MINISTRY OF EDUCATION & TRAINING

HOA SEN UNIVERSITY

FACULTY OF MARKETING -
COMMUNICATION

FINAL REPORT

MARKETING STRATEGIES OF SAMSUNG

GALAXY Z IN VIETNAM AND KOREA

Course: International Marketing

Class: 1240

Lecturer: Ms. Huỳnh Thị Thùy Dương

Students: Lê Vi Khanh (22115247)

Lê Mỹ Nhàn (22103402)

Quản Thị Minh Thư (22109128)

Đỗ Kim Ngân (22111294)

Ho Chi Minh City, 05/2024

 MINISTRY OF EDUCATION & TRAINING
HOA SEN UNIVERSITY
FACULTY OF MARKETING -
COMMUNICATION

FINAL REPORT

MARKETING STRATEGIES OF SAMSUNG

GALAXY Z IN VIETNAM AND KOREA

Course: International Marketing

Class: 1240

Lecturer: Ms. Huỳnh Thị Thùy Dương

Students: Lê Vi Khanh (22115247)

Lê Mỹ Nhàn (22103402)

Quản Thị Minh Thư (22109128)

Đỗ Kim Ngân (22111294)

Ho Chi Minh City, 05/2024

 EVALUATION BOARD

No Student ID Work Part Complete

- Social & cultural environment
- Marketing strategies in
1 Lê Mỹ Nhàn 22103402 100%
Vietnam vs Korea
- Edit Report

- Competitor
2 Lê Vi Khanh 22115247 100%
- Branding strategies in Vietnam

- Overview of Samsung Galaxy

Z in international scale
3 Quản Thị Minh Thư 22109128 100%
- Vietnam market analysis
- Suggestions
- Stage of market development
4 Đỗ Kim Ngân 22111294 100%
- Target market & Positioning

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 ACKNOWLEDGMENT

First of all, we would like to send our sincere thanks to Hoa Sen University as
well as the faculty of the Marketing - Communication Department for allowing us to
access useful subjects and helping us understand the environment. international
integration in the current globalization trend. Through that, we learned specialized
and practical knowledge to apply to future work.
At the same time, we would like to sincerely thank Lecturer Huynh Thi Thuy
Duong for her dedication to imparting and guiding us with useful knowledge in the
subject of international marketing as well as valuable experiences that help us gain
valuable knowledge. can complete a report.
Finally, I would like to thank the group members who have stuck together over
the past time. In the process of writing this report, there will inevitably be limitations
and shortcomings in terms of knowledge, theoretical ability, and experience, but we
hope that you and the reader can grasp some of the information. and knowledge. The
team looks forward to receiving your valuable comments to improve our knowledge
in this field.
Sincerely thank!

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 LECTURER’S COMMENT AND EVALUATION

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Ho Chi Minh City, day…month…year

Lecturer’s sign

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 TABLE OF CONTENTS

EVALUATION BOARD........................................................................................... i

ACKNOWLEDGMENT .......................................................................................... ii

LECTURER’S COMMENT AND EVALUATION ............................................. iii

TABLE OF CONTENTS ........................................................................................ iv

LIST OF FIGURES ................................................................................................. vi

LIST OF TABLES ................................................................................................. viii

INTRODUCTION .................................................................................................... 1

PART 1: OVERVIEW OF SAMSUNG GALAXY Z IN INTERNATIONAL

SCALE ....................................................................................................................... 3

1.1. Overview of Samsung ................................................................................... 3

1.2. Overview of the Samsung Galaxy Z ............................................................. 4
PART 2: ANALYSIS OF SAMSUNG GALAXY Z IN VIETNAM .................... 7

2.1. Vietnam market analysis .................................................................................. 7

2.2. Stage of market development ........................................................................... 8
2.3. Social & cultural environment ....................................................................... 10
2.3.1. Religion and belief ................................................................................... 10
2.3.2. Family ...................................................................................................... 11
2.3.3. Concepts and lifestyle .............................................................................. 12
2.3.4. Aesthetics ................................................................................................. 14
2.4. Target Market & Positioning ......................................................................... 16
2.4.1. Target Market .......................................................................................... 16
2.4.2. Positioning ............................................................................................... 17
2.5. Competitor...................................................................................................... 19
PART 3: BRANDING STRATEGIES IN VIETNAM ........................................ 28

3.1. Brand history .................................................................................................. 28

3.2. Brand equity ................................................................................................... 32
3.2.1. Belief ........................................................................................................ 32

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 3.2.2. Value ........................................................................................................ 33
3.2.3. Trust ......................................................................................................... 33
3.3. Brand identity ................................................................................................. 33
PART 4: MARKETING STRATEGIES IN VIETNAM VS KOREA .............. 37

4.1. Marketing Mix 4Ps ......................................................................................... 37

4.1.1. Product Strategy ....................................................................................... 37
4.1.1.1. Product goals ..................................................................................... 37
4.1.1.2. Product levels .................................................................................... 37
4.1.2. Price Strategy ........................................................................................... 42
4.1.3. Distribution system strategy (Place) ........................................................ 42
4.1.4. Mixed promotion strategy........................................................................ 43
4.1.4.1. Advertisement ................................................................................... 43
4.1.4.2. Personal selling.................................................................................. 45
4.1.4.3. Promotional ....................................................................................... 45
4.1.4.4. Public Relations ................................................................................. 46
4.2. SWOT ............................................................................................................ 46
4.3. IMC plans in Vietnam and Korea .................................................................. 48
4.3.1. Vietnam market ....................................................................................... 48
4.3.2. Korean market ......................................................................................... 56
PART 5: SUGGESTIONS ..................................................................................... 64

CONCLUSION ....................................................................................................... 66

REFERENCES ....................................................................................................... 68

PLAGIARISM CHECK RESULT – GROUP ROSIE ....................................... 71

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 LIST OF FIGURES

Figure 1: Global Smartphone Shipments Market Share ............................................. 3

Figure 2: Regional Smartphone Shipment Market Share ........................................... 4
Figure 3: Growth chart of the folding screen smartphone market until 2025 ............ 6
Figure 4: Southeast Asia smartphone market share chart in the third quarter of 2023
.................................................................................................................................... 7
Figure 5: Sales of 11 folding smartphone models globally in 2021 ........................... 8
Figure 6: Growth/decrease rate of industrial production index (%) in 2022 of
Vietnam ...................................................................................................................... 9
Figure 7: Growth/decrease rate of manufacturing and processing industry
production index in 2022 (%) ................................................................................... 10
Figure 8: Main concerns of Vietnamese consumers ................................................ 13
Figure 9: TOP 3 categories of consumers willing to pay a premium by country .... 14
Figure 10: Factors affecting Vietnamese people's decision to buy smartphones ..... 15
Figure 11: Popular colors across iPhone lines .......................................................... 16
Figure 12: Positioning map ...................................................................................... 18
Figure 13: Mobile Vendor Market Share in Viet Nam - April 2024 ........................ 19
Figure 14: Oppo Find N3 and Samsung Galaxy Z Fold5......................................... 20
Figure 15: Comparison of the specifications of the Samsung Galaxy Z Fold 5 and
the Oppo Find N3 ..................................................................................................... 21
Figure 16: Samsung's market share in the overall foldable phone market ............... 22
Figure 17: The price of a Samsung phone after using a promotion code ................. 23
Figure 18: The design of Samsung Galaxy Fold 5 and Oppo Find N3 .................... 24
Figure 19: The design of the Oppo Find N3 ............................................................ 25
Figure 20: The launch of the Oppo's brand shop at Crescent Mall .......................... 26
Figure 21: The official price of the Oppo Find N3 .................................................. 26
Figure 22: Nguyen Vu Ha, General Director of VHT, represented the Group to sign
a cooperation agreement with a representative from Samsung Networks ............... 29
Figure 23: Representatives from Samsung Vietnam and the Provincial Vice
Chairman presented wheelchairs to people with disabilities.................................... 30

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Figure 24: Leaders took a commemorative photo with executives from Samsung
Vietnam to celebrate the 10th anniversary of the establishment of SEVT (Samsung
Electronics Vietnam Trường Văn) ........................................................................... 31
Figure 25: The opening ceremony for the SIC program for the 2023 - 2024
academic year was held at NIC ................................................................................ 32
Figure 26: Logo Samsung ........................................................................................ 33
Figure 27: Samsung's main color ............................................................................. 34
Figure 28: Image - Samsung slogan ......................................................................... 35
Figure 29: The Samsung Font .................................................................................. 36
Figure 30: Complete product packaging of Galaxy Z Flip ...................................... 38
Figure 31: 4 colors of Galaxy Z Flip4 ...................................................................... 40
Figure 32: Galaxy Z Flip4 Bespoke Edition ............................................................ 40
Figure 33: 4 colors of Galaxy Z Flip5 ...................................................................... 41
Figure 34: 4 exclusive colors of Galaxy Z Flip5 ...................................................... 41
Figure 35: Advertising posts of Samsung Galaxy Z Flip5 on Instagram, Tiktok .... 43
Figure 36: Advertising artists for Galaxy Z ............................................................. 44
Figure 37: BTS with Samsung's Bora Purple Galaxy Z Flip4 ................................. 44
Figure 38: Samsung promotional programs ............................................................. 45
Figure 39: Chau Bui with Samsung Galaxy Z Flip5: ............................................... 49
Figure 40: "Flexible joining" campaign on Tiktok................................................... 49
Figure 41: Contestants perform challenges with Samsung Galaxy Z Flip 5 at the
program "The New Mentor" ..................................................................................... 50
Figure 42: Billboard of Galaxy Z series 5 across the street ..................................... 51
Figure 43; Galaxy Flip Town in Ho Chi Minh City ................................................. 51
Figure 44: Collection of Galaxy Z Flip 5 “Flip Thinker” ........................................ 52
Figure 45: Galaxy Flip Town ................................................................................... 53
Figure 46: Galaxy Flip Cafe in Ho Chi Minh City................................................... 54
Figure 47: Galaxy Flip Studio in Hanoi ................................................................... 55
Figure 48: Activities at Galaxy Flip Studio x BOO ................................................. 56
Figure 49: Official Film of Galaxy Z Flip5 .............................................................. 57

