business proposal outlines the various activities in the development of a
Public Relations campaign for Samsung, which intends is to launch the new
Galaxy Note 10 mobile phone. The new smart phone will be introduced to the
European and Chinese markets in September 2018, ahead of the next iPhone launch
to give the Galaxy Note 10 the best chance of maximising its sales. The
campaign, which will have a six-month development period in the lead up to
market and will relate to Samsung’s organizational objectives (Gordon 2011:164)
and will target publics ‘Publics are groups that are deliberately targeted…’
(Jefkins et al, 2004:114). The launch follows the problems the company had with
the battery of the Galaxy Note 7, some of which caught fire. All planned
activities of the campaign will be achieved within a £100,00 budget, which will
be broken down in a detailed plan over the campaign period. ‘If there are
specific, measurable objectives, it then becomes possible to evaluate results’
(Jefkins et al 2004:84). The results of the proposed PR activities will be
assessed to ascertain the impact of the campaign.
states that research is essential or planning a PR campaign. ‘This entails
research in order to identify the issues on which to base your public relations
programme’ (Gregory 2000:48). After gathering information from several websites
and online newspapers it became apparent that to help ensure that consumers
faith in the Galaxy Note is restored, qualitative and quantitative research
such as surveys and interviews need to be conducted to find out the publics
opinion of the Galaxy Note and to establish what features need to be included
in the new device to reignite their interest in it. ‘Without research it is
difficult to set communication objectives, identify publics or develop
messages’ (Tench & Yeomans 2006:209).
sales of Samsung mobile phones have been declining since 2013 to 38.6 trillion
won ($33.5 billion) in 2015. As a result, the European proportion of worldwide
revenue decreased from 23 percent in 2013 to 21 percent in 2014, to 19 percent
in 2015 (Digital Trends website).
sales in China decreased from 40.1 trillion won ($34.9 billion) in 2013 to 33
trillion won ($28.6 billion) in 2014, to 31 trillion won ($26.8 billion) in
2015. Because of the decreases, Samsung’s Chinese proportion of worldwide
revenue dropped from 18 percent in 2013 to 15 percent in 2015 (Digital Trends
overall sales have seen a decline from the first quarter of 201-2017- see
Appendix A page 16.
figures from analyst firm Strategy Analytics show that Huawei, probably the
best-known Chinese brand in the West, overtook Samsung to become the world’s
most profitable Android device manufacturer in the last quarter of 2016.
OnePlus, which has received popularity for a number of its most recent
handsets, including the OnePlus 3, which Express.co.uk said was, “a phenomenal
achievement”, offering huge power and a brilliant camera for just £329, far
less than the latest iPhone or Galaxy device. The company’s devices regularly
sell out in Western markets, helped by clever advertising and network
partnerships, which drives demand and public attention (Express website)
The recall cost the company more than $5 billion
the Galaxy Note 7 was costly. Operating profit fell 30%, to $4.57bn, while
Samsung’s mobile division saw operating profit plummet by 96% compared to the
year before. The Note 7 disaster cost Samsung 13.5% of its market share, which
now stands at about 20% of all smartphones sold, according to IDC. “Following
news of its product recall, Samsung’s Impression score (whether you have a
positive impression of a brand) declined by 15 points,” said Russell Feldman,
director of digital, media, and technology at YouGov. “Since that time, it has
worked to regain trust and its overall Impression score has begun to recover,
though it is yet to reach pre-recall levels” (thedrum.com website).
spent a total of USD10.2 billion (11.5 trillion won) on marketing in 2016
alone. This included USD3.9 billion (4.4 trillion won) toward advertisements, a
15% increase from 20151. Samsung marketing strategy integrates various forms
of advertising, events and experiences, public relations, direct marketing and
personal selling (www.samsung.com).
conduct 400 online surveys with participants to be current Samsung Note users
who are aware of the battery malfunctions of Galaxy Note 7 handsets.
loyalty must be won back as soon as possible to counteract
the negative impact of recalling an unsafe product which could pose a threat to
consumers trust in the brand. The purpose of this campaign will therefore be to
develop products for existing and new customers by making sure the Galaxy Note
10 passes stringent safety tests and encapsulates all of the feature updates
existing users expect to make the launch a success.
