Samsung Galaxy S10 Marketing Plan

This assignment focuses on creating a comprehensive marketing communication plan for Samsung's Galaxy S10 mobile phone. It utilizes the SOSTAC framework to analyze the situation, define objectives, develop strategies and tactics, outline implementation and budgeting, and establish control mechanisms. The plan also incorporates STP (Segmentation, Targeting, Positioning) strategies and considers the product life cycle of the Galaxy S10.

MARKETING
COMMUNICATION

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
SOSTAC Framework...................................................................................................................1
STP Strategy................................................................................................................................6
Product life cycle management plan............................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing communications use different channels of marketing and combination tools. It
lay focuses on way where business entities communicates in market. The tools used by
marketing communication are direct marketing, personal selling, advertising, communication,
promotion and sponsorship in order to build public relations (Schmeltz, (2017). Here in this
report marketing communications activities undertake by Samsung group will be highlighted.
This report will lay emphasis on marketing communications plan and this will be formulated for
the Samsung Galaxy S10. This is one of the product of Samsung group. This plan will include
SOSTAC framework along with implication of STP strategy. Also, the product life cycle will be
formulated for the mobile Samsung Galaxy S10.
MAIN BODY
SOSTAC Framework
Situation
SWOT Analysis
STRENGTHS WEAKNESSES
 The Samsung group is one of the
biggest manufacturer of mobile
phones and TVs.
 Innovation in models of Samsung
every year.
 The popular product line is Samsung
Galaxy series.
 The market share of Samsung group is
largest as it holds share of 21.4%.
 Capable for strong marketing and
manufacturing.
 A good return is generated through
capital expenditure of Samsung
Group.
 Intense competition from rivalry
brands like Apple, LG, Oppo, HTC,
Vivo, etc.
 The Samsung is not very successful
in managing different work culture in
their firms.
 The company need to invest more in
technologies.
 Samsung Group is facing high rate of
attrition among their employees.
OPPORTUNITIES THREATS
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 The Samsung group can introduce
geographically specific appliances and
mobile phones to boost their brand
(Míguez-González, & Fernández-
Cavia, (2015).
 The technological trend can be opt by
Samsung in line of Wearable tech.
 Create a new consumer base of
Samsung devices by Online Channel
such as Amazon.com
 Threat from Apple iOS, as public
accept Android as an inferior
software.
 The Samsung is facing threat from
intense price competition (Stewart, &
Gugel, (Eds.). (2016).
Objectives
 The Samsung Group aim to expose more towards national and international market by
the year end of 2020.
 The company will focus to create a customer base of up to 30% by the year 2020.
 To reach the profitability by 25% more than the current profit (Mohammadia, & et.al.,
(2015).
 To increase the sales by the end of 2020 up to 15% (Míguez-González, & Fernández-
Cavia, (2015).
 The company would make efforts for gaining 80% loyalty of customers by end of 2019.
 Tho increase customer satisfaction almost 95% by the year end 2020 (Díaz-Soloaga,
(2016). To increase market share by 20% by the end of 2021.
Strategy
Marketing mix
The marketing mix 4 P's will be done to attain objectives of the Samsung to attract more
customers. Marketing mix will be describe here in three different levels that is promotional,
pricing and distribution strategies. Product
CORE Mobile phone
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ACTUAL
The Samsung Galaxy S10 is an android mobile phone which is most
innovative version of Galaxy series. The mobile has attractive features in
reasonable price. Also, the mobile has the best quality screen and front
camera which helps this phone to stand identical in Galaxy series.
EXTENDED
This mobile phone will support lifestyle of users and help them to
accomplish their task in smart way. This series of Galaxy are easily
accessible to stores and market. The infinity display and pro grade camera
is specialty of their range of S10 (Muralidharan, & Raval, (2017).
 Price
The price of Galaxy S10 series of Samsung Group will be start from £799 and will rise up to
£999 (Díaz-Soloaga, (2016). The strategy of price skimming will be used which symbolizes not
only high in feature but also accessible. The psychological pricing is also used to set mind of
targeted customers so that at the time of launch it found cheap.
