Digital Marketing Plan for SAMSUNG

Markdim SA3

Group 6

Asis, Eduard Neoell

Macasaet, Limuel

Mendoza, Stephanie Ricah

Panganiban, Alliah
PLANNING THE PLATFORM

Brand Purpose

Samsung has been delivering its mission statement “We will devote our human resources
and technology to create superior products and services, thereby contributing to a better global
society.” The statement focuses entirely on the superiority of the products it provides to its
customers. In fact, it exhibits confidence in their potential to change the overall society. "Inspire
the World, Create the Future'' is the underlying principle that defines Samsung Electronics'
purpose. This purpose is at the very core of their commitment to lead innovations in technology,
products and solutions that inspire communities around the world to join their aspiration for
creating a better world full of richer digital experiences. They focus their efforts and resources on
giving new values to the industry and customers while fulfilling shared values of their employees
and partners, as they recognize their responsibilities as a creative leader in the global society.
Samsung Electronics wants to build a future that is exciting and promising for everyone. To date,
Samsung continues to maintain its status as the “world’s best” technology provider. Its highly
qualified workforce is still striving for excellence in their respective fields making the whole
company a huge success in the making. The secret to the company’s continuous success is in
the constant improvement of its management structure and the application of its philosophies:
“we will devote our human resources and technology to create superior products and services,
thereby contributing to a better global society.”

Background Information

Product SAMSUNG Galaxy A52

 A Samsung product which is Galaxy A52 has been considered by many consumers since
it offers a variety of stunning design and features. The product can be bought with an amount of
only Php 19,000 which is awesome for everyone regarding its affordable price. The Galaxy A52
is a good device overall since it delivers a big boost in performance. Also, the Galaxy A52 has
some of the greatest galaxy features packed into a stylish phone that is ready for anything. The
super-fast processing power and long lasting battery lets the customer enjoy anything they want
in a smartphone. The Galaxy A series is the middle child of the Galaxy lineup, sitting right between
the overachieving Galaxy S series and the value-for-money Galaxy M series. The A series has
had some good-looking phones in the past but they sometimes fall short in terms of performance
compared to others at the same prices. The latest models to launch are the Galaxy A52 and the
Galaxy A72. These new smartphones definitely look good and have an improving performance.

Product Specifications

- The new Galaxy A52 has a big 6.5-inch full-HD+ Super AMOLED display with a hole-
punch display.
- It has a fast 90Hz refresh rate.
- Galaxy A52 has a 4,500mAh battery and is manageable for single-handed use. The
battery is capable of fast charging at 25W but can get a 15W charger in the box. The
4,500mAh battery delivers good battery life and the phone went for about a day and a half
with our usage. Charging times weren't too long either with the charger topping the phone
up in about an hour and a half.
- The Galaxy A52 has a quad-camera setup at the back consisting of a 64-megapixel
primary camera, a 12-megapixel ultra-wide angle camera, a 5-megapixel macro camera
and a 5-megapixel depth sensor.
- The Galaxy A52 is powered by a Qualcomm Snapdragon 720 processor which is a decent
processor. It is capable of delivering good performance and coupled with 6GB of RAM,
multitasking too is easy.
TARGET AUDIENCE

Consumer Profile of the Target Market/Audience

Name: As far as digital marketing is concerned, the Primary Target

Consumers/Audience: Sanford Vinuya

Unlike other brands and smartphones, Samsung offers budget friendly

products in category to some serious high-end products. And obviously,
people have plenty to choose from according to their wish and need
which I think is the main win point for Samsung. Sanford Vinuya is one
of those who prefer to use android phones instead of IOS because he is
becoming more conscious about the brand he is using. He is a young
professional. In both digital and non-digital marketing, he loves to
connect with his family and loved ones. He believes that android phones
have an easy accessibility to several android apps wherein Sanford is
more comfortable using it than smartphones.

Secondary Target Consumers/Audience: Jack Fowler

Actualizers are people who are very determined and successful in life.
They know exactly what they are devoting themselves to and are very
happy with their life. They are very practical people, and buy something
for quality, not for the image.

Age 15 - 55 years old

Appearance They are both tall, physically fit, and fashionable

Occupation Young Professionals

Salary His/her salary ranges from Php20,000 to Php 50,000 a month

Civil/Marital Primarily, they are individuals that enjoy being single

Status

Likes/Interests To interact with people

 Emotional Needs They both want to be satisfied whenever they buy products because they
value money.

Core Desires They are individuals who love to have quality gadgets like Samsung in
order to connect with other people.

