MKT201: Integrated Marketing Communications Plan for Samsung Group

This project provides a comprehensive integrated marketing communications (IMC) plan for the Samsung Group. The plan begins with an introduction outlining the purpose of the presentation: to detail the implementation of an IMC strategy designed to capture customer interest. It includes marketing communication goals, objectives, and a redesigned marketing message targeting the IT industry. The project identifies key target audiences and proposes a marketing communication mix, including advertising, sales promotion, social media marketing, public relations, direct marketing, and personal selling. A 6-month media schedule and budget allocation are also included. The project concludes with suggested campaign evaluation methods focused on market share, productivity, and profitability.

Samsung
Group
Integrated
Marketing
Communications

Introduction
 The purpose of this presentation is to enlighten the
reader with the details about the implementation of
integrated marketing communication for the Samsung
organization. The aim of the organization is to
redesign the plan in such a way that the company
successfully captures the interest of the customers in
the business environment (Almutairi, Mehta, Al
Rashidi, Villa, & Anggawinata, 2019).
 The marketing objectives and budget will help the
organization in effectively allocating funds for the
communication project of the business. More details
about the presentation are discussed below:

IMC Plan
 Integrated marketing communication refers to the
process of communication that makes sure that all
forms of communication are fulfilled for the
organization in the business environment. This plan will
help the organization to make use of all promotional
tools to attract the customers and retain their interest.
 Advertising, direct messaging, public relations etc. are
some of the tools of IMC plan. In this process, Samsung
will define a marketing campaign that would help the
organization to create effective strategies that can
convert the stranger into customer of the company
(Alzahrani, Corban, Hsu, Lu, & Dai, 2017).

Marketing communication goal
and objective/s
The marketing communication goals and objectives
refers to the purposes of the IMC plan that the company
Samsung should fulfil with the implementation of the
campaign so as to initiate productivity for the business.
Below mentioned are the objectives for Samsung:
 Creation of awareness for the brand
 Stimulation of want of the brand in the international
market
 Increment in the market capitalization
 Increasing sales by 15%
Successful implementation of these objectives will help
the organization to grow in the business environment.

Redesigned message
 The company Samsung should firstly aim to capture the interest
of the people who are looking to purchase a mobile phone in the
market. The message circulated by the organization should
directly attract the customer and insist them to look for the
product and services of their brand (Pool, Pool, & Manjiri, 2018).
Below mentioned is a creative redesign message for customers
present in IT industry:
“We create the best for you to create the best”
 The message signifies that the organization aims to create the
best products for the customers in the market so that they can
create the best work using the Samsung smartphones and other
gadgets. The message is short, simple and catchy that will
definitely attract the interest of the customers present in the
business environment (Jamali, & Khan, 2018).

Key target audiences
 On the basis of segmentation activity conducted in the
assessment one, it should be noted that the company should
attract differentiated target segment on the basis of
differentiated products served by them in the business
environment. Initially they should target all the people present
in the worldwide market. Further, the company should target
both middle and economic class in the market (Manorek, 2016).
 However, they should implement the marketing strategies for
both the segments differently as the Note series cannot be
afforded by the middle income level customers in the market
and Galaxy series would not attract premium customers in the
market. Therefore, the company should also implement
differentiated marketing strategies for the differentiated key
audience.

Marketing Communication Mix
 Advertising: The advertising strategy majorly attracts the
customers for the sale of products in the market. So, Samsung
should implement the advertising strategy by letting the customers
know about the features of the products and the services they
serve (Dwivedi, 2015).
 Sales Promotion: The Company should not focus on this type of
marketing strategy because it directly affects the brand reputation
of the organization. Therefore, the business should focus on other
communication strategies apart from provide discounts to
customers.
 Social Media marketing: This is one of the most crucial tool that the
organization should widely use of attract the interest of customers
in the business. They should use Facebook, Twitter, Instagram and
Google SEO marketing to attract the customer in the market
(Teimouri, Fanae, Jenab, Khoury, & Moslehpour, 2016).

Cont.
 Public Relations: The company should use IT related
PR team to let people know about the new features
introduced by the brand.
 Direct Marketing: this process should be vividly used
by the organization to increase their relationship with
the customers (Chandrasapth, Yannopoulou, Schoefer,
& Kelsey, 2019).
 Personal Selling: the company should offer the
customers different services at the Samsung store so
as to increase their activity at the store and implement
sales. However, the organization majorly focuses on
the sales through re-sellers in the market.

Media BudgetMedia Budget
Communication mix elements Amount Duration (in months)
Social Media Marketing
1. Facebook $ 1,000.00 1
2. Twitter $ 1,000.00 1
3. Google $ 1,000.00 6
Total $ 3,000.00
Advertising $ 12,000.00 3
Direct Marketing $ 10,000.00 2
Sales Promotion $
500.00 1
Public Relations $ 20,000.00 6
Personal Selling $ 4,500.00 2
Total $ 50,000.00

Campaign evaluation
methods
Three major factors on the basis of which
Samsung should evaluate the
implementation of marketing strategies
are:
 Increment in market share
 Increment in productivity
 Profitability (Teimouri, Fanae, Jenab,
Khoury, & Moslehpour, 2016)

Conclusion
 Thus, by analysing the above mentioned
facts, it should be noted that IMC plan
conducted above will successfully help
Samsung to increase its market share in
the target market and achieve
profitability by selling more products to
the customers.

References
 Almutairi, M., Mehta, S., Al Rashidi, F., Villa, M. A., & Anggawinata, F. (2019). Analysis
of Samsung's internationalization process and the strategies implemented to
generate an effective positioning of its brand and products in foreign markets. Journal
of the community development in Asia, 2(1).
 Alzahrani, A., Corban, H., Hsu, W. C., Lu, C. C., & Dai, X. (2017). Samsung Gear VR
Marketing Plan.
 Chandrasapth, K., Yannopoulou, N., Schoefer, K., & Kelsey, D. (2019). Online conflicts
regarding innovation-based brand positioning: The case of Samsung versus Huawei
smartphones. In 10th INEKA Conference. Newcastle University.
 Dwivedi, A. (2015). A higher-order model of consumer brand engagement and its
impact on loyalty intentions. Journal of Retailing and Consumer Services, 24, 100-
109.
 Jamali, M., & Khan, R. (2018). The impact of consumer interaction on social media on
brand awareness and purchase intention! Case study of Samsung. Journal of
Marketing, 114.
 Manorek, S. L. (2016). The Influence of Brand Image, Advertising, Perceived Price
Toward Consumer Purchase Intention (Case Study: Samsung Smartphone). Jurnal
Berkala Ilmiah Efisiensi, 16(1).