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Figure 50: 3D OOH of Galaxy Z Flip5 in Seoul ...................................................... 57
Figure 51: 3D OOH advertisement of Galaxy Z Flip5 at Coex Media Tower, Seoul
.................................................................................................................................. 58
Figure 52: Billboards of Galaxy Z Flip/Fold 5 in Korea .......................................... 58
Figure 53: BTS and Galaxy Z Flip/Fold 5 ............................................................... 59
Figure 54: Samsung cooperates with BTS to produce exclusive Flipsuit for the
Galaxy Z Flip5 series ................................................................................................ 59
Figure 55: Players are playing a game on the Galaxy Z Fold5 ................................ 60
Figure 56: League of Legends world champion Faker with the Galaxy Z Fold 5 ... 60
Figure 57: Flip Side Market The Garden ................................................................. 62
Figure 58: Customers experience the features of Galaxy Z Flip/Fold 5 in Flip Side
Market ....................................................................................................................... 62
Figure 59: Dang Huy Duc Bui in an interview with Samsung Newsroom .............. 63

LIST OF TABLES

Table 1: CPM to evaluate Samsung Galaxy Z Fold 5 and Oppo Find N3 ............... 27
Table 2: SWOT of Samsung..................................................................................... 46

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 INTRODUCTION

In the current international integration environment, many foreign companies

are penetrating and developing in Vietnam. This brings many important implications
such as promoting economic growth, sharing technology and management,
expanding international relations, and improving product and service quality. One of
the important things for a brand to develop and stand firm in the Vietnamese market
is its marketing strategy. In particular, Samsung is considered one of the successful
and strongly growing brands in the Vietnamese market with many unique and suitable
marketing strategies for this market.

This report is analyzed with the topic "Marketing strategies of Samsung

Galaxy Z in Vietnam and Korea" to compare and evaluate the differences in
Samsung's marketing campaigns for the Galaxy Z series in Vietnam. What is the
difference between South and Korea? Our report includes the following sections:

Part 1: Overview of Samsung Galaxy Z on an international scale.

Part 2: Analysis of Samsung Galaxy Z in Vietnam

Part 3: Branding strategies in Vietnam.

Part 4: Marketing strategies in Vietnam and Korea.

Part 5: Suggestions.

This report wishes to provide an in-depth look at Samsung's marketing

strategies for the Samsung Galaxy Z, thereby obtaining detailed and accurate
information to know how Samsung has managed to develop its brand and bring its
products into the Vietnamese market successfully today.

In addition to searching for information, data, magazines, and reference

materials, we also combine the application of the theories we have learned to be able

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to apply in this article with a more specific and general view through the subject study
of International Marketing.

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 PART 1: OVERVIEW OF SAMSUNG GALAXY Z IN
INTERNATIONAL SCALE

1.1. Overview of Samsung

Samsung is one of the world's leading brands, not only famous for its consumer
electronics products but also one of the largest smartphone manufacturers globally.
Founded in 1938 in Korea, Samsung has continuously developed and expanded its
market, becoming one of the leading multinational corporations with a presence on
all continents.
Samsung's outstanding development in the smartphone field is associated with
breakthroughs in technology and design. By constantly innovating and improving
product quality, Samsung has won the trust of consumers around the world.
Samsung's Galaxy phones are always among the top best-selling smartphones and are
highly appreciated for their configuration, features, and user experience.
According to the latest report by Counterpoint Research, as of the fourth quarter
of 2023, Samsung has accounted for 23% of the global smartphone market share,
ranking second only to Apple. By region, Samsung holds 14% market share in Asia,
18% in North America, 29% in Europe, 31% in Latin America and 18% in the Middle
East & Africa. Notably, Samsung dominates the smartphone market in Europe and
Latin America with market shares of 29% and 31%, respectively. (Counterpoint,
2024)

Figure 1: Global Smartphone Shipments Market Share

(Source: couterpointresearch.com)

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 Figure 2: Regional Smartphone Shipment Market Share

(Source: couterpointresearch.com)
The above impressive numbers show Samsung's strength and solid position in
the global smartphone market. With a strategy of diversifying products, from popular
to high-end segments, Samsung has been meeting the diverse needs of consumers in
all price segments. In addition, focusing on research and development, as well as
investing heavily in marketing and branding, has helped Samsung consolidate its
pioneering position in the mobile industry.

1.2. Overview of the Samsung Galaxy Z

Samsung Galaxy Z is Samsung's unique line of folding smartphones, including
the Galaxy Z Flip and Galaxy Z Fold models. Launched in 2019, this product line has

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quickly become the focus of attention in the mobile industry thanks to its innovative
folding screen design, bringing a new and flexible user experience. The Galaxy Z
Fold series features a groundbreaking design that allows for flexible transitions
between a compact mobile phone and a responsive, tablet-like experience. the need
for multitasking and high productivity. Meanwhile, the Galaxy Z Flip series offers a
fashionable clamshell design that folds neatly to fit in a pocket or purse, attracting
users who love modern retro style. With valuable improvements over the past three
years, the Galaxy Z series has become a testament to Samsung's constant efforts to
improve user experience. These phone models not only stand out with their luxurious
design but are also continuously improved to enhance durability and provide a better
display experience.
Samsung is dominating the global folding phone market with an overwhelming
market share and is expected to continue to maintain this position in the future.
According to market research company Display Supply Chain Consultants (DSCC),
Samsung currently holds more than 87.8% market share in the folding screen
smartphone segment. In the fourth generation of the Galaxy Z series, Samsung
continues to lead the folding phone market with impressive sales. According to data
from Canalys, Samsung sold 11 million devices in 2022, accounting for the majority
of the total 14.2 million foldable smartphones sold globally.
At the same time, the folding-screen smartphone market is forecast to grow
strongly, with sales likely to increase many times over the next few years. It is
expected that the number of foldable smartphones sold will increase 4 times by 2025
compared to now. Strategy Analytics predicts that sales of this phone line could reach
117.2 million units by 2025, increasing rapidly within a few years. (Lam & Linh,
2021)
The success of the Galaxy Z series plays a key role in Samsung's strategy to
dominate and expand market share in this potential segment. Thanks to the
outstanding success of this product line, Samsung has quickly taken the leading
position in the folding phone market. According to data from DSCC, Samsung

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currently accounts for nearly 70% of the folding phone market share, far ahead of
remaining competitors. (Vũ, 2024)

Figure 3: Growth chart of the folding screen smartphone market until 2025

(Source: znews.vn)
With remarkable achievements and strong development potential, the Galaxy Z
series promises to continue to be one of the key product lines, contributing to
enhancing Samsung's position in the global mobile industry.

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PART 2: ANALYSIS OF SAMSUNG GALAXY Z IN VIETNAM

2.1. Vietnam market analysis

Samsung has been and is one of the most active businesses in the technology
market in general and the smartphone market in particular as they own a series of
smartphone product lines from series A to S. and Z are always produced in large
quantities and in many market segments. With the foldable Z smartphone product
line, Samsung has truly created a new wave and has remained "hot" until now since
its launch, Samsung has dominated the foldable smartphone market.

Samsung is proving its leading position in the Vietnamese smartphone market,

always a formidable competitor to other brands. According to a December report by
market research company Canalys, Samsung accounted for 29% of the smartphone
market share in Vietnam in November 2023, maintaining the number one position.

Figure 4: Southeast Asia smartphone market share chart in the third quarter of 2023

(Source: Canalys)

One of Samsung's most notable breakthroughs was the launch of the foldable
Galaxy Z phone line. Since its introduction, this product line has created a new wave

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in the market and continuously maintains its appeal. Specifically, the Galaxy Z Flip
and Z Fold models have dominated the global folding phone market, respectively
occupying four positions in the top 5 with the total number of products sold. In
particular, Samsung Vietnam has contributed significantly to the overall success of
the group. The company posted impressive revenue growth of 14% to $74.2 billion
in 2021, despite the impact of the Covid-19 pandemic. Samsung Vietnam exported
products worth $65.5 billion, an increase of 16% compared to 2020. The two
smartphone models Galaxy Z Fold 3 and Galaxy Z Flip 3 were the main contributors
to the year's revenue. 2021 by Samsung Vietnam. (Thịnh, 2022)

Figure 5: Sales of 11 folding smartphone models globally in 2021

(Source: Omdia)

With the above impressive achievements, Samsung has been affirming its
leading position in the smartphone market, especially in the folding phone segment.

