Marketing and Special Events Report

The report provides a comprehensive overview of marketing and special events, with a specific focus on Samsung's product launches and event planning. It explores the four Ps of marketing (product, place, price, promotion), risk management considerations for open-air screenings, and marketing mix strategies. The report is useful for students looking to understand marketing principles in the context of special events.

UNDERSTANDING MARKETING AND
EVENTS

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
1) Define and categorize special events. ....................................................................................3
2)Key marketing activities undertaken by Samsung. .................................................................4
3)The role of the marketing mix.................................................................................................5
4)(a) Segmentation,Targeting and Positioning of open air screening. .......................................6
(b)Risk management considerations ..........................................................................................7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing refers to an activity of developing, communicating, the value of a product or
service to the targeted group of customers. Through marketing of goods and services, company
meet out the needs and demands of the customers. The process of marketing helps in improving
the relationship between company and customers. It provides benefits of getting competitive
advantage over the competitors. Samsung was founded on 1st march, 1938. The founder of
Samsung is Lee Byung chul. The key products of the company are consumer electronics,
components of electronic items, telecommunication equipments etc. The company provides
various services such as information technology, financial services etc. The key peoples of
Samsung are Lee Jae Young etc. The Report will describe special events, marketing mix of
Samsung that will include product, price place and promotion etc., scope of marketing events of
the company etc.
MAIN BODY
1) Define and categorize special events.
Special events refers to gathering of peoples for a particular event . A special event can happen
for one time or it can be outside the regular programs of the company. It is organized for meeting
a particular need. Special event provides an opportunity for gaining experience regarding culture,
leisure or social activity etc. They are unique events and special events can be conducted for
variety of reasons such as political, religious, commercial, educational etc.
The special events are categorized in different categories they are as follows-
Conferences- Conferences are also a type of special events. Under this category, the main events
are conventions, ceremonies, workshops etc. Samsung has organized various workshops in year
2005 for conducting show in Las Vegas for innovative mobile phone that uses a new technology
that is speech recognition feature. The product provides various benefits to targeted customers
that is converting the words of users into texts, p207 of Samsung has provided various benefits to
customers like easy communication with other peoples etc. It helps the company in providing
better experience to customers through application of messaging text etc.
Trade shows- Trade shows is also one of the major category of special events. Trade shows
includes shows conducted by a company or an industry. It can be a type of professional show.
Samsung has conducted trade shows in year march,1998 for launching and delivering SM5 car

because company has increase its scale of operations. Through trade shows, company has
influence the customers to buy new cars.
Ceremonies- For successful ceremony there are various persons who contribute their efforts.
The various designations for organizing a ceremony are special event coordinator, special events
manager etc. For example- Samsung has conducted a ceremony to gather peoples from various
societies, cultures etc. to celebrate the success of the flat screen in year 1998. Samsung has
launched first flat screen television in the world . After the successful launching of the product,
the demand has continuously increased. The product has various benefits such as it reduces the
effect of reflection, provides better quality of image etc.
2)Key marketing activities undertaken by Samsung.
Marketing activities refers to undertaking all the activities that are related with
distributing and delivering the products to ultimate customers.
The continuous change in the taste of customers and trends in the market are the important
factors that Samsung has considered for developing the strategies for marketing of new products.
Samsung has to continuously innovate new products and the company also considers new
strategies for marketing those products. The marketing strategies of the company has provided
various benefits such as reducing the cost of operations etc.
Samsung has used various marketing activities such as promotion of flat screen television in
year 1998 . Company has adopted different techniques of promoting the product like it has
conducted seminars, workshops in different cities. So that, perception of targeted customers
towards the product of the company can be changed in the positive way. Samsung uses social
media platform for promoting its products. Such as television, magazine etc. Advertisement is an
important tool because more than 80% of targeted customers get attracted towards the products
of Samsung due to effective advertisement.
Due to strong marketing strategy, Samsung is at seventh position in terms of valuable brand.
Samsung has strengthen the brand image in the minds of customers with the help of different
marketing activities like promoting the products such as speech recognition phone through trade
shows, workshops etc. Different types of marketing activities as a part of marketing strategy has
help Samsung to become largest brand of cellphone in the world in year 2012. The company has
overtake Nokia through increase in the sales and revenue of the mobile phones of the company.

