LSM ID NO: 200376

Marketing Design and Innovation

Marketing Design and innovations
Samsung Galaxy Gear Smart Watch
Module Code: MOD001223
Submitted by- Adnan Saleem

LSM ID NO: 200376

Submitted to
Erandee Abeyakoon

Supervisor, LSM

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Executive summary
One of the most recent technology based product is smart watch. As we know technology based
products focuses more on design and innovation. Samsung is one of the most technologies
advanced organization and their recent offering is galaxy gear smart watch. So in this assignment
details discussion regarding marketing design and innovation will be discussed along with
different example. In the first section of this assignment theoretical overviews regarding
innovations and marketing has been given. Then the benefits of the Samsung galaxy gear smart
watch to its user is added alone with the value that created galaxy gear smart watch to its
customers. Then the details features and design of the Samsung galaxy gear smart watch has
been discussed. After that the uniqueness of the galaxy gear smart watch in its shape, color and
design has been given. And in the last section of this assignment the marketing strategies of the
Samsung smart watch and the competitive advantage of Samsung has been given alone with the
strategies that Samsung initiate to sustain in the competitive market and beat its competitors.

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Table of Contents
Executive summary.........................................................................................................................2
Introduction......................................................................................................................................4
Innovations:.....................................................................................................................................4
Marketing regarding innovative products and services...................................................................5
Benefits and value derive by the customers of Samsung galaxy gear Smartphone.........................5
Uniqueness of Samsung galaxy gear smart watch in terms of shape, color, design relevance
and imagination...............................................................................................................................7
Brand appeal of Samsung galaxy gear Smartphone in relation to other competitors in market. .8
Brand appeal of Samsung.....................................................................................................8
Market position and capture the market over competitors...................................................9
Porter generic strategy..........................................................................................................9
The advantage of galaxy gear smart watch that bring competitive advantage for the
Samsung.......................................................................................................................................9
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

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Introduction
Design and innovations leads an organization success in the competitive market place.
Organizations that are more innovative easily able to capture the market and become market
leader by establishing strong brand image. In this assignment under the theoretical part of the
innovations the importance of innovation in the business sectors and especially technology based
organization has been incorporated with the discussion of products life cycle and Maslow needs
theory. Then the proper marketing strategies for the innovative products have been added. As this
assignment is on the Samsung galaxy gear smart watch so the benefits of this smart watch to the
users and the value that is created by the Samsung smart watch to the user has been discussed. As
their products are unique so the uniqueness of galaxy gear smartphone in accordance with shape,
design and color is discussed in this section. As Samsung focused on the cost leadership and
innovations so they relatively charges lower price than to its competitors and it is also the
competitive advantage of the Samsung. Advanced technology based products with cost
leadership approach helps Samsung to create strong brand image and gain competitive advantage
and overall they gain over their competitors.

Innovations:
Developing new ideas and bring those ideas bring into light as per market demand referred as
innovation (Bruns, 2014). Market demands regarding innovative products is always high. In this
century market is always changing so to capture the market and become the market leader of the
market it is important for business to adopt technology and develop more technology based
innovative products and services (Stamm, 2010). Samsung Smart watch is the most recent
technology based product that successfully able to capture the market and makes easier of human
life. With the help of this Samsung Smart watch users can easily able to attach with advanced
services and benefits. According to the hierarchy theory of Maslow we know that after
completing the psychological and safety needs they go for the esteem. And in this level they
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provide focuses on the innovative products. Before the innovation of the smart watch people use
watch for watching time only. But innovation regarding this smart watch changes the life style of
customers now with the help of this smart watch people not only use watch for time
measurements but also they can accomplish plenty of works through their Samsung galaxy gear
smart watch.

Marketing regarding innovative products and services

Unlike other products and services, proper marketing strategy is for innovative products and
services also very important. Technology based innovative products needs more active marketing
strategies to capture potential market and customers (Ingham, 2011). As we know that marketing
mix is combination of product, price. Promotion and place and those elements of the marketing
mix assist organizations to create value for their customers. So only design and innovation of
good quality products dont lead the success of those particular products in the market success of
those technology based products and services mostly depend of the appropriate marketing
strategy. Samsung for their galaxy gear smart watch focuses on the newly designed innovative
services as well as they focuses on cost leadership that is they relatively charge lower price for
their galaxy gear smart watch (T-mobile.com, 2015). As we also know that product life cycle of
technology based products and services is relatively lower than other products and services
because technology based products always upgrades and include new technology and design.
When a technology based products lunch in the short run demand for that particular product
enlarge and increase the sales level enormously but in the long run that product faces competition
with its competitors and gradually fade away by newly updated technology based products and
services (Trott, 2009). So proper marketing strategy and advance innovative features help such
technology based products and services to sustain in the market. As we now in the late maturity
stage sales level for products starting to decline so in this stage strong marketing strategies can
help organization to sustain in the market. Such as strong advertising strategy and upgradable
feature of products and services help to sustain in the market for some products.

