Samsung achieved remarkable success in the Android market. This Korean company held a 35 percent share of the Android market. What contributed to its tremendous success?
Tracing back to 2008 and 2009, Samsung experienced a difficult period as the local mobile phone industry had 65% control over the market. Low-priced phones with television-like features proved to be an effective weapon for competitors. Blackberry had taken the lead in the smartphone market, leaving Samsung behind. In 2010, Samsung made a drastic effort to rebrand and revamp its distribution system. By shortening the chain of their distribution network, they could keep a closer watch on the position of their products. According to Eka Anwar, Head of Marketing Communication at PT Samsung Electronics Indonesia, the new distribution system has made it easier for the company to talk to customers and dealers directly.
In terms of market penetration, Eka noted that they are aiming to expand their reach by concentrating on small towns and cities that have been overlooked by rivals, with a particular emphasis on low-end cell phones. “We are working to make our presence felt in the low-end cell phone market both locally and beyond the island of Java so that we can become the leading supplier,” said Eka, the company’s chief executive officer.
Regarding marketing communications, Samsung presented groundbreaking developments. Eka said that marketing communication is a very important tool to change the way people understand things. He said that “no matter the quality of the product if marketing communication is not enough, it will fail.”What is the name of Samsung’s marketing revolution? Eka mentioned that his team was engaging in Buzz marketing.
The launching event successfully attracted consumers through strategic packaging, including special pricing, rallying the user base, and optimizing media opinion. This initiative was notably successful in garnering attention and creating a high demand for Samsung products.
Samsung launched the Samsung Galaxy Tab 10.1 in early July at the South Lobby, Pacific Place Jakarta. There were long queues outside the lobby as people wanted to buy it. This is indicative of Samsung’s successful marketing strategy of providing attractive promos and discounts to attract consumers. As a result, public opinion has been formed that Samsung cell phones are the prima donna of the market.
Leave a Reply