Analysis of Marketing Strategies and Marketing Process- Project Report

Analysis of Marketing Strategies and Marketing Process
Marketing Plan for New Galaxy Fold
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Table of Contents
Introduction.................................................................................................................... 2
Product overview............................................................................................................. 2
Marketing Strategies......................................................................................................... 2
Positioning, Segmentation and Targeting............................................................................ 2
Marketing Research....................................................................................................... 3
Product strategy........................................................................................................... 4
Price strategy............................................................................................................... 4
Placement/Distribution Strategy........................................................................................ 5
Promotion/Communication strategy................................................................................... 5
Advertising.............................................................................................................. 6
Promotion................................................................................................................ 6
Salesforce................................................................................................................ 6
Public Relations........................................................................................................ 7
Tactics/Action Program..................................................................................................... 7
Conclusion..................................................................................................................... 8
References..................................................................................................................... 9
Appendices.................................................................................................................. 11
Appendix 1: Positioning of Samsung mobile in Canada market...............................................11
Appendix 2: Samsung Galaxy Fold..................................................................................12
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Introduction
The purpose of the paper is to provide an understanding of the marketing plan of Samsung
Galaxy Fold that has been launched in Canada recently. Samsung Galaxy Fold is one of the first
foldable Smartphone found in the world. The paper will also discuss the marketing plan as well
as strategies that have been adopted by the business for maintaining their product within the
market. The paper also discusses the tactics that could be utilised within the market for
developing their product value and their business process to maintain brand awareness within the
market.
Product overview
Samsung Galaxy Fold is one of the first foldable Smartphone found in the world. The model is
having 7.3 inches of foldable display which is made of the special layer polymer material, which
eventually allows the unique flexibility (Samsung Galaxy Fold, 2020). The model also has
special camera features that have been adopted with the foldable surface. It consists of the Hexa
Camera, which has the ability to capture everything from detail close-up to the panoramic
photos. It provides an innovative feature of multitasking up to 3 apps in the split-screen view.
The model comes in two colours that are Cosmos black and Space silver with 12GB RAM and
512GB ROM.
Marketing Strategies
Positioning, Segmentation and Targeting
Positioning
The positioning is regarding the perception of the consumer about the brand and the product. In
Canada, the market of Samsung mobile is quite effective, and people highly attracted to the
brand after their biggest competitor Apple (Mobile Vendor Market Share Canada, 2020). In
Canada, the market share of Samsung is almost 28.78% which show the suitable place of this
brand within the market which is provided in Appendix 1. The New Galaxy Fold model has the
features to capture the attention and the market position in Canada for enhancing the market
share of the firm.
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Segmentation
The segmentation of Samsung Galaxy Fold has been considered mostly for the people with
higher income level and also has a luxurious lifestyle. The segmentation is done on the basis of
demographic as well as psychographic in Canada. The demographic segmentation clearly
provides the view that the young adults, along with the business person, especially the upper-
class people, are segmented for this model (Madani et al., 2020). The psychographic
segmentation shows that the brand emphasizes on the lifestyle and the choice of the customers
regarding the product. The initial amount of the product was 2500 dollar which is specially
generated for the upper-class people within the country.
Targeting
Targeting is the process to target the specific consumers for the brand and enhance the market
value of the firm. The primary target of the firm is the trendy young people, along with the
business person and people with higher income. The brand even targets the people who are the
common cellular phone users and large businesses (Omer, 2019). Samsung Galaxy Fold is the
new generation phone with numerous innovative features which help to capture the attention of
the young adults and the people with the suitable lifestyle of the upper-class society. The
organisation targets the higher society within the community for their new product.
Marketing Research
The marketing research that would be suitable in the case of Samsung galaxy Fold mobile is
Brand research. This marketing research process generally helps for the creation as well as to
manage the brand and even the identity of the firm. It can be effectively used at every stage of
the business that is from the creation of the brand to the launch of the new products. The Brand
Research would be effectively used for the New Galaxy Fold that has been launched within the
market of Canada (Canada’s prolific smartphone market skews to iOS, 2018). There is numerous
type of brand research that could be applied to get the knowledge and understanding regarding
the new product within the market. Brand awareness is a type of brand research, and in Canada,
the brand awareness of Samsung is quite good as they hold the market position of almost 28%
which show the positive brand effectiveness and awareness within the market. The brand
positioning is also a type of brand research, and with the help of this, it can be understood the
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