Marketing Plan Report: Samsung Galaxy S9 / S9+ for Australian Market

This report presents a comprehensive marketing plan developed for the Samsung Galaxy S9 / S9+ in the Australian market. It begins with an executive summary, outlining the report's objectives, which include formulating a complete marketing strategy. The report analyzes the current market sit...Read More

Running head: SAMSUNG-AUSTRALIA MARKETING PLAN
SAMSUNG-AUSTRALIA MARKETING PLAN
Name of Student
Name of the University
Author Note

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Executive Summary
The focus of the report is to develop a complete marketing plan for the Samsung Galaxy S9 /
9+ in the Australian Market. The report is initiated with the objectives of the company for the
product and the issues that are affecting the company are stated in details. As this assignment
is a continuation, a brief section is provided on the market situation of Australia. This is
followed by a detailed description of the marketing strategies with the help of marketing mix
variables. An action plan program is also provided for beneficial application of the marketing
strategies. The budget and the controlling facets of the company are also stated.

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Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................3
Current Market Situation........................................................................................................3
Smart Objectives....................................................................................................................4
Specific...............................................................................................................................4
Measurable.........................................................................................................................4
Achievable..........................................................................................................................4
Relevant..............................................................................................................................5
Time Bound........................................................................................................................5
Issues......................................................................................................................................5
Marketing Strategy.................................................................................................................6
Product...............................................................................................................................6
Distribution........................................................................................................................7
Pricing................................................................................................................................8
Promotion...........................................................................................................................9
Action Program....................................................................................................................10
Budget..................................................................................................................................11
Control..................................................................................................................................11
Conclusion................................................................................................................................12
References................................................................................................................................13

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Introduction
The rate of advancement in the current global market is extremely fast paced, which
requires the existing industries to push their thresholds of innovation to the highest capacity
for safeguarding their existing market position. Samsung is one such internationally
acclaimed brand that always attempts to remain one-step ahead of its varied range of
competitors to hold its position as a global giant. Samsung’s mission statement is to “inspire
the world and create the future”, and hence, the company aims at implementing the apex
technological innovations and designs for its products that contributes in,not only enriching
the experience of its customers,but also aids in building a sustainable future (Samsung.com,
2019). The report is aimed at procuring a complete marketing plan for the Samsung S9/
S9+in Australia. After stating the company’s objectives and issues, the marketing strategy is
prepared with the help of the various components and facets that affect the company’s current
situation in the Australian market. The report also includes an action program plan for
implementing the marketing strategies, along with a budget and control segment that is
required for promoting the chosen product.
Discussion
Current Market Situation
Samsung, in the global market, has already attained immense success, thereby gaining
the title of a highly recommendable brand. The case is similar with regards to the Australian
market as well.In the Australian market, the next popular smartphone option after Apple is
the range of smartphones manufactured by Samsung. Having a 40% share in the smartphone
market of Australia, Samsung caters to the demands of nearly 19.3 million users, outof
which, there are also users of other competitors of the company namely OPPO, Huawei and

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such others (Statista.com, 2019). Samsung thus holds a steady market share as well as a
headway over its near famous competitors. Since, the Samsung Galaxy S9 / 9+ is one of the
recent innovative products of the renowned brand, the reception of the product in the
Australian market shall be enhanced with a proper marketing strategy (Samsung.com, 2019).
Smart Objectives
Specific
The Samsung Corporation needs to direct specific activities for implementing various
required sale plans by the sales manager in the Australian market for achieving 70% increase
sales of Samsung Galaxy S9 in the Australian market. In collaboration with Microsoft,
Samsung can aim to enter in the 3D video gaming market with the Samsung Galaxy S9. This
step shall help the company to capitalize in the developing video gaming market along with
an intended partnership with Microsoft shall enhance the brand value. In this manner, the
company can develop virtual gaming products along with its other range of electronic
merchandise at the same time.
Measurable
The company should administer the implementation of strategies which are
measurable in quantitative and qualitative terms. A comprehensive campaign can be launched
by the company, which aims at attaining a competitive advantage over the 3D technology
used in the Australian market for the Samsung Galaxy S9.
Achievable
The marketing strategies that are planned to be implemented must be aimed at being
achievable within the next financial year; this would ensure the exclusion of objectives that
are too far-fetched for the current position of the company. The aim to enhance the sale of the

