competitor (iPad). 1 As a
result, we are sure that the Galaxy Tab will be an item of interest to this primary target,
especially since the Galaxy Tab offers a sleeker and smaller design as well as more
features (those listed in key benefits) than that of its leading competitor (iPad).

E. Claims and Promises
Our communications message will offer the following claims and promises:

      The Galaxy Tab is a small (7 inches), sleek, and portable device that offers
       technological advances that have not been seen in other products of its kind,
       [like fast internet, a card slot, large Media Hub that includes an Android
       Marketplace as well as Google Apps, and a 3 megapixel flash camera].
      The Galaxy Tab is a user-friendly technological device meant for everyone to use
      The Galaxy Tab may have not been the first, but it definitely perfected tablet
       technology. It’s truly out of this galaxy.

F. Reassurance
Reassurance for these claims and promises will be offered via:
      Images displaying the compact size, sleek design, and convenient portability of
       the Galaxy Tab
      Demonstrations provided by actors that resemble the primary target in which
       they showcase the easy-to-use and one of a kind applications. [These
       demonstrations will be broadcasted through television ads as well as through
       the Galaxy Tab website, Media Hub, and Social Networks]
      A witty catchphrase establishing that although we weren’t the first in making
       tablets, we perfected the idea of a tablet, and this is justified by the various and
       additional characteristics and features that the Galaxy Tab has unlike the leading

G. Tone
We want to establish that although we weren’t the first to present a tablet that would
bring technology at the hands of consumers, we were able to present a product that
would revolutionize tablet technology and in other words be “out of this galaxy”. Unlike
our competitors, we perfected the concept of bringing technology to the palm’s of our
consumers with not only adding the same features as that of our competitors but
including additional and perfected features, like our high-speed internet conveniently
carried by four of the top U.S. carriers, our front and rear facing 3 megapixel flash
camera, and more.

H. Source of Communication
Our message will be communicated via:

   1. TV: We chose TV because it is one of the best ways to reach the majority of our
      target audience. Our competitors advertise on TV, therefore we need to promote
      our product and show our possible customers the benefits of our product.
   2. Newspapers: Although newspapers may not be read as much as it were in the
      past, they are still a successful form of communication between advertisers and
      consumers. While reading a newspaper, one can easily catch a glimpse of an
      appealing advertisement on the side of the paper and slowly transition their
      way into researching more and gaining interest in the product. Newspapers are
      also fairly inexpensive forms of communication.
   3. Magazines: On a daily basis, people purchase magazines, and even for those
      who subscribe to yearly plans with magazine publishers, this is a very effective
      way of advertising both new and existing products. Since our main target is
      directed a bit more towards men, we will focus more on men’s magazines such
      as GQ, Details, Men’s Fitness, FHM, while at the same time not forgetting our
      target that includes females, who we will reach through Life&Style, Marie Claire
      magazine, etc.
   4. Radio: We chose the radio to reach out to those consumers in our market that
      are more likely to drive, and listen to the radio whether it be while getting ready
      for work, or while at work during down time. This is a quick and easy way to
      reach a wide range of people at once, and through the excitement and
      confidence in the vocal presentation of the product, we can gain support from
      consumers and grasp their interest.
      5. Out-of-Home (subway stations, billboards, train station terminals, bus
         wraps): From first hand experience, its known that there are a great amount of
         people that have interest in spending time outside of their homes. While
         exposing our product, yet avoiding clutter, we chose subway stations, billboards,
         train station terminals and bus wraps as sources of communication because
         these are the everyday areas that consumers spend time in, and they will be
         forced to come face-to-face with our advertisements. Our competitors utilize the
         billboards, especially around the more populated areas, so we will try to target
         areas that seem to have more metropolitan descriptions and busier lifestyles.
      6. The Internet: With use of the Internet, we can reach our market in the most
         rapid way possible. Since more generations are being exposed to the Internet on
         a daily basis, it is easy to promote the product, promote contests and
         promotions, while also gaining the attention of new potential customers. With
         popular sites like Google, Facebook, Twitter, etc., we can advertise our product
         to the fullest extent.

