Detailed Marketing Plan for Samsung Galaxy S6 Smartphone

This report presents a detailed marketing plan for the Samsung Galaxy S6, encompassing a comprehensive analysis of its current situation, including a SWOT analysis that identifies strengths, weaknesses, opportunities, and threats. The plan focuses on target market segmentation, specifically targeting the middle class, and outlines marketing objectives and product positioning strategies, recommending cost leadership and product differentiation. It details the marketing mix, covering product, price, distribution, and communication strategies, alongside an implementation plan with a schedule, evaluation metrics, and contingency plans. The report includes financial projections, such as a projected income statement and break-even analysis, and concludes with overall recommendations, emphasizing cost leadership and product differentiation, supported by SWOT analysis and marketing concepts. The report aims to guide the successful launch and promotion of the Samsung Galaxy S6, leveraging various marketing tools and strategies to increase sales and brand awareness.

Running head: Marketing plan
Marketing plan
SAMSUNG GALAXY S6
Student name
Course work

MARKETING PLAN 1
Table of Contents
Executive summary.....................................................................................................................................3
Introduction.................................................................................................................................................4
Current situation.........................................................................................................................................5
SWOT Analysis.........................................................................................................................................5
SWOT factors...........................................................................................................................................7
Target market segmentation.......................................................................................................................9
Segmentation approach..........................................................................................................................9
Three Target market segments................................................................................................................9
Selected Target market segment...........................................................................................................11
Marketing objective...................................................................................................................................11
Product positioning...................................................................................................................................13
Recommendation of positioning strategy..............................................................................................13
Intended positioning strategy................................................................................................................14
Defending Positioning strategy..............................................................................................................14
Marketing mix...........................................................................................................................................15
Product..................................................................................................................................................15
Price.......................................................................................................................................................16
Distribution............................................................................................................................................17
Communication.....................................................................................................................................18
Implementation plan.................................................................................................................................19
Implementation schedule......................................................................................................................19
Measure and evaluation........................................................................................................................21
Implementation tactics..........................................................................................................................21
Contingency plan...................................................................................................................................22
Research plan........................................................................................................................................22
Financial projection and implications........................................................................................................22
Projected income statement.................................................................................................................22
Projected break-even analysis...............................................................................................................23

MARKETING PLAN 2
Financial implications............................................................................................................................23
Overall recommendations.........................................................................................................................23
Recommendations.................................................................................................................................23
Support by SWOT analysis.....................................................................................................................24
Support by marketing concepts, terms and information.......................................................................25
References.................................................................................................................................................27
Appendix...................................................................................................................................................30

MARKETING PLAN 3
Executive summary
The Samsung has proven to the business world that they are having the most prestigious
technologies in the cell phone industry. The target market segmentation consist of three class
namely, middle-class, Elite class and young generation. The primary target audience is middle-
class because the price range, product features and technology are suitable and they cannot
afford above then that but they want to come under elite group so they will purchase the product.
The product positioning strategies recommended are cost leadership and product differentiation
strategy which helps to attract the consumers through build the brand image in the eyes of
consumers. The recommended strategies are based on consumer characteristic approach which
helps to build the product in a customize manner. The rationale of marketing mix includes
product mix, price mix, distribution and communication. The product should fulfill the demands
of consumers by core, actual and segmentation factors of product concept. The Samsung should
use various promotional activities such as sponsorship, advertisement and others. The creative
strategy includes the use of social media which helps to increase the sales volume. The overall
recommendations include cost leadership strategy and product differentiation. Cost leadership
strategy helps to provide the benefit of economies of scale. The product differentiation helps to
produce unique product and it also emphasize on continues innovation which helps to survive in
the competitive market. The marketing plan execution helps to promote the product through
appropriate medium to the target audience which helps to increase the sales volume of Samsung.

