Đang tải... (xem toàn văn)
Họ và tên Trần Mai Hương Khoá lớp k104 STT 41 Ngày thi 07102021 Mã sinh viên 1873403013044 Id phòng thi 103 Giờ thi 14h00 BÀI THI MÔN GIAO TIẾP TRUYỀN THÔNG Hình thức thi Bài tập lớn Tiểu luận Mã đ. Họ và tên: Trần Mai HươngKhoá lớp: k104STT: 41Ngày thi: 07102021Mã sinh viên: 1873403013044Id phòng thi: 103Giờ thi: 14h00BÀI THI MÔN: GIAO TIẾP TRUYỀN THÔNGHình thức thi: Bài tập lớn Tiểu luậnMã đề thi: 01 Thời gian thi: 24 giờĐỀ THI: WHAT IS COMMUNICATION? HOW DOES A COMMUNICATION PROCESS HAPPEN? DESIGN A COMMUNICATION STRATEGY TO LAUNCH A NEW PRODUCT OF SAMSUNG TABLE OF CONTENTSINTRODUCTION1I. THEORETICAL FRAMEWORK21.1. Definitions of Communication21.2. Communication process2II. SITUATION ANALYSIS32.1. Market Trends32.2. PEST Factors42.3. SWOT Factor42.3.1. Strengths of Samsung in SWOT Analysis52.3.2. Weaknesses of Samsung in SWOT Analysis52.3.3. Opportunities for Samsung in SWOT Analysisopportunities for Samsung62.3.4. Threats for Samsung in SWOT Analysis62.4. Current Marketing Communications Strategy7III. SOLUTIONS73.1. Objectives73.2. Communications Tools83.3. Media Selection83.4. Control93.5. Marketing Research9CONCLUSION10REFERENCE11 INTRODUCTIONProduct launch is perhaps the most expensive, risky, and poorly managed phase of new product development process, in the sense that firms must commit enormous time, financial, and managerial resources, and the average failure rate is as high a 40% for consumer and industrial new products (Hultink, Hart, Robben, Griffin, 2000) and more than 60% in hightech industries. Despite the risks inherent in commercialization, launch efforts often are decisive in securing new product success. In this challenging context, a firm that is proficient in communicating the positioning of its new products and leveraging its affiliated brands may maximize its chances of achieving profitable product acceptance in the target market.Launch planning involves both strategic and tactical decisions. Whereas the former entails details such as product innovation, market targeting, and market leadership, the latter pertains to choosing marketing mix elements, of which marketing communications represents the central concern. In the launch process, marketing communications refer to all of the information and attitude efforts expended to influence product adoption, including product attribute expressions and strong persuasion attempts. Existing literature clearly supports the positive relationship between effective marketing communications and new product success.In response to such environmental complexity and turbulence, hightech marketers may use marketing communications to build strong brand names and assuage customers fear and doubt involved in product adoption. I. THEORETICAL FRAMEWORK1.1. Definitions of CommunicationCommunication is the transfer of informationmessages from one individualorganization to one or more other individualsorganizations.Communication is the process through which people express their views or express their feelings.=> Communication is a process in which people exchange information to understand each other and respond to suit a particular situation.1.2. Communication processThe Communication Process consists of eight stages and is shown in the diagram below: Figure 1: 8 Stages of The Communication ProcessThe 8 stages of the communication process are:•Sender: The person who wants to communicate.•Message: The information the sender wishes to communicate.•Encoding: How the message is to be communicated e.g. verbally or written.•Channel: How the message is sent e.g. face to face or by email.•Receiver: The person to whom the sender sends the message.•Decoding: How the receiver understands or interprets the message.•Feedback: The receiver’s response to the message.•Noise: Anything that might interfere with communication or reduce the chance of successful communication.The sender will decide on the aim of their message and who the receiver is. From this, they will construct their message and determine how it is to be sent. To avoid miscommunication it is important for the sender to keep their audience in mind when constructing their message and selecting their channel.Decoding begins when the recipient has received the message and starts to digest it. If the receiver is confused by any part of the message the feedback loop enables them to seek clarification by asking questions. The feedback loop also provides a mechanism for the receiver to provide both positive and negative feedback to the sender.II. SITUATION ANALYSIS The purpose of this part is to develop an integrated marketing communications campaign for Samsung Galaxy S21. The campaign will be used to market the product in Vietnam. Samsung Galaxy S21 is a new product that will be launched to replace Samsung Galaxy S20.2.1. Market TrendsDespite the impact of the Covid19 pandemic, the Korean firm increased its sales by 4% yearonyear, Singaporean technology market analysis firm Canalys said in a recent report, according to VOV. Vietnams Oppo and Vivo followed with 17% and 12% share of the market, respectively. But their sales trends diverged wildly, with Oppos falling by 26% and Vivos increasing by 246%.
