Global Brands Relationship Marketing

Question: Discuss about the Global Brands for Relationship Marketing. Answer: Introduction Samsung is one of the well known brands in the world of electronics. It has almost all types of electronics products ranging from entertainment to usage-ability (Jorfi and Gayem 2016). The numerous products include Television, monitor, refrigerator, washing machine, laptops and Smartphones (Yu 2014). In this assignment, the brand positioning of the organization will be evaluated. Several factors such as target market, nature of competition, Brand Mantra, Point-of-parity and Point-of-difference will be evaluated. In comparison to Samsung brand, LG will be selected as the later at present is the biggest competitor of the earlier. Brand Positioning Target Market Target Market of Samsung Segmentation Demographic Age: 20-60 Years Income: $500- Above (Per Month) Gender: Includes both male and female customers Occupation: Businesspersons and good job holders Psychographic People having high brand consciousness People having sophisticated lifestyle Behavioral Customers, who like extra benefit from the electronic gadgets they use Target Both young and old age people are the customers of Samsung. Especially, young age people are main target of for mobile phones. Though high income group having own business or having good job are target customers of the brand, still some of the student group having no job are also the customers. People having strong brand image are the main target of this brand. Positioning Better quality and better design for every product including TV, Smartphone, Refrigerators etc Affordable price Innovative technology Wide variety in products Table 1: Target Market of Samsung (Source: Mansour 2015) The differentiating factors that have attracted the target consumers are given below: Figure 1: Differentiating factor of Samsung (Source: Jung 2014) 2.2 Nature of Competition The main competition of Samsung in the world of electronics is with LG. Both of the organizations are providing almost same type of products but the types of services and prices are different (Kim, Lim and Choi 2014). Moreover, Samsung is a great competitor in the world of mobiles, whereas its entertainment products are limited in range. The brand association of Samsung is given below: Figure 1: Brand Association of Samsung (Source: Kim, Lim and Choi 2014) Brand Mantra Figure 1: Brand Mantra (Source: Teimouri et al. 2016) Thinks Differently One of the prime brand mantra of Samsung is its way in thinking differently to launch new electronic products. It manufactures Smartphone and other electronic gadgets with best features with innovative technology and design. With variety in its products categories, it can attract wide range of customers. Focus with Quality While manufacturing the products with innovative features, Samsung never compromise with their quality of their products (Aggarwal and Arora 2013). This brand always uses current and modern technology to facilitate young generation. Providing top quality product is the highest priority of this brand. Self-image Samsung has become able to create its strong self-image, as it is able to provide customized products to the customers. The brand is able to meet unique needs of the customers with their changing demands. The organization provide easy user interface for its devices, which help the customer a lot while using those device. Share Happiness Samsung is quite able to provide high quality electronic devices with affordable price. People from middle-income group to high-income group, all are able to afford Samsung products. The prime goal of this brand is to make its customers to be well communicated with each other through sharing their happiness. Targeting Strategy Samsung has targeted middle to upper income group as their target customers. Within this income group, the businesspersons and good service holders are included (Mosavi and Kenarehfard 2013). They mostly purchase the devices both for their home and office purposes. Apart from that, most of the new generation people, who are in school and college, are more inclined to purchase electronic gadgets. Therefore, the brand has targeted student group also as their customers. High quality with moderate cost is the prime competitive advantage for Samsung products. The durability of Samsung products is quite longer than other brands in the market. The organization uses differentiated strategy for targeting their customers. With wide variety of product range, the organization uses different promotional messages for each of the products. Each of the messages communicates different benefits to the customers. Point-of-Parity (P-O-P) P-O-P Samsung LG Necessary Clarity is picture quality of LED TV Brought innovation in digital inverter compressor, Bubble generation in washing machine, Uniform cooling and biosleep Introduced slim features in most of its electronic gadgets Clarity with eye-soothing features are included in LG brand Brought innovation in health guard of AC, automatic door in refrigerators, Side-by-side door of refrigerators Introduced ultra-slim features in most of its electronic devices Competitive Leading producers in TV and Smartphone Prices of the electronic devices are less than LG products Includes all kinds of customers Leading producers in Home appliance like refrigerators and ACs and others Prices of electronic devices are more as compared to Samsung products Includes only high-end customers Table 2: Point-of-Parity of Samsung (Source: Yektan, Nayebzadeh and Rabbani 2014) Point-of-Difference P-O-D Samsung LG Strong Strong brand value due to its association with top celebrities Energy efficient products reduces 20% electricity bill Unique product differentiation and first mover in any market LG does not have its own brand ambassador Products with energy efficiency costs higher Last market entry and priced higher Favorable Price against features are extremely comfortable Extended warranty features Price is comparatively higher than other electronics products Warranty is limited to most of the products Unique Brand Associations Brand associations mainly satisfy emotions, comfort and feelings (figure 1) Brand association mainly satisfy need of consumers, against which price is higher Table 3: Point-of-Difference (Source: Hadjikhani, Lee and Park 2016) Reference List Aggarwal, V.K. and Arora, S., 2013. 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