Samsung has promoted its galaxy brand through continuous technological innovations in
smartphones etc. and it has used product oriented strategy for marketing the product. Therefore,
marketing activities has provided various benefits to Samsung such as gaining competitive
advantage over the competitors like Nokia.
3)The role of the marketing mix.
The role of marketing mix in Samsung is as follows-
Product-
Samsung invest huge funds for conducting research and development activities so that, company
can determine the need and demands of customers regarding the products of the company.
Figure 1 :Four P's of marketing
Source : (Four P's of marketing, 2017)

Company offers different products under the brand name. The major products of the company
are as follows-
Under television category various types of products are LCD, HDTV etc. Other products are
cameras, air conditioners, microwave ovens, in the category of information technology various
products are mobile phones, laptops and other accessories etc. Company brings innovation in
new process, methods of developing the products on regular basis so that, it can attract more and
more customers. The company is famous for providing better quality of services to the
customers.
Price-
Samsung is one of the major player in different categories of products such as smart phones ,
home appliances etc. The company uses skimming pricing strategy for marketing the products.
Skimming price-
Price skimming is a strategy in which the company will set high price of the product at the time
of launching new products. As the competition in the market increases, company lowers the price
of the product to attract more and more customers. Samsung has used skimming pricing strategy
in its products like Note 3+gear and when other competitors has entered in the market company
has reduce the price.
Place-
The company is present in the market with the help of various channels. Service dealers of
Samsung handles the corporate sales these dealers operates the various showrooms of the
company. In a particular category company has one distributor that distributes all the products of
the company in a territory.
Promotion-
Samsung uses different types of promotional techniques . It uses pull strategy for marketing of
the products. Company uses print advertising for electronic items. It also use viral marketing for
promoting the products in effective manner. Sales promotion is an effective tool through which
company is gaining competitive advantage.
4)(a) Segmentation,Targeting and Positioning of open air screening.
Samsung is planning to conduct an open air screening of innovative smartphone under the
existing category in next month to strengthen and promote the image of the brand in the minds of

customers. Before conducting the open air screening, the company will enter into partnership
with producers such as Rooftop Film-club etc. Samsung will have to develop an extensive plan
to work with developers who will help the company in developing the cinema content. The
company will also have to collaborate with technology providers such as Ymagis group. This
will help the company to promote its new product to targeted group of customers.
Segmentation- Samsung will firstly divide the whole market into different segments. Company
can segment the whole market on the basis of various factors such as on demographics, psycho
graphic etc. For open air screening company will segment the market of U.K. on the basis of
demographic factors such as lifestyle, age of the peoples.
Targeting- After segmenting the market, Samsung will target middle class population 15-40 age
group that are living in urban areas. Company will also target the population on the basis of
behavioural characteristics such as soft core and hard core loyal.
Positioning- Company will position the new product through pricing and product strategies. So
that, Samsung can easily concentrate on satisfying the needs of target market. It will focus on
quality, convenience such as access to internet etc., value of the new product etc.
(b)Risk management considerations .
Consideration of risk means to determine the impact of hazards that may happen during an event.
The various risk management considerations company should consider while planning the event
are as follows- First of all Samsung should know the different types of risks that it can face
during open air screening.
There are some risk that can be controllable and some risk are such that are not under the control
of the company. Samsung should consider external risk while planning for open air screening of
the product. Company should consider the hazards that might happen during the screening. Such
as size of crowd, hazard related with technology, natural hazards such as location where
screening will take place etc. Company should also consider hazards related with environment
weather etc. After identifying the risks, company will consider the ways of eliminating those
risks such as implementation of new process etc.

CONCLUSION
The above Report has described the term marketing and also provided information
regarding Samsung. The Report has also explained various categories of special events like
ceremonies, trade shows etc. Further, the Report has analysed marketing activities that are
undertaken by Samsung to deliver different types of products to ultimate customers. Moreover,
the Report has described the marketing mix of Samsung that has included product, place, price
and promotion strategy of the company.

REFERENCES
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Online-
Four P's of marketing. 2017. [Online] Available Through :
<https://www.chanimal.com/resources/marketing-basics/marketing-mix-4p/>