Marketing Communications Analysis: Samsung, Aldi, Next, Primark

This report presents a market analysis focusing on three key areas: Samsung's mobile marketing strategies, the positioning of supermarkets (Aldi, Sainsbury's, and Tesco), and the marketing approaches of fashion brands (Clarks, Next, and Primark). The analysis begins with an examination of Samsung's advertising techniques, including the use of television, celebrity endorsements, social media, and innovative advertisement designs to influence consumer behavior. It then shifts to a comparative analysis of Aldi, Sainsbury's, and Tesco, evaluating their positioning strategies and market share. Finally, the report investigates the marketing tactics employed by Clarks, Next, and Primark, including mobile app marketing, affiliate marketing, and social media engagement, to understand how these brands reach and influence their target audiences. The report uses academic references to support the analysis.

Running head: MARKET ANALYSIS
MARKET ANALYSIS
Name of Student-
Name of University-
Author’s Note-

1MARKET ANALYSIS
Table of Contents
Task 1...............................................................................................................................................2
Task 2...............................................................................................................................................4
Task 3...............................................................................................................................................6
References........................................................................................................................................9

2MARKET ANALYSIS
Task 1
The recent mobile brand that have been used in regular life is Samsung.
The communication mode that have been chosen for performing the marketing process is
advertising. Advertisements of Samsung mobiles have been all over televisions and newspaper.
Television have been one of the main mode of communication. Usage of both push and pull
strategy is used in the process (Alzahrani et al., 2017). It have been seen that the Samsung have
been pushing the products with the help of advertisement. Traditional advertisement have been
the key to this push advertising strategy. Celebrity endorsement have been one of the major
reason for the success that it has for proper management of the marketing have been affecting the
brand stature in a positive manner. Spot placements in major events have been one of the major
aspect that is considered in the advertisement section of Samsung. Samsung has also been
maintaining social media accounts for performing proper assessment of the trend analysis and
promoting their newly launched products. This kind of interaction in between the band and
potential clients have been initiating the system for pull strategy. There have been a large reach
for the advertisements for Samsung. They have a largest ACR footprint with 60% of the TV data
involved in it. Reaching new scales have been one of the major aspect that is to be considered in
the operational process (Iblasi et al., 2016). Reaching the missing millions have been one of the
major target of the advertisements. Another aspect that is to be considered is that proper
assessment of the product being launched is considered and hence this increases the acceptance
of the products that are being launched. This launching of new product will be having a better
aspect of performing better among the mass in case the products are well advertised. Reaching
out to the mass have been one of the major reason that have been bettering the sales of the
mobiles of Samsung. The main feature of the advertisements that are created are that they are

3MARKET ANALYSIS
highly innovative. With high innovation instilled in the advertisements that are present there
comes a seamless story that helps in better understanding of the entire functionality of the
mobiles that are manufactured. This is one of the main reason that the products are well accepted
by the mass. Samsung, in its advertisements tries to engage the customers emotionally with the
products (Linh 2018). They have been buying the service of the biggest stars for endorsing their
products, making the advertisements popular. Samsung have been using the good will of those
super stars as well. These visuals have been quite striking and eye catching and have been
influencing several buyers to choose Samsung mobiles over the other brands. Samsung have
been using moment marketing strategy for gaining acceptance of a higher volume of audience.
They have been gamifying the advertisements as well. Due to this aspect they have been able to
create animated models and use the same in their advertisements (Jamali, and Khan 2018). This
is one of the main advantage that they have received. Animated models have been increasing the
popularity of the advertisements and hence wise this increases the reach of the products.
It have been seen that Samsung have using the services of the biggest celebrities of UK
for endorsing their brand. England Rugby star Joe Launchbury, George Ford as well as Jonathan
Joseph have been acting as the brand ambassador of the brand in the campaign. I being a big
supporter of Rugby was highly influenced when I saw these superstars were a part of the
campaign and have been endorsing the brand. The latest advertisement of Samsung have been
highly impressive and have influenced my decision making process. It have been seen that the
advertisement have been highly advanced by the standards. The advertisement is seen marketing
Galaxy Note 10. The advertisement is of only 30 seconds. However, the preciseness of the
advertisement have been very high. The advertisement starts by demonstrating the S pen. After
this the location where the S Pen is kept is shown. This helps in understanding that the S pen will

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not be acting as a burden and the storage system is already provided. Lower opacity for the
camera is also demonstrated in the screen. This ensures that the screen ratio gets higher. After
this, proper understanding of the advanced camera settings have been provided as well. The
features that are present in the system are shown also, making the visuals highly influencing in
nature.
Task 2
The supermarkets that are chosen for this section are namely Aldi, Sainsbury’s and Tesco.
Aldi have been one of the most popular super market brands that is present in UK. It is a
German based supermarket chain. They have been supplying the products that fall under the
category of Grocery, household and essentials. There are a total of 11,234 stores present
globally. This helps in understanding the vastness of the brand. They have a total of €53 billion
as their revenue.
Sainsbury’s is another organization that has gained dominance in the supermarket chain.
This ensures that there is a total of 15.3% of the total share market share under this brand name.
It is considered to be the 3rd largest supermarket chain located in UK. The origination date have
been 1869 and since then they have been performing business in a proper manner. The revenue
that is collected is £28.456 billion.
Tesco is a British multinational organization. This brand deals with the groceries as well
as the merchandise retailers. Headquarter of the organization is located in England. There are a
total of 6,800 shops present under the same chain. The founder of the organization is Jack
Cohen. The revenue that have been collected till date have been £63,911 million. Hence it can