2.2. Stage of market development

To determine what stage of market development a country is in, the World
Bank has identified four types of development based on gross national income (GNI)
as a basis. GNI is an important index that comprehensively reflects a country's
economic development and living standards and supports decision-making in many
different fields. Therefore, based on World Bank statistics, Vietnam's per capita
income in 2021 is estimated to reach 3,590 USD, ranking 7th in Southeast Asia, and

8
in 2022 it is estimated to be 4,010 USD. Vietnam has just struggled through the
economic crisis caused by the COVID-19 epidemic and is expected to recover in
2022. According to 2022 statistics, in general, manufacturing industries have a
growth rate quite high with an increase of 7.8%; the beverage manufacturing industry
has continuously increased from February 2022 with an increase of 32.3%; the food
processing industry has an increase of 8.8% compared to the same period last year;
and there have been some increases in similar industries. Based on GNI and the above
characteristics, Vietnam is identified as a group of countries with a low middle-
income level. Besides, Vietnam has made significant economic developments in
recent years and is making efforts to raise its income level to become a high-income
country soon. (Nga, 2022)

Figure 6: Growth/decrease rate of industrial production index (%) in 2022 of Vietnam

(Source : Tạp chí Con số sự kiện)

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 Figure 7: Growth/decrease rate of manufacturing and processing industry production
index in 2022 (%)

( Source : Tạp chí Con số sự kiện )

2.3. Social & cultural environment

2.3.1. Religion and belief
The Vietnamese Constitution stipulates that everyone has the right to freedom
of belief and religion, and Vietnam currently has over 26.5 million religious
followers, accounting for 27% of the country's population. However, Buddhism
accounts for the largest number of both followers and places of worship, followed by
Catholicism. Buddhist thought focuses on human values and talents, the importance
of ecosystems, and the depletion of resources, and offers alternatives to exploiting
and controlling nature. According to that ideology, everyone will use their knowledge
and talents to produce and exploit reasonably while at the same time protecting and
nurturing nature. Buddhism supports the goal of not causing harm to nature and the
environment. In particular, when the environment is seriously polluted, countries are
moving towards a green economy and a circular economy. Therefore, in that
economy, resources for development must be utilized and recycled. Samsung is one
of the businesses that cares about environmental protection and recycling to limit the
amount of plastic waste released into the environment. Samsung has expanded the
use of recycled materials to replace plastic components in its products. The company

10
aims to successfully use 50% recycled materials in plastic components by 2030 and
100% in all components by 2050. (Linh, 2023)

2.3.2. Family
In the history of the development of Vietnamese society from the past to the
present, it has been proven that for Vietnamese people, family relationships are one
of the most important relationships. Family is not only an important environment for
forming, nurturing, and educating human personalities but also plays a huge role in
their formation and development. Understanding that meaning, on the occasion of
Vietnamese Family Day on June 28, Samsung Electronics Vietnam Factory (SEV)
organized the "Family Day" program implemented by Samsung in 2011 to thank the
family for being where Samsung's elite employees are nurtured. In previous years,
the company invited parents of outstanding employees to visit Samsung's production
process and benefits such as high-quality cafeterias, training centers, and
entertainment activities,... everyone will see firsthand the clean, professional, high-
tech working environment along with the incentives that Samsung offers to
employees. After the factory visit, all Samsung families and employees had a 2-day
travel experience at one of Vietnam's famous tourist destinations, such as Ha Long
Bay and the Trang An-Bai Dinh tourist area. From 2011 until now, about 20,000
employees and about 40,000 parents have participated in this meaningful activity. In
2021, to ensure safety against the COVID-19 epidemic, the program has made
appropriate changes. Accordingly, the family of each employee participating in the
program will not come to the company and participate in travel but instead will
receive a special gift from the company, including a Samsung phone produced by the
employee himself, thank-you letters from the general director, and souvenir photos
of employees at the production site. These meaningful activities not only help
employees bond more with their families but are also a great motivation to help
employees and their families continue to love and trust the company. Thereby,
employees will constantly promote their excellent achievements and stay with
Samsung for a long time—a place that employees always consider their second
family. (Nam, 2022)

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 2.3.3. Concepts and lifestyle
According to Appota's mobile application market report, Vietnamese people
spend about 6.2 hours per day using smartphones. Social networking and messaging
applications alone consume an average of more than 2.5 hours per day per person.
The smartphone ownership rate of Vietnamese people is up to 72%, the majority of
whom are young people. The rapid increase in phone ownership rate and online
behavior using phones (68%) confirms that the smartphone ownership rate is up to
72%. The mobile market is increasingly attractive, creating an opportunity for
Samsung to continue exploiting this market. Besides, using multiple screens at the
same time is also a new habit for Vietnamese people, with an average of 1.7 devices
per person. This is an opportunity for Samsung to attract Vietnamese users with the
Galaxy Z Fold product, which can expand the screen with a secondary screen like a
tablet, making it convenient for users to use. (PV, 2018)

According to the Nielsen 2020 report, today's young people are always looking
for inspiration, experience, and personalization; they are hyper-connected,
information-savvy, dynamic, and have a fast-paced life. Because of these
characteristics, when businesses want to bring products to young people, they need
to be more understanding and sympathetic. Continuous innovation and constant
creativity are a must. Marketers must also focus on conciseness and clarity, aiming
for convenience and expanding e-commerce and payments. Samsung has researched
and brought all of these features into the Galaxy Z series to introduce young people
to quick and convenient features in addition to a unique "appearance". (Nielsen, 2020)

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 Figure 8: Main concerns of Vietnamese consumers

(Source: Nielsen 2020)

According to the Nielsen 2020 report, the top concern of Vietnamese people
is health. The world is increasingly developing, and high technology is also
increasingly innovating and making great progress, helping people improve their
quality of life. One of the important things to pay attention to and improve is health.
The increasing standard of living is accompanied by people's busyness. Taking time
for health is sometimes a luxury for some people. To understand consumers'
concerns, phone companies have developed features to check and help users improve
their health through their phones. Specifically, Samsung has integrated Samsung
Health, a comprehensive healthcare application, on all of its smartphones in general
and the Galaxy Z in particular. Besides basic features such as using the sensor on the
Galaxy Z Flip 3 5G to measure steps, distance, movement speed, and user activities,
Samsung Health is also equipped with many other useful features: water drinking
reminders, weight monitoring, calorie intake control, sleep monitoring, etc. Samsung
also collaborates with professional healthcare experts to offer extremely useful
exercises, especially since these fitness programs are completely free. (Tuấn, 2021)

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 Figure 9: TOP 3 categories of consumers willing to pay a premium by country

(Source: Nielsen 2020)

Mr. Tran Khoa Van, CEO of GfK Vietnam, said that in the phone field, despite
the impact of the epidemic, the number of smartphones sold in the Vietnamese market
grew well from 15.7 million units in 2020 to 16.8 million units by 2021. "Vietnamese
people like to upgrade smartphones with higher configurations, supporting new
technologies such as 5G and large memory," said a GfK representative. According to
the Nielsen 2020 report on the TOP 3 categories of consumers willing to pay the
highest fees by country, "Personal Electronics" is in the 3 categories of Vietnamese
people willing to pay high fees to own. This shows that Vietnamese people are very
interested in high-tech electronic devices, especially smartphones. This is also
Samsung's potential market when the Galaxy Z series, with its relatively high price,
chooses to strongly target the Vietnamese consumer market, especially young people
who are willing to pay a high price for a technology smartphone high, full of
amenities, and catching up with trends with uniqueness, newness, and personality.
(Nha, 2022)

2.3.4. Aesthetics
Color is one of the deciding factors when consumers choose to buy a product.
According to InfoQ Vietnam's research on Vietnamese people's mobile phone usage

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habits and preferences with more than 500 survey participants, 49.11% responded
that color or design is a factor influencing their decision to buy their smartphone.

Figure 10: Factors affecting Vietnamese people's decision to buy smartphones

(Source: infoQ Vietnam)

Based on research results from more than 300 consumers in two big cities, Ho
Chi Minh City and Hanoi, the three most popular and favorite colors in both cities
are red (tomato), black, and light blue. In particular, black is associated with high-
tech, high-performance, and high-quality products. According to respondents in both
cities, color plays an important role when they choose and buy products; 49% are
especially concerned about color when buying a smartphone. Survey results show
that 54% choose black when buying mobile phones and computers.

That is also the reason why, no matter what new products they release,
companies in general and Samsung, in particular, produce black; this is a popular
color loved by many people as well as easy to use and suitable for the majority of
users. In addition, white and silver are also quite popular among Vietnamese
consumers when choosing to buy smartphones because of their simplicity, suitability,
and not being afraid of being outdated. However, nowadays there are also many
diverse colors produced by companies to attract young and individual customers,

15
such as bright colors such as purple, yellow, pink, blue, mixed colors, hologram
colors, etc., which are also chosen by many young Vietnamese when buying
smartphones. According to CIRP's survey on the popular colors of the iPhone,
Samsung's competitor, in addition to black, which always dominates, other prominent
colors such as red, yellow, pink, and purple are also popular with consumers.
Samsung also understands that, so the later Galaxy Z series will have more diverse
colors and can also be color-coordinated according to customers' preferences.

Figure 11: Popular colors across iPhone lines

(Source: CIRP)

2.4. Target Market & Positioning

2.4.1. Target Market
Psychological and behavioral segmentation are the definitions that best
demonstrate Samsung's current segmentation strategy.

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 According to geographical criteria: In the Vietnamese market, Samsung
wants to focus on the Galaxy Z product line in urban areas.

According to demographic criteria: In Vietnam, Samsung focuses on the

young customer segment (from 18 to 35 years old) with high income or families with
well-off economic conditions, especially customers with a need to buy high-end
phones, who are interested in smart technology, unique creativity, and solutions to
solve life problems quickly and save time.

According to the purpose of use: Galaxy Z is used for many different

purposes but is aimed at high technology and the latest features, such as hands-free
shooting, night shooting, an electronic payment wallet, high capacity, a long-lasting
battery,...

According to psychological factors: Customers can express their unique

personality and style through the products they choose to use with them. Therefore,
Galaxy Z wants to target customers who want to express luxury, personality, style,
and uniqueness and pursue new trends.

According to customer behavior: When owning a Galaxy Z product,

customers will gain certain values, experience new, modern, smart features, and save
time handling work and entertainment. At the same time, it affirms the position of
customers in society.

