Marketing Management and Digital Communications: Samsung Leader 8 Plan

This report provides a comprehensive marketing plan for the Samsung Leader 8 smartphone, examining key aspects such as market analysis, SWOT analysis, and competitor analysis. It outlines marketing and financial objectives, focusing on digital marketing communication strategies to reach the target audience. The report details the marketing mix strategy, including product features, pricing, distribution channels, and promotional activities. Furthermore, it addresses the implementation and control of the marketing plan, ensuring the effective monitoring of performance. The plan aims to capture a significant market share within the premium smartphone segment, highlighting the phone's unique features and the company's marketing initiatives. This report is a student's contribution to Desklib, a platform providing AI study tools.

Running head: MARKETING MANEGEMENT AND DIGITAL COMMUNICATIONS
Marketing Management and Digital Communications
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Table of Contents
Introduction......................................................................................................................................2
Steps in Marketing Plan...................................................................................................................2
SWOT and Competitor Analysis.....................................................................................................4
Marketing and Financial Objectives................................................................................................6
Marketing strategy and Marketing Communication Plan................................................................7
Action program to achieve the marketing and financial objectives..............................................10
Implementation and Control of marketing Plan............................................................................10
Conclusion.....................................................................................................................................11
Reference.......................................................................................................................................12

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Introduction
The aim of this report is to prepare an effective marketing plan for Samsung Leader 8,
which can be one of the popular high-end smartphones of the market. The report will highlight in
details about the steps that are involved in marketing plan of the smartphone along with the
strategies that are implemented by the Samsung Company in order to gain market share in the
smartphone industry. It is important to mention that, Samsung smartphones currently occupy a
significant part of share of smartphone industry in all parts of the globe along with Apple.
The marketing plan will be done by conducting SWOT analysis along with examining the
competitive environment of the smartphone industry that has to be faced by Samsung Leader 8.
The company will also have to fix marketing and financial objectives, which will be reflected in
the respective marketing plan. One of the major highlighting points of this marketing report is to
focus upon the digital marketing communication plan, which will be used by the company to
reach out to the target groups of customers. At the end, report will also provide the
implementation process of marketing control plan, which will be implemented to monitor the
overall performance level of the marketing plan.
Steps in Marketing Plan
Hopkins and Turner (2012) have mentioned about deciding upon the steps, which are
needed in implementing a marketing plan. For large scale companies like Samsung smartphones,
the primary step of writing a marketing plan is to analyse the situation, which is existing in the
smartphone industry. In the initial stage the company need to provide detailed description of the
product that is being launched along with unique features that they are offering in their

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smartphone. The company also need to highlight upon the advantages, which are there for the
users of the Leader 8 smartphone.
In the following step, Samsung need to decide upon the target audience for the marketing
plan. It is important to note that Samsung Leader 8 is one of the expensive smartphone. Hence, it
is Essential for the Samsung Company to have target audience among the research section within
the society, who has a strong fascination towards the latest technological gadgets. It is also
important for the company to decide upon the marketing goals, which need to be realistic and
can be reflected upon the marketing strategies that implemented. With high percentage of market
share in the smartphone industry, it is possible for Samsung Company to make aggressive
marketing objectives.
In the next part of the marketing plan is a process of implementing Strategies and tactics,
which will be executed in order to capture the market share and gain competitive advantage
(Manorek et al., 2016). The actionable steps that are implemented by the Samsung smartphone
company is to feature special promotional event, from where they are able to communicate with
the smartphone lovers and also provide detailed information about the features associated with
newly launched product.
The final section of the marketing plan is to decide upon the overall budget, which the
company is willing to spend for all marketing plans (Paik & Zhu, 2013). The implementation
process of the marketing plan and all promotional events will be finally decided upon by the final
budget which the company has allocated for the marketing events.

