Samsung Galaxy's brand building: the strategy to create Gen-Y advocate

      So, Samsung know that brand is only one way to survive in completely competitive market, they decide to add value to their products which reflecting branding strategy.

 

      "Consumers have been understanding and noticing about our leadership innovation, but they don't clear in brand." Boonsueb Chanjamsri, Thai Samsung Electronics's senior manager in marketing communication department for Telecom & IT unveiled about "Next is Now" campaign which initiated from Thailand consumer insight and Samsung's innovation is beyond other competitors.

"They think we are good in features but not good enough in branding." He said.

 

      So, he added maybe Samsung had talked about innovation, function and feature instead of attitude or idea. "That's why Samsung would like to present our branding in good attitude and personality." Boonsueb explained.

      

      "Next is Now" campaign had been started near the time of Galaxy S6 were introduced to the world. Samsung chose that occasion to announce the beginning age of Branding Marketing.

 

We Are Gen Y

 

       With the challenge to use customer-centric strategy, Samsung began with finding who are their customers and the answer was most of them are Generation Y which age between 18-30 years.

 

       "Samsung knew that this generation has some hidden potential and the study told us more about Gen Y: be straightforward, have more choices of doing something in their life such as online shopping site owner, food truck owner, hydroponics farmer or investor." Boonsueb described and informed the misunderstanding between different type of generation, for example, Gen X and Gen Y. 

 

       People in Gen X think that many Gen Y are not sympathize, but Samsung try to understand this Generation Culture because of their hidden potential.

 

       "Some of them are not finding what exactly they want, some have any chances to define what they really want." He added.

 

       In the past, Samsung had launched every products by technology and innovation intensive with intention to help this generation find their own hidden potential and ability by using any Samsung devices.

       "Samsung decided to think and talk in the same way like Gen Y which the consumer insight told us that 3 essences in our Brand DNA including Accelerate, Discover and Possibility would compatible for this generation." He said.

 

Next is “Brand”

“I like to talk about personal brand because when we like someone we have to look at appearances, character and mindset. So, it’s the right time to redefine our identity to increase brand advocates. That’s why we create Next is Now campaign to reply we don’t have just only good product but also good thinking.” He insisted.

In term of branding which is considered as value added of brand under the umbrella product name of Samsung Galaxy including with flagship series like Samsung Galaxy S6 to A Series or E Series will be presented the new image reflecting more attitude or passion.

“We’ve ever used presenter to build brand in the early phase because it’s the fastest way to create brand awareness, then we become the top of mind brand that’s the time to start building brand loyalty, brand advocacy and brand personality. Now We need our own personality and thinking especially when we question our customers they accept our products and innovation but they feel our brand is inconsistent. This time is only for attitude and philosophy not for selling any products. We are focusing on Gen Y.” The young manager reiterated.

After deciding to communicate with this generation, Samsung have to change the way and channel to reach this target group as well. Then Samsung choose to talk just about product features but now they try to present with more inspiration and use online channel to communicate such as through http://www.samsung.com/th/nextisnow/

 

, short movies and application which coverage by “The Next You” theme.

“I think the whole world is being cut to each segment, we try to focus only the thing we like. So, Samsung have to move to the way and channel that could reach the target group.” Boonsueb said.

However, the way to choose brand ambassador also changes from any stars or celebrities to online influencer which would represent Gen Y.

“We chose Nong Mint Monthon, I Rome Alone blogger, because she could inspire about travelling and journey. And we picked up Before Camp, an ex-violin player for Teddy Ska Band, to represent not only for music but to reflect his intention to make happiness.”

Of course, Samsung don’t abandon product features, they still provide these information because IT goods are functional products which specifications still remain the important role when consumer decide to buy.

 Boonsueb concluded when Samsung could fulfill every 3 elements: Technology, Innovation and Branding, they will not miss the new followers.