Institute of Technical Education

ITE College Central

Marketing 101
CLASS: DPP Cohort 2022

Project 1 (Part 2)

----------------------------------------------------------------------------------------------------------------

Name of Student Group: Milo Dinos

Name of group leader :1) Insyirah Index number :) 31

Names of group members: 2) Fion Index number :) 4

(As in class register) 3) Quraisyah Index number :) 7

4) Fatin Index number :) 17

5) Syahirah Index number :) 24

6) Melissa Index number :) 25

----------------------------------------------------------------------------------------------------------------

2.
Marketing

Promotion: How is/are the particular product/s, service, or company being promoted now? Describe on the relevant activity.

Advertising:

Samsung places their products through sales and advertising strategies. Samsung started their advertisement by telling basic information about

Samsung phones to the customers. Samsung uses newspapers and social networking sites such as Facebook, Twitter, Youtube etc. to maintain

their online presence regularly. Samsung uses a skimming price policy to market their products. For instance, when Samsung launches new

products with different variants of storage capacity, the prices of the product would be higher. However, when other competitive brands launch a

new product with similar features, Samsung lowers the price of their products so as to easily prevent the reduction of its market share.

Public relations:

Samsung hires multiple PR experts like Alyson Buck to handle its public relations affairs in different countries and across different product lines.

Samsung used to tie up with celebrities in advertising their products. For example , Samsung had hired Bollywood actress Nargis Fakhri to

advertise Samsung Galaxy in India.

Personal Selling:

last updated 27/11/2012

1 of 4 | Page
Traditional personal selling is a method that is used to persuade a buyer to purchase a product or service and Samsung uses this method to sell

their products because they come out with new products every year, so they are consistently persuading customers to buy their latest product.

Sales Promotion:

Samsung, as a firm, believes in attracting customers through advertising while also employing aggressive tactics to push products to customers

through sales promotions. Samsung employs a variety of marketing vehicles throughout the year, both during the festive season and outside of it.

It provides numerous incentives and discounts to its business partners to encourage them to sell Samsung above the competition. Samsung’s

brand is on the increase as a result of this strategy, and both the pull and push strategies are functioning in Samsung at the same time.

To promote their devices, Samsung has collaborated with celebrities. Through those relationships, celebrities were able to promote their products

across many social media platforms. Collaborations with A-list celebrities can guarantee a rise in brand exposure due to their large fan base. They

have worked with several well-known celebrities, including BTS, BLACKPINK, Huma Qureshi, etc.

Another way used by Samsung is allowing customers to try samples of mobile phones for free to attract potential customers.

Furthermore, Samsung offers a 12 month worldwide warranty on any Samsung device, this is to interest the buyer. Samsung is an international

company and their shop is mostly in every city in the world. They also have tons of money which is why they are able to offer worldwide warranty.

Price:

last updated 27/11/2012

2 of 4 | Page
Our group has chosen to use the skimming price strategy which is similar to Samsung. When we launch our product, we would charge it at the

highest initial price and then lower the price subsequently when there is competition in the market. As the demand of the first customers is satisfied

and competition enters the market, our group will lower the price to attract people who are more price sensitive.

The reason why our group has chosen to use the skimming price strategy is so that we can gather as much revenue as possible before there is

competition in the market. This is also so that we can easily prevent the reduction of our market share due to the launch of our competitors.

Some competitors of Samsung are Apple, LG electronics and Sony. Let's take Samsung and LG electronics washing machines as an example.

Both washing machines have widths of 24-27 inches, both LG’s and Samsung’s largest capacity is 5.8 ft. However, LG’s washing machine starting

cost is $699 compared to Samsung’s which it’s starting cost is $539. In addition, both brands of washing machines have both steam and smart

washing options. This comparison shows that Samsung costs less than LG even though they both have the same functions.

