Marketing Principles and Techniques: Samsung Case Study Report

This report provides a comprehensive analysis of marketing principles and techniques, using Samsung as a case study. It begins with an introduction to marketing principles and techniques, including the 4Ps of the marketing mix. The report then delves into the diverse activities within a marketing department, market segmentation strategies (demographic, geographic, and behavioral), and the aims of market research and analysis. It explores market research methods (primary and secondary), market analysis tools like SWOT, and techniques such as PESTLE analysis. The findings of market research and analysis are interpreted and presented, including recommendations. The report also examines methods used for e-marketing products and services, and the management of online brand image. The conclusion summarizes the key findings and recommendations, highlighting the importance of effective marketing strategies for business success. The report is well-structured, providing a clear understanding of marketing concepts and their practical application.

Marketing principles
and Techniques

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Diverse activities carried out in marketing department.........................................................1
P3 Marketing mix........................................................................................................................3
TASK 2............................................................................................................................................4
P4 Aims of research and market analysis...................................................................................4
P5 Explain market research methods in relation to organisation................................................4
P6 Market analysis tools and techniques with the help of swot analysis. ..................................5
TASK 3............................................................................................................................................6
P7 Market analysis techniques with the help of Pestle analysis to research target market with
respect to organisation.................................................................................................................6
P8 Interpret findings of market research and market analysis....................................................7
P9 Present findings using charts and recommendations.............................................................8
TASK 4............................................................................................................................................8
P10 Methods used to e-market products and services................................................................8
P11 How companies manage their online image and its impact if not effectively done............9
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................9
.........................................................................................................................................................1

INTRODUCTION
Marketing principles are agreed upon ideas of marketing that are organisation use for an
effectual marketing strategies. Principles use for promote goods and services with better
strategies. Mostly company use 4P's marketing strategy for better implementation of strategies.
Marketing techniques defines to specific tool, company use various marketing tools and
techniques that company use for better growth, techniques include emails, digital platforms,
Podcasting and many more(Hasan, 2019) . Below report is based on Samsung, It is south Korean
multinational conglomerate based in Samsung town, Seoul. It is founded in 1930 and they
produce mobile phones and other electric equipments such as ear phones, memory card and
many more. Company provide their services and products in various countries. Their long term
goals is to expand brand in entire world. Below report includes diverse activities carry in
marketing management, market segmentation, marketing mix. Aims of research and market
analysis, methods of market research, tools and techniques of market analysis with the help of
SWOT. Methods used to e market product and services, managing process of online image of
brand, adopt marketing techniques with pestle model, interpret findings of market research and
present findings to marketing team.
TASK 1
P1 Diverse activities carried out in marketing department
Marketing department is a concept through which companies promote their products to
ensure sales of their products. It is necessary for them to identify customers and according to that
promote business. There are various activities which are carried in marketing department and
these are explained as below:- Defining and managing brand:- It means to define about whole brand, how company
acts and what work company is engaged with. It basically analyse whole experience that
customers should get while having conversation with the company. In context with
Samsung, they managed their brand by initiating new products that captured positive
attraction from audiences. Conducting campaign management:- It means to analyse whole marketing initiatives
and according to that produce different products. In context with Samsung they used both

