Samsung

OPPORTUNITY

Describe and understand the Samsung brands select target audience.

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Demographic and Geographic

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• Our primary audience are men 28-45 years of age

• They live in major cities such as Vancouver, Toronto,

Ottawa and Montreal

• They are likley to reside in high rises and condos

• They are independent and hard working men who live

alone and are single

• They have successfully completed post-secondary

education with honours and have a full-time job

• They have a personal income of 60k a year or more

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Psychographic and Lifestyle

• These men live a busy and hectic lifestyle

• They fit perfectly in the fast paced environment

• They are business men and professionals of their craft

• They are considered workaholics by their peers and would

be caught at the office past 9pm multiple nights of the

week

• They care about their personal appearance and how others

perceive them

• They’re daily attire is a suit, plain shirt and pants or a dress

shirt

• They are hungry for accomplishment and success

• They create goals and make it a mission to accomplish

them within a certain time period

• These men each have a unique talent and a hobby where

they spend their minimal spare time

• They love watching football at the bar with their buddies

• They’re minds are always racing, thinking of ideas and

gaining insights at local coffee shops or on the Subway on

their way to work

• They keep a journal to write in when they find inspiration

• These type of men are very interested and get inspiration

from music

INSIGHT

Consumer Insight

These men are on a continuous cycle of routine and consistency. Day in and day out they try to prove themselves to their peers and themselves. These men constantly find themselves working extra hours to achieve the success they so hungrily desire. These men are cautious with their hard earned money and invest in products that are worthwhile. As humans they believe that there are not enough hours in the day to do what needs to be done, but going the extra mile will work out in the end.

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Brand Insight

In order to achieve success in this busy fast paced environment that these men live in they need a tool to help. Since they are on a continuous cycle of routine and consistency they can use the Samsung Gear S2 Smartwatch to help keep their life in tact. Having this tool will give you the support that you need to live your day to day hectic lifestyle and give you the organizational capabilities to lead you to success. This watch connects each aspect of your daily life in one spot, your wrist. You can rely on Samsung, we’ll help. *We’re your significant other, we’ll help.

SOLUTION

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Why are we advertising?

We want busy businessman who live a hectic lifestyle and in a face paced environment to know that they have a tool to help them. The Samsung Gear S2 Smartwatch gives you the organizational capabilities to lead you to success.

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Who are we talking to?

We’re talking to hungry businessman who are looking for a tool to help them stay on top of their game. These men are eager, they are excited to get up in the morning and get to work. They rarely have a regular routine, their day to day lives are always changing. There’s only 24 hours in the day and they use almost all of them.

What do they think now?

While these businessmen are so passionate and driven to reach for success they simply don’t know much better their lives will be with the Samsung Gear S2 Smartwatch. These men have heard about the product, but won’t be sold on it until they are convinced it will help them in their daily lives.

What do you want them to think?

We want to show these businessman that our product will help them achieve success. We know that these men are cautious with their hard earned money and would only spend their money on products that are worthwhile. We want these men to think and believe that the Samsung Gear S2 Smartwatch is one of those products and spend their hard earned bucks on us.

Why should they?

These men know they need a tool to help them, and Samsung Gear S2 Smartwatch does just that, and then some. The Samsung Gear S2 Smartwatch gives you the support that you need to live your day to day hectic lifestyle and gives you the organizational capabilities to lead you to success.

Compelling Truths

• These men rarely have a regular routine

• There’s 24 hours in a day, and they use most of them

• These men are cautious with their hard earned money and invest in products that are worthwhile

• Since these men live in such a face paced environment they are constantly searching for ways to keep their life in tact

• Considering they like to stay on top of the most recent trends, they have already looked into the “smart watch” trend

These men have already read multiple reviews for this product

• They are occasional users, and are willing to spend money on quality products that will serve a greater purpose for them

• They are single and don’t have a significant other to help keep their lives together

• These men think that having a product like the Samsung Gear S2 Smartwatch will increase their daily productivity and boost their status and level of success

Mandatories

Creative is being developed using the following IMC Mix; advertising, social media and sales promotion.

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*Google images