For our product, we want to set our price at $1800. A normal washing machine would usually cost around $1500. We added $300 because of the

compartments and the soundproofing foam that was added on the washing machine. As our compartments are retractable, there are more details

needed for it to slide in and slide out to adjust the size as well as the soundproofing foam that is going to be added.

Place: How is/are the particular product/s or service being sold or distributed now

Retail shops:

Samsung has several retail shops in Singapore. Samsung Experience Stores are located at 313@Somerset, Westgate, Nex, Bedok Mall, Bugis

Junction, Jurong Point Shopping Mall, Causeway Point, VivoCity and Tampines Mall.

Samsung Experience Store 313@Somerset

last updated 27/11/2012

3 of 4 | Page
 Samsung Experience Store Westgate

Samsung Experience Store Nex

Samsung Experience Store Bedok Mall

last updated 27/11/2012

4 of 4 | Page
 Samsung Experience Store Bugis Junction

Samsung Experience Store Jurong Point

Shopping Mall

Samsung Experience Store Causeway Point

last updated 27/11/2012

5 of 4 | Page
 Samsung Experience Store VivoCity

Samsung Experience Store Tampines Mall

Push carts:

Samsung does not do push carts. Push carts are not applicable for this company as they require a sufficient amount of storage to keep their goods

in safely.

Website? Facebook? Blog shop? Paste Link.

Official online store: https://shop.samsung.com/sg/tvpromo/?cid=sg_pd_ppc_google_vd-multiple_always-on_tvbrand_text-

ad_none_none_tvbrand_all-

sitelink7&gclid=CjwKCAiAo4OQBhBBEiwA5KWu_4bQJE3CiUpajwP_1tS_corFQClQy1dIud9trEpEeNMzwlVbpLFQZRoC3i0QAvD_BwE

last updated 27/11/2012

6 of 4 | Page
Facebook page: https://m.facebook.com/SamsungSingapore/

Instagram page: https://instagram.com/samsung_sg?utm_medium=copy_link

last updated 27/11/2012

7 of 4 | Page
Youtube channel: https://youtube.com/c/Samsung

Twitter page: https://twitter.com/samsungmobile?s=11

last updated 27/11/2012

8 of 4 | Page
Tiktok page: https://vt.tiktok.com/ZSeGq32qa/

Mail order delivery:

Samsung offers delivery services.The delivery address must be located within mainland Singapore, with the exclusion of areas that are remote or

restricted zones, or places that require security pass/ clearance, such as: Pulau Ubin, Sentosa, Jurong Island, military camps, prisons, Alps

Avenue, Changi Cargo Complex, ferry terminals, Airport Link, Tuas View Extension etc.

last updated 27/11/2012

9 of 4 | Page
Delivery may take approximately 1-3 business days to deliver the order. A maximum of 2 delivery attempts will be conducted.

Other methods:

Samsung also allows you to purchase online and pick up in-store. The order will be ready in the stores as early as the next working day after

ordering. An email will be sent to the customer when the items are ready. Orders made online and scheduled for in-store pick up will be held in the

store for 5 days. If the customer has not picked up their orders by the end of the 5 days, they will automatically be refunded. This allows the

customer to conveniently order the products online with a touch of a button.

People: Describe the people selling these products or services now.

Training:

Samsung provides training programmes tailored to different job levels and positions for all employees around the world based on the three pillars.

Core program, Leadership program, Expertise program- so that they share the same vision for the company’s values and future growth. On an

annual basis, four million people participate an average of 8 hours with training programs around the world.

The goal of the program is to assist all employees in gaining a sense of belonging to the company and to help them work more proficiently.

Uniforms: Blue polo shirt with black pants.

last updated 27/11/2012

10 of 4 | Page
Language: Fluent in English.

