Thisbusiness proposal outlines the various activities in the development of aPublic Relations campaign for Samsung, which intends is to launch the newGalaxy Note 10 mobile phone. The new smart phone will be introduced to theEuropean and Chinese markets in September 2018, ahead of the next iPhone launchto give the Galaxy Note 10 the best chance of maximising its sales. Thecampaign, which will have a six-month development period in the lead up tomarket and will relate to Samsung’s organizational objectives (Gordon 2011: 164)and will target publics ‘ Publics are groups that are deliberately targeted…'(Jefkins et al, 2004: 114). The launch follows the problems the company had withthe battery of the Galaxy Note 7, some of which caught fire. All plannedactivities of the campaign will be achieved within a £100, 00 budget, which willbe broken down in a detailed plan over the campaign period. ‘ If there arespecific, measurable objectives, it then becomes possible to evaluate results'(Jefkins et al 2004: 84). The results of the proposed PR activities will beassessed to ascertain the impact of the campaign.
SituationAnalysis Gregorystates that research is essential or planning a PR campaign. ‘ This entailsresearch in order to identify the issues on which to base your public relationsprogramme’ (Gregory 2000: 48). After gathering information from several websitesand online newspapers it became apparent that to help ensure that consumersfaith in the Galaxy Note is restored, qualitative and quantitative researchsuch as surveys and interviews need to be conducted to find out the publicsopinion of the Galaxy Note and to establish what features need to be includedin the new device to reignite their interest in it. ‘ Without research it isdifficult to set communication objectives, identify publics or developmessages’ (Tench & Yeomans 2006: 209). Researchand Analysis QuantitativeResearch Europeansales of Samsung mobile phones have been declining since 2013 to 38. 6 trillionwon ($33.
5 billion) in 2015. As a result, the European proportion of worldwiderevenue decreased from 23 percent in 2013 to 21 percent in 2014, to 19 percentin 2015 (Digital Trends website). Samsung’ssales in China decreased from 40. 1 trillion won ($34. 9 billion) in 2013 to 33trillion won ($28. 6 billion) in 2014, to 31 trillion won ($26. 8 billion) in2015.
Because of the decreases, Samsung’s Chinese proportion of worldwiderevenue dropped from 18 percent in 2013 to 15 percent in 2015 (Digital TrendsWebsite). Samsung’soverall sales have seen a decline from the first quarter of 201-2017- seeAppendix A page 16. Recentfigures from analyst firm Strategy Analytics show that Huawei, probably thebest-known Chinese brand in the West, overtook Samsung to become the world’smost profitable Android device manufacturer in the last quarter of 2016. TakeOnePlus, which has received popularity for a number of its most recenthandsets, including the OnePlus 3, which Express. co.
uk said was, “ a phenomenalachievement”, offering huge power and a brilliant camera for just £329, farless than the latest iPhone or Galaxy device. The company’s devices regularlysell out in Western markets, helped by clever advertising and networkpartnerships, which drives demand and public attention (Express website)The recall cost the company more than $5 billion(moneyCNNtech. com website).
QualitiveResearch Recallingthe Galaxy Note 7 was costly. Operating profit fell 30%, to $4. 57bn, whileSamsung’s mobile division saw operating profit plummet by 96% compared to theyear before.
The Note 7 disaster cost Samsung 13. 5% of its market share, whichnow stands at about 20% of all smartphones sold, according to IDC. “ Followingnews of its product recall, Samsung’s Impression score (whether you have apositive impression of a brand) declined by 15 points,” said Russell Feldman, director of digital, media, and technology at YouGov.
“ Since that time, it hasworked to regain trust and its overall Impression score has begun to recover, though it is yet to reach pre-recall levels” (thedrum. com website). Samsungspent a total of USD10. 2 billion (11. 5 trillion won) on marketing in 2016alone. This included USD3. 9 billion (4.
4 trillion won) toward advertisements, a15% increase from 20151. Samsung marketing strategy integrates various formsof advertising, events and experiences, public relations, direct marketing andpersonal selling (www. samsung. com). · Actions-toconduct 400 online surveys with participants to be current Samsung Note userswho are aware of the battery malfunctions of Galaxy Note 7 handsets. · Customerloyalty must be won back as soon as possible to counteractthe negative impact of recalling an unsafe product which could pose a threat toconsumers trust in the brand. The purpose of this campaign will therefore be todevelop products for existing and new customers by making sure the Galaxy Note10 passes stringent safety tests and encapsulates all of the feature updatesexisting users expect to make the launch a success.