Digital Lifestyle As far as technographics classification is concerned, the majority of the

customers are using the internet and different social media platforms.

General Behavior Desired from the Target Audience

1. First and foremost, Samsung wants Sanford Vinuya and Jack Fowler to experience and be part
of “a Smarter Life, a Smarter World” where consumer electronics provide purpose and meaning
to each user. Samsung wants to build a technology to connect people whenever and wherever
they want and with a technology that has an ability to bring together smart home products, to
create a connected ecosystem or which is like to call “connected living”. This would enable them
to get highly engaged by the customers that Samsung can offer various ways to connect to other
people anywhere. Additionally, Sanford and Jack’s behavior would help Samsung to strengthen
its brand loyalty.

2. Samsung is one of the world’s largest producers of electronic devices and offers high quality
products to the market. Samsung attracts consumers to its brand based on demonstrated
behaviors, as opposed to implementing broad targeting methods. The company believes that if a
product feature offers a real benefit to the consumer, they will pay attention and engage.

3. Sanford Vinuya and Jack Fowler would also actively participate in the interactive social media
posts, blogs, and events that would be conducted by Samsung. By this, it could increase
Sanford’s and Vinuya’s desire to purchase Samsung’s products.

4. Sanford Vinuya and Jack Fowler would receive email that will be directly linked to the
website, blogs and facebook, different social media platforms.
OVERALL OBJECTIVES

Objectives:

Primarily, this plan aims to increase brand recognition among consumers. It essentially
stimulates consumers to continuously purchase what Samsung is offering in the market.
Ultimately, this would help increase the sales of Samsung and at the same time, build
customer loyalty and long-term relationships.

Goal 1: To increase consumer involvement by engaging with them on social media platforms
by content marketing from 10% to 15%.

Goal 2: To be able to increase leads and sales by creating traffic on Samsung’s website by
optimizing SEO by 10%

Goal 3: To expand customers’ knowledge by enhancing influencer collaboration from 20% to

30%.

Goal 4: To ensure that the market is aware about the promotional activities of Samsung
through social media advertisements while improving email marketing.

Goal 5: To build customer loyalty by increasing Samsung loyalty program by 5% to increase

consumer involvement by giving incentives to repeat consumers.

KPIs or Key Performance Indicators:

(1) Reach ratio;

(2) 100,000 total number of online visits;

(3) 3 minutes time spent on social media advertisements;

(4) 100 blog posts along with the photos and videos with 50 engagements;

(5) Conversion ratio and retention ratio;

(6) Sold over 200 units of phone.

CREATING THE PLATFORM

PLATFORM VALUE PROPOSITION

“IMAGINE” has been chosen as the platform's value proposition. This indicates, "Imagine
the amazing things we can build". This would represent the brand's unique selling point as well
as its unique value proposition for Samsung consumers. The platform will provide a consumer's
options, not just in terms of product variety, but in terms of features as well. Commodity products
with a reasonable price are what Samsung deems for consumers to get. Samsung assures that
a consumer’s imagination would come to life by creating unique and innovative products. The
platform will encourage and engage young professionals through a variety of optimal channel
mixes, including email marketing campaigns, blogs and posts, online forums, social networking
sites such as Facebook, Instagram, and Twitter, company websites, other channel media such
as YouTube and Vimeo, and virtual events. Basically all consumers are already utilizing digital
media, and these are the common channels that are easily accessible to all consumers, these
optimal channel mixes will benefit this platform.

OPTIMAL CHANNEL MIX TO BE USED

CHANNEL DETAILS

Email Samsung wanted to increase its brand awareness and

generate new leads in the market. An effective email
marketing campaign aims to increase the traffic to the new
website by using email marketing. Samsung will have its own
email marketing in order to help the company to reach and to
connect with the target audience in personalized strategy and
increased Samsung products sales. (See Appendix A)

Blogs Samsung would be using blogs in promoting their popular and

new released products. In this blog, tech bloggers that test the
products would be shown to have transparency among the
products. Also, every details and specifications of the products
 would be included. So, consumers would be able to compare
their phones over Samsung’s products. This blog will target
loyal consumers and consumers who follow the latest
technology trends. By this blog, it will help the consumers to
gain more knowledge about the new technology trends and
use this information in decision-making process. (See
Appendix B)

Online Forum Samsung will be holding an online forum wherein consumers

can participate in conversations and online discussions. This
would help the company to build a stronger community where
its audiences will join together and freely express their opinions
regarding the brand and its products. This platform would allow
both real and potential customers to interact with Samsung and
with each other to discuss the products and services which can
help the company troubleshoot flaws. In addition, the online
forum will be held on Samsung's website and to other online
forum platforms. With this, Samsung will also build its
relationship with its customers by engaging and
communicating with them. Thus, the company will allow
consumers’ opinion, whether it is negative or positive, which
can help the brand to have a knowledge on what are the things
that need improvements.

