Marketing Communication | Case Study

MARKETING COMMUNICATION

Contents
Introduction................................................................................................................................3
Segmentation..............................................................................................................................3
Persuasion Analysis...................................................................................................................3
Analysis of current advertisement..............................................................................................4
Current IMC practises................................................................................................................4
References..................................................................................................................................7

Introduction
This report brings out a discussion on Samsung and its related analysis on the basis
segmentation, persuasive, current advertisement, current integrated marketing
communication, and 7`ps of marketing mix. Samsung has been found in 1938 that was
originally as small business in Korea (Luxton, Reid, and Mavondo, 2015). Samsung is an
multinational IT company that has been headquartered in Suwon. The company includes
Samsung electronics, consumer electronics maker, Samsung engineering, Samsung C&T,
Samsung Heavy Industries and Samsung heavy Industries. The company was founded in
March 1938 (Samsung, 2018).
Segmentation
Segmentation is inclusive of the characteristics in order to target customer target dividing
them into different segments by certainly offering to each one of the segment with varied
product with common characteristics. The segmentation for Samsung is based on geographic,
demographic, psychographic, and behavioural. Samsung geographical segmentation has
segmented several Asian nations in different way. For example- Chinese market. On the basis
of geographical segmentation, it focuses on male and female where the age does not matter
much. Samsung products are being offered enabled with different features to different people
on the basis of income. Samsung has decided to divide its customers on the basis of
occupations such as regular employees, business executives, and students. The psychographic
segmentation of Samsung targets customer based on different levels on the basis of
personalities and lifestyles (sport loving person and regular employees).
Lastly, it is important to note that Behavioural segmentation scopes and targets for which
they scope for benefits for which they actually seek for. For instance- beautiful design and the

excellent quality. Samsung derive the knowledge of the people especially their target market.
Customers are divided into potential users, regular users, first time users, and the ex-users.
Persuasion Analysis
With the procedure of development of production, it can be seen that every development lags
in the procedure. Further, it can be improved by certain steps-
1. Compromising- At this stage, negotiation is needed as the customers are not satisfied
from the product, it has manufactured before. Therefore, there is a need to transform
the product.
2. Bargaining- People often adjust with the products as they try to bargain and get it at
low price.
3. Logic- this will give the answer where it will come into visible and certain
improvements are necessary that can make the product better and can help to serve the
customers better.
4. Emotion- in order to satisfy the needs and improve the product, the organisation
launches its new model.
Analysis of current advertisement
Current marketing strategies signify differentiation with cost leadership where they focus on
delivering the products offering special benefits for the products as produced by the
competitors art a very low price as compared to Apple (Zhechev, 2016).
Current IMC practises
Samsung has handed over 750 million dollars that are globally creative accountable for TV
business to the Leo Burnett. It is seen that Samsung has been awarded for more scope to
publicise groupe, expanding the partnership beholding the company with the name of Leo
Burnett leading the agency solution for the global visual displaying of the advertisement.

Current IMC practises used by Samsung are advertisement, public relations, direct marketing,
personal selling, and sales promotion. Delivering the marketing message by using any of the
paid form of mass media outlets, which involves non-personal promotion ideas, services, and
goods by the identified sponsor (Zhechev, 2016). The main purpose of advertisement is
persuasive, informative and remainder. Samsung had joi8nt ventured with major telco with an
aim to boost the sales. For instance- starhub is an official site, which offers Samsung Galaxy
S3 on varied prices on the plan and the Samsung S2 at a very low price with 2 years plan.
Samsung conducts a joint venture with major promotional brands (Ott, Prowse, Fells, and
Rogers, 2016). All the criteria consists of good element branding that are quite essential. It is
one of the fan boy period where Samsung advertisements focusing on slice of life
advertisement. With the adoption of method, it is seen that phone can be incorporated in life.
Packaging is the fifth major P of marketing (Zhechev, 2016).
The below given are the seven P`s-
Price- This term refers to the value of the product where it depends on the segmentation and
the affordable nature of the market and its related nature. It can determine the demand and the
supply of the product (Zhechev, 2016). Samsung apply to various pricing strategies so that
they can price skimming and competitive price. For instance- Samsung S7 edge has launched
with RM 3199 and timely it was reduced just to attract more customers (Zabkar, Mumel, and
Vanita, 2015).
Product- Samsung avails huge variety of products such as smartphones, home theatre, tablet,
television, and the washing machine (Zhechev, 2016). Samsung Galaxy Note 7, which comes
up with glass aluminium body that can look elegant. This product has a high technology of
water resistance and fingerprint, which has attracted the customers. Another example can be
Samsung Galaxy S7 edge, which is one of the most sold products, made of the high

technology of iris scanner and the dust resistance created as their features to induce the
customers (Zhechev, 2016).
Place- Samsung continues to sell to varied dealers in terms of retailers and the service
dealers. As per this strategy, service dealers are very much responsible for corporate sales.
The distribution channel of Samsung is its strength (Zhechev, 2016).
Promotion- Promotional activities are the pillar of marketing mix of organisation. Samsung
perceives that the advertisement is one of the best type of promotion in order to engage
potential consumers and its position among the brand. Big placard, posters, and hoardings are
kept on the highways where large number of celebrities become the brand ambassadors and
finally promote the product.
People- Samsung is an well known brand that learns to gain their trust as well as products.
They mostly targets and considers teens, which shows concern to the level of customer
satisfaction.
Process- The process of focusing on the products depends on the wants of the customers
unlike Apple where there is a space to keep an memory card (Saenko et al., 2016).

References
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), pp.37-46.
Ott, U.F., Prowse, P., Fells, R. and Rogers, H., 2016. The DNA of negotiations as a set
theoretic concept: A theoretical and empirical analysis. Journal of Business Research, 69(9),
pp.3561-3571.
Saenko, N.R., Sozinova, A.A., Karabulatova, I.S., Akhmetov, I.V., Mamatelashvili, O.V. and
Pismennaya, E.E., 2016. Research in action integrated marketing communications as the
elements of information and virtualization market relations. International review of
management and marketing, 6(1S), pp.267-272.
Samsung, (2018) SAMSUNG ELECTRONICS ANNUAL REPORT. Available on:
https://www.samsung.com/us/smg/content/dam/samsung/us/aboutsamsung/2017/about-us-
sustainability-report-and-policy-annual-report-2007-en.pdf [Accessed on: 23/08/19]
Zabkar, V., Mumel, D. and Vanita, N., 2015. Is Management Involvement in Integrated
Marketing Communications Reasonable?. In Advances in Advertising Research (Vol. V)(pp.
283-294). Springer Gabler, Wiesbaden.
Zhechev, V., 2016. Integrated marketing communications of hotel chains. The Routledge
Handbook of Hotel Chain Management, p.274.