2.4.2. Positioning
So that businesses can develop and adjust their positioning strategy as well as
see their strengths, weaknesses, and competitive aspects, Based on the price and
features that customers evaluate when deciding to buy a smart folding phone, So we
have a positioning map like this:

17
 Figure 12: Positioning map

(Source: Students do it themselves, 2024)

With daily work and entertainment needs, a phone with a powerful processor
is indispensable, with the technology leadership of Samsung, Huawei, and Xiaomi
carrying on their phones the latest innovations. The chips are Snapdragon 8 gen 2 for
the Galaxy, Snapdragon 8+ gen 1, and Snapdragon 8 gen 4. Followed by Oppo, Vivo
is a Snapdragon 8 gen 2, and Google Pixel is a Google Tensor G2, which is not highly
appreciated for its performance. Finally, Motorola, with its Snapdragon 2 Gen 1
configuration, is more outdated than its competitors. Oppo is superior to Vivo, with
a RAM capacity of up to 16 GB.

Besides performance value, price is a factor that greatly influences a

consumer's decision to buy a phone. With outstanding value and leading the trend of
folding phones, Samsung, with its outstandingly high price of about 47 million VND,
is still preferred by customers because of the value it brings. Besides, Samsung's
equally competitive competitors are Huawei and Oppo, with prices ranging from 41
million VND to 45 million VND, followed by Xiaomi, Google Pixel, and Vivo, with
prices ranging from 29 million VND to 33 million VND, and finally Motorola, with
a price of about 19 million VND, which is quite low compared to other competitors
because the quality and performance are not outstanding.

18
2.5. Competitor
In the Vietnamese market, Samsung, Apple, and Oppo all play important roles
in the Vietnamese economy and provide high-quality products to meet the demands
of Vietnamese consumers. According to Statcounter, Apple leads the market with a
33% share, Samsung is second with 26%, and Oppo, Xiaomi, and Vivo follow with
less than 10% market share in Vietnam.

Figure 13: Mobile Vendor Market Share in Viet Nam - April 2024

(Source: Statcounter, 2024)

However, Samsung, Oppo, Xiaomi, and Vivo have surpassed Apple's iPhone
in terms of new technology by launching unique and distinctive smartphone models
such as the Galaxy Z Fold 5, Oppo Find N3, Xiaomi MIX Fold 3, and Vivo X Fold 3
5G. While Samsung and iPhone are the two leading smartphone brands that are
focused on developing premium products and building a luxurious and distinctive
brand image, this has helped them capture a large market share in the mid-range to
high-end smartphone segments in the Vietnamese market. On the other hand, Oppo,

19
Vivo, and Xiaomi have always been popular brands in the mid-range and entry-level
segments, with a strategy of providing high-quality products at competitive prices.
However, when it comes to foldable smartphones, these brands are also trying to
position themselves in the premium segment, with prices that can be considered on
par with the Samsung Galaxy Z Fold 5. Although these companies have launched
smartphone models that affirm their position on the technology map, Xiaomi and
Vivo have no intention of competing with foldable smartphones in Vietnam, as these
are domestic products that are only officially distributed in the Chinese domestic
market. There may be parallel imports available in Vietnam, but the quality is not
guaranteed to be the same as buying the official products, due to issues like product
substitution and selling of inferior quality goods.

Overall, in the Vietnamese market in the foldable smartphone segment, only

the Oppo Find N3 and Samsung Galaxy Z Fold 5 can be considered as the main
contenders. These two technology conglomerates are both experiencing positive
development and occupy different positions in the foldable smartphone market in
Vietnam. However, each product line has its unique strengths and weaknesses.
Therefore, to make the most objective comparison, it would be best to compare the 2
top premium models with the best features from Samsung and Oppo.

General specifications of the 2 devices:

Figure 14: Oppo Find N3 and Samsung Galaxy Z Fold5

(source: gsmarena.com)

20
Figure 15: Comparison of the specifications of the Samsung Galaxy Z Fold 5 and the
Oppo Find N3

(source: gsmarena.com)

21
Samsung Galaxy Z Flip 5
Samsung is a large, reputable brand with a wide global reach. The usage rate
in Vietnam is not as high as Apple, but the company leads in technology by surpassing
the iPhone with the Samsung Galaxy Z, opening a new era for foldable smartphones.
Samsung's foldable phone models alone accounted for 62% of the global market share
in H1 2022, according to CounterPoint.

Figure 16: Samsung's market share in the overall foldable phone market

(Source: CounterPoint, 2022)

The customer base that the Fold 5 product aims to target is a high-end customer
base, willing to pay for premium products. Therefore, the price on the Samsung
Vietnam website is nearly 41 million Vietnamese dong. This price is 8 times higher
than the average per capita income in Vietnam, which was 6.26 million dong
according to the General Statistics Office of Vietnam in 2023. Despite the high price,
the company is also considerate of users by offering promotional codes for
enthusiasts who want to experience the product. Therefore, it can be seen that the
price of the Z Fold product is more "wallet-friendly" compared to Oppo products.

22
 Figure 17: The price of a Samsung phone after using a promotion code

(source: Samsung.com)

The Galaxy Z Fold 5 has a foldable screen design with a large main display
and a smaller external display. It has a metal frame and reinforced glass, giving it a
premium and sturdy feel. This product line comes in three youthful and modern color
options: Icy Blue, Phantom Black, and Ivory Cream. Of course, when mentioning
Samsung, one must also mention their excellent customer service with many service
centers and technical support across Vietnam. Additionally, Samsung's repair service
fees are evaluated as quite reasonable. The device is powered by the Snapdragon 8
Gen 2 chip, so the Galaxy Z Fold 5 has powerful processing capabilities and can
handle multitasking well. Samsung's devices will have a slight edge over Oppo in
terms of optimization, as they have chip variants that are custom-made for the brand.

Weaknesses

It is challenging for Samsung to maintain its leading position in the premium

segment due to the strong competition from Oppo. While technologically Samsung
is seen as nearly on par with Oppo, it still faces some design flaws. The Z Fold 5 has
been improved so that the crease looks more faded compared to previous models, but
it is still quite noticeable. This is a significant weakness in the design of this device
when placed alongside the competing model from the OPPO brand. Another issue is
that the Samsung Z Fold 5 has an overall larger size and heavier weight at 253 grams,
feeling a bit bulkier to hold compared to the Oppo Find N3 Fold. The glossy metal
frame on the Galaxy Z Fold 5 may also reduce the comfort when gripping the device.

23
 Figure 18: The design of Samsung Galaxy Fold 5 and Oppo Find N3

(Source: cellphones.com, 2023)

OPPO Find N3

Although behind Samsung in market share in Vietnam, Oppo's Find N3

product still has a strong foothold in the Vietnamese market. In terms of design, the
Oppo Find N3 is highly praised with a thickness of 5.8mm when opened and 11.7mm
when folded, as well as a slightly lighter weight compared to the Galaxy Z Fold 5.
This design provides a more comfortable grip for customers. The frame of the Oppo
Find N3 is finished with a matte texture, giving a premium and sturdy feel. The three
color options - Blue, Black, and Copper Gold - convey a sense of sophistication and
elegance in the design. This product also has a more distinctive design, with the rear
camera module appearing larger compared to Samsung's offerings. The OPPO Find
N3 also outperforms the Galaxy Z Fold 5 when equipped with a 48MP main camera,
a 64MP telephoto camera, and a 48MP wide-angle camera. This set of specifications
has impressed industry experts with its level of detail as well as the consistent image
quality across the different camera modules. This could include improved low-light

24
photography and enhanced image stabilization, allowing for better image quality and
performance. Hence, The Oppo Find N3 is likely to deliver powerful performance,
thanks to its processor and RAM configuration. This combination enables smooth
multitasking and efficient handling of resource-intensive applications and tasks.

Figure 19: The design of the Oppo Find N3

(Source: didongviet.vn)

Oppo's customer service is also highly rated, as Oppo has a network of service
centers with many locations nationwide, allowing customers to bring their products
to these centers for warranty support and repair services. In 2017, OPPO invested in
caring for future customers through its brand shop chain, where users can experience
OPPO phones, charge their phone batteries, and use free WiFi. These shops also
provide additional services like printing photos from phones. Oppo is always striving
to compete with other brands by offering attentive customer service.

25
 Figure 20: The launch of the Oppo's brand shop at Crescent Mall

(Source: tuoitre.vn)

Weakness

While other Oppo products are suitable for middle-income consumers, the Oppo Find
N3 is positioned by Oppo as a premium flagship product with high value. However,
Oppo's promotions and discounts still cannot compete with Samsung's pricing, so
even though the product has many superior features, it remains out of reach for the
majority of Vietnamese consumers.

Figure 21: The official price of the Oppo Find N3

(source: oppomobile.vn)

26
 Table 1: CPM to evaluate Samsung Galaxy Z Fold 5 and Oppo Find N3

(Source: Students do it themselves, 2024)

Galaxy Z Fold 5 Oppo Find N3

Comparative
Weighting Ranking Score Ranking Score
Factors:
Brand
0.2 3 0.6 2 0.4
Reputation
Market Share 0.05 3 0.15 2 0.1
Product
0.2 4 0.8 4 0.8
Quality
Customer
0.15 3 0.45 3 0.45
Service
Competitive
0.15 4 0.6 3 0.45
Pricing
Technological
0.15 3 0.45 4 0.6
Innovation
Design 0.1 3 0.4 3 0.3
Total Score 1 3.35 3.2
Ranking 1 2

In this CPM model, Samsung Galaxy Z Fold 5 leads the market in Vietnam
with a score of 3.35 due to its technological innovation and strong brand reputation.
The second position belongs to Oppo Find N3, although it has superior technology
and unique design, it still needs to improve its brand reputation.

