An Analysis of the Marketing Mix for Samsung Galaxy Smartphones

This report offers a comprehensive analysis of the marketing mix employed by Samsung Galaxy, a leading brand in the smartphone industry. It delves into the four key elements of the marketing mix: product, place, promotion, and pricing. The report evaluates Samsung's product diversification strategies, distribution channels, promotional campaigns, and pricing models, providing a detailed understanding of how these elements contribute to the brand's success and market position. It examines the strengths and weaknesses of Samsung's approach, considering factors such as product innovation, distribution networks, advertising efforts, and pricing strategies relative to competitors. Furthermore, the report proposes potential improvements to the marketing mix, suggesting strategic adjustments to enhance Samsung's competitiveness in the dynamic smartphone market. The analysis draws on various sources, including academic research and industry reports, to provide a well-rounded perspective on Samsung's marketing practices and their impact on consumer behavior and market performance.

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Executive summary
Marketing is becoming more and more important for the brands in present time business. The
companies that are investing in the markets of smart phones or other electronic goods are facing
challenge for technological interventions and increasing competition. Most of them use several
marketing tools to analyzes and overcome the problems. These marketing tools are the medium
to organize and execute the marketing standards, means and objectives of a company. The
marketing mix is one such tool that is used to pursue the marketing aims of a company. This
report is based on the marketing mix of Samsung Galaxy brand and evaluates their marketing
strategies. There is some proposed marketing mix so that the business can be improved.

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Table of Contents
Introduction..........................................................................................................................3
Marketing mix Evaluation...................................................................................................3
Product in Marketing Mix of Samsung Galaxy...............................................................4
Place in Marketing Mix of Samsung Galaxy...................................................................6
Promotions in Marketing Mix of Samsung Galaxy.........................................................7
Pricing in the Marketing Mix of Samsung Galaxy..........................................................8
Marketing mix Proposal......................................................................................................9
Conclusion.........................................................................................................................11
References..........................................................................................................................12

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Introduction
Marketing is considered to one of the most important part of present day business. The
communication and technology has improved the scope of marketing and reaching to the
customers. Most of the time, the companies use several of tools in order to excel their marketing
strategies and gain competitive advantages in the market. These marketing tools are the medium
to organise and execute the marketing standards, means and objectives of a company. The
marketing mix is one such tool that is used to pursue the marketing aims of a company.
Companies make their marketing decisions by using the marketing mix tool so that each and
every aspect of the business is met. In this report, the marketing mix of Samsung’s product range
Galaxy will be discussed with all its important elements. The report will also have some
proposed marketing mix framework for the company for future references.
Marketing mix Evaluation
The basic idea of marketing mix is related to four level of business decision making. This
levels are also called the 4Ps of marketing and comprises of product, price, place and promotion.
The 4Ps of marketing are considered to be the main indicators of the decision making process.
The companies are expected to finalise their objective from the business venture and arrange the
marketing mix accordingly. In the case of Samsung Galaxy series, the marketing mix plays an
important role in understanding their marketing strategies.
Samsung has become of the most known name in the electronics market. Among all its
products, the company has specifically earned reputation for its mobile phone ranges. Galaxy is

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the smartphone range of Samsung that earns a major part of its revenue in the smart phone
section (Dereń and Skonieczny 2018). The company was founded on 1938 and it entered the
electronics market by 1960s. The international venture of the company started in 1990s. The
competitive market of smart phones in the later part of 1990s and afterwards has not influenced
the revenue shares of the company. The financial outcomes of the Galaxy products always have
been high in number. The company has its major market in India and other Asian countries. The
personalized service of the Samsung Galaxy products has influenced the choice of the youth long
time now. Recently, the popularity of the product range is being challenged by some new
company products. The marketing mix evaluation of Samsung Galaxy will be effective to
understand its market position and other significant aspects. The 4Ps of Samsung Galaxy range is
discussed below-
Product in Marketing Mix of Samsung Galaxy
Diversification is the main strategy of the products of Samsung. It has its products in the
electronics market that range from televisions, washing machines to smart phones. The major
part of the revenue for the company comes from its smartphone ranges. In the present time the
galaxy series of the company is doing the most of the business for its smartphones in the market.
This product range of Samsung has multiple option presented to the customers. The company has
launched a number of Galaxy products in the international market and most of them are been
received with great enthusiasm.
Samsung is considered as the best quality manufacturer of the high end smartphones. The
company has sold over 600 million units of celluar devices by the end of 2016. This company is

