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Essay / Research Paper Abstract
This 4 page paper proposed 4 strategies which may be adopted by Samsung to increase customer loyalty for their cellular telephone sales. The strategies suggested include PR strategies, marketing, the development of complimentary products, a loyalty scheme and the development of an online community. The bibliography cites 6 sources.
Page Count:
4 pages (~225 words per page)
File: TS65_TEsamsunglo.doc
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Unformatted sample text from the term paper:
of strategies aimed at promoting and increasing brand loyalty from the users, in addition to the support for different styles and operating systems (Ho, 2011, p27), the firm also has
a fan club which is used to promote the firm and communicate directly with consumers (Marketing, 2003, p4). However, it is possible to propose further measures which may build
customer value and help top increase customer loyalty. PR Campaign The firm may undertake to publicly support a cause or campaign that is popular with the target market(s). A
suitable campaign or quarters be identified, in order to avoid alienating potential Samsung customers. The support for the cause will facilitate the creation of an association in the mind of
the customers and potential customers, and help to make Samsung a desirable brand. If the organisation is linked with values that appeal to the consumer, those consumers are more likely
to support the organisation and make purchases from that company. For example, in a serving United States 80% of consumers stated they would like to support firms that launched
green initiatives to support the environment (Chyssides and Kaler, 1998, p454). However, in many cases it has been noted that although consumers may be responsive to image, they may not
be willing to pay a premium for the value association. For example, in the UK the budget clothing firm Primark was exposed as having clothing manufactured by subcontractors using child
labour. While there was an outcry on the value, the firms sales did not suffer (Marketing Week, 2008, p5). Therefore, Samsung may support a cause and promote that cause, choosing
one that is not politically sensitive and one that is generally able to provide customers with the ability to feel good about the firm they support. Develop Personalised Complimentary
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