Marketing and Events: Samsung's Strategies and Promotional Activities

This report provides an in-depth analysis of Samsung's marketing and event strategies. It begins by defining special events and their classifications, then examines the key marketing activities undertaken by Samsung, including innovation, customer service, competitive pricing, channel marketing, and promotional tactics. The report further explores the role of the marketing mix (4Ps) in informing Samsung's marketing strategy, detailing how each element—product, price, place, and promotion—is utilized. The report also addresses how Samsung should market an open-air screening event, considering segmentation, targeting, and positioning. Finally, it discusses essential risk management considerations for planning the event, including risk identification, evaluation, and mitigation. The report is supported by relevant references and offers a comprehensive overview of Samsung's marketing approach.

Running head : UNDERSTANDING MARKETING AND EVENTS
UNDERSTANDING MARKETING AND EVENTS
Name of the Student
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Author Note

1UNDERSTANDING MARKETING AND EVENTS
1. How special events are defined and classified.
According to Hall Cooper and Marciani (2018) special events can be defined as
gathering of human beings, which generally lasts for few hours to a few days. The events are
designed in order to celebrate, honor, teach the persons who are present in the event or sell the
latest gadgets which are designed by the company. Companies and business organizations also
plan and events for selling their latest trends in the products. These events can also be termed as
marketing policies used by the companies to promote their products to the customers. Events are
also planned in order to celebrate any major achievement made by the company.
Special events can be classified as Special events and Standard events. The Standard
events are those which include that event that does not meet the criteria for the Special events.
These mainly include the meetings, performance of the company, lectures and similar programs.
The events are to be completed within 10 days, if exceeding then it should be reported to the
events manager before proceeding. Special events are those which is considered in order to meet
the press or media. It can also be considered as a function or occasion which aims to generate
money from the group of community.
2. The key marketing activities undertaken by Samsung and the role events play
within their overall marketing strategy
Marketing Strategies undertaken by Samsung :
 Samsung is also known in the market for its innovative products which ranges from
smartphone to the refrigerators. Instead of satisfying the needs of the society they have
satisfied the need of the people in the recent years.

2UNDERSTANDING MARKETING AND EVENTS
 Apart from innovation the company is also known for its fastest customer service
policies. After the variation in products the most powerful marketing strategy is fastest
customer support (Blythe and Martin 2019).
 Competitive pricing is one of the strongest strategies of Samsung. The company has
gained a competitive advantage over its competitors as because it has its wide range of
products in all prices. It has got the market covered from the cheapest Samsung devices
till the high end devices of the company.
 Samsung has its channel of marketing present in each and every parts of the country.
According to Jamali and Kha (2018) Samsung uses channel marketing in its industry.
Samsung has got contacted its distribution agency which is determined in selling and
distributing the products throughout the city.
 Promotional tactics of the company mainly includes the discounts, events sponsors,
engaging with national and international festivals are few marketing strategies of
Samsung (Omer 2019).
3. Explain the role of the marketing mix (4P’s/7P’s) and how Samsung uses this to
inform their marketing strategy
The 4P of marketing mix of Samsung is provided in order to inform their marketing strategy.
 Products – The products ranges fro mobile phone, televisions, refrigerators, washing
machines, till the microwave ovens. The products of Samsung have gained much trust in
the last few years. In case of smart phones Samsung has achieved a status symbol to its
customers. It is also known that the company provides a lightning fast service to its
customers in all varieties of products, which is one of the strongest point of Samsung
(Jeong, Choi and Choi 2018).

3UNDERSTANDING MARKETING AND EVENTS
 Price – Because of the presence of products in different categories the company uses
various pricing strategies. After the launch of the high end products Samsung uses
skimming pricing technique to launch a similar product. Competitive pricing is used for
other products such as home appliances as because Samsung is known for a great brand
in terms of manufacturing smart phones but not in terms of home appliances. The
televisions, air coolers, microwave ovens, face high competition from its competitors
with home appliances like Panasonic and LG (Cho, Choe and Ko 2018).
 Place – Samsung is known for its presence in every part of the country. It has its
distributors, wholesalers, and dealers. It is also know to work with the three segments of
marketing channel which ranges from distributors, service dealers and salesperson. These
people are also known in opening alternative but registered showrooms in order to
provide the primary products to the customers of the brand. When spoken about
distribution channels, Samsung has its single distribution channel which is determined to
distribute products throughout the territory (Sari and Adinugroho 2018).
 Promotion – Samsung is a brand which attracts the customers to themselves through the
eye catching advertisements which acts as a strong tactic to push the products to the
consumers through promotional activities. Samsung also provides discounts in various
festive seasons to the trade partners which motivate them to work for the brand. It also
offers with one time screen replacements which offer to be promotional activities of
Samsung.
4 (a). Samsung is planning an open-air screening of one of their films to promote their
brand. How and to whom should they market this event, taking into account?

4UNDERSTANDING MARKETING AND EVENTS
 Segmentation – In order to promote their brand Samsung should market the most busy
places and communities in UK. This will include the urban and rural areas of the country.
The segmentation of the people should mainly include people who are in a demographic
range of both males and females. The age of the people who are targeted for launching
their film should range from 18 till 65 (Kim et al . 2019). The age of the targeted people
is considered as because most of the targeted people will fall under the age demographic.
The teenagers are targeted as because they always tend to adapt the latest market trends
in terms of design and specifications of the smart phones offered. The aged people are
determined and ambitious and thus will be choosing a brand like Samsung because it is
one of the most reputed brand (Steenkamp 2019).
 Targeting and Positioning – Samsung will be targeting their products to the trendy young
people, professionals, large business enterprises, the common cellular phone users. The
targeting of the specified customers are not only driven by the number of customers
targeted but also about retaining and acquiring the customers to trust the company in the
future. The latest smart phones which are produced by the company that is the s10 and
note 9 should be targeted to those customers who have a high income where as the lower
models of should be targeted to the middle level income customers.
(b). Discuss some risk management considerations they should take into account when
planning this event.
 Risk Identification – It is the most disciplined approach of checking the risks that might
happen while promoting the event. Samsung should develop risk checklist based on the
past events planning experiences. The checklist system will help the project and event
manager of Samsung to identify the risks and expand the thinking time of the team.

5UNDERSTANDING MARKETING AND EVENTS
 Risk Evaluation – After evaluation of risks the event manager should think that whether
those risks are profitable to the company or not. Evaluating risks and developing the
probability of occurrences is the next step in risk management.
 Risk Mitigation – After evaluating the risk the event manger develops a risk mitigation
plan to reduce the negative impacts of the risks in the company. Risk avoidance, risk
sharing, risk reduction and risk transfer are effective tools which should be used by the
event manager of Samsung in order to reduce the risk profile of the event.

6UNDERSTANDING MARKETING AND EVENTS
References
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Sari, Y.A. and Adinugroho, S., 2018, May. Preprocessing of tomato images captured by
smartphone cameras using color correction and V-channel Otsu segmentation for tomato
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