We live in an age in which consumer satisfaction is of utter importance and understanding the consumer’s needs and the way they commune around technology is essential. It is this paradigm shift that has many organizations revising their marketing strategies and communication platforms to identify and meet the needs of the local customer. A one size fits all approach is doomed to fail. What drives consumers to adopt a concept, a service or a product is all about what’s in it for them – the more relevant to their lifestyle, the higher the value add, the better the deal.
This is according to Thabiet Allie, head of Content and Services at Samsung Electronics Africa, who explains that a value proposition is the sum total of the offerings and experiences delivered to customers during their interactions with a brand. “Samsung Electronics aims to develop ecosystems aligned with our consumers’ lifestyles and form the perfect partnerships with our devices”