Effective Marketing Strategies for Samsung French Door Refrigerator

Running head: FUNDAMENTAL OF MARKETING
Fundamental of marketing
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1FUNDAMENTAL OF MARKETING
Executive summary
The aim of this report is to discuss about the effective and suitable marketing strategies for
Samsung French door refrigerator to gain the maximum sales from the market. In doing so, the
most potential target segment for Samsung French door refrigerator are identified in this report
and it is identified that couples will have the maximum market opportunities for Samsung French
door refrigerator. In addition, it is identified in this report that major differentiating and
positioning factors for Samsung French door refrigerator are brand value, durability and more
features. These elements will help them to stay ahead in the competition and created distinctive
positioning in the market. This report also recommended the marketing mix strategy for
Samsung French door refrigerator including all the four major elements. It is recommended that
price skimming strategy should be followed in terms of pricing strategy; traditional distribution
strategy will be followed for the distribution factor and Omni Channel media for promotions. It
is expected that effective implementation of these marketing mix elements will help Samsung
French door refrigerator to communicate the stated positioning statement properly to the target
customers.

2FUNDAMENTAL OF MARKETING
Table of Contents
Introduction......................................................................................................................................3
Selection of the target segment........................................................................................................3
Determination of the brand positioning strategy.............................................................................4
Product life cycle analysis...............................................................................................................6
Type of consumer product...........................................................................................................6
Product.........................................................................................................................................7
Place.............................................................................................................................................7
Promotion....................................................................................................................................8
Price.............................................................................................................................................8
Conclusion.......................................................................................................................................9
Reference.......................................................................................................................................11
Appendix........................................................................................................................................13

3FUNDAMENTAL OF MARKETING
Introduction
Marketing strategy for the business entities should be effective enough in gaining the
maximum competitive advantages and thus these strategies should be designed based on the
external and internal business environment. The purpose of this report is to discuss about the
target segment for the Samsung French door refrigerator and how they can be targeted. In
addition, the suitable marketing mix strategies will also be discussed in this report. However,
there are few limitations also being faced in doing this report including the availability of the
authentic data (Schmidt, Spann and Zeithqammer 2014). It was difficult to communicate with the
exact customers of Samsung French door refrigerator. In addition, the diverse response also
created challenges in concluding a particular market trend. This report will help in creating the
strategy that will help in gaining the maximum of outcome from the market along with providing
the maximum value propositions to the target customers.
Selection of the target segment
Based on the different target segments discussed in the previous assignment, it is
recommended that couples will be the most valuable and potential target segment for Samsung
French door refrigerator. This is due to the reason that the segment attractiveness analysis done
in the previous assignment denotes that couples are having the maximum potentiality in terms of
size and growth (Gummesson, Kuusela and Narvanen 2014). Even the need for the refrigerator is
more for the families is more, but the long term opportunities are more for the couples. In
addition, it should also be noted that the new age couples are having better insights and
preferences for the latest technologies, which are being provided with the Samsung French door
refrigerator. On the other hand, families consist of different age groups including the older aged