Samsung Galaxy S9 Marketing Strategy: An Analysis of the 8Ps

This report provides an in-depth analysis of Samsung's marketing mix strategy for the Galaxy S9, focusing on the 8Ps: product, price, promotion, place, people, process, physical evidence, and partnerships. It examines how Samsung utilizes these elements to achieve a competitive advantage in the Australian market. The report evaluates Samsung's product features, pricing strategies, promotional tactics, and distribution channels. Furthermore, it addresses the impact of the changing marketing landscape on Samsung and provides recommendations for adapting to these changes, ensuring sustained success and a competitive position. The analysis includes practical examples related to the Galaxy S9 and theoretical concepts to support the evaluation of Samsung's marketing approach.

Running head: SAMSUNG REPORT
SAMSUNG REPORT
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Executive Summary
Marketing is considered to be an essential part of the organization and any firm which wants to
gain success in the long run would be required to ensure that they engage in essential marketing
strategies so as to ensure that they are able to gain a competitive positioning in the market. The
main purpose of the report is to highlight the eight essential components of the Marketing mix
strategy of the chosen organization, Samsung and the chosen product Galaxy S9. The theoretical
concepts will be used to explain the mix along with practical examples with reference to
Samsung`s product. In addition to this, the impact of the changing face of marketing on the firm
will be discussed along with suitable recommendations for the same.

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Table of Contents
Introduction......................................................................................................................................3
Analysis...........................................................................................................................................3
Marketing mix.............................................................................................................................3
Broader issues facing marketers today......................................................................................14
Conclusion.....................................................................................................................................15
Recommendations..........................................................................................................................15
References......................................................................................................................................17

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Introduction
The business environment has become very dynamic in nature and with respect to this, it
can be mentioned that any firm whether operating in the home country or the international
market, would be required to ensure that, they are successfully able to capture the right market
for themselves and gain a competitive advantage which is sustainable in nature (Armstrong et al.,
2015). However, as the competition has increased considerably, it might be crucial to note that,
the different businesses may find it considerably difficult to engage in these activities and that,
they need to plan as well strategize in advance so that they are successfully able to combat
against the changing nature of the market as well and ensure that, they are able to have a
competitive standing in the market. The primary aim of the report is to analyze the manner in
which the chosen company has formulized its marketing mix strategies and how has the firm
responded to the various changes which have taken place in the external environment of the firm.
The firm which has been chosen for the purpose of the assignment is Samsung mobiles and the
product has been chosen as Galaxy S9. The report will be theoretically discussing the different
components of the marketing mix and then apply it to the offering of Samsung in Australia.
Moreover, an evaluation of the changing nature of the market will also be done and the focus
would be placed on the recommendations which will be provided to advise Samsung on how this
change needs to be adjusted with.
Analysis
Marketing mix
The marketing mix can be defined as a foundation model. According to Rothaermel
(2015), the marketing mix can be rightfully defined as the specific set of the marketing tools and
the different techniques which are generally used by the companies in addition to achieve its

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overall marketing objectives. The marketing mix can be stated to be the marketing decision
which a firm generally takes in regard to the four broad levels which are the product, promotion,
place as well as the price. The process of the Marketing practice has been taking place from a
long time but the theory of marketing mainly emerged in the twentieth century. Contemporarily
speaking, the marketing mix generally comprises of the 4Ps which have been mentioned earlier,
and has popularly become the framework for the marketing management decisions which take
place at the different organizations. The concept was first developed in the year 1960.
According to Wheelen et al. (2017), in the case of the services marketing, an extended marketing
decision making frameworks and tools were discussed which were specifically related to the
concept of services and these P`s were known as the process, people and the physical evidence.
In addition to the 7ps designed for the services, an additional P is also discussed by various
marketers and the organizations today and is known as the Partnerships (Sargeant & Macquillin,
2016). However, it needs to be noted that, Jerome McCarthy in the year 1960, formed the actual
basis of the four Ps and these components form a strong component of the Marketing
classifications as used by the different firms today. The reason why these Mixes have been
updated is to meet the current requirements of the business so that instead of solely lying the
focus on the products, the role of the customer service is also understood by the marketers.
Hence, the given section will be discussing each of these 8Ps with reference to theoretical
concepts and reference to Samsung Galaxy S9 as well.
Product
The product forms the core of any marketing activity and must be something which is
essentially desired by the different customers. The worst marketing decision which will be made
by any firm will be that if they come up with a product that does not have any demand. Hence,