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be stated that it also acts as a powerhouse for UK economy and the year wise revenue collection
have been huge as well.
POSITIONING
As per Aldi, it have been seen that the sales of products that are sold by Aldi have seen a
major increase of 30%. This increase in sales by 30% ensures that the profit that is made is
increased by 5 folds. This increase in profit includes the fact that better assessment of sales
processing can be made. It have been seen that in the recent years there are almost 1 million
customers who have shifted from the traditional UK supermarkets to the German super market.
This is one of the major reason that there have been a 27% increase in sales since the last three
months. Performing maniacal focus in the process have been one of the major reason that there
have been an increase of sales (Zhu and Sarkis 2016). It is considered to be the fastest growing
brand. Aldi have been considering the process of introducing exclusive deals for the clients of
US. They have been bringing in new offers and the products that are sold are as per the demand
of the local people. They have opened Aldi Local for competing with the other super market
brands (Išoraitė 2016). This is considered to be one of the successful strategies that can be
implemented.
Sainsbury’s is focusing on the values of the product as per the quality. This have been
one of the major aspect that is to be considered to be the success measure. This success measure
have been one of the main aspect that is to be considered. It have been seen that there have been
a competition around the Super market chains. This includes the fact that better assessment of the
branding is performed as per the products that are sold. It can be stated that it has a stringer brand
index. The main aspect that is considered is that the range of metrics includes the likes of quality,
reputation as well as the quality of the product (Světlík 2017). This can be stated that after

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considering all the constraints Sainsbury’s has a metrics score of 31.2. The score that this
supermarket receives is high as well.
The positioning of Tesco can be segmented in functional positioning, pricing positioning
and experimental positioning. It can be stated that the functional positioning have been one of the
major aspect that is to be considered (Rajavi, Kushwaha and Steenkamp 2019). This section
ensures that the data of there have been an increase in the range of the products and hence wise
this ensures that proper management of the product is performed. In the pricing positioning
Tesco have been keeping the entire process precise and the pricing strategy have been the best
for Tesco. Tesco have been experimenting in a daily basis for bettering the quality of service that
will be provided and tries to maintain exclusive service provisioning.
Task 3
The 3 fashion brands that are to be chosen for performing the entire analysis section are namely
Clarks, Next and Primark.
C. & J. Clark International Ltd, popularly known as Clarks have been one of the best
fashion brands present in UK. It was founded in the year 1825, and since then they have been
providing high quality service to the residents of UK. Next have been established in the year
1864 and it was initially known as J Hepworth & Son (Ko, Phau and Aiello 2016). They have
been fluctuating among the top fashion brands in UK. Primark fashion brand have been one of
the most established brands that have been performing business to the highest levels. It is located
in Dublin.
Clark have been using the likes of Mobile app marketing for reaching out to a larger
audience base. With the help of the mobile app marketing, reaching out to the distinct client gets

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higher. With the help of the mobile app, the main benefit that is received is that the clients can
order their desired products amongst the several options that they have (Atwal and Williams
2017). This is the main reason that proper assessment of the products available in the store can
be made without even reaching the store. Mobile apps also ensure that delivery process is made
in a better manner. Hence this increases the sales of the products that are sold by Clark. In
today’s society mobile apps have been the major source of sales for different brands. Clark have
utilized the same in a proper manner and have been getting benefits for using this app (Hameide
2017). Clark have been using the platform of Facebook for reaching the audience. It is
considered that Clark have a separate page of its own the digital platform and hence wise this
helps in reaching the potential clients. With the help of data that are generated with the help
Facebook are used for performing trend analysis. This trend analysis helps in performing proper
understanding of the demands of the youth and hence wise designing process is modified. App
based marketing is performed by Clark (Mišič and Podnar 2017). With the help of the app Clark
ensures that the clients get access to the products that are present and hence wise this will be
benefitting the entire client base and hence wise this will be benefitting both the clients and the
brand. This ensures that the products that are manufactured by Clark will be getting proper
exposure.
Next have been using the likes of Affiliate marketing process. With the help of affiliate
marketing the main advantage that is enjoyed is that the products that are manufactured in the
process will be having a high exposure and different middle men take into consideration the
department of marketing of the products. This is the main reason that proper assessing of the
products are performed and hence wise this increases the sales of the product (Singh 2019). This
increase in sales of the product ensures that the products reach to the clients in a manner that

8MARKET ANALYSIS
ensures that sales process increases. Despite the fact that there is a commission process in
between, this helps in keeping the middle man motivated and hence wise this increases the
revenue collection of the company (Datta, Ailawadi and Van Heerde, 2017). The social media
platform that is used by Next is Instagram. With the help of Instagram the entire sales process
receives a huge boost. The products are well displayed in the platform of Instagram, which helps
them in reaching out to the clients in a better manner. SMS service is used as the mobile service
provisioning. This is considered to be one of the most important aspect for Next as they use this
platform to reach out to the clients in person.
Mobile App is the digital platform that is used by Primark fashion for staying in touch
with the clients. This is one of the major reason that proper performance of the business is made
via digital platform. Primark fashion have been using the platform of Facebook for reaching the
clients. With the help of Facebook the new offers that are present are also stated in the page. This
helps in reaching out to the mass (Golubkova and Rapoport 2016). Usage of Proximity
marketing is also performed by Primark fashion. With the help of this process, exclusive offers
can be provided. This provisioning of the exclusive offers helps in proper development of the
relation of the client and the organization in a better manner.
Indulging more in the digital platforms for marketing will be the main goal of these brands for
performing marketing.

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References
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Golubkova, T. and Rapoport, M., 2016. The model of marketing communications mix for
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Linh, T.H.M., 2018. The impact of social media marketing on brand equity and purchase
intention in the case of Samsung smartphone brand Vietnam (Doctoral dissertation, International
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Mišič, K.U. and Podnar, K., 2017. Steps toward a city marketing mix and its perception
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