Physical attributes (e.g. Sporty and fit): Samsung would like to have employees who have experience in selling electronics which will help to

promote their products with better understanding so that it will persuade consumers to buy the product. They would also like someone who is

knowledgeable about the industry since there are many features to remember about a product. With employees who are more familiar in this

industry it will definitely be easier for them to promote the products to potential customers . For example the measurements, how many colours

there are, making comparisons with other brands, etc.

Process: Describe the processes in product or service purchases and refunds or returns if any?

Online purchases:

For online purchases, return items must meet the following requirements:

1. 7 days from the date of delivery for functional defects.

2. within 24 hours from the time of delivery for external cosmetic damage such as scratches, dents, stains or cracks.

3. 14 days from the date of delivery should you change your mind and decide to return the items , this is only applicable to

Smartphones,Tablets,Watches,Galaxy buds and Mobile accessories.

There will be no charges for returning products within the return period.

You must provide proof of purchase with delivery order receipt and order/invoice number at the point of submitting your returns request with our

CS agent and also at the point of collection to our appointed courier company (as arranged by us after you make a returns request).

Item must be in brand new condition and returned in its original packaging along with all its accessories (including manuals, warranty cards,

certificate of authenticity) and free gifts received with it. All packaging must be unmarked and not defaced in any manner.

Items must be returned in the original delivery box (or with suitable packaging) to protect the product from damage during return delivery.

Refunds can take up to 30 working days from request for order cancellation. However, the refund period may vary depending on the payment

method and is subject to the processing duration of the payment agency.

Physical purchases at retail stores:

For physical purchases, return items must meet the following requirements:

last updated 27/11/2012

11 of 4 | Page
1. The product must be returned within 30 days of purchase as per the original tag on the merchandise.

2. If the electronic goods purchased by the customer turns out to be defective, then the complaint should be registered on the website of

Samsung, within 14 days.

3. All the accessory material obtained with the merchandise should be returned.

4. It should be taken care that once the parcel of the merchandise has arrived, unboxing should not be done on the spot, but only after

the Samsung installation Representative has visited unboxing.

5. During the return of the product it should also be taken care that once the DOA has been obtained for the merchandise, no mischief

will henceforth be allowed on the seal of the DOA. If the seal of DOA is broken then return or refund is not possible.

Other than a full refund, customers can opt for the official Samsung recall. It offers a choice between:

A) About half the money refunded

B) About 60% of the money toward a new Samsung washing machine

C) Samsung will fix the machine but it’s illegal to resell it later.

Other methods:

Trade in method.

1. Add your desired device to your Cart and request to Trade In. Then fill in the details of Trade in device brand, model and capacity.

2. Answer the questions based on the condition of the Trade In device to obtain the Trade In value.

3. Trade-in value is deducted from the new device value. Afterwards, proceed to ‘ checkout ‘ and make payment.

4. Your order has been placed and your new device will be delivered to you shortly using our courier service. upon 1 ( working ) day of

receiving the device, customer support will contact you for further detailed verification (schedule of pick up ).

5. You are required to hand over your Trade In device within 3 business days upon receiving the new device. Final verification is carried

out during device pick up. Should the courier staff find any major mismatch between the actual and declared condition of the device, the

courier staff will not proceed with the collection of the old device. You will be charged back the Trade In value.

Major mismatch includes:

i. Mismatch of device model from declaration upon collection

iii. Device Account (Apple,Google) /ID lock/Passcode lock could not be removed or logged out

Otherwise, the courier staff will pick up the old device and issue the trade-in receipt.

Physical Evidence:

The company markets its products in different colored packaging that can be readily found on store shelves. They are put on the company’s

special shelves, which have a different colour and design. It allows the placement of these shelves in active retail stores for customers. For

example in a Samsung Store, the store is laid out in such a manner that the customer is able to get to his choice of smartphone very fast and very

smoothly.

E-receipt

last updated 27/11/2012

12 of 4 | Page
 Physical Receipt

last updated 27/11/2012

13 of 4 | Page
 End of Part 2

last updated 27/11/2012

14 of 4 | Page