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the marketing manager of any firm must be successfully able to come up with an offering which
helps the firm to achieve a goal and the customers to solve their separate problems. Moreover,
the product features also form an essential feature of the of this mix component and for this
reason, the company is required to ensured that the specific product comprises of qualities such
that, it is able to be deemed to be above the competition which exists in the market. Product
testing forms an essential component of the component and hence, the different marketers need
to ensure that they are successfully able to gain the right kind of information so that the desired
response is well received (Wheelen et al., 2017). Moreover, along with designing a product
which comprises of considerable features and desires of the customer, it is important to decide
upon the different specifications of the product as well. In addition to this, a catchy name will
also be required to be used so as to increase the brand awareness of the product.
Figure 1: The market share of Samsung S9 is on a rise
Applicability to Samsung Galaxy S9

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The product in case of the Samsung Galaxy S9 is the mobile phone. The phone has the
latest features and can be stated to be of top quality and loaded with features. The phone is a
good presentation against the Apple products and offers guarantee to perform well as well.
Moreover, the safe image that the product has created for itself after the previous incident puts
the product in a good position and the brand is successfully able to engage in positive perception
of the different customers at large. Samsung has also ensured that the features of the product are
in line with its competitors on Australia.
Figure 2: The Samsung Galaxy S9
(Source: Samsung.com ,2018).

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Price
The price can be defined as the primary component of the marketing mix and if the
pricing of product is done in an inappropriate manner then, it may lead to a huge loss for the
company. Hence, with respect to this, it can be mentioned that, the pricing strategy which is used
for a particular product must be such that, it speaks about the value and quality of the product but
at the same time may not be deemed to be overpriced in nature. Moreover, the firm will also be
required to ensure that it is being able to cover the costs of the product and consider the
marketing realities as well. In addition to this, the adjustment to the pricing of the product also
has an impact on the demand for the product and the sales made by the company in lieu of the
same (Robson, 2015). Moreover, the pricing of a product also shapes the consumer perception
and hence, the right balance between the lower price and the higher price must be done in order
to ensure that, the organization us successfully able to attain long term success and apply the
right pricing strategy. The different pricing strategies which are available to the different
companies are Neutral pricing, Market skimming pricing and the Market penetration strategies as
well. Hence, in order to ensure the right kind of market share, the right pricing strategy needs to
be adopted.
Applicability to Samsung Galaxy S9
Priced at $950 approximately, the phone can be stated to be priced moderately or even
high. The firm has set a premium price and can be stated to be following a premium pricing
strategy which is in line with the competition that the firm receives from Apple and also a value
for money as the firm offers a large range of features and accessories which will satisfy the
different needs of the customer (Samsung.com ,2018). Another reason why the product has been

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priced in this manner is because, the firm aims to cover its marketing costs and other related
expenses in Australia.
Figure 3: The promotional tactics of Samsung S9
(Source: Samsung.com ,2018).
Promotion
The promotion encompasses of various aspects like packaging, sales methodology, and
the sales people as involved in the particular procedure. The promotional procedure involves
letting the people know about the existence of a particular product or the service in the market.
According to Marshall (2014), the Promotion also makes use of small items as well as the
contests to induce the customer and encourage them to purchase the product and associate
themselves with the brand. The different promotional components can result in encouraging the
sales and help in doubling the revenue of the firm (Stead & Hastings, 2018). When the new
approaches and strategies are developed on an ongoing basis it helps the firm to stay ahead in the
race. In order to create a profound promotional strategy for the firm it is crucial that the company

