TASK 8

Marketing communications
Find 7-10 massages from your company and make analysis of them
 What Marketing MIX was created before the massage?
 What basic instruments were used for the massage?
 What needs and wants of consumers were announced?
 What strategy was used (“push” or “pull”)?
 What reaction was after the massage?

Answers:
Samsung, turn on tomorrow

Analysis:
What Marketing MIX was created before the massage?
 Product: It means that they designed products and create features for you to
truly help you in your daily life to complete what you need to do. This was
their message from (2010–2013), where they presented Samsung Galaxy S4.
Products vary greatly in Samsung’s phone department. They have a number
of Galaxy smartphones, Galaxy S4 being their fourth generation. “S” (Super
Smart/ Flagship) they are for flagship purposes such as their current fourth
generation galaxy S4.
 Promotion: All the promotion activities are designed to communicate with
the market and thus promote the sale of the products. Promotion provides
information that will assist customers in making a decision to purchase a
product. This includes: advertising. Public relations, 16 personal selling and
sales promotion. These are important tools that support positioning within
the various market a company wishes to address (McDonald,
2013).Samsung uses different promotional tools across different media
platforms to promote its smartphones. They use the television, print
advertising, internet social media and outdoor media.
  Price: Finding the best price for the Samsung Galaxy S4 Active is no easy
task. Prices are continuously tracked in over 140 stores so that you can find
a reputable dealer with the best price
 Place: Samsung uses variety of distribution channels. They distribute to
various telecommunication companies like mobile phone retailers, Internet
partners such as Amazon and other carriers. They also have Pop-up
Samsung retail stores.

What basic instruments were used for the massage?

ADVERTISING, SPONSORSHIP, PRODUCT PLACEMENT, EXHIBITIONS,
INTERNET.
What needs and wants of consumers were announced?
Samsung informed its all-new brand slogan “Turn on tomorrow”, to chase of a
better future. This new slogan started from mid of July a series of promotions was
showed to every customer to improve Samsung’s new brand strategy. Samsung
mission is to continue to become a world’s leader of digital convergence with the
number one market share of most products segments. ( Ilse Jurrien, 2005).
Samsung ambition is to boost sale volume in every segments of product.
Samsung objective is to stand on top of the world ranging electronic market; In
Product strategy team managing market research, collection the information and
analysis data of competitors in daily task was really important.
What strategy was used (“push” or “pull”)?
Push strategy was used because it was a new product that the company
wanted to sell, so customers did not have a clear idea about this product.
What reaction was after the massage?
Consumer’s reaction was positive overall. Because, For customer satisfaction,
Samsung regards interactions with our customer as the highest priority and
performs a variety of technical and proactive quality collaborations such as
Qualification Support, Quality Improvement, and Problem and Requirement
Management. Having its newest long-term master plan for “Quality Design” in
place, Samsung will create a symbiotic business environment to ensure the Highest
Quality of Customer service.
Do what you can’t

The campaign is based on the ideals of never being complacent, defying barriers,
and ultimately achieving the impossible. Whether it’s via sharing stories of Winter
Olympic glory for Korea or providing a platform to Casey Neistat and other
content creators on YouTube, Samsung wants to exemplify its brand philosophy by
showing what people can do. It’s a positive campaign designed to put the focus on
you rather than the products Samsung sells.

Samsung’s “Human Nature” advertisement focuses on situations in which people

fail or are told they “can’t” do something. Then we are shown moments of triumph
and a gradual introduction of Samsung products that seem to be ancillary parts of
the person’s success. All of the themes then merge to show an amputee finally
being able to walk again after using the Samsung virtual reality gear.
The important takeaway is how these advertisements make people feel. Samsung’s
message makes people feel empowered and triumphant whereas Apple’s
advertisement rubs people the wrong way. Apple creates a needlessly forced
paradigm that only exists in the advertisement’s world, not a legitimate shift in
cultural attitudes. This artificial nature of the advertisement can often have the
exact opposite effect the commercial was aiming for. It basically throws mud in the
crystal-clear water.

