Description:
The evaluation is based on information from Samsung (see
the attached documents). Approach this assignment as if you are a small advertising agency seeking to win
new business from a real client. We
suggest you diligently read the information provided by the organisation as
well as the opportunities/challenges the organisation has faced recently. Then
conduct additional research on the company to prepare for this assessment.
Instructions:
1. There is a 900 word count MAXIMUM; do NOT go over
this. You do not have to follow an essay format (TEE+ structure), you
are welcome to use bullet points or short sentences for the different parts.
2. Please submit using 12pt Times New
Roman font, 1.5 spacing.
3. You are allowed a maximum of
THREE (3) appendices (3 pages maximum).
4. References: Relevant sources must be referenced using current APA referencing rather than endnotes and footnotes.
Notes:
•
The maximum word limit is 900 words (+/- 10%).
•
Please use your own words and not simply copy/paste from the
lecture slides or Samsung presentation.
Deliverables:
1. Market Analysis (15%):
•
Describe Samsung’s current target
market, advertising, and brand positioning strategy.
•
Provide a summary of the brand,
the current strengths, challenges, and opportunities.
•
Explain big trends to consider
2. Target Audience (15%):
•
Gen Z –include sound reasoning for
why your idea appeals to this target demographic profiles, psychographic
characteristics, purchasing behaviors, and media consumption habits unique to
Gen Z.
•
Understanding the preferences and
digital behaviours of Gen Z is crucial for tailoring marketing strategies and
messages that resonate with this audience. Please demonstrate that you have
done sufficient research on your target audience.
3. Brand Positioning (20%):
•
Develop a clear and compelling
brand positioning strategy for Samsung Mobile that resonates with Gen Z
consumers, articulating our unique value proposition and differentiation points
tailored to this audience segment. Your brand positioning should effectively
communicate the essence of Samsung Mobile and establish a distinct identity
that resonates with Gen Z.
4. Marketing Objectives & Tactics (50%):
•
Come up with three key objectives
based on the outcomes you wish to achieve. All objectives should be SMART.
•
Equipped with all the research,
suggest marketing tactics that could help to accomplish those goals and outline
what would work best and why.
Have attached all documents needed to do this essay. Please use the “SAMSUNG PRESENTATION” file and “SAMSUNG BRIEF” to complete.
I have also attached a screenshot of the criteria.