27
 PART 3: BRANDING STRATEGIES IN VIETNAM

3.1. Brand history

Samsung (formerly Samsung Electric Industries) was founded by Lee Byung-
Chull in January 1969. When the competitive market was strongly focused on quality
and price, causing buyers to hesitate in choosing the right product, Samsung had to
consider keeping its product prices at a reasonable level to suit consumer budgets
while still maintaining good product quality. As a result, Samsung Electronics needed
to find an investment market where the consumer market was ready to spend on high-
quality technology products to ensure revenue for the company. After thorough
market research, in 1996 Samscapitalung officially entered the Vietnamese market
by establishing Samsung Vina. Samsung Vina started with around $36.5 million,
focusing on the production and trade of consumer electronics, with CRT TVs as the
initial product. After the first three years, Samsung Vina had increased its capacity
five-fold compared to when it was first established. Samsung chose the joint venture
model to penetrate the Vietnamese market to minimize the risks of entering a new
market (in terms of culture, politics, etc.) and increase the chances of market
penetration, but the most important reason was due to the investment policies of the
host country. The headquarters of Samsung Electronics Vietnam is located in Yên
Phong Industrial Park, Bắc Ninh Province (Ministry of Industry and Trade, 2018). In
2009, Samsung built its first mobile phone manufacturing plant in Vietnam, located
in the Hi-Tech Park in Ho Chi Minh City (Samsung Electronics Vietnam, n.d.). In
2014, Samsung continued to expand production by building a second factory in the
Bắc Ninh Industrial Park (VnExpress, 2014). To date, Samsung Vietnam has 7
factories producing phones, TVs, and electronic components in the provinces of Bắc
Ninh, Thái Nguyên, and Hà Nam (Industry and Trade Magazine, 2022). The SEV
factory in Bắc Ninh currently has over 40,000 employees, and the SEVT factory in
Thái Nguyén has around 70,000 employees. These two factory sites account for 30%
of the global workforce of Samsung Electronics and are responsible for supplying
over 50% of the total Samsung phones worldwide.

28
The Contribution of Samsung to the Vietnamese Economy

With a total investment in Vietnam reaching approximately $17.3 billion

(Government of Vietnam, 2022), Samsung is the largest foreign electronics enterprise
in Vietnam, accounting for around 20% of Vietnam's industrial processing and
manufacturing GDP (Tuoi Tre Online, 2021). As a result, Samsung has provided
employment for over 110,000 workers in Vietnam, comprising approximately 50%
of the total workforce in the electronics industry (Lao Dong Newspaper, 2021). In
October 2021, Samsung held a strategic signing ceremony with Viettel to accelerate
the digital transformation process for individuals or organizations living/working in
Vietnam. This collaboration with local partners aims to develop and provide
technological solutions suitable for the Vietnamese market.

Figure 22: Nguyen Vu Ha, General Director of VHT, represented the Group to sign a
cooperation agreement with a representative from Samsung Networks

(Source: Viettelbariavungtau.vn, 2024)

Despite being a foreign company, Samsung has truly been gaining the favor
of Vietnamese people more and more thanks to its implementation of various social

29
activities in Vietnam to contribute to the community. This has transformed Samsung
into a company that is perceived as not only "economic" but also "refined" in the eyes
of the Vietnamese people. These education, healthcare, and charitable programs have
been created to drive community development. In addition, the construction of
manufacturing plants in Vietnam has helped reduce the unemployment rate and
contribute to the economic development of this developing country. (H.Y, 2022)

Figure 23: Representatives from Samsung Vietnam and the Provincial Vice Chairman
presented wheelchairs to people with disabilities.

(Source: bacninh.gov.vn, 2022)

Contribution of Samsung to the Economic Structure

Nowadays, Samsung has become one of the companies with the largest
contributions to Vietnam's export turnover, accounting for up to 25% of the country's
total export turnover. The presence of Samsung has driven the process of shifting
Vietnam's economic structure from agriculture to industry and technology. (Pi, 2023)

30
Figure 24: Leaders took a commemorative photo with executives from Samsung Vietnam to
celebrate the 10th anniversary of the establishment of SEVT (Samsung Electronics
Vietnam Trường Văn)

(Source: tapchicokhi.com, 2023)

Contribution to the Development of the Technology Ecosystem

At present, Samsung has supported the formation and development of technology

enterprises and supports businesses in the supply chain in Vietnam. Furthermore, the
company has actively invested in research and development, collaborating with
Vietnamese universities to increase innovative capacity. In May 2024, the National
Innovation Center (NIC) collaborated with Samsung to implement the Semiconductor
Talent Development Program (SIC), aiming to train over 50,000 semiconductor
engineers in Vietnam by 2030. (Đức, 2024)

31
Figure 25: The opening ceremony for the SIC program for the 2023 - 2024 academic year
was held at NIC

(Source: baochinhphu.vn, 2024)

3.2. Brand equity

3.2.1. Belief
Samsung is trusted by Vietnamese consumers as a reputable brand with high-
quality and advanced technology. The brand identity of Samsung in Vietnam is built
on the trust in technological innovation, quality products, and customer satisfaction.
The brand equity includes reliability, advanced technology, and a commitment to
meeting the needs of consumers. Samsung strives to build trust with customers by
continuously providing high-quality products and excellent customer service.
Samsung's establishment of 7 large manufacturing facilities in Vietnam has created
strong confidence in the brand's commitment to the Vietnamese market (Vietnam
Industry & Trade Magazine, 2022). This has made Vietnamese consumers believe
that Samsung products manufactured in Vietnam are no different in quality from
those produced in South Korea.

32
 3.2.2. Value
Samsung is highly valued by Vietnamese consumers for its product value, with
advanced features, attractive design, and modern technology. The diversity and
continuous updates of Samsung's product lines have created a great selection value
for Vietnamese consumers. Vietnamese consumers feel that Samsung products
provide value that is commensurate with their selling prices.

3.2.3. Trust
Samsung's commitment and continuous investment in expanding
manufacturing in Vietnam has created strong trust from consumers. Samsung's
professional warranty and customer support policies have also contributed to building
trust in the brand. Samsung products with stable quality and long lifespans have
further reinforced the trust of Vietnamese consumers.

3.3. Brand identity

Logo

The Samsung logo in Vietnam is the "Samsung" wordmark designed in a

distinctive font, with the color blue being the dominant tone (Samsung Electronics
Vietnam, n.d.). The logo is written in a bold font, in the color blue. This logo is
recognized worldwide and represents the brand's commitment to innovation and
quality. The logo has become one of the most famous and easily recognizable brand
symbols in Vietnam.

Figure 26: Logo Samsung

(Source: Samsung Electronics Vietnam, n.d.)

33
 Color

The color blue is the dominant color in Samsung's brand identity in Vietnam,
representing reliability, professionalism, and modern technology. The primary color
of Samsung is blue, symbolizing trust, credibility, and professionalism. The blue hue
is used consistently in their logo and all brand identity materials across all their
products and marketing campaigns. (Samsung, Samsung, n.d.)

Additionally, Samsung also uses colors like white and black to create a sense
of sophistication and elegance in their product designs.

Figure 27: Samsung's main color

(Source: Samsung Electronics Vietnam, n.d.)

Symbol

The symbol of Samsung is the "S" letter design with a continuous, flowing,
and smooth stroke, which is used as the official logo of this brand. It creates a sense
of solidity and stability of the brand, but there is also flexibility and dynamism within
it. This symbol has become a distinctive, recognizable, and closely associated icon of
the Samsung brand globally, including the Vietnamese market. It embodies the core
values of professionalism, creativity, and credibility of Samsung.

Ambassador

For the Vietnamese market, Samsung frequently invests heavily in

KOLs/Influencers, collaborating with famous artists, actors, athletes, and tech
personalities to serve as brand ambassadors in Vietnam, to promote their products.
These ambassadors help create a positive brand image and easily connect with the

34
target customers for the product lines they represent. For example, Soobin Hoang Son
has become the representative face for Samsung's Galaxy J-series products, targeting
the mid-range segment, while supermodel Thanh Hang has been associated with the
Galaxy S-series products, embodying the brand's motto of "Sophistication - Prestige
- Elegance".

Sound

Samsung utilizes distinctive melodies in its advertisements and product

ringtones in Vietnam, creating strong recognition and association in the minds of
consumers. Some of the signature Samsung sounds include: "The Voyage" (common
sound for Samsung product lines), "Over the Horizon" (sound for mobile devices),
and "Beyond the Horizon" (sound for home appliances) (Samsung Electronics
Vietnam, n.d.). These sounds have become an important part of Samsung's brand
identity in the Vietnamese market.

Slogan

The Samsung slogan "Imagine" reflects the company's ambition to

continuously innovate and bring new, breakthrough products and services that move
beyond just imagination and into reality. This slogan inspires users about what can
be achieved with Samsung's technology, encouraging their customers to think and act
to turn their own ideas into reality. It is also a simple, memorable slogan closely
associated with the brand.

Figure 28: Image - Samsung slogan

(Source: bidesign.vn)

35
 Brand Language

The texts and content related to the Samsung brand in Vietnam all use a
practical, easy-to-understand language that is customer-oriented. This style of writing
creates a sense of familiarity, friendliness, and approachability for Vietnamese
consumers.

Typography

Samsung uses simple, clean typography in their brand-related print materials

and publications in Vietnam. This typeface conveys a modern, neat, and easily
readable feel for consumers. The distinctive font is square, balanced, and easily
recognizable.

Figure 29: The Samsung Font

(Source: samsung.com)

Brand Image

The image of Samsung in Vietnam conveys a sense of sophistication,

credibility, and advanced technology. The advertisements and promotional images
are designed to be sophisticated, impactful, and leave a lasting impression on
customers. The Samsung logo embodies the simplicity, modernity, and
professionalism of the brand.

36
 PART 4: MARKETING STRATEGIES IN VIETNAM VS
KOREA

4.1. Marketing Mix 4Ps

To become one of the leading technology brands globally as well as in Vietnam, it is
impossible not to mention Samsung's marketing strategies that have been applied
promptly and effectively.