Before planning a new
campaign, it is important to consider that ‘what we are trying to do in public
relations is shift the balance of opinion of the various publics we interact
with in favour of our organisation’ (Gregory 2000:101).
Ø Global brand with a good
Ø Financial strength.
Ø Innovations and technologies.
Ø Strong global position.
Ø Customer loyalty for mobile
Ø Decline in Sale numbers- China,
Ø Public perception of Samsung
product safety after the Galaxy Note 7 was recalled.
Ø There is a market for the Note
10 and users want to see more Note products.
Ø Offering an innovative product
which matches customers’ expectations.
Ø To build on existing customers
brand loyalty and maintaining customers.
Ø Possible negative repercussions
on the brands reputation due to the recall of the Galaxy Note 7.
Ø Competition from iPhones,
Google, Huawei and OnePlus mobile handsets.
Ø Costs associated with
additional product safety tests.
four main objectives of this PR campaign have been developed according to the
SMART objectives presented by Jefkins: specific, measurable, actionable,
relevant and timely (Jefkins; 2004:108).
Encourage existing and new Samsung
customers to engage with the new -Galaxy Note 10 and its innovative
technologies with a 15% increase in net sales.
Raise awareness of the high-quality
safety testing and new features of the Galaxy Note 10.
Increase the number of sales and
maintain brand loyalty the Note 10 and subsequent Note products over the next
Prove that Samsung cares about its
customers safety in order to win back the trust of existing and new customers.
public will have a different communication requirement, although the
information given to each must not conflict’ (Gregory, 2000:21). Or this
campaign our target audiences are:
Business people who like the latest tech
Existing Samsung product customers
New potential Samsung customers
Technology focused journalists and
websites such as www.techcrunch.com
Tech bloggers, particularly ones from
China and Europe https://www.gizchina.com/,
Charities- the ‘Look at Me’, an app
designed to help autistic children communicate better; and for ‘Back-up Memory,’
an app for people with Alzheimer’s disease.
Show how technology can help people,
rather than focus on just the tech itself to show that Samsung care (www.MarketingWeek.com)
City councils as our PR activities may
require their backing in the planning of events and showcasing videos or
photographs onto cityscapes
Bigger Things’ or #DoWhatYouCant is the message that Samsung have been building
on over the last few years and then showcasing their product and videos at the
‘Samsung Galaxy Unpacked’ events.
brand work is the first articulation of this evolution to create a new
connection with our consumers through a shared value-based approach, rooted
firmly in our company’s philosophy ‘that meaningful progress can only happen
when you dare to defy barriers,” said Pio Schunker, SVP Global Head of
Integrated Marketing at Samsung Electronics. “Samsung is a brand focused on
creating real human value with its technology and we want to build upon our
tech prowess to become a human-focused lifestyle brand” (www.samsung.com).
message #DoWhatYouCant, was first introduced during the 2016 Olympic Games and
has since helped Samsung become one of the most visible brands during the
Games. This ties in well with their commitment to producing mobile technology
and wearable tech that lets customers monitor their own health and daily
keeping with this message users will be encouraged to capture emotive videos or
photos with a Samsung phone and to share them online for the chance to win a
Samsung Galaxy Note 10 or piece of wearable tech and to reinforce the bond
between consumers and technology. We want customers to know that Samsung care
about their health and safety and are encapsulating this promise within the
Samsung Note 10.
want to retain existing Samsung customers and thank them for their brand
loyalty while attracting new ones who are interested in innovative technology.
We will achieve this by promoting the enhanced safety features and new high
spec camera present with the Galaxy Note 10. We will seek to engage with
existing and new customers in our campaign activities to promote the new smart
phone to new customers.
campaign #DowhatYouCant will be developed during the second half of 2018. The
launch of the Samsung Galaxy Note 10 will take place over the weekend from 17th-19th
August as this is around the same time as Samsung’s ‘Unpacked’ event which is
several months before the next iPhone launch so will ensure that the new Note
handset receives maximum publicity and revenues from sales. After this we will
work to promote the positive feedback received from existing and new
launch will take place in several capital cities to promote the Note 10 and
ensure maximum product coverage. Capital cities attract millennials and
business people and these are our target audience- young, inspiring people who
live in a world without limits when using technology.