SWOTAnalysis Before planning a newcampaign, it is important to consider that ‘ what we are trying to do in publicrelations is shift the balance of opinion of the various publics we interactwith in favour of our organisation’ (Gregory 2000: 101). SWOTChart Strengths Ø Global brand with a good reputation. Ø Financial strength. Ø Innovations and technologies. Ø Strong global position.
Ø Customer loyalty for mobile phones. Weaknesses Ø Decline in Sale numbers- China, Europe. Ø Public perception of Samsung product safety after the Galaxy Note 7 was recalled. Opportunities Ø There is a market for the Note 10 and users want to see more Note products.
Ø Offering an innovative product which matches customers’ expectations. Ø To build on existing customers brand loyalty and maintaining customers. Threats Ø Possible negative repercussions on the brands reputation due to the recall of the Galaxy Note 7. Ø Competition from iPhones, Google, Huawei and OnePlus mobile handsets. Ø Costs associated with additional product safety tests. Objectives Thefour main objectives of this PR campaign have been developed according to theSMART objectives presented by Jefkins: specific, measurable, actionable, relevant and timely (Jefkins; 2004: 108). · Encourage existing and new Samsungcustomers to engage with the new -Galaxy Note 10 and its innovativetechnologies with a 15% increase in net sales.· Raise awareness of the high-qualitysafety testing and new features of the Galaxy Note 10.
· Increase the number of sales andmaintain brand loyalty the Note 10 and subsequent Note products over the next7-10 years.· Prove that Samsung cares about itscustomers safety in order to win back the trust of existing and new customers. Publics(Audiences) ‘ Eachpublic will have a different communication requirement, although theinformation given to each must not conflict’ (Gregory, 2000: 21). Or thiscampaign our target audiences are:· Business people who like the latest techand Millennials· Existing Samsung product customers· New potential Samsung customers· Tech-savvy groups· Technology focused journalists andwebsites such as www. techcrunch. comand www. digitaltrends.
com· Tech bloggers, particularly ones fromChina and Europe https://www. gizchina. com/, https://www. gizmochina. com/, https://www. majordroid. com/,· Charities- the ‘ Look at Me’, an appdesigned to help autistic children communicate better; and for ‘ Back-up Memory,’an app for people with Alzheimer’s disease.
· Show how technology can help people, rather than focus on just the tech itself to show that Samsung care (www. MarketingWeek. com) · City councils as our PR activities mayrequire their backing in the planning of events and showcasing videos orphotographs onto cityscapes Messages ‘ DoBigger Things’ or #DoWhatYouCant is the message that Samsung have been buildingon over the last few years and then showcasing their product and videos at the’Samsung Galaxy Unpacked’ events. “ Ourbrand work is the first articulation of this evolution to create a newconnection with our consumers through a shared value-based approach, rootedfirmly in our company’s philosophy ‘ that meaningful progress can only happenwhen you dare to defy barriers,” said Pio Schunker, SVP Global Head ofIntegrated Marketing at Samsung Electronics. “ Samsung is a brand focused oncreating real human value with its technology and we want to build upon ourtech prowess to become a human-focused lifestyle brand” (www. samsung.
com). Themessage #DoWhatYouCant, was first introduced during the 2016 Olympic Games andhas since helped Samsung become one of the most visible brands during theGames. This ties in well with their commitment to producing mobile technologyand wearable tech that lets customers monitor their own health and dailytargets. Inkeeping with this message users will be encouraged to capture emotive videos orphotos with a Samsung phone and to share them online for the chance to win aSamsung Galaxy Note 10 or piece of wearable tech and to reinforce the bondbetween consumers and technology.
We want customers to know that Samsung careabout their health and safety and are encapsulating this promise within theSamsung Note 10. Strategy Wewant to retain existing Samsung customers and thank them for their brandloyalty while attracting new ones who are interested in innovative technology. We will achieve this by promoting the enhanced safety features and new highspec camera present with the Galaxy Note 10. We will seek to engage withexisting and new customers in our campaign activities to promote the new smartphone to new customers. Tactics Thecampaign #DowhatYouCant will be developed during the second half of 2018. Thelaunch of the Samsung Galaxy Note 10 will take place over the weekend from 17th-19thAugust as this is around the same time as Samsung’s ‘ Unpacked’ event which isseveral months before the next iPhone launch so will ensure that the new Notehandset receives maximum publicity and revenues from sales.
