Kano Model Product Attributes description of Samsung smart phones is what you will find in this blog. If you are interested in analyzing Samsung smart phones as a brand considering the Kano model is very essential.
So, lets get started.
Threshold Attributes- Must have attributes that doesn’t provide opportunity for differentiation
Performance Attributes- More is better. Customer weighs different products against each other and closely tied to what price customer is willing to pay for it.
Exciting attributes- Unspoken and unexpected attributes that can contribute to higher customer satisfaction
Samsung Smartphones are known for evolving at a faster pace, every year or twice a year you hear about a unique function being included in the latest model. Samsung continually “differentiate” its product form the competition by giving an exciting feature that has never been seen before.
Samsung has created some of the most outstanding “product functions” like Samsung Edge6 screen edge gives an outstanding design, 100% water and dust resistant feature, Smart switch to transfer data to an android device, ultra power saving mode and the latest one of built in wireless charging. This section on the Galaxy S5 website describes how unique are the product features and where it can be used #Expectmore. It talks about the various situations where a Samsung S5 can change the way we used smartphones. (Samsung S5 website)
Lets categorize Samsung smart phone features according to the Kano Model (developed by Dry Noriaki Kano in the 1980s)-
Threshold Attributes | Performance Attributes | Excitement Attributes |
Calling & Receiving | High Mega Pixel Camera (F & B) | Samsung smart switch |
Text Messages | HDR (Rich Tone) | Multi Window display |
Apps | Fast Auto Focus Camera | Heart Rate Sensor |
Games | Selective focus camera | Fitness tracker |
Camera Mega Pixel (F & B) | Ultra Power Saving Mode | Built in wireless charger |
Web Browser | Air Command menu | |
In-Built High memory | More RAM | |
Operating System | Dust & water Resistant | |
Quality Display | Edge screen | |
Gorilla Glass | | |
Bluetooth | | |
Editing Office documents | | |
Editing Photos | | |
Touch Screen | | |
Phone Book | | |
(Rehmat, Aug3, 2013) (Samsung Galaxy S5, galaxy Note 5, Galaxy smartphones and tablet Websites, 2015)
Samsung has provided many product functions, which customers are almost unaware of and can’t imagine at certain point of time in the market. With excitement attributes of finest quality like built-in wireless charger and multi-window tasking customer Samsung is coming up with interesting attributes that not only differentiates its product but excites the consumer. Samsung smartphone buyers are looking for such attributes and as it allows them to enjoy a product that has something "more" than they can see or imagine. And it eventually contributes to higher customer satisfaction.
Samsung is also delivering on their brand promise, the kind of message they pass through product taglines, by bringing in fresh features.
Samsung S4- life Companion
Samsung S5- My life, powered by Samsung Galaxy S5
Sharing some researches related to customer satisfaction-
A survey of 70,000 customers in the United States conducted by the American Consumer Satisfaction Index (ACSI) from September 2013 to March 2014 shows Samsung topped the list of smartphone companies when it comes to keeping its existing customers happy. (Arce, Jan 2, 2015)
In American Customer Satisfaction Index’s Customer satisfaction benchmark of Smartphones (June2, 2015) , Samsung Galaxy note 4 is leading the category with the score of 86. Also Samsung Galaxy Note 3 and Galaxy S5 shares the rank with iPhone 6 plus at the score of 82.
The above model study and latest customer satisfaction reports from 2013 & 2015 suggests that Samsung is continuously providing great product features/innovations and earning higher customer satisfaction than other established competitors.
Using the Kano Model, we list out the attributes in performance, Threshold and Excitement classification. According to Kano Model Analysis by university of Calgary, To apply the Kano Model Analysis, we must conduct a research to get consumer satisfaction feedback. For each attribute we should as 2 simple questions to the selected customers-
1- Rate your satisfaction level about the product with this attribute?
2- Rate your satisfaction level about the product without this attribute?
And customers should be asked to answer each questions with one of theses options-
This research will give an idea of what gives which level of satisfaction to the customer and how important is a particular attribute? Some basic and threshold attributes will get “Neutral” for the question 1 and “Dissatisfied” for question 2. Removing such attributes may have a severe impact on the success of the product in the market and competition.
Performance or excitement attributes are critical to analyze because they differentiate your product and lead to the customer dissatisfaction or satisfaction level. This often requires a trade-off analysis against cost. As Customers frequently rate most attributes or functionality as important, asking the question “How much extra would you be willing to pay for this attribute or more of this attribute?” will aid in trade-off decisions, especially for performance attributes.