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Benefits and value derive by the customers of Samsung galaxy gear Smartphone
Samsung successfully able to capture the recent market demand of a smart watch and they lunch
galaxy gear smart watch for customers. Their galaxy gear smart phone is the most recent
technology based smart hand watch. According to the Samsung in November 2012 total sales of
their galaxy gear smart watch was 800000 around the world (Samsung.com, 2015). So this smart
watch successfully able to capture the market during that time and it includes plenty of benefit
compare to normal watches. So the special benefits and value of this galaxy gear smart phone
help Samsung to capture the market in smart watch sectors. So some benefits of the Samsung
galaxy gear smart watch to its customers in given below.
As we know that people in recent are more busy and want technology based innovative products
and services that assist them to accomplish different works within one single device. So with this
thought Samsung introduce more innovative and technology based Smart watch that able to
performs different types of activities and make human life easier than before. One of the most
benefits of this galaxy gear smart phone is that it has 1.9 megapixel camera that allow user to
capture photos with their smart watch so now customer need not to carry camera with them or
use smartphone to capture their moments. They can do it with the help of galaxy gear smart
watch not only that user of that galaxy smart watch also can record 720 HD quality video record
for 10 munities (Gizmag.com, 2015). So user can capture important and memorable moments
with the help of this smart watch.

Figure: Galaxy gear smart watch of Samsung

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Source: Gizmag.com
This galaxy gear smart watch also includes speaker phone so user of that smart watch can easily
make conversation with others and make call to others with the connection of their smartphone.
Also user of that smart watch can use their voice command to their smart watch.
This galaxy gear smart watch also enable users to let their home drop on their home. Because
with the help of its T-Mobile data one can coroneted with their smart phone and can make call
and receive calls. Now with the help of their smart watch user can check their emails with
smartphone or laptops. Because galaxy gear smart watch enable user to check their emails.
This galaxy gear watch has 4GB onboard memories that allow its user to keep necessary
information on their smart watch and the S-health system of this Smart watch also add value in
the customers choice. With the help of S-health user of this smart watch can easily monitor their
health (Samsung.com, 2015).
Also user of the galaxy gear smart watch can keep all those phone number s and important data
on their smart watch and can forward their call to smartphone to smart watch. This smart watch
also has GPS on it so user of this galaxy gear smart watch can use GPS functions to find out the
locations or their preferable place in that case they need not use their smart phones to find out the
place. This smart watch has long life battery life that benefits its user to stay connected with
world without their smartphones. Also their large screen with touchable functions allows users to
use this this smart watch smoothly and easily (T-mobile.com, 2015).
So all of those benefits just available now in a hand smart watch that is on Samsung galaxy gear
smart watch so that makes customers life more easier and confortable and also add value to
customers life.

Uniqueness of Samsung galaxy gear smart watch in terms of shape, color, design
relevance and imagination
As we know that Samsung is now the largest and one of the leading technology based
organizations and it has different products and services that make easy of it user life style and
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help them to capture the market. And its most recent technology based products is galaxy gear
smart watch. Samsung develops this smart watch with latest updated technology that creates
value in the market place. Its unique design and shape make its more attractive to the user. So the
uniqueness of Samsung galaxy gear smart watch in term of its shape, color, design is given
below.
Samsung galaxy gear smart watch has 1.63 inch display with 56.6mm height and 36.8mm
wide. So this design makes their smart watch more attractive (Samsung.com, 2015).
User can now operate their smart watch with digital touchable display with different
functions.
It has Bluetooth functions that allows user to connect with their smartphone and transfer
necessary data. It operates with the help of Tizen operating system.
The display of the galaxy gear smart watch of Samsung has resolution of 320X320 with
277 PPI that make it more transparent (Gizmag.com, 2015).
This Smart watch CPU operates with speed of 800MHz with its internal memory that is
4GB and it also consist of 512RAM that assist the watch operate smoothly and faster.
Samsung design their galaxy gear smart watch with 1.9 megapixel auto focused camera
that allow its user to capture their moments.
The weight of the galaxy gear smart watch is very light and that is only 73.8g so with in
the best shape and light weight this smart watch has successfully create the market
demand.
This watch can stand by up to 150 hours with its 315mAh battery capacity. This phone
also has 720HD video recording capacity with voice commending system (Gizmag.com,
2015).
This galaxy gear smart watch is available in different color such as jet black, Rose gold,
deep blue, light white and others. So with the different color customers can now easily
select this smart watch with their favorite color.
Samsung add those features on their galaxy gear smart watch after analyzing the current market
demand and that is why they successfully able to capture the market of smart watch and they are
continuously analyzing the changing market demand to modify the features and design of their
smart watch. The first version of the gear smart watch of the Samsung was not have camera and
video recording benefits as per the customer demand Samsung added the camera and HD video
recording benefits in the lasted version of their galaxy smart watch.
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Brand appeal of Samsung galaxy gear Smartphone in relation to other competitors in

