Samsung galaxy Note8

1. Selected product: Samsung galaxy Note8, Geographical area for study: Bangkok
metropolitan area, Thailand

2. Product profile

Picture 1: Previous model of Note serie

The history of Note series.
Samsung note serie is one of the flagship product for samsung mobile, with key distinctive
feature is the s-pen that allow consumer to wrote down what they want in the phone. The
development of this serie help create new type of mobile phone call phablet, the big screen
mobile phone which later on became industry standard.

Product

Picture 2: Current model Note 8

Key feature.
1. Infinity display: One of distinctive feature, Note has one of the biggest screen in the
market with 6.3 AMOLED display at 18.5:9 aspect ratio.
2. S-pen: The serie key feature, S pen can transform the phone to digital note book. It
create alternative input to your phone.
3. Camera: Follow the trend of mobile design with dual camera , which it is the first time for
this series.
4. Design: One for the distinctive design is the curve screen that create near bezel less
screen, combine with the long screen make note8 a minimal and sleek phone.
5. Hardware: Used the latest hardware in the market, has wireless charging, water
resistant, also note8 still has 3.5mm headphone jack.
6. Products ecosystem: Samsung offer accessories to use with Note8 and enhance user
experience, Such as Dex station that can hook up with monitor and create portable
computer, VR experience with custom made google and other feature like samsung
custom software.

Picture 3: Accessories in Note ecosystem

Price
Note8 has only 1 model with 3 color. The regular price is 33,900 baht.

Promotion
There are 5 type promotion.
1. Get discount with mobile operator: Indirect discount with dealer or mobile operator.
When purchase with fix mobile contract, customer will gain discount. For example get
discount 7,000 baht when purchase with 12 months contract from AIS. This promotion
will give large amount of purchase discount.

Picture 4: Example of promotion with mobile operator (AIS)

2. Straight up discount: Both direct and indirect discount. The promotion is done by both
Samsung and/or dealer. This promotion will give little amount of purchase discount and
mostly seen in online purchase.

Picture 5: Example of discount from Samsung in online shopping website

3. Purchase with complementary product/service: Samsung will give free Samsung
products when customer purchase. This type of promotion usually in pre-purchase
period.

Picture 6: Example of pre-purchase with complementary product

4. Event promotion: Type of promotion that tie to event such as mobile expo.

Picture 7: Example of promotion in mobile expo

 5. Trade in program: Type of promotion that allow customer to bring old phone and get
discount for the new phone.

Picture 8: Example of Trade in program

Place
There are type of distribution channel
1. Samsung official store: These t feature 2 type of store, Traditional store and Online
store. But both are run by samsung Thailand.

Picture 9: Samsung store at siam square 1

2. Dealer store: Dealer usually didnt has only samsung mobile product but has many
brand. Most of this type of store is mobile operators store.
 Picture 10: AIS store at Central world

3.1 Who are the target customer/consumer for the product?

Demographic information.
Gender: Not specific gender.

Age: Not specific age.

Social class/Income range: high socioeconomic class / Income range 30,000+ baht per
month.

Geographic: Bangkok metropolitan area, Thailand

Psychographic:
1. Productive: Note8 target consumer that seek productivity in their phone, consumer that
use their phone in work as much as in entertainment.
2. Sophisticate: Note8 offer sleek design with high quality material, their phone could reflect
their identity and not8 can deliver that need for consumer.
3. Concern about cost efficient in their product: The function and feature hadnt cut out as
much as their competitor. This factor could capture the consumer that concern about
feature they get from their phone.

Behavioral:
1. S-Pen user: The type of user who see s-pen as key feature weather by or use to the
smartphones traditional input method like palm mobile. Consumer in this segment
usually are the hard user of the product that attach to the pen feature. Other factor is
previous model, Note7 is absent in the market due to technical problem, the remain note
user that want to change last year might be change this year.
2. Mobile as portable PC user: These user is the one who want to increase productivity of
their mobile phone. This feature is still new in the market but it is a distinctive feature,
and by integrate this into Note8, could increase sale volume.
 3. 3.5mm headphone user: Note 8 is one of the few flagship phone that didnt eliminate
3.5mm headphone jack. With the consumer segment that concern about audio, Note8
can gain market share from these segment.
4. Consumer who has 3-4 years old phone: Most of the consumer change their phone
within 2 years. The consumer that have mobile phone older than 2 years could be came
the potential customer.

3.2 In my assessment, Will the targeted customer/consumer purchase the product?

Yes, By many reason such as.
1. Flagship product: One of the main flagship product from Samsung. Note8 is on the
spotlight already and easily gain attention for consumer, not to mention that there are
S-Pen heavy user that want new note phone, combined with many other features Note8
has many reason for the targeted consumer to purchase the phone.
2. Distinctive look: The look and design of the phone can fit into targeted sophisticate
consumer. With sleek design, Note8 can compete in the high-end Mobile phone market.
3. Still has 3.5mm headphone jack: The function that seem to be the trend for mobile
phone design, With This feature Note8 can gain consumer who still want this feature.

3.3 Adiional Opinion/suggestion/strategy as how to improve product in the eye of

targeted consumer.
1. Battery life: For big screen phone like Note8, battery consumption is a problem. To gain
competitive advantage, adding more battery life is a good option for the product.
2. Quality control: The Horn-effect from Note7 is damaging both product and brand name.
Quality control is important to eliminate doubt in consumer mind.
Reference:
http://www.samsung.com/th/smartphones/galaxy-note8/
http://www.ais.co.th/samsungnote8/en/available.html
http://www.11street.co.th/productdetail/samsung-note8-midnight-black-6240168
http://www.samsung.com/th/mobileexpo/
http://www.techmoblog.com/samsung-galaxy-note-8-promotion-tme-2017/
https://www.appdisqus.com/2017/09/29/promotion-galaxy-note-8-mobile-expo.html
http://xchangemobile.com/Thailand/IMTH
https://www.theguardian.com/money/2017/sep/01/upgrade-downturn-why-are-people-holding-o
n-to-their-old-phones