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Samsung Galaxy S9 by 70% is quiet achievable considering the extensive marketing
strategies implemented by the company.
Relevant
The strategies are relevant considering the improvement of the sales of the Samsung
Galaxy S9 in the Australian market. Samsung can also focus on the advancement of the
existing products and innovations of gears and such other accessoriesfor the concerned and
potential market.
Time Bound
While implementing the planned strategies in the Australian market, for the Samsung
Galaxy S9, Samsung should consider the time-frame of a year, within which the strategies
must gain outcomes. By analyzing the expectations of the consumers of the targeted market
through varied research and development teams, Samsung can work to attain the planned
objectives in a well-coordinated pace.
Issues
In accordance with the SWOT analysis of the previous assignment, there are certain
areas wherein Samsung needs to focus for an enhanced application of the marketing
strategies. Due to the double-digit reduction in the operating profit of the company in the
previous year, the operating cost has also been increased by 20%, which shall effect the
overall expenditure of the company in various sectors (Martin, 2019). Samsung being a
Korean company by origin, is often referred to as an inferior company in considering the
technological aspect, since, Japan has always been regarded as the leader in technological
advancement (Rani et al., 2016). In order to resolve this, the company needs to develop
advanced technological plans for its varied range of products and specifically for Samsung

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Galaxy S9. The social factor of smartphones being a health hazard and a major contributor to
electronic waste must be considered for developing more sustainable options. The ever-
changing trade regulations of the Australian market may result in causinghindrances in the
company’s path of progress. Lastly, there always exists a high level of competition in the
smartphone industry with the ever-growing demands of the consumers and such other entries
of new companiesalong with the threat of existing companies in the Australian market that
must be incorporated while preparing the marketing strategy (Cecere, Corrocher & Battaglia,
2015).
Marketing Strategy
With the introduction of a new product in any kind of market comes the responsibility
of framing an effective marketing strategy so that the product is distinctly focused in the
market to lure wide range of customers. In order to frame a proper marketing strategy the
marketing mix is an essential procedure. The marketing mix is a combination of various
attributes that can be commanded by any company to impact the customers to purchase the
chosen product (Huang & Sarigöllü, 2014). The marketing mix appropriate for the Samsung
Galaxy S9 / 9+ is provided below:
Product
Having a varied product portfolio, the driver for the brand image of Samsung is its
range of smartphones for instance the chosen product, Samsung Galaxy S9. The Galaxy
series by Samsung is among the most recent and innovative products by Samsung. Most of
the products in this series have been successful in attaining more recognition than expected
(News.samsung.com, 2019). The central attraction of the Samsung Galaxy S9 / 9+ is its
innovative camera that has an adjustable aperture. The S9+ on the other hand is equipped
with dual cameras to give the users to capture good quality pictures even in low light areas.
The product also comes with loaded facets such as slow motion video feature, emoticons,

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end-to-end undisrupted display and AKG tuned stereo speakers along with data protection
secured by Samsung Knox assisted by smoother speed due to the carrier aggregation
technology.
Due to its huge base of loyal customers, the reliability on the brand of Samsung is
stable and recommendable. There are negligible cases of problems with its products. With its
reliable and advanced technological approach the smartphone range of Samsung has now
become a status symbol in the market for the company’s consumers.It must also be noted that
the servicing facilities of the company in the Australian market in particular and the global
market in general is extremely efficient, as the concerns or issues raised by the customers are
mostly resolved within a day or two. Therefore, its product Samsung Galaxy S9 / 9+
accompanied by prompt service and wide customer loyalty base of the company, procures
one of the key strengths in the marketing mix of Samsung.
Distribution
In the Australian market, Samsung has a wide range of distribution channels as it
implements the channel marketing concept, which can be segregated into three segments
namely: Service and sales managers, Modern retail and Distributors ("About Us", 2019). The
Sales managers and service dealers manage key accounts for the company and are engaged in
corporate sales, and are endowed with the choice of opening exclusive showrooms of
Samsung. The Modern retail sector involves huge retailers like JB Hi-Fi, Jaycar electronics,
Harvey Norman Broadway and such others in the modern electronic retail chain ("About Us",
2019). Due to the high brand recognition of Samsung, these retailers prefer to keep Samsung
products such as the chosen product, as alternatives for the customers. The distribution
network of Samsung in Australia is territory based (Arnnet.com.au, 2019). The distributors
invests highly in the company and accompanies the company in the sale of products by
Samsung. The major distributors of Australia in the electronic goods market, thus procures