IMC Mix –Samsung Galaxy Tab

Objectives and Emphasis (Percentage Budget Allocation) of each IMC element:


      Through our advertising, we intend to demonstrate the latest and most innovative
      technology that is available to the market. We want to create a threshold effect
      through our advertisements so that the Samsung brand will always be recognized as
      state of the art. The Galaxy Tab will be recognized as a device that fills the gap
      between the latest portable computer and the latest mobile device. It defines high-
      speed technology and up-to date electronics, simply by laying in the palm of your
      hands. We want to standardize the product to show our target market consumers
      that the product can be beneficial for them and easy to adapt to.

           Television: To include 30-second spots aired in early morning, evening and
             late night shows. Networks will include ABC Partners (ESPN & ABC News)
             Viacom networks such as MTV & VH1, and eventually carry over to filmed
             entertainment networks such as Paramount pictures, MTV films, and home
             entertainment. This targets the wide range of our market that is mostly
             exposed to television and pays close attention to commercials between
             airings of their shows and acts based on their feedback as a direct result of
             these commercial airings.
             Percentage Budget Allocation: 19% ($46,550,000)

           Out-of-Home (Subway stations, billboards, train station terminals, bus
             wraps): Bill boards to be placed in the most frequently visited metropolitan
             areas; since our target market consists of younger generations as well,
             subway stations and train stations that are most frequently used should
              have advertisements of the tablet that are exposed to everyday commuters.
              (i.e. In NYC, Grand Central Station, Penn Station, Times Square)
              Percentage Budget Allocation: 3% ($7,350,000)

           Magazines: To include a subtle, yet meaningful advertisement that meshes
             with the readers’ everyday interests and readings; we will take advantage
             of the most commonly read magazines by our target market, such as GQ,
             Details, Men’s Fitness, FHM, Cosmopolitan, Life&Style, and Marie Claire;
             readers should be attracted to the product since it will mesh with their
             interests and everyday reading; this can lead to an increase in level of
             motivation in terms of external search efforts. This targets those consumers
             that are interesting in current and public affairs and rely on publications
             like magazines to search for information on newly innovated products.
             Percentage Budget Allocation: 6% ($14,700,000)

           Newspapers: To include a small ad that makes the SAMSUNG brand stand
             out to customers, and be used as an affect referral, further leading
             consumers to create emotional bonds with the tablet even before the
             purchase. This targets those consumers that are more reliant on printed
             works and papers, as opposed to listening to the radio or perhaps even
             watching television.
             Percentage Budget Allocation: 6% ($14,700,000)

           Radio: To use broadcasts in frequently used stations, with a clear
             explanation of our promotions and offers for customers; to include quick
             reminders as to why the Galaxy Tab is the best gift and purchase (i.e.
             holiday season, birthday gift). This targets those consumers that are
             frequent drivers and spent time listening to the radio, as opposed to
             reading papers or watching television.
            Percentage Budget Allocation: 7% ($17,150,000)

Sales Promotion:

      The overall objective of sales promotions portion of the IMC Mix is to lead
      consumers in our target market to reach that conative stage in the purchasing
      process. We want our consumers to make the actual purchase without doubts, and
      having passed the awareness, knowledge, liking, perception, and conviction stage,
      there should be no doubt that this is the right product for them. With sales
      promotions, we will make it clear that by purchasing our brand and product, there
      are more benefits that they can obtain by being consumers to us.