market

Brand appeal of Samsung

According to the brand dictionary Samsung was the second valuable brand in the world in the
year 2014 with brand value of USD 78752 million (Brandirectory.com, 2014). And organization
does not establish brand value and brand image overnight (Baxter, 20110). It takes time and
more efforts. With the help of innovative design and features of the Samsung products they
successfully able to create such brand image. With the updated and most features based products
in smart watch world Samsung galaxy gear smart watch able to capture the smart watch market
and beat the competitors. In case of Samsung galaxy gear smart watch Samsung focuses on the
more features based innovative products that make user life more comfortable and easier and
they charge relatively low price compare to their potential competitors Apples products. Also to
increase the brand image Samsung sponsor of English Premier League team Chelsea. Thats
also a strategy of marketing and that help to identify the market position.

Market position and capture the market over competitors

By focusing on the marketing mix how an organization capture the market is known as the
market positioning (Jordan, 2011). Samsung charged moderate price for their products and offer
verities of products with different price rage and they does that because they not only target
higher income based customers they target customers with verities of income. So they are
offering innovative products with better design within affordable price range and they adopt
online based distribution strategies that help them minimize their cost and also help in prompt
distribution of their products. They apply competitive marketing strategy and focuses on
products and differentiation. And they also focus on cost leadership and niche marketing. As we
know global level any product faces more competitions and hardly survives in the long run due
to market competitions and strong advertising strategies and products modification helps that
particular products survive in the international market and also in the long run so for that
Samsung for their galaxy gear smart watch introduction they make two advertising name
evolution and a long time coming also to sustain in the market by beating competitors
Samsung continuously assess the market demand of customers and update their galaxy gear
smart watch (Gizmag.com, 2015).
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Porter generic strategy

As we know that this porter generic strategy explains in which particular strategies an
organization focuses between cost leadership and product differentiation (Butler, 2012).
Samsung mainly focus on cost leadership with innovative products offering for their products,
and their galaxy smart watch one of their most innovative products with lower price.

The advantage of galaxy gear smart watch that bring competitive advantage for
the Samsung
Competitive advantage is defined as the core advantage that adds value to a firm and helps to
become the market leader (Kelley, 2013). With the most update features and design galaxy gear
smart watch add additional milestone for the Samsung and that also strengthen the competitive
advantage of Samsung. It is the most innovative and updated products offering by Samsung with
advanced features and affordable price range. So that smart watch help Samsung to add more
value in their brand and gain more competitive advantage.

Conclusion
Marketing design and innovations is very crucial for any organization especially for the
technology based organizations. Designed based products and innovative products leads an
organization success in the market place. Samsung is one of the most technologies based
innovative organization that offer different products and services to customers. They successfully
capture the market and earned strong brand image due to their innovative products offering with
relatively lower price compare to their competitors. Samsung recently introduce galaxy gear
smart watch and before launching their smart watch they carefully assess the market demands
regarding that smart watch. Their smart watch includes most advanced technology based
features and attractive design that help them to capture the smart watch market and to sustain in
the market by competing their potential competitors Samsung continuously assign the customers
demand regarding it and offering new versions of their smart watch with updated features.

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References
Bruns, Axel. 'Media Innovations, User Innovations, Societal Innovations'. The Journal of Media
Innovations 1.1 (2014): n. pag. Web.
http://www.include-digital.com, Include. 'Best Global Brands | Brand Profiles & Valuations Of
The WorldS Top Brands'. Brandirectory.com. N.p., 2015. Web. 14 May 2015.
InformationWeek,. 'Samsung Galaxy Gear Smartwatch: Pros And Cons - Informationweek'. N.p.,
2015. Web. 14 May 2015.
LaPlaca, Peter J. 'Innovation In Business Networks'. Industrial Marketing Management 43.3
(2014): 359-360. Web.
Samsung UK,. 'Samsung Galaxy Gear Watch (Jet Black) - 1.63 Super AMOLED, 1.9MP, 4GB Samsung UK'. N.p., 2015. Web. 14 May 2015.
Shanklin, Will. 'Review: Samsung Gear 2 Smartwatch'. Gizmag.com. N.p., 2015. Web. 14 May
2015.
T-mobile.com,. 'Samsung Gear S Wearable Smartwatch | 3G Compatible Wearable | T-Mobile'.
N.p., 2015. Web. 14 May 2015.
Baxter M, (2011), Product design: practical methods for the systematic development of new
products, Stanley Thornes, UK
Bidault F., Despres C. and Butler, C. (2012) Leveraged Innovation: Unlocking the innovation
potential of strategic supply. Basingstoke: Macmillan
Dussauge, P. and Garette, B. (2013) Cooperative Strategy: Competing successfully through
strategic alliances. Chichester : Wiley
Jordan P W, (2011), Designing pleasurable products: an introduction to the new human factors,
Taylor & Francis, London
Kelley T, (2011), The art of innovation, Harper Collins Business, London
Von Stamm B., (2010) Managing Innovation, Design and Creativity, John Wiley, Chichester
Jerrard R., Hands D., Ingham J., (2011) Design Management Case Studies, Routledge, London
Jolly A., (2010) From Idea to Profit, Kogan Page London
Trott P., (2009) Innovation Management and New Product Development, FT Prentice Hall,
Harlow
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Marketing Design & Innovation