Social Networks Samsung uses social networking sites like Facebook, Twitter,
Instagram etc. to maintain their online presence regularly.
Through these social networking sites, Samsung builds and
maintains a relationship with the customers. They also declare
announcements of their new products in the social networking
sites. (See Appendix C)

Company Website Samsung website is designed for potential consumers, locally

or globally, to easily navigate and see the products. The
website’s content would be about the top picks and newly
 released products, product discount and promotions. With this
website, target audiences would be able to see what Samsung
is offering and the discount may get. By this, customers would
be engaged directly within Samsung and it will be able to attract
other consumers to also visit the website. (See Appendix D)

Other channel media Samsung intends to promote YouTube and other free video
sharing platforms like Vimeo, where the company will create
video content that will not only educate audiences about
Samsung but also entertain them in a way that keeps them
engaged. Youtube has a billion users that logged in everyday,
giving it a massive audience. Vimeo is a proudly ad-free and
subscriber-supported video platform and it allows the creation
of high-quality videos to share with target audience. With this
in mind, giving Samsung good exposure on an internet
platform like Youtube and Vimeo would not only help them
achieve a local audience, but will also help their business
attract a global audience. This will not only help Samsung be
promoted, but it will also help them reach out to new clients,
future employees, and customers, all of which will help their
business to grow. (See Appendix E)

Press Release/Events Samsung would be able to have a press release to promote

something significant and specific about the product. With this,
Samsung would be able to plan and propose events whether it
is virtual or not. Samsung’s virtual event will embrace what it’s
branded as “The Next Normal”. The virtual event will present
the company’s latest products and will take a step forward
standardizing the next-gen technologies. Through the events,
the company can strengthen the team, promote creativity, and
boost morale. (See Appendix F)
CUSTOMER JOURNEY MAP

Customer Journey Worksheet

Table under the worksheet

Out-of-Box
Awareness Research Purchase Experience
(OOBE)
Activities  Word-of-  Look up for  Online  Satisfaction
mouth from the brand’s assessment of of
family and social media the products consumers
friends. sites. using the when they
 Came across  Visit the company’s purchase
social media company’s website and and open
posts of website. social media the product.
Samsung.  Collect platforms.
information
 or feedback  In-store
from purchase and
previous try on the
customers. product.

Motivations  Recognizing  Customers’  Seeing family  Excitement

influencers desire to or friends use of the
who own the purchase the Samsung’s consumer
brand’s product in products. when they
products. the future.  Customers’ use the
fancies product.
Samsung’s
products.
Barriers  Irregular  Exaggerated  Hesitant of the  Regretting
updates on information on product the unit of
social media. the website because of the brand
other brands. that the
customer
purchased.

CONTENT PLAN

The company will both utilize Offline and Online/digital strategies so as to achieve the target
objectives.

Content Plan for Email Marketing

CONTENT PURPOSE FREQUENCY

● Samsung Promotional To drive sales and revenue Sending of promotional

Emails for the business and to emails will be done twice or
convince customers to make thrice a month.
a purchase.

● Newsletters To boost the content Email newsletters will be

marketing strategy of the distributed weekly.
company and connect with
more customers. It also
 provides updates pertaining
to the product and services of
Samsung.

● Basic triggered emails To retain the attention and Twice or thrice a week.
– e.g. welcome help create a personalized
program for new experience for the audience
subscribers or recipient.

● Samsung To drive more consumer Monthly

Membership subscriptions to Samsung’s
community which provides
all-around assistance,
feedback, and analysis.

Content Plan for Blog Sites

CONTENT PURPOSE FREQUENCY

● “Inside Galaxy” Blog To let the customers have a Updating the blog site will
Site deep knowledge on the be done weekly.
product through reading and
getting tips, tricks, and
resources on Samsung
Galaxy.

● Question and Answer To connect with relevant Updating the blog sites or
on forums audiences and customers. It forum will be done weekly
also can boost a company's and every time there is a
traffic and send quality product release.
through providing valuable
content on the website that
answers the prospective
customers’ questions and
helps them learn about the
product.

