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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brand position of Samsung for their new product. The research is being done on the quality as
well as the innovative features that are being provided by the brand in their new model.
Product strategy
Product is a vital part of the business to enhance their market value and grab the attention of the
consumers. Samsung, with the help of their diverse product offering strategy, is able to provide
the various types of products with innovative features to the market (Negri, 2016). Samsung
Galaxy Fold new model helps the brand to grab the attention of the consumers with the help of
the innovative features that are being provided in this model. Appendix 2 shows the product is of
7.3 inch of foldable display and the primary features of the products are that it is the future of
speed as well as storage. The product has 12GB RAM, which provides the intensive multitasking
process like gaming to streaming as well as live broadcasting at the same time (Simonin, 2020).
The storage of the phone is of 512GB, which provides ample space for application as well as
other media within the model. The product is also having the dual battery delivery power with
the 4380mAh capacity is the game-changer for the product that eventually use as well as
recharge both the cells from preventing the process of overcharging. The model provides 6 pro-
grade cameras for capturing the best and the stunning photos as well as videos.
Price strategy
The pricing strategy effectively helps the business to grow within the market and maintain the
product value for the business. It is highly essential for the brand to maintain its pricing strategy
as the competition level within the market is huge. In Canada, the primary competitor of
Samsung is Apple, and for that, they have to maintain their price for capturing most of the
consumers within the market (Pantano, & Priporas, 2016). Samsung Galaxy Fold is one of the
most innovative and high featured product within the market, and for that, the initial price of the
product has been stated as the 2500 dollar for the market. The organisation effectively uses the
process of price skimming strategy within their business, which can be seen that the business
would be using the same strategy for this new model. With the change in time and the increase in
the level of competition, the organisation effectively lower their price for the model or provide
some discount to attract the attention level of the consumers. To capture the attention of the
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consumers, the product has been launched with the discounted rate in Canada to effectively
capture the young adults as well as the small business professionals.
Placement/Distribution Strategy
A distribution channel is one of the most vital parts in the marketing plan as this help to
understand the distribution strategy along with the distribution process within the market. The
primary distribution process developed by the firm is to distribute their products from the
Samsung stores that are available within the country (Lamberton, & Stephen, 2016). They even
use the online medium to distribute their product directly to the consumers. The distribution
process of in-store helps to provide a suitable and effective service to the consumers along with
the products. To enhance the sale process of the firm, the organisation has developed the strategy
to distribute its products in other retail stores also for developing its market value and providing
suitable customer services. In recent years the adoption of online channel has also been
developed, and this has been provided with the most effective and positive value for the firm to
enhance their sale and their market value. Both the online as well as the offline distribution
process has been effectively developed for maintaining the value of the firm, which could be
quite effective as well as helpful for enhancing the market value of the business.
Promotion/Communication strategy
The promotional strategy of the business helps to attract the customers with the help of an
effective communication channel along with a suitable strategy for promoting the brand within
the market. There are numerous promotional strategies that could be effectively used within the
business for developing the value of the firm and also for maintaining the market value of the
brand. The most effective and suitable promotional strategy developed within the business is the
social media promotion along with the point-of-sales promotion then the end-cap promotion and
even the after-sale consumer survey (Tong, Luo, & Xu, 2020). Samsung effectively develops this
promotional strategy to grab the attention of their consumers and provide the most valuable
activity within the market. The use of social media promotion effectively allows the business to
share a review as well as feedback of the product in social media which have the ability to
capture the attention of almost 80% consumers within the market. The use of point-of-sales
promotion then the end-cap promotion is quite effective for selling as well as to promote the
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product in-store. The product is being positioned according to the brand value within the market,
which helps the marketers to increase the sales volume of the product.
Advertising
The advertising objectives are;
 Creation of product awareness within the market
 To demonstrate the effectiveness and the features of the product
 To effectively alter the perception of the public regarding the product
 To effectively get along with the target group within the market
The advertising strategy that could be effectively used within the market is to promote the
product by the help of television, then print media and even by using the famous celebrity to act
on the product advertisement (Jung et al., 2019). The brand effectively uses the low-cost media
strategy for generating their market value and their business process.