Họ tên: Trần Mai Hương Mã sinh Khoá lớp: k104 1873403013044 STT: 41 Ngày thi: 07/10/2021 Id phòng thi: 103 Giờ thi: 14h00 viên: BÀI THI MÔN: GIAO TIẾP TRUYỀN THƠNG Hình thức thi: Bài tập lớn/ Tiểu luận Mã đề thi: 01 Thời gian thi: 24 ĐỀ THI: WHAT IS COMMUNICATION? HOW DOES A COMMUNICATION PROCESS HAPPEN? DESIGN A COMMUNICATION STRATEGY TO LAUNCH A NEW PRODUCT OF SAMSUNG TABLE OF CONTENTS INTRODUCTION I THEORETICAL FRAMEWORK 1.1 Definitions of Communication .2 1.2 Communication process II SITUATION ANALYSIS 2.1 Market Trends 2.2 PEST Factors 2.3 SWOT Factor 2.3.1 Strengths of Samsung in SWOT Analysis 2.3.2 Weaknesses of Samsung in SWOT Analysis .5 2.3.3 Opportunities for Samsung in SWOT Analysisopportunities for Samsung .6 2.3.4 Threats for Samsung in SWOT Analysis 2.4 Current Marketing Communications Strategy III SOLUTIONS .7 3.1 Objectives 3.2 Communications Tools 3.3 Media Selection 3.4 Control 3.5 Marketing Research CONCLUSION .10 REFERENCE 11 i INTRODUCTION Product launch is perhaps the most expensive, risky, and poorly managed phase of new product development process, in the sense that firms must commit enormous time, financial, and managerial resources, and the average failure rate is as high a 40% for consumer and industrial new products (Hultink, Hart, Robben, & Griffin, 2000) and more than 60% in high-tech industries Despite the risks inherent in commercialization, launch efforts often are decisive in securing new product success In this challenging context, a firm that is proficient in communicating the positioning of its new products and leveraging its affiliated brands may maximize its chances of achieving profitable product acceptance in the target market Launch planning involves both strategic and tactical decisions Whereas the former entails details such as product innovation, market targeting, and market leadership, the latter pertains to choosing marketing mix elements, of which marketing communications represents the central concern In the launch process, marketing communications refer to all of the information and attitude efforts expended to influence product adoption, including product attribute expressions and strong persuasion attempts Existing literature clearly supports the positive relationship between effective marketing communications and new product success In response to such environmental complexity and turbulence, high-tech marketers may use marketing communications to build strong brand names and assuage customers' fear and doubt involved in product adoption I THEORETICAL FRAMEWORK 1.1 Definitions of Communication Communication is the transfer of information/messages from one individual/organization to one or more other individuals/organizations Communication is the process through which people express their views or express their feelings => Communication is a process in which people exchange information to understand each other and respond to suit a particular situation 1.2 Communication process The Communication Process consists of eight stages and is shown in the diagram below: Figure 1: Stages of The Communication Process The stages of the communication process are: Sender: The person who wants to communicate Message: The information the sender wishes to communicate Encoding: How the message is to be communicated e.g verbally or written Channel: How the message is sent e.g face to face or by email Receiver: The person to whom the sender sends the message Decoding: How the receiver understands or interprets the message Feedback: The receiver’s response to the message Noise: Anything that might interfere with communication or reduce the chance of successful communication The sender will decide on the aim of their message and who the receiver is From this, they will construct their message and determine how it is to be sent To avoid miscommunication it is important for the sender to keep their audience in mind when constructing their message and selecting their channel Decoding begins when the recipient has received the message and starts to digest it If the receiver is confused by any