MBA Marketing Management - Doc

MBA Marketing
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
Campaign of Intel............................................................................................................................3
Samsung marketing compaign.........................................................................................................5
Apple (Get A Mac) campaign..........................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Technology is science or knowledge put into practical used to solve problems or invent
useful tools. Technology changes the whole lifestyle of human and also brings the revolution in
the field of electronics. The companies like Apple, Intel and Samsung are the most famous and
the evolving technology full companies which creates the history and also these companies self-
made. Technology is also an application of science used to solve problems. But it is vital to
know that technology and science are different subjects which work hand-in-hand to accomplish
specific tasks or solve problems. Many companies are using the wide range of technologiesto
stay competitive, they create new products and services using technology, and they also use
technology to deliver those products and services to their customers on time and within budget.
A good example is mobile phones companies like Apple & Samsung, these mobile empires, use
high-end technology to create new smartphones and other electronic devices to stay competitive.
This competitive edge is gained through employing advanced technology. This file includes the
different campaigns such as Intel, Samsung and Intel which are the top brands and the critical
analysis of these companies according to market segmentation, target marketing, product
positioning and customer driven marketing strategies and also the comparative analysis of these
companies as well.
Campaign of Intel
Intel is the most famous successful brand of the world that changes the whole scenario of
electronics and also brings the revolution in the field of electronics and it is reported as the
largest semiconductor chips maker. It is an American multinational corporation which is situated
in California. Intel ranked 46 in 2018 as the best and the largest corporation by the total revenue
(Camilleri., 2018).
Market Segmentation
Intel extends its market segmentation strategy with the StrongArm processor and today, Intel
recently acquired the Intel from Digital equipment Corporation. Intel focuses on this technology
and the main goal of the Intel in bringing this technology is to reduce the consumption and PC
companions, smart mobile phones, mobile POS devices and the digital TV set up box that also

targets on the market product line and also it targets on the embedded systems which is the most
evolving technology which involves the softy modem banks, high performance storage raid and
the adapters, switches and routers etc (Key and Czaplewski., 2017).
Target marketing
The target marketing of Intel focuses on which new computer technology companies are coming
in the market and so that the Intel brings the revolution in the field of technology and now the
company starts targeting the customers which are young and the middle age adults who are
looking for the new laptops and also the Intel try to bridge the gap between Macintosh and
windows and both are shipping the models with Intel core processors and this increases the
power and speed of the systems and that's why, all the branded companies are using the Intel
processors in their system. Intel is showing the hike of around $50,000 on advertising in a year.
Product Positioning
Intel is already a successful and the most selling brand of the world and established its quality
product manufacturer and innovator among the OEM companies. Intel chose a premium class
products and Intel recently re-positioned themselves from ‘High Quality Technology Products’
to a 'Leader' in Technology Breakthroughs and one of the most important thing is it does not
require and marketing because it is already a famous brand and also the strategy of the Intel is
very strong in every segment. Intel is the only company in the electronic segment which
discovers the latest technologies and also their technologies are used in the day to day systems
like washing machines, ATM, computers which gives the biggest hike to Intel (Andreasen.,
2018).
Customer-driven marketing strategy
Intel is a strong brand in the field of electronics and also the strategy of Intel is very strong and
now Intel is the most famous brand and every big company is using the microprocessors and the
ARM processors of Intel and it is the top brand and the core generation of Intel is increasing the
demand of customers at a very large instant. The companies like Microsoft and Toshiba is using
the technology of Intel because of the consistency in the technology and the fast processors are
creating the positive image of Intel and the variation in the processors like corei3, corei4 etc
(Ashley and Tuten., 2015).
Comparative study of Samsung with apple with Intel