           Rebates: We will offer a rebate of $50 to the store of the provider of the
             Galaxy Tab that the consumer invests in. The consumer must simply fill out
             a survey that includes questions about their satisfactory level of the
             product, mail it in within 30 days, and receive the rebate.
             Percentage Budget Allocation: 5% ($12, 250,000)
            Contests/Sweepstakes: Each one of the first 1,000 customers to purchase a
              tablet at its release will receive a raffle ticket that includes a $5,000
              shopping spree consisting of any SAMSUNG products.
              Percentage Budget Allocation: 4% ($9,800,000)

            Discounts/Offers: To include one free application on the Media Hub offered
              with the Samsung Galaxy network; 15% discount on next 5 application
              purchases on the cloud network.
              Percentage Budget Allocation: 9% ($22,050,000)

Public Relations:

      The overall objective of the Public Relations portion of the IMC Mix is to generate
      increased awareness and knowledge of the Galaxy Tab product. The target market
      will be exposed to the product in environments that they already find suitable to
      their lifestyle, and will see the product as an easy transition into their lifestyles.

            Event Sponsorship: Sponsorship of events related to interests of our
              market, such as sporting events, business-related events.
              Percentage Budget Allocation: 6% ($14,700,000)

            Press Releases/Premieres: Press releases will help to enhance knowledge
              about the product. Premieres will bring consumers together at once,
              allowing them to increase awareness and knowledge, and provide feedback
              for one another, in an environment where they share interests; movie
              premieres, electronic device premieres, red carpet promotional events.
              Percentage Budget Allocation: 3% ($7,350,000)


      The overall function of the Internet potion of the IMC Mix is to expose the product to
      consumers in a manner that can be most comfortable for them. Since the Internet’s
      target is increasing day by day, it is the best environment and source of
      communication to market a message across the globe with a standardized meaning.
      Even beneficial for cocooners, the Internet is an extremely powerful source of
      communication that can distribute information and ideas globally and rapidly,
      which are two essential attributes of a successful marketing plan.

            Website: Increase the level of interaction between consumer and virtual
             product, therefore, creating a relationship between the consumer makes
             the actual purchase; position the product in the consumer’s mind so that
             they are aware of all its attributes and contain positive feedback to pass on
             to the next consumer; use Facebook, Twitter, MySpace to fully integrate
             social media networking perception and the effectiveness of the Galaxy
              Tab; increase awareness of the Media Hub, which has the feel of a cloud
              network, exclusive only to those owning the Galaxy Tab
              Percentage Budget Allocation: 12% ($29,400,000)

Direct Marketing:

      The overall objective of the Direct Marketing portion of the IMC Mix is to provide a
      more personal communication technique with consumers, which allows them to
      become firm believers that our product and brand is most beneficial for them. The
      benefits, promotions and incentives must be made clear on a more personal level, so
      they feel a closer connection to the product.

            Electronic Mail: Create an online database of customers before the release
              of the product, or obtain databases from Samsung in which loyal customers
              made previous purchases, and e-mail information and offers for the new
              product. This will allow the consumer to be exposed to more information
              about the product.
              Percentage Budget Allocation: 9% ($22,050,000)

            Catalog: Provide information in catalogs that contain electronic devices that
              are normally distributed throughout homes consisting of technology savvy
              Percentage Budget Allocation: 4% ($9,800,000)

Personal Selling:

      Through personal selling, consumers can have a one-on-one purchasing experience
      with a very knowledgeable sales associate that has the ability to sell and convince
      consumers that this is the right product for them. All the positive attributes will be
      explained to the consumer and any unanswered questions will be resolved on the
      spot, resulting in pleasant customer service and satisfactory feedback from the

      Percentage Budget Allocation: 7% ($17,150,000)

Rationale For Mix

      The mix that is suggested above consists of an emphasis on personal and direct
      communication with consumers more than anything. With the popularity of the
      Internet plummeting now, it is more beneficial for new product carriers to expose
      their products globally through this incredible source. Allowing standardization for
      their product, several consumers can feel some sort of relation to the product, no
      matter where they are located in the global world. With so much information
      provided for these consumers, there is less motivation for them to search for other
      replacement products, and the brand equity is acknowledgeable in a positive
      manner. Through different channeling powers, integration of information, and
      positive consumer perspectives, the product is certain to portray the message that it
      wants to its target market. Once the target market is reached in whatever way they
      find convenient, it is in the hands of the product provider to prove that this product
      is in fact right for them.

