Integrated Marketing Communications

This paper discusses the communication techniques used by Samsung through an integrated marketing communications matrix. It evaluates the mass communications adopted by the company.

Running head: INTEGRATED MARKETING COMMUNICATIONS
Integrated Marketing Communications
Name of the Student
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1INTEGRATED MARKETING COMMUNICATIONS
Table of Contents
Introduction......................................................................................................................................2
Discussion........................................................................................................................................2
Integrated Marketing Communications.......................................................................................3
Managing Mass Communications...............................................................................................4
Conclusion.......................................................................................................................................5

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Introduction
Integrated Marketing Communications is an activity that helps in communicating the
motives of an organisation. Integrated Marketing communications or IMC refers to the
assimilation all the communication techniques to be used by organisation in order to
communicate the value proposition of a certain campaign that is being conducted by a company
(Barger and Labrecque 2013). Samsung has been of creating an array of product while they
operate in the market. The smartphones are the products that accounts for majority of the
promotion budget. Thus, the aim of the paper is to discuss the communication techniques used
by Samsung through and integrated marketing communications matrix. Furthermore, the paper
will also evaluate the mass communications adopted by the company.
Discussion
Samsung has been carrying out extensive promotional activities in order to communicate
the value proposition associated with the smartphones (Mosavi and Kenarehfard 2013). There
has been extensive promotional campaigns aimed at capturing the flagship bracket of the
industry. The IMC being carried out by the company is not only necessary to communicate the
value proposition of the company, it is also important in terms of gaining a competitive
advantage in the industry that is deemed to be highly competitive. Through the extensive
promotional activities that are carried out, while the company operates in the industry the
company aims to capture the pulse of the market. Following section will discuss the components
of the IMC matrix of Samsung in terms of pitching the Samsung Note 10 and Note 10+ along
with a nature of management of the mass communication carried out by the company.

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Integrated Marketing Communications
Integrated Marketing Communication is an activity that is an assimilation of factors such
as Advertising, Sales Promotion, Personal Selling, Direct Marketing, PR and others (Popescu et
al. 2013). The promotional activities that are carried out by the Samsung for the purpose of value
proposition communication of the Samsung Galaxy Note and Note 10+ are extensive in nature.
Following are the promotional campaigns that are carried out by the company in accordance with
the highlighted issue;
 Events: The Company has focussed on highlighting the elite factor that is associated with
the newly launched Samsung Note products. The launch campaign alone was highly
speculated and was successful in terms of communicating the value proposition of the
said product.
 Advertising: The Company has invested high percentages of their promotional budget on
advertising. Advertising refers to a paid from of promotion through which companies
aims to satiate its revenue needs and also to communicate about a certain product in the
market that they are operating (Hackley and Hackley 2017). The company has carried out
advertising campaigns on social media, traditional media such as television, print media,
radio and others.
 Interactive marketing: As mentioned before, the launch of the Samsung Galaxy Note and
Note 10+ were highly anticipated events and success was experienced by the companies
with the help of the launch events and other events that followed. The visitors of the
event were subject to in-hand experiences through which they can get a feel of the
product. The latter is an approach that is deemed to be favourable in terms of generation
of interest from the part of the visitors of the event. Furthermore, the events are visited by

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numerous journalists and individual belonging to media. Hence, gaining their attention
and appreciation through the interactive session can help in terms of gaining a favourable
stature.
 Word of Mouth: It is an activity through which the users of a product or service spreads
the word about a product or service after the first hand use of the product or service
(Lovett, Peres and Shachar 2013). The company has carried out extensive innovation in
developing the Galaxy Note devices. Thus, it has gained the attention of renowned
technology enthusiasts and influencers. Influencers of YouTube and social media are
likely to spread their opinion or verdict on the same that is deemed to generate word of
mouth is favourable in nature and through which the company would likely be subject to
favourable nature of outcomes (Khamis, Ang and Welling 2017).
Managing Mass Communications
Communicating to the masses will determine the effectiveness in operations that the
company will be subject to. The company has invested extensively in research and development
through which the company has been successful in terms of development of a product that is
favourable in nature. Hence, it can be opined that the approach that has been taken by the
company in terms of development of the mass communication is product based. It should be
recognised that the company is a part of an industry that is highly competitive (Cecere,
Corrocher and Battaglia 2015). Innovation and technology transfer is the only measure that can
be adopted by companies in order to sustain itself in the industry (Brem and Ivens 2013).
The strategy that has been adopted by Samsung is a product and technology based
strategy. Moreover, it can be said that the company has also focussed on the niche factor that is
associated with the product that is being pitched in the market. The product can be obtained by

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the potential customers in exchange of a handsome price, thus the niche factor associated with
the product is evident. The lifestyle and the pocket capacity of the prospective or potential
customers has been accounted catered to by the company for whom they have designed a product
that is top of the line in terms of the features that they have. Furthermore, the company aims to
diversify the value proposition with the help of the subsidies that such as the galaxy buds, VR
and other add-ons that can be coupled with the product.
Conclusion
In conclusion it can be said communication must be incorporated into operations by
companies. The latter activity helps in terms of communicating the value proposition of a
particular product or services being offered by a company. Extensive attention has been paid to
IMC development in pitching the Samsung Galaxy Note devices in the market. Advertising,
interactive marketing, events and word of mouth are the activities that is likely to help the
company in terms of achieving its communication goals. A product and technology based
strategy couple with a niche factor is likely to satiate the company’s communication needs.

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