Developing a Marketing Plan for Samsung

Running head: MARKETING PLAN
Marketing plan
Name of the student
Name of the university
Author note

MARKETING PLAN1
Table of contents
Introduction......................................................................................................................................3
Question 1........................................................................................................................................3
1.1 Target market characteristics based on psychographic perspectives.....................................3
1.2 Target market characteristics based on behavioristic segmentation perspectives.................4
Question 2........................................................................................................................................5
2.1 Impact of external environment.............................................................................................5
2.1.1 Economic........................................................................................................................5
2.1.2 Socio-cultural..................................................................................................................5
2.1.3 Technological.................................................................................................................5
2.2 Internal consumer decision making factors...........................................................................6
2.2.1 Personality......................................................................................................................6
2.2.2 Attitudes..........................................................................................................................6
Question 3........................................................................................................................................6
3.1 Marketing campaign objective..............................................................................................6
3.2 Extended marketing mix........................................................................................................8
Question 4........................................................................................................................................9
Conclusion.......................................................................................................................................9
References and bibliography ........................................................................................................10

MARKETING PLAN2
Introduction
Effective marketing practice plays the significant role in terms of ensuring noticeable
position of an organization in the competitive business environment. It is true that the year 2017
had brought huge opportunities in the world smart phone industry (Naidoo 2017). In the same
year introducing tough screen function in the market, Samsung has brought significant impact on
the industrial design. The purpose of this study is to develop a marketing plan for introducing an
effective marketing campaign for ensuring customer satisfaction in the market.
Question 1
1.1 Target market characteristics based on psychographic perspectives
Psychographic characteristics: lifestyle and values
Samsung customers’ lifestyles
1 In the demographic segment, mostly the upper and lower middle class people will
be targeted by the company, who has standard income ability as well as has the
price sensitive characteristics.
2 In the geographic segment, the urban area based customers are being targeted by
the company, who are technology freak and aware of innovation.
Samsung customers’ values
1. Analyzing the customer value of the company it has been identified that the company aims
to become the leading electronic device manufacturing organization by devoting the
technology as well as human resource. Introducing the superior services as well as products in
the market the company aims to ensure better engagement of community. In that case, it can

MARKETING PLAN3
be said that targeting both the emotional as well as psychological appeal of the customers the
company aims to develop its strong value on customers mind.
2. Examining the business philosophy of the company, it has been identified that introducing
the technological up gradation in the market, the company aims to introduce its services to the
global customers with the assurance of long term sustainability. Due to its technology and
service quality, customers with technological interest are being targeted. In that case, the
marketing strategy of Samsung will prefer to target the technology freak and long term users.
1.2 Target market characteristics based on behavioristic segmentation perspectives
Behavioristic characteristics: loyalty and behavior patterns
Samsung customers’ degree of loyalty
1 In case of Samsung, the company has gained high customer loyalty by introducing
its long term benefits in the market.
2 Providing extra reward for the loyal customers, Samsung introduced different
payment plan for satisfying the customers demand.
Samsung customers’ purchasing behavior
1. In order to develop the marketing campaign Samsung will target the people who is aware of
the brand popularity of this company. Mostly the brand conscious people will be targeted for
the campaign.
2. On the other hand, people who are fond of technology and prefer to use innovative products
within reasonable price will be targeted by the company.