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Integrated Marketing Communication (IMC) Plan - Samsung ...

10 Pages2902 Words2382 Views
   

Southern New Hampshire University

   

Integrated Marketing Communication (MKT 229)

   

Added on  2020-03-01

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In this document, we will discuss Samsung Electronics Ltd which is one of the leading Korean–based company which is primarily involved in the manufacturing process and distribution of a wide range of electronic products. Samsung Electronics Ltd was established in the year 1969. Also, we cover how the company manages and operates its widespread global business through three different verticals.

Integrated Marketing Communication (IMC) Plan - Samsung ...

   

Southern New Hampshire University

   

Integrated Marketing Communication (MKT 229)

   Added on 2020-03-01

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Integrated Marketing Communication (IMC) PlanIntegrated Marketing Communication (IMC) Plan for SamsungElectronics LtdStudent Name:Student ID:University:Date:1
Integrated Marketing Communication (IMC) Plan - Samsung ..._1
Integrated Marketing Communication (IMC) PlanContents1.Company Background – Samsung Electronics Ltd........................................................................32.Target Audience Segment Analysis...............................................................................................43.Communication (advertising) Objectives......................................................................................44.Creative advertising strategy and justification for advertising objectives......................................65.Media Plan.....................................................................................................................................76.Evaluation Strategy to measure effectiveness of IMC plan............................................................87.References.....................................................................................................................................92
Integrated Marketing Communication (IMC) Plan - Samsung ..._2
Integrated Marketing Communication (IMC) Plan1.Company Background – Samsung Electronics LtdSamsung Electronics Ltd is one of the leading Korean – based company which isprimarily involved in manufacturing and distribution of wide range of electronic products.Samsung Electronics Ltd was established in the year 1969 (Lee and Lee, n.d.).SamsungElectronics Company manages and operates its widespread global business through threedifferent verticals. The primary segment is the Consumer Electronics (CE) Segment that ismainly involved in the manufacturing of high – end technological devices such as printers,monitors, colour televisions (LCD and LEDs), refrigerators, washing machines, and airconditioners etc. The second most important segment is named as IM (InformationTechnology and Mobile Communications), which is mainly responsible for manufacturing ofnetwork systems, computers, digital cameras and handhold phones (HHPs) etc. Lastly, thethird segment of operation is (DS) Device Solutions segment and is into the manufacturing ofvarious display and semiconductor parts such as, flashes, DRAMs (Dynamic Random AccessMemory), and TFT – LCDs etc. Samsung Electronics Limited has its business presenceactive in domestic as well as in overseas markets (Reuters, 2017).With more than 70 years of active global business, Samsung Electronics Ltdexpanded its business verticals to petrochemicals, plant construction, hotels, medicine, andfinance etc (Samsung, 2017). Marketing ObjectivesJust like the innovation in their products, Samsung Electronics Ltd has been usinginnovative marketing strategies in diverse types of promotion. In order to attract potentialcustomers, Samsung Electronics is using advertising as the major promotional strategy. Apartfrom advertising, Samsung Electronics makes use of other approaches as their promotionalstrategies and makes customers to buy their products. These promotional tactics includesponsoring events, discounts on product range, public relations, personal selling, directmarketing and engaging in national and global festivals etc (White, 2015). Considering asurvey conducted in the year 2013, it can be seen in Figure - 1 that Samsung Electronics Ltdis the leading company to invest highest budget for marketing activities in comparison withcompetitors. Also, Samsung makes use of push marketing strategy using spot placements andcelebrity endorsements on important events such as entertainment shows and sports (Yeung,2016). 3
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