Assignment

Advertising Management
ADIA MODEL

Submitted by:
Taranjot Singh
Submitted to:
Prof. Fatehman Kaur
Class: BBA 3rd
Roll no.: 244089
Executive Summary
Samsung's marketing strategy effectively leverages the AIDA model to drive sales,
brand awareness, and customer engagement. Attention is grabbed through cutting-
edge product designs, innovative advertising campaigns (e.g., "Do What You
Can't"), and strategic partnerships (e.g., Olympic Games). Interest is piqued by
emphasizing product features (e.g., Infinity Display, 5G connectivity), showcasing
celebrity endorsements (e.g., LeBron James), and offering interactive experiences
(e.g., Samsung Experience Stores). Desire is created by highlighting Samsung's
commitment to innovation, emphasizing customer benefits (e.g., convenience,
connectivity), and offering premium services (e.g., Samsung Care). Finally, Action
is prompted through seamless online and offline shopping experiences, competitive
pricing, and loyalty programs (e.g., Samsung Rewards).

Key performance indicators include sales growth, market share, brand awareness,
and customer satisfaction. Samsung's target audience is tech-savvy individuals aged
18-45. Marketing channels include television, social media, print advertising,
sponsorships, online advertising, and retail stores. Budget allocation is divided
among advertising (35%), sponsorships (20%), digital marketing (25%), and retail
marketing (20%). By leveraging the AIDA model, Samsung maintains its position as
a leading global technology brand.
Company Analysis
Samsung Electronics Co., Ltd. is a South Korean multinational electronics
company that has established itself as a leader in the technology industry. Founded
in 1938, Samsung has diversified its product portfolio to include smartphones,
TVs, home appliances, semiconductors, and wearables. With a revenue of $230
billion in 2022, Samsung's market share stands at 21% in smartphones, 23% in
TVs, and 44% in semiconductors. The company's strengths lie in its strong brand
recognition, innovation leadership, global distribution network, and significant
R&D investment.
However, Samsung faces challenges such as dependence on smartphone sales,
intense competition in the semiconductor market, quality control issues, and
limited presence in emerging markets. Despite these weaknesses, Samsung has
opportunities to capitalize on growing demand for 5G smartphones, expand in
emerging markets, and increase adoption of IoT devices. The company must
navigate threats from intensifying competition from Chinese brands, trade tensions,
and tariffs.
Samsung's marketing strategy focuses on branding with its "Do What You Can't"
campaign, advertising through TV, social media, and print, sponsorships with the
Olympic Games and sports teams, product placement in movies and TV shows,
and digital marketing through online campaigns and influencer partnerships.
In terms of competition, Samsung faces stiff competition from Apple, Huawei,
Xiaomi, LG Electronics, and Sony. A SWOT analysis reveals Samsung's
diversified product portfolio, strong brand recognition, and innovation leadership
as key strengths. However, dependence on smartphone sales and quality control
issues are notable weaknesses.
To maintain its market position, Samsung must continue investing in R&D, expand
its presence in emerging markets, and enhance its brand reputation through
effective marketing strategies.
History of Samsung:
Samsung Electronics Co., Ltd. has a rich history spanning over eight decades.
Founded on March 1, 1938, by Lee Byung-chul, Samsung began as a trading
company called Samsung Sanghoe, exporting dried fish, fruits, and vegetables to
China and Japan. In the 1950s, Samsung expanded into textiles and established
Samsung Electronics in 1969. The company's first electronic product was a black-
and-white TV, followed by radios, calculators, and semiconductors.

In the 1980s, Samsung invested heavily in research and development, leading to

breakthroughs in memory chips and mobile phones. The company's first mobile
phone, the SH-100, was released in 1989. Samsung's global expansion accelerated
in the 1990s with the establishment of subsidiaries in the US, Europe, and Asia.

The 2000s saw Samsung's rise to prominence with the introduction of sleek,
feature-rich smartphones, led by the Galaxy S series. Strategic partnerships with
Google (Android) and Microsoft (Windows) further solidified Samsung's position.
Today, Samsung is a global leader in consumer electronics, semiconductors, and
5G technology, with a brand value exceeding $100 billion.