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SWOT and Competitor Analysis
SWOT analysis is an essential tool, which is used by all major business organisations
while making upon their marketing plan. According to Silaban et al., (2014), it is one of the
effective tool that can help an organisation to understand its internal business environment by
evaluating the internal strength and weakness. It can also help the company to understand the
opportunity and threats that exist within the external market and thereby help in the process of
executing effective business plan. The internal situation analysis can help the company to
understand their strengths and weaknesses.
Samsung Company is currently one of the world's leading electronic manufacturers, with
a market share of 21.4% in the smartphone industry (Manorek et al., 2016). The impressive build
quality and premium design that is used in all Samsung smartphones are few of the major causes
of success in the past many years. Some unique design that are available in Samsung
smartphone, which includes amoled display and better user interface experience can also be
regarded as some of the main strengths of Samsung smartphones. Better after sale service is also
one of the major highlighting features for all Samsung smartphones. This has also helped them to
gain much better competitive advantage.
In case of Samsung Leader 8, the main highlighting features of the smartphone include
bigger display and better camera. This current phone also has the capability of handling
multitasking at much smoother level. The phone will also have some smart new features, which
includes wireless charging and dual camera (Dissanayake & Amarasuriya, 2015).

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On the other hand, the major weakness for Samsung smartphone is their incapability of
lowering the price in spite of several new entrants in the market. The smart phones of Samsung is
only dependent upon Android operating system, which is believed to be less secure compared to
the operating system of Apple, who is currently the major rival of Samsung. The company also
spends a huge amount in promotional and marketing activities, which raises the cost of the
smartphone. In case of Samsung Leader 8, the major weakness is due to the premium level of
pricing. Hence, it is not possible for the company to target people from all sections of society.
The unique and exclusive new features that are offered in Samsung Leader 8 will help the
company to make new opportunities by attracting the smartphone lovers. The phone is also
offering larger display, which is currently not present in any of the smartphones. In order to
ensure that more number of people is able to purchase the smartphone, Samsung is offering easy
instalment without any interest exclusive for this phone (Chen et al., 2013).
In the recent times however, Samsung Company has to face the threat from various new
entrants and brands, which are trying to occupy the smartphone industry. They are offering high
end features at much lower cost than Samsung phones. The unique feature of Samsung Leader 8
which includes bigger display and wireless charging are also expected to be incorporated in
many of the Rival brands. It is also relevant to mention that security threats in the Android
Operating System is much higher the compared to that of iOS, which gives a certain advantage
to Apple iPhones.
In spite of many new brands which have recently entered the smartphone industry, the
huge reputation and brand value of Samsung can still help them to sustain the fast changing
smartphone industry. Moreover, the premium quality and durability along with better customer

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service have always provided Samsung smartphones a better competitive edge (Xie & Liang,
2013).
Marketing and Financial Objectives
The marketing and financial objectives of Samsung smartphone will be reflected in the
overall business and marketing plan which will be implemented. The marketing and financial
plan is usually set for a short period of 6 months, which will help the company to monitor the
overall response from the market and consumers.
Following are the set of 3 marketing objectives for Samsung Leader 8 for first 6 months:
 To reach out to wider section of people for by implementing digital marketing
Communications.
 To highlight up on the unique and exclusive features that are offered by Samsung Leader
8.
 To capture 40% of market share of premium smartphone industry within the first 5
months.
The financial objectives are as follows:
 To offer the phone at instalment rates, this will allow more number of people to buy the
phone.
 To make a profit of 10 million dollar in the first 6 months from Samsung Leader 8.
 To lower the price of the phone after first month depending upon the total volume of sale.

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Marketing strategy and Marketing Communication Plan
Marketing mix strategy is an important part of business plan which is implemented in
practice through a set of controllable and tactical variables. A company can use these variables,
to determine the response from the target audience (Park & Han, 2013). The demand rate of the
product within the market is entirely dependent upon the influential variables that are
implemented.
There are many four elements of the marketing mix strategy, which are as follows.
Product: The product which will be launched Samsung Leader 8, which is one of the
most premium smartphone that currently exist in the market. The smartphone is offering some of
the unique features, which includes bigger and better display along with wireless charging and
dual camera. The company has also integrated the latest chipset, which is capable of handling
high level multitasking. Some of the major changes in the new smartphone influence brand new
features of customisation, which will allow the users to design your own personal message and
photographs. The build quality of the phone is also improved, which includes water resistance
capability and is thereby capable to handle all kinds of rough usages.
Price: The price of Samsung Leader 8 is kept at a premium range due to the fact that the
phone is offering some new and exclusive features. The price is also within the higher category
due to the fact that the phone is having some of the high end features and offering better
materials in the manufacturing process. The high level of pricing can also help the company to
provide better after sale service, which is also one of the major unique feature for Samsung
smartphones. It is also important to mention that the price of the phone will vary in different
places depending upon the distribution cost and local sale tax that is imposed by local