traditional as well as digital media and at the same time they used an initiative of you
tube ads also which was very beneficial for them. Promotional strategies:- Without promoting products company cannot achieve success.
They had to use some promotional strategies like trade shows, advertising and many
more so that people get to know about company products. In context with Samsung, they
used advertising strategy and also used both push as well as pull strategy. They promoted
their products by advertising it and also placed placements in an event like Super Bowl.
 Market research:- It is considered as the most important thing while selling products to
audiences. It is necessary to identify what customers want so for this a market research is
been conducted through which company test and see what are the needs of customers and
also get certain feedbacks. In case of Samsung, they used method of collecting data in
form of E- transactions which helped them in finding out their competitors also(Gelmon,
Holland and Spring, 2018) .
P2 Market segmentation to identify customers and its methods
Market segmentation is a procedure of dividing target industries in small groups which
will lead to more characterised categories. It is beneficial for company because it is easier for
them to focus on marketing resources by fulfilling all business objectives. There are different
types of market segmentation and these are demographic, geographic, psycho-graphic and
behavioural. Customers are identified by conducting preliminary investigation, deciding how to
segment market, designing whole study, creating and analysing all responses and assuring that
all created segments are useful. The types of market segmentation are been explained below:- Demographic segmentation:- It is considered as a procedure of dividing market in
different segments in context with age, gender, income, caste or religion as well as
education. It is helpful for company to spend budget in relation to advertising more
efficiently. In accordance with Samsung, their mobile phones are mainly for age 16-29
like business men. They focused on people who have their income above 25000. Geographic segmentation:- This type of segmentation involve separating people based
on region, language, traditions and many more. It is helpful for companies in improving
communication as well as increase profits. In case of Samsung, they separated their
market in relation to four regions and also targeted different Asian countries.

 Behavioural segmentation:- It means dividing audiences into segments on the basis of
their behaviour while doing interaction with business or website. It depends on factors
like customer loyalty, their purchasing behaviour. In case of Samsung. They chose those
customers who have same kind of behaviour and they target them especially during
festive seasons because customers purchase new mobile phones or other electronic item
during such season.
P3 Marketing mix
Marketing mix consider multiple areas to focus as part of a all-inclusive marketing plan.
It is also a set of marketing tools that are use company to achieve business objectives. There are
4P's in marketing tools which are describe below as; Product: Samsung invest in more development and research to provide best products to
people . Company offer various type of products in different variety and their products
category divided into five that are home appliances, mobile devices, TV, information
technology and storage or memory card. Price: Samsung is a leader in market of smart phones and they are dominant player in
home appliances category. Price tool divided into two category one is skimming price, in
this cost or goods and services are higher after competitor launch their product Samsung
company reduce their price for hold customers and enhancing sales. Another one is
competitive price, in this price set as per competitors price factor. Company have
different products they set cost as per quality of product. Company have all type of range
from lower to higher cost. Place: Samsung sell directly to services dealers and retailers. Company provide their
products and services in various countries with effective marketing strategies(Akbar,
French and Lawson, 2020) . They also adopt different techniques and marketing tools as
per country's culture and their demands. Brand cover all market and categories and they
give tough competition to other brand.
 Promotion: It is effective pillar marketing mix strategy of organisation and Samsung
focus on engaging with potential people and brand position. Company adopt traditional
and digital marketing both, they promote their brand through newspapers, social media,
digital channels and etc. Their reaching rate is high in every market and Samsung is well
known brand in entire world.

TASK 2
P4 Aims of research and market analysis
Market research is very much important for a company and its aims as well as market
analysis are been explained as below:-
 Market research is conducted in order to identify customer needs and their requirements
so that they produce their products according to that.
 It is also been done to survey about marketing problems so that new decisions can be
made according to that.
 The main aim of directing market research is introducing new products, making changes
if necessary to products because demand and expectations of audiences can change at any
point of time.
Market analysis means a procedure of collecting information in relation with industry within a
business enterprise. It is necessary for organisations to find out their customers, their buying
habits, how much amount they will be spend and many more. In case of Samsung, they also did
effective research and analysed the market in order to achieve success(Shrivas and Khandelwal,
2019) . They always offered different electronic products and of best quality as compared to
other brands. While analysing market they considered bargaining power of buyer also. As, new
brands were also entering the market so they offered more products to their customers which
were offering effective services as compared to other companies.
P5 Explain market research methods in relation to organisation
There are two methods of market research and these are been explained as below:- Primary market research:- It is a procedure in which companies gets in touch with end
consumers or select third party in order to find out specific study to collect all
information. The collection of data can be in any form whether quantitative or it is
qualitative. While doing primary research information can be collected in both specific
and exploratory forms. While applying specific research it is on spot and issues are
solved in relation to problems which were identified during exploratory research. In case
of exploratory research, issues are explored in a interview format mainly with small
group of people. There are three methods through which primary research is done and
these are interviews, surveys and observations. In context with surveys, audiences are

