BADV350 Advertising Promotional Management –Final Project

Marketing Study on Samsung”s “The Freestyle”

Faculty of Marketing and Advertising

American University of Culture and Education.

Presented by: Fares Mrad

Presented to: Dr. Ibrahim Hassan
 Table of content

1. Project overview.

2. Market segment analysis

a. Target market
b. Size of the market
c. Relevant demographic variables
d. Lifestyle characteristics
e. Communication behavior
f. Purchasing behavior
g. Product usage
h. Relevant cultural influences and industry trends
i. Positioning statement

3. Marketing mix elements

a. Product
b. Price
c. Distribution
d. Promotion

1. Project Overview.
 The freestyle is a projector that works as a smart speaker and as
ambient light. It is lightweight, able to transform any space into a screen,
and has mood lighting effects that pair with music.

It’s the most versatile projector packed with features that meet the
lifestyle of dynamic and on-the-go media consumers.

2. Market segment analysis

a. Target market

Our target market is men and women living in the United States, more
specifically Gen Z and Millenials because “The Freestyle” offers a practical
experience that meets the lifestyle of these generations.
They are the groups of people who like to consume media in style, ride
the latest trends, and have a practical tool that makes their life easier at
work.

b. Size of the market

Our target market uses technology to consume media for entertainment,

work, or educational purposes in the United States. (1)
- 58% of Gen Z use technology for entertainment.
- 38% of Gen Z use technology for educational purposes
- 80% of Gen Z use technology for work
Targeted Gen Z's approximate size is 52 million people.

- 49% of Millennials use technology for entertainment.

- 42% of Millennials use technology for educational purposes.
- 71% of Millennials use technology for work.
Targeted Millennial's approximate size is 49 million people.

c. Relevant demographic variables

Students, employees, and professionals that belong to the low middle class
to high-income groups and own or have a rented place are the perfect
candidates to buy “The Freestyle”

d. Lifestyle characteristics

“The Freestyle” meets the needs of:

Innovators, who are the take charge type of customers. They lead a life of
variety and like niche products that satisfy their desire for finer things.

Achievers, are goal-oriented customers who lead busy lives, focus on their
work, and like products that save time.

Strivers are the fun and loving type of customers, they try to live a luxury
lifestyle even if they can't totally afford it sometimes.

Some of the younger market segments haven't shaped their lifestyle yet,
they like trends that help them fit in.

e. Communication behavior

Gen Z’s and Millenials for the mainstream behavior which includes the
trendiest music beats, movies, tv-series, and the coolest activities. These
represent their values and lifestyle choice. This group of people is
connected like no other group of people in history through social
networking platforms. We need to channel our marketing information
through them, using their most used tools. ( Instagram, TikTok, Youtube,
Facebook, Twitter, and Google.)
Our target market are people that are concerned with their self-image and
how they are perceived by their entourage. They engage online in different
types of behaviors that help them express who they are. They want to feel
heard and seen, so they tend to like interactive content, social causes, and
eye-catching visuals.
f. Purchasing behavior

Customers today shop in a different way than 10 years ago. They have
their smartphones and access to the internet at any time which helps them
know all the information needed about any product.
Information empowerment isn't enough, some of them need to touch the
product and try it in order to make their final decision.
A lot of our loyal customers like to order online after seeing reviews and
unboxing of the product online. And the other part like the experience of
going to the store, and engaging with sales to buy “The Freestyle”.

g. Product usage

“The Freestyle isn't bought frequently since it is durable and a bit pricey.
But customers with the need of having the latest technology and new
features are more likely to purchase an updated version in the coming
years.
It gives the ability to project on any wall by connecting your phone, tablet,
or laptop to it. When turning on the ambient light, it gives the room, or tent a
nice vibe. Also, music can be played using the 360° sound.

h. Relevant cultural influences and industry trends

Culture is values, needs and behaviors learned by members of society

from their families, friends, and social media. The younger generations are
dynamic, like products that are personalized to their lifestyle.

The trend now is to have your room personalized to reflect your

personality and your liking. A lot of Gen Z’s and mostly after the pandemic
spend most of their time in their rooms, doing personal activities, video
chatting with their friends, and taking selfies. With “The Freestyle” in hand,
it makes the room feel cooler when having ambient light and some music
while video chatting, shooting for social media, or live streaming. So “The
Freestyle” helps users look cool in the eyes of their friends and social
media followers.