After this we willwork to promote the positive feedback received from existing and newcustomers. Thelaunch will take place in several capital cities to promote the Note 10 andensure maximum product coverage. Capital cities attract millennials andbusiness people and these are our target audience- young, inspiring people wholive in a world without limits when using technology. Cities in China which will host the campaign Citiesin Europe which will host the campaign Beijing MadridShanghai ParisHongKong BerlinShenzhen Rome Moscow · During September 2018 – January 2019 wewill be giving away 5 Galaxy Note 10 smartphones and 100 Gear Fit2 smart bandsin a competition. To enter the competition participants must share theirinspirational or personal photos or videos taken with a Samsung camera onTwitter or Instagram with the hashtag #DoWhatYouCant · During the campaign high resolutionimages taken with Samsung smartphones will be projected onto large buildings ineach city.
MediaRelations · Press releases will be distributed tonational and local newspapers twice a month over the course of the campaign· A Facebook page will be created andupdated every day throughout the campaign with sneak previews of the new GalaxyNote 10. Customers can ask questions about the new Note and its enhanced safetyfeatures and vigorous safety testing processes. · An Instagram and Twitter account will becreated under the name ‘#DoWhatYouCant’ where competition participants cansubmit their photos or videos and to attract attention from journalists andbloggers PublicAffairs · We will send emails and newsletters tothe councils of the nine participating cities informing them about the campaignand asking for their permission to project select images onto city land marksduring the campaign.
City council representatives will be invited to attend theproduct launches in Beijing and Paris. EventsManagement · There will be two launch events designedto introduce the new Galaxy Note 10: the first will be held on Friday the 17thof August in the Rosewood hotel in Beijing and the second one will be held onSaturday the 18th of August in the Hilton Paris Opera hotel. DJKoh, President of Samsung’s Mobile Communications Business and Justin Denison, Senior Vice President of Product Strategy at Samsung Electronics, will presentthe new Samsung Galaxy Note 10 and discuss its enhanced camera and safetyfeatures, guests will be able to try out the new smartphone forthemselves. · Attendees to the launch will includeJournalists, tech bloggers, mobile phone innovators and the group of consumerswho contributed their ideas about how the Galaxy Note 10 is an improvement on currentmodels and council representatives will be invited to the events, we estimatethat there will be around 300 attendees in total. ReputationManagement · Samsung wrote an open letter to Note 7Customers apologising and pulled the device from the market globally.· Samsung has since brought together agroup of ‘ hand raisers’ – a group of consumers that like the brand “ and stillcare” to help it evolve its strategy in partnership with them. It decided to” humanise” the brand much more, and instead of focusing on the product andsafety features (Marketing Week website). · Samsung have a web page dedicated topress releases and statements about the recall of the Galaxy Note 7 and werehumble and honest in their response and quick to recall the faulty product.
· Promote the new safety features of theNote 10 in all press releases and online content about the product.· The online video will include thecreators who will explain the new battery testing process and in-build safetyfeature of the new smartphone in depth. Publicityand Promotions · A promotional video of the campaign willbe available on the Samsung website as well as all related #DoWhatYouCantwebsites.· There will be outdoor posters and imagesprojected onto famous buildings strategically placed in all participatingcities. Name Thename of the product is Samsung Galaxy Note 10 – part of the iconic Note range. With the Galaxy range being one of the best-selling Samsung products it isimportant that the new Galaxy Note 10 is a welcome new addition to the Galaxyrange and upholds the high quality and safety features consumers expect from aGalaxy handset. Evaluationmanagement Theevaluation of this campaign will be conducted in three ways from the foursuggested by the Chartered Institute of Public Relations (CIPER) website.
Therefore, we will evaluate the Output, Out-take and Outcomes of this campaign. 1. Outputs– the media measurement and the audience reach Thiscan be measured by the amount of publicity and level of coverage received inthe national/local newspapers and from technology magazines. The number ofguests who attended the promotional events, the quantity of visitors andcomments on our Facebook page, the number of photos uploaded onto the Instagramand Twitter feeds and number of competition entries. We can also measureoutputs by looking at how many times the #DoWhatYouCant hashtag has beenreferenced to and by how many views the promotional videos have received.
2. Out-takes – analysis of media coverageand feedback from public Wewill analyse if the public are aware of our out-puts by monitoring and trackingour Facebook, Twitter and Instagram accounts activities on a daily basis. Wewill also monitor the comments about the Samsung Note 10 from tech bloggers andother news channels. 3.
Outcomes- The evaluation of theeffectiveness and success of the campaignThesuccess of our campaign can be measured through the evaluation of thesmartphones users on Facebook, Twitter and Instagram. This can also beevaluated by the public’s response across all websites and by how many timesthe Samsung Galaxy Note 10 has been searched for via Google. We will also lookat the total number of sales of the Samsung Galaxy Note 10 and other GalaxyNote products during the 6-month campaign period.