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