Affiliation Marketing Communication

Running head: Marketing Communication 1
Marketing communication
Name
Affiliation

Marketing Communication 2
Marketing communication
The use promotional mix
In this research I have decided to write on how Samsung Company uses promotional mix
to create awareness among its Samsung galaxy customers. In many cases, marketing plan
focuses on target market which is made of four key elements. In business the four elements are
commonly known as the 4 Ps. The four Ps comprises of price, product, place and promotion. In
this research we are going to discuss how Samsung uses promotion to increase customers who
buys the Samsung galaxy mobile phone. The promotional mix comprises of advertising, public
relations, personal selling and sales promotion. These four promotional mixes are used as a tool
to communicate to the target customers in the business environment which when utilized well
results to increased sales and profit to the company (Lamb, Hair, & McDaniel, 2011).
Product or service they are advertising
Samsung galaxy is assumed to be consumed by more youths than older people in the
society. This is because the phone has some features which when used by old people they would
confuse them a lot. The company has segmented the market using age groups. From the research,
it is believed youths watch television at night starting from 10 pm at night. With this information
the company has been carrying its Samsung galaxy mobile phone advertisement at this time. The
company assumes that, at this time majority of youths are in their houses from relaxing watching
their favorite programs. Running their campaigns at this time it will reach as many youths as
possible who will buy the product (Hughes, 2017).
Advertising and channels of communication used by the company to reach more customers

Marketing Communication 3
Public relations
Samsung Company enhances its public image through warranties; customers are given
warranty on every galaxy they buy from Samsung shop. Warranty helps the customers to trust
the company more; this is because customers are able to take back any product they buy from the
company if it is not working. This will increase the trust between the company and its customers.
Customers would feel safe and secure when offered a warranty when buying a product from a
company. This will enhance them to buy more from the company at any given time (Erica
Weintraub Austin, 2015).
Sales promotion
This is another tool which is used in promotional mix. Like others the tool is effective
when utilized accurately by the company. On the course of selling its Samsung galaxy the
company understands this and tries to utilize the tool as much as possible. For instance, even if
the company utilizes it in short term and sometimes immediate goals, some of the methods
utilized by Samsung includes coupons, contest, giveaways and sweepstakes. A good example is
when the company organizes contest among youths and the winner is awarded Samsung galaxy
mobile phone. The company keeps record for its customers on which at the end of every year
loyal customers are awarded with giveaways. Buying galaxy phones from the company
continuously results to a coupon which one could redeem to get a free galaxy phones. All this are
target to increase number of customers in the long run. An increase in customer results to an
increase in sales and profit to the company (Gupta, 2014).
Reasons for choosing these promotional tools and channels

Marketing Communication 4
Personally I think the reason why Samsung Company uses the above two promotional
mix is because it is time and cost friendly. The company realizes time is the most important asset
it has and as a result the company uses the tool which save maximum time and minimizes the
cost involved. For example, the two methods saves time through, sales personnel do not have to
go to the field to meet customers but he stays in the office and wait customers there to come.
Companies spend a lot of time and resources to go to the market to find new customers or to
maintain the old customers. These two methods reduce the time and resources used to access as
many customers as possible. Others tools such as personal selling and sales promotion requires
the company to be on the field so that they can access the customers in order to get the feedback
and convince him to buy from the company.
Recommendations
In order to increase the sales in the future would request the company to teach the old
people how to use galaxy mobile phone. By doing this the company would increase its target
customers. An increase in customers will in returns increase the number of sales in the company
thus more profit in the future. Segmenting the market using youths only is not bad as they knows
how to use the phone but increase the target audience to also include old people would increase
sales and profit in the long run.

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References
Erica Weintraub Austin, . E. (2015). Strategic public relations management : planning and
managing effective communications campaigns. New York: Routledge, Taylor & Francis
Group.
Gupta, S. (2014). Sales and distribution management. New Delhi: Excel Books.
Hughes, B. (2017). Samsung Galaxy S8. Hoboken, NJ: John Wiley & Sons, Inc.
Lamb, C. W., Hair, J. F., & McDaniel, C. (2011). Essentials of Marketing, 7th + Marketing
Coursemate With Ebook and Career Transitions Printed Access Card. Berlin: South-
Western Pub.