Also the “Don’t care” results should be dealt with care, as they do not contribute to increased customer satisfaction or convenience the customer to pay increased price for the product
We can definitely prioritize the attributes in accordance with customer satisfaction level, especially excitement attributes.
The content marketing articles clearly defined how each brand is using the strategies better. Apple doesn't have a twitter or Facebook page, which is taken as a weak marketing move in today's digital world. And Samsung is handing all the accounts to run interesting campaigns and make most out of content driven marketing.
I would say the reason is because bite the brands have different approaches, product position and target customers. Apple believe the brand is strong enough to encourage users to drive cultural conversations for the brand and Samsung feels to do things the other way.
As a brand i feel Apple has more impact on the audience without spending huge budget on advertising and sponsorships, whereas Samsung is still hitting the sweet spot of the mediocre audience that is attracted by similar advertising moves and limelight.
Carmi Levy, vice president of marketing at multinational agency Voice.com said-
About Apple- "the rare example of a company that doesn't market itself as a tech company but as a solutions company. They sell the emotional connection with consumers"
About Android- "Even though Android sells the vast majority of devices and tablets in the U.S. today, it still doesn't have that psychological hold on consumers to the same degree. Android devices are largely sold on the basis of price, features and performance, not on emotional connection"
The smartphone market is divided in two major segments of iPhone and Android users with different type of requirements. Samsung rules the market of Android phone users worldwide. Apple & Samsung are in a competitive market space for their performance & excitement attributes. Apple's performance attributes are rates very high contributing to its higher perceived value of the product but Samsung enjoys its own share of easy going fans and affordability.
While doing the brand personality assignment i came across some facts that clearly shows that personality of iPhone users is very different from Samsung users. Apply users are more design oriented , professional workers, wants to stay home and are safe players but Samsung phone users are willing to take risks, open to changes, like to play video games.
iPhone owners are heavy mobile phone users. They are extroverted, they enjoy international travel, entertaining at home and enjoy the luxuries of life, such as getting a facial or a massage. They also like to play sport.
Samsung folk are moderate users of their smartphone. They are conscientious, agreeable and open to new experiences. They like working out but they also like playing video games. (news.com.au., 2013)
Federico-O'Murchu (Jan19, 2015) included a excerpt from Author Barbara Findlay Schenck's book, "Branding for Dummies", where she summed up both the their product attributes-
Android users- "affordability is the biggest reason [it] is the No. 1 most purchased system in the world. It also has a really great operating system"
Apple- Apple's appeal is somewhat more abstract. Apple stands for smart, fun, sleek. It makes people feel good about who they are and who they want to be"
In other words: "Android is a commodity platform, Apple is a brand," she said.
References
Samsung S5 website. #ExpectMore. Retrieved November 6, 2015 from http://www.samsung.com/global/microsite/galaxys5/expectmore.html
Rehmat, S. (Aug 31, 2013). Kano’s Model Smartphones. Retrieved November 6, 2015 from http://www.slideshare.net/Sheikh_Rehmat/kanos-model-25776194
Arce, N.(Jan 2, 2015) Samsung Topples Apple in Smartphone customer satisfaction Survey in U.S. Retrieved November 6, 2015 from http://www.techtimes.com/articles/24162/20150102/samsung-topples-apple-in-smartphone-customer-satisfaction-survey-in-u-s.html
ACSI (June 2, 2015). Benchmark by smartphone brand. Retrieved November 6, 2015 from https://www.theacsi.org/customer-satisfaction-benchmarks/benchmarks-by-brand/benchmarks-for-smartphones
A Study by University of Calgary. Kano Model Analysis. Retrieved November 9, 2015, from http://people.ucalgary.ca/~design/engg251/First%20Year%20Files/kano.pdf
News.com.au. (Nov 29, 2013) Personality matches smartphones choices, says study. Retrieved November 9, 2015, from http://www.news.com.au/technology/gadgets/personality-matches-smartphone-choice-says-study/story-fn6vihic-1226771710816
Federico-O'Murchu, L. (Jan 19, 2013) Why people pick Team Apple versus Team Android. Retrieved November 9, 2015, from
http://www.cnbc.com/2015/01/19/why-people-pick-team-apple-versus-team-android.html