4.1.1. Product Strategy

4.1.1.1. Product goals
At a time when phone lines around the world are "too boring," there is nothing
innovative or groundbreaking. Samsung has researched and launched the Galaxy Z
series, making users in general and technology enthusiasts in particular excited and
welcomed, making Samsung's Galaxy Z "explode" globally. To bring the Galaxy Z
to market, Samsung has set goals for this product line:

• Easy to use and fully responsive like other phones.

• The most advanced technology.

• Unique, eye-catching folding screen design ahead of its time. It brings many
new and interesting experiences, such as folding, opening, and using from
many different angles.

• Create fashion trends on social networking platforms and become an

indispensable accessory.

4.1.1.2. Product levels

Core Product

The Samsung Z Flip brings core benefits to consumers: a phone with a modern
and convenient feel that must also meet basic utilities. At the same time, we help
customers have the best experience while also affirming their value.

37
 Generic Product

a. Brand

Galaxy Z is the typical name applied by Samsung to its folding-screen

smartphones. The letter Z in the product name symbolizes youthfulness and
dynamism. The vertically folding screen Galaxy Z Flip product line is a combination
of pocket-sized form factor and outstanding style. Galaxy Z Fold with a horizontal
folding screen will increase the screen area like a tablet, helping users experience an
additional screen.

b. Packaging

Samsung limits the use of plastic in the packaging process and replaces the
packaging with paper (certified by environmental protection organizations). Besides,
Samsung also uses a matte coating on the charger instead of glossy paint, eliminating
the need for a vinyl layer covering the outside of the charger as before. This shows
that Samsung is minimizing toxic waste to protect the environment. The Premium
Black color appears commonly among Samsung's branded products, covering the
entire packaging. Samsung's Accent Blue, used as the Accent Signature, is applied
most sparingly throughout the packaging, just enough to show the mood of the brand.
White and light gray are used for typography to carefully organize product
information.

Figure 30: Complete product packaging of Galaxy Z Flip

(Source: fptshop.com)

38
 The box has a rectangular shape and is made of hard paper that is water-
resistant. On the face of the box is the letter Z, which represents the device name.
Packaging exudes strength from the product itself, surpassing its previous role of just
wrapping or protecting the product, and has gained meaning. Samsung's wearable
packaging design has redefined the meaning and role of packaging.

At the bottom of the box is device information such as a barcode and

production lot. Additional information, such as USPs, logos, and product
descriptions, is arranged in order of importance in highly visible areas so that all
information can be systematically and properly presented to the user.

Augmented Product

a. Increased service

• Support card payment

• Returns are supported within 2 weeks if the product has a manufacturer defect.

• Support remote customer care service from the Samsung app and website.

• There is a reasonable product warranty policy that is convenient for

consumers.

• When purchasing a Galaxy Z Flip/Fold smartphone, users will receive a

Samsung Care+ extended warranty package.

b. Product portfolio

With diverse designs depending on customers' preferences and needs, the

Samsung Galaxy Z Flip has more and more colors for users to freely choose from.
For example, the Galaxy Z Flip 4 series has four colors: graphite gray, champagne
pink, bora purple, and lovebird blue. In particular, Samsung also offers 75 color
combinations with the Bespoke version, with five front-back colors (choose one),
three frame and hinge colors (choose one), and five back-back colors (choose one).

39
 Figure 31: 4 colors of Galaxy Z Flip4

(Source: thegioididong.com)

Figure 32: Galaxy Z Flip4 Bespoke Edition

(Source: thegioididong.com)

Coming to the latest line, the Samsung Galaxy Z Flip5, Samsung has released
new unique colors that attract many users, including four color versions: Indie Gray,
Latte Cream, Mint Green, and Fancy Purple. In addition, Z Flip5 also has a set of four

40
exclusive colors, including Urban Gray, Downtown Blue, Camper Blue, and Mustard
Yellow.

Figure 33: 4 colors of Galaxy Z Flip5

(Source: samsung.com)

Figure 34: 4 exclusive colors of Galaxy Z Flip5

(Source: samsung.com)

41
 4.1.2. Price Strategy
Samsung often uses two strategies: price skimming and competitive pricing.
For the Galaxy Z series, Samsung used the price skimming strategy. This is a strategy
that initially sets the new product price very high to exploit the group of customers
with good paying ability. The purpose is to recover investment capital and make a
profit in a short time. Once this customer group has been fully exploited, the company
will reduce product prices to exploit customer groups with lower-paying abilities. The
Samsung Galaxy Z immediately, upon its market launch, attracted the attention of
many users. Therefore, Samsung uses price skimming for this product line. The firm
strives to achieve high value from the start before competitors catch up. Once the
model is old and the company is about to launch new models or any competitor has
launched a similar product, Samsung immediately reduces the price.

4.1.3. Distribution system strategy (Place)

A wide distribution system everywhere is one of Samsung's marketing
strategies. Samsung is present through many different channels in the market.
However, Samsung's main channels include:

The large and reputable retail company

For the retail distribution channel, Samsung has chosen to cooperate with large
and reputable retail companies in Vietnam, such as Mobile World, FPT, Vien Thong
A, Viettel Store, Nguyen Kim, Anh Duong, VP Group, Cellphones, TechOne,...
Samsung's distributors are all reputable and experienced names to help customers feel
secure and confident when shopping.

System of Electronics Supermarkets

Samsung also has a network of phone stores and electronics supermarkets that
provide products and accompanying components to customers. For the electronics
supermarket system, Samsung also chooses to distribute its products in supermarkets
such as Pico Plaza, Ruby Plaza, Nguyen Kim, Tran Anh,... In the Hanoi market, the

42
electronics supermarket network Samsung product distribution spreads throughout
the districts.

Samsung Brand Shop

Samsung also cooperates with distributors to open a series of Samsung Brand

Shop stores. Recently, Samsung opened Samsung Plaza in Cau Giay. This is
Samsung's third Samsung Plaza store in Vietnam, following the Brand Shop
model.Brand Shop only sells Samsung products. Samsung Brand Shop helps enhance
the brand position of Samsung products, making it easier for customers to access and
feel confident when purchasing genuine Samsung products.

4.1.4. Mixed promotion strategy

4.1.4.1. Advertisement
In Vietnam, Samsung focuses on advertising in mass media. Samsung focuses
on increasing brand awareness by taking advantage of television channels and social
media marketing channels. Samsung wants to focus on the market segment with
young customers by continuously running ads on Facebook, Instagram, and TikTok
with many trendy, youthful articles and advertising images that stimulate creativity.

Figure 35: Advertising posts of Samsung Galaxy Z Flip5 on Instagram, Tiktok

(Source: samsungvietnam)

43
 In addition, Samsung also utilizes influencer marketing to advertise its
products. Samsung has cooperated with celebrities among young people to advertise
its products. For example, when the Galaxy Z product line launched, Samsung invited
famous names in the Vietnamese entertainment industry, such as Rapper Binz, actress
Kaity Nguyen, fashionista Chau Bui, female artist Thanh Hang, etc., to advertise and
promote the launch of the Galaxy Z.

Figure 36: Advertising artists for Galaxy Z

(Source: vnexpress.net)

The appearance of celebrities has attracted a lot of public attention, especially

among young people. Samsung also invited the famous Korean boy group BTS to be
the representative face of the Galaxy Z series for global promotion.

Figure 37: BTS with Samsung's Bora Purple Galaxy Z Flip4

(Source: samsung.com)

44
 4.1.4.2. Personal selling
Samsung considers sales pitching as marketing through people. Samsung's
promotional activities include main activities such as:

• Provide product information to customers.

• Samsung sales staff are always interested in maintaining and improving

relationships with customers.

• Samsung sales staff often provide useful information for planning promotions
and advertising programs.

Samsung also has a bonus policy for its sales staff: each individual who makes a
sale will receive a 5% commission on a product. This policy ensures fairness and
encourages employees to increase productivity.

4.1.4.3. Promotional
Samsung also regularly deploys attractive promotions to attract customers,
such as giving gifts when purchasing phones, entering promotional codes to receive
discounts, and the "Old Renew for Old" program applied nationwide. These are
promotional policies that Samsung regularly uses to attract more customers' attention
and stimulate customer purchases.

Figure 38: Samsung promotional programs

(Source: samsung.com)

45
 4.1.4.4. Public Relations
Samsung regularly participates in major trade fairs around the world. Trade
fairs are where Samsung uses them to buy and sell products, sign contracts, and create
relationships between Samsung and distributors and agents.

For social community activities, Samsung identifies health and education as

two key activities in the Vietnamese market, in which education is the main goal.
Through education, especially with the application of digital technology, Vietnamese
youth will receive diverse training with deeper knowledge and learn necessary soft
skills when they are born. Especially information technology training for Vietnamese
students, repairing and renovating classrooms with modern technology equipment
such as computers, screens, educational equipment and other digital.
(businesswiki.codx, 2023)

During the coronavirus pandemic that broke out worldwide, Samsung did very
practical things, such as donating 10 billion VND to Vietnam and supporting the
group's smartphone products to serve testing and development work on COVID-19
prevention applications in Vietnam. At the same time, Samsung also provides large-
sized TVs and screens to support authorities in monitoring the epidemic situation.

4.2. SWOT
Table 2: SWOT of Samsung

(Source: Students do it themselves, 2024)

Strengths Weaknesses
- Large distribution - Depends too much on the US
scale and abundant and Indian markets.
financial resources. - Unstable personnel affect brand
- Popular brand image image.
has a position in the - High configuration affects
market. quality and battery life.

46
 - Highly appreciated - Security capabilities have not
for product quality and been optimized.
continuous innovation.
- Good customer care
regime.

Opportunities S-O (Use strengths to W-O (Limit weaknesses to take

- 5G technology is take advantage of advantage of opportunities)
developing strongly. opportunities) - Improve product security and
- Users are increasingly - Use increasing battery life.
interested in technology customer demand to - Reduce dependence on the US
and are willing to spend promote the reputation and Indian markets, seek new
large amounts of money and expand the opportunities to protect and
to own high-tech business scale. expand their markets, such as
products. - Open more branches Asian and European markets, to
- Expand the product to serve customers ensure sustainability, and avoid
and service systems. everywhere. potential failures if the US
economy collapses.

