Question

Marketing

***Adoption Curve***

Refer to the attached exhibit. Go to YouTube and watch the commercial for Samsung Galaxy S2, the title is “Samsung Galaxy S II (The Next Big Thing) Commercial” Then answer the following questions:

1. Which type of adoption group was represented by the “consumers” in this commercial?

2. Why is it so important to this adoption group to have “the next big thing” and always keep up with the latest technology?

3. Do you think it was an effective strategy for Samsung to use this competitive ad to stand up to the seemingly untouchable iPhone?

Exhibit 13-7 The Adoption Curve Laggards or nonadopters (5-16%) Early Early Late Innovators (3-596) adopters (10-15%) majority (34%) (34%) 50 20 0 Time accepting a new idea. Promotion efforts usually need to change over time to adjust to differences among the adopter groups. Exhibit 13-7 shows the adoption curve for a typical successful product. Some of the important characteristics of each of these customer groups are discussed next. Which one are you? Does your group change for different products? Innovators don't mind The innovators are the s

Answer 1

1. Which type of adoption group was represented by the “consumers” in this commercial?

Innovators were represented by consumers in this commercial. Innovators are the first one to adopt a new idea or a technology.

2. Why is it so important to this adoption group to have “the next big thing” and always keep up with the latest technology?

Innovators are risk takers and have a desire for innovation and new products. They have strong desire to be the first one to use the latest products that enter the market. They can be seen waiting in lines when a new product is released. They are always looking for ‘the next big thing’ and always keep up with the latest technology.

They generally belong to high income groups which do not mind taking risk of technology failure. They are social people but they do not rely on group opinions or norms and are self-confident.

3. Do you think it was an effective strategy for Samsung to use this competitive ad to stand up to the seemingly untouchable iPhone?

Apple iPhone is seen as creative masterpiece and is associated with innovation. This is the product that is most appealing to innovators and they are willing to wait in lines for days for the new launch of iPhone, because iPhone tries to bring new technology and features in its new models.

So, this was an effective for Samsung to use this competitive ad to target innovators and show the innovators how their product has beater features than iPhone. Innovators are always looking of new technology and features, so it is best to showcase them that Samsung phone is the next big thing in market.