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the merchandise from Samsung and disperses those among the varied retail chains. This
widely enhanced distribution channel shall help the product, Samsung Galaxy S9 to be within
the reach of the customers all throughout Australia.
Pricing
Due to the existence of a wide variety of products manufactured by Samsung, the
company implements distinguished and appropriate pricing strategies for the diverse range of
electronic products.
 Skimming price: Samsung is one of the leading brands in the smartphone market of
Australia as its products are preferred more due to their advanced technology, design,
service and high USP provided by the variegated attributes of the products. One of the
recent innovations of the company, the Samsung Galaxy S9, is one such instance that
proves that the company’s goods are highly sought after in the market both before and
after it is launched. Samsung employs the skimming price in case of such recent
products through which the company attempts to gain a high profit margin before the
competitors can match up to the level of that innovation. While the price of the
models that are old or have gone out of preference or any other competitor has
launched a similar product, is reduced or discounted by the company to attract both
range of customers who want recent as well as old products.
 Competitive pricing: Samsung implements competitive pricing for products such as
cameras, washing machines, televisions and such others that have high competition in
the Australian market. Samsung is renowned as a very preferred brand, however is not
better than LG in case of home appliances (Withanage et al., 2014). Similarly, for
washing machines, Whirlpool is a more preferred brand and in case of cameras the
staple brands like Canon beat Samsung in the market. In order to overcome this
overwhelming competition, Samsung prices these sort of products in accordance with

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the competitive pricing method so that these products can prove to be effectively
priced.Due to Samsung’s presence in most of the consumer durable market segments,
it rarely utilizes the penetrative pricing strategy.
It must be noted that the Samsung Galaxy S9 is a model for premium users and hence
the company has chosen the premium pricing strategy for the chosen product. The models are
available in three capacities of 64gb, 128gb, 256gb and the price varies accordingly from
$719 - $959.99.
Promotion
The prominent promotion mix for the Samsung Galaxy S9 / 9+ are the digital
channels. The chosen product has received certain excellent coverage in the social media
platforms due to its innovation camera that lures the customers (Reuters.com, 2019). The
blogs posting about technological devices also can be utilized for the promotion of the
product. The E-retail brands that have chosen the sale of the Samsung Galaxy S9 can be
effective means to enhance the sales of the product.
One of the prime facets of the marketing strategy of the Samsung Galaxy S9 is
differentiation (Yulianda & Handayani, 2015). Since the range of available mobile phones in
the Australian market in particular and the global market in general, the only way to make the
chosen product stand out from the others is to differentiate the product from other such
similar products. In order to make this strategy successful, various promotional methods
should be employed to highlight the distinguishable features of the model.
Due to the wide range of impact of the digital marketing platforms, Samsung too can
use this option to promote the chosen model. The Samsung website can be the first domain to
launch the Samsung Galaxy S9 / 9+ followed by the varied social media platforms and
several social media events wherein the model can be highlighted featuring its specific

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attributes to make the customers aware of the product’s strengths. Since the brand equity of
the company is high this method of promoting the product through the social media sites can
be successful and efficient.
Such other methods of advertising through print and media can also be implemented
for promotional purposes. For instance the Samsung Galaxy S9 can be promoted in the
manner of theprint ad campaign by Samsung, titled “It doesn’t take a genius is a smart
wordplay that is meant to criticize Apple’s emphasis on genius branding. The ad compared
the specific functionalities of the Galaxy S III and the iPhone 5, and focused on the
supremacy of the product by Samsung. Various other celebrated personalities from varying
fields can also be endorsed to promote the model.
Sponsorship is one such other facet that improves promotional strategies for the
chosen product. As Samsung already acquires sponsorship of Australian Olympic
Team, Sydney Opera House and so on, these can be utilized as platforms for forecasting to
the customers the various attributes of the product. With the inclusion of these strategies the
promotion of the chosen product shall be widespread and effective.
Action Program
The Samsung Galaxy S9 / 9+ shall be introduced in the month of November. The
action program consists of the promotional plans of the product that shall enhance its
popularity among the customers before the product is launched. The span of the proposed
plan shall be within a duration of six months. In the first month a full-fledged promotional
campaign worth $2 million will be launched. This shall focus on making the product well
known among the shareholders and other prominent sponsors to make them rely on the
outcome of the brand. The second month shall focus on the integrated social media
campaigning with professional endorsers. The campaign shall highlight the differentiation