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the highest manufacturer of Android devises in the market. Samsung has covered about 36% of
the android driven market. This number shows how much the company is successful in its
market ventures all around the world. It has a strong customer’s base because of its variety of
products that suits every section of the customer needs. The products of Samsung Galaxy series
includes-
a. Galaxy Note Series
b. Galaxy Y series
c. Galaxy tab series
d. Galaxy S Series
e. Galaxy Grand Series (samsung.com 2020)
The most important part of Samsung marketing aspects is that it launches new model in very
short span of times. Therefore, the product launches keep the customers of the company intact to
them. Some of the products of the Galaxy series are designed for the business man. They can use
their phone in doing all kinds of office and meeting works. The Galaxy S5 is the recent product
that ensures security and efficiency in business works. Other popular models for the business
need fulfilment are Samsung Galaxy Note 3 and Samsung Galaxy Note 10.1. These are the latest
model of the company that ensures highest security and proficiency in the functions. The styles
of the products are quite impressive and attract the attention of the customers for this reason

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(Chandra 2016). The Galaxy Pro-note enables the business professionals to manage and view
their business tasks with ease.
Samsung is known for investing huge amount in its product development and satisfying
the customers through the slick design. This is the company that directly challenges the markets
of iPhone in its proficiency and demand. The features of the Galaxy phones are been able to
build a loyal customer range. The study of the product popularity of the Galaxy series shows
that, most of the customers wait for the new launches every year and enjoys the new
technological features in it (Anusha 2016). One of the positive sides of the Samsung Galaxy
phones are that the products are easy to access and good looking.
Place in Marketing Mix of Samsung Galaxy
Place as a marketing mix is another important part of the business strategy setting. The
context of place has multiple layer in itself. For example, place in the marketing mix does not
only mean the location of the stores of distribution channels (Trihatmoko and Mulyani 2018).
Other than these two aspects, the whole management process is depended on the place of the
business venture. Samsung makes its products available in the market through various types of
channels (Omer 2019). There are sales and services dealers, distributors and the modern retailers.
Samsung is concentrating in their in-store distribution channels as they mainly sell their products
through the supermarket chains. The opportunity of business depends on the distribution channel
of the company (Lee 2016). Galaxy brand is distributed in the supermarket chains and other in-
store retailers.

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The company deals with the corporate sales markets. The dealers can sell the Samsung
galaxy products through this corporate chain by opening their own showrooms. Franchising with
a number of super market chains is the main distribution channels type for the company (Saidani
and Sudiarditha 2019). The retailers show their interest in owing the Samsung brand name for its
reputation. Some of the modern retailers who are the part of Samsung Galaxy ventures are
Hypercity and Croma.
The distribution channel of Samsung Galaxy range also incorporates the single
distributors. These distributors can further cater other business units in the places to distribute the
products (Garg, Singh and De 2016). Therefore, Samsung gives huge importance to its
distribution channels. Place and retail marketing plays a significant role in the business strategy
of the company.
Promotions in Marketing Mix of Samsung Galaxy
Samsung uses the local media nd the social media effectively for their promotional events
after launching new products. Modern technology and communication has increased the
connectivity tremendously. The information is easily available to the people. They get to know
whatever they want to know at any point of time and from anywhere (SAM 2017). This is a great
advantage for the companies to promote their products. The promotional design of the company
is based on online and offline promotions. Advertising of the Samsung Galaxy is the strongest
pillar of its marketing strategy. The company knows the importance of keeping the customers
informing of their products to come (Chowdhury 2017). The consumers need to be aware of the

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goals that the Galaxy brand is having while launching new products and other marketing
strategies.
Offline promotions are equally important for Samsung Galaxy marketing strategy as the
inline promotions. In most of the countries the company has its hoardings and posters for the
advertisements. According to Dadzie et al. (2017), the company targets the main cities and
places in the countries to have their advertising efforts done. Samsung uses the star power of the
global celebrities in order to keep its brand name intact. All over the world Samsung has done
several brand campaigning by making the celebrities the part of it. The company uses almost 5%
of its cost for the promotions and advertising events in the market. Other promotional schemes of
the company consist of social media marketing, putting out new releases, writing articles and
public relations events.
Pricing in the Marketing Mix of Samsung Galaxy
The pricing method of Samsung Galaxy is varied as it has a huge variety in its product
range. Pricing strategies of the company decides the sales and target customers in most of the
cases. The Galaxy products are designed for different types of customers. Therefore, the
launching prices of the products are sometimes exclusive to a place. The pricing is set according
to the demand curve (Thabit and Raewf 2018). The skimming pricing is used for some products
of Samsung Galaxy range. One can take the example of Galaxy Note 3. The product has a huge
demand at the time of its launch. For thi8s Samsung used the skinning pricing strategy for the
same. When the product became older and the demand fall because of the clash with other
similar product in the market, Samsung reduces the price of the same product.

