Gear 2 Marketing Plan
Samsung’s Smart Watch
Lauren Falzone
MBA61A
MBA 663X: Marketing in an E-World
Professor Anthony Cimorelli
16 June 2014
The introduction phase of the product life cycle on a new product can be extremely challenging because a strategic marketing plan needs to be intact in order for it to move to the growth phase. The introduction phase is “a period of slow sales growth as the product is introduced in the market. Profits are nonexistent because of the heavy expenses of product information” (Kotler, Keller, 2011, p.310). A product that has entered the introduction phase within the last six months is Samsung’s Gear 2 watch. The issue with this product (watch) is that Samsung’s first attempt at a “technologically advanced” watch was not successful. This Gear 2 hopes to please the market with its uniqueness and the fact that this type of product is not offered by its major competitor Apple. “Unlike their predecessor smart watch from Samsung, which was powered by Android, these new models use the Tizen operating system” which reduces its dependence on Google (Arora, 2014, p.1). Samsung introduced its first wearable watch within the last year, but the product did not leave the introduction phase. The reason for this was that it did not have much appeal to its customers. Samsung is now re-launching this product but as a different name with different features to be more advanced. The Gear 2 will use a Tizen operating system which is based on Linux, not Google. “Consumers will not notice the switch from Android to Tizen. The biggest outward change is that the new watch straps are interchangeable, no longer integrated into the hardware” (Arora, 2014, p.1). This product was introduced to the public through the Mobile World Congress in Barcelona, Spain. It is evident that Samsung learned from its mistake with launching its original smart watch. There were many issues with the product that did not make customers satisfied; therefore, “Samsung clearly listened
Lauren Falzone
MBA61A
MBA 663X: Marketing in an E-World
Professor Anthony Cimorelli
16 June 2014
The introduction phase of the product life cycle on a new product can be extremely challenging because a strategic marketing plan needs to be intact in order for it to move to the growth phase. The introduction phase is “a period of slow sales growth as the product is introduced in the market. Profits are nonexistent because of the heavy expenses of product information” (Kotler, Keller, 2011, p.310). A product that has entered the introduction phase within the last six months is Samsung’s Gear 2 watch. The issue with this product (watch) is that Samsung’s first attempt at a “technologically advanced” watch was not successful. This Gear 2 hopes to please the market with its uniqueness and the fact that this type of product is not offered by its major competitor Apple. “Unlike their predecessor smart watch from Samsung, which was powered by Android, these new models use the Tizen operating system” which reduces its dependence on Google (Arora, 2014, p.1). Samsung introduced its first wearable watch within the last year, but the product did not leave the introduction phase. The reason for this was that it did not have much appeal to its customers. Samsung is now re-launching this product but as a different name with different features to be more advanced. The Gear 2 will use a Tizen operating system which is based on Linux, not Google. “Consumers will not notice the switch from Android to Tizen. The biggest outward change is that the new watch straps are interchangeable, no longer integrated into the hardware” (Arora, 2014, p.1). This product was introduced to the public through the Mobile World Congress in Barcelona, Spain. It is evident that Samsung learned from its mistake with launching its original smart watch. There were many issues with the product that did not make customers satisfied; therefore, “Samsung clearly listened
Cited: Arora, N. (2014, May 27). Despite Galaxy Gear Yawn, Samsung Tries Another Watch - Forbes. Retrieved June 2014, from http://www.forbes.com/sites/nigamarora/2014/05/27/despite- Arora, N. (2014, February 24). Samsung Tries Galaxy Gear Watches Now With Tizen - Forbes. Retrieved June 2014, from