Samsung Galaxy Tab

Campaign Time Period November 1, 2010November 30, 2011

Tab into the Galaxy Team

Marketing 3305 Advertising

St Johns University Tobin School of Business
Professor Jaeseok Jeong

December 3, 2010
Table of Contents Samsungs 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 agencys work is our commitment

and

communication

with

our

consumers.

We

focus

on

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 Samsungs 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 base
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. Its 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 first
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% ($9,800,000)
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% ($7,350,000)
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 targets 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, Mens 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 surveys
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 Samsungs Galaxy Tab

A. Industry Background

Electronic/Mobile Industry Background

o

o
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.
4.6 billion people actively part of the mobile industry as of
February 2010
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
o
o

Current Trends/Developments Affecting the

Promotion Program
o

In the 2005, $950 billion in the U.S.

Estimated to grow to nearly $2100 billion by 2010
Market dominated by Asian countries such as China,
Taiwan, Singapore, and South Korea

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.
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

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 beliefs/trends
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 recommendations
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
o

International governance issues

How will the affiliated nations governments
overseas treat the company while marketing
their product abroad
Copyright infringement
Issues with new products in competing
companies

B. Company Snapshot of Samsung

Brief Sketch
o

Place in the Industry

o
o

Samsung is considered one of the top five industrial

leaders in the world
Responsible for at least one fifth of South Koreas exports

Mission
o
o

Samsung Electronics and Mobile Industry

Samsung is a digital growing leader in todays
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

Constantly creating original, high quality products and

services that are targeted and supported by millions of
individuals and businesses around the globe
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 Samsung

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

Organizational Structure
o
o
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
www.samsung.com)
Thirteen of Samsungs products, including
semiconductors, TFT-LCDs, monitors and CDMA mobile
phones, are ranked number one in the global market
share
Earlier this year, released the first 3D LED HD TV in the
world

Sales History
o
o

CEO Gee-Sung Choi

Helped build Samsung into worlds largest
consumer electronics company
US Executive Team
Board of Directors
These independent board of directors govern
Samsung and serve the affected stakeholders with
integrity and morals in their business-related
actions
Strategic Management Approaches
Creativity
Partnership
Talent

Product Line
o

United Kingdom, Russia, Israel, India, Japan and

China
Each year at least 9% of sales revenue is invested
in the R&D activities
R&D is at the heart of everything that Samsung
does

First product introduced in 1970 and it was a small white

television
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 device

Current Marketing Mix

o
o
o
o
o
o

Market Shares
o
o

High innovative technology at low cost

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

Samsung Electronics Co. (SSNHY, 005930.SE)

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.
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
o

As stated in its new motto, Samsung Electronics'

positioning for the new decade is, "Inspire the World,
Create the Future."
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)
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

Who

Without a contract, the cheapest you could

purchase the tab for is $600, or $650 when
purchased through AT&T
With a contract, the price is $400 (Engadget
Prices)
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 product
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 preinstalled 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 Doesnt have as great a name recognition as Apple
o Doesnt have a loyal customer base like Apple

Some consumers wont 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 wellequipped Tab and gain more name recognition and also
gain a more loyal customer base
o Samsung can be purchased by consumers who thought
the iPad was too overpriced
Threats
o Samsung doesnt produce an extremely well-equipped
smart-phone and gets poor reviews
o Samsung is striving on producing an extremely wellequipped smart-phone because it doesnt have a name
that is as reputable as Apples name is, and if it doesnt
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 Doesnt
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
doesnt 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
o

Competitive Review Samsungs 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
Samsungs 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 Samsungs Galaxy Tab. Although PCs 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
Apples 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 Apples iPad not only ate into PC
netbook sales, it also helped Apple sell more Macs,
which combined to push Apple into the highest
ranking weve covered since 1998.
Sales & Growth: According to J.P. Morgan, Apples
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 iPads 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 & NonCurrent):
Change portable computing
Fill the gab between Mac PC and iPhone/iTouch
product lines
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,
Apples iPad has successfully incorporated mutlimedia and multi-touch functionality, e-books, web,
e-mail, photos, video, games, and music into a
sleek and lightweight design. I dont 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 Programs:
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 companys

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 market.
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 & NonCurrent):
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 wellearned 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 companys 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 hasnt 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 Programs:
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 & Air.

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,
HPs 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 iPads 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 iPads
and even the battery life is fifty percent less, only
lasting 5 hours.
c. Sony Dash:
1. Target Markets:
Entertainment
Cocooning homebodies

2.

3.

4.

5.

6.