asked about their view points by applying a short questionnaire. Interviews are conducted
in form of one-to-one discussion. Research is also done through observations which helps
them to identify about human behaviour . top
 Secondary market research:- It means to use information which is organized through
outside sources like media, government, websites and many more. There are certain
methods of secondary research like online data, data from government or even non
government and so on. In relation to online data, all information is been collected through
Internet. There are some websites through which organisations can collect necessary
information. Companies can also gather data from government and non government
archives as it contains verifiable data which will be helpful for organisation.
In case of Samsung, they used both primary and secondary research method. In case of primary
research they used questionnaires and while conducting secondary research, they collected data
with the help of different articles and published materials also(Pharr and Lough, 2019) . Both
research methods will be beneficial for the company but primary research will be more effective
because by doing surveys and observations customer demands, their expectations will be
identified easily rather than waiting for outside sources.
P6 Market analysis tools and techniques with the help of swot analysis.
Market analysis means to gather respective data which arise within market in relation to
industry. There are different tools of market analysis like defining objectives of organisation by
conducting a business model, examining current market position which can be done with the use
of swot analysis, porter's model and many more. The tools also involve defining market strategy
and implementing as well as controlling execution which can be done with the help of balance
score card. The techniques of market analysis include effective customer analysis, choice
modelling, analysing risks as well as competitors, doing research about specific products and
usage of advertising.
Swot analysis of Samsung:-
Strengths Weakness Opportunities Threats
 Samsung is at
the top position
with respect to
 As compared
to Apple
marketing
 In today's
world there are
more middle
 The main
competitor of
brand is Apple

mobile phones
which was
positive thing
for them. As
compared to
other brand
like Apple it
was at second
position.
 They has
strong
marketing as
well as
manufacturing
capabilities(Sh
abani, Munir
and Hassan,
2018) .
capabilities,
they were not
able to match
that in context
with mobile
phones.
 Their products
are not much
innovative as
compared to
other brands
and in today's
world everyone
wants an
innovative
product.
class people so
it was a great
opportunity for
them to
produce their
products(Pulke
r, Scott and
Pollard, 2018)
 People are
more engaged
with online
shopping so is
is an
opportunity for
them to sell
products online
also.
because their
brand image
was having
effective
reputation as
compared to
their company.
 The brand was
also having
high amount of
risk because if
product gets
fail then their
brand image
will get
affected in
negative way.
TASK 3
P7 Market analysis techniques with the help of Pestle analysis to research target market with
respect to organisation Political factors:- It refers to the factors to which government can influence an economy
or particular industry. In case of Samsung, they faced political pressure in African as well
as American countries. They are also facing fear of terrorism which was a big challenge
for them. Economic factors:- These factors affects purchasing power of customers and can even
change demand or supply with respect to that economy. In context with Samsung, they
faced regular fluctuations due to which their financial status also got affected.

 Social factors:- It relates to the social environment of market like demographics, trends
and so on. In case of Samsung, customtop er preferences changed a lot due to which they
faced negative impact also as it was difficult for them to meet their needs but at the same
time their galaxy series were famous across market. Technological factors:- If any change occurs in technology then business operations will
also get affected. Samsung used digital technology in creating good relationships with
customers. They also invested much in doing research(French and Gordon, 2019) . Legal factors:- There are many legal factors like consumer laws, labour laws, safety
standards and many more. In relation to Samsung, they faced penalties for copying Apple
I-phones which affected their brand name.
 Environmental factors:- These are the factors of surrounding environment which
influence company. In context with Samsung, they focused on decreasing energy
consumption as well as managing risks which deal in water consumption also.
P8 Interpret findings of market research and market analysis
Samsung used primary research with the help of questionnaires. They were using this
research more because it was easy for them to identify expectations of all consumers. The
objectives of conducting primary research was to stay informed about changing market
conditions as well as audience perceptions and expectations. According to the target sample,
Samsung main objective was to enhance a different brand image by providing products with
unique characteristics and also of high quality(Hoang, 2018) . The target audience of brand is
from age 15 to 45. They used digital media because these people are highly engaged on digital
media. The brand also created content strategy to connect both traditional and online media. The
questionnaire is been explained as below:-
Questionnaire
1. How did you hear about Samsung products?
a) Social media
b) Television
2. Samsung mobile phones offer different models to choose
a) Strongly agree
b) Agree