 Place
The place of distribution will be UK for Model Galaxy S10 as the company want to expose their
new range of mobile phone globally (Míguez-González, & Fernández-Cavia, (2015). The
company will extend their distribution area in United Kingdom.
 Promotion
The promotional strategies that will be adopted by Samsung for their Galaxy S10 through push
elements and pull elements. Samsung will also promote their mobile phone by advertisement,
paid promotions, display on billboard, social media marketing, and newspapers. The company
will also adopt Advertising, Sales Promotion and Digital Marketing to promote Galaxy S10.
Tactics Pull element
Blog – The Samsung will use blog posts for creating awareness among target market for
technology. Also, the company will post blogs related to features of Galaxy S10 and identical
features will also be mentioned in blogs. The blog will also post regarding usefulness of
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attributes of Galaxy S10 (Díaz-Soloaga, (2016). Blogs related to photography will also be post
and special skills will be suggested.
Facebook and Instagram – The Samsung Group will create customer base from Facebook by
posting photos and videos of Galaxy S10. The customers by these photographs knows more
features about Samsung Galaxy S10. The infinity display will be introduced through Instagram
and Facebook to gain attraction of target market. Also, the company will use their phone pro
grade camera in clicking wildlife pictures and post them on Facebook and Instagram.
Social media paid ads – The company will also take help of social media paid ads in order to
create more and strong customer base. This way company will able to achieve set of customers
in UK. The media paid ads will be posted on Facebook and Instagram and give access to
customers to click and read about Samsung and their product Galaxy S10. Push element
Giveaway of Mobile phones – The company will also launch give away program to attract more
number of customers. This give away will attract customers of different geographical area by
social media presence (Taylor, (2018). Give away can be operated by company through Online
social media advertisement or by physical stores at UK.
Action
 Implementation plan
May 2019 June 2019
1st Instagram, Facebook and Blog launch. 3rd Advertisement on national television.
2nd Press release for Galaxy S10. 5th Social media paid ads
5th Blog published for technical features of
Galaxy S10.
13th Blog related to photography skills will
be posted.
9th Galaxy S10 Advertisement through
Television.
16th Videos of Galaxy S10 on Facebook
will be post.
15th Pictures of mobile phone model will be
uploaded on Instagram.
21st Advertisement by newspapers.
21st Pricing of Galaxy S10 launch in an
event at UK (Díaz-Soloaga, (2016).
26th Giveaway of 50 mobile phones in UK.
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23rd Advertisement through newspaper of
UK.
28th Sponsorship of technological events in
UK.
28th Blog post related to identical feature of
Galaxy S10.
29th Advertisement through billboards.
30th Photographs of Galaxy S10 on
Facebook.
30th Instagram pictures will be uploaded of
Sponsored technological event.
July 2019 August 2019
5th Galaxy S10's advertisement on
television.
5th Execute social media paid ads.
9th Paid social media ads. 9th Advertisement through TV
15th Billboards advertisements. 16th Customer review.
21st Giveaway of 50 mobile phones of
Galaxy S10 (Zimmerman, & Blythe,
(2017).
21st Review in form of videos will be
posted on Instagram and Facebook.
26th Videos and pictures of giveaway on
Instagram.
25th Discount coupons will be launch to
target customers.
28th Review of users will be posted on
Facebook.
29th Newspaper advertisement related to
discounting of Galaxy S10 will be
published.29th A sport event will be sponsor by
Samsung.
31st Pictures of sponsor events on Facebook
and Instagram.
 Budget plan
Advertisement through Newspapers £150
Paid social media advertisements £250
Cost of sponsorship £15,100
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Fee of blog writer £1,900
Give away of Galaxy S10 £5,000
Instagram competition £200
Cost of events conduct by the company £5,000
Advertisement on TV £1,200
Expenses on Billboard advertisement £150
TOTAL £28,950
Control
 Balance score card model
OBJECTIVE MEASUREMENT TARGET INITIATIVE
In the view of finance
Increase growth Profitability
To increase
profitability up to 25%
by the end of year.