Simplified Technology Users (users who arent as

hands-on with technology)
Marketing Objectives and Strategies (Current & NonCurrent):
Create a simplified version of the iPad with similar
features for those users who arent 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 web.
Positioning:
It seems as though Sony created this device for a
home atmosphere, whether its in the kitchen, the
bedroom, or a family room. It serves more as an
entertainment center instead of a mobile PC.
Current Advertising, Sales Promotion, PR, and Direct
Marketing Programs:
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.
Media Strategies (including message strategies):
The Sony Dash is relatively new to the market and
therefore hasnt made a tremendous splash,
however it is presented very nicely on Sonys
Website. The Website allows users to select which
environment they would like their dash to be in.
Sonys Dash isnt 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.
Overall Assessment (Strengths and Weaknesses):
It doesnt 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 doesnt 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 & NonCurrent):
Rival Apples iPad and Samsungs Galaxy Tab by
perfecting their design and characteristics but just
improving it.
3. Positioning:
The PlayBook hasnt 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 desirability.
4. Current Advertising, Sales Promotion, PR, and Direct
Marketing Programs:
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 hasnt 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

PCs 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 exploit.
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 & NonCurrent):
Rival Apples iPad and Samsungs Galaxy Tab by
perfecting their design and characteristics but just
improving it.
3. Positioning:
As of right now, the Folio 100 hasnt 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 iPads 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 desirability.
4. Current Advertising, Sales Promotion, PR, and Direct
Marketing Programs:
Since the Folio 100 hasnt made it to the states as
of yet, much advertising hasnt 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 singlecore 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 Samsungs 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

B.

Secondary Target Market

Boys and girls aging 13 to 17
Generation Y

Targeting
o

C.

Emphasis on the following to our market:

7 inch touch screen (2 inches smaller than iPad)
Googles Android 2.2 mobile Operating System
Adobes 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
doesnt 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 dont want to carry
much with their books)

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 Samsungs

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 0-20%.
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 worlds 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 Smartphones 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 products.
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 Apples 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 Samsungs 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 computing.
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 Tabs sleek design and small size (7

inch) allows for easy portability; it practically fits in ones pocket.
Carried by 4 major U.S mobile carriers.
Technology in the Palm of Ones 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. Its 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 werent 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 competitor.

G. Tone
We want to establish that although we werent 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 palms 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

2.

3.

4.

5.

6.

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.
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.
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 mens magazines such as GQ,
Details, Mens 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.
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.
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.
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:
Advertising:
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 highspeed 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, Mens 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)

Internet/Interactive:
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 Internets 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 consumers 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 consumers.
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 consumer.
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.

http://www.electronista.com/articles/10/09/28/kindle.owners.actually.w
ealthier.better.educated/

Specific Media Objectives/Mix Samsungs 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 dont 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 ads.

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.
http://wealth.mongabay.com/tables/100_income_zip_codes20000.html

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 product.

5. Scheduling Pattern
It would be the best idea for us to run ads of the Galaxy Tab all year
round. The Galaxy Tab hadnt 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 Samsungs 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 not.

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.

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.

Fall

08

Samsungs Galaxy Tab Customer Satisfaction

Survey 1.

The following is a list of product and service items. How satisfied are you
with each item?

Samsungs Galaxy Tab

Very
Unsatisfi
ed

Unsatisfi
ed

Neutr
al

Satisfi
ed

Very
Satisfi
ed

Overall Quality
Value
Purchase Experience
Installation/ first use experience
Usage Experience
After purchase service (warranty, repair,
customer service)

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
Dont know or never used

6. How likely are you to recommend the Samsung Galaxy Tab to others?
__ Definitely will recommend
__ Probably will recommend

Not
Applica
ble

__
__
__
__

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 Samsungs 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

Samsungs Galaxy Tab

Advertisement Campaign Survey

observed in the past. We appreciate your honesty, thank you.

1. How well do you remember this advertisement?
__ Dont 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 ad?
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
__ Creative
__Emotional
__Energetic
__ Genuine/sincere
__ Honest
__ Humorous
__ Informative
__ Memorable
__ Offensive
__ Pleasant
__ Satisfying
__ Strong
__ Unique
__ Warm-Hearted

Based on the features advertised, this ad . . .

Samsungs Galaxy Tab

Just
like
me

A lot
like
me

Somew
hat like
me

Not
much
like me

Not at all
like me

The ad message is understandable

The advertisement is believable
The ads 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.

Samsungs Galaxy Tab

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

Just
like
me

A lot
like
me

Somew
hat like
me

Not
much
like me

Not at all
like me

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.

Samsungs Galaxy Tab

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.)

Just
like
me

A lot
like
me

Somew
hat like
me

Not
much
like me

Not at all
like me

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