Emotions Are the Foundation of Our Decision-Making

What makes Samsung’s campaign message of “Do What You Can’t” so

successful? The bottom line is that it gives you emotional permission to unchain
yourself from any and all of your limitations. It asks you to be innovative. It asks
you to be different. It asks you to be yourself. This excites people and makes them
associate their growth and success with the Samsung brand. As most marketers
know, strong messaging is truly much more about the emotion than logic.
Sometimes a marketing campaign does not always have to make perfect sense.
Take this “Do What You Can’t” campaign. Under more logical scrutiny, the
campaign could be considered shallow. Samsung is simply trying to sell you their
electronics and household appliances.
These products may be able to help you achieve your “impossible” goals but they
are only a fraction of what goes into achieving them. You won’t succeed just
because you have a Galaxy phone or a fridge with a screen on it. But that’s not the
point. The very idea that you can “do what you can’t” is nonsensical, but it speaks
to your subconscious. Samsung wants you to associate their company with
innovation and success on a gut level.

Samsung doesn’t want you to associate their products with young hipsters taking
selfies or business executives jet-setting across the globe while taking important
calls on their phone. They want you to associate their brand with everyday people,
like you, who try to “Do What You Can’t” and prove people wrong.

TECHNOLOGICAL INNOVATION AS PART OF THE PRODUCT

STRATEGY
Through a diversified product portfolio under the Samsung Galaxy brand, the
company has developed and implemented a product-oriented marketing strategy
that acknowledges the existence of various segments within a particular market.
But this strategy does not rest alone with product diversification.
Samsung operates in an industry wherein technological progress or innovation is a
key ingredient in a particular market entry strategy, building competitive
advantage, or raising the barriers to entry. Throughout the years since the launch of
the first Samsung Galaxy device, the company has introduced several innovations
that influenced the direction of the market for smartphones and tablets.
Samsung, imagine.
Simply means "Imagine the amazing things we can build." That's a
pretty strong message for a company that already makes everything
from refrigerators to smartphones to TVs. What else can they do?
What Marketing MIX was created before the massage?

o Product: Samsung became the official HDTV sponsor of the NFL

(National Football League) by signing a 3-year contract in August
2007. The deal included the installation of Samsung HDTVs in select
areas of football stadiums. Players and coaches were able to view
critical footage in high definition provided by Samsung. The
agreement allowed Samsung to use the NFL logo and Super Bowl
logo. This sponsorship reaffirmed Samsung’s commitment to bring
innovative HDTV technologies that enhance the HD viewing
experience for sports fans.
o Promotion: Samsung introduced 30nm-class 64Gb NAND flash
memory in October 2007, breaking what was considered a limit in
production processes. Samsung planned to start manufacturing 30-
nanometre 64GB NAND flash devices during 2009. Samsung had
already applied for as many as 30 patents for the new flash memory
chip. The new flash storage device utilizes 30-nanometre processing
technology and was developed using Samsung’s self-aligned double
patterning technology (DPT) and Charge Trap Flash (CTF).
o Price: Samsung also followed the ‘right price positioning system’ for
its products in order to market them directly. Pricing is one of the
elements of the marketing mix, and Samsung managed to price its
products accordingly so that it could develop better marketing
techniques. Experts coin this as the market driven approach (Capon,
2007). These examples are the best of many, which Samsung
followed to get its products from its stores to its customers.
o Place: Various distribution networks are being used by Samsung.
They sell to numerous telecommunications providers, such as
telephone stores, Online partners, Amazon, etc. They have pop-up
shopping shops in Samsung too.
What basic instruments were used for the massage?
 ADVERTISING,
 SPONSORSHIP
 PACKAGING
What needs and wants of consumers were announced?
 Smart strategy that Samsung employs to stay on top of the game is to lower
their prices as soon as a new phone hits the market (whether a rival one or
homegrown). They advertise the discounts extensively, grabbing eyeballs and
the big bucks from consumers before they can even think of a rival!
Social listening tools have helped Samsung monitor the sentiments its audience
displays on different social media platforms. The tools have also been
instrumental in gathering actionable insights as well as such as names of
influencers and major topics.

What strategy was used (“push” or “pull”)?

Samsung’s use of the both the push and pull strategy simultaneously which
seems to be a good formula to get their brand name in the forefront of their
competitors (Reisinger, 2010). The pushing strategy involves setting up
distribution channels and persuading “middlemen” and retailers to stock their
product. Samsung gives many offers and discounts to their trade partners to
motivate their partners to sell Samsung television above the competitions. The
pulling strategy refers to the customer actively seeking out a product and
retailers placing orders for stock due to direct consumer demand and requires a
highly visible brand. Samsung uses marketing vehicles and mass media
advertising or similar tactics throughout the year, not just during the holidays to
pull their customers to their products.