Content Plan for Facebook

CONTENT PURPOSE FREQUENCY

● Upload product videos To increase the size of Post two or three times per
and images purchases and improve day.
product availability using
media and non-media
marketing communications
and urge the consumers to
purchase products

● New To attract the consumers in Quarterly

 launches/Product large numbers and to boost
Launch the sales of the product from
its very first day in the
market.

● Live Video/Live To enhance and maximize Live videos on Facebook

Streaming direct communication with will be done monthly.
customers and community
partners. This allows the
company to reach and
interact with more people
across the world.

● Ask To enhance comprehension Weekly

consumers/audience and better understand what
a question the consumer really needs.

Content Plan for Twitter

CONTENT PURPOSE FREQUENCY

● Promotional Post To create awareness, get Post will be done twice or

people to try products, thrice a week.
provide information, keep
loyal customers, and identify
potential customers about the
product. This will generate
sales and brand loyalty.

● Question and Answer To connect with relevant This will be done weekly.
audiences and customers. It
also can boost a company's
traffic and send quality
through providing valuable
content on the website that
answers the prospective
customers’ questions and
helps them learn about the
product.

Content Plan for Instagram

CONTENT PURPOSE FREQUENCY

● Upload product image To increase the size of Post will be done twice or
and videos purchases and improve thrice a week.
product availability using
media and non-media
marketing communications
and urge the consumers to
 purchase products.

● Promotional Post To create awareness, get Post will be done twice or

people to try products, thrice a week.
provide information, keep
loyal customers, and identify
potential customers about the
product. This will generate
sales and brand loyalty.

Content Plan for Youtube

CONTENT PURPOSE FREQUENCY

● Upload product To increase the size of Posts will be done twice or

videos. purchases and improve thrice a month.
product availability using
media and non-media
marketing communications
and urge the consumers to
purchase products.

● Promotional Videos To create awareness, get Posts will be done twice or

people to try products, thrice a month.
provide information, keep
loyal customers, and identify
potential customers about the
product. This will generate
sales and brand loyalty.

● Live Streams To enhance and maximize Live Streams will be one

direct communication with monthly.
customers and community
partners. This allows the
company to reach and
interact with more people
across the world.

Content Plan for Press Release/Events

CONTENT PURPOSE FREQUENCY

● Press release To notify the media about an Press release will be done
event and promote something approximately quarterly.
significant about the product
to the audience.

● “The New Normal” To enhance and maximize The virtual event will run
virtual event direct communication with quarterly.
customers and community
 partners. This allows the
company to reach and
interact with more people
across the world.

PUBLICIZING THE PLATFORM

TYPE

Messaging ● SMS Notifications

● Regular email updates

Owned ● Website - (See Appendix D)

● Blogs - (See Appendix B)
● Social medias/channels - (See Appendix C)

Earned ● Print releases (both print and online)

● Customer Reviews
● Blogs and Posts
● Word of mouth

Paid ● Paid Social Media Advertisements

● Displaying Advertisements on other websites
● Paid Social Media Influencers

Shared ● Reviews from Samsung’s social media platforms such as

Facebook, Twitter, and Instagram
● Online forums

ADDITIONAL IMPLEMENTATION DETAILS

1. Customers who receive email updates should visit the Samsung website to review and
understand the terms of service and privacy policies.

2. Samsung Membership Exclusive

 Connect with other Samsung-users.

 Get Samsung Members Exclusive promos.
 Tips on how to maximize the use of Samsung gadgets.
  Free access to updates of new upcoming Samsung products.

3. "The New Normal” virtual event

 Registration will be online

 The invitations will be sent through email
 Updates on new products that will be released by Samsung will be discussed in the virtual
event

ANALYSIS AND OPTIMIZATION

COMPUTATIONS

(The following are sample computations)

Email Promotion

Email Sent 25,000

Delivered (90%) 22,500

Opened (70%) 15,750

Clicked (55%) 8,662.5

Converted (25%) 2,165.63

Net Income (assuming P3,500 per person x 1 year) 7,579,705

Note: Smartphone customers consume approximately 1 smartphone per year.

Marketing Budget of email promotions for 1 year

Email Software Php 500,000

Promo collaterals Php 850,000

Events Php 1,000,000

Complimentary Products Php 800,000

Other Expenses: Promotions/Sale and Memberships Php 2,500,000

Marketing Personnel (15 persons working in charge of getting Php 91,800

email addresses at store levels = 510 per day x 12 months)

Total Cost Php 5,741,800

Social Media

Posts 50,000

Views (90%) 45,000

Likes (85%) 38,250

Comments (66%) 25,245

Shares (45%) 11,360.25

Converted (28%) 3,180.87

Net Income (assuming P3,500 per person x 1 year) 11,133,045

Note: Smartphone customers consume approximately 1 smartphone per year.