             All figures represented were based on our budget of $245 million.


Specific Media Objectives/Mix – Samsung’s Galaxy Tab

   1. Reach/Frequency
      We have chosen many different media components to get our campaign out on the
      Galaxy Tab. Our main audience would have to be 23-44 age range (mainly peaking
      in 23-34). Our audience is aimed more to males with a 65 to 35 ratio to women. 50%
      of our target market will be reached during the prime time mainstream and regular
      channel commercials. We plan to have these commercials run all throughout the
      year with a frequency of 8 up until a year after its release. There after we will
      decrease its frequency to 4. Our radio ads will be run at a frequency of 6 during
      morning and afternoon rush hour when working people are driving to and from
      work. At other times a frequency of 1 will suffice because we don’t expect out target
      market to be listening in the day. We will reach about 35% of our target market with
      radio ads alone. Our newspaper and magazine ads will run at a frequency of 1.75
      because bypassing ads are easier than listening or watching them. We will be able to
      reach about 9% of our target market with newspaper and magazine ads. The
      website frequency will be at 1.5 because internet users do not usually pay great
      attention to ads. We will only reach about 4% of our target market on websites as

   2. Message Weights
      The message we put out there about the Galaxy Tab can either make or break our
      campaign. All media outlets are weighed but not as heavily as television and then
      radio. Television ads will appeal to our exact target market, mostly men ages 35-44.
      The radio ads are weighed heavily as well but not as much as television. When
   people watch television, they are usually focused on what they are looking at. With
   radio, you focus on what you need to hear, like weather reports, more than what is
   not as important. With both television and radio ads it is very hard to get away from
   them because they come smack dab in the middle of your favorite programming or
   your traffic and weather reports. With newspapers, magazines, and websites it is
   much easier to just skip the page and move on.

3. Geographical Allocation of Media Budget
   We would like to use our budget throughout the United States to raise the
   awareness of our product. However we would like to focus more so on big cities
   with bigger economies, hence bigger paychecks. Tablet buyers are likely to be
   affluent consumers with solid wealth and strong incomes. Galaxy Tab is a luxury
   item so we would need to go to places which have workers that make the most
   money. Granted every state people make money, but there are states with higher
   wages and higher standards of living such as New York (New York), Morristown
   (New Jersey), Fremont (California), Chicago (Illinois), etc.

4. Which Media Will Be Used? Why?
   We will be using, in order of importance; television, radio, newspapers, magazines,
   and websites. We feel that television and radio will reach a broad audience. Not only
   will it reach our target market but also everyone that owns a television or radio/car.
   99% of United Stated households own a television, about the same own a radio, and
   95% owns a car to listen to the radio which comes standard. Our print media,
   newspapers and magazines, are more specialized to a specific niche. Not everyone
   reads the papers and magazines, if they do they usually subscribe to a specific title.
   In this way we are reaching out to the same people day after day, hoping they notice
   our ad. Websites are also geared to people that normally surf the web gearing to
   specific sites. We hope to attract the internet savvy with our internet savvy gadget.
   With all of the media we plan to use, we hope to get into the minds of consumers
   and for them to remember us and hopefully have enough information to buy our

5. Scheduling Pattern
   It would be the best idea for us to run ads of the Galaxy Tab all year round. The
   Galaxy Tab hadn’t been released as yet so we want our ads to be rampant at this
   time until the time it is released. We will continue to run our ads as often as possible
   up until a year or so after the release into the market. After a year we should be able
   to tell how well or how bad it has done and from there we can decide how much less
   to run the ads. We should not run it any more than we originally did before the
   unveiling. It would eventually lessen according to the sales and market analysis. We
   will also have our Galaxy Tab in major electronics stores such as Best Buy and PC
       Richard & Son set up to be used as a trial, to show consumers exactly what their
       getting before it is released into the market.