Key milestones:

- 1938: Founded as Samsung Sanghoe

- 1969: Established Samsung Electronics
- 1989: Released first mobile phone (SH-100)
- 1998: Introduced first digital TV
- 2009: Launched first Android smartphone (Galaxy i7500)
- 2011: Released Galaxy S II, a game-changing smartphone
Samsung – Products
Samsung Electronics offers a diverse range of innovative products,
driving technological advancements and consumer experiences. Its
flagship mobile division includes:
- Galaxy S series: Premium smartphones
- Galaxy Note series: Phablets with stylus
- Galaxy A series: Mid-range smartphones
- Galaxy Watch: Smartwatches

In home entertainment:
- QLED and SUHD TVs: High-end TVs
- Smart TVs: Integrated streaming and voice control
- Soundbars and Home Theater Systems: Immersive audio

Samsung's appliance division features:

- Refrigerators: Advanced cooling and storage
- Air Conditioners: Energy-efficient climate control
- Washing Machines and Dryers: High-performance laundry

Additionally, Samsung produces:

- Semiconductors: Memory and processor solutions
- Wearables: Fitness trackers and smart bands
- Virtual Reality (VR) and Augmented Reality (AR) devices
Samsung's product portfolio seamlessly integrates technology, innovation, and
design.
Samsung – Service
Samsung Electronics offers a comprehensive range of services to enhance
customer experience and support its diverse product portfolio.
Service Categories:
- Samsung Care: Premium customer support, including phone, email, and in-person
assistance.
- Samsung Smart Service: Remote diagnostics and repair for appliances.
- Samsung Experience Stores: Hands-on product demonstrations and workshops.
- Samsung Online Store: E-commerce platform for purchasing Samsung products.
Digital Services:
- Samsung Health: Fitness tracking and wellness platform.
- Samsung Pay: Mobile payment service.
- Samsung Cloud: Cloud storage for photos, contacts, and files.
- Samsung DeX: Desktop-like experience for mobile devices.
Business Services:
- Samsung Knox: Enterprise security solution.
- Samsung for Business: Customized solutions for businesses.
- Samsung Partner Program: Collaboration and support for developers and
partners.
Support Services:
- Samsung Customer Support: 24/7 phone and email support.
- Samsung Repair Service: Authorized repair centers.
- Samsung Warranty: Comprehensive warranty programs.
Wrapping Up:
In conclusion, Samsung's extensive service portfolio empowers customers to
maximize their product experience. From premium customer support through
Samsung Care to innovative digital services like Samsung Health and Samsung
Pay, the company prioritizes convenience and integration. Additionally, business-
focused solutions such as Samsung Knox and Samsung for Business cater to
enterprise needs. With a robust network of Samsung Experience Stores, online
support, and authorized repair centers, customers can rely on seamless assistance.
By merging technology with user-centric services, Samsung solidifies its position
as a leader in the electronics industry, fostering loyalty and enhancing customer
satisfaction.

Key points:

- Comprehensive customer support

- Innovative digital services
- Business solutions
- Integration and convenience
- Customer satisfaction
 What is the AIDA Model?

The AIDA model was developed by Elmo Lewis in 1898. It’s a marketing framework
that breaks down the customer purchase process into four stages: attention, interest,
desire, and action.

Customers move through each stage, interacting with your product or service until
they convert into a customer:

 Attention: Pique your audience’s interest.

 Interest: Entice them to become a lead.

 Desire: Ensure your lead wants the product.

 Action: Move the lead to convert into a customer.

The sales, marketing, and public relations industries use the AIDA model because it
offers a simple copywriting formula for attracting, engaging, and converting leads.
How to Use the AIDA Model

We use AIDA most often for creating blog content and email outreach, but many
mediums can replicate the formula. Follow the steps below to incorporate it into your
next project.

The AIDA Model Structure

The AIDA model is widely used in both advertising and marketing circles. It illustrates the
different steps when an individual enters the marketing funnel's awareness until the person
makes a decision. AIDA model shows the business required number of stages has to move their
target audience from the awareness stage to conversion.
 Attention

Like with any good pickup line, you have to open your content with a hook. This is
especially important for writing email subject lines and headlines, where you often
compete with hundreds of others..

