Marketing and Management Report: HI5004 Marketing Plan for Samsung

This report presents a comprehensive marketing plan for Samsung's Smart Washing Machine, focusing on the Australian market. It begins with an introduction to integrated marketing communication and its benefits, followed by a detailed discussion of the target audience and brand positioning. The report outlines a matrix for marketing communication, differentiating between mass market, mass customization, and individual approaches using both one-way and two-way communication channels. It then analyzes the effectiveness of online media, including social media and e-commerce sites, and traditional offline promotional methods such as television, newspapers, and retail distribution. The report emphasizes the key communication message, highlighting the smart features and premium design of the washing machine. Finally, the report concludes that a combination of both traditional and online promotional strategies will be most effective for Samsung's Smart Washing Machine.

Running head: MARKETING AND MANAGEMENT
Marketing and Management
Name of the Student:
Name of the University:
Author Note:

1MARKETING AND MANAGEMENT
Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................3
Advantages.............................................................................................................................3
Causes....................................................................................................................................3
Features..................................................................................................................................3
Conclusion..................................................................................................................................3
References..................................................................................................................................3

2MARKETING AND MANAGEMENT
Introduction
Integrated marketing communication is a process of promotion that uses a variety of
promotional channels and tactics in order to create maximum effect among the audience
(Barker 2013). There are many reasons for which companies use integrated marketing
communication. These are cost-effective, creates trust among the audience, gives clear
message to the audience, keeps the impression fresh on people’s mind and creates a
collaboration among the workforce, thus increasing their morale (Rakić and Rakić 2014).
Samsung has a matured market in Australia and thus the use of integrated marketing for their
new product ‘Samsung’s Smart Washing Machine’ will be effective. In this report, the
integrated marketing plan for the product has been proposed. The promotional channels have
been selected and the strategy to use them has been discussed.
Discussion
Before an organization implements their integrated marketing plan, they must go
through many other stages. The most important aspect that needs to be determined before
creating any marketing plan is to determine the target audience and position their brand in the
market (Dumitru et al. 2015). Without those, a clear message for marketing communication
cannot be created. For Samsung’s new Smart Washing Machine, the commu fgfffnication
plan is given in the following matrix:
Mass Market Mass Customization Individual
Two Ways
communication
Social media,
Email marketing,
Content marketing
Selling directly,
customized or
personalized

3MARKETING AND MANAGEMENT
marketing,
Feedback system and
feedback
incorporation,
Telephonic
marketing and
amateur radio (Todor
2016).
One way
Communication
Traditional media
communication
channels like
Television,
newspapers,
magazines,
hoardings, banners or
advertisement boards
and radio
Mediums that are
created based on
recent buying trends,
behavior, giving
preference to certain
social groups as well
as popular locations.
Table 1: Integrated Marketing Communication Matrix of Samsung Smart Washing
Machine
Source: Created by the Author
Determination of the marketing communication
Samsung washing machines are largely preferred by consumers all over the world.
Their customer base in Australia is quite large and thus they have a matured market. People
from different background prefer their product. The Smart Washing Machine that they are

4MARKETING AND MANAGEMENT
introducing to the market is an expensive product and thus will be preferred by those who
want value added services and are able to pay higher prices for that. Though, as the need of
technology and ease-of-use has become one of the most sought after feature for electronic
products, other middle-income customers might also be willing to go out of their comfort
zone and attempt to buy this product. Keeping all things in mind, a combination of traditional
as well as online media channels will be most effective for the product (Umbreen and Ali
2013). Online marketing is more effective for creating brand or product awareness and thus
will be used in the initial stages. After the brand and product awareness is created and
feedback is taken, traditional channels of marketing will be used for specific consumer
segments.
Online Media
Social media sites have the most impact on people’s mind nowadays. Social sites like
Facebook, twitter and Instagram can be used to create brand awareness. These are two way
communication method as the company is able to promote their product and collect feedback
form the viewers. Social media sites provide interactive marketing opportunities like voting
poles, discussion forums, discussions and commenting. Paid advertisements also have impact
on the viewers. Instagram is especially effective for photos and video marketing, creating
minute videos showing the best features will attract the customers more. The customer
feedback will provide them with knowledge about the areas that need improvement
(Ramsaran-Fowdar and Fowdar 2013). By applying those to improve the product will make
the customers happy that there feedbacks are considered serious enough to warrant change.
Twitter is extremely effective for informing the viewers about sales, discounts and new
launches.
Ecommerce sites can be used for the promotion of the products, introductory sale,
discounts or special rewards programs promoted through the ecommerce sites will garner