   6. Media Rationale Statement

       We have decided to run our campaign all year round to get the consumers
       interested and educated in our product, the Galaxy Tab. We will be airing our
       commercials during prime time television which includes: news, finance, sports,
       informative, talk, and real life reality shows. Our radio ads will be played during
       morning and afternoon rush hour while people are driving to and from their place of
       work. Many people tune into the radio at those times. We will air on news radio, talk
       radio, and sports radio stations. Newspapers and magazines we plan to infiltrate are
       ones that have a subscription base and are known as carrying unbiased information
       such as Time, Newsweek, New York Times, The Wall Street Journal, and USA Today.
       We are aiming are campaign towards the 23-34 age range which accounts for
       45,148,527 people in the United States alone.

Evaluation Program – Samsung’s Galaxy Tab

A. Overall Effectiveness of Campaign Objectives
      We feel that the best way to ensure the effectiveness of our campaign is through
       qualitative consumer surveys. Since this is a new product our main goal is to attract
       new customers, create a loyal customer base, and motivate switchers to want and
       purchase our Galaxy Tab instead of other competitors. We will distribute three
       different surveys in three different mediums; each identifying the success behind
       our advertisement message, the recall and recognition of our advertisements, and
       the attitude towards our overall product, whether they purchased the Galaxy Tab or
B. What will be tested?
      Random samples of the target market will be surveyed. Those who are surveyed will
       respond to questions that will help marketers draw an inference as to which target
       they belong to. Questions that will pinpoint specific demographics (age, sex, race,
       income) as well as geographic (rural, suburban, metropolitan, urbanized).
      Surveys will test the effectiveness of advertisement message, recall and recognition
       of advertisements, and attitude towards overall product, whether the Galaxy Tab
       was purchased or not.
      Responses from the surveys will test whether the campaign was successful in
       presenting the Galaxy Tab, attracting customers, creating a loyal customer base,
       motivating switchers, and establishing Samsung as a leading brand due to the
       satisfaction with the Galaxy Tab.
C. When will the tests occur?
      From initial moment of purchase, a survey will be placed inside the packaging.
      Surveys will be conducted throughout the first year of the campaign. So that
       anytime a consumer has shared interest in the Galaxy Tab, whether its by visiting
       the actual Galaxy Tab website or one of the Social Networks of the Galaxy Tab, a
       survey will pop up after 5 minutes of being on the online site.
      The last and final survey that will test all three main components (message, recall
       and recognition, and attitude) will be done 8 months already into the campaign, and
       will continue to be conducted 3 months after the year campaign is over.
      Campaign will start November 2010 and end November 2011; surveys will still be
       conducted till the end of February 2012. The data responses will be collected and
       entered throughout the campaign and after. By the end of March 2012 we are
       hoping to have an overall tally that will notify us of the overall effectiveness of the
       campaign and the number of sales that resulted from the campaign.
D. Where will the tests occur? How will the testing take place? What specific
   methods and techniques will be used?
      From initial moment of purchase, a survey will be placed inside the packaging
       promising that if the survey is filled out and sent back within the 30 days of
       purchase, the customer will receive a rebate card from the particular wireless
       carrier they purchased from.
              (*Note that the rebate card will be a specific card that can only be used within that
              wireless retail carrier. Example: The customer purchases a Galaxy Tab from Verizon.
              Immediately after opening the package where the Galaxy Tab is found, the customer
              will notice a survey stating in bold and large font “if the survey is completed and
              mailed back to with the prepaid envelope offered in the packaging within 30 days of
              initial purchase a $50.00 rebate card will be provided”. The person fills out the survey,
              mails it to the carrier, and in a couple of weeks the person receives his/her rebate card.
              Once receiving the rebate card, the customer can only use his/her $50.00 rebate card
              in a Verizon Store, to purchase any accessories within the Verizon Store, or pay their
              Verizon bill. ** Technically although we are offering a rebate, the money never leaves
              the carrier)
      Anytime a consumer has shared interest in the Galaxy Tab, whether its by visiting
       the actual Galaxy Tab website, Media Hub, or one of the Social Networks of the
       Galaxy Tab. If the consumer has spent more than 5 minutes on one of the online
       mediums, the consumer will be greeted by a pop-up survey that will ask the
       consumer to fill out the quick 3 min. survey before continuing browsing through the
       website. This will test the effectiveness of recall and recognition of our
       advertisements, as well as attitude towards the overall product.
      The last and final survey will be conducted in-store and through the online
       mediums. This final survey will test the overall effectiveness of our campaign 8
       months already into the 1-year campaign and 6 months after the 1-year campaign
       has ended.
Samsung’s Galaxy Tab – Customer Satisfaction Survey