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government. The company will offer some extra discount during the initial Period of the
smartphone launch. There will be some offer of purchasing the phone with easy instalment that
comes with zero interest rate. The company has set up business partnership with various
financial service providers, who are offering easy loan at lower interest rate exclusively for
Samsung Leader 8.
Place: The Samsung Leader 8 will be launched in all parts of the globe. The exact time of
launch may vary depending upon the rate of distribution in each of the Nations. The phone will
be available in both offline and online distribution channels, which will help the company to
reach out to maximum number of customers in short period of time. The phone will be available
only to exclusive Samsung authorised retailers and online distributors, who have formed
partnership with the Samsung company. It is relevant to mention that Highly Effective
distribution channel is one of the major strength for Samsung smartphones, which has helped the
company to gain significant market share in a smartphone industry over the past many years
(Kim & Lee, 2015).
Promotion: The effective promotional strategies that have been implemented by the
Samsung Company have one of being the biggest pillar of their success. The Samsung uses all
platforms from digital and offline media in order to promote their newly launched product in the
market. The company uses the face of popular celebrities, whom they use as their Brand
Ambassador in order to raise the popularity of their smartphones. Large sized placard and
billboard along with hoarding and posters are also few of the common platforms that have been
used by the company. It is relevant to mention that for premium and flagship smartphones like
Samsung Leader 8, the company uses exclusive promotional channels, which is a part of their
marketing strategy. In order to gain competitive advantage in recent times the company is have

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announced the opportunity of purchasing the phone through easy instalments with zero interest
rate. Samsung Leader 8 will also come with some free new gadgets, which will enhance the
experience of smartphone usage for the audience.
In the recent days most of the technological companies are using the medium of digital
communication as a major platform of promotional medium. The rising popularity of the digital
technology, which is a significant part of common man's life, it is easily possible for every
business organisation to easily connect with the target group of audience using the digital
platforms and use the techniques of digital marketing (Babin & Zikmund, 2015). It is also
relevant to mention that the digital communication platforms can help Samsung company to
provide better details of the smartphones, which is there planning to launch. The social
networking websites are also used as a common platform to digitally communicate with the
target customers. Online virtual groups are formed, where people can discuss about the new
features which are being offered in the Samsung Leader 8. It is also possible for the public to get
authentic reviews from technological experts.
The digital communication platforms can also allow the customers to easily connect with
the authorities of company in order to provide suggestions or raise complaints. Better level of
connectivity can enhance the relationship between the customer and the company. The digital
marketing communication also provides the future related to Integrated Marketing
Communication, which is one of the effective technique promote newly launched product. One
of the major advantages of digital media is that it allows optimise level of information to reach
out to the audience, which help them to understand the marketing objectives and feature of the
products.

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Action program to achieve the marketing and financial objectives
It is essential to have an essential action program plan that is necessary to fulfil the
marketing and financial objectives for Samsung Leader 8. The product growth life cycle stage
will be used as a part of implementing the action program for fulfilment of activities. At the
initial stage will be the growth phase, when the company will have to spend huge amount for
promotional activities of the newly launched product. The company cannot expect any financial
profit at this stage. The high level of pricing of Samsung Leader 8 will be the major challenge in
the initial stage of action program. Nevertheless, the company needs to ensure that the popularity
of the product is raised during this period, which will help to improve the sales volume in the
later period. The phone will be offered along with some free products which will help the
company to gain market share.
Implementation and Control of marketing Plan
The marketing control process is an essential part of monitoring the overall implementation
process of marketing plan. Few of the major steps that will be implemented by Samsung to
monitor the process of marketing include:
 Collecting feedback from the customers and also opinion from technological experts.
 Calculating the total profit that is earned from the sales of Samsung Leader 8.
 Setting up of performance standard, which include the plan of distribution and sales.
 Measuring the response and data which have been collected from the market.
 Comparing the record of sales along with other competitors of Smartphones.
By controlling the overall marketing plan is possible for Samsung to implement new changes
over the growth phase of the newly launched product.

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Conclusion
The report has provide detailed description of the marketing plan, which help the newly
launched Samsung Leader 8 to gain significant market share in the premium smartphone
industry. It is important for the company to analyse the internal strengths and weaknesses and
implement marketing strategies by using various distribution channels, which also include the
digital media platform.