Analyzing Marketing Strategies and Events: A Samsung Case Study

This report provides a comprehensive analysis of Samsung's marketing strategies, with a specific focus on event marketing. It begins by defining and classifying special events into private, corporate, and charity categories, setting the stage for understanding Samsung's approach. The analysis delves into Samsung's key marketing activities, including channel marketing, the marketing mix, and the use of events to create product awareness and identify target customers. Furthermore, the report examines the role of the marketing mix (Product, Place, Price, Promotion) and how Samsung utilizes it to promote its products effectively. It also addresses how Samsung should market its events, employing the STP (Segmentation, Targeting, and Positioning) model to identify the ideal audience, focusing on tech-savvy individuals aged 21-40. The report also highlights the risk management considerations for open-air screenings, including natural hazards, security risks, and technological failures, concluding with references to relevant sources.

Understanding Marketing and
Events

Table of Contents
INTRODUCTION...........................................................................................................................1
FINDINGS AND ANALYSIS........................................................................................................1
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
In modern and technological era marketing is expanded into wide areas. There are different
methods and ways to promote and advertise products and services. Now, marketing is also done
by organising various types of events (da Silva and Las Casas, 2017). They are done to launch
and promote product at initial stage and then in the market. Moreover, events help in getting
attention of people regarding their response towards new products. With help of it, companies
develop marketing strategies as well. This essay will describe about how special events are
classified. Also, what marketing activities are undertaken by Samsung and role of marketing mix
in developing strategy. Furthermore, it will discuss about different types of risk that can occur
during open air screening of film.
FINDINGS AND ANALYSIS
1) How special events are defined and classified
Special event refers to organising events that are not included in company activities or
strategy. They are usually done in order promote business and to rise profits. Basically, these
events are organised during special or festive times. In addition to it, there is a motive behind
organising every special event. They are broadly classified into three categories that are as
follows :-
Private- They are been organised by individual for specific purpose. In includes events like
wedding reception, birthday parties, etc. its objective is to celebrate success or organise event for
special occasion.
Corporate- these events are used by business or companies to promote brand or launch of new
products. It is of many types such as conference, seminars, meetings, etc. the event supports
corporate strategy and main aim is to promote business. An example can be taken is of Apple
company that uses to launch their iphone, Apple watch, Mac, etc. each year.
Charity – These events are organised to raise money for charity or for special purpose. A
business or individual can organise this event (Altschwager and et.al., 2017). It includes events
like charitable auctions, sports events, etc. the main aim is to raise charity and contribute towards
society. For example – No shave November is an event to donate money to cancer patients.
2) Key marketing activities undertaken by Samsung
Every company promote their products through different types of marketing activities. It
depends on company and their goals that which activity is chosen by them. There are various
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types of activities available such as online, direct sales, etc. Samsung also carries out many
activities that is as follows :-
Channel marketing – This is an effective marketing activity in which Samsung market and
distribute their products through channels. The company also support in marketing such as
brochures, point of sale, providing discount, etc. Alongside it, they work and collaborate with
channel partners to increase sales.
Marketing mix- It is a common marketing activity that is used by Samsung to promote products
in various markets. The company usually define each P effectively. It helps them to evaluate
each one so that marketing strategy is implemented and goals are attained.
Events have become an important part in marketing. Similarly, in Samsung organising event
helps in creating awareness about launch of new product. Through this, they gain attention of
people (Rogers and Davidson, 2015). Besides this, they are able to identify target customer and
what method can be used convert them. Sometimes, company develop strategy on basis of
response from an event.
3) Role of marketing mix and how Samsung uses it
Marketing mix is the tactics which is used by company to promote their products in
market. It consists of four P’s which are as follows :-
Figure 1 Marketing mix
(Source: Marketing mix, 2017)
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Product- It refers to developing products to fulfil needs of people. It helps in improving social
life of people. Samsung can develop products for middle class people. They produce the latest
technological products to attract youngsters (Samsung marketing strategy. 2017). Usually,
company is famous for its smart phones.
Place – It refers to placing of products in the market. This helps in distributing goods to target
people in right time and place. Samsung have developed strategy in which they use channel
marketing to sale products only through dealers. Besides this, sometimes company contract with