MARKETING PLAN 4
Introduction
In this present paper we will describe the marketing plan of Samsung galaxy S6. The study
includes SWOT analysis, target market segmentation, marketing objectives, product positioning,
marketing mix, implementation plan, financial projections and implications, and overall
recommendations.
The company is planning to launch this product in August, 2016. The company is aiming for 1
percent of the Canada smart phone market through unit sales volume of 1 million. This
smartphone will help people to get a product that is feature rich, reliable and is cost-effective.
Following are the features of Samsung galaxy S6:
 5.1 Quad HD super AMOLED display (2560X1440), 577 PPI
 Fast camera with F1.9 bright aperture.
 Long lasting battery with wireless charging.
 64 bit architecture
 Powerful security solutions: KNOX and fingerprint scanner
 Seamless content sharing with Samsung smart TV via Bluetooth low energy
 New smart manager application
 The processor is CPU speed 2.1 GHz, 1.5 GHz with Octa-core type of CPU.
 The size is 12.92 cm with 16M color depth.

MARKETING PLAN 5
Current situation
SWOT Analysis
The swot analysis is used to analyze the strength, weakness, threats and opportunities of a
company. It is used to analyze the internal and external factors of a company. The external
factors are threats and opportunity.
1. Strength
I. Innovative product
The Samsung has introduced an innovative product which helps to compete in the
external environment by its innovative features and technologies. The internal
environment is impacted by changing in its operational and production activities.
The innovative product is strength of the company which impacts on the
marketing mix segments (Rapp et al., 2014). The product mix is impacted by
adding a new product for the consumers. The pricing mix is impacted by
increasing
II. Android OS
The Android OS is widely acceptable so it is strength of a product. It is
customizable, side-loading apps, multitasking, flash support, easy to get approval
for delivers. These features help to attract large number of consumers. The
internal environment is impacted by generating high revenue which helps in
increasing the productivity of the company. The features help in competing with
major players in external environment. The promotional activities should consider
the benefits of android feature to increase the sales. The pricing strategy should

MARKETING PLAN 6
consider the widely accepted price. The android feature helps in building strong
product portfolio which helps to string the product mix of Samsung.
2. Weakness
a. Inconsistency in Physical device
The product is a physical device so it is inconsistent from mid-range to high-end
phones. It is bulky so it may be too big for some users. The product mix includes
the vast product portfolio which is impacted by the features of physical device by
affecting the status symbol of Samsung. The physical device also impacts on the
price mix by lowering the price of product. The physical device impacts on the
place mix by considering the safest distribution channels for the delivery of
products. The promotional activities like advertisement should consider the
feature of physical device to change the mindset of consumers towards product
reliability.
b. Limited market share
The company is having limited market share in ever growing segment. Samsung
is mainly focusing on mass market instead of niche market which requires more
focus on developing the product. The limited market share impacts on the pricing
mix by forces the company to choose competitive pricing for the survival in the
market.
3. Opportunity
a. Improvement in services

MARKETING PLAN 7
The consumers in cell phone industry can be attracted from providing excellent
services which help to maintain the brand image and it directly impacts on
increasing the demand (Bull et al., 2016). It impacts on product mix by increasing
the demand of the product.
b. Access to large market
The company is having wide range of product which can address large market. It
impacts on product mix by targeting large audience.
4. Threat
a. Challenge of low pricing
The company is adopting a low price manufacturing which affects to the quality
of a product. The quality is a major aspect which impacts on the brand image. It
impacts on pricing mix strategy and the company will adopt low pricing strategy.
b. Aggressive competitors
There are many competitors in cell phone industry and they are competing with
new technologies and innovations. So the survival in a market is a major threat for
the market. It impacts on promotion mix and the company needs to do more
promotional activities for the survival in a competitive world.
SWOT factors
Following are the five important SWOT factors:
1. Innovative product
The innovative product is strength of the company because it is very necessary for the
survival of the company in a competitive mobile phone industry. It is very important factor

MARKETING PLAN 8
from the marketing prospective because the company needs to new technologies and
innovations.
2. Excellent service
The company needs to provide excellent service to create a brand name in the market which
is very necessary for the survival in the competitive world. It helps in promoting products
and services which directly impacts on sales volume.
3. Aggressive competitors
It is a very important factor because the company needs to compete with existing major
players. The product and services served by competitors needs to be taken into account
before making strategies. It helps in building promotional activities which promote the
products and services.
4. Limited market share
It is also an important factor which needs to be considered because market share is very
necessary for promoting the products and services. The company must consider on the
growth of market share which helps in building the image.
5. Address to large market
The company is having wide range of products which helps to access large market and it is
very necessary for marketing of products and services which directly impacts on the sales
volume.