part of the message the feedback loop enables them to seek clarification by asking questions The feedback loop also provides a mechanism for the receiver to provide both positive and negative feedback to the sender II SITUATION ANALYSIS The purpose of this part is to develop an integrated marketing communications campaign for Samsung Galaxy S21 The campaign will be used to market the product in Vietnam Samsung Galaxy S21 is a new product that will be launched to replace Samsung Galaxy S20 2.1 Market Trends Despite the impact of the Covid-19 pandemic, the Korean firm increased its sales by 4% year-on-year, Singaporean technology market analysis firm Canalys said in a recent report, according to VOV Vietnam's Oppo and Vivo followed with 17% and 12% share of the market, respectively But their sales trends diverged wildly, with Oppo's falling by 26% and Vivo's increasing by 246% In the Southeast Asian market, Samsung continues to be the leading smartphone company with a 21% market share in the second quarter However, sales over the same period in 2019 decreased by 26% According to We Are Social, a social media marketing and advertising agency, around 75 million people, or almost 80 percent of Vietnamese population, use smartphones 2.2 PEST Factors Deregulation of the Vietnamese advertising industry is the most important political factor since it has enabled several firms to join the market The resulting competition will reduce the cost of advertising in Vietnam (Ranchhod & Marandi 2005, p 91) Rapid economic growth in Vietnam has improved the demand for smartphones Thus, investing in marketing communications activities such as advertising and public relations is likely to have a high return on investments High literacy level, access to print, and electronic media will improve the effectiveness of marketing communications initiatives since a large number of potential customers can be reached Increased access to advanced technologies such as the internet and social media will also improve the effectiveness of marketing communications in Vietnam 2.3 SWOT Factor Figure 2: Swot factor of Samsung 2.3.1 Strengths of Samsung in SWOT Analysis Brand Image: Samsung Electronics Co Ltd is a renowned brand throughout the world According to the famous Forbes Magazine, Samsung ranked 8th in the world’s most valuable brand in 2020 This strong brand value takes the company closer to its target market and reaches them more easily Strategic Partnerships: Developing strategic partnership with software developers and online firms are always an opportunity to grow revenue for Samsung Thus the company gets more functionalities from the developers that can be used to enhance their electronics quality For example, Spotify has a nonexclusive agreement with Samsung that allows users to use Spotify as an integrated music streaming service Variety of products: Though it is known as an electronics company, Samsung also produces and sells semiconductor parts, LCD panels, memory, SIM chip to other manufacturers which is notable Thus, the company can keep expanding itself in different ways Also, Samsung is very successful in every type of product it produces from TV to smartphones and refrigerators 2.3.2 Weaknesses of Samsung in SWOT Analysis Dependance on the American market: Though Samsung has diversified its products, resources, and market, it is still highly dependent on the American market Roughly 70% of its smartphones are sold in the US But as the American economy is very unpredictable, it can not only cause damage to Samsung’s sales but also can jeopardize its total infrastructure Drop-in profit: Since 2017, the sales of smartphones have been declining in the covid-19 pandemic and the company has observed a fall in its profit since then The lack of safety in Samsung smartphones also contributed to this loss Many smartphones of the Samsung Galaxy Note series showed overheating batteries leading to an explosion At the same time, some refrigerators and washing machines were reported to start firing High price: To maintain the high quality of its products, Samsung products has always been high priced Its competitors like Apple, Huawei, and Xiaomi are trying to outperform each other by improving quality and price range Samsung should focus on balancing quality and finances so that they can cope up and survive in this immense competition 2.3.3 Opportunities for Samsung in SWOT Analysisopportunities for Samsung New markets: As the government has agreed to lend a hand to the economic development there are new markets in the making This will help Samsung broaden its already wide horizon of business Business