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comes up with a marketing message that encourages the potential buyers, promotes the products
at the best time, make use of the new age technology like the social media tools and lastly, also
keep the promotion in accordance with the promotional strategy of the different competitors
(Philip & Keller ,2016). The promotional budget generally forms a limitation on the promotional
extents of the firm.
Applicability to Samsung Galaxy S9
Samsung S9 can be stated to have adopted quite an upfront approach when it comes to
the marketing of the organization and in the same context it can be stated that, Samsung adopts a
large number of strategies and social media marketing techniques to ensure that the phone is able
to reach out to the designated audience and ensure considerable success with respect to the same.
Place
The place where the customer meets with the sales is the place. The direct methods of
sales usually makes use of the techniques and as per them this place is the home or the office of
the different consumers where the sales individual has engaged in a positive relationship with the
customer and engage them in the buying prospect (Lee & Kotler, 2015). In addition to this, the
different online stores in today`s world act as the primary salesperson. In addition to this, various
brands and types of products often make use of the different trade shows as their place. The
place is often known as the distribution aspect of the product (Lock, 2016). The different firms
are generally exposed to various distribution strategies which may include strategies like
franchising, selective distribution, exclusive distribution and intensive distribution. Moreover, in
case of the place, the decision which has to be taken needs to be in regard with the channel which
is most popular and the cost factor related to the channel as well.

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Applicability to Samsung Galaxy S9
Samsung being a global market leader, follows an intensive distribution strategy with
respect to which it can be mentioned that, it uses a wide number of channels to market its
products and distribute it to the target audience of its choice (Sheikh, Hosseinikia & Gholam,
2017). The products are available through retailers, own stores, e-commerce websites and even
on the own website of the Samsung.
People
The people aspect of the marketing mix comprises of the people who are involved in the
overall procedure of the marketing mix procedure. This procedure involves selecting the right
kind of audience for the marketing and comprises of activities like selecting, recruiting, hiring
and the retaining of the employees who form a crucial part of the business. Moreover, according
to Kotabe & Helsen (2014), the people aspect also involves understanding whether there exists
an adequate presence of the desired people in the target market or not. Hence, selection of the
right audience both in terms of the employees and in terms of the target market is very important
for the firm.
Applicability to Samsung Galaxy S9
Samsung targets the middle to higher incomed group as its desired target audience and on
the employee front, it targets the candidates from the best of the institutes and the agencies so as
to ensure that the employees have the best skills and the best qualifications which will benefit the
firm (Smh.com.au ,2018). In addition to those, it can also be mentioned that, Samsung needs to
ensure that it will successfully able to train the employees and ensure long term success with
respect to the same.

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Process
The process can be defined as the entire procedure of exchange which takes place.
Marketing is all about creating the right kind of consumer experience for the different consumers
and with respect to this, it can be stated that, the different brands are required to ensure that they
are able to engage in the right kind of audience and provide the adequate experience to them
(Hill, Jones & Schilling, 2014). Moreover, it lies the duty of the organization to ensure that the
design of the process and the product is done in a manner such that it is able to maximize the
enjoyment of the customers throughout the marketing process. This is crucial because the
different systems and the processes tend to have a strong impact on the overall service execution
(Hamzah & Sutanto, 2016). The right kind of process can be made in a manner such that the
sales funnel, pay system and the distribution facility and other procedures are enhanced. This
helps to minimize the costs and maximize the different profits which take place in the firm.

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Figure 4: The in store experience at Samsung
(Source: Samsung.com ,2018).
Applicability to Samsung Galaxy S9
Samsung follows a hassle free customer service procedure and in lieu of the same the
firm also aims to ensure that its services are successfully able to increase the profits and
minimize the different costs of the company. The different customers are assisted throughout and
the entire procedure is made quite smooth in nature.
Physical evidence
The physical evidence can be rightfully defined as the tangible traces which are left by
the different businesses. These can be defined as the advertising, signage, corporate brochure,

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area of sales and other related evidences. These physical evidences help the firm in
differentiating from competition and assist the brand in creating a strong brand image (Goworek,
McGoldrick & McGoldrick, 2015). This is more popular in case of the service industries
whereby the physical evidence of whether the service was delivered or not has to be stated.
Moreover the evidence also forms a crucial aspect of how the product is generally perceptive in
the market. Hence, any business should be successfully able to manipulate the perception of the
business in the eyes of the customer.
Applicability to Samsung Galaxy S9
The Samsung S9 products ensure that it is able to maintain an adequate perception of
itself in the eyes of the different consumers. It constantly engages in image improvement
strategies, with the help of which the firm is able to ensure long term success and increased sales.
Partnerships
The last P of the marketing mix can be stated to be the Partnerships. This can be defined
as the strategic brand partnership which is present between a particular product or the service
with a product or a service which is none competing in nature. This helps the different firms in
understanding and being able to successfully figure out how relationships between the different
brands can be built (Foxall, 2014). For instance, the manner in which Zomato partners with
Tinderlicious can be stated to be a good strategic partnership. In the same manner, the strategic
partnership between a service provider like Airtel or Vodafone with the Samsung mobiles can be
defined as a strategic partnership.

