Integrated Marketing Communications for Galaxy - MyAssignmenthelp

Question: Discuss about theIntegrated Marketing Communications for Galaxy. Answer: The report is based on the integrated marketing communication concepts which the brands adopt in order to meet the objectives of the company and to build the confidence of the consumer. Samsung is a leader in the telecommunications industry worldwide and provides innovative products to its customers every now and then. The company faced huge criticism and downfall in its sales when the battery of Galaxy Note 7 exploded. The company soon took various steps to recreate the brand image in the market. Samsung adopted a strategy to recall the faulty phones and to run a campaign which aims at rebuilding the trust of the consumers. The company adopted a strategy to build up good communication with the customers so that the customer perception can be changed towards the brand after the battery explosion crisis. Samsung want to position itself as a brand which inspire the world and create the future. This is also made as a tagline for the brand. This reflects that Samsung is committed to inspire its communities with the key strengths like Technology, Innovative products and creativity. The brand believes that through these key strengths, it can create better experience for all (Samsung, 2017). After the battery explosion case, the brand tried its best to communicate its efforts on ensuring safety and security for the customers. This is done through a campaign named as Commitment to Quality in which the company shows how it took actions on the issue. The perceptual map given below shows the positioning of Samsung in the industry among the competitors (Wardhana, 2013). It shows that Samsung is positioned as a brand which is exciting i.e. bring new technologies and innovation in its products and is also easy to use for the customers. After the battery explosion crisis, the company has to save its reputation so that it can save itself from the damage to the long term growth of the brand (Fried, 2016). The company ran Commitment to quality IMC campaign in which the company made a video and uploaded it on YouTube to have maximum viewers. The video includes the details about the steps taken by the brand to identify the causes behind the battery explosion and how brand is fighting to handle the issue. The main objective of this message is to show that the brand believes in safety and security of its customers (Daszkiewicz Pukas, 2016). The target audience of the IMC campaign were those customers who affected because of the battery explosion and the ones who had to return their cell phones. The company needed to reinstate the trust of the customers who lost it because of the incident. The company targeted all the audience who are the potential buyers of mobile phones but they can switch to the competitors due to this case (Rehman Ibramham, 2011). Samsung enjoyed the top position in the industry of Android hardware makers but after the incident, Google released its own smartphone looking into the opportunity. As a result of this crisis, the customers feel buying the products of other competitive brands like Google, Sony, HTC and more. The customers demanded the refund for their products. Samsung will have to prove that its products are safe for the people and then only it can win its position back (Harding, 2016). Samsung tried its best to make its target audience feel that even the company is worried about the problems suffered by the users and they are taking significant measures to resolve it. The company wanted to regain the trust of its customers. For this, it launched a video where it explained that how the Batteries caught fire and exploded (Swider, 2017). The company created an eight point battery testing system so that it can be assured that the batteries are safe and sound for the users. This IMC campaign focused on the quality and security provided to the users. The company showed that it is assessing the manufacturing actions of its smartphones and followed careful inspection processes by machines and men so that highest quality can be ensured. This showed the commitment of the brand to safer devices in present and in the future. The company ensured that safety is the priority for them. The company need the users to trust the brand and its efforts taken for the safety of the custom ers (Sullivan, 2016). Samsung should try to connect to the customers to rebuild its reputation in the market. The brand took necessary steps like identified the problem, communicated it to the customers and also apologised to them (Kitchen Burgmann, 2010). Still, they need to rebuild their relationships with the sales channels ad partners to influence customers and make them trust the brand. The company should take the help of Social media and digital sources to reach the audience. Social media has huge mass appeal which can help company in reaching huge number of customers at a single platform (Samadi, 2016). Samsung should acknowledge its weaknesses and should ensure the customers that it would not happen again. The company can ask the customers about their reviews and feedbacks on what they demand from the organisation. The company should cease the production of Note which could provide ice to the fire (Cheng, 2016). The company can also build the advertisements which affect the customers and their emotions. The company could try to connect the audience with the brand. The company should promote its efforts taken for the safety and security of the customers (Lindstrom, 2016). Samsung could also use celebrities in their promotions advertisements giving a positive message about the brand. It could attract most of the users. The company has recalled its handsets and also refunded the money of the users which could also be used as a promotional action by the company. It can show that the company, despite of suffering huge losses is keeping the customers at the priority and caring for their safety (Fried, 2016). The brand poured huge money on the safety concerns to win the confidence and trust of the customers. It could bring its customers back and the position of the brand could be reinstated. References Cheng, R 2016, Galaxy Note 7, RIP. Samsung, you've got to rebuild the trust, Cnet.com. Daszkiewicz, M Pukas, A 2016, Integrated Marketing Communication Towards A Holistic Concept, Wroc?aw University of Economics. Fried, I 2016, The Galaxy Note 7 is dead. Samsung now has to save its reputation, recode. Harding, X 2016, Samsung's Exploding Galaxy Note 7: A Case Study In How Not To Release A Smartphone, Popular Science. Kitchen, P J Burgmann, I 2010, Integrated Marketing Communication, Wiley International Encyclopedia of Marketing. Lindstrom, M 2016, 5 Steps To Regain Trust After A PR Disaster, Fast Company. Rehman, S Ibramham, M S 2011, Integrated Marketing Communication and Promotion, Journal of Arts, Science Commerce. Samadi, 2016, 5 things Samsung must do to salvage its reputation, Campaign. Samsung, 2017, Vision 2020. Retrieved from https://www.samsung.com/in/aboutsamsung/. Sullivan, M 2016, How Did Samsung Botch The Galaxy Note 7 Crisis? Its A Failure Of Leadership, Fast Company. Swider, M 2017, Heres why the Samsung Galaxy Note 7 batteries caught fire and exploded, Techradar. Wardhana, A 2013, Positioning Analysis of Top Brand Digital Products in Indonesia, International Journal of Science and Research.