         The following survey has been designed to test your total satisfaction with our Galaxy Tab product. Please check all
         that apply. We appreciate your honesty.

         1. The following is a list of product and service items. How satisfied are you with each
                                                              Very         Unsatisfied     Neutral     Satisfied       Very         Not
          Samsung’s Galaxy Tab                             Unsatisfied                                               Satisfied   Applicable

 Overall Quality


 Purchase Experience

 Installation/ first use experience

 Usage Experience

 After purchase service (warranty, repair, customer

         2. How long have you used the Samsung Galaxy Tab?
              __ Less than 1 month
              __ 1 to 6 months
              __ 6 months to 1 year
              __ 1 to 2 years
   __ 2 years or more
   __ Never used
3. How often do you use the Samsung Galaxy Tab?
   __ Once a day or more often
   __ 2 to 3 times a week
   __ 2 to 3 times a month
   __ Every 2 to 3 months
   __ 2 to 3 times a year
   __ Once a year or less often
   __ Do not use
4. Overall, how satisfied are you with the Samsung Galaxy Tab?
   __ Very Unsatisfied
   __ Unsatisfied
   __ Somewhat Satisfied
   __ Very Satisfied
   __ Extremely Satisfied
5. Compared to other tablets that are available, would you say that the Samsung Galaxy
   Tab is:
   __ Much better
   __ Somewhat better
   __ About the same
   __ Somewhat worse
   __ Much worse
   __ Don’t know or never used
6. How likely are you to recommend the Samsung Galaxy Tab to others?
   __ Definitely will recommend
   __ Probably will recommend
   __ Not sure
   __ Probably will not recommend
   __ Definitely will not recommend
   __ Never used
7. Based on your experience with the Samsung Galaxy Tab, how likely are you to buying
   the Samsung Galaxy Tab again?
   __ Very Unlikely
   __ Unlikely
   __ Somewhat Unlikely
   __Very Likely
   __ Extremely Likely
8. If you have contacted Samsung’s customer service, were all problems resolved to your
   complete satisfaction?
   __ Yes, by Samsung or its representatives
   __ Yes, by me or someone outside the company
   __ No the problem was not resolved
   __ No problems/No contact with customer service
9. What would you like to tell Samsung about your satisfaction with the Samsung Galaxy
   Tab that was not already asked in this survey?
      The following survey is based on the attached Samsung Galaxy Tab advertisement. Please
      base your answers on what you observe now and have observed in the past. We appreciate
      your honesty, thank you.