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Again, in the case of some products of Galaxy series, the company adopts the competitive
pricing strategy. The price of the product is set according to the other competitive company
prices to capture the place in the market (Prasetyo and Lo 2016). Samsung always enters the
market before any other competitors. Therefore, this company does not have to lower their price
to catch up with the market. Rather some times, the competitors have to lower their price in
respect of the products of Samsung in order to have market shares. This is a great advantage of
the company.
Marketing mix Proposal
Samsung is a reputed brand and the Galaxy range of the company has high demand in the
market. In spite of the fact, there are several factors that are recently affecting the business of
Samsung all around the world. The international market is expanding for the company and as
well as for its competitors (Trihatmoko, Mulyani and Lukviarman 2018). The challenges of the
market are becoming more evident day by day. Hence, the company needs to review its
strategies and marketing mix so that it can persist in its position as a reputed company. Change
proposal in the marketing mix elements of Samsung Galaxy is discussed below-
Product
The positive aspect of Samsung Galaxy is that it has the product range for almost every
kind of smart phone users. The needs of the customers are at the center for any brand marketing
strategy (Jang et al. 2018). After the entry of the companies like Oppo, Vivo, Xiaomi and Nokia,
the customers are getting new product features in feasible price. Samsung need to warm up its
game with more technological interventions in their Galaxy phone models. The main challenge is

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the innovative camera features in its market competitors. The Android versions and inbuilt
memory features are another important thing in this context (Tu 2019). The company has to work
in its research and development. Recently, Samsung has started to understand the customer trend
of camera features and other interesting technological inclusions. This needs to be further
implemented in the products of Galaxy series.
Place
Distribution and supply chain management is a strong part of marketing aspects. This is
why Samsung places huge importance in their stores or franchise partnerships. There are several
parts in the world where the company can think of increasing their business. More direct to
consumer distribution can give company reputation a boost (Evans 2016). The retailer channel of
Samsung Galaxy is quite strong but this can be improved too. Again the customer care centers of
thee company across the country sublets have some negative comments. The company also has
the scope to distribute more units of the products in their franchise stores (Fang 2019).
Price
Galaxy range of Samsung has different priced products that suit the need of the
customers. It is seen that customer loyalty depends on the pricing strategy of the company. The
brand name of Samsung is a reason of its high revenues. At the same time, the features that the
company is offering in a set price are now being challenged by its competitors (Bellin 2016).
There are several companies who are offering same types of products features in lower prices.
The company can introduce new discount pricing for their new launches. This will help in

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gaining market positions once again. The customers will choose the products of Samsung over
other brands if they get discounts in their purchase. The company can also think of tie ups with
different companies so that their products will be promoted (Soewartini, Effendi and Kaltum
2017). Competitive pricing strategy should be followed in the products like Galaxy Note Series
and On series. These are the products that are designed for the mass consumers. Hence,
competitive pricing will keep the company ahead for any challenge in future.
Promotion
One thing that works effectively for the company is its launching strategy. The products
are launched before the competitors launch any think alike in the market. Direct to consumer
promotions are few in number for Samsung. This company is known for its offline marketing
powers. The product features are to be promoted more in both online and offline platforms
(Ramachandran and Latha 2019). Samsung technologies are impressive but they sometimes fail
to reach to their target customers. Direct connection with the customers will be more effective
for the company (Marušić 2019). At the same time, the company can participate in the
promotional events or other types of events to sponsor their products and causes.
Conclusion
Management of the marketing parameters is the essential part of any business ventures.
This is why, companies give special importance to set their marketing mix strategy to the point
where they can use all their resources in the positive direction. Samsung has mastered their
branding strategy by long integration and quality products. The galaxy range of the company is
known as the star product for the company. Hence, it is necessary that Samsung takes special

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care of the products in this series. Evaluation of the marketing mix for Samsung Galaxy shows
the proficiency of the strategies the company has in their 4Ps sections. Other than that there are
some scopes of development in the distribution, product features designing and promotional
strategies. The Samsung Galaxy smart phones range can achieve its highest objectives through
these slight changes in its marketing strategy.

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