For Millenials, the trend is having an easy-going life and the perception of
a life made easier by using the latest technology. “The Freestyle”, with its
ability to project a presentation at work in the easiest way, and the ability to
bring it home taking advantage of its compatibility and watch a movie or
play some funny videos for the kids anywhere they want, proves that its a
must have for any millennial leading a productive life.

i. Positioning statement

Present a user experience that blends practicality with personality.

“The Freestyle” can be used anywhere, at any time. It is made for dynamic
individuals who pursue a unique lifestyle and are not afraid to express
themselves. Some users will use it as a screen, others as mood lights, or
also as a speaker. The name “ Freestyle” shows how the product changes
in freestyle with the unique lifestyle of each user.

2. Marketing mix elements

a. Product

Durable and compact projector that gives a sharp image at 100 inch size
and also can be used as an ambient light and speaker. It is able to project
where you never could before.

Features: (2)
- 180° rotation unlike other boxy projectors
- Dual passive radiator for a clean and deeper bass without distortion
- Lightweigh 830g
- Compatible with external batteries for powering that supports USB-
PD, and 50W/20V output
 - Works when connected to standard E26 light socket without the
need of additional wiring
- Wall plug
- Mood lighting effect
- Smart TV features available on Samsung smart TVs

b. Price

$900 is not a reasonable price for everyone, but for people willing to
embrace all of its features it becomes of great value. You can buy a decent
projector for $200, a smart speaker for $150 and an ambient light for $50.
But no other projector can be adjusted to project anywhere you want and
including Samsung’s smart TV features.

c. Distribution

“The Freestyle” can be bought online and in all of Samsung’s retail shops.
Conferences will be made for retailers to know about the product features
so they could sell it in their stores.

d. Promotion

Promotion will consist on billboards, social media and websites.

Billboards

Billboards will be set in urban and suburban cities. Their will be two
versions of the billboard, the first one will be targeted to Gen Z and will
display a group of young friends laying with their backs on the bed enjoying
a movie or a tv-series from their ceiling wall.

The second one will display a 35 years old women at work using the
projector for a presentation. Both billboards will display a message
describing the versatility of “The Freestyle”.
After seeing the billboard, the viewer will most probably visit digital media to
know more about the product. Our digital media promotion will consist on
social media and website.

The advantages of billboards are that it builds awarness, and converts

viewers to our website. The disadvantages are that it doesnt have good
return on money spent, better for mass marketing, and cant display more
information.

Website

The website will have a user friendly experience including easy to consume
information about the product, with simple visuals describing the easy use
of it.

The website will have SEO so that as many searches on google will lead to
it. It will generate quality visitors that are most likely aware that “The
Freestyle” is the solution to their problem.

Social Media

Using TikTok, Instagram, Facebook, our promotion will consist on videos

showing the useof the product and its versatility by actors that our target
market can relate to.
Youtube tech influencer will be collaborated with to advertise for our
product by doing unboxings.

The advantage of social media is that we can target our niche and display
more details. But it’s downside is the always changing algorithm and the
absence of a human contact.

Note that in social media advertising, Eugene Schwartz’s(3) five stages of

consumer awareness should be analysed and built on to create the
content.
5 Stages

- The unaware is the customer that doesnt know that the use of a
standard projector is a problem, so he/she should be informed about
the disadvantages of using an outdated projector and the advatages
of “The Freestyle”.

- The problem aware is the person that knows that they have a
problem using the old projector but havent dealt with it. So he/she
should be introduces to “The Freestyle” as a solution.

- The solution aware is the person that knows that products like ours
exist but dont know specific information about it. So they should be
targeted with usability visuals

- The Product aware is the person that knows everything about our
product but is not sure that it is the solution for them. So they should
be targeted with closing content.

- The most aware are our loyal customers, and our goal is to lead all
the stages to the most aware. We should target them with
advertisements that show our culture and values that they can relate
to. These reassurances are important to keeping them loyal.

To conclude, in a simple way,”The Freestyle” is packed with features that

can be used in a person’s life to reflect his/her lifestyle.In promotion, our
target market should know that people like them are using the product.
References

(1) 99Firms. (2022) Gen Z Statistics by Branka Vuleta

https://99firms.com/blog/generation-z-statistics/#:~:text=73%25%20of
%20Gen%20Z-ers,17%25%20for%20shopping%20and%20browsing.
(2)Samsung (2022) Samsung Electronics Launches The Freestyle, a
Portable Screen for Entertainment Wherever You Are Samsung
Electronics Launches The Freestyle, a Portable Screen for
Entertainment Wherever You Are - Samsung US Newsroom
(3)Breakthrough Advertising (1964) by Eugen Schwartz