Established in 1938 by Byung Chun Lee as a trading and exporting company. From 1958 it started diversifying its business and in year 1969 the company moved into electronics segment started establishing radio, television, mobile etc.
Samsung is a global leading brand in mobile industry with looming sales and surpassing revenues (Belch and Belch, 2003). It has generated a buzz in the tech world by announcing its S series and has increasingly boosting up its sales further establishing itself as a competitive market leader of the industry.
Samsung astonishing growth has been made possible because of its following mantra that has helped it in boosting up its sales:
- By being constantly Influential
- Bringing up an extraordinary work
- Constantly evolving
- Being productive and innovative for their customers.
The STP (Segmentation, Targeting and Positioning) of its product is:
Segment: Sophisticated and Smart Phone series
Target: High end customers
Positioning: Phone with outstanding features and innovative designing through curved edges and smart screens.
INTEGRATED MARKETING COMMUNICATION
Samsung releases its model targeting towards its audiences often appealing the masses by using integrated marketing communication to captivate them strongly with their brand (Fill, 2005).
The promotional tools that where employed by the brand are:
- Advertising- TV commercials to generate brand awareness among their consumers. Samsung uses such direct media to connect with its consumers in lesser time.
- Print Advertising- The Company has been looking forward to advertise its product in all technology and gadgets as well as business and family journals.
- E Marketing- Using web as a medium to appeal the wide masses and informing the consumers about the exclusive features, reviews and ratings of its products. The social media has become the most widely accepted forum for introducing their product directly to their customers (Hackley, 2010).
- Facebook: The Samsung Galaxy S3 smartphone campaigning through Facebook page indicated that it yielded 3 to 5 times return. The 3-week campaigning reached over 105 million users, generating $129 million sales and 13 times from a $10 million ad.
- Instagram: The social engagement through Instagram #StandTall campaigning has helped the company in connecting with its users worldwide and delivering social results effectively.
- Twitter: looking over their data and analyzing its tweets can trace the surpassing success of Samsung Mobile. Currently @SamsungMobile has 10,948,289 followers.
- YouTube: The company has an Samsung official page in the you tube which reveals all new products and exciting promotions.
- Publicity- The phone is broadcasted on public platforms to create a successful buzz about the product (Dahlén, Lange and Smith, 2010). Like
- The features were introduced at Oscars even before the product was actually realized.
- Phone captures world’s record viral selfie captured by Ellen DeGeneres.
- Sales Promotion-
- Samples: Samsung mobile stores are set which provide prospective consumers to check the product at free cost (Yoo, Donthu and Lee, 2000). Moreover, they also have dummy model of the phone that can help in providing their customers the feel of their product.
- Vouchers and Offers: Samsung 50$ cash back scheme was introduced wherein any one could get 50$ cash back card on the purchase of Samsung galaxy series phone.
- Accessories: With few Samsung models giveaways were provided along with the purchasing of it like Bluetooth, Samsung gear, leather case, extra memory card etc to its customers.
The effectiveness of the company campaigning has been vividly recognized in there sales rates (Cornelissen, 2014).
Belch, G.E. and Belch, M.A., 2003. Advertising and promotion: An integrated marketing communications perspective. The McGraw− Hill.
Fill, C., 2005. Marketing communications: engagements, strategies and practice. Pearson Education.
Hackley, C., 2010. Advertising and promotion: an integrated marketing communications approach. Sage.
Dahlén, M., Lange, F. and Smith, T., 2010. Marketing communications: a brand narrative approach. John Wiley & Sons.
Yoo, B., Donthu, N. and Lee, S., 2000. An examination of selected marketing mix elements and brand equity. Journal of the academy of marketing science. 28(2). pp.195-211.
Cornelissen, J., 2014. Corporate communication: A guide to theory and practice. Sage.
Google Australia. 2016. s series evolution photos – Google Search. [ONLINE] Available at:https://www.google.com.au/search?q=s+series+evolution+photos&biw=1242&bih=566&tbm=isch&imgil=oag3dQ8m2lNCqM%253A%253Bk1kaAcc6Oad2xM%253Bhttp%25253A%25252F%25252Fwww.phonearena.com%25252Fnews%25252FThe-evolution-of-Samsungs-flagship-series-from-the-first-Galaxy-S-to-the-hot-new-Galaxy-S7_id78382&source=iu&pf=m&fir=oag3dQ8m2lNCqM%253A%252Ck1kaAcc6Oad2xM%252C_&usg=__ooRxyClNqjdvMLXoGWx6B3P9Gw4%3D&ved=0ahUKEwiU95Tzi8zMAhVJkpQKHdg-ALwQyjcIOQ&ei=mAkwV5TLBsmk0gTY_YDgCw#imgrc=oag3dQ8m2lNCqM%3A.
Google Australia. 2016. ellen degeneres selfie with samsung – Google Search. [ONLINE] Available at:https://www.google.com.au/search?q=ellen+degeneres+selfie+with+samsung&espv=2&biw=1242&bih=566&site=webhp&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjHqNGAjczMAhVBt5QKHf3ZBq8Q_AUIBigB#imgrc=Ti4LJn7BF_ctPM%3A.