Communication plan for Samsung Galaxy A 2017 edition: how to communicate for millennials

• Autor(a) principal: Castro, Inês Moreira Correia de
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/15820
• topic: Marketing; Communication plan; Smartphone; Millennials; Comportamento do consumidor; Estratégias de comunicação; Telemóvel

The smartphone's market has been growing every year with increased innovations. This is a technological push driven market where products are created ahead the recognition of consumer needs. Smartphone development is based on consumers' possible future needs and so those companies with the best hunch in technologies and services of future will be the leaders in this industry. As the market has become more saturated, the consumer faces himself with a wide variety of offers, and so brands are struggling to differentiate among the others. Hereupon, the focus will be in developing an innovative Communication Plan for the new "Samsung Galaxy A 2017 edition". The main goal of this project is to increase product knowledge by creating an emotional link between the consumers and the brand and ultimately to drive sales. The literature review is based on academic articles concerning were the main subjects are: millennial generation and consumer buying behavior. It was conducted an external and internal analysis, to better understand the smartphone industry and "Samsung" brand as a company. Furthermore, the target was defined and studied to understand more deeply their connection, affinity and interaction with the smartphone brands. Finally, after defining the communications goals, a plan with specification, a budgeting and results was developed, by for each action.