Report on Marketing Activities of Samsung and WaterAid - Business

This report provides a comparative analysis of the marketing activities undertaken by Samsung and WaterAid, highlighting the distinct approaches each entity employs. Samsung, driven by profit maximization, utilizes strategies such as skimming and competitive pricing, channel marketing, and a robust marketing mix heavily reliant on advertising and technological innovation. In contrast, WaterAid, a non-profit organization, focuses on charity and donations to provide clean water, sanitation, and hygiene, prioritizing social impact over financial gain. The report examines the effectiveness of these contrasting techniques, noting Samsung's reliance on customer satisfaction for profit and WaterAid's commitment to serving basic human needs. Furthermore, the report discusses the constraints and limitations faced by marketers, including legal compliance, competitive pressures, and ethical considerations, concluding that WaterAid's transparent and socially responsible approach may mitigate these challenges more effectively than Samsung's profit-driven model. Desklib provides a platform to access this and similar solved assignments for students.

Running head: BUSINESS STUDIES
Report on the marketing activities of Samsung and WaterAid
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BUSINESS STUDIES
Executive Summary
One of an important aspect of business studies is marketing. Knowing the appropriate
marketing techniques help the marketers to achieve productive results. Typical component of
this knowledge is rational and tactful behaviour. However, the presence of legal compliance
is crucial in the behaviour of the marketers. This is in terms of achieving loyalty, trust and
dependence from the customers in large scale. All these aspects apply to all of the companies
and organizations. Samsung and WaterAid are mere examples to acquaint the marketers with
the real market scenario in the competitive ambience. Comparative study between the
marketing techniques of Samsung and WaterAid enhances the clarity of the effectiveness,
appropriateness and feasibility of the undertaken activities.

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Table of contents
Marketing techniques of Samsung and WaterAid.....................................................................3
Marketing technique of Samsung...........................................................................................3
Marketing techniques of WaterAid........................................................................................3
Similarities and differences in the marketing techniques of Samsung and WaterAid...........4
Effectiveness of the marketing techniques.................................................................................4
Marketing techniques of Samsung.........................................................................................4
Effectiveness of the marketing techniques of WaterAid........................................................5
Similarities and differences in the effectiveness of the marketing techniques......................6
Constraints and Limitations in which marketers operate...........................................................7
Bibliography...............................................................................................................................9

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Marketing techniques of Samsung and WaterAid
Marketing techniques of Samsung Marketing techniques of WaterAid
Skimming and competitive pricing methods Charity
Channel marketing Donations
Marketing mix Sponsoring business events, weddings and others
Use of latest technological gadgets
Table 1: Tabular differences between the marketing techniques of Samsung and
WaterAid
Marketing technique of Samsung
Developing strategies helps the Samsung personnel to position their products and
services in the competitive market. Financial parameter is the main component of this
strategy. As a matter of specification, Samsung uses two pricing strategies- skimming price
and competitive pricing methods. In order to keep a check on the competitors, both the
skimming and competitive pricing methods are used1. Along with this, channel marketing is
one of an essential part of the Samsung business activities. In this type of marketing,
Samsung maintains stable relationship with the dealers for enhancing the sales revenue.
Apart from this, marketing mix is one of the other ways, in which Samsung achieves
a placement for their products and services. Advertising is the main component of the
marketing mix, which promotes the brand image2. Samsung also uses latest and modern
1 Samsung.com,. “Do Bigger Things”. N.p., 2018. Web. 16th February 2018
2 Dibb, S., Simkin, L., Pride, W.M. and Ferrell, O.C., 2005. Marketing: Concepts and strategies (p. 850).
Houghton Mifflin.

