Detailed Report: Marketing and Events Strategies Employed by Samsung

This report provides a comprehensive analysis of Samsung's marketing and event strategies. It begins with an introduction to marketing events and their role in brand promotion, followed by an explanation of special events and their classifications. The report then delves into Samsung's key marketing activities, including segmentation, targeting, and positioning, and how these strategies are employed to attract and retain customers. A significant portion of the report focuses on the role and application of the marketing mix (product, price, place, and promotion) within Samsung's operations. Furthermore, the report examines the use of open-air screenings as a promotional tool and discusses the essential considerations for risk management in event planning. The conclusion summarizes the key findings, emphasizing the importance of marketing in driving business growth and brand image. References to relevant academic sources are also included.

Understanding
Marketing
and
Events

Table of Contents
INTRODUCTION ..........................................................................................................................1
1. Explanation of special events...................................................................................................1
2. Key marketing activity which is undertaken by Samsung and role.........................................1
3. Role of marketing mix and uses .............................................................................................3
4.(a) Open air screening that used for promoting the product.....................................................3
(b) Risk management consideration in planning an event ..........................................................4
CONCLUSION................................................................................................................................5
REFERENCE...................................................................................................................................6

INTRODUCTION
Marketing event is the process of developing a brand, services and products by using
promotional methods. It can be online and offline that helps to increase brand image as well as
sale of the company. Moreover,marketing involves event management that is a process of
planning, organising, promoting and conducting events. The main aim of this report is to
understand the value of marketing and how a business can be extend through marketing. This
report will covered classification of special events, marketing activities which is undertaken by
Samsung and the role events play within enterprises using by marketing strategy. Samsung is the
south Korean multinational conglomerate company that deals in electronic items and attract
customers by providing products. Additionally, this report will covered marketing mix and how
Samsung used marketing mix in order to inform marketing strategy (Ferrell and et.al., 2015).
1. Explanation of special events
Special event means a occasion and function, object is to generate funds for the
community and organisation. Moreover, any occasion and event occurs in any organisation in
order to make profits. It consist different types of special event such as private, public, sporting,
and festival events. These events are considered as special events because it hosts outside of the
business activity. A part from this, any activity and function which helps to run a business
continuously and expand business at different places. Such as in 1990 Samsung become a world
leader in chip production. It hosted different functions in order to expand its business like in
1990 it developed a flat screen television and deliver first motor cars that by hosting special
events that helped to make aware from products. In 2005 Samsung developed a phone that
influenced customers and it thought to innovate more electronic gadgets. After efforts, in 2012 it
become world's largest phone maker and selling organisation that attracted more customer by
applying marketing strategy and hosting special events. Samsung are using events to make aware
public and get introduce from new products.
2. Key marketing activity which is undertaken by Samsung and role
Every organisation uses marketing activity to expand revenues, market share, profits and
growth of business activities. It helps to find needs and wants of different customer and meet
with needs by providing product and services. Samsung use three types of marketing activity
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such as segmenting, positioning and targeting that helps to increase sales. Its objective is to
identify a profitable customer base, market targeting and developing business activities.
Segmenting: This means subdivision of market that helps to classify the market in to
different section. Such as Samsung used market segmentation to classify the market in to
different segmentation such as it focused on Geographic, Demographic and Psycho graphic
behaviour and provide that kind of products (.Gummerus, von Koskull and Kowalkowski, 2017).
Market target: Samsung targeted on different groups and classes that helps to acquire
new customer and retains them in order to make profits like-
 Large business
 Trendy and young people
 Cellular mobile user
 Institutional sales for colleges
Positioning: This means customer perception about Samsung's brand image that defines
its qualities such as-
 Samsung concept store
 Wide network
 Easily assessable to customer care line
 Create a unique brand image for it self and customers
Roles
Samsung plays a essential role in marketing activities and strategy that helps to attract
customer and increase number of users.
Define target population: Samsung plays a vital role in this strategy as it defines target
population and make effective planning.
Audience testing: Samsung create a suppositious environment that helps to get
information through audience and select appropriate strategy.
Consider marketing strategy: Samsung focuses on demographical behaviour that
involves knowledge, behaviour and attitude.
Marketing Strategy
Paid advertising: Samsung uses modern technique like digital marketing, print media
and social media that give information to customer about new products.
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Relationship marketing: Samsung company focused on customer building and increase
customer relations by improving products.
Internet marketing: Samsung use Cloud marketing that helps to promote its products on
