The Red Zone team chatted to Michelle Potgieter, Head: Marketing and Corporate Communications South Africa, about their marketing strategy, global and local, and how (and why) they are targeting young-minded individuals within different cultures and societies.
Photo: Flickr, Vernon Chang.
Does Samsung’s marketing strategy differ significantly in South Africa compared to other parts of the world? Why or why not?
Globally, Samsung’s overarching marketing strategy is underpinned by a focus on a key target segment that is referred to as young-minded consumers. These consumers can be identified as those that are early adopters of technology, that understand the technology space and that are drawn to innovation and the niceties that life has to offer.
However, each country has to map their marketing approach to the cultural and socio-economic needs and aspects of their society. Locally, we are very focused on creating awareness around new technologies and how these technologies can simplify lives – where technology adoption is not as rife in SA as in other developed markets. How do you remain competitive in a market that also features the likes of Apple, Sony and LG? What makes Samsung unique?
The Samsung brand remains competitive through what the brand stands for – Innovation. Samsung aims to become an inspirational brand in all segments of our product portfolio, making us stand out from the rest. We consistently demonstrate this through smart living, which is underpinned by convenient, stylish and functional products – enabling easier lifestyles, as well as mobility in the workplace – and all of which meet the needs of our customers. Further to this, to ensure that this innovation continues in the years to come, Samsung is passionate about developing programmes that allow for the training and education of technology to various youth across South Africa – ensuring that innovation remains at the core of the brand in the future. Does the Samsung brand enjoy consumer loyalty? How do you build on this?
It certainly does and again, this is built through constant reinvention and innovation of the brand and its products as well as through solid customer service – where consumers expect the very best in sales and after sales service on the types of products that we cater for. In Africa, overall Samsung’s combined satisfaction increased across all divisions from the previous year. In South Africa specifically, customer loyalty has increased across all products types. Samsung offer products designed with the needs of the consumer, as well as those in line with market trends, and by offering the consumer a convenient product solution, Samsung are able to enjoy customer loyalty. Can we look forward to any new and exciting products and campaigns during the rest of the year?
Samsung, as a company, is a leading, innovative technology provider and will always take advantage of this by delivering products to market that enable a Smarter Lifestyle and Simpler Living. Any upcoming product launches will be in line with this thinking and will be announced when relevant.
From a campaign perspective, we are constantly engaging our consumers on a number of levels and will continue to find innovative ways of approaching the market through our campaign outreach – where consumers can be sure they will see strong activations and above the line campaigns in the months to come, those that are directly aligned to our core objectives.