To create attention-grabbing copy, consider what your audience or customer persona

cares about. Think about their background, industry, obstacles, motivations, and even
seasonality to determine why they may be interested in hearing from you.

Some AIDA marketing examples for the Attention phase include:

 Press releases

 Podcasts

 Landing pages

 Marketing campaigns
 Interest

After snagging your audience’s attention, you have to keep it. What is it about your
voice that makes them continue reading your email or blog post? Captivating readers
can encourage them to stay on your page longer and engage with more of your
content.

Personalization is a great way to connect with readers or prospects to show them you
understand their needs. Add enough information to keep them engaged, but don’t
overwhelm them or pile on irrelevant talking points.

For the Interest phase, look into the following examples:

 Blog posts

 Social proof

 Testimonials

 Email campaigns

 Newsletters

 Product pages
 Desire

OK, so your audience is hooked and shows interest — what now?

Offer them a product that they actually want. Create a pitch, and back it up with
concrete benefits for them to turn their interest into a desire. How will you make their
life easier? To increase your credibility, showcase your past and current work, case
studies, or testimonials to nudge them to the next stage.

Here’s what to include in the Desire phase:

 Case studies

 Customer quotes

 eBooks

 Templates

 Printable

 Gated assets
 Action

Round out your pitch or content with a clear and concise CTA. Be direct about the
next steps you want the prospect to take. Should they fill out a contact form or
respond directly to your email? Don’t confuse them with too many options or a vague
“Let me know what you think” signoff.

As a bonus, reduce friction for them by providing additional assets. This can be a link
to your data for a study you’re pitching, statistics for previous customer work, or a
trend report to show your potential value. They are more likely to take action if you
make their life easier.

Here’s how to call your lead to action:

 Create “learn more” buttons.

 Point to more content or products at the end of blog posts.

 Encourage them to subscribe to your newsletter when downloading gated assets.

 Ensure your CTA adds value to the user experience.

Samsung – The AIDA Model

Samsung's marketing strategy effectively leverages the AIDA model to drive sales,
brand awareness, and customer engagement.
Attention:
- Eye-catching advertising campaigns (e.g., "Do What You Can't")
- Strategic partnerships (e.g., Olympic Games, music festivals)
- Innovative product designs (e.g., Galaxy S series, QLED TVs)
Interest:
- Emphasizing product features (e.g., Infinity Display, 5G connectivity)
- Showcasing celebrity endorsements (e.g., LeBron James)
- Interactive experiences (e.g., Samsung Experience Stores)
Desire:
- Highlighting Samsung's commitment to innovation
- Emphasizing customer benefits (e.g., convenience, connectivity)
- Offering premium services (e.g., Samsung Care)
Action:
- Seamless online and offline shopping experiences
- Competitive pricing
- Loyalty programs (e.g., Samsung Rewards)
Attention: Grabbing the Audience from the
Start

Samsung effectively grabs Attention through various marketing strategies,

captivating audiences worldwide. Eye-catching advertising campaigns, such as
"Do What You Can't," inspire consumers to push boundaries. Strategic
partnerships with high-profile events like the Olympic Games, music festivals, and
sponsorships with influential celebrities (e.g., LeBron James) amplify brand
visibility. Innovative product designs, like the sleek Galaxy S series and QLED
TVs, generate buzz and create desire. Additionally, Samsung's immersive
experiences, including:

- Interactive product demos at Samsung Experience Stores

- Virtual reality (VR) and augmented reality (AR) experiences
- Social media contests and engagement campaigns

capture attention and foster brand loyalty. By leveraging these attention-grabbing