Diversification: Even though Samsung has plenty of products to sell, there are many new products that it could launch People are now aware of its presence So this will be advantageous for the company Business diversification can get people more interested and invested in the company This will work as publicity and raise the profit 2.3.4 Threats for Samsung in SWOT Analysis Impact of Pandemic: This is the time of pandemics Samsung is one of the leading companies in the consumer goods department Even though this pandemic has failed to make any big impact on the sales figure, that does not mean that the magnitude of the situation is any less This pandemic has affected the manufacturing, distribution, and purchasing of Samsung products This has fueled major changes in Samsung’s business strategies Government Regulation: The rules and regulations that the government imposes may be a major threat for Samsung, especially if it does not abide by its profit-based agenda Strong Competitors: Though, the main competitor of Samsung is Apple But newer Vietnamese brands like Xiaomi and Huawei are rapidly progressing in the marketplace These new companies are manufacturing and selling smartphones at a much cheaper price than Samsung which may become a matter of concern On the contrary, though Apple is not providing cheaper products, its marketing policy is trying to make a better impression on the market than Samsung Scandals: The president of the company was found guilty of bribing the government which caused his imprisonment for about a year Also, since its founding, Samsung has always been under the leadership of the founding family members But many scandals of these leaders have shown up which could really break the image of the company and for which the president of the company has publicly announced about not handing over the leadership to his children in 2020 2.4 Current Marketing Communications Strategy Currently, the company’s marketing communications mix includes advertising, public relations, and sales promotions (Pride 2004, p.212) The main objective of these communications tools is to create brand awareness and to differentiate the company’s products in the market Consequently, the messages conveyed to the public focus on highlighting product features The main strength of the strategy is that it will enable the company to build a strong brand image (Kitchen & Pelsmacker 2004, p 217) However, the company adapts its adverts to suit the needs of each market This increases the risk of conveying inconsistent messages to the public (Pride 2004, p.213) III SOLUTIONS 3.1 Objectives The main objective of the communications plan is to create product awareness Product awareness will enable the customers to identify with Samsung Galaxy S21 (Ouwersloot & Thompsons 2008, p 92) The resulting improvement in brand image will enable the product to penetrate the market (Kim 2006, pp 126-137) The second objective is to use various tactics to stimulate desire among customers so that they can purchase the product 3.2 Communications Tools A variety of marketing communications tools will be used to reach the target audience The tools include public relations, advertising, personal selling, sales promotions, exhibitions, sponsorship, point of sale merchandising, and internet marketing Public relations will involve attracting media coverage by hosting events to brief key stakeholders and potential customers about the product and its launch date Sales promotions will include competitions and coupons that will enable customers to win prizes by purchasing the product (Yang & Trim 2008, pp 272-278) The company will sponsor one popular TV show to reach as many customers as possible To convince customers to purchase the product, the sale team of the company in retail stores will exhibitions and personal selling Internet marketing will involve advertising the product through its brand website and popular websites such as Face book, Google+ and Twitter 3.3 Media Selection The target market consists of customers with different lifestyles and socioeconomic backgrounds Thus, it is important to use different types of media to reach the target audience (Hackley 2010, p 278) The print and electronic media will be used to market the product The print media include popular magazines, newspapers, brochures, and product catalogue The print media will target institutions and customers who have time to read The electronic media include radio channels, mobile phones, TV channels, and the internet (Percy 2008, p 241) The electronic media will target customers who have access to multimedia devices such as radios The