Samsung and Apple are the most famous competition in the market where they have fight with
the marketing strategy and new products and innovation in marketing of new smart phones. No
doubt, these companies are using the latest technologies which beats the market but the Intel
which is most successful brand and also the Apple and Samsung are using the processors of Intel
which is the great achievement of Intel and also the processors of Intel are corei3, core14 brings
the new revolution in the microprocessors which makes the system faster, smoother (Pearson and
Perera., 2018).
Samsung marketing compaign
Market segmentation- segmentation of market involves a set of activities performed in a
sequence. These activities are the essence of Samsung marketing strategy. Segmentation
involves dividing customers into different groups on the basis of their common characteristics.
There are a different way of segmentation as Samsung is very famous company who is dealing
with numbers of new products and electronics products.
Multi- segmentation: Samsung targets more than one segments where they one product and there
are lots of functions in the same thing. Like Samsung phone there are several variations of
Samsung smart signage professional displays, led lights, different variants in camera.
Imitate positioning- Samsung is known for imitative its main competitor which apple they copy
them in some the functions (Groeger and Buttle., 2016).
Anticipatory positioning- some phones of Samsung is low in turnover however these products
such as mobile camera, image sensors and display, android updates and many more.
Geographic segmentation of Samsung mobiles is in the 80 countries in worldwide. And its
density among urban and rural areas as well. In demo-graphic section they divide gender and life
cycle stage among bachelors and adults.
Target marketing of samsung- Samsung’s targets a very wide range of consumers ranging
from normal day to day usage devices to industrial standard equipment. The usual target age
group of customers range from the 20 years to 50 years or even older, as long as the person has
the ability to purchase and use the products that Samsung has to offer in the market. Samsung
target market is In the very big and wide range of consumers ranging from normal user. They
target the teenagers to early adults from the age of 14 to 25 because these users are easy to
capture and this group of customers Is growing as Samsung saw that this group has more
productive (Dahl, Eagle and Low., 2015).

They target the age of 25 to 56 this specific group of targets the largest portion in the Samsung
target market where they capture most of the customer are from this is the largest portion of
Samsung’s target market as this is the group of consumers that have the most ability to purchase
any of the product Samsung has to offer in the market be it smartphones, smart television,
cameras or any other household products like vacuum cleaners or washing machines. This
portion of customers will continue to grow in the years to come.
product positioning, : Samsung have newer and innovative products that same in the market
very frequently and fast and Samsung is the worlds leading smartphones sellers in the market of
united kingdom, India and united states of America. They different way of brand positioning
they positioned the product in the among the young and adults (Fortenberry and McGoldrick.,
2016).
Comparative study of samsung with apple and Intel Samsung and apple are the most famous
competition in the market where they have fight with the marketing strategy and new products
and innovation in marketing of new smart phones But there's a difference
between Apple and Samsung'sultra-wide-angle cameras. Samsung's offers a 123-degree field of
view, while Apple's is slightly narrower at 120 degrees. Samsung run there polcies and strategies
in the different way and apple have different way. But the Intel is not into the electronic items
like Televisions and mobiles which is the biggest advantage and also Samsung provides the
budget friendly phones in the market and here Apply goes out from the competition because
people cannot afford the iPhones because of their cost and maintenance and also the expensive
operative system i.e., MAC is not available freely which is also the major issue for the Apple and
this is the biggest advantage of Smasung.
Apple (Get A Mac) campaign
Apple launched it's first got a mac commercial in 2 may 2006. TBWA/Chiat/Day advertising
agency created the campaign. In the first year apple company has launched 19 ads (Harding,
2017). apple has established an image as a great innovator of the industry when it comes to
technology. The title of THE inncovator, apple has earned this title through it beloved products
which are sleek, clever & most visual appealing. The campaign 'Get a Mac' was one of the best
approach of company Apple to establish a brand identity & loyal following in the industry.
Market segmentation