Marketing Budget of social media for 1 year

Facebook Ads Php 900,000

Instagram Ads Php 800,000

Twitter Ads Php 800,000

Creative Marketing/Content Media Php 1,650,000

Marketing Personnel (20 persons working in charge of social Php 123,720

medias = 515.50 per day x 12 months)

Total costs Php 4,273,720

Blog Post

Blog Posts 1,000

Visits (90%) 900

Read (86%) 797.4

Reviews/Comments (50%) 398.7

Converted (40%) 159.48

Net Income (assuming P3,500 per person x 1 year) 558,180

Note: Smartphone customers consume approximately 1 smartphone per year.

Marketing Budget of blog posts for 1 year

Blog Software Php 400,000

Content Writers Php 500,000

Copywriting Agencies Php 500,000

Other expenses: Blog Promotion/Collab writers Php 400,000

Marketing Personnel (10 persons working in charge of blog Php 61,200

websites/posts = 510 per day x 12 months)

Total costs Php 1,861,200

Company Website

Company’s Website Posts 17,000

Visits (96%) 16,320

Views (87%) 14,198.4

Registered/Fill-out forms (50%) 7,099.2

Converted (30%) 2,129.76

Net Income (assuming P3,500 per person x 1 year)

7,454,160

Note: Smartphone customers consume approximately 1 smartphone per year.

Marketing Budget of company’s website for 1 year

Website Software Php 500,000

Content Design Php 500,000

Permits and Licenses Php 150,000

Equipment and Asset Maintenance Php 300,000

Other expenses: Refunds/Returns Php 100,000

Marketing Personnel (15 persons working in charge of websites = Php 91,800

510 per day x 12 months)

Total costs Php 1,641,800

Youtube Channel
2,000
Video Uploads

1,960
Subscribers (98%)

1,862
Views (95%)

1,638.56
Likes (88%)

1,228.92
Comments (75%)

737.35
Shares (60%)

331.81
Converted (45%)

1,161,335
Net Income (assuming P3,500 per person x 1 year)

Note: Smartphone customers consume approximately 1 smartphone per year.

Marketing Budget of Youtube channel for 1 year

Influencers/Endorsers Php 600,000

Production Php 1,500,000

Editors/Director Php 500,000

Creative Marketing/Content Media Php 500,000

Marketing Personnel (30 persons working in charge of Youtube Php 185,580

videos and its production = 515.50 per day x 12 months)

Total costs Php 3,285,580

Virtual Event/Press Release

Invitations sent 10,000

Opened (90%) 9,000

Registered (75%) 6,750

Attendees (65%) 4,387.5

Converted (40%) 1,755

Net Income (assuming P3,500 per person x 1 year) 6,142,500

Note: Smartphone customers consume approximately 1 smartphone per year.

Marketing Budget of virtual event/press release for 1 year

Host Php 100,000

Invitations Php 400,000

Sponsors and Promotions Php 900,000

Complimentary Products Php 500,000

Event’s place Php 150,000

Other Expenses: Events decorations/Maintenance Php 150,000

Marketing Personnel (30 persons working in charge of events/press Php 183,600

release = 510 per day x 12 months)

Total costs Php 2,383,600

Return on Investment (ROI)

Total Net Income 34,028,925

Income Net for Marketing Cost 18,450,000

Total Cost 19,187,700

ROI 77.35%
Appendices

Appendix A - Sample of Samsung Email Promotion

Appendix B - Blog Site

Appendix C - Social Networks of Samsung

(Samsung Facebook Page) (Samsung Instagram Account)

(Samsung Twitter Account)

Appendix D - Samsung Website

Appendix E - Samsung Youtube Channel

Appendix F - Press Release/Events

References:

Samsung Website (2021). SAMSUNG. Retrieved from https://www.samsung.com/ph/

Samsung (2021). [Invitation] Samsung Galaxy Unpacked 2021: Welcome to the Everyday Epic.
Retrieved from https://news.samsung.com/global/invitation-samsung-galaxy-
unpacked-2021-welcome-to-the-everyday-epic

Samsung Developers (2021). Blog Articles to inspire the builder and designer within. Retrieved
from https://developer.samsung.com/blog/en-us

The ConsultancyGroup (2020). Virtual Events are the normal. Retrieved from
https://medium.com/@theconsultancygroupswitzerland/virtual-events-are-the-
new-normal-f24372efa328