tactics, Samsung successfully establishes itself as a leader in the electronics
industry.
Interest: Building a Connection
Samsung generates Interest among consumers through various strategies,
deepening engagement and desire for its products. Key tactics include:
Emphasizing product features: Highlighting innovations like Infinity Display, 5G
connectivity, and advanced camera capabilities.
Celebrity endorsements: Partnering with influencers like LeBron James, Kylie
Jenner, and DJ Khaled.
Interactive experiences: Offering hands-on product demos at Samsung Experience
Stores and virtual reality (VR) and augmented reality (AR) experiences.
Storytelling campaigns: Sharing real-life scenarios showcasing Samsung's
technology improving lives.
Digital content: Creating engaging social media content, product tutorials, and
online forums.
Product comparisons: Highlighting Samsung's advantages over competitors.
Events and webinars: Hosting launch events, workshops, and webinars.
By fostering interest through these strategies, Samsung encourages consumers to
explore its products, building a strong foundation for desire and ultimately, driving
sales.
Key Interest-generating strategies:
- Emphasizing product features
- Celebrity endorsements
- Interactive experiences
- Storytelling campaigns
- Digital content
- Product comparisons
- Events and webinars
Desire: Creating Emotional Engagement
Samsung fosters Desire by emphasizing the benefits, value, and exclusivity of its
products, making consumers aspire to own them. Key strategies include:
Highligh ting innovation leadership: Showcasing cutting-edge technology.
Premium branding: Positioning Samsung as a luxury lifestyle brand.
Customer testimonials: Sharing real-life experiences.
Exclusive offers: Limited-time promotions, bundles, and loyalty rewards.
Strategic partnerships: Collaborations with high-end brands.
Immersive storytelling: Emotional advertising campaigns.
Interactive experiences: Hands-on demos and trials.
By creating Desire, Samsung transforms interest into preference, driving sales and
loyalty.
Key Desire-creating strategies:
- Innovation leadership
- Premium branding
- Customer testimonials
- Exclusive offers
- Strategic partnerships
- Immersive storytelling
- Interactive experiences
Action: Driving the Sale
Samsung drives Action by making purchasing easy, convenient, and compelling,
converting desire into sales. Key strategies include:
Seamless shopping experiences: User-friendly websites, mobile apps, and retail
stores.
Competitive pricing: Aggressive pricing, discounts, and promotions.
Loyalty programs: Samsung Rewards, exclusive benefits, and priority service.
Financing options: Flexible payment plans and partnerships with financial
institutions.
Streamlined checkout: Quick and secure online payment processes.
In-store experiences: Expert advice, demos, and workshops.
Digital campaigns: Limited-time offers, flash sales, and social media promotions.
Strategic partnerships: Collaborations with popular services (e.g., Spotify, Netflix).
By facilitating Action, Samsung eliminates barriers, builds trust, and fosters
loyalty, ensuring customers complete their purchases.
Key Action-driving strategies:
- Seamless shopping experiences
- Competitive pricing
- Loyalty programs
- Financing options
- Streamlined checkout
- In-store experiences
- Digital campaigns
- Strategic partnerships
Your Mission- Should You Choose To Accept
It
Mission Name: "Operation Global Tech Dominance"
Objective:
As a key strategist for Samsung, your mission is to further solidify the company's
position as a global leader in the technology industry.
Key Objectives:
1. Increase market share in the smartphone sector by 10% within the next 12
months.
2. Expand Samsung's presence in emerging markets, particularly in Asia and
Africa.
3. Enhance brand reputation through innovative product designs and features.
4. Strengthen partnerships with key industry players, such as Google and
Microsoft.
5. Improve customer satisfaction ratings by 15% through enhanced support
services.
Challenges:
1. Intense competition from Apple, Huawei, and Xiaomi.
2. Rapidly changing consumer preferences and technological advancements.
3. Global economic uncertainties and trade tensions.
4. Maintaining quality control and supply chain efficiency.
Resources:
1. $10 billion R&D budget.
2. Global network of Samsung Experience Stores.
3. Strategic partnerships with industry leaders.
4. Talent pool of 300,000+ employees.
Tactics:
1. Launch innovative products (e.g., foldable smartphones, 5G devices).
2. Implement targeted marketing campaigns (social media, influencer
partnerships).
3. Enhance customer support services (AI-powered chatbots, personalized
support).
4. Expand Samsung Pay and other digital services.
5. Foster strategic partnerships (Google, Microsoft, Qualcomm).
Evaluation Criteria:
1. Market share growth.
2. Customer satisfaction ratings.
3. Revenue increase.
4. Brand reputation enhancement.
5. Successful partnership integrations.
Acceptance:
Do you accept this mission and take on the challenge to drive Samsung's global
tech dominance?
Type ‘ACCEPTS' to begin your mission.