Product management assignment on: Essay help on Samsung Galaxy S3 Mobile phone – Australia
- 1. Product Overview:
Product chosen for the discussion is Samsung Galaxy S3 mobile phone in Australia is a touch-screen based smart phone. The most admired Android phone in Australia’s market is Galaxy S3. It encompasses fully loaded Android, has a processor of swift dual-core and moreover a camera feature of strong 8 mega pixel. Apart from this it is of reasonable worth with AU $899 and can be afford easily with its excellent software enhancements (Samsung, 2012).
High-involvement product:
Samsung Galaxy S3 is referred as a high involvement product because it takes a long time in making a decision to buy this handset. Consumer analyzes much by taking reviews, suggestions, and visiting the stores to cross-check the features and quality of the phone, then only he/she gets ready to possess the phone. Besides it, a technological device is usually considered as a high-involvement product because it needs the cross-examination of the technological product before purchasing as it is difficult to repair it if it doesn’t work well.
Photo image:
(Source: Marsh, 2012)
Current advertising of Samsung Galaxy S3:
Samsung Galaxy S3 is being offered by several key Australian carriers such as Vodafone, Virgin mobile, Optus and Telstra. Apart from being sold through Australian careers, Samsung galaxy is being proposed as a unit without sim card around for AU$899. On the other hand is also being advertised with the availability of Sim-free edition through Amazon for only US$779.99. Moreover, it is being advertised as a pre-order for people seeking its pebble blue model and therefore consumers can get it within 10 days (Ramos, 2012).
Overview of the Company:
Samsung refers to a South Korean multinational company which is based in Samsung town called as Seoul. It is regarded as a conglomerate industry based company. It was founded by Lee Byung-Chull in 1938. It has spread its overall business worldwide in 80 countries including Australia. It is huge diversified company including the activities in areas of construction, financial services, and medical services and in electronics as well (Samsung, 2012).
Organizational or personal consumer:
It is used mostly by the organizational consumers because they can easily afford it and is good for official purpose. Moreover, it is high standard quality phone, which is generally used by the people working in a big and reputed organization. At the personal level, consumers rarely buy such phones because they are not of much use for them.
2. Segmentation
(a) With the help of segment descriptors, target market of Samsung Galaxy S3 in Australia can be identified based on various critical factors such as age, job, education, income, values, lifestyle & personality, etc. In this context, Galaxy S3 has targeted youths who are earning good, have a luxuries lifestyle and are status concerned while in a group or individually.
(b) There can be demographic, psychographic, behavioralistic and geographic characteristics basis on which consumer behavior can be acknowledged with the product. These include following characteristics:
- Gender, age, generation, business/occupation, qualification, background, status & income
- Values, beliefs, attitudes, lifestyle and viewpoints
- Moreover consumer seeks the brand loyalty in the market, its rate of usage by the standard people and its stability
(c) The marketing department of Samsung galaxy always tries to put their products effectively and competently in the consumers mind rather than other competitors. Product positioning is considered to draw an impact on the long term success of the brand. That’s why Samsung galaxy puts a lot of importance in product positioning. Through billboards, banners, posters, road rallies, shopping mall campaign, and other promotional activities the marketers are initiating to build product position in the mind of the consumers. To justify, it has been articulated that Samsung strengthens its positions as world’s largest Smartphone maker. It has shown a growth of 29.1% by a comparison made with its competitors (Harris, 2012)
(d) Samsung Galaxy S3 is truly a remarkable touché screen mobile handset. It’s classic and best following features will definitely attract the target customers to purchase it.
- 8MP Camera quality
- Sleek design of phone
- 4.0 Android function (Ice cream Sandwich)
- Touch screen quality with 720*1280 pixels
- Its 4G technology provided by Australian carrier (Marsh, 2012)
3. FAMILY:
(a) High standard modern and status concerned families are more adhered to purchase such gadgets. Apart from this families whose members stay far from them also purchase this set because they are very comfortable in sharing and experience every moment through Samsung Galaxy S3 with that person regardless of the location.
(b) Families purchasing Galaxy S3 demonstrate that they are aware of the updated gadgets available in the market with its high quality features. Moreover, it will also reveal that families have contemporary level of thinking in making decision to purchase any specific and high involvement product. It will also show that families who have possessed and are using the Galaxy S3 are aware of the trends going on amongst the people.
(c) Consumer socialization refers to the process in which especially children or youths acquire their skills, attitudes, knowledge and conventions linked to their behavior or the functioning in the marketplace. In case of Samsung Galaxy, use of the phone in a group of people working in an organization, culture, performance or status according to the society or organization can affect the consumer perception of mobile phone.