Threats S-T (Use strengths to W-T (Limit weaknesses to

- Fierce competition prevent or neutralize prevent or neutralize risks)
from competitors such threats) - Constantly try, create, perfect,
as Apple, Huawei, - Improve and enhance and come up with new and more
Xiaomi, LG,... product quality and perfect solutions so as not to be
- Competition among customer care. surpassed by competitors.
the company's phone - Focus on developing
lines. the product's unique
- Fluctuations in the US selling point (the
and Indian economies folding feature of the
are two important Samsung Galaxy Z
markets for Samsung. Flip/Fold).

47
4.3. IMC plans in Vietnam and Korea
Up to now, the Galaxy Z Flip/Fold 5 is the latest product in Samsung's Galaxy
Z series and was officially launched in the third quarter of 2023, receiving a lot of
attention from Samsung fans as well as the crowd and a technology-loving
community. At the same time, Samsung launched "explosive" media campaigns
globally, including in Korea and Vietnam.

4.3.1. Vietnam market

During the Galaxy Unpacked event taking place at the end of July 2023, with
the message "Flexible Joining," Samsung announced the launch of the folding
smartphone duo Galaxy Z Fold5 and Galaxy Z Flip5 in the Vietnamese market.
According to Samsung, the Flexible Association is a gathering place for brave young
people from many different subcultural communities who dare to change, freely
express themselves and shine with their own identities. Here, they are not only being
encouraged to maintain and celebrate their own identities, but they are also creating
an exciting environment for subcultural communities to shine and express
themselves.

Currently, influencers and KOLs are the subjects of interest and attract the
attention of the community. Samsung sees this and takes advantage of it to deploy
communication campaigns for its product lines. Chau Bui, a fashionista with a unique
personality style, is the person Samsung chose to promote the Galaxy Z Flip 5 in
Vietnam. With impressive, dynamic images that accurately represent the message
Samsung wants to convey to customers, Chau Bui and the Galaxy Z Flip 5 have made
a strong impression and received attention from the fan community in Vietnam.

48
 Figure 39: Chau Bui with Samsung Galaxy Z Flip5:

(Source: Chau Bui)

Samsung also launched the campaign "Join Flexibly" and combined it with
KOLs with followers and influence on TikTok such as Lilthuuu, Tudokhanhlinh, etc.
to make the campaign popular through clips. "Swing Trend," or "Transformation," is
famous and receives the most attention from Vietnamese people today.

Figure 40: "Flexible joining" campaign on Tiktok

(Source: Samsung Vietnam)

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 Samsung also uses the program "The New Mentor," which has been most
popular with young people in recent times, to promote the Galaxy Z Flip 5. In the
program, contestants will perform challenges with the Galaxy Z Flip 5.

Figure 41: Contestants perform challenges with Samsung Galaxy Z Flip 5 at the program
"The New Mentor"

(Source: advertisingvietnam.com)

Samsung also cooperates with F&B brands such as Phuc Long, Thuc Coffee,
etc. to place billboards to spread products closer to customers. At bustling locations
such as the City Post Office and shopping centers, OOH and Galaxy Flip Town
experience areas are also set up.

50
Figure 42: Billboard of Galaxy Z series 5 across the street

(Source: htv.com.vn)

Figure 43; Galaxy Flip Town in Ho Chi Minh City

(Source: advertisingvietnam.com)

51
 In addition, Vietnam is the only country in Southeast Asia that cooperates with
Samsung to spread works of art imbued with the identity and personality of young
people, bringing artwork from pioneers in the creative community. Enter the Flip
Thinker collection exclusively for the Galaxy Z Flip 5. When the case comes into
contact with the back of the Galaxy Z Flip 5, the artwork will be displayed
simultaneously on the Flex Window screen. In this collaboration, Samsung chose
influential and inspirational faces in the youth community, such as Danis Nguyen, a
tattoo artist and Saigon Ink Founder; Anh Phan, CEO of the Uom Art Art Complex;
and Thai Linh, a young artist and co-founder of Nirvana Streetwear. Samsung
launched the Flip Thinker smart case collection exclusively for the Galaxy Z Flip 5,
helping young people who love creativity express the identity of their community.
Through the Flip Thinker smart case collection, all three creators and the Galaxy Z
Flip 5 aim for one goal: encouraging the spirit of "thinking backward, doing it" for
young generations from subcultural communities. Above all, they contribute to
spreading passion and experiencing life from many perspectives for the Gen Z
community. (Trịnh, 2023)

Figure 44: Collection of Galaxy Z Flip 5 “Flip Thinker”

(Source: samsung.com)

To promote the Galaxy Z Flip/Fold 5, Samsung for the first time opened a
unique product experience model located right on city center streets called Galaxy
Flip Town. As the first brand in Vietnam to offer a unique form of experiencing

52
technology products with the Flip Town model, Samsung said it wants to make a
combination of high-end technology and local artistic and cultural values more
widely available to the public.

In Ho Chi Minh City, Galaxy Flip Cafe aims to become a gathering and check-
in place to attract young people while enjoying coffee and the unique technology
space, experiencing firsthand the latest 5th generation Galaxy Z Series, and many
other interesting activities. Galaxy Flip Cafe combined with the S'Mores Coffee
brand brings a larger scale of technology experience, in addition to the display area
for Galaxy Z Fold5 and Galaxy Z Flip5 products, so users can experience the features
firsthand. A highlight of Samsung's new foldable smartphone, the Galaxy Flip Cafe
also has dedicated areas for each different subcultural community: The area is
reserved for the art- and painting-loving community to freely experience. Creative,
Unique Side collection for fashionistas; Flip Locker, with typical items of each
community such as fashion, music, street art, and healthy living sports for young
people a unique check-in corner; the Flip Garden check-in area with a photo frame
inspired by the Flex Window external screen of the Galaxy Z Flip5. Galaxy Flip Cafe
holds many interesting workshops for subculture communities, such as tattooing with
Danis Nguyen, connecting with painting with young artist Thai Linh, or interacting
about rap with the presence of Anh Phan, LilThu. (VNReview, 2023)

Figure 45: Galaxy Flip Town

(Source: samsung.com)

53
 Figure 46: Galaxy Flip Cafe in Ho Chi Minh City

(Source: home.vn)

In Hanoi, Samsung expanded the Galaxy Flip Studio chain in combination

with two local brands, BOO and LIBÉ. This is a fashion world with unique and trendy
styles and many experience areas: Flip Mirror -Quality Selfie from any angle in front
of the mirror with the Galaxy Z Flip 5 and print instant photos; Flip Locker:
Personalize your fashion style with each locker; Flip Fitting Room - Try out new
outfits and save your transformation moments. In particular, each test room will be
equipped with Galaxy Z Flip 5 phones, so you can quickly save photos with your
favorite outfit.

Samsung also combined with fashion brand BOO Vietnam to realize the
Galaxy Flip Studio series. This is not simply a fashion store with phone experience
counters; it is also a place where visitors can freely create their style. With the activity
"Give away printed patches on shirts—Renew old shirts," customers will choose and
design unique T-shirts, customized from the typical stickers of the Flexible
Association. Or the case design activity using a unique embossed wool embroidery
technique called "IU VIBE," Samsung combined with "Embossed Embroidery

54
Needle—Punch Needle Vietnam" to provide detailed instructions on how to create a
medium-sized case product. It has a unique embroidered wool pattern that brings bold
personal color to your Samsung phone.

Finally, when you own the shirt and case of your choice, young people can
also save memorable moments at the Galaxy Flip Studio space by printing check-in
selfies with the Galaxy Z Flip5. All impressive photos were taken by taking advantage
of the Flex Window secondary screen or the Galaxy Z Flip5's multi-angle Flex Cam
feature to deliver the highest image quality. (Hằng, 2023)

Figure 47: Galaxy Flip Studio in Hanoi

(Source: vietnamnet.vn)

55
 Figure 48: Activities at Galaxy Flip Studio x BOO

(Source: vnexpress.net)

4.3.2. Korean market

To introduce many new features, such as FlexCam hands-free shooting mode,
optimal battery life, and water-resistant technology, the Galaxy Z Flip5 and Galaxy
Z Fold5 had an "explosive" launch with coverage across Korea, with creative and
diverse campaigns occupying the space from online to offline. Samsung has launched
a TVC depicting images of characters using the product. Accordingly, the characters
can easily take selfies and check the time and temperature using the flip cover without
having to open the phone. The ability to bend the screen also helps characters easily
monitor their bodybuilding movements, avoiding incorrect posture in the absence of
a PT or instructor nearby.

56
 Figure 49: Official Film of Galaxy Z Flip5

(Source: youtube.com)

Samsung continues to make an impression on Korean users when it

implements a 3D OOH that combines modern technology with typical traditional
Korean cultural features. Specifically, the billboard displays an image of a traditional
Korean house with four Chochungdo paintings—paintings of flowers, leaves, and
insects in the style of female artist Shin Saimdang of the Joseon period. A naughty
cat passed through the pictures and touched the Z Flip 5 phone.

Figure 50: 3D OOH of Galaxy Z Flip5 in Seoul

(Source: seoul_4k)

57
 In addition, Samsung also performed a 3D OOH outside Coex Media Tower
in Seoul to promote the Galaxy Z Flip5, making passersby pay attention and enjoy
taking pictures when they see it. (Samsung, 2023)

Figure 51: 3D OOH advertisement of Galaxy Z Flip5 at Coex Media Tower, Seoul

(Source: news.samsung.com)

Besides, Samsung also placed a lot of billboards to promote the Galaxy Z

Flip/Fold5 throughout Korea. As long as you step on the street, wherever you are,
you will see the Galaxy Z Flip/Fold5 billboards.