c) Disagree
d) Strongly disagree
According to the above questionnaire it has been found that out of 50 people 30% audiences
were agreeing to the brand as they were happy by different models been available to them by
Samsung(Palmatier and Crecelius, 2019) .
P9 Present findings using charts and recommendations
It has been recommended that Samsung should use different techniques rather than just
focusing on advertisements. As their competitors like Apple are also using multiple social media
techniques so they should also use the help of secondary research also so that instead of just
focusing on advertisements they must focus on government articles also.
TASK 4
P10 Methods used to e-market products and services
E-marketing is a method through which companies market their products with the help of
Internet or mobile phones. There are different methods which are used to e-market products like
search engine optimisation, e-mail marketing, advertising and with the help of social media
channels also. In case of Samsung, they did e-marketing with the help of print brochures and
posters which was effective for them and at the same time they promoted their products on social

websites also. The brand also used indirect way of advertising by giving advertisements on
Internet as well as Television.
P11 How companies manage their online image and its impact if not effectively done
Companies manage their online image by cleaning up negative comments as well as
pictures which can affect their brand image, creating useful content and using right channels and
it is also important to provide certain guidelines to employees. In case of Samsung, they used
only one social networking site and advertised their products only on that website but they also
faced customer crisis and due to those negative comments their brand image was at risk.
Companies will have a negative impact if it will not be effectively done.
CONCLUSION
From the above report it has been concluded that while doing marketing effective
techniques must be used by companies. It is necessary that before establishing a brand image
proper research should be conducted and usage of those methods must be used which will be
beneficial for them whether its primary or secondary research(Chernev, 2020).

REFERENCES
Books and Journals
Akbar, M.B., French, J. and Lawson, A., 2020. Use of social marketing principles in sexual
health: An exploratory review. Social Business.
Antonius, R., 2020. The Basic Principles Of Effective Video Marketing. Comdig Journal .1 (1).
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
French, J. and Gordon, R., 2019. Strategic social marketing: for behaviour and social change.
Sage.
Gelmon, S.B., Holland, B.A. and Spring, A., 2018. Assessing service-learning and civic
engagement: Principles and techniques. Stylus Publishing, LLC.
Hasan, M., 2019. Social marketing: an Islamic perspective. Journal of Islamic Marketing.
Hoang, L., 2018. From customer journey to candidate journey: applying Marketing principles to
build a winning hiring culture: A case study.
Palmatier, R.W. and Crecelius, A.T., 2019. The “first principles” of marketing strategy. Ams
Review.9 (1). pp.5-26.
Pharr, J.R. and Lough, N.L., 2019. Social Marketing: Changing consumer’s behavior for their
good.
Pulker, C.E., Scott, J.A. and Pollard, C.M., 2018. Ultra-processed family foods in Australia:
nutrition claims, health claims and marketing techniques. Public Health Nutrition. 21
(1). pp.38-48.
Shabani, N., Munir, A. and Hassan, A., 2018. E-Marketing via augmented reality: A case study
in the tourism and hospitality industry. IEEE Potentials .38 (1). pp.43-47.
Shrivas, P. and Khandelwal, N., 2019. An Analytical Study of E-Marketing Practices. FIRMS’s
International Journal of Economics & Management Studies .1 (1). pp.20-25.

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