5MARKETING AND MANAGEMENT
much attraction from the consumers. The lunching of the product can also be promoted
through them.
Offline Promotion
The traditional promotional channels are also effective in this case. Television and
newspapers can prove to be effective while introducing a new product in a matured market.
Most people are aware of the brand name and image. People who have limited or no access to
the internet will have the opportunity to learn about the product. Creating interesting
advertisements that highlight the features of the product will attract many customers. Any
introductory discount or offers can be communicated through television channel
advertisements and newspaper advertisements. Company can also give the EMI option for the
consumers (Leeflang et al. 2014). This will enable more consumers to be able to buy the
product. They might also provide insurance for the product or damage coverage that will
create a sense of trust to the consumers. All these are effectively communicated through
newspapers and television advertisements. Similar requirements will also fulfilled by
roadside advertisements and hoardings.
Another way of effectively promoting the product is to distribute them to the supermarket
retail chains where trained company executives will directly market the product to the
customers. These are effective as the consumers are able to see and test the product and ask
as many questions as they want. The company executives will be able to take feedback from
them as well.
Communication Message
The message that Samsung needs to communicate to their consumers about their
product is that the product will make washing easier and smarter. The Wi-Fi connectivity
allows the users to change and modify the programs from distance. It also notifies the users

6MARKETING AND MANAGEMENT
about the status of the program (Eagle et al. 2014). The focus needs to be on the premium
features that they can get on the relatively reasonable price. The sleek and metal finish design
is also something that should be concentrated upon by Samsung. Communicating the
attractive introductory prices, insurances and accidental damage cover and warranty needs to
be communicated as well.
Conclusion
The above discussion shows that a combination of both traditional as well as online
promotional strategy will be most effective to promote the Smart Washing Machine of
Samsung. The company has a large loyal customer base and thus employing these means will
ensure more consumer attraction.

7MARKETING AND MANAGEMENT
References
Barker, R., 2013. Strategic integrated communication: An alternative perspective of
integrated marketing communication?. Communicatio, 39(1), pp.102-121.
Dumitru, M., Gușe, R.G., Feleagă, L., Mangiuc, D.M. and Feldioreanu, A.I., 2015. Marketing
communications of value creation in sustainable organizations. The practice of integrated
reports. Amfiteatru Economic Journal, 17(40), pp.955-976.
Eagle, L., Dahl, S., Czarnecka, B. and Lloyd, J., 2014. Marketing communications.
Routledge.
Leeflang, P.S., Verhoef, P.C., Dahlström, P. and Freundt, T., 2014. Challenges and solutions
for marketing in a digital era. European management journal, 32(1), pp.1-12.
Rakić, B. and Rakić, M., 2014. Integrated marketing communications paradigm in digital
environment: The five pillars of integration. Megatrend revija, 11(1), pp.187-204.
Ramsaran-Fowdar, R.R. and Fowdar, S., 2013. The implications of Facebook marketing for
organizations. Contemporary Management Research, 9(1).
Todor, R.D., 2016. Blending traditional and digital marketing. Bulletin of the Transilvania
University of Brasov. Economic Sciences. Series V, 9(1), p.51.
Umbreen, U. and Ali, T., 2013. Impact of Integrated Marketing Communication on
Consumers Purchase Decisions. Journal of Independent Studies & Research: Management &
Social Sciences & Economics, 11(1).