          1. How well do you remember this advertisement?
             __ Don’t remember at all
               __ Remember company but not product or ad
               __ Remember company and product but not ad
               __ Remember ad
          2. Other than trying to get you to buy the Galaxy Tab, what is the main message of this

          3. What did you like most about this ad? Please be specific.

          4. What did you like lease about this ad? Please be specific.

          5. If you were describing this ad to a friend, would you say this ad is, (please check all
             that apply):
               __ Active
               __ Attention-getting
               __ Boring
               __ Cheerful

Samsung’s Galaxy Tab – Advertisement Campaign Survey
               __ Creative
               __ Genuine/sincere
               __ Honest
               __ Humorous
               __ Informative
               __ Memorable
               __ Offensive
               __ Pleasant
               __ Satisfying
               __ Strong
               __ Unique
               __ Warm-Hearted

      Based on the features advertised, this ad . . .
                                                                Just like     A lot   Somewhat   Not much   Not at all
               Samsung’s Galaxy Tab                               me        like me    like me    like me    like me
The ad message is understandable

The advertisement is believable

The ad’s message is relevant to me

The benefits described in the ad are believable to me

After viewing this ad, I would consider purchasing the product

This ad is much better than other ads for products similar to this one

        Please check the one box that best indicates how descriptive the statement is of you.
                                                                          Just like     A lot   Somewhat   Not much   Not at all
                   Samsung’s Galaxy Tab                                     me        like me    like me    like me    like me

It is important to me to be treated well

I like the “royal treatment” in stores

I like my technology to be up to the latest in the market

I often buy things on an impulse

I expect to have more money next year

I tend to purchase my electronics in-store instead of online

        Please check the one box that best indicates how descriptive the statement is of you.
                                                                          Just like     A lot   Somewhat   Not much   Not at all
                   Samsung’s Galaxy Tab                                     me        like me    like me    like me    like me

I think I am a smart shopper

When I watch an advertisement, I see myself possessing that item

I like to have the most high-tech and advanced items in my home

I prefer stores where prices are always low

I regularly watch television

I rely on innovative technological devices (handhelds, netbooks, mobile
devices etc.)
References – Samsung’s Galaxy Tab

         1. "About Samsung." SAMSUNG. Samsung, 2010. Web. 28 Nov. 2010.


         2. "Apple Sells Three Million IPads in 80 Days." Apple. Apple, Inc., 22 June 2010.

            Web. 28 Dec. 2010.


         3. "BlackBerry - PlayBook Tablet PC - BlackBerry PlayBook Specs Pricing and

            More at" BlackBerry - Smartphones - New BlackBerry

            PlayBook & Tablet OS at Research in Motion Limited, 2010.

            Web. 28 Dec. 2010. <>.

         4. Blakely, Lindsay. "Apple's Advertising Budget: Revealed! | BNET." BNET -

            The CBS
        i. Interactive Business Network. 21 Nov. 2008. Web. 02 Dec. 2010.



5. Cohen, Simon. "Samsung Galaxy Tab vs. Apple IPad: Battle of the Tablets |

   Sync Blog." Sync Blog. Bell Canada, 18 Nov. 2010. Web. 28 Nov. 2010.



6. Cush, Jamison. "HP Slate 500 Tablet PC First Impressions." Tablet PC Review

   - Best Tablet PCs. TechTarget, 25 Oct. 2010. Web. 28 Nov. 2010.


   slate 500 tablet pc windows 7>.

7. "Dash™ Personal Internet Viewer | Sony | Sony Style USA." Sony Style USA |

   Sony VAIO® Computers | Sony Consumer Electronics. Sony, Inc., 2010. Web.

   28 Nov. 2010.




8. Electronista Staff. "Student Paints IPad Owners as Young, Make, Susceptible

   to Ads." Electronista Gadgets. MNM Media, LLC, 28 Sept. 2010. Web. 28 Nov.

   2010. <


9. Elmer-DeWitt, Philip. "Apple's 2009 Ad Budget: Half a Billion - Apple 2.0 -

        i. Tech." Fortune Tech: Technology Blogs, News and Analysis from

           Fortune Magazine. 28 Oct. 2009. Web. 02 Dec. 2010.



10. Geoghegan, Erin. "Four Segments of Technology Consumers | Email

   Responsibly." Email Responsibly – Email Marketing Blog by Experian

   CheetahMail. Experian, 11 Oct. 2010. Web. 28 Nov. 2010.