different platforms by using approaches (Marketing strategy. 2019).
3. Role of marketing mix and uses
Samsung used marketing mix strategy that helps to expand business operation and
number of sale. Marketing mix of Samsung id discussed as below-
Product: Samsung invests money in research to provide best quality of products to its
customers. It offers number of products such as mobile device, home appliances, TV/AV,
information technology and memory storage (Kubacki and et.al., 2015).
Samsung use this strategy to innovate new and attractive products with best quality that
influenced customer.
Price: Samsung uses skimming price and competitive pricing strategy. In skimming price
it launches new products with different storage capacity and keeps its prices high. In competitive
price Samsung keeps prices of products by comparison to other organisation that helps to
maintain prices.
Samsung can use price skimming strategy that will help to increase profit margin by
keeping high prices of qualitative products.
Place: Samsung is multinational enterprise that sells its products to distributor and
dealers. Moreover, it expand its business at different locations by distribution of products.
Samsung use this strategy in order to sale products at wider level such as services dealing
and retailing dealing that will increase product sale.
Promotion: This is a solid pillar of marketing that increases sale of Samsung company
by using advertisement and promotion.
Samsung uses different method of promoting strategy such as advertisement, discounted
prices and special offer that gives an offer to buy product and build customer loyalty.
4.(a) Open air screening that used for promoting the product
Samsung is multinational branded company which is using new technology and
marketing strategy to attract customer and increase number of customer by providing products to
customer. Now Samsung is planning to promote its brand through open air screening that means
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it will use a large screen to promote a product and also host special events that will help to attract
customer. Samsung will use segmentation, targeting and positioning that are-
Segmentation: Samsung takes effective decision to reduce risk by increasing efficiency
and effectiveness of branded products. It analysis the customer needs and expectation by using
different segment such as-
Geographic: Samsung is the largest manufacturing company all over the world and it has
larger market segment by including urban as well as rural area.
Demographic: Samsung focuses on age group and taste of people that helps to attract
businessman, youth and low class of customer by providing specific features such as galaxy, 4g,
and Wi-Fi facility that give benefits to clients.
Psycho graphic: This means Samsung also consider consumer's choices which is depend
on lifestyle. As it came with different features for woman with cheaper rate and larger screen
impact s on their mind and expand business.
Behaviourism: In this segmentation Samsung focused on customer behaviour and their
income level that makes products according to client's demand.
Targeting:
Samsung used target marketing after segmentation process that helps to improve its sales
and also increase brand images. Such as it targets young and old age of group by giving number
of facility. It also targets on professional, businessman, manufacturing enterprises and large
business.
Positioning:
This refer a point of view and customer's perception that define where a product stand
and what efforts need to do in order to make improvements. Following strategies are applied by
Samsung to maintain a position such as open a Samsung store, service centre, wide network,
create a brand loyalty etc (Sajid, 2016).
(b) Risk management consideration in planning an event
As Samsung is planning to bring a new changes that will helps to increase awareness
among public for its brand and will introduce with influencing design of smartphone with new
features. While planning an even of open air screening there is chances to have risk like as-
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Strategic Risk: While hosting an event of open air screening Samsung should take
strategic risk that will helps to define how many customer beliefs in its products and which
company is coming in market in that can shift customer's needs and choices.
Operational Risk: Samsung need to operational risk that involves day to day activities
of the industry. It may be a technical reason of failure of planing event. So manager of Samsung
company need to operate all functional activities (Malshe, Johnson and Viio, 2017).
Financial Risk: Samsung should also take financial risk that define from which sources
company collect fund in order to make success a plan. It need to arrange capital and funds that
will helps to host a planning successfully and will help to meet with stake holder's expectations.
CONCLUSION
From the above mentioned report it has been concluded that marketing is the way
increasing profitability as well as market growth of the company. Every organisation used
different types of marketing strategy that give an opportunity to improve its brand image.
Moreover, company should make planning and events that will helps to provide information to
public and will create an interest of buyers to purchase product and services. Moreover, this
report covered marketing mix as place, price, product and promotion which helps to increase
brand image and customer loyalty by providing best quality of products.
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REFERENCE
Books and Journal
Ferrell, O. C., and et.al., 2015. Understanding the history of marketing education to improve
classroom instruction. Marketing Education Review. 25(2). pp.159-175.
Gummerus, J., von Koskull, C. and Kowalkowski, C., 2017. Guest editorial: relationship
marketing–past, present and future. Journal of Services Marketing. 31(1). pp.1-5.
Kubacki, K., and et.al., 2015. Minimizing alcohol harm: A systematic social marketing review
(2000–2014). Journal of Business Research. 68(10). pp.2214-2222.
Malshe, A., Johnson, J. S. and Viio, P., 2017. Understanding the sales-marketing interface
dysfunction experience in business-to-business firms: A matter of perspective.
Industrial Marketing Management. 63. pp.145-157.
Sajid, S. I., 2016. Social media and its role in marketing.
Online
Marketing strategy. 2019 [Online]. Available through:
<https://www.yodiz.com/blog/8-types-of-marketing-strategies-and-definition/>
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