University Marketing Report: Samsung Galaxy A12 Pro Product Analysis

This report provides a marketing analysis of the Samsung Galaxy A12 Pro, a product of the multinational conglomerate Samsung. It begins with background information on Samsung, its mission, vision, and competitors. The core of the report is an evaluation of the marketing mix, including the product's features such as its RAM, storage, and camera, and its target audience. It analyzes the competitive pricing strategy, the promotional strategies, and the distribution channels used by Samsung. The report also touches upon the consumer decision-making process and the overall branding of the product. The analysis concludes that the Samsung Galaxy A12 Pro aims to satisfy the needs of young people by offering competitive features and pricing.

Running head: MARKETING OF SAMSUNG GALAXY A12 PRO
Marketing of Samsung Galaxy A12 Pro
Name of the student
Name of the University
Author note

1MARKETING OF SAMSUNG GALAXY A12 PRO
Background Information
Samsung is the name of a multinational conglomerate of South Korea that has
headquarters within the Samsung Town called Seoul. It has large number of the affiliated
business and it has been able to globalise the activities owing to its strong performance in the
market. The mission of Samsung is to devote the talent along with the technology so that it
can produce superior products that can cater to needs of global society (Bakan 2016). The
vision of company is to create better world that is replete with the rich digital experiences.
The competitors of Samsung are Apple, Huawei, Lenovo, Sony and HTC.
Evaluation of tactical decisions across marketing mix
Product
Samsung Galaxy A12 Pro has 8 GB of RAM that caters to the needs of the young
people of the present age. The internal storage of the phone is 140 GB that can help the
customers in storing a large amount of information in the form of photo and the videos
(Samsung.com 2019). There are sensors on phone that helps in the area of identification. It
has got a 30 mega-pixel front camera that provides superior experience to consumers. The
STP of the product is done on the basis of the prevailing conditions of the market. The
product targets the young people and it offers features that gives it a prominent positioning
within market. The branding decisions are on the basis of the needs of the millenials and
caters to their needs.
Price
The pricing of Samsung Galaxy A12 Pro is done in a competitive manner and the
pricing of the product is not too high so that it can act as a pocket friendly product for the
young people. Samsung makes use of the stages of the product life cycle in relation to the
product ending. The pricing strategy of Samsung Galaxy A12 Pro has helped in driving the

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brand loyalty. The concept of consumer decision making process points out to the fact that
consumers buy the products after searching the information and evaluating the alternatives
(Gillespie and Riddle 2015).
Promotion
The promotion of Samsung Galaxy A12 Pro can be done with the help of advertising
that can help in driving higher sales along with the revenue. Samsung makes use of both the
traditional along with modern channel that can help it in the promotion of the brand. The
marketing of Samsung Galaxy A12 Pro is done with the help of advertisements on the TV
along with the outdoor advertisement campaigns (Paksi and Gunawan 2017). The promotion
would help the company in the area of stakeholder mapping that can help the company in
identifying target market.
Place
The service dealers involves themselves in the corporate sales and the Samsung
showrooms acts as the place from where the products are sold (Sheth 2017). The company
has distribution scheme that is unique and it has single distributor within city that helps in
catering to needs of retailers. Samsung retailers are involved in selling the products with the
help of chains of the supermarkets that concentrates on demand along with the opportunities
for the expansion of in-store share.
Summary
The new product of Samsung called Samsung Galaxy A12 Pro can satisfy need of
young people of current age. The phone has got internal storage of 140 GB which offers help
to customers for the storing of information. The phone pricing can be said to be competitive
and pricing of product not being very high can be of convenience for young people.

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References
Bakan, J., 2016. Social marketing: thoughts from an empathetic outsider. Journal of
Marketing Management, 32(11-12), pp.1183-1189.
Gillespie, K. and Riddle, L., 2015. Global marketing. Routledge.
Paksi, T. and Gunawan, S., 2017. THE CONCEPT OF THE LUXURY BRANDING IN
SAMSUNG GALAXY S6 EDGE SERIES THROUGH TRIADIC MODES OF SIGN. K@
ta Kita, 5(1), pp.142-148.
Samsung.com (2019). Samsung India. [online] Samsung in. Available at:
https://www.samsung.com/in/ [Accessed 18 Feb. 2019].
Sheth, J., 2017. Revitalizing relationship marketing. Journal of Services Marketing, 31(1),
pp.6-10.