11. Harrell, Ashley. "IHelp for Autism - Page 1 - News - San Francisco - SF

   Weekly." San Francisco News, Events, Restaurants, Music. SF Weekly, 11 Aug.

   2010. Web. 28 Nov. 2010. <


12. Herr Ph.D, Norman. "Television." California State University, Northridge.

   Web. 02

        i. Dec. 2010.


13. "HTC Android Tablet." Android Tablet | Android Tablet PC Information.

   Android Tablet, 2010. Web. 28 Nov. 2010. <>.

14. IRS Figures. "100 Wealthiest Cities (according to Zip Code) in the United

   States." The
          i. Poorest and Wealthiest Cities in the United States. Web. 02 Dec. 2010.



       ii. Lee, Yoon-Woo. "Samsung Electronics

15. Lee, Yoon-Woo. "Samsung Electronics 2009 Annual Report -


          i. EBooks, Free Magazines, Free Magazine Subscriptions." 20 Dec.

             2009. Web. 02 Dec. 2010. <


16. Marshall, Gary. "Blackberry PlayBook vs IPad vs Samsung Galaxy Tab | News

   | TechRadar UK." TechRadar UK | Technology News And Reviews. Future

   Publishing Limited, 28 Sept. 2010. Web. 28 Nov. 2010.



17. Miller, Ross. "Samsung Galaxy Tab Price Wars: US Carriers Face Off."

   Engadget. AOL Inc., 17 Nov. 2010. Web. 28 Nov. 2010.



18. Nickinson, Phil. "Samsung Galaxy Tab Specs Versus the Apple IPadP."

   Android Central. The Smartphone Experts Networks, 2 Sept. 2010. Web. 28

   Nov. 2010. <

19. Ogg, Erica. "Samsung Gobbling Up TV Market Share | Circuit Breaker - CNET

   News." Technology News - CNET News. CBS Interactive, Inc., 17 Feb. 2010.

   Web. 28 Nov. 2010. <


20. Ong, Josh. "AppleInsider | JP Morgan: Apple's Fourth Quarter Revenue

   Estimate Raised to $18.71B." AppleInsider | Apple Insider News and Analysis.

   AppleInsider, 7 Oct. 2010. Web. 28 Nov. 2010.



21. Raphael, J.R. "Samsung Galaxy Tab vs. the IPad: Compare For Yourself -

   PCWorld." Reviews and News on Tech Products, Software and Downloads -

   PCWorld. PC World Communications, Inc., 2 Sept. 2010. Web. 03 Dec. 2010.



22. "Samsung Industry Co. Ltd.: Private Company Information - BusinessWeek."

   Investing & Stock Research by Company and Industry - BusinessWeek.

   Bloomgberg L.P., Dec. 2010. Web. Dec. 2010.



23. "Samsung Offers Galaxy Tab Trial - Samsung Offers Galaxy Tab to Interested


        i. for 2 Days." Ubergizmo, The Gadget Blog. 14 Oct. 2010. Web. 02 Dec.



24. Shirer, Michael, and Courtney Munroe. "IDC Identifies Four Major Trends

   Reshaping the Worldwide Mobile Landscape." IDC Home: The Premier Global

   Market Intelligence Firm. IDC, 11 Feb. 2010. Web. 28 Nov. 2010.



25. "Top 5 Eagerly Anticipated Slates and Tablets of 2010 | Good E-Reader Blog -

   Electronic Reader and Tablet PC News." Good E-Book Readers - We Have the

   Latest Electronic Readers, Your Source for the Latest E-Reader Sales and

   Support. Electronic Reader and Tablet PC News, 2010. Web. 28 Nov. 2010.



26. "YouTube - HP Sneak Peek of HP's Slate Special Insider Report Update."

   YouTube –

        i. Broadcast Yourself. YouTube, 7 Apr. 2010. Web. 28 Nov. 2010.


Shared By: