Integrated Marketing Communication for Samsung S9

This presentation discusses the integrated marketing communication (IMC) strategy for Samsung S9, including the goals and objectives, target audience, communication mix, budget allocation, and evaluation methods. The presentation also covers the redesigned message and SMART goals for Samsung S9. The primary goal of marketing communication is to increase brand awareness, engagement, revenue, and top-of-mind recall for customers.

Integrated
Marketing
Communication
-Samsung

2
Purpose of the Presentation
▹ Creating the goals of marketing
communication and objectives.
▹ Redesigning the Key message.
▹ Key Target Audience for Samsung.
▹ Choice of Marketing
communication Mix.
▹ Creation of media schedule on the
basis of reach, frequency,
continuity and budget.
▹ Evaluation Method for the
Campaign

Part 1-Marketing
Communication goals
and objectives
▹ Leverage the Brand value of
Samsung to gain more
customers in the emerging
economies.
▹ Combat the competition from
Chinese smartphone
manufacturers.
▹ Promote S9 as the most
advanced and technologically

“
The primary goal of
marketing
communication is to
increase the brand
awareness, increase
engagement with
the users, increasing
revenue and
increase the top of
mind recall for the
customers
4

5
Integrated Marketing
Communication
▹ As the name suggest, IMC is the process of
linking different forms of communication
channel to send a coherent targeted message to
the consumers(Castro, 2017).
▹ Samsung which is one of the largest smart
phone maker in the world uses both the
traditional and web 2.0 tools in its IMC(Copley,
2014).
▹ Tools like TV, Print, Radio, Newspaper, Tech
Magazines, Social Media, Web Promotions ,
Billboards are used by the company(Shah,
2014).

Marketing Communication
goals and Objectives
SMART Goals
Creation of goals
which stand the
elements of :
▹ Specific
▹ Measurable
▹ Attainable
▹ Realistic
▹ Timeline
Rationale of the
goals for
Samsung:
▹ Spread a word in
the market on
the newly
launched
Samsung S9 and
S9+(Abashidze,
2017).
▹ Position the
product as a
strong threat for
the anniversary
edition of Apple
X phone
▹ Promote its CSR
activity directed
towards
environmental
sustainability(Cent
eno, 2017)
▹ Re-building the
brand after the
Galaxy note 7
Fiasco.
▹ Promote the phone
as the ultimate
next generation
technologically
enhanced
smartphone(Fitzroy
, Hulbert &
O’shannassy,
2016)
6

Specific
Communication Goals
▹ Increase the brand awareness by a
factor of 2X
▹ Increase the quarterly revenue
from Sales of Samsung S9 by 1.5X.
▹ Increase the product awareness
and engagement around the
product by 3X.
▹ Increase the CTR on the ad
campaign by a factor of 2.5X.
▹ Show 100,000,00 impression in a
duration of 6 months across digital
media (CPM-Cost per impressions)
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Redesigned Message
8
A smartphone, which really makes
you look, act and behave smart. S9
is the ultimate gadget for all your
communication needs with Ultra HD
camera Quality

Redesigned Message
9
Samsung S9 is one of the smartest
devices the world has ever seen.
The camera of the phone is its USP
which is so clear that it illuminates
even the darkest backgrounds.
Buy Samsung S9 to be the part of
the biggest digital revolution of the
year.

1
0
Target Audience
▹ Target audience is the segment of
population towards which the
marketing campaigns and
promotion are targeted.
▹ Samsung has a strong brand
affinity and has a medium to high
brand loyalty, unlike Apple which
has strong brand loyalists(Silva,
2015).
▹ Samsung Fans are typically
Youngsters, tech enthusiasts and

Target Audience
1
1
Segmentation Type Segmentation Criteria Target Customer
Segments
Geographic Region Worldwide release
Density Urban Customers
Demographic Age Millennial (18-35), (40-
54 Years)
Gender Male & Female
Occupation Professionals,
Recently employed,
Tech enthusiasts and
geeks, Students
Behavioural Loyalty Soft core loyal to hard
core loyal and
switchers

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2
Marketing Communication Mix
▹ Television- Television as a media vehicle is used to spread
the brand and product awareness in the family audience.
▹ Social Media-Social media is the largest vehicle Samsung
will be using as the phone is targeted towards the
millennial generation(Silva, 2015).
▹ Twitter- Twitter to be used to constantly promote the phone
by use of influencer marketing.
▹ Billboard & Hoarding-Samsung billboards will be placed all
over the city to target the everyday audience on the go.
▹ Email marketing- Email marketing to give customized deals
to the customers, and to promote exclusive deals.
▹ Digital Advertising- Samsung will use the digital marketing
platform to show impressions to the potential customers,
this would use customer profiling for targeting them(Hsu &
Lawerence, 2016)
▹ Blogs- Samsung is extremely active on using Blogs to
promote the product, company has in house bloggers to

Place your screenshot here 1
3
Platforms Reach Frequency/
Continuity
Budget
Newspaper 12 Million People Twice in a month
(Tuesday &
Saturday)
AUD 8600 Per day,
17200 in a month
and AUD 103,200
Social Media
Marketing
(Facebook,
Instagram,
Snapchat, Twitter,
Youtube)
Reach has to be
80%, 20 Million
People
Daily 4 Posts AUD 600,000
Event
Marketing(Sponser
ship)
Reach has to be
50-60%
6 Events in 6
months
AUD 200,000
Billboard &
Hoardings
Reach has to be
50-60%
50 Hoarding
around the city
On actual
Digital Advertising
(Affiliate Marketing)
80% Reach Everyday, ads
posted on different
websites on the
web
Commission basis,
1% of the sale
value

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4
Rationale for Budget
Allocation
▹ Highest budget is allocated
towards Social media
marketing due to the
presence of target audience
on Social media platform.
▹ Usage of TV is done to target
the family audience.
▹ Billboard and Hoarding are
used for top of the mind

Campaign Evaluation
Methods
▹ CPM-Cost Per
Impression/
1000
▹ This shows the
reach of the
campaign , as in
how many
impression have
been delivered
for the
Samsung(30,00
0,000 in six
months)
▹ CPC-Cost Per
Click
▹ This is a
parameter
which shows
the cost for the
company in
getting one
click from the
customers
through the
channels of
social and
digital media
marketing(Sch
weidel & Moe,
2014)
▹ CTR-Click
through
Rate
▹ This shows
the number
of times the
ad got
clicked by
the
consumer as
a factor of
how many
times the ad
was shown
to the
consumers(S
piller &
Tuten,2015).

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6
Conclusion
▹ Samsung S9 is one of the most
advanced phone manufactured
and marketed by Samsung.
▹ IMC objectives of Samsung S9 is
created in accordance to the target
audience and maximum budget
allocated towards social media
marketing.
▹ CPC,CTR and CPM are the metric
for digital analytics of the solution

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References
▹ Castro, I.M.C.D., 2017. Communication plan for Samsung Galaxy A 2017 edition: how to
communicate for millennial(Doctoral dissertation).
▹ Copley, P., 2014. Marketing communications management: analysis, planning,
implementation. Sage.
▹ Shah, K., 2014. Advertising and Integrated Marketing Communicatons. Tata McGraw-Hill
Education.
▹ Abashidze, I., 2017. Integrated Marketing Communications in web 2.0 environment:
Challenges and Opportunities of online presence. Journal of Research in Marketing, 8(1),
pp.617-623.
▹ Centeno, D., 2017. Social media stakeholder co-creation of celebrities as human brands.
In Contemporary Issues in Social Media Marketing (pp. 80-94). Routledge.
▹ Fitzroy, P., Hulbert, J.M. and O'Shannassy, T., 2016. Strategic management: The challenge
of creating value. Routledge.
▹ Silva, N.B., 2015. Relations among knowledge society, formal education and the
government cross sectorial strategy. Administración y Desarrollo, 45(2), pp.148-172.
▹ Spiller, L. and Tuten, T., 2015. Integrating metrics across the marketing curriculum: The
digital and social media opportunity. Journal of Marketing Education, 37(2), pp.114-126.
▹ Schweidel, D.A. and Moe, W.W., 2014. Listening in on social media: A joint model of
sentiment and venue format choice. Journal of Marketing Research, 51(4), pp.387-402.
▹ Hsu, L. and Lawrence, B., 2016. The role of social media and brand equity during a product
recall crisis: A shareholder value perspective. International journal of research in
Marketing, 33(1), pp.59-77.