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Figure 5: The association of Samsung with AT&T
(Source: Samsung.com ,2018).
Applicability to Samsung Galaxy S9
Lastly, in several countries Samsung partners with various service and internet providers
like Airtel, Vodafone and others in order to increase their sales and capture a larger target
audience and a larger market share which ensures successful standing. The associations helps
them to reach out to a bigger target audience and improves brand positioning as well.
Broader issues facing marketers today
Due to the increasing competition which exists in the particular dynamic business
environment, along with the other concerns like the inclusion of corporate social responsibility
and technology, the face of marketing has changed considerably and with respect to this, it can
be considered to be relatively important for the organizations to form adequate plans in order to
ensure that the firm is successfully able to gain success in the long run (Chernev, 2018). Change
can be stated to be a dominant part of an organization and hence, for the different marketing
activities it is important to adopt and change in a manner such that it will be able to survive in the

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competitive business environment. The society has evolved and for this reason, the customers
have taken the primary dominance in the particular domain. The nature of the society has
changed and now rentals have become more crucial than ownership of a particular product.
Moreover the growth in the market with respect to personal services and education services have
now increased in size. There have been various changes in the demographics of the consumers as
well. According to De Mooij (2018),this can be stated because there has been a considerable
growth with respect to the, teenage and young adult population and their needs are quit different.
The rise of computer and technology has brought about considerable advancement in
which marketing is conducted and the different people can be stated to be more aware in nature
as compared to what they were previously (Chaffey & Ellis-Chadwick, 2012). Hence, any
company who wants to gain success in the market would be required to ensure that, they are
engaging in the right product as the competition has increased as well and moreover, they play
their role in serving the society as well. With respect to this, Samsung as a whole has to improve
its image considerably and become a more socially responsible brand (Fine, 2017). The
incidence of the blast in its previous model has brought the company in limelight and with
respect to this, the company will now be required to engage in designing products which would
be able to ensure that, it is safe to use and of a high quality as well.
Conclusion
Therefore, from the given analysis, it can be rightfully mentioned that, the marketing mix
strategies form an essential part of the business and form the basis of all the sales and marketing
activities which tend to take place in the business environment. The marketing mix can be stated
to be the framework of the marketing decisions which are made by the different organizations.
These frameworks have been formulated with the help of Product, Place, price, promotion,

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people, physical evidence, processes and the partnerships. The report analyzed each of these
marketing mix components and presented related theory along with adequate reference to the
Samsung Company and in relation to the Galaxy S9 phones. Moreover, as the marketing has
changed considerably, there have been various changes with respect to technology, society and
competition which needs to be successfully understood by the different organizations and
considerable steps taken with respect to the same. The next section of the report provides certain
recommendations which can be followed by Samsung with respect to the Galaxy S9 product in
Australia.
Recommendations
With respect to the evaluation of the changing face of marketing, the following
recommendations have been provided to Samsung in order to assist them with respect to the
same:
1. Developing an early social media strategy: Samsung would be required to ensure that the
brand is successfully able to develop an early social media strategy as the social media
has become considerably popular and in lieu of the same, they need to ensure that when
the social media strategy will be formed at an earlier stage, it will be successfully able to
attract a larger target audience (Samsung.com ,2018).
2. Ensure effectively tracking and real time monitoring: Tracking and monitoring the
different marketing activities forms an essential part of the organization and with respect
to the same, it needs to be understood that if the firm is able to successfully engage in
effective tracking and real time monitoring, only then will the firm be able to detect any
issues and plan for the same and rectify the different mistakes that were being made
(Baker & Saren ,2016).

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3. Communicate effectively: In addition to this, the firm would also be required to ensure
that the firm is successfully able to communicate effectively to its target audience. Only
when the firm will be successful in communicating to the target audience, will it be able
to ensure that, it is able to create a brand image for itself and spread adequate awareness
with respect to the same (Bresler & Lubbe, 2014).
4. Innovate and gain fast followers: Moreover, Samsung would also be required to ensure
that it is able to engage in adequate innovation strategies which will allow the firm to
gain fast followers and improving its standing in the target market and fight against its
main competition, Apple in Australia.

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