Marketing and Brand Management

Question: Discuss about theMarketing and Brand Management. Answer: Introduction: The present study is based on an organization that has a specific product that the customers of the company prefer the most to buy. This study shows the elusive concept of value and a discussion has also been done on how the organization offers the products that are of value to the customers. Smartphone manufactured by Samsung Electronics is considered in this study. Due to reasonable cost of smart phone with wide range of features, demand for Samsung Smartphone is growing in the market. The Samsung Electronics Co. Ltd.: In the present study, the organization that has been chosen for showing the value of the products and services of value to the consumers is the Samsung Electronics Co. Ltd. This is a South Korean multinational company and has its sales network in around 80 countries. The annual revenue of the company in the year 2015 was around à ¢Ã¢â‚¬Å¡Ã‚ ©140.650 trillion which is just second to the revenue of Apple. This company manufactures different electronic components such as chips, semi conductors, hard drive, and lithium ion batteries for their clients. In recent years, the product profile has been diversified to include smart phone and home appliances. Samsung Galaxy has immense popularity in mobile market across the world. The Principle Customers: From the view point of age and gender, the principle customers for the Samsung products are both male and female but the age group is generally between the 20- 50. The age group of children mainly from 14-25, are mainly the consumers of smart phones and the adult age group, 26-50, are the consumers of almost all types of Samsung electronics product. Among all of the Samsung products, the Galaxy S7 smart phones are the most selling product of the company and the top most selling brand of smart phones. The main age group that focuses on being the customers of it varies between the 20- 40 (Khani et al 2013). Customer- Orientation of the Company: The Samsung Company comes under one of the most customer oriented companies. The company, by focusing on its customers, changed some of the part of the companys electronic business because the bringing out of the same kind of the end user and the consumer oriented business was the motive of the company. For this purpose and the objective of the company, the company had to change its total Samsung Digital Imagings RD. The marketing team of the company earlier was based on technical and price consideration but later changed it to one based on lifestyle and emotion. Organizations Current Product Value: The Samsung Company provides its customers with high value for products to its customers. The company manages to provide this for the customers in the terms of different terms that it could serve it customers with. The services of such include the ordering ease, product quality, delivery of the goods, maintenance and repairs. Availability of Samsung Smart phone at low cost has made it easily accessible to the customers and increases the product value. Value of the Brand: The present brand value of the Samsung Company stands at the third of the most valuable brand globally. This is a well renowned brand and the results of the brand finance states that after the apple and Google, the Samsung comes on the number three position in the terms of the global brand value. The Samsung Company has reached to this level of brand popularity because of the increase in the smartphones sales of the company and achieving the top selling manufacturer of smartphones (Kapferer 2012). Conclusion: The present research study above holds the research that has been done on the Galaxy range of smart phones that are manufactured by the Samsung Electronics Co. Ltd. for analysing the customer orientation of the company and the brand and the product value of the Samsung brand. References: Kapferer, J.N., 2012.The new strategic brand management: Advanced insights and strategic thinking. Kogan page publishers. Khani, S., Imanikhah, S.M., Gheysari, H., Kamali, S.S. and Ghorbanzadeh, T., 2013. The Relationship of Appliance Consumer Personality Trait, Brand Personality, Brand Loyalty and Brand Equity in the Mobile Phone Industry.International Journal of Fundamental Psychology Social Sciences,3(4), pp.63-70.