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BUSINESS STUDIES
technologies for the production of quality products and services. Within this, the brand
focuses on innovation for luring more and more customers. Variety is one of the other aspects
in the products and services of Samsung3.
Marketing techniques of WaterAid
Charity is the method, through which WaterAid enhances their reputation. Providing
a better life to the people suffering from poverty is the main motto of WaterAid personnel
instead of earning profit. Their functions revolve around the delivery of clean drinking water,
decent looking toilets and a hygienic environment. Through donations, they seek the support
of the people in transforming the lives of the poverty stricken people. Herein lays the
effectiveness of the tag “non-profit organization”4.
Similarities and differences in the marketing techniques of Samsung and WaterAid
Both Samsung and WaterAid are different in their marketing activities. The
techniques used by these brands heavily differ from each other. Earning huge profit margin
through customer satisfaction is the motto of Samsung. On the other hand, serving the
mankind by catering to their basic survival needs is the vision of WaterAid. Delving deep
into the functionalities of both the brands, they strive to achieve customer satisfaction5.
However, the techniques towards catering to the needs, demands and requirements of the
customers are different and contrasting. WaterAid can be placed ahead of Samsung. The
3 David, Meredith E., Fred R. David, and Forest R. David. "The quantitative strategic planning matrix: a new
marketing tool." Journal of Strategic Marketing 25.4 (2017): 342-352.
4 Wateraid.org,. “We are WaterAid”. N.p., 2018. Web 16th February 2018
5 Hair Jr, Joseph F., and Bryan Lukas. Marketing research. Vol. 2. McGraw-Hill Education Australia, 2014.

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Samsung personnel are running blindly in the competitive rat race for securing their position
in the market. On the other hand, the WaterAid personnel are an exception, as they value the
opinion of the customers for enhancing the brand image.
Effectiveness of the marketing techniques
Marketing techniques of Samsung
Marketing mix helps the Samsung personnel to gain an insight into the customer
responses towards the levied products and services. Within this, the consideration of price
proves beneficial in terms of stabilizing the financial parameter6. Using skimming pricing
methods helps the personnel to regulate the steps decided by the competitors for luring the
customers. Countering this, if the personnel indulge in partnerships with the members of the
trade union, they would be able to avert the instances of inflation, high exchange rates and
high prices of the raw materials. Along with this, it would be beneficial for the middle class
customers to possess the device of their choice7.
Advertising helps the Samsung personnel to promote their products and services. As a
matter of specification, advertising enables the personnel to increasing the trafficking of the
audience towards the brand image8. Regulation of this trafficking acts assistance in terms of
identifying the target audience.
6 Parke, Adrian, et al. "Responsible marketing and advertising in gambling: A critical review." The Journal of
Gambling Business and Economics 8.3 (2015): 21-35.
7 Proctor T- Essentials of Marketing Research (FT Prentice Hall, 2005) ISBN 0273694944
8 Monica, Bija, and Raluca Balaş. "Social media marketing to increase brand awareness." Journal of Economics
and Business Research 20.2 (2014): 155-164.

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BUSINESS STUDIES
Effectiveness of the marketing techniques of WaterAid
The effectiveness of the marketing technique is hidden in the name of the
organization itself. Extending support and a helping hand makes the personnel of WaterAid a
savior in the lives of the people suffering from malice like poverty. In view of the previous
sentence, clean drinking water and hygienic toilets are the medium for transforming the lives
of the poverty stricken people.
Donations acts as the biggest support in terms of adding to the stock of customers.
Along with this, donations add to the financial resources, which enable the personnel to
develop clean and hygienic toilets for the people9. Here, the need is latest and modern
technologies, which would provide the below poverty level persons with toilets, which has
modern facilities. Along with this, technology would provide these people with clean
drinking water, which is good for their health.
Strategic approach towards the provision of services helps in achieving trust, loyalty
and dependence from large number of customers. Providing the customers with an
opportunity to learn the marketing techniques reflects the transparency in the activities10. The
Shop is an effective means for the personnel to serve the distressed people and add happiness
to their lives11.
9 Xu, Zhenning, Gary L. Frankwick, and Edward Ramirez. "Effects of big data analytics and traditional
marketing analytics on new product success: A knowledge fusion perspective." Journal of Business
Research 69.5 (2016): 1562-1566.
10 Pulizzi, Joe. Epic content marketing: How to tell a different story, break through the clutter, and win more
customers by marketing less. McGraw-Hill Education, 2014.
11 Cave S- Consumer Behaviour in a week (Hodder arnold 2000) ISBN 061853203