marketing communications tools will be used to position Samsung Galaxy S21 as a smartphone that enhances the lifestyle of its user In this regard, the message to be conveyed by the communications tools will focus on three themes namely, excellent functionality, reliability, and affordability These brand attributes will be reflected in the marketing mix Specifically, different color and screen size options will be provided to suit customers’ needs (McCray, Gonzalez & Darling 2011, pp 240-255) Moreover, a three-level distribution channel will be used to enhance brand visibility 3.4 Control The success of the communications campaign will be tracked by measuring sales, brand awareness, expenditure, and market share Monthly sales will be reviewed to determine the extent to which the company is able to achieve its targets In addition, monthly sales will be compared with those of the competitors to determine the product’s market share (Kazmi 2007, p 211) Two surveys will be conducted to measure brand awareness Monthly expenditures will be reviewed to ensure that the resources that have been allocated for the campaign are used appropriately 3.5 Marketing Research The objectives of marketing research will include measuring brand awareness, as well as, obtaining customers’ feedback concerning the product and the suitability of tactics such as sales promotions and adverts Online surveys will be used to collect data from the public concerning brand awareness and sales promotions Interviews will also be used to collect information about the market from key informants such as the industry’s regulator The results of the marketing research will be used to improve the campaign and the product (Histrich 2000, p 314) 10 CONCLUSION This research shows that in high-tech industries, what to say and how to say it are both essential for marketing communications designed to support a product launch We explore the strategies for designing messages according to informational/transformational and elaborational/relational dimensions and propose that high-tech customers, who are relatively motivated and able to process new product-related information easily, may be better swayed by informational messages, which increase their awareness of, interest in, and comprehension of new products and lead to their adoption of the product That is, the use of informational messages is more effective for launching high-tech products than is the use of transformational messages Moreover, it is beneficial to use relational messages, which emphasize the association of the new product with its parent brand, than elaborational messages, because the high speed of product innovation in high-tech industries increases customers' perceived adoption risks associated with product obsolescence or network externality Marketers can overcome adoption resistance by delivering messages that link products to their parent brands, which, if they possess strong brand equity, can generate customer trust and confidence in the new products 11 REFERENCE Caemmerer, B 2009, ‘The planning and implementation of integrated marketing communications’, Marketing Intelligence and Planning, vol 27 no 4, pp 524-538 Chen, P 2012, ‘The importance of marketing strategy: gaining the competitive edge with integrated marketing communications (IMC)’, Strategic Direction, vol 22 no 8, pp 23-25 Drummond, G, Ensor, J & Ashford, R 2010, Strategic marketing, Oxford University Press, London Gabrielli, V & Balboni, B 2010, ‘SME practice towards integrated marketing communications’, Marketing Intelligence and Planning, vol 28 no 3, pp 275-290 Hede, A & Kellett, P 2011, ‘Marketing communications for special events: analyzing managerial practice, consumer perceptions, and preferences’, European Journal of Marketing, vol 45 no 6, pp 987-1004 Johnsons, M 2012, ‘Attraction and retaining customers in a competitive market’, Strategic Direction, vol 28 no 1, pp 17-20 Shimp, T & Andrews, C 2013, Advertising promotion and other aspects of integrated marketing, Taylor & Francis, Boston 12 ... of Samsung in SWOT Analysis 2.3.2 Weaknesses of Samsung in SWOT Analysis .5 2.3.3 Opportunities for Samsung in SWOT Analysisopportunities for Samsung .6 2.3.4 Threats for Samsung. .. for Samsung in SWOT Analysisopportunities for Samsung New markets: As the government has agreed to lend a hand to the economic development there are new markets in the making This will help Samsung. .. it are both essential for marketing communications designed to support a product launch We explore the strategies for designing messages according to informational/transformational and elaborational/relational