Samsung Service Marketing 19-21 PDF

Preview

Summary

Marketing research about Samsung...

Description

Reward Based Bonds: Incentives that offer rewards based on frequency of purchase, value of purchase, or combination of both Financial bonds 

Discounts on purchases, loyalty program rewards (e.g., frequent flyer miles), cash-back programs

Non-financial rewards 

Priority to loyalty program members for waitlists and queues in call centers; higher baggage allowances, priority upgrading

Intangible rewards 

Special recognition and appreciation, tiered loyalty programs

Reward-based loyalty programs are relatively easy to copy and rarely provide a sustained competitive advantage

Other than that, SMART CLUB EXCLUSIVE BENEFITS in India. An exclusive membership that entitles members to variety of monetary rewards and superior benefits, ranging from redemption points to priority customer service, intimation of product launches and invitation to events. Eligibility for membership are eligible for membership on purchase of any Samsung product from selected Samsung Brand shops (list available at www.samsungsmartclub.in). Members will be eligible for a Platinum and Gold membership depending on the value of product that members will buy (Samsung, 2017).

19 | P a g e

Conclusion/ Recommendation As we did our assignment about the service marketing of Samsung company. Samsung has applied most of the marketing tools that we learn in our class. From our perspective we will provide recommendations. These our recommendation which can improve and keep Samsung in the top companies in the world. First, SAMSUNG has to keep maintaining its success. Sometimes the success is bad enemy which make the successful person or company be very confident that it will not fail! We strongly recommend Samsung to keep maintain its products quality and services by improving the products and services from time to time. Samsung is highly recommended to test its products before launching any products to the market; for example, the great failure of Samsung Galaxy Note7 which globally effect negatively on Samsung reputation. The news spread around the world very fast which make the public not confident to use Samsung products. Secondly, SAMSUNG need to study the world trends and match it to the company products and services standards by applying all the changes trends in the world. In this point, the change pressure must be considered to keep the company in the top, as there is new needs for the customers every day. By responding to the needs of the customer, the company can stay on the top for longer time. Otherwise, Samsung will end up like Nokia which never response to the world technology changes. Thirdly, Samsung has to protect its private Android operation from competitors. We can see in the market so many mobiles have copied Samsung mobiles with similar operation system that used from Samsung. Samsung need to protect its patent, and work with its research and development department to encrypt special Samsung Android system. In conclusion, Samsung is good example that using 7 P's marketing mix, SWOT analysis, distribution channel, public relationship, corporate social responsible, value proposition, demographic and psychographic analysis, service process, and loyalty program. As we explained earlier, Samsung matching all its strategy for achieving the best result from marketing strategy. From the result of what Samsung achieved, it is successful company and it achieved very good result for using its service marketing as what we learn.

20 | P a g e

References Bhasin, H. (2016, August 6). Marketing mix of Samsung – 4P of Samsung. Retrieved from http://www.marketing91.com/marketing-mix-of-samsung/ Citibank. (2014, September). Retrieved from https://www.citibank.com.my/english/existingcardmembers/pdf/epp.pdf King, S. (2016, June 14). The secret to Samsung’s success: marketing exec speaks out. Retrieved from http://www.androidauthority.com/samsung-marketing-success-698462/ MILL, A. (2017, March). Samsung Galaxy Android Nougat. Retrieved from http://www.gottabemobile.com/samsung-galaxy-nougat-update-info-2017/ O'Leary, N. (2016, June). Q&A: How Samsung Embraced Innovation to Become a Global Master of Brand Marketing. Retrieved from http://www.adweek.com/brand-marketing/qa-how-samsungembraced-innovation-become-global-master-brand-marketing-171893/ Pestle. (2015, October). SWOT ANALYSIS OF SAMSUNG. Retrieved from http://pestleanalysis.com/swotanalysis-of-samsung/ Samsung. (n.d.). Retrieved from http://www.samsung.com/us/aboutsamsung/corporateprofile/history06.html SAMSUNG. (2014). Federal Government. Retrieved from http://www.samsung.com/us/it_solutions/innovationcenter/downloads/government/white_papers/Document_Management_and_Printing_Solution s_for_Federal_Government.pdf Samsung. (2017). Retrieved from http://www.samsung.com/in/microsite/smartclub/join-us.html SAMSUNG. (2017). Retrieved from http://www.samsung.com/semiconductor/about-us/customerservice/ Srivastava, R. (2016, April). Marketing as Value Creation: 12 Lessons for Global Growth. Retrieved from http://www.marketingjournal.org/marketing-as-value-creation-12-lessons-for-global-growthraj-srivastava/ Wynne, R. (2013). Public Relations, Explained. Retrieved from https://www.forbes.com/sites/robertwynne/2013/09/04/public-relations-explained/

21 | P a g e...