MARKETING PLAN 9
Target market segmentation
Segmentation approach
The consumer characteristic segmentation approach is used to segment the market on the basis of
demographic characteristics. The characters include age-group, sex, income, family-size,
occupation, level of education and others (Wedel et al., 2012). The consumer characteristic
approach is appropriate for the marketing prospective because of the following reasons:
 Consumer characteristic approach helps to segment the market on the basis of
demographic and geographic characteristics which helps to build the marketing strategy
according to the age group, income, occupation and others (Valencia et al., 2016).
 The approach helps to build strategy by clearing the vision of target audience according
to the product.
 The Consumer product is Samsung galaxy S6, the organization is Samsung and the
marketplace is both online and offline which helps to promote the product widely.
 The marketing is done by identifying the target audience and the strategy is decided
according to the type of audience. The consumer characteristic approach helps to identify
all the requirements of marketing.
Thus the consumer characteristic approach is appropriate from the marketing prospective.
Three Target market segments
Following are the three target market segments:
a. Middle class

MARKETING PLAN 10
The summary profile of middle class include the price range acceptable by the them, how
they select the particular product, what are the features required by them, market place
adopted by a middle class, what are the expectations, taste and preferences and others. The
price range is lower than elite class, they want more features with in a price range, their
expectations are also high and they purchase to touch the level of elite class. It is one of
the targeted markets for selling Samsung Galaxy S6 because the consumers under middle
class cannot afford luxurious product but they can purchase superior product to come
under elite class.
b. Elite class
The elite class consumers can easily afford the product according to their level of income.
The elite class is focusing on the status and class so they easily purchase by considering
the features of products. The summary profile include rich people who can easily afford
the price range, the market place is mainly offline, the product purchased on the basis of
features and its look. It is the second target market because the consumers can afford its
price range.
c. Young generation
The young generation is the third target market because the Youngers are focusing of
show off and purchasing expenses products. They are attracted by its brand image and
superior features. The market place is mainly online. The price range is not considered for
targeting the young generation but its features and image helps to attract large number of
consumers. The Samsung S6 is having high brand image and the product is having
advanced technology features which attracts the young generation. The summary profile

MARKETING PLAN 11
includes the age class of 18-30 who are willing to purchase by its looks and advance
features.
Selected Target market segment
The middle class is chosen over the others because the elite consumers is not having an issue of
price range so they can also purchase a high class product and the young generation also shift its
demand to the other products. The middle class is focusing on purchasing the expensive products
so they can reach at the elite class and they cannot afford higher than this price range so they are
the primary target audience. The marketing of middle class audience is done through
advertisement, promotional activities such as discount, coupons and others (Abeza et al., 2014).
The company can make marketing on the basis of social class and income. The income level of
middle class is also average so the pricing of Samsung galaxy S6 is also comes under the income
level of middle class. The middle class is the primary target audience because it is suitable from
every aspect which includes pricing, features and others. The middle class is of more state of
mind than a data segment so they can easily attract from marketing activities. The economic
standard of middle class is $35,000 to $100,000. The marketing strategy includes creation of
brand image which is very necessary because the middle-class consumer focuses on the brand
image. The marketing through celebrities also helps to create increase the sales by promoting the
product.
Marketing objective
The marketing objective of the company should include the goals and objective of the company.
The objective should be fir within the organization and it should be efficient and effective. The
marketing objective of a company is based on SMART strategy which is specific, measurable,