Marketing and Communication Strategies

The assignment discusses the importance of marketing and communication in selling products to customers and satisfying their needs. It presents a report on product preparation, product presentation to customers, and ensuring proper follow-up after sales. The project includes examples from Samsung's customer support email and mobile phone specifications.

MARKETING AND
COMMUNICATION

Table of Contents
INTRODUCTION...........................................................................................................................1
1. Preparation of report...............................................................................................................1
2. Presenting product...................................................................................................................4
3. Follow Up Product..................................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing communication is a process which will focus on the significance of marketing
management in the organisation that operates globally, which is Samsung. The initial part of this
project will discuss about the analysis of products that the company deals in and the target
market of the company . The secondary part of this project will do an analysis of different types
of marketing tools that were adopted by the company for marketing of the products Samsung
Galaxy J6. There is discussion about the plan that is adopted by the company for the market
communication about the product that is mentioned earlier in the third step of the project.
(Samsung mobile smartphones 2018.)
1. Preparation of report
The company that has been chosen here is Samsung which is Multi-national company
that operates globally and has been originated in south Korea which deals consumer electronic
products. When the company was established the company had a diverse business in the areas
like Food processing, textile and retail and securities. During the end of 1960, the company
entered into electronics segment and is now one of the leading companies in this segment. The
strong areas of the company include training and development programs that are hosted by the
company. Samsung also conducts various learning programs and for maintaining competent
employees in the organisation. The key potential of the business is to diversify its products and
operations, and for achieving this purpose Samsung has entered into various segments of
electronics such as Television, Washing Machines and Smart Mobile phones. One of latest and
most famous segment of the company which it has recently acquired is in smart phones which
they have introduced under the name Galaxy. ( Sathyanarayanan, 2012)
The creation of value is the main objective of the company Samsung and to meet that
purpose the company has introduces an enhanced and Innovated version that is Samsung Galaxy
S7. This model of Samsung galaxy was introduced by the company by targeting the young
generation of the country. The president of the Europe headquarters of Samsung claimed that
introducing Samsung S7 will provide a true feel of using a smart phone. The new feature of
Virtual reality that is introduced in the hand set will give a excitement in the young generation
for capturing videos, pictures and sharing it in HD Mode. The Samsung company provide one
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year manufacturer warranty on its smartphones and 6 months warranty on other accessories that
come along with the hand set such as earphones, chargers etc. (LG mobile smartphones, 2018 )
The competitors that the Samsung have right now in the current market is Apple, LG and
Sony. These companies produce all the products that Samsung is producing and supplying in the
market.( Sathyanarayanan, 2012) The most intensive competitor of Samsung in there product
Smartphone is the Apple's product I phone. Both the companies are strong competitors of each
other as they both introduce new models every year with the most innovative and advance
features of their products. Although the Apple's product Iphone is admired by many people in the
market, Samsung used Google android for launching various features of its own including some
amazing hardware. The debate between both the companies in case of smartphones is endless.
Apple Iphone has the largest market share in the united states and is currently the second largest
market shareholder in smartphones and is currently the strongest competitor for the company
Samsung.
SWOT Analysis of Samsung and LG:
Analysis Samsung LG
Strengths  Samsung is operating
in a market for a long
time and has a good
brand image
 Samsung produces and
offers its products in
every price range for
every types of
customers.(Khan, and
Khan, 2012)
 Samsung most
common and largest
manufacturer of
television and
smartphones.
 The company
 LG provides a wide
range of products for
every types of
customer to satisfy
their needs by putting a
critical focus on
Quality and
technology.
 The company is
performing an effective
Localisation of their
services by creating
their market in
countries like India,
Brazil and china.
 The company in Good