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BUSINESS STUDIES
Similarities and differences in the effectiveness of the marketing techniques
Samsung personnel can also ask for donations from the clients and the customers.
However, the technique of wanting donation would be different in case of WaterAid.
Samsung personnel would sponsors corporate events for luring the foreign investors. On the
other hand, skits or dramas, signifying the importance of clean drinking water and hygienic
toilets would be the technique for luring the clients12. Advertising is one of the other grounds,
which differentiates Samsung from WaterAid. Countering this, advertising about the launch
of a new product and service would be common means of promoting the products and
services. Viewing it from other perspective, if the Samsung personnel thinking of something
creative for these people, it would enhance the parameter of corporate social responsibilities.
Constraints and Limitations in which marketers operate
All the companies and organizations attempt to achieve efficiency in the business
activities. However, there are certain constraints, which hamper the attempts of the personnel
in enhancing the productivity. As a matter of specification, these constraints are of various
types- legal and voluntary. Along with this, the other constraints are exertion of forces by
opposition parties such as CBI13. Abusive language obstructs the efficient execution of
companies and organizations like Samsung and WaterAid.
12 David, Meredith E., Fred R. David, and Forest R. David. "The quantitative strategic planning matrix: a new
marketing tool." Journal of Strategic Marketing 25.4 (2017): 342-352.
13 Holliman, Geraint, and Jennifer Rowley. "Business to business digital content marketing: marketers’
perceptions of best practice." Journal of research in interactive marketing 8.4 (2014): 269-293.

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Brands like Samsung and Wateraid need to comply with the legislations like The
Consumer Rights Act (2015). This is because preserving the rights of the customers is one of
the prime duties of the marketers. However, if the customers overpower the marketers with
their purchasing power, the marketers encounter complexities towards catering to the needs
of the customers. Advertising is one of the efficient means, which promotes the products and
services of brands like Samsung and Wateraid. The personnel of these brands are compelled
to abide by the standards, codes and protocols of Advertising Practice14. Non-compliance
towards the advertising techniques aggravates the complexities for the marketers in terms of
carrying out the transactions with the customers and the clients. In the present age of
competition, the marketers encounter slang and abusive languages from the clients. This is
due to the difference in the opinions and viewpoints regarding the marketing issues.
Delving deep into the organizational type, Samsung is more likely to encounter
constraints and limitations in the marketing activities. This is because of the motto to attain
huge profit margin. On the other hand, the aim to serve the mankind makes the constraints
and limitations less intensified in case of WaterAid. This is because of the clear and
transparent projection to the clients and the customers regarding the undertaken marketing
activities15. This indicates adherence to the legal compliances, which ensures the stability in
the relationship between the marketers and the customers.
14 Parke, Adrian, et al. "Responsible marketing and advertising in gambling: A critical review." The Journal of
Gambling Business and Economics 8.3 (2015): 21-35.
15 Monica, Bija, and Raluca Balaş. "Social media marketing to increase brand awareness." Journal of
Economics and Business Research 20.2 (2014): 155-164.

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BUSINESS STUDIES
Bibliography
Cave S- Consumer Behaviour in a week (Hodder arnold 2000) ISBN 061853203
Cornwell, T. B., and D. H. Kwak. "Special Issue: Sponsorship-linked marketing." Journal of
Sport Management 29.2 (2015): 133-222.
David, Meredith E., Fred R. David, and Forest R. David. "The quantitative strategic planning
matrix: a new marketing tool." Journal of Strategic Marketing 25.4 (2017): 342-352.
Dibb, S., Simkin, L., Pride, W.M. and Ferrell, O.C., 2005. Marketing: Concepts and
strategies (p. 850). Houghton Mifflin.
Hair Jr, Joseph F., and Bryan Lukas. Marketing research. Vol. 2. McGraw-Hill Education
Australia, 2014.
Holliman, Geraint, and Jennifer Rowley. "Business to business digital content marketing:
marketers’ perceptions of best practice." Journal of research in interactive marketing 8.4
(2014): 269-293.
Monica, Bija, and Raluca Balaş. "Social media marketing to increase brand
awareness." Journal of Economics and Business Research 20.2 (2014): 155-164.
Parke, Adrian, et al. "Responsible marketing and advertising in gambling: A critical
review." The Journal of Gambling Business and Economics 8.3 (2015): 21-35.
Proctor T- Essentials of Marketing Research (FT Prentice Hall, 2005) ISBN 0273694944
Pulizzi, Joe. Epic content marketing: How to tell a different story, break through the clutter,
and win more customers by marketing less. McGraw-Hill Education, 2014.
Samsung.com,. “Do Bigger Things”. N.p., 2018. Web. 16th February 2018

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BUSINESS STUDIES
Wateraid.org,. “We are WaterAid”. N.p., 2018. Web 16th February 2018
Xu, Zhenning, Gary L. Frankwick, and Edward Ramirez. "Effects of big data analytics and
traditional marketing analytics on new product success: A knowledge fusion
perspective." Journal of Business Research 69.5 (2016): 1562-1566.