For market segmentation apple has launched 66 campaigns continuously in one year. To distract
the public from using PC to MAC (Scott and Scott, 2016). Apple has launched the campaign in
which there were two actors are there in which one is using MAC and other one is using PC. In
the advertisement the MAC user seem to be young funny guy who always do the right things.
While on the other hand actor using PC seems to be older man who is uptight and all it cares
about work and no creativity (Venkatesh., 2015).
Target marketing
Initially this campaign of GAM was released not to target very 'tech savvy' person. The company
apple mainly targeted on the average individual who uses pc, but they not quite sure what else
they can do with the software. The company also focused on the public who has never thought of
buying the MAC before this campaign launched.
Product positioning
Before the campaign, sale of the apple seemed to be slowly decreasing (Baker and Saren, eds.,
2016). The market of the Apple was struggling to convince the audience that there product is
better than that of the other company. As apple wanted to make the people aware of the benefits
of using MAC. Apple showed their product as superior by taking the weaknesses of the PC as the
strength of the apple company. The company states that PCs are always prone to viruses and
showed the audience that they don't have such issues (Aithal and Jeevan, 2016).
Differentiation and customer-driven marketing strategy
Throughout the campaign the main message was that MAC is better computer & overall a nicer-
guy while showing PC is being arrogant, unreasonable, mean, boring and specific to work.
Moreover, the display of MAC gives the sense of energetic vibe, overall cool, humility & caring.
The most common strategy used by the apple company in the campaign was showing the product
with the theme of simplicity. Next strategy was every episode they aired, they highlighted a
specific PC they had. Another strategy used by the campaign was to highlight the problems PC
had. The strategy used by the MAC was to show that PC looks bad, mainly worse than the
company (Machado and Davim, eds., 2016). Perhaps the strategy used by apple is too able to
capture the audience and keep them interested and attentive within the complete campaign. This
ultimately increased the sales of the apple company. Apple provides the best in class
performance and quality of the phones and the latest Iphone is 11 series is the biggest
achievement of the Apple and also this company is regularly doing the expansion in the other

countries which gives the biggest hike to this company and make this company number one in
the world.
The campaign Get a Mac turned to be the great success for apple. The company was effectively
able to show that they are selling the best product in the market, the product which is more
attractive and looks cool. Thus, the campaign proved to be the extremely effective and captured
the targeted audience. And proved to be the best advertising campaign of the decade (Quelch,
2017).
CONCLUSION
This report concludes about the different marketing campaign i.e., Samsung, Intel and
Apple and it is the biggest brand of the world. It concludes about the different segments such as
the marketing segmentation, target marketing, product positioning, differentiation and customer-
driven marketing strategies of different companies and this factors helps in analyzing the success
rate of these organizations and the growth of the organization. These companies are so much
updated and also self-made companies and this companies changes the complete life of the
electronics. The technology is the best gift which is made by the human and also it is makes the
life of human very easy and convenient and also the companies are regularly doing the
innovation to advance the technology and so many companies such as Apple, Intel and Intel
changes the definition of technology and now these companies are the running successfully and
the iPhone which is the most successful product of Apple.

REFERENCES
Books and references
Camilleri, M.A., 2018. Integrated marketing communications. In Travel marketing, tourism
economics and the airline product(pp. 85-103). Springer, Cham.
Key, T.M. and Czaplewski, A.J., 2017. Upstream social marketing strategy: An integrated
marketing communications approach. Business Horizons, 60(3), pp.325-333.
O’Mahony, S., 2015. A proposed model for the approach to augmented reality deployment in
marketing communications.Procedia-Social and Behavioral Sciences, 175, pp.227-235.
Andreasen, A.R., 2018. Challenges for the science and practice of social marketing. In Social
Marketing (pp. 3-19). Psychology Press.
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology &
Marketing,32(1), pp.15-27.

Pearson, D. and Perera, A., 2018. Reducing food waste: A practitioner guide identifying
requirements for an integrated social marketing communication campaign. Social
Marketing Quarterly, 24(1), pp.45-57.
Groeger, L. and Buttle, F., 2016. Deciphering word-of-mouth marketing campaign reach:
Everyday conversation versus institutionalized word of mouth. Journal of Advertising
Research, 56(4), pp.368-384.
Dahl, S., Eagle, L. and Low, D., 2015. Integrated marketing communications and social
marketing: Together for the common good?. Journal of Social Marketing, 5(3), pp.226-
240.
Fortenberry Jr, J.L. and McGoldrick, P.J., 2016. Internal marketing: A pathway for healthcare
facilities to improve the patient experience. International Journal of Healthcare
Management, 9(1), pp.28-33.
Venkatesh, R., 2015. Mobile marketing. International Journal of Research, 2(2), pp.1175-1187.
Pich, C., Dean, D. and Punjaisri, K., 2016. Political brand identity: An examination of the
complexities of Conservative brand and internal market engagement during the 2010 UK
General Election campaign. Journal of Marketing Communications, 22(1), pp.100-117.