The company create
awareness towards
brand by
advertisement
through social
media.
Increase in growth Market share
To reach 20% increase
in market share (Díaz-
Soloaga, (2016).
The company
increase focus on
competitors
customers to attract
them.
In the view of customer
Creation of brand
awareness
Customer satisfaction To increase customer
satisfaction 95% by
2020.
Give away campaign
to attract more
number of
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customers.
Brand awareness Feedback from
existing customers.
To gain loyalty of
almost 80% consumers
by 2019.
Social media
advertisement.
In perception of internal business
Excellent and new
technology
Latest and trendy
techniques used in the
product (Scovotti,
(2016).
Assurance of 100%
innovative technology
in their mobile devices.
Market survey and
activities and
competitors are
properly taken into
consideration.
In the view of Innovation
Give away campaign Effectiveness of
campaign
In order to expand
globally by 2020.
To target medium
and high class
income customers.
STP Strategy
VALS Segmentation strategy
The Psychographic segmentation of Galaxy S10 will lay focus on people of middle to
high class. The Samsung is a brand which serves electronics and mobile phones to customers
which is normally high price and Therefore, the customer who prefer to purchase Samsung
mobile phones are generally of middle to higher income class (Díaz-Soloaga, (2016).
Targeting strategy
Primary target Secondary target
 To attract audience of target market
that is people of UK.
 To attract customers of competitors
company such as Apple, LG and
Oppo.
 To Innovate continuously to retain
existing customers (Kannan, (2017).
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Positioning strategy
On the positioning map, The Samsung galaxy S10 mobile phones will position
themselves as increase in technology will directly impacts sales of Samsung group.
Product life cycle management plan
The product life cycle plan is prepared by business entity to manage the overall stages of life
which includes development of their product. The plan is helpful in managing selling and
manufacturing. Therefore, this process is beneficial for businesses while introducing new and
innovative products and also, create demand for product. Samsung group is implementing this
plan for developing and promoting new product that is Galaxy S10 (Míguez-González, &
Fernández-Cavia, (2015). Development – On this stage, Samsung do research on development of new product in
market of and target the audience. The company also research about investment related to
marketing and manufacturing. This plan will help Samsung to launch new model. Financing – This stage is all about deciding allocation of investment amount in
manufacturing of Galaxy S10 and quantity of mobile phones need to be produced. Also,
the decisions regarding access investment. Marketing – The marketing strategies will be discussed on this stage. The Samsung
group will do marketing of Galaxy S10 by advertisement on TV and newspaper, personal
selling, public relation and direct marketing. The marketing tools will be helpful in
increasing sales and profitability of the company. Manufacturing – This stage is all about Galaxy S10's manufacturing expenditure (Díaz-
Soloaga, (2016). On this stage company is concerned for controlling cost of
manufacturing so that cost of final product can be managed. The company take care to
eliminate extra cost which will help the Samsung in gaining more revenue.
 Collection of information – This is the last stage of product life cycle where the
company will collect information regarding their repeat purchase, feedbacks and social
media reviews will also be taken into considerations. This stage helps company to modify
changes in product and maintain efforts to satisfy customers.
CONCLUSION
This report was all about marketing communication plan of Samsung product that is
mobile phone of Samsung Galaxy S10. This report concluded that the aim of Samsung group for
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expansion in UK and create a customer base. The report covered in order to formulate marketing
communication plan by SOSTAC Framework. In this framework, Situation analysis of Samsung
was done by SWOT and objectives were also specified. Also, the report covers strategies
adopted by the company. Along with Tactics which includes pull and push elements. After that
action taken by company was specified where implementation and budget plan was formulated
for the same. The report in this framework was also covered controlling model of balance score
card. Then comes STP strategy for Samsung mobile phone. At last the product life cycle plan of
the Galaxy S10 were formulated in the report.
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