Samsung challenged MBA and MS Marketing students to present and create a targeting plan for Gen-Z. We identified a segment to tap into and a product in their portfolio with an emerging market. We presented a campaign strategy that prioritized all Gen-Z segments to ultimately break the strong network effects competitors have on the demographic. 
I was awarded Best Presenter and my team placed 3rd overall out of 21 teams and placed 1st within our program.
Strategy Lead, Deck Designer
Advanced Excel, Adobe Illustrator, Blue Ocean Strategy, Product Maturity Assessment
October 2022 (1 week)
Team Members
Summer Kim | Erica Lee | Samuel Zhao​​​​​​​
The Competition
Each year, the Center for Consumer Insight and Marketing Solutions at McCombs hosts the Texas McCombs Marketing Conference. During 2022, Samsung Mobile sponsored and we were judged by a panel of Fortune 500 executives. Out of 21 total teams (comprised of MSM and MBA students), my team ranked 3rd among all teams and ranked 1st amongst our program (MSM). Additionally, I was awarded best presenter.

The Challenge
What can Samsung do strategically to increase the consideration of its Galaxy portfolio with Gen-Z women?
Which devices should Samsung prioritize to drive consideration?
What impact could this have on the adoption of Samsung’s mobile enhancement portfolio?
Main Conclusions
01/ Focus On One Segment First
Unlike previous generations, Gen-Z has no mainstream culture. Therefore, we need to identify a segment or segments to individually target. Based on our analysis, within Gen-Z Girls, the Gen-Z Girl Gamer has the highest potential and alignment (39%) with Samsung's product portfolio.
 02/ Emerging Market 
Samsung's mobile portfolio is already mature, meaning that almost all Gen-Z Girls already have a phone (98% adoption). To break into the market, targeting wireless audio is the most ideal because it is an emerging market (16% adoption).
03/ Current Positioning
We took a look at the brand positioning of Samsung's Galaxy Buds and noticed there was a potential new market of wireless audio for gaming that no other major competitors are posed to tap into. Using a Blue Ocean strategy, Samsung can position itself as the most premium and comfortable gaming earbud.
04/ Proposed Campaign
We propose a campaign called #AllYou. This campaign will increase consideration by driving awareness through sponsored streams of influencers and then create interest with interviews of influencers on Samsung's Twitch channel. Afterall, 83% of Gen-Z shops on social media.
05/ Break Into Niche & Conquer
The Gen-Z Girl Gamer segment is only the start. By using earbuds as a stepping stone to build brand equity, we can decrease the switching cost. Ultimately, it doesn't end with Gen-Z Girl Gamers. We can repeat this same strategy to other Gen-Z segments. Getting each segment to switch will eventually break the competitor's network effects that currently limit customers to switch to Samsung products.

Deck Highlights
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