Promotion
The promotional objectives are;
 To dispense the information regarding the product
 To increase the volume of sales within the market
 To effectively increase the consumer traffic for the product and the brand
 To effectively stimulate the demand for the product within the market
The promotional strategy that could be effectively used within the business process is the social
media promotion along with the point-of-sales promotion then the end-cap promotion and even
the after-sale consumer survey (Shankar et al., 2016). This promotional strategy provides an
effective value to the business for developing their market and their product sale.
Salesforce
The objectives of the sales forces are;
 To increase the total sales number within each period usually for a month or quarter
 To continually reduces the turnover rate of employees within the business
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 To increase the number of the sales volume made to the existing consumers of the firm to
the first-time buyers
The salesforce strategy that could be effectively used within the business is to maintain an
effective compensation program for motivating the salesperson of the firm (Atashfaraz, & Abadi,
2016). Another strategy is to enhance the conflict management program along with the process
of strengthening the relationship with the staff members for dealing with the market situation.
Public Relations
The public relation strategy developed for the business is to get organised and even know the
consumers. It is highly essential for the firm to have a clear view regarding the target market for
providing the product and maintaining the value (Rowles, 2017). Another strategy that could be
effectively used within the business is the enhancement of the online presence so that the brand
has the ability to reach a vast number of consumers throughout the country. Knowing the
competitors and the level of competition is another effective strategy for the firm to enhance its
public relation within the market.
Tactics/Action Program
The tactics for the development of a marketing plan for Samsung Galaxy Fold is to send email to
the VIP consumers so that they are aware of the launch program within the market. It is highly
essential to plan the photoshoot with the celebrity for promoting the product within the market.
In this process, the plan for generating a campaign program is quite effective to promote the
news within the vast area of the market (Shareef et al., 2017). This is one of the best and the
most effective process for dealing with the situation and providing some of the valuable action to
the brand to develop their product. Moreover, running the contest on the launch date is also
effective for grabbing the attention of the consumers and providing them with a suitable scope to
deal with the situation. It is one of the valuable processes for maintaining the activity of the firm
and generating customer loyalty program for the business.
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Conclusion
The paper concludes the fact that the marketing plan for the Samsung Galaxy Fold is quite
effective to grab the attention of the consumers of Canada. The paper also concludes that
maintain an effective strategy for the development of the business process is quite effective to
enhance the market value as well as the product awareness within the market. The tactics that
have been developed for the marketing of the product campaign along with the suitable contest
for the consumers to enhance the brand as well as the product awareness within the market.
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References
Atashfaraz, M., & Abadi, M. H. H. S. (2016). Impact of E-Service Innovation on Brand Equality
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smartphone-market-skews-to-ios-study/
Jung, M., Lee, Y. L., Yoo, C. M., Kim, J. W., & Chung, J. E. (2019). An exploratory study on
consumers' responses to mobile payment service focused on Samsung Pay. Journal of
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Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and
mobile marketing: Research evolution from 2000 to 2015 and an agenda for future
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Madani, F., Koosawangsri, R., Abdulai, M., & Ha, J. (2020). Samsung’s Innovation Strategy in
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Negri, F. (2016). Retail and Social Media Marketing: Innovation in the Relationship between
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Omer, S. K. (2019). SWOT analysis implementation's significance on strategy planning
Samsung mobile company as an example. Journal of Process Management. New
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Pantano, E., & Priporas, C. V. (2016). The effect of mobile retailing on consumers' purchasing
experiences: A dynamic perspective. Computers in human behavior, 61, 548-555.
Rowles, D. (2017). Mobile marketing: how mobile technology is revolutionizing marketing,
communications and advertising. Kogan Page Publishers.
Samsung Galaxy Fold – The Official Samsung Galaxy Site. (2020). The Official Samsung
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Shareef, M. A., Dwivedi, Y. K., Kumar, V., & Kumar, U. (2017). Content design of
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Appendices
Appendix 1: Positioning of Samsung mobile in Canada market
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Appendix 2: Samsung Galaxy Fold
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