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strategy for promoting the sale of the product, it will also be assisted with point of sale
signage and online ads and such other methods to attract the customers increasingly. The
third month shall incorporate the sales promotion that includes the common customers in the
campaigning process. Herein, the customers shall be introduced or rather invited into various
contests conducted on social media platforms or other online avenues that will encourage the
familiarity of the product among the customers and also will incite among the purchasers the
excitement for buying the product. The fourth month shall encompass the marketing
strategies focusing on the sales managers and the retail organizations. In this period, the best
performing sales person and the retailers shall be awarded and provided with certain
meaningful recognition to encourage them for the sale of the chosen product. The fifth month
will consist of major advertising through television ads as well as print ads. The focus of all
of these advertisements will be to incorporate one significant witty comment or tagline that
shall distinguish the product from all such other similar products in the Australian market.
The last and the sixth month shall conduct trade shows wherein the product will be prepared
to launch and the various other customer satisfaction index will be evaluated in order to
figure out how the promotional strategy has been working for the past few months.
Incorporating such a detailed action plan the product is bound to influence the Australian
market for the better.
Budget
The total estimated revenue for the Samsung Galaxy S9 / 9+ within the span of the
first year is $1.28 billion, of which a loss of up to 5 million is predicted. Within the budget,
the prime cost is situated with the promotional strategies as mentioned above. Since the
recognition of the brand Samsung among the Asians is nearly of a status symbol level and
around the world it is famous and a well-known brand, the revenue predicted shall be crossed

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to provide the company with a better profit margin. With proper maintenance of the action
program the budget can be controlled simultaneously.
Control
The plan is to employ tight control measures in order to ensure the enhanced quality
monitoring and effective customer satisfaction. A well charted control action plan shall
enable the team to function effectively and adhere to the proposed marketing strategy with
diligence. Any deviation from the proposed plan can also be controlled by previously
ascertaining alerts to those specific areas wherein the plan has possibilities to fail or delay.
The growing volatility of the market, certain plans can be developed in order to address the
troubles of advanced technology or recent competitions and such others.
Conclusion
Therefore, it can be observed from the above discussion that the product, Samsung
Galaxy S9 / 9+ is one of the most recent innovations of the company and hence requires a
proper marketing plan to introduce it to the Australian market and enhance its sales and
popularity among the buyers. With the help of the detailed marketing mix variables the
chosen product can be marketed accordingly. The charted out budget plan along with the
action plan and control of such plans, shall enhance the production and marketing process of
the Samsung Galaxy S9 / 9+. Thus, marketing plans are crucial as its efficacy leads to the
process of not only making the product known to the customers but also adds to the profit
margin of the company in the long run.

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References
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https://www.samsung.com/au/aboutsamsung/home/
Arnnet.com.au. (2019). Distributors for Samsung - Distributor Directory - ARN. Retrieved 18
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Cecere, G., Corrocher, N., & Battaglia, R. D. (2015). Innovation and competition in the
smartphone industry: Is there a dominant design?. Telecommunications Policy, 39(3-
4), 162-175.
Huang, R., & Sarigöllü, E. (2014). How brand awareness relates to market outcome, brand
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113-132). Springer, New York, NY.
Martin, T. (2019). Samsung Suffers Hit From Softening Smartphone Demand. Retrieved 18
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News.samsung.com. (2019). “From Zero to Infinity”: The Five-year Journey of the Samsung
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Rani, H. M. N. S., Zuber, F., Yusoof, M., Zamziba, M., & Toriry, S. (2016). Managing
Cross-Cultural Environment in Samsung Company: Strategy in Global Business.
International Journal of Academic Research in Business and Social Sciences, 6(11),
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idUSKCN1G90RB
Samsung.com. (2019). Latest Samsung Smartphone. Retrieved 18 August 2019, from
https://www.samsung.com/levant/smartphones/

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Samsung.com. (2019). Vision 2020 | Vision | Samsung US. Retrieved 18 August 2019, from
https://www.samsung.com/us/aboutsamsung/vision/vision2020/
Statista.com. (2019). Australia - mobile device vendors market share 2019 | Statista.
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Mediterranean Journal of Social Sciences, 6(5 S5), 203.

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