(d) First out of eight decision-making roles of the family is influencer who basically influences the overall decision of purchasing the product. Next is gatekeeper who filters out the purchase decision. Third role is of decider who takes the final decision in order to purchase. Afterward a purchaser comes forward to finally buy the product. Further, a preparer organizes the product for use. Next, User plays a vital role in using the phone. A maintainer further takes care of the phone in terms of its maintenance and technology. Finally, a disposer comes in the light to choose when to dispose it off (Pecchioni, 2005).
(e) At the stage of youth in family life cycle that is called modified, Galaxy S3 would be most appealing. Because the features Galaxy offers are more attractive to youths in contemporary context. Most probably young couples with presence or absence of children who have a good career will go with Samsung galaxy to acquire it.
4. Social class:
(a) There are three types of social classes are considered including lower, middle and higher class. Taking its price and affordability by social class it is positioned for middle and higher class society having satisfied and higher disposable income, well-settled career or business, stability, status and lifestyle in the society.
(b) Samsung galaxy is offered in AU$899 in Australia, It is a quite affordable price for the people wanting to purchase this set. Therefore consumers purchasing the same would be considered affluent as they can make a decision to purchase the product easily and without any issue (Mobicity, 2012).
5. REFERENCE GROUPS and OPINION LEADERS:
(a) Friends: Friends generally will affect the decision to buy Samsung galaxy S3 if they are already a user of the phone. If in any case they find it good to use they will recommend it by making the consumer aware of the features. On the other hand, if consumer’s friend doesn’t find it worth, consumer can back out not to purchase this brand.
Celebrities: Celebrities are generally regarded as the ideal or style icon. If it is advertised by a well- known celebrity or player of Australia, consumer will be eager to know about the product. Similarly, Samsung Galaxy presenting its features and video by any celebrity will appeal the consumers to visit it personally.
Experts: Experts also influence the decision-making of a consumer. Experts depict the basic and other technological aspect of the phone. They are aware of each and every feature of the device. Therefore, when consumer consults with an expert, he/she is provided with the positive or negative aspects of the product (Samsung Galaxy S3).
(b) This product is prone to be influenced by comparative values and contractual reference group as other brands also offer the similar features and the groups influence the purchase decision mainly in case of a phone (USC Marshall, 2010).
(c) A consumer would mostly like to consult an opinion leader whom he/she trust much such as his/her role model. A role model in this context can be a friend, parents, experts, respected one, ideal. Moreover a consumer can also approach the power leaders and true opinion leaders (Jackson & Wagner, n.d).
(d) An opinion leader can reveal the positive and negative aspects of the cell. Stability factor, battery back-up, applications thrive are some of the features a consumer is concerned about much. By taking an opinion, a strong decision can be made out in terms of where to buy it from, its availability and service centers, etc (Washington post.com, n.d).
6. CULTURE, SUB-CULTURE AND CROSS-CULTURE:
(a) Cultural values are identified as the external factor influencing or affecting the decision making process of a consumer. Mainly awareness of updated devices and technologies, practicality will influence the consumer to think upon the purchasing of phone.
(b) Core cultural values of Australian in this framework will be identified as equality, independence, practicality, directness, and informality, acceptance of the differences, Good will, Well-being, Awareness, and Humility (Lee, 2007).
(c) Goth, hip-hop and youth subcultures are very famous in Australia and most approached by youths. In case of Samsung Galaxy S3, most recommended would be these three only (Mitchell, 2007).
(d) Ethnocentric people are more adhered to people who are alike them and usually reject the persons who are different from them. They basically tend to consider themselves better and advanced than others. Yes, product will be affected by consumer ethnocentricism because people wanting to purchase the product has an intention to show themselves superior than others while in a group or in an organization.
7. Psychographics:
(a) Samsung Galaxy has better quality of application within it so that a consumer could easily use them. Psychographic study is done in terms of consumer’s values, attitudes, beliefs, interests and viewpoints. A consumer normally use the applications offered by Samsung with its 16 GB internal memory and applies its activities. It also presents the interest of consumer when he/she takes the decision to purchase the phone finally with a number of opinions from role models, power opinion leaders, etc (Anderson, 1984).
(b) VALS2 is a kind of survey which specifies the categories appealing the customers most with respect to a product. Therefore, by using VALS2 into consideration, it was found that it falls in mainly value category which appeals a consumer most toward this product. Samsung Galaxy is purchased by the people who are value concerned more than interests in a particular product (SRI consulting business intelligence, 2006).
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