Cities in China which will host the campaign Cities
in Europe which will host the campaign
During September 2018 – January 2019 we
will be giving away 5 Galaxy Note 10 smartphones and 100 Gear Fit2 smart bands
in a competition. To enter the competition participants must share their
inspirational or personal photos or videos taken with a Samsung camera on
Twitter or Instagram with the hashtag #DoWhatYouCant
During the campaign high resolution
images taken with Samsung smartphones will be projected onto large buildings in
Press releases will be distributed to
national and local newspapers twice a month over the course of the campaign
A Facebook page will be created and
updated every day throughout the campaign with sneak previews of the new Galaxy
Note 10. Customers can ask questions about the new Note and its enhanced safety
features and vigorous safety testing processes.
An Instagram and Twitter account will be
created under the name ‘#DoWhatYouCant’ where competition participants can
submit their photos or videos and to attract attention from journalists and
We will send emails and newsletters to
the councils of the nine participating cities informing them about the campaign
and asking for their permission to project select images onto city land marks
during the campaign. City council representatives will be invited to attend the
product launches in Beijing and Paris.
There will be two launch events designed
to introduce the new Galaxy Note 10: the first will be held on Friday the 17th
of August in the Rosewood hotel in Beijing and the second one will be held on
Saturday the 18th of August in the Hilton Paris Opera hotel. DJ
Koh, President of Samsung’s Mobile Communications Business and Justin Denison,
Senior Vice President of Product Strategy at Samsung Electronics, will present
the new Samsung Galaxy Note 10 and discuss its enhanced camera and safety
features, guests will be able to try out the new smartphone for
Attendees to the launch will include
Journalists, tech bloggers, mobile phone innovators and the group of consumers
who contributed their ideas about how the Galaxy Note 10 is an improvement on current
models and council representatives will be invited to the events, we estimate
that there will be around 300 attendees in total.
Samsung wrote an open letter to Note 7
Customers apologising and pulled the device from the market globally.
Samsung has since brought together a
group of ‘hand raisers’ – a group of consumers that like the brand “and still
care” to help it evolve its strategy in partnership with them. It decided to
“humanise” the brand much more, and instead of focusing on the product and
safety features (Marketing Week website).
Samsung have a web page dedicated to
press releases and statements about the recall of the Galaxy Note 7 and were
humble and honest in their response and quick to recall the faulty product.
Promote the new safety features of the
Note 10 in all press releases and online content about the product.
The online video will include the
creators who will explain the new battery testing process and in-build safety
feature of the new smartphone in depth.
A promotional video of the campaign will
be available on the Samsung website as well as all related #DoWhatYouCant
There will be outdoor posters and images
projected onto famous buildings strategically placed in all participating
name of the product is Samsung Galaxy Note 10 – part of the iconic Note range.
With the Galaxy range being one of the best-selling Samsung products it is
important that the new Galaxy Note 10 is a welcome new addition to the Galaxy
range and upholds the high quality and safety features consumers expect from a
evaluation of this campaign will be conducted in three ways from the four
suggested by the Chartered Institute of Public Relations (CIPER) website.
Therefore, we will evaluate the Output, Out-take and Outcomes of this campaign.
– the media measurement and the audience reach
can be measured by the amount of publicity and level of coverage received in
the national/local newspapers and from technology magazines. The number of
guests who attended the promotional events, the quantity of visitors and
comments on our Facebook page, the number of photos uploaded onto the Instagram
and Twitter feeds and number of competition entries. We can also measure
outputs by looking at how many times the #DoWhatYouCant hashtag has been
referenced to and by how many views the promotional videos have received.
Out-takes – analysis of media coverage
and feedback from public
will analyse if the public are aware of our out-puts by monitoring and tracking
our Facebook, Twitter and Instagram accounts activities on a daily basis. We
will also monitor the comments about the Samsung Note 10 from tech bloggers and
other news channels.
Outcomes- The evaluation of the
effectiveness and success of the campaign
success of our campaign can be measured through the evaluation of the
smartphones users on Facebook, Twitter and Instagram. This can also be
evaluated by the public’s response across all websites and by how many times
the Samsung Galaxy Note 10 has been searched for via Google. We will also look
at the total number of sales of the Samsung Galaxy Note 10 and other Galaxy
Note products during the 6-month campaign period.