5.Samsung, Haptic, and Positioning

Hi, guys.

Today, I would like to think about the basic of marketing.As we are doing business simulation, I realized how the company should be careful to implement their strategy. Especially, the basic things such as positioning, market segment, target market and so on. Although we are doing our business in the imaginary world, the world has shown us that one small decision follows huge differences. In the real world, there is a new brand jumping into the extreme competitive market, cell phone market. To get market share in that market, to get better positioning from their customer, let’s see what they have done.

The new brand, Haptic which is made by Samsung, has another term even though the product has similar function which is touch screen because if they use same term which is already spread introducing their new product, customers can recognize the product as a following old one instead of new brand. That is why Samsung emphasize the new term to release new product though the term is little bit strange. In other words, now LG has a slogan which is “Touch the Wonder”, and Samsung is trying to put the new brand image to the customers before they deeply recognize LG’s slogan.

Let’s see the price. The price of the product is 790,000 won. Samsung intends Haptic to put higher position than Viewty phone by LG although there are some concerns about price comparing with few remarkable functions. They are confident that this product will be successful in the market despite of price.

An officer of Samsung is saying that Haptic is a 3rd generation cell phone following to 1st normal cell phone, 2nd existed touch screen phone. They are trying to emphasize different with existed touch screen phone. The product is just released, so we need to keep watching their positioning strategy to get market share.

By 20300121(Kim, Jae-Yoon)