Task 2: Reflection
Most valuable and effective course to me till now is this marketing design and innovation course.
This course includes different contents regarding the design & innovation. As innovation is the
most demandable things in this recent technology based business world so with the help of this
marketing design & innovations course I have come to know how an technology based firm
involves itself into innovations and the ways it design its technology based products and
services. This marketing & design course provides evidence how an organization set different
marketing strategies for their products and services in different situation and this course also
shows me the way a firm sustain in the long run within their maturity life cycle. In long run firm
faces more competition then short run to different strategies need to take by the different
organization for short run and long run business so with the help of this marketing design &
innovation course I have learned those marketing strategies. Also with the help of this course I
have learned the ways an organization find their core competences and the way to transfer core
competences into their competitive advantage. This course assists me to establish new thoughts
regarding products design & innovations.
With the help of this marketing design & innovation course i also learned the difference between
the local market and global market for products and services and technology based organizations
faces more competition in the global level than to local market level .i think the knowledge that I
gather from this course will also help me in future. With the help of this course I have learnt that
how to select appropriate marketing strategy for a business and find out the global market

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position with business scopes. Now I am able to develop better communication skills and this
also occurs due to this course and modules.
With the help of this course I have also learned that how organizations assess the current market
demands and capture customers demand through their products and services. This course
incorporates with the products life cycle that help me to understand the products behavior within
their life period and also thought me the ways to survive in the maturity stage. With the help of
porter generic strategies I have come to know that different organization provides focuses on
different strategies some organizations provide more focuses on new design and innovations and
they go for products differentiations and charge relatively high price for their products and some
goes for cost leadership they charge relatively low price for their products and try to capture
market with that strategy. This course also helps me to understand the marketing mixes and
proper use of it in global level. so this help me to understand overall global marketing techniques
and the innovations process. By gathering knowledge from this course I have understood that
innovations in global level in more difficult and comprise of more threats and more
opportunities. So if organizations are smart enough to take those global opportunities they will
become the market leader but if organizations fail to absorb opportunities and faces threats they
will not sustain in the market.by this course I have come to know with the development of the
technology international markets are now more competitive then past and this course assist me to
understand the different factors that changes the global market. So this course drag my thinking
out of box and assist me to think out of box that is in a traditional way and help me to think in
different ways. By this marketing design & innovation course I have learned establishing brand
image is very crucial for any kind of business and to build strong brand image organizations need
to capture the market demand and for that they need to be more innovative and designed based.
My observations and thinking power increased after finishing this course and I think now I am
able to assess the market demands and capture those demand with differentiation and
innovations.
This marketing design & development course also help to understand the difference between
innovative marketing and traditional marketing. With the help of that now I understand the ways
marketing manager needs to provide focuses on the new designed and innovations based
products and services. Also the course instructor assists and motivates me with good
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communication skills and inspires me to build career in these sector. This course is very much
interesting and course teacher also make it easy to understand with different course materials. So
after attending classes and completing this course I am now confident that my knowledge about
marketing design & innovation has enriched and my communications skills also develop. After
completing this course I am also confident that now I can solve different problem regarding
marketing design and innovation as well as my marketing research.
As this course develop my knowledge regarding the marketing dosing and innovation and for
any kind of organization especially technology based organization depend more on the
innovation. So to implement my knowledge regarding this course and make assignment I have
select one of the leading technology based organization and that is Samsung and I work on the
newly innovated Samsung smart watch. Samsung changes their business and create brand image
through their design and innovation. They assess the changing demand of the market and offer
customers demanded newly technology based products and services that make our life more
easier and Samsung smart Watch one of those highly technology based innovative products.
.

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