single distribution firm that distribute good. It depends on market where it can be applicable.
Price – Here, company determines price of product at which it is sold. The price is based on
either cost of product or consumer buying power. Samsung follows two types of pricing strategy
that are skimming and competitive pricing. In developed countries they compete with Apple and
set price accordingly (Hudson and Hudson, 2017). In other product line like laptop, refrigerator,
etc. they follow competitive pricing.
Promotion – It means that in what way or methods are used to promote products in the market.
Through this, awareness is generated. Samsung generally uses advertisement strategy to promote
their goods. The products included are smart phone, TV, etc. but apart from it, company also gets
engaged in sponsoring events for promotion. Also, they follow strategy to promote it through
brand ambassadors like Lionel Messi.
So, in this way Samsung uses their 4 P’s to develop marketing strategy and grow and
expand in different markets. They also modify and implement strategy with change in market
conditions.
4) a) How and to whom Samsung should market their event
It is very essential to determine target audience so that product can be marketed in
effective way. Moreover, it helps in developing marketing strategy and selecting appropriate
marketing channel (Harb and et.al., 2019). Also, every product is developed by identifying need
of people so that it can be fulfilled. Thus, it becomes necessary to specify target audience which
makes it easy in promotion. For this there is a concept of marketing that is followed. It is known
as segmentation, targeting and positioning (STP) (Segmentation, targeting and positioning.
2016). Similarly, Samsung need to do so which is as follows -
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Segmentation – it refers to identifying people with similar needs. Here, people are differentiated
on basis of their demographics such as age, gender, education, etc. Thus, Samsung should
segment it on basis of age. They should target people between age
Targeting and positioning – In order to target people Samsung should further segregate them
on basis of age. The company can people between age 21- 40. This is because these people are
technology lovers and likes to use advance technology.
Positioning refers to placing products and services in mind of people. Samsung should
position their film as technology driven. They can create image by showing trailer about future
products.
b) Risk management consideration taken into account
There are several risks associated with event. Therefore, it is necessary for Samsung to
identify them and develop a proper plan to mitigate it. The company must devise proper and
appropriate measures that can be taken (Ellis and Leopkey, 2018). The risks are as follows :-
Natural hazard- this is the major hazard that can occur. In open screening weather conditions
might change. It may result in heavy rain or storm. So, company must ensure that weather
conditions are estimated before finalising date of event. Also, back plan can be prepared in case
of emergency.
Security risk- In this a fire may occur due to short circuit during screening of movie. This can
lead to major hazard. Thus, Samsung must install proper fire safety measures to minimise
occurrence of risk. It will help in mitigating risk in effective way.
Technological failure- There is moderate chances of occurring this risk. Here, technological
issue may arise during screening (Ryan, 2016). It may occur due to failure of tools or
equipments used. Thus, Samsung employees must properly check equipments used. By doing
this they can ensure safety measures.
CONCLUSION
From report it is concluded that marketing is also done through events. This has become a
common tool for companies to promote their products. Events are categorised as private,
corporate and charity. Samsung used different types of marketing activities such as channel
marketing. They distribute products through dealers. Also, company place their goods through
channel, they follow two type of pricing strategy that is skimming and competitive and promotes
through advertising and sponsorships. In open air screening company should target people
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between age of 21- 40. It is because they are adults and likes to use the latest technology.
Moreover, there are various risks that can arise in event. They are occurrence of natural hazard,
security risk, technology failure, etc. therefore, it is necessary to do proper risk assessment so
that risk can be minimised.
.
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REFERENCES
Books and Journals
Altschwager, T. and et.al., 2017. Branded marketing events: engaging Australian and French
wine consumers. Journal of Service Theory and Practice, 27(2), pp.336-357.
da Silva, E.C. and Las Casas, A.L., 2017. Sports Marketing Plan: An Alternative Framework for
Sports Club. International Journal of Marketing Studies, 9(4), pp.15-28.
Ellis, D. and Leopkey, B., 2018. Comparison of marketing approaches in men’s and women’s
football events. The Global Football Industry: Marketing Perspectives.
Harb, A.A. and et.al., 2019. Social media as a marketing tool for events. Journal of Hospitality
and Tourism Technology, 10(1), pp.28-44.
Hudson, S. and Hudson, L., 2017. Marketing for tourism, hospitality & events: a global & digital
approach. Sage.
Rogers, T. and Davidson, R., 2015. Marketing destinations and venues for conferences,
conventions and business events. Routledge.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Online
Segmentation, targeting and positioning. 2016. [Online] Available through : <
https://www.consumerpsychologist.com/cb_Segmentation.html>
Samsung marketing strategy. 2017. [Online] Available through :
<http://inevitablesteps.com/marketing/samsung-marketing-strategy/>
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