What reaction was after the massage?

Samsung Electronics launched a new brand campaign entitled “Imagine” in
2005. This campaign was part of Samsung’s effort to become the No. 1 brand
around the world in 5 years. Samsung established a long-term goal to rise to a
global level and this was one of the endeavors that helped it shoot itself up the
ladders in brand value.
Customers had mixed feelings regarding Samsung's smartphone, though..
Inspire the World, Create the Future

Let us start the Samsung Marketing Mix & Strategy:

Samsung Product Strategy:
The product strategy and mix in Samsung marketing strategy can be explained
as follows:
Samsung invests a lot in research and development to deliver the best products
to its customers. Samsung offers a wide range of products in different product
categories. The diverse offerings come under the products of Samsung
marketing mix. The products can be classified into five categories and they are:
Mobile devices- Smartphones like Samsung Galaxy series, Tablets, Wearables,
Other Phones, and Accessories.
Samsung Home Appliances- Refrigerators, Washing Machines, Cooking
appliances, Air conditioners, Vacuum cleaners
TV/AV – Samsung Television, Audio and Video, Accessories
Information Technology - Printer and Multifunction, Monitor
Memory/Storage- SSD, Portable SSD, Memory cards, USB Flash drives

Samsung Price/Pricing Strategy:

Below is the pricing strategy in Samsung marketing strategy:
Samsung is a market leader in smart phones and is a dominant player in market
for home appliances.
It uses two pricing schemes which are:
Skimming Price –Samsung uses skimming price policy. For instance, when
Samsung launches new products with different variants of storage capacity, it
prices the product higher. But when other competitors launch a smartphone
with identical features, Samsung lowers the price and easily prevents the
reduction of its market share due to the launch of the competitor.
Competitive Pricing –This pricing strategy is a part of Samsung marketing
strategy. Samsung has not succeeded in becoming the leader in other product
categories. Samsung is a trustworthy brand, but in the ‘home appliances’
product-category, it hasn’t surpassed LG yet. To prevent the flanking attacks
from its competitors in the market it’s essential for Samsung to use competitive
pricing. Also, Samsung is a not a first mover in these product categories and
thus it has to defend its position in the market. All these help in understanding
the pricing strategy in the Samsung marketing mix.

Samsung Place & Distribution Strategy:

Following is the distribution strategy of Samsung:
Samsung sells directly to the retailers and service dealers. And due to this
strategy, only service dealers are responsible for the corporate sales. Retailers
dealing in technology generally have to include Samsung in their offerings,
because of the brand being world-famous. The distribution is the strength for
Samsung.
Samsung also distributes its products using a single distribution company in a
particular location that further distributes the products to other locations.

Samsung Promotion & Advertising Strategy:

The promotional and advertising strategy in the Samsung marketing strategy is
as follows:
Promotion is a strong pillar in the marketing mix of the company. Samsung
believes that advertising the best form of promotion to engage potential
consumers and position the brand. Samsung promotes new products using
newspapers and digital media. To take the advantage of the huge number of
followers of celebrities, the brand has invited many celebrities to be the brand
ambassadors and promote the product. Big placard, hoarding and posters are
put up on highways.
 Besides advertising, Samsung also uses different promotional tactics to make
customers buy the product. Samsung is mostly famous for its product quality
and user experience but Samsung is also known for being a giant in sponsoring
events. Samsung also sponsors major events. Samsung offers heavy discounts
during national festivals. This concludes the Samsung marketing mix analysis.
Samsung, next is what?

What Marketing MIX was created before the massage?

