CASE: MARKETING STRATEGY

‘New Days New Ways – The Era of UNTACT’

Key Question: How can Samsung India deliver contact-less yet comprehensive
experience to customers throughout their purchase decision journey?

Problem Statement
Owing to the On-going Covid situation, Samsung India wants to assure customers by delivering a contact-
less experience yet ensuring that it does not take away from their experience at any point during the purchase
journey

Market Context
Ever since Covid19 hit, it has been a new world order with everything changing around us. The pandemic which
is still far from being over has made everyone wary and that has impacted and is furthermore likely to impact
how customers would interact with products and brands through their purchase journey.
Ever since the lockdown started, the following consumer trends have surfaced:
- Personal safety and hygiene has emerged as one of the top concerns of people
- Consumers are scared of visiting crowded marketplace / malls
- Consumers intend to postpone purchases
- Proliferation of Online with unprecedented growths across facets: O/L meetings, grocery buying, banking etc.
- Much higher intention than ever before of consumers to buy products online

Brand Context
Samsung resides in the hearts of our consumers as an innovative brand and a clear technology leader. So, here
is the time for us to be more innovative than ever. So, what needs to be emphasized is that Samsung not only
delivers innovative products that it has been known for years but also innovative solutions that provide them
the most fulfilling purchase experience despite the on-going challenging situation.
So, this is the time for UNTACT* through each step of the consumer purchase journey**

*Untact service: A service provided without face-to-face encounter between employees & customers through use of digital tech

**Consumer purchase journey: including the following 4 stages:

- Initial Consideration Stage: Decided to buy a product but not began search about specific brands / models
- Active Search Stage: Actively engaged in product search, finding out more, shortlisting of choices
- Purchase Stage: The stage of final purchase – The moment of truth, ordering, payment
- Post Purchase Stage: Installation, after sales service
Core TG

Our Core TG is millennials and they really appreciate clear, straightforward message and actions which we are
committed to deliver.

Marketing Challenge
Marketing is all about connecting with the consumers and in a contact-less context, establishing that connect
without touch-feel is surely a challenge and that is what needs to be surmounted. Up to now brands used to be
evaluated in terms of their Brand Equity quotient, very soon consumers may start evaluating brands in terms
of their Brand Safety quotient.

To give you a perspective, there are many aspects that Samsung has already worked on / implemented to this end
like:
- Appointment based entry at stores / service centres
- Measures inside the retail stores including Masks, sanitization of products / surface, contact-less payments
- Improved experience of O2O (Online to Offline) purchase model
- Enhanced online product demo experience.
- Video explanation of key product features
- Product demo at home

Activities / Touch-points within scope

- Product Marketing
- Retail Marketing
- Booking / Ordering
- Billing & Payment
- Online Marketing
- Product Demo
- Installation
- Customer Service
- Any other activity / touch-point pertaining to any of the 4 stages of Consumer Purchase Journey including Initial
Consideration Stage, Active Search Stage, Purchase Stage and Post Purchase Stage.

The contesting team is expected to devise & recommend more practical ideas to enhance experience of the
customers at each of the 4 stages of consumer purchase journey.
We urge you to look at this business problem in pretty much the same way as you bright students have
resolved to deliver your best project despite the limitations of operating virtually. Samsung India also wants
to deliver the best in class purchase journey experience to our consumers despite the aforesaid limitations
caused by pandemic.