Figure 52: Billboards of Galaxy Z Flip/Fold 5 in Korea

(Source: news.samsung.com)

58
 Samsung also cooperated with the famous global music group BTS to promote
the Galaxy Z Flip/Fold 5 duo. The group's global popularity and strong fan base have
helped Samsung promote its products more widely available. Especially attracting a
large number of fans who want to own a phone like their idol will help the Galaxy Z
Flip/Fold 5 achieve impressive sales.

Figure 53: BTS and Galaxy Z Flip/Fold 5

(Source: samsung.com)

Samsung also cooperated with BTS to produce an exclusive Flipsuit collection

for the Galaxy Z Flip5 series. This has helped the company attract a large number of
BTS fans who are excitedly waiting to own a Flipsuit with their idol's image.

Figure 54: Samsung cooperates with BTS to produce exclusive Flipsuit for the Galaxy Z
Flip5 series

(Source: samsung.com)

Korea is also famous for having world-class League of Legends champion

Sang-hyeok “Faker” Lee. Samsung took advantage of this opportunity to organize

59
the Galaxy Fold Cup 2023 gaming tournament. The tournament attracted a large
number of gaming enthusiasts in Korea, with more than 210,000 viewers watching
the live broadcast on the internet. The tournament demonstrated the Galaxy Z Fold5's
spacious screen, compact handling, and quick response. Competitors and audiences
alike were very impressed with the quality of the Galaxy Z Fold5's gaming
experience. Faker commented that he was surprised that gaming could feel so smooth
and precise on a mobile device.

Figure 55: Players are playing a game on the Galaxy Z Fold5

(Source: news.samsung.com)

Figure 56: League of Legends world champion Faker with the Galaxy Z Fold 5

(Source: news.samsung.com)

60
 Samsung opened the Galaxy Studio in the Seongsu area of Seoul. Galaxy
Studio is where visitors can discover the latest devices through Flip Side Market. Flip
Side Market has three different spaces around Seongsu, each with a distinct theme.
Flip Side The Garden Market and Flip Side Market Seongsu will be where visitors
can try out the Galaxy Z Flip5 and Z Fold5.

At Flip Side Market The Garden, customers can choose the Galaxy Z Flip5 or
Z Fold5 in the color of their choice to experience hands-on with the latest devices.
Visitors can also experience the feeling of shopping with a Samsung Wallet.
Customers will also be able to see the Innovation Monument in the center of the
space, which showcases the evolution of the Galaxy Z series through the production
line. At Flip Side The Garden, there is a selfie area with many eye-catching backdrops
and themes, so visitors can take selfies from many different angles using the Galaxy
Z Flip5 camera and other advanced features, including Flex Cam and Quick Shot.
Next is Flip Side Market Seongsu, the highlight of the Galaxy Studio experience,
where visitors can experience all the features of newly launched Galaxy products,
such as: an all-new Flipsuit Tag based on NFC that can be changed to suit their
personalities; The Flex Side area on the 2nd floor can experience the 12MP high-
resolution rear camera, Quick Shot, and FlexCam on the Galaxy Z Flip5. The Fun
Side area offers an immersive experience with the large screen of the Galaxy Z Fold5
series for those who love to play games. The Creative Side is a bookstore-like space
where you can experience the multitasking and productivity capabilities of the Galaxy
Z Fold5. (Samsung, 2023)

61
 Figure 57: Flip Side Market The Garden

(Source: news.samsung.com)

Figure 58: Customers experience the features of Galaxy Z Flip/Fold 5 in Flip Side Market

(Source: news.samsung.com)

Samsung has established limited-time Galaxy Experience Spaces in seven

cities around the world, including Seoul and Busan in Korea. At the Galaxy
Experience Space in Busan, journalist Dang Huy Duc Bui of the Vietnamese online
publication VnExpress had the opportunity to visit and share: “I have visited many
experience spaces around the world and have never seen them before. I've never seen

62
such a new and interesting space." “I hope Samsung Electronics will open more
Galaxy Studios abroad.” (Samsung, 2023)

Figure 59: Dang Huy Duc Bui in an interview with Samsung Newsroom

(Source: news.samsung.com)

The Samsung Galaxy Z Flip/Fold5 product marketing strategy is flexibly

adjusted to suit each Vietnamese and Korean market. Thanks to its acumen in
understanding customer tastes and implementing effective marketing strategies,
Samsung has achieved resounding success for the product duo Galaxy Z Flip 5 and
Galaxy Z Fold 5 in both markets.

63
 PART 5: SUGGESTIONS

As one of the largest foreign investors in Vietnam, Samsung has been developing
very well in Vietnam. However, some suggestions to take full advantage of the
Vietnamese market’s potential and improve Samsung's competitiveness:

• Product Portfolio Diversification: Besides the already very successful

mobile phone segment, Samsung can expand into other potential fields such
as electronic components and smart home appliances to serve many different
customer groups. Diversifying the product portfolio will help Samsung reduce
the risk of relying on a single business segment and leverage its technology
and manufacturing strengths.

• Developing a Sustainable Supply Chain in Vietnam: In parallel with

product diversification, close cooperation with domestic suppliers will help
Samsung build a strong and flexible supply chain. Vietnam is emerging as an
attractive destination for investors looking to diversify or supplement business
operations from China.

• Continue to expand and upgrade the Research and Development (R&D)

Center in Vietnam: By investing 220 million USD to build Southeast Asia's
largest R&D Center in Hanoi, Samsung has shown its strong commitment to
the Vietnamese market. However, to turn Vietnam into a global R&D base,
Samsung needs to focus on key technology fields such as artificial intelligence
(AI), Internet of Things (IoT), big data (Big Data) and 5G network, while
improving the research capacity of Vietnamese engineers.

• Investing in special industrial zones: Expanding investment in high-tech

industrial zones is a stepping stone for infrastructure development, which is
favorable for bringing production lines and economic integration.

• Taking advantage of existing free trade agreements between the two

countries in particular: The common trade blocs between Vietnam and

64
 Korea (ASEAN FTA, VKFTA) are a solid bridge for Samsung's development
along with ensuring benefits and legal aspects.

• Strengthen cooperation with universities and colleges in Vietnam to train

high-quality human resources: Through programs such as the Samsung
Talent Program, the company can attract and develop young talents in the
fields of R&D and manufacturing. In addition, Samsung should support
Vietnam in training semiconductor engineers to meet the development needs
of the electronics industry in the future.

• Implementing Samsung's advanced training programs: Along with having

a high-quality workforce, Samsung needs to focus on training to improve skills
and have policies for that workforce to avoid brain drain and unnecessary
losses in technology security.

With the above suggestions, Samsung can take full advantage of the potential of
the Vietnamese market, improve competitiveness and make practical contributions to
the overall development of the country. Samsung's success in Vietnam not only
benefits the company itself, but also contributes to promoting the development of the
electronics industry and enhancing Vietnam's position on the global technology map.

65
 CONCLUSION

In the report, we selected the Samsung Galaxy Z as the main product to analyze
Samsung's brand strategies and marketing strategies in Vietnam. In addition, to better
understand the differences in Samsung's strategies in each market, we chose Korea
as the market to compare with Vietnam. From there, we can see the difference
between Samsung's marketing style in each market in general and in Vietnam and
Korea in particular.

First, we briefly analyze the Samsung Galaxy Z in the international market and
determine that this is a breakthrough product for Samsung, as well as Samsung's
marketing campaigns for the Galaxy Z in the international market. The economy is
very diverse and unique. Samsung also adjusted its campaigns to suit each market,
showed the success of the Galaxy Z through increased revenue, and impressed
consumers around the world.

Next, we analyze the Vietnamese market with data on Galaxy Z sales, market
development stages, and how environmental and cultural factors have influenced
purchasing behavior. consumer goods in Vietnam and Samsung's competitors in
Vietnam. We see that Vietnam is one of the countries that Samsung focuses on and
researches carefully when bringing products into this market. Samsung has deployed
unique campaigns that suit the culture, habits, and preferences of Vietnamese
consumers.

In addition, we also analyze Samsung's branding strategy in the Vietnamese

market. From there, it can be seen that Samsung has come up with strategies to suit
Vietnamese consumers.

Then, we analyzed and compared the differences in Samsung's marketing strategy

for the Galaxy Z series in Vietnam and Korea. Using the same 4Ps marketing strategy
in both Vietnam and Korea, Samsung also has different marketing strategies suitable
for target customers in each country.

66
 Finally, we provide our team's suggestions and recommendations for maintaining
Samsung's influence in Vietnam. From there, help Samsung continue to develop
steadily in the Vietnamese market.

In summary, this report on “Marketing strategies of Samsung Galaxy Z in

Vietnam and Korea” helps us, as well as readers, have an overview of Samsung's
marketing strategies in the Vietnamese market and what is different from the Korean
market. Quoc. From there, we can see and learn new and unique initiatives, ideas,
and marketing lessons from this international brand. We believe that the
meticulousness, thoroughness, and thoroughness of the report will help readers see
the good things and learn the strategies of Samsung in general and the Galaxy Z in
particular.

67
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lần đẩu xuất hiện tại Việt Nam. Được truy lục từ home:
https://home.vn/thread/samsung-mo-mo-hinh-trai-nghiem-san-pham-doc-la-
lan-dau-xuat-hien-tai-viet-nam.140737488662796#google_vignette
Vũ, G. (2024, January 01). GenK Trang thông tin điện tử tổng hợp. Được truy lục
từ genk.vn: https://genk.vn/mot-nam-qua-di-galaxy-z-series-van-khong-co-
doi-thu-trong-linh-vuc-dien-thoai-gap-20231216122550429.chn

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