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introduces new models
of its product every
year and keeps its
products innovative
and makes the market
moving.
 The products of
Samsung are
recognised and sold
globally.
in providing after sales
services and has an
efficient and braod
distribution network.
 The company does
sponsorships on
entertainment and
sports events to
increase the visibility.
Weaknesses  Because of the cut
throat competition and
deadlines, the company
has confronted many
issues with its Samsung
Note 7 model.
 The company faced a
lot of issues and
complexions with the
company's largest
competitor apple
regarding the
trademarks and patents.
 The LG brand lacks the
influence in the
narrow segment of
early adopters majorly
in the social media
environment.
 LG possess a limited
share of market in
comparison to the
market leaders.
(Kaplan, 2012)
Opportunities  The company can do
more innovations in its
products and launch the
most popular model
Note 7 with
improvements as a
bounce back.
 The company has
evolved significantly in
home appliances and
other electronic
product market in the
developing economies
like India.
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 The company can plan
on introducing
geography specific
products for boosting
the sales of the
company's products.
 Although the company
is innovative in its
certain products but it
can still adopt
innovative technologies
in producing the other
products.
 The company can focus
of improving brand
image and awareness in
the market to grab
market share.
 Increasing the existing
portfolio of the
products that the
company already has.
Threats  There is an cut throat
competition in pricing
of smartphones.
 The Current electronic
market is very dynamic
and product failing can
lead to a big issue.
The company has pricing war
with the companies like
Samsung, which is leading to
disrupt growth in the market.
The demand of company's
product in urban areas has
become stagnant.
2. Presenting product
Agent: Hello, Good morning sir. My name is Chandler. This call is from Samsung regarding the
product that you enquired about in the mail that you have sent.
Customer: Yes, I want information regarding your product Galaxy J7.
Agent: Sir, its a very good choice, Our company has just introduced this product it has latest and
most innovative features among all the other smartphones in the market.(.Kaplan, 2012)
Customer: Okay. So what are its specifications?
Agent: Sir, the phone has 1.5 ghz octa-core processor with 1.5 GB Ram and a ROM of 16 Gb
and is expandable Upto 128 GB. It has a rear camera of 13 MP and a Front camera of 5MP. It
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will be perfect for clicking pictures with the fastest shutter available in this price range. It comes
with a One year manufacturer warranty and 6 months warranty on other accessories.
Customer: What is its battery back up.
Agent: Sir it has battery of 2200 mah, which will enable you use the phone for two full days once
it is fully charged.
Customer: Okay, Thanks For the details.
Agent: Your welcome sir, Happy to help you. Call us, if you have any further queries.
3. Follow Up Product
To [e-mail]
Date: 25 June 2018
Subject: Follow Up for Your product.
Hello Ross. Hope You are Doing great. This mail is regarding your purchase of our
product Samsung galaxy J7 Dual sim, which we have delivered to you yesterday as specified by
you at your address. We want to confirm that you have received the products with the
earphones , charger and USB included with the product.
If you find and issues regarding the usage and other things you can contact us on our toll
free number 2223344. Hope to serve you again in the future.(Fill, 2011)
Thank you,
Samsung Customer support
CONCLUSION
It can be concluded from the above report that how marketing and communication
assists the companies in selling the products to the end consumers and satisfying their needs. The
project has discussed about the preparation of report for product, presenting product to customer
and ensuring a proper follow up after sales.
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REFERENCES
Books and Journals:
Fill, C. , 2011. Essentials of marketing communications. Englewood Cliffs, NJ: Financial Times
Prentice Hall.
Kaplan, A. M. , 2012. If you love something, let it go mobile: Mobile marketing and mobile
social media 4x4. Business horizons. 55(2). pp.129-139.
Kaplan, A. M. , 2012. If you love something, let it go mobile: Mobile marketing and mobile
social media 4x4. Business horizons. 55(2). pp.129-139.
Khan, A. and Khan, R. , 2012. Embracing new media in Fiji: the way forward for social network
marketing and communication strategies. Strategic Direction. 28(4). pp.3-5.
Sathyanarayanan, R. S. , 2012. Customer analytics–The genie is in the detail. Marketing &
Communication, 41.
Sathyanarayanan, R. S. , 2012. Customer analytics–The genie is in the detail. Marketing &
Communication, 41.
Online
Samsung mobile smartphones, 2018. [Online]. Available through:
<https://www.samsung.com/uk/smartphones/>.
LG mobile smartphones, 2018. [Online]. Available through: <http://www.argos.co.uk/search/lg-
phones/?>.
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