 Product: Galaxy S was launched in 2010 with the first 4-inch (10 cm)
480×800 pixel Super AMOLED capacitive touchscreen display, a PowerVR
graphics processor, Wi-Fi connectivity, a 5-megapixel primary camera and a
0.3-megapixel secondary front-facing camera.
 Promotion: Samsung puts great emphasis on its presentation and image in
public. Promotion is highly important part of marketing mix and the
company sets aside a sufficient and quite large budget for making the best to
promote itself. Support of selling is highly intensive and always tries to react
on the competition. There are many types of promotion. Samsung uses three
types of them. The first one is selective promotion. Selective promotion
means that the company provides distribution of its products only through
intermediaries, who own special skills that allow them to offer these
products to market more effectively.
 Price: The Samsung Galaxy S4 Active's best price is no quick mission. No
problem. Prices in over 140 stores continue to be monitored so you can find
the best prices for a reputable dealer.
  Place: Samsung uses variety of distribution channels. They distribute to
various telecommunication companies like mobile phone retailers, Internet
partners such as Amazon and other carriers. They also have Pop-up
Samsung retail stores.

What basic instruments were used for the massage?

INTERNET, PERSONAL SELLING, POS MATERIALS, DIRECT
MARKETING.
What strategy was used (“push” or “pull”)?
Using both push and pull at the same time Samsung seems a good formula with
which to make your brand name a leading player (Reisinger, 2010). The policy is
focused on the creation of sales chains and the persuasion of the goods by
"intermediaries" and retailers. Samsung provides its trading partners with several
incentives and promotions to enable their partners to market Samsung TV against
the rivalry.
The pulling technique applies to the aggressive hunt for a product and for retailers
that position orders for stock on behalf of direct customer demand and need a
highly noticeable label. Samsung does not necessarily drag its clients to her goods
on vacation, but employs publicity vans, mass media ads or related strategies
during the year.

Better normal for all, 2021

Samsung’s ‘better normal’ includes at-home robots and AI

At CES 2021, Samsung introduced new consumer robot concepts
At this year’s virtual CES, Samsung’s President and Head of Research Sabastian
Seung made the company’s goal of enhancing the at-home experience very clear.
“Our world looks different, and many of you have been faced with a new reality
— one where, among other things, your home has taken on a greater
significance,” he said. “Our innovations are designed to provide more personal
and more intuitive experiences that express your personality. We’re hard at
work to bring you next-generation innovation, with AI as the core enabler, for
your better tomorrow.”
PROMOTIONAL STRATEGY TO SUPPLEMENT THE MARKETING
STRATEGY FOR SAMSUNG GALAXY

The marketing strategy for Samsung Galaxy products also involves the use of
specific promotional strategies and distribution tactics using a combination of
push and pull strategies.
In a push marketing strategy, a company “pushes” a product or idea through
advertising and sales strategies. Samsung does this by investing heavily in
advertising, just like The Coca-Cola Company and Nike Inc. This is evident
from ads coursed through traditional mediums such as print and broadcast, and
digital mediums such as social media.
Samsung also does push marketing using celebrity endorsements and spot
placements on major events, including sports and entertainment shows. The
company has also maintained accounts in social networking sites such as
Facebook, Twitter, and YouTube to purchase ad spaces, and as part of its
specific digital marketing initiatives.
Take note that Apple does not invest heavily in traditional advertising and other
marketing communication channels.
Instead, the company focuses more on a pull marketing strategy in which
consumers are pulled or drawn to Apple products and services. The idea behind
a pull marketing strategy is to create a strong brand image and establish a loyal
customer following.
Samsung also does some sort of pull marketing strategy. Using social media,
the company tries to build and maintain a relationship with consumers through
an online presence. The social networking accounts of Samsung also serve as a
venue for discussions and announcements. Even advertisements also
supplement pull strategy.
The company also partners with distributors and network carriers in other
countries to help it distribute Samsung Galaxy products through varied sales
promotion strategies and tactics. Under the subsidy and contract arrangements
of network carriers, consumers can purchase a Galaxy product at a cheaper or
easy-to-afford deal. Samsung also offers discounts to trade partners to motivate
them to distribute Galaxy products above the competition.

Maintaining relationships with network carriers and distributors allows

Samsung to ensure that its Galaxy products remain visible in the market and
accessible among its target consumers. This helps in pulling further possible
buyers because of visibility and sustained presence.

The push and pull strategies work simultaneously for the Samsung Galaxy
brand. These two are complementary. Whenever Samsung rolls out
advertisements, the company pushes its products. Barraging the public with
marketing messages will definitely stir interest while maintaining presence and
proximity allows it to ensure that its products are visible and accessible.